N.B - Institutional Context

What role does the Digipak play in constructing brand/promoting artist?

A Digi-pak is a type of CD/DVD packaging and consists of a plastic tray to hold the disk, also known as a flexi-tray, which is glued onto printed paperboard. The Digi-pak is not the cheapest form of packaging but it enables the artist/band to create absolutely anything with the end result always being very appealing and desirable. It also offers the artist/band the chance to include as many CDs that they want and is extremely versatile. The design of the Digi-pak allows the artist/band to incorporate any design into the cover art. They can use any graphics and can even have one whole image seamlessly wrapped around the pack. Also, as it is made from paperboard, it allows the artist/band to include various textures on their packaging. For example, their name could be velvet and the album name could be a shiny metallic colour. This helps the album stand out on a shelf therefore attracting more people. The artist/band can also allow the booklet/insert to be much thicker than it would traditionally fit in a typical plastic case.