Task 1 Part 2: In what ways does your media product use, develop or challenge forms and conventions of real media products?

1. The conventions of the digipak are the predictable forms and techniques used by the
industry to provide consumers with information, alongside with creating publicity and
consequently promoting the star image of the artist and the release itself. A digipak is
essentially about enhancing the product and encouraging the target audience to spend
money on something especial rather than rely on new media to listen to the tracks. There
are different conventions. They can be either:
 Technical (e.g. the spine)
 Symbolic (e.g. logo, typography choices)
 Written (e.g. titles, track listings, production details)
There is consistency needed on a digipack throughout its four, six or eight panels. Apart
from the aspect ratios (the measurements to which the digipak is restricted), there is
conventionally a colour scheme and visual theme in common, as well as similar
typographical choices.
The front cover is intended to cause an impact in the viewer. It has to motivate them to
acquire the premium product. There are many strategies to transmit a clear message.
The style, layout and overall design of the CD packaging not only has to convey the music
genre of the artist but also their star image. In our case, we followed the conventions of
indie artists and intended to create a design more focused in the artistic side than in
showcasing the physical appearance of the musician. This countertypical decision gives
off an organic appeal to our artist, as he is more focused in commercialising his music
than his looks. We created a colour theme with faded blues which conveys the relaxed
vibe of the album, which is composed of mainly vocal work expressing the worries of a
young man growing up in London.
Apart from the photos or artwork which will be later associated to the tracks, the front
cover also includes the name of the artist, conventionally in the largest lettering. We have
followed this convention, as well as the form of adding the name of the album in slightly
smaller size. We have utilised similar fonts throughout to create the polished look which
most professional digipaks share. In terms of font, which can be Serif or Sans Serif, we
have picked Sans fonts because Serif are usually more associated to rock/metal bands
rather than contemporary indie.
A choice that lots of musicians nowadays choose in order to come across as cultured or
interested in art is to make versions of existing art pieces and transform them into their
cover. That way, their cover gets transformed into a reference which acquires a new
meaning. For our cover, we got inspired by French artist Sophie Calle, who mainly carried
out social experiments. She invited strangers to sleep in her bed for twelve hours and took
pictures of them which she arranged in sequences.
In our case, we changed the palette and got rid of the explanatory texts to make clear that
we are selling an album rather than an art piece, as well as replacing the strangers with
portraits of August in a familiar environment, once again, to transmit how casual and
natural the process of creating music is to him.

2. In the 'Rolling Stones' album 'Exile On Main Street’ (1970), the use of photos collaged
together is similar to our cover. However, as they were a rock band, they have rougher
edges and a more varied imagery with portraits of what could seem like a circus or ‘freak
show’. The raw black and white edit and the mismatched structure references the time in
which it was released as well as the style of the band. Ours has a much smoother look to
it, making it more modern and simple, which matches with the conventions of our music
video and star image.

3. Rolling Stones: Exile on Main St.
'Nick Cave And The Bad Seeds' album 'Live Seeds' uses a collage in a very similar way
to ours, as the intention is the same: giving the viewers an opportunity to peak into the
daily life of the artist, almost his intimacy. It also shows how the process of creating the
album occurred. The rougher edges, once again, intend to convey the rock inclination of
Nick Cave’s band, as well as the choice of red, black and white and the hand-rendered
lettering which could remind us of the punk era. However, we both follow the conventions
of organic artists, who are proud to take an active part in the creation and development of
their albums.

4. Nick Cave and the Bad Seeds: Live Seeds
In ‘The Kooks’ album ‘Shine On’, the choice of laying out the sequence of images along
the face of the main singer is an idea we discarded due to the more self-centred look it
transmits.
The Kooks: Shine On
On the back cover there is usually more imagery, with the list of songs featured on the
album and the artist or album name at the top. Apart from this, we also followed the
convention of including label information (Mute Records, and indie label founded in the

5. 70s), the copyright sign, barcode and name of the producer and distributor. Our choice of
not including the face of the artist in the back is very deliberate, challenging the
convention but at the same time following the path of many indie artists who defend the
organic production of music. We have also created a spine, essential in the conventions
of CD digipaks and the element which allows anyone to identify an album when stored.
Our spine has the name of the artist, album and logo of the record label.
Other CD digipak back covers that feature maps or artwork based upon maps usually
make the choice due to the songs’ relation or reference to some kind of journey. In our
case, we thought of the journey that a teenager goes through, especially in the main urban
nucleus like London and all the new opportunities that flourish alongside their coming of
age.
Various Artists: Road Kill Vol. 4
Some artists, like ‘DJ Diamond’, use demographic elements to convey an urban outlook,
with which a faded blue palette gives off a nostalgic element. The choice of colours of
our album follows these conventions.

6. DJ Diamond: Flight Muzik
Pink Floyd, another alternative band, also chose to include art in the back cover,
constituted of a layered collage which shares resemblance with pop art masterpieces. As
opposed to this, ours has a more handmade look to it, to transmit the naïve touch of our
artist. However, the convention of constantly aiming to innovate and educate the audience
is followed.
Pink Floyd: Meddle