Typography Class - Magazine Spread Design - The 2010's by Maxel The Hutama

Exercise 1 Magazine Spread Design

The 2010’s

Maxel The Hutama Batch 29

The 2010's - Microsoft Word

THE 2010’S The Great Recession that occurred from 2007 to 2009 marked the transition to the next era, the 2010s.What did it have to do with the 2010s? Everything, apparently.

“We expected only 500 people to come to the event we held, it turned out that 2,000 people attended. From there, we grew bigger and stronger as a lifestyle community.”

The recession affected people’s purchasing power as it was a crippling economic crisis that hit almost everyone. People could not afford even basic necessities, such as housing, let alone high-end products.

Denim was basically the core of Indonesian streetwear in the 2010s.The transformation of denim also shaped the fashion trends throughout times. From Japanese to military, denim style shifted and somehow still found a way to fit in the society.

That was where modern minimalism came in handy. Although high-end products were no longer affordable, people still wanted to be presentable. Modern minimalism offered a nice presentation with full functionality at a low budget.This was applicable to many things, including, but not limited to, fashion. Normcore, the hybrid of modern minimalism in fashion that spoke basic and simplicity, became one of the dominant looks in the 2010s.The mundane and basic fashion was people’s first choice in dressing, which includes denim, t-shirt and sneakers. In Indonesia, the 2010s was the time when distros were dying because t-shirts that distros sold were too crowded with graphics, while people were looking for minimalism, just like denim.As a result, denim made a comeback as one of the must-have and must-wear items. It became a culture that brought people together and formed communities or denim forums. One of the forums was Darahkubiru, a platform where the members shared and discussed anything about denims, such as their collections, events, collaborations and tips. Darahkubiru co-founder Panca Hidayat at Indonesia Millennial Summit 2020 by IDN Times talked about how he started the community to serve the purpose of accommodating denim lovers back then.

Many events shaped the culture of denim in Indonesia. Brightspot Market was a pioneer in Indonesia fashion retail stores that showcased ready-to-wear designer goods with high affordability. For denim exclusively, there was Wall of Fades, an event where people showed off the fading in their denims for others to see it. Lately, there was Urban Sneakers Society that drove Indonesian streetwear to its biggest moment.This community was the trendsetter in combining denim and sneakers to create a fashionable look. The impacts of the recession started to recede in the mid-2010s, hence the increase of people’s economy. In Indonesia, this could be seen from the growing number of local fashion boutiques that opened their store at malls. (X)S.M.L, a fashion line founded by designer Jun Mardian, grew at a rapid pace in the 2010s, which resulted in the brand opening its stores at big malls, such as Pondok Indah Mall, Grand Indonesia and Plaza Senayan. There was also The Goods Dept that gained popularity soon after its establishment in 2010. Director of The Goods Dept, Leonard Theosabrata, claimed that the rise of the brand was driven by the right timing of the market itself.“There were only a handful of stores like The Goods Dept, so the supply and demand were already there.”

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What’s on your mind? The rise of the internet also contributed to the dynamics of the 2010s.This was the era when Facebook acquired Instagram and WhatsApp, merging the three platforms into one interconnected social media platform.The global number of smartphone users reached 3.5 billion, which translated to 44.87% of the world’s population owning a smartphone.

Youths were often seen giggling while looking down their screen. Parents were curious about what we looked at that was so funny.The answer must have been memes. Memes took many shapes to fit the audience so they could relate to them.They became a language that almost everyone spoke in, regardless of the gender, education, or any other boxes that usually divided people. Memes turned the tragedy of life into jokes, letting people laugh at themselves rather than focusing on the misery itself.

9gag was the pioneer of memes in the digital age. Most of the first memes came from this site, filling the internet with laughter. In Indonesia, there was 1cak, the Indonesian spin-off of 9gag. It made the memes more relatable to us Indonesians because the contexts were about slices of life in Indonesia. Up until now, we communicate by exchanging memes, no matter the occasion.

