Digipak research

‘Digipak’ is a brand in its own right, being a particular style of CD, DVD or BD packaging. It is a registered trademark of AGI-Shorewood, an Atlas Holdings LLC company.

Digipaks have a gatefold, meaning they are in the style of a book. They include plastic trays to hold CDs/DVDs.

‘Digipak’ was the first alternative form of packaging from generic jewel cases; it was the first new form of CD packaging to be used by major record labels such as EMI, Universal etc…

Rihanna- ‘Loud’ Digipak analysis

The Digipak for Rihanna ‘Loud’ focuses on promoting the artist by using an extreme close up for the front of the album, conforming with music labels demand (In Rihanna’s case her label is Def Jam, part of the universal ‘big three’ record label) to show close up shots of the artist; developing a motif or image of the artist which can recur and be recognised globally.

The colour red recurs and is central to the album, red could connote fire, conforming with Rihanna’s known ‘Fiery’ persona. The CD artwork itself complies with this, with an image of actual fire, perhaps relating to Rihanna’s new found independence and energy after her public breakup due to abuse and the repercussions of this. It also shows passion, and since a lot of Rihanna’s songs are autobiographical or at least influenced by her own life, it is construing her passion for music and perhaps life.

The video for ‘Only girl in the world’ seems to be the ‘Single’ that influenced the Digipak. The music video features lots of close ups of Rihanna, and also similar shots of nature that appear inside the cover. This is denoting ‘Only girl in the world’ to be one of the most popular singles of the album, and is creating a constant image and appeal with the album and the video, making Rihanna as an artist recognisable and branded.

The extreme close up of Rihanna shows a vulnerability because of her closed eyes and unreadable expression. ‘Red’ is again central, coinciding with her vibrant new hair, and her makeup here deliberately red to further illuminate the colour red.

The inside image of Rihanna in the bed of roses is more aesthetic than the front featured image, but it makes less of a statement, and the artist isn’t shown as clearly. On the inside however the image can be shown in its full capacity, and acts as a more ‘exclusive’ image of the artist for those who have actually bought the Digipak.

The white of the dress featured on the artist contrasts with the red, and also has a timeless connotation with fire and ice, again underlying the vulnerability of Rihanna that features on the front of the album despite the album being about female strength.

Rihanna is known for having a very present sex appeal, her renounced song ‘S and M’ controversially and vocally advertising sex. The image of Rihanna in the roses shows a more delicate sex appeal, although a lot of her flesh is still on display, it is more subtle. However, Roses have sexual representation with passion and women themselves, so although the sex appeal is more subdued it is still present.

Colbie Calliat- ‘Breakthrough’ Digipak analysis

Colbie Calliat is a modern folk artist, contemporising folk music with a pop influence. Colbie is represented in an unambiguous way, the two pictures are simply promoting the artist in an aesthetic way.

There is a vintage appeal to the album, with the CD itself having scratches, perhaps denoting an old vinyl album.

Because the genre of the artist, folk/country music in heavily incorporated. Though the background isn’t clear, we can construe it’s outside around nature, conforming with literal interpretations of folk/country music being performed live and outside, and being incorporate.

Both feature pictures are candid, as though a close friend has taken the pictures, and the artist is unaware of their beauty and the camera. The artist is also looking beyond the camera in both instances, representing perhaps aspiration for the future with this new album.

The typography of the album is scribbled, making the album personal as though the titles and tracks have been handwritten, almost as though the album image is unimportant, and the music is central (Tying in artists personal opinions?).

The colour theme is simple, focusing on pastel colours yellow and blue as well as the image being lowly contrasted with the feel of only natural light. This again makes the artist natural and not reliant on heavily edited photography.