UNIVERSAL PRODUCTION MUSIC
BRIEF
Create a fascinating visualization of one of the new musical releases from the Universal Production Music studio. The animation visually interprets the music while introducing the release’s name.
CREDIT
design, animation, audio mixing __ Me
song __ Universal Production Music
video media __ Pexels.com
keyboard model __ Fab.com
SOFTWARE
After Effects
Adobe Audition
Cinema4D
THE BRIEF
KEEP IT IN THE BACK OF YOUR MIND...
There were two main requests from the client that needed to be kept in mind as I began to brainstorm:
1.
"How can we reach a target audience of young adults while maintaining our original audience of 40-year-old producers?"
2.
UPM provides real music made by real musicians, rather than AI generated music. How can we show that real music is of more value to customers?
THE SONGS
A serene, upbeat house track of the digital age, intertwined with feathery female vocals.
Applies to Concepts #01 and #02
A throwback to the 90s— youthful, punchy, and bold. Commanding male vocals & a driving 808.
Applies to Concept #03
THE PITCHES
PITCH 01
CENTER OF ATTENTION
Like synchronized dancers, perfect primitives float and twirl in the center of the composition. Symmetry is broken, then reunited, in a manner that reflect that “chop & screw” technique of the song.
To the tune of "Step by Step"
1.
2.
"Does this appeal to the youth?"
The advantage of a centered animation in a 16:9 animation is that it can be cropped into 1:1 or 4:3 aspect ratios— perfect for social media! And we all know where the young people are...
"...and our commentary on AI?"
Cel animation is used as a guide for a 3D render style, which makes a subtle commentary on how technology (more specifically, AI) can be a tool, not the answer.
Original Style Frame
PITCH 02
DEVOTED TO THE CRAFT
Overwhelming, unforgiving, yet magical when the note rings just right. This is what it means to dedicate yourself to developing your very own musical creation— or any art, for that matter.
To the tune of "Step by Step"
1.
2.
"Does this appeal to the youth?"
Those who have immersed in themselves in their study, whether it be self-taught or institutional. This includes both young, inspired adults and grown masters!
"...and our commentary on AI?"
The process behind the creation of music is romanticized and given reverence, as opposed to fast-tracking to the result. This states that UPM is appreciative and proud of the time their contributors put in to providing quality tracks.
Original Style Frame
PITCH 03
GET A MOVE ON
Patterns of dancing figures come together in exciting harmony, stretching a pulling through various exaggerated positions.
A chain of humans dance around the globe. Music is, after all, universal.
1.
"Does this appeal to the youth?"
This high energy alternative takes inspiration from fan lyric videos of today, making this visualizer an ideal point of interest for young adults.
2.
"...and our commentary on AI?"
Humanity is celebrated in this visualizer, particularly the idea of community. When you subscribe to UPM, you join a huge community of musicians, ready and willing to contribute to your work.
To the tune of "Step by Step"
Original Style Frame
THE WINNER
PITCH 02
DEVOTED TO THE CRAFT
THE FEEDBACK
SOME TOUCH-UPS HERE AND THERE...
THE ELEVATED CONCEPT
You may notice clear differences between the original pitch’s style frame and the one above. The clients preferred the second pitch but had some reservations: one worried the natural textures and organic imagery might clash with the electronic track, while another (aware they’re from an older generation), wanted to ensure the style would resonate with younger audiences.
In our meeting, I managed to address both concerns with a new style direction. The concept remains, but the visuals are now more graphic, electronic, and modern. This matches the audio style and appealing to younger audiences with familiar tech imagery like DJ pads and home mixing software, keeping it "in-tune" with today’s young musicians!
Now, the music visualizer still focuses on the laborious, strict, and rewarding craft of music, but with a specific focus on the electronic era of music production. This is an arena that young musicians are far more familiar with, with the added nostalgia of the house music genre. In addition, this makes another commentary on AI by emphasizing the use of technology as a tool, and not the answer.
THE PROCESS
GETTING STARTED
Of all the amazing things a music visualizer can be, there is one thing that it must do: sync to audio. For the first pass, though motion tests would be present within the animatic, it was integral for my animatic to imply when certain elements on screen would move and to what timing of the music.
Animatic & Motion Tests
MAKING PROGRESS
In this pass, I start implementing some of the new techniques I've learned that I talk about below. I've also shortened the audio cut at this point so that I can focus on making an impact quickly for the viewer.
First Pass
"BUT, WHAT IF I DID THIS? "
As the animation developed, I began to feel a desire to push myself to elevate the animation beyond the simple, flat, three-color palette I had begun with. I wanted to challenge myself to make the whole sequence a little more dramatic; I was envisioning something that would still adhere to what my client had approved, but hopefully provide a little extra flare to elevate both their expectations and mine. This mindset led me to experimenting with three different key elements that you'll find in the final animation.
COLOR ME STOKED
After the first pass, I felt that the original three-color palette had given a sterile feeling to the design. While it was sophisticated, it did not have the sense of play that I felt the house-genre song deserved.
So, throughout the project, I did plenty of explorations with gradients of colors. Gradients not only reflect the atmosphere of electronic music, but I also observed that they mimic the appearance of spectrum analyzers in audio production software.
PALETTE EDIT-ABILITY
The reason I found myself experimenting with color so much during the project (not only because color is everyone's favorite part of the design process) is because the construction and application of my gradient throughout the project made changes to the color palette go extremely quickly.
Since the gradient was housed in one comp, I used that comp to apply color to my assets with a track matte or set matte. Then, if I wanted to change the color for the 20th time, I could enter that comp and adjust the CC Toner effect that mapped the colors to the circles based on value.
THE ALBUM COVER
A BRAND NEW DESIGN
Alongside the music visualizer, the client was provided with an album cover design that matched the content of the animation, allowing the promotion to feel more comprehensive.
From this...
...to this!
I CAN SEE IT NOW...
No design would be complete without a mockup to bring the concept into reality!
Universal Production Music website