Brand Description:

BeatsFEST is a fast-growing, youth focused, cloud operated, subscription-based music streaming service with a visionary mission of catering to a young, diverse, active audience.

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Mission Statement:

At BeatsFEST, our mission is to provide the freshest, highest quality beats to our young listeners. We believe that music isn't just sound, but an experience and a way of life. We hope to make that experience exceptional for our listeners and be the go-to service for young music lovers.

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Brand Personality:

Our brand's personality is a mixture of excitement and sincerity. Our listeners depend on us to provide excellent service and we strive to meet that expectation. We also want to appeal to our listeners with spirited, creative content and marketing.

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Target Audience:

The target audience consists of a diverse group of music listeners, primarily consisting of Generation Z and younger Millennials. They are technologically proficient and extremely independent in thought but may be still under parental influence. They celebrate individual differences and gravitate toward brands and causes they feel are authentic and inclusive. they are highly active on social media and receive daily news through digital media. 

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Brand Voice:

We take our commitment to our listeners serious. We are confident and self-assured that we can provide a diverse and extensive collection of the hottest music. That being said, it’s important that our communications are free from any stuffiness or formality. Our target audience prefers simpler communication and we want to make sure not to alienate them with overly complicated messaging.

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Visual Competitor Analysis (in my own words):

In competitor research, I found that their marketing content mostly contained dark colors alongside bright colors or ones with high contrast. The typography most used were sans-serif typefaces. The brand personalities were centered around the passion for the quality of music and preferences of their listeners. The one of voice varied between a more serious tone and casual. The target audience demographics between BeatsFEST and its competitors varied but all focused on catering to music lovers in general.​