Digipack and advert analysis What is a digipack?A Digi-pack is the name given to a style of CD or DVDpackaging that comes in the gatefold format. For the purposeof my coursework, when evaluating, i will use the term Digi-pack to refer to the artwork of any album or CD case- bothgatefold and jewel cases What is an advert?An advert comes from the word advertising, which is a form ofcommunication used to encourage or persuade to buy aproduct or service. Within the music industry adverts havebeen mainly online but also use magazine like NME and fill theback pages. Big tour posters are present outside music venuesand record shops. these adverts generally match the style ofdigi-pack and the music video.
codes and conventions Pictures Record label and distributors logos of a digipack photo of Artists logo artist Text Credits and ownership Design narrative behind track list the deign lyrics Gate fold copyright Album and details Pull out/Booklet artist name barcode price bonus material Representative of the genre producers details artists font side title
Tinie tempah Disc-OveryPatrick Okogwu, better known by hisstage name Tinie tempah is a Britishrapper who has been working to make aname for himself in the RnB Genre since2006. In 2010 he released his debutalbum, Discovery, which not only hit thenumber spot but stayed in the UK top40 album chart for fifty consecutiveweeks.Breaking down the front cover of this album shows a typical RnB picture of aphoto shopped mid shot of the artist with the world in his hands. Thepicture shows Tinie wearing sunglasses, something that artists of this genretend to do. this would not be done in the pop genre as the artist is thischeesy brand that the record company want to show off. When thinkingabout creating a brand on this cover, the logo of the artists name hasbecome recognisable and will forever related back to tinie tempah. Thetypography used for the logo has been used for most of whats left of thealbums text, again trying to establish a brand for a debut album.
Disc-Overywhat genre he is in and the kind ofThe clothing worn shows continued....artist he is. The bling that is present, the watch and chain, isagain stereotypical of an artist of this type and gives of theimpression that RnB artists are all about money, Bi*ches andBling. the use of colour is effective and would stand out on theshelf. Since the album hit number one it has become part ofthe pop scene and there could have been a strategy of thedistributors as the purple and pink mixed with some sparkle,could be seen as pop. the dark colours and the mid shot of theartist bring the artwork back to the RnB it is originally intendedfor. i also think the use of a shinny effect on his arms aresymbolic of Tinie being new on the scene, something fresh thatshould be listened to. By including the stars in thebackground, it links back to the title name, Disc-Overy. A wordthat some would relate to space and also the name of some ofthe shuttle ships sent into the outer atmosphere and the moon.
Disc-Overy continued....the design and theme is based upon the use of triangles. i think this isagain taken from the font which creates this brand. I also think it issymbolic of the progression to success for this artist, who some wouldsay has reached his peek with this mercury award nominated album.Going inside the album and looking at the CDand booklet, there is a continued use of thecolour purple and the font is the same as thefront and also. The print on the CD is very simpleand just carries the artist and album logo whichaccompanied by the copyright small print.Overall the digipack for this album sticks to the codes and conventions ofan normal album and particularly one in the RnB genre. There are partsthat lean towards a more POPy album- the font and the colours do this. Ithink this is because as he grows as an artist he begins to appeal tothose into the pop genre, becoming a mainstream radio artist.
Disc-Overy IntertextualityAlthough i cant find any intertextuality with other types ofmedia text, I found that throughout the campaign of therelease of 6 singles from this album, he had used the samestyle and themes throughout his artwork, which helps to builda brand. The triangles are still present in the background ofthe covers and the artist wears sunglasses in all pictures.Therefore adhering to his genre and maybe suggesting he isinvincible and there is more to come.
Disc-Overy AdvertFor this A2 media coursework, its not allabout creating a good music promo video,but its also to create a Digi-pack and Advertthat would support the promotional video andthe album campaign of the artist. i will look atadverts separately, but Im also looking athow the digipack links to the adverts. Theadvert for Tinie Tempah is using almost thesame image but has a much darker theme. ithink this is because his tour would appealmore to those Rnb fans. The city he appearsto be hold on his album cover hasdisappeared suggesting that his tour is overa much bigger territory that he hopes to takehold of. the light shining from behind himrepresents that the spotlight is on him andthere is something to be discovered, linkingto the album name.
