Archive for the ‘Def Leppard’ Category
30 Years of HYSTERIA by Def Leppard
July 25, 201720. DEF LEPPARD – Part Six
February 19, 2010Well, here we go with the last DEF LEPPARD blog – though I’m sure they’ll crop up again later. Promise.
‘Euphoria’ …
‘Euphoria‘ was a difficult one, but challenge is always welcomed and usually beneficial. I hadn’t worked with the guys for seven years. They’d decided to use another graphic designer after ‘Adrenalize’, which is entirely their prerogative of course. When it first happened to me – a band using a new designer – I was upset and probably a little defensive too. You soon realise though – not to take it personally. With experience you learn to understand that a combination of factors contributes to the decision. Things change that’s all – priorities, record labels, management, trends, record sales and visual styles. Change is the one thing that’s inevitable and should be embraced.
Of course, I was disappointed. I’d worked with DEF LEPPARD throughout their phenomenal rise to fame, sharing exciting, tragic and amazing times, so I knew I would miss working with them enormously. It sounds cleched I know, but after working with them for so long and enjoying it so much, it took a while to adjust to – professionally and emotionally. It’s strange though – writing the blog about working with the band made me realise there were things I probably didn’t fully appreciate at the time. The ease of the way the design process worked with the band on ‘Pyromania’, ‘Hysteria’ and ‘Adrenalize’ was, in some ways, taken for granted. Now, in retrospect, I see what a fortunate and mutually creative experience it was for all of us.
In 1998 I was asked to do ‘Euphoria’. I knew it was going to be tough. I’d checked out the interim releases – ‘Retro Active’ (a collection of ‘B’-sides and unreleased material from 1983/4) ‘Vault’, (their first collection of greatest hits) and ‘Slang’ (a serious musical departure) and the artwork for each was as disparate as the three albums. ‘Euphoria’, we all felt, had to re-establish some ground rules. The band had returned to its classic sound with the album and it was logical to do the same with the graphics – back to basics so to speak. We decided, almost from the beginning, to pare right down and concentrate on their iconic (and established) logo.
To introduce the new look, I worked on a promo CD. It was simple and retrospective but contemporary too. Crucially it was a ‘classic’ design reflecting the content of the CD. I still like this cover for many reasons. It’s apparent simplicity is deceptive. Although it’s essentially an exercise in typography, every aspect of it was considered very carefully – the spaces between every single letter (remember ‘kerning’ in ’11. DEAD OR ALIVE – Part One’?) were adjusted, especially in the title; the gradation of colour adds dimension to an otherwise flat image and the three components are perfectly balanced and placed. The title typefaces, using heavy and light versions of the same typeface works well to define the play on words of ‘DEF’ and ‘DEFINITIVE’. I see this style used everywhere now …
… in our interwebworld where spaceshavebecomeredundant
and words need to be separated visually without them.
The CD sleeve presented the logo as a three-dimensional lenticular image. Different versions of the image were combined to create the CD booklet cover. This is how the printed CD cover looks outside its customised case …
Inside its lenticular CD case the image sharpens, and the logo and the ‘lightbursts’ are animated. Here, unfortunately, I can only show you one of the several images which appear when the case is flipped back and forth – creating the animated effect …
I can understand why, after three strong image-based album designs, that this cover appears somewhat simplistic and I do understand Roland’s ‘comment’ – ‘Pyromania, great, Hysteria, genius ! Euphoria did really suck tho, nothing a 5 year old can’t do with Photoshop.’ (thanks Roland!) – but 15 years after the first designs, considerations were very different. As I’ve said before, when vinyl virtually disappeared, I found the CD cover size and format inhibiting and frustrating. A 12-inch square provided a canvas to be experimentally creative – allowing additional, interesting and detailed elements of design to be included – giving the sleeve depth and providing fans opportunity to explore different levels of artwork.
Imagine these classic vinyl sleeves being created for a 5-inch format. I don’t think so …
‘Euphoria’ sold 100,000 units in its first week of release and the single ‘Promises’ (co-written by former producer, John ‘Mutte’ Lange) topped the US Billboard charts, a position the band hadn’t acheived for over six years …
… and the design concept was developed for the single releases, again bold and simple was the essence …
In 2001 I worked on a double DVD release which involved using elements from all four albums I’d created. It was a great project to work on and very enjoyable. Not only was it a history of DEF LEPPARD’s amazing achievements – it was also a condensed archive of the artwork I’d done for them.
Where to from here?
