OUR DIGIPAK/MAGAZINE ADVERT

VS. REAL MEDIA PRODUCTS

VIANCA SANTILLAN

OUR DIGIPAK

REAL DIGIPAKS

HOW OUR DIGIPAK CONFORMS TO CONVENTIONAL DIGIPAKS

IT INCOPORATES EVERY ELEMENT OF A GENERAL DIGIPAK AND WHAT A RAP DIGIPAK WOULD HAVE WHICH ARE:

• FRONT COVER – OUR ‘ARTIST’ IS OUR MAIN UNIQUE SELLING POINT (USP) WHICH ENCOURAGES A MORE PULL MARKETING STRATEGY, AS OPPOSED TO FORCING OUR ALBUM ONTO PEOPLE. THE ARTIST IS USUALLY IN THE FRONT COVER TO INFORM THE AUDIENCE WHO THE ARTIST IS, THIS IS IMPORTANT TO ARTISTS LIKE OURS BECAUSE HE IS NOT YET VERY KNOWN.

• BACK COVER – THIS INFORMS THE AUDIENCE OF THE CONTENT OF THE SONGS IN THE ALBUM. EVERY DIGIPAK HAS THIS STRUCTURE BECAUSE THE AUDIENCE NEEDS TO KNOW WHAT SONG NAMES ARE IN THE ALBUM THEY ARE BUYING. WE ADDED THE ARTIST HERE AS WELL TO CREATE A SYNERGISTIC ELEMENT, MAKING THE ARTIST MORE RECOGNISABLE.

• INSIDE COVER – THE INSIDE COVERS OF RAP DIGIPAKS WILL USUALLY INCLUDE A LYRIC BOOKLET, SO WE MADE ONE TOO. WE CONTINUED TO USE THE SAME VISUAL EFFECT OF BLACK AND WHITE AND STILL SHOTS OF THE ARTIST.

• CD – THE CD HAS GRAFFITI WHICH IS A STEREOTYPE OF A YOUNG ‘GANGSTER’S’ ACTIONS. WE DECIDED TO INCORPORATE THIS BECAUSE IT HIGHLIGHTS THE MEANINGS OF WHAT OUR ARTIST RAPPED ABOUT IN ‘DEAR LANA’. RAP ARTISTS’ CDS ARE ALSO CREATIVE IN THIS WAY, FOR EXAMPLE ASAP ROCKY.

• LOGO – ‘PARENTAL ADVISORY EXPLICIT CONTENT’ IS A LOGO THAT IS IN ALMOST EVERY RAP ARTIST DIGIPAK, USUALLY IN THE FRONT COVER.

HOW OUR DIGIPAK CHALLENGES CONVENTIONAL DIGIPAKS

ALTHOUGH MOST OF OUR DIGIPAK FIT CONVENTIONS OF A RAP DIGIPAK, THERE WERE STILL A FEW ASPECTS WHERE WE CHALLENGED THEM. FOR EXAMPLE: • ONLY A FEW RAP DIGIPAKS USE A BLACK AND WHITE EFFECT THROUGHOUT THEIR

WHOLE DIGIPAK. WE WANTED TO USE BLACK AND WHITE BECAUSE IT CREATES A SYNERGISTIC EFFECT TO KEEP OUR MUSIC VIDEO AND DIGIPAK HAVE LINKS (WHICH I WILL GO MORE INTO IN EVALUATION 2).

• WE AVOIDED BRIGHT COLOURS BECAUSE FROM OUR AUDIENCE FEEDBACK (DIGIPAK AUDIENCE FEEDBACK) THEY THOUGHT THE BLACK AND WHITE CREATED A DEEPER EFFECT, WHICH HIGHLIGHTS THE THEME OF THE ALBUM AND ARTIST.

OUR MAGAZINE ADVERT

REAL MAGAZINE ADVERTS

HOW OUR MAGAZINE ADVERT CONFORMS TO CONVENTIONAL MAGAZINE ADVERTS

Having social media connections with the artist creates more opportunity for the artist to be well known and for him to have a wider fan-base.

Reviews from reliable external sources, such as other magazine companies, encourages trust between the audience and the quality of the album. Most magazine adverts have these because public opinion can market the album.

The album name is right across the page, which is ultimately the most prominent text the audience can read – this is so that even if the person was just to flick the page, they will automatically read ‘DEAR LANA’ which is easily memorable. Most rap magazine adverts have this for the same effect.

We also have the ‘parental advisory explicit content’ logo in the magazine advert because after some research, I found that it is a legal requirement to inform the audience as to when a content is explicit. It also instantly creates a target audience.

Encouraging where the album can be found and played is another conventional element to a magazine advert because it is its purpose – to get the audience to listen to the album/song.

HOW OUR MAGAZINE ADVERT CHALLENGES CONVENTIONAL MAGAZINE ADVERTS

AGAIN, MOST OF THE ELEMENTS WITHIN OUR MAGAZINE ADVERT CONFORMS TO CONVENTIONAL MAGAZINE ADVERTS. HOWEVER, THERE IS ONLY ONE MAIN ASPECT WE CHALLENGED FOR PRACTICAL REASONS. THIS WAS THE FACT THAT IT IS LANDSCAPE. MOST MAGAZINE ADVERTS SEEM TO BE PORTRAIT BUT BECAUSE OUR STILL IMAGE WAS TAKEN IN A LANDSCAPE FORM AND IT LOOKED BETTER THAT WAY, WE COULDN’T REALLY MAKE IT PORTRAIT IN OUR MAGAZINE ADVERT. I PERSONALLY BELIEVE ALTHOUGH OUR PAGE LAYOUT DOESN’T CONFORM TO A CONVENTIONAL MAGAZINE ADVERT, IT IS STILL EFFECTIVE IN A SENSE THAT IT MAKES IT EVEN MORE UNIQUE. BECAUSE OUR ARTIST IS UNIQUE AND ALREADY CHALLENGES THE ‘MONEY, SEX AND DOING DRUGS’ SIDE OF RAP, I THOUGHT WE SHOULD MAKE HIM STAND OUT EVEN MORE.