Parkway Drive: IRE Tour 2016
Purpose
These packages were used to promote Parkway Drive's latest album and accompanying tour 'IRE'.Format
Included in these packages are posters, various items of clothing, vinyls, bags and more.
Having various different formats is beneficial to the album's promotion because it can make a particular logo or image more recognisable as people will see it in more places.
It's also beneficial to have different formats simply because people have different tastes. A lot of Parkway Drive's merchandise is very dark to connote the 'dark' stereotypes of the music genre, however, the new album has a very simple house style of white and red. So this house style is carried through on the album's merchandise. It also provides fans with a lighter alternative for clothing.
The main photograph used for this package is that of the wooden artwork that appears on the album cover, which is then also used on the poster. This main image is used to denote the house style as well as becoming the most recognisable thing about the album.It's also beneficial to have different formats simply because people have different tastes. A lot of Parkway Drive's merchandise is very dark to connote the 'dark' stereotypes of the music genre, however, the new album has a very simple house style of white and red. So this house style is carried through on the album's merchandise. It also provides fans with a lighter alternative for clothing.
Content
The typography used in these promotions are mostly logos. This is done to denote something which is easily recognised by it's audience. The other typography used is for important information and dates. For example on the poster above, all the dates are San Serif block capitals. This is done so that it is very clear to the audience as to what it says. The actual dates are also in red, this makes them stand out so the audience can see them very clearly.
There are several different logos used throughout this campaign but the main ones are the band and album's logos. These are all serif fonts. In the Parkway Drive logo, the serif is used to make the logo appear barbaric and dangerous which are of course typical connotations of the genre.
The only colour used throughout this entire campaign is a very bright red. This makes everything appear very simplistic, the red is used for dates and logos to make them stand out.
Kerning is used to separate characters and make the text appear much clearer. It isn't used extensively in this package but it is used to make the tour dates very clear to the audience. The spaces between lines (leading) is more prominent, I think, and this is done so that the audience can clearly see what each date corresponds to.
There is a lot of white space used throughout this package. This is most noticeable on clothing I think, and I think this is done to make the logos very clear and more recognisable. It gives the clothing a simplistic look but it's still very clear what the clothing is promoting.
Style
The style used for this package is very simplistic. The design is very simple using mostly only logos. Most of it is in black and white with some red highlights. Red is used, I think, because the colour has connotations of danger and violence. Danger and violence are often associated with the metal genre and the album itself even has a song called 'The sound of violence'. It also contrasts very well with the white that is used in my opinion .
Layout
The layout of a poster is very important because it determines the way in which the audience will see the information presented to them. For example on this poster the Parkway Drive logo is placed towards the top and is the largest object in the foreground. This is to grab people's attention and make it clear to the audience that this tour is for Parkway Drive. Below this is the album logo because this tour revolves around that specific album and then below that are the tour's supporting acts.
These logos are not presented as largely as the Parkway Drive logos. This is done to show the audience that these are the supporting acts and not the main act.
At the bottom of the post you can see the dates for the tour. These centred to the poster and very clear to see.
Target Audience
I think this package is mainly aimed at a 18-24 year old male audience. The reason for this is that the Metalcore genre is predominantly made up of males around this age. The colours are very dark which I think have connotations of brutality and violence, and men are stereotypically more violent.
Regulation
The ASA (Advertising Standards Authority) regulate advertisements for a range of platforms. There is no harmful, offensive or misleading content featured in these packages, in order to meet ASA regulations. Whilst metal concerts are explicitly known for there violent scenarios, particularly the act of 'moshing', the package avoids breaching ASA regulations by not advertising these violent stereotypes in any way.
Download Festival 2016
Purpose
Format
Included in these packages are lineup posters, and a variety of different types of clothing that sport the festival's mascot and the various' acts logos.
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| Two announcement posters |
Lineup posters are used to gradually build up excitement surrounding the festival, these posters are updated each time new acts are announced.
Clothing and other merchandise is (mostly) sold at the actual festival over the years, as well as making the festival more recognisable as a brand.
Clothing and other merchandise is (mostly) sold at the actual festival over the years, as well as making the festival more recognisable as a brand.
Content
I think the most important thing in this package is, again, band logos. As it is a music festival, the aim is to attract the audience of those bands so it is important to have something that the audience will recognise. Overall, the colours used are very dark. As it is a rock and metal festival, these dark colours are used to connote the dark themes within this music genre. Red is again used to connote the danger often associated with this style of music.
All the images denoted in these packages are drawn, and are also used to connote the danger associated with heavy metal. For example, the poster includes images of fire and live cables also have very dangerous connotations.
All the images denoted in these packages are drawn, and are also used to connote the danger associated with heavy metal. For example, the poster includes images of fire and live cables also have very dangerous connotations.
Style
In comparison to the Parkway Drive: IRE Tour this package is a little more complex. This package features a lot more images than that of the IRE package. But this is most likely because Download festival is trying to reach a much wider audience. And so because of this they use images which attract the metal scene as a whole.Layout
Everything included in this package has a very small amount of white space, compared to the Parkway Drive package. This is done, I think, to really show the audience how many bands are attending this festival.Everything is very central so that it is easy for the audience to see. And as the festivals spans three days, the acts are separated in to three columns; again this is done to make it easy for the audience to read. The background is dark and relatively simple so that the white text stands out in the foreground. Leading is also used to separate the text so that it is clear to the audience that they are different acts.
Target Audience
I think this package is also mainly aimed at a 18-24 year old male audience. The models used to advertise the merchandise seem to be in this age range, this means the audience can relate the models and create an 'ideal self' encouraging them to buy the merchandise. The colours are very dark which I think have connotations of brutality and violence, and men are stereotypically more violent.
