NA T HA NS I MMONS
E V A L UA T I ON
QUE S T I ON1
I NWHA TWA Y SDOE SY OURME DI A P R ODUC TUS E ,DE VE L OPORC HA L L E NGE F OR MSA NDC ONVE NT I ONSOFR E A L ME DI AP R ODUC T S ?
E V A L UA T I ONQUE S T I ON1 i ngmyanc i l l ar yt e x t sandf i nal Whencreat
pr odu c t I hadt or e f e rbac kt oal l myr e s e ar c hand pl anni ngpos t madeonBl ogge r , ast hi swi l l j u s t i f y t hede c i s i onsI made , i nt e r msof t hel ookof my pr odu c t s . T hec onv e nt i onsI f ol l owe dt oc r e at emy pr odu c t swe r eal l gai ne dt hr ou ght hei ns pi r at i on t hat I gai ne df r om t her e s e ar c hs t ageof my T heL as t S hadowP u ppe t sc ou r s e wor k . Al ot of di f f e r e nt r e al anc i l l ar yt e x t s Al e xT u r ne r&Mi l e sKane andMu s i cv i de oshav ei nf l u e nc e dmywor kand t hi shasal l owe dmet oc r e at emypr odu c t si nan e f f e c t i v eway .T hef i r s t t hi ngI hadt ode c i deoni s t het y peof mu s i cge nr eI wasgoi ngt ou s e , and t hi sde c i s i onwou l di nf l u e nc eal l of mypr odu c t s . T os t ar t of f wi t hI want e dt obeasope nl ymi nde d aspos s i bl et ogai ni de asanddi f f e r e nt f e at u r e s T heBl ac kKe y s–DanAu e r bac h& f r om awi der angeof ge nr e s , andt hi sgav emea P at r i c kCar ne y l ot of i ns pi r at i on, t hi swasv e r yu s e f u l whe n c r e at i ngmypr odu c t s( v i de o, Di gi pak& P os t e r / adv e r t ) f ormyf i c t i t i ou sband‘ Bl ac kS ox S c andal ’ andt he i rde bu t al bu m‘ Aqu aphobi c ’ . I u l t i mat e l yc hos et hei ndi e / al t e r nat i v ege nr e , as t hi swast het y peof ge nr et hat I wasdr awnt owar dsandhadal way sl i k e d. F r om he r e , af t e rde c i di ngonage nr e , t hes ongc hos e nwast he‘ T he Ageof t heUnde r s t at e me nt ’ f r om T heL as t S hadowP u ppe t s .
WeAr eS c i e nt i s t s–Chr i sCl ai n&Ke i t h Mu r r ay
Al u naGe oge–Al u naF r anc i s&Ge or ge R e i d
‘ Bl ac kS oxS c andal ’ c ons i s t sof t wobandme mP e t S hopBoy s–Ne i l T e nnant &Chr i sL owe be r s , bot hof whi c hhav ebe e nc r e at e d:J ar v i sT at e At wopi e c eou t f i t t he s eday si sar ar i t y , andt heabov ear t i s t s andF e l i xAl br i ght . T hede c i s i ont ohav ea i nf l u e nc e dmet oonl yi nc l u det wobandme mbe r sf or‘ Bl ac kS ox t wopi e c eou t f i t wasi nf l u e nc e dbyr e al bands S c andal ’ . T he s ehope f u l l ygi v et he m au ni qu el ook , i naway , and t hat , t he ms e l v e s , c ons i s t of t wobandme mbe r s . t hat wass ome t hi ngt hat I want e d‘ Bl ac kS oxS c andal ’ t opor t r ay . Andt hede c i s i ont odot hi swast hat t hi swou l d mak et hebands t andou t , asmos t al t e r nat i v ei ndi e / r oc kbandshav emor et hant wome mbe r s , t hu smak i ngi t r ar e . S oI t hou ght t hat hav i ngt wo me mbe r swou l dappe al mor et oou rau di e nc e , whi c hi sai me dt oany onewi t hani nt e r e s t i nt he i ndi e / al t e r nat i v er oc kge nr e . Ast hi sge nr edoe s n ’ t hav emanyt wope i c eou t f i t s , t hi si sanot he roneof t hemaj orr e as onwhyt hede c i s i onwasmadef or ‘ Bl ac kS oxS c andal ’ t ohav et ome mbe r s . Ar t i s t t hat hav ei nf l u e nc e d‘ Bl ac kS oxS c andal ’ ar e T heL as t S hadowP u ppe t s , Wear eS c i e nt i s t s , T he Bl ac kKe y s , Al u naGe or geandP e t S hopBoy s : BL ACKS OXS CANDAL-J ar v i sT at e&F e l i xAl br i ght
