š Anthro Newsletter #020 | š¾ Closed Communities & The Art of Briefs
Your weekly newsletter on brands, campaigns, culture and insights.
Welcome to Anthro, a weekly community newsletter featuring must read content about the best and most exciting movements by brands, with a heavy focus on culture, actionable insights and brandās relationship to business success. Whether youāre the founder of a company, at a start-up, in an agency or in-house - this is the place for your dose of industry news. Iām trying to make this one of the most valuable emails you receive each week. If youāve enjoyed this issue, please like it aboveĀ šĀ and leave me a commentĀ š¬
Woop itās December what upppp! You know what that means!?
No. Not Christmas ā Itās my birthdayyyyy!!! š¾ Despite lockdown rules ruining shindig plans. Iām still excited. What have you learnt this year? Any major revelations youād like to share with me as I wrap up another year around the sun, and we all wrap up the maddest year in modern history? Life tips, work tips? Email me your sage guidance š Letās all continue living to the max.
And soon weāll make Anthro all Christmassy š Promise xoxo
Hereās what youāll learn today:
The rise of closed communities & getting into music marketing
How to write a creative brief
Lessons about the creator economy
For those of you new to Anthro, and those who missed last weekās issue featuring new age media relations based on the Coinbase x New York Times saga you can check it out here.
Part 2 interview with Duncan Byrne. The brains behind Anjunadeep & Anjunabeats music marketing
We heard from super smart Duncan from Involved Group Music in the issue before lastĀ š You can catch Part 1 of his interview here if you missed it. This week we have an exciting Part 2! Yay! Duncan talks to us about closed-wall communities, selling out NYCās Madison Square Garden & LAās Hollywood Bowl, the hazards of working in the music business, and the best music venues and sets heās been to. Duncan shared so much cool stuff with us. As you know Iām a bit of a geeky megafan of Duncanās teamās work, so I really hope you enjoy reading what he has to say as much as I did! A couple of key takeaways from Part 2 below š Read the full interview with Duncan Byrne (Part 2)
SO IMPORTANT: The rise of āclosed wall communitiesā is gonna be more important than ever for small & medium sized business in future according to Duncan š”
Tips for getting into music marketing: Make your own opportunities! Show that youāre contributing to the culture. You could run a club night, work a festival, manage your cousinās band, or write a blog! š„
If you work in an industry where itās easy to lose your balance, the key is to surround yourself with good people. Ones who truly care and have patience for you š
How to write a creative brief
Iāve been working in agencies for my whole career until this year and Iāve always been so intrigued by peopleās abilities to give and receive briefs. Creative or strategic.
The issue is, many people in business actually donāt give great briefs. And thatās okay. But it means your life can be a bit difficultā¦ Asking yourself the question āWhat does my client/stakeholder actually want or need?!ā And taking longer than necessary working it out. Brief writing, and taking, isnāt something thatās formally taught. Not in my experience anyway. Itās something you tend to learn on the job. Generally speaking, the art of asking good questions always helps you get to what you or a client really need. But Planning Dirty have shared an amazing, super simple format for this which I thought I would share with you. Hereās an example for ya, and the specific āHow toā below š Take the full free short course on Creative Brief Writing by Planning Dirty
CREATIVE BRIEF FORMULA:
GET - consumer target
WHO - consumer problem
TO - consumer goal
BY - single message
šµ SPOTIFY EXAMPLE š¶
BUSINESS PROBLEM:
Members of Gen X think Spotify is only for new music and young people. Thatās not true, and we want Gen X to use Spotify too. They will love it if they try it š
BRIEF:
GET music loving gen Xersā¦
WHO feel frustrated that their music taste is irrelevant todayā¦
TO reconsider Spotify as a song library for all music listeners, including themā¦
BY showing that the music they listened to is as relevant and available today as it was when it first came outā¦
A creative brief translates the business problem to the consumer problem. It helps create a bullseye for creatives to aim for šÆ
The crux of a good brief is knowing who itās about, what the business problem is, what action you want the target audience to take šø
ā© GET [target audience] WHO [feel xyz problem] TO [take this action] BY [us showing them a solution in a single message] āŖ
Other interesting things:
Lessons about the creator economy from Twitch and Substack - Peter Yang, Substack
The best brand tweets of 2020, from Uberās #MoveWhatMatters to Ben & Jerryās dismantling white supremacy - Twitter Marketing
Stories everywhere on social - Mark Carroll, A Twitter thread
And in case you missed it:
š Media Relations & Laser Focused Missions:Ā Coinbase vs New York Times
š Interview with Vikki Chowney, Global Head of Content & Publishing at H+K
š Anthro Free Guide #1: Brand Strategy 101
Righto, thatās a wrap for this week.
Wishing you all a super fun and rewarding week ahead.
Weāve got 4 weeks left of 2020. Pandemic or no pandemic, make them count š„š„š„
Sanya š
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Written by Sanya-Jeet Thandi, a brand strategist & consultant with a love for culture, start-ups and good karma. British Indian currently in Kent & London, and soon to be US ex-pat. You can connect with me onĀ Twitter, but not Instagram, because itās boring so I deleted it.