Social Media - Darby

Describe the challenge
My challenge is to create a social media app and advertising campaign that makes music found on YouTube readily available to purchase or legally download.

Who is the target audience?
My target audience are those ages 15-30 of all genders who use YouTube to listen to and discover new music.

What does the audience currently think about the brand or group?
YouTube is a social phenomenon and I believe it is coveted by my target audience to discover new things from food and fashion trends, to music. Aside from the newly implemented ads that are placed before videos, I feel my audience appreciates how YouTube is easy to use and that suggestions on the sidebar accurately relate to what the viewer is currently watching/listening to.
       
What would we like the target to think and feel?
I want the target to feel relieved and excited for the opportunity to share and add songs to there music collection without having to go through multiple web pages.

Which facts, evidence or thoughts will assist in this change of thinking?
Providing information about the verified download sites will assist in the audiences relief and desire to use this app.


What is the brand essence?
Fast, Safe, Soul Satisfying; having the music you love at your fingertips

What is the key emotion that will build a relationship with the core audience?
Trust is one of the key emotions that will build a relationship with the core audience. Knowing that all purchase links and legal downloads are safe and are exactly what they expect will be what attracts and keeps my audience. 

What media will best facilitate our goal?
A smartphone/tablet app as well as internet presence will best facilitate the goal. Many YouTube users are constantly sharing or physically showing music videos to their friends and the app would make this a quicker and easier process with the added access to download/purchase links. The internet presence would serve more as an advertisement and point users to the applications.

What are the most critical elements?
The most critical elements for this project will be providing the audience with reputable download links from free mixtapes, artists sites, and/or itunes on a minimal platform. I'd like the platform to be a  "one stop shop" but with access to the original download site if the user desires.


What is the single most important takeaway?
The single most important takeaway is that the music you love will be quickly and easily obtainable.

What do we want the audience to do?
I want the audience to continue to enjoy sharing and listening to music through YouTube and feel assured that they can have personal access to whatever it is they enjoy.