A digipak is a type of packaging for CD's amd DVD's, this becmae really popular with artist in the early 2000's and is still used to this present day. For an artist. a digipak is one of the most important piece of promotion to be made when they have brought out an official album or a hit single. The digipak is the case and covering for the artist new album CD and consists of a front cover, two or 4 inside covers and a back cover to be covered by images that are based of the artist music and appeal to their target audience or to express a certain message. Furthermore, manuy artist may include additional promotional materials inside their digipaks such as booklets and posters for fans to be more excited for their purchase. This is definitely a big step for artists that are new because it not only allows them to attract fans of the music but also a wider audience.
The pros of a digipak is for the artist, being able to sell their music to a much broader audience, earning revenue for their hard work and having a more professional approach towards record labels. In addition, it is also a way for a record label to become more established along with the artists. The front of the Digipak will have the primarily focus on the artist but will also have the logo of the record label in the bottom left or right hand corner.
Here is an example from the famous rap star Tupac Shakur also known as 2Pac, signed to death row records.
During the late 1980's and early 1990's, Death Row Records was one of the biggest rap record labels that artist could sign to, owned by Suge Knight. The logo was very distinctive, the reason it only needed be small and still stand out amongst the rest of the imagery.
However, as technology continues to grow and develop, Digipaks may not be as important (In terms of music) because CD's are not as used as they used to be. All music is now downloadable onto a smartphone or portable laptop legally and illegally, resulting in it being cheaper the audience to stream their favourite artist. In addition, Youtube seems to be a bigger platform for distributing music to a younger target audience as music videos are becoming an essential part of the industry and just as important as the song itself. The reason for this is because the majority of music videos compliment the song (Andrew Godwins theory).
This is a prime example by the new age famous rap group called Migos. This song 'Stir Fry' is also featured on their latest album 'Culture II', to add more interest to the song, they have made a music video that is quite movie-like as it consists of scenes of kung-fu fighting. In addition, from the music video being on their own youtube channel, they have been able to gain more revenue from the same song by adding an eye-cacthing music video.
However, as technology continues to grow and develop, Digipaks may not be as important (In terms of music) because CD's are not as used as they used to be. All music is now downloadable onto a smartphone or portable laptop legally and illegally, resulting in it being cheaper the audience to stream their favourite artist. In addition, Youtube seems to be a bigger platform for distributing music to a younger target audience as music videos are becoming an essential part of the industry and just as important as the song itself. The reason for this is because the majority of music videos compliment the song (Andrew Godwins theory).
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