Multimedia Cd Project Management

Interactive Multimedia CD

Project Planning

Miguel Rodrigues Student Number: 11511645 Course: BSc Music Informatics Module: 2MIN504 – Negotiated Project

2MUS514 - Negotiated Project Project Planning – Interactive Multimedia CD

Table of Contents

Page

Overview…………………………………………………………………... 3

Introduction……………………………………………………………….. 4

Key Milestones & Components…………………………………………. 6

Project Lifecycle………………………………………........................... 8

Rapid Application Development………………………………………… 9

Conclusion………………………………………………………………. 11

Reference List and Bibliography………………………………………. 12

Appendixes……………………………………………………………… 13

Miguel Rodrigues Student Number:11511645 Course: BSc Music Informatics

2


Overview

This report presents a commercial multimedia project

environment and discusses the importance of using a project lifecycle

Methodology to redesign and extent it. In this report, I discuss who

the stakeholders are and their importance to the project, project

lifecycle, methodology used (RAD) and a detailed project timeline.

The project consists in offering a Multimedia CD service to

unsigned artists. The services include production, mixing and

mastering of the tracks but also presenting the project through a

multimedia CD using the software “Macromedia Director MX

2004”. The CD will be also a normal audio CD (First track –

Multimedia; Other Tracks – Audio CD).


3


Introduction

The project consists in offering a Multimedia CD service to

unsigned artists. The services include production, mixing and

mastering of the tracks but also presenting the project through a

multimedia CD.

At the present moment the music industry is divided into 4

main segments: record companies, music publishing companies,

artist management and live performance.

Accordingly to IFPI (International Federation of the

Phonographic Institute), the music industry spends 20 per cent of the

revenues on discovering and nurturing new acts. More than eight

million acts have posted songs on MySpace what makes difficult for

the record labels to filter out the relevant acts. This overwhelming

number of new bands and music available to consumers also

highlights the need for filtering, selection, marketing and

recommendation more than ever, and this project can be a key role

on the process of discovering new and talented acts and to put them

on the path of record labels, publishing companies, artist

management companies, venues, promoters, press and radio

stations.

The key features of this project are the three recorded tracks with

master quality, contemporary sound despite the genre of music,

expertise in music and computer music technology, up-to-date


4


software and samples, interactivity of the CD, industry contacts and

tangibility. As music consumption increasingly moves to the Internet,

music as a product becomes even more intangible and service-alike.

When promoting a demo to record labels, distributors or publishing

companies the music needs to be delivered in a tangible format.

So, who are the stakeholders?

Sometimes the answer to this question can be very difficult to

achieve because it will depend on the project but what it should seek

is adjectives like power, responsibility and influence. Some times

power equals to authority that usually is the budget holder but that is

not our case. Note that the more people who have input on a stage,

the more changes there will be in the project as a result.

Doing an external analysis of who should be my stakeholder, I

decided to include, record labels, publishing companies, venues,

radio stations / webcasts, promoters distributors, press and

magazines.

Regarding an internal analysis the stakeholders are the project

manager and the artist itself.


5


Key Milestones & Components

Meeting with Artist Regarding Music Direction

Music Genre

Covers or Original Music

Choice of songs (3 songs)

Decide the need to have session musicians or not

Decide the need to book a Recording Studio or not

Give Budget fee to the client

Meeting with Artist Regarding Media Content

Biography

Pictures

Videos

Design of the CD


6


Music Production

Score, editing, mixing and mastering of 3

tracks

Multimedia CD

Multimedia Storyboard

Splash Screen (Intro)

Production of the Multimedia CD-ROM

Discuss and review the Multimedia CD with

costumer

CD On-body and Jewel case Artwork design

Final CD Mastering (PQ Coding, etc.)

Final CD Mastering (PQ Coding, etc.) and send it to

the Fabric

The tracks can include an ISRC number


7


Project Lifecycle

The project lifecycle consists of four stages, initiation, planning

execution and closure.

