BRIEF
Client
Diatribe Alternative Music Festival
Product
A music festival for the true fringe
OBjective
To be viewed as Australia’s truly alternative music festival
Media
Posters: outdoor and print
Mandatories
Festival name (above), location (Cockatoo Island) and date (4/3/25)
Audience/Insight
The music mad who believe the established alternative music festivals have become too trendy and mainstream
Proposition
For the properly different
Proof
The big-name alternative music festivals have matured into the mainstream. They are for the Instagram savvy ‘it’ kids. Alternative music was always meant to be the antithesis of the popular. Our artists are real, raw and/or emerging - they have something to say, not something to sell. Their music spans all genres but they have one thing in common, you won’t find them on JJJs heavy rotation.
Personality
different, but in a real way
Rationale
The objective within the brief was to create a concept that would separate the Diatribe Alternative Music Festival as “Australia’s truly alternative music festival, to be the antithesis of mainstream, social media focussed music and most importantly to be “different, in a real way”. I intended to fulfill these requirements by inverting traditional norms of what people would usually see, and properly isolating the subject as a representation of taking away all the ‘clutter’ of mainstream social media. My concept is a close-up image of a cockatoo hanging upside down, isolating it and making it the centre focus of my poster by making the background purely black; without any distractions. The cockatoo is not only symbolic of the location of the festival location, but is also a subversion of native Australian animals that we see represented in mainstream media (kangaroos, koalas, etc) and it being upside down, staring at the viewer is a further indication of the alternative nature of this event and draws the viewer in to want to find out more.
