DIGIPAK AALYSIS

Digipak analysis 1(KATY PERRY)

Katy Perry also has a similar target audience to Adele, however due to the 'parental guidance' needed, the target audience is girls aged 16-20. Katy Perry's brand identity juxtaposes Adele's due the the use of bright colour and the confidence that the artist puts across to her audience in photographs, Katy Perry's digipak design would stereotypically attract girls younger than her target audience. Contrastingly, like Rihanna, Katy Perry is also very seductive throughout her advertising campaign to attract a male audience.

There is a recurring motif of sweets and the colour pink throughout the digipak and the whole of Katy Perry's advertising and marketing campaign for 'Teenage Dreams', which has created a strong brand identity. Pink connotes femininity and is stereotypically liked by young girls, therefore Katy Perry's target audience are drawn in to look at the digipak and then eventually buy it. Sweets have connotations of youth and happiness, which relates directly to her target audience.

The star uses direct address which entices the audience into looking at the digipak and buy it as it looks as if she is looking at the viewer. Her poses in all three images are quite seductive, which attracts a mass male audience as she has a lot of sex appeal in the images, which is further emphasised by the fact she has a lot of flesh showing and it looks like the only thing that is covering her is the candyfloss.

The actual CD's which are inside the digipak also represent different types of sweets, which attracts the young target audience, as it is fun bright and colourful.

Above the digipak, is a small booklet of pictures of the star, giving her target audience another reason to buy her digipak as it contains more exclusive images, and perhaps interviews or song lyrics inside.

The typography is sans-serif, however, it appears to look like 'bubble writing', which creates a fun effect, which is further emphasised by the bright and bold colours that the different sets of typography are.

Digipak analysis 2 (Lana del rey)

. BORN TO DIE – DIGIPAK - ANALYSIS Lana Del Rey is an artist who’s music focuses on indie/pop genre. Her debut album “Born to Die” was released in January 2012. All forms of print work are about representation and the artwork and digipak of Lana Del Rey is one I find honest and original. FIRST IMPRESSIONS Artwork The front cover displays a simple medium close up of Lana’s face, upper body and costume. The simplicity of the design allows us as the audience to focus on Lana’s vintage style and character. By using a medium close-up it frames Lana perfectly in the centre, drawing the audience into Lana’s beauty and voyeuristic feature. Creating a visual characteristic of the artist for the audience to indulge. This is a common feature within the indie genre to allow record labels to create a representation of the artist for the audience. A feature that I think works well artistically and for the artist to connote a realism, originality and honesty. Image of Lana has her directly addressing the camera and audience with her in the foreground, centred within an outdoor location that is minimal and simple. Putting full attention upon her for the audience to see. Allowing her to make a connection with her target audience which they can define as being sophisticated and beauty. The genre can be questioned due to the artwork, however I find the cover suggests she’s an indie artist as much isn’t going on within the mise en scene whereas with a pop artist, their front cover is usually technologically enhanced with a computerised feel to the image and the overall album. However, there is a slight element of hyper reality as her face has been airbrushed and this is clear due to her flawless and dewy looking skin. Additionally, the overall image of Lana looks hyper real but as is every artists front cover of an album.

INSIDE PANELS We are given again this continued theme through the mise en scene of vintage and classiness represented from the inside of the digipak with a spreading image across two panels. Lana continues this placid and innocent expression that could be a contradiction to the albums name “Born To Die” giving the artwork a narrative. One not being specific but giving the albums name, she could be waiting for the moment of her death to become apparent. However the image doesn’t necessarily express a story about the artist, apart from a representation of her style and character. Colour and Design I think is simple and yet effective for using a singular image spread across two panels of the digipak. It works well and I think continues an immersive connotation of the theme and style for the audience to continue with when handling the digipak. The main colours of the digipak are red, white and blue as seen on the front cover and throughout the digipak. This could be to show her national identity and be patriotic to her country. It is clear to see there is some iconography with the American flag as there is evidence with all panels of the digipak that visually aesthetically compliment each other and throughout . The deep red from her hair and lips could connote love, lust and passion , red is also emotionally intense colour therefore that’s why I think it’s used so little. However it is not unamicable it’s little use work to compliment other colours in a natural tone. The streaming sky blue creates depth and allows other colours to bleed through positively. . Her title of the album is also the first song featured on the album, and with the text being blue it indicates how when you die you arrive in heaven which is supposedly situated in the sky – “Born To Die” Finally white connotes purity, innocence and a sense of perfection which I think reflects upon the artist sublimely and technically enhances all other colours with a neutral contrast.