Initiation involves starting up the project, by documenting a

business case, feasibility study and terms of reference, appointing the

team and setting up a project office if necessary.

Planning involves setting out the path and direction of the

project by creating a project plan, resource plan, financial plan,

quality plan, acceptance plan and communications plan.

Execution involves building the deliverables and controlling the

project delivery, scope, costs, quality, risks and issues.

Closures involves twisting-down the project by releasing staff,

handing over deliverables to the costumer, if there is one, and

complete a post-implementation review of the project.

Initiation Planning Execution

Closure


8


Rapid Application Development - RAD

Rapid application development projects call for the interactive

use of structured techniques and prototyping to define user’s

requirements and design the final system. It involves an iterative

development, construction of prototypes and structured techniques

which build preliminary data models. Than prototyping will help the

analyst and users to verify those requirements and to formally refine

the data and process the models.

It comprises four stages: planning, design, construction and

implementation. The planning stage consists of a review of the areas

immediately associated with the proposed system. This review

produces a broad definition of the system requirements in terms of

the functions the system will support. It delivers an outline system

area model of the study, a definition of the scope and cost justification

of the system.

The design stage consists of a detailed analysis of the business

activities related to the proposed system. Stakeholders define entity

types associated with the system and following the consequent

analysis, the design of the system is outlined and prototypes of

critical procedures are built and reviewed. On the construction stage,

a small team of developers finalizes the design and builds the system

using a design-and-build steps in which the users have the

opportunity to fine tune the requirements. The construction stage also Miguel Rodrigues Student Number:11511645 Course: BSc Music Informatics

9


delivers documentation and the necessary instructions necessary to

operate the application, routines and procedures needed to put the

system in action.

The implementation stage involves implementing the new

system and managing the change from the old system environment

to the new one. This may include implementing bridges between

existing and new systems, converting data and training users. User

acceptance is the end point of the implementation stage. (1)

One of the positive aspects of using RAD methodologies on a

project is that it promotes a strong collaborative atmosphere and

gathers the requirements in a dynamic way. Another one is that the

business owner actively participates in the prototyping process,

writing and performing test cases. It suits interactive projects.

For the other hand, RAD is not suitable for real-time, safety-

critical or other applications where functional requirements have to be

fully specified because RAD systems have a dependency on strong

cohesive teams and individual commitment to the project, because

success depends on disciplined developers and their exceptional

technical skills and the decisions relies on the functionality and less

on centralized engineering authority.


10


Conclusion

As discussed before, this project represents a viable

alternatively to the traditional press kits used by the majority of the

artists when promoting their music to record labels, publishing

companies, radio stations and so on.

We had a look to the key features of the project, key milestones

and their components, stakeholders, project lifecycle, methodology

used and project timeline (see appendix).

The methodology that we use in this project, RAD, it is the best

methodology for this project because RAD is suitable for interactive

applications like ours, with clear functionality at the user interface and

a clear defined user group. We will use this method to create

prototypes to define user’s requirements and use structured

techniques to build the interactive multimedia CD.


11


Reference List

(1) University of California. Rapid Application Development[Online].

16 April 1997 [cited 2008 Nov 22]; Available at:

http://sysdev.ucdavis.edu/webadm/document/rad_toc.htm

Bibliography

England E, Finney A. Managing Interactive Media. Edition: 4th

Edition, Harlow (UK): Addison-Wesley; 2007


12

http://sysdev.ucdavis.edu/webadm/document/rad_toc.htm


Appendixes

Project Timeline Overview And

Weekly Schedule


13

Key Milestones/Tasks 19-Jan 26-Jan 02-Feb 09-Feb 16-Feb 23-Feb 02-Mar 09-Mar 16-Mar 23-Mar 30-Mar 06-Apr 13-Apr 20-Apr 27-Apr1 2 3 4 5 6 7 8 9 10 11 12 13 14 15

