1. Analysing Dance, Club and
Electro music graphics

2. As seen on previous Magazine ads the album art is
featured to allow audiences to know what is being
sold to them. The album art show here in particular
features imagery of purple energy surrounding
shapes connoting the look of electricity and thus
allowing audiences to easily identify the genre of
music. In addition these neon like lights could
possibly be connotations of neon lights at clubs
which further allows audiences to establish that
this is club music. Finally concerning the colour
palette of the album the use of purple energy
further explores a more sophisticated look to the
brand presented here using the colour purples
connotations of royalty to suggest a more “higher
class” version of club music being sold to us. These
graphics allude to a premium collection being sold
to us by a sophisticated and established brand.
Overall Colour palette – Purple Hues
Carrying on the themes of sophistication an d premium
collection the whole of the ad uses a purple hue based colour
palette including the other albums featured here based on
the colour palette of the main product being sold. However
the use of the colour purple and similar hues seems to be an
artist motif to the brand. In addition the poster contrasts
black with more vibrant colours such as purple and blues
which add to conveying a more neon like look to the colours
thus making them attract scan readers attention easily with
these bright colours. In addition important information such
as the release date and availability have been highlighted in
purple thus keeping the purple theme as well as allowing the
important information to be easily consumed by readers
flicking through.
Other product promotion – The ad also features
other promotions such as other albums under the
label as well as other products Fierce Angel
produces, this however is made clearly secondary
as evidenced by its placement within the middle of
the Adverts composition (which unlike the previous
ads goes for a more list like structure instead of a
clear Z formation) and thus these secondary
promotions may be less memorable than the other
more primary promotions featured on the ad.
Font – ICT Avant Garde or similar. The use of such
an angular sans serif font bears some resemblance
to the logo of Studio 54, one of the most famous
nightclubs which was praised for its sophistication
and glamour. Use of such a font on this ad although
may not be intentionally causes the Fierce angel
brand to seem fashionable.
In addition the use of a sans serif font conveys
more sophistication to the brand rather than using
brush script font which may do well in connoting
electric music themes but does so in a less subtle
and clean way. In addition using such a font
connotes feelings of club music and clubbing via its
association to studio 54.
List of digital distributors and links to Fierce Angels website –
Just like the Kings of Leon ad links to an number of distributors of
the product have been provided to allow audiences to
understand where they can purchase the album. In addition links
have been provided at the bottom of the ad in order for
audiences to enquire about other products produced by the
Fierce Angels label as well as a link to the official Facebook of
Fierce Angels for audiences to keep updated on news
surrounding other products under the label. When thinking
about the placement of these two features they are placed near
to the end as this will be naturally the last thing audiences will
take away from them after reading the ad. The same can be said
in terms of the placement of the name of the Album and the
Album itself as they have been placed at the top of the ad
making them the first thing audiences see and one of the more
memorable features of the advert. Unlike the previous music
magazine ads the name of the record label isn't placed in the
lower right hand corner possibly due to the fact that the name of
the album also plays a part in the name of the album itself.

3. Angular type- sans serif
Conveys a slightly digital
look based on its
geometrical style in
addition to connoting
nightclub look based on
its resemblance to the
Studio 54 logo and font
An ‘includes list’ – a list of the
most popular tracks on the
album. Conventional to album
magazine ads this feature
further persuades the reader to
buy the product providing them
with names of artists or popular
tracks they should identify with.
Album artwork - Central image to
promote the product and allow
audiences to know what is being sold
to them and grab their attention (in
particular scan readers) via its use of
such a large image.
Similar to some of the Fierce Angel
covers looking back it seems that
both covers use geometrical shapes,
angular styles which convey a more
digital and slightly sci-fi look to the
graphics. These styles bear some
resemblance to old computer
graphics to which both with the
digital look communicates to
audiences the type of genre or similar
genre of electronic music which is
being sold to them since it can be a
visual convention in types of
electronic music to allude to
technological themes and technology
which are the means of producing
this style of music.
Colour Palette – Sky Blue and Hot pink.
The choice of contrasting cold and warm
colours brings out both colours in terms of
there vibrancy and allow fro them to easily
attract quick readers. Furthermore, the
meanings these colours convey are further
emphasises by each others presence with
the light blues conveying serenity and
peacefulness and the pinks connoting more
of a feeling of passion. Both colours
together give off this beach like
atmosphere to the ad making it apparent
that the type of music being sold here is
one for celebrations and happiness.
Neon lights – connotations of
club atmosphere as previously
discussed with Fierce Angel
and conveys vibrancy and
feelings of happiness
Links to distributors of product- Placed at the bottom along with
release date as they will be the last bit of information audiences will
consume and also one of the most memorable along with the
placement of the title at the top.
Record label – Although part of the album artwork itself
the use of a record label such as Ministry of Sound allows
audiences to identify what type of music is being sold to
them due to the label specialising in club music.
Large text for important
information such as the
release date and summary
of the product to allow for
said information to be
easily consumed and not
missed by scan readers

