Planning Digipak - Miss Miller

Digipaks have a number of elements which differ from jewel CD cases, one of the most noticeable differences being that Digipak's often include more content than a jewel CD case. This is as digipaks have 6 sides of content for the audience to look at and read so there is a lot more artwork for the album, being different from just buying or purchasing the normal jewel CD case. Digipak's have a lot of significance to an artists image as it shows the artists audiences that they are cared about and that every individual has significance to the artist. It also shows that they have a lot more content to create and release towards their audiences because of the digipak additional content oppose to the standard jewel CD case. Digipaks also include extra songs as well as better picture quality compared to that of CD's. This encourages loyal fans to buy this digipak for the extra content provided by their favourite artist. 

I will be creating my own digipak for my group and I's created artist, in the aim of trying to make it appealing towards the target audience and to promote the artist. I will try to achieve this through the use of indie genre conventions throughout, shown by the use of various micro elements portraying macro meanings. Planning is very important towards creating an effective digipak. This is as doing prior planning I can get a better idea of what I am going to include when I go to create the actual thing, so that Im not going into the task not knowing what elements to have in it, and to what effect this will be done. 

There are a number of elements which are within my mock version of the digipak, the first being the use of colours. One example of this can be taken from the top right hand corner image, of the artist leaning beside a tree playing his guitar. The colours within the image are all very basic, the artist wearing full black. This shows the contrast in visuals between the artist and the rest of his surroundings, which makes the outfit of the artist standout further. This is effective as black is a common colour within the indie genre as it portrays the artist as being dull and plain. The target audience may find the contrast in colours appealing and the portrayal of the artist due to it relating towards the indie genre, and that fans of the artists are more than likely going to belong to the niche target audience, therefore providing with an artist portrayal which is what they would expect. This helps further promote the artist as it makes it clearer through the contrasting colours that he belongs within the indie genre of music. 

I have conformed to the conventions of the genre within my mock digipak. One clear example where this is evident within is with the middle right frame, where I have drawn a guitar in the middle of the frame. The presence of musical instruments, more specifically guitars are very conventional to the indie genre, often being associated with artists within advertisements, music videos and various other things. This is appealing for the target audience as it portrays the artist as clearly being an indie artist and belonging to the genre, which they may like as fans of the indie genre and artist like to associate him with his genre of music, making it clearly evident to others that he belongs to the indie genre of music. This helps promote the artist for this reason, as it lets people know straight away as soon as they look at the digipak that he belongs to the indie genre due to the presence of the guitar directly in the middle of the frame, being the only image there which draws more significance towards it. This makes people that might not be fans of the indie genre to know that the artist is indie and likes to show this to others, to draw in more fans from within that genre. For this reason I have converted to have various genre conventions present throughout to assist towards creating an indie like image for the artist, and to make the visuals more appealing to fans of the genre, providing with visuals which they will be used to seeing, helping towards making my artists digipak look similar to that of real life counterparts. This wouldn't differ too much from a jewel CD case as indie artists would probably have some sort of musical instrument within it also, but having it on the digipak helps towards emphasising the presence of these conventions. 

I have included a various number of images within my mock digipak, one in particular being seen at the top right hand corner of the digipak, the front cover of the digipak showing the artists dull and worried facial expression which is shown through a direct mode of address. This is effective towards promoting the image as the artists face has been made to be the main focus of the visuals on the front page, allowing for his face to get more exposure to a larger number of people. The use of this image within my digipak is also appeals towards our target audience as through the facial expressions of the artist being highlighted, alongside the artist showing a direct mode of address might make the viewer feel as if they are getting a closer and more personal  insight towards the artist as an individual. Through this, the viewer may be able to create a relationship between the artist, due to the front cover making the artist come across as if he is addressing just the person seeing it.  

The design/ layout of my mock digipak helps towards promoting my artist and making it appealing towards the target audience. One example which I have drawn to try and achieve this is evident with the two middle frames, one being of the guitar and the other being the personal message of the artist. Both items are placed in the middle of the digipak, and are the first things seen when first viewing it, because of this I have included two important elements towards appealing towards the target audience and promoting the artist, with the attention of drawing even more attention towards them. Drawing more attention towards the use of the iconography of the guitar helps towards promoting the artist as it makes it clear towards people that are unfamiliar with the artist that he does in fact belong to the indie genre of music , and creates that type of music, drawing in fans of that niche target audience. Having the personal message in the middle is appealing towards the target audience as it is directed to the viewer, making it easier for the viewer to be able to build a relationship with the artist through making the personal message clearer. 

The typography has a lot of significance towards the name of the artist on the front and back cover of the digipak. This is as for the artists name, it is done in a handwriting like font, and can be seen within the mock digipak. The use of this is effective towards appealing towards promoting the artist as it makes the artist come across as being someone who appreciates his fans, and that he has a close bond with them through the personal touch of the use of handwriting as the artists name. This is appealing for the target audience as they might feel as if they have a more personal bond between the artist. and that they are being given a more personal portrayal of the artist throughout the images of the digipak. Through this connection, the viewer is more likely to build a relationship with the artist through including elements such as this, it might make them feel as if the artist is addressing them and only them, providing with a "personal" touch. 

The use of language throughout my digipak has importance, the most noticeable form of this being evident within the personal message of the artist, as it is a long written message. An example from within the text written is "I really appreciate the continued support". This helps towards further promoting the artist as it shows the artist in a positive light, making any new potential fans potentially like him through his appreciation of his fans. This could potentially result in the artist getting a larger fan base, ultimately leading towards more sales of additional content such as digipaks. This is appealing for the target audience as it demonstrates how the artist and the viewer have a relationship, and that every individual fan is appreciated. This creates a generally likable image as it shows him giving back credit to those that help him progress throughout, which the viewer may appreciate as the artist is shown in a down to earth light which the viewer may be able to relate towards; oppose to a big named star who shows no appreciation to there fans.