2. Introduction
To someone who doesn’t frequent the Hip Hop/Rap genre the typical perception of the genre
includes violence, drugs, money and big chains. However our group decided to challenge
that concept and took inspiration from more “humble” artists such as J Cole and Kendrick
Lamar and tried to portray Chief as someone who was braggadocious and flaunts his cash to
someone who is trying to humble and better themselves. We found this concept difficult to
portray at the start.
3. Brand Identity
The persona that of “Chief” was created as the artist who would replace Kanye West in the music
video. His persona would be that he does not do a lot of flaunting with his money and clothes,
instead opting for the visuals to focus on portraying meaning in the lyrics and the overall vibe of the
music but still sticking true to his roots. We did this by making Chief's costume consist of
streetwear like trainers and ripped jeans. The outfit isn’t overly expensive with brands such as Gucci
but more of something that most listeners can relate to such as Adidas trainers. This outfit
challenges the common stereotype of hip hop artists wearing chains and expensive clothes.
Our video has elements of both performance and narrative, both of these aspects follow a
melancholy tone which pushes the idea of Chief focusing on relatable issues such as love instead of
common lyrical topics such as women and clothes which is reminiscent of the uses and gratification
model as nearly all people will be in the same position at some point in their life, making them more
likely to be drawn to this piece of media. In addition the fact that Chief has been caught cheating
helps us include the hypodermic needle theory, telling the audience if you are caught doing
something wrong there will be consequences.
4. How will your digipack sell the
product to the audience
Our digipack features a portrait photograph of Chief with a black background. This wasn’t
our first digipack, as our original was peer evaluated and it was decided it felt too much like
an indie rock album, so our group did some research and found that most hip hop albums
feature a more powerful digipack and felt that a portrait photo of our artist looking directly
at the audience portrayed that perfectly. This front cover of the digipack helps push Chiefs
star persona, and will automatically draw any fan of his too this album. In addition the bold
san serif font for Chiefs name and album title makes it easy to read and it stands out
especially with the white colour of the font against the black background.
The back cover follows a similar look to the front cover with a photo of Chiefs face on the
right of the digipack further pushing his star persona and the tracklisting and name of the
artist in the same font as the front cover, for the same reasons. The tracklisting also includes
the names of the feature artists, which will entice more fans of the genre to purchase the
album as they may see an artist that they like. In addition on the front and back of the
digipack we include the record label GOOD music which is a world renowned hip hop label.
5. How will your advert sell the
product to the audience?
The advert created for the album cover uses the same portrait image of Chief, colour scheme
and font that is used on the digipack which helps keep continuity throughout the the advert
and album cover, showing the audience they are related. We used the image and text for the
same reason we used it on the digipak, for clarity and to push star persona as well as
portraying our artist and powerful. The bold san serif text against the black background is
especially important for the advert, as it can easily be seen from a distance on a poster for
example. On the advert tour dates are included, advertising both the album and the tour at
the same time. There has also been a snippet of a review included from a very popular hip
hop magazine known as XXL which will show the audience that it is respected from very well
known hip hop giants,
