The Vinyl Factory / Brand vision & identity
Brief
We were appointed by The Vinyl Factory in March 2008 as their lead strategic and creative agency. The brief was to develop a new vision, strategy, brand architecture and identity for their various businesses. Among other business interests, they own art galleries in London, Berlin and New York, the largest vinyl pressing production facility in the world and London’s famous Phonica record shop.
Strategy
We wanted to turn people’s perception of The Vinyl Factory from a holding company with disparate business interests to a new exciting social arts brand. We defined ‘Social Art’ as physical art experiences that people can socialise around. This is an interesting space for the music industry. On one hand we have digital music, on the other end specially crafted editions, where music becomes art, because music is art. To become a social arts brand, we needed to develop a new approach to everything The Vinyl Factory is involved in, from how they collaborate to create deluxe vinyl box-sets to the way they approach gallery shows. We called it ‘Made By Vinyl’, which meant applying the mindset of producing vinyl, and applied across everything to create live, imperfect, collectible products and experiences with soul.
Activity
In collaboration with The Village Green, AnalogFolk developed the brand identity, playing out across the venue, advertising, magazine, website and merchandise. We also co-curated the event programming for The Vinyl Factory Shoreditch. Based on the strategic idea ‘Made By Vinyl’, AnalogFolk developed the brand experience from how artists use gallery spaces, live events, magazine editorial, website content, to the production of collectible limited edition box-sets from the events. AnalogFolk are also the creative agency in residence for The Vinyl Factory, working with brands to authentically collaborate with high-profile artists and musicians in gallery space and beyond.
Results
The Vinyl Factory brand has now become synonymous among art lovers as a music brand creating social art. The Vinyl Factory label is now changing the way music is funded and produced. It’s getting professional investors and fans to empower their favourite artists with the funding necessary to materialise their social arts projects. Alongside incredible one-off gallery shows and performances, this new approach has successfully created deluxe vinyl editions of Monkey ‘The Opera’, Primal Scream ‘Beautiful Future’, Massive Attack ‘Heligoland’, Grace Jones 'Hurricane', Hot Chip 'One Life Stand' and Air 'Love 2'. These editions have all sold out, becoming truly collectible and some box-sets have been changing hands at 5 times the original price on 3rd party sites.
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