Meeting with Artist Regarding Music DirectionMusic GenreCovers or Original MusicChoice of songs (3 songs)Decide the need to have session musicians or notDecide the need to book a Recording Studio or notGive Budget fee to the clientMeeting with Artist Regarding Media ContentBiographyPhotosVideosDesign of the CDMusic ProductionTrack 1Track 2Track 3Mix and Mastering the audio tracksMultimedia CDMultimedia StoryboardScreenSplash (Intro)Production of the Multimedia CD-ROMDiscuss and review the Multimedia CD with costumerCD On-body and Jewel case Artwork design

Final CD Mastering (PQ Coding, etc.)

Deadline

Start DateConsecutive datesDeadline/end dateEaster Break

Student: Miguel RodriguesStudent Number: 11511645Course: BSc Music Informatics



Action SheetWeek Commencing 19th Jan 09

Tasks/Roles/Responsibilites Actions Key Person Status/Follow-upProject ManagementMeeting with Artist Regarding Music DirectionMusic Genre Decide the Genre of music Artist startedCovers or Original Music The artist decided to use covers Artist startedChoice of songs (3 songs) Songs: Hurt; God; I don't know how to love him Artist / Miguel Rodrigues startedDecide the need to have session musicians or not No Miguel Rodrigues startedDecide the need to book a Recording Studio or not No Miguel Rodrigues started



Action SheetWeek Commencing 26th Jan 09

Tasks/Roles/Responsibilites Actions Key Person Status/Follow-upProject ManagementMeeting with Artist Regarding Music DirectionMusic Genre Decide the Genre of music Artist NoneCovers or Original Music The artist decided to use covers Artist NoneChoice of songs (3 songs) Songs: Hurt; God; I don't know how to love him Artist / Miguel Rodrigues NoneDecide the need to have session musicians or not No Miguel Rodrigues NoneDecide the need to book a Recording Studio or not No Miguel Rodrigues None



Action SheetWeek Commencing 2nd Feb 09

Tasks/Roles/Responsibilites Actions Key Person Status/Follow-upProject ManagementMeeting with Artist Regarding Music DirectionMusic Genre Decide the Genre of music Artist NoneCovers or Original Music The artist decided to use covers Artist NoneChoice of songs (3 songs) Songs: Hurt; God; I don't know how to love him Artist / Miguel Rodrigues NoneDecide the need to have session musicians or not No Miguel Rodrigues NoneDecide the need to book a Recording Studio or not No Miguel Rodrigues None

Meeting with Artist Regarding Media Content Adquiring the specific media contentBiography yes Artist startedPhotos yes Artist startedVideos Not Available N.A n.aDesign of the CD Show some examples to the artist Miguel Rodrigues started



Action SheetWeek Commencing 9th Fev 09

Tasks/Roles/Responsibilites Actions Key Person Status/Follow-upProject ManagementMeeting with Artist Regarding Music DirectionMusic Genre Decide the Genre of music Artist CompletedCovers or Original Music The artist decided to use covers Artist CompletedChoice of songs (3 songs) Songs: Hurt; God; I don't know how to love him Artist / Miguel Rodrigues CompletedDecide the need to have session musicians or not No Miguel Rodrigues CompletedDecide the need to book a Recording Studio or not No Miguel Rodrigues Completed

Give Budget fee to the client Give Budget fee to the client Miguel Rodrigues £550

Meeting with Artist Regarding Media Content Adquiring the specific media contentBiography Adquiring the specific media content Artist NonePhotos Adquiring the specific media content Artist NoneVideos Adquiring the specific media content N.A None

Music ProductionTrack 1 Production/Arragment of Track 1 Miguel Rodrigues started



Action SheetWeek Commencing 16th Fev 09

Tasks/Roles/Responsibilites Actions Key Person Status/Follow-upProject ManagementMeeting with Artist Regarding Media ContentBiography Adquiring the specific media content Artist NonePhotos Adquiring the specific media content Artist NoneVideos Adquiring the specific media content N.A None

