Golden Melody Award 28 : Ceremony Design

第28屆金曲獎 / GOLDEN MELODY AWARD 28

舞台設計：

第28屆金曲獎舞台設計色彩延續了主視覺的色彩，搭配上簡潔明快的幾何圖像動畫，營造出前所未有的舞台效果。設計上除了運用多款的幾何色塊及線條營造出時尚優雅的舞台效果外，為了延續了此次舞台造型的主題Infinity，LED螢幕上跳耀的圖像與地板的交映，更擴展了整體的視覺感受，讓得獎者彷彿置身於另一個世界中，為華語歌壇中最重要的頒獎典禮端出一場豐富的視覺饗宴。

Stage Design of GMA 28:

The stage design of the 28th Golden Melody Awards featured the color of the key vision. Together with the neat geometric motion graphics, it created an unprecedented stage effect. It utilized various geometric color blocks and lines to build an elegant stage effect; in addition, to keep on to the style theme Infinity, it used the reflection of the bouncing images on the LED screen and on the floor to further expand the visual sense. It put the award winners in another world seemingly, and served a rich feast to the eye for the most crucial awarding ceremony of the Chinese pop music.

獎項前導影片設計：

本次金曲獎有別於以往視覺風格，不趨近高貴、3D動畫、黑色與金色走向，反而大玩Flat Design，創造新時尚語彙，放膽帶入各種顏色，加進年輕、明亮、活潑、大色塊的設計元素。特別是進廣告前的典禮片頭，用GMA創造五組不同的音樂裝置，包括懷舊卡帶、黑膠唱盤、ipod、錄影帶動畫等等。讓金曲獎貼近記憶，更貼近流行。
不只緊扣主題，我們認為好設計應該帶點小幽默。本屆貫穿所有視覺的主題是「音樂的載體」。意謂載體一直變動，但音樂的感動永恆不變。27隻入圍影片以音樂的載體出發，但在每個獎項片頭都加進了幽默詮釋，比如，負責製作專輯的製作人獎，每張專輯像火腿一樣切片推出，最佳新人有如打蛋破殼而出，演奏類最佳專輯錄音獎，則用指揮棒套住其中一張光碟來表現。(by Bito)

最佳單曲製作人 / Best Arrangement

要創作出一首曲子，製作人擔任了不可或缺的角色，他必須整合各個領域，並且巧妙的配置所有的參與角色及元素，最後才能製作出一首獨一無二的作品。

製作人一鍵按下果汁機，代表不同元素的色彩交融混合，最終成就一首香醇的歌曲。

The producer serves as an indispensable character in creating a song. He or she has to integrate all fields, arrange all characters and elements combined, and finally produce the unique masterpiece.

The producer presses the on button on the blender, blending and mixing all colors from different elements. Eventually, it would produce a song with mellow, rich aroma and flavor.

最佳專輯製作人 / Best Album Producer

一張專輯的製程繁瑣，畫面中藍色的線條代表專輯裡的不同的曲子及元素，專輯製作人統合了所有的元素後，將所有滋味捲了起來，接著一刀一刀的切下，為聽眾們準備美味的饗宴。

The process of creating an album is complex. The blue lines on screen represent different songs and elements. After intergrating all elements, the album producer rolls up all the tastes, slicing them piece by piece, and prepares a delicious feast for audience.

國語專輯獎 / Best Album In Mandarin

國語專輯獎為指標性的獎項，設計上以較為抽象的方式呈現。

國語專輯獎由羅大佑頒發，他發行了無數膾炙人口的錄音帶專輯，因此畫面的開頭由隱喻錄音帶的矩形開始，原形球體隱喻了音樂的奔放與耀動，接著一切收斂到了代表專輯的立方體中，再畫龍點睛的落入“國”字上，最後化成了代表GMA三個字母的圓形、方形、三角形的色塊。

Best Album in Mandarin is an iconic award. In design, I tried to present it in an abstract way.

Lo Ta Yu (羅大佑) was the presenter of Best Album in Mandarin. He had released countless popular and fascinating music cassettes. Therefore, the rectangle at the beginning of the frame is a metaphor for music cassettes. The sphere is a metaphor for the wildness and dynamism of music. Later on, everything converges into a cube, which is a metaphor for album. Then comes the crucial touch, it falls into the character “國” (guo, stands for guo yu, which means Madarin). Finally it becomes colored circle, square, and triangle which symbolize the three letters of GMA.

