What is a digipak + an anaylis of some example

Digipaks typically consist of a ‘book-style’ paperboard or card outer casing with one or more plastic trays holding the CD inside. Digipaks were the first alternative to ‘jewel cases’ used by major record companies. This style of packaging is often used for CD singles or special editions of CD albums e.g. an extended album. The packaging is less resistant to markings and scratches so the case could get marked much easier than a jewel case however some big companies use a UV coating to protect it. Now in current times digpaks are very common and popular too.

 

I have chosen to analysis this digipak from Rihanna, this is from her album ‘loud’. This digipak follows the regular house style in which you represent with Rihanna, also following the codes and conventions of the genre of pop which she follows. In this example Rihanna is being shown to be a calm and gentle artist, this is conveyed through the use of red roses, the calming white flowy dress and bold red lips. It could also be discussed through the close up shots of Rihanna, avoiding eye contact with the camera that it is discussing the convention of her music video which is based on emotions. This creates an effective digipak, not only does the house style make it look professional but the use of extreme close ups mixed with dramatic shots with the roses creates an exciting dramatic digipak which works well with describing the artists behaviour.

 

I have chosen to analysis this digipak from the artist Ellie Goulding, from her album ‘lights’. This is a much different approach in comparison to Rihanna’s digipak, this approach is more suited to Ellie’s music and the personality in which she portrays in this album, the sense of pain yet a very gentle person. The lack of colour tells a story in itself by which this artist is much more quiet and innocent and this is conveyed by the lack of makeup used, the less so dramatic outfits and how very so calm the backdrop is. However, the reason this works so well is that it creates suspense for her music, you’re not sure what story is she trying to tell which makes it so interesting.