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Prefab77: Online Audit - Facebook

Facebook -

Subscription Reach - As of now, Prefab77′s Facebook page has a following of 4,312 and 4,346 likes. 

Tools of Interaction - Use of hashtags on posts, link to main website on the ‘about’ section as well as ‘send a message’ option.  There is also a comment section where people, as well as the artist, can share opinions and ask/answer any questions.

Frequency -  Posts are reasonably frequent, with an average of 10 or more a month. However, in order to gain a bigger following, there needs to be more posts being consistently shared on the Facebook page.

Levels of Engagement - There is some level of engagement from followers, with posts receiving an average of 10 to 40 likes and some posts receive a few comments. Videos are also usually viewed more than 200 times, which shows that posts are being exposed to followers. However, there is little to no engagement from the account itself, as replying to comments isn’t a regular occurrence, which is essential to maintain a relationship between the follower and the page.

Perceived Target Audience - There is no specific target audience in terms of gender, race and age, but followers share a common interest of music and art culture.

Content Type - The content being posted are shared from his Instagram page, which include images of his work and BTS videos. This also includes upcoming event invitations and other artwork he is inspired by. Content is more visual than wordy, and more informative than descriptive. Although it is important for both the Facebook and Instagram pages should stay consistent and similar, posts are almost identical.

Typical Post - Typical posts are visuals, both images and videos of Prefab77 artwork. Captions almost always include hashtags - which lead to a hashtag explore page on Facebook.

Key Words/Images - Most images are close-ups or collages of Prefab77′s artwork, with the odd post of artwork he is inspired by. The hashtags that are constantly used in the posts include: #prefab7 #urbanart #contemporaryart #streetart #modernart - which is an effective way to gain followers who have an interest in art.

Links To - The Prefab77 Facebook page has a number of links that lead to the main website where people can buy his artwork, as well as links to send him a message. The hashtags are also linked to an hashtag explore page.

Improvements - The Facebook page could be improved by posting more consistently, such as behind the scenes videos and upcoming events - so that followers have something to look forward to therefore stay updated with the Facebook page. Furthermore, Facebook posts should be original posts instead of shared links from the Instagram page, so that there is more of a personal touch and his Facebook page appears to be more engaged.

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Prefab77: Persona

David is a 36 year old is a freelance Indie-filmmaker with a passion for rock music and enjoys going to rock concerts with his friends. During the weekends, he visits art exhibitions, gigs and his favourite local pub - enjoying a cigarette and a beer with friends. Although he isn’t well off, he lives a reasonably healthy and comfortable life with his wife. 

He likes to keep his fashion style simple, wearing dark t-shirts and denim jeans, with the odd quirky-patterned shirt. Most people recognise David from his musky scent, well-groomed beard and dark shabby hair. He has multiple tattoos, many of which he had since he was 17 years old. He has also been riding his motorbike since this age, and although he was a rebellious troublemaker at that age - he is closer to his family than ever, and likes to think of himself as family-orientated. 

David also likes keeping up with current affairs, reading articles about political and social events both in the UK and worldwide. He uses past events to influence his own films, and hopes to one day create a breakthrough Indie film with a strong political and social message.

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Prefab77: Brand Research

Brand History -

Prefab77 is an artist based in the North East of England. Peter Manning, the man behind Prefab77, creates work with various influences of the pop and punk culture ideology such as anti-establishment, rebellion and music influences. He has used various historic figures to represent strong, anti-systematic messages including Queen Elizabeth and Winston Churchill. He uses a range of medium for his work including acrylics, paint, varnish, spray paint and inks and often mixes these materials. Although Prefab is based in the North East of England, his work can also be found in major international cities such as Ibiza, California, New York and Montreal.

Brand Values -

Rebellion / Anti-establishment / Controversial / Edgy / Historic / British / Pop and Rock Culture / Urban / Social and Political / Cultural / Uncensored

Mission -

Prefab77 aims to create visually-striking artwork with powerful, thought-provoking messages about social and political affairs. Rebellion and rock culture are infused within his work, promising to leave people thinking about current world problems through his edgy and original style of work.

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Primary research: The Baltic - Sofia Stevi

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Primary research: Graffiti around Newcastle

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Prefab77: Analysis - 4 C’s

Creating - Prefab77 fuses rock and roll rebellion with iconic imagery to invent stripped down, striking pieces. The aim behind Prefab work is to portray a strong message, which is usually incited by anti-establishment ideals.

