DESAIN PROMOSI ALBUM SKETSA BAND
Oleh Mohamad Kemal Saleh : 1000848621 Kelas : 09PAU
SCHOOL OF DESIGN - VISUAL COMMUNICATION DESIGN UNIVERSITAS BINA NUSANTARA JAKARTA 2012
Abstrak
TUJUAN PENILITIAN, ialah... Membuat karekter gaya visual Sketsa Band sebagai icon baru yang memiliki diferensiasi di industri musik Indonesia. METODE PENILITAN Antara lain dengan mengadakan survei ke lapangan, interaksi dengan nara sumber, pencarian data melalui internet dan buku referensi. HASIL YANG DICAPAI Membuat masyarakat Indonesia mengenal dan tertarik terhadap sebuah band melalui album keduanya yaitu Sketsa Band. SIMPULAN Ialah perancangan visual promosi Sketsa Band sangat diperlukan sebagai wadah perkenalan dan promosi band tersebut agar dapat memiliki diferensiasi dengan band lainnya serta mengkomunikasikan karakter musik dan personal mereka secara tepat dan jelas.
Kata kunci: Perancangan Komunikasi Visual, Promosi, Sketsa Band, Instrumental.
1.
Pendahuluan Sketsa adalah duo gitar akustik yaitu Gerald Situmorang dan Dimas Wibisana. Sebuah
duo yang menawarkan warna musik yang berbeda dengan sentuhan-sentuhan pengaruh musik seperti jazz, bossanova, pop, country music, world music, dan banyak musik lainnya. Pengaruh musik-musik tersebutlah yang membuat sketsa mudah diterima oleh penikmat musik dari berbagai kalangan, umur, dan genre. Sketsa dapat menyuguhkan suatu musik yang berbobot lewat lagu yang terdengar santai dan easy listening.
Debut dari sketsa adalah PL FAIR 2005 "Village", suatu acara yang diselenggarakan oleh salah satu SMA favorit di Jakarta, dengan formasi asli 2 gitar akustik. Seiring sambutan yang responsif dari para penikmat musik sketsa mulai merambah acara-acara serupa dan mencoba tampil dengan format yang lebih matang, yaitu dengan full band. Terhitung selama lebih dari 3 tahun berjalan, sketsa telah tampil lebih dari 80 acara. Mulai dari acara-acara SMA, universitas, komunitas-komunitas jazz ibukota sampai perhelatan-perhelatan jazz terbesar Indonesia yang bertaraf internasional seperti International Java Jazz Festival (2007.2008.2009, & 2011) dan ASEAN Jazz Festival 2009 di Batam. Dan juga sketsa tampil di PL FAIR 2009 “Fire Fighter” dan berkolaborasi dengan gitaris ternama Tohpati Ario Hutomo.
Sketsa telah merampungkan proses pembuatan album perdana mereka yang bertitel “Childhood’s Dream” dan telah diluncurkan pada Januari 2010 yang bertempat di Barcode Kemang. Album ini dikerjakan dibawah produser Yuka Dian Narendra, seorang produser muda yang juga telah menggarap album ANDA, Bonita, dan GRIBS.
Pada bulan April 2010, sketsa masuk ke dalam nominasi “ICEMA (Indonesian Cutting Edge Music Awards) 2010”, dengan kategori “Favorite Jazz Song” dan lagu yang terpilih adalah “Childhood’s Dream” dari album “Childhood’s Dream”. Dari sepuluh band yang terpilih, sketsa
berhasil lolos ke lima besar bersama Tohpati, JavaJazz, SimakDialog, dan Barry Likumahuwa. Lalu pada bulan Juli 2011, sketsa kembali terpilih menjadi nominator AMI (Anugerah Musik Indonesia) Awards, dengan kategori Jazz/Instrumentalia Jazzy - Artis Penampil Solo, Duo/Grup Terbaik, bersama JavaJazz, Jubing Kristianto, F.A Talafataral, dan Indro Hardjodikoro.
2.
