Nightriders
Key Art Illustration with multiple touch-point adaptations, 2024
Insight
With the rise of underground music producers being discovered through trending audios on social media, the question remains: Can they can maintain their connection to their audience in a real world setting or does their popularity only exists online? With a specific focus on Electronic Music producers, the “Nightriders ‘IRL’ campaign aims to test the viability of ‘viral’ music through the release of a physical compilation album and in-person launch event.
Concept
The Nightriders IRL campaign draws parallels between the subcultures of ‘TikTok Music’ and Tokyo street racing as a visual metaphor for the fast-moving world of trend-based music. With an emphasis on rule-breaking and individualism, the campaign seeks to bring together a community of ‘outsiders’.
Challenges
Extending the concept, through a variety of touchpoints, including printed materials, motion graphics, social media content, environmental graphics and web design.
Creating attention-grabbing visuals that accurately convey the overall tone of the music.
Connecting to the fanbase of multiple artists using one visual, to create a sense of community that extends into real life.
NIGHTRIDERS Printed Outcomes (Sticker Pack, Vinyl Gatefold cover, Memorabilia Tickets, VIP Lanyards, Drinks Passes, Mailing Envelope)
Solutions
Using 2-3 key illustrated elements that were highly adaptable to both animated and printed materials. These become identifying factors that link any associated merchandise or events to the “Nightriders” brand without having to use the logo.
The use of bright neon colours & gradients adds to the futuristic sound of electronic music while connecting to the metaphoric visual of modified cars.
Through connected visuals that span music streaming services, social media presence, web presence and collectable items such as stickers and event memorabilia; the campaign connects audiences both online and in the real world.