Research For Ancillary Products- What's a Digipack?

In today's lesson we had a massive discussion about the function of Digipacks and what they are and how they are used to entice audiences. We were asked a few questions and answered them according to our thoughts on the subject. The first question we were asked about was: 'What is a Digipack?' The answer to this is: A modern CD cover that enables an audience to feel they are getting "additional values" for their money. Its used to also promote the artist, their brand and image. In doing so, we gain an "insight into the growth of the artist" from the very beginning to present day. Take Rihanna as a prime example, she has transformed herself from being an innocent, fresh faced teen- when she began- into a grown woman who has found her style and brand image. (However she still changes like a chameleon with every album that comes out)
In doing so, this brings me onto the next question that was asked: 'Why are digipacks still used despite CD sales dropping?' In my opinion, I feel that Digipacks are a novelty and any true fan would willingly buy the album pack as it has pictures and behind the scene shots of the artist. It's the exclusivity of the four or even 6 panel CD cover. Therefore, you would collect every album (or as many as possible) because it feels good to buy something that you can keep and get out whenever you like. I used to buy every Spice Girl album when I was younger and it honestly was one of my favourite things to ask for when my birthday came around! (Mainly because I wanted the lyrics in the little booklet to sing along to but lets not get into that now..) I still have them to this day and it just brings back memories of how excited I would get once a new album came out. Moving on..

The next question that came up was: 'How important are the ancillary products to the artists and the industry?' VERY! Without a digipack or advertisement music artist's would never be able to create an audience or promote their single/album. It's vital as without it they wouldn't be known by anyone. Lately, most artists today use viral marketing such as on YouTube to promote their new albums or singles as its a broad and fast way to get their songs promoted to the larger audiences and even create new attractions of audiences.