Music Video Digipaks

Music Video Digipaks

Introduction
This piece of coursework has been created in order to understand what Digipaks are. They are highly popular and are used all around the world.

What is a Digipak?

Digipak packaging is often used for CD singles or special editions of CD albums. They typically consist of gatefold (book style) paperboard or card stock outer binding, with one or more plastic trays capable of holding a CD or DVD attached to the inside the generic. "Digipak" came to be used to describe all soft CD packaging. Digipak's were first created by MeadWestvaco, and their product, called Digi-Pak, is trademarked. However, as the format became more popular and began to be used by more manufacturers. Now in current times, Digipak's are very common and very popular.

It should relate to the Genre, Album and Artist and provide the visual connection between the artist and their music. The front of a Digipak is abstract, and has images relating to the Genre, Album and Artist in a certain form. The back includes information of the tracks included and also the order making it easier to find a certain track and also to show what is actually included.

How does a Digipak benefit the Artist?

The front of the digipak has aspects of what the artist represents, and what their predominate genre is. The digipak will most likely embody and theme and message about the artist image. This links to emphasising the artist brand image which increases the popularity of the artist. The digipak also exemplifies the artistic and creative approach the wrist is taking throughout the music. For example, if there's some futuristic idealism conveyed in the lyrics, or the visuals in the music video then the front cover wouldn't be very contemporary but more obscure and abstract. All aspects of the digipak, brand image and music video are all interwoven together.

Digipaks benefit the artist and their music as its promotional aspects of the music industry; which helps bring awareness to the artist thus selling the artist and encouraging consumers to buy and listen to their music. You could argue that buying a digipak establishes your loyalty to the artist.

Issues to Digipak's 

Due to the increasing use of digital streaming and downloading the demand for digipak's is falling. This is because digital downloads only show the front of an album which leaves the rest redundant. Illegal downloads also stop the sales of digipak's because a track is not purchased at all. This stops any purchase of a digipak. Social music sites such as Youtube, Sound Cloud and Spotify also stops the sales of Digipak's because it is a digital form of music and nit able to be bought in a shop.  


Rihanna Digipak Analysis (Good) 

Rihanna's Red lipstick helps to enhance her glamorous appearance. The use of the close up puts all the focus onto the artist. The fact that the text is subtle and light shows it is not taking away any attention. Above that, is Rihanna lying on a bed of roses (voyeurism continues) this is another cliche of flowers appealing to Rihanna's predominantly female target market. Likewise the use of the flower on the disk continues this.

The complex design helps to show visual aspects for the group in a positive way. A fan will be intoxicated by the contemporary design. The use of red can be seen in a loving and sexual way, which is the focus around most of Rihanna's songs. This shows the artist to be presented, to help enforce the brand image. On more than one occasion, this is true which shows the importance. Vibrant colours help to stimulate and keep the audience interested.

Analysis of a Digipak (Bad) 

This is a very plain design for a digipak with a lack of a colours used to excite the audience and market. It has no images of the band or band members which does no help the brand image and promotion of the band itself.

There are no images to convey the genre that the band follows. The size of the digipak is not as large as the other analysed digipak. Fewer covers make it plain and boring, a digipak should be used to attract the audience, to use the design and structure of the digipak to add a sophisticated look and need for the audience to look at more. It is also only one colour, this will not attract/excite the audience and does not give any information out about the artist.

Furthermore, there are no images of the artist; or that relates to the artist, and this will prevent the audience from understanding who the artist generally is.

Analysis of Adele Sky fall 

This is the front cover to a Digipak for Adele's single, Skyfall. It features an image of the artist herself, as well as Daniel Craig as he is James. He is include as this song is the theme song for the film Skyfall. This is why the common James bond logo is included.

The back of the cover includes information on the tracks which are included. As well as the different companies included, such as the music companies also the film production companies. It also includes information.

Analysis of Taylor Swifts Digipak 

The front cover of Taylor Swift's digipak shows and informs the audience of the album's name. Also there is a mid shot of the artist herself in order to raise awareness and empathise that it is her album. Furthermore, the font in the front cover of the digipak is slightly different, as the name of the album 'Fearless' and name of the artist. These two fonts are used throughout the digipak, such as on the disc itself and the back cover of it. 

Unlike the Adele digipak this Taylor Swift one includes 3 different images on the front cover, disc and back cover. It has the record company logo included in the disc. The back cover is another mid shot of the artist, which is a shot taken from the music video 'Love Story'. The stem of the digipak also blends in with the back cover and states the artist and album name. However, there is a different fonts used on the stem.