SATV
Bridging Sound & Imagery Through Art
An exciting journey of potential risk & reward, as well as invaluable experience.
SATV, a subsidiary of Sky, specialises in crafting stock music albums - integral components of their original programming and production, suitable for both diegetic or non diegetic use.
One of SATV’s key requirements lies in the creation of album cover artwork that conveys the album’s essence and musical style with utmost clarity. Unlike many artistic album covers open to interpretation, SATV prioritises precise, unambiguous communication. For instance, an album featuring brass instruments will prominently showcase a saxophone or trumpet on its cover.
SATV’s objective is straightforward: they want customers to quickly discern the type of music or product the album offers based solely on its name and cover image, with little to no room for interpretation.
This commitment to clear and direct visual communication is at the core of SATV’s approach. It recognises that the album cover is not just a visual element but a promise to listeners - an assurance of the musical experience that awaits, from the very first glance.
A selection of album artworks from SATV’s vast archive, including my own, successful submission - “Pop Hooks”
During my collaboration with SATV, I had the privilege of working on several album titles, including “Big Kicks & Drumsticks 3”, “Pop Hooks,” “Emotional Piano,” and “Keys and Beats.” SATV’s approach to acquiring artistic contributions is an exciting yet economical one. They challenge three selected designers to conceptualise and submit designs based solely on title, offering the artists an opportunity to flex their creative muscles freely.
After a thorough evaluation process, the editor and staff meticulously select a winning design, and the chosen designer is paid. One notable aspect of these projects is the impressively tight deadlines - often spanning no more than a week.
The projects at SATV have been instrumental in honing my skills, as they require working with minimal client direction - a departure from the norm in comparison to most/all other previous commissions. These experiences have allowed me to strike a delicate balance between subtlety and symbolic clarity, where the challenge lies in curating imagery and fonts that unequivocally convey the album’s contents to it’s intended audience, and whether or not my contributions are successful in securing me final payment is in some ways irrelevant, as the experience itself was rich, and quite valuable in the long run. Although getting paid is always lovely!
I was surprised when my submission for the album titled “Pop Hooks” emerged victorious, despite not being my personal favourite among the contributions I had made over time. I hold a special fondness for “Keys & Beats” and “Emotional Piano”, which I feel best reflect my artistic inclinations. In conclusion, the effect projected by “Pop Hooks” is one that is less prone to interpretation, and clearly communicates its content, whereas, upon inspection, the other two submissions were potentially more subtle in communicating the content within.
Keys & Beats
In the realm of album cover design, the “Keys & Beats” project presented an exciting challenge - a fusion of electronic music styles and rhythmic drum beats interwoven with the grace of piano elements. The task at hand was to create a visual symphony that harmoniously blended these seemingly contrasting components.
For this endeavour, I envisioned a composition that would capture the essence of “Keys & Beats.” The design showcased a striking amalgamation of white piano keys, serving as the backbone of the composition, while the black keys metamorphosed into DJ mixer sliders - a creative union of the classical and the contemporary.
The colour palette I chose employs shades of blue and green, faded to evoke a sense of balance between genres. The neon green symbolises the vibrancy and modernity of electronic music, while the blues, whites, and blacks paid homage to the classical and traditional piano influences - each shade contributing to the auditory narrative of the album.
In keeping with the overarching style of the SATV catalogue, I employed a bold, modern font to ensure the album’s title stood out with unmistakeable clarity. The consistency in design language not only conveyed the essence of “Keys & Beats” but also married it with the broader SATV portfolio.
In “Keys & Beats” it was all about the fusion of musical universes and the thrill of creating an album cover that encapsulated the joining of rhythm and melody, tradition and innovation, and served as testament to the power of design in the world of music, and a playful nod to the music’s soul.
Pop Hooks
To encapsulate the infectious, earworm-laden nature that “Pop Hooks” would present it’s audience, I sought inspiration from the playful realm of bubblegum pop culture. This choice, marked by it’s happy, colourful and unabashedly fun disposition, laid the foundation for the album’s visual identity.
