Digipaks are soft packaging often used for CD singles and special editions. They consist of a gatefold paper or cardboard cover that holds one or more plastic trays for CDs/DVDs. Digipaks promote artists by displaying their image and branding, linking to their music and emphasizing their brand. They benefit artists by increasing awareness, popularity, and sales.

1. DIGIPAKS

2. WHAT IS A DIGIPAK?
 Is it often used for CD singles or special editions of CD albums.
 Digipaks often consist of a gatefold ( book style ) paperboard or card
stock, with one or more plastic trays which are used to hold the CD or
DVD
 The word ‘Digipak’ came to be used to describe all soft CD packaging.
 Digipaks were first created by MeadWestvaco, and their product, called
Digi-Pak, is trademarked. However as the format because more
popular, more manufacturers are beginning to use it.

3. HOW DO THEY BENEFIT THE ARTIST?
 The front of the digipak will have some aspect of what the artist represents
and what their genre is. The digipak will most likely theme a message about
the artists image. This links to emphasizing the artists brand image which
increases the popularity of the artist
 The digipak also shows the creative approach the artist is taking throughout
their music and the image they are trying to get across to the audience.
 Digipaks benefit the artist and their music as its promotional aspect of the
music industry which helps bring awareness to the artist and therefore sells
the artist and encourages consumers to buy and listen to their music.
 Buying a digipak could show your loyalty to the artist because in todays day
and age people are downloading and streaming music instead of buying the
album.

4. RIHANNA – DIGIPAK ANALYSIS - LOUD
Characters
This digipak only features Rihanna
herself – as one character. She is shown
as a close up shot of her face on the
front of the album, with striking, bold
red hair. She also has matching red
lipstick on – these striking colours relate
well to the title of the album “loud”. She
is shown to be looking down, not
making any eye contact with the camera
suggesting her to be shy and innocent.
Rihanna is known for being a RnB artist
however this album cover goes against
the stereotypical conventions of a RnB
artist as women of the RnB genre are
normally shown in a ‘sexy’ style, which
Rihanna has done in previous albums.
Even though Rihanna has created a CD
of this genre, she has gone against the
conventions to how a more innocent
side to the love theme rather than the
stereotypical objectivity of women and
the sexual side of love
Narrative
There seems to be a narrative to
this digipak as the inside album
artwork sets a fairy-tale like
setting, showing that the CD
may be a story about love
because roses are an iconic
symbol of love. Which in the
album the majority of the songs
relate to this, some however
there are a few which aren’t so
‘innocent’
Iconography
Roses are iconically used within
this digipak, featuring on the
inside artist as well as on the
CD art. The symbolism of the
rose shows innocence and love
and relates to the love theme
of the CD tracks. “only girl in
the world” and the colour red
can relate to danger which links
to the risky songs like “s&m”
Setting
On the inside artwork, Rihanna is
shown lying on a bed of red roses. This
gives off a storybook atmosphere as
she appears in a dream like state. The
princess – like dress shows Rihanna as
innocent as if in a fairy-tale, with the
roses showing love in the females life.
This goes against the CDs RnB genre as
it is more stereotypically representative
of a more indie genre. The use of
lighting captures the artists facial
features in the best way, making her
look more appealing, it also
emphasises the focus on the artists
face and made-up facial features.
Style
There is a strong use of the colour red within
the digipak which is a strong emotional
colour connotating love and possibly
danger. This could be relating to the
emotional songs featured on the CD. The
artist is also shown in a white dress,
connotating innocence which relates well to
a fairy-tale vibe. The vivid colours relate to
the title of the album as the boldness of the
red is striking and eye-catching to the
audience. The text on the front shows the
letters rather spaced out in capital letters,
which suggests the loud aspects of the
name.

5. BEYONCÉ - DIGIPAK ANALYSIS – I AM
SASHA FIERCE
Characters
In this album cover the only
character is Beyoncé herself and
she is positioned in the middle of
the album cover taking up the
majority of the room, making her
the main focus. She is looking
directly into the camera, making it
look like she is starring directly into
the eyes of the person buying the
album. On the front of the cover
she is seen to be looking innocent,
however on the pack is the
complete opposite, she is dressed
in minimal clothing posing in a
sexual manner. She takes the
opposite approach to Rihanna and
uses a simple black and white
contrast instead of vibrant colours
Narrative
There is a contrast of
narrative with this
album cover. the fact
that she uses two
contrasting pictures for
her album and the title
being “ I am Sasha
Fierce” may suggest she
has an alter-ego,
showing she has a
innocent and
sexual/aggressive side
Iconography
The only colour theme for
this album is black and
white which could suggest
loneliness linking to the
song “If I Were A Boy” or
independentness linking to
“diva”. By Beyoncé doing
this is shows that she has
two different personalities
Setting
On the back of the album Beyoncé
is seen to be led in an empty room,
led on her side starring directly in
the camera. This portrays her as
being fearless and Diva like. In
contrast the front which is her stood
in front of a white backdrop, taking
up the majority of the frame, this
shows her innocent side as she is
wearing minimal makeup.
Style
The only colours used in this
digipak are black and white
which are quite simple and plain
but the use of lighting brings
out the structure of Beyoncé's
face which makes her more
appealing to the audience. The
text use is very simplistic which
means it wont take any
attention off of Beyoncé's face