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- Directly Referred to Appendix

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- The Nature Of The Journal

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The following research paper was used to underpin the rationale for my project as a person within the Neurodiverse community. It is included to inform the reader of research supporting how many projects can be difficult for people within the community and how this project acts to overcome this.

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The following branding documents are to show the background and fruition of my artist branding to support the ideas and look presented in the promotional content.
They are to inform the reader of the reasonings and consistency of the brand package in terms of promotion and action within this sector of the project.

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Research Project - Does having ADHD affect the success of a musician in the modern day industry?

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Research Project - Does having ADHD affect the success of a musician in the modern day industry?

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This original academic paper contains research on the stigma of ADHD and how it effects collaboration when working with people without the disorder, directly or indirectly effecting success.

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1. Expand my songwriting catalog with various ideas and demos spanning different genres in themes - having the potential to be turned into full tracks for release and/or sync work.
2. Promote artist profile and foster a more extensive fanbase - positioning myself more effectively for future releases and tours

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When considering the logistics of my project I wanted to run it and work from home, before I could commit to this I needed to research the positives and also the possible issues with doing this. An advantage of working from home is that there is no commuting to and from the business making it better for the planet, less time consuming and eliminates the need of spending money on means of transport (Ward,2021). This is good for a start up project like mine as it limits the outgoings and expenses of the company. On the other hand, it may become difficult to rest from work as office and home life may merge due to both being in the same place (Hurd,2020). This may impact mental health and may cause stress which ultimately effects the quality of work. However, to combat

this I will be closely monitoring it to make sure there is no negative effect on person or quality of the project, if there are any issues caused by this I will rectify it immediately. Another advantage of working from home is the location independence, this means it is possible to work with people on my team at any time despite geographical location so there is constant workflow (Courtney,2020). On the contrary, a lot of people who work from home-based businesses may be effected by feeling isolated (Ward,2021), due to the fact myself and my team are creatives this could pose a threat to this method. Nevertheless, due to having a variety of people in the team who are accessible through the internet at any time and work together as a unit this should not be a problem for this project. After evaluating both the positives and negatives of a home-based business I concluded that it would be the right choice for this company due to it being more efficient, less costly and better for the environment.

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All relevant statutory health and safety documentation including the Health & Safety at Work etc. Act 1974, the Management of Health & Safety at work regulations 1999, the PUWER 1998 and the Electricity at work regulations 1989 will be considered and managed within the project.

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Social Media Audit And Strategy - Appendix I

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Social Media Audit And Strategy - Appendix I

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Social media strategy and audit - 'How to Defeat Writers Block'

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BUDGET ALLOCATION
This project was designed to be a 0 budget project as it focused on organic social media growth and how this could be useful in achieving creative and commercial goals. The reason for this was so that it could be accessible to everyone and could be replicated.
Due to this there were no profit/loss or cashflow statements required as it did not earn or lose money. For future reference I have included research for monetisation through professional bodies for future projects.
However, the goals of this project were not for financial gain and instead of cultivating a fanbase with engaging free content and also to become a better writer expanding my songwriting portfolio.
In the future this project could be monetised as it could become an ongoing campaign and turn into more hence the addition of the future business plan to this journal. As well as this budget could be used in the future to enhance this project through paid social media ads which are currently showing high rates of success for conversion rates.
As there is no budget for this project the main focuses are on growth, engagement, awareness and development instead of monetisation.

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Task switching is often seen in people with ADHD's workflow and fits well with this project.
Due to the project being a collection of smaller and shorter tracks and videos with different prompts and techniques this helps to engage my brain as a neurodivergent.
As seen in the previous research paper ADHD can be a problem for project work as sustained concentration is more difficult.
To enable the project to be successful, I decided on this idea instead of an EP or live performance as it keeps my brain engaged allowing me to task switch whilst still having positive input and output on the project.
As well as this the research underpins issues of collaboration and ADHD due to stigmas surrounding it. Although working in teams can be good for those with ADHD as it allows for accountability, I decided it would be best to work on the project alone. This was in order to sustain positivity throughout the whole of the project and not to add further risk to the project which may have been caused by collaborators believing stigmas and general ideas of ADHD.

