Marketing Campaign Spring 2015

Ty is socially conscious, as demonstrated by his Free TC album, and visually aloof/creative, notable in his Stand For music video and Paranoid music video. He’s someone who cares about his music as a form of art.

In his own words:“I know I’m talking that ratchet shit but really what ratchet music is right now is so simple, just anybody can do it. With these new beats, you don’t really have to know how to do music or play any instruments. With my music I want to show off real music. That shit matters to me.”

Thus, the goal is to build on Ty Dolla $ign’s brand and present him as an artist that cares about his music as a form of art - art that is somewhat “out there”, but interesting, unique and innovative, nonetheless. To do this, we will implement a variety of digital and non-digital marketing strategies as a way to create a niche brand for him.

Who is Ty Dolla $ign

Ty Dolla $ign Current Digital Presence

322K Twitter Followers 490K Instagram Followers

1.69M Facebook Likes158M YouTube Views

125K Spotify Followers

TimelineJune 1: Begin sticker campaign for pop-up event June 18-21: Pop-Up Event Weekend 1 [Seattle, San Francisco, LA, Denver, Austin]June 25-28: Pop-Up Event Weekend 2 [Chicago, Atlanta, Miami, Philadelphia, NYC]June 29: Video Series available online June 30: Album released on Tidal exclusively July 7: Album released on all platforms July 10: Begin promoting Repost ContestJuly 11: Open submissions for contest July 31: Contest submission deadline August 7: Announce five contest finalists August 8-12: Ty to post one finalist video per day August 14: Contest winner announcedAugust 31: Comme des Garçons x Ty Dolla $ign campaign launch [Pre Fall 2015]

Marketing Objective Our mission for Ty Dolla $ign is to rebrand him as an esteemed artist who has a creative vision and is dedicated to producing quality work. We plan to cement this new, refined image through a pop-up exhibition featuring a video series that accompanies his next album. The videos will be created with the help of an esteemed, innovative director and produced in a similar vein to his Paranoid and Stand For videos. All audio for the album and installation will be in FLAC format and distributed through Jay Z’s new venture Tidal, a high quality streaming service. The partnership with Tidal will give Ty an edge by partnering with a new, innovative technology, while also highlighting his dedication to quality sound. After the pop-up shows Ty will release his album exclusively on Tidal. These endeavors are primarily aiming to transform his image while others will be to engage with his fan base.

Visual Album Campaign Pop-up Exhibition:

The pop-up events will present Ty’s visual album, The Finer Things, created in collaboration with esteemed director, Hiro Murai. The pop-up stores will be open Thursday - Sunday over two weekends and include limited edition apparel from Comme des Garçons, designed with images from the videos. The music at the exhibition will be streamed through Tidal, meaning all audio will be in FLAC format. The events will also be live broadcasted through Twitter’s newest venture, Periscope, and all social media activity will be digitally projected at the event to create a sense of unity between the various cities.

Additionally, Ty will be making appearances at select locations during both weekends.

“Real melody and bass, guitar and keys. I got to add all that shit or else I’m just not comfortable. A lot of people tell me, ‘You should make it more simple. You don’t need all that.’ No, I need all that, ‘cause I know there is people out there that need that. That’s why I listen to a lot of rock music. I feel like they’re the best right now. They have the craziest melodies as far as singing and as far as music. The changes and everything. I just like good music.” – Ty Dolla $ign

Hiro Murai

An award-winning director in the indie film world, Hiro Murai has slowly gained a cult following for his abstract, surreal, and minimal directing style. His most recent videos have attracted significant mainstream artists, which includes the likes of Kendrick Lamar, Flying Lotus, David Guetta, etc.. He is highly respected amongst artists, and his strong visual aesthetic is a great match for Ty Dolla $ign. As a director, Murai is incredibly successful in portraying bold, abstract concepts that mold an artist’s perception. This is most apparent in his video work for Childish Gambino and Earl Sweatshirt, which has been integral to their image.

The first pop-up store will be marketed through a sticker campaign printed with a hashtag and a QR code. The stickers will be distributed by street teams in the 10 major cities in which the pop-up exhibitions will be held. Curious viewers can then scan the QR code to uncover a countdown to the event, similar to the way Kanye had a website dedicated to a countdown for his Yeezy’s release. The countdown will highlight exclusivity and generate hype through word of mouth surrounding the event. Once the countdown hits close to a planned pop-up shop date, the code will reveal the address and time to direct the sticker collector to the event.

Visual Album Campaign

Locations of Pop-Up Events

• Seattle • San Francisco

• Denver• Austin

• Atlanta • Miami

• Philadelphia • New York City

• Chicago• Los Angeles

Visual Album Campaign

The videos created for the album will be available as a visual album online via Vimeo following the completion of the pop-up events. We are choosing to have the series presented on Vimeo as opposed to platforms like Vevo or Youtube in order to remain consistent with our standards of quality content.

Additionally, the exhibition will be available for live streaming on Twitter’s newest venture, Periscope. Periscope is an app that allows people to record videos, simultaneously making them available to the public as a live stream. Ty would create an account for the exhibition and show the event to absent fans who can send hearts or messages in return. This will provide additional fan engagement, allowing fans to participate in the event virtually.

“a visual pulse of what’s happening right now”- Periscope Team

Album Release The pop-up exhibitions and video release will have created buzz for the audio release, in addition to traditional promotion strategies. In collaboration with Tidal, fans will be able to stream Ty Dolla $ign’s newest album exclusively on Tidal in FLAC format. FLAC is an audio coding format for lossless compression, allowing people to listen to the music the way the artist intended. The use of this platform highlights Ty’s commitment to quality and will put him in association with similar-minded artists whose work is also available through the service.

Remix Contest

After the release of the album we will host a contest in collaboration with the Repost App to gain additional social media buzz. Participants will remix a portion of one of Ty’s upcoming singles from the album. The submissions will be 15 seconds long, in order to comply with Instagram’s video confinements, and will have to be submitted as FLAC files, ensuring quality submissions. Five semi-finalists will be chosen to be featured on Ty’s Instagram on a daily basis. The contest will be in collaboration with the Repost App, which will serve as a type of voting system. Users will have 24 hours to repost submissions on Ty’s page and the two submissions with the most reposted videos will be selected as finalists. From the two finalists, Ty will pick the ultimate winner, who will have an opportunity to be featured on his next single. The contest is a way for Ty to engage with his fans while also promoting new talent and engaging with emerging technology.

Partnership with Comme des Garçons

Comme des Garçons is a renowned high-fashion label originating in Tokyo and now infamous across the globe. They have had a number of iconic ad campaigns throughout the years cementing the brand as an innovative, artistic, label. Comme des Garçons produces quality goods that have a distinct, abstract style, which we believe would be a perfect fit for Ty Dolla $ign’s new image. The partnership would include both a traditional print and digital campaign as well as a custom Ty Dolla $ign menswear line from the label. His personalized pieces will allow him to express himself and show the public a new, fashionable, artistic side of him.

Comme des Garçons X Cindy Sherman Ad Campaign ‘88Comme des Garçons x H&M

‘08

Comme des Garçons x BataExclusive Product Collaboration

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