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Konsep Pengantar Karya Tugas Akhir

PERANCANGAN VIDEO KLIP ANIMASI 2D‘I GOT YOU ’ SEBAGAI MEDIA PROMOSI

DUO KNEE & TOES

Diajukan Untuk Menempuh Ujian Tugas Akhir Sebagai PrasyaratGuna

Memperoleh Gelar Sarjana SeniRupaPada Fakultas Seni Rupa dan Desain

Jurusan Desain Komunikasi Visual

Disusun Oleh:

REZA DWI SETYAWAN

C0709061

JURUSAN DESAIN KOMUNIKASI VISUAL

FAKULTAS SENI RUPA DAN DESAIN

UNIVERSITAS SEBELAS MARET

SURAKARTA

2015


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LEMBAR PERSETUJUAN

Tugas Akhir dengan Judul:

PERANCANGAN VIDEO KLIP ANIMASI 2D

‘I GOT YOU ’ SEBAGAI MEDIA PROMOSI

DUO KNEE & TOES

Telah disetujui untuk dipertahankan dihadapan Tim Penguji TA

Menyetujui,

Pembimbing I Pembimbing II

HermansyahMuttaqin, S.Sn, M.Sn AnugrahIrfan Ismail, S.Sn

NIP.197111152006041001 NIP. 198307022008121003

Mengetahui,

Koordinator Kolokium dan Tugas Akhir

Dr. Deny Tri Ardianto S.Sn, Dipl.Art

NIP. 197905212002121002


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LEMBAR PENGESAHAN

Diterima dan Disetujui oleh Panitia Tugas Akhir jurusan Seni Rupa

Fakultas SeniRupadanDesain Universitas Sebelas Maret

Pada Tanggal: 21

Januari 201

Panitia Penguji

Ketua Sidang Akhir

Dr. Deny Tri Ardianto S.Sn., Dipl.Art (………………….……) NIP. 197905212002121002

Sekretaris Sidang Akhir

Rudy W Herlambang, S.Sn, M.Sn (………………….……)

NIP. 197503232003121002

Pembimbing Tugas Akhir I

HermansyahMuttaqin, S.Sn, M.Sn (………………….……)

NIP.197111152006041001

Pembimbing Tugas Akhir II

Anugrah Irfan Ismail, S.Sn (………………….……)

NIP. 198307022008121003

Mengetahui,

Plt. DekanFakultasSeni RupadanDesain

Ketua JurusanDesain Komunikasi Visual

Drs. Riyadi Santosa, M.Ed, Ph.D Drs. Mohamad Suharto, M.Sn

NIP.196003281986011001 NIP.195612201986031003

5


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PERANCANGAN VIDEO KLIP ANIMASI 2D ‘ I GOT YOU ’

SEBAGAI MEDIA PROMOSI

DUO KNEE & TOES

Reza Dwi Setyawan1

Hermansyah Muttaqin, S.Sn, M.Sn.2, Anugrah Irfan Ismail, S.Sn.3

ABSTRAK

Reza Dwi Setyawan, 2015. Pengantar Tugas Akhir ini berjudul

Perancangan Video Klip Animasi 2D “I Got You” sebagai Media Promosi DuoKnee & Toes. Adapun permasalahan yang dikaji adalah (1) Bagaimana membuat

video klip animasi untuk lagu“I Got You” yang menarik secara konsep dan

visual? (2) Bagaimana memilih media pendukung yang efektif dan relevan untuk

mengenalkan video klip animasi lagu“I Got You”?. Knee & Toes adalah duo

musisi dari Malang, Indonesia ysng terbentuk pada tahun 2010. Terdiri dari Ristri

Putri dan Bie Paksi. Keduanya berperan sebagai vokalis dengan memainkan

intrument gitar (folk dan klasik).Saat ini mereka baru mempunyai dua video klip,

yang menggunakan teknik live shot . Namun kurang begitu membawa feedback

yang baik untuk promosi musik mereka. Teknik pembuatan video klip dengananimasi diharapkan menjadi satu cara yang tepat untuk video klip mereka

selanjutnya. Diharapkan dengan dibuatnya video klip animasi ini dapat membuat

grup Knee & Toes lebih dikenal masyarakat luas, sehingga memberikan warna

baru di dunia musik Indonesia.

