The Gods of Liquid Dreams, »Sgt. Turnpike« and »Dr. Shred«, bring out the heavy artillery with their new album »G.O.L.D.« and its brand-new appearance, keeping the world in suspense with their unmistakable mix of music styles. The beginnings of Monoment’s success story have already been documented in the international issue of the komma Magazine, and they were portrayed again in its 17th issue because of the release of their new music video of »Wurst Is My Religion«. Starting with a video and a satire of the existing band culture, Monoment performed their shows and benefitted from the positive resonance of the public, thus developed a reflected, meticulously planned and ambitious marketing strategy.
This is documented by Maurice Fischer’s Bachelor’s thesis which he has carried out with lots of brains and passion for music and design. His project was to relaunch and redesign the brand of the cult band Monoment for the release of their upcoming debut album G.O.L.D. Using an overwhelming variety of means of communication, graphic styles and technical methods, he managed to construct an entire universe around the duo, in a look which, in spite of its playful design, inspires high quality and magnificence. He defines Monoment as a brand, personified by Dr. Shred and Sgt. Turnpike. In order to make their music known to the public, Maurice cov- ers all fields which are necessary nowadays for the marketing of a band in 2016. This includes new outfits and a new logo, both of which incorporate the well-known recognition features. In addition, a custom Monoment font was conceived as well as promotional pictures which have been lavishly finished by an own sample production, glitches, photoshop effects, digital painting and colourful 3D objects.
Maurice also conceives and produces record and CD covers and their interior as well. In the LP version, additionally to the vinyl disc, visualisations and lyrics are included. Every single piece has been produced with lots of love of detail and with humor, too. For example the CD with the heads of the two band members printed on it can be turned in its cover so that their heads can be exchanged. And what would a band be without a huge poster which enthused fans can get from magazines like »Bravo« to decorate their walls with? Nothing, of course! Maurice did remember this and therefore designed high-end screen-printing posters and fan posters. Also, in order to stimulate the audience’s desire on every level, Monoment merchandise and autographed cards may not miss here. To publicise the start of the G.O.L.D. tour, Maurice designed tour posters and planned a PR campaign as well as a website.
The colour gold can be found throughout the entire corporate design. Gold was applied onto the colour prints by a jig or by gold foil and it can also be found on the paper in Monoment’s office equipment. It was a great challenge to keep the printing costs as low as possible although the spot colour gold was used. Maurice hat to plan everything precisely and produced his prints partially on his own. E.g. he had a milled metal jig manufactured in two separate parts. So he was able to place the stencils »Mono« and »ment« skillfully on multiple formats. Besides the primary colours black, white and gold of the corporate design, »motley« and »rainbow shapes« play an important role. Or, as Sgt. Turnpike puts it, »All colours which do exist.« When designing the Monoment writing, Maurice oriented himself at the letterings of rock legends like Metallica, Iron Maiden and ACDC. These writings are characterised by jagged and flash-like edges.
So the tradition of these bands should be rendered and Monoment’s thriving to be equals someday as well. Maurice re-built the camera set-up of the extravagantly designed promotional pictures with a 3D program to implement illustrative patterns and ornaments in psychedelic colours. For this, he reconstructed the complete light and studio set-up of the real shooting. This was necessary in order to capture the light conditions and the perspective of the rendered characters authentically. This way it was possible to combine the pictures shot in the studio and the fictive background without optical mistakes. Although Maurice’s and Stefan’s most important concern is enjoying music and a kind of self-portrayal which combines genius and madness, the band was able to achieve first successes. They played at the »Wormser Rocknacht« in December 2015 and first concerts of the G.O.L.D. tour 2016 have already been booked all around Germany. Singles, an album, tours. What is next? A life with sex, drugs and rock’n’roll? Hysterically shrieking groupies with braces? The rule of the world? We don’t know yet. But one thing is for sure: Sgt. Turnpike and Dr. Shred cause us wet dreams and break the hearts of all the girls.