Taken from 'The Strad'

Chandos art director David 'Cass' Cassidy with his…

Heart on His Sleeves
'I think it would be true to say that most employees in record companies are music graduates. With the possible exception of administrative staff and some marketing people, designers are the only 'outsiders' on board. I think this gives us a unique viewpoint within the industry - and that's the way it should be, as we are the ones who need to think 'outside the box' on a daily basis'.

'Each month I design between five and six covers, as well as various publicity materials. Most design houses have different departments - picture research, design, artwork and reproduction - but at Chandos we do it all'.

'When choosing an image I start with dates, music and composer. I decide how important the period is to the design then look for a theme to latch on to: A Faustian theme, for example, or maybe the composer has a fondness for the sea or for flowers… We sometimes use artist photos, but usually only if the pictures are particularly good.'

'It may seem strange, but listening to the music I am designing for is not my first port of call. In fact I very rarely listen to it until the product is made. I consider the rest of the Chandos staff to be my greatest resource, along with the sleeve notes. Sometimes the artists themselves are really helpful'

'When working on the cover for 'Invocation', a disc of music by his [Julian Lloyd Webber's] father, William, I went to Julian's house to discuss designs. The music is romantic, but also modern and religious. I had my own ideas after reading the sleeve notes, perhaps a picture of the composer, layered over cathedral type paintings. But after speaking to Julian I completely changed tack. It seemed he wanted something more modern, personal and ambiguous, so I came up with an illustration - a blue, fiery angel.'

'I believe that design should challenge convention. But regardless of which industry you're in, as a designer you will be faced with what people expect to see on a product. Whereas pop music encourages irreverence, classical music demands knowledge and respect'.

'There is always a battle between time and desire: the desire to do the best cover I can and not having enough time to do it. Name a job that isn't!'

'One of the nice things about this job is that I get to make a product, an object you can see and hold. I also get to deal with artists, venues and composers, and that is the reason this is the most interesting job I've ever had'.