Define the archetype, messaging and brand identity for Universal Music’s rising star, Teo Bok. Teo’s brand is entering a new market with different audience needs and identities.

After an in-depth immersion process including a competitive landscape audit of the music industry worldwide and IDIs with key members of Teo’s team and producers, A&P identified an opportunity within the Latin R&B and Pop genre that would be a clear path to success for Teo.

This approach helped to shift his image to a more mature artist and helped inform a new brand identity.

With his archetype defined based on the NeedScope of his fans, a messaging platform and communications strategy was developed to help Teo engage with his followers in a new, more authentic and mature manner. This also included public relations media training and social media brand guidelines to assist in keeping Teo on brand. All these efforts were made with the goal in mind to increase fan engagement numbers to attract industry executives.

A&P created logo, color palette, web design, and music video production to re-release Teo Bok to his fans.

A year into our collaboration, Teo has been signed by the global label Universal Latin Music and the Abby Road Institute, and has now released his first two singles on this side of the globe. We are now enhancing Teo’s brand by diving into digital communication strategies, initiating corporate sponsorship agreements, and creating merchandising opportunities.