Collaboration with Apple EUROPE Supported by Moving Brands
Connect with an unsigned recording artist to create a collective cultural narrative.
Phase 01: connect
Find a recording artist/ musician/ band that are unknown/ unsigned but amazing. The artists you connect with should also be rooted in a culture that exists outside the mainstream. You are then build a conversation online and/or face to face and record the conversation using the Apple devices that we will provide.
The musician worked with was Danandout. He is a DJ who only plays vinyl and would describe his sound as disco/funk. The first time we met with him we decided to interview him as he was getting ready for a show and then followed him to the event. “There’s too many DJ’s out there that play music that they just want to hear. Whats the point of performing in front of other people if you are just playing for yourself, you might as well have headphones in and just stayed home. There is nothing worse than someone playing music that people aren’t feeling.”
-Danandout
Phase 02: create
Inspired by a series of workshops and lectures you will then begin to build visual narratives around their work/ personality/ cultural background. You will bring the stories that you are discovering to life through film/ photography/ animation and ProCreate imagemaking.
After looking at what he had and what I was creating from the original logo I realized that none of these logos worked at all. Danandout plays disco/funk and these logos look and feel like they belong for an EDM artist. I decided to ditch that idea and create something new and different.
Phase 03: SYNTHESIS & STORYTELLING
Finally edit, adapt and synthesise what you have created to form a definitive narrative before packaging & structuring this into a form that will enable you to share what you have discovered with a wider audience.
Final outcomes:
Insight
Dan puts the audience before himself.
idea
With the help of musical elements, the audience will finally get the chance to know Dan.
branding
For our branding we abstracted a vinyl into circles and squares to create a strong visual language that can be carried out across different medias.
The vinyl
Since Danandout plays music for the people we wanted to give the audience the chance to know him. We interviewed him and have created a mix tape of information for people to learn. We chose to use a vinyl because Danandout only uses vinyl when he is DJ’ing.
Front of vinyl
Back of vinyl
Final Videos
These videos use snippets of the audio pressed into the record.
Apple HQ show
Opening night of the 'Unsigned Stories' exhibition, that me and my creative partner Kristine took part in, featuring our work 'For the People'. The exhibition takes place at Apple HQ at One Hanover Street and is displayed for 3 months.