1. What is a Digi pak and its purpose?
Digipaks became popular amongst labels and artists in the 2000’s and acts as a fundamental tool for the
promotional aspect of the sales of artists. These are seen in the form of cd singles , albums and special edition
albums .They give their audience an advantage in comparison to purchasing the album online in terms of the
Digi pak including never seen before images , lyrical booklet and message to fans .A Digi pak is displayed in a
book style:
The front cover-
• Prominent image of the artist
• Distinct text stating the artists name as well as the name of the album
• Clear colour scheme
• Possibly a sticker which will display some of the songs already released along with the reviews from critics
The Inside ( Disc and Booklet):
• The album disc
• A booklet which could include multiple features such as a lyric booklet , personal messages or various
images
• Possibly a DVD of never seen before footage
The Back cover:
• Track list of the songs
• Copyright information
• Record company logo , along with other contributors to the album – the record companies website may be
seen
2. Advantages Of Digipaks For It’s
Audience?
Advantages
It has more than a CD to offer
More economically
friendly to its
audiences
Due to the hard material it
is made out of it is less
likely to break
Wide access to bonus
material including
songs , dvd , music
video and graphics
Potentially act as a collectors
item which holds significant
value both personally and
economically
Being valued highly by the
audience – e.g. the
consumers favourite artists
last ever album
3. Chris Brown – X Album
Colour:
The technical use of film colourization is used as the album cover is
displayed in black and white with the significant symbol of the ‘X’ which
ironically is the title of the album. The simplicity of the black background
associates closely with Andrew Godwin's theory of a star image as it allow
the audiences to focus on the artist without getting distracted by a busy and
detailed background. The significance of this simple design choice also helps
to enhance the attention given to Chris Browns huge fan base of lusting
female fans to then immensely focus on him and his glorified appearance
and this sex appeal is further increased by his topless manner camouflaged
with tattoos which has been defined by its social status proclaimed by the
youth as extremely masculine and very attractive. This is a beneficial
promotional tool as it then urges audiences to want to purchase due to
being pleasing to the eye and therefore increasing revenue of the Album
sales. The red X is the only image which is portrayed to be in colour in this
black and white theme. Therefore suggests it withholds some sort of
significance. The colour red has numerous connotations however all of them
included have a relationship with being emotionally intense. Such
connotations include:
*Passion
*Dominance
*Power
*Love
In relations to this album cover red symbolises the power and dominance
Chris brown feels he possesses over the music industry as someone who has
extremely influential and has legendary status. However veterans such as
Michael Jackson have implemented such techniques to state their strength
within the music industry as the colour red is used to highlight the
importance of the word ‘Bad’ by adding more aggression and power to it to
reinforce its literal meaning whereas everything else is seen in black and
white.
4. Chris Brown – X Album
Conventions.
• Representation of genre is considered by looking at Chris Browns topless manner and his obsession of the
iconography of numerous tattoos to attract female attention and can be linked to the R&B genre.
Conventions:
This album cover has various
conventions that it has conformed to :
Large eye catching
image
Close up or mid shot of the focal mage
Usually 3 main colours that dominate a colour
scheme.
• In this case it is red , black and white. Basic
colour scheme helps to maintain focus on to
the artist.
Name of the album in a
large or bold font
Conventions left out?
A key convention of album covers is to ensure the artists
name is included giving ownership of their artistic musical
material. However this album artwork has no sign of Chris
Browns name and this could be based on his Ideological
beliefs of his level of fame and therefore not needing to
state it because by analysing the image of him people will
instantly know who's album it is.
Another reason for the absence of the artists name is due
to the factor that the more words displayed on the front
cover could potentially threaten the importance of the star
image by causing distractions and prevent it from carrying
out its function of enticing its audience and promoting
their unique identity to the public.
5. Chris Brown- X Album
Font:
As discovered the X is in bold to
provide audience's with knowledge
that it is of impotence. This however is
a key convention as it is most common
and vital that the name of the album is
seen larger and bolder than any other
text displayed.
