ASSESSMENT 1 DETAILS:

MUSIC BRAND ANALYSIS (worth 50% of overall module mark)

School: Media, Culture and Society
Module: Identity, Opportunity & Exploitation / MUSC10007 CRN600
Year: 4
Semester: 2
Due: 03 April 2015
Assessment Description:

For this assessment you are required to write a brand analysis for a music brand of your choice. Choices must be submitted to and approved by the lecturer via email NO LATER THAN 5PM 04 MARCH 2015. If you have not submitted a brand for approval by this deadline, the mark for your brand analysis assessment will be reduced by 5 points.

A music brand can be any of the following: • An artist (e.g., Lady Gaga, the Rolling Stones) • A record label (e.g., Ministry of Sound, Nettwerk) • A venue (e.g., King Tut’s Wah-Wah Hut, the Cavern Club) • A music product (e.g., Gibson guitars, Marshall amplifiers) • A music service (e.g., BandCamp, SoundCloud) • Another music-oriented subject, (pending lecturer approval)

All brands must be submitted to the lecturer for approval via email by NO LATER THAN 5PM 04 MARCH 2015 to ensure the selected brand will be an appropriate case study for the assessment. Note: only one case study per brand will be allowed per class. If more than one student selects the same brand for study, decisions will be made on a first-past-the-post basis. If your brand is not available for study, you must make an alternate selection. It is therefore recommended you select several music brands that interest you and seek approval for your preferred brand as early as possible. If you have not submitted a brand for approval by this deadline, the mark for your brand analysis assessment will be reduced by 5 points.

Based on Davis’ key branding principles as a guide, the brand analysis will include the following, as appropriate: • Executive Summary • A