My personal story:
I am a 21 year old senior graphic design student at Farmingdale State College. Growing up, I was always around music, whether it was in school, playing video games, watching television or hanging out and being with my family. I had learned to like my father’s music that he played and would sing along even at a young age. Now, I really enjoy attending concerts and shows and have seen my fair share of bands. I’ve seen so many crazy things at shows, like somebody getting kicked in the face, or a scary man that had his face and eyes completely blacked out with tattoos, and even a crowd surfer get dropped directly onto his neck literally during a song called “Snap Your Fingers, Snap Your Neck” by the band Prong.
I decided to make my senior project around the Long Island Rock scene. I would enjoy being able to shine some light on the music and people that create it right here where I live. Being a broadie (bro + roadie) for my dad’s band, I see firsthand a lot of these bands performing for small crowds or little venues, and it saddens me. The purpose of my photobook is not necessarily to solve the problem of non attendance at shows, but more to appreciate those who make music and capture that energy through photography.
The Product:
A Long Island rock music photobook with tied videos to be used by fans and bands to solve the problem of a lack of exposure and underrepresentation.
As someone who goes to local rock events, I am trying to create a visual representation to show for this community. It’s important to make something like this for three reasons. One, it being something a community of people can bond over. Many people would enjoy seeing cool band pictures as well as reading and learning about new and/or familiar bands. Live photography captures the energy and atmosphere of a show and the band. Two, it is a way of promotion and potential opportunity for local bands. Based on research and survey/interview responses, people would check out bands because of their image, their logo, stage presence, and of course their music. Many of which will be included with each band in the book. And three, it can help introduce people to this community, or music. It can appeal to people who are not familiar with this niche.
Unique Value:
Unique value can be defined as the core benefit or solution that differentiates your product or service from the competition and positions it as one-of-a-kind, distinct, and the best possible option on the market.
The Current Problem:
While bands, venues, and fans create and share content in the moment, there’s often no lasting, curated product that captures the stories, faces, and spirit of the rock scene in one place. There is no preservation of the culture, lasting recognition, or a tangible artifact that celebrates and documents a music community that might be overlooked or forgotten.
This photobook project is a great idea regardless of the competition. It has various elements that help it differ and stand out from the competition. For one, it will keep that same level of authenticity that local music has. Michael views his visual style to embody that. Keeping the thought of authenticity in mind, there is a section dedicated to reading and learning about the bands from interviews held. This will give people that personal connection and relatability to the bands, which is what local music is all about. The photos, of course, are a viral component to the book. They are dramatic, high contrasting, and visually appealing. They help the reader/viewer gain a feel for the band’s image, stage presence, crowd interaction, and performance style. There is also a digital component in the form of a qr code. People will scan it, leading them to live performance videos taken at shows.
Competition:
The idea of a Long Island rock music photobook can have some competition. One thing that can get in the way of this project is the bars/venues. While they are a hub for this community, they can defeat the purpose of the photobook. Using social media or advertisements such as posters, they can promote bands and shine light on them. Bars/venues make posters and ads that show band names and logos, therefore promoting them. They can also post videos or pictures of live performances online for people to see. Another competitor to this photobook idea is social media groups. Like facebook for instance has some Long Island rock groups. People can share conversation about shows they went to, or band members talking to people about their band, and promoting it, as well as videos or pictures of live performances, like the bars/venues. Lastly, bands themselves can be viewed as competitors for those same reasons listed above.
Created Persona's:
Band Member
Alex, 45, a guitarist from Long Island who’s been part of the local rock scene for over two decades. Balancing family life with his passion for music, he also works full time. Alex is driven by a desire to preserve the scene’s history while ensuring that lesser-known bands receive the recognition they deserve.
Fan/Supporter:
Jamie, 30, a nutritionist from Long Island who’s passionate about the local rock scene. She loves attending live shows and supporting emerging bands, drawn to both the music and the visual culture around it. For Jamie, the photobook is a way to stay connected to the community and discover new artists.
