FLEA MARKET MUSICfind yOur ukulele sOUnd here

FLEA MARKET MUSIC

The client: An online, “all things ukulele” store. The owners Jim and Lizz Beoloff ’s love for the ukulele, is only surpassed by their love to share this instrument with the world.

My role: sole creative

Problem: Ukuleles have the reputation for being a geeky less-serious instrument.

Solution: Change the aspiring and professional indie musicians perception of the ukulele, by showcasing the 100’s of varying Flea Market Music ukulele designs, styles and sounds that can be incorporated into their indie music, through design inspired by indie album art.

The guitars little sisterOften left in the shadows andSterotyped by Hawaiian sunsets, unrecognized for what she really could be

Creating an unmatched sound of ,versatility andThe is all grown up nowAnd we say it’s about time her strum fills the sound waves of the streets with .

She is strumming her against the of auto-tuned mainstream

The iconic ukulele is clearly utilized in this previous logo however, this style of ukulele is not sold at Flea Market Music. Infact their key visual differentaition amongst their competition is the sexy, sleek and unique forms their ukuleles take. Naturally the logo re-design uses this shape to craddle the company name and deliver their key message.

lOGO And TAg

Before

After

FLEA MARKET MUSIC

How to get an audience to realize that they can find their distinct ukulele sound at Flea Market Music? After contemplating this thought I discovered that the solution would exist within a personalized quiz and ukulele generator. The following microsite serves to ask visi-tors 3 questions about what kind of sound they are adding to their music, while prom-ting them to listen to samples and choose the sounds that suit them best. Once answered and submitted, the site generates the ideal Flea Market Music ukulele for the emotion, reaction and genre they are trying to instil into their music. I like to call it “their ukulele soul mate.”

micrOsite

FLEA MARKET MUSIC

web hOme

uke MATCH page

Speacilaly designed indie-inspired ukuleles will be produced and placed in indie venues through-out 5 DMA’s, Minneapolis, Chicago, Portland, San Fransisco and Brooklyn. These ukuleles will boost the logo of the venue on their back and serve as gifts from Flea Market Music to the venues that host the music we love. By placeing the ukuleles in these venues they will become a house instruement available for musicians playing the venue to use, as well as the staff and visitors, cre-ating a curisosity and buzz around the Flea Market ukulele.

gurilla placement

FLEA MARKET MUSIC

This Flea Market uke is liable to go from shake your groove thang electronic funk, to kick your boots off folk at your command. In other

words you may have just have found the instrument your music’s been craving all along. But use with caution, because that's just two

of its endless personalities. Just don't expect angry death metal out of it, it is a ukulele after all. On second thought you never know. Find

your perfect ukulele personality at www.FleaMarketMusic.com.

market music caution

These Posters are designed to simulate the beautifully messy style of indie music concert posters. With bright pops of color and copy boosting some pretty huge musical names, they will be sure to catch a musicians attention, while introducing them to a few of Flea Market’s ukulele personalities.

gurilla placement

FLEA MARKET MUSIC

This wallscape located right down the block from Willies American Guitar center will be sure to catch not only musicians attention but musicians who could be on their way to purchase an instruments attention (Score.) Once they see these bursting melodies flowing down the street from this Flea Market uke it will be hard for them to look at their guitar the same way.

wallscape

FLEA MARKET MUSIC

“Get Your Uke On”OPENING(Mary Lucia, Host)

MUSIC FADE OUT: Spoon “Writen In Reverse”

LUCIA:Ah that was my favorite! That was Spoon, with Written In reverse. We at the current are stoked to introduce you to a new 1 hour segment of our program that we have lovingly named...Get Your Uke On. It explores the many ways the modern day ukulele has enhanced some of our favorite artists music. and showcases its may personalities. This segment will take us through a tasting plate of the ukuleles ersatility every Thursday from 4:30 to 5:30pm. It is brought to us by Flea Market Music, who encourages you to find your ukulele sounds by being matched with your ukulele soul mate at FleaMarketMusic.com. Believe me, i know its hard for me not to groove when this little instrument gets plucking so don't be afraid to boogie down or rock out, either way enjoy while you get your uke on.

MUSIC FADE IN: Eddie Vedder “Ukulele Songs”

89.3 The Current, is known for their support of indie music and for allowing companies sponsorship to support segments of their music. Mary Lucia (an indie music fanatic) is one Current host that has been particularly attracted to the ukulele, so naturally this seemed like the perfect indie music marriage. On the next page you will also see how this sponsorship is incorporated on both websites to solidify and spread this collaboration with those who arent able to listen to the radio in Minnesota.

radiO SegmAnt

FLEA MARKET MUSIC