Digipak Research

Introduction

To initialise, I have researched into various artist’s digipaks within the EDM genre in order to gain a broad understanding of the physical expectations/codes and conventions of a professional design. Within this chapter of my portfolio study, I will be examining (applying LIIAR) Swedish House ‘Mafia’s Until One/Now’ , Calvin Harris’ ‘18 Months’ and Daft Punk’s ‘Random Access Memories’ as part of the artist digipak analysis section.

Calvin Harris- 18 MonthsThe reason I have chosen Calvin Harris’ 18 Months album as a focus is due to the fact that various tracks and their music videos offered within offer similar narrative and performance formats to of which I have included within my music video. A prime example would include Under Control through the I was intrigued by the professional presentation of the disc within the album, its straight, slick and bold from the physical colour and layout of the text which overall is eye-catching.

This was one of the only digipacks of the EDM genre of which was offered for research via various search engines as lots of other artists keep them with record labels without them being broadcasted online, so this one was convenient as it was rather straight forward to find and analyse. In reference to other EDM digipaks, it fits in conventionally from the overall design and offers the digital download too through iTunes. It’s one of the most popular dance albums of all time and its packaging within the case is materialistically strong.

Analysis 1. Logo Design Language: The usage of the three separated lines ‘underlining’ the

artist name and title of the album almost symbolises that he is a legend within the music industry, it’s a presentation of that his work is a masterpiece, and could possibly imply that it’s a signature design of that he has worked so hard on this album for 18 months and achieved success from it. This design is iconic as it demonstrates a sense of stages from line 1, to line 2, then finally to line 3, conveying that of his success has come from building and progressing over the 18 month period.

Institution: Sony Music Entertainment, the company of which this album was created alongside with/in partnership with shares the same unique productivity of their other album creations in that it needs to appear professional and sleek rather than exaggerated colours etc. also associated with the genre.

Ideology: Calvin Harris is recognised as highly anticipated and incredibly hard working by not only the industry but as a world view too through the fact he has won many EDM awards such as … alongside … for this particular album from its critical and public success.

Audience: in terms of relationship and connection, Calvin Harris has an incredibly strong one with his audience, especially in the making of this album as it gained him mass popularity from the powerful and catchy tracks within.

Representation: in terms of colour scheme, the connotations of black and white in association with the artist could be that he is capable of almost anything as he is recognised as a genius within the music industry, he writes his own tracks, often sings them, creates connection with other artists to feature and through digital software makes his own dance tracks entirely on his own.

Analysis 2. Within the Digipak

Language: Both the back and the front of the album use a very similar image and, the only difference is the distance through the use of long and wide shots. He’s presented sitting on the edge of the pavement with a brick wall nearly formed throughout the background indicating that of he’s just an ordinary man, of which started from a working/lower class background but has made great success from pure determination in putting his talents to work.

Institution: Sony Music Entertainment also worked collaboratively with other companies in order to make an overall successful product alongside their working with Calvin.

Ideology: The whole idea of his target of making a successful album within 18 months is expressed throughout the front and back cover of the album as the images of him sitting down conveys a sense of relaxation, but not in an arrogant format, it’s as if he’s still ready to just stand up from his position and do it again. It’s a rather modest stance of proudness.

Audience: Original fans of Calvin Harris or the EDM genre would find this product of interest as its presentation is attractive and unique from the urban design, tracks of which had been advertised for quite some time which gained lots of popularity were finally being released within this album.

Representation: Calvin’s often represented as an ordinary man from his rather basic outfits, but extraordinary from his talent in music, the combination of the two is expressed here.

Analysis 3. Content of the Lyric Book

Language: Though I couldn't find the original lyric book from the 18 Months album due to it not being available online, I had found the conventional ‘A Special Thanks To’ from the back/end containing words written by Calvin Himself thanking specific individuals and companies of which he has worked with through their support with his work. And success from it.

Institution: Special mentions of collaborative companies and record labels can be recognised through the content in Calvin’s appreciation from their support in releasing the album officially.

Ideology: Calvin is often recognised as a rather kind hearted artist in terms of his approach towards his fans and featured artists, his personality is proud rather than snobbish which a lot of major artists are when making such success. He initially thanks God within the ‘Special Thanks’ section before anyone, implying how appreciative he is of the life he’s living.

Audience: The audience gain a powerful insight into the personality of Calvin, creating a sense of a connection between the two in that the artist appreciates their fans and the fans appreciate the work of the artist.

Representation: The album is represented as consistent through the colour scheme (within the Special Thanks it’s much similar to the scheme used on the front and back covers) in addition to the fonts used for texts.

Swedish House Mafia- Until Now & Until One

Visualised to the right is Swedish House Mafia’s Until One album cover of the front and back. Included within this digipack is a lyrics booklet, an extended edition exclusive disc and content featured within of other artists collaborated with various tracks such as Usher, Tinie Tempah and Knife party.

Analysis 1. Logo Design Language: The black and white spray paint-like

design has been implemented throughout the from cover of Swedish House Mafia’s Until Now/One album in order to convey their consistent style across a full body of work artistically. All three of the artist's faces can be visualised across the page in order to represent the three circles/their emblem of which features across their title logo as also visualised below the front cover image.

Institution: Astralwerks are a major branded record label of which the artist’s formed their album with in addition to Virgin Records and EMI. Their recognition can be identified within the full front and back covers.

