Copyright Š 2016 by Jack Tianjian Xß hi@jacktxu.com (714) 906-4543 All rights reserved. No part of this publication may be reproduced, distributed, or transmitted in any form or by any means, including photocopying, recording, or other electronic or mechanical methods, without the prior written permission of the publisher, except in the case of brief quotations embodied in critical reviews and certain other noncommercial uses permitted by copyright law. Serif Typeface: Frutiger Type 5 Motion under the instruction of Ming Tai Art Center College of Design, Summer 2016
VEVO Jack T Xü
IDEATION
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OPPORTUNITY I OPPORTUNITY II OPPORTUNITY III CREATIVE BRIEF BUSINESS STRATEGY BUSINESS STRATEGY
RESEARCH
ABOUT VEVO 4 ABOUT VEVO 6 LOGO ANALYSIS 8 DEMOGRAPHIC
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COLOR STUDY 26 TYPOGRAPHY 28 TAGLINE 30 LOGO DEVELOPMENT I 32 LOGO DEVELOPMENT II 34 LOGO DEVELOPMENT III 36 LOGO DEVELOPMENT IV LOCK-UP 38 PATTERN 40 VEVO LIVE STORYLINE 42 WIREFRAME 1.0 44 WEB DESIGN DEVELOPMENT I 46 VR UI 48 WATCH UI 50 WEB DESIGN DEVELOPMENT II 52 WEB DESIGN DEVELOPMENT III 56 VEVO MOTION STORYBOARD 58 TYPEFACE 24
PRODUCTION
PRESENTATION
VR OS UI DEVELOPMENT 68 SCREENSHOT 74 BIBLIOGRAPHY 64
– research –
ABOUT VEVO
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Vevo is a multinational video hosting service owned and operated by a joint venture of Universal Music Group (UMG), Google, Sony Music Entertainment (SME), and Abu Dhabi Media, and based in New York City. Launched on December 8, 2009, Vevo hosts videos syndicated across the web, with Google and Vevo sharing the advertising revenue.
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Vevo offers music videos from two of the “big three� major record labels, Universal Music Group and Sony Music Entertainment. EMI also licensed its library for Vevo shortly before launch; it was acquired by UMG in 2012. Warner Music Group was initially reported to be considering hosting its content on the service, but formed an alliance with rival MTV Networks (now Viacom Media Networks). In August 2015, Vevo expressed interest in licensing music from Warner Music Group.
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ABOUT VEVO
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LOGO ANALYSIS
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The new Vevo logo improved quite a lot from the old one in terms of its readability and mood. This one has a bright color used. Some details have been refined as the rounded corners of two “v�s. And they are lowercased which appears more friendly. The types are slightly italic, gives a touch of motion happening.
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DEMOGRAPHIC
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MILLENNIALS 13-34 Music is also their connector. It connects them to emotions, to memories, and to each other. Millennial music fans build passionate communities around the music and artists they love. These fan armies devote time, energy, and creativity, building relationships with both artists and other fans that (thanks in large part to social media) far surpass the fan clubs of old. Fan armies, both niche and mainstream, are completely devoted to their music fandoms and each other by extension. These groups spend massive amounts of time and energy online to discuss, activate, and create around their collective music passions, building a shared culture of content. Videos, remixes, fan art, and more are all broadcasted, shared, and re-shared by these passionate, visual-communication driven young consumers.
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– ideation –
OPPORTUNITY I
VR LIVE! Vevo Live is an idea of bringing live concert or music festival into VR headset. Live concerts often tend to have limited seats and remote location issues. Music festivals and concert tours travel all around the world for the audience in different countries. But there are still many fans cannot meet their favorite bands or artists because the event is in a different city or the tickets are all sold. Here is an opportunity of inviting 360-degree camera into the front row of the event, and streaming live via VR headsets to the subscribers all over the world. Vevo Live subscribers are able to have the virtual concert experience without have the trouble of flying, staying, driving, or parking. They can also have the access to the virtual front row view, virtual backstage visit, cameras switch, live comment, in a much more affordable price.
