Digipak Analysis

Olly Murs - Right Place Right Time

Side 1 - Cover (outer)

Side 2 - Back (outer)

Side 3 - Photo fold in (outer)

Sides 4 + 5 - CD slip in and leaflet slip in (Inner)

Side 6 - 2nd CD slip in (Inner)

This is Olly Murs' Digipak for his album "Right Place Right Time".

The front cover on the outside depicts a photo of Olly (the artist), his name and the name of the album. It has been designed this way to promote, firstly the artist as it shows both his name and a photo of him in the centre of the cover And also the album name as it's repeated in different styles  in the background behind Olly.

The second side which is the back cover of the album has a listing of all of Olly's songs which are on the album and which disc they're on, All the companies that were involved in producing and distributing Olly's album and the date the album was released.

The third side which is the fold in photo is a big photo of Olly that covers the whole side. I believe this is done to again, promote the artist as he is covering the entire side of the Digipak, but for a fan, it's also nice to look at as he is an idol.

The fourth and sixth sides on the inside both show half of the album covers name and all of the songs of the album in the background of each side. It is designed well as the font of text, style and colours are continuous throughput the Digipak, making it look neat and professional.

The fifth side which is the middle cover of the inside also depicts a photo of Olly looking handsome and idolistic, showing that the photo is most likely done by a professional photographer.

I have analysed this Digipak to gain insight into what each side/cover should include, colour/font themes and what different genre's have in common/contrast.

Textual Analysis of Music Video's 3

Paloma Faith - Picking Up the Pieces

At the start of the video, both diegetic and non-diegetic sounds can be heard of the setting and background of the destination the video is set in such as the wind,a crow and a car driving along and pulling up, connoting that the atmosphere is eerie and unpleasant. The song then starts at around 28 seconds into the video. 

There are no titles present throughput the video. At 2.39 the music then stops and the sound of diegetic footsteps of a lady walking can be heard which have been emphasized connoting that the atmosphere is tense and the footsteps are very loud and nerve wracking.

Just before the music starts again at 3.06 a water droplet falls making the sound of a gunshot. This ties in with the chorus lyrics - "Now she's gone, and I'm picking up the pieces", connoting the male characters lover has died and Paloma who is depicted as the girlfriend has to deal with his heartbreak even though she cannot truly replace his past lover.

Also at the start of the video, the setting is shown straight away - an old mansion, connoting that the main male character is wealthy but rather old fashioned. Throughout the video more shots of the mansion are shown including the garden where Paloma is performing which connotes that she feels left out and abandoned because of her failing relationship.

When Paloma is singing on her own outside, long shots are used to show her full body and the background with a single bench and the mansion. This connotes that she has been forced outside on her own, much like how in her relationship she feels alone and left out.

Also, lots of close ups of Paloma's face are shown to emphasize her emotionless expressions, but also because the record label demands it to promote the artist.

Importance of Digipaks and Magazine adverts

Digipaks and Magazine adverts

Digipaks are a CD case in a folded book-style paperboard, with one or more plastic trays capable of holding a CD attached to the inside. They usually consist of 6 - 8 sides, each with a different picture, CD or leaflet attatched. The digipak design often relates to the Genre of the artist/band and usually consist of generic conventions of the chosen genre. There are also close similarities and relations between the digipak and the target audience.

Magazine advertusements for music video's/artists tend to include the single, album or tour, the release dates and an image or generic convention of the band/artsit. Most advertisements tend to be about a page of a magazine so there is enough room to fit all the information and images that need to be advertised.

Both digipaks and magazine advertizements are important because they are good for promoting the band/artist as images and important information is usually displayed ensuring the target audience are interested in what's being advertised. Particulary with Digipaks, the target audience can usually tell what the genre of the artist is based on the design and genric conventions icluded in the design.

Textual Analysis of Music Video's 2

Need U 100% - Duke Dumont

At the start of the video, the name of the song and the artist is displayed on the screen. I believe this is effective as it makes the video look professional and of a high standard.

