Digipaks

2. A digipak is a type of packaging for CDs (single tracks/ special
editions) or DVDs, typically made from cardboard with an internal
plastic holder for one or more discs. Digipaks can be considered as
being beneficial for the artist as it would promote their musical career,
and support their brand image. For example by creating a digipak, it
allows the artists’ consumers to gain brand loyalty and ultimately
providing profit for the major label artist and his/her team. By
creating this packaging choice, it allows the artist to ‘fit in’ and be
deemed as modern and relevant in the music industry. Visual aspects
and branding ensure that the digipak will sell and supply its product
to the artists’ intended audience. The consumers can gain a better
understanding of what the CD is promoting for example the genre and
artist; these can be indentified based on the typical conventions and
style of the digipak. Digipaks are predominantly used as a marketing
tool as it enables the ability for the consumers to purchase them and
be viewed as a collector’s item.

3. Text
 Name of band/ artist
 Name of album
 Track listing
 Bonus material
 Website
 Credits
 Thanks
 Who wrote the songs
 Lyrics
 Recording info: producer,
record label, where is was
recorded and when
Visual
Images of band/ artist
Images reflecting genre
Logo
Barcode
DVD logo
CD logo
Website banner
Record company logo
Design
Colour, MES and
design to adhere to the
artist’s genre
Unfolds
Bonus material
(booklet, CD)
Cardboard
Jewel case for CD
Synergise with their
music video and
adverts

4. This is a Rihanna digipak; promoting her ‘Loud’ album. The main focus of this digipak is the artist, this is done so
that her consumers can recognise that its her product and are then bought by her cult fans. The digipak denotes a
close up shot of Rihanna to direct the viewers' attention on her face, this adheres to Andrew Goodwin's theory as he
claims how the viewers and the artist invest in a relationship. However Rihanna has her eyes closed which subverts
the typical convention of an album cover; direct address. This prevents intimacy and lacks engagement from her
audience. The fact that her eyes are closed could imply that she trying to uphold a mysterious yet inviting persona
that allures her intended audience. The digipak conforms to the idea of synergy, this is due to the colour red being
used significantly throughout. For example the colour of the roses, her lipstick and her hair colour. The colour red is
viewed as seductive, lustful and an endearing colour. The fact that this colour was utilised advocates Laura Mulveys
male gaze theory; representing women as sex symbol's. The roses establish a soft womanly feel to it and the
concept of the digipak represents femininity as a whole.

5. Right Inside Flap Back Front
Centre Left Inside FlapRight Inside
Flap

6. This is a Jay Z digipak collaborating with another music artist; Linkin Park. They both have
collectively worked together to create an EP and video album integrating both of their genres.
They have made it clear to their consumers that they have combined their new material to
produce a product that will gratify their intended audiences’ needs. Both of these artist advocate
different genres, for example Jay z’s genre is hip hop whereas Linkin Park are an alternative rock
band.
The digipak demonstrates various typography’s to differentiate the pragmatics of the digipak, however some are
the same to show unity for example DVD ,live performances and CD recordings use the same typography to
illustrate the fact that they are subtitles/headers . The album links to bonus content, images and more and also
provide special features such as ‘MTV Ultimate Mash Ups’ and ‘Photo Gallery’. The album title on the album cover
and the CD are much smaller than the artists names. This suggests importance and enables the audience to
identify their names first. The artists names are displayed throughout the digipak to strengthen the idea of the
artists for instance, the spine of the album evidently denotes the artists names to reinforce that this is the artists’
product. The extra DVD which containing behind the scenes new footage of the making of the album includes
features of the video album such as group performances. Record label, producers, editors etc.
The visuals of this digipak include logos for example, company logos are included on the back of the digipak to
guide the viewer also, the ‘Parental Advisory Explicit Content’ logo is presented on the back to inform the
consumers that what they are purchasing involves content that requires parental review. The ‘Parental Advisory
Explicit Content’ logo is predominantly used in hip hop albums due to controversial aspects and the artists are
known to express ideas that are deemed as taboo, also the artist are known to use inappropriate lexical choices to
convey their feeling and experiences. The background design looks extremely urban, this is owed to the use of
graffiti on each panel. The graffiti symbolises urban areas, this could therefore represent where Jay z grew up and
its frequently associated with. The textured wall design and graffiti helps to create the ideology of hip hop and it’s
also known to be very convention in the hip hop domain. This digipak uses different shades of blue to create a cool
and calm atmosphere, the blue also compliments the soft brown of the background.