This is the result of editing the text digitally. As you can see when compared with the hand rendered copy, there are some small changes made to the type to make sure it all looks uniform and part of a 'set'. This kind of unique type will help push the independent brand of 'Iggy Azalea' and because it's so unique it should be recognisable anywhere, on posters, adverts and of course on the album itself.
I had a lot of fun creating the text and going in a more graphic design orientated direction, as opposed to just finding some type I liked on a website and whacking it on the finished product like some illustrators might. Therefore I have the same reasoning behind drawing and digitally rendering my own Deco style border, thus adding another unique element to the album and really making it worthy of being a special edition.
Sketchbook based research focusing specifically on Art Deco style typefaces.
After researching enough typography I was able to create my own type specifically for this project. Drawing influences from both modern and authentic style Art Deco types is how I was able to make it using typographical guidelines using rulers and measurements. To professionalise the type I will be rendering it digitally to give it a smooth, polished look, and this will also enable me to easily edit it and play around with compositions and layouts.
So, I've been looking at producing this edition of the album as a 12" vinyl, mainly because they are bigger which gives me more room to wiggle in in terms of design and packaging. However I also wanted to view this project as producing a limited-run of this particular design, and I thought a vinyl would be something more distinct than a typical CD, especially in that serious music collectors often have record players and, more to the point, record collections. I also think a really outstanding vinyl has way more 'Oomph!' than a titchy CD!
For this reason I wanted to design the packaging as something different, not just a record sleeve or something that opens out. I'm also considering making a prototype for this though, so it must be feasible in means of production and printing.
Merchandise is something almost every single music artist has as part of their package now, whether it be cool, grunge-rock t-shirts and tote bags to cutesy comfy pillows with Elton John's face on. Iggy already has a range of merch including t-shirts and totes (of course!), along with a cloth fan, temporary tattoos, patches and artsy nail stickers. Therefore I don't really want to do something similar to these, they've been done before and it would be easy to make the mistake of creating something identical.
Ideas I'm throwing around at the moment include her own actual fashion range, maybe some provocative bikinis or swimsuits (sex and erotica are often underlying in her lyrics although not something I want to focus on too much), instead of the cookie-cutter t-shirts and hoodies with a logo on that she promotes at the moment. A make-up range could appeal to her female fanbase, however some market research would be needed to be able to make a definite decision on this.
Now I need to decide which of the two albums I will be using for the project. For some style comparison, here's a music video from each of the albums:
Iggy Azalea- Work
Kyary Pamyu Pamyu- Family Party (きゃりーぱみゅぱみゅ - ファミリーパーティー)
Comparing the lyrics of these songs in particular show a stark contrast. Iggy's lyrics are all written by herself about her climb to the top, starting from the bottom and following her own 'American Dream'. Kyary doesn't write her lyrics, Yasutaka Nakata both writes and produces her music, so in essence she is just a performer. In spite of this, the creative direction of her videos is interesting, as they're are different from the typical Western music video, while Iggy's are pretty average as far as rap music videos go.
'Work'-
'Walk a mile in these Louboutins
But they don't wear these s**ts where I'm from
I'm not hating, I'm just telling you
I'm tryna let you know what the f**k that I've been through'
'3 jobs took years to save
But I got a ticket on that plane
People got a lot to say
But don't know s**t bout where I was made
Or how many floors that I had to scrub
Just to make it past where I am from'
'No money, no family. 16 in the middle of Miami'
'Family Party'-
'You’re the type of person who’s always joking around
Who pretends to be unreliable
But does things when they need to get done. See, see? Isn’t that awesome?'
'Family Party
Party Party
Family Party
Party Right now I’m feeling
Things that I can’t see
When I’m by myself, so I’ll protect them with you'
Looking at the lyrics side by side, it's easy to see different the concepts behind the particular songs are. Iggy uses quite strong language in her songs which shows she it serious about what she's writing and that she's proud but angsty. Kyary's lyrics are kind of immature and even totally childish, from the cutesy words repeated as a chorus and a lighthearted approach to the issues in the song (about the family needing protecting and her undertaking a father figure role almost).
Personally I'm more of a serious person and with Kyary's songs being so blasé and different from each to the next, I think it would be more difficult for me to conceive a really solid concept. Iggy's work (although not identical in each song) definitely has a handful of themes used constantly throughout the album, i.e. the importance of wealth and the hard work it takes to reach the top in the music industry. The presence of the typical 'American dream' aspiration is there too and already I can think of some concepts based on this take on her music...
So, the winner is Iggy!
A more serious and narrative concept is something I can work with better than randomised and catchy tunes, and I'm quite good at placing and linking symbols in my work that are related to a concept or theme. Next I will start doing some lyric analysis with songs from the album and drawing up some ideas from there.
