OUGD601 - Practical initial thoughts

As the essay is beginning to take shape more and more, my thoughts towards the practical piece of work is developing. With the subjects of graphic design, electronic music and subcultures being the focus of my research, then the generic response for a piece of graphic design would be producing artwork for a particular DJ/producer. However, as I have continued researching and developing the essay, theory surrounding the themes such as Kraftwerk, subcultures, Warp Records and The Designers Republic have arisen that could lead to a potentially very interesting piece of design that links well to the essay but isn't too generic. The theory is heavily related to appropriation and the role it plays in electronic music but also design, therefore, a majority of my ideas correlate back to appropriation and how its critically examined in my essay.

Idea 1 / re-designing Kraftwerk albums as if they were being released in 2017

• This particular investigation within the essay focuses on the album packaging that was produced with the same attention to detail as the music, looking at the series of highly original and influential albums such as Autobahn, Trans-Europe Express and The Man-Machine. As these classic albums are an incredible body of work, exploring areas with the aid of graphic design as distinct as nuclear energy, motorway travel, the internet and telecommunications, concepts not normally associated with electronic music songs. These areas were communicated by using appropriation of images and objects that led to the the band having a visual culture of juxtaposition. Hence it allowed Kraftwerk to use historical alternatives which contrasted to the modernist models which were dominating the industry at the time.
• Therefore, the idea is to re-appropriate the albums in art style that is relevant to the modernist models of today, yet bearing in mind what Kraftwerk were communicating in the 70s and if that would still be relevant today. This links back to the essay as I discuss the importance of Kraftwerk's covers and how they communicated the bands hidden messages. 

Idea 2 / Looking at brands that have appropriated something with a negative perceived image to create something that is positive

• This idea is influenced by the tactic used by Kraftwerk who appropriated negative/unsuccessful imagery, movements and styles to prompt a better future. It was a concept that aimed to fuse utopian notions with nostalgic images to create an aesthetic tension that confronts the present. In my essay I discuss how it can be seen in Autobahn with the confrontation of Hitler’s ‘prioritised project’ to maybe show an era of social transformation following the war. Even more so in The Man Machine , with Kraftwerk’s retrieval of Lissitzky as he had once reflected utopian desires and futuristic anticipations, yet communicated a movement that ultimately failed.
• For this idea I aim to stay away from electronic music but use key theory from the essay and apply it to generic graphic design such as branding. I could create this for an already existing brand or create a fictional one, then select a negative subject from the past and re-appropriate it for the brands benefit.

Idea 3 /  re-appropriation of mass culture music

• Consumerism is examined with a focus on 'white label' identities in music and how 'underground' white label music is appropriated and consumed into mass culture. As when white label music is assembled and packaged with the aid of graphic design, the sounds that were once ‘underground’ become corrupted and appropriated into mass culture. The listeners or clubbers conspicuously admire innovative artists, but show a disdain for those who have too high a profile of being charlatans or operated 'media sluts'. Therefore, I want to focus on these 'media sluts' who are mainly UK chart music artists but not necessarily electronic music, for example Little Mix. 
• The outcome would most likely be a redesign of current album artwork but in style that is appropriating trends not associated with the typical UK chart artist. 

Idea 4 / Appropriation of underground artists

• This idea follows the same concept and theory of idea 3 but is basically vice versa. Instead, this time the artist would be one considered 'underground' then through visual language I'll aim to showcase them as mainstream and mass culture. 
• By examining current mainstream music artwork and applying it to a artist not normally associated with this particular aesthetic. Then testing it to see people perceptions towards a so called 'underground artists' who has trickled down the mainstream, will be an interesting experiement which links heavily back to the essay.  

Idea 5 / Commercialisation and appropriation in electronic music zine

• This idea looks into examples of commercialisation in electronic music, but also potential cases of appropriation in the scene, and how graphic design visually showcases this. This idea was influenced by two images in particular, which can be seen below. They instantly reminded me of the points made in my essay so I feel this idea could be best formatted in a zine, if I could come across more examples, like the ones below.