Swedish House Mafia: Until Now - Digipak and Magazine Promotional Poster Deconstruction

Swedish House Mafia - Digipak

 Front Panel

The front album cover is actually in sync with the 'Don't You Worry Child" music video in the sense that the black and white colour scheme is consistent in parts of the video. The album cover is very dark and low whereas the video has a more positive vibe and is about going on a journey and although that journey is coming to an end it was a very positive experience. The three members of the group aren't interacting with each other and this is showing them as being isolated and focusing on themselves.

This is the final album released by Swedish House Mafia and the 'Don't You Worry Child' music video was their last single. This therefore means that it is expected for the record label to be supportive of their decisions, however they would not relinquish too much control. The band and the record want to project a sense of finality and show that the time as a combined group has come to an end. The title of the album itself 'Until Now' is saying that this is everything we've come to and this is us; we've been Swedish House Mafia, until now. 

The scene captured on the front album cover is one of sadness with a hint of happiness. The dark colours represent and have connotations of sadness. However, the man on the left of the cover is smiling as if to say 'it's all going to be okay'. You can't see much of what they're wearing other than the leather jacket, however it seems to be quite casual attire.

The album cover does consist of traditional conventions, such as the name of the artist and the title of their album being visible. They aren't as clear as they could be but they aren't restricted in any way. As tradition, all members of the group are present on the front cover.

Back Panel

The design of the back panel is consistent in the sense that is ticks all the boxes of conventions. The track list takes up most of the grey background with the copyright information taking up most of the bottom 1/3. On the right there is a barcode and a iTunes link. Unlike most other back panels of the album there is no record label logo visible. Although no logo is visible, the record label's information would be included in the copyright section. 

Promotional Poster

This promotion poster is actually for the tour related to this album as I was unable to find a magazine promotional poster for the album itself. 

The stye in which the tour poster is presented is very similar to that of the album cover. The colour schemes are very similar both being black and white. The whole group has their individual bubble and column of tour dates. The tour dates contain the location and date of which Swedish House Mafia will be in each city. The consistency in style will make it easier for the audience to make links between this tour poster and the album cover. They can identify with the images of the members of the group as well as the band name being in the same position on the poster and the album cover. The large album title shows that this is the final tour and is in sync with the fact that the group is breaking up and this is their victory lap of their successful career.