Digipak Cover Research

Ellie Goulding’s music is a folktronic genre, mixing the sounds and tone of electronically mixed tracks with her folk music. Her image also reflects these combined genres, as she is simplistically dressed on both the front cover and inserts, wearing a plain black top and hood; however the mes-en-scene in the background is futuristic with gold sparkles surrounding her head and body this is space-like. She has a dreamy eyed look on her face which also echoes the electronic/ space theme.  The use of gold mes-en-scene could be seen to relate her cover with her name. As her name is ‘Goulding’ this reminds the consumer who she is with out having to read her name. The font is simplistic yet sophisticated as it is coloured gold, this colour theme run throughout this CD pack.  The artist is sold to the consumer through this image of sparkling gold sophistication with a genuine folk image conveyed through her close up photos.  The photos of her looking down to earth and genuine is a conventional look for folk and country artists.

Taylor swift’s album reflects her more definitive country aspect of her genre through her outfits which are free flowing, simple outfits and are less revealing than the typical pop outfit, however they are not out of fashion. Taylor Swift’s pop genre is conveyed through her pose on the outer insert as this is a manufactured pose and less naturalistic. However the use of a cool blue background and props such as guitars are reflective of her country roots, the blue is simplistic which portrays the country life she is selling as a country artist. The picture on the actual CD of her feet on the grass also conveys freedom and nature.

They have used a handwritten effect for the text; this makes the audience feel closer to the artist as it is a personal touch from the artist to the consumer.

Although Taylor Swift is primarily a country/pop singer, her cross over in genre is something which Kate Nash also does. Both Nash and Swift mix across into the pop genre.

The image and style from this cover is selling the artist as primarily a country artist, and an innocent artist which children and adults alike will enjoy. As the artist appears mature yet has innocence conveyed through her close up photos, she appeals to both the adult and child markets.