dissertation redone

By Taengon Yotfa

How musical culture being portrayed in poster design, looking through festivals and their posters and comparing and contrasting the signs they show within each poster.

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Contents

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ContentsINTRO

Chapter 1:

Music culture

Chapter 2:

poster design

Chapter 3:

Success of festivals

Chapter 4:

Questionnaire

Chapter 5:

Comparing and contrasting festivals and there poster

Conclusion

Bibliography

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with a contrast with the bigger festivals, the ones which one can’t

help but focus on. One will be briefly looking into how festivals seem

to have connecting themes of drink and drug use and how music

plays a big influence, not only on connecting festivals and drugs

together, but advertising a place were they are at easy access for

anyone, including minors.

When researching the festival posters we will be focusing

on the information it gives you for example bands, area, dates, age

restriction, how to get there. Briefly, looking at the hierarchy, asking

why they’re at the start of the list. Does the information connect

with the culture of the festival, aiming it at one type of audience,

restricting the age so it’s more of an older type of festival?

When investigating where the festival is from, is there any

If we take a look at festivals,

specially music festivals, and

what can they mean to an

audience, through an analysis

of signs and symbols we will be

able to discuss what brings focus

to how they reach out to music

lovers on a worldwide spectrum,

through their intuitive poster

designs and advertisements,

investigating what type of

festivals there are out there

and where the festivals are and

slowly finding out which festivals

are most popular, throughout

Europe that is. One shall start

with a bit of background

research on festivals that are

small, seeing what makes them

popular in there own right but

not going as far as analysing the

poster designs and expanding it

and using the same out look, but

INTRO

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connection to the design does

it show any similarities with the

country’s colour or image like

the countries flag, and culture

entities? Examining the poster’s

and seeing if there are any major

sponsors, that may be locally

sponsored or if there more of

major company leadership,

helping them out, which also

can be considered a big factor

into the festivals appearance.

And also why do you think

the company are sponsoring

the festival, is it perhaps to

also to give the (company)

more business across different

media. If we are able analyse

why there is a big demand for

festivals in the recent years,

looking through the relationship

between festivals and tourism is

it because of more leisure time

being taken from people. Would

you even say a festival is more of

a leisure able event/activity?

For one to gather

information on two subjects

festivals and their poster

designs, asking questions specific

to the topic, and seeing if both

give the same information

when connected together, and

hopefully revealing definitive

answers to these set questions

on the this topic.

While researching

four of the main festivals in and

around Europe, discussing what

they are about and how looking

at the semiotic signs within

them and arguing why they are

so different, but with an aim for

the similar sort of atmosphere

and experience, almost like the

people’s experience is driven out

from what the poster art is trying

to portray.

Through a study of

the culture of music festivals,

we will see how they are

represented though their poster

designs and artwork, and of

course looking into the true

meaning and reason behind

the actual festival itself. We will

be able to look if there’s a big

influence with the interaction

of its people and music lovers.

The most important thing which

will brings our investigation

together will be how the poster

designs actually brings the

audience into the ‘experience’,

also delving into how the type of

music is being portrayed within

the advertisement, and the

stereotypes of a certain genre.

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Most people often think festivals are something people go to in order to have fun, but

there are also other things behind it that make it fun, such as the reason why that fes-

tival is there and what type of music is played there. Looking specifically at the music

festivals, which are mainly held outdoors, with thousands of people attending and camping in a

large area for 2-3 days. At these festivals there are a lot of entertainment acts involved, which fea-

ture numerous musical performers and bands of a certain genre. The majority of the time these

festivals are based around a theme. Looking at the festivals and what the most popular sorts of

genre there is out there in Europe, there are three that stand out the most within music festivals.

These include rock, Dance and Pop (ular) music culture

Chapter 1:Music culture in festivals

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Rock culture came from a lot of evolving types of music from rock n roll, rock music separates a lot into different subcultures through the eras from heavy metal, punk rock, Indie rock and many more, all having the electric guitar as a bass to the music.

Dance music has a wide range of sub culture within the culture itself. The main types associated with dance culture are Trance, New wave, House (UK Garage), Dub step, Drum and Bass and many more. All these types of music have a lot in common; they are mostly played by DJs with a mixture of sounds they have mixed on there own computer. This genre is associated a lot with dancing and moving to the beat.

