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3.1

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2.1

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1.1

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Why did I chose Billboards as my non mainstream channel?

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Why did I chose Billboards as my non mainstream channel?

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For the non mainstream channel I wanted to be a bit more creative and different. I also thought about the most appropriated channel for my target audience, what they would like the most.
In the Youtube video "How Do Deaf People Experience Music? | AJ+" the dancer tells us that he puts his hand on the speaker to feel the beat of the music. This made me think of putting speakers in public places, for people to touch them and to experience what the deaf feel when enjoying music.

I thought that the best way to do that, was to also visualize the message in a video form in the billboard. Since that would attract more people, and holds their attention longer.

But most importantly, this billboard is inclusive to the deaf as they will undertand the message and are also able to enjoy music in their own way by putting their hand on the billboard. This will make them feel included and cared about, they will  in return have positive feelings about Spotify.

Using the billboard I have used 3 out of the 5 senses, hearing, touch and sight. You can feel the vibrations and the beat, listen to the beat and see the video. This ensures a beter experience for the vieuwers and listeners.

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How Do Deaf People Experience Music? | AJ+

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2. Non mainstream channel>  Spotify ad on Digital Billboards

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2. Non mainstream channel>  Spotify ad on Digital Billboards

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For my non mainstream channel is chose billboards. It will be placed outside in busy areas such as in shopping malls, a park, the city, stations etc. This way the campaign will be seen by lots of different people

What I had in thought is a medium size billboard that has a white screen with the instruction to "Feel me". People will be curious and will start touching and  it. By touching the billboard the video of the compaign will start playing and you can feel the vibrations of the beat.

The video explains the message of how deaf people can still enjoy music by feeling it. This is can educate the people of the hearing community who didn't know that. The deaf community will also be able to interact with the billboard by feeling the beat. The underlying message would be that both communities, whether you can hear or not, are feeling the same beat. This reinforce the message inclusivity.

Both parties are included in this campaign and a level of interaction in advertisements leaves a more lasting impression.

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When I saw that we couldn't use Microsoft Word or Powerpoint as medium for this assignment, I was already thinking of using Padlet instead. We have used Padlet before in the belevenisweek, and I really enjoyed using it. It's really easy to use and I like the customization aspect as well. It reminds me of a bulletin board and it really allows my creativity to flow. With padlet I can easily write down my ideas and plans.

I also opt for a vibrant kind of feel, using lots of colours to express the joy that music brings.

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3.2

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2.2

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1.2

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I have made a moving video example for the digital billboard. In this video I have added 3 visuals with 3 different billboards for a better grasp of all the posibilities of using a digital billboard to promoot Spotify

(Disclaimer: I do not intend to use Youtube as another channel, I uploaded it on Youtube because the file was too large te upload on Padlet.)

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Non mainstream channel: Digital Billboards

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Step 2

After step 1 I looked at the powerpoint assignment again and thought about the different possibilities I could use for a mainstream and non-mainstream channel. For that I had another brainstorm session where I made a  mindmap. After much consideration I chose Youtube for my mainstream channel and for my Non mainstream channel a digital billboard.

I used Canva to visualize both of those channels. After those were completed, I started my padlet and to write down my reasonings, process and outcome.

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Why did I chose Youtube as my mainstream channel?

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Why did I chose Youtube as my mainstream channel?

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Spotify users are mainly between the ages of 18-34. It certainly appeals more to the youth.

So in the deaf community I have to put extra attention the that specific age group. Keeping that in mind, I thought about what media they would use the most. I came to the conculsion that television was a bit outdated and was more commenly used by the older generation. Radio was not an option, because the deaf rely on visuals. Social media like Instagram and Facebook are platforms with infinite posts and users tend to scroll a lot, while giving minimal attention to the post itself.

I also thought about which platform, the deaf community would be the most active in, what would be the easiest to use for them. I came to the conclusion that Youtube is the perfect outlet.  Spotify appeals to the young adults and same can be said about Youtube. Not to mention it's easy accesible and you can add subtitles to every Youtube video, which the deaf would most likely be using.

Also, while watching Youtube videos, the user is not mindlessy scrolling like on Instagram and Facebook, but more often that not, actually engaged to the video.

In conclusion: Youtube is the perfect platform for marketing Spotify for the deaf. This in consideration of the extra features of Youtube that allows them to be more included, and the age group of both Youtube and Spotify.

