Our Record label

The name of our record label is called double up records.The reasons behind the name is that it is controversial like the hip-hop and R&B music genre.

Is a niche label • Small & specific• Appeals to a narrow age range 13-22• Generally has appeal to only one gender• Artist is usually not well known (Carlo Gambino)• Often appeals to people with a very specific set of interests (relationships)

We are Niche Our Artist are signed to our independent/ niche record label and

the audience they appeal to is Hip-hop/R&B although these are mainstream genres of music our artist isn’t very well known and is only begging his music career.

Because of this we will have to resort to guerilla promotional strategies such as

sticking up posters on the street,

hold free concerts to promote our artist

Adverts on taxis

Billboards

Web Adverts

Radio adverts

The design The design is effective as I feel it is representative

of our target audience for many reason.

The connotation behind the red and black can be interpreted two ways, in terms of hip-hop it can be perceived to be power and in terms of R&B it can represent love.

The 4 symbols, diamonds, clubs, hearts, and spades connotes equality for both male and female artists.

Also fairness in the share of the money brought in by sales of CD’s, concert tickets etc.

Adobe Photoshop

The initial idea stemmed from pack of cards I found I decided to expand on the idea of cards in terms of there color scheme and the four symbol how they are different to represent variety and diversity but yet equal in terms of value

The name double was inspired by the fact we are using two artists in our music video so to signify this the name “double up” was born

I used photo shop as it is a great program that allows me to manipulate images at pixel level I can change every aspect of images with this program even create them.

Adobe illustrator

I used illustrator to sharpen refine and finalize the design I tried a variety of experiments but in the end I stuck with the Red and black one as I felt the connotations behind the design had a closer link to my target audience.

The end result “velocity was our my initial design and we didn't’t go with it because I didn't’t feel it had a strong enough link to our music video, our DigiPak and our brand and star image where as “Double up records” relates to them all in terms of color and and theme.