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cap/culture magazine + short clip

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Project introduction

aim | keywords

Montage

Framing the Project

Intention and Outcome

CAP roles

ABSTRACT

Making Connections

objectives & methods

Project deliverables

Project Reflection

Background Overview

Brief_Design Deliverables

Target Audience Research

Sector Insights

Purpose Brand/Project

Attitude Brand/Project

Positioning (keywords)

Brand/Project_Story

Project_Moodboard

Design_Concepts & Design work

Design_Outcomes & Application

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Part A | Contextual Component

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A’Cap/Culture will be published as a New Zealand street dance magazine. The name ‘Cap/Culture’ was taken from the alter ego dancers undergo when they place a cap over their head as a sign of another form taking over their body. Just like this routine Cap/Culture is aimed to please young adults whom have a desire to keep up to date with news about our dance academies and popular dancers. This magazine is unlike your usual magazine it tends to use imagery to specify what the writer wants to portray. Its art direction is focused on being on the edge, boarder less and free. New Zealand is well known all over the world for bringing a new element to hip hop culture, and now New Zealand will be able to identify this growing culture. Cap/Culture follow the basic outlines of a magazine but will focus on telling the story, not so much to gain attention. Cap/Culture will reach out to its existing fan base on social media using videos of cover shoots to post online. This range of media will make this publication accessible to people all over New Zealand. Every dancer dares to dream and thats what Cap/Culture is about.“Turning dreams into reality”

cap/culture

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To document the true Essence of street danceAim The aim is to create a popular magazine that captures the true culture of

Hip Hop dance in New Zealand. I will explore and document the essence of Street Hip Hop Dance by photo-shooting well known aspects and researching important stories to turn into a great publication.

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PHOTOGRAPHY Being a photographer I believe an image speaks loud-er than words, I will use this skill to capture people, locations and art work that all relate to Hip Hop culture in New Zealand.

ATTITUDECap/Culture magazine will aim to have attitude just like a dancer this magazine will portray its own attitude from its layout to the text that will be used.

ORIGINALITYOriginality is a bonus for Cap/Culture. It is original as the first magazine dedicated to New Zealand street dance.

STREETStreet will be the main influence for this Magazine brand, Street is a lifestyle that can’t be brought and us-ing colors that represent these will make Cap/Culture unique.

TRUTHSpeaking truth about NZ Hip Hop Culture and what it stands for. Never sugar coating what street dance is.

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MONTAGE

1. DIVERSITY- CAPTURING AN INDIVIDUAL ON AND OFF STAGE 2. TRUTH - THE IMPORTANCE OF TRUTH AND EMOTION WHEN DEPICTING THE DANCER OR CREW

3. SPACE - INTERVIEWING AND CAPTURING IMAGES IN URBAN AREAS OR PERSONAL SPACES 4. STREET ART - STREET ART CONTRIBUTES TO THE OVERALL LIFESTYLE OF THE NZ DANCE LIFESTYLE

5. FASHION - A DANCER IS ALWAYS IDENTIFIED BY THE STREET WEAR HE/SHE PORTRAYS 6. LOCATION - SPECIAL LANDMARKS AND AREAS DANCERS CONNECT WITH

7. NEW ZEALAND - WHAT MAKES NEW ZEALAND STREET DANCE DIFFERENT TO EVERY WHERE ELSE IN THE WORLD8. MAGAZINE - BORDERLINE MAGAZINE / INSIDERS INTAKE NEW ZEALAND OF STREET DANCE

Diversity | Capturing individuals on and off stage

Truth | Depicting a person in true form

Space | Interviewing and photographing beings in their comfortable spaces

Street Art | Street Art contributes to the overall feelings of street dance

Fashion | A dancer is always recognised by the clothes they wear

Location | Dancers are always identified by where they practice and train

New Zealand | What makes NZ street dance important

Magazine | Borderline magazine and Insiders guide to NZ dance

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FrameFrost design relates to my chosen work because of its relation with movement. Frost design are able use text to enhance the movement in the photographs. Cap/Culture wishes to use the same theory in their layout design.

