# data[].attributes.body
Keeping connected with friends
Falling back in love with the 70's
Creating a diverse and welcoming environment

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Fun
Nostalgic
Technological
Glamourous

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88m active users in 2022 (D. Curry, 2023).

How many Gen Z's have Apple products.

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My personal interests and aesthetics align with the look of the 70's and I frequently listen to music from the time period

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Industrial Light and Magic

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The 1960s
⁃ the 1960s sets the scene for the 1970s
⁃ in both a British and American context was the sexual Revolution
⁃ The sexual Revolution meant the barrier surrounding sex, the discussion of sex, women having sex was broken down to an extent
⁃ Sex became less of a taboo - although still very much of a taboo by today’s standards - but for its time it was revolutionary
⁃ The sexual Revolution meant: women’s shorts became shorter I.e. mary quant invented the mini skirt, the contraceptive pill came out in 1961 (check date)
⁃ Sex for the sake of sex was normalised to a greater standard then previously - was not just seen as a tool to make a baby
⁃ Music and popular entertainment were used to normalise sex
⁃ You had books used as well to promote the sexual Revolution i.e. I believe Helen gurley browns sex and the single girl came out in the 1960s (pls fact check this)
⁃ as for racial discrimination the 1960s was the BIGGEST year for civil rights (in America at least - but America also has a huge global influence)!
⁃ I.e. you had the Montgomery bus boycotts, the Greensboro sit ins, the March of Washington in 1963 where Martin Luther king did his I had a dream speech, 1964 civil rights act
⁃ Something fun that could relate to fashion - is in the 1960s they came out with “disposable fashion” it was like dresses (known as the dispo dress) where they were made of paper and could only be warm a maximum of let’s say three times = these dresses sort of representing the idea that women were allowed to embrace a bit more change and freedom, to go out and to have fun, to dress up, to change their appearance how they liked. - I believe disposable fashion may have been short lived but I think there were also examples of it in the 1970s.

The 1970s
⁃ As a result this sort of attitude influenced the 1970s - the 1970s very much followed on from where the 1960s took off
⁃ The sexual Revolution became less about physical sex and more about sexuality and gender = took on an anti-homophobia and anti-sexism stance more so then before
⁃ For example you had both women’s and gay liberation movements
⁃ In America the bell jar book by Sylvia Plath came out in 1971 - and that was sort of all about getting women to be understood, seen as equals and not just accessory’s - it was a pioneer for understanding women’s mental health
⁃ you had the first gay pride parades in America in the 1970s
⁃ I think the gay pride flag was invented then OR first flown then (but fact check this)
⁃ 1973 The the American psychiatric association removed homosexuality from its lists of “mental disorders” - meaning it was not seen as a mental health disorder that could be treated (this is also touched upon in the bell jar) = however obviously in reality there was still a great deal of homophobia and people that did not agree with this decision
⁃ Playboy had been out for nearly twenty years and that has a huge influence on how men and women were seen - the magazine was normalised by the 1970s BUT most feminists hated it and felt it actually took women a step back
⁃ as for racial discrimination it was obviously still very much prevalent
⁃ However to attempt to change this (again in America) you had in some places they started to integrate schools - meaning black and white children in the same schools whereas they were previously separated and black children were taught to a lower standard due to the fact there schools received inadequate funding.
⁃ I think it’s also important to note that the clothing was a lot “freer” in the 1970s i.e. flowy shirts, wide flared trousers = this all sort of embodied this idea of change and freedom. Went from little a-line dresses to women wearing flared trousers - where previously trousers were something typically more reserved for men.
⁃ The clothing styles, silhouettes even fabric choices represent the idea of society being less “restraining” - or at least attempting to be. - even the colours of clothing tended to be a little less reserved than the 1960s.
￼

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Using VR to "wow" the audience with it's uniqueness. Really bought art museums to a whole new level with its use of technology.

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- Final meeting with Nick,
- Proof read,
- Complete figure references
- Submit work!!!!

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- Finish writing FMP
- Successfully and confidently complete my presentation
- Make a note of constructive criticism

This week I completed my FMP presentation, I felt happy about how my presentation went and with the reaction from industry panel (Jules Greenidge, from END Clothing). It gave me confidence in my idea and a final motivation push to complete my report.

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- This week I need to submit my FMP presentation so I need to ensure I have completed it and written my script ready to practice before presenting.
- Finding perfect images for my report from Getty Images using their photo bank.