Music ProductionTrack 1 Record Vocals for Track 1 Artist / Miguel Rodrigues Completed



Action SheetWeek Commencing 23rd Fev 09

Tasks/Roles/Responsibilites Actions Key Person Status/Follow-upProject ManagementMeeting with Artist Regarding Media ContentBiography Adquiring the specific media content Artist NonePhotos Adquiring the specific media content Artist NoneVideos Adquiring the specific media content Artist None




Action SheetWeek Commencing 2nd Mar 09

Tasks/Roles/Responsibilites Actions Key Person Status/Follow-upProject ManagementMeeting with Artist Regarding Media ContentBiography Adquiring the specific media content Artist NonePhotos Adquiring the specific media content Artist NoneVideos Adquiring the specific media content Artist None

Music ProductionTrack 2 Record Vocals for Track 2 Artist / Miguel Rodrigues completed



Action SheetWeek Commencing 9th Mar 09

Tasks/Roles/Responsibilites Actions Key Person Status/Follow-upProject ManagementMeeting with Artist Regarding Media ContentBiography Adquiring the specific media content Artist completedPhotos Artist completedVideos Artist not delivered


Multimedia CDMultimedia Storyboard Design of the CD ROM (i.e. Colours, Fonts,etc) Miguel Rodrigues started




Tasks/Roles/Responsibilites Actions Key Person Status/Follow-upProject ManagementMusic ProductionTrack 3 Record Vocals for Track 3 Artist / Miguel Rodrigues completedMix and Mastering the audio tracks mixing Miguel Rodrigues started

Multimedia CDMultimedia Storyboard Design of the CD ROM (i.e. Colours, Fonts,etc) Miguel RodriguesSplash screen 30 seconds of Introduction about the artist started



Action SheetWeek Commencing 23rd Mar 09

Tasks/Roles/Responsibilites Actions Key Person Status/Follow-upProject ManagementMusic ProductionMix and Mastering the audio tracks mixing & mastering Miguel Rodrigues completed

Multimedia CDMultimedia Storyboard Design of the CD ROM (i.e. Colours, Fonts,etc) Miguel Rodrigues completedSplash screen 30 seconds of Introduction about the artist Miguel Rodrigues completedProduction of the Multimedia CD-ROM working with director mx 2004 Miguel Rodrigues started




Tasks/Roles/Responsibilites Actions Key Person Status/Follow-upProject ManagementMultimedia CDProduction of the Multimedia CD-ROM working with director mx 2004 Miguel Rodrigues None



Action SheetWeek Commencing 6th Apr 09

Tasks/Roles/Responsibilites Actions Key Person Status/Follow-upProject ManagementMultimedia CDProduction of the Multimedia CD-ROM working with director mx 2004 Miguel Rodrigues NoneDiscuss and review the multimedia CD with costumer working with director mx 2004 Miguel Rodrigues Completed

CD On-body and Jewel case Artwork design working with inDesign Miguel Rodrigues started




Tasks/Roles/Responsibilites Actions Key Person Status/Follow-upProject ManagementMultimedia CDProduction of the Multimedia CD-ROM working with director mx 2004 Miguel Rodrigues None

CD On-body and Jewel case Artwork design working with inDesign Miguel Rodrigues None




Tasks/Roles/Responsibilites Actions Key Person Status/Follow-upProject ManagementMultimedia CDProduction of the Multimedia CD-ROM working with director mx 2004 Miguel Rodrigues Prototype completed

CD On-body and Jewel case Artwork design working with inDesign Miguel Rodrigues None

Final CD Mastering Wavelab Miguel Rodrigues started




Tasks/Roles/Responsibilites Actions Key Person Status/Follow-upProject ManagementCD On-body and Jewel case Artwork design working with inDesign Miguel Rodrigues Not completed