Design and layout:
The layout of the album cover is one of simplicity but however
accomplishes its goal effectively as there are minimal distractions . It
consist of the focal image of the artist in black and white along with a
black background and placed at the center of the image is the name of the
album ‘X’ In red seen in a bold spray painted fashion however not
concealing his body or facial features . The position of the ‘X ’being in the
middle is based upon the common phrase of ‘X marks the spot’ as it
symbolises Chris as the sort of treature within the competitive industry
and being marked on the map for others to then follow in his footsteps.
The X has a spray painted effect which due to research helps raise
awareness about his artistic talents as Chris Brown part takes in this
creative act frequently and this can provide evidence that he is heavily
involved within the artistic process of his career such as the album
artwork. Based on the fact that spray painting is away of expressing
creativity this can explain that the material on the album will be based on a
subjective artistic expressions of himself and generally come together as a
sort of masterpiece.
6. Chris Brown – X Album
Wording and choice of Images:
Due to the simplistic layout there are little variations of wording apart from the letter X which is the name of the album
and this is positioned just under the artists face.
The letter has 2 focal representations.
1. ‘X marks the spot’
This is a common phrase that was mainly used during the war to establish targets and also used many centuries ago to
mark out where treasure was situated. This can reflect on into the idea that Chris Brown is the target within the
music industry in which to accomplish as he is then marked as the overall dominance within the R&B music . This
explains to audiences that in terms of searching and finding an artist in this ever changing music industry it is Chris
Brown who is the objective as he has influential powers over the industry and therefore projects the image of other
artist to replicate this journey to get to ‘X marks the spot’ and in this case it is Chris Brown who is the X.
2. Decade within the music industry.
Based on the historical context of roman numerals X it is also known as the number 10 , and this also explains how long
he has been in the industry for as he made his debut in 2005 and has now recently released this album entitled ‘X’. This
acts as another reinforcement of him stating his veteran status.
The medium close up of the artist helps not only to give insight to the genre but also places emphasis on sex appeal.
This close up image of Chris Brown allows audiences to lustfully examine his masculine physique as well as tattoos easily
and therefore concludes the aim of enabling a gaze type manner towards the artists star image which profoundly stands
out as he will be remembered by his alluring appearance which draw them to take an interest into him and purchasing
his album. In association with the image of strength and genre it is frequent that males within R&B major in sensual
songs about love and as a result of this compete for the most female attention and therefore typically work on having
the best possible physiques to do so and Chris is seen showcasing his masculine body structure which however provides
a clear representation of the R&B genre his album cover is attempting to promote.
7. Chris brown – X Album : Disc
Colour scheme:
The 2 prominent colours have
remained exactly the same
throughout the digi pak which
include black and red. Again they
are colours of dominance and
power which relate closley to
elements of his star image. The
black background provides no space
for distractions to conflict with ‘X’
Record
company and
other
contributors
Album Name & Choice of image:
A consistent theme is seen as the
focal image of the X which is the
name of the album is seen on the
disc as well as on the front cover.
This emphasises the Importance
of the name of the album along
with the representations it holds
of his 10 years in the industry and
his high and influential status
within the industry.
Legal information stating
the role in the development
of the album. A small font is
used for this due to being of
any interest to the
consumers
Artists name: another consistent
theme following the front cover is the
fact the artists name is not present on
the disc. This portrays the idea that
audiences will have knowledge about
his album without having his name
being present due to his level of
popularity as well as status in society.
8. Chris Brown – X : Back Cover
Barcode
• Track list of album songs – the
colour of the text differs from the
colour of the front cover which is
white. As well as the red standing
out against the black background
the white acts as a prominent
colour that stands out against the
background as well. The way in
which the tracks are layed out are
compressed at the top of the back
cover is so that no attention is
taken from the creative star image.
Record Company ‘Sony Music’:
future associations can be made
with the artist and the label. Also
based on the fact that Sony makes
blockbusting films audiences can
link this high standard of quality to
the musical aspect of the company.
Image of the artist the central image is Chris
brown however skilfully edited as we see a
replicate of him. The differences of the two
replicated identity's can be analysed through the
aspect of mise-en-scene:
• The image seen on the left of Chris brown
dressed in all black with a noticeable black
leather biker jacket. This image in
comparison to the other shows Chris brown
in a much higher status and almost deeper
in the role of taking on his celebrity star
image.
