How to Make Great
Album Artwork.
A free, in-depth how-to tutorial on how record labels can create great album art and album campaigns…
Some artists think artwork doesn’t matter. It’s just one small part of the project…
And they might be right, but the fact is that a great album release is made up of lots of little small things…
A successful release is made up of amazing lyrics, talented players, professional mixes, subtle mastering, and great album art.
Additionally, today most fans first discover music by seeing it before they hear it, via social media, on Spotify, or in a record store!
Let’s take a look at a couple of ways we can help improve the quality of our album artwork.
Album Artwork Tip # 1
Access Your Layered Files!
It is important that you keep track of the layered files for your album artwork. Layered files are the Photoshop and/or InDesign files that contain all of the design elements (fonts, photos, graphics, etc) in one singular design file.
This format is key to any future use of the artwork that you may hope to do (merch, vinyl pressing, remix album, etc.).
For example, let’s say you released your album only digitally, and then a few months later, the artist/band want to press vinyl. If you have the “layered” art files, you can easily scale up the artwork for a larger format like vinyl. The same is true for future projects like t-shirts, posters, billboards??
Arrange ahead of time with your hired graphic designer that you’ll be provided with the layered art files after they’ve completed their work.
In some cases, a graphic designer may request an additional service fee for the time it takes to “package up” and deliver the art files.
Album Artwork Tip # 2
Create a “Look” for The Campaign!
The best album campaigns are ones that have a cohesive brand aesthetic to all of the promotional pieces. Simply put, all of the promotions look like they come from the same source. This means you aim for a similar look and feel to the pre-release singles, photoshoot photos, web graphics, social media ads, and tour merch.
The objective with this marketing technique is to create familiarity with your audience surrounding your latest release. This helps fans connect the dots between the merch you release, subsequent remix EPs, tour posters, and more!
We see this happen with major label releases all the time. For example, on an album like Folklore, Taylor Swift will not only have a “folksy” album cover, but similarly “folksy” covers for her singles, behind-the-scenes videos, social media posts, and even in the way she dresses while promoting this campaign.
Album Artwork Tip # 3
Start the Artwork Early!
It is never too early to start the album artwork process with your artist. In fact, I like to work on the artwork for my releases in tandem with writing and recording the songs.
Use a long lead time to do things like print off test prints of the artwork at a local print shop; mockup the art digitally to see how it will look on vinyl, as a CD jacket, or on Spotify.
You should also be in communication with your manufacturing plant (if you are doing CDs, tapes, or vinyl) to discuss your printing options, color concerns (CMYK vs. RGB), and what templates you need to layout your artwork for physical media.
In some ways, ideas for visuals can actually inform and inspire the creative and recording process. And vice versa! Listen to the music that has been recorded and search for visuals that “match” the sound your fans will hear. A great album artwork campaign creates an overall aesthetic that pairs visuals with the music, creating a symbiotic and immersive experience for the fans!
Album Artwork Tip # 4
Hire a Graphic Designer!
I’m going to say something controversial: I don’t think good art is subjective! I guess there are people that respond to different “types” of art; but what is not subjective is how you present that art. Think of an art gallery, regardless of the art on the walls, the gallery is always clean, well-lit, and gets out of the way to create an ideal space for folks to enjoy the art.
A professional graphic designer can help with all aspects of the album presentation, very much like an art gallery. If manufacturing physical media, there are a lot of tedious jobs that need to be done right (aligning artwork to a manufacturer’s template).
You can find great artists on Instagram, friends of the artists, or hire someone on Fiverr from anywhere between $50 - $1000 for a complete album campaign with full-layout, digital mockups, and web graphics!
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BRANDING YOUR ALBUM CAMPAIGNS
Does Album Artwork Matter?
1. It Matters More Than You Think It Does
Album artwork is more than just a visual representation; it's often the first impression a potential listener has of the music. In an era where digital platforms dominate, the visual aspect of music marketing plays a crucial role. Most music fans "see" music before they hear it, whether it's in a record store, on Spotify, or through album covers and press photos on social media platforms like Twitter and Instagram.
Iconic album art can become as memorable as the music itself. Think of the prism on Pink Floyd's "The Dark Side of the Moon" or the banana on The Velvet Underground & Nico's debut album. These visuals have transcended their original purpose and become cultural symbols.
In today's physical music market, great album design enhances the entire experience of owning a record. From the moment a fan opens the album, the artwork, liner notes, and packaging create a tactile and immersive experience that digital formats cannot replicate.
