Digipack analysis - Miss Miller

Digipaks are a type of packaging for CDs or DVDs, typically made from cardboard with an internal plastic holder for one or more discs. The purpose of them is to contain extra information or pictures about the artist to create a personal feel for the audience so that they feel more connected to the artist. Digipaks often contain bonus tracks, which differentiates them from CD's as well that they have more sides including more information. This makes them more successful towards fans than jewel CD cases, due to their personal content, allowing the audience to gain more information into the artist, as jewel CD cases only include limited information and protection. 

Within Lana Del Rey's digipak, she is represented as very simple and ordinary, this is shown through the mise-en-scene of the image. She is wearing plain light clothing, with basic makeup which connects her to the audience because they can all relate to this, whereas conventionally successful music artists chose to advertise their money and luxurious lifestyles. Through her facial expression, the artist is represented as quite moody which conveys her to seem unappreciative of her success within the music industry. 

The roses used on the CD itself are red and this is to represent love and passion, which is conventional to the soul genre as the songs tend to be based on previous romantic relationships or experiences. Having the red roses against a white background encourages them to stand out and emphasises their importance, however they are placed around the rim of the CD so that they are slightly hidden, this could imply that there is a secret meaning to their presence.

 The image of Lana Del Rey is placed in the centre of the CD cover, this is used to help the audience recognise her as the artist that is singing the music they are listening to and remember her name in association to her face. She is showing a blank facial expression, which shows how she is not trying to promote herself, implying she cares more about her music. 

Her name is wrote in white, block capitals against the blue, sky background, this may have been used so that her name could be interpreted to look like clouds, which may connote that she is a successful music artist. There is a constant white and light blue theme, and this is used to represent the sky which implies that she has made it, as within the industry there is a saying 'The sky is my limit'. The basic font and colour white also fits into the neutral theme, as it make it easy for the audience to read however does not draw too much attention from the image of Lana. The name of the album 'Born to die' is in smaller font and in a light blue colour, this matches the colour of the setting behind her and is used to stand out against her white shirt. The typography used is very simple to encourage the audience to read and understand it however not to be distracted by the other elements on the cover e.g; image, album name. As Lana has such a diverse image she has many different trademarked fonts that she uses on media, this is one of her most common because of the simplicity and specified genre of the songs within the album.

This digipak promotes the artist by representing her as an approachable, ordinary person which the audience can relate to because she looks similar to themselves. This image to was created to be conventional to the soul genre as soul songs tend to be based on relatable topics in which the audience may have experienced themselves, having used such a simple and sophisticated layout it stereotypically portrays a soul digipak. 

From having analysed this digipak we now have an insight in how to attract our specific target audience and successfully conveying our chosen genre. Using simple and basic foundations allows our audience to relate to the artist, therefore we will make sure not to over complicate our cover, only using one image of our artist and conventional colours and fonts. However we will try to divert from being to stereotypical by experimenting with different camera angles for the image of our artist for example, mid shots, closeups, extreme closeups and establishing shots, so that we can see which best suits the image of our artist.