J.R. Deconstructing Print Texts

DIGITAL PACKS ANALYSIS
CHOOSEN ARTIST: SKREAM
CHOOSEN ALBUM: SKREAM!

Genre

Initially it can be seen that this album cover conforms to the genre of music through the mise-en scene used. Clothing especially allows us to identify that this digital pack is representing the ‘dance’ genre, due to the youthful representation that is held within this genre being presented through the clothing. Additionally we see that genre is generated through typical features which demonstrate the conventions of this genre, for example the typography used on the cover is bold and vibrant. Furthermore the text itself is also in itself an iconic symbol in connoting the genre of the album, as opposed to a text like ‘Gothic’ which would conform to more negative style of music e.g. heavy metal, the text on this album cover is more smooth and free flowing. Another significant factor which points the album towards fulfilling the genre of dance is the location shown in the album cover. This location seems to be a typical house party setting where the dominant music played is either dance/electronic, therefore representing this album to be in conformity to either one of these genres.

Media Language

• In this album cover scream is positioned slightly right in the image, yet is looking directly at the camera. This produces the idea that he is looking directly at the consumer, making him the central point within this digital pack. His dominance is also shown through the white shirt he is presented as wearing which clashes against the darker background. In terms of colour this enhances the dominance that he has amongst others positioned in this still. A very slight yellow/orange colour wash is placed over the top of the cover, creating this warm sensation which is closely associated with this genre of music.
• As shown in the image Skream is shown making no contact with others around him creating this sense of isolation and his direct contact with the camera challenging the rule of that forth wall. Although this creates a rather dominant impact on his presence in this album cover, his non-verbal language shown in this image presents him as being, normal with no sudden importance. This is mainly presented through the slouched stance he is seen with.
• The self-named title of Skream really represents the artist as it shows he is the only point of importance in this album. As this is the artist’s first album we see that he is more than anything trying to promote himself in the music industry. Therefore by not using any emotive language and quotations, connotes his new individuality within this dance genre.
• As this is quite a plain album cover, there is no real signs of intertextuality, this could be due to the fact that this is the artists first album meaning at this moment in time he didn’t have much of an image to present, furthermore meaning that intertextuality (if any) would be limited.

Representation

Skream is represented as dominant in this album cover; his clothing represents him as being modern and upbeat conforming to the genre of the album.  His dominance could also be shown through the large text which is presented in the centre of this album cover. His placement in the location of a house party however, creates the idea that he has made his way up from a small artist, this relates to Dyers paradox of being  simultaneous ordinary and extraordinary. Moreover, adding to Skream's star persona. 

Institution and Audience

The main purpose for this album cover is to promote the artist on a wide variety of media platforms. Hard copies of this album can be found in various stores like HMV for example. His album was released with Tempa Labels, which is a small record label stationed in east London and run by ammunition promotions. Although this is a preferably small productions company, as it is stationed in London it is able to vertically integrate with surrounding companies, consequentially raising its publicity in the music industry. Through the increase in new media technology and the rise in Skream's image, his album can be found on various different online sites, like iTunes and YouTube amongst many more.

Back of Album 

The most recognizable feature shown in the back of this Album has to be the way in which the bright vibrant colour creates this sense of power and dominance with the artists image. All the text is centered opposed to being listed down the left hand side of this panel meaning that the whole layout of this back cover is more targeted at producing a status for the artists rather than just displaying the relevant information. Furthermore we see that the text is all presented in italic which creates this more unique style to his album, making him more iconic in this specific music industry. Furthermore in small print below the names of the tracks found in this album we see reference to the record label which was used to produce this album, yet it also is center meaning that it does not deter from the layout and style of this album. Additionally we see that no imagery is used in this side of the album creating this idea of the artists being absent yet present in his own work, a paradox Dyer has explicitly said will aid in the success of a artists products in the music industry.