What Role does the Digipack play in constructing brand/ promoting artist? Jack Clark

The digipack is seen to be a very valuable piece of merchandise for an artist. This is due to the potential make or break of the artist. The digipack is constructed in such a way so that the artist can appeal to a certain audience. The digipack allows alot of space for any type of graphics the artist chooses, this can help the artist appeal to any type of audience he chooses. The digipack also allows different sizes. This can allow more customisation for the artist and help the overall appeal of the cd. The digipacks can also allow certain spacial touches such as flashing lights which add a sense of individuality to the artist. The digipack also allows a small booklet to fit inside which can consist of anything the artist chooses such as song lyrics, pictures or thank you's. This means that the artist has a very tricky job of choosing the content and style of the digipack to attract as many people as possible and create a positive image for themselves. The digipack has to stand out from the rest to allow the artist a fighting chance of success. The digipack constructs the brand by allowing the audience to see what the artist and the music created could be like. This gives the audience information which can relate to the artist and that they will use to refrence the artist. This is how the artists brand is formed. So if the wrong content is put on then it could construct a brand which they do not want and it may have negative effects for the artist.