Thursday, 18 October 2012

RA: Digipack analysis

Digipack deconstruction: "In Between Dreams" by Jack Johnson



Genre

How is the genre of the track/artist evident?

  • The front cover of the digipack shows the silhouette of the artist with an acoustic guitar on his back. This use of iconography connotes an acoustic/folk genre.

  • The fact that you can’t see the singers face shows that it is more of an alternative genre, as the labels of mainstream artists would commonly insist the artists face is shown.

Media Language

What visual techniques are used?

  • On the back cover of the digipack the rule of thirds is used. The track listing is shown on the left third, and the image of a palm tree on the right third, with negative space in between. This creates a more interesting visual, designed to attract the consumer’s attention.

  • The colour scheme of the outside of the digipack is grey scale with a yellow background. On the inside covers and in the booklet, a warm, neuted colour palette is used, and many of the photos in the booklet feature a grainy filter to make them look like old photographs.

How is meaning generated through these techniques?

  • Many people would associate the old photograph look that the filters create with the holiday photos from disposable cameras. This is reinforced by the choice of locations inside the booklet, for example, a beach, as well as by the warm colour palette. This creates a positive association with the artist, as consumers will relate this music with happy memories.

What linguistic devices have been used?
  • In two places on the front of the digipack cover, it uses the phrase "Special Edition." Digipacks were introduced to try and combat illegal downloading by giving the consumer something extra to keep, as well as the songs itself, so the face that this digipack is marketed as a special edition of the album should reinforce this idea.

  • In the back of the booklet there is a message written by Jack Johnson in which he thanks his friends, colleagues and supporters. This creates a feeling of familiarity with the artist, which encourages the consumer to support their music in the future.

Is there any intertextuality/references to pop culture?
  • There is little use of intertextuality within the digipack, however there are references to aspects of the music industry, which are used to demonstrate the critical success of the album. For example, there is a golden sticker on the front of the digipack which reads"BRIT Award 2006 winner"

  • There is also a logo on the back of the digipack alongside a link to the website onepercentfortheplanet.org. One Percent for the Planet is an international organisation whose members contribute at least one percent of their annual sales to environmental causes. This creates a positive and caring image for the artist, and will encourage consumers to support Jack Johnson's future work. This choice of charity is appropriate for the digipack, which has a very natural and authentic feel; containing multiple images of trees and plants. 



Representation

How are the band/artist represented?
  • Unlike for more mainstream artists, for whom the record label may demand close-ups to add to their star construct, the cover of this digipack only shows the artist silhouetted from afar, and is not the main focal point of the front cover.

  • On the inside cover, the artist is shown, but once again his image is unconventional- in this case part of his face is covered by his hand, and the guitar takes up the majority of the shot. However, the fact that the guitar is included both of these images acts as a visual motif for the artist, and promotes the genre of their music.



Institution and audience

How might this print text be consumed?
  • As you would buy this digipack in a music store where there will be many similar items, the initial audience consumption will probably be ambient. By using eye-catching visuals such as the high contrast yellow/black image, and the "special edition" stickers, the digipack aims to attract the consumers attention.

2 comments:

  1. Good comments and analysis Rozzie, could you add more to the last section considering the issues for business and audience.

    ReplyDelete
  2. Nice work, which ideas from were you thinking of using from this digipak?

    ReplyDelete