Appendix 9: Digipak Analysis

By Frankie Veal

What is a Digipak?

• a type of packaging for CDs or DVDs, typically made from cardboard with an internal plastic holder for one or more discs.

Arctic Monkeys – Whatever people say I am , that’s what I'm not

The outside panels (to the left) show two images of a young male (typical of their target audience) smoking a cigarette, which are the main images. They are both simple dark in black and white lighting, as if they are a snap shot. He is positioned central in a medium close up, taking up the majority of the front cover. His body language is very relaxed, and his facial expression is looking directly at the audience breaking the fourth wall. This image could represent the person or band as everyday people who have the same problems in life as the people who listen to their music. They are trying to relate to their audience. The connotations of this, plus the plain house style colours of grey and white shows this album has a very relaxed and chilled out style. In the top left hand corner of the front shows the logo of this album which also the name of the band. The use of the serif font represents the youthful side to the band; partying drinking and having a laugh. The track listing for this album is on the back page in a small white font. The songs on this album can relate to a nightclub or bar scene, for example, “dancing shoes” and “I bet that you look good on the dance floor”. The can relate to the male on the front of the digipak as he looks as if he is sat outside a bar in a smoking area. In the bottom left corner the legal copywrite information is placed, along with the barcode and web address.

The CD continues the house style of the album; cool, relaxed and youthful. It is an image of an ashtray filled with used cigarettes. This could represent all the entertaining gigs and performances the band has done and the remains the next day. Again this CD has connotations of how young the band are, the partying and drinking, and therefore linking to some of the songs in the album, “riot van” and “dancing shoes”.

Gabrielle Aplin – English Rain (Deluxe Edition)

Gabrielle’s album has connotations of playfulness and femininity through the use of the pastel colours, with bright lighting contrasting against the background. The front cover of the digipak has a dull grey background contrasted with the image of her with a colourful umbrella. This could represent how happy her music can make people feel, no matter what the situation is in their life (life being the dull colours). Further more, the location of an English field and the dull colours links to the title of the album ‘English Rain’. All the images on this digipak are in a long shot.The track list is written in a serif font, again connoting the girly feminine feel to the album. At the bottom the legal copywrite information is placed, along with the barcode and web address. The back page of the digipak includes Gabrielle’s signature, making the album have a personal feel which makes the audience feel closer to her.

The CD’s continue the playful ideology of the album with the images of balloons and the other a birds-eye-view of the umbrella. Again the house style pastel colours are used which is important for the continuity of the style she is aiming for. The images also represent the artists girly and feminine personality, making the album a more personal creation.

Lana Del Ray – Born to Die

Despite the meaning of the album and songs in ‘Born To Die’ the front cover is very contradictory with the use of the high contrast and bright colours. This makes the cover look very fake, as if it is covering the meaning of the songs like a mask to make things seem better. The blue on the image suggests innocence and serene however the mid shot and expression on her face along with the fact that she is looking down at the camera suggests otherwise. However she still looks very vintage America and glamorous suggesting that she is holding face when in reality she is heartbroken. This may be something her audience will identify with and listen to her songs as they feel a connection to her. Also the beautiful simplicity to the cover makes it very high class and attractive to look at. Her cream blouse, red lipstick and styled hair have similarities to Jessica rabbit and a fem fatal, also linking to many of her songs about lust and death.The back of the cover is red which stereotypically is associated with danger connecting with the album ‘Born To Die’ unlike the cover. It also links to many of her songs which are about lust and death.

The CD affectively uses its colours in a simplistic way; the majority of the disc being a pure white colour makes the colour of the roses more prominent from the background. The roses could represent the theme of love and lust which is common in many of Lana’s songs in her album. The roses also link to Lana’s overall image of her thorny yet beautiful style.

John Mayer – Paradise Valley

John Mayer has a very soulful approach to his music which he tries to represent through his digipak to this album. The main images are a long shots of him in a field which symbolizes his down to earth personality. The images include a dog by his side which I think is there to try to represent his masculinity. A dog is often called a “man’s best friend” and along with his dominating western outfit it connotes the masculine deep and husky tone to his voice. The main cover has a simplistic approach, with his name and the album name written at the top in a white font. The sky in the background is clouded and dark, connoting maybe the feelings and meanings behind some of the songs in his album. The same white font is used on the back cover of the digipak for the track list which is written down the left side. The barcode is also on the back cover in the top right corner, and the copywrite information along the bottom.

The CD has connotations of wealth and power though the use of the colours royal blue and gold. This contradicts the soulful and down to earth feel to the rest of the album. The CD has the style of an old vinyl cover represents his traditional style to music, focusing more on this vocals unlike pop artists who concentrate on their image and style and becoming popular.

Nina Nesbitt – Stay Out

The house style colours of plum and pink run throughout the album to represent Nina’s young, feminine and youthful nature which is also connoted through her upbeat music. On the front of the digipak is a medium close up shot of her stood in front of a brick wall which connotes the rustic and down to earth feel to her music and personality. By signing the front, it makes the audience feel like it is more personal, along with the hand drawn heart which could have many connotations such as love, friendship or happiness: all emotions of which are in many of Nina’s songs. She is wearing a casual knitted jumper. This signifies that she is a normal girl who has a normal teenage life just like the girls who listen to her album, which ultimately makes the album appeal to the audience as they can relate to the artist.The back cover of the album is a plain simple colour with the track list written at the bottom. This layout is very laid back. At the very bottom, the copywrite information is placed, along with company logos associated with the creation of the songs and album.

The CD continues the simple style, again using the plum colour. The track list is also written on the CD with the artists name dominating the top of the disc. The font her name is written in looks similar to handwriting, representing her young careless nature and relaxed approach to her music.