Ideology: The ideology of that these three are of one team/ a collaborative of individual genius artists can be seen within the bold main image, the graphic design replicates and reflects the idea of that they’re fundamentally artistic.

Audience: their physical popularity as artists already previous to this album will allow a higher recognition rate for this one, containing long waited for tracks such as Don’t you Worry Child featuring John Martin.

Representation: The Swedish house Mafia are represented as almost ghost-like within the image used on the front, perhaps implying how their music is so genius it’s almost unreal.

Analysis 2. Within the Digipak

Language: The text design and colour scheme is iconic for Swedish house mafia in conveying contrast within colours, for example their logo designs either come in black and white or white and black, their has to be this consistency of direct colour juxtaposition. The element of spray paint is also highly iconic as it represents their ‘art’ within society, it can be visualised not only on their logo but within the disc too.

Institution: The collaborative worked with companies such as Virgin records, Astralwerks and EMI are especially mentioned throughout the finalisation of their lyric book and

Ideology: Conventionally for an EDM cover within an album, the colours of black and white are often used in order to convey the origination of EDM, Prince, a legend within the music industry associated with electronic music, he described himself as “half black and half white, half woman and half man, feminine but macho too”, it is the expression of freedom and acceptance of all people of all types, this constant colour scheme is the inspiration from prince.

Audience: From major advertisements of this album and the long waited tracks inside, it was bound to be a major success from its vast popularity.

Representation: The spray paint effect used throughout the logo in three dripping circles represents the idea of the three artists, but that they are artists in all forms, not just music.

Analysis 3. Extra Content Included

Language: Conventionally, the colour scheme is very much consistent across the entire album and its contents in order to follow the professional formatting system offered throughout a typical EDM album.

Institution:

Ideology: Steve Angello, Sebastian Ingrosso and Axwell all individually have their own names within the EDM genre from having tracks outside the super-group, The Swedish House mafia became highly recognised and acknowledged because of this.

Audience: The One Last Tour inclusive page offered on the inside of the digipak conveys their powerful connection with their fans as it is a notification of the last locations they intend to play their new album (Until Now) before they retire. They intend on sharing their music with as many of their followers as possible.

Representation: Again the memebers are represented as one artistic form rather than their individual EDM statuses within the music industry from their collective image.

Daft Punk- Random Access Memories

Daft Punk’s Random Access Memories offered an excellent example of a ‘content filled’ digipak of which offered a wide range of conventional material in terms of linking to the genre, in addition to having a very distinctive stylisation of which I figured I could analyse and gain a sense of inspiration for my upcoming digipak.

Within this digipak includes an extended edition of the original playlist track, artistic graphic posters of the two artists Thomas Bangalter and Guy-Manuel, a special 10” edition of their collector’s vinyl, a hard cover photobook of images from their recording within studios and a pair of silver and gold plated USB drives.

Analysis 1. Logo Design Language: The font type used across their

body of work is consistent of calligraphic and italic like, placed on a tilt within the corner of the album cover. This was inspired by Michael Jackson's Moreover the blue and light yellow colours used on each side of the artist’s robotic helmets is intertextual to Star Wars and Star Trek in terms of intergalactic/electronic referencing to their focus genre within production.

Institution: Columbia Records, a major label company within industry of which the duo have worked with in the construction of this album can be visualised on the track list on the back cover.

Ideology: Daft Punk are recognised as one of the only successful and highly popular EDM duos of which collaborate with lots of other major artists such as Pharrell Williams in ‘Get Lucky’.

Audience: This album was one of if not the most successful album of which Daft Punk created as the physical popularity with the tracks within was large, exceptionally bigger because of other artist features.

Representation: Daft Punk are represented as futuristic characters from their robotic/space helmets and electronic beams sprouting from the metallic exteriors.

Michael Jackson Thriller Album

Daft Punk Random Access Memories Album

Analysis 2. Within the Digipak

Language: The design of the digipak clearly fits in with their consistent and distinctive style, in terms of colour the metallic silver and black combinations have been included across the entire package in order to create a professional and unique product. In addition the artist’s characteristic helmet designs have been applied throughout each element of the digipak as seen within their CD products too.

Institution: Columbia Studios have clearly offered an excellent partnership with Daft Punk in terms of investing into a large digipak package for the audience to enjoy.

Ideology: In terms of album creation, Daft Punk are known and highly acknowledged from their incredible digipacks and CD inclusive content, there are a wide range of items included within of which is done purposefully for the artist’s to connect with their fans.

Audience: The content of this digipack is ambitious and highly creative in terms of interesting the audience substantially, extended editions of their original vinyls, gold and silver plated USB sticks and posters of the two artists will create a strong relationship between the two.

Representation: The overall content of the digipak represents the futuristic stylisation the artist’s intend to express to their audience.

Analysis 3. The Featured Language: The other major starring artists such

as Pharrell Williams, DJ Falcon and Nile Rodgers can clearly be identified within the conventional ‘Confidential Feature’ booklet, this is key for extra popularity in a major album release.

Institution: Record labels of which supported Daft Punk in the construction of Random Access Memories can be identified within the contents of the digipak.

Ideology: Daft Punk as artist’s are recognised to collaborate with other major artists within the music industry, this can be identified through their featured vocalist musicians of which also worked on this album.

Audience: Fans of featured artists within and the EDM duo themselves will find the products of high interest.

Representation: Daft Punk as artist’s are represented as welcoming and open in terms of their collaborations with a range of different artists.