Yellow is a contemporary R&B venue that uses its platform to spread awareness on discrimination against Asian minorities. The concept is inspired by the Asian American owned, Mass Media company, 88Rising.
The prompt for this project was to create a large-scale digital poster for a hypothetical music festival that addresses a social issue. As an Asian American, I chose a topic that was close to home. I conceptualized the venue as a bold and unapologetic organization. The title Yellow is supposed to make viewers react the way they should when witnessing racism against Asians.
Labeled as the “model minority,” many people invalidate the Asian minority experiences against racism, especially compared to the experiences of other POC groups. This poster focuses on the identity crisis many young Asian minorities experience growing up in a country that had treated them as if they didn’t belong.
(Please note that this project was created before covid-19 and the #AsianHateCrime)
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Yellow is meant to be interacted with on a life-sized digital kiosk. When a user press on an artist’s image a speech bubble will appear with a quote by them. The images will also initiate a song by the artist, which can be turned on and off by the play/pause button.