Website Inspiration Yeezus

Another similar website to Oliver Heldens is the yeezus website. We like the idea of rubbing photos on people's faces and the adidas website is no exception. Adidas has a collaboration with Kanye West or in other words "Yeezy". This is very new as he was only partnered with Adidas early this year. The team for his "Season 1" clothing line is dull and dark colours. As you can see, the colour palette of the clothes and the website is identical. Colours are unsaturated to look dull and boring, but then again, his clothing line is very popular.

 What we aim to do with our website, is use the concept of "seasons" where each one represents a different theme. The theme we have in our head is "industrial" which will be labelled at "Season 1". We apply this to our album, website, music and our clothing line. Our music video's settings are in an industrial park as well, giving our band a good consistency.

Website Inspiration Oliver Heldens

Logo Drawings and Designs

Our aim was to create a conventional logo. One that suited our music (EDM) and an iconic logo that everyone will memorise. We had our designer bring his drawings to the table and had it reviewed. Feedback were presented and everyone came up with a final choice.

We then let the designer further carry on with the chosen drawing. He then presented us with more designs but similar to the chosen drawing

 We all picked the last. Feedback was giving by each individual to why they chose this logo.

 The chosen logo was then carried to an editing software (Photoshop). This is the final product.

Here are some concept ideas for our album cover.

Purpose of A Digipak

Mood Board

Random Album cover task

We were tasked to create a random album cover by following these steps.

Step 1: Go to: Random Wikipedia

The title of the first random Wikipedia article you get is the NAME of your band.

Step 2: Go to: http://quotationspage.com/random.php3
The last four or five words of the very last quote of the page is the TITLE of your album.

Step 3: Go to: http://www.flickr.com/explore/interesting/7days/
The third picture, no matter what it is, is the COVER of your album. Expand to full size and take a square shaped screenshot.

Step 4

Put all 3 components together either in Pages, Preview, Paint or Photoshop.

This is my album cover

Digipak Analysis

3 Digipak Analysis (Our Genre)

Lyrics Analysis

Update 1

We have recorded 2/3 of the music and have began to edit on Premier Pro. Editing consist of  colour grading and adding filters to give it that cinematic look. We have recorded the first 1:30 minutes of video, which is the flashback scene of the main character and also the scene where the main character attacks the boss's henchmen. The only scene we have left is the final minute of video where the boss dies.

Rough Cut

Finally!!! Here's our first rough cut of our music video. We have recorded about 1/3 of the music video. After we get all of the footage, we will start editing. Some of the footage seen in the video doesn't fit, but will be replaced with a better footage.

Drone Test

Music Video Setup

Task 1 Six Still

Duke Dumont-I got u: This scene from I got U is a POV of man getting out of bed and heading to the beach. Before the scene he puts on a contraption that gets him whisked away from reality and into his own fantasy. The vibe he has going matches the song, as this is the intro of the song portraying that he’s about to have a blast or good day. The following scenes switches to many different areas like the beach, the mountains and, the view of islands. It emphasizes the beauty of Thailand as the song follows give it a relaxing vibe

Avicii-Addicted to you: This following scene is from Addicted to you and it’s a 90 degree mid-wide shot of 2 girls holding their hands. The music video is about 2 lesbian couples robbing small establishments and the story is quite interesting as they are seen as neutral chaotic who doesn’t care who they effect because they’re “addicted to each other”. The shot has a slight gold tint and it shows aging of the MV and at the same time, the song has old instruments such as the banjo playing in background. The still shot emphasizes the 2 of them addicted to each other and giving audience the idea of what they have ahead of them (i.e. robbing big banks or establishments).

Kanye West-Runaway: This scene from Runaway is a high angle 90 degree shot of the ballerinas dancing .By this time the song has just started playing. The background music is a gentle piano solo. The ballerinas are there there to entertain Kanye, and the purpose for the high angle is to emphasize their lack of power and to watch all their moves. They are also wearing black and black is a dark and dull lifeless colour, not usually what ballerinas wear to represent beauty and purity. Also all the dancers are white females dressed in black. You can also see their emotions when dancing, emotionless, maybe depressed

Muse-Madness: there is a mid-shot of a bassist and around him colourful, abstract, flashing lights. The video is commonly used to illustrate, amplify, or contradict the music.
There is a strong relationship between the music and the visuals in this video. The still features a lot of flashing lights which are often synced with the bass of the song (bassist in the still). In other stills we see close ups of the guitarist and the singer during the harmonies. This again, is to amplify the sounds of the song.

