PACKAGING
by M. Wisnewski
Land of 1000 Chances packaging
itself. You don’t experience the art form with just a download. The printing techniques that a band or label chooses will enhance their release and add to the value, the uniqueness, the creativity… All of those qualities connect to fans on a completely different level.” While industry veterans may know exactly what to expect when placing a record jacket order, Dorado works with many independent artists on their first vinyl releases. “The format of the music industry itself has changed over the years,” says Freund. “Previously with major labels, a creative team and Creative Director would oversee the development of the band’s visual image and generally serve as our point person.” She continues, “For indie artists, it’s a lot less formal now, which makes it more personal, actually. We’re able to work with an unsigned band who may be placing their very first vinyl order and guide them through the process.”
Jennifer Freund, Founder Dorado Packaging
When asked what a band going the DIY route should look out for when placing their record jacket order, Freund mentions a few points that may seem simple, but are critical for design: STAY WITHIN THE LINES. Dorado has templates available on their website for all of their products. The templates should serve as the backbone of an artist’s design. INCLUDE ALL OF THE FONTS AND IMAGES DORADO WILL NEED TO REPRODUCE YOUR ART. Although sending a high-res PDF is encouraged, if an artist is unsure of the correct resolution or file size, it’s best to send the native files with all of the fonts and images collected. Dorado can assist in assembling the PDF from there, without much lag-time in the process. EXTEND YOUR ART THROUGHOUT THE BLEED AREA. This is especially important with Old Style Tip-On record jackets since they wrap directly around the shell.
IF IT STILL SEEMS TOO DAUNTING A TASK, ASK FOR HELP. Dorado has on-staff production artists available to answer any questions a client may have. Album cover design isn’t a turnkey process. It takes time; it’s art. In a world of instant downloads and 72 dpi graphics, that is, perhaps, the best part about it.
For more information, visit www.doradopkg.com and find Dorado on Facebook and Twitter.
AUGUST 2013 PERFORMER MAGAZINE 45