Culture - Prefab’s artwork is heavily influenced by pop culture, specifically punk rock as well as issues regarding conforming to society and capitalism. This way of portraying art is important as it conveys an important message to the audience - however, Prefab should explore more relevant and current social issues such as racism, equal marriage rights etc.

Curating - In terms of curating, Peter Manning (the man behind Prefab) seems to be frequently posting his work and the process of creating them on Instagram. This creates a flowing theme to his Instagram, which I find demonstrates the brand’s identity well. Although it could improve by making the feed more personal, for example adding a border of a certain colour that represents Prefab, so that it’s more aesthetically pleasing. I asked Peter Manning himself if there is a difference between the work he chooses to present as street art and in his exhibitions, he answered: “My work has to be the same. But the work in my exhibitions has to especially be recognisable from first glance.”

Connecting - Prefab is consistent with their Instagram and Facebook posts. This is effective as both accounts have thousands of followers, therefore being frequent with posts is essential to keep the audience interested. However, the Twitter page lacks connectivity, as there are not yet any direct tweets posted by Prefab and all are links to their Instagram posts. This could be improved by focusing to grow the Twitter account in order to reach out to a bigger audience. Prefab also doesn’t have a Youtube account - it could therefore create one to show the audience the process behind creating artwork and perhaps exhibition walk-throughs.

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Prefab77: Analysis - 7 P’s

Product – Prefab77 creates often political, anti-establishment artwork that mostly consists of graffiti prints. Each art piece gives a sense of rock and rebellion which sends out a message relevant to today’s society.  

Price – Prefab77’s artwork ranges from £33 to £210. This broad price range caters to a bigger audience, as those with a lower budget are still able to afford Prefab77 work whilst those with a bigger budget can indulge in the finer, bigger pieces. However, there should be more affordable non-reprintable artwork so that there consumers feel as they’re getting their moneys worth.

Place – The group is based in Newcastle, California and New York. In order for Prefab77 to extend its reach to a wider audience and get the exposure it needs, it’s necessary to get in contact with artists and galleries in other European countries.

Promotion – Prefab77 has promoted their work through various exhibitions, one of the most recent was in May, New Jersey USA.They also have their own website showcasing artwork available to buy as well as Instagram posts.

People – The managing director of Prefab77 is artist Peter Manning. Furthermore, Marc Ross and Lee Fada are directors who have been with the business for several years.

Process – Acrylic, spray paint, varnish and inks are applied to paper or wood for mounted images. Beyond the studio, wheatpastes and large-building scale pieces transform the streets.

Physical Evidence – Their work can be found at Hoults Yard which is situated in Newastle, England. Prefab77’s work also have their artwork exhibited in London, Ibiza, San Francisco and Los Angeles.

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@prefab77 in london / photo by @hookedblog

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Riri Shows The Makeup Game How It's Done

You've probably seen everyone speaking about it, but it doesn't hurt to add onto the credit that Rihanna deserves. Yes, Rihanna has launched her own makeup line under the name Fenty Beauty. She didn't just launch an ordinary makeup line, she shamed other makeup brands by dropping 40 whopping foundation shades. They range from the fairest skin tones to the deepest skin tones and everything in between. For a makeup line that's just launched, that's pretty impressive, considering the fact that other makeup brands have existed for decades and still can't get their shade range right. With that being said, it's admirable that Rihanna was able to make a stance for diversity by representing all kinds of women. We need more A-list celebrities that will push for change in industries lacking in diversity.

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Real girls. Real beauty. Real talk. 7 girls show what beauty looks like when it’s not appropriated.

We asked seven real girls—with epic hair!—to weigh in. Here, in their own words, inspiring young women reclaim their beauty looks with an ode to the cultures they came from.

Photo by Nicolas Kantor

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Cultural        Appropriation in Fashion

As highlighted in my previous post, underrepresentation of ethnic diversity in fashion remains to be a problem, and along with it comes the issue of cultural appropriation. 

Cultural appropriation is the act of taking or using this from a culture that is not your own without showing that you understand or respect this culture. 

image source: https://qz.com/783614/the-rainbow-dreadlocks-on-marc-jacobs-runway-have-reopened-the-pandoras-box-of-cultural-appropriation/

Cultural appropriation has become an increasingly talked-about topic over the recent years, as the fashion industry continues to display it, more people are becoming more aware and gain a better of understanding of it. Year after year, designers look to other cultures for ‘inspiration’ without actually taking time to invest and learn about the cultural, political, and historical connotations of those they are inspired by. This has noticeably become a routine, where designers send their models wearing their pieces down the runway, followed by a backlash from the public and finally a monotone apology from the designers.