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TICKET $99 A LIVE CONCERT/MUSIC FESTIVE TICKET
MEMBERSHIP $199 MONTHLY SUBSCRIPTION MEMBERSHIP
NO TRAVEL NO HOTEL NO PARKING
BACKSTAGE
GROUP DISCOUNT
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OPPORTUNITY II
INTERACTIVE MV / USERGENERATED CONTENT MUSIC SYNC One of the main reason of people doesn’t watch “enough” music videos on YouTube is that they have seen it once. In order to reach more audience and make the audience watch music videos more than just once, to make the music video more engaging is vital. There could be an idea for the audience to generate their own creations with the music videos as materials. An approach comes up which the audience can use the music as a base and be able to create their own music videos using different music or non-music video footages. It makes Vevo more interactive without it investing time and money to create new contents by itself.
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OPPORTUNITY III
FASHION COLLABORATION “Teenagers like music for its own sake, but they’re also using it for a specific developmental goal: to define themselves and their tribal allegiances, and to learn about the tribal allegiances of others. This is why their hairsplitting arguments about the difference between two similar-sounding genres carry so much heat — it’s not about classifying the music, it’s about classifying themselves. The visuals add a lot of valuable social context to the music. You can see what the artists look like, their age and race and class, how they dress, how and if they dance, what instruments they show themselves using, what kind of physical settings they inhabit. If the videos are stylized and fantastic, there’s still plenty of information there; it’s just more emotional and symbolic.” I learned from the research I did which teenagers learn pop culture based on music videos. They want to dress like the pop stars, to act like pop stars, and to be like pop stars. Currently, there is a disconnection between music videos and fashion merchandising. So an opportunity is opening if the audience can get direct links of the clothing the artists are wearing in the music video to make the purchase. The business model will be similar to what Shazam/SoundHound do. They identify the music which is playing and provide a link to the iTunes which allows the users to purchase the song easily. 16
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CREATIVE BRIEF
This project is targeting the millennials from 13 to 34. The goal is to create a new identity system for Vevo with its two new business models considered — Veve Live and Vevo Collaboration. These two products will expand Vevo’s strength and reach new markets. The new identity system will refresh Vevo with an energetic, young, vibrant user interface and experience. Vevo Live is a concept of using Virtual Reality technology to expand the live music concerts or live music festivals experience to a much broader audience. The subscribers can enjoy their favorite bands’ concerts at home. It saves subscribers the traveling cost and time to be at the concert. Vevo Collaboration is a business strategy with fashion labels, car brands, furniture companies, any company showing their products in music videos. Vevo can provide direct links to the product pages along with the music video playing. This is also a form of implant commercial. It can benefit all parties including the artist, the product, and Vevo. 18
BUSINESS STRATEGY
VEVO COLLABORATION Vevo Collaboration is a B2B service. It creates a new business model for music video industry. The artists can provide product visibility in their music videos. Both the artists and Vevo are carriers for the advertisement of the products. The category is not limited to fashion brands, car manufacturers or consuming goods. Vevo and the artists will receive a percentage of sales profit from every sold product from the links Vevo provides on music videos.
ADVERTISING
COMMISION
Integrated in the music video
Percentage from sales profit
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BUSINESS STRATEGY
VEVO LIVE Vevo Live service provides its members various benefits including Live VR concerts or music festival experience. It means subscribers can watch Live concert via Visual Reality technology. The visual and audio content are guaranteed fresh and simultaneous. The high definition signal is delivered from every new concert/music festival. There are two options which the subscribers can choose from.
STANDARD MEMBERSHIP
ENTHUSIAST MEMBERSHIP
$29/month
$49/month
3 Live VR concerts 3 day Live VR music festivel access
Unlimited Live VR concerts Unlimited Live VR music festival access
First row VR perspective
First row VR perspective
Live chat with friends
Live chat with friends
Exclusive music news subscription
Exclusive music news subscription
Discount on VR headsets
Discount on VR headsets
24/7 technical support
24/7 technical support Backstage VR access Free concert tickets giveaway monthly No Ads
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“Super Bowl XLIX, played on February 1, 2015 and broadcast by NBC in the U.S., was watched by more than 114.4 million viewers in the United States. The game had a TV rating of 47.5 in the U.S. The cost for a 30-second advertisement spot during the Super Bowl broadcast reached a record 4.5 million U.S. dollars in 2015.�
Vevo Live has ten times the market size than a concert in Staples Center which has 18,118 seats.