Konsep Desain Tipografi dipakai untuk memperjelas pesan informasi yang akan disampaikan dengan
menggunakan typeface decorative yang memiliki sifat unik dan ekspresif, dan juga typeface sans serif yang bernuansa modern serta memiliki keterbacaan cukup tinggi. Menggunakan ilustrasi nirmana datar sebagai kekuatan utama pada keseluruhan desain. Sebagai kunci dari jati diri album tersebut. Menggunakan pendekatan sintaktik agar adanya kesinambungan antara desain album pertama dan kedua. Maka gaya desainnya akan sama seperti album pertama. Ini semua merepresentasikan konsep album tersebut, mempunyai relevansi yang kuat. Menggunakan layout yang simpel namun tidak kaku dan terkesan tua. Namun tetap menunjukkan sisi ekslusif musik Sketsa. Media promosi menggunakan ilustrasi dan warna yang sama dengan desain utama, yaitu cover cd album.
2.1 Strategi Kreatif 2.1.1 Fakta Kunci Musik Sketsa merupakan musik yang belum diketahui secara luas oleh masyarakat Indonesia. Sungguh disayangkan mengingat jarang sekali ada band seperti sketsa jika dilihat dari jenis musik, kualitas musik, dan umur para personil band yang masih muda di Indonesia, bahkan dunia.
2.1.2 Masalah Yang Ingin Dikomunikasikan Memberitahu masyarakat Indonesia (khususnya Jabodetabek dan Bandung) akan keberadaan Sketsa di industri musik Indonesia melalui launching album kedua Sketsa.
2.1.3 Objektif Tujuan dari perancangan visual ini agar Sketsa dapat terus dikenal dan digemari oleh masyarakat Indonesia. Dan juga Sketsa menjadi sebuah brand yang kuat dan dapat bersaing dengan derasnya persaingan musik di Indonesia.
2.1.4 U.S.P. Album Band Sketsa "Different Seasons" Satu-satunya album instrumental yang berbobot namun easy listening dan dapat merubah mood pendengarnya sesuai dengan mood setiap lagunya.
2.1.5 Positioning Statement Satu-satunya duo instrumental yang musiknya berbobot namun easy listening sehingga para anak muda bahkan sampai orang dewasa akan dapat menggemari dan menikmati musik Sketsa.
2.1.6 Pendekatan Kreatif Pembuatan desain visual promosi acara Sketsa’s 2nd Launching Album “Different Seasons” dilakukan melalui 2 pendekatan, yaitu pendekatan rasional dan pendekatan emosional. - Rasional Pendekatan rasional menggunakan kekuatan teks yang berisi informasi mengenai album kedua Sketsa dan juga pelaksanaan event Sketsa’s 2nd Launching Album “Different Seasons”.
- Emosional Pendekatan emosional dapat dilakukan dengan berbagai cara, salah satunya dengan memunculkan karakter, elemen grafis, dan mood yang ingin dibangun dalam event tersebut pada poster, flyer, tiket, dll.Cara penyampain dirancang agar tidak membosankan tetapi tetap efektif dan informatif.
2.2
Strategi Desain 2.2.1 Tone & Manner Colorful, Ekspresif, Fresh, Eksklusif
2.2.2 Strategi Verbal Bahasa yang akan digunakan adalah bahasa inggris yang mudah dimengerti oleh target market. Simpel, agar memiliki kesan eksklusif. Menggunakan bahasa inggris karena bahasa inggris adalah bahasa universal. Meskipun target utama adalah Jakarta, namun tidak menutup kemungkinan bagi WNA untuk membeli cd sketsa ataupun datang ke acara launching album Sketsa. .
2.2.3 Strategi Visual Strategi visual promosi yang digunakan antara lain:
-
Tipografi dipakai untuk memperjelas pesan informasi yang akan disampaikan dengan menggunakan typeface decorative yang memiliki sifat unik dan ekspresif, dan juga typeface sans serif yang bernuansa modern serta memiliki keterbacaan cukup tinggi.
