Artists Digipaks from chosen genre.

2. FIRST DIGIPAK
“FOALS - HOLY FIRE”

3. Outside 2 Panels
This first digipak conforms to the
conventional layout of a digipak, with the
artists name and album title taking priority
on the front, and track listing taking priority
on the back. Institutional details such as the
Foals official website link can be found in
much smaller font at the bottom of the
digipak. This suggests a relaxed approach to
promotion as content is minimalist and
subtle, reinforcing the representation
that Foals are a straightforward band. This can also be connoted through the use of simple font Ariel
Black, although putting all text on the digipak in capital letters gives the typography (and the song
titles and artists name) authority, as well as making it more practical for the audience to read. The
design is minimalist, with black & white being used as a base throughout the colour scheme, but the
imagery on the front cover of the digipak (right) makes the genre of music clear. The mise-en-scene is
of horses in the sea, a warming scene, however the high contrast and low exposure on the image
means the mise-en-scene is harsh and rough rather than calming and scenic which is what an
audience would expect. With the scene being distorted to look rough the innocence of it goes, and a
darker realism is represented. This identifies Foals as an indie rock band because their innocence
goes, and they are represented with a harsh exterior, making them seem serious musicians who are
all about the music and not the product or aesthetic, as the darkness in the image has been
heightened and not reduced, like it would be in a pop digipak to connote perfection.

4. Inside 2 Panels
Inside the digipak the imagery of the sea
continues. This connotes the idea that this
Foals album “Holy Fire” took a long time to
produce, or is different to other Foals work
as the sea represents a journey or a means
of getting to somewhere else. This imagery
could also indicate the ambience of the
record given the connotations of serenity
and peacefulness. This idea of an ambient
record is reinforced through the lack of text
On the inside of the album, reflecting the easy-listening element of the music. The lack of interference
with the inclusion of text on the imagery here could connote “the calm before the storm” the album
cover being the calm and the music being the storm.
The album disk unconventionally contains more information than usual, with a full
track listing and record label logos. Although unusual this is a good use of design as the
audience is forced to re-read the song titles making them more familiar with them.
This will also appeal to the audience, because if the digipak is lost the track listing is on
the actual CD itself making it more practical.

5. Booklet
0 The idea of a relaxed organic album
continues in the digipak booklet. This is
reinforced by the lyrics of the tracks
being hand written in a sketchy format,
making the booklet appear more as a
scrap book. This messy presentation of
lyrics shows that Foals are not clinical in
presentation and do not try and cover up
mistakes they just present themselves in
a very real way.
The concept of the album coming from organic roots and the theme of nature continues with an
interesting mirrored image of a jungle setting. This expansive image suggests that the album has a
range of atmospheres as well as cultural diversity with a mixture of sounds from around the world.
The inclusion of a picture of the band themselves taken with a film camera, along with the subtle
muted colours of the image, creates a retro feeling, representing artists Foals as classic rockstars.
The dark tones in the image again suggest that Foals are not clinical and precise in presentation, and
are represented as having a harsh exterior and so a harsh sound.

6. Artists Identity/Synergy
0 Foals have established their brand identity through obscure or
nonobvious Imagery choices for their products but they have a
unique typography, and these elements subsequently
heighten the individuality of their sound.
As a band Foals very much keep themselves out of the spotlight, highlighting
the fact that the music itself is the key focus. Foals’s brand image is very
organic and ambient. This is suggested by their use of nature based imagery .
Their use of bold, simple typography with straight angles suggests they are a
masculine band with a suggestively predominantly male audience.
Foals have created a consistent digipak, which
contents can be found throughout the “Holy Fire”
promotional campaign. Their Magazine Advert (left)
has obvious Synergy to the album. The imagery and
colour scheme instantly stands out as being
cohesive to the album, as does the same minimalist
layout. Although Minimalist, the layout for the
magazine advert is authorities with the artists name
and album title taking up half the advert.
Institutional links like reviews from “Time Out” and
“NME” give the audience an indication of the genre
of music Foals create, with NME and Time Out being
very genre specialised music magazines for indie or
rock. Lastly, the imagery chosen works well for both
an album and a magazine advert because it is so
unusual it is unique, and the colour tones used are
vibrant and make the black typography stand out
even at a glance.

