July 12, 2014 · 12:00 PM
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Class Title: Music Branding and Design | What sets you apart and makes YOU stand out
Week 3: Music Branding and Design: Moderator: John McCracken Guest Speaker: Craig Maher - Craig Maher is a brand creator and professional musician. He is an alumnus of the School of Visual Arts in New York City and holds a BFA in Graphic Design & Advertising. With over 15 years of experience, Maher has worked with some of the industries top leading ad agencies and design firms. His design objective is to cultivate a strong conceptual strategy that makes each client visually distinct in the marketplace. Maher's passion for design has been recognized internationally and he has received numerous graphic design awards. In addition to his design career, he is a professional guitarist and songwriter giving him a unique insight into bridging the gap between these two parallel mediums.
Synopsis: Join us in this special discussion on the importance of branding you and your music
Speaker's website: www.modulationdesign.com
Phase 1: Branding
1. What is branding?
2. The importance of brands in the music business (case studies)
a. The Virgin Group, Richard Branson (personas)
b. David Geffen (creating personas)
c. The Rolling Stones (brand loyalty)
d. David Bowie (adaptable branding / chameleon)
Phase 2: Design
3. Designing for the digital market place with impact “cutting through the clutter”
4. Scalable design from marco — micro / CD to itunes (the process)
5. Creative brief handout:
a. How do you describe yourself or your music?
b. What is your target audience?
c. What sets you apart from your competition?
d. How to utilize the information in the brief to your advantage
e. Turning your brand into a marketing machine (application design/ecommerce) Dave Matthews / Pat Metheny