-
Menggunakan ilustrasi nirmana datar sebagai kekuatan utama pada keseluruhan desain. Sebagai kunci dari jati diri album tersebut. Menggunakan pendekatan sintaktik agar adanya kesinambungan antara desain album pertama dan kedua. Maka gaya desainnya akan sama seperti album pertama. Ini semua merepresentasikan konsep album tersebut, mempunyai relevansi yang kuat.
-
Menggunakan layout yang simpel namun tidak kaku dan terkesan tua. Namun tetap menunjukkan sisi ekslusif musik Sketsa
-
Media promosi menggunakan ilustrasi dan warna yang sama dengan desain utama, yaitu cover cd album.
2.2.4 Pemilihan Media -
Ilustrasi Album Sketsa
-
Packaging CD Album Sketsa
-
Name Style
-
Poster Album Sketsa
-
T-Shirt
-
Sticker
-
Poster Launching Album
-
Flyer Launching Album
-
Tiket Launching Album
-
Press Release
-
Action Figure
-
Packaging Action Figure
-
Paper Bag
-
Pick Gitar
-
Miniatur Panggung
2.3
Kesimpulan
Sebagai sebuah band instrumental, sebaiknya Sketsa memiliki desain album yang benar-benar merepresentasikan musiknya. Salah satunya adalah seperti metode yang dilakukan oleh penulis. Dan haruslah melambangkan Sketsa itu sendiri. Selain itu, desain album dan desain untuk promosi peluncuran album haruslah sangat menarik, terutama karena Sketsa belum banyak dikenal masyarakat Indonesia. Metode visualisasi musik melalui garis-garis yang didapat melalui survey sangatlah membantu dan merupakan salah satu inti dari karakter album “different seasons” tersebut. Karena musik mempunyai karakter yang amat kuat sehingga bisa merubah mood dan suasana, sesuai aransemen musik tersebut. Karakter dan warna pun disesuaikan dengan musiknya. Hal-hal ini menjadikan desain album tersebut lebih “bertanggung jawab”. Karena desain berbicara mengenai fungsi, bukanlah sesuatu yang bisa dibuat tanpa alasan dan relevansi.
PROMOTIONAL ALBUM DESIGN OF SKETSA BAND
Mohamad Kemal Saleh : 1000848621 Class : 09PAU
SCHOOL OF DESIGN - VISUAL COMMUNICATION DESIGN UNIVERSITAS BINA NUSANTARA JAKARTA 2012
Abstract
RESEARCH OBJECTIVES, is Creating a visual of the Sketsa’s character style as a new icon that has adifferentiation in the music industry Indonesia. METHODS Among others by conducting a survey into the field, interaction with resource persons, the search data via the internet and reference books. ACHIEVED Make the people of Indonesia recognize and are attracted to a band through the second album of Sketsa Band. CONCLUSION Sketsa promotional visual design is indispensable as a container band introduction and promotion of the band in order to have a differentiation with other bands as well as communicate their personal character and the music is precise and clear.
Keyword: Visual Communication Design, Promotion , Sketsa Band , Instrumental.
1.
Introduction Sketsa is the acoustic guitar duo Gerald and Dimas Wibisana Situmorang. A duo that
offers a different musical colors with touches of musical influences like jazz, bossanova, pop, country music, world music, and lots of other music. The influence of music is exactly what makes a sketch easily accepted by music lovers from different backgrounds, ages, and genres. Sketsa can deliver a weighty music through songs that sound relaxing and easy listening.
Debut of the sketsa is a PL FAIR 2005 "Village", an event organized by one of your favorite high school in Jakarta, with the original formation of two acoustic guitars. As a responsive response from music lovers began to explore sketch similar events and try to come up with a more mature format, ie with a full band.Accounted for more than 3 years running, the sketsa have been featured over 80 events. Events ranging from high school, college, jazz capital of communities to the event, Indonesia's biggest jazz event of international standards such as the International Java Jazz Festival (2007.2008.2009, and 2011) and ASEAN Jazz Festival 2009 in Batam. And also sketches appear in PL FAIR 2009 "Fire Fighter" and collaborated with famous guitarist Tohpati Ario Hutomo.
