The album advert for Jay-Z's "The Blueprint 3" uses a minimalist, unconventional design that could alienate some audiences but attract others. It features a collage of musical instruments in a stylized cityscape layout. The red bars and symmetrical composition guide the eye through the advert. Typography matches the instruments while the artist's name stands out in a contrasting serif font. Kanye West also took an unusual advertising approach for his album, using a blank CD and sticker in a minimalist, eye-catching design. Though unconventional, it still follows design principles and hints at the album's sonic departure from core hip hop through an industrial serif typography on a striking black background appealing to

2. The album advert for Jay-Z’s “The Blueprint 3” is very
minimalistic, unconventional and distinctly art-house in it’s
approach to advertisement. Considering that this was a
major commercial release for the high-profile Hip Hop artist,
the marketing is incredibly avant-garde, which could
alienate the core audience, but potentially attract a much
wider audience. The image that occupies the focal point
is a prop collage of musical instruments, constructed in an
urbanised way through appearing reminiscent of a
cityscape. The three red bars are a highly stylised effect
that make the advert look mature, sophisticated and are
aesthetically appealing enough to attract the eyes of any
would be viewer. They also enhance the symmetrical
composition and layout of the advert, which traditionally
follows the route of the eye. The typography is colour
matched with the darker areas of the musical instruments,
whereas the majority of the prop collage blends in with the
white background, which gives it a prominently urban
appearance, a convention of the genre. In keeping line with
conventions, Jay-Z’s name is in serif, to signify his
importance, and to contrast with the less important sanserif information.

3. In a similar vein, Kanye West took a very
unconventional and unusual route in album
advertisement. Through sharp minimalism, the album
advert draws the eye of a wider audience. However, it
has an authenticity that befits the genre and will
appeal to the core audience, through the image of a
blank CD and titled sticker. Though unconventional,
the layout still typically follows the route of the eye,
with information occupying the upper and lower lines of
the Z shape, while the main image occupies the focal
point of the eye. The typography is presented in a
gritty, industrial, serif style that hints at the album’s
departure from core Hip Hop for a noisier sonic pallet.
The black, coloured-in aesthetic is authentic, striking
and quite conventional, because it looks urban,
appealing to the inner-city dwelling target audience
of Hip Hop.