Summary of Class Discussion
These are the notes which I took during class when discussing the importance of digipaks to the music industry.
What is a digipak?
A digital album / product to be sold.
Cross Promotional Package?
It means using a variety of media products to promote a brand, they rely on synergy.
Advert?
Something that promotes a product or an artist.
Codes and Conventions of Ancillary Products
They are additional media texts that work together to act as a promotional material for the artist. They include CD covers, artworks, magazines, billboards, posters, websites, blogs etc.
For our coursework we are asked to create 2 ancillary products:
- A Digipak
- A Magazine Advert
Why are CD covers still used although sales are dropping?
They are still used as a way to brand an artist, and help an audience recognise the album.
How Important are they?
For the industry and the artist, ancillary products are essential because they help inform the audience about the latest release. They help and create saturation (it's the idea of something being covered).
What are the codes and conventions?
They are the 'rules' that govern the way a media text is constructed so that:
- It looks a certain way
- It contains certain content
These rules are dependent on:
- The media form (what type of music video, magazine, advert etc)
- The genre and the text
These rules create expectations for different products:
- Audiences are familiar with different codes and conventions for different products
- Audiences often base their tastes on the use of different codes and conventions
- Audiences can identify similar products through the use of codes and conventions
- Audiences gain enjoyment from seeing how a product supports or challenge these expectations
Extra Notes:
A digipak is a modern approach to CD and Packaging. The Digipak allows for inclusion of more information about the brand / artist. It's all about value and encouraging us to part with out money for something special and 'extra' plays on our love of music.
What should the outside of your digipak look like?
1. Track Listing: the same font as artist or the album name
2. Production information: copyright and year of production, it should have a web address, and the record label (either a name or a logo). And let’s not forget the distributor, producer and possible a price.
3. Promotional sticker: it should draw attention to recent tour or special feature on the album.
4. Artist (s) name: in a large and clear font, foregrounded. It should be easy to read and the same font should be able to be seen throughout the digipak.
5. Image of artist (s): The echoing visual style and color scheme should be seen throughout the front cover
6. Overall Digipak Style: It should only use 3-4 colors max, and it should only have 2 different fonts. It may include elements of graphic design (not simply images lifted from the video). It must create some sort of visual link with advertisement.
What should the inside of your digipak look like?
1. Graphic Design: the visual style (font, color and design) established on the front of the digipak is continued on the inner panels.
2. Acknowledgements: sometimes included in a short list, in very small font, acknowledgements for particular tracks on the album.
3. Repeat of track list: sometimes included- with more specific detail around length of songs, who played instruments and who wrote the track(s).
What should the advertisement look like?
1. Tour dates, review quotes from magazines and newspapers, record label logo, website.
2. Repeat same graphic style as digipak
3. Prominent display of artist name and album title
4. Usually features image of digipak itself
5. Must include: release date
THIS IS A SUMMARY OF ALL OF THE NOTES WHICH I TOOK IN CLASS, AND IT SHOULD PRETY MUCH EXPLAIN THE IMPORTANCE OF DIGIPAKS.
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