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The Golden Melody Awards Ceremony is now onto its 34th year and will be hosted at the Taipei Arena on July 1, 2023. Unveiled on May 8, 2023, the key visuals of the 34th GMA revolve around the concept of music transcending time, space, and borders and hopes to bring the world closer through the GMA.
The COVID-19 pandemic has endured for more than three years and only recently have people’s lives and interactions returned to pre-pandemic normalcy. "Music without Borders" was selected as the key visual for the 34th GMA to celebrate music creators being able to connect across regions in post-pandemic 2023. This indicates that the boundaries between genres, languages, and creative expressions are gradually blurring in contemporary pop music. The GMA also hopes that music cultures across the world can interact with each other in full so that the world can experience the beauty of Taiwan’s music.
The creative agency behind the awards ceremony and its visuals is Whitelight Motion, a studio that previously won the Red Dot Design Award for Communication and the Golden Pin Design Award. For the 34th GMA, Whitelight Motion explores the design concept of "blurring boundaries" through interactions between music and borders. Soft, fluid liquids are selected as the undertone of this year’s visuals, from which Whitelight Motion has designed a series of key visual content.
The number 34 is reimagined as waterdrops with "GMA," the eponymous logo, seeping through the two waterdrops. The refraction of light as it passes through water distorts "GMA" into "GMMA." The human extremities are also used to embody the fingertips, vocal cords, ears, and waterdrops that symbolize music in the key visuals. They collide to produce ripples that symbolize the imagination of musicians as they perform, sing, and listen and that is gently blurring their own limits.
