ANALYSIS OF DIGIPAKSWHAT IS A DIGIPACK

A digipack is a cardboard form of CD packaging introduced in 2000 by IMPAC Group.It consists of six panels which fold together surrounding the plastic panel in order to hold the CD. This includes a front and back cover as well as additional pages for lyrics, images and information.

BENEFITS OF DIGIPACKS

A digipack primarily made out of cardboard with only a plastic panel, therefore it is recyclable as well as environmentally friendly to manufacture.

Digipacks also allow artists to market themselves in similar ways that music videos do. It allows them to add a innovative graphic, design or image to coincide their music or genre.

They also encourage audiences to buy the music so they get the bonus feature of having the physical product instead of streaming the songs online.

Digipacks also allow artists to sell themselves if they are new to the music business as their product will be sold alongside other music from well-known, popular artists.

Artists are able to gain new audiences as they are able to reach a new dynamic from the design of their digipack.

DRAWBACKS OF DIGIPAKS Digipacks essentially made from cardboard, this means that the material wears easier and

damage to the dick is much more likely. Digipaks are not as common or popular nowadays as most music is bought or listened to

online. Because of the manufacturing process, digipacks are more expensive than buying a record

online. They also commonly cost more than jewel cases. They are also less accessible to buy as CD and DVD shops are no longer as common as

they used to be. Physical album sales have decreased from 785 million in the year 2000 to 380 million in

2009, whereas electronic album sales have increased by over 100 million between 2005 and 2009.

TARGET AUDIENCEA digipak is primarily made for a target audience of teenagers and young adults. This age range is most likely to be invested in a particular current artist, and therefore encouraged to spend more money on an entire digipak rather than just buying the music online.Prior to 2012 AGI Music made them exclusively, owning the Digipak trademark. After this they grew in interest amongst both major and minor record labels and became more frequently manufactured. This allowed a wider range of audiences to purchase the product as a wider range of genres and artists became available in more shops. Digipaks are primarily made for the fans of the artist. This is enforced through the added bonuses that come with the product, for example concert ticket competitions, extra tracks and offers on other albums. Fans will also be more interested in the artists images and designs as well as lyrics and other music information.The majority of digipaks are more common amongst alternative, indie, singer/songwriter and rock genres rather than mainstream pop artists. This is because their demographic have higher statistics of physical album sales.