Tinie Tempah Music video Written in the stars How it links into the digi-pack and advertBuildings, city in his hands up tall in the stars (Disc-Overy) light shining over city Similar costume (sunglasses, leather jacket)use of the colours black and white
OasisDefinitely MaybeOasis are a Brit pop band made up of twon o r t h e r n b ro t h e r s , L i a m a n d N o e lGallagher from the nineties. The albumdefinitely Maybe was the debut and thealbum artwork has become somewhatfamous.Being Brit-pop there is a laid back natural picture on the front of thealbum that suggest that there music is very much relaxed and laid back.What also appears to be interesting is they are not looking with theiraudience, some say this is key to grabbing the buyer attention. i thinkthis is something done across the genre of all things indie. The artist istrying to create a brand but want their fans to fall in love with them andtheir album for the standard of music on it. The poses are not Forcedposes and show these are real people, suggesting that the music on thealbum is real too. fans love this and bands like the smiths capitalised onthis in the 1980s.
Definitely Maybe continued....The back cover shows a similar picture to the one that is on thefront. Members of the band have changed position, creatingsomething visually interesting, getting their audience to thinkabout the difference in picture. it suggests that their songs andlyrics have the same effect. Also we see they have adhered tosome codes and conventions by including a numbered track listand a bar code across the top.The pictures, both by photographer,Colin Bell, have used interestinglighting to produce a pastel tone tohe picture. They are very basic andshow that its not all about the shinylights and fame the band are after.
Definitely Maybe continued....Although I mentioned in the first slide that the album artwork for oasis wasntall about creating a brand, i think that they way the pictures are used, arethere to create personality and therefore brand identity. the use of mise enscene in the picture highlights this. The use of props, e.g. the wine andcigarettes show that they are not perfect people and suggest a rock and rolllifestyle that the brothers have tried to enforce since the band got together in1991. the appear to be in a normal house, just casually chilling. this makesme think that they are just normal, everyday working class people.Something that has carried this band through asa brand is the iconic logo. It appears on allmerch, including this digipack and CD (adheringto Codes and Conventions). also on the mainCD, we see the Compact Disk logo, copyrightdetails and a track list. its simple font and layoutwith just a plain simple silver background. All thisshows that oasis are not trying to shock the popworld and get 20 number 1s, but simply makemusic and if people like the music, then good.This kind of attitude is something that is genericacross the genre.
Definitely Maybe IntertextualityAs the picture is quite abstractthere is some things that can berelated back to other media texts.One that is sometimes picked upis the picture of Burt Bacharach,Noels Idol. It is seen to be payinghomage to the Pink Floyd albumUmmagumma and the picturethat is in a similar position of themusical film, GiGi.The good, The bad and The ugly is seen to be playing on thetelevision in the background. this could be reference to theirmusic and looking back now could also be symbolic of theirrock and roll lifestyles. On the back cover the TV appears tohave a still fro the film, A Fist full of Dollars.
Definitely Maybe AdvertThis poster is the advert for the DVDof the making of definitely maybeand is sticks to convention by usingthe same logos and pictures from thedigi-pack allowing the audience torecognise the product straight away.It also sticks to convention byincluding the date in bold letters anda small description along the bottom.What i like about this advert is howsimple it is, using the black andwhite colours from the bands logo.by keeping it simple it supports thecampaign of the main album but alsoadheres to the genre they are in.
Oasis Music Video How it links into the digi- pack and advertcigarettes, shows attitude and Looks drugged up. RnR lifestyle and the Rock and Roll lifestyle the real Liam GCreates voyerisum into normal life (lounging around) the use of pastel colours
codes and Pictures Of the conventions of an artist Artist and magazine advert record Of the album (music) label logos coverText Website of artist Design Same theme as video Website and Links to and digipackbold text name of where it can record label be brought Digital online versionDates ofrelease What is different tour dates added Magazine about the album Who is friendlythe artist Places to buy album Hot spot stickers withDescription bonus info Price
m Bold text ak en fro the logo of the record company t h a t re a d s tur e is t as been and distributor show that this name of th e album, w theTh e pic and h have a actually inc hich um poster is sticking to convention. e alb ted to ludes the nth la t . this It also enforces the product as it of the band ame m anipu sh effec more shows it is made by a name of the . by having the a t p ink w the adver eye respected company album so b ig, it s nd creates a rh make a b l e a rts the etorical que stion o t i c e . it disto s the form the n g e audience atchin hich mak m o r e could be and c w a convinc im age e l o o k t. reason to b y the album ing aud i e n c e adver the text bei . with h ly at t ng so big i close something you will be ts not to forget abledisplaying a small version ofthe album cover on the album displaying the date underneathcover on the bottom of the the title gives the consumer ofadvert makes the audience this advert all the informationknow what the product looks needed if they choose to buylike and can look out for it the album. i think this is a keywhen shopping in their local element to an advert.record shop. Also with it being by inctheir debut album its not luding the ad asomething that people would vert e sellers logo audien ncour ,go out of their way to look at, c agesso if the advert has fulfilled its reviews from trusted sources like buy t e to go o the he pr ut anpurpose people will now the these enforce the product and away. oduct d T straighalbum, and know what it looks have the power to encourage the iTunes his is norm t customer to buy the album, this is logo. ally alike n an important feature on the advert
