Conventions of a Digipak

What is a digipak?

Digipaks typically consist of a gatefold (book-style) paperboard or card stock outer binding, with one or more plastic trays capable of holding a CD or DVD attached to the inside. Digipak-style cases grew in popularity among record labels and recording artists in the early 2000s.

How does a digipak benefit the artist?

The front of the digipak with have some aspect of what the artist represents and what their predominate genre is.The digipak will most likely embody and theme a message about the artist image. This links to emphasizing the artist brand image which increases the popularity of the artist.The digipak also exemplifies the artistic and creative approach the artist is taking throughout the music. For example if there’s 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 digipak, brand image and music video are all interwoven together.Digipaks benefit the artist and their music as its 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 digipak establishes your loyalty to your artist.

Digipak DeclineDigipak's have increased in popularity to combat the rise of digital music, piracy and decline of CD sales.

Artwork - FrontThe artwork is typical of the band. Their other album covers have the same theme and ideas as this one.

Digipaks will often have differing artwork than a standard edition of the album. The artwork is usually eye catching and hold great symbolism with the artist or single. The song title, artist name is often found on the front.The conventions you find on the front of a Digipak, is the front picture which normally takes up the whole of the surface area, the picture usually is familiar to the audience either from their music video or a famous photo of the artist. Other codes and conventions that are a used are a title of the artist in bold writing, usually similar colours and themes similar and linked to the photo. If the Digipak is a single release then on the front it will have a track listing of the song that is being promoted with different versions or remixes listed on the front. This therefore attracts the audience to buy the single as it has a variety of versions. If need be then there will be ‘parental guidance needed’ as it is inappropriate to certain ages to buy.

Artwork - Middle & BackThe middle of Digipak, usually links with the themes from the front of the Digipak to show the consistency throughout the album. Sometimes in the middle of the Digipak there is a written piece from the artists which tends to say a thank you to the buyers, sometimes in albums then there is a hand out that has an information booklet or lyrics on a page for people to read. There is usually a variety of photos in the middle of the Digipak which again is consistent with the front image.

On the back of a Digipak you see the track list of the songs that are featured in the album, it is usually over laid on a photo which again is linked to the front image, and middle images. Other conventions you see is barcodes which enables customers to buy them, by having a barcode it makes it more realistic to be a real album. Some other conventions could be to have promotions on the back for instance a Facebook link or a link to their fan page. If there has been a themed image running through the album cover then again it would be used on the back of Digipak. Also if there is a boarder on the front it would be consistent through to the back.

Digipaks – Indie Rock Genre

Digipaks, cd covers and posters are all made to reinforce the band’s image and also to promote their product at the moment. There must be images that represent the theme of the album. Also on most from cover digipaks their must a traditional sign of the artist or just a picture of the artist. There is also a continuous theme throughout the whole digipak in term of theme and colour.