Digipak analysis: Eliza Doolittle

The second digipak I am going to analyze is the self titled debut album by Eliza Doolittle, an indie pop artist with a young teenage female target audience.

The image on the front of the CD is very busy and fun with a bright fluorescent colour palette that appeals to a young target audience. The images are very entropic and imaginative creating a fun, exciting artist image. The images make reference to Eliza as an British artist with images of famous London landmarks like Big Ben. These are an example of how the cover is creating a recognizable brand image brand image. The image of Eliza is very entropic with her in size proportion with the buildings. This is presenting her as important with a celebrity status that many record label demand in promotional media products in order to create a memorable brand image. There is a lot of movement on the front cover with Eliza's pose, the blue sky and clouds and the erupting volcano. The collage of so many images creates a really exciting and intriguing CD cover which positive tone would appeal to its young target audience.

The inside of the digipak shows a close up shot of Eliza on the front inside pane. This close up is used to create a strong artist image and to build a relatable relationship between the artist and the audience according to Goodwin's theory. Inside the digipak the bright colours and fun tone has been continued creating a continuous artist and album image. The Cd design is very simplistic with the artist and album name printed in a striking, feminine coloured font. The repetition of the name is making the brand recognizable which is extremely important as this is a debut album. The pink colour and simplistic, striking design would really appeal to a young female audience.

Behind the CD on the rear inside pane there is a stenciled image of Eliza's face. The shot is an extreme close up further supporting and demonstrating Goodwin's theory that close ups are often demands of record companies in order to create a strong artist identity.







The fold out within the digipak contains lyrics in a hand written font which add a personal aspect that greatly appeals to a young target audience. The focus on lyrics and lack of images balances out the close ups seen on the exteriors of the digipak. This focus on lyrics really appeals to a pop indie audience as they like to see that the music is an extremely important and dominant aspect of their artist image. The pastel blue background of the album cover has been continued in the booklet adding to the consitent sense of continuallity.

The rear pane of the digipak shows a long shot full length view of Eliza surronded by the track listing of the album. The image of Eliza places a focus on Eliza's legs making it a quite voyeuristic shot; a representation typical of the pop genre.This is an example of Goodwin's theory that music videos and music media products have: 'frequent references to the notion of looking and particlularly voyeauristic treatement of the female body.'
The varieying black and white fonts surronding Eliza's figure give the image a eccentric and quirky feel that would definately appeal to the target audience. The overall mixture of fonts, images and colours throughout the whole digipak create a brand motif and memorable mise-en-scene.
The CD has extra digital content when inserted into a pc; creating a digital, interactive aspect to a Cd creates a digipak which really allows the audience to interact with their audience and creates a strong appeal for a young technology interested audience. The extra content includes behind the scenes videos, picture gallerys and wallpapers. The behind the scenes videos in particular give the audience an exclusive and important feeling which makes the artist, the albuma the overall brand likeable.