Sketsa has completed the process of making their debut album titled "Childhood's Dream" and was launched in January 2010 held at Barcode Kemang. The album was done under producer Yuka Dian Narendra, a young producer who has also worked on the album YOU, Bonita, and GRIBS. In April 2010, the sketsa into the nomination "ICEMA (Indonesian Cutting Edge Music Awards) in 2010", the category "Favorite Jazz Song" and the songs chosen are "Childhood's Dream" from album "Childhood's Dream". Of ten bands selected, sketsa made it through to the top five with Tohpati, JavaJazz, SimakDialog, and Barry Likumahuwa. Then in July 2011, re-elected as the nominee sketches AMI (Indonesian Music Award) Awards, with categories Jazz / Jazzy instrumental - Artists Viewer Solo, Duo / Group, Best with JavaJazz, Jubing Kristianto, FA Talafataral, and Indro Hardjodikoro.
2.
Design Concept Typography is used to clarify the information message will be delivered using decorative
typeface that has unique properties and expressive, and also sans serif typeface is undeniably modern and has a fairly high legibility. Using illustrations nirmana flat as a major force in the overall design. As the key of the identity of the album. Syntactic approach to the continuity between the first and second album design. Then the design will be the same style as the first album. This all represents a concept album, has a strong relevance. Using a simple layout but not stiff and old impressed. But still shows the exclusive musical sketches. Media campaigns using the illustrations and the same color as the main design, ie cd album cover.
2.1 Creative Strategic 2.1.1 Key Facts Sketsa’s music that hasn't been widely known to the public by Indonesia. It's a pity considering rarely there are bands like the sketch if seen from the type of music, the quality of the music, and the age of the band members are still young in Indonesia, even the world.
2.1.2 Communicated Problems Notify Indonesia community (especially the greater Jakarta and Bandung) will be the existence of Sketsa in the music industry Indonesia through the launching of the second album Sketsa.
2.1.3 Objective The purpose of the visual design in order to be able to continue this Sketsa is known and favored by the community Indonesia. And also the sketsa into a brand that is strong and can compete with the swift of music competition in Indonesia.
2.1.4 U.S.P. of Sketsa’s Album "Different Seasons" The only album by the instrumental easy listening and weighing but can change the mood of the audience according to the mood of each song.
2.1.5 Positioning Statement The only musical instrumental duo weighted but easy listening so the young man even to adults will be able to think and enjoy the Sketsa’s music.
2.1.6 Creative Approach The making of visual design promotion show Sketsa’s 2nd Launching Album “Different Seasons” is done through Seasons 2 approach, i.e. a rational approach and the emotional approach. - Rational A rational approach to using the power of text that contains information about the second album Sketches as well as implementation of the event Sketsa’s 2nd Launching Album “Different Seasons”.
- Emotional Emotional approaches can be done in various ways, one of which gave rise to the characters, graphic elements, and the mood that want built into the event on a poster, flyer, ticket, etc.How to deliver the designed so as not to boring but still effective and informative.
2.2
Design strategy 2.2.1 Tone & Manner Colorful, Expressive, Fresh, Exclusive.
2.2.2 Verbal Strategy The language to be used is English which is easy to understand by the target market. Simple, in order to have exclusive impressions. Use English because English is the universal language. Although the primary target is not yet closed, the possibility for a foreign national to buy the sketsa’s cd or come to the event launching the album of Sketsa.
2.2.3 Visual Strategy Visual the promotion of strategies that are used, among others : -
Typography is used to clarify the message information will be submitted using a decorative typeface has unique properties and expressive, and also a typeface sans serif-style modern as well as have the readability is high enough.
-
Use the illustration as a main power nirmana flat on the overall design. As the key to the identity of that album. Use the sintaktik approach to the existence of the continuity between the first and second album design. The style of the design will be the same as the first album. These all represent a concept album, have strong relevance.
-
Use the illustration as a main power nirmana flat on the overall design. As the key to the identity of that album. Use the sintaktik approach to the existence of the continuity between the first and second album design. The style of the design will
be the same as the first album. These all represent a concept album, have strong relevance.