7. Second Digipak
“Arctic Monkeys – AM”

8. Outside 2 Panels
This second digipak is minimalist through
layout in comparison to the first Foals
digipak, and uses graphics in design more
than imagery. In addition, the cover of the
digipak (right panel) subverts the normal
conventions for any didipak from any genre
by the artists name and album name not
being featured. This information is only
featured on the spine of the digipak.
The front cover contains a single graphic image. In fact, the lines in this image do join to form the
outline of band initials “AM,” although this is very subtle and would not appeal to a wider audience or
be effective in a magazine advert as the stand alone key feature to promote the artist without their
name being obviously written in more prominent typography as this is too subtle. The back cover of
the digipak conforms to the more conventional layout key features, with the track listing, record label
logo and the artists own website featuring. The monochrome style continues on this panel, with the
front cover graphic image continuing through the track listing. The effect of this gives the digipak a
geometric design style, connoting that this album is modern, clean cut and sophisticated. The image
itself replicates a heart monitor flat line/life line in medical terms. The activity of the line indicated by
the dramatic peaks and troughs connotes that this album is alive and loud. This graphic represents
the artist as troublemakers, as the lines activity is so dramatic. The overall use of black and white
colour and minimalist/geometric design represents the artist as slick, masculine and direct because
these elements convey confidence and strength.

9. Inside 2 Panels
Inside the digipak continuity and
synergy is kept with the same
monochrome style and minimalist
design being used. This digipak uses
genre specific iconography through
using dark subdued colour schemes,
which gives the digipak a moody
aesthetic with realism rather than
surrealism, which can often be found
in pop album designs.
However, the image of artist “Arctic Monkeys” presented on the right panel above does to a small extent
represent a superficial representation as they are all dressed in perfect suits in an artificial studio. This is
uncommon in the indie rock genre as most artists here promote realism, wearing jeans and t shirts like
Foals in their ‘Holy Fire’ digipak rather than tailored suits. However this image is synergy to the rest of
the digipak in keeping with the slick monochrome theme and representation of a ‘moody’ band as none of
the people are smiling and only two are having direct mode of address with the camera. This reinforces
the ‘troublemaker’ representation as the artists appear mysterious and suspicious, also indicated by one
member crossing his arms, a sign of reserved body language. This image could also connote that the
album is hugely personal, perhaps a break up album, having high emotional value for the artists as the
image has a reflective mood and the composition of the band members is intimate but unified.

10. Booklet
The digipak booklet is more
clinical and organised in
comparison to the Foals digipak.
The synergy of minimalist design
and structured organisation
continues with a monochrome
themed layout of the track listing
with accompanying lyrics. These
lyrics are typed in a simple yet
effective size 11 cambria font.
This makes the text more practical
for the audience to read in comparison to the Foals digipak booklet, increasing audience appeal
through simplicity. The contents of the booklet reinforces the idea of this albums personal
expression from the artists. The lyrics read “Do I wanna know, If this feeling flows both ways?”
“You’ve got me, baby are you mine?” and “I wanna be yours.” These lyrics, along with the fact that
they are written in white; the colour of purity and innocence, suggest a softer, calmer side to the
band.

11. Artists Identity/Synergy
Arctic Monkeys have consistently identified themselves as the new rock & roll “mans band” having an
outrageous troublemaker streak. This is established through the realism in their lyrics and album
covers. Bottom right is their second album “Favourite Worst Nightmare.” The imagery of the album
shows a gloomy depiction of cheap council houses. This represents the band as down to earth, a
contrasting representation of AM which makes the band seem superior with its
slick design and limited content.
Appearing on the same social level as
their target audience maximises audience
appeal as they feel included and almost
part of the band itself. Their Tour
poster (left) and magazine advert (right)
show clear synergy with
The album, also adopting a
Monochrome theme with a minimalist
Layout. The Image graphic found on
The album front cover is used again
As a key feature here, meaning it has
become their brand image just as
much as their logo. By having just the
lead singer featured on the tour poster,
The audience understands that he is the
Key man.

12. Third Digipak
“Jake Bugg – Jake Bugg”

13. Outside 2 Panels
Artist Jake Bugg could be
categorised in the acoustic music
genre because his guitar is so
prominent in his music and brand
image. However, because his music
is so upbeat and because his brand
image is constructed on the
stereotype of a moody,
controversial teenager (a deeply
realist representation) he can be
analysed in the indie rock genre.
The imagery on these digipak outside panels confirms Bugg’s representation as a moody, mysterious
artist. This is connoted by the desaturated colours and muted vibrancy through using a sepia effect
on the images, and Buggs composition; with his hands in his pockets , he demonstrates an
unwillingness to engage with the audience , creating ambiguity and the idea of rebellion. Using a
sepia effect, and featuring genre iconography of a guitar in the images gives the album a vintage or
traditional style. The layout of the digipak mostly conforms to conventional layout key features with
the album title located in the top right corner out of obstruction of the primary imagery. However,
Institutional details such as reviews have been included on the front cover of the album, a convention
uncommon in the indie rock genre as these artists do not usually rely on critical acclaim. Although
one could argue that the primary reason for their inclusion is because this is a debut album, meaning
such reviews from acclaimed sources could bring a new artist vital exposure and credibility.

