Appendix 9: Analysing Digipaks

Hannah Richardson

What is a DigiPak?

• A DigiPak is type of packaging for either a CD or DVD cover in order to promote the product inside

• It is another form of advertising and will be used in shops and online as the artwork for the product in order to create a link between this image and the artist/artists product

• It also gives details into the product including production company, copyright information, price or even little details such as for a CD, the lyrics, songs included on the disc and any other promotional material (posters)

• It is different from the crystal pack as it is typically made from cardboard and gives more information inside. Typically it contains a booklet with additional images, information and lyrics to expand the CD’s information and appeal

BLOC PARTYA WEEKEND IN THE CITY

Front The logo and name of the band is at the top left hand corner to draw attention as they are an English speaking band which means that they would read left to right meaning to draw the attention of the audience. It will also stand out from other CD’s when in a rack in a music store (HMV) which will attract more audiences.

The title of the album is also in the top left hand corner for the same effect but also to promote this particular album rather than the artist themselves. It is much smaller in graphology for this reason as it is not as important as the band themselves.

Both the artist name - Bloc Party, and the album name – A Weekend In The City, are both in white which contrasts the background. It could also connote to the status of band being a success as white is often associated with ‘better’ being’s as it can be seen to be holy in religion.

There is also a sticker on the front which is common for DigiPaks to have as it would be easier for the manufacturers to make one sleeve for the entire of the albums but because the DigiPak contains more, they put a sticker on to define it. This connotes more value and the audience will feel they are getting more for their money despite it more or less containing the same thing.

The image is a crane/aerial shot of a motorway of a busy city. This is to create a cohesion with the album name and the image to get people to link the two together. It will also make the audience think about the artist when they see this image elsewhere such as on posters or online. The lighting used on the image is a long exposure of the motorway meaning more light is let in so we can get the lights of the car headlights and back lights blurring into one. This connotes business which is what people often associate when thinking about a city.

The artist name and the title of the album are both in white sans serif fonts. Sans serif fonts connote fun and fun as it is a non ‘professional’ font due to being no flicks. It looks smoother.

Inside On one side of the booklet of the DigiPak on the inside, there are four different images of each individual band member. They are all positioned in a story like way of waiting for a lift but it changing each person per stage. This creates an image of them all doing this before they go out which links to their album title of ‘A Weekend In The City’. As Bloc Party are already famous they don’t need their faces on the front to appeal to their main audiences, but in order to appeal to more people they have put the band member in the inside.

The lighting is tinted yellow which gives the impression of the fluorescent lights in and outside of the city such as in lifts or with streetlights. Yellow can often connote to being underground such as an underground party or a hedonistic weekend which is what Bloc Party are trying to give the impression of as it again links the title of the album.

The use of the images of different sections of the city also continues the theme of city nightlife. In the booklet there are four images when the booklet is folded out of sections of the city. By using the iconography of city life such as a tower block of flats or parkway overpasses, it supports album name. It also creates an image that can be recognised in most countries as it has a non specific city, it is generalised which appeals to nearly everyone. By doing this it makes the album more relatable.

All photos have been taken in the evening which again keeps in fitting with the theme of A Weekend In The City as a weekend out usually suggests lots of nights out which would be at this time. It could connote that their music is to be played on a night out which could appeal to those who have not heard of their music before.

BackThe songs are listed on the back in order of what they play on the CD itself. This is to keep the continuity so not to confuse the audience and can easily follow what is being played. This is so new fans will be able to recognise the song and the name that goes with it, therefore meaning that they will be popularly recognised which is the purpose of releasing songs and albums. The copyright and production information are on the back in small print in order ensure that the producer, writers and photographers are all credited along with making sure that this product will not be copied by anyone else.

There is also the barcode on the back in order to be sold in shops. It is on the back as it is a standard convention of typical designs for CD covers as it would be aesthetically displeasing on the front.

