A digipak is packaging which is usually used for CD singles or special editions of CD albums and usuallly contains more special features than just a regular CD. A digipak usually consists of a 'gatefold' paperboard and one or more plastic trays to hold a CD. Digipaks were first created by MeadWestvaco and their product, called Digi-Pak, is trademarked.
The front of the digipak usually showcases some aspect of who the artist is or what they represent, and/or what their genre of music is. It also more than likely embodies a theme or a message to do with the artist's image. All aspects of the digipak, brand image and music video are all interwoven together, for example, if there's some futuristic idealism conveyed in the lyrics or the music video then the front cover would probably be more abstract and ambiguous.
The aim of a digipak is to promote the sales of an artist, in the same way that the music video does. However, the features of a digipak give fans multiple reasons to buy the CD rather than downloading the content online. It could be argued that purchasing an artist's digipak establishes a consumer's loyalty to them, rather than simply purchasing the music via iTunes, or even illegally downloading it.
A digipak is usually created as a 4 or 6 plate folded piece of card with a CD case in the middle and usually includes:
- a DVD
- a lyric book
- artist photos or imagery
- a list of songs
A digipak is basically a creative tool designed to appeal to and intrigue the audience, e.g. fans and people who take an interest in the genre of music.
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