Halo-Beyonce: This scene from halo is a high angle shot of Beyonce or over the shoulder of the man looking down at Beyonce. There is a source of natural light coming from the window behind Beyonce. It’s a very dull “light” which suggest that when her man is not next to her, she feels lost, isolated, like she’s in the darkness. She needs the light because she wants her man. The song is very calm, soulful and brings power. Beyonce and the partner are the 2 main focus of the video which has a direct connection to the title of the song “Halo”

Coldplay-Paradise: This wide shot of the elephant cycling across the middle of nowhere which helps amplify the lyrics of the song as the song is about “Paradise” and you can see him working his way towards it. The unicycle really helps define the struggle he has with going to paradise. The location also helps to attract the audience to the song. It’s strange to put the band in animal costumes, but it really allows the audience to remember the music video and the song. Not only that, it adds a comical perspective towards it.

Task 2- Technical Analysis

EDM Research "For A better Day" and Avicii Research TASK 4 & Task 6

Music Profile

Song Name: "For a Better Day"

Artist: Avicii

Genre: Electronic Dance Music or House Music

Release Date: 28th August 2015

EDM Fashion: How has EDM influenced Fashion?

• Early 1990's- rave community on more functional side. Phat pants was a favourite. Not only everyone loved it so much, it was really cool for party goes when they spun or dance. They have pockets for holding your things. Apart for phat pants, smiley faces, visors and boiler suits were the fashion of this era
• Late 1990's and early 2000's- Heavily influenced by LA roots of hip hop. Adidas sneakers and bell bottoms became a wardrobe casual along with cropped baby doll shirts. Neon have made it across the decade and are still now popular for many party goers while raving. Cyber style also ruled this era with basic blacks and colourful neon colours.
• Later stage of 2000's- there was a shift in rave culture. Furry accessories such as wrist bands or neck accessories became popular. Party goers started integrating these fashions styles, such as fluffies.

Fashion trends are always shifting. Long experienced members also appreciate kandi culture, but seems to be less tolerated by newcomers. Neon colours are still exisiting today, but more girls opt for micro shirts and skirts with cutouts. Ravers who favoured neon colours are also shifting to more earthy colours. Boiler suits have been replaced with onsies and ladies are introducing themselves to body suits and halters. Smileys are still mainstream but new faces have been trending such as aliens and holograms and psychedelic prints, appearing more in electronic fashion shows. Many ravers take the fashion game seriously and customs orders are making unique creations for festivals and events.

There has been many changes to EDM culture, but EDM fashion has kept its empowerment of self expressions and especially its uniqueness. Although fashion seems to be more revealing and expose, the inspiration still comes from the same place which is, "escaping reality, desire to be different". EDM fashion is a reflection of yourself embraced by you and every else.

Early 1990's

Late 1990's / Early 2000's

Shifted 2000's

Current

Communities- Interaction with fans

There are many ways EDM artist communicate with their fans, but mainly through social media. One of the  mains social medias are Facebook and Twitter. Mainly revealing new singles and albums, they also shares photos of their concerts by giving overviews and the atmosphere of the festivals or events. Most the the artist pages are not controlled by the actual artist, but some are fortunate enough to control their social medias, especially the ones that are less mainstream as they have more time. (Miami Horror & Kygo). However, artist usually have more access to other social medias such as Instagram (becoming of one main social medias) and snap chat (not all use it). Usually these social medias are used for giving a perspective of their lives by uploading photos and videos. Unfortunately, they're not as easy as Facebook in terms of communicating as most posts are bombarded with comments and it's artist impossible to read all comments with the time they have.

TV and Film

One of the most popular ways people find their music are soundtracks from films . Electronic soundtracks has been featured in movies for years. But from then until now, soundtracks didn't in movies didn't really feature much electronic music, but it's slowly appearing back to present films.

Social Network


Drive (2011)


Project X (2012)

We are your Friends (2015)

Radio and TV

EDM is a favourite on radio stations. Despite it playing most genres, gig hit artist such as Avicii and Calvin Harris are able to reach top of the charts. Some countries such as UK, Australia have most spots dominated by EDM tracks as most listeners enjoy EDM than any other songs.

