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Name : Jacqueline Sornia Lourdes Paul Xavier

ID Number : 1001130269

Topic : Ultra Music Festival

Lecturer : Mr. Lam Foo Tseng

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A) INTRODUCTION

This part will be contenting the following sections:

1) History of Ultra Music Festival

2) Genre

3) Location

4) Line Up

5) Consumer Insight

6) Copywriting Profiles and Styles

7) The T-Plan

1) History of Ultra Music Festival

Fifteen years ago when electronic dance music (EDM) was a distant European fad blowing up

across the ocean, Ultra Music Festival creators Russell Faibisch and Alex Omes were

brainstorming ideas on how to cultivate a domestic EDM following. They then decided to throw

a one-day concert coinciding with the annual Winter Music Conference, a Miami EDM expo

which invites industry insiders and rising DJ’s for a month of workshops, concerts and

roundtables. The results was the first Ultra Music Festival – more towards the average daytime

rave taking place on the beautiful sands of South Miami Beach.

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After the huge successes in 1999 and 2000 events, Faibisch and Ames moved the festival to

Bayfront Park in downtown Miami to accommodate the expanding crowd. They partnered up

with Winter Music Conference to make Ultra the conference’s anchor event.- shoving the small

but mighty festival into the limelight for all of the world to see and attend.

As the American EDM movement grew, so did Ultra Music Festival. The 2010 Ultra Music

Festival marked an exponential explosion for the scene when Ultra sold out, motivating

Faisbisch and Ames to expand the festival to a three – day soiree.

In 2011, Ultra clashed with Winter Music Conference who then decided to throw its own festival

earlier in the month but somehow Ultra held strong to its festival which is in the end of March

dates, and so did the DJs and after-party planners who followed the festival’s lead, asserting the

festival’s dominance as Miami’s largest electronic music event.

A global brand, ULTRA MUSIC FESTIVAL it is as it takes place in Miami, Brazil, Argentina,

Chile, Ibiza and Korea, expanding into Europe with ULTRA EUROPE July 2013 in Croatia. The

latest Ultra Music Festival was recently held in March 28, 29, and 30 March 2014 in Bayfront

Park, Miami, Florida.

And so year after year, Ultra Music Festival continues to assert its supremacy as the best EDM

festival of the year

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2) Genre

Today there are many varieties of music known worldwide, from pop, classical, rock, jazz and

R&B, and these are just a few examples of different types or “genre” of music that could be any

of our ‘kind’ of favorable music. Music genre can be described as a type or form of music, but

what makes these types of music different from each other? What makes them different from

each other is that genres help categorize and organize the many different types of music which is

of existence by giving it a sense of identity, culture and purpose so that we could know what

types of music differentiate from one another.

Ultra Music Festival also has its own set of music genres in particular which makes them easier

to be identified as what types of music festival they cater or belong to. Hence, these are the

music genre for Ultra Music Festival:

i. EDM

ii. House Music

iii. Trance

iv. Dance

v. Electro House

vi. Drum and Bass (D&B)

vii. Hardstyle

viii. Dubstep

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3) Location

Ultra Music Festival has expanded the locations of where the music festival was being held. As

mentioned before, this is to reach the aim of being a global brand. Hence, there are the years and

the location of the Ultra Music Festival being presented chronologically:

i. 1999-present (Miami)

ii. 2007-present (Ibiza)

iii. 2008-present (São Paulo)

iv. 2012-present (Buenos Aires)

v. 2012-present (Seoul)

vi. 2012-present (Santiago)

vii. 2013-present (Split/Hvar)

viii. 2014-present (Johannesburg/Cape Town)

ix. 2014-present (Bogotá)

x. 2014-present (Tokyo)

xi. 2015 – upcoming ( Miami)

xii. 2015 – upcoming (South Africa)

xiii. 2015 – upcoming (Brazil)

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4) Line – Up

Ultra Music Festivals (UMF) lines- up consist many artist to bands, however they are divided

into two main parts which are DJ EHADLINERS and LIVE HEADLINERS. The image below is

taken directly from the official website of UMF (http://www.ultramusicfestival.com/home ). This

snip shot was taken from the recent poster of UMF March 2014 which covered the overall line

ups for the UMF. The poster is as shown below in Figure 1:

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Figure 1

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5) Consumer Insight

Consumer insight is important to be looked into as it will help to uncover the realistic vs. ideal

state of consumers which would lead to a path which would bridge the both.