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– production –
COLOR STUDY
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#D10297
#A3E500 #00AAFF #8C00DD #CCCCCC
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TYPOGRAPHY
A A 26
ABCDEFGHIJKLMN OPQRSTUVWXYZ abcdefghijklmn opqrstuvwxyz [];’,./<>?:”{}!@#$%^&* ABCDEFGHIJKLMN OPQRSTUVWXYZ abcdefghijklmn opqrstuvwxyz [];’,./<>?:”{}!@#$%^&*
HEADING IS FUTURA THE BODY TYPEFACE IS OPEN SANS Open Sans is a humanist sans serif typeface designed by Steve Matteson. Open Sans was designed with an upright stress, open forms and a neutral, yet friendly appearance. It was optimized for print, web, and mobile interfaces, and has excellent legibility characteristics in its letterforms. Open Sans is available via an open source license. Youâ&#x20AC;&#x2122;re free to use it with your Typekit account just as you would any other font in the Typekit library. For information regarding other uses of Open Sans, see copyright and license details for Light, Light Italic, Regular, Italic, Semi Bold, Semi Bold Italic, Bold, Bold Italic, Extra Bold, and Extra Bold Italic.
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TAGLINE
1. LISTEN WITH
2. LIVE.LOVE.M
3. VISUALLY EN VAST OCCASIO 28
YOUR EYES.
MUSIC.
NJOY ON 29
LOGO DEVELOPMENT I
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LOGO DEVELOPMENT II
VEVO
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LOGO DEVELOPMENT III
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LOGO DEVELOPMENT IV LOCK-UP
LISTEN WITH YOUR EYES
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LISTEN WITH YOUR EYES
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PATTERN
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VEVO LIVE STORYLINE
Jack purchases the vevo live membership via the vevo website, mobile app, or in stores which sell vr headsets. The vr headset ships to his door. He can try on the vr headsets and explore the latest concerts. The watch app reminds him the concert heâ&#x20AC;&#x2122;s been waiting for will be live 9pm in local time. Jack puts on his headset at the time it begins. He experiences the exact same atmosphere and music as he is in the actual event. His friends call in
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with voice chat simultaneously. They are able to switch concerts as tv channels if the time is overlapping. The artist takes them to backstage which is a great benefit for vevo live subscribers. They can keep chatting after the event. Also, it will be a great time to talk about the important moments, share it on social media, save some photos or video clips for later since they save plenty time from a trip to the stadium in downtown.
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WIREFRAME 1.0
1366 x 768
WEBSITE
WATCH
INTRO
SIGN IN
PRICE
NOTIFICATION
SIGN IN
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312 x 390
2160 x 1200
VR UI
SIGN IN
EVENTS
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WEB DESIGN DEVELOPMENT I
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VR UI
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WATCH UI
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WEB DESIGN DEVELOPMENT II
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WEB DESIGN DEVELOPMENT III
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VEVO MOTION STORYBOARD
Visual: Motion Graphic/Animation/highly graphiced footage treatment Music: whistle
Logo Motion Graphic
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Visual: HD real footage Music: real music, climax
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TYPEFACE
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– presentation –
VR OS UI DEVELOPMENT
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SCREENSHOT
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BIBLIOGRAPHY
ABOUT VEVO “Vevo.” Wikipedia. Wikimedia Foundation, n.d. Web. 31 May 2016. TYPOGRAPHY Maxwell, Tom. “YouTube Is Now Using Android’s Official Font.” 9to5Google. N.p., 13 May 2015. Web. 31 May 2016. DEMOGRAPHIC Vevo Music Fan Report: The Millennial Fan Tribes OPPORTUNITY III Hein, Ethan. “Why Do People Watch Music Videos, Especially Tweens and Teenagers?” Quora. N.p., 1 Dec. 2011. Web. 7 June 2016. “Super Bowl TV Viewership 1990-2016 Statistic.” Statista. N.p., n.d. Web. 21 June 2016.
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