SONGDATA
As a studio Feisty Creative has always been on the front lines pushing for equity across all facets of the music industry, and followed Dr. Jada Watson’s research closely over the years. We were honoured when approached to create the campaign art, as well as the layout and design, for her ground breaking research into gender equity at Canadian radio.
SongData had an established colour palette which had been in use throughout Dr. Watson’s charts and graphs over the years, so we updated that slightly to give a little more impact and contrast to the visual data points
The report cover design is a reference to the LED lights of an EQ on a mixing board. The amount of opacity in the various colour bars is a direct reference to the four gender category colours used in the SongData report. They intentionally included the red line above where the highest of those three columns “peak”, as a reference to my earlier research (Redlining in Country Music), and the barriers to success many of the artists from those underrepresented gender categories face everyday. Mixing boards also include a red line that indicates where a track peaks, creating a second reference to representation within the industry.
The digital marketing campaign used a variety of textures and geometric iconography to represent the intense impact of the data and the flow of information. Every piece of content and printed material was produced in both official languages (French & English).