A N C I L L A R Y T E X T S
Whe nI wasr e s e ar c hi ngr e al pr odu c t sI l ook e dat t hec onv e nt i onsandt he r ee l e me nt s , f r om he r eI gat he r e di ns pi r at i on. By l ook i ngat k e yf e at u r e sont he s ee x i s t i ngpr odu c t s , I i nc r e as i ngl ys t ar t e dt ogai npos s i bl ede s i gnsf ormyDi gi pak&Adv e r t . F ormyal bu m name , I s t r u ggl e dat f i r s t , bu t t he nou t of i mpu l s e , I s i mpl el ook e dar ou ndmyme di ar oom ( t hemacr oom t obepr e c i s e ) l ook i ngat pos t e ront hewal l se t c . Whi l s t r e adi ng apl ot s u mmar y( i mageabov e ) f orwhat I as s u mei s‘ J aws ’ , t he 1975f i l m abou t abl oodt hi r s t ygr e at whi t es har k , I s awt hi s l i ne :‘ anAqu aphobi cpol i c eof f i c e r ’ . At f i r s t I di dn ’ t t hi nkmu c h of i t , I t he nf i x at e doni t andf r om t he r eI j u s t u s e di t , t hewor d Aqu aphobi c ’ . I t hi nku s i ngs ome t hi ngs oi r r e l e v ant , s ov agu e , ‘ wou l dwor kf ormyband‘ Bl ac kS oxS c andal ’ asi t mak e st he m s t andou t , andl ooki nt e r e s t i ngt ov i e we r s . F r om t hi s , I s pont ane ou s l ymadeahope f u l al bu mc ov e ri de a, whi c hi sbe l ow:
T het woabov ei mage ss howt hepl ot s u mmar yof J awsandt heJ awsf i l m pos t e r
T hi st u r ne dou t l ook i ngqu i t ee f f e c t i v e , s oI we nt on t hi sde s i gnandde v e l ope doni t f u r t he r . F ort hi s s i mpl i s t i cde s i gn, I gai ne di ns pi r at i onf r om Al bu ms s u c has :Ar t i cMonk e y s‘ AM. ( whi c hi sl e f t of t hi s ) . Y ou c ans e et hes i mi l ar i t i e sbe t we e n‘ AM’ andmyal bu m ‘ Aqu aphobi c ’ . I u s e dabl ac k / whi t ec ol ou rs c he me , l at e radapt e dt oBl ac k / whi t e / bl u ec ol ou rs c he mef or mydi gi pak . I u s e dt hec ol ou rbl ac kf ormymai n c ol ou rast hi sc onnot e st ot he‘ Bl ac k ’ i n‘ Bl ac kS ox S c andal ’ . I t he nu s e dwhi t eandbl u et oadda c ont r as t t omydi gi pakandi nawayI u s e dbl u et o r e l at et ot heal bu m name‘ Aqu aphobi c ’ . T hi si smyDi gi pak . F ort hi sI want e dami ni mal s i mpl i s t i cde s i gns hownont heou t s i deof t hedi gi pak( f r ont c ov e r , bac kc ov e r , l e f t c ov e r ) andanabs t r ac t de s i gnon t hei ns i de( c ov e r si ns i de , bac ki ns i de , l e f t i ns i de ) . I t hi nk doi ngt hi swou l dgi v emydi gi pakaqu i t eanoddc ont r as t , goi ngf r om av e r ypl ai ns i mpl i s t i cde s i gnont he ou t s i de , t he nanabs t r ac t pat t e r nof s or t sont hei ns i de wou l dmak ei t s t andou t . T hu sc r e at i ngav i s u al l yi nt e r e s t i ngdi gi pakandonet hat hope f u l l yr e f l e c t sont he bandasbe i ngqu i t eanoddc ont r as t , i nagoodway . F ort heou t s i deof t hedi gi pak , I hav egat he r e di ns pi r at i onf r om r e al Al bu mst hat hav eami ni mal i s t i cde s i gn, t he s ear e ;t heAr t i cMonk e y s‘ AM’ and‘ S u c kI t And S e e ’ , Gi l S c ot t He r on&J ami eX X–‘ We ’ r eNe wHe r e ’ , andbot hof T heX XAl bu ms–‘ X X ’ and‘ Coe x i s t s ’ . S i mpl i s t i cde s i gnI c hos e , ast hi sc anbev e r ye f f e c t i v eand c r e at eane v e r l as t i nge f f e c t . I want e dt ok e e pi t asmi ni mal asI want e di t t obes i mpl eands t andou t agai ns t ot he r s .
