Wednesday, May 01, 2013
Pop culture, Steve Averill, U2 and the Incarnation
Steve Averill, Senior Art Director at AMP Visual, was one of the keynote speakers at the recent U2 conference. He was introduced as speaking on what it means to turn sound into a vision. It was an important statement, a reminder that music is so much more than sound.
Steve Averill has designed nearly all of U2′s album covers. Many have won industry awards. He structured his talk around album covers, working his way through the U2 album sleeves he has designed. As he discussed colours, font styles, images and influences, you became aware of how much thought, care and imagination go into what we hold, the CD cover, what we wear, the concert T-shirt, what we see, the branding on the U2 publicity.
He noted the quirky eccentricities of the covers – that Bono wanted Bible verses on the cover of All you can’t leave behind, and so they added them in via the airport gate signs, that the picture used on No line on the Horizon was by artist Hiroshi Sugimoto. He was not willing for their to be any branding on his art. The solution was to etch branding onto the plastic CD sleeve.
He showed us the album covers that were influential, the album sleeves the band own, they listen to, they like – The Ramones, The Beatles.
Dr Jason Hanley, who holds a Ph.D. in Musicology, introduced and interviewed Steve Averill. He began by noting that rock and roll is a material culture. When you look at it, when you research it, when discuss it, you are learning about yourself, about your world, about your culture.
This should make sense to Christian theologians. The Incarnation, God coming in human body, is an honouring of the human body, of the senses, of what we see, feel and touch. Pop culture should thus be an easy and obvious area of theological research, both as an exercise in Incarnation, and as a way of helping us see ourselves, our culture, our world.