Digipak Analysis

Different genres have different conventions for their digipaks. It is important that we know the conventions for different genres in order for us to make a suitable digipak for our product. I am going to look at several digipaks in the genre of "indie pop" and study the conventions apparent. We will then use these conventions while creating our digipak for the same genre.

Ellie Goulding - Lights

The artist is quite clearly the main focus of this digipak. This suggests that conventionally within this genre, the artist is made to be the main focus and attraction for their audience.
The title of the album in also reflected through the album artwork. This gives the album a unique selling point and quirky visual effects to appeal to the audience. This album cover is quite simple, yet because the artist is well known it is an effective album as it will appeal to her existing fans and intrigue new ones interested in the genre.
The back cover of the digipak is also quite simple and understated. This continues the theme.

 

Lana Del Rey - Born to Die

Once again, the artist is the main focus for the cover of the album. I have noticed that both Ellie Goulding and Lana Del Rey have photographs of mainly their faces. This is interesting as they are not using "sex appeal" to attract their audience. This is also a hint towards the genre of music. Both artists do not have dance routines or large productions to their performances, they are focused on the music.
The colours on this digipak are used subtly to mimic the American flag. I think this is important as this is a running theme throughout the album. For example, one of the songs is called "National Anthem" and the American flag is the backdrop to one of the scenes in her video for " Born to Die".

The album artwork therefore acts as a subtle hint towards the music featured on the album, although it is not clear to all. The digipak also has a vintage feel to it, which gives a hint to the type of music on the album.



Marina and the Diamonds - Electra Heart

The artist is yet again, the main focus of the album cover. However, intertextuality is used within her album and is therefore reflected in the digipak. She uses Madonna as her influence within this album for example one of her songs is called "Primadonna". She uses this famous look on her album and throughout many of her music videos. However, she has her own spin to it so she is not simply copying her style.


This digipak, much like Lana Del Rey's has a vintage Hollywood feel to it through the filters used.
The font on this digipak also has a Hollywood feel to it. It is bold and once again, the size of the artist's name is larger than the album title. This seems to be conventional for the "indie pop" genre.



Florence and the Machine - Lungs

Following conventions once again, a shot of the artist is used for the front cover of the digipak. A vintage feel is yet again used for this album.
The album title is yet again taken from one of the songs on the album.
Much like Ellie Goulding's digipak, the title of the album is the theme. "Lungs are used as the main feature of both the front and back cover.
This digipak goes against conventions in the sense that the artist's name is smaller than the album title. However, as "lungs" are the main focus of the digipak, this seems relevant and justified.
The font used is the artist's own signature font, used on merchandise etc. which gives authenticity to the album.




Conventions:

• A close up shot of the artist
• A vintage filter
• The artist's name is larger than the album title
• The album title taken from a song on the album
• A theme from the album to be portrayed somehow on the digipak