Regulation
There is no harmful, offensive or misleading content featured in these packages, in order to meet ASA regulations. Again, like the Parkway Drive IRE tour moshing and other violent acts are associated with Download festival but this package prevents breaching ASA regulations by avoiding these violent stereotypes in the advertising.
Reading and Leeds Festival 2016
Purpose
This package has been designed to promote the annual rock festivals, Reading and Leeds.
Format
Like Download festival, Reading and Leeds gradually release more line-up posters as more acts are announced to create 'hype'.
They have a common house style and logo which is also used on tickets, t-shirts and other merchandise.
Content
Of course the most important and main feature to be included in this package is, again, the logos of the bands playing at the festivals. The colours used here are however much lighter than those of the Download Festival package. The reason for this, I think, is that these festivals are reaching a much wider audience. Whilst Download festival primarily covers Heavy Metal (and all it's subgenres), Reading and Leeds host acts of Pop, Rock, Indie, Metal and more. Also, though Download Festival has a capacity of 110,000 Reading and Leeds have an overall larger capacity with approximately 80,000 to 90,000 people attending either festival.
The colours used are red and yellow, which still have those connotations of danger associated with the Rock and Metal scene as well as the modern Indie scene too.
Style
This package is more like the Parkway Drive: IRE tour package in the sense that there is not a massive amount of images used. T-shirts and other merchandise do however feature more images to make it quite clear that this shirt is promoting a festival. Another thing to note about the merchandise in this package is that they come in a wide array of colours and styles, unlike Download Festival which is [mostly] one style and one colour. I think this is again because Reading and Leeds is reaching out to an audience across multiple genres, each with their own tastes, styles, wealth etc.
Layout
Again, everything included in this package has a very small amount of white space. I think that as well as really showcasing how many bands are attending these festivals, it also has connotations of the busy atmosphere associated with festivals
The text is dark against a light background to make it very easy to see. The different days of the festival are again split in to three columns so it is clear to the audience which bands are playing which days. A large amount of leading is used, accompanied by some very thin borders, to make it clear to the audience which stage the acts will be playing on also.
Target Audience
I think this package is also mainly aimed at a 18-24 year old male audience. However, unlike Download festival I think Reading and Leeds are more likely to attract both an older and younger audience due to the wide array of acts that attend the festivals.
Regulation
There is no harmful, offensive or misleading content featured in these packages, in order to meet ASA regulations. Moshing and other violent acts are likely to happen at the festivals as well as heavy consumption of alcohol and/or drugs. However, this package makes no mention of this and therefore avoids breaching ASA regulations.
Tramlines Festival
Purpose
This package has been designed to promote the local annual festival, Tramlines. This takes place in various venues across Sheffield's city centre.
Format
Like Download festival & Reading and Leeds, Tramlines also release more line-up posters as more acts are announced.
They have a common house style and logo which is also used on tickets, t-shirts and other merchandise.
Content
Compared to these other packages, Tramlines is presumably on a much smaller budget. The reason for this is that it is only a local festival and until 2013 was completely free to attend. Because of this, they do not use the acts' logos and instead have their names written in block capitals. This still makes it very easy for the audience to read but is not necessarily as recognisable to fans as the acts' logos would be.
The colours used here are primarily a light red and purple. The colour purple has connotations of standing out from the crowd and being ambitious, which I think is representative of the Indie scene at Tramlines. Red is usually associated with danger, but I think the paler shade used here has connotations of the vibrancy and energy associated with the Electronic scene in Sheffield.
The two images here combine the faces of Van Mcann (Lead singer of Catfish and the Bottlemen) and Dizze Rascal, the two headlining acts. I think this not only adds an aesthetically pleasing piece of graphic design, but the two acts are still fairly recognisable to the audience.
Style
A lot of this package is very simple, and the main reason for this I think is due to the fact that this is a relatively low budget festival. I think this greatly appeals to the audience within the Indie scene, as Indie design work is also typically very plain.
These T-shirts by Geo Law are an exception as there is a lot more graphic design work going in to them. I think this image clearly reflects the energetic atmosphere associated with the festival. This t-shirt also comes in two variants, as seen above, to fit the various tastes of the people attending the festival.
Layout
Compared to packages like that of Download Festival and Reading and Leeds this is much more simplified. The poster does not specify which venue the acts will be playing and instead makes a point of who the acts actually are to draw in their audience. This is most likely due to the fact that Tramlines is a lower budget festival and it relies on the acts attending, rather than it's reputation to draw in an audience.
Leading is still used to split the various acts apart, though it is not made clear as to what differentiates these bands from one another. It is however made very clear that Dizee Rascal and Catfish and the Bottlemen are the festival's headliners through the use of a larger font and it's separation from other acts through use of leading.
Interestingly, the text is all aligned to the left whereas on other posters the text is aligned to the centre. This is perhaps because their are less acts than at other festivals and so not as much space is needed on the poster, hence that there is also use of white space in the right corner. This use of white space also makes the Tramlines logo stand out, further promoting the festival as a brand.
Target Audience
I think the target audience for this festival could possibly be slightly younger and more in the age range of 16-22. I also think that this festival is aimed towards people who fit in the C1C2D category. The main reason for this is that it is based in a city centre rather than a field like Download or Reading and Leeds, this means that people are likely to already be in the city centre at the time when acts are playing which enables them to attract a more local audience.
Regulation
There is no harmful, offensive or misleading content featured in these packages, in order to meet ASA regulations. Moshing and other violent acts are likely to happen at the festival as well as heavy consumption of alcohol and/or drugs. However, this package makes no mention of this and therefore avoids breaching ASA regulations.
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