Self Taught
Digipak Analysis- Avicii - True
In this task I will be analysing all the features of this digipak of the artist Avicii who's album is called 'True'. In this digipak, I will firstly explain the front cover and then the back, then the cd cover. I will also be doing this using the micro-elements, and comparing it with the conventions of the genre.
If we look at the front cover, we can see the target audience of this album. This is shown through the use of mine-en-scene and in particular the use of costume as we can see the artist is wearing a cap backwards with which is what a stylist would wear. This is important as the producer made sure that the album linked with its targeted audience; it is also conventional to the genre as the listeners of this genre are stylers between the ages of 16-24. He is also wearing a hood which basically supports my statement that this links with its audience well knowing fashion can actually link people to music. Moreover, it is also conventional as the music from this album is likely to be listened by dancers who, as we know, wear clothes of this kind.
There is also a sense of importance for the artist as his image is very central as it takes up nearly 3/4 of the whole page. This is done through a good use of cinematography as they have used a mid shot of him sitting somewhere, then through editing, they fitted the picture to take up nearly the whole page. This idea conforms to the genre as it shows the importance and also the identity of the artist using that one image. There is also a notion of arrogance as the artist looks away from the camera. This shows the audience that the artist is confident of what he does. This also creates uncertainty and it intrigues the audience for them to start questioning what he would be looking at. It conforms to the genre as it is a technique I have seen used in a lot of digipacks. There is another twist though, as it seems like he is putting the music before him. This is done by making the picture very hard to see as it looks like just a shadow of the artist's upper half of his body. This is conventional of this genre as we know in this genre, the music and performance are the most crucial.
The typography, however, is unique to this artist and this album as it seem to look like somebody had physically painted over the image. The font used to edit the writing of the album name is called 'Levi ReBrushed', this font is unusual to me as I said already and it would probably be the same for the audience of this album, but this is good as it makes the artist unique. However, when we look at it according to the genre, it is not conventional. The writing is also in capital and clear to see as the text has been enlarged to show the importance and also clarify it for people to read. The only other writing on the front cover of this album is the artist's name, but the size is very small and it is right at the bottom of the page. This is very important especially to this genre as it shows the music is more important than anything else including who makes it.
The back cover is very similar to front cover in many ways; one of those is that it uses the simple and old fashioned theme. This is done through the use of black and white as the colours of the writing and back ground. Understandably, this is acceptable as both the back and front cover are intended for the same target audience. This conforms to the conventions of a digipak as we know all digipaks normally have similarities with the back and front cover.
There is also a sense of consistency as the same font is used for the typography with the only difference being the size of the writing, the size is like this due to the fact that a lot is trying to be filled in a very little space. The text on the back cover is mainly a list of song names; they have used a list to make it easier for people to see all song names in order. This is conventional as most digipaks use this idea to make their song names clearer and easy to read. The text is right in the middle to show once again the importance of the music taking centre stage.