because the internet
This project is a vinyl album experience redesign for Childish
Gambino’s Because the Internet (2013) featuring an album sleeve,
vinyl record, and concert poster. The packaging with its piercingly
vibrant layers of color framed in gold foil exposes jarring anatomical imagery beneath. With analog code floating around each corner the project’s design explores, across multiple forms, the narrative
Gambino shares of the deep repercussions of a digitally crafted self in the age of the internet.
AND NONE OF THIS EVER ENDED
EVERYTHING JUST KEPT GOING,
In the span of 19 songs, Childish Gambino takes us on a journey through the ups and downs of public scrutiny, the power of social media, the emotional and mental impacts of digital platforms, and the dangers of having limitless information just a click and a scroll away. Gambino shares his own fleeting highs and all-consuming lows with the digital age by recounting pieces of his own journey through social situations, relationships, and what happens when he's left alone. The life he recounts in these songs is a vicious cycle that leaves Gambino questioning, "what is the purpose of it all?" and "why do we carry on the way that we do?"
Because the Internet
The Craft and Collateral
The album cover sleeve comes complete with a customized vinyl record, labels, a promotional tour venue poster, and the tickets for the event. I translated the record sleeve, the main project piece, into a layered cut-out experience that reveals different levels of the artists: his exterior, his inner human anatomy, and his absence. Each section is framed in gold that, step by step, melts into a blood red, all incased within a clean white facade. The artist peeks out at us from the safety of his lavishly framed cover while simultaneously more and more of him is exposed until there is nothing left but the empty opening which exposes the vinyl record that tells his story.
"You're here now, you have to help me."
Gambino's last words to us on the album are as follows:
Then the story starts again
with the sounds of pages turning on track 1.) The Library