Aotearoa Music Awards 2020 —

 

In moving away from the corporately owned ‘Vodafone New Zealand Music Awards’ and creating AMA – the Aotearoa Music Awards – we were putting the artists of Aotearoa back at the centre of the awards.

‘Reclaiming their awards’ became a central thought for the concept – reclaiming them for the place, for the people, the artists, the music, the fans and the overall mana of making music here in Aotearoa, New Zealand.

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“The vibration of the land, the rhythmic flow of our tidal waterways and the song of our birdlife, displaces the emptiness and forms a foundation for our sound, our inspiration, and for our music. The transparent arms of Tāwhirimātea bind around Tāne Mahuta; the unseen becomes tangible. This land evokes our stories and we as musicians have been given the gift to tell those stories... of our place... of our love… our anger.. and our fears.... but above all – of our hope. Our artists are kaihanga of one of our greatest treasures…our songs. Tukuna te ihi! Tukuna te wana!  Feel the vibration!  Release the energy!”

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The metaphor of the Waka Ama served the overall concept and design system beautifully with the artists’ creative effort – the waka, being bolstered by the endeavours of the wider industry – the AMA. This Waka /AMA relationship drove connections right across the project from letterforms to patterns, right down to the stroke and rhythm of animation elements.  

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Our creative partnership with Sarah Owen Kaiwhakahaere o Ngā Tohu Puoro o Aotearoa from Recorded Music was critical in lifting the ambition for this project from the initial briefing, encouraging us to push further. 

As always our collaboration with expert creatives Karl Johnstone and Joe Pihema from Haumi added true richness and depth to the wairua of the project and sound designers Tiki Taane and Laughton Kora really nailed the vital energy of the music that underpinned the project. 

 

Naming
Strategy
Brand Identity
Animation
Film
Sound Design

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