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- Rationale
- Brainstorm

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- Questionnaire draft - For Artists and Audience - Appendix A
- Final Survey 1 - For Artists - Appendix A
- Final Survey  2 - For Audience - Appendix A

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- SMART Targets - Appendix E
- Original GAANT Chart - Appendix D
- Agile Management Methods Research - Appendix B
- Previous Project Managed With Kanban Method - Appendix C
- Content Calendar - Appendix F
- Updated GAANT Chart - Appendix G

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- Working From Home
- Finance - Appendix H
- Operational Issues

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- Health & Safety Compliance Statement
- Risk Assessment
- Guitar & Keys Warm Ups
- Vocal Warm Ups
- Vocal Warm Up Video

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- Introduction
- Research Project - Does having ADHD affect the success of a musician in the modern day
- ADHD As A Project Advantage

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- TikTok Statistics
- Instagram Statistics
- Spotify Statistics
- Analysis

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- Introduction
- Brand Research - Scrapbook
- Branding Moodboard
- Brand Document

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- Social Media Audit And Strategy - Appendix I

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- Day 1 - Random Word Generator - 'Clay'
- Day 2 - Metaphors - 'Cool,Calm,Collected'
- Day 3 - Prompt: What Would You Say To Your Younger Self? - 'Take It Slow'
- Day 4 - Write From A Title - 'Testing' (not to be marked)
- Day 5 - Unrealistic Time Limit - 'Why Me?'
- Day 6 - Prequels/Sequels - 'PTSD'
- Day 7 - Prompt: Write As A Villain - 'Burning My Fears'
- Day 8 - Write From A Text -'Honestly'
- Day 9 - Play 5 Radios At Once - 'See Ya Later'
- Day 10 - Word Association - 'Euphoria'
- Day 11 - The Feel Chart - 'Toxicity' (not to be marked)
- Day 12 - Non-Linear Writing - 'No Name'
- Day 13 - Random Rhyming Pairs - 'Silver Plate'
- Day 14 - Forging and Foraging - 'Shipwrecked'
- Day 15 - Stream Of Consciousness - 'Suit&Tie' (not to be marked)
- Day 16 - Foley - 'Online' (not to be marked)
- Day 17 - Prompt: Defining A Relationship - 'Walk Away'
- Day 18 - Opposite Perspective - 'Hung Up'
- Day 19 - Using Samples - 'Tin Can'
- Day 20 - Inanimate Perspective - 'Playground'

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- Content Calendar - Songwriting TikTok Posts
- Mini Series Intro Cover
- Merchandise - defeat writers block - extended cut
- Lyric Sheet - Type 1
- Lyric Sheet - Type 2

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- Day 1 - Random Word Generator - 'Clay'
- Day 2 - Metaphors - 'Cool,Calm,Collected'
- Day 3 - Prompt: What Would You Say To Your Younger Self? - 'Take It Slow'
- Day 4 - Write From A Title - 'Testing'
- Day 5 - Unrealistic Time Limit - 'Why Me?'
- Day 6 - Prequels/Sequels - 'PTSD'
- Day 7 - Prompt: Write As A Villain - 'Burning My Fears'
- Day 8 - Write From A Text -'Honestly'
- Day 9 - Play 5 Radios At Once - 'See Ya Later'
- Day 10 - Word Association - 'Euphoria'
- Day 11 - The Feel Chart - 'Toxicity'
- Day 12 - Non-Linear Writing - 'No Name'
- Day 13 - Random Rhyming Pairs - 'Silver Plate'
- Day 14 - Forging and Foraging - 'Shipwrecked'
- Day 15 - Stream Of Consciousness - 'Suit&Tie'
- Day 16 - Foley - 'Online'
- Day 17 - Prompt: Defining A Relationship - 'Walk Away'
- Day 18 - Opposite Perspective - 'Hung Up'
- Day 19 - Using Samples - 'Tin Can'
- Day 20 - Inanimate Perspective - 'Playground'

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- TikTok Analytics 1
- TikTok Analytics 2
- Instagram Analytics 1
- Instagram Analytics 2
- Target Audience Goal Reflection

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- SMART Target Specific Reflection
- Overall Project Reflection

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Future track development- Copyright, Monetisation and Professional bodies 

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Future track development- Copyright, Monetisation and Professional bodies 

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- Distributors
- Copyright Laws - For Project And Future Releases
- PRS

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Future Business Ideas To Launch from Platform 

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Future Business Ideas To Launch from Platform 

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- Songwriting App Business Idea/Plan

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Content Calendar - Songwriting TikTok Posts

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Content Calendar - Songwriting TikTok Posts

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‘How To Defeat Writer’s Block’ is an innovative and engaging 20-day social media campaign aimed at educating an audience on various writing techniques to empower independent artists to unlock their creative potential. This project is designed to provide the audience with valuable writing techniques, accompanied by real examples of tracks I have created using the displayed methods, with the ultimate goal of boosting my artist profile and fostering artist engagement.
I chose this project as it allowed me to play to my strengths. As I am part of the neurodiverse community it can be difficult for me to remain focused on one singular task, due to this I have adopted the technique of task switching when working to ensure i am completing work to a high level.
This project allows me to do this due to the different techniques and ideas it calls upon and the unique nature of each technique. Therefore enhancing my productivity levels and sustaining optimal output.

