Digipak analysis - Looking at album art of similar artists

Digipak analysis - Looking at album art of similar artists

Eric Prydz - Call On Me

The image above is the front cover to Eric Prydz's (a similar artist recommended via audience) single "call on me". When analysing the artwork behind the album one notices that the image used featured on the album is a screenshot from the call on me's music video thus conveying strong synergy between music video and album art. Both song, music video and artwork heavy allude to the 1980's which was the decade in which electronic music was popularised with new electronic and Synth based genres such as Synthpop emerging as well as the stylistic origins of Prydz's own genre house music ; a similar form of electronic music. This can be evidenced in the visuals of both the artwork of Prydz's album and the music video when looking at the fashion of the models presented on both formats. Models seen here are seen wearing 80's aerobic fashion such as brightly coloured leotards and sweatbands. In terms of the song itself, it utilises samples from popular Synthpop song "Valerie" by Steve Winwood originally released in 1982 thus further conveying an 80's attitude and style to Eric Prydz.  This 80's theme can also be seen in the video, which briefly features a shot of an 80's style boombox, which as a format of listening music as itself bears connotations of loud music and partying features one would associate with house music. Perhaps this has been intentionally has been used for this effect to allow viewers to associate Prydz's work with celebrations and party's

The use of 80 aerobic fitness theme to the video and album artwork may represent how the artist wants to portray his music as "active music" music you listen to whilst dancing or exercising which connotes the dance style to house music. This 80's aerobic style is further explored in the type of the album cover as one can see a coverline like message "includes over 30 mins of music. DVD video format also available!" written on the left hand side which convey an aerobics VHS cover look to the album cover by adapting such a conventional feature of these VHS covers to the artists artwork. One could suggest that such a coverline conveys tongue in cheek humour, which shows us the audience that perhaps the artist's image is one of light heartedness, such as humour, happiness and enjoying a good time.

Similar fashion styles seen here between model of the artwork and women seen on the 80's workout tapes. Not only this but cover lines can also be found on these tapes such as " the all new best selling exercise and diet video!

Furthermore, the use of an 80's aerobic theme as the main imagery on the cover connotes more of a happy and enthusiastic theme to the artist's song and image by referencing a product which is centered around enticing a sense of enthusiasm and fast pace towards their audiences to workout more.

Discussing the central image featured on the cover itself, we see a shot of a woman looking seductively. Overlaid on said photo is a subtle TV static like filter on the photo, which conveys a grainy and aged look to the photo. The use of particular shot places the woman on sexual display, which similar to Calvin Harris' ready for the weekend cover may promote the artist as sexy and desirable in terms of his artist image as well as to arouse interest in this particular product among its audience. Furthermore the use the TV static like filter on the photo not only conveys an aged look but also bears some reminiscent to 80's visual styles of low quality VHS tapes . This may subtly show an intertextual reference to technological themes, which tend to be present similar genres of electronic music and further explores the "old VHS workout" theme that has been previously established.

When further exploring the graphics used on the cover one notices a set of abstract shapes in the lower bottom left-hand corner, which further show a "techy" look to the artwork similar to the TV static however not so much. On the other hand whilst looking at these shapes as a whole they appear similar to music volume bars on high volume connoting Prydz's style and music as loud party music. This is further emphasised with the use of the colour yellow can bear connotation of happy and cheerful moods, which are feelings, associated with parties and celebrations. These graphics further promote Prydz's music and artist style as one of cheery and upbeat nature. From these graphics so far it has been established that you would normally consume his music at celebrations or situations in which one wished to feel good.

In terms of type the album cover employs the use of large bold sans serif font which shows a sense of against the retro imagery which may convey that this artist is a mix of classic 80's style house and electronic music but is also bringing his own modern style. Moreover, Prydz's name is highlighted in  yellow which similar to the yellow volume bar like graphics convey Prydz's style as cheery and upbeat by associating his name with the colour yellow and the connotations said colour brings with it.

Finally, when looking at the composition of the type on notices how the texts' alignment to the left creates a similar volume bar look to the type, which just likes the yellow graphics, conveys Pyrdz's style and music as loud party music.

When looking at the back/inside of the cover, the artwork seen opts for a more simplistic look contrasting colder colours such as dark blue background against the warmer yellow type to emphasise and draw out the colour and the moods it brings with it. The back cover features a conventional track list in the same font as the main font on the front and features the abstract volume bar like graphic which may be somewhat Prydz's logo for his artist image. If said graphic does represent some kind of logo to Prydz's style, it would serve as a summary for the artists style; a way of easily communicating to audiences Prydz fast pace and upbeat style.

