Gain a firm understanding of the foundational best practices involved with all successful music-marketing campaigns.

Transcription

1 GRA499-A COURSE OBJECTIVES Discuss and learn the role that graphic design has within the music industry Develop an understanding of the fundamentals graphic design has within the recorded music industry Understand why industries change, what the trajectories of change are, and how the music industry coped with radical change. Understand whom the midstream artist is, what they represent, how a changed industry supports this new model, and developing strategies that connect all sects of the industry to provide a foundation for success. Gain a firm understanding of the foundational best practices involved with all successful music-marketing campaigns. Develop and understand the integrated approach to music marketing in the focus areas of Press/Promotion, Advertising, Publicity, Digital Retail Distribution, Touring, Licensing, and Radio with regard to brand identity and design. Assignment #1 Case Study Presentation: Poster Artist 1. Pick a music festival poster of your liking and do some research present to 2. 4 Slides 3. Author, title, and date of creation, call to action - what is it for? 4. In two paragraphs, summarize the background (who is) artist, premise and content of the work, or series of work with relation to the era of music and music style. 5. What kinds of deeper thoughts may be had with the artist s style and approach (e.g., symbolism, empathy, self-reflection, contradictions in play, asking what the? )? 6. What were the artists materials used to make the work? Collage? Photo? Silk Screen? 7. Where was this art most commonly exhibited? 8. Where does the substance lie, i.e., what makes the work special or worthwhile as art (e.g., craftsmanship, labor required, uniqueness, scale, shock, ephemerality, deeper thoughts invoked)? Briefly explain. 9. Be prepared to share your findings in class discussion. 10. Pick an album art image of your liking and do some research present to

2 Assignment #2 Festival Poster Art Series Re-Design Research Brief History: Identify some of the key players in this art form past and present. Design 2 Posters Choose a style, i.e. Art Nouveau psychedelic, Bauhaus, Mid Century Modern etc as well as an artist of inspiration and a festival past or present for re-design. Present with your redesign what you did and where your influence is drawn from. 700 words. Word file. Double Spaced 12 point Times New Roman. Assignment #3 Case Study Presentation: Album Art Designer 1. Pick an album art image of your liking and do some research present to 2. 4 Slides 3. Author, title, and date of creation, call to action - what is it for? 4. In two paragraphs, summarize the background (who is) artist, premise and content of the work, or series of work with relation to the era of music and music style. 5. What kinds of deeper thoughts may be had with the artist s style and approach (e.g., symbolism, empathy, self-reflection, contradictions in play, asking what the? )? 6. What were the artists materials used to make the work? Collage? Photo? Silk Screen? 7. Where was this art most commonly exhibited? 8. Where does the substance lie, i.e., what makes the work special or worthwhile as art (e.g., craftsmanship, labor required, uniqueness, scale, shock, ephemerality, deeper thoughts invoked)? Briefly explain. 9. Be prepared to share your findings in class discussion. Assignment #4 Mini Music Artist Rebrand Choose a mid stream artist of your liking for a mini marketing campaign rebrand. Choose and redesign one of their albums (or make up a new one) for new launch. Design one page press release 8.5 X 11 along with marketing plan outline for digital presence. Design new logo and sub logo.

3 Choose banner, billboard ad or magazine ad Social media and web presence. Include one sheet style guide Before and after: research and discuss what their press/promotion, advertising, publicity, digital retail distribution, touring, licensing, radio, brand identity, design looks like before your new design. Assignment #5 Album Art Packaging Choose genre of music and artist from hat. Design Album Art Packaging for artist. Research Packaging schematic that best suits your artist Complete redesign with style guide. Research back ground and history of artist and music Assignment #6 Brand Identity Design Campaign (Teams) Mark Mandeville and Raianne Richards Complete Music Artist Redesign and Brand Package New Logo/Brand New Site/Continuity in Social Media and Web CD Cover Artwork Sleeve and Insert Packaging Album Art Packaging Promo Posters Promo Postcards Business Cards Style Guide Teams Proposal to Artist Final Presentation Design Brief From Artist. ARTISTS Mark Mandeville & Raianne Richards Since 2005, Mark and Raianne have been performing together in a variety of configurations and as of 2010, started branding as the duo, Mark Mandeville & Raianne Richards. They are self managed artists - writing, recording, booking, promoting, designing, and otherwise handling all aspects of their career. As often overwhelmed with tasks, much of their design work has been more practical, or utilitarian. It would be of great benefit for the design of the following to be

4 consistent throughout, with some inconsistencies and general branding issues addressed. * CURRENT LOGO Our logo was designed in 2013 and has not since been updated. It appears on the artist website, business cards, postcards and on contract materials; however not utilized on social media or mailing list. PRO: spatially, can be integrated into different mediums (practical) CON: block font doesn't necessarily suit the artists (not artistically designed) ** CURRENT WEBSITE The domain reflects one, not both of the artists. This was a practical choice, with the alternative of updating two previous accounts ( The duo formed as a brand in 2010, previously marketed as solo artists. Layout and themes are designed to be easy to navigate and clear to understand - however, does not appear "modern." PRO: easy to follow, all information is therein CON: does not reflect modern trends in website design *** CD ARTWORK "Grain By Grain" (Release date: 2016) CDs are the preferred recorded medium for these artists. Layout for the new release will utilize design templates from Recording for this project is currently underway. Since 2011, all releases have been designed for Digipak packaging, with inserted lyric sheet. PRO: current packaging has received positive feedback (i.e. included lyric sheet, attention to stock and resolution) CON: doesn't necessarily contain elements of branding *** PROMO MATERIALS, using photography by Trailing Twine Business cards and postcards have been designed with new photography and logo. PRO: branding on materials is consistent, using quality photography CON: n/a

5 **** SOCIAL MEDIA, i.e. Facebook, Twitter, Reverbnation, Mailchimp, etc. All social media should be branded according to website design.