Develop campaign ideas that communicate the richness of the British Music ExperienceWhat is the British Music Experience? The British Music Experience is Britain’s interactive museum of popular music, combining cutting edge audio-visual technology with some of the most coveted music memorabilia of all time. You can trace historic, era-defining moments and trends through 60 years of music history, learn about British music’s influence on art, fashion and politics, feel the thrill of being in the crowd at a legendary gig, flick through virtual record collections, eavesdrop on fantasy dinner parties and search across a giant interactive music locations map of Great Britain. Not only that, in the Gibson Interactive Studio you can develop your skills on guitar, bass, drums and keyboard. In the Sennheiser vocal booth you can record your own track and you can record your dance video in Dance the Decades. Hundreds of pieces of British music memorabilia are featured, including David Bowie’s Ashes to Ashes clown suit and Ziggy Stardust costumes, Noel Gallagher’s Union Jack guitar and dresses from Amy Winehouse and Leona Lewis. There is also a full educational programme with workshops, lectures, master-classes and concerts. The British Music Experience is a registered charity with the purpose to advance the education and appreciation of the art, history and science of music in Britain. And finally, when you return home you can log into your ‘MyBME’ library and access all of yourperformances and favourite parts of the museum and continue your trip through music history.
Final Outcomes
Evaluation
Initial research investigated the eras of British music to identify the range of music genres and influential artists produced across 60 years of music. This corresponded to the experiences available at The British Music Experience, and information featured at the museum; the aim being to find out about music styles and trends that could be used to generate promotional material for a wide target audience.
The research also uncovered the visual artists that produced iconic pieces of work such as Andy Warhol’s catalogue of collaborations with the Rolling Stones and the distinctive imagery created by Jamie Reid for the Sex Pistols artwork, both of which created a lasting impression on the British music scene.
The concept was based around the words ‘MADE IN GREAT BRITAIN”. This offered a memorable strap line that would compliment the experience on offer at BME and the patriotic theme was designed to appeal to tourists from both from England and overseas.
The opacity required refinement after feedback to make the typography more prominent and strengthen the message.
The overall concept that was eye-catching, attractive and memorable to a variety of age groups. It confirms Britain as a place that produces outstanding music, capable of shaping that which we listen to today.