Matthew McWilliam
BDes (Hons) Graphic Design
Tradwave
Tradwave challenges the idea that traditional Scottish and Irish music is outdated or boring. Through a vinyl subscription, it pairs grassroots trad artists with modern acts, highlighting shared themes and sounds to help young listeners discover the genre on their terms. Each volume includes collectible records, posters, liner notes, a zine-style art book, and interviews — with QR codes linking to extra content. The tactile, folklore-inspired visual style feels both aged and contemporary. Tradwave reframes cultural preservation as something bold and alive, giving overlooked artists the platform they deserve and building new bridges between generations.
Wall-mounted display of all three book volumes with corresponding liner notes.
Volumes 1, 2, and 3 of Tradwave
Volume 1 packaged in a tactile, folklore-inspired wrap using twine
Volume 1 contents, showing both the modern and traditional sides of the book
Volume 2 contents, with the book opened to reveal the traditional record and intro pages
Volume 3 contents, showing both the modern and traditional sides of the book
Volume 2 Traditional record, and first page
Volume 2 Modern Record, and last page
Signed liner notes from traditional and modern artists, laid out across the table