coding
cage the elephant
Communication: “the successful conveying or sharing of ideas and feelings.” Communication has long been a vital part of human existence - without it, we wouldn’t survive. Its early beginnings took form in a diverse amount of sounds that, when viewed individually, began to acquire meaning. These conglomerates of sounds were then categorized into languages that have since evolved into one of the most important pillars of modern life. But now, we encounter a different type of language: a method of communication with devices that do not belong to the homo sapiens family. A language called code, the language of the future.
Today, companies must strive to keep up with the speedy pace of an ever-changing world. Incorporating technology into marketing becomes vital to its subsistence; coding, specifically, plays a crucial role in a company’s success. Embracing new technological techniques in marketing strategies can also impact its memorability. A memorability determined by a consumer-driven, evolving world.
In the music industry, album covers are objects that can be referred to as part publicity and part art. They have the power of influencing an album’s success, therefore artists must strive to innovate and create appealing covers for their listeners. I believe interactive art can serve as this appealing magnet towards the public: interactive art created using code.
Which is precisely why I coded a version of Cage the Elephant’s album “Melophobia.” My theme was one of interaction, adaptation, and innovation, as I coded a geometrized, digital version of the album. I later also coded this modified version into a moving interactive image. With the click of a mouse, “Melophobia” becomes a multimedia piece, and by carrying it over into a new format, my ideas developed alongside my creative coding practice.
In order to create successful advertisements, detailed planning is required. Therefore, my thinking process began by creating a modified version of the cover using geometric shapes. Throughout the years, I have learned that in marketing, less is often more. Geometric shapes would simplify the album cover while preserving its essence. I created my own take on the cover using Procreate on my iPad. Secondly, I drew the already modified version using a coding program called Processing. Finally, I used conditional code to create interactive movement in my drawing; the movement inside the object’s eyes was carefully planned to inspire feelings of hypnotization. This could potentially captivate consumer’s attention and promote the band’s album in a more effective way. The band would then achieve memorability in the public’s mind, and thus reach a better positioning.
Coding is the future. It is vital for creatives to incorporate this new language in their practice in order to keep up with the technological revolution we are living through. Personally, I want to be able to work with technology to create interactive pieces, whether in art, photography, or publicity. I want to continue learning the language of the future, and engaging with audiences through it to make better, more exciting, original and imaginative art and marketing.