A collection of System Recording album covers — I <3 Music
The HUMAN Resource was a release compiled by DJ Dieselboy as a label-showcase to-date of music. The compilation was put out in a variety of media: 2xCD, Vinyl and digital bundles. As lead creative for the label, I worked closely with the artist to realize his vision for this intimate project.
Starting with an idea based on Frankenstein, a human made of many parts, I began to collect imagery that fit in with 1800s look and feel. Adding to the layered artwork, I wanted to include special printing techniques to the CD release: spot varnish on the booklet within the visceral, red inside spread as well as a coating on each physical disc.
The finished product was something Dieselboy loved and championed, while fans felt the artwork extended the music — there was great feedback all around.
Clublife is a strongly branded mixed CD series from System Recordings. As Art Director, I wanted these releases to have a brand of their own — so I hired brilliant illustrator Marcos Chin. Familiar with his work around NYC for Lavalife, I was able to track him down in Toronto. His interest was peaked in the music we were hoping to release with his help.
I worked closely with him from CD to CD, maintaining a storyline and look that was clean, colorful and fun. These eye-catching releases would climb high on the iTunes charts — a feat considering most musicians involved were relatively unknown. Virgin even approached us to make them into billboards for their flagship Union Square location.
HUMAN is DJ Dieselboy's record label. He has a very high standard for quality releases — in both music and artwork. I was tasked with lead Art Direction and began to unify the way the label was to look. I drew inspiration for each release from both the music, as well as the artists' thoughts, and would produce labels for 12" vinyl and digital albums.
While the label needed a cohesive look and feel, each release also needed to stand on their own. They were promoted online and in print advertising, so quick, eye-catching graphics were necessary.
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System Recordings
I was the lead Art Director and Head of Production for 5 years at System Recordings. I oversaw over 200 releases, often working closely with artists on imagery ideas and concepts.
Included in the production schedule were CDs, vinyl records, online/offline promotional materials, flyers, eMusic cards and Guerrilla marketing.
More detailed descriptions are within sub-label and release images.
