Group Digipak
X/X/MMXIV
X/X/MMXIV
Vasil Nikolov
What is a
digipak?
Well, a
digipak is a CD that is presented in the style of a paper book made of
paperboard/cardboard outer binding including a plastic tray for the CD. The
digipak became popular back in the 2000s. It is now used for special edition
albums more than previously. On the other hand, the jewel CD case was the
original disc case that consisted of three pieces of plastic and includes a
plastic tray for the CD.
What is a
digipak?
Well, a
digipak is a CD that is presented in the style of a paper book made of
paperboard/cardboard outer binding including a plastic tray for the CD. The
digipak became popular back in the 2000s. It is now used for special edition
albums more than previously. On the other hand, the jewel CD case was the
original disc case that consisted of three pieces of plastic and includes a
plastic tray for the CD.
Digipaks
provide the fans with extra information. The use of a personal fan message enhances
the growth of the bond between the fan and the artist. This provides a positive
factor for the distribution of digipaks as more and more fans would want to
have the limited number of copies that are produced and sold. This is why
record labels like to release such Digipaks.
While
the jewel CD case is more traditional and durable, it is more boring and
simplistic, leading to the casing protecting the booklet. An addition would be
that this type of casing is a good choice for a new fan to listen to the music.
This leads to me explaining which digipak, I have chosen to analyse. The
digipak I have chosen to analyse is Lana Del Rey's 'Born To Die'.
The name of the artist's is seen large and bold at the top of the cover in white. This suggest to the audience, that Lana is represented as a new artist and that her name is showing importance. This overall highlights The artist's name and album title are all capitalised, in order to highlight their importance for the new market. Meanwhile, 'Born to die' is written in the same bold font, however, in a blue colour that matches the sky at the top. It is positioned on Lana's white shirt in order to both reflect the importance of the name for the album and to show that even though the artist looks normal, she does contain a slightly promiscuous personality. This can be seen by the red bra underneath the pure white garment.
The name of the artist's is seen large and bold at the top of the cover in white. This suggest to the audience, that Lana is represented as a new artist and that her name is showing importance. This overall highlights The artist's name and album title are all capitalised, in order to highlight their importance for the new market. Meanwhile, 'Born to die' is written in the same bold font, however, in a blue colour that matches the sky at the top. It is positioned on Lana's white shirt in order to both reflect the importance of the name for the album and to show that even though the artist looks normal, she does contain a slightly promiscuous personality. This can be seen by the red bra underneath the pure white garment.
The design and layout used by Lana for the album show the use of simple background, and the use of the sky cause Lana to be the main focus even more. These simple and naturalistic features relate to to the indie genre as there are no distractions for the audience. Furthermore, from the simple shot of her looking towards her audience, the ideas of promiscuity are gone, making Lana appear as the neighbouring girl to many of the fans.
The
main artist is in the mid of the shot. The camera is low angled making the
audience to looking up to her, further increasing her importance and strength as
being a role model. The main focus is on Lana through this element, the audience can see that she is holding a confident posture with which she conforms to the indie genre. This is because she isn't wearing any exaggerated clothes (a point that other genres for example pop do not have). This shows her
nature, resulting in the artist to become more relatable for the audience.
Lana is represented as an independent woman which appeals to her target audience. This links to the title, as her facial expression is calm. This shows that many people would idolise her as she doesn't fear the usual aspects.
The colours used within the digipak connote simple themes that are represented by both the artist and the genre. The colour blue that is used within the song connotates the theme of calmness. This links to Lana`s relaxed voice when she sings. For example the use of the colour white links with the theme of purity and cleanliness. This means that the artist is sending to the audience, the idea of innocence. It can also be interpreted as her being new in the music industry. Another colour that is used is the red. both Lana's lips and the petals of the roses are red give the connotation of passion, which means that Lana is a passionate person, which might also imply that she is serious when it comes to performing. Overall, the artist is just trying to tell us in an enigmatic way that although she looks extraordinary, she is quite down to earth.
In Conclusion, from this analysis, one will be able to plan his digipak with similarly effective themes and be able to represent the artist with the correct genre connotations. One has also released the importance of the artist tot be able to build a relationship with their current or new fan base.
Lana is represented as an independent woman which appeals to her target audience. This links to the title, as her facial expression is calm. This shows that many people would idolise her as she doesn't fear the usual aspects.
The colours used within the digipak connote simple themes that are represented by both the artist and the genre. The colour blue that is used within the song connotates the theme of calmness. This links to Lana`s relaxed voice when she sings. For example the use of the colour white links with the theme of purity and cleanliness. This means that the artist is sending to the audience, the idea of innocence. It can also be interpreted as her being new in the music industry. Another colour that is used is the red. both Lana's lips and the petals of the roses are red give the connotation of passion, which means that Lana is a passionate person, which might also imply that she is serious when it comes to performing. Overall, the artist is just trying to tell us in an enigmatic way that although she looks extraordinary, she is quite down to earth.
In Conclusion, from this analysis, one will be able to plan his digipak with similarly effective themes and be able to represent the artist with the correct genre connotations. One has also released the importance of the artist tot be able to build a relationship with their current or new fan base.
You have provided a basic analysis of the digipak, explaining to an extent what some of the various connotations are of the elements used. Make sure you cover all bullet points
ReplyDeleteYou need to:
1) Cover all bullet points (style of language etc.)
2) Explain how the digipak is successful (or not) in terms of promoting the album and artist
3) Elaborate on all points by fully explaining the purpose of each element used within the digipak (you have summed up some very interesting points)
4) Elaborate on your summary by explaining how and why this research was beneficial, as well as mentioning any inspirations you will take on board and include within your own magazine advert (give examples)