Raving has become a part

of the Gen Y generations

(born during the '80s and

the early '90s) identity.

However, what could

possible make the best

EDM music festival to be

a true raver?

Gen Y feels like a true

raver, with a whole new

holistic and experience level

with the best EDM which is

Ultra Music Festival.

Realistic

(Current Situation)

Ideal

(Hopeful Situation)

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6) Copywriting Profiles and Styles

Copywriting Profile

The copywriting profile for Ultra Music Festival would be the CONFORMIST profile. This

profile will best suit for this music festival as it caters more towards the Gen Y generation group

of people. In majority in scale, this group of people is those who constantly seek out to gain new

challenges to experiences of life. Besides that, they are open to views and would want to give

everything a shot. Hence from here, they are well-known to be risk takers however being

attached to emotional and positive attributes.

Copywriting Styles

The copywriting styles for Ultra Music Festival would be Emotional and Likeable as it best

suits this category. People in this group are generally more open to ideas and suggestions. In

addition to that, there a more risk takers present here.

Emotional is form of copywriting style which would portray the lighter side of life being filled

with bliss, joy and other emotions as well. Hence, using emotional related content could be used

to trigger the emotions of the targeted audiences easily.

Likeable is a form of copywriting style which uses the element of likeability which commonly

uses animals, icons create a likeable reaction from the target audience.

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7) The T- Plan

The T- Plan consists of five target components which are:

i. Target Objective: To create a true raver with a whole new holistic and experience level

with Ultra Music Festival.

ii. Target Audience:

- Both male and female aged between the age of 18 – 30 from the Gen Y generation.

- Who is willing to spend money to experience the best EDM Ultra Music Festival,

- Who wants to experience a whole new holistic level to become a true raver.

- Who is an EDM Enthusiasts.

iii. Target Belief: To ensure our target audience to feel a whole new holistic experience of a

true raver.

iv. Target Reaction: Our target audience should react positively towards the Ultra Music

Festival.

v. Target Action: Our target audiences will be motivated to be a part of Ultra Music

Festival.

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B) BODY CONTENT (discussion)

This body content will be content with the following parts:

i) Copywriting for Print Advertising

ii) Copywriting for Radio Advertising

iii) Copywriting for TV/ Video Advertising

iv) Copywriting for Direct Mail

i) Copywriting for Print Advertising.

Figure 3 in page 12 shows the final product of the copywriting for print advertising. This print

advertising was done using Adobe Photoshop CS6. Here is the evidence in Figure 2:

Figure 2

Work files are arranged accordingly to theme folders and all this is done in Adobe Photoshop CS6

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Figure 3 – Print Advertising

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The type of layout for this is the standard (one of everything). It consist of all the five

components which are required which is the headline, image, sub-headline, body and the call

to action. The headline is the Ultra Music Festival. The image is the glowing guy with

shades. The sub - headline is the actually the tagline which ‘EXPERIENCE IT’ A HIGH

VOLTAGE! Besides that, the body is the names of the line- ups and finally the call to action

is right at the below and the middle says visit us at www.ultramusicfestival.com/home .

A standard layout would best suit this copywriting profile even though they are from the

conformist group. This is because they would surely want to know the line-ups as that is

what would be the main attraction to attend and be a part of the Ultra Music Festival. The

technique is present time speaking from a third person point of view.

The font and typography in this print advertising as can be shown in figure 3 comes with

different types of font and typography. It is very much transparent in the display foe the line-

ups. This is done with a purpose to show and maintain the identity of each band or artist as

well as a sign of respect and acceptance towards the line-ups people. The colors used are

towards the slant of neon colors and to the set back of electro, dance and house music genre.

The media planning for this print advertising copy would be Clash Magazine, Q Magazine,

Vibe Magazine and EDM World Magazine. These magazines are all magazines for music

lovers containing contents related to music. Therefore, the readers would be aware of the

upcoming festival.

