Ancillary Product Research: Digipacks

What is a Digipack?

A Digipack is a type of CD packaging, usually made from card. They are the main alternative to plastic CD jewel cases. They can come in 4, 6, or 8 panel forms and often include extras that are not included with jewel case albums.


Why are Digipacks still created despite CD sales dropping?

Although CD sales are declining, Digipacks are still created and sold. One of the main reasons for this is that many people see Digipacks as a 'deluxe' version compared to an ordinary jewel case, which makes it seem more valuable allowing record labels to charge more for the same album but in a different format. Digipacks also allow for more things to be included with the album than in a jewel case as there is more space. Often included are things such as images of the artist, exclusive artwork, fold-out posters and small books containing lyrics and other information. This makes people think they are getting more for their money, and want to buy the Digipack instead of the jewel case album.
Some also say that Digipacks are used to combat piracy, as there is no way a physical digipack with all the included extras can be downloaded. Also, owning a Digipack makes people feel more 'connected' to the artist, and as if they have an exclusive album.

How important are the ancillary products (Digipacks, advertisements) to the artists and the industry?

Digipacks and advertisements are extremely important to both the artists and the industry, as they have the power to attract new fans and therefore bring in more revenue. Adverts are the most important thing to a new release, as they are the main way of letting people know about a new album/single. Aside from attracting new fans, even people who are already fans of the artist may not know about their new release if they are not following them on social networking sites, which makes well-placed and well-designed adverts even more vital. Digipacks can also catch new fans' attention by using strong, clear images on the cover and eye-catching designs.

An example of a Digipack