Kavinsky - Outrun

After researching other artists to look at who work within a similar genre to Prydz and my own chosen audience, I have decided to look at French house artist Kavinsky and how he promotes himself and his genre via his own album artwork. Similarly, to Prydz, Kavinsky seems to opt for an 80's centric aesthetic linking his style of music and referring to the stylistic origins of house music in the 80's. However rather than linking to the workout video genre of the 80's to connote an upbeat and energetic mood to his music Kavinsky seems to be making reference to the action era of film; an era during the 80's in which action movies dominated Hollywood film. This can be evidenced via the subject matter depicted on the cover that first of which applies a letterbox border around the photo to convey a film frame look to the picture. The photo itself is of a picture of the artist himself standing upright showing confidence however with his hands in his pockets, which shows a calm look to the artist and promotes him as being "cool" and in control which are similar traits exhibited by these action stars.  Furthermore, the artists face is concealed by darkness creating this mysterious persona to Kavinsky.  Perhaps this has been used as a way of adapting action and thriller movie poster conventions ( i.e the use of shadows around the face to convey tension and engage viewers) to further convey this blockbuster action movie look the artist wants to promote himself as via the album cover. The composition of this cover is very reminiscent of an action film scene of poster one in particular being the poster to the 80's  action film Beverly hills cop.

 By using featuring a red fast car to connote danger and a "cool" strong character as the lead and one of the focuses in the picture, this conveys  Kavinksy's album and work as more of something of a film score. Kavinsky's music has been represented here via this cover as something more to entice feelings of adrenaline and adventure rather than to dance as seen in Prydz cover. 

When viewing the music video to Protovision a song featured on the album, Protovision uses narrative based elements which a car chase between a police officer and Kavinsky in LA which is itself a reference to 80's action films by adapting the car chase convention of these films and centring a music video around this. In addition, the particular cars featured in the video have a more older and "retro" look to them rather than using more modern looking police cars and sports cars which as a result further illustrates a retro and 80's aesthetic to the Kavinksy's image in both video and print productions. It seems that similar to Prydz, Kavinsky is opting for a retro look to his work.

Kavinsky -left, Photos of 80's cars - Right

When thinking about the link between Kavinksy's music and 80's action perhaps the artist is referencing to how many of these Action film scores during the 80's used electronic music and heavy synths to convey tension and thrills such as Axel F in  Beverly Hills cop or the theme to The Running Man.  This in mind, this may further evidence how the artist is promoting themselves as more "cinematic" in terms of their music rather than Prydz's dance centric mood.

A benefit of this would be the possibility of attracting audiences who grew up with these films via the use of their nostalgia by offering said audience a similar sound of music to consume.

The use of colour here opts for a colder palette however contrasts this with the bright red sports cars, which draws viewers attention to it immediately and further illustrates this action centric mood to the cover and towards the product and artist it's promoting. This action centric mood is also depicted via the use of the lightning bolt in the background, which may represent the energetic tone of the music that is being promoted as well as making the scene shown here more dramatic.

The typeface used on this cover is a brush script font, which was a conventional feature in 80's graphic design thus further conveying this retro look to the product and artists style. Here this brush script also has the added effect of conveying a sense of energy towards the artists name and style via its diagonal placement, which conveys motion, and the large loose letters shaped like lightning bolts, which emphasise more of a sense of power and connote an electric feel to the artist.

A mood board of 80's brush type

The title of the album outrun is reference to the arcade game outrun, which was released in 1986 a game, which featured the car on the front cover. Kavinsky has stated that 1980s video games, television cop shows such as Miami Vice, which was released in 1984, and the films of Dario Argento have influenced him, which so far has been evident in the way the artist has promoted himself via his album cover. The significance of referencing a racing game at the title of his album may connote to viewers and listeners the fast pace of the music attached to the song as well as further evidencing the "adrenaline pumping" mood that has already been hinted at via the music video and some of the visual elements of the cover. In terms of the type itself, the word outrun is written in a white sans serif font with large kerning between each character to convey a cold feeling, which adds to the cold atmosphere of the entire composition. This also allows the title Kavinsky to convey more energy towards viewers and emphasises the energetic sounds of the music attracted to this album once again.

Just like the front, the back of the album keeps with the cinematic theme by using the letterbox boarder to convey a film frame, however what the back also adds to this theme is in the particular way it organises and displays its track list. Keeping with the film theme the tracklist has been laid out in a style similar to a film posters billing block. From this, it appears that Kavinsky promoting his album as more of a film in itself in the sense of films can offer viewers an "adventure" to engage with. Kavinsky and his music have been represented more overall like an action film which connotes that the music attached will be fast paced and more of a "rollercoaster ride" like the action genre.