FLEA MARKET MUSIC

The client: An online, “all things ukulele” store. The owners Jim and Lizz Beoloff ’s love for the ukulele, is only surpassed by their love to share this instrument with the world.

My role: sole creative

Problem: Ukuleles have the reputation for being a geeky less-serious instrument.

Solution: Change the aspiring and professional indie musicians perception of the ukulele, by showcasing the 100’s of varying Flea Market Music ukulele designs, styles and sounds that can be incorporated into their indie music, through design inspired by indie album art.

The UkuleleThe guitars geeky little sisterOften left in the shadows and underestimatedSterotyped by Hawaiian sunsets, unrecognized for what she really could beShe is strumming her rebel against the monotony of auto-tuned mainstream Creating an unmatched sound of depth, versatility and seductionThe ukulele is all grown up nowAnd we say it’s about time her strum fills the sound waves of the streets with you.

Flea Market Music

NEW LOGO DESIGN

The iconic ukulele is clearly utilized in this previous logo however, this style of ukulele is not sold at Flea Market Music. Infact their key visual differentaition amongst their competition is the sexy, sleek and unique forms their ukuleles take. Naturally the logo re-design uses this shape to craddle the company name and deliver their key message.

AND TAGLINE

Before

After

BRINGING ACONCEPT TO LIFE

THROUGH A MICROSITE

When faced with the challenge, how do we let the audience know they can find their distinct ukulele sound at Flea Mar-ket Music? I discovered that the solution would exist through a personalized quiz and ukulele generator. The following microsite serves to ask visitors 3 questions about what kind of sound they are adding to their music while promting them to listen to samples and choose what suits them best. Once answered and submitted, the site generates the ideal Flea Market Music ukulele for the emotion, reaction and genre they are trying to instil into their music. I like to call it “their music’s ukulele soul mate.”

uke matchWhich Flea Market ukulele personality does your music need? Click on choices to listen to samples and find what sounds move you. Answer the questions and prepare to meet your uke soul mate, awooga!

What genre are you adding to your indie?Folk

Bluegrass

Alternative

Rock

Reggae

Hip Hop

Electronic

Love

Anger

Joy

Whimsy

Sensuality

Peace

What emotion are you trying to add?

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uke matchWhich Flea Market ukulele personality does your music need? Click on choices to listen to samples and find what sounds move you. Answer the questions and prepare to meet your uke soul mate, awooga!

What genre are you adding to your indie?Folk

Bluegrass

Alternative

Rock

Reggae

Hip Hop

Electronic

Love

Anger

Joy

Whimsy

Sensuality

Peace

What emotion are you trying to add?

PURCHASEUKE FEEDCONTACT SIGN INABOUT

uke matchHot. Dog! Your ukulele soul mate is the sensual, saucy vixen of the Flea Market ukulele collection, liable to cause heart ache and heart break the...

Hibiscus17’ tenor FlukeThis tenor gives your music more volume and a deeper, sultry bass tone. This way you can woo your audience or have the perfect instrument to turn to when you lover breaks your heart and you need to get your emotional on. This ukulele comes strung with Aquila strings so you can rest assured this perddy little thing will be playing for a long time.

full view puchase: $199 new match

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GUERILLA PLACEMENT

Speacilaly designed indie-inspired ukuleles will be produced and placed in indie venues through-out 5 DMA’s, Minneapolis, Chicago, Portland, San Fransisco and Brooklyn. These specailly made ukuleles will boost the logo of the venue on their back and serve as gifts from Flea Market Music to the venues, for those that play the music they love. By placeing the ukuleles in these venues they will become a house instruement available for musicians playing the venue to use, as well as the staff and visitors, creating an undenable curisosity and buzz around the Flea Market ukulele.

This Flea Market uke is liable to go from shake your groove thang electronic funk, to kick your boots off folk at your command. In other

words you may have just have found the instrument your music’s been craving all along. But use with caution, because that's just two

of its endless personalities. Just don't expect angry death metal out of it, it is a ukulele after all. On second thought you never know. Find

your perfect ukulele personality at www.FleaMarketMusic.com.

market music caution

These Posters although not actually drawing any to an actual concert are designed to simulate the beautifully messy style of indie music concert posters. With bright pops of color and copy boosting some pretty huge musical names and comparisons they will be sure to catch a musicians attention from a ways away, while introducing them to a few of Flea Market’s most popular ukulele personalities.

UKULELE POSTERS

This wallscape located right down from Willies American Guitar center will be sure to catch not only musicians attention but musicians who could be on their way to purchase an instruments attention. Once they see these bursting melodies flowing down the street from this Flea Market uke it will be hard for them to look at the guitar the same way.

WALLSCAPE

“Get Your Uke On”OPENING(Mary Lucia, Host)

MUSIC FADE OUT: Spoon “Writen In Reverse”

LUCIA:Ah that was my favorite! That was Spoon, with Written In reverse. We at the current are stoked to introduce you to a new 1 hour segment of our program that we have lovingly named...Get Your Uke On. It explores the many ways the modern day ukulele has enhanced some of our favorite artists music. and showcases its may personalities. This segment will take us through a tasting plate of the ukuleles ersatility every Thursday from 4:30 to 5:30pm. It is brought to us by Flea Market Music, who encourages you to find your ukulele sounds by being matched with your ukulele soul mate at FleaMarketMusic.com. Believe me, i know its hard for me not to groove when this little instrument gets plucking so don't be afraid to boogie down or rock out, either way enjoy while you get your uke on.

MUSIC FADE IN: Eddie Vedder “Ukulele Songs”

THE CURRENT’S “gET yOUR UKE ON”

89.3 The Current, is known for their support of indie music and for allowing companies sponsorship to support segments of their music. Mary Lucia a indie music fanatic is particularly attracted to indie music that incorporates the ukulele so naturally this seemed like the perfect indie music marriage. On the next page you will also see how this sponsorship is incorporated on both websites to solidify and spread this collaboration with those who arent able to listen to the radio in Minnesota.

RADIO SEGMENT

Current’s get your uke on!One hour a week on 89.3 The Current is not enough to settle our ukulele cravings. So get your fix here where you can listen to all the killer ukulele tunes you hear on the Current every week whenever you want. You can even purchase your favorite featured music. Now you can get your uke on always!

Why Do You Let Me Stay Here?3:42

She & Him: Volume 1

purchase

Eddie vedder: ukulele songsLonging to Belong

4:03

purchase

Sophie Madeleine: love.life.ukuleleIf I Had You

2:45

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