Digipak- Audience/ Representation

When marketing a product, it is important to consider exactly who will be buying it. Each music genre will have a different market, and there will be smaller demographics within that also. For example, a rap star will obviously promote a product towards lovers of the genre, but may be more specifically selling to a younger audience. Nicki Minaj almost entirely aims her products at a female audience, as seen in her 2014 album 'The Pinkprint'. 

The album cover is composed of a simple image and a predominantly  pink colour scheme, this colour is always associated with women, so Nicki Minaj has used it as a blatant appeal to her female audience. The imagery represents the artist as overtly feminine with makeup and glitter splattered on the cover. Nicki Minaj promotes this stereotype and it correlates with the lyrics of her rap music. 

The audience for our digipak is more gender- neutral, we hope the video and album art will appeal to both male and female music fans, even if there is a feminist undertone. So we will have an indistinct colour palette with many black, white, and green (not horrifically pink like Nicki Minaj). We also want to feature an element of nature, this will be aimed towards the 'indie audience' as nature imagery is a common convention amongst indie rock bands, more specifically 'Mumford & Sons' and 'Coasts'.  

The imagery may not be aimed at a certain aged audience, which will work in our favour. Yet, we have to consider the largest demographic that listen to indie music, which is 18- 24 year olds. In order to appeal to the younger audience, the artwork on our cover will be more modern, almost sketch/ graffiti style. This will hopefully be the element which makes our digipak striking on the shelf, but more importantly; represent the band as 'new' and 'upcoming'.