Motown: New Sound
Empower minorities' freedom of artistic expression.
Objective:
Identifying a dying or defunct brand and reviving it through a new strategic plan while staying true to its soul. The goals were to Research its past and mission and create a new brand identity as well as a future direction.
Strategy:
Motown is a record label that is considered defunct, it’s known for being the sound of young America. During a time when the United States was racially divided and at the height of the Civil Rights Movement, Motown stood strong and was the first black label to win over a mass of diverse audience.
In order to stay relevant in a diverse but divided industry, my mission for the new Motown is to broaden the spectrum by including all minorities in the performing arts field, specifically on stage. Creating a collaborative environment and empowering artists to express themselves artistically under the spotlights.
