Picture This: Album Art Singing the Story of a Song

The rise of indie music has sparked a boom in various art forms, with album art emerging as one of the most crucial yet often underrated aspects. Album art serves as the first introduction to a song, offering a visual window into the essence of what you will be hearing. Many artists spend significant time crafting cover art for music that not only aligns with their aesthetic but also complements the sound. To give this topic a sound perspective, I had a conversation with Parikshit Singh, aka Sasta Acid, the design lead for Gully Gang India and a dentist-turned-self-taught designer who has crafted the cover art for some of your favorite songs.

The Evolution of Album Art in India’s Indie Music Scene

In India, the journey of album art within the indie music scene has been transformative. Initially influenced by mainstream aesthetics, indie musicians have carved out their unique visual identities. This evolution mirrors the diverse and eclectic nature of the music itself, with artists and designers experimenting with bold colors, local motifs, and innovative concepts. As the indie scene flourished, cover art for music became a crucial medium for expressing the cultural and personal narratives behind the songs, enriching the listener’s experience and enhancing the overall impact of indie music in India. Personally, I have been fascinated by capturing the artists behind the cover art because, in many cases, the visual capsule is woven into a narrative that complements the story of a song. One could argue that before you hear the track, the album art serves as the first clue to the puzzle the song is going to solve.

Sasta Acid’s Creative Process: Telling the Story of a Song Through Art

Sasta Acid’s creative process always involves extensive research. He recalls working on the “King Album: New Life,” where he knew the artist wanted to pay homage to his previous albums while acknowledging how they had led him to this point. To tackle this, Sasta Acid incorporated multiple elements in his cover art for music. He believed it was unnecessary to put the artist’s face on the cover, so instead, he used symbols such as a gorilla, champagne bottles, and a Ferris wheel, each hinting at the artist’s earlier works. The artwork culminates in a mystical forest, symbolizing a new kingdom, and capturing the essence of the artist’s journey.

He reached the final product after a lot of experimentation, a process he highly recommends for younger artists. He suggests not only experimenting with ideation but also with different mediums and art software. Even though the album art arena is relatively new, some basics remain unchanged—one of them being that the more you know, the more power you have at your disposal when it comes to creating relevant cover art for music.

The Creative Journey Behind “Obsessed” by Rair Saab

One of Sasta Acid’s favorite artworks that exemplifies his process is the cover art for “Obsessed” by Rair Saab. He recounts how it took him 80 drafts to achieve the final product, aiming to convey the song’s aesthetic. When the song became a hit, it was evident that many people could relate to the story of the song through the album art, as the sound structure was translated into vibrant, poppy colors. He notes, and I agree, that it’s one of those songs even toddlers can recognize due to the distinctive and standout colors in the album art.

Beyond his deep insights into album art, Sasta Acid shared off-the-record jokes about the industry. He discussed the intersection of good art and good music, noting that we aren’t quite there yet. “It’s evolving rapidly, but you can only name a few in the game who are as committed to their artwork as they are to their music. Shout out to Seedhe Maut (whom I would love to collaborate with in the future as well). I’ve also noticed a disparity between the openness to experimentation, which differs for labels and independent artists. Independent artists are generally more forthcoming than labels when committing to a holistic vision for a song and its art,” he observed.

The Loyalty of Indie Audiences and the Future of Album Art

Another insight he shared was about the loyalty of indie audiences. According to Sasta Acid, indie audiences are more receptive to good cover art for music compared to commercial ones. This loyalty gives indie artists the opportunity to build a cult following if they are meticulous about every aspect of their work, as the indie audience rewards that dedication.

With the indie space growing, there is also a notable rise in the use of AI. The implications of AI on art raise questions about its impact on album art and its growing usage by artists like Sasta Acid. He commented, “AI is threatening to a point. For people without skills but with ideas, it’s a good thing to generate new concepts, but we will still have to wait and see. For non-trained artists, AI helps cross certain barriers.”

Despite technological advancements, Sasta Acid’s biggest takeaway for aspiring artists is: “Do the fan work first. Get into the culture and music before thinking about money. It’s not as glamorous as it seems. Make good connections, attend festivals, and build a portfolio.”

In today’s music art scene, Sasta Acid believes that “less is more,” citing Kendrick Lamar’s diss track cover as an example. Sasta Acid aspires to convey more while using fewer elements, embracing the minimalist approach to communicate powerful messages. Artists like Sasta Acid are leading the way, demonstrating that the marriage of sound and visual art is essential in creating a lasting impact. The story of a song is often first told through its album art, emphasizing the importance of storytelling in both art and music. The future of album art looks vibrant and full of potential, with new and exciting developments on the horizon.

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About the author

Smriti Bhoker

Smriti Bhoker is a published Urdu poet, lyricist, and screenwriter with a keen focus on cultural essays. She brings her literary expertise to the agency world, blending creativity with professional insight.