what are they?
Like what the word "digipak" says, it is literally a packaging for a digital content which is audio and in tracks. Basically, it is what the public would call an "album cover".
There are five main points for the purpose of Digipaks
1) attract consumers: Digipaks are the main key to an artist selling their hit songs. It is considered the "first stage" to gain there consumers, so the artist or the digipak designer who works under a certain artist should make that first impression to lure in buyers. If the artist produces good music but has a bland and dull album cover for their digipak, the chances of getting the maximum amount of consumers will decrease. Therefore a first external impression is key.
2) Not "put off" consumers: this point supports the first point
3) Genre specific- appeal to target audience: Artists of the same genre follow similar styles to their digipak covers. An example would be Adele; she sings songs that are easy to listen, as a result, the digipak cover that will attract her audience would need to be dramatic or have a deep meaning to it (Black and White with her closing her eyes and doing a dramatic pose). On the other hand, if it were a rap artist; the digipak cover would be flashy to an extent and would have either: money, girls, cars, rap clothing or even at times a dramatic photo in the front of the cover.
album covers that are easy to listen
Clearly rap album covers
4) Brand development- star persona
5) Be attractive as a physical product: needs to be "eye catching for the audience
Taylor Swift
The albums that Taylor Swift produces can clearly show the change in both her style and her growth from being a teenage country girl to a Californian success who made it to the red carpet. As a result, she undergoes changes in looks and style of clothing to communicate to the audience
Album 2006: natural look, country style, girl next door, innocent, teenage, handrwritten signature
Fearless: More grown up, signature again, hair spread, more confident, handwritten personal
Speak Now: signature, dress more mature, still a little disney princess,
RED: Red lipstick, face is covered, straight hair more serious, less introduction to herself, famous, more target audience
1989: Birth date, polaroid, initials, very personal, hipster vibes, lips only no eyes
Calvin Harris
Again, Calvin Harris also clearly shows his growth. However, he highlights his growth in terms of style of edm music and also his fame, from being that dj who made disco music, to a superstar who is known for his unique edm style.
I created disco: pop, bright colours, retro look, home made theme
Ready for the weekend: Beautiful lady, similar signatures, closeup, now not his face because he has a team.
18 Months: New style, not a lot of work in picture, wide shot now, turns away from camera to show independence and style now. New font
Motion: Futuristic, change in music genre, motion, figure in fabric.
Nicki Minaj
For Nicki, it was a little weird; Nicki Minaj showed her evolution through the changes of her alter ego: Roman. She begins to let go of Roman at her latest album but other than that, her style of music is the same.
Pink Friday: odd, barbie, parental adviory so fake, dimensions are wrong,
Roman Reloaded; lots of makeup to resemble roman and her transformation to her alter ego, pink, girly
Print: she's gone, no more nicki, print, roman's print
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