VH1 is relaunching its Flipside music hour today, following a rebrand by broadcast design consultancy English & Pockett.
Flipside is a music video block which broadcasts international alternative, indie and electronic music targeting 25- to 34-year-olds. It airs on VH1 European, owned by MTV Networks, and reaches more than 18 million homes in 30 countries across Europe, Africa and the Middle East.
English & Pockett designer Ryan St James has created a series of ‘gritty, lo-fi’ idents, using a mixture of live action and 3D animation to spin the VH1 cube logo. A ‘static interference’ effect is used to suggest the ‘alternative and edgy’ nature of the music on Flipside.
‘The idents are shot with a CCTV-type feel and the type spins around different axes,’ explains consultancy creative director Rob Machin.
English & Pockett continues to work with MTV Networks, according to Machin. The group is also currently demonstrating its proprietary M-Flex music-on-demand system at the IPTV World Forum 2007, taking place at Olympia in London this week.