Digipak Research

A digipak is a style of packaging holding a CD or DVD attached to the inside. It is used to market a artists album, attracting an audience to purchase their new release. The digipak coud follow a theme throughout allowing the audience to recognise the artist, but could be completely different and alternative depending on the genre. Our chosen genre being pop, these digipaks tend to have the artist on the front cover being the star image to promote and sell the album. As i am planning on creating a music video/digipak/advert for a pop video, i looked at a number of pop artists digipaks to see patterns which the pop genre follow so that when it comes to creating my own, my audience will be able to recognise common characteristics which they would associate with a digipak within the pop genre. 

Rihanna's digipak for her new album 'Loud' follows a similar theme throughout with reds/blues/peach colours used on her images to promote her new girly/feminine image whilst standing out with her fiery pink/red hair. As you can see the image of Rihanna is much larger than the album title, this suggests that she is the 'star image' and that an audience will be drawn to her image on the front. She is the selling point of the album.

Lady Gaga's digipak for her album 'The Fame Monster' follow the theme of black and white. The images don't follow the typical conventions of pop with the dark lighted images and lack of colour. Despite this, on the front cover Lady Gaga is the star image and centre stage standing out with her white hair and arm covering herself against the black background.

Katy Perrys digipak for her album 'Teenage dream' follows a girly, fun candy theme which directly links to the music video for teenage dream. The two disks are made to look like pieces of candy, with the left CD having the image of a donut on it and the right CD a spiral cream and strawberry sweet. The cloud images have Katy Perry laid on top looking very seductive as she is naked and covered by the clouds which is the image she portrays in her music video.

All of the pop digipaks above follow a similar pattern of ideas. All of them have a theme in which they continue throughout each image, the same location, colours, themes are used. This establishes a brand identity for the artist and 'star image' is formed from the large images of them on the front cover which allows an audience to easily spot that this is their album.