Publication Research -Hip Hop / Conventions - Books

Hip Hop

Hip Hop is known as the, most dominant form in popular culture, most creative, most innovative. most inventive.

Therefore these ideals should be communicated through the publication, using innovative and inventive design strategies, which haven't been used before or not being copied from other publications. 

‘There are no constraints within this art form’ - Grandmaster Flash
This idea can be explored through the design of the publication, experimenting with breaking from the grid, and uses of typography and going against the so called 'rules' of graphic design and seeing how far these can be pushed and broken. The design could try and not constrain to any rules or existing ideas.

The adjectives describing hip hop consist of volatile, vibrant and innovative. It is discussed a lot that hip hop is always developing and is fresh and new. Therefore an identity and niche needs to b developed and in hip hop you need to be the first and not the second. Hip Hop's development was organic and self sustained. 

Graffiti

The term graffiti comes from the greek word - ‘graphein’ ‘to write’ or ‘draw, other words which use this suffix are typography, calligraphy geography and photography. 

Also means inside, etch, draw and sketch. 

Graffiti, graffito or sgraffiti have a italian semantic origin. They mean ‘drawing’, or the act of scribbling on a flat surface.  Originally referred to the signs found in ancient roman architecture.

Sgraffiti - widespread artistic technique during the renaissance. 

Graffiti - Technique in making an incision in the painting of a wall that involves exposing along the line of incision made in the exterior white pain in the undercoat colour of the wall.  - Partially removing the top layer to reveal a different undercoat colour. 

Graffiare - produce an indentation of a greater or lesser depth. *embossing/debossing*

Graffiti was a new form of urban organisation of a system of exchanges of signs. Constant communication between individuals.  Graffiti was carried out in cover advertising spaces in the subway ' we were doing our own advertising, how were the adverts any worthier than the colours we wanted to put on them' - QUIK. This idea of a fight against commercialism. Which can be communicated through the publication by moving away from advertisement and creating a unique and special piece of design.

Typography

Graffiti and typography were very important through the development of hip hop. The style was very elaborate and a singular cursive style, using long, serif letters, which was a style that was recognisable to all. Specialised terminology consisted of, Block Letters, Leaning Letters,  throw ups, chrome and blockbusters.  Long letter, they became increasingly complex and distorted, only those who understood could decipher the words and letters. This idea can be communicated through using this cursive, graffiti style typography within the publication and using it over the portraiture making it unique to each of the artists within the publication. Instead of commercially printing, the type could be spray painted on after the printing process. 

Colour

STAY HIGH 149 - Used two superimposed colours one for the bottom layer and one for the top which added depth and relief to his lettering. PHASE 2 - Made sure each letter took on a form of it’s own, thickening the body of the letter and the use of colour. These came well before the concept of fonts therefore this can be seen as the beginning of using typography as a form of communication through art and design. This idea can be experimented and explored through the publication using colour only within the typography and only using a two colour scheme. ‘In the station is grey and gloomy  and all of a sudden a graffiti train slides in and brightens the place like a big bouquet’ - Claes Oldenburg. The colour can be used carefully and in small parts throughout the piece to contrast the darker colours of the photography and text. When Banksy came around, it brought an aesthetic of anonymity.  Other people to look at include El Seed - Calligraffiti, Poesia - Graffuturism and Brassai - Photographer of streets. 

Michael Anderson - Represents material desire and mass-market imagery. The five deadly venoms - hip hop culture placed alongside star was characters - juxtaposition suggests that two forms of popular culture are part of a larger expression of global culture that ‘samples’ from all expressions. Shows that hip hop as an art form also uses sampling. Bringing these ideas into the communication of the publication, to step away from mass market and the commercialisation of hip hop, as underground hip hip is not seen as mainstream, and take a step back to the beginnings of hip hop and communicate these ideals and history through the piece of design.

Israeli Hip Hop - 2008

Jessica Simpson's Mexican Hypnotist - 2009

Jarmusch/Buddha Trinity - 2009

Vince Fraser - Discusses portraiture as the historic scaffold of hip hop and how they portray the mass commercialisation and the aesthetic of advertising.  Portraiture  and the aesthetic of advertising. The forming of a brand. The themes of the extravagance of hip hop and the exclusivity of it’s upper realms and the commodification of hip hop culture. This could be explored within the design by defacing or changing the portraits in some way, making a more human approach rather then business. Musical, visual, verbal , fashion have become a common language for 3 generations. And it’s economic impact is a consequence with which the world’s corporations must contend. 