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Made with classmates

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https://medium.com/carre4/spotify-for-the-deaf-hard-of-hearing-a-ux-case-study-929701e3dc80#:~:text=A%20deaf%20and%20hard%2Dof%2Dhearing%20inclusive%20Spotify%20platform%20communicates,of%20both%20people%20and%20sensations.

https://medium.com/@rachelelainemonica/how-deaf-people-experience-music-a313c3fa4bfd

https://medium.com/@alexijie/deaf-people-dont-need-new-communication-tools-everyone-else-does-df83b5eb28e7

https://www.hearingdogs.org.uk/deafness-and-hearing-loss/how-deaf-people-communicate/

https://assistivetechnologyblog.com/2016/06/can-deaf-people-hear-music-answer-yes.html

https://community.spotify.com/t5/Android/Engineered-music-for-the-deaf/td-p/1694298

https://www.hearingdogs.org.uk/deafness-and-hearing-loss/how-deaf-people-communicate/

https://medium.com/@rachelelainemonica/how-deaf-people-experience-music-a313c3fa4bfd

https://smallbusiness.chron.com/mainstream-vs-alternative-media-21113.html

https://www.youtube.com/watch?v=dwqSuvFzDdI

https://www.youtube.com/watch?v=D_7RrfYtNa4

https://www.youtube.com/watch?v=dwqSuvFzDdI&t=359s

https://www.effortlessoutdoormedia.com/electronic-billboards-digital-billboards/

https://www.digitalsignagetoday.com/blogs/how-to-use-sight-sound-to-craft-pleasing-digital-signage/

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1. Mainstream channel>         Spotify ad on Youtube    

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1. Mainstream channel>         Spotify ad on Youtube    

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Through my research I came to the realisation that although the deaf cannot hear, they still found a way to connect to the beat. Instead of hearing the music, they feel it. That is arguable more powerful than hearing I would say.

To put that message across, I visualized it in a video advertisement For Spotify. This in the hope to reach the deaf community and to show everyone that the deaf is indeed capable of enjoying music.

While making the video, it was important for me to be mindful of the limitations of the deaf community. Because they don't get  represented and included in society, as much as they should be. A lot of advertisements and campagnes rely on sound, there is no way for the deaf to understand those.

I decided to put the focus of the video on pure visualisation and to use bright colours. I wanted to capture the pure passion of enjoying music.
I looked up past Spotify video ads and they all relied on conversations to communicate their message. These ads can be a bit unclear if you can't hear. To make my message more clear I decided to write quotations in my video instead of spoken words, now everyone can understand it.

I had put the empathize on body language, combining dancing and asl together. For the main character in the video, I chose a deaf dancer who incorperated sign language in his dancing, while feeling the music and dancing to the beat. I also selected very heavy bass sound as background music, as the deaf prefer those above calm music. The beat is what they use to enjoy music, this I wanted to convey to the hearing community. Now they feel what the deaf community also feels.

It doesn't matter if you can hear or not, in the end it's about the feeling that music gives you. It can be enjoyed without limitations and bring people together.

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Song lyrics on Spotify

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Step 1
After reading the assignment I first looked at who my target audience was and the challenges, restrictions and limitations that they face.

After that I looked into Spotify and in which ways the deaf community can make use of the Spotify service. Through deskresearch, reading articles and watching videos, I discovered that deaf people are capable of enjoying music in a different way than hearing.

Then I had a brainstorm session about how these elements  could be combined together to make a succesful campaign for Spotify.

In the Communication lessons and in my own research, I discovered that a lot of advertisements and campaigns are not mindful of the deaf. They rely heavy on conversations and sound to make their message clear, I also rarely see them add subtitles.

It's a pity that the deaf community hasn't been much included as they should have been. In this day and age, we should really be focussing on inclusivity and diversity.
That is why I decided to make a video campaign that would be 100% inclusive to the deaf, in the hopes to reach them with my message.

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While the deaf community cannot hear music, they still enjoy it in a different way. This through the combination of vibrations and lyrics. Deaf people can feel the vibrations from the music and consume that through their body. Especially vibrations beats from the drum and bass can be easily felt by them.

Most deaf people are also able to comprehend speech through visually interpreting the movements of the lips, tongue, facial expressions and body language.