EDM Genre takes 4 spots in the BBC official charts and one being on the top of the chart.

EDM tracks are now so mainstream nowadays, there are specific radio stations for EDM all across the world.

MTV has been a well know TV channel across the world that play songs during most times of the day. EDM has been with MTV since the beginning, but while the culture has grown and gained recognition, popular electronics were featured. Nowadays, EDM, especially dance tracks are featured most times on MTV as they are most popular.

Magazines

EDM has a place in magazines, but most sources are online as it's the easiest way to access them

Festivals

Electronic were often illegally played at hidden places. People would come up with secrets locations in warehouses, underground places, large open areas. By 1990's rave culture began to emerge into the world and eventually evolve to EDM festivals and concerts. Major festivals like Ultra and Tomorrow land showcase a large number of Djs playing various genres of EDM across multiple stages. Nowadays, festivals and concerts display and rely on visual spectacles as part of the overall experience, using complex lighting systems and laser shows along with what the audience could bring to the ground. This was different from underground rave culture as they cared more about safety, and organised by their cared nature.

Acid House- 1988

Tomorrowland 2014

David Guetta Ultra Music Festival 2015

Avicii

Tim Bergling, better known as his stage name "Avicii" is a Swedish Electronic Music producer. He is one of the most prominent Dj's in this current period. He started off making music in his bedroom at the age of 18, remixing tracks and posting it on various blogs. Influence by big name electronic artist such as Daft Punk and Steve Angello, his electronic sounds became popular after being supported by Tiesto, who invited him to perform in Ibiza (a destination for party goers). He released his first single "Manman" in his bedroom hotel. By early 2011, his release a single "Levels" which was nominated for the Best Dance Recording at the Grammy 2013, but was catched up by Skrillex's single "Bangarang". In 2013, in debuted his album "True" and one of the songs included "Wake Me Up" reached the top of UK charts and confidently demonstrated his musical potential and directions. He became traditional to the music charts all over the world.

Avicii's Networth: $54 Million

Earnings in 2013: $20 Million

Earnings in 2014: $28 Million

Here are some of his biggest achievements

American Music Awards

• • 2014
  • Got nomination for American Music Award 
  • Favorite Artist - Electronic Dance Music
  • 2013
  • Won American Music Award 
  • Favorite Artist - Electronic Dance Music (EDM)

• Billboard Music Awards

  • 2014
  • Won Billboard Music Award 
  • Top Dance/Electronic Song
  • for "Wake Me Up"

• Grammy Awards

  • 2013
  • Got nomination for Grammy Award 
  • Best Dance Recording
  • for "Levels"

• iHeartRadio Music Awards

  • 2014
  • Won iHeartRadio Music Award 
  • EDM Song of the Year
  • for "Wake Me Up"
  • 2014
  • Got nomination for iHeartRadio Music Award 
  • Best Lyrics
  • for "Wake Me Up"

• • 2012
  • Won MTV Europe Music Award 
  • Best Electronic
  • for "Wake Me Up"

• NRJ DJ Awards

  • 2014
  • Won NRJ DJ Award 
  • Best International Male DJ
  • for "Wake Me Up"
  • shared with Aloe Blacc
  • 2014
  • Won NRJ DJ Award 
  • Best Electro/Dance Album
  • for "True"
  • shared with Aloe Blacc

• Teen Choice Awards

  • 2014
  • Won Teen Choice Award 
  • Choice EDM Song
  • for "Wake Me Up"
  • shared with Aloe Blacc

Fans of Avicii (UK)

UK Tribes

After doing some research on Avicii's audience, I came upon UKTRIBE which gives an insight of today's youthful culture. I was able to catogrised avicii's fans. I would say they go under Trendies under the aspirant group. The Aspirant is described as people who are up to date with current lifestyle and music. They keep with what's cool and accepted to society. No hard work intended, as most of stuff are easy to find and mainstream. The tribe would be catogrised of ages 16-21. Hitting festivals during summer such as Tomorrowland and Ultra, Although it's quite trending, they want to be the ones to be seen as seeing it first, so they post it on social media like Snapchat and Instagram.

From top sneaker brands like Adidas Orginals, Nike sportswear, Macbooks and iPhones, famous backpacks like Herschel, Bape & Supreme, the tribe has a spot for strong brand affiliations. They prove the Aspirant's cool status, but they need to be in the right place, right time and right people.