Golden Melody Award 29th

In 2018, while working as a motion designer at JL Design, I contributed to the 29th Golden Melody Awards. My role focused on creating the main logo animation and the lower thirds animation. Unlike the past, when music often united the masses through widely shared hit songs, the landscape had shifted to smaller communities, each resonating with its own voice. This year’s edition carried the theme “Voices of the People,” reflecting the shift into an era of fragmented audiences.

The concept was rooted in the energy of the streets, an environment where diverse groups raise their voices and advocate for change. Inspired by protest posters, megaphones, and the raw aesthetics of public demonstrations, the visuals aimed to capture this fragmented yet vibrant spirit. Each element symbolized how music now carries the personal and collective struggles of the younger generation, addressing social issues and uncertainties about the future, while embracing individuality in a shared cultural movement.

The 29th Golden Melody Awards drew about 3 million viewers on television. Online, it gained nearly 2.75 million views on YouTube and close to 5 million across LINE platforms, bringing new media viewership to around 7.75 million. Combined, global audiences surpassed 10 million. The animated logo I created also won the Best Original Logo Design Gold Award at the 2018 Promax BDA Asia (now GEMA Asia), highlighting the project’s creative strength and amplifying its industry presence across broadcast and digital media.