Having attended the Rite Trax event at Golden Harvest in Sheffield a little while ago it looks like I may be performing at the next one. The experience of that first event was something good to say the least. Having such a range of different performance in an unusual setting and with such a range of people was really pleasant. There is nothing quite like the right sort of party crew – a couple of drinks, performance which went from live poetry readings to live electronica, artists displaying works and on top of that old favourite dj’s performing. Well!! Sweet! Things like this make a difference. It is not the usual crawl around particular bars and pubs, then perhaps a club and so on.
Moving from the drudgery of everyday working and business life you search for something more, a new palette to enliven your imagination and find so much in just the ordinary and everyday.
Design for music projects and other areas of entertainment has the same contraints as any design for a product or service. It is design for a purpose, even though you can have real fun while doing it.
Adding design to such – the content needs to fit. It should extend all that the project says, add further depth, possibly suggest other areas of intent, other possible areas of meaning, an expansion. Providing further references, emotion, semantic indicators.
Aromatiq, the brand, has been around for a while. It began as just an event at a local venue – the Earl. It continued, later, at the Redhouse. Originally it was based around broken beat, nujazz, nusoul, deep house, hip hop, intelligent dnb. It has expanded into chillstep, deep dubstep and chill house, as well as the revival of trip hop. The design here hopes to add further depth to all that the brand, the event, the mixes and the original music videos says.