‘Press Play on the Future’

Gabriel Fargher, Mariko Obaishi

Client: Aloysious Parker

Aloysious Parker is an independent record label and artist network that spans from Melbourne to Tokyo. As the brand was still in its infancy our main objective was to create a strong brand identity. When discussing ideas with our client one thing stood out to us: They wanted to keep a mystique to the brand in order to maintain an underground alternative culture appeal.

With that in mind we set out to create a campaign that attracts underground and niche music lovers in Melbourne, specifically targeting the inner north.

The latest (and first) album to come out on the label was from a Tokyo based duo: Raseen. Their music is a mix of new and old, combining synthetic sounds with analogue percussion. This juxtaposition was a main theme of the album and we decided to carry it though to the campaign for the label as well.

We didn’t have access to any footage of the band but we still wanted a way to visually represent the music. For this we chose dance. We shot the video in locations both urban and natural to emphasise the aforementioned juxtaposition. This video would serve as the stylistic basis for the social media portion of the campaign.

While social media is a great way to attract a wide audience, we wanted to make use of a more targeted medium as well, a zine. Zine culture was born from subcultures and is strongly linked to underground music, making a perfect medium for out TA.

We made the decision to make the zine bilingual to show the cross cultural nature of the brand. While it is hard to see in this digital format, the front cover was English, while the back cover was Japanese owing to the fact that what we would consider the back cover in the west is the front cover in Japan. We also made the zine fold out to become an a3 poster.

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