An example of a recent incident involving a brand receiving backlash for its use of cultural appropriation is Marc Jacobs’ Spring 2017 Runway Show. The designer styled the models in faux dreads, many being the mainstream Caucasian models such as Kendall Jenner, Bella Hadid, Gigi Hadid and Karlie Kloss.

This of course received many negative responses and quickly spread around social media, resulting to Marc Jacobs posting an apology on Instagram for the lack of sensitivity regarding the dreadlocks. 

Image source: http://www.dailymail.co.uk/femail/article-3796689/Marc-Jacobs-apologizes-response-critics-dreadlocks.html

Many observers took onto Twitter to rant about the insensitivity and unfairness of this incident, some stating that when a black woman wears dreads they are “considered to be unprofessional, but when its used for fashion it is considered as boho and chic.”

Image Source: http://www.harpersbazaar.com/beauty/hair/news/a17691/marc-jacobs-models-dreadlocks-nyfw-spring-2017/

Despite his apology, to say that it was anything but intentional is lazy. Surely you can’t send your models down the runway, fully aware that you have taken something from someone’s culture - without previously showing your respect and understanding for the culture and not expect backlash. 

This side of fashion is nothing but naive and a sign of privilege.  If you’re inspired by a hair or clothing trend popular within black or brown communities, but hesitate to speak out against police brutality and institutionalized racism - or fail to even cast women of color to walk your show - then you should reconsider what statement you are truly making.

references: http://www.refinery29.com/2017/09/171249/cultural-appropriation-meaning-fashion-creativity

https://www.thecut.com/2016/09/marc-jacobs-spring-2017-models-wore-etsy-dreadlocks.html

https://www.theguardian.com/fashion/2016/sep/20/marc-jacobs-apologises-using-white-models-dreadlocks-cultural-appropriation

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Ethnic Diversity in Fashion

As fashion progresses over the years, we notice that diversity has become one of the most talked about topics in fashion. One of the most popular topics being ethnic diversity.

image source: 

http://www.manrepeller.com/2015/10/diversity-in-fashion.html

Although the fashion industry has slowly but surely began to expand its ethnic representation on the runway, campaigns and other platforms, people are still questioning why it continues to fail in correcting the imbalance of ethnic diversity. It remains to be biased towards the white, privileged classes as the fashion industry started from thriving off the euro-centric and Westernised culture. 

As a person of colour, I have always noticed a huge underrepresentation of ethnic diversity in the fashion industry in all kinds of platforms. I also found that many other women of colour have noticed this, and have spoken out about how this affects their confidence and the need to look westernised. This is due to the fact that white women are overrepresented in fashion publications, therefore setting a beauty standard that you can only be beautiful if you have caucasian features. 

image source: 

http://sincerelyevonne.blogspot.co.uk/2014/08/balmains-iconic-ad-campaigns-racial.html

Even when the fashion industry represents the ethnic minority, I find that it has built a fetish for the ‘exotic’. Writer Priyamvada Gopal states ““By simultaneously marking blackness as 'special' and yet ensuring conformity to dominant (white and European) ideas of sophistication and beauty, the "black issue" tells us a great deal about race and ethnicity in the media today. To be non-white is to be constantly relegated to a "special issue", while the regular edition remains determinedly white”.

The industry needs to learn how to balance the systems and give back to the cultures that they benefit from, otherwise nothing will change and white privilege in fashion will remain prominent. 

references: http://www.manrepeller.com/2015/10/diversity-in-fashion.html

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Crooked Smile

Exposition: the music video beings with a mirroring depiction of the lives of two men, one being a member of the police department and the other (J Cole). It shows how they get ready for the day e.g. doing their hair, eating breakfast etc. J Cole is putting drugs into the bottom of his shoe and the policeman is shown making his daughter, who is about 7 years old, laugh at the dinner table.

Rising action: J Cole is seen preparing for someone's birthday, which is then revealed to be for his daughter, Leslie who is also 7 years old. The family including the daughter's grandparents celebrate her birthday in the backyard. Meanwhile, the other man is preparing a raid on J Cole with his team.

