Digipak covers are still used despite dropping music sales because album artwork promotes artists through advertisement and familiarity. Extra products like deluxe editions increase sales and connect artists with fans by providing exclusive content. These ancillary products benefit both artists through increased revenue and popularity, as well as the music industry by boosting overall album value and sales.

1. Why are Digipak covers still
used despite the drop in sales?

2.  Even as a consumer who downloads via iTunes or through illegal music sharing
websites, album artwork is still essential for the user. Not only does it show the
artist’s recognition, but it also uses advertisement techniques to promote them. If
the there’s a lot of effort put into the cover, audience’s will start to become
familiar with it and this can lead to an increase in popularity regarding the benefit
of the artist.
Examples used by Rihanna

3. How important are the ancillary
products to the artist and the
industry?

4. In relation to the artist, once again promotion is a key factor that is
established through the creation of digipaks. Albums that are released
as ‘limited edition’ or ‘deluxe edition’ are usually consist with extra
‘surprises’ for the artists fan base. There might be an included
poster, extra CD or exclusive photos taken of the artist(s) to make the
album worthwhile for it’s audiences. It is also a way of connecting with
fans, a ‘thank you’ which is given back through sales. This not only
makes revenue for the artist but also benefits the record label and
industry. The appearance of a ‘deluxe edition’ gives the industry a
opportunity to increase the value of the album in order to boost sales.

5. Examples of well known artists using ‘deluxe
editions’ to promote themselves
As well as releasing a ‘deluxe edition’ of her former
album ‘B Day’, Beyoncé then released a video album
(above) which contains visual footage of music
videos along with ‘11 new songs’ exclusively put into
this DVD package for her fans.
The effect of this is to not only achieve higher ranks
in sales, but to also keep her audiences interested
and up to date with her current situation in relation Here is a print screen taken from Lady Gaga’s
to her music career (a way of connecting with the official website with a promotion of her current
fan base). album ‘Born This Way’. Below (bottom right) is
an advertisement of her ‘limited edition’ album
box set which includes a vinyl record emphasised
towards the fan base to use as keepsakes or
collectors items.