2. A digipak, in the context of music, is an extensive type of
packaging for CD's. It is a physical packaging with an internal
plastic folder which is host of additional discs and other features
such as posters and track lists.The purpose of digipaks are to give
purchasers additional content other than just the CD; they usually
come in limited editions and are targeted towards intense fans of
the artist, as they are the most likely to want supplements
associated with the artist. Despite the digital era where most
people are downloading music online, digipaks offer the chance
and ability for hardcore fans to treasure the physical value of the
album. It includes features such as lyrics, posters, extra CD's and
more pictures which is something that you can’t get online, let
alone anywhere else. Most digipaks appeal to their audience
through the presentation and colours of the front cover. For
example, digipaks of the rap genre would usually have ‘edgy’ and
rough text with dark colours to represent the genre as a whole.
3. This digipak is from Eminem’s first ‘greatest hits’ compilation album.The genre
represented is rap/hip-hop, which is noted both through the general knowledge
of Eminem as a rapper and the conventions of this digipak.The usual conventions
of a digipak would be the necessities of a front cover, a CD, a tracklist, record
company logos, sometimes additional CD’s and an inner digipak panel. All of
these conventions fit to this digipak as they are included, highlighting the
effectiveness of this digipak as a success.
4. Bold text is used to indicate clearly
who the artist is as well as the name of
the album.This is typical of rap albums
as it is making a clear statement as
whose album it is, hinting to the idea
of assertiveness within rappers and
their advertisement.
Other than the element of green used, the front cover
features plain colours and the image of Eminem on the stage
is dimly-lit to represent the genre of rap as what some would
assume to be ‘dark’.The use of green as a part of the house
style of the digipak highlights how Eminem wanted to break
up the dark colours and include some sort of brightness; the
colour green has connotations of money which relates to the
chase for money and wealth which is highly associated with
rap artists.
More evidently, the green relates to
the roses on the front cover and refers
to the natural side of Eminem as a
person rather than an artist as roses
relate to nature in contrast to the
materialistic world, as well as linking
to the idea of death.The roses also
symbolise the ending of a show as
people throw roses at a stage as the
curtain falls, and alludes to the idea of
some sort of finale of Eminem’s
greatest hits; the album title
encourages this.
5. Only the artist’s bottom half
is showing; from what is
shown, the artist is wearing
a navy suit with black shoes
on.This image represents
class, something that some
would suggest goes against
the stereotypical rapper’s
image.Therefore, this front
cover implies how Eminem
wishes to challenge the
general stereotype of
rappers and show a different
side of himself. As well as
classy and formal, the artist
is being represented as
powerful as a suit represents
someone of high wealth,
again alluding to the theme
of money and fortune.
Within the digipak, the inner panels are two different images.The first
shows the artist seemingly struggling whilst being shouted at by what
seems to be his boss.This refers to the struggle that the artist had to go
through especially as a rapper who stereotypically have tough
backgrounds; it also highlights that it wasn’t easy getting to where he is
now: at the top of the rap game.The second image contrasts to the other
two images aforementioned within the digipak; it shows the artist
pointing a gun directly at the camera which encourages the stereotype of
rappers being violent and involved in crime. However, it’s possible to
interpret this as a way of Eminem saying that despite there are two initial
images of him showing him to challenge the stereotypes of rappers as he
appears somewhat ‘gentle’ or ‘weak’, he still has that aggressive side to
him.
6. As part of a song on the album,
“When I’m Gone” has a direct link
to the album. There are scenes of
Eminem on stage, in a suit, with
roses at his feet; this is a clear
indication to the front cover of the
album. Also, the overall concept of
the video and lyrics is about when
Eminem dies, he wants his
children to be happy that he’s
watching them rather than upset
he is gone. This relates to the
roses shown on the front cover as
they have a clear connotation of
death as it is common to throw a
rose onto a coffin before it is
buried.
