Research- Marketing package 2

Marketing package research- Drake 'VIEWS (from the 6)' 

I have decided to analyse different types of marketing packaging so I can gain an understanding as to how they market the artist and promote the album. Therefore I aim to analyse a variety of different artists who are associated with different genres of music and how they are represented differently to one another via their advertisement. The reason for this is so that I can possibly gain inspirations for when I design my own marketing advertisements and hopefully this will help me come to a conclusion as to which genre I would like to choose.

The first artist and album I chose to analyse was called 'VIEWS (from the 6)' by an artist called Drake. This album was released on the 29th April 2016 via Young Money Entertainment, which is the record label in which Drake is signed to. I decided to chose his album due to his music being associated with the hip/hop and rap genre, which I personally am a fan of. Therefore, if I decide to create a music video associated with the hip/hop or rap genre, then I can possibly include particular camera shots or editing transitions that often appear in Drake's video's as an inspiration. 

Video advertisement: 

Above is an advertisement video which has appeared on different types of media, including sites such as; Facebook , Twitter and on TV. In this short video, Drake is represented as having an attitude, being mysterious and as having authority in this video and the reason for this is possibly due to the dark lighting have these associations. In addition, during the video one of the songs that features on his album, called 'One Dance',  is playing in the background, which has possibly been added so that the audience can be informed about the type of genre the album is , as well as promoting the single itself. Furthermore, in this video it informs the audience about how the album is available to purchase and at the end of the advert, it includes the Apple Music symbol to possibly imply that the album can be purchased on that site. 


Digipak:

 

The Digipak for Drake's album 'VIEWS' is presented as fairly simplistic and modern. The colours used; grey, black and white are stereo-typically associated with the male gender, although it could be argued that a large amount of Drake's fan's are actually female. Another point to note is that these colours could be considered as being associated with mystery, danger and power, which is what Drake could have been aiming for. Overall the songs featured on Drake's album are about love, relationships, mind-games, his authority and his attitude, which I personally think are shown via again the digipak's colour choice. 

Furthermore in a recent interview, Drake stated that the album artwork reflects the 'passing of the seasons in Toronto, from winter through to summer and back again' which therefore could possibly be the reason behind the dark, cloudy skies. In addition, Drake is also shown to be sat on top of the CN Tower in Toronto, Canada, and from my own knowledge I know that this is Drake's hometown. Therefore he may want to be representing himself as a Godlike figure, due to him being sat on top of the building and as almost looking down at reality. 

I personally am a fan of this digipak for Drake's album. The reason for this is because, I like the colour choice and how the simplicity of the design is still effective and eye-catching. Therefore this particular digipak has inspired me to consider or even create a simplistic digipak for when I have to design my own. 

Poster: 

The images above present the official posters for Drake's album 'VIEWS'. As you can see, the picture above, on the right, is the same image which is used for the albums front cover. Therefore this suggests that Drake possibly wanted the same image to be advertised via different media sites so that the public will automatically associate this image with him and are aware that this is what his new album looks like if they are wanting to purchase it. In addition, the image on the left presents the text 'VIEWS' in bold, black sans-serif font which therefore stands out against the white background. The reason for this may be due to Drake wanting his album advertisement to be eye-catching and easy to read for the audience. 

Furthermore this picture is also the same image as the one which features on the actual CD disk, which therefore again suggests that Drake wanted people to associate this image with his album. 

Magazine advertisement:

After doing some research into the  advertisement of Drake's album, via magazines, I was able to find an online article in Hollywood Life's magazine-http://hollywoodlife.com/2016/04/28/drake-views-review-new-album/. This particular advertisement promotes the new album and provide's a positive review about the artist and his album. In addition, in this particular article the artist is represented as a great success as well as someone who puts a lot of time and effort into their music , which is shown via their album. 

I also noticed that the online article features an image of the album cover , which is the same image as the official poster in which Drake has released. Therefore this suggests that this particular advertisement is the same as other methods of advertisement and also informs the audience about what the album looks like so that if they are wanting to purchase the album, then they know what they are looking for. Furthermore, the article also provides a link which allows the reader to listen to one of the most well-known songs from the album called 'Hotline Bling', again which is shown to be promoting the artist's work.