最佳新人獎 / Best New Artist

新人獎創造出無數的明日之星，在一番激戰中被選中的新人終於破殼而出，在唱盤機上慢慢的成熟。

Best New Artist makes numerous future stars. The chosen new artist finally hatches and stands out through fierce battles, and ripe mellowly on the turntable.

演唱錄音專輯 / Best Vocal Recording Album

錄音專輯獎中分成演唱錄音專輯獎及演奏類錄音專輯獎，演唱類錄音專輯緊扣著”口“字，代表評審的嘴也代表歌者的口。

評審者從無數的專輯中選定了其中最美味的一張，放入嘴中，品嚐其中的美味。

Best Vocal Recording Album can be segmented into Best Singing Recording Album and Best Instrumental Recording Album. Best Singing Recording Album is kept to the character “口” (kuo, which means mouth), representing the mouths of the judges as well as of the singers.

The judges pick the most delicious one from various albums, put into mouth, and taste its flavor.

年度歌曲獎 / Song Of The Year

畫面的開始為轉動的唱盤，接著鏡頭往後退，圓形的唱盤成了MIC上的收音孔，最後鏡頭繼續後縮，帶出了無數的MIC，仔細觀察，可以發現握把中藏著一位飄動的太空人，以此隱喻歌手拿著麥克風後的無限可能。

It begins with the spinning gramophone record. The camera backs off, and the circle gramophone record becomes the sound receptor on the microphone. The camera keeps backing off, zooming out countless microphones. Take a closer look, and you can find a floating astronaut hiding in the handle. It is a metaphor for the infinite possibilities the moment the singer gets hold of the microphone.

最佳音樂錄影帶獎 / Best Music Video

最佳音樂錄影帶獎使用了裝載著無數人回憶的VHS，以其特有的造型線條構出畫面，黑白堆疊的錄影帶在畫面中不斷交錯位移，最後錄影帶翻轉到了背面帶出了獎項文字。

Best Music Video utilizes VHS, which carries innumerable people’s memories. Its unique contour constructs the picture. Black and white piled video tapes criss-cross the screen ceaselessly. Then the video tapes turn to the back and display the characters of the award.

最佳樂團獎 / Best Musical Group

最佳樂團獎為了展現出樂團特立獨行的個性，畫面上的色彩搭配較為強烈，此外，故事帶入了樂團中的重要角色：主唱、吉他手、鼓手、鍵盤手，並在最後向永遠的經典不朽的樂團 The Beatles 致敬，象徵四人的手指頭的滑過如馬路般的鍵盤上。

To show the maverick characteristic of the group, the color matching is more intense in the Best Musical Group award. Besides, the story brings in important characters in the group, the vocalist, the guitarist, the percussionist and keyboard player. And finally pay tribute to the classic immortal band, The Beatles. The fingers signifying the four men glide through the keyboard that is like a road.

客戶 Client：源活YOUNG HOPE / 三點水娛樂製作股份有限公司 3AQUA Entertainment
典禮視覺影像設計 Design Agency：Bito
視覺總監 Executive Creative Director ：劉耕名 Keng-Ming Liu
美術指導 Art Director：劉熙真 Hsi-Jen Liu
設計師 Designer：李宜軒 YI-Hsuan Li、吳箏 Chen Wu、曾致勻 Zhyun Tseng
動畫師 Animator : 莊仲凱 Kyle Jhuang、朱哲頡 Che-Chieh Chu、高慶和 Ching-Ho Kao、曾致勻 Zhyun Tseng、吳箏 Chen Wu、陳柏尹 Bruce Chen、陳柏豪 Kforce Chen、齊慕夷 Morris Chi、詹游丞 Yo Cheng、楊竣弼 Rivers Yang、余韋呈 Wei-Chen Yu

製作統籌 Executive Producer：彭乃芸 Naiyun Peng
字幕 Subtitle : 葉子寬 Francis Yeh

典禮視覺/形象音樂設計 Music：三十而立 Sincerely Music
音樂總監 Music Director：陳品先 Stanley Chen
編曲/製作助理 Music Producer ：孟欣亞 Shin Child
混音 Mixing: 林尚伯 Lin Shang Po / 杰林影音薪傳 JL Music & Video Production
Voice Over: 謝佳璋 Shieh ChiaChang、余佳蓓

Montage Edit: 朱哲頡 Che-Chieh Chu
Montage Music：Proper Up 正 / 顧忠山 Lawrence Ku

Stage photos by Charles Kwang and Chen Wu