JB - Institutional Context 2

What role does the digipak play in constructing brand/promoting artist? - Justin Bishop

The digipak plays a very important role in the bands representation and the brand that the band put out. The look of the digipak, for example can put off some consumers or interest others. If the digipak is very dark and covered in skulls or lightening bolts then it may impress someone who is into metal music. This promotes the artist to that genre thus giving the band a name in that style of music. The digipak may have certain features that are traits of the artist. There may be some symbols that are well known by fans that connote the band. The digipak may be designed in a special way which could also be traits of what the artist do. These could be known as trademarks of this band. This will help to construct a brand around the artist and using these trademarks can promote them more to their fans. A digipak may be able to promote the artist as quite environmentally friendly to an extent because using a lot of plastic to make the CD cases can be seen as non environmentally friendly. So using the cardboard, which comes from goods that are recycle (Manufacturers have sought to reduce environmental impact and improve functionality by introducing recycled components into its trays - Wikipedia), can give a good name to the artist and promote them to environmentalists.