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PREFAB77 mood film

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HUMANISM - First year film module

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PREFAB77 OFFLINE AUDIT

Prefab77 presents its art in Hoults Yard, Ouseburn and the Dr. Martens store in Newcastle Upon Tyne. 

I personally believe that Hoults Yard in Byker is an unusual place for the art to be displayed as it is an area that is easily missed and for many people, there is not much reason to visit unless to search for street art itself. The art is located on walls in a car park area and despite this being produced to a large scale on these walls which does make them stand out, if I wasn’t told that a Prefab77 artwork was located in Byker, I probably wouldn’t have ever visited. Therefore many other people may miss out on viewing this which would result in Prefab losing potential customers/audiences. 

A more successful example of Prefab offline is the collaboration with Dr. Martens - the Newcastle store is adorned with Prefab77 artwork which is great exposure for the brand as it is a collaboration that seems quite natural and complimentary. The typical Dr. Martens customer/target audience is most probably very much similar to the target audience of Prefab77, so exposing this audience to Prefab while in the Dr. Martens store is a good way of gaining engagement. 

Despite this, it is important to question whether or not these customers will pay particular attention to the Prefab77 art decorating the store. I know that personally, I will often appreciate the artwork in stores etc but will rarely look further into who the artist is. Luckily for Prefab77, there are further examples of the Dr. Martens collab i.e a Youtube video documenting the process; however I personally do not find this video particularly stimulating or interesting despite Prefab being such a bold and dynamic art brand.

I think that despite this, there is a great opportunity for Prefab77 in regards to PR. When I visited Hoults Yard, the street art there did remind me of that in Soho, New York. The main difference being that Soho is a much more iconic area with a greater amount of visitors daily - therefore meaning more individuals viewing and responding to the artwork. If there were examples of Prefab work in more popular areas, I think a greater amount of people would be exposed to the art and would be likely to interact with the art itself as well as Prefab77 as a brand. In regards to Prefab77 within the Dr. Martens store, I believe more interesting and visually pleasing content could have been created to further promote the collaboration and Prefab77. 

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PREFAB77 FACEBOOK ANALYSIS:

-Subscription reach: 4292 Facebook followers

-Tools of interaction: Use of hashtags, video content with behind the scenes content, photographs of Prefab pieces etc.

-Frequency: The Prefab77 Facebook does not appear to work towards a specific posting schedule, instead it seems to be more so ‘as and when’ - usually, however, the brand posts around once per week. However, the frequency of content posted increased throughout December.

-Levels of engagement: The content that is posted on the Prefab77 Facebook page is receiving engagement from followers on Facebook - many of the content posted is liked and/or commented on by Prefab’s Facebook audience. However, the engagement seems to be very one sided with the brand never really continuing the conversation with Facebook users by replying to comments etc. On average, posts receive around 10-20 likes and a small handful of comments.

-Target audience: It is difficult to view who is engaging with Prefab77 on Facebook due to the contrast in privacy compared to Instagram, however, the content posted and tone of voice used in the Facebook posts would suggest that Prefab is aiming towards a slightly older market - users who enjoy art and culture. This is due to the brand sharing photos of other art works as well as original Prefab pieces.

-Content type: The style of content posted on Prefab’s Facebook account is largely photos and videos. Text is included in these posts, but there are a very limited amount of posts that are solely text-based. Not only does the brand post behind the scenes content and media including Prefab art; the brand also posts other artists work to show its inspiration and brand interests.

-Typical post: The typical Prefab77 Facebook post is an image of a Prefab artwork and some accompanying text. However, it should be noted that many of these images and posts are almost identical to the images shared on the Prefab77 Instagram page. It appears that the content is identical and the only difference is the social media platform.

-Keywords/images: As well as images of Prefab art, Prefab77 includes a variety of hashtags in its content. These can often vary depending on the subject, however, typically hashtags regarding art/street art will be used, as well as information about the particular piece; such as the title of the artwork and any inspiration behind it.

-Links: Prefab77′s Instagram platform is linked on Facebook, which connects more users to the brand's social media presence. The website is also referred to and linked within the ‘About Us’ section.

