Researching ancillary product: Summary of Importance and Function around Digipaks.

What is a Digipak?

A Digipak is a modern approach to CD packaging in the 21^st century.

What is the function of a digipak?

Digipaks are important because they help to promote artists and their image. Every artist has an image and a digipak will help to show this image. For example, on the front of a digipak, the artists picture will be there most of the time because it helps the audience to become familiar with the artists. If the artist is wearing an era hat, this could suggest that the artist produces grime music.  That is what I mean when I say a digipak helps to shape an artists image. There will be names of the songs on the back of the digipak to help promote and advertise their songs.

It will also help to show the growth of the artist. Loyal fans will buy all their favourite artists CD’s, because they enjoy looking at how far the artists has come. Some artists change their image to get a bigger audience and when the fans are loyal they follow, so it is interesting to see how artists grow and change their image.

CD’s are more appealing and most of the time has in sights of the artist, which is additional information that the audience will be interested in. Buying a CD also feels more valuable and special because you have spent money on it. It is also nice to have a hard copy, it feels more exclusive, there is loads of artwork and booklets in some digipaks. Overall,  some CD’s can become collectors’ items. When you buy something you want you value you it more. However, when something is free the value of it goes. For example downloading music does not give you everything that the CD does, so it almost loses its value. Therefore, the function of a digipak is very important to the music industry.

Why are digipaks still used despite CD sales dropping?

There is more downloading now than ever before. However, digipaks are used to once again promote the artists. If artists did not have digipaks or advertisements, you wouldn’t know if they have a new album out or not. Also, again loyal fans follow their favourite artists and buy their music. Digipaks are more interesting, people want to collect them and have hard back copies. Also, its trying to combat piracy and the public feel they are getting more from the artist.

How important are the ancillary products (digipaks, advertisments) to the artists and the industry?

The ancillary products are really important for an artist and the music industry as they help the audience to establish an artist. If there were no advertisements for the public to see, then the public wouldn’t know who they are listening to. Advertisements help an artists image and reputation. In adverts you may often hear “number one single”. This helps the artist to get out there and promote their selves to their fullest potential. Ancillary products have a key role to make the artist known, which is why the products are so important.