Research and planning – Digipak: Identifying conventions and analysing existing digipaks

Identifying Conventions and Analysing Existing Digipaks

Purpose:

• Marketing tool that sells/promotes the album
• Displays indirect information such as the ideologies of the artist
• Creates, adapts or feeds into representation of 'star image'
• A product to keep hold of, can be a collectors item
• Attract a particular target audience
• Buy into artist lifestyle and ideas
• An everlasting product that will symbolise the artist and the album
• Form of synergy - advertising and promotion
• Creates a relationship between the artist and audience

What are the generic conventions?

The generic conventions of a digipak includes:

Artist image
Tracklist
Parental advisory label
Record label
Barcode
Album title
Company details
Critical details
Critical sticker

Analyse two examples that are similar to your genre/artist:

Conclusion:

How has this research given your group ideas on what to include in your digipak?

This research has been extremely beneficial to our planning process as we now have a better understanding regarding our digipaks. We are also able to identify their purpose which is that they are marketing tools used to sell and promote an artists album to the audience and is what determines a success of an album. Furthermore, we have also disserved what the generic conventions of digipaks are. As a result, we will be following the generic conventions in order to secure the success of our digipak also making sure that it looks professional which will encourage audiences to buy the product. After we analysed existing products from similar artists from the hip pop genre, we also identified that these digipaks consistently use dark colours and simple with important information so that the audience are aware of it. We decided to follow this convention and go with dark colours ourselves to promote the dark mood which also reflects the songs in the album. We only included relevant information to prevent the audience of getting bored. Overall, by following these generic conventions and being influenced by digipaks from similar artists and genres, we believe that it has a high chance of being successful, drawing our target audience of what they're use to seeing in mainstream hip-pop.