Digipack

Digipacks are mainly used for CD singles or special editions of CD albums. Digipacks typically consist of a gatefold (book style) paperboard or card stock outer binding, with one or more plastic trays depending on how many CD's will be in the album. Digipacks were first created by MeadWestvaco, and their product, called Digi-pack is trademarked. Digipacks are now very common and popular.

The front of the digipack will have some aspect of what the artist represents and what their predominate genre is. The digipack will most likely embody and theme and a message about the artist image. This links to emphasising the artist brand image which increase the popularity of the artist. The digipack also exemplifies the artistic and creative approach the artist is taking throughout the music. For example if theres 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 digipack, brand image and music video are all interwoven together.

Digipacks benefit the artist and their music as its 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 buying a digipack establishes your loyalty to your artist.

The main image is of the artist who appears to be looking straight at the camera. The direct mode of address shows confidence, his facial expression is a stern look which could be linked to part of the persona of the artist having quite a harsh and masculine side to him. The use of this main image tells us that the genre focuses on the image of the artist, rather than mainly the music. It uses graffiti style of drawing which has reference to the street and connotations of an urbanised and underground theme. The artist is seen with no musical instruments which suggests he uses solely his voice.

The background image of the front cover is very image orientated just like the main image it focuses on the visuals of the artist. This is similar to all pop genre albums. The clothes of the artist consist of caps and casual clothes which is also common for pop genre. They are into trend setting. The images are used extremely colourful which attracts the target audience for this genre which tends to mainly be a younger ages 13-25, in addition it could refer to the multiple talent of the artist and his artistic nature.

The typography used is consistent throughout the album, the title 'F.A.M.E' stands out even on the chaotic background and foreground images due to the use of capitalised letters and large font which could be used to show his flamboyancy which makes him as an artist stand out. It follows the graffiti style and stays consistent throughout. Multiple colours are used however the typography is limited to blue and white on this front cover.

On the CD in the inside panel it has black on white as a background, this creates a strong contrast making the image and font stand out to the audience, in addition it could denote another persona of the artist, being black and white conventionally having connotations of the sophistication and Chris Browns persona of being stylish. The long shot allows the audience to see the costume and leant forward, arms back position that he is in, this is fairly reminiscent of Michael Jackson. This denotes the relationship between him and Michael Jackson.
Consistent typography on the CD as well. Graffiti style font however the colours have been changed in order to contrast with the white background.

Another picture of the artist on the back cover in a metal mask, which could have connotations of being imprisoned or hidden behind a mask especially in contradiction to the album title 'F.A.M.E', we can see the artists face, which could be linked to his history from becoming famous, in particular the events that happened with his girlfriend at the time. His costume is now more formal in this photo looking a lot like Michael Jackson again. Michael Jackson is known as the 'King of pop' so Chris brown might be trying to show that he is also in the genre of pop and that he wants to become as famous as him.


looking at this digipack and various other digipacks it has helped me to have an idea of what my digipack should look like. I now know that the digipack should not only be based on the songs on the album but mainly based on me as a person and what message is trying to be sent out by the production of this album. I also know that having a cover that has various colours and wild fonts is more likely to attract an audience compared to boring colours and fonts.