Digipak Draft 3

This is digital draft 3, and we are very close to finishing this product. Ahead of finishing this product we have done some more analysis and research. As part of this we have printed and include the imagery within a CD case, as this will allow our audience to gain a better feel for the product.

Gathering opinions on the cover, we asked our classmates to say what genre they thought it was, and add some adjectives to describe the  cover. 6 people highlighted the cover as R&B, with an additional 4 highlighting it as Pop. This shows that over half identified it correctly, and that although the case doesn’t always display the correct genre, the majority can identify it as our genre. Urban, Sassy, Fun, Dark and Funky were all given to describe our case, and we feel these work well to describe both our star and her image. This supports Hall’s ideas relating to a preferred reading, and shows that our album and its design can be understood to produce the desired reading.

Working towards our final draft we will be looking to highlight the genre, and to make sure that the product we have created always displays and represents the same genre we have designed it for.

Digipack Draft 2 with what has changed

Here is Draft 2 of our Digipak, which include the inside panes.

Teachers feedback:

The above screencastify has provided lots of great feedback for draft 3, all of which we will be taking on board to make sure we can create the best Digipak for our genre and conventions.

  • Compline Spine- These should have the artists and album name and each has to face a particular direction in order to fit conventions.
  • Choose to either have 2 with imagery and 2 without or only feature our artists image on  the cover.
  • Make the overlap bigger not the rear, to highlight the design feature.
  • Try some different ideas for the inside panes, including a departure board in order to create more variety.
  • Shoot our own background for the different panes.

Digipak Draft 1

This is the first draft of the front and rear panes for our Digipak, in which we have Incorporated some of best images, to produce a good draft. Improvements in the next draft will allow for us to create a more conventional piece, as-well as to incorporate better typefaces and DTP.

Evaluation of shoot

As seen previously we have recently shot the images for our Digipak, and and very happy with the results produced in this shoot. Going into the shoot we has a variety of images we wanted to capture, including headshots, and merchandising. Reviewing our goals for the shoot we are confident we have got the final images, and are currently working on drafts including these.

We like this image for the front cover, we have incorporated the Mise en scene into the image using the glasses, and this has also allowed for the highlight colour to be seen in the image.

This image is also a favourite for our cover, as we think the way in which she isn’t directly facing the camera works well for the genre. If we don’t end up using this image on the cover we will be trying to use it within the website.

Digipak Contact Sheet

We have now shot the photographs for our Digipak, some of which can be included into either the CD  Album cover and others into the website. As a group we have reviewed all the images and separated them into images which we think will work well in act section of the Digipak. At current we are producing a draft with IMG_1477 as our main image. Towards the end of the contact sheet, you will see a variety of different close ups, these include earrings and glasses. We plan to use these images on the merchandise section of the website.



Photoshoot / Design Production Meeting and Risk Assessment

The progression of the Digipak involves the creation of new media, whether this be imagery or graphics. For this reasons we have been planning a photo shoot, in which we wish to capture the imagery required for not only our CD cover, but also imagery that we can incorporate into our Website. We have looked carefully at what imagery is used within the R&B genre, and have created this Production Meeting Agenda, in order to make sure that we correctly represent the genre and fulfil our ideas within the shoot.



Digipak Collage & CD Mockup

When considering the design of our Digipak’s, it was important for us to compile our ideas in different ways. Below is my collage, in which I have included some of my ideas for the Digipak, given the materials provided. I have included some colour squares which I think will work well in the genre, answer as a gradient and existing imagery. I chose to have a very organised collage, as the minimalism in this reflects on the cover I am looking to produce.

Additionally I have included this sketch of what, at current, I would like the front of the Digipak to look like. I have included a sketch of the artists headshot, as this is imagery in which I have seen commonly within the genre. Additionally there is text in the top right with both the artists name and the album name.

Digipak Conventions Analysis

This is my analysis of Digipak conventions, I chose to use “Syre” by Jaden Smith, as it has a unique style and often differs for the conventions we would expect when considering a Digipak. When analysing this Digipak it was important to consider that colours, fonts, framing, imagery, design and language can all convey something to the audience and tell a story. By analysing this piece of professional work I have gathered a more rounded understanding of the requirements for my very our Digipak. This will allow me to make the best product possible, as-well as to appeal to my target audience.

Marketing Strategy & Mission Statement

Who is your Audience?

  • Who they are (demographics) – Our demographic is 15-25 years old, primarily female. People who would be considered Millennials or Generation Z
  • What other media they consume and participate in – Our audience will have interests within Celebrity and Fashion Culture, and watch reality programs such as Keeping Up with the Kardashians
  • What their values attitudes and beliefs (ideology / psychographics) – People with an interest towards are genre, are often relaxed but hardworking, with little to no political interests. 


  • How do you want the audience to engage with your star / album – It is important for our star to be ordinary for the audience, while still mataining a level of Extradrority, in order for them to be profitable. Social Media is a large part of the Genre and fans will likely also engage with the artists through a variety of social platforms.
  • How will they invest time and money in your star / album – The audience will spend on endorsed products and merchandise, new album releases and concerts / shows. The audience are less likely to read or buy magazine articles, however may still watch materials such as online interviews.


  • Name three similar bands / artists. Similar artists include Jorja Smith, Ella Eyre and Mabel
  • What are the trends in album designs of similar stars / bands? Album covers often feature vibrant images that make use of colour, similarly pastel colours also feature on a variety of artist colours. Notably their is use of interesting Typography, allowing a variety of different moods to be translated.
  • What does their website look like? The artists websites, make use of contrast, using accent colours against black and white. Soft imagery with natural tones and limited use of photo manipulation – portraying their true image to the audience


  • Is your star already established or are trying to establish a new presence in the market? Our artist already has a large fan base, however there is still development for her within the genre. There isn’t a need to establish a new market presence, as the existing one can be expanded upon
  • What is your star image & how are you trying to innovate / develop that image? Our star is trying to portray a real character to her audience, in contrast to many stars at the moment. Her character has allowed her to relate heavily to her demographic and rise to become a new favourite amongst many fans of R&B.
    • Are you mixing up elements of different genres? Although The music fits within the R&B genre, there are definite signs of more Pop lyrics and tones within the music.
    • Are you trying to re-brand your star? I feel that the current brand of the star is the one we are trying to pursue and that we are not currently trying to re-brand the star or her image.
    • Are you emphasising the ordinary or extraordinary? Followings Dyer’s theory, we are emphasizing the ordianrity of her image, and this has allowed us to portray her talent as extraordinary.

Mission Statement

Jourdan is a rising young artist who’s, inspiring lyrics and natural talent for music, has taken the R&B genre forward. Encouraging a new generation of youth within the UK to Embrace Culture and their talents to produce a history for themselves and a vision for the future of UK music.