Digi Pak Conventions

Before an artist releases their album the albums digi pak must be produced, this is a very important process as it’s a major part of the advertisement. There are certain elements of the digi pak that are considered with great care, for example having the name of the artist and name of the album easy to recognise for buyers and keeping it eye catching to draw in the audience, it then needs to include the record company, track list, bonus features, recording and song information as well as having a creative edge to it. This incorporates the chosen image on the front of the digi pak, and then choosing any images that may be used on the rear of the album or even inside it. The colour and style have a large importance as this is what initially brings attention to the album itself, if it did not stand out, it would not be recognised. Although all of this necessary and sounds fairly simple, it is not, if the albums creative style does not fit the music’s target audience, it is more unlikely to sell as well.

A classic example of a high quality digi pak is the Beatles album, Live at the BBC. The main image clearly shows the band members and also brings across the time that the music was produced, being the year of 1994, this is done through the clothing worn in the image and the images editing,  i.e. the use of colour, being a range of browns and beiges with little, or no colour at all, as the Beatles were an extremely successful band there music is still played, performed and well known in today’s society, therefore if the album was to be brought today, we would still recognise it as an old album due to its artwork. Looking at the text, the band name is clearly presented in the top right corner in a bright white, allowing it to stand out, the text used is also the bands logo, along the bottom we can see the album name, written in a more elegant font, but still easy to spot and recognise. When opening the album there is a four picture unfold, each picture being one of the band members, this is a creative way to advertise the band members as individuals, rather then as a whole, which is what is normally done. The CD itself again has the Beatles logo, album name and a track list for the album, all this information is presented on an image printed on the CD, the image is a simple picture of an apple, bringing an abstract sense to the album. It also has additional information about the record company and a small print of the date of release. Looking at the back of the album it shows a simple track list for both disk’s 1 and 2, a standard barcode and then the producer information, record labels, copy right policies and again the date of release. The recording company is Apple corporations, fitting in with the apple image on the disk. Also we can see the band name, logo and album name again repeated on this side of the digi pak. The overall style of the digi pak allows an audience to recognise the music’s genre and the style of the band, bringing in the correct target audience.