2. It’s Part of a Bigger Campaign
Album artwork is not an isolated element but a crucial part of a larger branding campaign. The design should reflect the release's brand and be consistently carried through all marketing and merchandise. Pre-release singles, for example, should have a similar design aesthetic to the main album release to create a cohesive visual identity.
Consistency is key. The same design elements—colors, shapes, photos—should be used across various promotional materials:
Tour Posters: Ensure that your tour posters carry the same design elements as your album to create a unified brand image.
Merchandise: T-shirts, stickers, and other merch should feature the album's artwork or elements of it to strengthen brand recognition.
Social Media Graphics: Use your album artwork as the basis for social media posts and advertisements to maintain a consistent and professional look.
3. It’s a Big Part of the Record Label’s Role
A record label's involvement in album artwork goes beyond just approving designs. It’s about understanding the power of branding and how design impacts the perception of music. Historically, labels like Sun Records, Blue Note, Charisma, Columbia, and ATCO have demonstrated strong brand identities through their distinctive artwork.
For a label, specializing in album artwork design can become a defining feature. This includes:
Providing Designer Contacts: Connecting artists with talented designers who understand the label's vision.
Consistency in Design: Working with the same designer over multiple projects to create a recognizable aesthetic for the label.
Enhancing Physical Products: Suggesting physical features like special packaging, unique materials, or interactive elements that complement the album's design and enhance the physical product.
Understanding the impact of design can help a label create memorable and effective branding for their artists. By incorporating thoughtful and consistent design elements across all aspects of an album's release, a label can significantly enhance the overall appeal and marketability of the music.
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ARTWORK + DESIGN FOR RECORD LABELS.
How to make great album artwork.
In this video, I talk about the four major things you’ll need to keep in mind when working on the album artwork for your record label’s upcoming new releases!
10 common album artwork mistakes.
In this video, I talk about some common mistakes I see DIY artists and record labels make when it comes to making album covers.
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Album Artwork FAQs
Does album artwork really matter?
Some musicians might feel like art doesn’t matter. It’s just one little thing. But all those little things add up to make something great. Mastering, a unique narrative surrounding the album, great sounding mixes, great press photos, and great artwork!
I take art seriously, and for a lot of full-length records that a band has worked on for a couple years deserves art that is as thought out as the music. To toil over lyrics and melody and mixes, and arrangements for so long and so thoughtfully, and then to just say “whatever” to the way you package that music, I don’t think that’s right, I don’t think that makes any sense.
Will my vinyl manufacturer do the design and layout for me?
They do, and most of them offer a service for additional pricing. I remember a company who made CDs maybe 15 years ago would offer design services, and they sucked. They looked really bad, but I’m sure things have evolved now, I can’t speak to how well they do now.
It all depends on the manufacturer and what kind of designer they have on hand. I don’t really see the point of going that route, aside from the fact that they know exactly how the manufacturing plant needs the final files for printing.
Can I reuse the artwork for other products like t-shirts and stickers?
You must discuss this with your graphic designer BEFORE they start working on your project. Some designers do what’s called, “work-for-hire” which means that you pay them their flat rate and then you “own” whatever they design during that time. Which means, you can exploit that artwork for future uses like merch, social media, etc.
In some cases, artists will sell their art for limited use (streaming platforms) and require additional payment (or royalties) for use on packaging and merch. Both options are fair and reasonable, just make sure you discuss their arrangement before work begins!
Can’t I just design everything myself?
Yes! Sure! Use Canva or use paper and scissors like Painted Blonde Records does.
Just make sure you’re investing in your label and you aren’t skimping out on design costs because you’re cheap. It could literally make or break an album release. Having said that, in some cases, for some EPs, or for some genres, for example, lo-fi music calls for lo-fi art. I get that.
How much does a graphic designer cost?
I just checked Fiverr and you can get cool designs between $50 - $250. In fact, one person I saw on Fiverr was offering three packages. $250 for just a digital artwork that you’d use on Spotify, then $500 for a digipak, and then $700 for a bigger package with a booklet and mockups.
Overall, I think you can expect to spend $500 for a great job.
Should all the artwork on my label look the same? Like Blue Note, etc?
If you want to have any sort of visual consistency to your releases, even something as simple as having the Catalog ID on the cover or spine, or if you want your label logo in the top right corner of the releases…. Or if you want to go crazy and say that the label decides the artwork and the artist must conform to their design template.
Regardless of your approach, be sure that you have it in writing (by way of a “style guide'') so that each newly signed artist knows your design parameters BEFORE they agree to sign to your label.
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