• The second image on the right displays Chris
in casual wear including a long t-shirt , jeans
and a cap. This identity is more of a authentic
and down to earth persona behind the camera
and concealed from public scrutiny. Both
personas interconnect to form the shadow of
the letter x which demonstrates the idea that
both personality's combine together to result
in the musical material having insight from
both perspectives. The fact that the album
name ‘X’ is still represented on the back cover
helps reinforce the purpose of individuals
remembering the name of the album.
Copyright information
Websites and additional
information: about the artist
which could include ,
upcoming music , tour dates
and other exclusives.
Colour: the colour scheme remains the same as the one
on the front cover however with the absence of red as it
could be suggested that the red was used on the front due
to it being more important in creating a memorable impact
of the front cover as this is the first thing audiences come
into contact with.
9. Chris Brown – X Album : Digital
Booklet
• The booklet is on the left side of the disc compartment. The digital booklet
contains information of his music along with how it was all constructed with the
names of producers and songwriters. High quality of photography skills as well as
editing techniques have combined together to create the emphasise on Chris
browns masculine physique as he is seen topless covered in tattoos and full
bearded positioned various times around this booklet. This will identify instantly
with his mass of young female audiences who are lustfully attracted to this
particular star image.
10. Rihanna – Unapologetic
Wording:
There are numerous words in black and white that are positioned on the front cover of this album.
The unique aspects of where the words are placed are unique as she is seen sensually topless as
the words camouflage her body , which links to the personification of a human scrapbook.
Evidence for this is based on type of font of handwritten font seen as well as the various words
which accompany the purpose of scrapbook to jot down and preserve personal thoughts and
memories that hold value. Such words included are:
‘Faith’:
• This word provides an insight to the her as a person and her general persona as
she is someone who relies and is in touch with their faith.
• This is can be a particular driving force that allowed her to succeed and get to
where she is today in society as she is highly influential within the media in
terms of dominating the music industry as well as being majorly icon in the
fashion industry
• Having faith in the prosperity of her album sales
‘#Navy’:
This is the name given to her 43.2 million fans. A navy is
strong military force that undergo operations at sea. This
provides ideas that Rihanna compares her fans to a strong
force that stays loyal to her through everything. By her
implementing the recognition of her fans on the front
cover not only does it show she values them but also
grabs the instant attention of her fan base as according to
theorists such as Maslow their social needs will be fulfilled
as they gain a sense of belonging to such a vast
community of individuals and of course the head of it
Rihanna.
‘7’:
The number 7 is used to put forward the fact that
this is her 7th studio album ,which helps to
establish her success.
To help enhance promotion of this album Rihanna
carried out a tour called ‘7/7/7’ tour where for 7
days she went to 7 different countries and did 7
shows. This was to be a filmed documentary and
its aim of going to all these countries across north
America as well as Europe was to ensure the
awareness of this album was raised on a
beneficial global scale , which of course would
advance in revenue and album sales.
11. Rihanna – Unapologetic
Wording:
Unapologetic:
The album is entitled unapologetic which
defines the way in which one does not
acknowledge or express regret. The
relationship between this and the word
fearless correlate as its portrays Rihanna to
as outspoken and these attitudes may be
provided in her album content as she can
sing about what ever topics she wants no
matter the explicit language or taboo
issues surrounding them without feeling a
sense of apology is needed for such
behaviour. This type of rebellious
behaviour is enhanced by extremely
sexualised fashion sense along with the
confidence of being in the music industry
for so long with consistent success ,
evidence for this is based on the fact that
this is her 7th studio album. Diamonds:
Diamonds are also another word that holds a lot of value as this was her first
single released from the album which done amazingly well in the charts as
well as worldwide. Audiences can identify this successful song with the album
and therefore wanting to purchase the album to hear songs matching this
same standard. The wording ‘diamonds’ can also associate itself with the
comparison of her album quality as diamonds hold extravagant value. As well
as this due to her wealth Rihanna is seen flourishing in diamonds and is just
another establishment to portray her affluent lifestyle.
