DIGIPACKr e s e a r c h

What is a digipack?• Offers the audience more in terms of content

• A marketing tool intended to offer the buyer an incentive for purchasing the hard copy from a high street or online retailer

• Important as sales of albums have dwindled as buyers often prefer to download their favourite track(s) rather than pay out for the full album

r e s e a r c h .

We visited HMV, one of the largest high street music retailers to gather information on how music today is sold. As we walked towards the shop, we saw a large poster on the window advertising great offers on CDs from £2.99 by artists that interests us e.g Alicia Keys. This automatically convinced us to walk inside the shop and see if there are any other CDs that we may like. As soon as we walked in, we saw the top selling singles in the charts as well as the present best selling albums. These were arranged in rank order with the number one starting from the top left. On the opposite side we saw the newly released albums by artists that we enjoy listening to such as Chase & Status, Rihanna, Bruno Mars and Tinie Tempah. We decided to look for digipacks which wasn’t as easy to find as the CD’s. We asked the sales assistant however when we saw the digipacks, we found that we didn’t know any of the artists. The only artists we recognised were Take That, Santana, The Jackson 5 and others. After having a look at the digipacks we realised that HMV had more to offer such as DVDs, video games, books, headphones, even clothes! After discussing with each other the variety of different products that are sold we came to the conclusion that maybe the use of downloading and streaming music has made it difficult for high street retailers such as HMV to keep sales up that they had to result in expanding the types of products they sell

High Street Retailer Experience

We looked into the website ‘Spotify’. This allowed you to download their program which we thought was similar to apples ‘iTunes’. The website allowed you to download Spotify for free which gave you instant and legal access to over 10 million tracks. We looked into the features that it had and found that you can create playlist’s of your favourite tracks online which will be saved to your account and accessible from wherever you use Spotify, as well as the ability to share music with your friends. You could also introduce Spotify to your phoine and listen to music on the go. Looking for music is easier to find as you only need to type down the song or artist and searching will be much quicker than in a shop. We found that the music was also cheaper than the shops. Furthermore, Spotify allows you to read into the biography’s of the artists, look into related artists, listen to the radio and connect to social networks such as facebook.

Online Retailer Experience

r e s e a r c h .

NICKI MINAJPINK FRIDAY

a n a l y s i s

Front Cover

Parental advisory sticker: the industry regulates itself. This gives a warning that

there may be language and content that could

cause offence.

The theme of the album is pink and this is emphasised through the consistent use of pink e.g pink hair, word pink

standing out. This also gives it a girly image.

Image of artist is placed on the centre of the

album, dominating most of the space. Nicki is the unique selling point and one of the reasons fans will buy this CD. This is

eye catching to the audience as she poses with her legs and her

extravagant costume.

Pink hair is unusual giving the artist a

unique image. Nicki’s ever changing hair colours gives her

individuality allowing her to stand out from

other artists.

The word ‘Pink’ is in a different font and

colour creating emphasis as well as

capturing the consumers attention. It

suggests the importance of pink as well as a girly image

Fashionable costume not only captures attention but is a

reflection of her style and personality, giving Nicki her own identity

a n a l y s i s .

Back Cover & SpineThe font style

is block capitals with the featuring

artists in a smaller size

Another image of Nicki not only capturing the consumers attention but reminding us of

her fashionable style and looks.

The Spine: Name of the

artist and album. Again, the word pink is emphasised suggesting its significance.

Record Label

Record Label: Cash Money,

Young Money. The production details in small

print as this isn’t as important to

the fans. It contains

necessary details and legal

information such as copyright,

production team, record labels etc. Privacy

warning

The theme colour of pink continues on to the back

cover

Simple background allowing the consumer to read the text more easily and comfortably

a n a l y s i s .

CDImage of the artist

capturing the consumers attention

and a reminder of who they are about to listen

to Artists name and name of album. The word ‘Pink’ is emphasised

again as it is in both the front and back covers

of the CD

Privacy and copyright warning

Record Label: Cash Money, Young Money

a n a l y s i s .

Inside Cover

Image of artist again which is eye catching to

the consumers. This time her hair is a different colour

suggesting her style and individuality.

However, her lips are pink reminding us of

the theme colour.

Record label and

information

a n a l y s i s .

a n a l y s i s .

Inlay cover

Image of the artist capturing

attention, and a reminder of the

unique selling point

Song titles and the credits on who produced the song and

who was involved in the making of the

song

The consistent use of the colour pink throughout the whole CD suggests its significance and stays true to the theme.