Uploaded February 2025 | Updated September 2026, 1 week ago
In the 2020s the genre of heavy music (Heavy Metal, Hardcore Punk) remains second only to rap in terms of popularity. Heavy music's ascendancy from marginal to "cultural phenomenon" owes as much to the appeal of its visuals.
This panel discusses the role that design/art played in the popularization of heavy music and the way it functioned when it emerged in the 80s, as well as how it functions today.
— Howie Abrams (author and music business executive) discusses the emergence of heavy album art as a crucial aspect of experiencing heavy music, the role of character design on early metal albums (Iron Maiden), and the popularization of heavy and gross graphics initially considered "shocking".
— Dave Bett (Creative Director, Columbia Records, SONY) breaks down the process of creating distinct visual languages for dozens of heavy bands (from Megadeth to Sick of It All) through logos, photoshoots, packaging, and advertisements. He discusses what makes something look "heavy".
— Glen Cummings (guitarist; MTWTF, Pratt Institute, former VP AIGA NY) describes developing and adapting band artwork for flyers and t-shirts and the importance of grassroots economics in being a hybrid musician/designer.
— RobenX discusses the role image, videos, and graphics play in his anti-bullying advocacy work in schools and onstage. How he uses the emotions evoked by heavy music to guide kids to feel good about themselves and be empowered. teamrobenx.com
Takeaways
— several case studies of heavy music branding
— a framework for identifying the components that constitute a musical artist's brand
— an anecdotal experience of the ways heavy music and its visuals offer a way to build community through shared experience.
In the 2020s the genre of heavy music (Heavy Metal, Hardcore Punk) remains second only to rap in terms of popularity. Heavy music's ascendancy from marginal to "cultural phenomenon" owes as much to the appeal of its visuals.
This panel discusses the role that design/art played in the popularization of heavy music and the way it functioned when it emerged in the 80s, as well as how it functions today.
— Howie Abrams (author and music business executive) discusses the emergence of heavy album art as a crucial aspect of experiencing heavy music, the role of character design on early metal albums (Iron Maiden), and the popularization of heavy and gross graphics initially considered "shocking".
— Dave Bett (Creative Director, Columbia Records, SONY) breaks down the process of creating distinct visual languages for dozens of heavy bands (from Megadeth to Sick of It All) through logos, photoshoots, packaging, and advertisements. He discusses what makes something look "heavy".
— Glen Cummings (guitarist; MTWTF, Pratt Institute, former VP AIGA NY) describes developing and adapting band artwork for flyers and t-shirts and the importance of grassroots economics in being a hybrid musician/designer.
— RobenX discusses the role image, videos, and graphics play in his anti-bullying advocacy work in schools and onstage. How he uses the emotions evoked by heavy music to guide kids to feel good about themselves and be empowered. teamrobenx.com
Takeaways
— several case studies of heavy music branding
— a framework for identifying the components that constitute a musical artist's brand
— an anecdotal experience of the ways heavy music and its visuals offer a way to build community through shared experience.
