Celebrating South African Art Campaign

The main idea for this project was to create a visual campaign celebrating South African art and artists. I looked within my own experience as a South African.

 

I sought to create a visual identity in this campaign that can be applied to any sub-culture. The subculture will be represented as a whole (South African) but yet have its distinct qualities shine through. So, even though I only chose three subcultures, they could be expanded on.

 

The three sub-cultures I wanted to highlight were Afrikaans rock, Hip Hop and Electronic Dance Music (Edm). I chose to represent each subculture with a significant figure in the music genre/subculture. These figures are well-known and recognisable by the majority of South Africans. However, I also chose each musician because they have impacted me personally and have sculpted my identity as a South African, and I would like to celebrate them. These figures include Francois van Coke (Afrikaans Rock), Nasty C (Hip Hop) and Timo ODV (EDM). I also considered using very different cultures to show the wide variety of South African sub-cultures successfully.