Digi-pack Analysis:

I have decided to analyze all three of Jason Mraz’s albums because the genre of the songs are what we are doing, therefore we want to stick to the typical conventions of these soul/pop digi-packs. I will be analyzing his first album

‘Beautiful Mess’, then ‘We Sing We Dance We Steal’, followed by ‘LOVE is a four letter word’. This will allow me to see whether the style of his albums have been

continuous and what makes his digi-packs recognizable to the audience.

By Tayla Powell

DIGI-PACK 1 – FRONT COVER:

This first Digi-pack of Jason Mraz ‘Beautiful Mess’ shows a hand drawn image of Jason himself. This is very unusual for a typical

CD cover, although I LOVE how it has been illustrated rather than following typical conventions of a digi-pack. This conveys

that he is a solo artists and the main feature of the album. I have noticed a theme throughout his career of using

illustrations rather than actual photographs, however because it is so well-known in the present day for Jason to do this, this is how he is recognized by the audience. This illustration is plain

and simple which juxtaposes against the eccentric colours of the random images from him head. This could convey that he may look simple on the outside but his songs are unique and he has

a talent for it. I admire this because it gives his album a representation of being original, unique, although a cool

person. However due to not actually being able to see a image of Jason is mysterious. This is the main focal point of the CD cover. At the top of the composition is his name which is in

large, black bold writing, the black writing stands out against the energetic background. The same iconic font is used which

shows how he has stuck to a house-style and it also means that the audience will be able to identify him easily, although the random images may be one of the first things to attract their attention. Underneath their name is the album title, which is

also in the same black font, this is much smaller text and is most probably the last thing the audience will notice.

DIGI-PACK 1 – CD:

The name of the artists is the boldest writing, its black and stands out against the white background. This simple text is continuous throughout the whole digi-pack, this may have been done due to the busy composition. Underneath is the name of the album

with the disc number, this is in the same text but smaller. This is allocated at the top of the

composition and stands out from the rest. The background is white which fits in perfectly with

theme of the album because white connotes purity and innocence which is often a positive trait in a

person, therefore this represents Jason as a nice, but happy-go-lucky kind of guy. In addition, the simple

CD suggest that his music is self explanatory. There is a image at the bottom of the frame of a orange

animal, the theme randomness and unpredictability is frequent throughout this digi-pack, this is related to the name of ‘beautiful mess’. The is quite plain

and therefore does not really express what his music is represented like, although I admire how they have

kept the CD simple as it juxtaposes against the busyness of the front and back cover.

The random images and energetic colours are consistent throughout the digi-pack, this conveys that he is a happy, unique kind of guy with a fun personality, and therefore

suggests his songs are dissimilar and diverse to other similar genres. The black front is stable and regular throughout this. Unconventionally, the track list is

numbered vertically across the page. We can clearly see in the same small text – creating consistency – the

producers name, special features, record labels and so on. The barcode is allocated at the top right hand corner which is vital to see on the back of a album. These are

conventionally located in one of the corners of the frame. Unconventionally, he has used over 3 colours and this is continuous throughout, the energetic, bright colours is

what initially attracts me to the CD, plus the random objects implying ‘beautiful mess’ which is the album title.

This could simply suggest that he may look simple and boring but he expresses himself through his songs. We can evidently see here that there is a constant flow of

theme – here it is illustrations, eccentric random colours and images – which is consistent throughout the whole digi-pack. Unconventionally, his album cover has used over 3 colours which I feel is effective because it easily

helps represent his style of music which is pop/soul and his down to earth personality.

DIGI-PACK 1 – BACK COVER:

Sales:• ‘Beautiful Mess’ got to 35th place un the U.S Billboard 200 charts, and does not

state sales figures, although wasn't one of Jason’s most successful album.

This is Jason Mraz’s second and most recent album called ‘we sing we dance’. This CD image is a hand drawn photograph of Jason,

this is very plain, which can denote his songs are also straightforward and simple. This image/symbol is what Jason in the centre of the composition is what he is known for, as this is

the image he previously used in this prior digi-pack and therefore recognizable to the audience. The drawing is quite child like

which could thereby target a younger audience, both male and females. In addition to this, the child-like drawing suggest he has

a child-like innocence. The image is not detailed, so therefore creates a mysterious image for audiences who don’t know of him,

whereas fans recognize this image. This theme is continuous throughout not only this digi-pack but also his previous albums.

The name of the artist is place at the top centre of the composition frame, this is similar to his prior CD. The name also looks hand written, this is in bold black writing which juxtaposes against not only the white background but the thin lines used in the drawing. The use of a simple font could imply that his songs are also uncomplicated. The name of the album is in the same

text at the bottom of the frame, this easily fits in with the theme of the album. There is a strict colour scheme of only white and black, the black writing is quite dominating against the white

background. This could also demonstrates Jason's down to earth personality, as he does not need bright colours to make his album

stand out from the others.