The extra CD or DVD’s contents is also listed in a separate list on the back, again in order of what order they run. This is to show the extra special features that the audience would be obtaining along with the original when buying this particular copy which links in with it seeming like the audience is getting more for their money and feeling special when getting something extra.

The back image is of a non-specific block of flats in a city again under the neon-yellow/green lights. This is to keep with the theme of a weekend out in the city like the rest of the Digipak but also because it creates a non identified city which makes it relatable to any audience as there are always large cities close by.

ARCTIC MONKEYSWHATEVER PEOPLE SAY I AM

THAT’S WHAT IM NOT

Front

The front cover of the Arctic Monkey’s ‘Whatever People Say I am, That’s What I’m Not’ breaks with traditional conventions of Digipaks. This is because all it has on the front is a white-Caucasian male who is smoking rather than information about the band or about the album. This makes it very minimal and simple that becomes an icon for the Arctic Monkeys as they will then associate this image with this album. The image is in black and white to create an intertextual reference with the film ‘Breakfast At Tiffany’s’ as Audrey Hepburn smoking a cigarette has become an iconic image and is widely known. By having the same idea but with a male who looks like a ‘chav’ or a man who looks in a state of a drug fuelled haze it makes the image seem ironic and therefore presents the band with a sense of humour and fun.

The male model is not famous or well known and it has been said he is just a friend of the bands. This makes the image look like a snap shot connoting the band as normal and everyday people. This creates an identifiable band as the people who would buy this album would feel like they are being addressed peer-to-peer and therefore feel like they are an unseen member of the band as they have something in common with them. The mise-en-scene of this front cover shows him to be dressed in a white formal shirt against a wooden panelled background. This suggests to the audience that the model has initially gone out to somewhere fancy that needs to be dressed up for, maybe a wedding or organised party but could similarly be a nightclub due to there being no suit jacket or tie which also indicated a level or informality.

Inside

A content list of what is contained in this digipak on disc one and disc two on the first inside panel. This is so that if the audience have not yet seen the back or have forgotten which disc they need when wanting to use a disc. This therefore enables them to make a choice and understand which one they need. They are also in chronological order so the audience does not get confused as to what is coming next as they will therefore know. This acts as almost a ‘set list’ for the digipak which makes the audience in control of their own ‘concert’.

The CD looks like an ashtray full of cigarette buds and ash. This keeps with the running theme of the male model smoking from the front cover making the digipak his personal ashtray and make the model seem like a genuine person as ashtrays and cigarettes in music aren’t usually glorified. This has been done to again make the band seem down to earth.

BackThe image of the model from the front of the digipak is also used on the back to create synergy throughout the entire product. This time, rather than having his cigarette in his mouth it is in his hand while he rubs his eyes/wipes his face. This could be connoting to being tired after a night out which links with the front of the digipak. It is almost as though by listening to this album you don’t need to have a night out at a club and instead you can listen to it at home and still have the same effect.As he is hiding his face, it shows how he doesn’t need to show his face to be recognised as the Arctic Monkeys brand is so strong and can be recognised without his face if the back of the album were the first image to be seen.

The back of the digipak is using the typical convention of having the songs in a list in order of how they appear on the cd. Though it doesn’t have the numbers on the tracks but this connotes to how the music is all equally as good and that it should not matter which on they choose on the album as they will be guaranteed to have a good time listening to it. The font of the back of the digipak is all lower case and continues the house style of black and white which connotes to being laid back, class (similar to the front that creates the iconography of Audrey Hepburn at Breakfast At Tiffany’s) but also creates a moody/mardy vibe which is significant of this band due to the band being in the indie genre as melancholy is a theme through all indie music.The record label is larger than any other product information or copyright info,

this suggest the Arctic Monkeys well respect their label and therefore want to show off that they have actually made it by being signed. It is all in small text and at the bottom next to the barcode which is a convention of DigiPaks.