A look at how the Digipak, music video, and other promotional materials connect

Music Video for ‘Someone like You’

Album Cover

Album reverse

Concert Advert

Website

Photoshoot

Album poster

The Colour Scheme

Every item of promotional material connects through the colour scheme of both the font and the colour palette of the whole image. Each photograph of Adele is in black and white, creating a sense of elegance and class to the artist, as well as the whole of the ‘Someone like You’ video being shot in black and white, similar to our music video. This is probably the most prominent feature that connects all of the opposite images or posters together, and it has become somewhat of a motif associated with Adele, as most of her songs are ballads and are about heartbreak or loss. The colour scheme of the font is also continuous through the varying promotional materials, as the word ‘Adele’ is always in white, and the album name or other important information (such as the venue of a concert) is always in a lime green. This only colour of green helps it to stand out against the black and white and draws the audiences’ eye to it.

Position of artist

Throughout all of the promotional items, Adele continuously portrays the same image and very composed nature. In no pictures does she ever smile, and she is always positioned either in the centre or side to the centre frame of the picture, making her the main object of the image. Her look also heavily reflects the genre of her music as her music is pop but most recognisably, ballads and almost classical. The record label may want to portray her as ‘a classic beauty’, whose talent is the voice, and does not need any gimmicks or poppy exaggerated colours to attract her audience, which is very similar to the brand we want to create with our artist ‘Ameli’.

Font Style

The font style throughout the different compartments of the promotional Digipak and the music video is constantly the same. It is a thin, simple, very rigid font, of nearly always the colour white, which coincides with the simplicity of the artist herself, her music, and the artist representation. This also puts more emphasis on the image of the artist on each different sector, and consequentially the music itself.

There is a constant artist representation of Adele as very simple, elegant, classy and solemn. She is not represented by the male gaze, or sexualised in any way, which makes her more appealing to women and girls. The black and white reinforces this representation, as this colour scheme is not considered sexy or objectifying to the artist, and nearly every shot of Adele used in the Digipak or other promotional materials, is of her face, not any parts of her body which would particularly appeal to a male audience. Adele’s brand has been successfully created through the use of mainly the colour scheme and shot positions, coinciding with the genre of Adele’s music- which is ballads and classical pop.