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Sound Byte test

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Mike van Halteren, NLSC, 2018, work related to this unit for competence

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Photoshop Art

Design - General Year 12

Task 1  - Unit 3.

Daryien Fleay

Design Brief: To respect creativity through the development of promotional material for World IP Day – aimed at the under-18 age group

Interpretation: The design brief is asking us to develop the promotional material with under 18 years old's in mind, so we should use popular and common trends among under 18's to our advantage.

1. Research: Music is becoming a lot easier to acquire illegally as apposed to actually paying for it. Piracy has been around for hundreds of years; even Beethoven suffered from it when an unauthorised publisher released his music. Piracy is obviously a lot more widespread now. Stream ripping is now the fastest form of music piracy in the UK, new research has suggested. Several sites and apps allow users to turn Spotify songs, YouTube videos and other streaming content into permanent files to store on phones and computers. Record labels claim that "tens, or even hundreds of millions of tracks are illegally copied and distributed by stream-ripping services each month". One service alone is thought to have more than 60 million monthly users. According to research by the Intellectual Property Office and PRS For Music, 15% of adults in the UK regularly use these services, with 33% of them coming from the 16-24 age bracket. Which is our target demographic. Because so many people use these stream ripping services. 

How to make a good poster

1. Use colour to create energy, elicit a mood and attract the eye
2. Experiment with typography
3. Create visual hierarchy
4. Use negative or white space to form a clever composition.
5. Remove unnecessary elements
6. Create a point of focus

The poster needs to be designed so that the message is highlighted by use of colour, bold fonts and enlarged point sizes. Similarly, your name should be very visible and easy to read and remember. In this way, those who are interested in your data will retain the message and copy a name. When they return home after the meeting they are then easily able to get hold of all the other information either from the abstract book or by making contact. This is an excerpt from an article on rxcomms.com by Clare Gurton, it contains a lot of very useful information and will be important in the designing of my poster and shirt.

It is important to have your name, title or heading text clear and visible. The detail of posters covers factual data that support the message but is not the message itself. For example if your data show that one product is economically superior to another, you need to say this several times in the same simple way– in the title, in the abstract and in the conclusion.

Notes:

-       Between 2008 and 2014 file sharing, the largest medium of piracy today, has grown 44% in the US and that is slated to grow 51% by 2019.

-       Originally people thought free music services like spotify would curb this trend, however this isn’t the case.

-       The Institute of Policy Innovation estimates that piracy costs the US Economy $12.5 billion dollars

-       TIOPI Also estimates that piracy has cost the US Economy 70,000 jobs.

-       The number of full time songwriters in Nashville has dropped 80% since 2000

-       Studies show illegal downloads and file sharing can reduce music sales by 30%

-       People classified as Musicians and Singers is down 27% or almost 20,000 people since 2002

Understanding the target audience: The target audience for my campaigns needs to be people under 18, according to the design brief. Teenagers these days are attracted to advertisements containing themes they already know and scenes they are already apart of, instead of new and different things. So by finding out popular scenes and themes we can accurately use the style conventions of these themes and scenes in our advertisement, which in turn will attract the target audience as it is something they are familiar with.

Existing visual images and information on my campaign: Most information i found on my campaign is contained within my research, however i found multiple useful and informative images that will be able to help with my design. (Featured below)

These three images are a campaign by TBWA (Tragos Bonnange Wiesendanger Airoldi) from march 2011 to late 2012. They feature various artists being made of disks, implying piracy is killing them. I was thinking i could use a similar design strategy, but with newer and more relevant artists.

This is a poster that features a phone with "no files found" on the screen. The general idea of this is "You wouldn't like being stolen from either". Which is another idea i considered using in poster and shirt designs. 

2. Investigating a plain for suitable design solutions: 

Communication Strategy: I believe the best design strategy is a collaboration with a brand or an artist, if not that then designs that are similar to said brand clothes or artists merchandise. Notable companies can include, but are not limited to: Supreme, BAPE, RAF Simmons, Lessons, GOLF and Lucid. Notable artists are: BROCKHAMPTON, Tyler the Creator and Kendrick Lamar. These artists have been apart of similar campaigns in the past, so in using them we have a successful communication strategy in the fact that most if not all under 18 year old's know these people. People also try to relate to these artists as much as possible, so if we use them in the design they are sure to flock to the campaign. As mentioned before a big inspiration for my anti-piracy campaign are the posters by TBWA, who depicted famous artists made of CD's with pirated music on them. So in a similar style i could depict the artists i mentioned in the same way.

Specific Audience: The specific audience for my campaign will be people in the Hip-Hop community aged 18 and under. As mentioned before, stream-ripping is becoming more and more popular, and Hip-Hop is by far the most popular genre of music right now. In general most modern Hip-Hop artists have generally young fans, which fits into my specific target demographic. These people have many cultural values, however the most important one is Respect. Respect is a term and idea used very commonly in Hip-Hop music, so subsequently the fans of this type of music will also adopt similar ideals. So if i use the word respect in my campaigns in one way or the another it should increase its effectiveness overall. 

Analyse the communication environment relevant to the design: The communication environment relevant to my design is one of great importance to the music scene. The Hip-Hop community is one of the most outspoken and grouped up i can think of. The amount of forums and groups purely for discussing the subject is unreal. Meaning if popular enough word of the campaign would spread very quickly. 

Applying ideation techniques to generate suitable designs:

This is a brainstorm i made when trying to sort out my ideas.

I have chosen to do Music Piracy
The promotional items I have chosen is a clothing item and a poster