The challenge:

Musicians are currently split up into different groups based on general skill and fame. People are confined to working in groups or bands that are put together and often limited to the creativity of only the people they have chosen to work with. Home recording is on the rise, which separates musicians even further by allowing a musician competent with many instruments to work alone. Obviously that is their own choice, but this app will make the sharing of original ideas and collaboration in music easier across socioeconomic and geographical boundaries.

Who is the target audience?

Musicians of all kinds who have the ability to record themselves via computer, smart phone, or other means and post it digitally to the website or app.

What does the audience currently think about the brand or group?

The product in question (site/app) is not currently on the market, but I believe it would do well to bring people together in a social way, resulting in a positive brand image.

What would we like the target to think and feel?

Excited, productive, creative

What is the brand essence?

A place for musicians to collaborate across boundaries and share their talents with eachother.

What is the key emotion that will build a relationship with the core audience?

Creativity and collaboration

What media will best facilitate our goal?

Web, Android/iOS applications, facebook/twitter to invite friends to collaborate

What are the most critical elements?

The ability to post a track, then audition other musician's work with your original.

What is the single most important takeaway?

An open, collaborative music experience

What do we want the audience to do?

Create, remix and sample other people's work in a way that is collaborative for a better final production.