The chosen montage has been developed over a short time after doing more research into the chosen field. Borderline, Cap/Culture will borderline a magazine being innovative in everything that will be published. Being true to New Zealand, magazines tend to get caught up with pleasing the reader no matter what they talk about. Cap/Culture will stay true to New Zealand Hip Hop Culture.

Cap/Culture is communicating the Importance of this culture and everyone should appreciate it here in New Zealand.Being a dancer, I have experienced first hand of this community that is not being recognized for what its worth. Street Dance and New Zealand Hip Hop Culture has yet to have a magazine to express this nation.

I have researched and explored many dancers, dance companies and dance crews. To add more exploration I have researched other forms of New Zealand Hip Hop like music, graffiti artists and crews. Other forms have already have a medium to relate to like djing and rappers have music videos and radio stations. These forms will be mentioned but will not be the focus of the overall publication

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IN\out

Wearing different hats makes it easier to cope with having to do many jobs, being able to identify what each job requires makes it easier to do one thing at a time. I took a trip back into researching where New

Zealand Street dance starts and its origins and I was able to get a deeper understanding the importance of fake representations. After exploring I was able to compact a handful of information to be able

to reach higher goals for this franchise. After seeing how each dance company represent themselves it made it more clearer to use their

own branding in Cap/Culture magazine. Each logo that I explored they somehow shared the same influences of street dance and that would be the start for the art direction of this magazine. Through my different

approach to researching the history of each company, I was able to create different layout designs that represented each individual and their dance company. Cap/Cultures Intention is to get the best out of

NZ street dance and making it readable and eye catching to the viewer Its outcome is for other dancers to relate to each other, to see New

Zealand Hip Hop culture as one nation. Music,dance and art should be identified as a whole.

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ResearcherResearch great stories to publish as well as people involved with the dance industry that are willing to be apart of this issue of Cap/Culture Magazine

PhotographerLocation, Lighting, art direction and concept making to be decided well before the

Photo shoot takes place, planning to make the shoot successful

IntervieweeMaking time to interview the individual, asking the right questions to build the article

of each feature

EditorEditing the layout to enhance the overall street design and keeping every feature

unique and different from each other

Art directorCreating a layout design true to New Zealand street dance

Caps

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This is Hip Hop Icon ‘Biggie Smalls’ also known as Christopher George Wallace. I have chosen this image as my abstract by the way the silhouette represents the entire culture he represents. The image structure and the small detail to jewelery has a big impact to the overall piece. Just like my project I want the images to speak for itself. Cap/Culture will represent dance culture and every image and text will speak for it.

Abstract

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Cap/Culture will be the first published magazine that focuses on New Zealand street dance and hip hop culture. Because its the first of its kind it was uneasy easy to have something to relate back to. Research on art direction had to come from else where. Instead of starting research from other magazines I chose to start from dance video clips from all over you tube. This dance video inspired the whole art direction for the magazine design. This video was choreographed and edited by famous dancer Parris Goebel. The black and white images and empty space influenced the street style magazine layout.

Not having a medium to refer to gave Cap/Culture the opportunity to paint on a blank canvas. There are no borderline or restraints to stay between. Using other influences such as other magazine art directions I was able to create a new element to settle upon. Cap/Culture is now able to use this blank canvas and fill it with everything with street, dance and art.The issue that should be address is there isn’t enough talk ability that is happening about NZ street dance and whom is involved. This issue is something this magazine has started to work towards. Making NZ street dance available to read about.

CONNECTIONS

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1. Research and understand magazine de-sign to Develop strong art direction for the base of my publication2. Research books, articles and images of the history of hip hop dance in new Zealand as well as present documentation for the content of the publication 3. Interview interesting people to find sto-ries, locations and competitions I tell there story and there lifestyle. 4. Use photography and film portray the atmosphere of new Zealand street dance 5. Use theatrical, textual, technical and story processes to acquire a prosperousMagazine

MethodsSearch important background stories,

people, dance crews, locations and com-petitions

Use photography, interview and per-sonal documentation

To capture the true essence of each individual, place or environment.

