Florence and the Machine target their music at 14-20 year olds to challenge them and make them question things. Their music and music videos need to be interesting and engaging for their young target audience. The album cover for Lungs effectively incorporates the lungs theme and draws attention to the album name. It uses muted colors and images that let the music speak for itself in line with the indie genre.

2. ABOUT FLORENCE AND THE MACHINE
Florence and the machines target audience are the younger generation of
about 14-20 year olds. They say they have targeted this age range
because it is the age when you start to become aware of how the world
works. I think this age group is targeted well through her music video
as she talks about things which any person of an age younger than 14
may not actually understand fully and also the concept of the video, the
spiritual ritual, may not be fully understood either.
This shows how Florence is trying to challenge her audience and make
them question certain things, which they may not have otherwise.
However as it is quite a young target audience Florence and the
machine need to make sure that their music is still interesting and
engaging for the audience so that it appeals and attracts the audience
which they want to appeal too.

4. This album cover has used many typical conventions of a digipak including he artists
name on the front cover, the album name on the front cover, it has an individual
booklet inserted inside the digipak giving extra information and it has a track
listing.
The digipak does include one main picture of the artist ‘Florence’ however it does not
incorporate images of the other members of the band. This may be because they
wanted to be independent and for their music to speak for itself.
The colours they have used on the front of the digipak are quite muted which is
conventional of the indie music genre. They may have used more muted colours
on the front cover of the digipak to sway the audience’s attention towards the
lungs placed on Florence’s chest and this is effective as again it makes the
audience think of the album name therefore making it more memorable.

5. The name of Florence and the Machines digipak is ‘Lungs’. On the front of the
digipak they show reference to this as you can see a pair of lungs on the top of
Florence’s chest and then on top of this are the words ‘LUNGS’ in bold white
writing making it stand out.
As the name of the album is incorporated so much on the front of the digipak this
makes it hard for the audience to forget the name of the album therefore
making the product stand out more and therefore the text anchors the image.
The main artist, Florence is looking away from the audience, using indirect mode
of address. This is quite typical of the indie genre as they don't want the artist
to be the focus of the product unlike in the pop genre.
As well as this Florence is in quite a shy pose, this seems to signify that the artist
is letting the music speak for itself instead of the digipak being focused on the
actual artists.
Also clearly stated on the front of the digipak is the band’s name, ‘Florence and
the Machine’ this is good as it means that customers will easily be able to find
what they are looking for and the album is more easily accessible.

6. The theme used on the digipak is relatively simple yet effective and that is
shown through the typeface used on the front of the digipak. The name
of the album is all written in capital letters which makes it stand out
more to the audience. This also makes it clearer and easier for the
audience to read. Unconventionally the typeface colour is white, and
this could be a dangerous decision as the artist is wearing white
resulting in the text not standing out. However the text is against the
dark lungs on the artist’s chest making the font stand out even more
and drawing the audience’s attention towards the lungs again
illustrating the name of the album. The typeface on the album is
relatively old fashioned and formal. This relates well to the video as it
has quite a vintage feel because of the mise-en- scene with the vintage
costumes and filters. This creates strong brand identity between the
digipak and the music video as the audience can see this link.

7. The back of the digipak is very bold and stands out well. It has a white
picture of a pair of lungs on the back which is good as it contrasts well
to the black background of the digipak. It is good that the back of the
digipak is consistent with the front as it also incorporates the lungs
which again reinforces the brand identity of the album and illustrates
the album name well. The back of the album is different to the front in
its colour scheme as it is much darker using only black and white, this
could be because in the songs on the album the band have used quite
dark lyrics such as 'girl with one eye’, as a whole the album gives off a
quite a dark, obscure and unnerving impression which relates to their
songs. The image used is effective as it isn’t an image of the band or
artist so it makes the audience think about what they are looking at and
why it has been chosen to be put there.

8. The artist has also chosen to use the annotations of the lungs as a track list
for the music. This is a more interactive and conceptual/interesting way
of presenting the digipak so it is entertaining for the audience. I think
that the barcode in the right hand bottom corner of the album takes
away from the effectiveness of the album as it takes away from the
colour scheme of having a black background and makes the back of the
album look a bit messy and unorganized which is inconsistent with the
rest of the album. This is something that our group should think about
when making our digipak and making sure that it is effective.

9. Inside the album there is an extra insert to give the audience more
information on the album. On one side of the booklet there would be the
song title with a few lyrics from each song and on the other side there is
an image of Florence, the lead singer of the band. The insert carries on
the theme of innocence throughout Florence and the Machines album,
and the lyrics printed on the cover of this insert fit with this theme. The
image above the lyrics read ‘Here I am/a rabbit hearted girl/frozen in the
headlights’. Any other lyrics could have been chosen but these lyrics
have to add to the effect of the album as a whole.

10. I think as a whole the Florence and the Machine album ‘Lungs’ is extremely
effective and well laid out. It incorporates most conventions of a typical
digipak whilst still keeping the audience interested and giving them as
much information as possible. Something else effective which they
have done is keep a recurring theme throughout the album and make all
of their images and text consistent so the audience know what they are
buying and know that it will be of consistent quality. This is something
that our group should consider when making our digipak.