1. Digipack and advert analysis
What is a digipack?
A Digi-pack is the name given to a style of CD or DVD
packaging that comes in the gatefold format. For the purpose
of my coursework, when evaluating, i will use the term Digi-
pack to refer to the artwork of any album or CD case- both
gatefold and jewel cases
What is an advert?
An advert comes from the word advertising, which is a form of
communication used to encourage or persuade to buy a
product or service. Within the music industry adverts have
been mainly online but also use magazine like NME and fill the
back pages. Big tour posters are present outside music venues
and record shops. these adverts generally match the style of
digi-pack and the music video.

2. codes and conventions Pictures Record label and
distributors logos
of a digipack
photo of Artists logo
artist
Text Credits and
ownership Design
narrative behind
track list the deign
lyrics
Gate fold
copyright
Album and details Pull out/Booklet
artist name barcode
price
bonus material Representative of the genre
producer's details artists font
side title

3. Tinie tempah
Disc-Overy
Patrick Okogwu, better known by his
stage name Tinie tempah is a British
rapper who has been working to make a
name for himself in the RnB Genre since
2006. In 2010 he released his debut
album, Discovery, which not only hit the
number spot but stayed in the UK top
40 album chart for fifty consecutive
weeks.
Breaking down the front cover of this album shows a typical RnB picture of a
photo shopped mid shot of the artist with 'the world in his hands'. The
picture shows Tinie wearing sunglasses, something that artists of this genre
tend to do. this would not be done in the pop genre as the artist is this
cheesy brand that the record company want to show off. When thinking
about creating a brand on this cover, the logo of the artists name has
become recognisable and will forever related back to tinie tempah. The
typography used for the logo has been used for most of what's left of the
albums text, again trying to establish a brand for a debut album.

4. Disc-Overywhat genre he is in and the kind of
The clothing worn shows
continued....
artist he is. The bling that is present, the watch and chain, is
again stereotypical of an artist of this type and gives of the
impression that RnB artists are all about money, Bi*ches and
Bling. the use of colour is effective and would stand out on the
shelf. Since the album hit number one it has become part of
the pop scene and there could have been a strategy of the
distributors as the purple and pink mixed with some sparkle,
could be seen as pop. the dark colours and the mid shot of the
artist bring the artwork back to the RnB it is originally intended
for. i also think the use of a shinny effect on his arms are
symbolic of Tinie being new on the scene, something fresh that
should be listened to. By including the stars in the
background, it links back to the title name, Disc-Overy. A word
that some would relate to space and also the name of some of
the shuttle ships sent into the outer atmosphere and the moon.

5. Disc-Overy continued....
the design and theme is based upon the use of triangles. i think this is
again taken from the font which creates this brand. I also think it is
symbolic of the progression to success for this artist, who some would
say has reached his peek with this mercury award nominated album.
Going inside the album and looking at the CD
and booklet, there is a continued use of the
colour purple and the font is the same as the
front and also. The print on the CD is very simple
and just carries the artist and album logo which
accompanied by the copyright small print.
Overall the digipack for this album sticks to the codes and conventions of
an normal album and particularly one in the RnB genre. There are parts
that lean towards a more 'POPy' album- the font and the colours do this. I
think this is because as he grows as an artist he begins to appeal to
those into the pop genre, becoming a mainstream radio artist.

6. Disc-Overy Intertextuality
Although i can't find any intertextuality with other types of
media text, I found that throughout the campaign of the
release of 6 singles from this album, he had used the same
style and themes throughout his artwork, which helps to build
a brand. The triangles are still present in the background of
the covers and the artist wears sunglasses in all pictures.
Therefore adhering to his genre and maybe suggesting he is
invincible and there is more to come.

7. Disc-Overy Advert
For this A2 media coursework, it's not all
about creating a good music promo video,
but it's also to create a Digi-pack and Advert
that would support the promotional video and
the album campaign of the artist. i will look at
adverts separately, but I'm also looking at
how the digipack links to the adverts. The
advert for Tinie Tempah is using almost the
same image but has a much darker theme. i
think this is because his tour would appeal
more to those Rnb fans. The city he appears
to be hold on his album cover has
disappeared suggesting that his tour is over
a much bigger territory that he hopes to take
hold of. the light shining from behind him
represents that the spotlight is on him and
there is something to be discovered, linking
to the album name.