ANCI L L ARYT E X T S
F ort hei ns i deI ’ v egat he r e di ns pi r at i onf r om At om F orP e ac e ’ sal bu m' Amok ' , T hom Y or k e ' sT heE r as e randS ou l wax ' sNi t eV e r s i onsast he yar eal l abs t r ac t i nawayandt hel i nepat t e r nsI t hi nkl ookv e r yc ool , S oI want e dt ot r yandi mpl e me nt t hi si nt omydi gi pak . I e s pe c i al l yl i k eS ou l wax ' sNi t e V e r s i onsal bu m andwhat t he ydi dwi t ht het e x t , I t r i e dt or e pl i c at et hi st oane x t e nt onmydi gi paki nt hef or m of t hei ns i dec ov e r , andI di dwhat I c ou l dt omak ei t l ooki nt e r e s t i ngandonet hat c ou l ds t r ai nt hee y e ss i mi l art o' Ni t eV e r s i ons ' . I u s e dt hes i mi l arc ol ou r su s e di n‘ E r as e r ’ t oi nf l u e nc e myi ns i dec ov e r s . ‘ Ni t eV e r s i ons ’ i nf l u e nc e dmyat t e mpt of myat t e mpt f orot he ri ns i dec ov e r :
T heabov et oi mage ss howT hom Y or k e ’ sE r as e randmyl e f t i ns i dec ov e rof my di gi pak .
T he s et woi mage sabov es howS ou l wax ’ s‘ Ni t eV e r s i onsandmyr i ght i ns i dec ov e rf ormy di gi pak .
I am c ont e nt wi t ht heov e r al l l ookof mydi gi pak . I hav ef ol l owe dnor mal f or msandc onv e nt i onsf r om r e al l i f edi gi pak s . Al l myr e s e ar c ht hat I c ompl e t e di nf l u e nc e dmef or t hede s i gnof mydi gi pak . F ormyadv e r t , I want e dt ou s eaf e at u r eu s e donmydi gi pakandt ak ei t ac r os st omyadv e r t / pos t e r . I di dt hi sasI want e dt of ol l owc onv e nt i onsof r e al di gi pak ’ sandadv e r t s . Be l owar es omer e al e x ampl e sof r e al adv e r t swi t ht he i rc or r e s pondi ngAl bu mc ov e r( not et hes i mi l ar i t y ) :
T hi sc onv e nt i oni nf l u e nc e dmet ou s eoneof t hemai nf e at u r e sonmy di gi pakandt ak ei t ac r os st omyadv e r t . F ort hi sI t ookt hef r ont c ov e r ‘ Aqu aphobi c ’ t e x t ande nl ar ge di t t os u i t t hes i z eof mypos t e rt he n adde dt heot he rne c e s s ar yc onv e nt i onse . g. r e l e as edat e , R e c or dCompanye t c . Be l owi st hef r ont c ov e rof mydi gi pakandi t sc or r e s pondi ng adv e r t : I nt e r msof what ’ si nc l u de donmy I k e pt mypos t e rqu i t es i mpl e , pu s hi ngnor mal c onv e nt i ons . T hedar kc ol ou rs c he mewou l dhope f u l l y dr awau di e nc e st omydi gi pak , andt hu smak i ng ‘ Bl ac kS oxS c andal ’ s t andou t .
