The album advert for Jay-Z’s “The Blueprint 3” is very

minimalistic, unconventional and distinctly art-house in it’s

approach to advertisement. Considering that this was a

major commercial release for the high-profile Hip Hop artist,

the marketing is incredibly avant-garde, which could

alienate the core audience, but potentially attract a much

wider audience. The image that occupies the focal point

is a prop collage of musical instruments, constructed in an

urbanised way through appearing reminiscent of a

cityscape. The three red bars are a highly stylised effect

that make the advert look mature, sophisticated and are

aesthetically appealing enough to attract the eyes of any

would be viewer. They also enhance the symmetrical

composition and layout of the advert, which traditionally

follows the route of the eye. The typography is colour

matched with the darker areas of the musical instruments,

whereas the majority of the prop collage blends in with the

white background, which gives it a prominently urban

appearance, a convention of the genre. In keeping line with

conventions, Jay-Z’s name is in serif, to signify his

importance, and to contrast with the less important san-

serif information.

In a similar vein, Kanye West took a very

unconventional and unusual route in album

advertisement. Through sharp minimalism, the album

advert draws the eye of a wider audience. However, it

has an authenticity that befits the genre and will

appeal to the core audience, through the image of a

blank CD and titled sticker. Though unconventional,

the layout still typically follows the route of the eye,

with information occupying the upper and lower lines of

the Z shape, while the main image occupies the focal

point of the eye. The typography is presented in a

gritty, industrial, serif style that hints at the album’s

departure from core Hip Hop for a noisier sonic pallet.

The black, coloured-in aesthetic is authentic, striking

and quite conventional, because it looks urban,

appealing to the inner-city dwelling target audience

of Hip Hop.