ROC Nation:
Roc nation is the record company
founded by JAY-Z in 2008 in which
Rihanna is signed to. This label s
quiet dominant within the music
industry and therefore helps to link
this status to the album but also
acts a promotional tool for the
company. The word roc is seen in
the symbol of an actual rock this is
to reinforce the hegemonic power
of the label.
12. Choice of image:
Rihanna is of course the central image and displayed topless posing in a highly provocative manner
which is enhanced by her facial expression which conjures the idea she is looking at you along with
the addition of make up . The fact that Rihanna is seen topless encourages the male gaze to easily
view her as a sexual object as her feminine assets are clearly displayed. However this acts a tease to
audiences but mainly males due to the fact these assets are covered by the words and phrases and
instantly creates a connection with audiences as they may try and continue to see past the words
concealing her assets. The choice of this particular image similarly corresponds closley with the
words on the album such as fearless and censored due to the fact she is posing topless as a female
can face huge backlash from the media and she is willing to face it due to not having no fears at al.
Rihanna is not seen wearing heaps of make up and this is probably because of her stripped back
natural look that she aimed for however she is prominently seen wearing black lipstick (which
reinforces her fearless dominance) which is viewed upon as a bold statement assisting to her unique
star image as an artist that makes establishments like this in the industry and therefore allowing her
to be a trendsetter and also an influential individual people look up to for make up and fashion and
inspiration.
As stated she is seen staring as if she is aiming to look at her audiences as a way of communicating
with them on a personal level helping to not only entice them but to feel as if they have been
recognized by her encouraging them to take more of an interest and hopefully push them to buy the
album. Her arms are also positioned in a way that there is no way in which her face is blocked or
covered as attention is clearly drawn to her face.
Adding to her star image as being quiet rebellious s and bold is the image of her tattoo. Tattoos are
commonly seen as a ‘manly’ thing due to the pain factor. Based on research the tattoo is a tribute to
her grandmother who passed away and the image is of ‘Goddess isis’ which stands for the message
complete women. Rihanna's huge fan base will have knowledge of this and may feel empowered
but also sympathy towards this and therefore lead them to want to purchase the album acting as an
emotional catalyst. Whereas the underlying message has a lot to say about the way Rihanna views
herself in terms of being a ‘goddess ‘ and this is skilfully accompanied by the contrasting the colour
white being implemented on the front cover.
13. Rihanna -Unapologetic
Design and layout:
The layout consists of Rihanna as the star image along
with various words and phrases covering her topless
body. Along with this is the name of her album
‘Unapologetic’ seen highlighted in black to reinforce its
importance and ensuring that audiences don’t get lost in
the distraction of the other words. A busy and active feel
is sensed from this album due to the numerous words
scattered everywhere that will then lead audiences to try
and figure out all of them and potentially take away the
attention from the central image. This is skilfully
prevented as due to the controversial choice of Rihanna
posing topless it will ensure that individuals will remain
enticed with such a bold statement and her choice of
posing in this manner. The design of the font which looks
as if t has been hand written displays the idea that the
this album artwork was designed to be a type of
scrapbook owned by Rihanna and therefore insight into
her deepest secrets and personal life. The sense of
Rihanna opening up is potrayed in 2 ways through the
albums design which include the diary/scrapbook like
form as well as the fact that she is topless is a choice that
enhances the idea of being open and stripping everything
right down to its true authenticity.
Font:
The font is displayed as if it is handwritten in
relations to jotting something down in a diary or
scrapbook which emits a more personal and
subjective mood. This depicts the idea that the
words or miniature phrases in a hand written like
font covering the album are from the artist herself as
this source provides information about her as a
person behind the glamourous life and cameras
including happy and being fearless as well as what
she values for example ‘#navy – which is the name
given to her fan base . Overall the fact that these
messages seem to be handwritten and most likely
by Rihanna herself heightens the authenticity of a
connection between her and her fans giving the
album a deeper value of meaning to audiences
encouraging them to purchase the album.
Colour:
there is a simple colour scheme of black and white which are two colours that
contrast and balance each other out despite their differing shades. The
background is all white which gives clear lead for all focus to be on the artist and
take in depth insight into her proactive manner. The black has connotations of
domination possibly referring to the words seen in black as having a deep
meaning to herself . However the words that are seen in white strikingly stand
out against her skin complexation making them more apparent to audiences. The
suttle colours used are on the basis that the picture and the words are placed to
create more of an imagery in comparison to the effectiveness of the simplistic
colour scheme.