PREFAB77 INSTAGRAM ANALYSIS

-Subscription reach: 15.1K followers

-Frequency: Generally, Prefab77 will post an image to Instagram around once per week.

-Levels of engagement: As Prefab has a large following on Instagram, the brand does receive a large amount of engagement on each image posted, in the form of ‘likes’ and comments. Despite this, the brand has little evidence of returning the engagement with followers and other users as it does not reply to comments or like them.

-Perceived target audience: Prefab’s Instagram following would suggest that the target audience or current audience are people who are interested in art - and particularly street art or pop art. However since the Prefab77 art always has a deeper meaning, I believe that the target audience would also be people who are interested in culture, politics, music etc.

-Content type: Images and videos with written captions.

-Typical post: A typical post by Prefab would be an image of Prefab77 artwork or videos showing behind the scenes of the work being created.

-Keywords/images: Prefab often uses a variety of different hashtags in the captions of content, however, in particular, hashtags about art and the street art movement are common. These accompany the content posted on the Instagram page well and would likely be searched and/or used by the brand's target audience. 

-Links: In the bio section of the Prefab Instagram account, there is a link to the brand's website which is easy to find and follow. It gives Prefab a professional look and ensures that it is easy for individuals to find the work that Prefab is promoting on social media.

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sbEPREFAB77

BRAND HISTORY

The story of Prefab77 begins in January 2008, 31 years after the year 1977 - a successful year for British celebrities, the music industry and most importantly art - which inspired the name of the brand. The man behind the art, Peter Manning, is described as ‘The Gentle Young Giant’, a title that contrasts the artwork he creates; which is striking, graphic and playful while remaining capable of addressing England’s volatile history of political and social struggles. The Gentle Young Giant takes much inspiration from the country where Prefab77 originates; the North East of England in particular. Nevertheless, Prefab77 has gained recognition and popularity over in the US where Manning resided during the development of the Street Art movement between 1997-2002. 

BRAND VALUES

The values behind Prefab77 are evident throughout the artwork produced by The Gentle Young Giant. From the iconic political and social figures who are given a starring role within the art to the bold and often rebellious imagery placed within each piece, the details within the Prefab77 product are what represent the views and values of the brand itself. The Prefab77 style is provoking, unapologetic, often anti-establishment, politically charged and rebellious. The contrast between the less than obvious statements behind each piece and the artistic quality perfectly encaptures the ‘stripped down, striking’ value of the brand.

BRAND MISSION

The Prefab77 mission is similar to that of the brand’s values - to create artwork that makes people think, feel or question. But the mission of the brand goes deeper than this; Prefab77 doesn’t just want to protest - Prefab77 wants to make art that is beautiful and encaptures the individual. The brand mission appears to be to create the perfect balance between the creation of art that is both visually appealing as well as socially stimulating. 

‘Creating, hard-edged and stripped down artwork that is often political, sometimes anti-establishment, but always beautiful.’

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THE SEVEN P’S OF MARKETING - PREFAB 77

PRODUCT - PREFAB77 is an art brand specialising in graphic street art and original printwork. 

PRICE - On the PREFAB77 online store, individual pieces are sold from £33 for a small artwork to £210 for a large, detailed piece.

PROMOTION - PREFAB77 is featured in art exhibitions internationally, providing opportunities for the work to be seen by a variety of individuals in each country. The work is also promoted on social media such as Instagram and Facebook, on the PREFAB77 website and online store. PREFAB77 also collaborates with other artists and individuals in order to reach new audiences.

PEOPLE - PREFAB77 appears to have a mysterious and almost anonymous aura; on the website there is no information about the founder and individual behind the art, only hinting that this particular individual is male ‘he is a gentle young giant.’ This keeps the focus on the art and brand rather than branding the artist himself.

PROCESS - The process behind the artwork features screenprinting, layering, painting and collaging. Each piece has a deeper meaning and is inspired by society, politics, history and/or culture. 

PHYSICAL EVIDENCE - While the works are available to view online; on the PREFAB77 product shop, social media and online, the PREFAB77 pieces are exhibited in galleries across the world and many street art pieces are able to be seen in the North East.

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