Genre in My Digipak and Digipak Advert

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GENRE IN MY DIGIPAK AND DIGIPAK ADVERT

DEVYANI TAILOR
DIGIPAK
DIGIPAK ADVERT
COLOUR SCHEME

It is conventional for most pop or electropop genres to use bright colours. When researching, I found that
often these bright colours are contrasted with neutral or darker colours. For instance, on the AlunaGeorge
I remember digipak cover she is dressed in hot pink and pale green but the backdrop is black. Also in
the official Kiiara Gold cover there is bright yellow font against a desaturated image of her. Therefore
this shows that the coloured item can vary but there is almost certainly a contrast between the colours.

For my digipak I wanted to do the same but with gold. Therefore I chose shots with a white background
then brightly coloured gold props. This is a clear genre convention of electronic/pop. This also helps to
communicate the contrasting emotional lyrics to the upbeat and fierce tempo of the song.
However, for my digipak advert I decided to go for a more neutral colour scheme overall. I did this
because I wanted the text to be the main focus of the product since it is more significant for promoting
the album. This is more of a challenge to conventions of my genre. This is because I did not use any bold
or eye catching colours which would mostly be featured in the electro-pop genre.
FONT

It is difficult to place a specific font onto the genre of our song. This is because it is a hybrid genre (electro-pop) and
therefore it could either follow the conventions of electronic music or pop. I have found that amongst various electro-
pop albums, the font tends to remain simplistic or simplistic combined with a more intricate or extravagant font. For
example, Banks The Alter, which falls under the electro-pop genre uses a similar font to my digipak however the
actual name Banks on the cover is very intricate and decorated. Alternatively, Flume Skin uses an extremely small
and simple font.

I think that I stuck to the conventions of current electro-pop genre fonts. This is because almost all of them have a
simple and slim font like the one I used. Arguably I could have used a more unique and decorative font for parts of the
text. Although I wanted the use the same font throughout my entire product to ensure it flowed. I also found that the
fonts available on pixelmator were limited, and I felt the font I had chosen was the best option I had.
EDITING

Most electro-pop digipaks are not excessively edited. But others can be generated only using computer
programmes. I felt that both my digipak and digipak advert were all edited to a good level. This is because it
was clear that each image was a photograph or screenshot and not entirely computer generated but enhanced
subtly or overlapped.
I edited the CD pane to enhance the colours on the image (gold, pink and blue). I did this because I wanted to
add hues of brighter colours (pink and blue) to fit into the electro-pop genre better. Lots of electro-pop digipaks
tend to feature bright colours like these and so I felt it would help add to the genre communication better. I did
this very subtly though since anything more would have made the image not fit in with the rest of my digipak.

The overlapping used for the front of my digipak and my advert is not conventional of the genre. However I felt
that it fit in well with each product and the branding of Kiiara so I decided to still use this editing technique.
EDITING

For the other images across my digipak I did not edit to drastically change the image. For
the back of my digipak I simply brightened the shot to make the backdrop look more white.
I did not edit the inside cover at all since I thought it looked best natural.
My digipak advert used the same overlapping technique. But I also added a slight sepia
filter which made the gold appear to be more yellow and less bronze. I did this so that it
would look more neutral and the text would be the focus. This is not really a conventional
filter used throughout my genre, therefore this is something I challenged. I felt that
understating the complex shot of the glitter further by using this filter helped it to fit in
better with the image of the sky I overlapped it with.
IMAGES
I maintained the electro-pop conventions in ways since I had used images of Kiiara on the
front cover of my digipak. Although I challenged this convention by adding Kiiaras second
persona onto the cover too. It is uncommon for most electro-pop stars to use this type of
brand image although artists like Sia have used a character to represent their branding to
keep themselves mysterious.
I was consistent in keeping one person in more images than the other. This made it clear
who Kiiara actually is, so that new listeners would still understand her brand image easily.

It is also conventional for electro-pop to feature images of something other than the artist.
In both my digipak and digipak advert I used images of golf confetti and an image of the
location (for my advert). I felt it was important to not use focus on the artist but also the
imagery related to album like Troye Sivan, having an image of a neighbourhood with a
dark blue sky when the title was Blue Neighbourhood.
COSTUME
In the pictures which did feature Kiiara I used the images of both characters from the bed
scenes. I did this because lots of electro-pop singers tend to wear simple clothing (I.e.
Banks in the previous example). In these images, the lack of clothing is quite conventional
of pop more than electro-pop. It is typical for women to appear as whores (according to
Laura Mulvey's theory). However the size and editing of the shots only allow the audience
to see a slight indication of nudity. Therefore it could be said that my album cover does
not entirely fit into the whore dichotomy completely.

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