Analysing Dance, Club and Electro music graphics

Font – ICT Avant Garde or similar. The use of such an angular sans serif font bears some resemblance to the logo of Studio 54, one of the most famous nightclubs which was praised for its sophistication and glamour. Use of such a font on this ad although may not be intentionally causes the Fierce angel brand to seem fashionable.In addition the use of a sans serif font conveys more sophistication to the brand rather than using brush script font which may do well in connoting electric music themes but does so in a less subtle and clean way. In addition using such a font connotes feelings of club music and clubbing via its association to studio 54.

As seen on previous Magazine ads the album art is featured to allow audiences to know what is being sold to them. The album art show here in particular features imagery of purple energy surrounding shapes connoting the look of electricity and thus allowing audiences to easily identify the genre of music. In addition these neon like lights could possibly be connotations of neon lights at clubs which further allows audiences to establish that this is club music. Finally concerning the colour palette of the album the use of purple energy further explores a more sophisticated look to the brand presented here using the colour purples connotations of royalty to suggest a more “higher class” version of club music being sold to us. These graphics allude to a premium collection being sold to us by a sophisticated and established brand.

Overall Colour palette – Purple HuesCarrying on the themes of sophistication an d premium collection the whole of the ad uses a purple hue based colour palette including the other albums featured here based on the colour palette of the main product being sold. However the use of the colour purple and similar hues seems to be an artist motif to the brand. In addition the poster contrasts black with more vibrant colours such as purple and blues which add to conveying a more neon like look to the colours thus making them attract scan readers attention easily with these bright colours. In addition important information such as the release date and availability have been highlighted in purple thus keeping the purple theme as well as allowing the important information to be easily consumed by readers flicking through.

List of digital distributors and links to Fierce Angels website – Just like the Kings of Leon ad links to an number of distributors of the product have been provided to allow audiences to understand where they can purchase the album. In addition links have been provided at the bottom of the ad in order for audiences to enquire about other products produced by the Fierce Angels label as well as a link to the official Facebook of Fierce Angels for audiences to keep updated on news surrounding other products under the label. When thinking about the placement of these two features they are placed near to the end as this will be naturally the last thing audiences will take away from them after reading the ad. The same can be said in terms of the placement of the name of the Album and the Album itself as they have been placed at the top of the ad making them the first thing audiences see and one of the more memorable features of the advert. Unlike the previous music magazine ads the name of the record label isn't placed in the lower right hand corner possibly due to the fact that the name of the album also plays a part in the name of the album itself.

Other product promotion – The ad also features other promotions such as other albums under the label as well as other products Fierce Angel produces, this however is made clearly secondary as evidenced by its placement within the middle of the Adverts composition (which unlike the previous ads goes for a more list like structure instead of a clear Z formation) and thus these secondary promotions may be less memorable than the other more primary promotions featured on the ad.

Album artwork - Central image to promote the product and allow audiences to know what is being sold to them and grab their attention (in particular scan readers) via its use of such a large image.Similar to some of the Fierce Angel covers looking back it seems that both covers use geometrical shapes, angular styles which convey a more digital and slightly sci-fi look to the graphics. These styles bear some resemblance to old computer graphics to which both with the digital look communicates to audiences the type of genre or similar genre of electronic music which is being sold to them since it can be a visual convention in types of electronic music to allude to technological themes and technology which are the means of producing this style of music.

Colour Palette – Sky Blue and Hot pink.The choice of contrasting cold and warm colours brings out both colours in terms of there vibrancy and allow fro them to easily attract quick readers. Furthermore, the meanings these colours convey are further emphasises by each others presence with the light blues conveying serenity and peacefulness and the pinks connoting more of a feeling of passion. Both colours together give off this beach like atmosphere to the ad making it apparent that the type of music being sold here is one for celebrations and happiness.

Neon lights – connotations of club atmosphere as previously discussed with Fierce Angel and conveys vibrancy and feelings of happiness

Angular type- sans serif Conveys a slightly digital look based on its geometrical style in addition to connoting nightclub look based on its resemblance to the Studio 54 logo and font

Large text for important information such as the release date and summary of the product to allow for said information to be easily consumed and not missed by scan readers

Links to distributors of product- Placed at the bottom along with release date as they will be the last bit of information audiences will consume and also one of the most memorable along with the placement of the title at the top.

An ‘includes list’ – a list of the most popular tracks on the album. Conventional to album magazine ads this feature further persuades the reader to buy the product providing them with names of artists or popular tracks they should identify with.

Record label – Although part of the album artwork itself the use of a record label such as Ministry of Sound allows audiences to identify what type of music is being sold to them due to the label specialising in club music.

Other Dance/Club/Electro promotions

Contrast between bright colours and dark background – Creates a neon effect to the colours of the poster. From my previous analysis it may seem that the use of neon lights may be conventional to communicating electro styles of music visually on print. Neon lights can connote the concept of pure energy and communicate to viewers that the music is energetic and upbeat. In addition the visual style also has connotations of electricity and also a nightclub like atmosphere as explained previously on the fierce angels ad analysis

Neon lights

Brush Script font – Conveys an 80’s electro style look to the ad possibly linking back to the stylistic origins and the popularity of electronic type music in the 80’s.Additionally, type also has the added benefit of conveying a sense of energy to the artists name via its kinetic like large stokes which may communicate the fast paced style of the artists music.

Geometric shapes and font – Conveys a digital aesthetic to the ad and allude to technological or sci-fi themes. Conventional visual style to electronic based music

Image of the artists face – Martin Garrix is an upcoming Dutch DJ however he has not yet reached the status of being a mainstream electro house artist by the likes of Eric Prydz and thus may still need to have his face featured on promotions in order for audiences to know who he is.

Thin angular type

Geometric shapes and graphics – Bears some resemblance to the graphic design styles of Peter Savile who has worked on a number of Synthpop albums such as New order and OMD. Not only do these graphics convey a digital look to the ad as previously explained but by using graphics similar to those of Saviles work, audiences familiar with said imagery may easily identify the type of music being played at said event.

Thin angular type – fits in with geometrical style of the ad and connotes a nightclub look based on similarities with popular nightclub studio 54. In addition the thin sans serif style adds a sense of sophistication to the graphics via its clean and neutral look

Colour palette – contrast between cold and warm colour palette. Brings out both colours towards viewers eyes in addition the colours used orange and teal are complimentary colours and thus will naturally attract viewers eyes towards the ad.

Mainly image based – The purpose to accommodate for those who may flick by the ad as they go through the magazine.

Conclusion• After looking at theses graphics I have noticed a trend in how electro type music promotes itself as

said genre, these includes the use of Geometric shapes and styles to convey a digital look to the graphics as well as the use of Neon lights which can connote the energetic style of the music advertised as well as having connotations of nightclub strobe lights and partying.

• In terms of colour palette I have noticed trends in contrasting light colours against predominantly darker backgrounds as well as a contrast between warm and cold palette to bring out the vibrancy in the more warmer and brighter colours, to which cause a glow effect which serves to attracts readers attention easier.

• In addition the colour scheme of the entire ad seem to be based on the colours of the album it seems to be promoting based on the Future Bass and Fierce Angels ads.

• In terms of type thin angular sans serif fonts seem to be consistent throughout all these ads mainly for providing more information about the promotion when not used as the main title with the effect of conveying a sense of sophistication and class based on how it visually resembles the type face used in club Studio 54 which was praised for its sophistication and considered a premium club. In addition the font style is very art deco based and further shows this clean upper class look to the type. Finally via its association with Studio 54 these fonts do well in conveying a nightclub style.