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- Continue to design FMP Presentation getting better idea of the creative vision for the project
- Create and design the brochure to hand out during the presentation
-

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Justify the 1970's and just the recreation of the past in general with primary research finds.

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Basic stripped back

Black
White
Grey

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DIN Next Devanagari

Heading: All caps bold
Subheadings: Bold
Text: Regular

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- Put presentation together
- Attend extra day at Uni to speak to Nick (mentor)
- Get creative help on graphics
- Create a promo video

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- Historian
- 70's information on political factors
- Understanding what was wrong with the 70's
- Contacted looking for information around the 70s and was shared information

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- Vintage store owner
- Investigating target customer

Unable to complete - No consent form.

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Experience the music.

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Apple is known for its innovative technology and devices. Their sponsorship could include providing the event with the latest Apple devices, such as iPads or iPhones, to facilitate smooth ticketing processes, event check-ins, and other interactive elements during the event.

Apple Music and Apple TV have strong marketing and promotional capabilities. Partnering with them as sponsors can significantly expand the event's reach through their various channels, including app promotions, email newsletters, and social media campaigns. This exposure can attract a larger audience and potentially increase ticket sales.

Generation Z, the event's primary target audience, is a tech-savvy and digitally engaged demographic. Apple Music and Apple TV have a significant presence and popularity among this age group, making them a relevant and appealing sponsor choice. The brand recognition and resonance can further boost the event's appeal and credibility.

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- Nostalgia Seekers: Attracting individuals who have an affinity for past eras and are drawn to nostalgic experiences.

- Cultural Explorers: Engaging participants who have a curiosity about different cultural periods and are eager to learn and immerse themselves in them.

- Social Connection: Appealing to individuals who seek social interactions and enjoy participating in group activities.

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- Technologically Savvy: Targeting participants who are comfortable with technology and virtual reality experiences.

- Trend Followers: Engaging with those who actively seek unique and trending experiences that can be shared on social media platforms.

- Event Attendees: Identifying individuals who enjoy attending events, concerts, or festivals, and are likely to be interested in immersive experiences.

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- Interests and Hobbies: Targeting individuals who have an interest in history, retro culture, music, fashion, and immersive experiences.

- Cultural Enthusiasts: People who appreciate and seek to explore different eras and are interested in experiencing the 70s culture firsthand.

- Socially Conscious: Attracting individuals who value inclusivity, diversity, and discrimination-free environments.

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- Age: Generation Z typically includes individuals born between the late 1990s and early 2010s, so the target age range would be approximately 15-25 years old.

- Gender: The event can cater to all genders, ensuring inclusivity and appealing to a diverse audience.

- Location: Initially focusing on the London area for convenience, but also considering potential participants from other major cities or regions.

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Levi’s 2022 revenue was $6.2 billion, FY 2022 Reported Net Revenues Grew 7% from FY 2021 to $6.2 Billion, Up 12% Constant-Currency (Levi Strauss & Co, 2023). As we can see in Appendix 1, Levi’s saw their highest net income ever in 2022 at 569.1 million US dollars.

Levi's has a strong association with the 70s era, as they were a prominent denim brand during that time and their products are often seen as representative of the fashion and style of that decade. Levi's has a wide customer base that includes Generation Z, making it a relevant brand for the event's target audience. Collaborating with a brand that appeals to the same demographic can help generate interest and participation.

Levi's can provide marketing support through their various channels, including social media, email newsletters, and in-store promotions. This collaboration can significantly expand the reach and visibility of the event, attracting more attendees.

Sponsorship from a well-established brand like Levi's can provide financial support to cover event expenses, enhance production value, and potentially lower ticket prices, making the event more accessible to a broader audience.

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- Start writing report, shaping the layout more and understanding how to express my research (primary and secondary) to lead to my idea.
- Plan what to go into my presentation - talking alongside my slides so less text
- Research famous photographers to use in my report and my presentation.

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Honest reviews from sources such as TrustPilot.

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How many attendees share their experiences.

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‘Apple Music Revenue and Usage Statistics (2023)’. 2023. Business of Apps [online]. Available at: https://www.businessofapps.com/data/apple-music-statistics/ [accessed 31 July 2023].

‘“Bloody Expensive”: ABBA Need to Recoup £140m to Cover Costs of Virtual Voyage Residency | Planet Attractions’. 2023. [online]. Available at: https://www.planetattractions.com/news/%E2%80%98Bloody-expensive%E2%80%99%3A-ABBA-need-to-recoup-%C2%A3140m-to-cover-costs-of-virtual-Voyage-residency/1303 [accessed 31 July 2023].

