Challenge: Provide a product to facilitate
entry into untapped markets. Break down
stereotypes that may exist regarding Nickel
Creek's target audience. Highlight the
unique nature of the band's style and musicality.
Solution: Our approach was to give the
audience an opportunity to see the band's
true essence as hard working, detail oriented
musicians, who take a great deal of pride
in their live performances. The color palette
and pace of the edit reflects this nature,
and separates the band from the glossy
and sterile treatments often associated
with artists in the genre. Furthermore,
the documentary style storytelling is more
consistant with promo created for bands
like Radiohead and Wilco, than with acts
in traditional or country music. Instead
of focusing on sound bites and discussion
of the radio single, we decided to include
music from the entire album and to explore
deeper topics regarding the bands philosophy
and inspiration.
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