Examining the Conventional Features of a Digipak Package

ANALYSIS OF EXISTING DIGIPAKS

JEFF BUCKLEY - DIGIPAK

JEFF BUCKLEY – EXTERIOR ANALYSIS

Exterior Panels Analysis:

The imagery on the exterior panels instantly reflects the identity that Buckley sought to establish for himself with the blue-tinted, washed out pictures granting him an enigmaticpresence, bolstered by the fact that in the left-hand panel he is facing away from the viewer in a medium shot and the central panel being a close-up of just a hat and a book, giving him the air of a true musical artist, something which plays into his highly emotional music. This aspect of his image is emphasised by the borders of the images made to resemble polaroid's and paint brush strokes, evoking a certain nostalgic sensibility. Furthermore, the colouration of the images gives the pictures and aged appearance, calling back to a bygone era of music inspired by the likes of Bob Dylan which informs the reader of his style of music, attracting both his loyal fans through connection to his traditional brand identity and fans of this style of music whose attention may be caught by the invocation of certain stylistic traits. The white background makes the blue stand out all the more as well as conveying a certain sense of simplicity reflected in the compositions of his music which are sparse. Buckley himself is positioned on the album cover, in a long shot with a casual pose yet a serious tone through his body language (his dour facial expression and crossed arms, conveying his unique style by combining a laid-back attitude with the intellect of an artist. The sans-serif font spelling his name is coloured to be consistent with the rest of the panels and again speaks to his deceptively simple style of acoustic music. The Live at Olympia text does have a unique style that links to the brand associated with the venue, and the presence of Columbia records on the rear panel provides an institutional link to the artists’ business connections.

JEFF BUCKLEY – INTERIOR ANALYSIS

The interior panels again drawn heavily on Jeff Buckley’s recognisable artistic style, being deliberately presented as a humble artist. His white shirt again recalls the simple nature of his style, conveying a sense of humbleness that allows his audience to relate to while being simultaneously distanced and fascinated by him as he is does not engage with the viewer with the medium close-up and extreme close-up focussing on his detached, contemplative facial expression that conveys a sensitivity and intellect that makes him appealing and fascinating to an audience. Again, the use of borders resembling brush strokes are used as are the blue-tinted imagery which sustain the brand image established in the exterior panels. Though the exterior panels referred to convention by having features such as the artist occupying the album cover and a track listing, the interior’s minimalist approach is less common for digipak releases which traditionally contain promotional materials such as lyrics sheets or making-of booklets for added value that will compel an audience to buy this “deluxe” version. Here, the lack of such additions plays into the album and Buckley’s minimalist sensibility, as though he cares more for the art than the commerce, something that not only inspires respect from his existing audience but also conveys his image effectively to those not aware of his nature. The CD is positioned centrally, a key feature of the Digipak layout and the way in which the panels unfold are also quite traditional.

JEFF BUCKLEY – ARTIST IDENTITY The design and style of this digipak are consistent with Buckley’s pre-existing image – a humble and sensitive artist. To convey this, the focus is frequently on just him, adopting the same vague disengagement with the audience. The text is often a combination of sans-serif fonts and handwritten styles which have a self-penned feel as if he has written them himself, connecting him to the audience in a unique fashion. The focus on him alone sells him as a solo artist and the use of filters and edited effects reminiscent of old film stock and photography convey his sense of artistry. This adherence to his existing image is a clear motivation force for the fans to purchase this release over the other, more basic formats, playing on a sense of loyalty to Buckley by deliberately targeting his fanbase.

GENRE CONVENTIONS There is no deliberate reference to the genre Buckley fits within, the folk/acoustic

genre yet the imagery clearly recalls the imagery that the genre has become linked to over time. The sight of Buckley casually existing in a studio environment that is clearly disorganized and rustic in appearance seems to remove the pretence of perfectionism and design that surrounds other genres such as pop and rock, showing him as merely a musician and striving for a realism that the genre frequently aspires to. The use of white also speaks to this simplicity of craft. Additionally, the use of extreme close-ups conveys a sense of intimacy familiar to the folk genre, typified by images of solo artists performing alone on a stage in a Greenwich Village baskethouse.

The digipak is comprised of the traditional structure of six unfolding panels, each with individual artwork as well as other typical elements such as a track list and institutional information concerning the record label on the rear panel. There is no art booklet or extra piece of merchandise however, an unusual omission for this type of release. The layout is otherwise conventional, with the front panels displaying the artist and album name and the CD section positioned centrally when unfolded completely.