-
Media promotions using illustrations and colour that is similar to the main design, i.e. cover cd album.
2.2.4 Media Selection - Illustration - CD Album Packaging - Name Style - Album Poster - T-Shirt - Sticker - Album Launch Poster - Album Launch Flyer - Ticket Launch Album - Press Release - Action Figure - Action Figure’s Packaging - Paper Bag - Guitar Pick - Miniature Stage
2.3
Conclusion
As an instrumental band, best album design Sketsa that actually represent his music. One of them is like the method carried out by the author. And shall represent the sketsa itself. In addition, the design of the albums and album launch promotion design to be very interesting, especially since not many known Sketsa of society Indonesia. Music visualization methods through the lines obtained through the survey is very helpful and is one of the core of the character album “different seasons”. Because music has a character that is very strong so it can change the mood and atmosphere, according to the musical arrangements. The characters and colors were matched with his music. These things make the album design more responsibility. Because of the design talks about the function, is not something that can be made without reason and relevance.
PROMOTIONAL ALBUM DESIGN OF SKETSA BAND
Mohamad Kemal Saleh : 1000848621 Class : 09PAU
SCHOOL OF DESIGN - VISUAL COMMUNICATION DESIGN UNIVERSITAS BINA NUSANTARA JAKARTA 2012
Abstract
RESEARCH OBJECTIVES, is Creating a visual of the Sketsa’s character style as a new icon that has adifferentiation in the music industry Indonesia. METHODS Among others by conducting a survey into the field, interaction with resource persons, the search data via the internet and reference books. ACHIEVED Make the people of Indonesia recognize and are attracted to a band through the second album of Sketsa Band. CONCLUSION Sketsa promotional visual design is indispensable as a container band introduction and promotion of the band in order to have a differentiation with other bands as well as communicate their personal character and the music is precise and clear.
Keyword: Visual Communication Design, Promotion , Sketsa Band , Instrumental.
1.
Introduction Sketsa is the acoustic guitar duo Gerald and Dimas Wibisana Situmorang. A duo that
offers a different musical colors with touches of musical influences like jazz, bossanova, pop, country music, world music, and lots of other music. The influence of music is exactly what makes a sketch easily accepted by music lovers from different backgrounds, ages, and genres. Sketsa can deliver a weighty music through songs that sound relaxing and easy listening.
Debut of the sketsa is a PL FAIR 2005 "Village", an event organized by one of your favorite high school in Jakarta, with the original formation of two acoustic guitars. As a responsive response from music lovers began to explore sketch similar events and try to come up with a more mature format, ie with a full band.Accounted for more than 3 years running, the sketsa have been featured over 80 events. Events ranging from high school, college, jazz capital of communities to the event, Indonesia's biggest jazz event of international standards such as the International Java Jazz Festival (2007.2008.2009, and 2011) and ASEAN Jazz Festival 2009 in Batam. And also sketches appear in PL FAIR 2009 "Fire Fighter" and collaborated with famous guitarist Tohpati Ario Hutomo.
Sketsa has completed the process of making their debut album titled "Childhood's Dream" and was launched in January 2010 held at Barcode Kemang. The album was done under producer Yuka Dian Narendra, a young producer who has also worked on the album YOU, Bonita, and GRIBS. In April 2010, the sketsa into the nomination "ICEMA (Indonesian Cutting Edge Music Awards) in 2010", the category "Favorite Jazz Song" and the songs chosen are "Childhood's Dream" from album "Childhood's Dream". Of ten bands selected, sketsa made it through to the top five with Tohpati, JavaJazz, SimakDialog, and Barry Likumahuwa. Then in July 2011, re-elected as the nominee sketches AMI (Indonesian Music Award) Awards, with categories Jazz / Jazzy instrumental - Artists Viewer Solo, Duo / Group, Best with JavaJazz, Jubing Kristianto, FA Talafataral, and Indro Hardjodikoro.
2.