‘Levi Strauss & Co. - Levi Strauss & Co. Reports Fourth-Quarter and Fiscal Year 2022 Financial Results’. 2023. [online]. Available at: https://investors.levistrauss.com/news/financial-news/news-details/2023/Levi-Strauss--Co.-Reports-Fourth-Quarter-and-Fiscal-Year-2022-Financial-Results/default.aspx#:~:text=Levi%20Strauss%20%26%20Co.%27s,net%20revenues%20were%20%246.2%20billion. [accessed 31 July 2023].

‘Levi Strauss: Net Income Worldwide 2022’. 2023. Statista [online]. Available at: https://www.statista.com/statistics/268546/net-income-of-levi-strauss-worldwide/ [accessed 31 July 2023].

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Porter, M. E. (1979). How competitive forces shape strategy. Harvard Business Review, 57(2), 137-145.

Warner Bros. Records (25 February 1978). "Rumours [Data]". Billboard. p. SW-15.

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For Rumours, Porters Five Forces will help to analyse the competitive and attractiveness of the virtual and immersive event's industry by examining elements displayed in the left column (Porter, 2008).

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By far the most outstanding part of the experience was the room which used holograms

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There was a room dedicated to colouring - seems very basic and childish but actually translated to me as nostalgic and innovative.

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I enjoyed the use of VR that was incorporated into the experience.

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- Complete theories
- Personal development
- Apply for graduate roles
- Think about layout for report and presentation to start writing next week
- Analyse primary research, conclude responses

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- Partnerships: Collaborating with brands and organisations that have a strong connection to the 70s or target the same audience can enhance the event's credibility, expand promotional reach, and potentially secure financial support.

- Repeat Attendance: Creating an exceptional and memorable experience may encourage participants to attend future events or recommend the event to their peers, generating positive word-of-mouth and building a loyal attendee base.

- Upselling and Merchandise: Offering merchandise, exclusive memorabilia, or upselling opportunities during the event can contribute to additional revenue streams and enhance the overall attendee experience.

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- Competing Events: Other immersive experiences or entertainment events targeting Gen Z may compete for attendees' attention and potentially impact turnout. For example, Van Gogh: The Immersive Experience.

- Technical Issues: Technical issues during the event could lead to participant dissatisfaction and negative reviews, affecting the event's reputation. This could be apparent as the world is still figuring out the latest technology (e.g. holograms).

- External Factors: Economic inconsistency, political instability, or unexpected events (e.g., pandemics) could impact event planning, attendance, and overall success.

- Online Criticism: Due to 'Cancel Culture', negative feedback or mismanagement related to inclusivity or cultural representation could lead to backlash and reputational damage.

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- Technical Challenges: Implementing a seamless and high-quality immersive experience may present technical challenges, such as providing adequate technical support during the event.

- Limited Physical Capacity: The location may have space limitations, potentially limiting the number of attendees, which may impact ticket availability and revenue potential.

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- Inclusivity: The event promotes a discrimination-free environment, providing an inclusive space for participants from diverse backgrounds to come together and enjoy the experience.
- New Market: Virtual and Immersive experiences are a fresh face to the industry and therefore the market is yet to be fully explored.
- Success of competitor: Understandably, the success of competitors is never normally celebrated, but in this case, ABBA Voyages huge success has shown that the market is ready to be expanded and explored further - meaning it's the perfect time to enter the market.
- End of Covid-19 restrictions: With little to no restrictions left on travelling and social events, generations are ready to get back out there and socialise, going to new and exciting events which previously did not exist before Covid-19 and lockdown.

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- Van Gogh
- Dali
- BBC Earth

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How many people are engaging with the social channels.

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How many people are actually purchasing a ticket.

Can use in conjunction with event footfall to see how many of those actually have attended. Then using location and age to justify why the ticket holder potentially didn't attend.

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How many website viewers can we convert into attendees.

# data[].attributes.headline
'Giving artists from the 1970's a chance to be in their prime once again'

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'Giving artists from the 1970's a chance to be in their prime once again'

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- Immersive music concert, more than just the music.
- Meant to take the attendee back to the 70's, not just for a few hours but for the day.

The event aims to take you through a journey of the 70's, immersing you in the environment, society and music scene. Focusing on iconic moments from the 1970's rather than a specific artist.