To develop an editorial angle for the pub-lication, being true to its own art form

To expand editorial and art direction by researching different dance styles and

different people

OBJECTIVES

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DELIVERABLESOverall I will create a easy to read, innovative and clean magazine design that documents the true essences of New Zealand’s Hip Hop Culture. I will also create a fun, short film from a shoot that highlights what happened during the making of this magazine.

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\ReflectionREFLECT Its been difficult delegating time for each task that has to be done but I’m happy its to do something that I’m passionate about.. Staying clear of the different roles I have to play is nothing new to me, I’m used to taking on challenges. Photography, dance and design have been my hobbies for many years and this project was a good excuse to putting everything into one.I’m learning more about dance that I didn’t know be-fore and going out of my comfort zone to reach out to people in the dance industry.I have documented people and crews that have been the starting pillars or New Zealand Street Dance.

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‘bPart B: 17 |

HISTORY;New Zealand Hip Hop culture was influenced by the American Hip Hop movement, breaking

dancing being one of the first to accumulate then djing, rapping and graffiti finally took its place amongst New Zealand. The Hip Hop movement consisted of 4 types of expressions and in the late 1980’s New Zealand started producing rap music that later became the backbone to street dance. Just like music New Zealand started expanding from break dancing to all sorts of styles

from popping and locking to new forms such as whacking, vogueing and krump. All these styles have their own origins and many have impacted the New Zealand dance scene. Foundations for each style are explored and made into something only New Zealand can express. Since its arrival many have formed studios and dance academies where they have learned and taught

others to excel in all forms. Now there are at least 30 dance academies and studios throughout New Zealand, each competing in competitions or running workshops for the opportunity to up

skill in speed and knowledge.In Auckland alone there are at least 10 dance academies altogether and for this issue of Cap/

Culture it focuses on the four main dance companies “Identity Co, The Palace Dance Studio, MeyeA Academy and Dziah Dance Academy “

These three academies are based in Auckland ranging from Penrose, Mt Roskill and Manurewa and from these academies arise many dance crews within them. Most of these dance crews

have traveled to Las Vegas, United States to compete against other countries and have placed amongst them.

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“My name is Hereiti Makiteaa and I am a graphic design Student by day and hip hop dancer by night, “

Identity Co.Identity Co. Started from a single varsity crew called Identity Dance Crew. This group of boys formed an all boys crew in the year of 2008 by founder Josh Cesan Since they started they have competed and performed all over New Zealand touring and making showcases to keep their creative juices alive.From the original members some have broke off to create identities for them selves.Forming other crews and joining other academies

The Palace Dance StudioThe Palace Dance Studio was inspired by dance mogul Parris Goebel. Parris was 15 years old when she decided she wanted to create a dance studio for girls to be able to come together and dance, After many years Parris was able to build an empire following her dreamsShe has won many medals at the World Hip Hop Championships as well as taught other crews whom have placed too. The Palace Dance Studio have stuck by their goal of turning fun dancing into competing at the world stage. People from all over the world have chosen to move to New Zealand just to be able to audition and dance for Parris Goebel.

MeyeA Dance AcademyMeyeA Dance Academy is founded by rising star Indigo Sagala. Indigo has been dancing since the age of ten and has never looked back. In the year of 2010 Indigo decided she wanted to create an all girls dance crew in her backyard. MeyeA started with 5 girls that alternately turned to 8 and since the first year of joining their first competition Meyea qualified to dance on the world stage. Being a single crew they were picked up by New Zealand Hip Hop royalty Dziah Dance Academy whom have been running for many years. Dziah was known for producing many all boy dance crews and MeyeA would be their only all girls crew they would take under their wing. Manager Tarsh Kemp helped these young ladies all the way to dance and compete in Las Vegas. Since their return they have left Dziah Dance Academy and started one for them selves called MeyeA Dance Academy.