Design Concept Typography is used to clarify the information message will be delivered using decorative
typeface that has unique properties and expressive, and also sans serif typeface is undeniably modern and has a fairly high legibility. Using illustrations nirmana flat as a major force in the overall design. As the key of the identity of the album. Syntactic approach to the continuity between the first and second album design. Then the design will be the same style as the first album. This all represents a concept album, has a strong relevance. Using a simple layout but not stiff and old impressed. But still shows the exclusive musical sketches. Media campaigns using the illustrations and the same color as the main design, ie cd album cover.
2.1 Creative Strategic 2.1.1 Key Facts Sketsa’s music that hasn't been widely known to the public by Indonesia. It's a pity considering rarely there are bands like the sketch if seen from the type of music, the quality of the music, and the age of the band members are still young in Indonesia, even the world.
2.1.2 Communicated Problems Notify Indonesia community (especially the greater Jakarta and Bandung) will be the existence of Sketsa in the music industry Indonesia through the launching of the second album Sketsa.
2.1.3 Objective The purpose of the visual design in order to be able to continue this Sketsa is known and favored by the community Indonesia. And also the sketsa into a brand that is strong and can compete with the swift of music competition in Indonesia.
2.1.4 U.S.P. of Sketsa’s Album "Different Seasons" The only album by the instrumental easy listening and weighing but can change the mood of the audience according to the mood of each song.
2.1.5 Positioning Statement The only musical instrumental duo weighted but easy listening so the young man even to adults will be able to think and enjoy the Sketsa’s music.
2.1.6 Creative Approach The making of visual design promotion show Sketsa’s 2nd Launching Album “Different Seasons” is done through Seasons 2 approach, i.e. a rational approach and the emotional approach. - Rational A rational approach to using the power of text that contains information about the second album Sketches as well as implementation of the event Sketsa’s 2nd Launching Album “Different Seasons”.
- Emotional Emotional approaches can be done in various ways, one of which gave rise to the characters, graphic elements, and the mood that want built into the event on a poster, flyer, ticket, etc.How to deliver the designed so as not to boring but still effective and informative.
2.2
Design strategy 2.2.1 Tone & Manner Colorful, Expressive, Fresh, Exclusive.
2.2.2 Verbal Strategy The language to be used is English which is easy to understand by the target market. Simple, in order to have exclusive impressions. Use English because English is the universal language. Although the primary target is not yet closed, the possibility for a foreign national to buy the sketsa’s cd or come to the event launching the album of Sketsa.
2.2.3 Visual Strategy Visual the promotion of strategies that are used, among others : -
Typography is used to clarify the message information will be submitted using a decorative typeface has unique properties and expressive, and also a typeface sans serif-style modern as well as have the readability is high enough.
-
Use the illustration as a main power nirmana flat on the overall design. As the key to the identity of that album. Use the sintaktik approach to the existence of the continuity between the first and second album design. The style of the design will be the same as the first album. These all represent a concept album, have strong relevance.
-
Use the illustration as a main power nirmana flat on the overall design. As the key to the identity of that album. Use the sintaktik approach to the existence of the continuity between the first and second album design. The style of the design will
be the same as the first album. These all represent a concept album, have strong relevance.
-
Media promotions using illustrations and colour that is similar to the main design, i.e. cover cd album.
2.2.4 Media Selection - Illustration - CD Album Packaging - Name Style - Album Poster - T-Shirt - Sticker - Album Launch Poster - Album Launch Flyer - Ticket Launch Album - Press Release - Action Figure - Action Figure’s Packaging - Paper Bag - Guitar Pick - Miniature Stage
2.3
Conclusion
As an instrumental band, best album design Sketsa that actually represent his music. One of them is like the method carried out by the author. And shall represent the sketsa itself. In addition, the design of the albums and album launch promotion design to be very interesting, especially since not many known Sketsa of society Indonesia. Music visualization methods through the lines obtained through the survey is very helpful and is one of the core of the character album “different seasons”. Because music has a character that is very strong so it can change the mood and atmosphere, according to the musical arrangements. The characters and colors were matched with his music. These things make the album design more responsibility. Because of the design talks about the function, is not something that can be made without reason and relevance.