8. Tinie Tempah Music video Written in
the stars
How it links into the digi-pack and advert
Buildings, city in his hands up tall in the stars (Disc-Overy)
light shining over city Similar costume (sunglasses, leather
jacket)
use of the colours black and white

9. Oasis
Definitely Maybe
Oasis are a Brit pop band made up of two
n o r t h e r n b ro t h e r s , L i a m a n d N o e l
Gallagher from the nineties. The album
definitely Maybe was the debut and the
album artwork has become somewhat
famous.
Being Brit-pop there is a laid back natural picture on the front of the
album that suggest that there music is very much relaxed and laid back.
What also appears to be interesting is they are not looking with their
audience, some say this is key to grabbing the buyer attention. i think
this is something done across the genre of all things indie. The artist is
trying to create a brand but want their fans to fall in love with them and
their album for the standard of music on it. The poses are not Forced
poses and show these are real people, suggesting that the music on the
album is real too. fans love this and bands like the smiths capitalised on
this in the 1980's.

10. Definitely Maybe continued....
The back cover shows a similar picture to the one that is on the
front. Members of the band have changed position, creating
something visually interesting, getting their audience to think
about the difference in picture. it suggests that their songs and
lyrics have the same effect. Also we see they have adhered to
some codes and conventions by including a numbered track list
and a bar code across the top.
The pictures, both by photographer,
Colin Bell, have used interesting
lighting to produce a pastel tone to
he picture. They are very basic and
show that its not all about the shiny
lights and fame the band are after.

11. Definitely Maybe continued....
Although I mentioned in the first slide that the album artwork for oasis wasn't
all about creating a brand, i think that they way the pictures are used, are
there to create personality and therefore brand identity. the use of mise en
scene in the picture highlights this. The use of props, e.g. the wine and
cigarettes show that they are not perfect people and suggest a rock and roll
lifestyle that the brothers have tried to enforce since the band got together in
1991. the appear to be in a normal house, just casually chilling. this makes
me think that they are just normal, everyday working class people.
Something that has carried this band through as
a brand is the iconic logo. It appears on all
merch, including this digipack and CD (adhering
to Codes and Conventions). also on the main
CD, we see the Compact Disk logo, copyright
details and a track list. its simple font and layout
with just a plain simple silver background. All this
shows that oasis are not trying to shock the pop
world and get 20 number 1's, but simply make
music and if people like the music, then good.
This kind of attitude is something that is generic
across the genre.

12. Definitely Maybe Intertextuality
As the picture is quite abstract
there is some things that can be
related back to other media texts.
One that is sometimes picked up
is the picture of Burt Bacharach,
Noels Idol. It is seen to be paying
homage to the Pink Floyd album
Ummagumma and the picture
that is in a similar position of the
musical film, GiGi.
The good, The bad and The ugly is seen to be playing on the
television in the background. this could be reference to their
music and looking back now could also be symbolic of their
rock and roll lifestyles. On the back cover the TV appears to
have a still fro the film, A Fist full of Dollars.

13. Definitely Maybe Advert
This poster is the advert for the DVD
of the making of definitely maybe
and is sticks to convention by using
the same logos and pictures from the
digi-pack allowing the audience to
recognise the product straight away.
It also sticks to convention by
including the date in bold letters and
a small description along the bottom.
What i like about this advert is how
simple it is, using the black and
white colours from the bands logo.
by keeping it simple it supports the
campaign of the main album but also
adheres to the genre they are in.

14. Oasis Music Video How it links into the digi-
pack and advert
cigarettes, shows attitude and Looks drugged up. RnR lifestyle and
the Rock and Roll lifestyle the 'real Liam G'
Creates voyerisum into normal
life (lounging around) the use of pastel colours

15. codes and Pictures Of the
conventions of an artist
Artist and
magazine advert record
Of the
album
(music) label logos
cover
Text Website of artist Design Same theme as video
Website and Links to and digipack
bold text name of where it can
record label be brought Digital online version
Dates of
release What is different tour dates added Magazine
about the album
Who is friendly
the artist Places to buy
album Hot spot stickers with
Description bonus info
Price

16. m Bold text
ak en fro the logo of the record company t h a t re a d s
tur e is t as been and distributor show that this name of th
e album, w
the
Th e pic and h have a actually inc hich
um poster is sticking to convention.
e alb ted to ludes the n
th la t . this It also enforces the product as it of the band ame
m anipu sh effec more shows it is made by a name of the
. by having
the
a t
p ink w the adver eye respected company album so b
ig, it
s nd creates a rh
make a b l e a rts the etorical que
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o t i c e . it disto s the form the
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atchin hich mak m o r e could be and
c w a convinc
im age e l o o k t. reason to b
y the album
ing
aud i e n c e adver the text bei . with
h
ly at t ng so big i
close something
you will be
ts not
to forget able
displaying a small version of
the album cover on the album displaying the date underneath
cover on the bottom of the the title gives the consumer of
advert makes the audience this advert all the information
know what the product looks needed if they choose to buy
like and can look out for it the album. i think this is a key
when shopping in their local element to an advert.
record shop. Also with it being
by inc
their debut album its not luding
the ad a
something that people would vert e sellers logo
audien ncour ,
go out of their way to look at, c ages
so if the advert has fulfilled its reviews from trusted sources like buy t e to go o the
he pr ut an
purpose people will now the these enforce the product and away. oduct d
T straigh
album, and know what it looks have the power to encourage the iTunes his is norm t
customer to buy the album, this is logo. ally a
like n
an important feature on the advert

