WGST Concept - Album concept - Rock band

WGST album concept - First album

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made by:made by:

2. TopicsTopics
Pre face Pre face
BrandsprintBrandsprint
creative hook creative hook
core values core values
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3. vision vision
Logo & style Logo & style
Concept release Concept release
Concept carrier Concept carrier
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4. Pre face Pre face
In this conceptbook you will read about the concept of “We Glow
sound tower” as a musical act and further on you will read about the
concept of the first release. The first release is the single “all night
long”, the single can be heard on all platforms on november 4th.
Enjoy the read of the conceptbook!
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5. brandsprintbrandsprint
during the brandsprint we brainstormed the following
subjects: 20 year roadmap, Brand index, top 3 audiences, top 3 values
and the why, how, what?
We show you the process and conslussions in the following pages.
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6. 20 year roadmap 20 year roadmap
5 years 5 years 10 years 10 years 15 years 15 years 20 years 20 years
the whole year
performances
loyal fanbase
loyal team
international
fanbase
Play globally
Producing for
other acts
sold out tours
everywhere
international
recognised
big loyal fanbase
publicly
renowned act
core band
4 albumslabel
support act for
big acts
eu tour
brand deals
International, with a big loyal fanbase and
publicly renowned with sold out shows
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7. Brand index Brand index
eliteelite
seriousserious
conventionalconventional
friendfriend
mature &mature &
classicclassic
young & young &
innovativeinnovative
Mass appealMass appeal
playfulplayful
rebelrebel
autorityautority
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8. Top 3 audiencesTop 3 audiences
1. 1. 00's and 90's kids00's and 90's kids
inbetweeners inbetweeners
festival gangers: lowlandsfestival gangers: lowlands
and best kept secret and best kept secret
2. 2.
3. 3.
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9. Top 3 valuesTop 3 values
1. 1. Fun Fun
contrarian contrarian
InspirationalInspirational
2. 2.
3. 3.
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10. Why, how, what?Why, how, what?
On the right page you will see the results from the why. We will only show the why, because
the why is built from the answers out of the how and what
questions.
In the justification you can read more about the answers from the how and what and why we
chose them.
but the most important one is shown here on the right page.
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11. why?why?
old school in a new
form
connecting and making
people happy
Not following the
masses
Do what you think is
cool
don’t take yourself to
serious
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12. creative hook: creative hook:
distinctivedistinctive
For the first release we aimed to be as distinctive as possible to enter
the market. We have seen in our research that it is very important to be
as unique as possible to stand out in the crowd. when you show yourself
in a different way than the others it will possibly resultate in attention
for WGST.
Therefor it is super important for wgst to be as distinctive as possible
and we tried to include this in the concept and
communication.
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13. core values core values
1. 1. Fun Fun
contrarian contrarian
InspirationalInspirational
2. 2.
3. 3.
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14. visionvision
I see that the biggest trend that is relevant for WGST, is moods over genres
(trend analysis). WGST also fits best with a retro vibe (internal analysis), WGST
also wishes to implement this aesthetic. WGST’s main branding includes their two
main colors, which are pink and blue. With these colors they want to stand out
from the competition (internal analysis). The use of the two colors has a great
influence on the brand awareness of the artist (trend analysis). WGST stands for
making music seriously with the intention of radiating fun and playfulness.
My opinion is that WGST needs to concentrate on delivering a fun and playful mood
while being distinctive.
I see:I see:
My opinion:My opinion:
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15. Logo & StyleLogo & Style
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RUSSIAN DOLMAKER
BEBAS NEUE REGULAR
koptekst + logo’s
lopende tekst
Iedere vorm die wordt 
ingekleurd met de kleuren en 
patronen van Wgst wordt 
opgedeeld in 3 vlakken. Deze 
vlakken worden compleet 
wilekeurig gemaakt, maar lopen 
wel smooth langs elkaar door 
de kronkelende lijnen
1 van de 3 vlakken wordt 
ingevuld met een patroon 
bestaande uit roze bollen met 
een zwarte achtergrond. deze 
bollen breken de blauwe en roze 
kleur. om wel kleurverschil te 
laten ontstaan wordt de 
dekking, van de roze bollen 
teruggebracht naar 51%
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18. Concept release Concept release
Adhering to the values fun, contrarian and playful we concluded to a retro
style aesthetic in which playfulness has a significant role. Because of the role
of playfulness within this concept, the release will be distinctive in the market.
With this concept we will be distinctive by introducing fun in ways that will
possibly be seen as contrarian.
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19. Concept carriersConcept carriers
The music video will be playful with a retro style, this will be seen in different
outfit choices in the video clip which will be retro and playful. People will enjoy
the video clip because we’ve set a certain mood (energetic & playful), instead of
telling a story. With these two points in mind, we will show people the aesthetic
of rock music in different genres with playful and funny characters. We will give
the audience a clear view of what we have in mind with the release of the first
single and give an impression for what the future holds with other videos.
Music videoMusic video
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20. The socials will be distinctive because of the mix of serious and playful content.
All the photos and videos will have a retro look. The retro aesthetic will also be
seen in the locations of the photos/videos. With what is mentioned above, WGST
will get a playful image while also being seen as an artist that is serious with
their music. The end result is that WGST will have a distinctive image on social
media that people (target audience) will want to return to.
SocialsSocials
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21. For offline media we will provide QR code stickers. The goal of the offline
media is to drive traffic to the Spotify artist page, the YouTube video and
artist socials. We chose QR-code stickers as a means of achieving the
goal mentioned above because these are a call-back to olden days when
bands used to ‘sticker bomb’ towns to get attention to their upcoming gigs
or releases. These sticker campaigns were also used as a way to rebel
against conformity, which fits perfectly with our value to be contrarian.
By using disctinctive designs on our stickers, we will be notable when
compared to other promotion. The stickers will be distributed throughout
the city center (Tilburg), which will introduce the concept in a fun way.
Offline mediaOffline media
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22. The physical EP will be in retro styling with a distinctive cover art. The EP will
contain a pack of branded stickers for the fans to stick around town or to keep
for themselves. Together with these stickers, there will be analog pictures (3/6)
included. These analogues will have a message to the fan + signature on the back.
The vinyl itself will be in either blue or pink (randomly selected), adhering to
WGST’s brand colors. This all will give the physical EP a fun, playful and retro
appeal.
physical EPphysical EP
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23. By implementing WGST’s music video, logo and brand colors on the banners, drum
kit and other instruments we’re painting a solid picture while performing live.
The outfits will be hinting to one of the characters in the music video. Each
performance will give a different hint to the various characters (think scarf for
granny’s, pink headband for the punk girls, colorful pants for the 70’s inspired
character, et cetera).
Live performances Live performances
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