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MUSICAL MOOD BOARD
YTTP Superfood Cleanser TikTok Creator-Driven Trend Campaign
Original Branded Song (<60 sec)
That YTTP Feeling
This campaign will focus on the award winning and hero product, Superfood Cleanser. This powerful but gentle daily face wash is formulated with superfood antioxidants from kale, spinach, and green tea to give your skin the ultimate cleanse. It works to effectively prevent buildup in pores, remove makeup, and balance pH without drying or stripping - it's a green juice cleanse for your face!
The focus of the campaign is to garner awareness of the Superfood Cleanser in addition to driving purchase consideration at Sephora to support YTTP's inclusion in Sephora's animation.
We'll partner with creators to share their painfully relatable moments when it comes to their beloved skincare product, the Superfood Cleanser, through engaging TikTok videos.
Produce an original song to drive virality and set a cohesive vibe for #ThatYTTPFeeling TikTok campaign.
WHAT WE HEARD
MOOD & EMOTIONS
YTTP SPOTIFY PLAYLISTS
YTTP MUISCAL REFERENCES
CREATING THE YTTP ANTHEM
THE ARCHETYPE OF THE SONG
🔎 MUSICAL INSIGHTS
The Musical Mood Board directions were primarily driven by the YTTP musical influences from the brief, in addition to keeping in mind our music audience insights, with genres such as Pop and Indie over-indexing with YTTP's digital-savvy skintellectual target audience of women ages 20-40.
AUDIENCE MUSIC INSIGHTS
📝 LYRICAL CONTENT
The song lyrics will tie into the brand's ethos of authenticity and skincare for all, with a simple and relatable message of positivity, confidence, and uniqueness.
👂 CREATING THE STICKY FACTOR
Repetition of a short, memorable hook will be a key component in creating "sticky factor" (aka catchy or memorable elements) which is important in any genre
relative to pop/dance/house/EDM.
YTTP DANCE HOUSE TRACK
MUSICAL MOOD BOARD DIRECTION #1
GENRES: DANCE, POP, SOFT HOUSE
With a new take on nostalgic themes of 90’s & 2000’s dance hits combined with the high end production of the current electronic dance genre, we’ll blend these elements to make the perfect textural, bouncy track to get the YTTP community feeling all the vibes.
Heavily influenced by the classic sounds of late 90s/early 2000s dance club hits, but with a flare for 2023. We’ll sponge influence from the viral TikTok track, B.O.T.A Baddest of Them All (+693k videos), with quirky muted pumping synths, skipping hi hat rhythms, and signature four on the floor electronic kick drum bounce to keep the track fun, moody and youthful.
Timestamp: 0:55 - 1:09
From the track Like You Do, we’ll explore some of the more signature musical elements that helped define the genre, like delay drenched/modulated vocal lines, electric keyboard stabs, and loft percussion elements to give the YTTP track just the right amount of edge and uniqueness.
We'll pull inspiration from Danielle by exploring the more electronic elements, rubbery analogue bass synths, sampled tape saturated drum loops, and abstract sleek backing vocal chops to add extra vibe and pull in the prefect mood to stick with the listener.
Timestamp: 0:06 - 0:23
For vocal inspiration, we’ll source from our professional vocal talent pool a strong yet unique vocalist to give this track a sense of authenticity and uniqueness, pulling inspiration from vocalist Eliza Rose.
Timestamp: 1:41 -1:58
LOFI INDIE DANCE VIBES
MUSICAL MOOD BOARD DIRECTION #2
GENRES: INDIE, DANCE, LO-FI BEATS
Smart, eclectic musical nourishment with a backbeat designed to make you move. Without ignoring pop sensibilities, for this direction we’ll combine elements of more explorative indie themes with fundamental pop melody and chord structure to create a track with an instantly danceable feel while encouraging the creative “parts unknown” to flourish.
For the more intellectual musical appetite, the introduction of indie or simply more experimental sonic landscapes is a gorgeous and sophisticated new look for the dance genre. From this Apricots track, we’ll explore elements such as pumping, distorted kick drum samples, wavering manipulated synth chords, sustained plate reverbs, and uniquely chopped vocal loops to create a smart but insatiably danceable track that anyone could vibe to.
Timestamp: 0:15 - 0:30
Of any memorable song, melody is key. Like this inspiration track Moments showcases a brilliant packaging of pop sensibilities within the context of the dance genre — perfect for a dance floor or the top 40 charts. We’ll explore options of quintessential pop chord structure and vocal melody to give this track a dual purpose on the dance floor and the pop spotlight.
Timestamp: 3:41 - 3:58
Moody, unquestionably for the thinking listener, we’ll look for inspiration from A Dedication to bring more ambient textural elements into the mix. Sonar-like synth beeps, churning, filtered organ chords, and vocals shrouded in dark chamber reverb. Essential elements to pull this track into an emotionally resonant yet danceable place.
Timestamp: 1:15 - 1:31
For vocal inspiration we’ll source our professional vocal talent pool for a similar vocal style to Apricots and A Dedication, providing both unique, yet familiar sonic motifs.
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