HISTORY;;

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Design Brief

For this document the design brief was to create a readable magazine that was full with photography, stories and bold design. To achieve this goal I the designer had to take on the role of main jobs of the photographer, journalist and editor of the magazine. The magazine will keep the same protocols of a magazine such as the masthead, contents, editors feature others like

advertisements and crossword games aren’t important to the outlook of the magazine as a whole. The importance of the stories is the main focus of this magazine to be able to be truthful to the reader. This magazine is a borderline between a magazine and a documentary. Overall it takes a new angle on dance magazines and photography.

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Design delieverables

This magazine will deliver the understanding of street dance in New Zealand and why New Zealander’s

love to dance. The message of Cap/Culture promotes the importance of street dance culture here in New Zealand. This magazine is about New Zealand Hip Hop culture and is intended for New Zealanders.

This Kiwiana approach does not mean it will stick to Kiwiana design. This project will take influences from all elements such as fashion designer magazines to info graphic magazines, This magazine will deliver

simplicity and let the photography and layout to speak for itself. It will carry out its job as a magazine and

hopefully effect its community of this culture. New Zealand street dance will be recognized and

understood for its importance to New Zealand.

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Kiwi’sThe street dance community has built a reputation for connecting on social media. For example once a dancer or crew has uploaded a video to buyout its then viewed from people all over the world. The majority of this number are New Zealander whom tend to support these crews or choreographers. Sharing media is also popular here in New Zealand. Cap/Culture targets our New Zealanders in and out of the street dance community. Its intention is to let New Zealanders

know there is a dance culture that we should embrace. New Zealanders tend to turn there heads toward rugby and netball its like the All-New Zealand dream. The female ore male New Zealander aged 16-30 whom is looking to read something out of the ordinary. They either know about hip-hop dancing or is curious to find out about what it is. I intended on creating a video along side a magazine to cater to both areas of this target audience.

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After researching different art directions for magazine layouts I came across frost design. I like how these spreads example movement and through image and text. Using photography with text has the difficulty of being visualized as two separate subjects, in the case the photographs and text are inseparable and viewed as one. From this example of frost I discovered many other designed that used black and white text and image in magazine layouts. This research helped me discover what would make my magazine unique.

FROST DESIGN VS MUSIC MAGAZINE

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RE

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This material was found on Pinterest. I drew near to this type of deign because it displayed o=all elements of frost design but in its own unique way. I loved the use of black and white text on white background and the use of images in between this layout. This research was strictly for the layout of my design. It was good to be able to relate to these different designs and to create another variety using this inspiration.

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Cap/Culture’s purpose is to make New Zealanders understand this culture and be inspired by what they see. It’s purpose is also range across both medias of publication and film to attend to the wide target audience

PURPOSECap/Culture is intended to shed light on the street dance for readers. Its upbeat and daring layout gives the reader the essence of street dance if they haven’t seen it before. Cap/Culture is my own interpretation of street dance it does not stand for the street dance overall.

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If Cap/Culture was to take the form of an individual it would be an outspoken, bold and a daring soul whom isn’t afraid of anything. Its use of black and white creates its bold outlines and the large text create its volume.

AttitudeCap/Culture is a risk taker, doesn’t conform to society, creating text over stepping the edge it what this project is about. Overall Cap/Culture is confident in all areas and it remains an individual from the from cover to the last page.

Cap/Culture is unpredictable, it lashes out in many ways through image and text and yet still remains a high standard of simplicity. It also believes in actions speak louder than words just like a dancer and how they speak with actions and movement.

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;bold/simplestreetedge

Cap/Culture is the first magazine of its kind being the first Street dance magazine here in New Zealand. I would place this magazine amongst ‘The Source’ magazine for its well known hip hop flare. Cap/Culture is bold and not shy when it comes to layout designs. Simple because it doesn’t fuss around with colors and small detail. Street flare is always going to be the main element to this project and edge for its outspoken layout and design.