Another effect of this internet culture were internet influencers, celebrity-like youths that dominated the net as trendsetters with their visual aesthetics. Starting from Tumblr, they hopped on to VSCO, then to Instagram with their arranged monotone filter. These celebrity-like youths capitalised on their popularity to influence people through theirplatforms. Endorsements made its way to become the key in digital marketing thanks to themand their established fan base, or followers.

The net also promoted streaming culture, as analog media were regarded as exclusive and impractical. MTV was slowly dying by the time we entered the 2010s, so were other platforms that used traditional media. SoundCloud came as the knight in shining armor for those who dreamt of making and distributing their own music. Musicians who used SoundCloud as their platform were technically what people call “indie” as in independent or not under any major records label.As one of the subcultures this era created, getting labeled indie was a compliment.

Indie musicians, such as Danilla, Banda Neira and Payung Teduh, reigned for the rest of the era, profiting from their respective niche market.

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Another interesting phenomenon in Indonesia’s music industry was the rise of dangdut koplo.What made it fascinating was that urban youths were its biggest market, considering that the two were universally seen as an odd pair in the past. Dangdut koplo musician Didi Kempot was crowned “Father of the Broken Hearts.” His lyrics and remarks during the 2010s left a tremendous impression that his death in 2020 broke the hearts of many people who adored him and his music.

Pop music was unshakeable throughout many decades. People still lived by pop stars, such as Lady Gaga,Taylor Swift and Selena Gomez,Agnez Mo, Raisa and Tulus. However, the 2010s was all about dynamics, which made the era different from any other decade.

The 2010s is the era where emo music died and we welcomed EDM to the scene.We switched from My Chemical Romance and Killing Me Inside to Zedd and Dipha Barus in the blink of an eye. EDM was in accordance with the value that brought up SoundCloud in the first place: it was simpler and more economical without the need for real musical instruments. Djakarta Warehouse Project used to be the most anticipated annual event, and We The Fest tickets always sold out even before the full line-up was announced. The K-pop wave also played a big part in Indonesia’s music scene. Boy groups and girl groups were both loved, each with their own strong fan base-BTS, EXO, Red Velvet, BLACKPINK and NCT, for example, have fans who would take a bullet for them. Many Indonesians joined such strong fan bases, and they would go to great lengths to support their favourite group, including going to every event their biases hold here and buying their albums and merchandise.

With such strong influence, it came as no surprise that everybody wanted to be an idol.This led to the emergence of boy and girl groups in our own country.

If the line “You know me so well” used to live rent-free in your head, you must have been part of this era. SM*SH was one of the many groups that tried their luck in Indonesia. Other popular groups in this era included Cherrybelle, Coboy Junior and JKT 48.

In the economic sector, start-ups gained wide recognition as one of the key drivers of Indonesia’s economy after recession. People were looking for ways to survive upcoming and unforeseen recessions, or at least to cushion the blows. As technology gets more advanced each day, many people tried to start new businesses, seeking to fulfill the needs of modern lives. Gojek was founded in 2010 as a start-up, and today, with a valuation of $10 billion, it holds the title Unicorn alongside Tokopedia,Traveloka, JD.ID and Bukalapak. This circumstance drove the emergence of start-ups established by youths, ranging from clothing lines to food and beverages and arts.As of 2019, there were more than 2,000 start-ups in Indonesia. It had reached the point where start-ups became a lifestyle.

The 2010's - Microsoft Word

Youths were also actively building something else.The internet’s ability to provide fast information led to the creation of a space to spread awareness and initiate a movement. Gen Z who spent long hours surfing the internet during this era were called the “Woke Generation”: aware and have deep understanding of what happened around them in the social, political, economic and cultural realms. They took active parts in those issues. Malala Yousafzai, Greta Thunberg and Parkland shooting survivors were the motors, but the biggest role was played by the movements themselves. As Leonard put it into words,“The 2010s was influenced more by the movements, not the people.”