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ii) Copywriting for Radio Advertising

The copywrite for radio advertising starts with a creative brief and then to the radio script.

followed by justified explanation.

The creative brief for the radio is:

Client : Ultra Music

Product / Services : Ultra Music Festival, - Miami

Duration : 30s

Theme : Humor

Language : English

Style : Emotional, Likeable

Perspective : Monologue

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The radio script is:

[SFX: Tiesto – Red Lights]

[SFX: Will continue just with the melody, with no voice throughout the script]

MVO: {happy} Hey everyone. What’s up? I am David, one those crazy ravers who go hyper you

might just bump into in the Ultra Music Festival, Miami 2015.

MV0: {excited} So come on, watcha waiting for, come be a part this wild willd love!

MVO: {confident} Ultra Music Festival one of THE WORDL’S BEST ELECTRONIC MUSIC

FESTIVAL! So log on to www.ultramusicfestival.com for more

information.

MVO: {excited} ‘EXPERIENCE IT’, A HIGH VOLTAGE!

[SFX: Fades away]

The best radio stations to cover this radio advertising will be those actively listened radio stations

by youngsters and young adults. As mentioned before, the target audiences are aged from 18 –

30 years old. These target audience have medium or high income and high spending power.

Hence, the best radio station which would suit is:

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1) Hitz.FM

2) Mix FM

3) Red FM

The most suitable time slot to deliver this message is early in the morning before or on the way

to work or classes or late afternoon after work or classes. Hence the slots are:

• Mornings Slot: 6.00 am – 10.00am

• Evening Slot: 4.00pm – 8pm

iii) Copywriting for TV/Advertising

Title: The magical moments.

Video: The crowd screaming and filled with happiness and excitement scene when the deejay starts of the event.

Audio:

SFX: Yuna - Lullabies (Adventure Club remix)

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Video: Expression of the magical moment.

Audio:

SFX: Yuna - Lullabies (Adventure Club remix)

Video: Expression of the magical moment.

Audio:

SFX: Yuna - Lullabies (Adventure Club remix)

Video: Expression of the magical moment.

Audio:

SFX: Yuna - Lullabies (Adventure Club remix)

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The media planning for this video advertising would be the music channels such as MTV, Hitz

channel, and YouTube.

Video: The top view of the music festiva event place

Audio:

SFX (Fades away) : Yuna - Lullabies (Adventure Club remix) (

Video: The logo of the event

Audio:

SFX: None

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iv) Direct Mail

The direct mail which being designed would be a reinforcement of the snip shot print

advertisement made into a cd cover. This is because the reach for the print advertisement can be

merged with the direct mail which one would be cost saying as only a cd cover is needed.

Secondly its time saving and the message is still being sent out in a holistic manner. The target

audience would not predict the direct mail wrongly as it is very straightforward and as mention it

is a reinforcement of the event invitation and awareness. Hence, it is simple, creative and cost

effective. Below is the screenshots of the direct mail back and front done in Adobe Photoshop

CS6. See Figure 3:

Figure 3 – Front cover

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Figure 3 – Back Cover

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Figure 4 shows the image of the direct mail in real:

Figure 4 – Front Cover

Figure 4 – Back Cover

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C) CONCLUSION

The conclusion to the Ultra Music Festival event 2015 was not much of a struggle as music a one

love, one language which connects everyone as ONE. However when it comes the event itself, it

required specific audience since the genre is EDM mainly. Hence, a copywriter all the copy

being designed and illustrated had to be related to the elements of EDM. Having mention that, it

was easier to design the poster as there where many samples one to be viewed as reference and

looking at the previous posters, most of it ran along the same theme and was kept to context of

EDM especially putting up the line-ups.

The most difficult was to design a storyboard and a direct mail as different people have different

approach to be emotional triggered. Hence, by using expression of joy, happiness and laughter

was the least and most convincing element which could reach out ot many to be touched and

wanting to be a part of this festival.

Overall, both strength and limitations really depends on which angle it is being looked at.

Nothing is impossible.