Print Design and Advertisement

The Dancing High Urban Music Festival will be held within a suitable building along St Georges Terrace Perth, Western Australia. Perth is the ideal location as it is a remote capital city with a relatively small population, and it has adequate infrastructure in place for an urban music festival. All public transport to and from the event will be free, including a constant flow of buses from the airport to the inner city. The whole public transport system will be paid for within the event’s budget, allowing for care free travel throughout Perth for its duration.

All nearby bars and restaurants will be asked to keep themselves open throughout the 24hr period of the event, and hotels contacted in advance to prepare for huge numbers.

Student ID: 18335046

Contribution: Web design & online advertising

I will be looking at the design of logos, posters, stickers, ticket designs and banners using the skills provided and learnt through my major. The combination of photography (provided by our photographer Tess Hill), graphic design and illustration enables us to use the principles of design to create an audience capturing and interest holding print advertisement.

Art and Design

Print marketing is the only media that produces a one-time carbon footprint. Although it is may initially be considered not 'green' but once printed the advertisement doesn't require anymore carbon energy where as other medias may require more carbon energy in order to view and re-view the advertisement.

Being able to combine a consistent design and promotion through print and web media is the strongest way to campaign our event Dancing High. It has the ability to target those who prefer physical copies and also to those who prefer digital copies.

On the online website there is the option to purchase any image.

We decided that our music festival 'Dancing High' would be a 24 hour non-stop music rave that will be based in a sky-scraper which has been completely blacked out. The idea is to not know whether it is day or night so time can not dictate when you can start and stop having fun connecting to the music and to those around you. 

Our sky-scraper will have 10 stories; 2 of which are dedicated to restroom/showers, 1 kitchen floor, 1 medical floor, 2 sleeping/lounging floors and 4 music floors.

Group Role: Book international bands for Dancing High

What my contribution specifically entails is the design of the logo (in cooperation with Abbey), as well as the desktop website, mobile website, and online advertising on other platforms. I'll be using my graphic design skills in an attempt to create designs that bring our audience towards our event. This means brief research of our target audience, website creation, and online advertising.

Music festivals are well known for attracting a relatively younger crowd, from 18 onwards, as they prefer the loud, energetic music and social environment of music festivals and raves. Of this age range, the demographic mainly consists of middle class people of both genders.

During some group discussion, we discussed a concept in which each floor would contain a different genre. For example, one floor may feature Techno, while another may feature Dubstep etc. Because of this variety, we don’t have to specify the music preferences of the target audience as we’re catering to all preferences.

Our target audience has also been shown to highly value social media. Social media has become a growing part of everyday life for many individuals, and this has been taken advantage of by many companies. Facebook, Instagram, and Twitter are all well known for user content and interaction, however they’re also effective places for companies to also distribute content and advertise.

For the HTML address, it’s important to chose an address that’s easy to type and easy to remember. The website will use the address www.dancinghigh.com.au as it hasn’t be taken and reflects our project title.

A modern website should also be designed to scale to many different sizes. I’ve mocked up two different variations of the site for two of the most popular platforms - mobile phones and tablets. A good website shouldn’t just scale everything down, so repositioning and resizing has been thought about in order to increase legibility and engagement with the viewer. In the tablet version, the background has become hidden and the width of each line of text has been reduced to increase readability. With phones, space is at a premium so the social icons have been moved to a drop-down bar at the top, while the text now reaches to the sides of the screen.

https://instagram.com/nike/

This idea of advertisements that all share the same aesthetic could be used throughout different platforms such as Facebook, Twitter and Instagram. Seeing common images with a common theme could lead to more interest. A mockup example can be seen below.

I’ll have to contact either bands or their managers to determine not only if they want to play the festival but also many other factors. I’ll need to find out about appearance fees, accommodation requirements, catering needs, if they will be buying their plan tickets or ifwe are etc. Then I will need to tackle the negotiable fees, these fees may include but are not limited to how much the bands or artist will get per ticket and what percentage the festival will keep from merchandise sales.

I was also advised that it would be best to do the bookings through the Dancing High website and social media accounts, once contact is made business will be continued either over the phone of via email using bookings@dancinghigh.com.au.

While my role has a strong emphasis on international musicians it should also be noted that similar social media campaigns and searches for musicians will also happen within Perth and Australia's music scene.

Fashion/Clothing Designer

Some other less important roles of mine include filming artists perform at the event, documenting the crowds and the events of the night.

My job is pretty easy in the scheme of running a music festival, most of my work entails pointing a camera and making sure it's framed up right and in focus. As a filmmaker, I'm a person who conceives ideas and then hires others to do the hard work required to see it to fruition. It was because of this ability to innovate I was able to come up with the idea of a tower / skyscraper based rave.

The lighting for the building will include the stage lights; Strobes, Lasers, Heads and Scanners, Pars and stage Washlights.

Sound systems vary for different genres of music, as Dancing High is of multiple different genres the sound system throughout the building will have to be universal

to cater to the different sounds.

The signage around the building will have to be inclusive of the atmosphere or look that we are trying to create. The signage will include male and female toilet signs, the front neon light sign, bar signs, directions to stages/rooms. Some of the signage design will have to coordinated with Ben and Abbey to determine if the signs need to be of a certain appeal to audiences for advertising purposes.

mainly mood/atmospheric lighting that will be rather dim. The stage lighting will be bright, accompanied with the lazers, heads and scanners, pars, stage washlights and uv black lights. With an unlimited budget all the necessary lighting and props can be sourced from StoreDJ.

Geography and Anthropology.

Location and logistics.

I will be speaking with the City Council and the local government to organise the closure of all roads within one block of the event for all privately owned and commercial vehicles, all but emergency services and band members will be refused entry if not on foot. This will allow for easier crowd control and better access for emergency services.

People travelling internationally will have to make their own travel arrangements, however people travelling domestically will have the option of travelling via the Dancing High aeroplanes from Sydney, Darwin, Hobart, Adelaide, Melbourne, Brisbane and Canberra, or making their own way to the event. For the people of the host state of Western Australia, luxury coach lines will be running from Albany, Kalgoorlie, and bunbury.

Event goers will be encouraged to seek nearby accommodation to keep traffic of the Freeway to a minimum, as having the smallest impact possible on the local transport system will make Dancing High a more desirable event in the future.

Band transport will be handled by hand picked professional drivers in specially marked vans with police escorts, as their safety is of paramount importance.

Australian and international 

artists are displayed

across the many walls 

on each floor of the building

according to the theme of the

room. As one example, the

clubbing floor features neon

paintings to match the vibrant

mood of the party scene and

pastel coloured canvases

displayed in the peaceful areas

and floors of the building.