- Represents the artist / band
- Tries to draw the audience in
- Establishes album, artist / band and ther music genre
- 'Looks good' - creativity, originality, individuality and artistic
- Establishes the credibility and artistic merit of the artist
- Codes and conventions are used to communicate with the audience
- Conventions - Band name, album name, image / art, style related to the music, image of the artist / band, record label and song list
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