Final CD Mastering Wavelab Miguel Rodrigues completed



INTERACTIVE MULTIMEDIA CD

FINANCIAL PLAN

MIGUEL RODRIGUES

STUDENT NUMBER: 11411645

BSC MUSIC INFORMATICS

MODULE: 2MUS514 – NEGOTIATED PROJECT

2MUS514 - Negotiated Project Financial Plan – Interactive Multimedia CD

Course: BSC Music Informatics 2

Table of Contents

Page

Overview…………………………………………………………………… 3

Start-up summary ………………………………………………………….. 4

Sales Plan…………………………………………………………………... 5

Profit & Loss………………………………………………………………. 5

Breakeven Point …………………………………………………………… 5

Cash Flow Statement……………………………………………………….. 7

Bibliography…………………………………………………………….. 10

Miguel Rodrigues Student Number: 11511645



Overview

This financial plan allocates resources for the interactive multimedia

CD project and its business viability using the appropriate tools and

investment vehicles such as start-up summary, sales plan, profit & loss,

breakeven point and cash flow statement to best achieve the goals and

objectives of the proposed project.




Start-up summary

The start-up summary is a combination of a balance sheet and a profit

and loss for day One of the project. Cash Balance on Starting Date equals to

“cash in” minus “cash spent”, and this will enter in the cash flow as start-up.

Start-up Start-up Expenses Legal £ - Stationery etc. £ 200 Brochures £ 188 Research and Development £ 100 Insurance £ - Website Development £ 120 Business Permits £ 150 Hiring, Training & Pre-open Activities £ - Construction Costs £ - Total Start-up Expenses £ 758 The total start-up expenses are a loss that reduce owner's equity Start-up Assets Needed Cash Balance on Starting Date -£ 27,858 cash in minus cash spent Rent plus 2 months security deposit £ 37,400 Start-up Inventory £ - inventory is accounts payable not a cash expense Other Current Assets £ 4,700 furniture and computer Total Current Assets £ 14,242 Long-term Assets £ - Total Assets £ 14,242 Total Requirements £ 15,000 Investment Investor 1 £ 15,000 Total Investment £ 15,000 Current Borrowing £ - Other Current Liabilities £ - Current Liabilities £ - Loss at Start-up -£ 758 the expenses figure Total Capital £ 14,242 total capital minus the expenses = remaining equity Total Capital and Liabilities £ 14,242 note negative owner's equity - not unusual at startup




Sales Plan The sales plan predicts the monthly and total sales for one year. SALES PLAN Month Jan Feb Mar Apr May June July Description Product Interactive Multimedia CD Volume 0 0 0 1 2 3 3 Unit sale price 550 550 550 550 550 550 550 Income value £ 0 0 0 550 1100 1650 1650

SALES PLAN Month Aug Sept Oct Nov Dec TOTAL Description Product Interactive Multimedia CD Volume 3 5 5 6 6 34 Unit sale price 550 550 550 550 550 550 Income value £ 1650 2750 2750 3300 3300 18700

Profit & Loss and Break-even point

The profit and loss (P & L) has two sections: one is the inflow of

revenues that come from sales activities and the other is the expenses that

flow out to generate revenues.

The break-even analysis predicts the sales volumes, at a given price,

required to recover total costs. In other words, it is the sales level that is the

dividing line between operating at a loss and operating at a profit. Level of




activity required to cover the Indirect Costs. Breakeven Point of the Sales is

the value of sales which the liquid result is zero.

PROFIT & LOSS FORECAST FOR YEAR 1 £ Sales (excl VAT) 18700 Opening stock 0 Add Purchases 0 Deduct Closing stock 0 Direct labour 0 Gross Profit 18700 Internet 162 Heat, light, power 450 Advertising 2475 Telephone 117 Professional fees 0 Depreciation 0 Total 3204 3204 NET PROFIT 15496 Gross Profit Margin 13651 73.0 % Net Profit Margin 82.9 % Breakeven Sales Gross margin / 365 = 37.4 days Gross margin / 12 = 1137.583 Indirect Costs / 1088 = 85.66845 days Indirect Costs / 33082 = 2.816497 months

So, the company will achieve with this project the break-even point in

approximately in 86 days or 3 months.



