DVD Digipak Research Project

By Brittany Matlock

What is a ‘digipak’?

A digipak is a patented style of compact disc or DVD packaging, and is a registered

trademark of AGI Media. Digipaks consist of a gatefold paperboard or

card stock outer binding, with one or more plastic trays or pouches capable of holding

CDs or DVDs. Many digipaks contain bonus material such as

posters, videos of live performances and interviews with the artist, song lyrics and photography or artwork to accompany the

CD.

Key elements of a digipakArtist’s image or images relating to the artsist or genre

DVD or CD logoAn ‘Explicit Warning’ logoRecord company’s logo

BarcodeArtist’s nameAlbum title

Record company’s nameCredits and thanks

Artist’s and record company’s web addressList of bonus material

Song lyricsA booklet or poster

Bonus CD (may contain exclusive content, B-sides or demos of songs)Bonus DVD (may contain live footage, photo gallery slideshow,

interviews with the artist and/or contributors, a ‘making of’ documentary)

Offers on future purchasesInformation on the artist’s back catalogue

Which artists have produced a digipak?The Killers

Florence + The MachineBritney SpearsJohnny CashAll Time Low

BlurRadioheadRammstein

The Rolling StonesMariah Carey

The Magic NumbersManic Street Preachers

EurythmicsThe WhoPearl Jam

Coheed And CambriaVan Halen

KissThe Beach Boys

ElbowArcade Fire

Ray LaMontagneRun DMC

Michael BubléJack Johnson

AC/DCArctic Monkeys

Who would have an interest in a digipak?ConsumersThe artist

The artist’s record companyMusic critics

Any contributors i.e. photographers, producers, engineers.

The retailers

Advantages of a digipak

To the audience: they are able to collect more merchandise by the artist, and are entertained by the bonus material.

To the industry: it is another opportunity to sell their products, it is a chance to promote the artist even further, and they can advertise the artist’s back catalogue within the digipak.

Blues Explosion – Damage

Key questionsDoes the overall design lend itself to this genre of music? Yes; the

photography and artwork has a rock ‘n’ roll and classic theme that relates well to the band’s genre.

Is the artwork/photographic content representative of this artist’s genre of music? Yes, the photography focuses on people and places often seen in everyday life in rural America.

Has the additional material been packaged properly? No, as the DVD and CD were in the same small pouch, and were therefore difficult to remove.

What improvements could be made to the digipak overall? Separate pouches for the CD and DVD to improve accessibility, and a booklet containing song lyrics would improve the digipak’s value for money.

Macro elements: Is in the rock ‘n’ roll/blues genre, shown by the band’s choice of clothing and general appearance. The audience is likely to be of the same gender and age as the band.

Micro elements: Upper case is used in both the artist name and album name, and the photography focuses on the band in and around a shabby and dull motel. The exposed staples used on the artwork adds to the classic and modern feel of the music.