Othman, Hanis Salwani and Mohd Syarifuddin, Fatin Nuradila and Maulidio, Zidny Alkautsar (2025) Integrating 2D and 3D Animation for Band Branding: A Creative Practice in Music Video Production for The Rang-Rangs. Journal of Creative Industry & Sustainable Culture (JCISC), 4 (1). pp. 1-21. ISSN 2976-2480

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Abstract

This paper discusses the development of two animated music videos, “Engkau Dalam Semua Perjalanan” and “Caballero”, created as part of a Final Year Project at the School of Creative Industry Management and Performing Arts (SCIMPA), Universiti Utara Malaysia, in collaboration with the independent band, The Rang-Rangs. In recent years, music videos have become a crucial platform for artists to communicate identity and connect with audiences, yet independent bands often struggle to access high-quality production that combines strong visuals with compelling narratives. Addressing this gap, the project explores animation as an alternative medium to enhance storytelling and strengthen artistic branding. The main objective of this project was to integrate animation as a medium to enhance musical storytelling while simultaneously strengthening the visual and artistic identity of the band. A structured three-phase methodology was employed, consisting of pre-production, production, and post-production. The pre production stage involved conceptual planning, storyboarding, and character design to align with both the narrative and client expectations. The production stage emphasized animation processes, visual aesthetics, and synchronization with the rhythm and mood of the music. Post-production focused on refinement through editing, visual effects, and audience testing to ensure cohesion and quality. The findings indicate that the use of animation in music videos increases audience engagement by offering stronger emotional resonance and improved narrative clarity, with preliminary feedback showing a notable improvement in viewer recall and positive reception compared to conventional live-action approaches. In addition, the project demonstrates how animation can contribute to branding by providing a distinctive and memorable artistic identity for the band. Overall, this project highlights the potential of combining animation and music to advance creative expression and industry practice, particularly in offering independent artists an innovative and cost-effective tool for audience connection and brand development.

Item Type:	Article
Uncontrolled Keywords:	Animation, Music video, Storyboarding, Character design, Creative Industries
Subjects:	T Technology > TT Handicrafts Arts and crafts
Divisions:	School of Creative Industry Management and Performing Arts
Depositing User:	Mdm. Rozana Zakaria
Date Deposited:	10 Nov 2026 07:19
Last Modified:	10 Nov 2026 07:19
URI:	https://repo.uum.edu.my/id/eprint/34495

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