The 72 Club is a university project that explores substance abuse in the music industry through the creation of a conceptual record. Inspired by the infamous 27 Club, the title flips the narrative - encouraging artists and fans to aspire to a substance-free life and the symbolic age of 72.
This project was selected for exhibition at the 2023 D&AD New Blood Festival, shown at Protein Studios in London.
Symbolic imagery is at the heart of the project. The record focuses on four musicians who tragically passed away at 27: Amy Winehouse, Richey Edwards, Kurt Cobain, and Jimi Hendrix.
The album covers reimagine these artists at the age they would be today, contrasting with the inner sleeve, which depicts them during the height of their careers.
The record is accompanied by a booklet with four unique cover designs, each tailored to one of the featured musicians, giving every record a unique identity.
The record is accompanied by a booklet containing the project’s purpose, along with lyrics and supporting visuals. Headlines relevant to each musician are included on the booklet cover to give a sense of time and context.
