Evaluation Task 2: The Digipak

The promotion of music is rarely all about the music. The music industry uses visual images as a key part of its marketing strategy.

Keith Negus argues that the 'pop music video is used as a promotional tool'.

The star image is used to brand the product. Branding is then used by the music industry to create a range of products for audiences across a range of genres and musical styles.

CD digipak covers are crucial artwork which markets the image of the artist, before the music is purchased. Music Artist Websites are a common part of any marketing strategy, particularly in the online age.

How important is the image of the artist?

The visual 'star image' according to Dyer, communicates important messages to the audience. Audiences often associate the look of an artist to a style of music, being the genre.

Some audiences idolise bands and singers, and see them as sex symbols, fashion icons and celebrities.

Websites contain information which publicises and promotes the artist image and a range of information to an audience - or its fan base. Often this is organised into what Boyd has termed co-option.

Media marketing of the pop star image have become iconic and famous. Iconic images have helped retain the popularity of existing and legendary artists.