1. KATY PERRY: DIGIPAK ANALYSIS
Katy Perryis successful artistthat has soldmillionsof hitrecordsandalbumsaroundthe world.In
2010 Katy Perryreleasedherthirdstudioalbum itwaslabellednumber1on the Americanbillboard
charts and wascommerciallysuccessful worldwide,Ibelieve these factorscreate agooddigipak.
Katy Perryusesa varietyof genresonheralbum, however the genre of
popwas the genre Perryused the mostthroughoutthisalbum, which
reallyresonateswiththe ‘Teenage Dream”digipak.The brightcolours
(like babypinks,blues,yellows,greensandpurples),the unique imagery
of herlyingina cloudof candyfloss.Thisdigipakshowsthe type of the
artistKaty Perryisand the style of songsshe creates.It impliesthat
type of audience she istryingto appeal 10-30 yearsold femalesthatare
sweetandbubblywhichagainrelatesbacktopop culture andstereotypes. Alsoyoungchildrenwill
finditeasyto relate tothe imageryof sweetsandthe fairy-tale theme.Whereasthe olderfemales
will relate tothe underlyinglyrics.Ibelieve thisdigipakcanalsorelate tomalesthatare 16+ as they
will love the promiscuitynature that KatyPerryflauntsthroughout.
The bright coloursusedindicate thathermusicisenjoyable andis
energetic,thisissupportedbythe twoCD’swithinthe packas they
resemble sweets.One of the CD’s beingahard boiledsweet andthe
otherresemblingadoughnut. Implyingthatone CD itis excitingand
light-hearted(boiledsweet) andthe otherissoppyandheartfelt
(doughnut).Astheyare made tolooklike sweetsit impliesthatKaty
Perryistreatingher audience withhermusic,andwill getasugarrush when thatwhen hearingher
songssuggestingthathermusicisa guiltypleasure.Thismakesthe digipakinterestingwhichappeals
to KatyPerry’syoungeraudience.
It can be arguesthat thisDigipakhasa correlationwiththe film‘Alice
inWonderland’whichwasalsoreleasedin2010. Throughoutthe
digipakKaty Perry’schoice of Mise enscene wouldnaturallyconform
to the wonderlandconcept.Perryusesoutgoingoutfitssuchasthe
cake hat,and imagesof herposingwithcakesarounda table is
correlational tothe mad hatter’stea partyin ‘Alice inwonderland’. Alsowithinthe leafletKatyPerry
iswearinga sweetie crownasshe believedshe wasthe Queenof herworldasshe had full control.
Thisscenarioissimilartoa character from‘Alice inWonderland’calledthe Queenof heartsshe also
wore a heart crownand believedshe ruledthe kingdom.ThisshowsPerry’splayful andyouthful side
of herpersonality. Thiscanbe seenasintertextualityasshe isusingthe filmtohelppromote herself,
hermusic andappeal to a youngeraudience. Howeveritcan alsoshe has alreadymade itwithinthe
musicindustryandhas achievedherdreamlifestyle.
Duringher hitsong‘CaliforniaGirls’KatyPerry took partin a board game whichtransportedintoa
dreamlike worldthatwasfilledandsurroundedby the conceptof sweets.We see Perry going
througha journeyto‘Hollywood’,implyingthatthiswashernew magical wordof fame and fortune
and success.Thistheme wasthemcontinuedthroughtoherdigipak, suggestingthatPerrywanted
heraudience toexperience hernew worldwitherher
givingthema sense of involvementandimportance
withinherlife andjourney.
2. KATY PERRY: DIGIPAK ANALYSIS
At the frontof the digipak KatyPerryislyingona cloudof candy flosswhichshowsherplayful/sweet
side,however,asshe posingseductivelyandisnakeditshowsherpromiscuousside,thisisseenall
throughoutthe digipakasshe isn’twearingmuchclothing.Thisisknownasvoyeurismasthe
audience isseeingsomethingtheyshouldn’t. Throughoutthe digipakthe cleartheme issurrounded
by sweets thisissupportedbythe redandwhite writing asitresemblesacandycane, whichimplies
that Katy Perryis a sweetnaturedpersonwhoat
timeslovestobe childish.Notonlythis,ithasalso
helpedappeal towardsheryoungeraudience.In
additiontothispoint,asthere isa constantuse of
sweetsandvibrantcoloursare usedthroughout
the digipakitcan be seenasa way of advertising
the pop genre alongside withhersongs.
