Music and Artist's Identity by Packaging Design and Communication

Developing a visual and graphic interpretation of Imole's Spoken Cabaret

Jumie's Spoken Cabaret is the voice of Imole which lends itself to Yoruba oral traditions and African acoustics.

PROJECT CHALLENGE

As an independent songwriter and a musician Jumie conveys complex emotions and speaks about social issues through Imole. We were challenged to create complimentary visual language to go with each tune on this CD. We viewed this process as important as developing a book to express the vibe of its content. The question we asked ourselves was this...how should Imole as an indie transcend mere packaging and become a timeless cultural ephemera through packaging design, posters, CD booklet design and digital media?

RESPONSE

We know Jumie is songwriting in world bombarded by a growing localised hip hop style vying for attention where the indie market is nascent. Imole needs to reach people who relate with African oral traditions, music, dance, drama and world music. To maintain freshness in this context, elicit excitement, and bring something special to Imole's visual content we used Kelechi Amadi's photographs to allude to Jumie's stories as engaging sign posts. We took an integrative approach to design by tying all song's lyrics to one other, with these signposts, we hope, to stimulating effect. The point is to give visual rythm, as well as set all the songs apart from the crowd, by breathing a visual life of riddles, questions and food for thought (synonymous with Yoruba oral traditions), into each page spread.