Florence + The Machine“Lungs”

Digipak Analysis

The front of the digipak is a mid-shot of the artist which makes sure she is the focus and is being promoted.

The artist, Florence isn’t giving direct address to the audience as she is looking away with her eyes closed, this makes her look mysterious and intriguing. This shows how she isn’t a flashy artist and goes for a more simple look. This would appeal to her target audience that are into more alternative music and this darker look.

Different font to album title to make sure the artists name stands out and promotes her as an artist.This font used on some of the artists other song/album covers, makes the audience recognise that the album us by her instantly when in a shop or online etc.

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.

Florence is of the indie pop/rock genre which means her audience are more interested in music that isn’t the typical pop music that is very popular in the mainstream today. She appeals to both males and females which is reflected in her

digipak.

The digipak keeps a feminine look through the use of flowers and how the artist is dressed in feminine looking clothing but keeps a nice balance of qualities that would appeal to both males and females through the dark and neutral colours used in it that would be appealing to both genders.

The pose of the artist makes sure that her black nail polish painted nails are on show. 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.

Natural emotional pose and use of flowers and a bird gives the album a very natural, effortless and simple look. This reflects how her voice is very natural sounding and how she doesn't appear to use much or any auto tune which is “unnatural” like most artists do in the mainstream today.

Simple yet eye catching font that keeps the simplistic vibe of the album. The font is also very gender neutral and would appeal to both males and females.

Lungs necklace, powerful and artistic statement that would appeal to her target audience. Continues the emotional and natural feel to the cover people can’t breathe without lungs so this could be a link to an emotional aspect to her album or reflect some personal aspect to her songs. The name of the album is called lungs so this imagery directly matches the title.

The dark colouring of the album and emotional pose of the artist connotes that the songs on this album may have emotional and dark themes.

ALBUM FRONT COVER

ALBUM BACK COVERContinuous imagery of lungs to match the title. This time the image is a diagram of the lungs which would be used for medical/scientific uses. Gives the album a mature and intellectual look and shows how the artist has very artistic and unusual ideas as well as a very alternative style- completely out of the mainstream.

Black and white colouring also keeps the back cover very simple and keeps the focus of the album on the music.

The track list is on the back.The font used for the track list is very simple like the album title font on the front cover. Keeps the simplistic vibe of the album.The track list is also listed differently to most albums, as it is listed horizontally and not vertically, this could be just so that there is more room for the image of the lungs or to give the album a more alternative look to match the artists style.

The back keeps the use of dark colouring like the front of the album which continues the indie/gothic look of the artist.The use of only black and white gives the album an old fashioned look which reflects the vintage and indie styling of the artist further.

There are links at the bottom of the album for the audience to find out more about the artist and their music.

Colouring and imagery very different to what would be seen on a mainstream pop album which would probably be very colourful and be more hectic. Shows how she is an original artist and different to mainstream artists which her target audience would find appealing. Shows her she is artistic and interprets things in different ways.

A song called “Between Two Lungs” is in the track list. This shows that the imagery of lungs is connected to the music.

Heart shown in the middle of the diagram. Represents the emotion that is present in the albums music as hearts usually connote love. Usually hearts are shown in a cartoony way whereas this is more graphic, this further shows the artists individual and unusual style.

The front cover of the booklet inside of the album has a more happy vibe and look to it than the front and back covers of the album. It shows Florence during what looks like a concert performance connecting with her fans through holding their hands. This will appeal to her audience as it shows that she cares about her fans and helps create a bond/relationship between them.

The inside of the booklet continues the dark colouring and fonts used on the front and back and has a few lyrics from the songs available in the album on each page. This will interest the audience and help them understanding the deep meanings of each of the songs. The dark look keeps the vibe and style of the album prominent and continuous.

An image is used here of the lungs necklace Florence is shown wearing on the front cover. Keeps the theme of lungs going as well as this image being placed beside the lyrics for the song “Between Two Lungs”, the images shown visually match the song titles. This shows that this song on the album is very important to Florence and the styling of the album.

ALBUM BOOKLET

The same simple font used on the front of the digipak. Continues the simple yet interesting style of the artist and keeps a mature look.

Image of someone holding some lungs in their hand. Matches the album title and coordinates with the images of lungs on the front and the back of the album.

Quite a disturbing and controversial image that wouldn’t appeal to all audiences and therefore matches Florence's target audience who would find this type of thing artistic and interesting as it isn’t a mainstream image.

ALBUM CD