Gil
Richard Dyers theory of star image suggests that artists are
able to construct an image of themselves in which are attractive to audiences
and able to be marketed through different formats such as media, TV &
magazines. Common values of star images can hold: Youthfulness, rebellion,
sexual magnetism and originality. He also states that artists are represented
to audiences in a way to make them seem both normal and also extraordinary, in
order for audiences to identify them whilst having an element of superiority
through their fame and talent.
For our artists, who are electronic music producers, the
concept of star image is not sold on what the artists look like whatsoever. An
example of an electronic music producer that uses his star image in alternative
ways is Skrillex. Instead of selling himself based on his looks, and his
features in TV, music videos etc. His key representation is his logo, with
three lines. This helps an audience to recognize Skrillex, and relate to him. This is something we wanted to re-create with our artists.
Also in music video’s Skrillex has a re-occurring aspect of violence, in which
the audience can also relate to and identify. This is also what we wanted to
achieve.
Bee
The design of our degipak is a combination between nature
form and geometric shape. Geometric shape represent electronic genre. The shape
is twisting the forest image in the background which imply that it has distort
the way of nature. The design is simple ,subtle and minimalistic. This
emphasise the artist star image of being unique and artistic. As we chose not
to put the artist faces in. It makes the artist becomes mysterious which according
to Richard Dyer’s paradox theory the artist has to be both present and absent
at the same time therefore this is the absent bit. The extra thing we did for
the digipak design is put the record label logo on it. This element is not
usually being emphasise. However, because Inspected is a record label that specialise
in this genre of music which means by putting the logo it will help cross
promote with other artist under the same label. We also put Inspected logo at
the end of the music video as well.
The concept of nature flow across all our media product. The
design of our website is very clean and minimalistic with simple homepage. We
also used geometric shape which is very similar to our digipak both in terms of
style and colour. On our website we have social media section which include
twitter, facebook and instagram. This will keep the audience update and inform
about new release, events or even get in touch with the artist. This fill up
the present part of the artist’ star image.
One of the key symbol of Koan Sound is the fox as it is the
protagonist in our narrative. Therefore we include this fox symbol on our
digipak to help people recognise the image. Also because we are not promoting
the look of an artist or their voice the ‘name’ of the artist becomes very
important. We emphasises this by putting it in the opening of the music video
as well. We remain the bold clean font in all of our product to keep the modern
and artistic image. This kind of opening are often used in many dubstep music
video as well.
As we are aiming at young audience, We sell merchandise on
website. This include T-Shirt with the Fox print and also other design. These
symbolic designs are seen across all of the products. The purpose of this is to
make people recognise the artist and at the same time feel more involve.
Elizabeth
The KOAN Sound’s image was an important aspect in our music
video to which we constantly had to refer to. With “Trouble in the West” we
wanted to make the audience wonder but also create an unforgettable adventure
in terms of the plotline. For example the use of masks in the music video was
inspired by Martin Garrix and his famous “Animals” video, we felt that the
surrealism theme was something of a trend in dubstep music videos and therefore
decided to try such stylization ourselves. It also would identify better with
our target audience who are artistic individuals and who appreciate the
combination of both, art trends and music.
In terms of costume design, Wes Anderson’s stop-motion animation
“Fantastic Mr. Fox” was our greatest inspiration, as we wanted to transfer the
same level of quirkiness and uniqueness into our music video making it more
entertaining for our audience. Also such unique wear complimented well the type
of music KOAN Sound produce as it differentiates and is more niche than an
ordinary dubstep track. KOAN Sound is an organic artist and doesn’t represent
itself as a commercial performer so to highlight this we used a very
naturalistic location such as “the forest” and “cave” instead of solely a club
or a bar. Such set designs gave the
element of honesty and realness that are often absent in dubstep sequences. The
more aggressive part of the music video was when Mr.Fox was battling the Boss.
Such glorification of violence was largely inspired by a well-known artist
“Skrillex”. This part of the video was really appealing to the young male
segment who enjoy performers like KOAN SOUND therefore that scene of violence
was almost necessary to increase our views and the popularity of the
artist. Also there is a common value
that is presented in this scene which is the rebellion against the system,
against globalization which appeals to many audience members and makes the
artist more likable as he is more relevant and relatable.
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