The costume which she is wearing is transparent and very minimal, this is again showing how her music is stripped back to the basics and the raw truth and harshness of her music comes through, this could therefore be the reason as to why they are showing her lungs. The lungs are her accessory as she is wearing them as a neckless. Audience members could interpret this as her showing that there is more to life than just material things and that all beautiful things come from the inside.
The uses and gratification theory can be applied due to females feeling as if they can relate to the woman on the poster due to her black nail polish which she is clearly trying to show in her pose. This goes with her genre of music which is of the indie pop/rock genre as black nail polish is very popular in both the gothic and indie fashion styles that would probably be the style of her audience members as many people try to dress in a style that matches their music taste. Her target audience would therefore find this appealing and see her as a fashion icon. This therefore helps target her audience which is normally girls aged 14-20 and help broaden her fan base due to teens that age using social media
The small font at the top of the house style states 'Chugg Entertainment & Laneway Festival Presents'. Therefore, this is suggesting that she is representing her promotional platform. It becomes apparent for someone who is unaware of the artist that she is successful due to her concert being held in Esplanade Theatre in Singapore, meaning that she is famous world wide.
With her promotional platform usually organising festivals to widen the artists audience, It is conventional for Indie artists to go to festivals and music conventions as the Indie genre has a smaller audience compared to other genres of mainstream music. Festivals are a way for Indie artists to get their music across to other audience members who enjoy the genre.
At the bottom of the poster shows the institutions that represent Florence and the Machine. CHUGG is a music label which focuses on artists who are linked to the Indie/ alternative genre for example 'Catfish and the Bottlemen'. This allows an audience member who is aware of other artists who are signed with this label to recognise that her genre as not mainstream. However, MTV is a label which supports the artist. MTV is well known and linked to mainstream music, this therefore helps broaden the audience due to them noticing the MTV sign and linking the successful artists who are signed with MTV to her own brand identity.
The name of the album is called lungs so this imagery directly matches the title. The simple yet eye catching font keeps a simplistic vibe of the poster. The font is also very gender neutral and would appeal to both males and females. The black background allows the white text to be seen more clearly. Black and white text is conventional in the Indie Rock genre, this is because the genre mainly focuses on topics seen to have a darker, deeper meaning which would be more serious for their target audience. The use of black and white also signifies her simplistic approach to music. Her singing is not autotuned and is very much natural and basic.
The font is quite feminine which shows her girly side and would appeal to a female audience. The use of “+” instead of using 'and' shows how she doesn't like to be mainstream and likes to be different which would appeal to her audience that typically like music out of the mainstream category.
The text underneath the image crosses slightly into the photo draws more focus to the date the concert is going to take place. The text is in a large size so this allows people who possibly live near by to spot the sign and consider going to the concert.
Similar to other Indie Rock genres the font size stating 'with special guest' is significantly smaller to not take away the focus from the main, important texts. 'The XX' is in a more bold, strong font which shows the audience that they are a separate band due to the font no linking to the relaxed, calm fonts associated with the band. The font mentioning 'The XX' would conform more to male members within the target audience. The significance of having a special guest who fits within the Indie category is that they appeal to the audience going to the concert. This helps promote the band and also widens the audiences music knowledge.
The camera shot of this image is a mid shot of the individual which allows the background and the females accessories which creates the overall Indie feel. It is conventional for a female indie artist to have a mid shot of themselves on their concert poster as this is seen by the artist Lana Del Rey within her 'The Open Road Tour'. The effectiveness of showing the female in a midshot is that it grabs the attention of males who may not normally listen to Indie. This is therefore implying the female gaze theory is a way which she gets her music heard to other audience members.
The location of this image has been created by putting up a sheet with patterns and branches with flowers and birds. This low budget backdrop shows that the artist doesn't want anything too extravagant as this may take away from the information on the poster and the main focus of the image which is her lungs. The background creates an artistic mood to the concert poster. Signifying how she views her music, being creative and not conforming to the urban music seen to be most popular.
The back of the digipak has a scientific digram of lungs which creates an overall more mature, adult look to the album. This therefore could suggest that the target audience isn't only teenagers but can also be appealing to males and females of any age.
Within the track list there is a song called 'Between Two Lungs'. This shows that the imagery of lungs is connected to the music. The heart in the centre of the lungs signifies the raw emotion the lyrics contain. A heart is also linked to love, the heart isn't presented in a cartoony way, it is presented to be more graphic, this further shows the artists individual and unusual style.
Black and white creates a classic, vintage feel to the back cover. This reflects nicely the style of the artists due to the Indie genre being more focused on the music and the emotions conveyed through their lyrics. Unlike pop artists who would use bright colours and bold text, the use of black and white shows her audience she is an original artist who doesn't conform to the music genre seen to be most popular.
It is also apparent that the diagram has marks pointing to a certain parts of the lungs which are labelled with numbers, the same amount of numbers as there are songs. This could signify how each song reaches deep into the heart of the individual listening to her songs.
Similar to the simplistic font used at the front cover of the album cover, the track list is also a simple font which creates the overall feel to the album to be basic yet effective due to the music being the main focus of the artist.
The track list is also listed differently to most albums, as it is listed horizontally and not vertically. Indie rock artists such as Nirvana for example have their track list in the form of a list. This therefore shows how Florence and the Machine is twisting the expectations of the Indie rock genre.
It is also conventional within most albums that the barcode is at the back on either the bottom left or right corner
The picture which covers the disk resembles hands. The use of hands shows the intimacy she creates between her and her fans through the music she makes. It is unusual for the disks theme not to match the rest of the album, however this just again shows how she doesn't want to conform to any genre. With the item being ambiguous this therefore means that it can be interpreted in many different ways. With the hands grasping tightly onto the item this could show that they do not want to let go of something. This is therefore linking to the uses and gratification theory due to members of the audience feeling as if they need to let go of something too which they would get help from listening to the album. The effect the colour orange has on an audience is that it focuses on the issues of physical comfort, this could therefore mean that the album is a vital part of ones day like food and sleep, meaning it makes day to day life a little easier, something you can't live without.
The text on the disk is different compared to the text seen in the front and back of the album. The capital letters are slightly vertical, off centred text is bold enough to focus on the text but not too bold to take focus off the image. With the text being in white, this harmonises nicely with the image linking the two together.
When designing my own digipak, I will take inspiration from this due to her specific, original approach which sets her aside from most indie bands. I will adapt my style of text, colour and imagery to some how go against the genre which will create a more unique feel to my digipak.
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