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; once upon a\time

Cap/Culture is a lifestyle on dancers enter as soon as they put on there hat/cap.Cap/Culture is about being apart of the same community. This community stands for the love of street dance in New Zealand. As soon as people enter this lifestyle they will understand what Cap/Culture means. Having a hat present will make the brand story understood. Before reading this magazine try on the hat.

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bold/simplestreetedge

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Irava + Bubblegum

Beat vids

Ahutoa Lanefale

Quick bio - Parris Goebel

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indigo sagala

Time line

HIP OP-ERATION

Brooke hemy

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I was inspired to use free hand text in the first few pages to give to add to the street outcome. Contents is an important part of a magazine and I wanted this page to be simple but effective, I developed the free hand text by editing in Photoshop and exporting as a PDF.

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q;aHow does it feel to be training with Bubblegum Dance Crew ?“It feels good I guess, Im happy I get the opportunity to dance on stage next year being a reserve this year”

Who’s your favorite dancer from the palace?“Parris of course”

How have you coped this year?“Its been intense even as a reserve“

What has been a challenge since joining the palace?“Time, trying my best to make sure I have time for other things like playing and other kid stuff“

Where do you yourself in 5 years?“Trying different things other than dance hopefully “

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InspirationdevelopmentThese layouts were inspired by layouts I

came across in pinterest, I loved how all these different layouts gave this issue its own element of surprise

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One of MeyeA’s highlights so far was qualifying for the World Hip Hop Championships in Las

Vegas in 2012, in their first attempt. A great attempt given

their limited resources and experience at the time. Apart from founding MeyeA, Indigo has danced with Khaos, Lost Boys, SDNZ & Dziah Dance

Academy Mega Crew.In 2014 Indigo Sagala begins

the next chapter by forming her own dance company MeyeA

Dance Academy, with a vision to build strong female role modelsIndigo hold the current trophy for being the most innovative female whom is well known in

the dance scene.She is currently the hip hop

dance tutor at Neverland dance studio in Albany, Auckland.

“CROWN ME KING”Indigo proves girls are better than boys any day.She is a positive spirit whom has been a great female role model for the younger generation. The Hip Dance scene can be heavily influenced by bad influences but, Indigo has so much respect for her self she uses dance as her outlet. Indigo Sagala is the true definition of being yourself makes you unique.She has been dancing for so many years its hard for her to stop sometimes.

Since the age of 3 years old Indigo fell in love with dance and

what it had to offer her.In 2011 at the age of 16, Indigo

Sagala formed an all female dance crew which consisted of

5 girls. Training in her back yard these girls created a bond. 3

years later MeyeA Dance Crew has become a close feature,

competing in events both locally and internationally.

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Using the same elements I was able to create a whole new layout using my own text and imagery. On every page

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“I enjoy how you are able to express yourself through

movement, being able

to interpret music how you want” 33.32.

I didn’t want the black to take up all the blank area, it was important for me to have empty space but to fill it if necessary.

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This film was inspired by these two cover shoots, seeing the person talk as-well as seeing the background of the behind the scenes.

It should be fun land innovative. I like how Lorde is a New Zealander ans seeing her be exposed like a American was fun to see.

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This film acts as the pillar that connects the you tube and face book fan base. The New Zealand dance scene is used to seeing film as a way that they communicate with each other. I wanted this film to portray Irava’s personality and who she is as a dancer. The song choice has to be upbeat and fun just how she is. I decided to film Irava because this magazine is all about feminism and the uprising of women in the dance industry. I didn’t to video shoot anyone else because Irava had the right attitude and wanted her to be the voice for this issue. Although she is a minor feature, she can be a role model to whom ever is viewing the video. Irava Upu is new to the dance scene and so is the people whom will review this project.

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CAP\CULTURE

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;cap/culture magazine + short clip

After a wide range of research I was able to develop a art direction that was true to street dance in New Zealand. From this Art Direction I was able to create a pattern across my magazine & short clip. Through this project I was able to portray the story of Individuals who are heavily involved in the NZ dance community. From this project I hope to create other opportunities for myself and others whom have been involved in the making.

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cap/culture magazine + short clip

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