Also, at the start and end of the video, diegetic noises from the hospital can be heard over the music, connoting that the main character is going to have an operation meaning the video should be serious, but as the story progresses we can see that the dancing juxtaposes this theme.

This video has a narrative throughout . At the start of the video, again we can see the main character in a hospital meaning he needs some sort of operation and as the story progresses we can see the reason why - he has a radio inside him in which people around him start frantically dancing to.

The majority of camera angles used are two (or more) shots showing the main character with another person dancing frantically next to him, highlighting his problem throughout the video. Long shots are also used to show who ever the main character is with dancing, which also shows the song is in the dance/pop genre.

Textual Analysis of Music Video's 1

Imagine Dragons - Radioactive

At the very start of the video, non-diegetic sound can be heard of the wind and a crow cawing connoting that the atmosphere is tense and gloomy fitting in with the visuals of the low angled long shot. A little later on, we can hear the diegetic sound of the crowd in the room, which builds up the tension again and shows that the scene is set with an audience. When the monsters and toys fight we can also hear the diegetic sound effects of the attacks connoting that they are actually fighting and they are powerful, as in when real animals fight and get hurt.

The story line of the video is based upon an underground toy brawl, with different toy contenders going up against the big purple toy champion who is owned by the venue's owner, hence why he's the champion. Throughout the video we can see that the purple monster is the strongest as it beats all its other contenders until the girl from the beginning of the videos tiny teddy toy confronts it and surprises the audience with its special powers, defeating the purple toy. I believe the story brings a moral to the video - don't let appearances fool you, as in the end the smaller toy beat the bigger scarier one. 

At the start, a mid shot is used on  a member of the band playing the drum and singing, connoting that he is a performer but also promotes him as an artist. I close up is then used of the purple monster connoting that he is scary and powerful, but is also the champion of the brawl. A low angle shot is then seen on the leader in a chair. This connoted that he is in charge of the brawl and owns the big purple monster. A two shot is seen later on of the girls pink bear shooting lasers at the two henchmen, connoting that it's powerful even though it's very small, but it is also owned by the heroin of the story.


The main focus of the video is the boxing ring underground where all the toys fight, connoting that this is the main attraction and purpose of the video. We also see the band performing, but are not really part of the story line's narrative, but rather just a live performance extra to promote the band.

There are no titles present throughout the video.

Cultural effects and theories

Cultivation theory

The Cultivation theory is a social theory which explores the long term effects of media. The main point of the cultivation theory explains that the more time people spend "living" in the on screen world, the more likely they're to believe the "social reality" portrayed on screen rather than in the real world." Cultivation leaves people with a misperception of what is true in our world.

Cultivation theory overall suggests that long term exposure to media "cultivates" viewers' perceptions of reality.


Hypodermic Needle theory

The Hypodermic Needle theory suggests that the mass media could influence a large group of people by ‘injecting’ them with messages designed to trigger a desired response which can have a direct, immediate and powerful effect on its audiences and they will absorb all of the intended information, unknowingly believe anything they see.




Andrew Goodwin's theory

Andrew Goodwin has identified 7 key features in music videos, including - relationships between the lyrics and the visuals, with the visuals illustrating, amplifying or contradicting the lyrics, relationships between the music and the visuals, with the visuals illustrating, amplifying or contradicting the music, genre-related style and iconography present, multiple close-ups of the main artist or vocalist, male gaze/scantily clad often plays a major part, especially in relation to females and Intertextual references to other media texts may be present.



Male Gaze Theory

The male gaze theory by Laura Mulvey suggests that the audience are put in a position where they view things from the perspective a heterosexual male, music videos and films are constantly focus on women’s curves and events that happen to them are portrayed from a male angle.


I have looked at different theories to get a better understanding of what is commonly seen generically in music videos so that we can use these when creating and filming our own video.