What is a digipak?

The actual CD

Photographs or lyrics

Front CoverTrack Listings

The aim of a Digipak, used by record labels, is to promote the sales of the artist. However, its features gives fans multiple reasons to buy a CD rather than just downloading the content via a website such as Itunes. It should offer a more aesthetic experience – the buyer will gain pleasure from the exclusive photographs and artwork included in the pack.

It will promote the artists by creating a brand identity. It will represent them in a particular way whilst paying close attention to the target audience and the genre of music.

What identity is being created for the following artists? How?

Is the genre apparent? How?

How do you think the target audience affects the aesthetics?