John Legend Digipak

The following research will constant of different types digipaks that are it a similar genre as my artist. I will be doing an in depth analysis on the insert of the hard copy CD and the promotion packs. I able to analyse what makes a good and attractive product which relates to the intended audience. I will use this information to take inspiration for the artist taking similar ideas that would make the product itself attractive. The CD and Promotion is one of the most important stages for an upcoming artist to be noticed as they are advertising what they are all about what and the main idea is to identify the audience that they are aiming towards. However in the modern hard copy CD have been on the decline due to the rise of buying music online, Such as iTunes, this is considers now to be one of the most simplest form of obtaining music there is a wider library of music which is open to different genres which may be difficult to gain on hard copy. Although the popularity of iTunes increase, there is also high increase of illegal download of music, this has become more and more popular, this is caused by the high prices of the Full albums and singles. Although the high prices are caused by increase illegal downloads, as the artist are wanting to meet their target in sales. There are more people who have a specific album than there are of that albums sold. 

In the this section I will be analysing 2 artist within the soul and R&B Genre, assessing their forms of promotion, how it appealed to the target audience and the effects used though out promotion package that I will be able to use. John Legend's album ''Once Again" who has been a high inspiration through the production, with his simplicity and elegance, and a gentle voice, which exactly what Otty represent, and replicating such ideas and attracting the same audience. The second artist I will be analysing would be Ne-yo, as he shows sophistication and class among black R&B/ soul artist, which is also replicated with the album art and the waulity of the album art really emphasises the genre and the target audience intend.

John legend is one of the most well know R&B artist in the music industry he has made several products such as ‘’Once Again, Love in the Future, Get Lifted and Evolver” all excellent promotion packages and have sold well. His album Once again was released in October 2006. And yes this alum went platinum having 1.6million sales and hit Number 1 in the US billboard R&B/Hip Hop charts. The song "Heaven" won the Grammy Award for Best Male R&B Vocal Performance. Also, "Save Room" was nominated for Best Male Pop Vocal Performance. The album art really takes in consideration of the artist and his musical form. He is the product for the GOOD Music and having Him as the main cover allows the audience to immediately identify the artist and mainly attracting the female audience with his relatively good looks. The house colours, allows the other alternative background colours to stand out, the colours of the New York street. Showing an unorthodox perceptive of having a grand piano in the middle of street.

Get Lifted was also released via Kanye West's GOOD Music label on December 28, 2004 in the United States. Featuring production by West, John Legend, Dave Tozer and will.i.am, the album sold over three million units worldwide, with a total of 2.1 million copies in the U.S., where it was certified platinum. The album won the 2006 Grammy Award for Best R&B Album, and earned Legend another two awards, for Best New Artist and Best Male R&B Vocal Performance for his single "Ordinary People". With a brown vintage sketchy house colour and the simplicity of the side profile of John Ledged also attempts to create brand identity of the upcoming artist, mainly trying to sell the artist to the audience. The let on the front of the album immediately identifies the artist, and the name of the album as he is new to the market. That’s what would be the main focus on creating the album art for the product. Critically assessing the advertising product, I have seen that there is not much attention that draws the audience to album, it doesn't stand out there is lack of creativity and unique art. Although it aims to sell the artist, it doesn't shout out to the audience to gets its attention. the dull brown, doesn't reflect the soul embedded in the songs of the album. It requires vibrant colours, similar to visualizers where it attempts to create as specific ambience for the audience.  

With his current album, which Love in the future, which was realised on august 30th 2013, which i particularly think is one of my favourite albums of all time with classical singles such as ''All of me'' and ''Open your eyes'' The most popular track. Through out the album the is a sense of hear and soul expressed. The album reached 4th in the US Billboard 200 chart, and 5th in the UK album charts to its peak. After his self inspired album art, he took an alternative approach for his album art, now being an established artist in the industry, although taking a simplistic approach yet again, using roses as theme, reflecting on the title of the album, of Love in the Future. The Digipak overall takes a artistic approach, with a house theme of red which represent, listening to the tracks there is a difffienly evideince that it is based on his Wife. Using the songs that feature in the album I can easily start to build up picture of what the Digipak my look like taking inspiration from the lyrics of the song, some however my be taking inspiration from the promotion music video, using some of the shots in the song to relate it to the album art.