Cash Flow

The Cash Flow statement concentrates on available liquid cash also

known as ‘working capital’. This ensures that the recording studio can

finance what it owes, since even a profitable business can have a cash flow

crisis. It is derived from the profit and loss statement and changes in the

balance sheet.

The cash flow is calculated by looking at operations (reflects how

much cash is generated from the company’s services), investing (buying and

selling assets) and financing (raising money from bonds, loans or leasing).

Course: BSC Music Informatics Miguel Rodrigues Student Number: 11511645

7


CASHFLOW FORECAST - BUDGETED FIGURES Month Jan Fev Mar Apr May June July Pre SALES Trading Sales by volume Sales by value RECEIPTS Sales-cash 0 0 0 550 1100 1650 1650Sales-debtors Capital introduced 15000 Grants & Loans VAT Total (A) 15000 0 0 0 550 1100 1650 1650 PAYMENTS Training Freelancer Employee service A Employee Service B Employee service C Employers' Nat Insce Rent Internet 18 18 18 18 18 18 18Heat, light, power 50 50 50 50 50 50 50Advertising 275 275 275 275 275 275 275Insurance Travel Telephone 13 13 13 13 13 13 13Stationery Postages Professional fees Computer Loan repayments Bank Charges Other Capital items Drawings* VAT VAT to C&E Total (B) 0 356 356 356 356 356 356 356*Sole trader/ Partnership Balances Cash inc.(dec.) (A)-(B) 15000 -356 -356 -356 194 744 1294 1294Opening balance 15000 14644 14288 13932 14126 14870 16164Closing balance 15000 14644 14288 13932 14126 14870 16164 17458


8


Month Aug Sept Oct Nov Dec TOTAL Pre SALES Trading Sales by volume Sales by value RECEIPTS Sales-cash 1650 2750 2750 3300 3300 Sales-debtors 0 Capital introduced 15000 0 Grants & Loans 0 VAT 0 Total (A) 15000 1650 2750 2750 3300 3300 18700 PAYMENTS Training Freelancer Employee service A Employee Service B Employee service C 0 Employers' Nat Insce 0 Rent 0 Internet 18 18 18 18 18 216 Heat, light, power 50 50 50 50 50 600 Advertising 275 275 275 275 275 3300 Insurance 0 Travel 0 Telephone 13 13 13 13 13 156 Stationery 0 Postages 0 Professional fees 0 Computer 0 Loan repayments 0 Bank Charges 0 Other 0 Capital items 0 Drawings* 0 VAT 0 VAT to C&E 0 Total (B) 0 356 356 356 356 356 4272 *Sole trader/ Partnership Balances Cash inc.(dec.) (A)-(B) 15000 1294 2394 2394 2944 2944 Opening balance 17458 18752 21146 23540 26484 Closing balance 15000 18752 21146 23540 26484 29428


9


Bibliography

• DTI Business Startup Guide (PDF file) available at:

www.businesslink.gov.uk

• Spellman P., Writing a Music Business Plan That Works (PDF file)

• Sahlman W. (1997), How to Write a Great Business Plan, Harvard

Business Review

• Bhide A. (1996), The Questions Every Entrepreneur must Answer,

Harvard Business Review


10

http://www.businesslink.gov.uk/

INTERACTIVE MULTIMEDIA CD

MARKETING PLAN

MIGUEL RODRIGUES




2MUS514 - Negotiated Project Marketing Plan – Interactive Multimedia CD

Table of Contents

Page

Executive Summary…………………………………………………….. 3

Product Summary………………………………………………………... 4

Market Analysis……………………………………………………..……. 5

Consumer Analysis……………………………………………………… 8

Marketing Strategy………………………………………………………. 9

Reference List………………………………………………………….. 11


2


Executive Summary

Marketing is about the future and it must have a vision and

objectives.

