Concept statement for Good brief

Concept:Hard format music is good because it encourages a physical interaction with printed material.

In a world where we rely heavily on computers and online technology, the focus in the music scene has shifted heavily towards downloadable music singles and albums. As much as I find them useful to listen to music on the go and finding out about new artists easily, I also find hard copy format invaluable. The tangibility of the whole product appeals to all of our senses. The feel of the stock, the smell of the ink and the visuals on display in the well executed lyrics booklet, all of which aren't available 'online'.

Then comes the music. As I have proved the CD does boast a higher quality of sound compared to your average itunes download. MP3 is a lossy format which does lose quality depending on the number of times it is copied. Mp3 tracks of course take up space on your hard drive and have to be backed up if you don't want to lose them.

Target Audience: I have decided to target the people who pay for downloads to inform and persuade them to return to the Hard Copy format before CD's become a thing of the past.

My research shows a love for hard copies still but increasing demand for downloads means that the rise in digital sales already has or will take over the physical copy sales. My questionnaire also only included people with creative backgrounds so my responses do seem a little biased.

Delivery: I plan to deliver my concept by creating a mailshot. The reason for this approach is due to the behaviour patterns of my target. If they don't shop for CD's, there would be no point in producing a product or point of sale display in music shops. I can only assume that my audience are at home downloading music.