_______________________1 Mahasiswa Jurusan Desain Komunikasi Visual dengan NIM C07090612 Dosen Pembimbing I3 Dosen Pembimbing II


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THE DESIGN OF 2D ANIMATION VIDEO CLIP ‘I GOT YOU’

AS PROMOTIONAL MEDIA FOR KNEE & TOES

Reza DwiSetyawan1

Hermansyah Muttaqin, S.Sn, M.Sn.2, Anugrah Irfan Ismail, S.Sn.3

ABSTRACK

Reza DwiSetyawan, 2015. The title of the final project is Design 2d

Animation Video Clip “I Got You” As Promotional Media For Knee & Toes. The

problem of the study are (1) How to make animated video clip for the song

entitled “I Got You” which has attractive concept and visual? (2) What are the

additional medias which effectively and relevantly support the animated video

clip? Knee & Toes is a duo of musicians from Malang, Indonesia arrives formed

in 2010. Consisting of Ristri Princess and BiePaksi . Both act as a vocalist with

intrument play guitar ( folk and classical ). However they only have two infamous

video clips, which uses a liveshot technique. The animated video clipstechnique

are expected to be the right way for their next video clip.What is expected of the

making of this animated video clips can create a group Knee & Toes more widely

known , thus providing a new color of Indonesian music .

_______________________1DepartmentofVisual Communication Design Students with NIM C07090612 Guide Lecture I3

Guide Lecture II


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HALAMAN MOTTO

“You Are Loved”


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HALAMAN PERSEMBAHAN

Tugas Akhir ini kupersembahkan kepada:

Yang tersayang Ayah danIbu,

SartonodanSudiyati.


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KATA PENGANTAR

Puji syukur kehadirat Tuhan Yang Maha Kuasa atas segala limpahan

rahmat dan hidayat-Nya, sehingga penulis mampu menyelesaikan Tugas Akhir

dengan judul: Perancangan Video KlipAnimasi 2D ‘I Got You’ Sebagai Media

Promosi Duo Knee & Toes.

Dalam penyusunan tugas akhir ini, tentunya tidak lepas dari bimbingan

dan bantuan dari berbagai pihak. Oleh karena itu Penulis mengucapkan terima

kasih kepada:

1.

Drs. Riyadi Santosa, M.Ed, Ph.D, selaku Plt. Dekan Fakultas SeniRupa dan

Desain

2. Drs. Mohamad Suharto, M.Sn, selaku ketua jurusan Desain Komunikasi

Visual

3. EstyWulandari, S.Sos, M.Si, selakuPenasehatAkademik

4. Hermansyah Mutaqqin, S.Sn, M.Sn, selaku Pembimbing I Tugas Akhir

5. AnugrahIrfan Ismail, S.Sn, selakuPembimbing II TugasAkhir

6. Knee & Toes yang telahbersediameluangkanwaktunya

7. Seluruhdosen serta staf karyawan Desain Komunikasi Visual

8.

AlmamaterUniversitasSebelasMaret Surakarta

Penulis menyadari bahwa penulisan ini masih jauhdarikesempurnaan.

Untuk itu penulis mengharapkan saran dan kritik yang bersifat membangun, untuk

kemudian dijadikan perbaikan di masa yang akan datang.

Semoga pengantar tugas akhir ini dapat bermanfaat khususnya bagi

penulis dan umumnya bagi para pembaca.


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Surakarta, 31Maret 2015

Penulis,

Reza DwiSetyawan

NIM. C0709061


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DAFTAR ISI

HALAMAN JUDUL ........................................................................................ i

LEMBAR PERSETUJUAN............................................................................ ii

LEMBAR PENGESAHAN ............................................................................ iii

ABSTRAK ....................................................................................................... iv

ABSTRACK ...................................................................................................... v

HALAMAN MOTO ........................................................................................ vi

HALAMAN PERSEMBAHAN ...................................................................... viiKATA PENGANTAR ..................................................................................... viii

DAFTAR ISI .................................................................................................... x

BAB I PENDAHULUAN ............................................................................... 1

A. Latar Belakang Masalah ................................................................. 1

B. Rumusan Masalah .......................................................................... 3

C. Tujuan Perancangan ....................................................................... 4

D. Metode Pengumpulan Data ........................................................... 4

BAB II KAJIAN TEORI ............................................................................... 6

A. Tinjauan Umum Perancangan .............................................................. 6

B. Tinjauan Umum Video Klip ................................................................ 6

1. Pengertian Video Klip ................................................................... 6

2. Jenis Video Klip ............................................................................. 7

3. Unsur Video Klip ........................................................................... 8

C.

Tinjauan Umum Animasi ..................................................................... 9

1.

Pengertian Animasi ........................................................................ 9

2. Sejarah Animasi ............................................................................. 10

3.

Jenis Animasi ................................................................................. 15

4. Prinsip Dasar Animasi ................................................................... 16

5. Teknik Penciptaan Animasi ........................................................... 20

D.

Tinjauan Umum Promosi ..................................................................... 22

1. Promosi .......................................................................................... 22

2.

Tujuan Promosi .............................................................................. 25


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3.

Media Promosi .............................................................................. 27

E. Tinjauan Umum Musik ........................................................................ 28

1. Pengertian Musik ........................................................................... 28

2.