Pop music is the well known abbreviated word used for popular music; this genre is mostly aimed at people and what they think, which is a crucial role of popular music,” For pop list, however, the importance of attaching itself to popular culture goes beyond the fact that popular culture is

“well liked by many people” De Cleen, Carpentier, 2009

Rock

cul

ture

Danc

emus

icPo

p (ul

ar)

cul

ture

You can see that these festivals are different but all have a common ground to Looking at the best festivals

in Europe they all seem to have a long background of culture and heritage. Through the years festivals have

become a big part of there country and how they advertise the way they bring in tourism. If you think of it

festivals are really a leisure activity where people go to have a good time and relax. When looking at when

festivals take place they are mainly set in the summer. The festival season in Europe is between the months

of May and August, however the majority of festivals take place in July, as this is the season when students

and schools are out for there holidays. Most people pick festivals for the genres they associate themselves

with, for example if you were a rock band you would go to a rock festival because that’s where you would

expect the audience to be. Usually, the pop culture festivals, which take place, tend to have the same line

as they are targeting the same audience. Pop culture festivals are usually the most popular and attract the

Chapter 1:Music culture in festivals

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largest crowds.

You can see in festivals there are a lot of similarities in them

and in the research you can see it has a high amount of factors that make

festivals popular. One of the main factors in festivals are the usage of

“Dance/rave/house genres have been associated with increased frequency of use of ecstasy, speed, tobacco, alcohol, solvents, cannabis, inhalants, amyl nitrite, cocaine, LSD, benzodiazepines, ketamine, ‘rave drugs’, ‘hard drugs and poly drug use. ‘Seattle grunge’ has been associated with cannabis and amphetamine use, rap music has been associated wit crack use, metal has been associated with alcohol, tabacoo and cannabis and both rap and metal have been associated with use of any illicit drug. Pop music has been shown to have a negative association with alcohol and cannabis use. “

LIM, M, HELLARD, M, HOCKING, J, SPELMAN, T, & AITKEN,

drugs and how there is a big association between

drugs and musical preference. The statement be-

low explains the association of drugs with music

festivals and also with particular genres of music:

This statement shows that illicit drugs are the

main drugs associated a lot with music festivals

Continued...

only because they are an easy place to experience

new things with the younger generation. As a

large number of people are selling and giving out

drugs at these festivals it makes drugs easy access

for everyone. You can actually see that music and

drugs are associated with each other a lot and can

even be shown a lot in poster design.

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Chapter 2:poster design

Poster design is mainly a large piece of printed illustration

or typography that advertises information for products or

events that are happening around the area. As posters are

found everywhere they have a huge impact on people’s opinions

and can change the decisions people chose to make. When a poster

is designed there is always a reason behind its design and there is

always a target audience in mind.

In the introduction of Effective poster design

“Your poster should be an eye-catcher, containing a brief message, understood at a glance. To achieve this “three second hit.”

Osterer, I 2011,

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They can see if a poster design is successful when they have thought of the layout, colour, text size, style

and type, paragraph formatting, visuals, space. The main points which need to be considered in the

production of a good poster include:

Clarity message immediately clear to the reader, people normally remember 7 items on a poster, the things have to be easy to remember

Relevance everything on the poster should be relevant to the subject of the poster look if there is something else on the poster that can change the subject of the poster

Concision it is every word on the poster understood and necessary on a poster and the information is minimal on it that still shows it how limited as possible.

Appeal if it doesn’t appeal to you it wont appeal to anyone it should be as appealing as possible attracting attention to the right target audience but also not distract them from the message it is sending. Usually a poster is best when simple.

Readability if you can’t read a poster it wouldn’t really be doing its job, if you cant read it from 1-2 metres, it may need to be changed to a bigger font.”

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Posters have so many factors to them and there is so much that can bee seen within posters if you

look carefully into them. I will be looking at these factors through each poster, seeing if it does have

all points and the design and if it is missing something in it that makes it not as successful.

In the posters there are more in-depth signs within them and you can call this

the study of signs and symbols

In the Saussurean model of the theoretical approach to semiotics he looks at the signifier and the signified,

the signifier is the word on the page, the facial expression image used and the signified is the concept. For

both to work together they must have certain features:

“A sign must have both a signifier and a signified. You cannot have a totally meaningless signifier or a completely formless signified and photography sections.”

Chandler, Daniel. 2007

which is semiotics,

“Semiotics involves the study not only of what we refer to as ‘sign’ in everyday speech, but also of anything which ‘stands for ’something else. In a semiotics sense, signs take the form of words, images, sound, gestures and objects.“

chandler,2007,2

Continued...

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Putting the signifier and the signified together they make up :

Sign:Which is the smallest unit of meaning. Something that can be used as a communicate .

