Richard Welland has what many creatives would consider a dream job. Heading up a team of four at Warner Music and Parlophone, he creates album and single artwork for the labels’ diverse roster of artists. Here, he discusses working with established and lesser-known musicians, being resourceful on shrinking budgets and the process of designing a sleeve…
The first stage of designing an album cover Wherever possible we always start with arranging a meeting [with the artist]. We ask them to make a small mood board showing us things they like or dislike, things that inspire them or images they’ve seen that have stood out or resonated with them [to] get a feel of what they are aspiring for.
Some artists will have a vague idea of what they want – maybe photographs and colours themes they like – and others might have a complete concept in place like Natasha Khan [Bat for Lashes].
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