Iconography Investigation: Avicii

Falling into the genre of electro/dance, much of Avicii's iconography is centred around clubbing, parties and colour. Within all of his CD covers also lies the theme of escapism in some form, mostly through the slanted AV logo which is used amongst his fan base to connect everyone together; if you are part of the Avicii 'clan', you are somewhere you belong with lots of likeminded people. 

Avicii has grown enormously in popularity over the last two or so years, and is well known for the catchy, lively club anthems with relatable and realistic lyrics, providing an escape for the audience; someone who is in the same situation. 

In terms of the link between the lyrics and the CD artwork, there is again this strong connection to the praise and pride of being individual. There is also a strong representation of Avicii as an artist. This is cleverly shown on the CD cover for the single, 'I Could Be The One' where he collaborated with Nicky Romero. They divide the album cover in two from corner to corner and edit 'vs' (versus) in betwen, which represents a battle. The contrast in terms of colour is clear too; Avicii is represented with bright pink and orange gradients, which represent his sound as lively, colourful and fun but also complex: layered and evolving. In contrast, Romero is represented with darker grey outlining which shows how his style is much more toned down, simple and consistent. In many ways, these two opposites seem to balance each other out. 

Furthermore, Levels' cover artwork relates both to its music video and the idea of escaping to a different place. The music video starts with a man in an office environment, talking to a fellow co-worker, when he suddenly starts to dance. He scribbles Avicii's name on various surfaces, and dances on tables, while co-workers disapprovingly observe. Later, he gets immobilised by a taser and falls into a coma, where he has a vision of himself pushing a boulder up a mountain while lip-syncing the lyrics. At the hospital, just before he wakes up, a flower sprouts from his mouth, which infects the male nurses looking after him with an unknown substance, making them collapse to the ground. At the end of the clip, all the doctors and nurses end up dancing, also presumably infected. This heavily links to the front cover in that it could be interpreted that the eerie doorway is the abandoned/infected hospital, and perhaps it represents ground level, holding connotations to letting go and becoming free (preferably due to/through the music). 

He has his own font which is used to spell out Avicii; it is slanted and modern which linked to the tone of his music; edgy, different and new. It is also where his logo has derived from, as by filling in the 'A' and the 'V', you get unusual, parallel triangles. If you had never heard of Avicii before, and you just came across the triangle symbol logo, there would be a very subtle link made to the AV theme, which makes it easier to recognise his work. This was also used in the above music video, 'Wake Me Up' which highlighted the idea of people feeling isolated and out of place until they discovered Avicii. 

Overall, the iconography clearly represents Avicii as a new, modern and fun artist, which really suits and supports his music work.