In order to ensure we were meeting the brief we also had to create a digipak to go along side our music video. Whilst making our digipak we had to consider the conventions of digipaks and the conventions of our rock-pop/pop-punk genre to ensure that we were creating a digipak suitable to our genre and therefore ensuring we were creating a product that conformed to real media products.
As you can see from the screen shots below we have tried to meet and use the conventions of existing digipaks by featuring things usually seen on them such as:
- Track list
- Bar code
- Record Label
- Website
- Image - Usually of the artist as the aim of the product is to promote the artist.
- Text on the Front Cover/Down the Spine - Artist name, Name of song
- Copyright logo
Sometimes a promotional sticker can feature on digipaks. They usually feature to promote an aspect of the digipak which will create extra appeal for the purchaser e.g. bonus tracks, remastered, competitions etc. Due to this we decided not to feature a sticker on our digipak as our product only features the song "My Happy Ending" which should be made obvious to the purchaser already.
Many digipaks feature the artist on thhe front cover as the purpose of a digipak is to promote the artist. Therefore, our digipak features our artist on the front cover. However, from the digipakks I have analysed and researched such as Paramore, Maroon 5 and YouMeatSix etc not many artists feature on their digipaks because within the rock-pop/pop-punk genre it is more about the music produced than it is the artists appearance. Nevertheless some artists do feature on their digipaks such as Avril Lavigne and Pink as their appearance and the development in their appearance is part of their "Brand Identity". Due to this we decided to feature our Avril Lavigne/Artist figure, Kate on our front cover, as we felt this would be developing Avril Lavigne`s/the rock-pop/pop-punk style.
As you can see from the images below, Avril Lavigne`s style started off very typically punk. Featuring her on the front cover of her albums/digipaks looking very morbid and gothic but as time progressed she fitted more in to the pop category of the rock-pop genre and today we see a more mature, sophisticated side to her.
When creating our digipak we wanted to focus more on and develop the conventions of the early days of Avril`s career, the punk/gothic side of Avril as the song "My Happy Ending" which we have chosen for our brief would be categorised more as Avril`s early, emotional pieces. Therefore, due to the emotion portrayed in the song, typical of the rock-pop/pop-punk genre we wanted to capture an image on our digipak that would emphasise the emotion of the song but also relate the content of the music video we have created. We believe the image we have used does this. The low positioning of Kate (our Avril Lavigne figure) suggests a sense of domination and implys she is inferior which can be seen in our music video where Tom (our boyfriend figure) dominates her through the use of puppet strings. Taking this content in to consideration we wanted to use an image which would emphasise the sad, dominating main aspect of our video and this is why we decided to use an eye catching image because the puppet cross instantly catches the eye drawing attention to the sad facial expression of our artist giving connotations of the type of image usually featured on Avril`s albums in her early career while the image that features on the back of our digipak emphasises that our boyfriend figure is a "bad/evil" character due to the dark lighting we used and the broken rose he is holding in his hands, which relates to the content of our video also because roses feature in our production.
As mentioned briefly above, Roses feature in our music video. We decided to feature roses in our media product as we wanted to conform to the rock-pop/pop punk genre by suggesting connotations of romance, love, emotion and heartbreak, which often feature heavily in this genre as products are often created to express emotions. Therefore, similar to the outside of our digipak relating to the puppet content in our music video and a sense of heartbreak we also wanted this relation process to continue on the inside of our digipak. With this in mind we decided to use an image of a rose with rose petals surrrounding it towards where the CD/DVD would be placed. By using this image and enhancing the bright red against a dark, black background the inside of our digipak is simple but effective which is a convention often seen in thhe rock-pop/pop punk genre as it offers a stern focus on the product/song and the meaning behind it.
As you can see from the images below, the inside of S Club 7s CD digipak, like ours the inside of their digipak features the lyrics. This is conventional for S Club 7 to do this as they are classed as "Pop" and therefore need a fun, capturing element to their product. Nevertheless, although it is not conventional for the rock-pop/pop punk genre to have the lyrics on the inside of digipaks, more likely credits, we have decided to challenge this and feature the lyrics on the inside of our digipak as we feel the heartbreak, romance and emotion of our product needed to be empahsised as much as possible and the lyrics of "My Happy Ending" offer this. Also, by doing this we believe we hhave brought to the purchasers attention the "pop" element of the rock-pop/pop punk genre.
The font we have used would probably be classed more as Gothic rather than rock-pop/pop-punk as it is not as edgey as some of the texts seen on rock-pop/pop punk products such as Paramore`s "RIOT!". I believe we have developed this convention as we have used a more simple text than conventionally used. We decided to do this as the font style and colour we used fitted the overall appearance of our digipak better than a more "creative" font would have and therefore, the text we have used is simple but effective suiting the simple design of our digipak overall and does not take attention away from the main focus of our digipak - the images. The positioning of the text on the puppet cross on the front cover image offers a unique, alternative way of presenting thhe text and puts greater emphasis and focus on the image capturing the purchasers eye in such a way that they will remember and hopefully buy the product.
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