14. Inside 2 Panels
Inside the digipak the same mise-en-
scene is used, creating clear
consistency. Subverting the genre
conventions, Bugg heavily features
himself in the albums mise-en-scene
making his personal
appearance/brand the key feature
of the album. The other 2 digipaks
mainly feature one portrait of the
artist/band but make imagery or
graphics the focus. Having a
cigarette, the connotations of rebellion and carelessness continues. These connotations do
have audience appeal, as musicians are looked up to and worshipped by their audience as
role models, these qualities could be viewed as admirable or sexy by audiences who like
their musicians real and down to earth as it makes them more relatable. Unlike the Arcitc
Monkeys self portrait, Bugg looks more relatable and down to earth here given the relaxed,
ordinary costume choice of jeans and jacket. The only typography used can be found on the
record label logos and copyright information located
on the physical CD disk itself.

15. Booklet
This digipak booklet is similar to the Arctic
Monkeys digipak booklet, taking a minimalist
approach to layout, choosing black and red
backgrounds with simple white typography
mounted. This use of red, white and monochrome,
costume choice of a Harrington jacket, along with
the rawness and authenticity of the mise-en-scene
represents Bugg as a mod. A mod is a British sub
culture, emerging in the 1960s with the Rock & Roll
era of The Who & The Stones; ultimately reinforcing
the connotation of tradition and vintage style. The colour red itself connotes passion but also danger,
Supporting the idea that Bugg is controversial or a trouble maker. The booklet layout is organised and
structured giving track listing and lyrics. The simple style compliments the formatted but chaotic
layout, with the plain background allowing the typography to stand out.
From analysing these three different Indie Rock digipaks,
it is apparent that there are two design styles used. The
first is the clinical simple approach with just lyrics, and
the second a more chaotic booklet with lyrics, artist
portraits and other imagery. Overall I think the more
chaotic digipak booklet with a ‘scrap book’ design style
Is the more original of the two and is more effective as a
Promotional device as it involves the audience more.

16. Artists Identity/Synergy
Bugg primarily creates synergy in his other promotional material by consistently making himself and his
guitar the key focus. He also uses a recognisable and consistent style of black jeans and a jacket, and has
established his brand Identity as a mysterious, quiet, moody teenager through his
slumped and distant composition and posture, and use of dramatic lighting shown
best with his second album campaign “Shangri-La” below. Bugg’s magazine advert
for Shangi-La found below still makes him and his guitar the key focus, but the
location of an artificial studio is unconventional to the genre as it is superficial.
Although unconventional mise-en-scene, the design and imagery of the advert
successfully matches the album. The use of such a vibrant yellow connotes energy
contrasting to Buggs
debut album which
had a vintage aesthetic
with subdued tones.
This suggests that
Buggs brand image
and sound is now
more modern and
lively.

17. Other Indie Rock Albums
On the right are two Black Keys album, the first
El Camino (2011) and the Second Turn Blue.
(2014) The different styles of imagery and
graphic is obvious. This shift in use of
traditional conventional genre iconography of
abstract imagery to modern graphic is becoming
more common as the conventional design
approach. Other Indie Rock bands such as Arctic
Monkeys, Kasabian and Friendly Fires have
Done this with their most recent album releases
This could be to appeal to a wider audience,
As the Indie Rock genre is currently
growing in accessibility and popularity.
This Franz Ferdinand 2005 album
“You could have it So Much Better” is
Very similar to Arctic Monkeys 2013’s
“AM.” Subverting the typical layout
conventions the album title cannot be
found on the front cover creating
ambiguity. However the Franz
Ferdinand typography is bold and
confident, connoting that so is their
sound and brand image. The graphic
used also suggests that an album title
isn't needed as the artists name alone
is enough to appeal to an audience.
This Neutral Milk Hotel
Album cover is a good
example of how abstract
Indie Rock album
imagery can be. The style
is vintage and painting
like, and this individuality
appeals to the alternative
target audience.

18. Overall Findings
0 I have discovered that with Indie Rock albums graphics are common instead of
straightforward digital photography. Manipulated images are alternative and unusual,
heightening individuality.
0 Secondly, Indie Rock albums are often minimalist and reserved in content like reviews.
Contrasting to Pop albums, they mainly use imagery as their central focus.
0 The design and style of these albums is either subtle in vibrancy and colour schemes
(with monochrome) or overtly obnoxious (with reds, yellows and experimental Hue
balances on images) which visualise the attitude of the artists or songs.