Elena Dimitrova

For my final major project, I chose to re-design a collection of album covers in order to promote alternative Eastern European music, which remains widely unappreciated both locally and globally.

I have decided to focus on an elusive contemporary genre referred to as “ethno jazz” or “prog folk.” The fusion mostly depends on the artist’s creative interpretation and their musical background, but the core of the genre consists of folk music synthesised with either jazz, rock, flamenco, or classical elements.

It is relatively unknown to younger audiences because the genre suffers from a lack of adequate promotion and does not have a cohesive visual identity. Additionally, many of the designs appear outdated and irrelevant by today’s standards.

This campaign aimed to shift consumers’ perspectives about this type of music by giving it a visual identity that transforms it from a relic of the past into a collectable-worthy product with a vintage vibe.

Music is a huge part of my life, and it has always made me feel connected to my native country and heritage, while many other aspects of its popular culture did the opposite. For me, folk music is one of the best ways to start reconnecting with your cultural identity. Therefore, my goal was to convey these emotions and complex feelings through my designs and start a meaningful conversation.

Ultimately, I was hoping to make this music more accessible to others who find it hard to identify with their Eastern European heritage.