4. Other Dance/Club/Electro promotions
Image of the artists face – Martin Garrix is an
upcoming Dutch DJ however he has not yet
reached the status of being a mainstream
electro house artist by the likes of Eric Prydz
and thus may still need to have his face
featured on promotions in order for
audiences to know who he is.
Neon lights
Brush Script font – Conveys an 80’s
electro style look to the ad possibly
linking back to the stylistic origins and
the popularity of electronic type music
in the 80’s.
Additionally, type also has the added
benefit of conveying a sense of energy
to the artists name via its kinetic like
large stokes which may communicate
the fast paced style of the artists
music.
Geometric shapes and font –
Conveys a digital aesthetic to
the ad and allude to
technological or sci-fi themes.
Conventional visual style to
electronic based music
Contrast between bright colours and
dark background – Creates a neon
effect to the colours of the poster.
From my previous analysis it may seem
that the use of neon lights may be
conventional to communicating
electro styles of music visually on
print. Neon lights can connote the
concept of pure energy and
communicate to viewers that the
music is energetic and upbeat. In
addition the visual style also has
connotations of electricity and also a
nightclub like atmosphere as
explained previously on the fierce
angels ad analysis
Thin angular type

5. Geometric shapes and graphics
– Bears some resemblance to
the graphic design styles of
Peter Savile who has worked on
a number of Synthpop albums
such as New order and OMD.
Not only do these graphics
convey a digital look to the ad as
previously explained but by
using graphics similar to those of
Saviles work, audiences familiar
with said imagery may easily
identify the type of music being
played at said event.
Mainly image based – The purpose to
accommodate for those who may
flick by the ad as they go through the
magazine.
Thin angular type – fits
in with geometrical style
of the ad and connotes a
nightclub look based on
similarities with popular
nightclub studio 54. In
addition the thin sans
serif style adds a sense
of sophistication to the
graphics via its clean and
neutral look
Colour palette – contrast between
cold and warm colour palette.
Brings out both colours towards
viewers eyes in addition the
colours used orange and teal are
complimentary colours and thus
will naturally attract viewers eyes
towards the ad.

6. Conclusion
•
After looking at theses graphics I have noticed a trend in how electro type music promotes itself as
said genre, these includes the use of Geometric shapes and styles to convey a digital look to the
graphics as well as the use of Neon lights which can connote the energetic style of the music
advertised as well as having connotations of nightclub strobe lights and partying.
•
In terms of colour palette I have noticed trends in contrasting light colours against predominantly
darker backgrounds as well as a contrast between warm and cold palette to bring out the vibrancy
in the more warmer and brighter colours, to which cause a glow effect which serves to attracts
readers attention easier.
•
In addition the colour scheme of the entire ad seem to be based on the colours of the album it
seems to be promoting based on the Future Bass and Fierce Angels ads.
•
In terms of type thin angular sans serif fonts seem to be consistent throughout all these ads mainly
for providing more information about the promotion when not used as the main title with the
effect of conveying a sense of sophistication and class based on how it visually resembles the type
face used in club Studio 54 which was praised for its sophistication and considered a premium club.
In addition the font style is very art deco based and further shows this clean upper class look to the
type. Finally via its association with Studio 54 these fonts do well in conveying a nightclub style.