Symbolic signs: signs where the relation between signifier and signified is purely predictable and culturally precise.

Iconic signs:signs where the signifier match the signified like if there was a picture that resembled the word.

Indexical Signs: Signs where the signifier is caused by the signified for example you can use plastic and plastic bag.

Denotation: The most basic or literal meaning of a sign, e.g., the word “rose” signifies a particular kind of flower.

Myths:A combination of 2 different signs that make up an oft-told story with elaborate cultural associations, e.g., the cowboy myth, the romance myth.

Connotation: Are the cultural meanings of signs; or “signifying signs,” signs that are used as signifiers for a secondary meaning.

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So looking at a music festival poster [figure1] as

an example of semiotics:

Here is the Woodstock music and art fair festival.

Continued...

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Doves and turtledoves were the only birds that could be offered in sacrifice, as they were clean according to the Mosaic law, The dove was the harbinger of peace to Noah. It is often mentioned as the emblem of purity. It is a symbol of the Holy Spirit, also of tender and devotedIn this poster you can see that the main signifier

is the words 3 days of peace and music

and the signified is the picture of the dove. You

can see that the symbolic sign within this poster

is purely predictable, showing the iconic picture

resembling the word peace. Peace meaning stating

the mutual harmony between people and group is

the denotation. The dove means that it is a specific

type of bird The Connotation of both these words

are similar as the word peace represents the dove

signifying innocence. Giving the myth that doves

have always represented the word peace in many

years even used in the bible where

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In each festival there is often themes within them each

year and it shows within the poster design and the event

itself. Giving it a message or sign within the festival not

only through the music but also to spread ideas of social, po-

litical, or religious nature to their audience. But then there is

a question, do people really recognise the themes within the

festival. Here you can see the example of the Pink pop fes-

tival in the year 2008 had the theme of devil angel [figure 2]

and in the year 2009 they had the theme queen pop [figure

3].

Looking at how successful festivals are and what

makes the successful poster for it, a successful festival

normally has the better line up but recently most festivals

have the same line up depending on the type of festival it

is, but what makes those festivals even better. The factors

are mainly looked into festivals are Ticket price, Travel costs,

Theme and Line up quality. When analysing the dates of

the festivals they all start from May to September, all prime

times for summer holidays. This is normally why people say

that festivals are a leisured event for tourism, in the journal

they say

A phenomenon in which people from outside festival locale visit during the festival period

Quinn, B 2006

Cha

pte

r 3:

Success of

festivals

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These more aiming that festival are a tourist attraction, in my point of view, I agree that it is, its something that attracts a lot of people to the place and not in a small amount of way but a large amount. This is why there is a relationship existing between the growths of festivals because there is a big tourist demand. With a tourist demanding this also helps the cities or places they are at

giving them a clear city branding. For cities that started off with traditional events now they have used that as a tourist attraction for example like festivals in the England Glastonbury, it started as a small festival in 1970 with only the cost of £1 with also free milk having only 1,500 attending the festival, but recently for the 40th anniversary in 2010 135,000 people attended. One knows that festivals are big but recently they are getting bigger here we can see that festivals is a tourist attraction

Nowadays most countries, regions and cities have a musical festival such as a jazz festival, a rock festival or a classical festival. Festivals are considered as one if the fasted growing types of tourism attraction”

Leenders, MM 2010,

When thinking of a successful festival there also the factor of the atmosphere you wouldn’t want a dull festival that isn’t cheerful, happy, active or relaxed, you want all them fun factors and that’s that these festivals portray.

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Two questionnaires were

given out online asking

questions about Posters

and festivals.

The first questionnaire was

mainly about posters, logo and

fonts, these questions are mainly

associated with what the second

chapter was on about, how is

a poster successful and seeing

what the people really think of

them. Analysing the questions

one noticed that image is a big

factor in festival posters as one

asked if imagery is a big factor

and 75.9% of the people said

yes and you can see that the

importance of imagery in posters

also asked in a list of items

asked, what would be the first

thing that catches your eye in

posters what came second was

image. But what also had a big

factor in posters were Colour

with 75.9% of people saying that

colour was the biggest factor in a

poster, asking the question what

kind of colours are you mainly

attracted to a lot of people said

bold bright colours that are

striking and memorable which

connects with a lot of chapter 2

which talks about how posters

have to have clarity, they also

said that black or dark colours

giving it a contrast. I also asked

what people looked in posters,

seeing if the hierarchy made in

poster design worked, people

voted in order of most seen

first in the poster was title,

information, date and time.

You can see here that hierarchy

does work because these are

the information that would have

Chapter 4:questionnaire

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Looking at [figure 7] people struggled to identify where the fonts came from, the font they identi-

fied was the Leeds/reading, they couldn’t figure out the other fonts because they where from abroad. But I

was surprised that people couldn’t really guess the Glastonbury font, but to more of a surprise looking at [fig-

ure 8] the logo designs would have been easier for people to remember and notice but still like [figure 7] they

only knew the reading/Leeds logo. When looking at what festivals people knew Glastonbury was very popular

but in the survey only a small amount knew the logo, and when speaking to people they seem to have no

idea what it looked like but still Glastonbury is one of the biggest festivals in Europe, but what else makes

it popular? Looking from the other research it seems atmosphere and word of mouth is also something to

consider as well Glastonbury represents a lot of things and is run by charities that help the world.

So looking at the results the biggest factor within posters from the people’s point of view is colour,

something that will attract them to looking at the poster will make them consider going or researching the

event more.

been shown in different type sizes making people look at the main focus of the poster.

The most interesting of the research was of the how little people new of the logo and type of festivals, given people their 2 images of 4 different events and the had to figure out which event they came from [figure 4] are the fonts and figure 5 are the logos from each festivals I had chosen, they where Roskilde, pink pop, Leeds/Reading and Glastonbury

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For the second questionnaire it was based on

festivals, looking at what kind of festival people

have been to, the most popular were Leeds,

reading and Glastonbury this was something easy

to predict because of the first questionnaire people

had only seemed to know them more than others

but looking at the results most people that hadn’t

gone to big festivals went to easy local festivals

that are non-profitable. When looking at the age

range that went to festivals it was mainly men and

women between the ages of 18-25, which also

expected because of the atmosphere festivals are

considered places of partying and drinking and

drugs, things that attract young students to them.

When looking at if people travel away to festivals

there was a lot of people that did and with lot

of people, looking at the results 46.2% of people

travel with 4-6 people, which makes of the question

what influenced you to looking at a certain festival

with a high vote of friends with 84% seems that

people are a big factor of advertising for festivals

as word by mouth is the best way to get people to

events. But looking at the rest of the results posters

came third as websites came second, showing that

print is slowly being pushed out by the internet

and a more direct look at websites which will

have more information. Looking at both of the

questionnaires were two questions that seemed

to connect together about what people look for in

posters and what influences people more to going

to festivals, As I was analysing poster I noticed

they don’t put the price on them but people chose

Continued...

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price as something that would influence them

more, also this giving websites an advantage over

posters as they give more of the information.

Asking what genres people would most likely to go

to people chose Rock, Indie and a variety of music

followed close by with dance and drum n’ bass

which are in the same cater subculture as dance.

Which surprised me a lot because I thought pop

would also be in the top 3 because its only popular

because of the people, showing that people don’t

always follow the crowd and go for there own

culture. This also connects with the influences in

going to festivals as popularity of festivals came

out that 23% of people would chose it for that

reason. Which also give the question most of the

reason of going to a music festival is for the music

that is there with 97% of people saying that the line

up of the festival is a big factor of it all, that is the

reason they would pay 50-200 pounds to go to the

place and that is just for the festival, there is also

travelling to consider which people say they would

travel for to go to a festival.

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This first chapter looks at the rock poster design and the first

poster design will be is from Roskilde festival and analysing

how it uses signs within there posters to show the hidden

message within its advertisement and looking how it suit

the rock genre poster design. Looking at the aspects and

factors in chapter 2 of poster designs. Examining this poster and seeing

if it has all the factors spoken about in the second chapter, looking at the

poster you can see that it is showing a message immediately with a lot

of things to remember like the women’s face and the sign she is using

with her hands, The way they have used relevant subject to the poster

is shown because it is a rock festival, with the women showing the rock

sign. The concision of the poster is a bit different as it has to show a lot of

information but it does have space and with all the images and wording

Chapter 5:Comparing and

contrasting

festivals and

there poster

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As well as looking at the appearance of the poster there’s also the hidden sign with in the poster

design. The signifier in this poster is the words “join the feeling” and the signified is the young women doing

the rock sign with a very confused expression. The rock sign is a very symbolic sign that is used a lot in rock

and metal, meaning the devil with its two horns which is very predicable as its for a rock event and the usage

of the women representing real people. There isn’t much of a connection with the signifier and the signified

as gone the feeling more aims at the atmosphere but it does connect with the way the poster itself uses

colour giving it a feeling of rock. The point the picture and the wording connect together making you should

come and feel the rock sensation. Making the signifier and the signified connected giving you a cultural feel of

the poster. Looking into the two different signs they give a myth of where the rock sign which is

are associated with the event and the subject its showing. The Concision, it is every word on the poster

understood and necessary for the message it is giving on the poster and if there is information is there

minimal on it that still shows it how limited as possible the information should be. For an event poster

it does look very simple but it shows the hierarchy very well using the different sizes of the main line

ups of the event.

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The second poster is the reading and

Leeds poster, both events are sister festivals that

have the same style and have the same acts, this

poster is very type based with a clear aspect,

showing you that the most important thing in the

festival are the acts and is focused In the music.

Everything in this poster is relevant to the event

showing every performance and sponsor, there

isn’t anything in it to say it isn’t focused about the

Continued...

event giving the all the necessary information. In

this poster the appeal is mainly the band names

at the top, which would be the headliners who are

the popular/well known bands at the time, which

is the big factor of the poster, which is attracting

attention to its target audience but the headliners

don’t distract the audience from the other bands

also appearing at the festival. This poster would

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be used for billboards that are really big but as the type used is clear it would be very easy to see from far

especially with the background being bright and colourful.

When looking further into this poster it has a lot of signs for a very typography based poster. With the

festival being all about the music, it also gives you the feeling of what the festival can represent with the

poster being in yellow the connotation giving you that cultural meaning of youth, fun, happiness, sunshine

and a light playful feeling, telling the audience that is what the atmosphere of the festival is. Yellow is a

very cheerful and energetic colour. The main type on the poster is all in thick bold capitals which mainly

means that you’re shouting at the audience but in a negative way, but it is also can mean that your trying

to demand attention, trying to get the audience to look at all the line-ups in the

Festival and with the fact that the bigger the size of the text there the ones they want you to notice.

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Going through each chapter and

looking at which festivals are

popular, one can see that a lot

of them are in Europe and have

been around for a long time,

all these festivals have been

associated with drugs and using

there as a basis of the festival

and the way people think of

festivals have been called many

things from leisure activity to

a big party. With the outlook

of a festival being a party and

music, these factors turn into

the usage of drugs and looking

at each different type of music

drugs are used a lot in festivals

but for each different music

culture it seems that they have

different sorts of drugs being

used. The reason can be seen as

in dance music people use drugs

that make them more awake

and energetic but for something

smoother like popular music

people use drugs that would

make them relax like cannabis to

chill with the music.

Looking at why people travel so

far for festivals, there are many

reasons for how far they are

travelling, seeing the research

and the way people say that

festivals are a leisure activity, so

people who have finished for

there holidays now pick festivals

as a new idea as a holiday, but

they audiences that do go are

mainly the ages of 18-25, mainly

students that want to have fun

and relax and have fun with

there friends. With the research

you can see in the [appendix in

questionnaire 1] looking at what

people have chosen as the hi-

erarchy that people only picked

festivals because of the price and

the location, although people

gave alcohol and drugs a very

low score, even though they are

mainly the biggest substances

used in festivals next to food.

When looking at all these types

of posters together ===and

seeing how successful they

are they all work out to be Conclusion

27

very successful posters for what they are advertising. They all show

what type of cultural genre each poster is about example you can

see that the Roskilde poster [figure 4] is aimed for people in the

rock culture because of the usage of dark colours and the signs used

in it compared to the Pinkpop poster, [figure 2] which uses a lot of

bright colours which change the atmosphere of what there trying to

portray in the poster. But then in the reading/ Leeds poster [figure 5]

they aren’t just advertising the festival itself but the line up, showing

you they have a variety of bands that make it good giving it a very

alternative feel to what the festival is about, whereas looking at the

Glastonbury s 40th Anniversary poster it is showing you the heritage

of the festival and how it has

grown since it first started. When

comparing the posters there

were a lot of factors in them as

they where very the same, they

all are very informative pieces

of work that show the same sort

of sign, inviting people to some

the festival and showing them

what the atmosphere would be

like in the way they use there

colour. The way the images have

been used all are relevant to

what they are trying to show

in each poster giving a sense of

belonging to that sort of culture,

specially the Roskilde festival

and using the rock sign which is

associated a lot with rock bands,

with people from that culture

using it as a sign of “you rock”.

Something that is very different

about each of the posters is its

character; they all seem to send

out there message in a different

way, either through image text

or information. But most of all,

all the posters give you a great

feel of how the festival is about

and how the ‘experience’ will be,

all telling you a story and shows

you the way they use certain

stereotypes for each genre.

28

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