Words by Hannah B eagley
OBJECTIVES E stablish HMV as the U K’s live music experience brand Create an identit y which represent s HMV as a passionate , authentic and cut ting edge music brand E stablish HMV as a brand which suppor t s and nur tures U K music talent Localise the brand, providing consumers with a more personal HMV
WHERE WE WANT TO TAKE YOU Feel it , Love it , Live it. T he destination for unforget table live music experiences More than just a download HMV will be a lifest yle brand Authentic , passionate and dynamic Inspirational and exciting Suppor ting and nur turing U K music talent Taking risk s and get ting it s hands dir t y Encouraging it s consumer to be par t of the brand O f fering something beyond the value of money A brand which embraces change and moves with it
THE FEEL IT, LOVE IT, LIVE IT, AUDIENCE Passionate about their music Plan their year around festivals and music event s Young , inspirational and ambitious Crave the nex t big thing S ocial net workers Read T he Evening Standard, T he Guardian and music titles such as Mixmag , Rock S ound and NME Spend their time going to specialist club night s , drinking , watching f ilms , gaming and suppor ting their most cherished bands Dedicated fans Enjoy the atmosphere; the euphoria , anticipation and excitement they get from live music Want to experience the unforget table and be par t of something they love
12 MONTHS, 6 TACTICS, 1 ULTIMATE AIM T he Feel it , Love it , Live it campaign is all about re establishing HMVs passion for music and engaging with that young , cut ting edge and tech sav v y consumer. We want to really shout about your venture into event s and let the U K know that HMV is about to make a huge impac t on the live music scene . T his 12 month campaign, from beginning to end aims to position HMV as the ultimate live music experience brand. It will provide oppor tunities for music lovers to really get involved, get closer and be par t of Feel it , Love it , Live it. We want to over whelm our consumers with experiences like no other and evoke those feelings that they associate with being a par t of an audience . From talent hunt s to nur turing U K talent and creating alternative live music event s . T he Feel it , Love it , Live it campaign is all about get ting your hands dir t y, being closer to the bands you love and feeling inspired to be par t of something big. And of cour se , the main aim: To create the ultimate live music experience.
P.T.O For a taste of what the year has in store
THE ULTIMATE NIGHT OUT L aunched at the star t of 2012 and in association with the Ministr y of S ound, the Feel it , Love it , Live it website will aim to create the U K’s ultimate night out. B ecoming a hub for ideas , inspiration and even the unconventional, consumers will be given the oppor tunit y to tell us what they want from their nightlife . From the drink they want to be holding to the music they want to be dancing to. T he more loved an idea is the more likely it is to happen . At the cut of f point in Februar y, someone’s ultimate night out will be turned into a realit y, with four cities across the U K playing host to this limited edition and completely consumer created event. Additionally, the release of T he Ultimate CD, mixed by the DJs involved will be made exclusively available at HMV.
This will truly be a night not to be missed
THE ULTIMATE NIGHT OUT PART2 Following ‘ T he Ultimate Night O ut ’, Feel it , Love it , Live it will launch an online search for new and exciting U K music talent in the form of ‘O ur Nex t Big T hing ’ competition . Consumers will have the oppor tunit y to nominate unsigned bands , which they themselves suppor t and are truly passionate about. T he 10 0 most loved bands will then be given the oppor tunit y to create a personalised prof ile page , representing their music , their inspiration and their passions . E ach page will include a track and /or video of the featured band per forming and fans will be able to click a ‘love’ but ton in order to boost an ar tist ’s likelihood of going through to the nex t stage . T he ten most loved bands will then be invited to bat tle it out at the launch of Feel it , Love it , Live it s touring bar, af ter which , the winner will be selec ted by a panel of esteemed judges . T he f inalist will be given the oppor tunit y to record an album with Atlantic Records and under take a full U K tour across HMV owned venues and festivals alongside the big gest and best ar tist s .
THE PANEL Rou Reynolds (lead vocalist of Enter Shikari)
Mike Duce (lead vocalist of Lower Than Atlantis)
Nichola B rowne (editor of Kerang! Magazine)
Darren Taylor (editor of Rock Sound Magazine)
WHEN I SAY HMV YOU SAY... 1. LIVE MUSIC 2. YOUNG 3. GIGS 4. ON THE BALL 5. FESTIVALS 6. AN AMAZING NIGHT OUT 7. ORIGINAL 8. INSPIRATIONAL 9. EXHILARATING 10. CUTTING EDGE
WHEN I SAY HMV YOU SAY... PART2 T hese are the words that through the Feel it , Love it , Live it campaign , our new consumers will associate with the HMV brand. We want them to be excited and intrigued by HMV and we want to inspire and evoke those emotions of absolute euphoria , which they feel when being a par t of live music . HMV will be a topic of conversation, a trend on Twit ter and a brand which young music lovers follow and believe in . It will have something to say and it will be saying it in a way that is bold and stands out from the crowd. More impor tantly, HMV will live by the mot to ‘less talk more ac tion’. It will get it s hands dir t y and strive on discovering the new before anyone else . It will no longer be a tale of woe and misfor tune but one of success , in which a brand rich with heritage had embraced change and played to it s streng ths . And the result? A resurrec ted live music experience brand which is truly passionate, authentic and cutting edge in every which way.