Language:
The shot is a close-up of two hands, grasping blue fire. The band is iconic of the 'art rock' genre, and so the front cover takes note of this, and is represented as a piece of art. The use of black and white, also, in the modern age is conventional of indie rock (the band are also known to be indie rock) as most music videos, for example, are done in black and white either due to budget restrictions (black and white is notably cheaper than colour) or to create an old feel, giving of a sense of vintage, which I would say the above text does so. Additionally, the lack of colour in the background emphasises the colour of the fire, being held in the hands. This is because the fire is the focal point of the album cover, with the album being titled 'Fire Like This'. However, the fire has been given a sense of artistic talent on it, as the fire is unconventionally blue. Everybody knows that fire is red and/or yellow and orange. However, the artrockers have given their own take on it, and it is represented as a painting due to the paint strokes, which were either edited on through manipulating the image, or the album cover is actually a painting. At first glance it would appear that the text features a hand holding fire, with reference to the album title 'Fire Like This'. However, at a closer look it can be clearly seen to also be water, as though someone is scooping up water with their hands in order to drink from it, with the water also about to seep of the side of the hands. This contrast between the two theories of what it is makes it artistic, as people can interpret what it actually means. I have a theory, as it could connotate that something which is considered life-saving, such as water, can actually be quite dangerous, such as fire, and vice versa.
Institution:
The indie rock music genre is iconic of artists being self-representative, and having complete creative freedom, as well as sometimes the artists being independent of a record label, whether the label is part of a larger conglomerate or not. The above text is owned by V2 Records, a subsidiary of The Universal Music Group, which again is a subsidiary of Vivendi, the conglomerate company which also owns Canal+, for example, which is a French TV channel. Because this Indie band aren't independent, and are part of a large record label, the Institution needs to convey that they are independent, in order to entice their target audience. The above text looks very 'independent', as it is very art-influenced. This appears to have been influenced by the institution, who wants the album to appear indie, and not mainstream, so the use of art-based cover art as well as unconventional features, such as the lack of album title, and a large black border, was essential for them to achieve this. Of course, I could be completely wrong. The cover could be a part of a self-representation by the band, who are bound to a contract which they don't want to be bound to, and because they are against it, possibly, they may want to hide the institution, which normally would sell records with the artist on the cover. This would mean that the institution had no influence on the above text, except the budget which the institution always controls, whether it is a major record label or the band itself, who, if independent, would be their own institution.
Ideology:
There doesn't appear to be much ideology going on in this text. I could find one, however. The CD cover is stating that art is cool, and art is a part of rock and roll. This is unconventional, the idea of art and rock mixed together, and hasn't been seen much except for 'The Velvet Underground'. The band were very popular, and were the first manufactured band, put together by Andy Warhol, a famous artist. The band were also art rock, and one of their album covers was painting done by Andy Warhol. They had the same ideology that art and rock can mix, and that art, like rock, is cool. This similarity between the two bands can be seen, with the two covers, the other shown to the right.
Audience:
The target audience is teenagers, aged 13 to 19. They would be both male and female, and would most likely study in higher education, as well as read NME magazine and watch NME TV. This is because the band are frequently featured on the magazine and music channel. Furthermore, the audience will most likely attend higher education, whether it's sixth form college or university. This is because the product/text is aimed at intellectuals, revealed through representations (I will go in to further detail in the next paragraph), and intellectual teenagers will attend higher education. They will be interested in, not pop music, but proper indie music, such as bands that are still unsigned and therefore don't have corporate influence, which may make the product more 'poppy'. Also, the audience will no doubt attend gigs and live events, including Leeds Fest', and will be largely based in the indie social group. This is because 'chav' social groups won't enjoy the music which the above text is holding, and therefore won't be targeted.
Representation:
If one of my theories is correct, of self representation, the band may be stating that they are more intellectual than their mainstream counterparts, such as The Kooks, for example. This is because art has connotations of intellect and only intellectuals can truly appreciate them. This representation can be seen to be attracting the audience which the band wants to attract, not wanting people who don't appreciate music as an art, but as pop (something to sing along to) to buy their products. However, this representation could just as easily be due to the Institution, as they may want 'Blood Red Shoes', the artist, to be represented as intellectuals for the same reason. It also creates the sense of the band having more relevance in the music industry. Most pop artists come and go, as do mainstream indie artists. However, the bands that break through the mainstream conventions and do their own thing sell less records, but are around for longer, so in the long run, they will most likely earn the record label more money than Jedward will, for example, as they wont be around for nearly half as much as Blood Red Shoes will be. This is because they are breaking boundaries, whereas many artists these days aren't.
Institution:
The indie rock music genre is iconic of artists being self-representative, and having complete creative freedom, as well as sometimes the artists being independent of a record label, whether the label is part of a larger conglomerate or not. The above text is owned by V2 Records, a subsidiary of The Universal Music Group, which again is a subsidiary of Vivendi, the conglomerate company which also owns Canal+, for example, which is a French TV channel. Because this Indie band aren't independent, and are part of a large record label, the Institution needs to convey that they are independent, in order to entice their target audience. The above text looks very 'independent', as it is very art-influenced. This appears to have been influenced by the institution, who wants the album to appear indie, and not mainstream, so the use of art-based cover art as well as unconventional features, such as the lack of album title, and a large black border, was essential for them to achieve this. Of course, I could be completely wrong. The cover could be a part of a self-representation by the band, who are bound to a contract which they don't want to be bound to, and because they are against it, possibly, they may want to hide the institution, which normally would sell records with the artist on the cover. This would mean that the institution had no influence on the above text, except the budget which the institution always controls, whether it is a major record label or the band itself, who, if independent, would be their own institution.
Ideology:
Audience:
The target audience is teenagers, aged 13 to 19. They would be both male and female, and would most likely study in higher education, as well as read NME magazine and watch NME TV. This is because the band are frequently featured on the magazine and music channel. Furthermore, the audience will most likely attend higher education, whether it's sixth form college or university. This is because the product/text is aimed at intellectuals, revealed through representations (I will go in to further detail in the next paragraph), and intellectual teenagers will attend higher education. They will be interested in, not pop music, but proper indie music, such as bands that are still unsigned and therefore don't have corporate influence, which may make the product more 'poppy'. Also, the audience will no doubt attend gigs and live events, including Leeds Fest', and will be largely based in the indie social group. This is because 'chav' social groups won't enjoy the music which the above text is holding, and therefore won't be targeted.
Representation:
If one of my theories is correct, of self representation, the band may be stating that they are more intellectual than their mainstream counterparts, such as The Kooks, for example. This is because art has connotations of intellect and only intellectuals can truly appreciate them. This representation can be seen to be attracting the audience which the band wants to attract, not wanting people who don't appreciate music as an art, but as pop (something to sing along to) to buy their products. However, this representation could just as easily be due to the Institution, as they may want 'Blood Red Shoes', the artist, to be represented as intellectuals for the same reason. It also creates the sense of the band having more relevance in the music industry. Most pop artists come and go, as do mainstream indie artists. However, the bands that break through the mainstream conventions and do their own thing sell less records, but are around for longer, so in the long run, they will most likely earn the record label more money than Jedward will, for example, as they wont be around for nearly half as much as Blood Red Shoes will be. This is because they are breaking boundaries, whereas many artists these days aren't.
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