The Importance and function of digipaks in the music industry

Digipaks are meant to display the artist's brand image, be recognisable to a fan/listener as a product of the artist. It is meant to be clear who the CD belongs to the artist. It is meant to link to the synergy of all of the other aspects of the promotion of the album, which could be the website, or a music video. It is the final product of the promotion of an album, but the beginning of the album cycle. The first thing you notice about an album, before you hear it, before you listen to it, is the way it looks. IT not only is a promotional feature, but it is the product. People want a product to be attractive, for it to look good. It isn't the most important part of the album, as the music is what an album really is at its core, however to have that product in your hands and for it to be visually impressive makes the experience that much more unforgettable. There can be multiple versions (editions) of an album if needed. There can be multiple additional features which make it more special, such as an album sleeve (as shown in Rihanna's album Loud)

or a second disk with bonus tracks or a DVD, such as with Periphery's album Juggernaut: Omega which has a behind the scenes DVD of the making of the album