TRACK LISTING – BACK PANEL- CD The back panel features a dominate colour of red which acts as the background of the panel complimenting with white text. This is the only panel not too feature an image and only contains text and colour. In contrast the design of the CD features a white background surrounded by three red rose entering from the circumference of the disc. There is no text or title presented on the CD however the fact red roses are apparent on the CD relates back to the title of the album as some people have roses at their funerals. The colours red and white are in constant use throughout the digipak therefore the use of these is not a surprise . A subliminal message to the rose could be towards her audience indicating how deeply she cares for her fans and sees the CD as a present to them. Flowers are socially associated with being seen as a gift or present with emotion and colour. Even though there are no images the iconology is continued with red showing passion and patriotism of America and it’s flag. Linking in with the American flag, a few songs reference to her patriotic sense of her overall album, such as ‘National Anthem’ and ‘Million Dollar Man’. Technically the text used for the track listing is the same font type, seen as informal as it is spaced out and taking up quite a bit of area space on the listings alike to the front panel, which grabs the audience’s attention. It also makes it iconic for the audience giving them a branded font associated with Lana Del Rey.

Digipak analysis 3 (Lady Gaga)

. Lady Gaga’s name revolves around the pop, rock , dance and electronic genres. Gaga rose to prominence with her August 2008 debut album, The Fame, which was a critical and commercial success.The record included the international number-one tracks “Just Dance” and “Poker Face”. It was released on August 19, 2008 through Interscope Records. The Fame debuted at number seventeen on the Billboard 200 with sales of 24,000 on the issue dated November 15, 2008.After fluctuating down the charts, the album reached number ten on the issue dated March 7, 2009. It then reached a peak of number four on the chart.The album also topped Billboard's Dance/Electronic Albums chart; it stayed at the number-one spot for 106 non-consecutive weeks.3. According to the convention of a front cover of a music album, this front cover of Lady Gaga’s album “The Fame” has a close-up of the artist’s face.The artist is wearing black shades with the name of the album written on a side of the shades. Her head is half covered with a black hood that she’s wearing and on the bottom of the cover is the name of the artist written in capital letters in red.The name of the artist has been written in the same as written on her other albums, which means that this is the signature style of the artist. Half side of her shades is reflecting the image of a sparkling mike that she’s holding against her face. The right side of her face is covered with the shadow of the mike.

The inside does not have any information or any lyrics. In fact, it has nothing related to the album or the artist printed on it. However, it continues to supplement the them of the album cover.The image includes a close up of the sparkling diamonds that previously were seen on the mike the artist was holding.A reflection of them was on seen in the shades of the artist.Therefore, it can be said that the inside has successfully carried out the theme of the album that are a lot of blinging diamonds.. The cd is printed in light sky blue color. On the right side is a lightning sign that the artist is most fond of. In many of the album covers and music videos of lady gaga, she has this sign painted on her face. So it can be said that this sign is the signature of the artist.Thus, to print it on the cd is a really smart way to promote the artist. On the signature is written the name of the album in the same color as the cd. Under it is the name of the artist written in her signature font in black. Below her name is the name of the producer and then comes the logos of the recording and the producing companies. The copyrights and the year of production are written in white on the edges of the cd on the left hand side. The back cover is not any different from the theme of the album. It has a mid shot of Lady Gaga with her face towards the mike.The shaded part of her face is now revealed and the lightning sign is now visible.The diamond shades and the sparkling mike is again shown in the image.The artist’s image is right in the middle of the cover with her name written in red across her image. Lady Gaga is wearing the same black hood and black leather clothes that give her an exotic look. Towards the right side are the title of the songs in the cd beneath which are the name of the producer and the management written. Underneath it is the barcode printed in the bottom right side of the cover.

To its left is the warning logo and the printed anti-piracy warning. In the bottom left side corner are the copyrights published on top of which are the production company logos. Above them are the different websites related to the album, the artist and the production company. On both the extremes are the spines printed with the artist and the album name with the serial number and a website name printed on it.