Digipak Analysis - Odd Future

This is the digipak for OF (Odd Future) and their album 'The OF Tape Vol.2'. OF are an American hip hop group made up of several individuals. Because of their many members, such as Tyler The Creator, the collective reach out to a vast audience, but specifically the younger demographic as across social media they seem to come across as immature, youthful and jokers. Furthermore because of their chilled nature they tend not to take themselves too seriously, therefore the artists personalities have come across as the visual shown on the front cover of their album.

First of all, the front cover is of bold and bright three-dimensional donuts in the shape of the groups logo. The effect of sprinkles on the donut can be seen to appeal to the younger audience, an make the album ever more sweet. Instead of writing 'Odd Future' on albums and clothing, they have opted to visuals and child-like drawings. The donuts are in the colour pink which is also made to appeal to the youth. The trademark bright pink 'OF' shaped cartoon donuts are used amongst all their products, from sports wear to vinyl's. Fans of the collective will recognise the trademark logo on T-shirts too. Odd Future has become a sort after brand and their newest merchandise has highlighted the importance of their trademark logo as it sold out within hours of release. The logo can be linked to the hit children's TV show 'The Simpsons' as the donut with the bite mark is a trademark item for main character Homer Simpson.

However youthful they may be, the parental advisory sticker on the bottom right of the front cover shows another side to the groups image. This warning tells the audience that the lyrics will contain adult themes and allowed the public to see that the album is not for young audiences, roughly under the age of 18.

The disc itself is a three-dimensional donut . The CD is the most important part of the digipak, as it contains all the songs, closely followed by the front cover which draws in the audience. It is clear to see that OF have created a similar design for the CD based upon the front cover, with the same colour scheme. Pink is stereotypically associated with females, which caught my attention as all members of OF are male and 'pink is for girls', 'blue is for boys'. This connotes how individual and original they are as they go against the media sterotypes. Some members are seen on social media such as Instagram wearing bright pink hoodies, which sparked the latest fashion as pink clothing for boys is the new hype in America, where OF are based. Also, a few members withing OF are in fact gay and themes of homosexuality and the prejudices faced are often the talking point in their songs as lyrics provide evidence. Therefore the albums colours were chosen for a reason, to make a point that a colour shouldn't be associated with something that is apparently negative. As the collectives audience is heavily male they are subtely introducing the fact that there are no gender scripts when it comes to colour schemes.