Digipaks

Digipaks typically consist of a gatefold (A gatefold is a type of fold used for advertising around a magazine or section, and for packaging of media such as the phonographic industry) paperboard or card stock outer binding – to protect the disk, with plastic trays to hold the CD and a small pamphlet of industry and album information inside. Commonly they will include : The text name of the band or solo artist, the name of the album, track listings, bonus material, website / blog address, credits, the name of the record company, songwriters, record producers, musician’s, musician’s thanks, location / time of recording, photograph/s of the band or solo artist, the barcode (on the back), the CD logo, website banner (on the back), a design colour / style that corresponds with the artists / star image & album genre & ethos, unfolds, cardboard sleeves / booklet. Digipaks are now a common feature of every CD released by contemporary artists. They are often produced after tours or as a promotional addition or boost to feel a closer, more intimate connection to the songs & artists.

AUDIENCE ADVANTAGES

-       Huge availability of graphic scope and versatility

-       Feels as if they are getting more for their money – an incite – not just a CD

-       Less likely for disk damage to occur / fraud

-       Collectable (could make profit off it later)

-       Sentimental value – if they attended a concert & wanted a keepsake / extra connection to that artist

-       Bonus features specific to that Digipak

-       More economical that old styles (all usually produced on recycled paper / card)

INDUSTRY ADVANTAGE

-     Can raise the price of the CD (can charge a lot more for this ‘full package’ not just a CD or single)

-     Gives them a greater range of imaginative / creative flexibility

-     A greater public statement is made / more widespread coverage / marketing, possibly faster sales ( special edition / digitally re-mastered – enhances the original work – EG: Micheal Buble has released the same Christmas album this year as last year with +3 extra tracks and new graphics, boosting up his sale figures increasingly more than if he had kept the artwork exactly the same & customers felt they were purchasing the old product  - which technically they are)

-     Being more economically friends puts the company in a positive light (may thus influence consumer choices)

-     Promotional / marketing opportunity, the leaflets can be used as eternal advertising, always sat in peoples homes, always there tempting them into the world of the artists & their music & products. Leaflet’s can also often include advertisement of merchandise – ringtones, clothes, bags etc, as well as feature of other bands of the same record company – boosting the sales even higher with additional perks / references.

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