Climax: the next scene shows the raid team entering J Cole's home, which wakes Leslie up. The team get hold of J Cole, which Leslie witnesses from behind her door.

Falling action: A member of the raid team mistakes Leslie as someone else and shoots her, immediately killing her. Heartbroken, J Cole begins yelling and tying to refrain arrest. Eventually coming to terms with what has happened, he sits silently in the back of the van. The other man shown from the beginning thinks about the tragedy, imagining if it were his own child.

Denouement: the last scene is a flashback of Leslie who's portrayed drawing in her classroom. She turns to her fellow classmate to show her drawing, who is then revealed to be the policeman's daughter.

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Cinderella

Exposition: the film begins with Ella as a child living happily in the country with her parents. When her mother passes away, her father begins a relationship with Lady Tremaine who soon becomes her stepmother. When her father leaves for work, Lady Tremaine reveals her cruel nature, treating Ella as if she were a maid on in her own home.

Rising action: as a way of escaping their cruelty, Ella rides off on a horse into the woods where she meets Kit, the prince; who is partaking in a hunt for a stag. Unaware of his status, Ella pleads for the freedom of the stag by which Kit agrees as he is touched by her kindness. They both appear to have a liking for one another. Because of this, the prince orders his men to invite all women of the kingdom to a ball despite their status, in the hopes to find Ella.

Complication: upon hearing the news, Ella's step family are excited to attend the ball and immediately begin to prepare for it. On the night, Ella comes down in her mother's dress announces that she'll be attending too but the three begin mocking her and her dress, and Lady Tremaine starts ripping her dress, destroying it. Ella runs away crying whilst the others depart for the ball.

Climax: Ella is confront by an old woman in her back garden, who tests her kind nature by asking for a drink. After giving her a drink, the woman magically turns into a young, fairy-like creature who then informs Ella that she is her fairy godmother and that Ella's mother was a believer of creatures like her. Soon after explaining her situation to her godmother, she helps her prepare for the ball by magically turning a pumpkin into a carriage, lizards into horse riders and mice into horses; before they ride off to the ball Ella's fairy godmother warns her that these spells will wear off "when the clock strikes midnight."

Kit is subliminally looking out for Ella in the crowd of women, though his father insists in him finding a princess to wed. When Ella arrives, everyone immediately stops whatever they're doing and stare at her in awe; including her stepmother and sisters who can't recognise her due to a spell Ella's fairy godmother had put on her.

Here, Kit and Ella face one another and the two dance whilst everyone crowds around them. The couple leave the ball to go outside, where Kit leads her to a garden.

Falling action:  As the night passes by, Ella hears the clock chime indicating that it's midnight. Panicked, Ella begins running back to the carriage but Kit runs after her. Midway, Ella's glass slipper falls off, but she is hesitant to come back for it therefore pursues to escape. Kit picks it up and the next day he uses it as an opportunity to find his true love.

Resolution: in search for the "mysterious princess," Kit's men are ordered to gather all women to try on the glass slipper. Upon finding out that Ella was the mysterious princess, Lady Tremaine locks her in the attic so that she couldn't be found by the prince.

However, the prince's curiosity pushes his men to search the house, by which one of his men finds Ella in the attic. Revealing herself, Ella is shocked to find that Kit had been the prince all this time. The two kiss, and are led out of the house whilst her stepmother and stepsisters watch in shock.

Denouement: the final scene presents the couple on their wedding day, and the two step out into the balcony revealing the people of the kingdom cheering for the new royal couple.

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Girls like girls music video

Exposition: the first clip mirrors the last scene, showing a teenage girl on her bike on the way to her friend's house. Upon arrival, she hugs her friend and begins hanging out with her and her boyfriend. They chat, smoke and hang by the swimming pool.

Rising action: Whilst getting changed, the protagonist sees her friend in her bra, in which the viewer can see she is attracted to her. The friend notices this, and the mood between them is quite tense from then.

Climax: during a gathering with other friends, the two girls decide to sit by the pool where they chat and laugh. The two then lead forward for a kiss...

Falling action: however, the friend's boyfriend interrupts this and pulls the protagonist away by pulling on her hair, injuring her. He is then seen yelling at his girlfriend abusively...

Resolution: the protagonist decides to take action to defend her by beating him up. The two kiss meaningfully for the first time.