The Vaccines continued....I have chosen this advert as it is one that I personally was influenced by.Seeing this advert on the back on NME last year i was intrigued by this newband on the scene and i was immediately talking about this new band TheVaccines before i had even heard of them. i think this was down to the boldwriting and the eye catching photo that left me feeling there was only oneoption and that was to listen to this band. By including the picture of the albumand the band website along the bottom enabled me to discover this band, thisis something i will take when creating my own advert. To make sure i created 3 products that all link, Im linking all 3 products to the advert The Vaccines Digi-pack The Vaccines music video If you wanna Similar tone and style to the way the film Same picture as advert was shot and how the picture is portrayed
Not only have they The picture is of the artist.included the name of the she is not looking at theartist but it is in the form of camera and doesnt havethe artists logo. this is a connection with herimportant to creating a audience. The picture isbrand within the music abstract and follows theindustry and as this is her theme of the album Lungsdebut album with major by showing such organs.label, it needs to be clear the pastel colours arewho this woman actually is. typical for the Indie genre and is the only colour in the advert.The extra information alongthe bottom helps selling the The title of the album isproduct. mentioning the largest text on thepopular well known songs. page as it is the productit also states the formats being sold. The large,that the album can be simple and structured fontbrought in. All of this is in used here clearly standsthe same font as the Album out on the page. As i saidtitle and fits in with the rest before the only colour is inof the page. there is again a Along the bottom we see the the picture which allowscontrast in colour with the artist website and logos of the the white lettering to standblack and white. distributor, this shows it is out on a black sticking to some codes and background conventions
Florence and the machine continued....What i like about this Advert is that it is very abstract and would stick out from otheradverts in a magazine. By using the album cover to dominated the page makes theaudience of this advert think about the product and makes it easily recognisable in arecord shop. By stating some of the popular songs on the album creates an enigmaand will persuade people to buy the CD. It is clear she has followed codes andconventions (Artist picture, album cover picture, large album title, dates and otherdetails printed). What i would change in this advert is thinking about pulling in aspecific audience with a review quote or tag line. To make sure i create 3 products that all link, Im linking all 3 products to the advert Florence an the machine Florence an the machine music video Digipack dog days are over Seen in the same position similar to the one Same picture and fonts on the album and advert many times.
Its clear to see that there is not an image of Coldplay on the advert but instead thebackdrop is dominated by the same theme that the album and digipack follow. I thinkthis is because of the bands popularity. It also makes the album cover recognisable onthe shelves. There is lots of bright colour which makes the advert stand out. The stencil font that theThe released date is the bands name is in showssame style as the bands of the colourfullogo as although is can beseen as an important background. the lineselement to you and me, seem very thin andColdplay fans will already dont seem to show ofknow this and will counting the Coldplay brand.down the days anyway. if wedidnt know who Coldplay Instead of the bandswere then maybe they would name, the name of theenforce this more along with album covers most of thethe bands name. space in the same stencil text. Its thicker than the Coldplay writing and really introduces an album that The extra info supplied along the bottom helps sell has such an abstract name the album, Pre-order option is attractive to fans who and theme. want it first and by mentioning the popular single paradise, people will know what to expect from the rest of the album.
Coldplay continued....Overall i love this advert as it really introduces the album. I think it is perfect for itstarget audience and will suit their new popularity within the teenage pop market. Theway that have created a new concept away from their previous albums is done by theuse of bright, absurd colours and a new band logo using the stencil. This is effectivebecause i feel Coldplay have changed their sound with this album so it is important tointroduce it in that way with a stand out advert like this one. I like the use ofmentioning songs, creating an enigma for the audience and this is something i look touse. I feel again it would be boasted by a quote and the date being bigger andbolder, but overall a good advert.To make sure i created 3 products that all link, Im linking all 3 products to the advert Coldplay Digi-pack Coldplay music video ParadiseSame background and font Graffiti and colour
Final evaluation of adverts and digipacksAfter looking at different digipacks and adverts for differentartists, i have started to understand the codes andconvention and how these are used to benefit the artist.Looking at the products individually i reconignse things thatwork well and things i could use, for example, different fontsand the use of album pictures. Creating an enigma byquoting some of the songs on the album can be beneficialin encouraging the reader to buy the album. One thing ihave recognised is that all 3 products should link in someway and follow the same style.The final key thing is that the product should be specific toyour AUDIENCE!!