The genre of Florence and the Machine is
indie/pop. Conventions of the pop genre
include a significant focus on the artist, to promote and sell their image to
fans. The Florence and the Machine
digipak follows this convention as the lead singer, Florence Welch, is the sole
focus of the images. However, the
photographs of her are not a typical pop style.
They have a vintage look, showing the indie influence. If I were to create an indie artist or solo
artist that is not just of the pop genre, I would definitely consider using the
vintage effect to convey this.
The lighting in the images is quite
dramatic. The images vary from Florence
in flowy clothing standing in a doorway with light behind her, making her appear
almost angelic. Other images have
harsher lighting with more shadows, suggesting darker themes within her music
and making the image seem more obscure.
The colourisation of the back cover and the CDs
within the digipak are very neutral, which again makes Florence the focus of
the digipak. However, the digipak
includes two CDs instead of only one, giving additional features and making it
a unique selling point.
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