Yr 13 OCR Media Studies

CD/Digipak Analysis

Learning Objectives: 1. To identify CD/Digipak conventions 2. To explore the use of CD/Digipaks as a promotional tool

and a Digipak is?

Digipacks are a type of CD packaging made out of card stock or other heavy paper/cardboard material. Digipacks can flip open like a book, or it can have three parts, so that one portion of the packaging opens to the right and one to the left, with the CD in the center portion. Usually, the portion of the digipack that hold the CD is made of plastic like a traditional jewel case CD - the plastic part is simply attached to the paper background. Digipacks were first created by MeadWestvaco, and their product, called Digi-Pak, is trademarked. However, as the format became more popular and began to be used by more manufacturers, the generic "digipack" came to be used to describe all soft CD packaging.

CD Cover Conventions
In pairs, DISCUSS the conventions of a CD cover and their function

ALERT! There are certain conventions all CD covers have, how they are designed will vary

CD Cover Analysis
How would you expect the music video and homepage to look?

Who is the target audience? How does this cover attract them?

Fonts/Colour/ Images? How is Iconography created?

Now That s What I Call The 00s

Compilation Album Mixed music styles, Pop/ R n B/ Rock Bright colours would make it stand out on a shelf Target Audience would be popular music fans and teenagers http://www.youtube.com/watch?v=j2ev6D72lSI

The Editors
Indie Band Students and 20+ young adults The band are not on the front cover of the sleeve, this is very common with Indie bands http://www.youtube.com/watch?v=nRVd7yGz3w M

UB40: Labour of Love

Pop/ Reggae music style Target audience 16-40 Unusual Image The band are not on the front cover and so are represented by the images which are very abstract and demand attention http://www.youtube.com/watch?v=fT1Sa91N75E

Pink Floyd: Dark side of the Moon

Rock Band Cool, off beat and abstract Image The band is not on the cover, which is quite common with rock bands Target audience is mainly men

http://www.youtube.com/watch?v=d78K4rCEfAo

JLS:JLS
Pop Boy Band Sexy/ Smoldering image, the band are not smiling which shows they are serious about their music The Band ARE the music, which is shown in the album title JLS Target audience, young girls 7+

http://www.youtube.com/watch?v=yJJEZdYQR_s

All Angels
Classical Music A very pure, dreamy and Angelic Image Target audience: young girls, mothers, grandmothers and older gentlemen http://www.youtube.com/watch?v=9ni60RiUxVY

CD Cover Analysis
TASK: Choose 3 music promotion CD covers to analyse and annotate: 1. What is the genre of music? 2. Who is the target audience? How are they targeted? 3. How successful is iconography used to promote the artist? Record your analysis on your blog.