This document discusses research into ancillary products like digipacks used in the music industry. Digipacks are used to promote both artists and music companies by establishing a connection with audiences. They promote the artist as a person and draw in consumers by providing information. Artists and producers also benefit from promotion. Digipacks usually display the artist name, album name, and producer on the outside. Some artists minimize information for branding purposes or curiosity. Reasons for using digipacks include making money, building the artist's brand, promoting their image, and ensuring future success by creating an iconic brand to exploit.

1. RESEARCH INTO
ANCILLARY
PRODUCTS
BY ROBERT ROWE

2. THE FUNCTION
• Ancillary products are used as a promotional method in the media industry.
In this instance they are used to promote both the artist and the music
company; the main point here is to establish a connection between selected
artist and their target audience.
• This is also a way to promote the artist as a person due to the information
given. This is a technique to draw in the consumers and potential
consumers. This is also beneficial for managers and producers, due to
displaying information about them, therefore a promotional method to
ensure they become well known.

3. CONTINUED
• On the outside of a digipack it will usually display such contents as the
artist name, and the name of the album and producer company. The artist
name will usually be on the side, back and front because the promotion of
them is key. The track list will take up the majority of the back with a bit of
information to give you some insight on the sealed contents
• Some artists have challenged this by having minimal information on the
outside and this is either because they’ve have an iconic look that would be
integrated to these products, or it is used a selling techniques due to
playing on a person’s curiosity.

4. EXAMPLES

5. REASONS FOR A DIGIPACK
• Digipacks are used to make money
• To build the artist brand
• To establish or further a wider fan base
• Promotion of the artist's image and characteristics
• Connote aspects of the music video; giving information about significant
moments
• This is a business tactics to ensure the artist has an iconic image that they
can exploit to consumers; this ensure that future projects relating to this
artist has a higher success rate – it’s all about the amount money they can
make off this brand

6. FURTHER REASONS
• Digipack can also be used to promote upcoming tours and festivals that are to
do with the selected artist
• Promote the artist name and album name for more CD sales and digital sales
• Give the consumer an insight to future projects to get the audience excited
• Perks such as exclusive giveaways
• Promote the digital aspects, such the website both of the record label and the
artist
• Promote the company and other upcoming artist

7. INFLUENCE
• Using this information, we plan to ensure that the promotion of the artist
in strong; the whole point is to be able to build a franchise around this look.
This will build upon the ability to reach the target audience because it
gives them something to aspire to. This has also help me when it comes to
analysing other artists Digipacks because I now know why they use certain
features