The digipak is used to market both the artist and their album through visual representation. Artists maintain consistent imagery across their digipaks that reflects their style and themes of their music. Digipaks are also interwoven with music videos by sharing similar themes and imagery. Additional conventions include including artist biographies, lyrics, and credits.
Evaluation question- In what ways does your media product use, develop or challenge forms and conventions of real media products?
(music video, digipak and poster)
2. Representation of the Artist
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The digipak is a common way of marketing both the artist and the album
Particular artists like to maintain a certain image
For example, Katy Perry often uses the same bubbly writing for her name. She
also uses quite bright colours.
There is also a reflection on the theme of the song, for examples Katy Perry's
slower song ‘Thinking of You’ uses calmer colours but still maintains the bubbly
writing aspect
3. Interlinks with the music video
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The cover is interwoven with the music video
Usually there is a theme running through the album
Some artists have their own logo etc.
E.g. Demi Lovato’s album ‘Demi’s cover has
similarities to the single ‘Heart Attack’ video
4. Other Conventions
• Digipaks will often include information, often
about the artist
• Lyrics are often written on the inside of the
fold out
• Often there is a page of thanks to all those
invovled in the making of the album as well
