Digipak Analysis

Though the compact disc revolutionised the music industry when it was first introduced at the end of the 1970s, in the modern digital age it is fast becoming an obselete format. Since the removal of the CD 'single', the charts are now created from MP3 download sales, from websites such as napster or from itunes. In addition, websites such as youtube and lastfm have made it easy than ever to listen to an artist and watch live footage without having to commit to a purchase. The arrival of Spotify has also furthered this, as users are able to create playlists and listen to multiple albums from the same artists, without having to pay for any of it. Rather than playing music through a record player or CDs in a jukebox, music is now typically consumed through portable ipods and mp3 phones, using headphones and portable speakers.

However, there is still pleasure for audiences in having something tangible, a piece of artwork which can be enjoyed and treasured, connecting audiences with the artist. This also means that the 'album' CD format is now more important than it has ever been, as this is the only opportunity for audiences to have a 'hard copy' of a piece of music created by the artist. More loyal followers of particular bands are more likely to purchase a hard copy of a band's album over download, as it requires them to purchase the album in its entireity rather than simply downloading singles they have perhaps heard on the radio from it, as modern audiences often tend to do rather than purchasing the whole album.

The CD album has recently evolved in order to adapt to changes in the industry, hence the creation of the 'digipak' format. This is a more versatile format, allowing more variation and creative expression than the traditional plastic 'jewel case' format, as the albums vary from the more conventional 4 panel, to up to 6 or 8 panels, usually with an accompanying booklet. They often contain additional content such as bonus tracks and accompanying DVD, to encourage audiences to purchase them rather than download the single.

One of the main advantages of the 'digipak' is that it allows the audience to become more familiar with the artist on a personal level.

This suggests a return to the prestige of the much-loved vinyl format, where album artwork was considered as an integral part of the album. During the 1960s and 1970s, there were many iconic album covers created which still exist as merchandise: retro posters, teeshirts, art prints etc.

For instance, here is the front image of the 1979 album "London Calling" by The Clash, and below a retro teeshirt and collectable tin with the the album cover on. This shows the significance of iconic album artwork, as it is the image still connects the audience to the band and survives as merchandise some 30 years after it was originally released.

Digipak Research

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