Chancellor (Chance the Rapper), needed artwork to introduce himself as a musician to the world for his mixture entitled, “ 10 Day” (2012). The biggest challenge was that in reality, there are countless musicians daily who are releasing music; especially in the rap genre. The question that arose was, "How can this artwork stand out and establish this artist more effectively than any other independent or signed artist?"
I observed the music market as a whole and took note of trends. The assessment made it clear that everyone was either using very minimal typography on covers to be the face of their art or using photographs with type. There wasn’t much real artwork, only straight forward information. At this point, the gap had been identified; the art and imagination of branding an artist was missing in the genre. It was important that people saw Chancellor's face because he has such a distinctive look. I used a style of digital painting and approached it like an oil painting, I did that because at the time it was not as popular and virtually non-existent in hip hop cover art.
The approach worked and it helped carry the music to the next level. The work impacted Chance's brand identity. From then on, his face became his logo and the brand started to tell this story about this defiant kid who got suspended from school for breaking the rules and doing things his own way. This led into the creation and continuity of the AcidRap cover art.
For the Acidrap artwork the approach was to out do the first cover art and feed into the concept of AcidRap. The psychedelic colors and the tie dye tank top that he wore I hand dyed myself, it was all part of the narrative of Acidrap.
If you check the hash tag #Acidrap on social media you'll either find current posts of pictures of the artwork with captions full of their adoration for the album and what it meant to them or fan art inspired by the cover.
It's the biggest independent unsigned artist release I have ever seen, it was a home run beyond belief which lead to the artwork influencing many other well known musicians artwork moving forward, examples below.
The latest edition to the Chance the Rapper artwork saga is the Coloring Book cover and the amazing marketing campaign behind it read about the process art making and creating the cover here.
Social Media really enhanced the impact of the entire Acidrap project. Today, fans still share the artwork along with their favorite song from the album and even created their own versions of the artwork in various media like in the samples below.