Client: Immersive Music
Role: Brand strategist, Art Director
What if we have been listening to music the wrong way? With that question as a starting point, a group of musicians, producers and entrepreneurs in Sweden came together and created Immersive Music. A music company specialising in making instrumental playlists using a revolutionary sound innovation – spatial audio, a technique that creates a 360 sound.
How can we sell an immersive product that people have never experienced before? Instead of jumping straight into creating social media content, we decided to focus on a clear brand strategy and compelling visual branding.
Listeners pick instrumental playlists based on the look and feel, and how they match their interests and personality, not based on the artists. On top of that, the majority don't know what spatial audio is. The key was to reach the early adopters, so that Immersive Music's playlists would become the number one choice from the very beginning.
After conducting qualitative interviews with listeners, interviewing experts, analysing big data, and extensive market research, we created "A roadmap to the early majority". This strategy book introduced the target audience, customer journey, a game plan for the first years and updated brand guidelines.
To be eye-catching and stick out from the oversaturated crowd, we introduced the Astronaut - a futuristic (but not spacey) representative of discovery and breaking new ground. It's portrayed in everyday situations like gaming, lounging in a pool or being stuck in a subway but always with the helmet on - a private, immersive bubble filled with spatial sound. It's adjustable to fit different situations in everyday life, easy to update and stay relevant with the times and pop culture.
Early adopters won'´t find out about spatial audio from commercials, but through relevant to them platforms (Spotify, Apple Music etc.), PR and big announcements. Only after that, the target group search for information about the new tech online. That's why it's crucial to have a comprehensive website that is introducing the topic and is leading directly to Immersive playlists.
