Coverage
Whoa, a little Descendents action in the title there!
One of the best things about making music is that it comes with pictures, and you get to choose what picture comes with your music. Not even the death of physical product has spoiled the symbiotic relationship between music and album cover. Awesome for me; album art is the place where my two passions intersect.
As much as I love designing for print and dimensional objects, I have to admit that the digital album cover presents specific challenges which are very satisfying to meet. In digital, you only get one small image to make your impression – there’s no inner sleeve, no booklet, not even a back cover. You’ve got to be perfectly on point. Clear, vivid imagery; metaphors have to be extra clever because they have to be extra simple.
In digital, as in print, color choices need to be just right. The color of album art can have an almost synaesthetic effect, causing the listener to associate that color with the music, and that absolutely does affect the listening experience. I still “hear” Faith No More’s Angel Dust as blue, and their King For A Day as red… prescient choices on the designer’s part, or simply my reaction to the packaging?
I love doing referential stuff, period stuff. With our “classic American music in classic American studios” approach, Sevendys has given me a chance to have fun with classic American musical design. Since each song is being treated as a single, I’ve had to make a corresponding “cover” for every one and I’m having a LOT of fun so far.
Here are some notes on the concepts and techniques behind these designs. Maybe one day I’ll do a cover-by-cover retrospective post on every item in my back catalog (assuming you missed the Art of Eschatone Records exhibition in Brooklyn a couple years ago), but for brevity(and sanity)’s sake I’ll keep this to the first four Sevendys illustrations.
“City Of My Dreams”
My friend and frequent collaborator Michael Doret recently designed an awesome typeface called Steinweiss Script. It’s based on the “Steinweiss scrawl”, the calligraphy developed in the 1940s by Alex Steinweiss, the Columbia Records art director who invented the album cover. Since this would be the first piece of Sevendys art, I figured why not take it from the top and do a tribute to Steinweiss?
“I Hate Love”
This song is technically the “double A-side” of “City Of My Dreams”, so I wanted to play in roughly the same era design-wise. In both pieces, the color palette is limited and all the elements are built out of repeated simple geometric shapes – “City Of My Dreams” is just a series of rectangles, and everything on the “I Hate Love” cover is made of circles. For a vintage look, I messed with both illustrations to make them look like they’d been printed slightly out of register.
Also, honestly… I can’t believe no one thought of the heart-shaped mushroom cloud before me. I’m still waiting for somebody to come forward and ruin my moment.
One welcome side-effect of starting so simple was that it helped me work my drafting chops back into shape. During my decade-plus of art direction, I hadn’t spent much time in the trenches doing any actual illustrating – conceptualizing and compositing are not the same thing as getting in there with your hands and scribbling. I’m still warming up, but after the first two covers I began to feel confident enough to forge ahead with the next round of Sevendys artwork – two pieces I might have otherwise farmed out.
“So So Close”
When I was in college, I was way into the work of Victor Moscoso. I loved psychedelic art in general, but to me, Moscoso’s stuff had something extra. Maybe it was his “vibrating color” – the way he would put opposing colors right next to each other with no borders – or his truly creative sense of layout. If you look back at old Skyscape flyers and demo covers, that’s me biting Moscoso’s rhymes hard. Not that I could even come close; his concepts are super high, and his techniques are his alone.
I had the chance to work with Moscoso on packaging for The Cutting Room Floor, and it was such a thrill for me. He still has it, and he doesn’t use computers to get it (though I learned that he does make pretty heavy use of Xerox machines). Moscoso was able to superimpose multiple images in a way that created a compelling illusion (look at the cover through a pair of old red-and-blue 3-D glasses, one eye at a time, to see what I mean) while still being beautiful at a glance.
The “So So Close” cover design is a tribute to Moscoso: the simple negative-space illusion created by lettering, the vibrating placement of borderless green and blue on a red background. By the way, you haven’t missed this track – the song’s not mixed yet. March, if not sooner!
“When I Step Off The Train”
This one’s a nod to all of the Big Five San Francisco poster artists – it’s got a little something from each one. The colors are the same as “So So Close” (plus black and the white of the paper) because the two pieces will be screenprinted onto one jacket when both songs are released on 7-inch. The vibrating color is your Moscoso connection; the deconstructed-train columns on the sides are, to me, reminiscent of the techno-psychedelia Stanley Mouse was doing well into the Eighties; the use of the Art Nouveau block lettering is a Wes Wilson thing; the Mucha-like columnar composition, including the Nouveau ornaments in the upper corners and outline of the hippie girl’s hair, is something all of the Five used, but none so faithfully as Alton Kelley.
Both this and “So So Close” were sketched on paper, then scanned and completed in Illustrator. Knowing that they’d eventually be printed, I felt comfortable giving both designs a bit more detail. Oh! The diamond checkerboard area at the bottom is not wasted space – it’s a spot for the band to sign and number when the singles are pressed. Just sayin.
By the way, here is an almost-finished mix of “When I Step Off The Train”, just in. The single won’t be out for a while, and the mix still needs one or two more tweaks, but why not stream it anyway?
Very cool… I love the heart-shaped mushroom cloud!