The purpose of a digi-pak is used for CDS and usually consists of a gatefold, the term usually describes all soft cd packaging. The digi-pak allows the artist to be represented in a certain way to appeal to the target audience. Each side of the digi-pak is personal to the artist and can contain a variety of things such as lyrics to the songs, pictures and also personal stories. Most digi-paks have a variety of both pictures and lyrics which are able to sell the artist to the audience and allow the audience to get better connected with the songs and the image of the artist. A digi-pak differs from a CD album as is usually contains more slides as it allows the audience to get to know the artist more. this is used by the artist not only because it allows the audience to grasp a better concept of their image, but also because the record company can charge more money for the digi-pak their for making the record label more money.
This digi pak comes from florence and the machine a well known modern indie artist who has frequenty been in the mainstream charts over the past few years and has established her self as a mainstream indie pop artist with a global fan base. This digi pak features dark and artistic pictures, a typical convention of a indie digi pak. The vintage style typography promotes the image of the artist as being indivual and different from the normal conventions of mainstream music. The choice of language with the album being called 'lungs' also sets apart the artist from being conventional to pop and makes her more of an idividual. This follows dyers theory of a star as the fact she is trying to be different shows that she is an extraordinary artist rather than an ordinary one. The design of the CD again appears very artistic and abstract which is conventional of an indie artist therefore promoting the artist as being different and indie.3 The photograph of hands ties in with the theme of beauty and body parts well, meaning the digi pak follows the rule of continuety, a convention seen in all digi paks in the music industry.
The digi pak is designed to help promote the music genre as its an extension of the artist and is able to appeal to the likes and interest of the target audience. Depending on music genre the artist in this case 'florence and the machine' is representing herself as an indie artist she is both artistic and dresses in dark colours in order to look unique and different which appeals to the target audience.
This post demonstrates a basic understanding of what a digipak is and how it appeals to an audience. You have made a start in considering the conventions of your genre, but further points and discussion of all the slides and conventions are needed, to demonstrate further knowledge and understanding.
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