DigiPak Promotion

As part of our A2 course we are producing a music video to the song 'Please Mr. Postman' by The Marvellettes. In order to gain a greater understanding of how the artists of that time period were promoted, I researched older DigiPaks and compared them to more contemporary DigiPaks.

Bobby Hackett !930-1940's

The Beatles 1960's

One Direction 2013

Comparing all three album covers, we can see how the era and genre of the music effects how the artist is promoted. Bobby Hackett was around in the early 1940's, therefore technology is limited and this is reflected in the artists digipak. There is no visual of the artist and very basic colours are used. This could be suggesting that the target audience for that genre of music is more mature than someone who would buy one directions album who use bright colours, as well as a picture of the artist for example. The Beatles album cover features all members of the band like one direction, who are also a pop band. However one direction use more colour in all of their promotional activities, where as The Beatles have stuck to a black and white theme which was more common in that time era. Television in the early 60's was black and white, this could be a reason for why The Beatles have chosen to stick with this theme in their DigiPak. Pop artists today often use pictures of themselves on their album covers/posters etc as part of a way of branding themselves. Often their image and how they are presented to the media would sell their media products rather than their actual music. This contrasts to artists such as Bobby Hackett in the 1940's who hasn't used a picture of himself to sell his product.
In our Digipak we plan to use a mixture of both older and contemporary elements as we have chosen to base our music video on an older song with conventions of modern music video.