Generative Design + Social Media

The San Francisco Electronic Music Festival is designed as an annual multi-day event consisting of concerts, installations and discussions, the primary focus is on independent artists whose innovative aesthetics challenge academic and commercial standards. Part of the group's objectives are to increase public awareness of new sound-based technologies and their creative applications; to raise the level of discourse surrounding music and sound-art and to raise the national and international profile of the Bay Area as a center for electronic music and sound art.

Since the first festival in 2000, SFEMF has presented works that span the sonic spectra from ambient to rhythmic and atonal to melodic by participants ranging from new and emerging young artists to respected pioneers of the electronic music field. Each festival features artists working in a variety of modes including: laptop generated sound, processed live acoustic instruments, amplified found objects, projected video, improvisation, and performance art.

The Call was hired to develop and implement ways to build a concise visual identity and drive traffic across their social media in anticipation of the annual festival. We designed the poster, event animations, and created the social strategy for the 2017 SFEMF. The design was generated using the
Processing software to generate images. These images were constructed using oscillators, and the sound waves produced by them, as a point of departure. The code we wrote output numerous permutations which were used to create the visuals for the poster, video and social media.

Generative Design
The program developed in Processing generates endless permutations, which are chosen and subsequently combined with typography to create the design for the poster and postcards.

Social Media
To announce the upcoming 2017 SFEMF event on social media the graphic identity was used to generate excitement, and utilized as event announcements, cover images and animated .GIFs.

In an effort to grow awareness and event attendance, posts with the participating artists' work were composed and made widely available on the festival's various social media feeds to introduce the audience to the line-up and their body of work.

An Instagram account was created and organically grown as a way to further connect with the audience. Through boosted ads and carefully constructed audience segments, The Call focused in reaching out to social media users whose interests intersect with the festival's content.

The program's logic generates a variety of basic waveforms (sine, square, triangle and saw) based on the Fourier series. Oscillators are randomly spawned with parameters like the type of waveform, frequency, and amplitude to create the compositions.

Video, Motion and Sound
The program was evolved from its function as an image generation tool to output animation and sound, as seen above in a teaser video for social media. Sound and animation were created using the Minim and Video Export libraries for Processing.