Real Media Artefact Digi Pack - Florence and the Machine

This is Florence and the Machine’s new album, the overall look of it is very current and stylish which helps to promote the artist, as her audience are likely to look up to her in terms of fashion and style. The colours on the front cover are mainly black and white, which makes her well known hair colour stand out as your eye is drawn to the colour on the page, helping to sell her as an artist. The artists outfit on the front cover of the album is glittery, which could be seen as reflecting Florence and the Machines genre of music, as it is generally quite upbeat and easy to dance to. Therefore the use of black that features on the front cover could connote the nightlife style of music. I think it is effective that they have chosen to vary the font style on the front cover, as the name of the band is written in its usual logo, this helps the audience recognise Florence and Machine as a brand. The name of the album “Ceremonials” is written in a futurist style of font, which makes the album appear new and exciting making it appeal to her target audience and also widen her audience.

The CD itself is quite minimalistic; this could also be seen as stylish to Florence’s audience as the colour of the CD is a nude pink which is fashionable at the moment as well as the CD having a subtle pattern of lines on the front. These lines link in with the overall style of the Digi Pack, as the name of the album “Ceremonials” is written in a font that has horizontal lines coming out of each letter, you can also see this in more detail on the back of the album. If you were going to take this meaning further you could say these lines could also link in with the definition of the word Ceremonials, as this is described as “The system of rules and procedures to be observed at a formal or religious occasion.” Therefore these lines could represent the rules that take place at a ceremony.

The main focus on the back of the track list on the back of the album is again “Ceremonials” as it is written in large bold font across the entire back page, you eye is drawn to the font straight away as it is written in a pale colour and stands out on the page. It is unusual that they have made the name of the album the main focus, as the artist themselves is usually featured more. However, this could be because Florence and the Machine are already very well known so they do not need to worry about promoting themselves as a band too much, instead they are focusing on selling this new album and making sure their audience hasn’t lost interest. The track list for this album is very long as it includes 12 singles; this then means that the text size is very small when it comes to showing all the names of the singles.

Overall I like the general style of this Digi Pack as it looks very stylish and current, I can imagine that this helped to promote the album, as people are drawn to things that look new and exciting.