2010
MIDWEST MUSIC FESTIVAL
2010 PROCESS BOOK
MIDWEST MUSIC FESTIVAL
MIDWEST MUSIC FESTIVAL
MIDWEST MUSIC FESTIVAL
MIDWEST MUSIC FESTIVAL
2010
2010
2010
2010
January-April 2010 Created by: Wendy Young Medley Threads Music Festival: Process Book Milwaukee Institute of Art & Design www.wendyyoungdesigns.com © Wendy Young PAGE 2 Medley Threads Music Festival
TABLE of CONTENTS PROJECT SCOPE Investigation Message Intended Audience Learning Objective
4-5
RESEARCH My First Idea Websites Mood Boards My “Thesis Proposal”
6-9
IT’S ALL ABOUT PROCESS Early Sketches Change of Plans... New Sketches Design Evolutions
10 - 17
EXECUTION Visual Documentation Completed Thesis Installation
18 - 23
SELF EVALUATION Success of Meeting Objective Quality of Designs What I Learned
24 - 25
PROJECT SCOPE Investigation Music has always been apart of my life. Growing up, I’ve learned to love all different kinds and have been able to make connections with new people along the way. Music has a way of bringing people together and that is what I wanted my thesis to be centered around. I thought of something that would be able to bring local musicians from different backgrounds into one benefit concert. The act of bringing local music together could unite Milwaukee in new ways. The focus of my investigation was to design a palette of graphic elements that was inspired by different music genres and applied to an array of products that will benefit local charities in Milwaukee. Medley Threads is the company that supports local Milwaukee artists, and connects with 88 Nine as another outlet. Medley Threads is based out of Milwaukee and it is run by the music lovers that want to share their appreciation for all local musicians/music in general. They make t-shirts, buttons, and cd samples to bring local artists together and to collect funds for shows. There will be a huge weekend music festival that would showcase all of these local bands. Each day would be catered to one of the genres. Since it is a new festival, it would be at Cathedral Square, and would hope to continue this yearly as Medley Threads grows. Medley Threads is the main supporter as well as 88 Nine, and some local Milwaukee beer companies like Lakefront Brewery.
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Message “Different Music. Same Cause.� The idea of creating a brand in which consumers can identify through different music genres. The music and styles may be different but people will be able to support the same cause at an event where local musicians will come together in hopes to raise money for local charities. It’s a chance to bring awareness to both the artists and for the local charities. The genres of music are Alternative Rock, Hip Hop, and Electro Dance. Each genre itself is unique in their own way just as everyone listens to a certain style of music. The idea of having the genres come together in a local show can give people from different backgrounds a chance to experience something new. The realization is that we all listen to music and can celebrate that together. Experiencing all kinds of music can expose you to new things and could be a new way to express yourself.
Audience People who identify with music and want to learn more about local music and charities in their area. I wanted to connect with a varity of people who love all kinds of music but also those who love one specific genre. In this way, I hoped to expose people to new sounds and experiences.
Learning Objective To make a brand that has a palette of different identities and to understand consumer behavior. Marketing to a target audience of different music genres: Electro Dance, Alternative Rock, and Hip Hop. Learning how to promote awareness of local charities through a music event. PAGE 5 Medley Threads Music Festival
RESEARCH My First Idea At the start of thesis, I knew that I wanted to do something with music and fashion. I wanted to explore how music and fashion can exist together; exploring how music inspires personality and therefore inspires what a person wears. Music has a way of changing people, their attitude, their look, and their style. How coud I make an identity of an identity of a stereotype through some ways of type design, screen prints and magazine layouts? My idea would be different from what I have done before because I would be taking an idea, a feeling and a personality of what someone wears and translate it into type. Then my idea grew into something more. I wanted to market different music genres through elements of the five senses. The five senses could be a new market tactic to fully engage the audience of a specific genre of music. This new market strategy could be seen in clothing stores. Exploring the aspects of sight, hearing, touch, smell, and taste. With music and fashion at the forefront, I started researching marketing tactics and 5-D branding. How can we create the identity of a certain music genre through touch and smell? What are some of things people resonate within each genre? What type of clothing do they wear that would stimulate the sense of touch? Smell could be the aroma for the environment that surrounds them; smell could also represent the feelings and emotions people feel when they listen to a certain type of music. This all was very conceptual at the time, but I continued my research of books that focused on how to brand through the senses. I looked at websites of different clothing stores and compared the fashion that related to each genre which were Rock, Hip Hop and Pop.
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Books and Websites
HotTopic.com Rock Fashion
Brand Sense by Martin Lindstorm
Gap.com Pop Fashion
PhatFarm.com Hip Hop Fashion
(These websites and books were the start of my inspiration. I was able to grasp the sense of style and feeling for each music genre).
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My “Thesis Proposal�
The five senses could be a new market tactic to fully engage the audience of a specific genre of music. This new market strategy could be seen in clothing stores. Exploring the aspects of sight, hearing, touch, smell, and taste. This was my first idea.
My whole idea was to force the 5 senses in each genre as a new way to market music for certain environments; clothing stores. The visual, sound, and touch sense were no problem. The smell and taste aspects did not work as well and were too hard for people to grasp the idea. My idea was too conceptual and did not connect to the audience like I wanted. My idea changed to more of way to express yourself through music and a certain style.
