Dissertation

CHAPTER 4
WHAT IS THE FUTURE OF GRAPHIC DESIGN & ART
DIRECTION IN THE MAINSTREAM MUSIC INDUSTRY?
The packaging and distributing of music has
massively changed since the 1960’s. Many
of the changes are due to changes in technology.
Much of our music today is streamed through
smartphones and laptops with streaming services
like, Spotify, iTunes, Soundcloud and Tidal. The
IFPI, are a global multi-service, music company.
Some of their services include analysing music
data, researching and reporting music industry
trends. The IFPI (2016) reported, ‘The global
music market achieved a key milestone in 2015
as digital [media] became the primary revenue
stream for recorded music, overtaking sales of
physical formats.’
Stephen Heller (2010, 225) argues that the era
of large LP art is long over and they have been
eclipsed by more sedate, less ornate, minimalist
compositions.’ This can be due to the reduction
in scale of the packaging from LP to CD and
on-screen covers. Vienne and Heller (2012, 178)
argue that digital covers have, ‘become little more
than icons...the album cover is effectively dead.’
Heller (2010, 227) imagines that ‘...music
will never again be packaged with the same
triumphant fanfares of the LP, but that does
not mean graphic representation will cease
to exist. In a world of branding, a logo or icon
is an invaluable mnemonic for any product.
Graphic design continues to complement
and enhance listening.’ Graphic design and
music go hand in hand to merge for an
attractive user experience.
Musician Lou Reed is quoted in Sagmeister’s
book, Made You Look with a similar view to
Heller (2009, 150) ‘I feel that design affords
another avenue into the imaginary field of the
writer’s concerns. Stefan Sagmeister’s graphics
are always blended effortlessly into the totality
of the original concept – his acute wit and style
are a roadmap to the pleasures available to the
viewer/listener.’ Lou Reed is aware of the value
of graphic design and art direction to express his
work as an all rounded package. Music and visuals
are important for the audience. The packaging
may change but the basic principals are the same.
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