Create a fascinating visualization of one of the new musical releases from the Universal Production Music studio.
UNIVERSAL PRODUCTION MUSIC
AFTER EFFECTS
PROCREATE
PHOTOSHOP
PROCREATE DREAM
KIKI LEUNG
UNIVERSAL PRODUCTION MUSIC
CREDIT
SOFTWARE
Product modeling:
Obviously, it is important to have accurate modeling of the product. Other than hard surface modeling all the products, I also created custom UV maps for each of them.
LET'S DIVE INTO THE PROCESS!
SOUND DESIGN
After sourcing the track from UPM, it's time to edit it down to 10-20secs!
I used Adobe Audition to select and edit the particular parts of the music track to be the audio bed for the piece.
AFTER EFFECT
Time to recreate some of the assets in AE...
In order to maintain a procedural workflow, I recreated majority of the assets in AE (expect the character and the bg swoosh).
So now everything are adjustable:D
ALBUM COVER
An album would not be complete without a cover!
Utilizing the illustrated assets but make it eye-catching so people can
site it right away on the UPM website⭐️
WHAT IS UPM??
Home to the most innovative composers, songwriters and producers.
Delivers music that captures passionate audiences around the world!
Their mission is to help songwriters achieve their greatest creative and commercial potential! UPM are dedicated to shaping their careers and opening new creative and sustainable opportunities with their music.
GOAL 01
Attract younger, more gender-balanced demographic
(gen-z, people in their 20s)
GOAL 02
How to show that hand-crafted Universal Music is better
than AI generated Suno?
RESEARCH
CONCEPTS
01 SKY IS THE LIMIT
This concept focus on visualizing music’s impact
Keywords: complex, elegant
Elements: Ink like movement, watercolor spreading, radiate pattern
02 AMP IT UP!
This concept focus on the mission of the Recording Academy
Keywords: dynamic, diverse, Minimalistic build to complication
Elements: individual artist = the building block of the greatness of Grammys
FINAL LOOK
PREVIOUSLY…
After the Recording Academy rebranded in 2018, the Grammys introduced more colors and variations to the gramophone.
Since then, the awards have taken on a distinctly different look each year.
What could I create that has never been done before?
CEL ANIMATION
Some onion skin(layers) for you...
Other than organize and visualize the overall movement, it is important to maintain the "illustrativeness", so some of the bigger piece are animated frame by frame...Procreate Dreams really comes in handy here!
CEL GUIDE vs WORK IN PROGRESS
SELECTED ALBUM
During my research I discovered a "News" page on UPM's site, where they highlight their ongoing campaigns, trends, updates and etc."Shaping the World of Music"caught my attention. It is a campaign from UPM where they partner with production studios, experts to create a mentorship program and to provided women with a launchpad for their careers!
“our mission to increase gender diversity and inclusion within music. To achieve this, we launched 100% HER, an initiative designed to provide long-term development and career opportunities for women in production music.”
I thought this is a perfect campaign that reflected their core values, also a directtackle to the prompt: attract younger, more gender balanced demographic.