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Mood Boards
Rock: Fashion Imagery and Typography
Hip Hop: Fashion Imagery and Typography
Pop: Fashion Imagery and Typography
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IT’S ALL ABOUT PROCESS Early Sketches Medley Threads Logo Development The name Medley Threads came to me when I was thinking of something that combined the different genres together and then showed that aspect of apparel. Medley means a varied mixture of people or things; a miscellany. Threads instantly reminded me of clothing and I knew that there would be t-shirts in my thesis.
Genre Logo Development
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Early Sketches Hip Hop Patterns
Rock Patterns
Hip Hop Patterns In my early idea, I was getting inspiration from clothing and the styles of fashion that were seen within each genre of music. I sketched a few patterns for each genre that would be applied to t-shirts, buttons, stickers and other applications.
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Shirt Graphics
I took the patterns from my sketches and created graphics that would be applied to t-shirts.
Rock
Hip Hop
Pop PAGE 12 Medley Threads Music Festival
Change of Plans During a major critique, I was suggested to make my project more practical and realistic. Keeping in mind the idea of expressing oneself through music, how could I take it to the next level and make it more meaningful. Medley Threads is the company that supports local Milwaukee artists, and connects with 88 Nine as another outlet. Medley Threads is based out of Milwaukee and it is run by the music lovers that want to share their appreciation for all local musicians/music in general. They make t-shirts, buttons, stencils, cd samples, to bring local artists together and to collect funds for shows. There will be a huge weekend music festival that would showcase all of these local bands. Each day would be catered to one of the genres. Since it is a new festival, it would be at Cathedral Square, and would hope to continue this yearly as Medley Threads grows. Medley Threads is the main supporter as well as 88 Nine, and some local Milwaukee beer companies like Lakefront Brewery. The three music genres are Alt. Rock, Hip Hop, and Electro Dance to fit better in the local Milwaukee music scene.
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New Sketches
Medley Threads Music Festival
Final logo for Medley Threads music festival (screenprint).
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Design Evolutions Hip Hop Posters
Typography became the main part of the posters (final poster).
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Design Evolution Rock Posters
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Typography became the main part of the posters and the colors changed slightly (final poster).
Design Evolution Pop to Electro Dance Posters
The posters were the main focus of my thesis. The typography, colors and graphics in the posters is what carried out into the rest of the components. Everything from the shirts, buttons, website, and catalogs.
I used the same colors from pop to electro dance and the typography and graphics changed (final poster).
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EXECUTION Visual Documentation Final Posters
Final Buttons
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Visual Documentation Final Catalogs
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Visual Documentation Final Shirts and Compilation CD
Each shirt was hand-dyed and screenprinted. I wanted to get the exact colors that were reflected in the posters.
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Visual Documentation Final Website Design
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Thesis Installation
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The final thesis installation gave me a new perspective on my senior project. It was great to finally see it up on the walls; all my hard work paid off.
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Evaluation Success at Meeting Objective At the start of thesis, no one knew what to expect. We all went into it with an open mind and I feel that’s what I did. From where I started to where I ended up with my senior project, I saw growth within myself. If I didn’t change my idea from that one critque, I don’t think that my project would be what it is now. I was able to take the criticism and suggestions to make my project into something practical and benefical. I believe it’s good to listen to everyone’s suggestions because it shows that you are open to all things. It shows evidence of someone willing to test new ideas, modify old ideas, and do what it takes at whatever moment to make things better. It makes you a better designer at the end of all things. People have an impact on you more than you think.
Quality of Design Just as my objective changed, my designs went through a complete evolution. The poster design evolution showed my detail of typography and graphics and how I was able to carry it out into all components of my project. I feel that I have a grasp on branding that shows it in all different forms. I spent a lot of time making sure all of my colors matched from the posters down to the color of my t-shirts. I felt successful and proud of my designs. When it came to installing my project, everything seemed to fall into place. I decided to paint my wall last minute in order for my posters and t-shirts to stand out. It was very spontaneous but it needed to be done. It’s hard to explain how you make these discisions, but you just go with it. Do what is best to make your show look professional. The final result of my installation was nothing what I thought it would be; it was better than I had imagined.
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What I Learned I definitely grew from this whole process. I learned how to take criticism and judgements into account to make your thesis the best it can be. I learned from my own classmates and how to listen to one another. You can’t expect to get this project done on your own. Your classmates are apart of your project just as much as you. I don’t think I would have got to this point of my project without any of them. We helped each other out. I want to thank them for their numerous critiques that we would have late at night in the studio. It was a lot of fun but also stressful, and it was a great learning experience. I also want to thank Anne Ghory-Goodman for being a great help though this whole process. She gave great suggestions and guidance as my ideas kept changing. She gave me the reassurance when I felt like I was stuck. She became one of my favorite teachers and we will all miss her. Thanks Anne! Wendy Young
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MIDWEST MUSIC FESTIVAL
MIDWEST MUSIC FESTIV
MIDWEST MUSIC FESTIVAL
MIDWEST MUSIC FESTIV
2010
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PONSORS
2010
2010