
-57.png)
The cover design for Joey Purp’s track "Elastic" reflects the 90s hip-hop vibe of the song, blending retro party aesthetics with modern beats. Inspired by the song’s quick-cut, monochromatic music video, the cover features vibrant splashes of color, evoking Chicago’s house music scene. It captures the upbeat, laid-back energy of Elastic, inviting listeners into its nostalgic yet fresh rhythm.
Unofficial Song Cover Project
Elastic
Genre & Culture
This song comes under the category genre of Hip-Hop/Rap. In the late 1970s, hip-hop first appeared in the South Bronx neighbourhood of predominantly African American New York City. This genre was formerly known as Disco Rap. There was a widespread popularization of Hip Hop in the 1980s- 90s. The main instruments used for this genre are turntables; DJ mixer; drum machine; music sequencer; synthesizer and the keyboard. The musical genre incorporated rhyming speech, which emerged as the movement's longest-lasting and most significant artistic expression (Tate).
Purp released "Elastic," a song that is unmistakably influenced by the warm, bubbling beat of vintage Chicago dance music. It includes Chicago house music-inspired elements. In the song, Purp raps with grace and ease over a choppy yet catchy beat that features a classic Billy Squire sample among other things (Breihan, 2018). It is a way of perceiving, honouring, experiencing, comprehending, confronting, and making comments on life and the universe. In other words, hip hop is a way of life—a culture. This was also a dance party culture that attracted other sorts of art such as DJing, Rapping, Breaking, Writing, Theatre and Literature and Knowledge of Self (McCollum & Resnick, 2019).
Visual Triggers
The music video has monochromatic edited montages. The colors that can be identified are green, beige, white and black. The edit is quick and resembles the disco flashes at a club. The blurred quality of the music video and the props such as the disco balls represent the old school vibe that the producers wanted. The newly designed song cover is also inspired by a Polaroid picture, capturing the essence of the past era. They are trying to recreate the 90’s party scene but with modern day hip hop music.
Apps Used
Illustrator, Photoshop and Pinterest
Creative Process
Essence of Words in Collage Centric Cover
Project
Exploration and Ideation with Words
-57.png)
-57.png)
-57.png)
Artist
American rapper Joseph Davis was born on August 3rd 1993, in Chicago, Illinois. He is also known by his stage name Joey Purp. He discovered that he was good at freestyle rapping while he was a student at Whitney Young High School. Joey Purp's debut mixtape, The Purple Tape, was made available in 2012. He is one of the main founding members of the Savemoney crew. His debut studio album ‘Quarterthing’ was released on the 13th September 2018.
Music Track
Elastic which was one of the tune under the album ‘Quarterthing’ was written by Joey Purp along with Nate Fox. It was produced by Nesbitt Wesonga Jr., Mario Loving, Peter Wilkins, nate fox and Nico Segal. The songtrack has a duration of 2:06 minutes and has a laid back 90’s hip hop vibe. The song evokes a feeling of excitement and the urge to bob your head to the beats of the song. This music track can also be heard in a Chromebook commercial.
Words
Elastic . Hip Hop . Rap . Disco . Old-School . Modern . Street . Chicago . Beats . Dance . Claps . Disco-ball . Rythm . Freaky . Party . Freestyle . Blur . Monochromatic . New York . Culture.
Course
Design for Media
DESG306
FLAME University, Pune.
References
Tate, G. (n.d.). Hip-hop. Encyclopædia Britannica. Retrieved November 30, 2022, from https://www.britannica.com/art/hip-hop
Breihan, T. (2018, September 4). Joey Purp – "elastic". Stereogum. Retrieved November 30, 2022, from https://www.stereogum.com/2012796/joey-purp-elastic/music/
McCollum, S. (2019, October 30). Hip-hop: A culture of vision and voice. The Kennedy Center. Retrieved November 30, 2022, from https://www.kennedy-center.org/education/resources-for-educators/classroom-resources/media-and-interactives/media/hip-hop/hip-hop-a-culture-of-vision-and-voice/

