SWOT – Client: FKA Twigs // Product: Two Weeks [Video]
Pre-Launch, SWOT[STRENGTHS]
S / Video colored in Gold; 1st Single (Track 3) + Video off of upcoming August 2014 Album release — dropped this video 2 months prior to album release; track produced by Arca — producer for Kanye West’s Yeezus; track appears on Rock Section of Rap Genius, and premiered on BBC Radio 1.
Great Crescendos; Power Ballad; erotic lyrics; Juxtaposes Colossal-sized Queen of the Damned figure to the miniature-sized Banshee Dancers; doesn’t make use of backup dancers – instead duplicates herself and carries out the choreography herself; movement direction timed to music and, along with spot-on costume styling, captures the regality of Aaliyah in 2002 Film, Queen of the Damned. Video ends with FKA Twigs suspended under water, a visual parallel to Aaliyah’s underwater scene in 2001 hit ‘Rock the Boat‘.
[WEAKNESSES]
W / Minimal – all around solid; last video, however, was ‘FKA x Inc’ (4 months ago); hasn’t received the instant media feedback that ‘Two Weeks’ is currently getting.
[OPPORTUNITIES]
O / Press Touch Point –Schedule joint Interview for Twigs with Arca (the producer of this track and Yeezus Album); have Arca discuss studio experience working with Twigs after just having produced for Kanye on Yeezus; conduct exclusive interview with a major Hip Hop Blog + Radio such as XXL Magazine, Vibe or The Source
– Get Urban Music Audience behind you
With Just Two Months until album’s debut, instead of dropping another music video, take the opportunity to record a captivating video of your choreography to this track, Twigs. Just as the video is painted in gold, record your dance video in a room with gold walls. In promoting this video, do attach some photo snapshots from ‘Two Weeks’ Video – tangibles are nice to have and they provide another incentive to watch the dance video. Shine more light on your professional dance career and abilities you have.
– Highlight Your Dancing Prowess
Cool, momentum picked up heavily. Now, re-release the ‘FKA x Inc’ Video that wasn’t gaining much attention 4 months ago.
– Build Brand Equity by Association
[THREATS]
T / Refrain from full blown group Choreography to ‘Rock the Boat;’ might get touchy in light of Aaliyah’s death; publicizing such a video may come off as a gimmick – may kill latent brilliance of this visual reinterpretation that appears genuine and maverick.
– Pay Tribute and Refrain from Sacrificing Authenticity
Related Collateral:
Founder : Derek Oxford // Product: Pre-Launch Feed [PSA]
Pre-Launch, SWEAT, SWOT*For You, I’ll just leave this here until our site’s official launch*
Here, I apply SWOT Marketing Analysis to critique music products, personnel, ideas, companies and business practices as well as simply share music that’s worth SWEATING and vibing out to.
Until the official launch, I will routinely replace the single post above with a combination of new music to sweat, drafts of swot analysis, and short video clips of me speaking about my vision.
If you miss a day of posting during the pre-launch phase, don’t worry. Upon the official launching, I will curate a special page to recap these preliminary posts so that you can still genuinely be with us from the beginning.
— Ox, IG: D_Ox ; Twitter: GoToDOx
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