DIGIPACK ANALYSIS

BY MOLLY MADDISON

LORDE – PURE HEROINE Ella Marija Lani Yelich-O'Connor (born 7 November 1996), better known by her stage name Lorde is a New Zealand singer-songwriterIn her early teens, she signed with Universal Music Group and was later paired with the songwriter and record producer Joel Little, who has co-written and produced most of Lorde's works. Her first major release, The Love Club EP was commercially released in March 2013. The EP reached number two on the national record charts of New Zealand and Australia.

I have decided to analyse this Digipack because it is the same genre as the song I’m doing for my music video which is alternative/indie. Analysing this Digipack and putting it towards my research findings will help me understand the Alternative/Indie genre conventions a lot better; therefore when it comes to creating the final products in the construction stages of the coursework, I will have an idea of the typical Alternative/indie genre conventions.

PURE HEROINE – FRONT COVER The front cover has a black background with simple white, bold writing. It

looks simple but the font compliments the background. The colours are dark and dull comparatively. The front and colours of the front cover relate well with Lorde (the artist) and her persona. As Lorde is an indie/ alternative artist the cover is representing the indie ideology as indie is seen to be dark mysterious yet simple. The simple cover and the use of black colour is creating mystery for the audience and is setting Lorde apart from other artists. Although the artist is very young but the cover is predicting something else. Young people are associated with bright colours and lively settings but here the case is opposite, so technically this is setting Lorde apart. Having no main image of the artist on the front cover can be risky as people might not know who she is or know her by name, however it makes Lorde different to other artists which fits well with her music.

PURE HEROINE – BACK COVER

The back is again completely monochrome similar to the cover. It has Lorde’s logo placed at the top middle and then right underneath the logo the of songs is written in vertical order. The conventions are similar to the front panel as it shows continuity of idea and a clean professional look. The logo is done in a similar way the Versace logo is. It is very cleverly designed and it gives out a very unique inquisitive look. Many people associate the logo with Versace and this is good for Lorde because Versace is a very well marked brand itself. At the bottom institutional links an barcodes are placed to give regards to the institutions.

PURE HEROINE – CD DISKThe CD disk is also very simple and gives out a unique sense of style as the artist name image or album name is not written on it. Although it has the logo of her album placed on the top middle so this shows the link with the album cover not like it looks completely odd. And the initial of her name is also cooperating with the design – again not like its completely giving an incomplete vibe. It is not very common but it shows creativity. For artists whose music is dream like this cd design fits well as it also shows the continuity in the idea of mystery.