Poster History 2010 - now
Between 2010 and now, the concert poster culture changed significantly due to the rapid rise of digital technology and social media. While physical concert posters were still used during this period, they largely served the purpose of digital promotion.
During this decade, the design of concert posters was radically transformed by the emergence of digital media. It was no longer enough to have just a beautiful printed poster; it also had to be suitable for digital screens in various formats, from social media to websites and mobile apps. This shift required designs that were flexible and versatile.
Less creative freedom
New tools like Dropbox and WeTransfer made it possible to share large files more quickly and easily, even over long distances. In the first twenty years of the internet, it was still difficult to send large files, and data carriers like CD-ROMs and USB sticks were often sent by mail, which caused delays.
As a result of this development, foreign artists gained more influence over the posters for their concerts in the Netherlands. They were now able to have more impact on the local markets. This led to local artists and venues having less creative freedom. The final responsibility for the design increasingly shifted to the artist or their management, with the style of the entire European or world tour becoming the determining factor, rather than local creativity.
Experimental Jetset
In 2017, Paradiso received its first graphic identity, designed by Experimental Jetset, a renowned studio that has been associated with Paradiso since 1995. On the Experimental Jetset website, you can find numerous examples and background information about their designs. The website designer Bravoure based their design for the current Paradiso website on the philosophy of Experimental Jetset.
Video
By the late 2010s, the shift towards video began. Platforms like Instagram and TikTok became major social media channels for younger generations. This meant that still images, like posters, faced competition from moving visuals.
Paradiso became more dependent on creating short promotional videos incorporating graphic elements from the poster. As a result, the poster evolved from a standalone product into part of a broader visual identity.
Sources
Want to read more? You can find more information here:
The Paradiso archive | Paradiso
A large collection of historical Paradiso posters | Delpher
Book: Paradiso Posters 1968-2008 | J. Dietvorst and J. Hiddink
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