DIGIPAK RESEARCH

By Larelle Benjamin-Forrester

WHAT IS A DIGIPAK? In the early 2000s, Digipak-style cases became

popular amongst record labels and recording artists.

The aim of a Digipak, used by record labels, is to promote the sales of the artist, in the same way the video does. However, its features gives fans multiple reasons to buy a CD rather than just downloading the content via a website such as Itunes.

It is usually used for special editions or re-released albums in the form of a CD box, that gives fans more features compared to a regular CD.

CONVENTIONS OF A DIGIPAK

A Digipak is usually created as a 4 or 6 plate folded piece of card with a CD case in the middle.

It also commonly includes: A DVD Lyric Book Artist photos or Imagery List of Songs

Overall a Digipak is a creative product that is made to appeal and intrigue fans as well as people who take an interest in this type of music.

TOOL DIGIPAK – 10, 000 DAYS The front cover of the Digipak is very appealing

because it introduces you to a gloomy theme that is likely to be associated with the genre, Heavy Metal. The colour of the Digipak also emphasises this idea too. The use of 3D lenses is also effective as it entices the audience on what they would be using it for.

When you open up the Digipak there are pictures that are designed to create an illusion effect. In comparison to the outside of the Digipak, the colours inside are very vibrant and create a positive feel to the Digipak. On one side of the Digipak there is the Booklet and on the other side a CD holder.

The dominant part of the Digipak is the CD in the middle which also has similar imagery (illusion effect)to the other pictures contained in the Digipak. However, the colours are in black and white and are of eyes. The effect of this makes it seem as if it is looking back at you which reflects the gothic theme.

Within the booklet there are numerous pictures that appear as both double and single images. These can be viewed in 3D by looking into the lenses which adds an interesting aspect to the Digipak.

There is also the names of the directors and people who carried out particular tasks such as Photography and CGI contained in the booklet.

The view of the image through the lense is an effective idea and portrays the group to have a creative side to them. It also reflects their sense of style and what their music maybe about.

KAISER CHIEFS - EMPLOYMENT Kaiser Chiefs is a English Indie Rock band who have an interesting

Digipak in the style of a box, in order to promote their album Employment.

The box has been designed to look old and vintage with basic bold writing on the front of the band and album name. The text is printed over a yellow box which allows you to draw your attention to the writing.

Inside the box, it contains fake money, two cd cases, a instruction booklet and poster. It has been designed to look like what would have been made in the 80s/90s. This idea is emphasised by the kids on the poster who would have been brought up in this time period.

Overall, your first impression of the Digipak makes it seem as if the group are into music and the lifestyle before their time.

The CD covers contrast with the colours on the outside of the box which may reflect the personality of the artists as vibrant, happy and fun. It is also much more interesting to look at.

The disk is designed to look like a roulette wheel which adds to the theme of gambling that has been established by the poster of a game board.

Overall, the theme of gambling is portrayed inside the box which contrasts to the outside of the box. This idea could potentially be reflected in the music which explains why the style of Digipak was chosen.

MY DIGIPAK

In my group, we aim to produce an effective Digipak to add to our artists music video and website. The Digipak will contain a CD and the conventional features of a Digipak such as artist imagery, song lyrics, a DVD of the music video and additional pictures to give you more information on either the artist or the ideas behind the songs. By making a Digipak, we will be helping to promote our artist to a

wide audience as well as his current fans. It will also give them something extra to look into which they cannot get if they buy a

regular CD or download the album. I think it would also be good to have an on going theme running throughout the Digipak which is

likely to be Relationships or Love. This idea was influenced by other artists Digipak’s that contain a continuous theme in order to connect the artist, songs and other features to one another.

Overall, we aim to produce a Digipak that is attractive, engaging and links to all aspects associated with the artist.