adv e r t , i be l e i v ei f ol l we dnor mal f or msandc onv e nt i onst oane x t e nt . I de c i de dont hedat e‘ 09. 12. 13’ as t hi sf al l sonamondayandmos t r e al al bu msar er e l e as e donmonday s . S t i l l f ol l owi ngc onv e nt i on, r e al adv e r t si nc l u dewhat me di apl at f or mst he i ral bu mc anbebou ght on ( CD, Vi ny l , Downl oad) andI i nc l u de dt hi sonmyadv e r t . T heGRs c an c odeonhe r ei swhe r emyadv e r t bat t l e sc onv e nt i onsasnot manyr e al pr odu c t su s et hi sf e at u r e :
S c ani t ands e ewhe r ei t t ak e sy ou , ( I t t ak e sy out omybl og) .
F I NALPI E CE/ /MUS I CVI DE O
F orou rmu s i cv i de o, wel ook e dat al l t hedi f f e r e nt ge nr ec at e gor i e st hat wec ou l du s ef orou rv i de o, t he s ear e :i l l u s t r at i on( pe r f or manc ev i de o) , Ampl i f i c at i on( pe r f or manc eandnar r at i v ev i de o) andDi s j u nc t u r e( ac ompl e t eabs t r ac t v i de o) . Al l of t he s ec at e gor i e shav et he i rgoodpoi nt sand ar eal l v e r yi nt e r e s t i ngi nhowt he ys howt hemu s i c . Wec hos et odoape r f or manc ev i de oast hi si st hee as i e s t t oc onv e yandwi t ht hel ac kof e qu i pme nt waspr obabl yt hewi s e s t c hoi c e . Bu t wedi dt r yt oi nc l u degl i mps e sof ampl i f i c at i onf e at u r e si nou rv i de o, t hi sbe i ngi nt hef or m of t he pr oj e c t i ons hot s .
Choos i ngt of oc u sonpe r f or manc e , t hat i sv e r yc ommonac r os s t hi sge nr eandmanyot he r s , me ant t hat t hemai nt hi ngwehad t opayat t e nt i ont oi nou rv i de owast hebandme mbe r s . F ort hi s , meandBi l l wat c he dal ot of v i de osandbe gans t ar t e dt ol ookat t het y peof s hot swec ou l du s e . Oneof t hemai nt hi ngswe want e dt of oc u sonhowe v e rwast heope ni ngs e qu e nc eof ou r v i de o, asI be l i e v et hat hav i ngagoodope ni ngs e qu e nc ewi l l u l t i mat e l ye f f e c t t hev i de opos i t i v e l y . S of r om he r ewede c i de dt oi nc l u des omet e x t t oope nou rv i de o, mu c hl i k ewhat c anbes e e n i nmanymu s i cv i de ost oday . What i nf l u e nc e dt hi sde c i s i onwas t hemaj or i t yof P e ac e ’ sv i de osast he yi nc l u de dope ni ngt e x t t hat webot hl i k e d. S owede c i de dt oat t e mpt t oou rownv e r s i onof t hi sf e at u r e . I nc l u di ngt hi sope ni ngt e x t bl at ant l ygi v e st hev i e we r ani ndi c at i onof what t he yc ane x pe c t f r om t hev i de o;t het e x t s howst hebandnameandt henameof t hes ong. Wec hos et o u s ebol df ont ast hi saf e at u r ewebot hu s e donou rAnc i l l ar y T e x t s , s owec ar r i e di t t hr ou ght oou rv i de o. T hede s i gnof t het e x t wasde v e l ope dmanyt i me s( asy ouc ans ef r om be l ow) :
