Research and Planning: The Artist

Hard Fi are and English Indie Rock band from Surrey. The band formed in 2003 with four members.

They achieved chart success with their third single, "Hard to Beat" and then followed by other successful singles such as "Cash Machine" and "Living for the Weekend", which all reached top 15 in the UK Singles Chart.

Their first album Stars of CCTV had three singles in the charts. "Hard to Beat" was the first single that got Hard Fi noticed as a band. This was followed by "Cash Machine" and "Living For The Weekdend".

The band was marketed to audiences mainly on the radio and music channels. The band also used poster advertising to project their record sales further.

After looking into all of the old covers that the band has had for various singles and albums I have found that the band likes to use bold colours mostly yellow to contrast well with black and white. This is a signifier that has been anchored into the minds of the audience. When the three colours appear on a CD cover it instantly reminds people of the band and by staying with the same style and colours it is a very effective way of creating a large number of record sales.

I plan to use the basic idea of simple is better to create my advert and digipak. This may sound easier but it's actually harder trying to get the right combination of things together to make it simple.