17. The Vaccines continued....
I have chosen this advert as it is one that I personally was influenced by.
Seeing this advert on the back on NME last year i was intrigued by this new
band on the scene and i was immediately talking about this new band 'The
Vaccines' before i had even heard of them. i think this was down to the bold
writing and the eye catching photo that left me feeling there was only one
option and that was to listen to this band. By including the picture of the album
and the band website along the bottom enabled me to discover this band, this
is something i will take when creating my own advert.
To make sure i created 3 products that all link, I'm linking all 3 products to the advert
The Vaccines Digi-pack The Vaccines music video
If you wanna
Similar tone and style to the way the film
Same picture as advert was shot and how the picture is portrayed

18. Not only have they The picture is of the artist.
included the name of the she is not looking at the
artist but it is in the form of camera and doesn't have
the artist's logo. this is a connection with her
important to creating a audience. The picture is
brand within the music abstract and follows the
industry and as this is her theme of the album 'Lungs'
debut album with major by showing such organs.
label, it needs to be clear the pastel colours are
who this woman actually is. typical for the Indie genre
and is the only colour in
the advert.
The extra information along
the bottom helps selling the The title of the album is
product. mentioning the largest text on the
popular well known songs. page as it is the product
it also states the formats being sold. The large,
that the album can be simple and structured font
brought in. All of this is in used here clearly stands
the same font as the Album out on the page. As i said
title and fits in with the rest before the only colour is in
of the page. there is again a Along the bottom we see the the picture which allows
contrast in colour with the artist website and logos of the the white lettering to stand
black and white. distributor, this shows it is out on a black
sticking to some codes and background
conventions

19. Florence and the machine continued....
What i like about this Advert is that it is very abstract and would stick out from other
adverts in a magazine. By using the album cover to dominated the page makes the
audience of this advert think about the product and makes it easily recognisable in a
record shop. By stating some of the popular songs on the album creates an enigma
and will persuade people to buy the CD. It is clear she has followed codes and
conventions (Artist picture, album cover picture, large album title, dates and other
details printed). What i would change in this advert is thinking about pulling in a
specific audience with a review quote or tag line.
To make sure i create 3 products that all link, I'm linking all 3 products to the advert
Florence an the machine
Florence an the machine music video
Digipack
dog days are over
Seen in the same position similar to the one
Same picture and fonts on the album and advert many times.

20. Its clear to see that there is not an image of Coldplay on the advert but instead the
backdrop is dominated by the same theme that the album and digipack follow. I think
this is because of the bands popularity. It also makes the album cover recognisable on
the shelves. There is lots of bright colour which makes the advert stand out.
The stencil font that the
The released date is the
bands name is in shows
same style as the bands
of the colourful
logo as although is can be
seen as an important
background. the lines
element to you and me, seem very thin and
Coldplay fans will already don't seem to show of
know this and will counting the Coldplay brand.
down the days anyway. if we
didn't know who Coldplay Instead of the bands
were then maybe they would name, the name of the
enforce this more along with album covers most of the
the bands name. space in the same stencil
text. Its thicker than the
Coldplay writing and really
introduces an album that
The extra info supplied along the bottom helps sell has such an abstract name
the album, Pre-order option is attractive to fans who and theme.
want it first and by mentioning the popular single
'paradise', people will know what to expect from the
rest of the album.

21. Coldplay continued....
Overall i love this advert as it really introduces the album. I think it is perfect for it's
target audience and will suit their new popularity within the teenage pop market. The
way that have created a new concept away from their previous albums is done by the
use of bright, absurd colours and a new band logo using the stencil. This is effective
because i feel Coldplay have changed their sound with this album so it is important to
introduce it in that way with a stand out advert like this one. I like the use of
mentioning songs, creating an enigma for the audience and this is something i look to
use. I feel again it would be boasted by a quote and the date being bigger and
bolder, but overall a good advert.
To make sure i created 3 products that all link, I'm linking all 3 products to the advert
Coldplay Digi-pack Coldplay music video
Paradise
Same background and font Graffiti and colour

22. Final evaluation of
adverts and digipacks
After looking at different digipacks and adverts for different
artists, i have started to understand the codes and
convention and how these are used to benefit the artist.
Looking at the products individually i reconignse things that
work well and things i could use, for example, different fonts
and the use of album pictures. Creating an enigma by
quoting some of the songs on the album can be beneficial
in encouraging the reader to buy the album. One thing i
have recognised is that all 3 products should link in some
way and follow the same style.
The final key thing is that the product should be specific to
your AUDIENCE!!