OUGD601 - Synthesis

This graphic work supports my essay ‘How does graphic design communicate to different musical genres visually. The essay resolves that the examination of the evidence showed that through the development of aesthetic feelings, graphic design has been used historically by different musical genres to promote and communicate themselves. Past album covers, reveal how the hard and soft design elements, typography, compositions and images are used to convey the message behind any musical genre to their respective audiences.

My response to this was to design promotional material for the two genres R&B and techno but through consideration of layout and visual elements between the two ‘Drake & Green Velvet’

I chose to create a number of posters, flyers and tickets for current upcoming events to help promote rather than album covers, as they’re outdated. So by applying a more current trend to the overall promotion would show a journey from the design elements within the figures in the research such as ‘Steve ‘Silk’ Hurley 1986 & ‘Aaliyah 1996’. From the research gathered I was able to look into common features between the two genres. Techno tended to use bold typefaces and often applied kerning. Other elements such as lines were used to create guidance to the eye as well as separation of text. Techno tends to use mainly abstract, psychedelic aesthetics. With a dark mysterious feel to the images. In contrast the R&B design is more representational with a graffiti style to communicate an urban approach. The photography, effects and multiple typefaces were the main focus of bringing the material to life.

These visual communication types have been used to show how the different cultural crowds can empower themselves through music. The artworks from the two chosen musical genres was helpful in understanding how historical genres can visualise themselves to reach the right audience.

OUGD601 - Design Boards

Cop by Peter OC Daniels on Scribd

OUGD601 - Module Evaluation

The context of Practice has been a struggle but at least fairly enjoyable, to say the least. Learning about the importance of visual communication has made me very fond of my profession. To the routes of Egyptian history and how it has constructed language through hieroglyphics and symbols, to how certain visual aspects and art forms are used as a form of expression and communication. Which I was already aware of but having a much more in-depth approach on the subject has allowed me to gain useful knowledge which I could apply to future designs or promotional freelance work.

This Module has been highly enjoyable within the production aspect. My two final outcomes were constructed digitally to reflect the visual changes throughout graphic design and how technology has opened doors to capturing a more aesthetic look. Looking at the figures I researched into, at the time they were considered as good graphics although there wasn’t a strong conceptual connection towards the music and graphics in which there is now.

Throughout this module, I have developed an understanding of visual communication and in capturing certain audiences and in what elements are used to communicate each genre. I have always been interested in design work for events, as I’ve worked as an event manager & promotions since the first year. So basing my question on music and graphics has given me on the side work opportunities with venues.

Techno and R&B was helpful in understanding how historical genres can visualise themselves to reach the right audience. Techno album covers were reflective of the electrical dance and moving gestures to reflect the cultural context of dance-likers. In contrary, R&B has been using album covers for communicating its soft-spoken and melodious nature as musical genre. The practical experience with the study of art history research was helpful in exposing the different visual elements including images and typefaces in appealing the desired target market. Visual communication about music is very necessary for the present day audience since during the examination of past studies, (Chen & You, 2002; Salikhova, Safiullina, & Batyrshina, 2016; Saif, 2012; Seker, 2015),

Although this module has taken a lot longer than expected I feel I have executed a much better essay in comparison to the second year, my time management & lack of confidence was an issue to the point of me not seeking any help what so ever. This year I’ve seen support a lot more and after the bereavement in the family, my brother supported me massively with the extra help of tutoring me, as he is a qualified teacher. Overall I’ve gained a better understanding of formatting/structuring an essay by including triangulation throughout and understanding language something I struggled with in the second year.

The practical was done to a good standard, showing the connection between the dissertation & the practical through the use of promotional material within the R&B and Techno genre and the visual aspects used to differentiate the two genres. Having contacted ‘Mints promotions manager’ had given me the opportunity to design an upcoming event ‘Dirty Disco’ hosted by Green Velvet. As a whole, I’ve gained an eye for aesthetics and with communicating effectively towards the 2 audiences.

