Print Production Case Study 2

Two Door Cinema Club, originate from Bangor, Northern Ireland are a indie rock band that are pioneering the genre, alongside similar bands such as Arctic Money and The Neighbourhood. Forming in 2007, the band is made up of three members, Alex Trimble (vocals, rhythm guitar, beats, synths), Sam Halliday (lead guitar, backing vocals), and Kevin Baird (bass, synths, backing vocals). The band's debut album, Tourist History, releasing on 1st March 2010, was instantly selected for the Choice Music Prize for album of the year. Signing onto small independent French record label Kitsuné Music; this follows key conventions of the genre by signing onto a minor record label, thus displaying their attempts at maintaining a close relationship.
The band's following album, Beacon was released on 3 September 2012, debuted at number one on the Irish Albums Charts and reached number two in the UK Albums Chart. This success within the charts heavily increased the bands fan base, however, throughout this exponential rise, they continued to ensure a close and personal relationship with their fans, through social media and local gigs. This is an essential feature of Two Door Cinema Club's ethos and the genres as a whole; a key element that I wish to capture through Choose Wisely's brand identity and image, through print productions and music videos. Later producing two more albums with immediate success, seen through their features on BBC Radio 1 consistently. By appearing on popular radio stations, Two Door Cinema Club are able to generate an even wider audience, touching upon different genres and broadcasting their music into different demographics.

Within this blogpost I shall endeavour to analyse the specific single, 'Next Year', of which the track featured on their 2012 album, 'Beacon'; more specifically it's single cover. Following a fantasy styled design, giving the audience imagery of Snow White and fortune telling. This is very typical of the Indie genre, following a fantasy themed design, as it shows personality through outlining the artists interests, in this case fantasy and tales. Furthermore, this is commonly seen within the Indie genre, exampled by Florence and the Machine's 'Lungs' album. Similarly following the fictional style through vines and old dresses, which scream damsel in distress. Through making these wider links to films that their audience may have seen, and be fans of, Two Door Cinema Club are able to strengthen the connection to their audience and market their product further. In the background, a voyeuristic image of a women, connoting elegance through the purple sequenced dress, but enforcing a clear message of sexual deviance and voyeurism. The blocking of this image is important, by situating the symbolic and eye catching women in the center shot, the audience are drawn to it, immediately forming fantastical connotations and a seducing atmosphere. In addition, when considering the voyeurism, it has even more effect when applied to their marketing demographic, teenagers. Again, we see this symbolism employed through the women's long and glamorous nails, painted a soft pink, creating a innocent atmosphere, contrasting the rest of the image's connotations. Conforming with the fantastical theme of witchcraft and magic is the mystical and mysterious fog; possibly suggesting a sense of exclusivity, as if it needs to be contained or hidden. Further extending this, the fog almost begins to consume the ball, in which the band name can be seen, further emulating this exclusive and mysterious nature. Also, the fog can be considered as a reference to Shakespeare's play, Macbeth, with the scene of the fog rising from below the Witches upon the heath. In this play, the fog gives negative connotations and foreshadowing of ambiguity and uncertainty; when incorporated and applied to this single, could be used in the same way, suggesting mystery and surprise. In direct center shot is a fortune telling ball, following this foreshadowing theme with the fog and fantasy. The colour of the ball matching with the lady's nails, this time connoting hypnotism and beauty; holding illuminating qualities this ball instantly catches and draws in the audience. Cleverly partnered with the name of the band within it, the audience is exposed to the brand it's name. increasing marketability for the label and band. The tall and looming typeface gives connotations of fairy tales and 80's film; through prominent ascenders and descenders the typography further captures the viewers attention. At the bottom of the design we see the singles name, in an interesting American diner typeface once again following the pink colour scheme to maintain continuity.

This advert is for their tour in January 2013, as similar to the single, they follow a common colour scheme of pink and black, suggesting fluidity and togetherness. By using a image of the artist, a brand identity is formulated, this artist exposure is a key element of the indie genre as it maintains a close relationship between audience and band, essential to the genre. Also, this is strengthened through the blocking of the band, in center frame, complimented by a direct mode of address from the band, this connection is maintained. As seen under the image, ios the event locations and dates of the tour; the majority are in universities and academies, displaying their clear target demographic as young, university students.