14. Rihanna - Unapologetic
• Conventions:
Album name – however
although its not in a bold
font it its importance is
signified through the
black highlighting of the
album name
Large eye catching image
– Rihanna seen topless
2-3 Main colours for the colour scheme –
simplistic colour scheme of black and white
Representation
of genre – the
sex appeal of
being bare
skinned would
usually relate to
the R&B genre
Close up or mid shot of the focal
image
Conventions left out?
The key convention of the artist name is not seen.
This could be based on the fact that she hopes that
the words themselves can make an instant
connection to her such as ‘Navy’ which is the name
of her fan base.
15. Track List -that will feature on the album.
They are horizontally displayed allowing a
clear structure for audience to view the
number of songs. Here the audiences can
also look for potential tracks that have
already been released that they liked and
therefore enhance there chances in wanting
to buy the album. The particular font seen in
this list of songs matches the front cover of a
hand written like style giving a sense that
she thrived her creative talents to take part
in a lot of the song writing for her musical
material. Taking into consideration the
colour scheme which is black white the
writing is seen in white which helps to stand
out against this low tone of a black and
white background.
Image of the artist – a medium close up is seen of the
artist again topless just like the front cover however she is
wearing a leather biker jacket which shows off her
fashionable sense of style as Rihanna is an inspiration to
many for her bold iconic style choices. The pose seen
seems to show Rihanna in a content state with her head
resting on her hands which is seen clenched together
which can provide connotations of a mood of triumph and
victory. However the technique of voygeriosum is used as
she is not facing the camera but however the camera
seems as if it is spying on her and this helps to promote
her in a sexualised manner.
Record company ‘Def Jam’: This helps
audiences to further make associations with
this label and artist. Along with this it provides
audience with more ways to find out
information about the artist and their music on
the labels website . Also seen are other labels
that contributed to the album mostly in
financial terms .
Barcode
Websites and other additional
Information: as well as the artists
website is the record labels website
to find further information.
Colour: the colour scheme
remains the same as the
front cover including black
and white however a black
and white background is
seen.
Copyright information
16. Rihanna – Unapologetic : Disc
Colour-
The colour scheme remains the same throughout
the digipak (black and white ) as the same colours
are seen on the front and back over of the album.
However the only difference is the prominent colour
silver which is included in t he wording of the
albums name. The use of a colour which holds
connotations of wealth and nobility used on the disc
is to reinforce identity of the album as well as its
theme. Silver also functions to provide evidence of
the genre of the album is silver as well as gold
jewellery are always seen worn by artists in R&B
helping to emphasises their flashy lifestyles based on
the success of their career.
Choice of image -
The image seen on the disc is an abstract image of Rihanna.
The level of sex appeal also remains as the close up focuses on
her lips which are seen to be defined and plump as well as this
lips have a major association with sexual desires.
Album Name-
As well as being on the front
cover it is vital for its
importance to be reinforced
Artist Name-
Although not seen on the front
cover the artists name is seen on
the Disc. This can be due to the
fact that the disc holds more
significance as it is the content of
the packaging In which the
masses desire. Along with this it
helps to establish the artists
dominant link with their musical
material.
Legal information- is provided in
relations to the individuals and
companies that have not only been
affiliated with the album but also
have some form of responsibility
for its construction. This is mostly
seen in a smaller font as it doesn’t
have no interest for audience.
Record
company and
other
contributors
17. Rihanna Digital booklet
• This is a miniature booklet located on the left side to the disc and displays all the songs on the album
accompanied by information of those who wrote and produced each record . There are also images of
Rihanna seeming to be laid back and content as she is seen smoking. Such images match the general mood
of the digipak as fearless, bold and being comfortable in her own skin. Among these characteristics her
sex appeal remains through the exposure of her body on show. Audiences may browse though this to look
at the enticing images of Rihanna , but will pay little attention to the in-depth information of the
construction of the musical material due to not being of any interest them.