This project was helpful in shining my time management skills, theoretical analysis skills, practical skills, graphic design abilities and the capabilities to relate different musical genres with different types of musical images. This work was helpful in extended my individual knowledge both in theoretical as well as in practical contexts. The next chapter of the study contains the research conclusion.

OUGD601 - Drake - R&B Finals

Between the two different genres, you can see a major difference between the visual elements used within the promotional material. For R&B tend to use Photography of the artist & bold typography to appeal to the right audience.   




I've used a spot colour to catch the more vital information of the poster, using gold the reason being there tends to be a lot of 'gold & silver' money like typography within the research found. I wanted to step away from that particular style and bring a more appealing aesthetic look, considering the space within as well type. 

The tickets are simply the same as the poster but a different structure has been applied because of the landscape layout. I also wanted to make it different because people tend to keep tickets that attend these concerts, so it creates a more exciting feeling for fans. 

OUGD601 - Drake - R&B Poster Development

Throughout the development, I forced to capture the right typography & layout. Coolvetica didn't quite capture the right R&B look for it was more delicate & bubbly. 

The structure stayed the same but slight adjustments were made with kerning & the 'censored block' layout, eventually working with Futura Condensed Medium as others felt it captured that R&B style.

With the photography, I adjusted the opacity just so it didn't take too much attention before the info as the 'censored block' hides Drakes' face. So a lot of people may not pick up on it being him until they read 'Drake' 

The Spot colour Gold was inspired by most R&B designs as they tend to involve wealth & money within their album covers and Promotional material. 

OUGD601 - Mint - Promotional Material - Finals

The Final Green Velvet Promotional material collection turned out to communicate well to the audience. A few people were between house & Techno but they're of similar style. I'm pleased with the final design as I received a good response in communicating the right genre.

If I had more time I would've played around with more styles.

Question 

1. What music genre is this?
2. Does it communicate the genre?
3. What makes it communicate the genre? 

"Responses"

1. Something with a beat / Techno / House 
2. Yes, It doesn't look like Rock, R&B or other genres
3. Its simplicity / Type arrangement / Lines / Spot colour 

OUGD601 - Mint - Promotional Material - Ticket Development

Ticket development worked mainly off the poster designs but considered a different layout to allow it to fit onto ticket size. There was a bit more information to be applied such as Prices, ticket numbers etc..

Deciding to go with the top left as I felt it stood out through its simple layout & feather size. The type arrangement also has an easy flow to the eye. 

OUGD601 - Mint - Promotional Material - Flyer Development

OUGD601 - Mint - Promotional Material - Poster Development

After constructing the development I asked a few people what kind of genre they think it is, a few mentioned house but the majority said Techno, a pleasing outcome.  

The inspiration for the layout was taken from an existing design by the Mint designer which involved astronomy. That particular design to me communicated Techno so by following similar routes helped me communicate perfectly for the upcoming Green Velvet event. 

OUGD601 - Mint - Promotional Material - Green Velvet

Looking into symbols which represented artists & DJs I was able to stumble across Green Velvet who so happens to wear a bright green feather on his head before playing a set. 

OUGD601 - Mint - Promotional Material - Idea Generation

• Communicate to a techno & R&B audience visually 
• The difference in between
• Posters set between outdated and modern visuals
• To possibly mix the two genres together & still capture the right audience?

Sizes,

• DL - Flyer 99mm by 210mm
• Ticket - 65mm by 245mm
• A3 - Poster 297mm by 200mm

Eric Prydz music ( live ) Visuals, 

• Abstract shapes
• Lines 
• Distorted images
• Pitch black setting
• Flashing lasers
• Symbols 
• Geometrics
• Space images

OUGD601 - Mint Warehouse - Green Velvet - Event

Dirty Disco is an upcoming Techno event which I have decided to redesign to hopefully apply a more simplistic style that holds a few images of the main DJ 'Green Velvet'. I personally think the original design is of standard but seems a bit too boring on the eye. To apply an image or symbol that is associated with one of the main DJ's could possibly bring it to life. 

