ASSIGNMENT 3 - DIGIPAK

By Ben Chaisty

DEFINITION

• a type of packaging for CDs or DVDs, typically made from cardboard with an internal plastic holder for one or more discs.

CONVENTIONS

• Brand name : This will be shown at the front of the digipak, and will allow the audience to clearly see who's album it is.

• Album name : Is also promoted at the front of the digipak, this allows the audience to see the type of album it may be.

• Song List : This is usually shown at the back of the digipak, and is simply the list of songs within the album.

• Record label : will also be at the back of the album and is used to promote the record company.

JUSTIN BIEBER

The front of Justin Biebers album is very vibrant due to the range of colours used, the use of colours creates a sense of warmth and comfort for the artists and the person that purchases the album. The name of the album is bold which draws attention to the buyer. The artist is the main image of the front cover which draws the customers attention to him and makes who's album it is very clear.

The back of the digipak is very bright in contrast to the front. The use of the colour yellow makes the artist stand out as he is wearing dark clothing. The albums name is also shown on the guitar case.

The CD itself uses a contrast in colours to make the name of the album stand out.

KANYE WEST

The front cover could be seen as unconventional because nor the artist or the artists name is shown on the front, the artist may have done this to suggest he is not about the fame but purely about the music. The front is also very ambiguous because it gives very little information about the artists or the songs. The ironic use of the mascot who are usually associated with joy and happiness is seen to be sluggish and lethargic. The use of the colour, gold which is usually associated with wealth and royalty can be seen to suggest the artist is different and special compared to other artists. 

The artists name is shown at the back of the cover and written is a different style font to suggest the complex nature of the artist.  The song list is also written in an unconventional since it is written in the form of tree lines which could suggest the artist is in it for the long run since trees have connotations of being sturdy and long lasting. 

RIHANNA

The overall theme of the digipak is one that suggests love and romance, this can be seen through the use of the colour red on both the artists lips and hair, this may also be used to create a sex appeal towards the artist.  The amount of text on the Digipak is minimal and simple, this is done to draw attention to the artists and not to distract the audience on anything else. 

On the CD there is a clear image of a rose which adds to the theme of love, passion and romance.  A rose also has connotations to beauty and also will attract to the artists feminine audience because of the use of the colour pink ( as pink is connotations of being feminine) 

DRAKE

The use of the colour scheme (black, bronze and gold) signifies a classical period.  The artist has not included his name on the cover of the album, this may be done because he feels it is not necessary because he is a big enough artist as it is.  The only typography that can be soon on the album says ‘Take Care’ this phrase and album name symbolises someone who is caring and kind. 

The Mise En Scene is a black costume and gold chains, the black costume allows the audience to see the wealth of the artist as there is a contrast in colours which allows the chains to be more visible. 

KATY PERRY

One of the first things we can notice on the front of the digipak is that Katy Perry is naked, this is done to create a sex appeal towards the artist and to apply to a wider audience, particularly men.  The ‘Teenage Dream’ digipak uses stereotypically female colours such as pink, baby blue and white. This has been done to appeal to her target audience of young females. 

The back of the digipak contains more conventional elements such as the song list and the barcode. There is a clear use of continuity here as the candy floss background follows throughout the whole digipak. 

JAY Z

The artist name is very clear on the front of the Digipak, this is done to make the audiences aware of who the artist is and who's album it is.  The back of the digipak also has come conventional things to it such as the song list, which placed onto a white backdrop with black and blue font, the use of contrasting colours is done by the artists so the songs in the album are very clear.

The general theme of the digipak is ‘The Streets’ this may because the rapper would like to remind his audiences where he came from and his humble nature towards it.  There is a frequent amount of typography used here so as to constantly remind the audiences who's album it is and to keep to the ‘Street’  Theme.

GIGGS

The name of the Album in this digipak is made very clear to the audiences, this is done through the contrast in colours. The digipak is made up of mainly dark colours where as the font is red therefor making it stand out. 

The cartoon version of the artist is also made to stand out having lights come from around him suggesting he is special and different from other artists. The fact that he is looking towards a block of flats may be done to suggest he remembers his old lifestyle and would like to let his audiences aware of it, may also be done to target the artists target audience.