ABOUT IVORY

Ivory is young aspiring singer/songwriter from Richmond, London. She was raised in a musical family with her grandfather playing the trumpet in the royal philharmonic orchestra. She believes this was where her musical talent developed from. At the age of 16 she was scouted by a music producer after posting a cover of Lorde’s ‘Royals’ on YouTube. Ivory has recently been signed to Polar Records. She is working towards releasing her debut album Elements having already released her song Gasoline earlier in the year. She will hopefully be going on tour next year after her album is released, visiting some of her favourite UK venues.

IVORY’S IMAGE

As a new artist, it was extremely important for us to brand ivory in a way that would make her relatable and unique whilst ensuring that we stay true to who she is and what she wants to say in her music. We chose to style her in predominantly edgy, black clothing such as ripped jeans and a leather jacket as those outfits made her look crisp and fresh but also edgy which is the image we were trying to promote. Similarly, with the recent release of Ivory’s debut single ‘Gasoline’ we have to be meticulous with her appearance and her image as she is increasing in popularity with the single climbing the UK charts.

TARGET AUDIENCE

As an emerging new artist in the indie/pop scene, Ivory’s target audience consists of predominantly women between the ages of 18-25. We have conducted some target audience research which confirms that ivory’s music is best received by females between the ages of 18 and 25 as some of her songs, including her debut single ‘Gasoline’, are explicit and so are not appropriate for anyone under the ages of 18.

GENRE AND INFLUENCES

IVORY’s music genre is indie/pop and so when looking for artistic inspiration for both her image and the music video itself, we turned to popular artists from the same indie/pop genre.Those artists that we pulled inspiration from were artists like Lorde, who rose to fame in 2013 with her debut single ‘Royals’, Lana Del Rey whose single ‘Video Games’ reached number one in the UK Indie charts and Ellie Goulding, whose name is now recognisable all over the world with over 6.46 million social media followers.

MUSIC VIDEO IDEA

• In the beginning of this process we really struggled to decide on one idea because, as a group, we were full of great ideas but we perceived these as too high budget and unfeasible to create.

• In hindsight all we needed was a location because after finding our first location everything started falling into place.

• The location we have set the majority of our music video in is very industrial, overgrown and unhinged which is the image we were trying to portray with this music video. The song itself is reflected by the location and so fits perfectly with the video we are trying to create.

SHOOTING LOCATIONS

Hadleigh Castle, Leigh on SeaHere we filmed exterior shots in and around the remains of the castle. These shots will feature in the opening and the ending of the music video to Ivory’s debut single “Gasoline’.

Leigh on Sea and Southend on SeaHere we filmed along the walk from Leigh on Sea to Southend whilst taking several photos for Ivory’s debut album ‘Elements’ and her album’s digipak.

Industrial plot of land, DanburyOur final and most frequent filming location was an industrial plot of land which features several overgrown greenhouses as well as multiple warehouses where we filmed the majority of our footage for Ivory’s music video.

WEBSITE

We have tried to create a modern, minimalistic looking website in order to match the similar, simplistic websites of our artistic influences.Our website is still under construction but here is a quick look at our progress so far.Link to website: https://www.youtube.com/watch?v=DbhFsp8e9UQ

SOCIAL MEDIA

Facebook link:https://www.facebook.com/ivory.hawkins.92?fref=ts

MERCHANDISE

We have designed a variety of different merchandise to promote IVORY which include… • T shirts • Mugs • Jumpers • Sweatshirts • Caps All the merchandise includes IVORY’s Logo to create synergy across the different advertisement methods. We have also tried to use neutral colours to match IVORY’s brand image of minimalism and also shows her seriousness.

ALBUM COVER

GasolineFalling HurtRecklessHurricaneBlack HeartTangledSpiritDeeperScars

Elements

IVORY

SNEAK PEEK

https://www.youtube.com/watch?v=y15SbNK9-FE

ANY QUESTIONS?