Jenis - Jenis Musik ......................................................................... 29

3. Ragam Penyajian Musik ................................................................ 34

BAB III IDENTIFIKASI DATA .................................................................. 35

A.

Identifikasi Obyek Perancangan ............................................................. 35

1. Gambaran Umum Duo ................................................................... 35

2. Diskografi Knee & Toes ................................................................ 37

3.

Tur Internasional Knee & Toes ...................................................... 41

4. Musik Knee & Toes ....................................................................... 44

5. Lirik Lagu ‘I Got You’ ................................................................... 44

6.

Analisa Promosi Knee & Toes ....................................................... 46

B. Identifikasi Komparasi ......................................................................... 48

C. Analisis SWOT ..................................................................................... 48

D. Unique Selling Point (USP) ................................................................ 51

E.

Positioning ........................................................................................... 51

BAB IV KONSEP KREATIF PERANCANGAN ....................................... 53

A.

Metode Perancangan ............................................................................ 53

B. Konsep Kreatif ..................................................................................... 54

C. Target Market dan Target Audience .................................................... 54

D.

Target Visual ........................................................................................ 55

E. Konsep Karya Video Klip .................................................................... 55

1.

Tema ............................................................................................... 56

2. Storyline ......................................................................................... 57

F. Konsep Perancangan ............................................................................58

1. Konsep Komunikasi Visual............................................................ 59

a. Ilustrasi ..................................................................................... 59

b. Tipografi ................................................................................... 62

c. Warna ...................................................................................... 64

d.

Layout ...................................................................................... 65


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2.

Konsep Komunikasi Verbal ........................................................... 66

a. Kepala Berita (Headline) ........................................................ 66

b. Penjelasan Kepala Berita (Sub Headline) ............................... 66

c.

Teks (Body Copy) .................................................................... 66

d. Baseline .................................................................................... 67

G. Teknik Pelaksanaan .............................................................................. 67

H.

Media Placement .................................................................................. 68

I. Estimasi Biaya ...................................................................................... 71

BAB V VISUALISASI KARYA ................................................................... 72

A.

Karya Utama ........................................................................................ 72

1. Video Klip ...................................................................................... 72

2. Scene Preview ................................................................................ 73

B.

Karya Pendukung ................................................................................. 85

1. Cover Packaging DVD ................................................................... 85

2. Label DVD ..................................................................................... 86

3. Cover, Booklet dan Back Cover DVD ............................................ 87

4.

Poster .............................................................................................. 89

5. X-Banner ........................................................................................90

6.

Cover Twitter .................................................................................91

7. Cover Facebook Fanpage .............................................................. 92

8. Cover Youtube ...............................................................................93

9.

Stiker ..............................................................................................94

10. Kaos ............................................................................................... 95

11.

Postcard ......................................................................................... 96

12. Pin ..................................................................................................98

BAB VI PENUTUP ........................................................................................ 99

A. Kesimpulan .......................................................................................... 99

B. Saran ..................................................................................................... 100

DAFTAR PUSTAKA ..................................................................................... 101

HALAMAN TERIMA KASIH ..................................................................... 102

LAMPIRAN .................................................................................................... 103


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DAFTAR GAMBAR

Gambar 1 Thaumatrope.................................................................................... 11

Gambar 2 Phenakistoscope .............................................................................. 12

Gambar 3 Zoetrope .......................................................................................... 12

Gambar 4 Praxinoscope ................................................................................... 13

Gambar 5 Flip Book ......................................................................................... 13

Gambar 6 ‘ A Journey’ EP ................................................................................ 38

Gambar 7 ’Dammit I’m Mad ’ Album .............................................................. 39Gambar 8 Unspoken Wish EP .......................................................................... 40

Gambar 9 Logo Knee & Toes .......................................................................... 46

Gambar 10 Screenshot Knee & Toes Facebook fanpage................................. 46

Gambar 11 Screenshot Knee & Toes Twitter .................................................. 47

Gambar 12 Screenshot Knee & Toes Reverbnation ........................................ 47

Gambar 13 Screenshot Knee & Toes Soundcloud ........................................... 47

Gambar 14 Screenshot Knee & Toes Youtube ................................................ 48

Gambar 15 Ilustrasi Karakter Utama Laki - Laki ............................................ 60

Gambar 16 Ilustrasi Karakter Utama Perempuan ........................................... 61


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DAFTAR TABEL

Tabel 1 Knee & Toes UK Tour ........................................................................ 41

Tabel 2 Knee & Toes Unspoken Wish Tour ..................................................... 43

Tabel 3 Analisis SWOT .................................................................................... 49

Tabel 4 Estimasi Biaya..................................................................................... 71