Drake

Drake

• 1.
  Music DigiPak Analysis “TakeCare” ~Drake
• 2.
  This album coverconforms to the conventions of the hiphop genre through the use of mise-en-scene and colour scheme. In this cover, mise-en-scene such as the gold chain, gold watch and bracelets represent not only wealth but the fashion of the hiphop industry. Other props such as the gold and diamante encrusted owl statue, gold cup, paintings and the gold candle also represent wealth and his success. The owl statue is iconic as it presents brand recognition of Drake’s own record label; placed to offer pleasures of familiarity for the audience. The colour scheme of this cover subverts from the genre stereotype as it features neutral and earthy colours. This could be interpreted as a suggestion that Drake is of that mature stage in his life now and is making his change. His posture also supports this interpretation as he is looking down, which suggests he is in deep contemplation; reflecting the type of music he will have featured. The absence of a name of the cover subverts from the typical cover, suggesting that his image is a brand and reinforces how strong his star persona that the audience are offered a sense of recognition; exaggerating his fame and success. In terms of typography, the font used is quite sophisticated and feminine which then also suggests his music type is expected to be aimed at his female audience more. ‘Take Care’ is Drake’s 2nd studio album which was released on the 15th November 2011 by Young Money Entertainment and Cash Money Records. The album debuted at #1 on the U.S Billboard 200 Chart and by the 7th April had sold 2,003,000 copies. The front cover is significant as it draws the most attention to the public, therefore the positioning of Drake in the middle creates a sense of recognition as the audience are able to recognise he is centre of attention as it is his album.
• 3.
  The inside ofthe case consists of a tracklist of songs and in the Take Care album, additional information about people who had been involved in the production process. This is particularly useful for business purposes in the entertainment industry. The background image maintains the neutral colours and representation of wealth through the presence of the iconic mise-en-scene such as the owl that represents Drake’s record label OVO Sound.
• 4.
  The CD itselfmatches the colour theme of black and gold. It’s simplistic look represents the album’s theme of maturity and wealth. The cd cover also includes the artists’ name in a different font and size than the album name ‘Take Care’. This is to emphasise his significance and although it is not needed, it is helpful for the audience in case they lose the album case.
• 5.
  The back covermaintains the colour scheme of black and gold creating a sense of consistency, as well as the typography being simple in a gold tone. The choice of gold font continues to represent wealth and his status, creating a sense that is king-like. This cover conforms to having a tracklist which is helpful as it provides the audience with pleasures of knowledge. At the bottom of the cover extra information is provided for the audience, such as the record label Drake is apart and his producing company in order to promote the companies.