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Design A CD Cover

So it’s finally happened. You’ve invested thousands of dollars on musical equipment and recording, and you’re ready to release your first CD!

By now you’ve spent the better part of an education fund on what you hope to be a flourishing, high profile, financially rewarding music career. Now you just need a kick-ass CD cover to make people stop and go ‘damn, I wonder what these guys sound like?!’. 

But what style should you go for?
Who do you want to design it for you?
How does the process work?
How much time do you need?
And more importantly - how much should you spend?

Moreover, do you even need artwork at all?

WHY DO I NEED ARTWORK?
In the modern world where the MP3 is slowly taking over, the first real question you have to ask yourself is - do I even need artwork? In a nutshell the answer is yes. Put a range of coverless chip packets on a supermarket shelf and see how many you sell. It doesn’t matter how good they are, people will most often choose the ones that stand out.

Whether you’re releasing your music on a CD or straight to the Internet (where it’ll likely end up anyway), you still need something to draw attention to your work. This is where the musician and the artist shake hands, bend over and take it for the sake of self-promotion - which isn’t actually as bad as it sounds. Most of the time CD covers which ‘grab the eye’ work best, and this can sometimes mean a commercial compromise for the sake of sales. You can still be controversial, but the bottom line is - it has to sell!

WHAT STYLE IS RIGHT FOR ME?
So now that you’ve established the need for artwork, you need to find a style. Take care at this point - you’d be surprised over how many bands squabble over this very thing. Compromise or ‘majority rules’ may not always be the best solution.

 Like any chocolate bar, the cover should not only represent the content, it should also get you excited about it. A good CD cover can influence the entire feel for the music, and can also be used to create a theme for the album or EP. Your style of music should give you a good starting point or direction. You might even find yourself leaning towards a combination of genres.

It’s a good idea to absorb influence from other CD covers that you like, but make sure you find a style and design that works for you…... after all, it is your CD! If you’re having trouble finding an appropriate style, try the internet. You’ll find hundreds of artist’s online portfolio’s ranging from the very average to those that work for Hollywood. This way you have a wider choice and better understanding of what might work for you.


WHO SHOULD DESIGN IT FOR ME?
Alright, now you know what you want - who’s going to do it? This is where a professional artist or an experienced graphic designer comes into the picture. It’s good to note that a majority of graphic designers are also great artists. Often it is better to enlist the services of a single Graphic Designer as they not only create the artwork, but can set it up for printing.

If money isn’t an object, a known artist can be a great choice, especially if you’re just starting out. And if you’re truly committed to your music spending the extra money for a design is usually worth it. (eg. Todd McFarlane, the creator of Image comics and McFarlane toys did the covers for Korn’s ‘Follow the leader’ and Disturbeds’ ‘Ten Thousand Fists’). If people who love the artist also like the CD, you’ve got an instant fan! It’s called getting famous off the famous. It may not be subtle but it often works!

If money IS an issue then the next best thing is to head to the next University art graduation week and check out the graduate portfolios. They may not have the experience yet, but some have a lot of potential and will charge much cheaper rates. And who knows, they may even end up famous themselves one day!

Good artists and designers are always around. Chances are you’re friends with one or two, but each person has their own style. Talented artists are able to mimic other artists styles, making them highly sought after. If this is the case they are usually booked out for weeks at a time and will charge you well for their trade. But on average if the artist is that busy…it’s worth it!

BANDS VS DESIGNERS – THE PROCESS
Unfortunately with band members, artists and designers, it can become a case of too many cooks in the kitchen. The problem can be that every band member wants their own input. And sometimes it only takes one member to dislike the designers work to cause World War III within the band (and a massive headache for the designer!)

The best way to avoid this type of confrontation is to find a designer you trust, discuss what you want in the cover together, and allow the designer to come back with their own representation. From there the band is able to agree on a design or request alterations. Most designers usually won’t mind changing one or two things as long as you’re direct about the style you want to achieve. If you’re not satisfied with the result, then that particular designer may not be right for you.

HOW MUCH TIME DO I NEED?
So, you’ve finished the recording and set the date for the CD launch in the next few weeks. If you’ve only just thought about getting the artwork together, you could be in strife!

It takes between two to six weeks to complete a decent cover design. (This can vary depending on how many changes are made) It can also take up to 2 weeks to get everything print ready. (This includes photography, barcodes, sponsors, labels, etc) Then there’s the matter of printing, which depending on where you live and how much you spend, can take up to eight weeks to complete.

Of course it is also possible to have all your art designed, set and printed in a matter of days, but if you want something impressive you need to give it time. If you rush this stage only you will suffer. As a rule always allow eight weeks and have your photography, marketing and logo ready to go. If you don’t have those, you may want to allow some more time.

HOW MUCH WILL IT COST ME?
Now to the business side of things! The big question is - how much do you spend? Unfortunately to give you an accurate answer would be like asking how long a piece if string is. The real question is - how much are you prepared to spend? Graphic designers could charge anywhere between $700-$2000 per CD, or approximately $60 an hour, depending on what you require.

An artist on the other hand can charge just about anything. Some artists will charge up to $90 an hour. Just be warned that artwork (especially good digital art) can take two to five days to complete if worked on full time. The hours certainly add up - and so does the money!

If you can find someone to do it all for under $800, you’ve got yourself a bargain! Just make sure they know what they’re doing because more often than not you get what you pay for.

IN CONCLUSION……
Summing it up - artwork is always going to be an essential part of music. It allows people to visualise who you are and what you’re about. Just make sure you choose a designer that’s right for you and be clear about what you’re trying to accomplish, especially with your band mates. And PLEASE - don’t leave it to the last second to start the design process! Art isn’t always cheap but it has the potential to be massively rewarding.

Lastly - keep on playing. For music isn’t the same without the musicians. You inspire artists and in turn they’ll inspire you. Rock on!

Paul Edmondson
Magic Mushroom Design