I - Interpreting - What is it about?
E - Evaluating - How good is it?
T - Theorising - Does it solve the problem?
D-Describing - What is it?
Our group decided to create a campaign that encouraged students, new to Leeds or living in Leeds to try something new. Our 'try something new' was to get students to listen to and experience a new genre of music different to their usual preference. We felt Leeds had a diverse music scene perfect for allowing students to branch out and experience a whole new genre, atmosphere and night out. We researched into nights out/gigs in Leeds to see what nights were on and who would be playing in the recent months, using that information we made 5 c.d's, each one based on one genre. Our genres were Reggae, Hip Hop, Indie, Jazz and Motown, we made five of each c.d and then distributed them around college. The idea is someone would select a c.d of a genre they wouldn't usually listen to and listen to the five tracks we selected for the c.d, they would then give feedback on our 'Fresh Music' twitter/facebook page about the c.d and tracks. They can also ask for further information about the genre and when the gigs/nights out will be held in Leeds, we give them information on the venue, where to get tickets, dates etc.
I - Interpreting - What is it about?
It was about getting people to try something new, in our case try a new genre of music. By giving people the easy option of the c.d being made and the track list selected all they have to do is play it and they've already tried something new. I think the way we distributed the c.d's made it easy for our target audience to try something new because most of it was done without them having to go to too much trouble.
E-Evaluating - How good is it?
The concept worked well, initially we found it hard to come up with the concept and tried various different ideas. If we had more time, the idea would have had more time to be developed and we would have had more time for feedback. The idea of introducing new music to students in Leeds was effective; university is a time to try something new and Leeds is a great city for diversity in music. We initially agreed to set up a Twitter page in order to gather feedback, but the responses on feedback were slow. We set up a Facebook account in addition and over the weekend the responses we quick and helpful. We each put one of our playlists on the Facebook enabling the people who hadn’t picked up a CD to listen to each different genre; Reggae, Jazz, Motown, Indie and Hip Hop.
T- Theorising - does it solve the problem?
in many ways, we did manage to solve the problem and get people listening to new music through the cd handout but we didn't receive sufficient responses and feedback online which was how we measured the outcome of the brief. by transferring our information and music online using twitter and facebook pages, we were able to give our users an easier way of responding and commenting. we still did not receive as much feedback as we originally wanted but the cd's made a good impression and created some interest in the studio, and all 20 cd's handed out were gone within a few hours.
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