Well, Joe’s said to me …‘We’ll get you involved in the box set (if we ever do one!!) … I hope ……’ and record companies are beginning to release music in a new format – Edition Box Sets with innovative packaging and content. It would be an ideal opportunity to showcase some of the art and sketches – the stuff you all raved about on the blog …
After so long it would be cool to include stuff ‘never before seen’. It’s an over-used phrase but in this case it would be true. The guys certainly deserve something totally original – and so do the fans. Also from all the comments and e-mails from DEF LEPPARD fans on the blog, I know I have serious support. In the incredibly perceptive and discerning words of Stephie (!?) … ‘I always thought the Pyromania and Hysteria covers were unique and ahead of their time. They were nothing like the other band’s cover art and they always stood out. I wish you were still designing DL’s cover art. Perhaps on the next?’ …
Let’s see. It’s certainly something I’d love to do. I’ll keep you informed of progress. I’m still seriously considering an exhibition and publishing a book of all the art and the various components. What do you think?
Don’t disappear all you DEF LEPPARD fans! The blog will now move on from The Boyz (for now) but I promise you what follows will be fun and entertaining. There will be a Design Summary soon and, for those of you interested in the design process – you’ll be astonished how much you’ve learnt.
NEXT: Paul McCartney and The Mouse.
19. THE COMPETITION WINNERS
February 5, 2010So … we gathered on Wednesday to find the three ‘FAN’TASTICO’S who win the competition. The screaming crowds were kept at bay outside the pub and those inside cheered constantly as the four of us read the 24 final round winners. The judges ….
… scored each story with a maximum of 10 points each – and after a couple of hours we handed our score sheets to our Independant Adjudicator and our Competition Director who added up the scores to find the overall winners. The atmosphere was electric as the Adjudicator handed us the envelope containing the 3 winners. The crowds outside were suddenly silent, faces pressed against the windows in anticipation. In the pub people strained forward, holding their breath …
I stood up. ‘And the winner is …’
(I kept them hanging on for nearly an hour)
‘The winner is …. KIM!’
Thunderous applause and the crowd outside went wild.
‘KIM KIM KIM’ they chanted.
So here’s Kim’s story. Her unswerving dedication, loyalty over such a long time and her love of music impressed us all. So did her writing. Congratulations!
KIM – FIRST PRIZE (36 points)
My hobby started almost 30 years ago. I say hobby because that’s what it has been for me. I have been very lucky to have seen every tour that Def Leppard has done in the U.S., most I have seen numerous times. As a short story I have to tell you about the Hysteria tour. What a show—I had read that when the stadium almost cleared at the end of the show, the guys would come out from under the stage. As the stadium started to clear, the ushers were trying to get me to leave and I just kept pleading that as soon as they came out I would leave. At the time, Joe was the favorite and as soon as I saw him I just yelled his name and he looked up with that gorgeous grin of his and waved. I will never forget that moment and how I felt, I sit down in the seat and cryed with joy.
Vicki Brown – SECOND PRIZE (33 points)
“FAN”alized
1983 was the year that changed my life forever…
I heard my first Def Leppard song “Photograph”, I was 14 and I was hooked. I had become a diehard fan virtually overnight.. As a young teen I fantasized about meeting my heros and as the years passed that turned into a lifelong dream. And just like any other fan , I wanted autograph’s!
And finally – Lee, whose sheer audacity (and a great story) made his entry one of the most entertaining. What was her answer Lee?
Lee Houghton – THIRD PRIZE (31 points)
Hi Andie! Great Blog! My story goes back to 2003 and the X Tour (second leg). Having been round the country with my then girlfriend, Angela, watching the guys in concert, she could not make it to the gig in Nottingham. As ever, the gig was excellent and after the show, I waited outside, along with some fellow hardcore fans. All the guys came out, chatted, signed stuff and were their usual polite, cheerful selves! As my girlfriend could not make it, and as she was back at home, I seized an opportunity and asked Viv if he wouldn’t mind speaking to Angela on my mobile.I told him she had to be in work early and was back home, in bed, but would be thrilled if he could say a quick hello. With a twinkle in his eye, he said “sure” and I dutifully passed the phone over. The following conversation then took place:
Later …. MORE great stories we all loved. Every one a winner.
18. DEF LEPPARD – Part Five
January 11, 2010UPDATE
Blogs have been somewhat erratic over the past couple of weeks due to various mishaps – see later!!
For those of you who haven’t visited the blog since DEF LEPPARD – Part Four, just start here. For those who have seen various intermediate blogs just scroll down to where you were in previous short posting on DEF LEPPARD – Part Five.
THE COMPETITION
The response to the fans competition has been brilliant. (For details go to DEF LEPPARD – Part Four.) Our illustrious experts on the judging panel have been pretty tied up (’smashed’ is another word I’d possibly use!) over the festive season, so we have decided to extend FAN STORIES competition until sobriety returns and critical faculties are back to normal.
NEW CLOSING date for Competion is JANUARY 20th …
FIRST PRIZE:
A poster edition of your choice (16 x 20ins) and 5 cards
SECOND PRIZE:
A mounted edition of your choice (image: 11 x 15.5ins) and 5 cards
THIRD PRIZE:
A mounted edition of your choice (image: 8 x 11ins) and 5 cards
so get writing NOW if you want to win an edition from andieairfix.com and don’t forget to tell me which Edition you’d like if you win one of the three prizes.
