David Guetta
1)Representation of music artist
2) connotations of advert
3) Colours and connotations
4) Design/layout
5) Choice of images
6) Typography
7) Style of language
8) How does the advert promote the artist
9) How does it promote the music genre
10) How does it attract the target audience
The Digipack I have chosen to analysis is David Guetta 'One more love' as it is under the genre of dance which is the same genre I have chosen to use for my music video.
This digipak represents David Guetta well as a dance artist because on the front cover it shows a mid shot of him wearing a white t-shirt and sunglasses. This picture links in with dance conventions well as he is wearing big sunglasses which connote fame and high status, also a lot of dance artist wear sunglasses indoors in their music videos. Also the black background connotes the dance genre because in a club it's usually dark and it conveys mystery. The splashes of colour on the digipak convey the flashing lights in a club which links in to the dance genre, also it conveys graffiti which is a way for people to show their emotions through art or to leave their mark somewhere. The only colour on the digipak is gold which connotes fame and richness and the expensive lifestyle of the dance artist.
The connotations of the advert convey the dance genre because of his sunglasses showing high status, his t-shirt which is casual clothing which links in with dance, the typography is stylish and the name of the album is written in a graffiti type of font. The graffiti type of writing goes well with his tshirt as it has a gold graffiti affect on it. The use of black and white on the front and the bright bold colours on the back show a great contrast which makes the digipak looks more interesting, although he has contrasted the bright colours with black and white, the colour scheme for the typography still remains the same on each cover being either black or gold.
The use of using gold as the only colour on the front cover portrays wealth and success but as the gold parts look like they have been graffited on, it shows that he achieved that success by being an truthful artist and having only started from the beginning like the streets, he has still come this far. The black and white colours are a simple contrast to the colourful paint effect on the other two sides, as a whole affect it connotes a clubbing atmosphere as it's dark but there's bright lights.
The design of the digipak represents the dance genre well, the splatters of paint on the cover convey bright lights and a none caring fashion as it looks messy. The layout has artist representation on the front cover for people to see and know who's CD they are buying. The image of David Guetta at the front looks like a papped picture so this connotes fame. The listing of songs is on the back cover, so before people buy the CD they can read which songs it includes.
The choice of images used is one close up of the artist David Guetta, it appears to be a high angle shot and the brightest part of the photo is his face so that gives the effect of a camera flash, which could connote his fame and celebrity status as it looks slightly like a photo the paparazzi would take.
The typography used for 'David Guetta' looks straight and stylish to convey the modern dance world, whereas the 'one more love' writing is done in a hand written or graffiti type of font to convey where the dance world originated from the streets. All of the writing on the front cover is in white except 'one' and 'love' which is in gold to portray wealth and success. The writing on the back cover is in black and gold and quite a small font, this all links in with the colour scheme used on the digipak.
The style of language used on this digipak is normal English as the album is called 'one more love' but the word love has an ambiguous meaning as it could connote one more album or one more dance, but David Guetta called this album 'one more love' because it was an extended edition from the previous album 'one love'.
The advert conveys the artist in an urban way because of the high angle of the photo and the colourful effect on the digipack. Also the picture of the artist is conveys him in a cool, fashionable way because the audience cannot tell his emotions as they cannot see his eyes, also the white lighting on his face may represent the sun shinning down on him, hence why he is wearing sunglasses.
The advert promotes the artist well under the category of dance because of the use of props such as his sunglasses and the use of bright colours and the colouring effect on the image which makes the focus on David Guetta. The way the splatters of colour are spread out on the digipak could convey the atmosphere of his concerts when his dance music is playing and everyone is going crazy.
The target audience for the dance genre is around 15-24 so this digipack targets them well as it is colourful, yet cool being in black and white on the front with David Guetta wearing sunglasses and a plain tshirt. The plain t-shirt shows that he does not care about his image that much and he is being himself which conveys the dance genre as everyone likes to be original.
To conclude, the research I have done on this digipack will help me in my planning when I create my own digipack as they are both targeted towards an audience who like dance genre of music and are both around 15-24 years old. The design of this digipack is kept very simple with a white background but connotes the dance genre well with bright colours on the back and side cover. I will use a colour scheme for the writing because it makes it appear more neat and clear to read, as well as conforming to the dance conventions in this digipack for example having gold writing to convey wealth and flashy style. Also I think it's a good idea to have one main theme spread across the digipack because it links in well and it represents the form of a dance being one long routine.
The design of the digipak represents the dance genre well, the splatters of paint on the cover convey bright lights and a none caring fashion as it looks messy. The layout has artist representation on the front cover for people to see and know who's CD they are buying. The image of David Guetta at the front looks like a papped picture so this connotes fame. The listing of songs is on the back cover, so before people buy the CD they can read which songs it includes.
The choice of images used is one close up of the artist David Guetta, it appears to be a high angle shot and the brightest part of the photo is his face so that gives the effect of a camera flash, which could connote his fame and celebrity status as it looks slightly like a photo the paparazzi would take.
The typography used for 'David Guetta' looks straight and stylish to convey the modern dance world, whereas the 'one more love' writing is done in a hand written or graffiti type of font to convey where the dance world originated from the streets. All of the writing on the front cover is in white except 'one' and 'love' which is in gold to portray wealth and success. The writing on the back cover is in black and gold and quite a small font, this all links in with the colour scheme used on the digipak.
The style of language used on this digipak is normal English as the album is called 'one more love' but the word love has an ambiguous meaning as it could connote one more album or one more dance, but David Guetta called this album 'one more love' because it was an extended edition from the previous album 'one love'.
The advert conveys the artist in an urban way because of the high angle of the photo and the colourful effect on the digipack. Also the picture of the artist is conveys him in a cool, fashionable way because the audience cannot tell his emotions as they cannot see his eyes, also the white lighting on his face may represent the sun shinning down on him, hence why he is wearing sunglasses.
The advert promotes the artist well under the category of dance because of the use of props such as his sunglasses and the use of bright colours and the colouring effect on the image which makes the focus on David Guetta. The way the splatters of colour are spread out on the digipak could convey the atmosphere of his concerts when his dance music is playing and everyone is going crazy.
The target audience for the dance genre is around 15-24 so this digipack targets them well as it is colourful, yet cool being in black and white on the front with David Guetta wearing sunglasses and a plain tshirt. The plain t-shirt shows that he does not care about his image that much and he is being himself which conveys the dance genre as everyone likes to be original.
To conclude, the research I have done on this digipack will help me in my planning when I create my own digipack as they are both targeted towards an audience who like dance genre of music and are both around 15-24 years old. The design of this digipack is kept very simple with a white background but connotes the dance genre well with bright colours on the back and side cover. I will use a colour scheme for the writing because it makes it appear more neat and clear to read, as well as conforming to the dance conventions in this digipack for example having gold writing to convey wealth and flashy style. Also I think it's a good idea to have one main theme spread across the digipack because it links in well and it represents the form of a dance being one long routine.
Your analysis of the digipak above shows a good understanding of what a digipak is and how it is used within the music industry. You have included the main points but you need to consider the role of the dance culture in more detail.
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You have made a start in explaining how your research will assist you with planning your own digipak, but more focus is needed on the codes and conventions and how you will represent a dance digipak.
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