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Merchandise - defeat writers block - extended cut

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Merchandise - defeat writers block - extended cut

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Questionnaire draft - For Artists and Audience - Appendix A

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Questionnaire draft - For Artists and Audience - Appendix A

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Final Survey 1 - For Artists - Appendix A

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Final Survey 1 - For Artists - Appendix A

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Final Survey  2 - For Audience - Appendix A

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Final Survey  2 - For Audience - Appendix A

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Agile Management Methods Research - Appendix B

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Agile Management Methods Research - Appendix B

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Agile management methodologies aim to increase productivity through flexibility and rapid improvement within short time periods, often referred to as 'sprints' (Tokar,2018).
The Kanban method is the main methodology I used due to its success in my previous project and its notable success in part-time working environments (Hofmann et al.,2018). Specifically, noting its connotation to its improvements in creating and co-ordinating project tasks in various disciplines (Valve, Krüger and Sørensen,2017).
The method itself is seen as a more visual method of displaying tasks consisteing of a 'to do' list and a 'complete' list in it most dimple form (Tit,2022). I decided to utilise this method as visual scheduling has often been found to help people in the neurodiverse community to complete projects successfully (Gambill,2014).

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Previous project managed with Kanban method - Appendix C

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Previous project managed with Kanban method - Appendix C

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Suit&Tie pre-release performance- Carmel Carey ft. Sam French and Adam Josephs

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In order to make sure muscles and tendons do not fatigue with guitar and keys performance and practice it is essential to do warm ups. This allows for longer practice and playing with a smaller risk of strain or small damages. I have attached pictures of some examples of warm ups I have been using before playing the guitar and keys throughout this project:

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Vocal health needs to also be considered. Vocal warm ups before practice and performance are necessary to avoid vocal damage. Vocal health is extremely important because even when we are not singing we use our voices everyday and it is essential we look after it. I have attached some YouTube links to vocal exercises I commonly use:

https://www.youtube.com/watch?v=ck1pzgy07ZU

https://www.youtube.com/watch?v=PQUo7eimhWA

https://www.youtube.com/watch?v=ZAx0UF_k2hM

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Conclusion
After considering the pros and cons of a range of distributors I have decided to use Distrokid as my distributor for this EP project.
This is due to the fact that I have previously used Distrokid as a distributor for my single 'Suit&Tie' and the process of uploading and approval was very smooth. However, it must be noted that after my research I did consider moving my distributor to Ditto Music or AWAL. Firstly, I considered Ditto Music due to the opportunities of Spotify playlists that they offer and the fact it has its own publishing arm which would allow me to collect more of my royalties and allow further monetisation. However, after delving further into the topic and discovering the extra £39/year cost for these rights it did not seem plausible considering I could just join PRS for a £100 one off fee to solve this issue whilst still keeping the lower yearly membership of Distrokid's services. Secondly, I considered AWAL as it has a lot of perks for artists including its own A&R team and offers of marketing advice which could be advantageous to my trajectory. However, due to the need to apply and the selectiveness of the company about who they take on this may not have fit well in my available time frame; to reduce added stress due to time constraints  I decided it would be more beneficial to stay with Distrokid and potentially look into AWAL more for my future artist career development.
Overall, the distributor that is of most benefit to me at this time is Distrokid due to its relatively cheap costs, its quick efficient uploading and its ease to use which some of the competitors do not provide to the same standard.

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Copyright Laws - For Project And Future Releases

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Copyright Laws - For Project And Future Releases

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For this project it is important for me to look into detail of the UK copyright laws and make myself well informed on the way copyright works in order to make sure my creative work is fully protected from being copied by others and I am not infringing any pre-existing copyright, specifically when considering prompts and technique ideas. This is often an issue when independent artists like myself as they are not fully informed thus do not know how to protect their work which can lead to unauthorised people using their work without credit thus losing royalties. If an artist is not fully informed it can lead to difficulty with monetisation and success for the artist therefore I must consider all legal aspects to prevent this from being a downfall in this project (Social Media Songwriting Campaign) and future releases.

