Group 3: Print Production Treatment

Loyle Carner - Print Production Treatment

The type of meat shot we would use for the front of the digipak.

From our discussion in class, we decided to use a 4-pane digipak as we believe it would fit the traditional meta narrative of Loyle Carners persona, also, it would be more realistic as it would be cheaper for the up and coming artist.

With a four-pane album cover this enables an artistic approach to illustrate the artist through a series of vast and different images which would express Loyle Carner's star image. This would be a more appropriate layout than a 6-pane digipak because the alternative option would cost much more and possibly the up and coming artist would not be able to afford such funds. More images would have to be used to cover the 6-pane pack which would make it harder to continue a theme throughout, an aspect we defiantly want to use.

The magazine in which we chose the advertisement to run in was NME, this is because we believe that NME are a prime example of encompassing how British music remains traditionally individual and 'british'. Loyle Carner had already featured in the magazine where he was labelled as 'eloquent'. this theme is one we want to portray mostly through the digipak and advertisement, this we believe could be done by straying away from a typical hard faced hip hop artist with a big gold chain and a six pack. Instead we want to essentially let the music do the talking, which would be inferred by a more abstract design. NME would be suitable for this because it appears that for them the music is the only thing that is important. If the star doesn't fit the image then so what, because it isn't stereotypical pop music, Dyer's incoherent star image would apply less because the artist isn't entirely a construct and again, music is the most important factor.

Loyle Carner's newer music have been released with a more abstract themes, straying away from the prominent Star Image of simply himself, and the immense love he has for his mother. Personally, we think this portrays his music better as it allows his music to speak more for itself rather than having the lyrics constantly compared to the artist. Obviously throughout the 4 panes of the Digipak images of the artist will be used, but in a more visceral fashion than his traditional, older music, simply because we think that his music is innovating and we want to imply this progression towards a 'status quo' of musical production in which he appears to influence.