Find Your Tempo - Capstone Project
The Problem:
Melbourne has been labelled the live entertainment capital of the world. With an industry worth $1.42 billion, you'd think these musos were making a cut. Think again.
The Solution:
A dating app, but instead of matching singles, it connects musicians to venues, hosts and a larger audience. Play more gigs and turn their passion into profit. The Campaign: Before graduating from RMIT, this was my capstone project and my final campaign. As a copywriter, I've always held a fascination and a love for classic long-form print ads. So, why not develop a copy-based campaign for my final project? Throughout this campaign, I was privileged to be mentored by Lionel Hunt.
Brand Activation:
In 2019, Billie Eilish famously sampled Melbourne's pedestrian crossing sound in her song 'Bad Guy'. The repetitive percussive sound soon became synonymous with the 'Sound of Melbourne'.
This had to change.
Tempo will work with Young Melbourne Creatives and develop the Tempo "Beat Buttons". The premise is simple: work with Melbourne's myriad of creative talent and create the buttons into pieces of music iconography. Each button hides a speaker system, whether it's a classic jukebox or a Vox amplifier. So, instead of playing the typical crossing sound, it plays music from up-and-coming independent Melbourne artists. Allowing them to reach a larger audience while also activating Tempo.