T heu s i ngof pr oj e c t i onwasi nf l u e nc e df r om al ot of di f f e r e nt s ou r c e s . T hi si snot anor mal c onv e nt i onof mu s i cv i de os , bu t howe v e ri snot hi ng or i gi nal asi t hasbe e ndonebe f or e . T heCou r t e e ne r sv i de of ort he i rs ong‘ L os eCont r ol ’ wast hemai ni nf l u e nc ebe hi ndt hepr oj e c t i oni de a. T her angeof c ame r aangl e swhi l s t pr oj e c t i oni sbe i ngu s e dov e rT heCou r t e e ne r s ’ bandme mbe r s , wer e al l y l i k e dt hi sandwet r i e dt ou s et hi sf e at u r ei nt hef i nal pr odu c t s i mi l ar l y . Wej u s t de c i de dt oi nc l u det hebol d‘ BL ACKS OXS CANDAL ’ t e x t ast he l y r i c st ot hes ongdi dn ’ t gi v eu smu c hi mage r yt hat wec ou l du s e . T hi si n i nc ont r as t t ot heCou r t e e ne r sv i de oast he i rs ongr e l at e st ol os i ngc on t r ol , t hu s‘ L os eCont r ol ’ . Wedi dhowe v e rt r yt opr oj e c t s omeu nr e l at e d i mage sont ot hewal l onwhi c hou rbandme mbe r swe r eagai ns t , bu t wede c i de dnot t oi nc l u det he s east he yu l t i mi t l e yj u s t di dn ’ t l ookr i ght wi t ht hev i de o. I nou rdr af t wede c i de dnot t oi nc l u deanypr oj e c t i onas t hef oot agef i l me ddi dn ’ t wor ki nt e r mst hat t hepr oj e c t i onwast oodar k andt hes u r r ou ndi ngl i ght i ngweu s e dwaspoor , l e adi ngt oou t band me mbe r s , J ar v i s&F e l i x , we r enot e as i l yv i s i bl e . T he r e f or ewer e s hot par t si nc l u di ngpr oj e c t i ont hat wec ou l du s ei nou rf i nal v i de o. T hec ame r aangl e sweu s e dwe r eal s o, i npar t , i nf l u e nc e dbyT heCou r t e e ne r sv i de oandmanyot he rar t i s t se . g. Mi l e sKane . Mi ds hot s , c l os e u pandl ongs hot swe r eal l hi ghl yu s e di nt hemu i s cv i de oswewat c he d. Al ot of t he m we r ef r om t hege nr ewear eu s i ng, s owehadt oc ons i de r u s i ngt he s eangl e st of ol l owf or msandc onv e nt i onsof ou rge nr e . We t hou ght c opy i ngt he s ec ame r aangl e st oane x t e nt wou l dbe ne f i t ou r v i de oi nagoodway , t he r e f or ebe t t e r i ngou rgr ade .
F I NALPI E CE/ /MUS I CVI DE O I be l i e v eou rf i nal pi e c ef ol l owst het y pi c al c onv e nt i onsof r e al al t e r nat i v ei ndi e / r oc kmu s i cv i de os . I be l i e v et hi sasf r om myr e s e ar c hI e x t e ns i v e l y l ook e dat mu s i cv i de osof t hege nr eu s e df ormypr odu c t s . T hes i mi l ar i t i e sI f ou ndar et hat :t hev i de ost e ndt obeof adar kc ol ou rs c he meand not al ot of br i ght c ol ou r sar eu s e d, Ar t i s t / bandar es hownt hr ou ghou t t hev i de o, u s eof c l os eu psandl ong/ me di u ms hot s , f as t pac e dandt he u s eof s omes or t of s pe c i al e f f e c t c anbec ommon. I t hi nkou rf i nal pr odu c t f ol l owst he s ec onv e nt i onst oane x t e nt .
Be l owar es omeot he rs c r e e ns hot sf r om v ar i ou sv i de ost hat i nf l u e nc e dt hes hot si nou rmu s i cv i de o. T he s es c r e e ns hot ss howt hes i mi l ar i t i e s andt hedi f f e r e nc e sbe t we e nt he m ands howhowwet r i e dt of ol l owc onv e nt i ons . Wet r i e dt ou s eav ar i e damou nt of s hot s , bu t du et ot hel i mi t e dar e awehadt of i l m wec ou l dn ’ t at t e mpt mor eadv e nt u r ou ss hot s . Bu t wedi dwhat wec ou l dt omak eou rv i de ol ooke f f e c t i v eandonet hat f ol l owt hec onv e nt i onsof t hege nr e .