Icepanda 

Pharrell Yellow 

Work and Play

Luis Gispert - Juxtaposes the hard edged urban aesthetic of blog with the romanticised the material utopia with the natural utopia, samples from the past. Modernisms challenge to the painted surface - the photograph. Sampling still remains a particularly hip hop aesthetic today. Exploring the hip hop age of luxury and excess. Hip hop has lost the essence for what it was originally created. - This publication will go back to those roots, try to communicate to un-commercialise hip hop. Hip hop is a way of communication , a way of expression, a way of spreading information. Its the voice of the people and what they’re going through. There are always real people who care about voicing real issues. Direct, unambiguous, street-influenced mode of communication. Through the publication display how the underground hip hop artists are different to the commercial hip hop that is in the public’s eye. Make the publication affordable and go back to the roots of hip hip as those seemed to have been lost due to the commodification that hip hop has now become. 

Coach Mark - 2011

Gucci Gloom - 2011

Burberry BMW

Beyond Bling Voices of Hip Hop Art - McLendon

A Street Art Anthology - Magda Danysz

The Hip Hop Years - A History of Rap - Alex Ogg with David Upshal

Publication Research: Background of Hip Hop - Conventions - Web

Overview

Hip Hip is characterised by four main elements which are, Rapping, Djaying, B-boyin and Graffiti

The four main elements of hip hop could be brought into the conventions of the publication using this number of 4 within the design decisions when initially creating the book. These four elements can also be looked into separately finding out further information about how and why these are used and came about, specifically graffiti which could form the typography used within the publication. 

The beginning of hip hop began with roots from Jamaica and Africa, therefore design and art within these cultures can be brought into the design style, looking at colour and typography used in existing design pieces that have been influenced by these cultures. 

The actual style of hip hop and the terminology used within it and actually looking at how the music is formed and created, there are a variety of techniques; Looping, layering, breaks, toasting, emceeing isolation, repetition, sampling.

These styles which formed the genre of hip hop, can also be used to form the publication, using this terminology and applying it in a design manner will incorporate the techniques of hip hop within the publication itself. Initial ideas consist of layering text and images to replicate the layering of songs and beats within the music. Also the idea of sampling using other people's materials and creating something new from them, be that pieces of existing design, artwork or photography and manipulating them in a different and innovative way. Breaks and repetition could be replicated within the publication by having breaks in the text and within the grid, and repetition could come in the form of repeating typography and imagery throughout. When producing music in hip hop there is an even number of bars in a beat therefore, this could be communicated through page numbers and the production of binding.


The six elements of the hip hop movement are,Consciousness Awareness, Civil Rights Awareness, Activism Awareness, Justice, Political Awareness and Community Awareness. These elements can also be brought into the design decisions, the feeling of community and equality can be incorporated into the publication and having an awareness of the roots and development of hip hop will give a nod to these elements in the piece of design as well. The idea that hip hop is for everyone and is now a worldwide phenomenon, means that the publication needs to be inclusive and have a sense of belonging. 

The equipment consisted of numerous speakers, turntables, and one or more microphones. Analysis of this equipment could be brought into the design, looking at the dimensions, materials and the make up of this equipment could then help the music of hip hop be communicated through the design. For example the Roland TR-808 synthesizer technology was where the hip hop movement started with Afrika Baambaataa. For example; Dimensions 308mm (W) x 130mm (D) x 51mm (H) , Weight 1.3kg, Features 16-steps and 16 sub-steps for intricate patterns and rolls, Up to 10 separate outputs via USB audio.


Hip hop was also a place where pent up energy and violence could be turned into a form of creativity.

They made beats, rhythm, and musical sounds using their mouth, lips, tongue, voice, and other body parts.The appearance of music videos changed entertainment, they often glorified urban neighbourhoods. Therefore within the design has a sense of honesty and responsibility to portray and communicate the real roots and beginning of hip hop through the design. 

Hip hop's messages allow the under-privileged and the mistreated to be heard. These cultural translations cross borders. While the music may be from a foreign country, the message is something that many people can relate to something not foreign at all. Therefore within the publication the use of text can be put to a minimum and photography and imagery can play a large role in communicating the message and content within the publication therefore it is available worldwide, just as hip hop is. In the United States rappers choose to rap in English, Spanish, or Spanglish, depending on their own backgrounds and their intended audience. Again it's communicating to a variety of different languages and people.

Traditionally, a DJ will use two turntables simultaneously and mix between the two. This can be communicated by the use of two within the publication specifically int he use of typefaces.

Key words which break down the different components of hip hop which can be key aspects shown through the communication of the design are, Content, Flow and Delivery.  Documentaries include Wild Style, Sub Way Art and Style Wars.

Hip Hop is rich in; Imagery, Metaphor, Irony, Tone, Diction and Theme.

Hip Hop Magazines, Blow Up Media, XXL, Scratch, The Source and Vibe.

