Fun fact. I was a semi-finalist in Australia’s Got Talent (AGT) in 2019. I should add, with 349 others, as part of the Hummingsong Community Choir. For our semi’s performance, we had learned and rehearsed Let The River Run, a song first featured in the 1988 film Working Girl, with music and lyrics by Carly Simon and winner of the Academy Award for Best Original Song in 1989. We loved it. But the AGT producers didn’t and asked us to perform ColdPlay’s Viva la Vida instead. Our amazing Artistic Director, Anna, had just 2 weeks to pivot 350 Humming-songsters, 3 conductors, 6 musicians, and numerous helpers. I thought I’d use this experience to help explain how a brief galvanised our group of (panicked) individuals to produce an amazing outcome.
I forgot to mention our semis time slot was also reduced to 2.5 minutes. That meant shaving 1.5 minutes off our Viva la Vida score. So, I thought I’d explain why you need a brief in a high tempo 2.5 minutes with the help of an acronym:
B = Budget
R = Results
I = Insights
E = Engagement
F = Focus
Here goes …
Budget is a necessary evil and important factor when considering the best solution. Too often the team will be told to go as big as they need in their proposal - when realistically the resources to make it happen were never going to be available. If you have a budget, be sure to underscore it in the brief, particularly if it is a strict one. This way you can agree upon realistic expectations, deliverables, and project costs before getting started - saving time and disappointment.
Anna didn’t have a budget so ensured she got the financial support of everyone involved first before committing to AGT.
Results are how your project will be evaluated in relation to the main goals you look to achieve. Typically there are two business metrics - the hard metric which is specific, attributable results, and the soft metric which tends to focus on engagement, conversations, interactions, awareness, and brand - the more "social" we become, the more the soft will be needed to generate the hard results. Another metric on the rise is the human metric where you may ask: What do we want to do for people, for humanity? Sharing all the results you seek ensures the team aligns on a pitch-perfect solution and the same outcome.
Anna’s goals were, in order: Have a fun adventure together; Raise awareness for our cause; Attract new members. No hard numbers. It was a first for us all, so a test run. Let’s just say all Sydney choirs now have a waiting list, the first of 200 requests to start groups outside Sydney is now up and running and both of our fundraising end of year concerts were sold out.