ALBUM DIGIPAK’S

WHAT ARE THEY?

They are the casing around a CD to not only protect it, but to promote the artist and to provide an insight into what the album, artist and music is like.

The digipak is usually looked at in such a way that it is a premium style or a deluxe way of keeping the tracks, now that digital technology has taken over with post modernism there is little to be collected. Everything is now bought through online forums, download sites or conglomerates such as YouTube, Amazon and Apple.

WHAT DO THEY INCLUDE?

They usually include bonus features such as bonus CDs, bonus tracks or a DVD disc with features such as music videos and behind the scenes action or photoshoots.

Also the casing of the digipak will feature common conventions, such as the artists name, the album name, an image of the artist, the tracklist and extra information on the record label company etc.

WHAT IS THE EFFECT?

They are something which gives a personality to a singer and gives them a chance to show their fans more information about themselves, as well as exploring their music in depth.

It plays a part of establishing the artist as a recognisable brand and creates familiarity with its audience. This means that fans who own one album will subconsciously be drawn to an advert promoting a new album release.

THE DESIGN

I have found during my research that there is a close relationship with the design of the digipak and the target audience, as well as it also linking with the genre of the album.

The design plays a part in establishing the artist and it needs to appear aesthetically pleasing, so that it will draw the audiences attention and persuade them to buy it.

EXAMPLE

This digipak features influences from America, such as the old fashioned news print style disc and the black and white negative prints all across, creating a cohesive style.In addition the font styles are the same with some bolding and then a skinny structure, This mirrors the artist’s character as as she is very american influenced and also the Font styles matches her music genre of RnB. The track list is placed at the back of the Digipak, and this is a common convention across many.