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People crave a past time - without all the negatives from that time. 'Everybody Dance' will provide attendees with a time when social-media and technology is less prominent. Giving them a glimpse into the positives of the past, making everyone feel included and welcomed.

The purpose of "Everybody Dance" is to provide an immersive experience that allows Generation Z individuals to engage with and appreciate the 70s culture in its prime. By offering a discrimination-free environment, the event aims to foster inclusivity and provide a platform for participants to connect with a different era, explore its music, fashion, and overall ambiance, and create lasting memories.

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The specific dates and duration of the event will need to be determined based on factors such as venue availability and target audience preferences. It would be ideal to choose a timeframe that maximizes attendance and aligns with Generation Z's availability, potentially during weekends or school holidays when they are more likely to participate.

The event will then travel across the UK before going international.

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The event will take place at the Outernet London venue, providing a central location in the city that is easily accessible to participants. Outernet London offers a suitable space for large-scale immersive experiences, accommodating the virtual environment and the physical setup required for the event.

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The event is a virtual immersive experience that recreates the prime of the 70s. Participants will have the opportunity to engage with an authentic virtual environment that reflects the sights, sounds, and cultural elements of that era. The focus is on creating an inclusive and discrimination-free experience for all attendees.

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"Everybody Dance" is targeted towards Generation Z individuals who are interested in experiencing the vibrant culture of the 70s. The event aims to be inclusive, welcoming participants from diverse backgrounds and with varying levels of familiarity with the 70s era.

Customers:
(Primarily)
- Female
- Gen Z
- Millenial

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It is vital that the event hosts a visually appealing and immersive environment. The Outernet London venue will transform, reflecting the aesthetics and atmosphere of the 70s. The set design, props, lighting, and audio will need to mirror the good times of the era to give an authentic experience. Implementing surveys, testimonials and reviews (e.g. Trustpilot and Google) will help to gather participants' feedback and improve the event.

The event will be hosted in the Outernet London - located in Tottenham Court Road. Using the space to host the event for one year before moving locations.

Lots of the campaigns marketing will be offline - utilising transport marketing, making train posters, bus advertising and billboards in local areas such as Watford, Essex and Kent.

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The event will utilise a well-defined process to manage ticket sales, participant registrations, and the overall event flow. This includes developing a user-friendly online platform for ticket purchases, pre-event registrations, and a guide to the experience. The event logistics, such as queue management, participant guidance, and technical support, will all be carefully planned by the events logistics manager.

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The success of "Everybody Dance" relies heavily on the team behind it. Skilled event organizers, virtual reality developers, and marketing professionals will be collaborating to ensure a seamless and enjoyable experience for attendees. Moreover, the event staff and volunteers will be trained to provide exceptional customer service and support throughout the event.

Mainly attracting Gen Z and Millennial.

Primarily female.

However event will attract a wide audience of all genders and ages as music will appeal to older generation too.

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The event will be held in the Outernet London, a well-known venue suitable for large-scale immersive experiences. This location provides a central and easily accessible space for attendees to participate in the virtual event.

- why would people want to travel to see this?
- why Outernet

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Offline marketing tactics will play a significant role in promoting the event. Traditional methods like transit advertising, posters, and billboards can be strategically placed in high-traffic areas of London to raise awareness - as well as surrounding areas such as Kent, Essex and Watford. Additionally, social media platforms should be leveraged to create buzz and generate interest. User-generated content (UGC) campaigns can encourage participants to share their excitement, experiences, and memories related to the event, further amplifying the promotional efforts.

Using omni-channel marketing.

Offline:
- Billboards
- Posters
-

Online:
- Social media (mainly Instagram & TikTok)
- UGC
- TV ads
-

I will provide a promotional video and website example.

The event will be sponsored by: Levi's and .

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Tickets will range between .... and ....

The pricing strategy for "Everybody Dance" will be competitive, offering value for money to attract the wide primary audience. Offering tiered pricing options to cater to different budgets and provide incentives such as early bird discounts or group rates to encourage higher attendance. The event will also offer Student/Blue Light/65+ discount where ticket and refreshment prices will be slightly cheaper.

This will match the prices of ABBA Voyage, which covers costs to host the event, equipment and staff.

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SERVICE

"Everybody Dance" is a virtual immersive experience that transports everyone from Gen Z to Baby Boomers back to the prime of the 70s, providing an authentic and inclusive experience of that era. The product offers a unique opportunity for participants to engage in a virtual environment that accurately replicates the sights, sounds, and cultural aspects of the 70s.

Artists include: