Digipak analysis

Justin Bieber's 'Believe' album was the third studio album released 15th June 2012. Bieber is a pop artist with a huge female following/target audience. Believe was the sixth global best-selling album of 2012 with a tremendous three million sales.

Whilst analysing the digipak I began to notice that his profile and face played a prominent role on the front cover, most likely due to attract, appeal to and please his female fans with his good looks. In this digipak Bieber is seen in a mid shot, looking away from the camera, this could display the lack of direct address and interaction between  him and the audience, therefore portraying him as a distant figure.

The font type used in the digipak oozes simplicity, mainly due to the importance of the album cover relying more on the actual image of the artist rather than font style itself. The font type used for the album title 'Believe' is the largest font on the digipak highlighting it's importance which is emphasised by a bold colour, by having the word 'Believe' in a large font brings it added attention, moreover, by doing so, the positive message that this album aims to spread to it's chosen target audience is being achieved.

In addition to the mid shot of Bieber on the front cover, there are various other images included, further adding to its portrayal. On the back cover he is seen busking with a guitar that says 'Believe', this is an example of anaphora, a reference to his past as he rose to fame by busking and posting videos of himself singing acoustically. By having the name of his album on the guitar case, it highlights the positive message he's trying to spread, by believing in yourself you can achieve anything.

On the inside of the digipak, Bieber is seen in two long shots and one mid shot, in particular he is seen dancing behind a moonlight, this could be seen as an inter textual reference to Michael Jackson who's a huge inspiration to Bieber, this is further supported by the low key lighting and dark settings in the background. In all these images Bieber never addresses the camera further displaying his portrayal as an icon rather than a teen sensation.

The digipak opens up and inside the middle panel we're greeted with a ton of pictures from the album photo shoot, this feature emphasises the importance of his fans once again by appealing to them with exclusive photos, the digipak also comes with a poster which the fans can put up on their bedroom wall, this shows that there is a more personal connection between the artist and the fans.