Our vision is to offer to a quality service to unsigned artists that

will help them to promote their music to the music industry, brand

awareness and sales. To achieve our mission, we will focus our

strategy in two aspects: Motivation and Challenge.

Our objective is to achieve a successful marketing outcome for

our product, increase the market share, brand awareness and sales

for the next couple of years.


3


Product Summary

The product consists in offering a Multimedia CD service to unsigned

artists. The services include production, mixing and mastering of the

tracks but also presenting the project through a multimedia CD using

the software “Macromedia Director MX 2004”. The CD will be also a

normal audio CD (First track – Multimedia; Other Tracks – Audio CD).


4


Market Analysis

At the present moment the music industry is divided into 4 main

segments: record companies, music publishing companies, artist

management and live performance.

Accordingly to IFPI (International Federation of the

Phonographic Institute), the music industry spends 20 per cent of the

revenues on discovering and nurturing new acts. More than eight

million acts have posted songs on MySpace what makes difficult for

the record labels to filter out the relevant acts. This overwhelming

number of new bands and music available to consumers also

highlights the need for filtering, selection, marketing and

recommendation more than ever.

This project can be a key role on the process of discovering

new and talented acts and to put them on the path of record labels,

publishing companies, artist management companies, venues,

promoters, press and radio stations.

Using the Michael Porter’s “Five Forces” as a tool for the

market analysis, we conclude that it is possible to achieve our goals

and be leaders of this segment. As an established company in the

market we need to find how we will build barriers to new entries.


5


Bargain Power of Suppliers

Suppliers’ power increases when they are a critical component

in the customer’s product or life, when suppliers are much larger than

customers or when there is high switching and all this cases do not

apply for us because we are our own supplier.

Bargaining Power of Buyers

Buyer power increases when buyers are much bigger than

sellers, sellers fail to differentiate their offers the products concerned

are of low importance to the consumer and when switching costs are

low. In our segment of the market there is a huge choice for the

buyer. When entering into a buying decision, price, performance,

compatibility and service are factors that will affect the buyer decision

of choosing us to help them to record and create their demo.

Threat of Substitute Products

Substitutes are most likely when technology moves forward,

existing players are weak or when customers have grown tired of the

product. In our current situation if technology changes we will go after

it and try to develop new ones.


6


Threat of New Entrances

New entrances into the market can affect our service mainly the

new online companies MySpace alike, but our marketing team will

have a special attention to this cases and in the future we can

complement our service with some online services as well.

Competitor Rivalry

Our main competitors are a few recording studios that offer a

fairly price to unsigned artists to record a few tracks using their

facilities.

Internal Analysis

Strengths

• Computer music technology and quality of music production.

• Contemporary sound

• Industry reviews and awards.

• Price

Weaknesses

• Relatively new brand image and name

• Studio facilities (home studio; but our productions have

broadcast quality)


7


Consumer Analysis

First time buyers

The direction of our promotional campaigns is for the first time

buyers. These ones are the most difficult to achieve because they do

not know about the brand and quality of our productions.

Research is an important factor for a potential buyer final

decision. More than ever, people uses the internet as a motor of

research and that is the reason that we should include information,

tutorials, videos and promotions on several internet sites.

Brand loyal and experienced buyers

The few experienced buyers do not need so much such type of

promotion. For them we have tutorials that help them to promote their

music to specific elements in the music industry.


8


Marketing Strategy

Target Market The target market we are looking for is unsigned, independent

artist/bands that want to expose their talent to the music industry as

well as song writers looking for a publishing deal. The genre of music

that we think is more suitable for the project is Electronic/Dance

music, commercial Pop, R&B and Hip Hop. But we can have

costumers from other genres of music.

Marketing Programme The market mediums that we will use to reach our costumers

will be focus on the internet, venues with unsigned acts and specific

magazines. The marketing materials consist of brochures, website

and forums. All the marketing material will be design by us.


