This document analyzes the digipak packaging and print advert for two albums - The Killers' "Sam's Town" and Kings of Leon's "Only By The Night". It provides a detailed description of the design elements and photographic styles on the front and back covers and inside of each digipak package, noting elements like fonts, colors, imagery and their purpose in representing the band's image and style of music. It also analyzes how the print adverts effectively promote the albums by featuring the recognizable digipak cover artwork and key details about the release.

1. D I G I P A K A N D A D V E R T
A N A L Y S I S
A 2 M E D I A S T U D I E S

2. W H A T I S A
D I G I P A K ?
• A Digipak is a style of
packaging for CD singles or
special edition CD albums.
Digipak’s are typically in a
‘book style’ form, with
different sections holding
the CD, and sometimes
extra features such as a
DVD or lyric booklet.

3. T H E K I L L E R S :
S A M ’ S T O W N
A N A L Y S I S O F A D I G I P A K

4. F R O N T
C O V E R
• The front cover image is taken as a wide shot, from a
front facing angle. There is a monochrome filter, which
creates the idea of a bohemian, antique album- perhaps
reflecting the originality of the bands music. In terms of
mise en scene, the photograph is taken in perhaps a
caravan park, with a rustic looking caravan in the
background. After researching the design of the album,
The Killers said that they wanted to achieve a ‘gypsy’
looking image- which i think they have achieved with the
features on the front cover. The font on the front cover
represents the brand, in terms of brand identity, as there
is continuity within the font, as in other albums of the
same artist. The name of the album, in regards to font, is
in italics, connoting a classic sense, which juxtaposes to
the mise en scene. The front cover of this album is
extremely entropic, as it features the ram- it’s horns
being a defining feature, which could suggest a certain
uniqueness to the artist- intriguing the audience into
buying the album. The woman on the front cover is
dressed very minimal- the lack of clothes suggesting a
rebellious sense to the artist themselves.

5. B A C K C O V E R
• The back cover, again is in monochrome, perhaps
connoting a laid back, and again, rebellious sense.
In terms of photography, again there is a wide shot,
from a front facing angle, which maintains a
continuity between the sections of the digipak. The
band are featured on the back of the album, dressed
in a stereotypical costume of the Indie/ Rock genre.
This applies the generic conventions of this genre-
making it easily identifiable for the target audience.,
and recognises the brand in terms of star image.
The track list is on the back, with the font in white
and red capitals- perhaps representing again a
vintage look, or could perhaps represent the British
origin of the band. On the side bar on the back
cover, there is the barcode, which is kept aside from
the continuity of the style, and there are also links to
artists websites, and a copyright logo. Having these
features positioned on the back of the album, to the
side, ensures that the coherence remains.

6. D I G I P A K -
I N S I D E
• There is a clear sense of continuity
when opening up the digipak. the
monochrome filter remains, maintaining
the vintage and bohemian style to the
album. On the inside there is again an
image of a caravan, situated in the
‘outback’, conveying the gypsy sense
the band were achieving for. The image
of the goat is again used twice, which
suggests it is an iconic and entropic
feature, intriguing the target audiences
attention. The mise en scene is the
same within the inside and CD of the
digipak- maintaining coherence.

7. T H E K I L L E R S -
A D V E R T
P O S T E R
• The advert poster features the front
cover of the digipak, which is effective
as it makes the album easily
recognisable when it is released to its
target audience. The advert is full page,
making it stand out, and also suggests
it fits onto the inside of a music
magazine of the same genre. The
release date is in a white, italic font,
contrasting to the black background it is
positioned on, making it easy to see for
the audience. The italic font is coherent
with the album, and again reflects the
gypsy, bohemian style the band were
trying to achieve.

8. K I N G S O F
L E O N : O N L Y
B Y T H E N I G H T
A N A L Y S I S O F A D I G I P A K

9. F R O N T
C O V E R
• The front cover of this album is extremely entropic. The
photograph features the members of the bands faces,
integrated with an eagle. As the band are American, this
could suggest patriotism- the recognition that they are
American for the target audience. The photograph is
directly addressing the audience, therefore making their
target audience feel involved with the album. The
photograph is of a close up shot, creating a star image for
the band, as explained in Goodwin’s theory. The serious
facial expressions could reflect the tone of the music-
perhaps being serious and intense. The mise en scene in
terms of location is minimal- there is just a backdrop
situated behind them. However, there is an interesting
use of editing with the tones of black and green filters-
connoting a dark atmosphere, suggesting the tone of the
music is going to be minor, contrasting against other
albums the band have produced. The titles of the artist
and album are featured int he corners of the album, in a
capitalised green font. This puts the audiences attention
on the photography of the album, however the font of the
titles are that of what is seen on TV, in terms of
computers, and intelligence, again, reflecting the
seriousness of the album.

10. B A C K C O V E R
• The font on the back cover is coherent with the font
on the front cover, again representing
intelligence/surveillance. The coding on the track
list is continuous with this idea- again, reflecting a
serious tone. The image on the back cover is of the
back of the eagles head, however the green filter
represents a spotlight- perhaps representing the
fame and stardom of the band. However, looking
closely there appears to be the faint outline of a
target over the eagles head, which could represent
a sense of danger and voyeurism- the idea of
being watched. There are links and trademark
symbols not he back of the cover, however are
positioned out of the way to not break the
continuity in terms of style of the album. The
design would appeal to the artists target audience
as they would be interested in the originality of the
band- and the unique design of the front and back
covers would capture their interest, intriguing them
to purchase the album.

11. D I G I P A K -
I N S I D E
• The inside of the digipak features a
booklet with each of the members of the
band on. The images are mid shots, with
the band members directly addressing
their target audience, creating a personal
connection with them. The black and
green colours in terms of coherent
continue with the inside of the digipak,
with the members of the band stood
against a black backdrop, with green
covering them. This reflects the serious/
intelligence style of the album, and having
this inside the digipak will appeal to the
target audience, as they would feel more
involved with the album and the artist.

12. A D V E R T
A N A L Y S I S
• As with The Killers- Sam’s Town, the front
cover of the digipak is on the front of the
advert poster. This ensures that the album is
easily recognisable upon release. The title of
the album, ‘Only By The Night’ is in the same
green font as on the back of the album, and
matches the green filter over the image on the
front cover, creating continuity between the
advert and the digipak. Below, popular songs
from the band are mentioned, capturing the
audiences attention as they would have heard
these songs before, therefore intriguing them
to buy the album. The release date- ‘Out Now’
is in a bold, capitalised red font, differentiating
from the rest of the album, standing out to the
audience and creating a sense of urgency for
them to buy their album.

13. H O W U S E F U L A R E D I G I P A K C O V E R S A N D P R I N T A D V E R T S
W H E N M O S T P E O P L E D O W N L O A D T H E I R M U S I C A N D D O
T H E I R R E A D I N G O N L I N E ? W H Y I S I T S T I L L I M P O R T A N T T O
H A V E A P P E A L I N G A N D A P P R O P R I A T E P R I N T W O R K , A S
W E L L A S M U S I C V I D E O , A S P A R T O F A M A R K E T I N G
P A C K A G E ?
• Digipak covers and print adverts are useful because they establish the
artist. Without these methods of promotion, there would be a serious lack
of promotion for the artist, therefore reducing their sales. The front cover
and advert does many things- introduces the artist, denotes the style of
music, and creates an insight to what is featured within the album.
Although people download their music online, many of the artists target
audience continue to read music magazines and other forms of music
promotion to explore trending music and new artists, therefore this is a
beneficial means of marketing.