We Are Instrumental In Shaping
Rave Culture
| 2023 | Outcomes, Insights, Concept Design, Digital Design
A self-initiated project, based around rave culture, specifically UK house music industry, finding a solution in how to diversify rave culture, through introducing a new brand that tackles this.
Concept:
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Analysing this problem and key insights, I’ve created a brand that focuses on representing minority talent, promoting a new way of raving, community building, whilst encouraging the consumer to participate in advocating for EDI*, whilst raving, something the consumer is very familiar with. Having the aim to bring less hierarchy between the artist and the consumer, but to focus more on the new sounds that new faces behind bring, how we are all part of the experience and less about the glorification of the artists. Holding the value of being more than a brand, but a community and safe space to celebrate identity and music, resulting in a new want from the consumer expectations from the industry of diversification, leading to a call to action from the house music industry to act. This brand focuses on holding inclusive events, promoted to the professional raver , who is socially conscious, alongside collaborations with other brands who strive for the diversification of music, with extra media/ outcomes that all add to the brands USP
My Roles:
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- Outcomes
- Concepts
- Twin motion outcome
- Branding
- Insights
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Key Insights:
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Equality, Diversity and Inclusivity Is Being Used As A Marketing Tool:
Within the house music industry, diversity is being used as a means of attracting consumers however, behind the scenes, the lack of inclusivity is astonishing, with minority groups being tokenised to fit into the industries appearance of equality.
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The Artists Playing Reflect The Consumer Seen At Raves:
With line-ups being heavily white, male dominated, this is reflected within the house musics' consumer, meaning minorities are forced out, leaving a white washed industry.
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Intersectionality Theory:
Identifying that there are many factors that contribute to peoples advantages and disadvantages within their social identity.
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The Consumer Is Un-aware Of The Lack Of Representation:
Further contributing to the tokenisation of artists, this keeps the industries hidden inequality deeper.
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Consumers Response:
Consumers respond better with incorporating a problem within something they are familiar with- for example, needing to incorporate the conversation of diversity within their relationship with raving.
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Socially Aware:
The consumer is becoming more socially conscious, due to their exposure of social media.
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New Niches:
The consumer is actively looking for new niches within house music, they're bored of the 'same-old raves'.
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Feedback:
" Your proposal for Boditude is showcased with striking interactive elements"
" Valuable case studies that have had a large impact on your own brand"
" Consumer profiles are well established, in showing what each consumers wants and needs are"
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" This project demonstrates a very good level of personal engagement and passion for rave culture, with a willingness to change things for the better!"
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"There is a range of creative ideas!"