What is a Digipak?

 

 

Aim of a Digipak

Used by record labels to promote the sales of the artist. Its features give fans multiple reasons to buy the CD rather than downloading the content via a website such as iTunes. It offers a more aesthetic experience, allowing the buyer to gain pleasure from the exclusive photographs and artwork included in the pack.

A Digipak will promote the artist by creating brand identity. It will present the artist in a particular way whilst paying close attention to the target audience and the genre of the music.

 

Conventions of a Digipak

 

Conventions of a Digipak

 

A Digipak is usually created as a 4 or 6 plate folded piece pf card with a CD in the middle. The back of a Digipak includes information of the songs included this allows people buying the Digipak to get an insight of what they are about to buy. With the increase in digital downloads and apps such as Spotify and websites such as YouTube, demand for Digipaks is declining. The use of Illegal downloads are also at fault as to why Digipaks aren’t in demand

 

It sometimes includes:

·         A DVD

·         Lyric Book

·         Artist photos or Imagery

·         List of Songs

 

How does a Digipak benefit the artist?

 

The font of the Digipak will have some aspect of what the artist represents and what their predominate genre is. The Digipak will most likely embody a message about the artist image. This emphasises the artist’s brand image which would increase the popularity of the album. In addition, the Digipak exemplifies the artistic and creative approach the artist is taking throughout their music.

 

Digipaks benefit the artist and their music as it is a promotional aspect 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 by buying a Digipak it in turn establishes your loyalty to the artist.