Digipak Analysis : Justin Bieber - Purpose

The front cover of the Digipak shows the artist so straight away, the fans will know who it is. However as the artist is looking down it will make people who do not recognise the artist look further to the album. This will therefore bring the album more attention as they will want to find out who the artist is. The artist being topless will attract the female audiences to the album; furthermore the fans of the artist will also recognise his tattoos making the artist more recognisable on the cover.  The artist body language with his arms together and his head lowered looks like he is praying. This could symbolise that is album is all about forgiveness. This could relate to the past publicised stories that this artist has faced, and that he wants forgiveness for his past. The praying hands and the white paint on his body, shows a sense of purity and innocence, which again could relate to the idea that he has changed from his past. Although we cannot see his face from a straight on angle, we can see his blank facial expression. This could suggest this album is a stripped back album and a showing more of himself as he is opening up to his true emotions. The combination of the artist being topless, while also having messy slicked back hair with not much effort, shows that this artist is trying to put cross his emotions in this album. It further emphasises that this album is all him and him being open to the public, and that there is no fancy distractions to hide anything.

The font of the artist’s album name ‘Purpose’ is written in more sophisticated writing. The use of formal script making it look like handwriting, suggests the idea that the artist wrote it himself. This could further imply that as he has written this himself that he has put the effort into the album, and everything was done himself, including the writing of the songs. The written ‘purpose’ also looks like a signature. The sophisticated writing depicts a more mature sophisticated album, which is further emphasised by the use of black and white.

The artists name is not present on the album cover; this distinguishes the renowned fame as he is so recognisable that he does not need to put his name on the album. There being no name further emphasises that just his body without a clear image of his face will being known by audiences. Having no name on the album also displays to audiences that this artist doesn’t feel he needs his name to sell his album and that he believes he can sell this album without the placement of his name to help the sales. This then influences the audience into buying this album as they replicate the idea of the artist’s feelings that this album is good, that he doesn't need his name on it.

Like many album disc, they are very minimal as they will not be on the front cover grabbing the attention of the customer. The stripped back disc symbolises what the album is going to be like, and be quite minimal, implying that it is a soft and more exposing album. The sophisticated approach of this album is further depicted by the same font of ‘Purpose’ used on the disc as well as the front. The pure black of the disc further emphasises the more sophisticated approach to the album. Moreover, the colour black relates to secrecy and unknown, giving this album a hint of mystery. Black being a colour of hiding thing such as emotions reiterates the idea of that before this album, things were hidden from the public eye, but this album has released all these emotions and is breaking down the barrier from himself and the public. The production company is on the front of the disc confirming that it is a legit album and that this is not a fake CD being sold. It also reassures the buyer that this album is made to the best quality as having a production companies name on it shows that it is made to the highest standard. The disc also has the artists name on. Except from the spine of the CD case, this is the only part to have the artists name appearing on this album. This shows the artists success as the name is only in small print in comparison to the name of the album , meaning he is an established enough artist to not have his name anywhere as he will be recognised. However having the name on the disc makes people who will not recognise him on the front to explore more and find out who the artist is from looking inside the CD.

The back of the album again has the theme of black and white again making the album seem sophisticated. The text is fairly difficult to comprehend and harder to read, presenting to audiences that this album is more for older people rather than younger. There are also songs with numerous artists on them, giving this album a wider audience as fans from other artist may listen to this album if they feature on it. The vast amount of songs on this album also make audiences feel they are getting their moneys worth as they are getting lots of songs to listen to. The image on the back cover has an artistic feel to it again reiterating the more mature approach of this album. The image of the artist alone looks quite isolating making the album feel will be more about him and more of him and his input rather than a lot of people controlling the album and him just singing. The idea of him putting further input in to this album is the named producers on the back. The artist and two others are the producers and the other two are his manager and mentor, making it clear to audiences he has put more work than other artists would have making the album seem worth the money. Having a list of production teams and the record label being present on the album shows the authentication of the album. This indicates to audiences the standard this album has been produced to. 

The overall theme to this album is a lot more mature and grown up to what audiences are usually use to when it comes to this artist. The artistic feel of the graffiti like font and the artistic images further emphasise this arty image. The colour black is a strong colour associated with power. As it is quite a deep colour this implies this album is quite serious and direct, and that he is communicating to his fans through this album. White has more of a peaceful and safe connotation. The white promotes creative thinking and also fresh beginnings, further emphasising the artist using this platform to communicate to his fans. The black and white theme emphasises the more modern grown up approach to his image, sending the message that this artist has changed and that this album is representing this. Using black and white shows a more serious and professional image. This suggests to the audience that this is how this artist wants to be viewed and that he does want to be taken more seriously as an artist. The whole image of this album suggests that this artist wants to recreate his image from what it use to be hence using white to represent new beginnings.