Music copyright is the legal ownership of a piece of musical work and/or recording (Pasthukov,2020). There are two types of music copyright:
1.The compisition - this is the track itself, all musical components and lyrics
2. The Sound Recording - The specific recorded version of said musical components and lyrics
The composition copyrights are normally owned by the writers or publishers of the piece of music whilst the sound recording copyrights are normally owned by the artist or their label (Majewski,2022). Copyright of a musical piece is automatic and occurs as soon as a piece of music is created or recorded(PRS,2022). However, it is important to note it must be documented in writing or on a database with a creation date in order to be covered by copyright laws (Copyright, Designs and Patents Act,1988). In the UK copyright for composition usually lasts for 70 years after the creators death and for sound recording it usually lasts 70 years from its first publication date (GOV.UK,2022).

In order to make sure I am fully protected under the Copyright,Designs and Patents Act 1988 I have recorded and saved all original demos of my EP tracks in a folder which is fully sealed. This allows for time stamps on each piece of work, which would provide sufficient legal proof if any of my work was involved in a copyright altercation prior to release of the EP. Similarly I have lyric sheets and documents that I have emailed between my personal and business email to create time stamps for the lyrics specifically which are now also being stored in the sealed folder displaying the download date. This is as further legal proof incase it was required. In doing this my copyrights are clear allowing me to be as protected as possible through the process of my EP creation. As the EP is released this will give additional legal proof as the release date will be time stamped on all major streaming platforms I have used. However in taking these extra precautions I have only expanded my evidence of copyright.

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PRS stands for the Performing Rights Society (PRS for Music,2022) and collects royalties on behalf of songwriters, composers and music publishers (Dodgson,2022). It also is home to MCPS which stands for the Mechanical-Copyright Protection Society which distributes the mechanical royalties to songwriters, composers and music publishers when physical copies of their music have been made for example CDs or downloads from a website (PRS for Music,2022).
For my previous single release I did not upload it to PRS and did not sign up to PRS. This was because it is £100 sign up fee and I did not believe there would be any profit margin at that point if I was to sign up as its was my debut single. However now with the release of an EP there is more of my creative work in the public eye and getting listened to and used therefore I believe it would be beneficial to sign up. This makes royalty collection easier and even though my distributor Distrokid helps me collect royalties it is not as profound as PRS thus cannot collect all royalties. As the EP will also be available for download it is important that I sign up to MCPS also so that all my royalties are collected and my rights to the tracks are also protected. Signing up now will also enable me to collect retroactive royalties from my single release as they are kept for 3 years before going into what is known as the "black box" where they are no longer owned by anyone.

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1. Expand my songwriting catalog with various ideas and demos spanning different genres in themes - having the potential to be turned into full tracks for release and/or sync work.
During the process of the project this objective was met with a total of 20 unique ideas for tracks created, several of which were transformed into full tracks.

2. Promote artist profile and foster a more extensive fanbase - positioning myself more effectively for future releases and tours
This objective was to successfully realised by gaining 1.4 followers a day on TikTok throughout the campaign. While this figure may remain modest in isolation, it is significant considering the context of prior inactivity on social media over preceding years, as it shows positive trajectory throughout the campaign.

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Overall the project can be deemed successful in terms of accomplishing both creative and commercial goals. The primary creative aim was to enhance my songwriting catalog by generating diverse ideas and demos that could be developed into full tracks. During the process of the project this objective was met with a total of 20 unique ideas for tracks created, several of which were transformed into full tracks.

The principal commercial goal centred on promoting my artist profile and fostering a larger fanbase. This objective was to successfully realised by gaining 1.4 followers a day on TikTok throughout the campaign. While this figure may remain modest in isolation, it is significant considering the context of prior inactivity on social media over preceding years, as it shows positive trajectory throughout the campaign.

For my next project I will focus my improvement on understanding the algorithms of social media platforms and my target audience personna social media consumption in more depth. To do this I will perform more extensive primary and secondary research on both algorithms and target personnas; with survey samples being further targeted towards the specific personnas. As well as this I will focus on achieving a more specific follower daily target to expand my reach and audience even further. To do this I will give the project a budget allocation to be used on targeted paid ads to expand reach. It is of upmost importance that when using paid ads they are made to be targeted for them to be cost beneficial.

Concluding from this project there are further areas of research to pursue. Including specific consumption of social media in a more in depth manor perhaps by using observational study to enhance the ecological validity of the research. As well as the monetisation of social media and how it is possible using case studies with ‘influencers’ and ‘artists’ of various levels to create a comprehensive study.

