04-01-2010
Oasis: Creating Complimentary Musical Textures Instore.
From our knowledge of the UK’s High Street fashion brands, Mood Media© has created a bespoke music profile for Oasis’s ‘Stylish Young Things’ concept.
Oasis has always had an envied reputation for coupling outstanding creativity and quality with original instore concepts and innovative design, and as such holds an individual position on the UK fashion High Street.
Created in 1991 as one of the first in a stable of leading UK fashion brands, Oasis has gone from strength to strength, with well over 100 stores in the UK and Ireland, over 200 concessions, and a strong and steady expansion overseas.
From the initial impressions of creativity and originality captured in the store window displays, to the inspirational textures inside, and the high standards of customer service, each store perfectly embodies the Oasis brand experience. And it is this we are seeking to enhance with our bespoke music profile.
From our knowledge of the UK’s High Street fashion brands, we ensure the bespoke music profile for Oasis stands out from the competition by avoiding more mainstream pop artists such as Lily Allen and Lady Gaga, whose tracks are currently saturating mainstream fashion playlists.
We’ve taken a much more trend-driven and aspirational approach to tailoring music for Oasis, led by the positive and modern direction of the Oasis creative. We’ve therefore included newer artists such as Florence & the Machine and Santigold, as well as artists all set to ‘cross over’ to a more mainstream audience, such as La Roux and Little Boots.
As the current scene is very electronic and rock-based, we’ve complemented the inclusion of on-trend bands like Ladyhawke and the Gossip with the softer, soulful textures of artists like Laura Izibor and Belleruche. This creates a more dynamic blend which keeps the listening experience fresh and varied rather than one-dimensional.
We’ve also included some vintage reference points – bands who’ve inspired and championed the current scene – artists like Siouxsie & the Banshees and Prince, and latterly Goldfrapp and Björk. With a strong female bias, we’ve also added a handful of on-brand male vocalists, to add weight and texture to the overall blend – artists like Friendly Fires and Empire of the Sun.
We’ve kept the playlist uptempo without being beat-driven, and have avoided darker textures, ensuring the overall blend is bright, dynamic, playful and thoroughly on-trend.
Our bespoke Oasis music channel will add strength to the creative design concepts instore and deepen the customer’s alignment with the Oasis brand.