Starting in the mid- to late 1990s, hip hop culture embraced some major designers and established a new connection with classic fashion. Brands such as Ralph Lauren, Calvin Klein and Tommy Hilfiger all tapped into hip hop culture and gave very little in return. Moving into the new millennium, hip hop fashion consisted of baggy shirts, jeans, and jerseys. As names like Pharrell and Jay-Z started their own clothing lines and still others like Kanye West linked up with designers like Louis Vuitton, the clothes got tighter, more classically fashionable, and expensive.

Study Task 02 - Writing a Brief

Studio Brief 1 – Design for print

Author

Holly O’Connor

Brief title / working title

Kaleidoscope?

Short description of publication (purpose)

An educational, yet engaging venture into the world of butterflies. Using vibrant, captivating photography to bring the book to life.

Target reader / audience (include reasons)

-       Children ages 7-11, KS2 as the publication will be more maturely composed and written to attract and be of interest to this age group, without being patronising. -       Although this is the primary target audience, other audiences such as parents and teachers need to be considered, as these will be the ones purchasing the book.

Genre

Science/ Nature/ Non Fiction

Competition (3 titles)

-       Picturepedia/ DK -       Okido Magazine – Sophie Davouis -       The Amazing Butterfly Activity Guide – Madeleine Shaw -       The Travel Book – Lonely Planet

Positioning (USP, bookshop section, other points of sale)

-       A more mature approach to children’s publications, however still providing an engaging and tactile nature but designed in a more sophisticated style. Using compelling, real world photography based rather than an illustrative approach. -       The publication would most likely be displayed in the children’s Non-fiction section under the genre of science or nature.

Price point

-       Affordable for parents and teachers alike to buy for their children/class. -       The tactile requirement for the book may mean that production costs are higher than usual. -       High quality printed images may also bring costs up. -       As affordable as possible whilst still trying to fit the requirements and publication methods.

Mandatory requirements

-       Language to be understandable, however not completely simplified as the older age bracket means they are able to take in more sophisticated information. -       Tactile feel to the book, therefore production methods chosen need to be substantial and long lasting. -       Engaging, inclusion of flaps, questions and quizzes, however carried out in a refined and practical way. -       Size of the book, not too big as that is more assoctaed with younger children’s books, however not too small either.

Study Task 01 - Summer Brief Presentation

Study Task 03 - Conventions of the Book

Conventions

Looking at the initial conventions and properties of this book the first thing to look at it is the binding and how the book is bound. This book seems to use adhesive binding as most paperback books do, it also iterates the handmade feel and look of the book as a whole and hides any man made structures. The next thing to look at is the stock used; it seems to be high quality paper, with quite a thick feel, than other stocks used for other book pages. The stock has been picked specifically to be drawn on, defaced and manipulated, therefore there is no gloss finish the pages are then tactile. 
 The layout of the book is very disorganised, however the layout comes in the form of repetition through the use of images, photographs and collage, then how the text is then left aligned and centred over or beside these pieces. The contents page aso states that the book can be read in any order, therefore no hierarchy throughout or storytelling has been used. 
 The typography throughout is handwritten in the same handwriting to add that personal touch. Also encourages other the reader to write and draw and display their creativity within the book as well. This style of the book creates the aesthetic of a scrapbook which is what the intended use for the book is. 
The colour scheme used is purely black, white and orange within the book, (not considering the back and front cover.) This basic colour scheme to allow for additions of colour and creativity though out the journey and discovery of things and activities inside the book.
 The barcode and the essential information has been made part of the design and part of the book, hasn't been made separate from the rest of the design, shows inclusion. The size of the book is between A5 and A4 at 18.1 x 1.9 x 23.4 cm.
 The design decisions have been chosen to display and encourage the reader to interact, handle and deface the book with their own ideas and creativity, which is what the book encourages. It shows the reader through the different layouts, handwritten text and medias used how to undertake the observing, collecting, documenting, analyzing, and comparing needed to complete the book. 



Changes

The size of the book needs to be manipulated as the book is described as 'portable', however it isn't pocket sized, or even bag sized. Therefore to get the most use out of the book it would need to be sized down to at least A5 or notebook sized, therefore it is then possible to carry it around wherever you go. This means that the reader can then get the most out of the book and use it out and about on their travels, which is what the book is meant for. 
 The stock of paper should be changed to a recycled material, which relates to the subject matter of the book being creative and using the world around you, it also then means that the book can be sustainable and longer lasting. 
The colour scheme could be limited to just black and white therefore the reader can then add colour to the book with their findings through exploration. Therefore the readers content is then helping to form the book, making it more interactive.
 The page numbers or chapter numbers could be changed to exist around the number of countries in the world. To condense the subject matter into the book nd give meaning to the depth and pages relating to the book.  

Publication

The subject matter of hip hop, could most predominantly be communicated through the typefaces, looking at the use of type within graffiti and existing album covers and the time period of when hip hop became developed.