A digipak is a CD cover made of cardboard and plastic that protects the CD while also promoting the artist. It benefits both marketing companies and artists. Marketing companies can promote other artists on the digipak to introduce new artists. The digipak allows artists to entice listeners with colorful covers and include incentives like posters. It also lets artists self-promote with pictures and lyrics to build rapport with listeners.

1. The benefits of a
digipak

2. What is a digipak?
▪ A digipak is a C.D cover that consists of 6 panels. The internal
of the pack is made of card or paper and the external is plastic
that covers the C.D. The internal pages consist of a front
cover, a back cover, a lyric page (usually) and a compilation of
pictures or artist information.
▪ It serves a function to not only protect the C.D but also
promote the artist or give the listener information about the
artist or production company.

3. Marketing
▪ One benefit of using a digipak is the production
company of the artists music. They not only can
use others artists reputation within their brand to
introduce popularity for new artists for a small price
(for example featuring a quoted tweet from another
already established artist about the new artist) but
they can also plaster self promotion all throughout
the digipak and therefore can gain fans and spread
their name. This therefore means that they can
maintain or gain popularity as their brand becomes
associated with the release of new music as well as
remaining fresh in the listeners minds.

4. Advantages for the artist
▪ For the artist, the advantage of having a digipak is essential. It means that when their album
goes on physical sale, they can entice listeners in by using unusual or bright covers that are
a reflection of the artists genre or style.
▪ If the artist is not yet popular within the industry, they can offer certain deals or incentives
within the digipak that will bring in a new audience. For example, the artist may offer posters
or discounts within the pack or even offer a more specific and better cover that they are
able to charge more for and therefore bring more money in for themselves which is essential
in increasing the sales of physical music
▪ Finally, the artist can use anything in their digipak and therefore they may want to use the
pack for self promotion of their other music or songs and therefore remind the audience of
their other projects as well as possibly using their own pictures as a means of maintaining
the relationships between the artist and listener.
▪ Close ups are also used of the artist as a means of self promotion as its essential that the
band is associated with their music and it reinforces the artists image

5. Lyrics
▪ One stereotype that would be typically found within a digipak is the use of
lyric pages for the listeners to sing along with the song to or to read. This is
a great advantage for the artist to include as it helps to build a rapport
between the artist and listener as it suggests that the artist cares about the
listener enjoying the lyrics.
▪ This is particularly essential with our artist ‘Cazzette’ as their genre is dance
and therefore the connotation of electro dance music is loud and flashy.
You may also expect to see this kind of artist as festival as their target
audience are teenagers and young adults and therefore they will be more
likely to spread good or bad information about the artist online and
therefore is essential the artist has a good rapport with their listeners