9


Pricing Our strategy in regards to the prices of our services is based on

a competitive price lower than our competitors and we will compete

as well on quality, service and location of our recording studio. The

services will be charged per project.

The market and sales department needs to make a continuous

marketing research in order to have the best results in relation to

financials and costumer services.

Promotion Budget Forecast

• Website (maintenance) – £ 45

• Brochures (1000 units) – £ 187.89

• Advertisement in audio magazines – £ 2000 ♣

• Classified in audio magazines – £ 40♣

• Online advertising – £ 550

Facebook – £ 390 (2,217,236 impressions; 1500

clicks)

Google adword – £ 150 (2,297 impressions)

Uk.music.jobs – £ 10 (1000 clicks)

Star Now – £ free (400 page views)

Blogs – free

♣ Prices based on Sound on Sound magazine


10


Reference List

Dodgson L, 2008, The Unsigned Guide U.K: 3rd Edition, mcr: music Gourville J. T, 2005, Over Choice and Assortment Type: When and

Why Variety Backfires, Harvard Business Paper

Dhar R, 1997, Consumer Preference for a No-Choice Option, Journal

of consumer Research

Huygens M, 2002, Co-Evolution of Firm Capabilities and Industry,

EBSCO Publishing

King M,2007, Inflation report press conference, podcast. Bank of

England, available at http://www.bankofengland.co.uk/

Sound on Sound Media pack available at

http://www.soundonsound.com/information/PrintAds.php


11

http://www.bankofengland.co.uk/

http://www.soundonsound.com/information/PrintAds.php

Interactive Multimedia CD

Story Board

MIGUEL RODRIGUES




2MUS514 - Negotiated Project Story Board – Interactive Multimedia CD


2

Default

Home Gallery Videos Music

Pictures Thumbs

Media File Type Description Font

Text imported Static/scrolling text Arial Graphic 2D Jpg - Gif Photos - Graphic 2D Jpg – Gif Buttons -

Buttons Event Effect Transaction

Home mouseDown Go to home page and insert the respective media into the fields Dim button status/dropdown sound

Gallery mouseDown Go to home page and insert the respective media into the fields Dim button status/dropdown sound

Videos mouseDown Go to home page and insert the respective media into the fields Dim button status/dropdown sound

Music mouseDown Go to home page and insert the respective media into the fields Dim button status/dropdown sound

Note: Dim button status = original pictures All buttons pictures have “Transparency”



3

Default


Pictures Thumbs


Text imported Static Arial Graphic 2D Jpg - Gif Photos - Graphic 2D Jpg – Gif Buttons -



Gallery mouseDown Go to gallery page and insert the respective media into the fields Dim button status/dropdown sound

Videos mouseDown Go to videos page and insert the respective media into the fields Dim button status/dropdown sound

Music mouseDown Go to music page and insert the respective media into the fields Dim button status/dropdown sound

Pictures thumbs mouseDown Opens respective thumb in a MIAW window - “Gallery” -

Note: Dim button status = original pictures

All buttons pictures have “Transparency”



4

MIAW


next mouseDown Go to next picture -

previous mouseDown Go to previous picture -



5

Default


Pictures Thumbs


Video mov QuickTime movie - Graphic 2D Jpg - Gif Photos - Graphic 2D Jpg – Gif Buttons -




Videos mouseDown Go to home page and insert the respective media into the fields Current page

Music mouseDown Go to home page and insert the respective media into the fields Dim button status/dropdown sound




6

Default


Pictures Thumbs

Media File Type Description Font Flash Swf Flash movie (music player) - Graphic 2D Jpg - Gif Photos - Graphic 2D Jpg – Gif Buttons -




Videos mouseDown Go to home page and insert the respective media into the fields Dim button status/dropdown sound

Music mouseDown Go to home page and insert the respective media into the fields Current page


Documents

Multimedia Cd Project Management