7. This digipak is a part of Drake’s 2nd studio album “Take Care”.
The digipak has all of the typical conventions of a digipak such as
the front cover, record company logos, inner panels, track list,
CD, poster and back cover. However, on this album, Drake also
included a ‘dedication page’ where he mentioned everyone who
helped him with the album. He also provided a brief
introduction to each song as well as an explanation. This
highlights how Drake actually cares for his fans as he wants to
give them value for money and as much as he can possibly give
with the digipak.
Drake is represented as wealthy on his front cover with the surrounding gold accessories that accompany
him on the cover. He is seated looking down, his facial expression appearing emotionless, implying that he
is upset or apathetic as he has lot on his mind; this further suggests that the album may reflect a specific
topic: love. His posture represents vulnerability makes him seem weak, which challenges the stereotype of
rappers as they are usually represented as strong. He is holding a chalice which implies that he has been
drinking, likely to be out of heartbreak. The lack of the artists name highlights Drake status as his image is
enough to represent who he is: he doesn’t need to state his name as everyone already knows who he is.
The font used on the front cover however appears extremely feminine which contrasts to the stereotypical
idea rappers should be masculine. Other than the front cover, the font type is bold and appears to portray
a strong and clear image which encourages the stereotype of rappers being straightforward and assertive.
8. The first image of the inner digipak panel shows Drake smoking
a cigar. This feeds the stereotypical idea of rappers being
involved with drugs and contrasts to the more feminine and
calm portrayal of Drake on the front cover. This also encourages
the idea that Drake is keeping up his ‘bad boy’ image to match
societies view of rappers nowadays.
Other pages such as the dedication page features a golden owl;
the bird represents Drake’s label OVO and the fact that it is
golden not only highlights the theme of wealth and money, but
also maintains the consistency of the house style.
9. From the album, a song entitled “Take Care” featuring Rihanna
seems to sum up the overall mood that the front cover portrays.
The song video shows the two hugging each other, implying that
Drake needs female comfort but also that he can provide
comfort himself. The video and lyrics hint to the idea that there
is a particular girl in Drake’s life that he cares about, but she is
no longer is interested after all the hard work he put in. The
video is filtered in black and white to highlight the sombre mood
created by the lyrics. This overall concept is portrayed through
the front cover of the digipak as the artist appears down about
something, that something being the girl that one could assume
has broken his heart.
10. Rihanna’s fifth studio album “Loud” is the basis of this digipak.
As an R&B artist, the conventions of her digipak are the same as
the aforementioned digipaks of Drake and Eminem. From the
image of the digipak, it’s clear to notice how the digipak has a
front and back cover, multiple CD’s and inner panels with
secondary imagery of the artist.
The front cover shows Rihanna to be looking down, implying
that she is superior as she is physically above looking down. Her
red lipstick and hair embody the title of her album “LOUD” as
the colour significantly stands out and appears to ‘look loud’.
11. Within the digipaks additional images, the artist is
positioned in an almost angelic way; her body language
shows her looking away from the camera, implying that
she has something else on her mind. She appears to be
in a garden, suggesting that she is active and in touch
with nature. The colour red symbolises passion and love
and hints to the content of the album as revolving
around the concept of love. The roses also allude to the
idea of love, but also hint toward the concept of death,
as roses are usually thrown onto a coffin before it is
buried.
The font used is white capital letters to act as a bold title
to represent Rihanna as assertive. The colour white
again highlights Rihanna’s angelic appearance and
contrasts to the red house style; the white represents
purity in contrast to the urgency and boldness of the
red.
12. The hit single “Only Girl in the World” specifically
highlights the correlation between the album cover and
its content. The video is filmed in a red filter in relation
to the house style of the digipak: Rihanna’s hair is red,
as well as her lipstick and the background of the inner
panel’s show a red background of roses. Similarly to the
inner digipak panel’s, the video shows Rihanna outside
in what appears to be a field; the consistent theme of
nature and the outdoors is shown clearly.
Overall, the digipak is represented to show Rihanna’s
softer side and is focused on the concept of love. The
physicality of the digipak mainly shows this through the
colours used; the consistency of red in the house style
highlights the theme of love and passion which is
interpreted also through the album’s songs.