OUGD601 - Practical - Mint Club Promotion Manager

I messaged the Mint promotions manager to see if I could ask their designer a few questions as well as possibility of them using my designs for the upcoming events

OUGD601 - Icon Symbols - Research

I thought it would be beneficial to look into musician's' icon symbols for the production of Green Velvet's promotional material. Understanding how a symbol can represent the artist.

Information Source -

                  www.rollingstone.com/music/news/why-daft-punk-wears-helmets-20130521

"Daft Punk has a long history with anonymity-granting uniforms. In the beginning, the duo wore black bags on their heads, and the first version of their helmets featured wigs: one with straight, fluid hair for Guy-Manuel de Homem-Christo; one with curly hair for Thomas Bangalter."

Information Source -

https://www.wired.com/2016/04/designers-came-princes-love-symbol-one-night/

"For much of the 1990s, pop singer, songwriter and musician Prince changed his name to what he referred to as "an unpronounceable symbol," according to Entertainment Weekly. The glyph combined elements of astrological symbols for male and female in a form that resembled a scepter."

Information Source - 

https://www.quora.com/What-does-The-Rolling-Stones-tongue-logo-mean

"The "Tongue and Lip" was designed by John Pasche in 1970. He said: I wanted something anti-authority, but I suppose the mouth idea came from when I met Mick Jagger for the first time at the Stones' offices. ... In a nutshell, it perfectly encapsulated Mick Jagger's lips and the band's rebelliousness."

OUGD601 - Techno - Poster Research

From the comparisons of the two era's you can see a massive difference in aesthetics of the promotional material in todays music industry, mainly because of the technology.

Design considerations follow a more structured layout through the use of grids & type arrangement. "Less is better" & for the use of colour Techno has associated its visual with dark features such as astronomy & shape. Although shape has been used from the beginning of Techno a more abstract print method has been incorporated in the two top designs & in most promotional material that exists nowadays.

Common Techno Features,

- Bold typeface
- Typeface Kerning

- Shapes
- Line

- Print
- Composition
- Grid system

Looking into the simplicity & the typography layout of the poster as well as the printing method used to involve the abstract form creates a dark mischievous music genre. The techno genre has always tended to work on the basis of form, shape, line and more to attract the correct audience 

The shape being the main focus of this poster. overall the design flows nicely to the eye through the space that is considered throughout.

Taking inspiration from System astronomy posters I was able to incorporate a similar style to my Tech material. Layout, type boldness and line was taken into consideration when constructing my own. Noticing tech posters tend to follow the lines of composition & based on a minimal aesthetic 

OUGD601 - R&B Poster Research

Straight off photography is applied to the R&B material which is stated within my dissertation. Because its R&B they tend to use wealthy colours to attract the more urban audience. By the looks of these nightclub flyers they're attracting a more 'spendy' audience too. 

Photoshop Effects are usually common within the R&B material as well as having multiple images and typefaces.

What I've noticed from the R&B material which I hope to change is that they often apply too much information & imagery to the designs. Which is far too much for the eye to take in at once, especially in trying to communicate a fast message to the audience. 

COP 3: Contextual Practical Proposal

Practical Considerations,


The concept of capturing the right audience is a key element within the music industry. 

"Theoretically, the project attempts to explore relationship between visuals and audiences’ attention towards a musical genre. On the other side, practically with the discussion on the comparisons between the two genres, this project will highlight similarities and differences in the visual communication practices of the two genres."

"Music and graphic design are strongly interrelated to make the two works well together."


1, Hire a space out that involves the 2 genres of

music & create a theme around them.

2, Promotional Material - Posters, Tickets, Billboard signage for different themes