Take Care Digi Pack Analysis

1. Music DigiPak Analysis
“Take Care”
~Drake

2. This album cover conforms to the conventions of the hiphop
genre through the use of mise-en-scene and colour scheme.
In this cover, mise-en-scene such as the gold chain, gold
watch and bracelets represent not only wealth but the
fashion of the hiphop industry. Other props such as the gold
and diamante encrusted owl statue, gold cup, paintings and
the gold candle also represent wealth and his success. The
owl statue is iconic as it presents brand recognition of
Drake’s own record label; placed to offer pleasures of
familiarity for the audience. The colour scheme of this cover
subverts from the genre stereotype as it features neutral
and earthy colours. This could be interpreted as a
suggestion that Drake is of that mature stage in his life now
and is making his change. His posture also supports this
interpretation as he is looking down, which suggests he is in
deep contemplation; reflecting the type of music he will
have featured.
The absence of a name of the cover subverts from the
typical cover, suggesting that his image is a brand and
reinforces how strong his star persona that the audience are
offered a sense of recognition; exaggerating his fame and
success. In terms of typography, the font used is quite
sophisticated and feminine which then also suggests his
music type is expected to be aimed at his female audience
more.
‘Take Care’ is Drake’s 2nd studio album which was released on
the 15th November 2011 by Young Money Entertainment and
Cash Money Records. The album debuted at #1 on the U.S
Billboard 200 Chart and by the 7th April had sold 2,003,000
copies.
The front cover is significant as it draws the most attention to
the public, therefore the positioning of Drake in the middle
creates a sense of recognition as the audience are able to
recognise he is centre of attention as it is his album.

3. The inside of the case consists of a tracklist of songs
and in the Take Care album, additional information
about people who had been involved in the
production process. This is particularly useful for
business purposes in the entertainment industry.
The background image maintains the neutral colours
and representation of wealth through the presence of
the iconic mise-en-scene such as the owl that
represents Drake’s record label OVO Sound.

4. The CD itself matches the colour theme of
black and gold. It’s simplistic look represents
the album’s theme of maturity and wealth.
The cd cover also includes the artists’ name in
a different font and size than the album name
‘Take Care’. This is to emphasise his
significance and although it is not needed, it
is helpful for the audience in case they lose
the album case.

5. The back cover maintains the colour scheme of black
and gold creating a sense of consistency, as well as
the typography being simple in a gold tone. The
choice of gold font continues to represent wealth and
his status, creating a sense that is king-like. This cover
conforms to having a tracklist which is helpful as it
provides the audience with pleasures of knowledge.
At the bottom of the cover extra information is
provided for the audience, such as the record label
Drake is apart and his producing company in order to
promote the companies.