Denouement: mirroring the first scene, the protagonist is seen riding back home on her bike. With blood still on her face, she smiles at the thought of the mutual feelings between her and her lover.

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Freytag’s pyramids - Jungle Book

Exposition: the first scene depicts Mowgli (protagonist) running away from Bagheera, a black panther who trains the "man cub" to become like the pack of wolves.

Rising Action: one dry day, the jungle animals gather round to drink water, which is soon disrupted by a tiger named Shere Khan. Threatening to kill Mowgli due to his hate for humans, the wolf pack including Bagheera and Mowgli decide to banish the man cub, for theirs and his own safety. After escaping Shere Khan's attempt to kill him, Mowgli faces various obstacles whilst on his way back to the "man village", including an encounter with a python named Kaa. He is rescued by a bear named Baloo, who immediately form a bond.

Complication: back home, Shere Khan visits the wolf pack, angry that he had not killed Mowgli, and instead kills the alpha, Akela, knowing that the boy would return to the jungle after hearing the news and that Shere Khan could kill him.

Climax: Bagheera eventually finds Mowgli and directs him to leave for the man village, but the boy is soon kidnapped by a group of monkeys who lead him to a giant ape named King Louie; who after a bad confrontation, informs Mowgli that Akela is dead. Soon after, Mowgli finds his way to the man village to steal fire, which the animals sought to be a highly powerful weapon.

Falling action: on his way back, Mowgli unknowingly sets the jungle on fire, in which Shere Khan soon informs him that he appears to be the dangerous individual out of everyone. Despite this, he continues to confront the tiger and other animals such as Raksha the wolf, Baloo and Baghera team up to defeat him.

Resolution: Shere Khan manages to confront Mowgli in the middle of the burning jungle, but Mowgli finds a way to defeat him. He constructs a trap which makes the tree branch break, making Shere Khan fall into the pit of fire surrounding the tree.

The jungle is finally back to normal and Mowgli has become an official member of the wolf pack.

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Oh Comely Magazine Analysis

Image source: http://ohcomely.co.uk/stories/2016/10/12/issue-33-magic-is-out-now

Oh Comely is an independent bi-anual women's magazine that explores creative topics such as "music, fashion, film" and more. It is known for its quirky, "honest and curious" style, which in my opinion, makes the publication stand out from others. It provides an alternative to the mainstream, cheap magazines made for young women, which is why its audience is niche. Unlike the general women's magazine such as Vogue and Elle, instead of prioritising advertisements and trying to get the reader to buy, the focal point of the magazine is to share ideas and inspirational stories with its readers. To be more specific, within the latest issue that I will be exploring in greater detail (Issue 33), I only found 6 ads which advertised quirky and unique products including jewellery and tea.  

The magazine receives an average of "25,000 readers per issue and the average age of the reader is 27 years old. Its social media reach is 100,000" and has gained 27.6k followers on Instagram. Each issue is sold at £5, which can be justified with its high quality and stunning photography. Because of this and the length and aspirational language that the articles are written in, the age of the average reader is higher than expected; as they will most likely be earning income and dedicate some time reading the magazine. In terms of occupational classification, I would consider the average reader to belong in the D, C2, C1 or B groups.

Issue 33 features 21 year old model Nejilka Arias on its front cover, presenting her in an ethereal, woodland setting, supporting the idea that the magazine prides itself for its distinctive yet daring character. It dedicated a 6 page lookbook feature of the model and mentions brands such as YMC, Redwing, Toast and Opposite which are mainly small, independent brands which again reinforces Oh Comely's quirky style.  

There was no editor's letter to be found, but the names of the contributors who made the issue is always included near the beginning of the magazine. According to the 'content's page, the issue is comprised of 11 issues, 4 stories, and 7 investigations. Some examples of other topics that are included in every issue are recipes, readers' letters, three questions (Q&A with an artist), an article on what the team are reading. They also often incorporate the work of its own readers as well as work by the Oh Comely team.  

Image source: https://twitter.com/bebecave

Another example of an article includes an interview with up-and-coming 19 year old actress, Bebe Cave; who is described as "the teenaged star of Tale of Tales" on the article's subheading. Again, this proves that the publication is an advocate of young creatives who are making a name for themselves within the artistic industry as opposed to using 'famous' and 'mainstream' celebrities for promotional purposes.

References:

http://ohcomely.co.uk/magazine

http://ohcomely.co.uk/advertise/