DIGIPAK ANALYSIS – DAVID GEUTTA

Jason Sulit Media A2

Artist: David GeuttaAlbum: One LoveGenre: Dance-Pop, House, Electro, EDMReleased: 24 August 2009

The front cover of ‘one love’ displays a medium close-shot of the artist, the image is in grayscale and the artist is also wearing casual clothing and a pair of sunglasses on.

David Guetta is often seen wearing sunglasses which could be motif that provides recognition. As he is dressed casually makes him appear more relatable to many people . His appearance could also be an attempt to appeal to the younger generation of teenagers. The title of the album appears hand written with purple paint. This is effective as the name of the album stands out from the rest of the black and white colour making is easy to spot which is important as the product being sold is Guetta’s new album. Above the album title is David Guetta’s Name which is written in a contemporary font which relates to his genre of music, the font is in white to match the filter of the image.

The CD of this album is in silver and has letters with the same format as the ‘One Love’ from the front cover. Again the writing seemingly looks painted. The CD also has various lines which could indicate the brush stroke of the paint. This matches the genre of dance music and the design could convey the idea of flashing lights in a club or a paint party

The design of this CD is quite messy and appears like a child has painted onto the CD, However this is visually appealing and would appeal to the teenagers and younger adults. This messy design could connote childish behaviour and letting lose which could suggest the idea of clubbing

The Writing used for this album could suggest the artist is quite laid back and wants to have fun.

On the CD there is a paragraph, this explains the copyrights to David Guetta and his record label. This paragraph also states that none of his music can be copied or used without the record label’s permission

On the back cover there is a track list of songs that are in the CD, the typography used here is the same as the font used for David Guetta’s name on the front cover, the reason this font is used is so that the audience is able to read tracks and know what songs are available on the CD

On the bottom corner of the logo the back cover there is a logo of all the record labels and companies that helped with the production of his music. For my one digipak I will need to include a record label that matched the genre of my artist.There is a clear

colour scheme used for this album, the album uses 3 main colour; black, white, and pink. There is also the purple colour used for the ‘One Love’ album title on the front cover. The album’s name is in a different matching colour to the album as it will need to stand out to the audience.The back cover continues with the same paint graffiti design as it did with the CD. This graffiti design will appeal to the young audience, graffiti could also convey the idea of expressing yourself through art

OverviewPierre David Guetta is a record producer, DJ, and a remixer. I have been analysing the digipak for his 2009 album ‘One Love’ which achieved mainstream success. This album ‘s design demonstrates the conventional representation of the EDM genre. Although my final product is within a different electronic genre analysing this has still provided me relevant knowledge for my producing my own digipak.RepresentationThis digipak reflects David Guetta’s genre of music; the used of black, white, and pink colour scheme, typography, image, and appearance correctly shows what type of artist he is. Guetta’ portrays himself to be a lose and laid back character, for instance he his appearance looks casual; he is wearing a shirt and pair of sun glasses. The use of font is seemingly childish and messy which could suggest he is a fun person making appeal to the younger generation. On the front cover image, David Guetta is not directly looking at the audience and the sunglasses also blocks the audience from making contact which could portrays him to seem cool and relaxed and also less serious which people may find quite interesting.AudienceWith the electronic dance music of his genre, I would generally say that the demographic of his work would be around 17 and 25 as this age range is the typical type people would like to go clubbing. With his lose laid back style of his album design he could attract younger audience male and female of age 15. The reason I say male and female is because the colour scheme and use of typography and image would appeal to both gender.

ConclusionConducting this analysis has made me aware of the conventions of digipak’s and also the conventions of the EDM genre. Analysing this digipak has also helped me develop some ideas and has got me thinking about the production of my own digipak design.

Front CoverThe front cover displays the a medium/close shot of the artist wearing a shirt and a pair of glasses. The Typography that is used for the album’s name is constant through out the album but is in purple which differentiate itself from the rest of the font used for the album. The artist name is in white and in a contemporary font which is the general font he uses for displaying his name in most of his content.

Back CoverAs with any digipak there is a track list which shows the songs on the CD, there is also the barcode and the album credits as well as the record label that helped produce the music for the artist. The same design on CD continues on to the back cover. The back cover has a white background which contrast the front cover but also it makes the track list easy to read.

CD DesignThe CD design is in silver and has graffiti painted font of the name of his album ‘One Love’ There are various lines which connotes the idea of the strobes of light in night clubs. Copy right label is also placed on the CD instead of the back cover