Research and Planning - Digipak Analysis of Conventions

Analysis of Digipaks

Purpose: The intended purpose for a Digipak is to highlight the tracklist of the artist as well as help promote the album. It is used to create a relationship between the artist and the audience. If done well, the album can become a collectors item.


General Conventions:

-Tracklist
-Album Name
-Production Company
-Parental Advisory (if needed)
-Institution
-Artist Name
-Artist as Star Image

Analysis of Michael Buble Digipak

This analysis was done by Sean.


Analysis of Robbie Williams Digipak

This was done by Chloe.


Analysis of Frank Sinatra Digipak

This was done by Darhyl.

Common conventions within the Digipaks analysed were:

-black and white
-image as star
-masculine jazzy colours
-always in suits
-classic typography

From analysing the existing Digipaks I will now include:

-Dark classic colours to promote a jazzy feel
-Have our star dressed in smart attire i.e. a suit and tie.
-Include italic/olden typography to connote the outlook of the album
-Have the star image of on the front cover of the Digipak where his face is clearly shown in order for the audience to identify with him.

In conclusion, this work has been helpful because it has allowed my group and I to further understand what needs to go into a Digipak. We have also gathered knowledge on what is conventional for our Genre - Jazz.

Research and Planning: Digipak Information

Digipak Information

What is a Digipak?

A Digipak is an sleeve that is placed along with the release of an artists album. The purpose of the Digipak is to provide information on the artist for the benefit of the target audience. It also creates, adapts and feeds into the representation of the 'Star Image'. Having a Digipak will help to widen the audiences knowledge and understanding of the artist's album whilst also gaining an insight into the characteristics the star possess. 

Artist Name: Sean De La Rose

Album Name: Belong to the City 

Tracklist:

1. Belong to the City 
2. West District 
3. Dusty Memories 
4. Journey
5. Tuesday Night
6. Release You
7. Follow
8. Make It Home 
9. Atmosphere
10. Karma
11. Outro 

 

Music Institution: 

 

The music institution we have for this album is "GOOD MUSIC". 

Production Company: 

 

The production company we have for this album is "Mos Wanted Productions". 

 

Planning - Creative Brief For Digipak

Creative Brief For Digipak

Release Date: 17th January 2015    Album Title: Belong to the City. 

Project Managers: Darhyl Matias, Chloe Boylan, Sean Mutiso
Product Overview:

Who are they?

Sean De La Rose is originally from North London, and is releasing his debut album. The music video for ‘Follow’ will be released on the 17th January 2015 at the same time as his album will be released “Belong to the City”.

What is the concept?

We need to have the Digipak looking very simple, yet eye catching with a simple background but a title that stands out. This is so that the audience will remember the title easily because Sean De La Rose will need as many new fans as possible with it being a debut. He is a modern artist who plays tribute to old styles of music like Jazz and Swing, but is influenced by modern day artists like Justin Timberlake and Chris Brown.

Why are we doing it? 

This has to be a memorable cover simply because we want to get as many people to notice Sean De La Rose as possible in order to create a new and long lasting fan base. He will wear smart, but fashionable clothing in order to try and create a relationship with the audience before even actually listening to the music because the public tend to be quite looks orientated so his looks have to be relatable and identifiable. 
Comparable Products?
Artists such as Justin Timberlake, Chris Brown and Frank Sinatra are all artists that we would like to follow in the footsteps of. They attract all their fans by allowing the audience to have a strong relationship with them due to interests and hobbies, clothing and simple Digipak designs that people will remember.

The Digipak:

Consumer:
Primary: 
Male: 45% Aged 12 - 45
Secondary:
Female: 65% Aged 12 - 45

What is the reaction we want?

What we want is a positive reaction to the album due to our target audience mainly being teenagers and young adults as our consumer being able to related to our brand and artist. With this positive reaction from the mainstream and diverse audience, they will create a relationship between the artist and the consumer. AS for doing this it allows for the people to share similar view and beliefs with each others.

How Will We Know It Worked?

It would have worked by the product gaining a positive reaction from the consumers when released, this will be known by us breaking even on the sales target and definitely if we break the target. Furthermore with the first draft there will be a focus group being created so that we can gain some audience feedback from the fans he already has, with doing this it allows us to improve what we did wrong at first. 

Key launch Dates: 
Press Campaign:  11th December 2014
Album Release: 27th January 2015

Album Sleeve

Description: To produce a friendly, relating Digipak with the group showing their personality and characteristics to appeal to the target audience making them want to have a connection with the artist and feel what he feels.

Deadlines 27th January 2015

Objective: To present and produce an album that relates to our target audience with night life, emotional connection, fashion sense etc. Helping the audience be able to enjoy life more. 

Proposition: To appeal to a wider target audience that is still within the Jazz/Swing genre, as this will help build the Jazz artist who originates from a slightly niche genre, leading into more success.

Tone Of Voice/Brand Image/Positioning: To aim for our target audience and make them relate to the lyrics, genre and themes of the song. 

Restrictions/Limitations: The only restriction is to provide the album and artist name, album image, the release date, the album title, information about the album, where it is available to purchase and record label.

Production Specs: 1 CD with a plastic case. 
Creative Edge Spectrum: We want the Digipak to be similar to the advert in terms of consistency and style but be more creative with it, to show to the consumers what the artist is really about. Budget: TBC

Research and Planning - Drafts of Digipak

Drafts Of Digipak

 





 

Drafting was important to ensure that I was using the best conventions for my digipak product. Each time I did it, I got feedback from my peers who liked and knew about the genre in order to gain valuable next step ideas. During the drafting process, my digipak designs definitely got better and better to help me create a product that would compliment the rest of my campaign.

 

Draft 1

 

What went well?

-the artist representation is good and it is relevant to the genre. The attire of his works well.
-good consistency amongst the panels. This is largely due to my choice of images and use of colour and lighting.
-there is a clear overall 'look' to the campaign.



Even better if?

-there is a bit of an artist overload that I need to work on
-following from my point before, I should consider the arrangement of my pictures.
-there is some key information about the production company missing





How Can This Be Improved?

I need to finalise the images that I will use on each panel. I should ensure that I do not include too many images of the artist as this can be perceived as too arrogant by him and he might lose his appeal.




Draft 2

What went well?

-good consistency again amongst all products again
-image choices looks a lot better now as there is a balance of images
-the overall look to the campaign is much better
-production details added


Even better if?

-typography for track list should be more consistent
-typography of the spine needs changing
-enhance stars name on the front, centre better
-make inside image fit the whole panel


What Can Be Improved?

I need to consider the consistency of my typography and change the spine as it looks basic.


Conclusion

To conclude, this process has been beneficial because I know that I have to  make the typography consistent throughout the product. Also, the name of the artist needs to look better for my final digipak.