DIGI-PACK 2 – FRONT COVER:

DIGI-PACK 2 – CD: The composition of this CD in comparison to the

previous one is much busier and interesting, although the main focal point is his name in bold black writing, which looks as if it has been hand written. The size is

large, and therefore takes up most of the framing. The pictures around this look like doodles of random

images for example, a chicken, bird, kite, shoe and hands. Therefore this theme of unpredictability and

randomness if continuous throughout the whole of his digi-packs. Although, the images of a mouth could

representing ‘we sing’ in the title. The full title is ‘we sing we dance we steal’ which the use of black and white in the background could help represent both

negative and positive sides to himself. The white represents purity and happiness, whereas the black

which is most predominate against the white background is quite powerful and can represent evil –

in association with ‘we steal’. The colour scheme of black and white is still consistent. The title of the CD is

placed in the inner rim of the CD reminding the audience of the artists.

Once again there is a strict colour scheme of only black and whites, this is confident

throughout, although juxtaposes against his previous album. Furthermore, unconventionally

the track list has not been numbered which I actually prefer. In the same writing but much

smaller is the name of the prouder. The barcode is located in the top right hand corner, this is

typical to see and vital to add. One thing I have notice is the record label at the bottom of the

frame, this is therefore promoting Atlantic records. On this back cover which did not have it

on previous ones was a link to his official website, I admire this because its a good way of promoting ways to keep up-to-date with Jason and his band. Copyright issues are allocated on

the right hand side of the frame, I found it unique how the small writing is horizontal

because it makes the audience focus more on the track list, therefore takes away the

distraction.

DIGI-PACK 3 – BACK COVER:

Sales:• The album peaked at number three in the Billboard 200 which was Mraz's highest-

peaking album so far.• It managed to sell 1,491,736 copies in America• Certified Platinum by RIAA

DIGI-PACK 3 – FRONT COVER & CD:

This CD cover is Jason Mraz’s most recent release, we can evidently see there is a change from his prior

album covers. I like this album which is isn't following typical conventions. The title ‘LOVE’ is made out of shapes using primary colours. Similar to previous

albums, there is a theme of child-like images, these are lettering and colours we would usually associate with children. Therefore this gives Jason a child-like innocence. These shapes are covered with shadows against the white background. This isn't a very busy

composition which I like, however this does not include traditional conventions of a CD for example, artists name and a traditional logo/symbol to make

the artist recognisable which I feel is definitely missing. This CD cover is not advertising who it is

promoting. The CD goes by a fierce colour scheme of only green and white, the white bold writing is the same font as the text on the cover which is most

predominate against the green background. Due to Jason Mraz having strong opinions on environment,

the green background helps to portray this. In addition to this the artists name does still not appear, this is

very unusual for a digi-pack because it does not allow the audience to get acknowledgment of whom it may

be advertising.

DIGI-PACK 3 – BACK COVER This digi-pack is very simple yet quirky. On

the back cover the background is still white, although the eccentric colours of

the track list creates excitement. The title of the CD ‘Love is a four letter word’ is at the top of the frame, alongside with the artists name, however this is difficult to see as if blends in with the track list, the

same font is consistent throughout, although has changed from their last

albums. Each word is a different colour which presents a happy and fun album, the

track list is all on one line, rather than them being below each other, I feel that

this looks quite cluttered and busy. Below this is the producers and once again the record label is being promoted plus copy rights which is typical to see. The barcode is placed at the bottom, along with a white

box promoting his album.

Sales:• In the United Kingdom, the album debuted at number two on the UK Albums

Chart • It sold 17,021 copies and is Mraz' highest-charting album so far. • Love Is a Four Letter Word debuted at number two on the Billboard 200 in the

United States, becoming his highest-charting album.• The album sold 102,000 copies in its first week.

After looking at 3 different digi-packs from my chosen artist, it has allowed me to see the consistent codes and conventions allocated in the album. I have taken great interest into the illustration of the artist rather than a photograph. I love the idea of the artist being half illustrated and the other half photographed. I feel this would fit in perfectly with the genre and make our artist unique and diverse. This is something I would definitely experiment with. My favourite digi-pack is the first album (Beautiful Mess) mainly because of the illustration and bright colours intertwined together as this brings excitement to the album. I did notice that Jason’s songs have a strong view point such as war and environment which the energetic colours help present this because they grab the audiences attentions unexpectedly. I recalled that the random photos consist of an 80s styled boom box and a 20s styled grammar phone, these unorganised thoughts help express himself through his songs. I admire how Jason broke typical conventions that are supposed to be used in a album which creates a daringand rebellious representation. Furthermore, looking at the success from all three of Jason’s albums, we canclearly see that buying CD’s are still popular even with aincrease in downloads.

CONCLUSION: