Loufest 2012 Lineup Video - @RodgersTownsend w/ @RukusPost
Visually, this intro video announcing the lineup is exactly what you'd want it to be - fast cuts of last year's festival, people zoning out and smiling, and tasteful geometrics paired with okay typography over footage that looks Xpro'd. For that, you need to give rukus a thumbs up.
On the other hand, we're going to give a thumb down to the concept and copywriting behind this video, apparently the work of RT. The writing sounds like someone who has absolutely no idea what's going on here and stands at the back of the crowd thinking of how best to "capture" the LouFest/Music Festival scene with shitty metaphors: "Music is a religion and LouFest is Mecca"…. No. Also, the focus on the "Indie in All of Us" (last line) is one of the most gag-worthy, bullshit lines we've heard recently and we can't image our younger counterparts being any less critical of the "indie" experience that is being forced like a 40 year old fat man in tight, hipster pants - thru the voice of an apathetic-but-so-totally-indie female.
So, while the production is where it needs to be, the writing concepts need to be thrown away and start over. Until the promoters and creative agencies stop trying to paint this as the ultimate St. Louis Indie Music Festival and acknowledge the real strengths and weaknesses of a 2.5 stage affair, it's going to appear to be something it's not.
We love the fact that there is a LouFest (aside from the name and logo) but we want to see greater creative strides for originality & authenticity now that we're three years deep.