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Digipak and Magazine Advert Research

Research Conclusion

Things to Consider:

• Conventional features and technical conventions of digipaks and magazine adverts throughout the indie genre.

• Branding and how brand image is constructed within the genre.

• The construction of a consistent marketing campaign.

Digipak Research Conclusion• A convention of the genre seems to be the use of an alternate colour palette. Be it dulled

and washed out colours (exemplified by the Tom Odell and Florence and the Machine Covers) or a vibrant filter (utilised in the Sigur Ros cover).

• If album is for a solo artist than it is very likely that they will be used on the cover of the album. They are the brand and their brand image should be distinct enough to attract audiences.

• Often it is importance for the artist to convey a sense of ‘careless’ style to the audience which is generally conveyed through their hair and costume. This maverick attitude makes the artist appear enigmatic and appeal to the audience.

• It is always important for the digipak to contain; artist name, album name, a track list and record label logo’s.

• Often there will be a link to the artists website. This helps to create synergy and allow the artist to successfully promote all of their products.

• Generally the imagery used throughout the digipak is created on a limited budget and rarely uses studio produced imagery. This is very reflective of the ‘Long Way Down’ imagery which has simply been taken on a street corner. Not only is this effective in the sense that it costs very little but often indie artists tend to shy away from a ‘flashy’, ‘in your face’ brand image.

• A sense of minimalism is often conveyed throughout the digipak, take the font for example. Generally the font is recognisable due to the fact that it stands out/contrasts the background but it is not obtrusive and eye catching.

Magazine Advert Conclusion• The magazine advert will always use similar

imagery/iconography to that of the album. For example in the advertisement on the right the image contains props from the album cover (such as the leather lungs, flowers and birds) but not the artist. The font, border and overall aesthetic however have been maintained.

• It is also completely possible that the advert use exactly the same image that appears on the album cover to create a consistent marketing campaign.

• Given that the adverts job is to sell the artists product to the audience they will generally include; date of album release, track list, artist website and record label logos. They often contain; quotes from reviews/critics and list off any awards that could help to make the album sell.

• Often the advert will state all the features of the album in a list. This list is often quite long and will help the audience to consider the purchase as ‘good value for money’.

• The advert will often have links to the artists website and to the record labels website, this helps to further the products synergy and allowing the audience to consume more of the artists/record labels products.

Constructing Brand Image ConclusionWithin the indie genre it seems to be that all artist share certain characteristics. • Artist always come across as enigmatic and

aloof• They always have an alternate dress sense

which connotes a sense of effortless style• This could also conform to the notion that the

artist does not what to be associated with being part of the ‘record label machine’ in that they want to appear individual and unique.

• Solo artists in particular will conform to this notion as they are the brand, they are what the audience will recognise and look for

• Often an artist will pertain to a maverick attitude

• A heavy focus is placed on musicianship and the artists ability to write, play and sing their own music

• Indie artists often to be taken seriously and their music should often be taken seriously. (often indie music is considered ‘deeper’ than other genres of music)

Creating a Consistent Marketing Campaign A consistent marketing is important both for the artists brand image and to sell as much of the artists product as possible. It seems that to construct a successful marketing campaign on must use the same iconography that is featured on the album. It is also very important to stress dates and the content of the product to engage the audience. It is also important to establish synergy with the artists/record labels other products. This makes for a much more successful campaign.

Inspiration! • The research that I have undergone

has allowed me to create a clear idea in my head for what my artists digipak and magazine advert should be. Conforming to the genre, it should be something that almost feels hand crafted and personal to the artist.

• As I will be moving forward with creating products for a solo artist I will have to think very clearly about how I can make the artist visual distinct and enigmatic for the audience.

• I now need to decide on my artists brand image. Do I want quirky or Authentic?

• How am I going to be able to portray my artist as a ‘musician-first’