Lorde - Pure Heroine

2. LORDE – PURE HEROINEElla Marija Lani Yelich-O'Connor (born 7 November 1996), better known
by her stage name Lorde is a New Zealand singer-songwriterIn her early
teens, she signed with Universal Music Group and was later paired with
the songwriter and record producer Joel Little, who has co-written and
produced most of Lorde's works. Her first major release, The Love Club EP
was commercially released in March 2013. The EP reached number two
on the national record charts of New Zealand and Australia.
I have decided to analyse this Digipack because it is the same genre as
the song I’m doing for my music video which is alternative/indie.
Analysing this Digipack and putting it towards my research findings will
help me understand the Alternative/Indie genre conventions a lot better;
therefore when it comes to creating the final products in the construction
stages of the coursework, I will have an idea of the typical
Alternative/indie genre conventions.

3. PURE HEROINE – FRONT COVER
The front cover has a black background with simple white, bold writing. It
looks simple but the font compliments the background. The colours are
dark and dull comparatively. The front and colours of the front cover
relate well with Lorde (the artist) and her persona. As Lorde is an indie/
alternative artist the cover is representing the indie ideology as indie is
seen to be dark mysterious yet simple. The simple cover and the use of
black colour is creating mystery for the audience and is setting Lorde
apart from other artists. Although the artist is very young but the cover is
predicting something else. Young people are associated with bright
colours and lively settings but here the case is opposite, so technically
this is setting Lorde apart. Having no main image of the artist on the front
cover can be risky as people might not know who she is or know her by
name, however it makes Lorde different to other artists which fits well
with her music.

4. PURE HEROINE – BACK COVER
The back is again completely monochrome similar to the
cover. It has Lorde’s logo placed at the top middle and
then right underneath the logo the of songs is written in
vertical order. The conventions are similar to the front
panel as it shows continuity of idea and a clean
professional look. The logo is done in a similar way the
Versace logo is. It is very cleverly designed and it gives
out a very unique inquisitive look. Many people
associate the logo with Versace and this is good for
Lorde because Versace is a very well marked brand itself.
At the bottom institutional links an barcodes are placed
to give regards to the institutions.

5. PURE HEROINE – CD DISK
The CD disk is also very simple and gives out a unique sense
of style as the artist name image or album name is not
written on it. Although it has the logo of her album placed on
the top middle so this shows the link with the album cover
not like it looks completely odd. And the initial of her name is
also cooperating with the design – again not like its
completely giving an incomplete vibe. It is not very common
but it shows creativity. For artists whose music is dream like
this cd design fits well as it also shows the continuity in the
idea of mystery.