2. Parva
‘Good Bad Right Wrong’
•
The font is bold, and stands out
predominantly against the image
•
The use of soft colours and a film
grain effect combined give the
image a vintage feel
•
The scene is of people in a field,
with flowers, a clear reference to
nature as a symbol of freedom
•
The band members are caught in
an obscured camera angle so their
faces aren’t clear to buyers- this is
so that the buyers don’t focus on
their star persona but instead on the
music they produce
3. Noah & The Whale
‘The First Days of Spring’
•
The use of natural light and soft
pastel colours evokes a mood of
serenity, creativity and relaxation
•
The location is of a lake and in a
field surrounded by flowers and
trees
•
The clothing the band members
are wearing are casual yet
slightly smart with the shirts
•
The band members faces are out
of focus and the camera is
covering his eye, therefore
shielding his face
4. Mumford & Sons
‘Sigh No More’
●
The image is shot in a location with
natural lighting outside an old, rustic
looking house and with the film grain
effect a vintage look is created.
●
The clothes worn by the band
members are casual yet slightly
smart, with flannel shirts and smart
hats.
●
The shot of the image is a long shot
and therefore the audience cannot
see their faces, the attention is
drawn towards the band name
which is more flamboyant
5. Conclusion of Analysis
UNCLEAR IDENTITY NATURE-LOCATION
The identity of indie artists are usually unclear The location is usually set outside in an open space,
through the use of camera angles, depth of field, in an empty field with trees, lakes and flowers or
camera shots and mise-en-scene. The musicians simply in parks. This connotes freedom and
are marketed this way to sustain the idea that their liberation, a major theme in the indie genre. The
music is more important than their image. Also, the nature filed backdrop also evokes a mood of
hidden identities creates the status of an exclusive relaxation and tranquility, this highlights and refers
band whose audiences feel like special members. back to the relaxed mood of the lyrics and sound of
This is a marketing technique used by the record their music. Also, the choice of the location is a
label of the artist/band, by hiding their identities they marketing ploy, the record labels of the artist/band
create a speculation and intrigued audience. The market the artist/band as normal people in normal
less they share with their audience, the more they places and this makes them relatable to their
want to know causing them to buy the album/digipak intimate audience.
which includes artist biographies, posters and
creates a following fan-base.
6. Conclusion of Analysis
SOFT COLOURS FONT-STYLE
The soft colour palette which conventionally consists The font usually is black or dark grey, the dark
of pastel blues, greens, pinks and yellows emits a colour stands out against the whimsical pale
mood of relaxation and intimacy again. Marketing image/background. It is usually bold or has a
the digipak in this way romanticises the image of the fancily, italic styled font which further romanticises
artist/band members which makes them more the image of the band/artist. The font stands out
attractive and appealing to their young audience. as part of the marketing plan, it shows that the
band/artist want the audience to remember who
they are, with their plain, clear identity rather than
their image.
7. Conclusion of Analysis
SOFT COLOURS FONT-STYLE
The soft colour palette which conventionally consists The font usually is black or dark grey, the dark
of pastel blues, greens, pinks and yellows emits a colour stands out against the whimsical pale
mood of relaxation and intimacy again. Marketing image/background. It is usually bold or has a
the digipak in this way romanticises the image of the fancily, italic styled font which further romanticises
artist/band members which makes them more the image of the band/artist. The font stands out
attractive and appealing to their young audience. as part of the marketing plan, it shows that the
band/artist want the audience to remember who
they are, with their plain, clear identity rather than
their image.