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Day 2 - Metaphors - 'Cool,Calm,Collected'

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Day 2 - Metaphors - 'Cool,Calm,Collected'

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Day 2 - Metaphors - 'Cool,Calm,Colleected'

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Day 2 - Metaphors - 'Cool,Calm,Colleected'

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Day 3 - Prompt: What Would You Say To Your Younger Self? - 'Take It Slow'

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Day 3 - Prompt: What Would You Say To Your Younger Self? - 'Take It Slow'

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Day 4 - Write From A Title - 'Testing' (not to be marked)

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Day 4 - Write From A Title - 'Testing' (not to be marked)

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Day 5 - Unrealistic Time Limit - 'Why Me?'

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Day 5 - Unrealistic Time Limit - 'Why Me?'

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Day 7 - Prompt: Write As A Villain - 'Burning My Fears'

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Day 7 - Prompt: Write As A Villain - 'Burning My Fears'

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Day 9 - 5 Radios At Once - 'See Ya Later'

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Day 9 - 5 Radios At Once - 'See Ya Later'

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Day 11 - The Feel Chart - 'Toxicity' (not be marked)

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Day 11 - The Feel Chart - 'Toxicity' (not be marked)

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Day 13 - Random Rhyming Pairs - 'Silver Plate'

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Day 13 - Random Rhyming Pairs - 'Silver Plate'

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Day 14 - Forging and Foraging - 'Shipwrecked'

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Day 14 - Forging and Foraging - 'Shipwrecked'

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Day 15 - Stream Of Consciousness - 'Suit&Tie' (not to be marked)

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Day 15 - Stream Of Consciousness - 'Suit&Tie' (not to be marked)

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Day 16 - Foley - 'Online' (not to be marked)

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Day 16 - Foley - 'Online' (not to be marked)

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Day 17 - Prompt: Defining A Relationship - 'Walk Away'

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Day 17 - Prompt: Defining A Relationship - 'Walk Away'

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Day 18 - Opposite Perspectives - 'Hung Up'

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Day 18 - Opposite Perspectives - 'Hung Up'

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Day 20 - Inanimate Object - 'Playground'

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Day 20 - Inanimate Object - 'Playground'

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Day 3 - Prompt: What Would You Say To Your Younger Self? - 'Take It Slow'

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Day 3 - Prompt: What Would You Say To Your Younger Self? - 'Take It Slow'

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Day 5 - Unrealistic Time Limit - 'Why Me?'

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Day 5 - Unrealistic Time Limit - 'Why Me?'

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Day 7 - Prompt: Write As A Villain - 'Burning My Fears'

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Day 7 - Prompt: Write As A Villain - 'Burning My Fears'

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Day 9 - 5 Radios At Once - 'See Ya Later'

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Day 9 - 5 Radios At Once - 'See Ya Later'

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Day 13 - Random Rhyming Pairs - 'Silver Plate'

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Day 13 - Random Rhyming Pairs - 'Silver Plate'

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Day 14 - Forging and Foraging - 'Shipwrecked'

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Day 14 - Forging and Foraging - 'Shipwrecked'

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Day 15 - Stream Of Consciousness - 'Suit&Tie' 

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Day 15 - Stream Of Consciousness - 'Suit&Tie' 

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Day 17 - Prompt: Defining A Relationship - 'Walk Away'

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Day 17 - Prompt: Defining A Relationship - 'Walk Away'

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Day 18 - Opposite Perspectives - 'Hung Up'

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Day 18 - Opposite Perspectives - 'Hung Up'

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Day 20 - Inanimate Object - 'Playground'

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Day 20 - Inanimate Object - 'Playground'

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These statistic show my current audience, with a high percentage of my audience being aged 18-24 on all platforms (except TikTok as these statistics are not available). The gender distribution ranges from Spotify having a heavily male audience, TikTok having a heavily female audience and Instagram having a relatively similar split with a slight lean toward the male audience. The majority of my audience is also from the UK with 61%.
These statistics paired with those included in my social media strategy competitive analysis and my artist case studies enable me to create a viable target audience that will help me with optimum performance.
The target audience I am aiming for is:
Age: 18-24 - as this is where most of my audience hails from and this suits the theme of my music
Gender: Female  - to grow my audience to a more 50/50 split
Areas: UK and USA - as my main audience currently lies in the UK however my case studies have great success in the USA which is something I can capitalise on.
(For more information on particular personas see Marketing- Social Media Strategy)