Music360: Revolutionizing Traditional Music Retail

Clive Choo's Innovative Approach to Music Equipment Presentation

Choo's inspiration for Music360 came from unexpected encounters and witty taglines. The project breaks away from the conventional portrayal of band equipment, typically seen as a traditional art form. Instead, Choo presents these items in a more contemporary light, hoping to change the way people perceive and interact with them.

Music360 is realized through the use of a DSLR camera, Photoshop, and Lightroom, with various materials serving as props. The images are produced in a 3:2 ratio, with dimensions of 600 by 400. The project highlights everyday yet intimate products like musical instruments or a musician's accessory in a different light, offering an alternate view where traditional presentation fails to deliver.

The project was conceived in various locations, mostly unsuspecting ones. Choo and his team observed and interviewed industry key players to understand what appeals to them and what they would like to see revitalized and represented for such an old craft. This fusion of the modern and the old resulted in a combination that draws attention and imprints an idea that aligns with what the audience has in mind.

One of the main challenges of the project was creating a witty tagline to accompany the photo image that resonates with the consumer and appeals to their sense of aesthetics. Despite this challenge, Music360 succeeded in breaking tradition and presenting these products in more edgy representations, connecting with a younger crowd and allowing them to see this art form and retail in a different light.

Music360 was awarded the Golden in A' Advertising, Marketing and Communication Design Award in 2015. This prestigious award is granted to marvelous, outstanding, and trendsetting creations that reflect the designer's prodigy and wisdom, venerate products and bright ideas that advance art, science, design, and technology, embodying extraordinary excellence and significantly impacting the world with their desirable characteristics.