The term “hooks” played a pivotal role in the conceptualisation - a visual pun that encapsulated the album’s essence. The notion of “hooks” extended beyond the mere auditory attraction, akin to fish hooks, capturing the audience’s attention with irresistible, innocent charm. The visual representation further embraced this metaphor, portraying a can of soda pop, ensnared by the fishing hooks - an artful merging of pop culture and literal hooks.
The imagery chosen to adorn the album cover was a curated ensemble of fish baits - each designed to lure the observer in with its colourful and captivating allure. Much like the eclectic range of musical offerings within the album, the baits presented a diverse spectrum of visual delights, catering to different desires and preferences.
As for the colour palette, “Pop Hooks” embraced the radiance of pinks and greens - vivid, bold and undeniably popping! This bold chromatic choice harmoniously intertwined with a modern, striking font that left no room for ambiguity. The typography, bold and assertive, ensures the title stood out prominently and conveyed the album’s essence clearly. Set across a playful polka dot backdrop, that linked the image to the vibrant and vivacious world of pop art.
Essentially, my intention was that my album cover contribution would take the viewer on a fun, visual journey, jubilantly celebrating all that is catchy and captivating, reflecting the seductive vivacity of pop culture itself.
Emotional Piano
“A beautiful collection of sincere, intricate, immersive instrumentals all featuring clock ticking sound design elements. For the artwork we’d like a creative interpretation of a spiralling set of piano keys and traditional clock hands”
That was the brief from SATV, and unlike previous commissions from them, this was exceptionally specific and direct. Previous requests gave me only an album title and full creative freedom. While this specificity restrained the extent of creative experimentation, it also significantly reduced the time spent exploring countless avenues of ideas. It’s worth noting that constraints can often serve as catalysts for ingenuity and invention.
In response to the brief, I created a spiralling arrangement of piano keys which bore the numbers of a clockface; framed within a smooth, velvety backdrop, reminiscent of fine silk.
The spiral, an emblem of boundless emotional depth, mirrored the cyclical passage of time, suggesting infinite possibilities and horizons. The juxtaposition of the clock’s cold, structured, man made precision with the soft, tender, organic sprawl of a backdrop created a visual dialectic - a fusion of mechanical order, and fluid, mesmerising chaos.
For the font selection, I opted for a clean non-serif style. A choice that deviated from the conventional serif often associated with traditional piano compositions. To convey the album’s intrinsic sense of imbalance and emotional range, I subtly offset alternative individual letters, creating a sense of disequilibrium. Additionally, a delicate interplay of glow and blurring heightened the off-kilter aspect of the album, subtly infusing it with a sense of depth and enigma.
Although not the ultimate choice by the client, this was a piece I was proud to call my own and one that utilised new skills learned in the process.
Big Kicks & Drumsticks 3
Along my creative journey, sometimes valuable lessons present themselves in painful, yet worthwhile and transformative ways. “Big Kicks & Drumsticks 3” was one such endeavour - a project that left an indelible mark on my creative, as well as professional outlook. Here’s a nugget of wisdom I gleaned from this experience: never accept a project if you doubt having enough time to craft it with the care and attention it truly deserves.
Reflecting upon my initial submissions for this album, there are certainly aspects I hold in high regard. However the realisation that I had rushed to accept the brief and meet the deadline casts a shadow over the project. In my eagerness of embarking on this unique commission (and my first ever interaction with this client) I had agreed to the task with only a single day remaining before the submission deadline. It was a state of nervous and inexperienced indecision that led me to submit not one, but two pitches in an attempt to capture the visual style of “Big Kicks & Drumsticks 3”. Also, unlike the following submissions I would create in the future for the client, I had been persuaded to create the piece in my own, illustrative style as opposed to the collaged, photography based musings of the rest of SATV’s catalogue.
The experience was a stark reminder of the importance of granting oneself the necessary time and space to nurture creativity. While the submissions carried elements I appreciated, I couldn’t shake the feeling of missed opportunities that a less hurried approach may have afforded.
In retrospect, “Big Kicks & Drumstick 3” was a significant milestone in my professional growth, whispering into my ear an invaluable lesson: pacing and preparation are key ingredients in the artist’s creative cauldron and paramount in the world of professional, creative expression. It serves as a testament to the continuous evolution of an artist - marked not only by successes but also by lessons gleaned from the journey itself.