Miss Miller - Digipak Analysis

Digipaks are a set of 6 discs which often has 2 CDs within it, created by a content creator as an addition add on to provide with bonus CD's, an artists message towards the fans and a number of other things. They typically consist of a fold book design towards them, or have a paperboard or cardboard outer binding, with one or more plastic trays for the CDs within the digipak itself. Digipak-style packaging is often used for CD singles or special editions of CD albums. Digipak-style cases grew in popularity among record labels and recording artists in the early 2000s. There are a large number of differences between digipaks and regular CD sales, and bonuses as to why someone may purchase a digipak appose to just the CD. Firstly digipak’s contain higher quality images and meaning in them, providing with a generally higher quality product. They usually contain a letter/note from the artist directly to the fans, giving it a more 'personal’ feel from the artist towards the fan. Sometimes they contain bonus tracks, whereas the CD version may not, therefore proving with more content. Digipaks have 6 sides, so there are more opportunities for visible artwork to be present, potential examples being information, lyrics and promotions. This way the artist has a better chance at attracting potential buyers, as they will see the digipak as more than just a disc of music. This is due to the additional content within which isn't present in other forms of music sale, one example being the possibility for an artists message to be within, which is appealing towards the target audience as they may feel closer to the artist and may be able to create a relationship with them because of it. Along this, another big reason towards a digipaks appeal in comparison to a dual CD pack is that they are much more desirable and collectable items. A jewel case is easily ripped when removed or put back into the plastic grips, making it unappealing to remove. On a digipak, all information is very easily accessible, making it more appealing and long lasting. 

The digipak I have chosen to analyse is by the artist Gabrielle Aplin, who falls into the indie genre of music, the same as my chosen artist. The digipak is from her album named "English rain".

The music artists representation is evident throughout the images of the digipak. The artist Grabrielle Aplin can only be seen clearly in one shot within the digipak, where she is behind an umbrella. As well as this, her body is covered by an umbrella, only her face and feet being visible. This could show that the artist would like the attention to be drawn more towards her music rather than her appearance, and that she might be a shy and passive person. This is effective towards creating an image of an artist which cares a lot about her work and sets that as priority, trying to please her fans oppose to caring so much about her appearance and status as a music artist. This is evident through focusing very little upon the visuals, and leaving a lot towards personal interpretation as to what might be included within the digipak. This might entice the reader to want to buy the digipak as they may feel as if they are getting a fuller experience of what the artist might be able to provide. This is appealing towards them as they might like the artist more from her down to earth portrayal of not being a flashy star who's main priority is there appearance towards the media, also showing how she cares about her work which the reader might see as her providing with better quality content. 

There are a few potential connotations of the digipak which could be shown. The artist isn't present very often within the digipak, as she can only be seen behind an umbrella. One potential connotation could be that the artist is a distant person, as she is focused away from the camera, and her body is hidden. This could also show how the artist could be self conscious about the way that she looks, or alternatively that she is trying to say that she believes that her music and lyrics have more importance than her appearance. This is effective towards creating an image of an artist which draws more attention towards her music oppose to her physical image. This is as it may make people want to purchase her new album and digipak as the visuals within the digipak are rather plain and dont have much occuring, through the elements mentioned previously this could imply that her musical content is interesting and colourful, as well as showing that she cares a lot about what she releases as she connotes that it is more important than her image as a star. This may make the reader want to purchase the digipak and the new album as it provides with a deeper insight towards the artist, as well as the content potential being good due to its importance towards the artist and its significance shown towards the reader. 

The use of colours within the digipak are conventional to the indie genre, and are effective towards the portrayal of the artist and genre. The colours within the CDs contrast between each other quite drastically, as the backgrounds are quite grey and dark; appearing to be edited to have a lower saturation, providing with retro looking visuals. Alongside this, the bright colours which are present within the CDs are very generic and standard colours. Through having the presence of both, this could be used to show the artist as having a particular interest in retro style, and that she produces musical content which follows an old style, which may appeal towards an older target audience. Alongside this, the items which are present within the digipak are things which many would associate with the past and previous years, an umbrella and ballon can be seen, alongside big open spaces. Having this alongside old fashioned type colours, this could also connote to the reader that the album is based upon previous experiences of the artist, as the artist is present within the images. This is conventional to the indie genre as the songs often are based upon the previous experiences of the artist, which is present throughout a large number of songs, and this theme is connoted through the use of the colours throughout the digipak. This would therefore be appealing towards the target audience as they may feel as if they are being provided with a more 'personal' insight into the artist, as the theme which is being connoted tells  of personal accounts of the artist, making them potentially be able to relate towards the experiences and emotions which are expressed throughout

The choice of images I believe is an essential part towards the importance of the digipak. This is as the presence of the images has a large number of purposes towards them, one which I have identified being the portrayal of the artist, alongside connoting to the viewer what type of music the artist creates and releases. This is evident through the use of an umbrella and balloons, alongside the saturation of the visuals being lowered to provide with a retro feel. This is conventional to the indie genre as the use of lowering the saturation of either the visuals or a still image is often present. This is effective towards portraying the artists image as someone who creates and prefers old styles of music, and prefers her music to reflect this, which is achieved through the saturation filter and the use of items which many would associate with past experiences, such as the balloon and umbrella. The target audience of her content may find this appealing as it conveys a more personal reflection of the artist, through the connotations of the inclusion of the images mentioned, implying to potential new fans what type of music she enjoys to create. Alongside this, fans of the indie genre are not often young, and having a retro feel emitted through the visuals of the digipak may be more appealing towards them, oppose to having a more plain and basic design towards it. 

