Digipak Analyisis

Digipak Analysis

• What is the purpose of a digipak?

The purpose of a digipak is used to promote the sale of the album by providing special features that encourages the audience to buy the CD rather than downloading the music. A digipak is usually a 4 to 6 plate of folded card with a CD case in the middle. A digipak consists of images of the artists and provides the audience with content about the album. It also has a list of songs that feature on the album giving the audience an insight to what is on the CD. In order for the digipak to promote the album, the covers are usually designed to be eye catching so that it stands out attracting the audience attention.  One of the slides consist of a thank you note in which it tells the audience more information about the artist and the music behind it.

• How is a digipak different from a CD album? 

A digipak differs from a CD album as it provides the audience with more personal information about artist/band and therefore helps the audience build up a relationship with the artist. In comparison, CD albums are basic and provides less personal information about the artist.This in turn prevents that audience form building up a relationship with the artist and therefore reduces the likelihood of the audience buying the artists album. Digpaks are also effective as they often provide the audience with a special addition of CD album which may even contain bonus tracks; This is something a CD doesn't provide. In order for the digipak help the audience build a relationship with an artist, they consist of high quality images that have certain meanings. This helps connote a certain message the artist is trying to portray rather than just an ordinary picture of the artist. However a limitation to buying a digipak is that due to them being made of cardboard material, they are more prone to rip compared to a plastic CD case.

I am going to analyse a Ellie Goulding's digipak in order for me to gain a better understanding of what codes and conventions are expected to see withing a pop artists digipak. Therefore when It comes to me creating my digipak I will be able to use thins knowledge to create a conventional digipak.

Within the digipak, the artist has been represented as an 'Ordinary' person. This is evident as through her clothing the audience can see she is wear casual clothes. The images used of the artists either consist of a mid shot or long shot which she is seen to be wearing simplistic top and shorts. This therefore highlights that the digipak conforms to Dyers star theory and therefore portrays the artist to be relatable. This is effective as it enables the audience to build a relationship with the artist as they don't feel that they are superior to them. Therefore when creating my digipak, in order for me to conform to the codes and conventions I am going to use the same technique by portraying the artist as an 'Ordinary' person.

Within the digipak, an image of the artist is shown on all four slides. This is effective as it connotes to the audience the artists importance and focuses their attention on her. One of the images used on the digipak is a mid shot of the artist playing the guitar in the studio. The camera shot used is effective as it enables the audience to see her facial expressions in which she is seen to be smiling. This highlights to the audience her love and passion for music and shows her working hard in the studio. It also connotes the artists talent as she not only sings but can play musical instruments and therefore encourages the audience to buy the album. This is conventional to see within the pop music genre and therefore when I design my digipak I am going to use images of my artist throughout the slides, but more particularly images of the artist playing his guitar. Another image of the artist is a long shot in which she is seen sitting in an isolated locations. This is conventional to see within the pop music genre as not only does it focus the audiences attention of the artist but it connotes the artist emotions. I am also going to use this technique to convey the artist feeling vulnerable and lonely; these are both themes that occur throughout my music video.

On the digipak, the text that has been used consists of black and white. This is effective as you can see a contrast between the two colours making it stand out against the background. Therefore the texts becomes eye catching and draws the audiences attention to digipak and in turn entices them to buy the album. The colours used is also effective as it is non gender specific and therefore attracts a wider audience. However the text used is more swirly writing suggesting that her target audience is aimed more at females. On the front cover of the digipak, the artists name has been written in a large font placed at the top of the slide. This is effective as it makes it stand out and connotes the artists importance. The artists name is also a recognisable feature and therefore this is effective as it will draw her fans and other people who are fond of her work attention and encourages them to look at the digipak. The artist new single is also written on the front cover however in a smaller font. This reflects that its not as significant however it further promotes the artists work.

The digipak promotes the pop music genre by conforming to the codes and conventions. One convention is that on the front cover, the artists gives the audience direct eye contact. This is effective as it enables the audience to engage with the artist and therefore encourages them to look at the digipak. Through having the artist giving the audience direct contact, it attracts them to buy the album as it the are able to build a relationship with the artist.

The research I conducted in digipaks is going to assist me when creating my individual digipak as it have learnt that it is crucial to conform to the codes and conventions of the pop music genre in order to attract my target audience. Therefore I am going to use images of my artist that represents him as an 'ordinary' person. I am also going to use and image on my front cover showing the artist give the audience eye contact. This will be effective as it will attract the audience encouraging them to buy the album. I have also gained a better understanding of how o use the Photoshop software that will enable to create different effects using the different tools.

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