PSB DESIGNING par Alex Camarillo
Alex Camarillo explore en détail la créativité faite autour des albums et singles des Pet Shop Boys au cours de leur longue carrière ,la personnalisation des différents formats et la participation d'artistes très talentueux , photographes, créateurs de costumes et graphistes tels que Mark Farrow ,Eric Watson ,David Fielding et Jeffrey Bryant parmi ceux qui ont contribué au design des Pet Shop Boys comme une icône visuelle de la culture pop.
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Yesterday, when I was mad” was released in August 1994 as the fifth and last single of “Very”, the fifth album studio of the Pet Shop Boys. The artwork was designed by Mark Farrow and PSB and the creative concept behind the sleeve was related to the meaning of ‘mad’ as craziness, even when the song’s about being on tour, so Farrow rented a pair of straitjackets so Neil & Chris were to be photographed wearing the jackets, but in the end, only one jacket was shot by Richard Burbridge, looking a bit spooky, stained and unnerving, and the image became ‘like a texture’. Each format showed a different view of the jacket and the sleeve won a D&AD award. This was the first single released without a 7” vinyl and the promotion was made directly with a double 12” Single showing a closeup shot of the straitjacket’s back, including all seven mixes of “Yesterday, when I was mad” and two B Sides: “Euroboy” and “Some Speculation”. Both, the Tape Cassette and the european 2-Track CD Single included “Yesterday, when I was mad (Single Mix)” and “Euroboy”.
In addition to the Tape Cassette, the commercial release of “Yesterday, when I was mad” within the UK included two #CD Singles and one 12” #Single. The first CD Single was issued in a double cardboard sleeve so it can hold the second CD that was sold separately; the outer sleeve was pure texture of the straitjackets and it was printed matt to suggest the texture of the jacket itself and was sealed with a sticker including the barcode on it; the inner sleeve showed a photo of the straitjacket’s back and jacket texture on the back and included the ‘Single Mix’ and ‘Jam & Spoon Mix’ of “Yesterday, when I was mad” and another two B Sides: “If love were all” and “Can you forgive her? (Swing Version)”.
The second CD was issued in a single cardboard sleeve showing a photo of the straitjacket’s front with the name of the band and title in white font on it and jacket texture on the back and included remixes by Coconut 1, Junior Vazquez and R.A.F. and the B Side “Some Speculation”. Finally, the 12” Single showed a full shot of both, the front and back of the straitjacket, one in top of the other with the band’s name and title ni the middle and included the Jam & Spoon Remix and remixes by Junior Vazquez and R.A.F., different from those included in the CDs. International releases f the single used the same artwork with slight variations on the title positioning, i.e. the Australian CD included “Absolutely Fabulous” as an extra track and the US releases changed the title to “Yesterday, when I was mad - The Mixes” on both, the CD and the double 12” Limited Edition Set, issued in a generic black die-cut sleeve with a monochrome sticker in front.