Newcomer:
Frank, 21, who is an aspiring musician and student from Long Island who plays in an indie rock band. Eager to learn from local bands, Frank is motivated by a desire to grow in the scene and find inspiration for their own musical journey. They view the photobook as a valuable resource for guidance and inspiration.
Relevance:
Cultural relevance refers to how something reflects, connects to, or influences the values, experiences, and identity of a specific community. My project is culturally relevant because it captures the spirit of the Long Island rock scene, a music culture shaped by local bands, venues, and fans. In a world where digital content is quickly consumed, my photobook provides a tangible record of a community’s sound, style, and stories. Making it both a celebration and preservation of local culture.
Analytics:
Of the 58 people surveyed:
- 53.4% - ages 18-25
- 29.3% - ages 26-35
- 3.5% - ages 36-50
- 13.8% - above the age of 50
5 most listened to music genres:
- 69% selected - Hip Hop/Rap
- 67.2% selected - Rock
- 48.3% selected - Pop
- 41.4% selected - Metal
- 32.8% selected - R&B/Soul
When asked to grade out of 4 how important local music is, 55.1% of people put 3 or 4. Meaning majority of people do find local music quite important.
51.7% of people answered yes to the question “would you be interested in purchasing a photobook showcasing local rock/metal bands?”. Meaning the majority would be interested in the book.
Visual Strategy:
Brand Marketing:
My aim is to advertise this towards the three persona groups: band members, fans/supporters and newcomers. Here is how my strategy differs for each audience:
- Bands - Highlight the value of being documented, celebrated, and seen. Use direct outreach, social media, and exclusive content to drive engagement.
- Fans/Supporters - Lean into nostalgia and pride. Use live performance videos, dramatic and high contrast photos, style and craftsmanship of the book, and shoutouts to beloved venues and bands to spark emotional connections.
- Newcomers - Focus on discovery and connection. Show that this book is a welcoming entry point into the local scene - a visual guide to its energy, people, and stories.
Marketing is crucial because it boosts brand awareness, customer engagement, and sales growth, helping businesses reach their target audience, build relationships, and stay relevant.
Bibliography:
Resources:
“Rock Events Long Island | Facebook.” Facebook.com, Facebook Groups,2022,www.facebook.com/groups/130357370443302/. This Facebook group, Rock Events Long Island, serves as a community platform for sharing and discussing upcoming rock music events in the Long Island area. Established in 2022, it provides members with event details, artist updates, and opportunities to connect with other fans. It is hosted on Facebook, emphasizing local engagement and promoting live music experiences.
“Long Island Live Music | Facebook.” Facebook.com, Facebook Groups, 2022,www.facebook.com/share/g/14iTRKtuWS/. Accessed 6 Dec. 2024. The Facebook group Long Island Live Music, created in 2022, is a hub for sharing information about live music events in the Long Island area. It connects musicians, fans, and venues, fostering a vibrant local music community. The group provides updates on performances and opportunities for collaboration.
“Local Scene Magazine.” Facebook.com, 2022, www.facebook.com/localsceneQC/. The Facebook page Local Scene Magazine, created in 2022, focuses on promoting local music, events, and cultural happenings. It serves as a platform for artists and fans to connect and stay informed about their regional music scene. Accessible online through Facebook.
58 people surveyed and 8 interviewee's: Ellen Melo, Mike Melo, Brigitte Melo, Taylor McGuire, Robert Marsalona, Jeneen Melo, Rayne Sandy, Jonal Ryan.
Thank you to Toa Heftiba, Warren Wong, and Ayo Ogunseinde from Unsplash.com for the copyright free images. Thank you to behance.com, freepik.com, mockups-design.com, and many others for the free mockups.
Credits:
Created with an image by Surachetsh - "Plain Solid absolutely Black colour background empty space for background of studio room and display ad or product or website template."