- Who is the character? Luke – Station Manager of WBUJ at Barden University
- What are your character’s archetypes? Regular Guy, Creator, Entertainer, Ruler
SMALL BUSINESS
- What is the name of the business? Sonophobia
- What is the size of the business? Small, local.
- What is the product or service? Local music store, selling physical media, music merch, etc. Bull Moose-esque shop that always has local music playing inside and sells things that music lovers also tend to enjoy, including movies, books, and games.
- How does the business relate to the character? Luke is clearly passionate about music in the movie, and he oversees Jesse and Beca when they work at the college’s radio station, which shows he has some leadership and potentially entrepreneurship skills.
- Who is it for? Average consumers of music and similar forms of entertainment, artists who want to feature their music at a local store.
- What are the identity opportunities, touch points, applications? Lean into the small, local feel of the brand. Promotion for participation in local events. Merchandise includes clothing, stickers,
- What is the brand archetype? Regular Guy, Entertainer, Innocent.
MEDIUM BUSINESS
- What is the name of the business? WRNE 90.5 FM
- What is the size of the business? Medium, regionally known.
- What is the product or service? Semi-local, well known radio station. Steady crew of radio hosts who each bring a different style and range of music to the station. Local artists are also able to submit their music to be played or performed on-air, along with on-air interviews. Caters to New England.
- How does the business relate to the character? Luke is the Station Manager for the radio station at Barden University, so this interest would likely follow him out of college as he starts his own business.
- Who is it for? Music lovers or just people driving in their cars who tune into the station, or for charismatic personalities who want to host their own radio shows.
- What are the identity opportunities, touch points, applications? Earthy colors and vibe that represents New England. Most presence on social media and online. Website includes radio show and host information as well as a way to stream the station. Merchandise includes clothing, mugs, stickers, tote bags. Collaboration with Bose headphones or a popular NE brand.
- What is the brand archetype? Creator, Entertainer.
LARGE BUSINESS
- What is the name of the business? CICADA RECORDS
- What is the size of the business? Large, national chain.
- What is the product or service? Record and production label for upcoming and popular artists. Group of music producers, creative directors, marketers, and other important assets needed for releasing music.
- How does the business relate to the character?
- Who is it for? Upcoming and/or established musicians who want their albums produced and released with successful marketing and creative direction. Directed towards artists as well as music lovers who are on the lookout for new music.
- What are the identity opportunities, touch points, applications? Clean and professional visual identity while still playing into the creativity of being associated with music. Merchandise is not an important aspect of the label’s promotion. More focused on artist relationships and consistency in promoting music.
- What is the brand archetype? Creator, Magician, Explorer, Entertainer, Ruler.
