1. ADELE 21

2. BACKGROUND
• 21 is the second studio album by Adele.
• Released on 24 January 2011 in the UK
• Its name was the age of the singer during its production.
• The album explores themes of anger, revenge,
heartbreak, self-examination, and forgiveness.
• Adele began writing 21 in April 2009
• The album topped the charts in more than 30 countries
and has appeared in the Guinness World Records.
• The United Kingdom's best-selling album in the 21st
century, it had a 23-week at top of the UK Albums Chart
and is the longest time for a female solo artist.
• Rolling in the Deep, Someone like You and Set Fire to the
Rain became worldwide number-ones.

3. Genre
The genre is Soul and this is
shown in the key conventions
used.
Key conventions that have
been used:
• Monochrome effect on
both the image and the
title.
• Having the main artist
being the main focus of the
cover.
However having a
attractive female artist on
the front cover can also
Target audience
I think the target for this is for young
adults and adults as it is a sophisticated
digipak which only shows the main artist
and clearly shows the genre.

4. CD / VINYL COVER
In the foreground is the artist,
to clearly state whose album
it is, with her eyes shut and
this is a key convention of soul
music artists being on the
front with no special effects
and a plain background.
In the background is a grey
clear backdrop that allows
the artist to again be the
main focus of the CD/ Vinyl
cover. The text shows who
the artist is as well as the
albums name in a clear easy
to read way but does not
take the focus off the image
of the artist.
The representation shows
Adele in a reflective mood
which represents to the
audience that her songs will
reflect this. This also represents
the soul genre as the
monochrome setting and the
way she is posed.
As the colours are in
monochrome it shows the
genre of the music .
Although having 21 written in
green draws attention to the
album covers name.
It makes the artist look upset
or deep in thought.
Which connotes to what the
music is about.
The artist looks attractive and
smart on the cover as it has a
close up of her face.
Therefore you see the emotion
of the artist.

5. CD BACK COVER
AND SPINE
In the foreground is the artist
Again she has no special
effects and a plain
background however it is a
darker image with her eyes
open.
In the background is a black
backdrop that lets the artist
merge into the background
to again be the main focus of
the CD/ Vinyl back cover.
The text shows all of the
tracks on the CD and Vinyl, in
the same font as the title on
the front cover.
The barcode and the record
label are shown in the
foreground at the bottom
and show who has the rights
for the music and the
barcode shows it is a official
music record.
As the colours are in monochrome it shows the
genre of the music . However it has darker
colours on the background to take the primary
focus away from the artists face.
The representation shows
Adele staring, thus breaking
the forth wall and this again
represents feeling from the
artists face however the
primary focus is the text.
Having the artist again on the
back reinforces the emotion
which would be on the songs
as emotion is portrayed on
the artists face.
The artist looks attractive and
smart on the cover as it has a
close up of her face.
Therefore you see the emotion
of the artist again however
this time with her eyes open.

6. INSIDE CD BOOKLET & DISK
The inside cover is a repeat of
the CD front cover. Looking at
the CD Disk you can see the
colour of the front covers
letters ‘21’ is repeated with a
while chalk like text across it
with the title of the album
across it.
Having a green background
and the number 21 in the
foreground attracts your
attention to the white writing.
The bright green used on the disk makes it stand
out but use sophisticated and subtle colours,
rather than the a fluorescent green, associated
with the pop genre, that attract the audience
to the disk.
Using the white writing
Representation
The representation is the disk
being the primary focus as the
colours stand out, being the
only colour on the actual cd
case; inside and out. This
means it could represent the
pop element that Adele
portrays.
Connotation
The bright colours used on the
disk makes it stand out but use
sophisticated and subtle
colours that attract the
audience to the disk and let
the audience identify whose
artists CD this is. Therefore this
is a key convention within the
soul music genre but shows
the subtle pop influence by
using a bright colour.
The denotation simply shows a
green CD Disk and a white 21
written on the front of it.
However the disks
connotations present to the
audience the pop element
that is interwoven into the soul
conventions. So the subtle
cover of the booklet contrasts
with the CD cover thus
leading it to be noticed more.

7. VINYL, VINYL
BACK COVER, AND CD POCKET
Looking at the vinyl and the CD pocket the
conventions shown in her CD is repeated in
both products thus her audience being
able to identify her products.
The only difference being the close up
image on the CD pocket that again shows
the artist’s face and emotions.

8. REFLECTION
Through this research I have learnt the key
conventions of artists products are repeated across
the forms of media used. I have also learnt that
throughout this the soul genre is shown with subtle
aspects of pop. This is what I will need to incorporate
in my own digipack to create a realistic pack.
• Creating a digipack that implies to the audience
the genre through the use of colours, representation
and connotation is how I must go about creating
mine.