&ie
DEF LEPPARD – Part Five
I’m certainly not a paranoid person, but sometimes I wonder what on Earth is going on in my life. It’s not just me is it? There are times when everything seems to happen at once and at the moment everything that happens conspires to send me off on unexpected tangents – ones that deflect me from what I should be doing. Ok, so before Christmas this alien attached itself to my neck – appearing like a tennis ball just under my skin. Got rid of it but the antibiotics attacking the beast created a nuclear war in my body that left me exhausted. Thank God that’s gone I said, as the volcano subsided and life returned to comparative normality. Back to the other stuff now. Get back on track, I said to myself.
Unfortunately, there was another alien waiting in the wings to knock me off balance – literally. This particular idiotic life-form was attached to a mobile phone and it was oblivious to the world around it. I reacted quickly – when it stepped into the road directly in front of my bike –swerved towards the kerb hoping to ride up onto the pavement to avoid the inevitable collision but the kerb was the height of a small mountain. Hit the kerb. Bike stops but I continue on my travels through the air – over the handlebars, smashed onto pavement – broken arm. I lay there stunned for a while but, when I realised what had happened, my immediate reaction was to confront the fuck-wit alien. The bastard was nowhere to be seen – probably totally unaware that it had caused another species considerable pain and damage. Anyway – it’s a clean break, no surgery, no plastercast, so, as they say, things could have been worse. If I see the alien again I fear I will be extremely alienist and run the bastard over. !**@*!
It seems an age since Def Leppard – Part Four but we begin, after mishaps, with The Boyz again and one of the first computer-generated videos – remember this is 1992?
The success of ‘Hysteria’ was phenomenal. The album, for those not aware of the scale of their success, charted seven singles in the US Hot 100. ‘Hysteria’ remained in the charts for three years and sold more than 20 million copies worldwide. The band sold more records than any rock band in the US during the 1980s. It was a hard album to follow. The pressure on the band was huge – pressure from record companies was one thing but the self-imposed pressure to produce a follow-up album was a terrifying mountain to climb that took its toll. Cracks began to appear which threatened the solidity of the band. Steve Clark had problems with alcohol and the person I met during the ‘leave of absence’ the band rightly and loyally insisted on, was increasingly plagued by self-doubt and was visibly even more fragile than usual. In early January 1991, the band lost him to an accidental mix of prescription drugs and alcohol. It’s 19 years this week since Steve’s tragic death. Although he died before the release of ‘Adrenalize’, his contribution to the album is awesome. Here’s the original Steve Clark version of ‘Tear It Down.’ Genius.
ADRENALIZE
The band decided to continue recording the album and ‘Adrenalize’ was finally released in the Spring of 1992. It was a difficult sleeve to create, despite it’s deceptive simplicity. The concept was unanimously approved at ‘first roughs’ stage.
Developing the idea into the final image for the cover required inventing innovative techniques to match the clear picture I had in my head of what I wanted. Developing the idea into the final image for the cover required considerable experimentation. The ‘Exploding Eye’ image, clearly defined in my Mind’s Eye, proved extremely difficult to create with convincing authenticity. I called in the cavalry – a friend and colleague at the cutting-edge of image manipulation – a photographer and photo-retoucher called Rob Farrar. I’d worked with him on several occasions previously (he created the final composite for the ‘Hysteria ‘ sleeve) and many times since*. He was someone who instantly and intuitively ‘got it’ when I tried to explain what I was trying to illustrate – not just technically but emotionally. Not only was Rob a brilliant retoucher but he was also keen to develop photographic techniques which would add further dimensions to his image manipulation.
The problem with ‘Adrenalize’ was a question of scale – to create the effect of a mind-blowing explosion in what was essentially a very small object – an eye. To get from …
to …
… required some serious thinking. Photographing an eye was difficult in itself. Highly specialised cameras were needed and they were impossible to get hold of – most resided in medical research centres. We did try but the results weren’t good enough. The original rough sketches were created as artwork – allowing the detail of the eye to clearly defined …
… so Rob and I decided on a different tack. The orignal Eye used on the ‘Let’s Get Rocked’ sleeve was created as a combination of illustration and photography. How to make it explode convincingly? ‘Let’s do it, and photograph it,’ said Rob. ‘What?’ I said. ‘Explode the image and photograph it,’ he said. ‘And how do you suggest we do that Rob?’ … The image was photographed on a 10×16 transparency – I literally cut the Eye up into sections – we placed them on a light-box exactly how we thought the sections would be displaced by an explosion – and after a series (dozens) of experiments blasting different levels of light through the transparency glued to the lightbox, we finally had a brillant result where the lightbursts were convincingly real.
However, as much computers have advanced since then – they can’t provide me with the use of two hands when I’ve a broken arm. Try it – it’s a nightmare … progress is slow but I’ll be back with more in a couple of days …
Before our next episode, I’ll leave you, in this special anniversary week, with a poignant tribute video showcasing a rare and amazing talent … sadly missed.