The digipak doesn't contain that much text within it, although the use of language is still evident. This can be seen bellow. For the front cover of the CD, the text seen on front states "Gabrielle x". The purpose behind this could link towards creating a more "personal" feel of the digipak towards the target audience, in the aim of making them able to connect with the artist of a deeper level. This is as the text looks as if it has been handwritten, alongside the presence of a kiss at the end. Through having the text look as if its been hand written, it may make it come across as a personal piece of work, making those that see it feel as if the artist are catering towards them and just them. This one on one type of connection is further re-enforced through having a kiss at the end of the artists name, as it is almost as if the artist is trying to show a personal form of love per say towards anyone which sees it. This is conventional to the indie genre as though having this use of text and language present, it allows for a relationship to be built between those that see the digipak and the artist; this type of relationship is usually tried to be formed within indie artists work through micro-elements, in this case through the language and text use. 

I would say that the digi pack does promote the indie music genre, which is achieved through a number of ways. This is done through its appeal towards the target audience, as it follows a number of conventions of the music genre which makes it evident to those that see it that the content belongs to an indie artist. The indie genre often tries to stay diverse in what is included throughout a number of artists work, having a large number of aspects throughout which could be considered as being conventional, although throughout this particular digipak I believe the genre is promoted through following two main conventions, the first being the presence of the retro images, and the next being the artists portrayal towards the viewer which is achieved through the language use. Both of which are effective as they target directly towards fans of the genre, and also make it apparent to those that aren't fans that this artist belongs to the indie genre. More specifically the digipak is directly catered towards the target audience as they are often older and find retro images and content more appealing and unorthodox to the norms of music, as well as the direct appeal of feeling as if they are almost receiving a personal message from the artist through the use of handwriting like font. All of the above elements allow for the content to be appealing towards fans of the indie genre, and to make it clear towards other people that the digipak is of an artist who creates indie content, due to the many elements which reflect this. 

The digipak helps towards promoting the artist. This is as through the use of many different elements throughout the digipak, they assist towards making the artist come across as being more down to earth and appealing for the target audience. This is achieved through giving a more personal feel towards the artists portrayal through including more personal like elements, such as the use of handwriting like text. Alongside this, the text says "Gabrielle x", the handwriting like text alongside the kiss making the slogan of the digipak seeming as if its like a personal message towards the reader. This makes the artist look as if she cares a lot about her fan base, through including this it may make for a relationship to be built between the reader and artist, as they may feel as if they are being given a more personal insight into the artist and that they are addressing them directly. This is effective as it makes the artist come across in a generally more like able light, making her more accessible to the 'average' person, potentially allowing for more purchases and attention drawn towards the digipak. 

This digipak does in fact attract an audience. This is as it does not show off any flashy lifestyles or cars and half naked girls within the digipak, which reflects a mature theme and nature towards it which is iconic to the genre itself. The audience can relate to this and potentially find the artist to be more accessible, as it is catered more towards fans of the indie genre, and the typical everyday music fan may find it appealing as it doesn't make them dream of a better lifestyle and become jealous of the artist. Overall it attracts those that are more mature and realists, just wanting to enjoy music instead of envy the artists behind it, which indie fans often prefer as the digipak and artist focus's more upon content upon to showing off an extravagant lifestyle.

I will use this research to inform my planning, alongside gathering ideas for what I will include within my own artists digipak. Firstly, it will assist with planning for when I go to create my own digipak as I have gathered a number inspirations through looking at a real life example. I intend upon using dull and gloomy like colours for the background, with some flashes of colour included. This will be done to convey a real and blunt vibe towards the visuals, also being a bit sad and depressive to an extent to enable for our audience to be able to relate towards our audience more, also making them possibly feel sympathy for the artist. This will be enough to be  real and relatable to our audience, making the music more accessible for them. We will also have our artist placed directly in the centre of the screen to help the audience focus on him, showing  direct mode of address to further assist with this, although for our artist I intend upon having the camera to be closer to the artist to draw more attention towards the visuals, including there facial expressions and clothing which will also assist towards making the audience relate towards them. Although I wish to have a blank background around him so there are no distractions for the audience, helping them memorise his face and therefore helping him to get more exposure and to try to make his face get out there, trying to appeal towards a wider audience.