PLAYBUTTON”a new way of releasing music”

By Eva Mulek

What is the Playbutton???

A digital music album that’s built into a button/badge and affixed with a pin at the back

A wearable button that plays itselfThe front of the badge can be customisedThe record is pre-recorded therefore can`t be

changed or downloadedPlay/Pause, Skip and Volume functionsRechargeable lithium battery

The Playbutton BadgeIt's like the cover of a book you're reading - it's displaying music that you like” Nick Dangerfield

About the company

Parte LLC is a small newly established New York based company

Nick Dangerfield is the director and founder of Playbutton

The company operates in 4 major cities : New York, Tokyo, Barcelona and now in London

Target audience(s)2 potential target group

Main target audience:18-28 years old Males and Females

Extraordinary music lovers Loyal music followers Cool Technology followers Band supporters Groupies

Second target audience:14-18 years old Fashion/Trend follower teenagers Fashion/ Trend followers Like to wear funky badges Current popular music

lovers Not loyal music followers

Customers

How to reach them

Launch Strategy

Create awareness of the “playbutton” towards both target audience and the media

Encourage support for music bands

Build positive brand profile through the music event

Encourage trial of products during the course of events and sell

Creative Approach

Playbutton

“ Why just Play a record

when you can wear it too”

“Playbutton is a Wearable Mix Tape You Can Pin on Your Sleeve”

Press Education

Trade Education

Music Festivals

NME MusicMagazine

Clash Music Magazine

Programme Overview

Playbutton Music Festival”Official launch of the playbutton”

A one off music festival sponsored and organised by Parte LLC London /Playbutton

The festival will be held in Milton Keynes Bowl Strong distribution of free badges to visitors

with this message on them“wouldn`t it be good if it played music

too?”Musician are new and upcoming artistEntry is free however customer must register

on the playbutton website to claim ticket

Why Milton Keynes Bowl

Cheaper than Music festival places like Reading, London parks, Birmingham etc…

Attractive to the cool young target audienceEasy to get toClose to main cities in the UKThe place is big enough to accommodate

around 5000 people

Objectives of the Playbutton festival

Collecting personal data from potential customers for future marketing

Creating awareness of new and up coming musician artist

Promote the new digital album (playbutton)Encouraging trial/purchase of the productBuild association with new music

To achieve cut through and media attentionthe campaign needs to be

DifferentCool/ trendy like the target audienceOriginalStrongAppealing/Desirable Lastly need to be able to reach target

audience

How to encourage people to comeBy setting up a Facebook and Twitter pages for

the festival/ music band competitionMaking people feel they are important part of

the first official playbuttonDistributing free playbutton look alike badges

with music magazines helps: NME and Clash to the potential target audience

The message on the badge: “wouldn`t it be good if it played music too?”

The campaign A playbutton music festival combined with a competition: 5 new

music band will attend the festival and play music for the potential customers

Customers will be then able to vote for their favoured bands on a competition entry form

The winner music band will be announced at the end of he festival and the winner band`s musics will be on the first official playbutton

Those customers who voted on the band who won the competition will then receive a customised playbutton with the winning band`s music on it

References

http://www.find-designer-jobs.com/parte-llc-is-looking-for-an-intern-soho/

http://www.techradar.com/news/portable-devices/mp3-players/playbutton-launches-wearable-music-albums-917008

http://www.playbutton.co/ http://www.bbc.co.uk/news/business-11948391 http://www.ecouterre.com/playbutton-a-wearable

-mix-tape-you-can-pin-on-your-sleeve/ http://www.coolhunting.com/tech/playbutton.php http://www.clashmusic.com/ http

://www.nme.com/search?cx=partner-pub-6852032732218605%3Av7fy6ffnd8n&cof=FORID%3A10&ie=ISO-8859-1&q=the+playbutton&search_type=site&x=0&y=0