The Black Keys - El Camino - Digipak Analysis

This is the digipak unfolded and as you can see each page has a picture of a specific car on it,

the car is an Australian car called the El Camino which is where they got the name for the

album. The digipak has a slight orange tinge which gives a warm feel to it almost as if the

pictures were taken in a warm almost exotic county which links to the car being Australian

as Australia is a warm exotic country. The digipak itself some would say isn't eye-catching

which is true, but it is unique in the sense that it looks vintage as the colour tone used is

beige and slightly worn looking, this maybe to appeal to a different audience as younger

people may not look at this but the older generation could find it appealing therefore it is a

way for them to branch out to people who maybe wouldn't usually listen to their music.

Each picture is a long shot of the car so that we as an audience can see the car and its

surroundings, we can see that it is an old car that most people wouldn't find attractive and

interesting to look at, the environment matches that because as you can see it is fairly plain

and shows a suburban slightly run down town that could be in Australia which would tie in a

lot of the aspects of the digipak such as the car, name and overall feel of the images.

The album cover doesn't seem to portray any specific type of genre which breaks

convention as it is suppose to be a type of advertisement and by the looks of the digipak

alone it doesn't seem like they are trying to advertise much, on the other hand this would

also make it stand out from other digipaks if it were to be place on a shelf for example.

As far as branding the artist goes it seems they haven't put much thought into it becasue the

only way we know it is their album is their name at the top, nothing else suggests it is theirs,

they have no logo, slogan etc. This being said they have been original in doing this as most

artists go for a lot of branding to get their name and music known.