Digipaks

The aim of a digipak used by record labels is to promote the sales of its artists, in the same way the video does. However, its features gives fans multiple reasons to buy a CD rather than just downloading the content via a website such as iTunes. A digipak will promote the artists by creating a brand identity. It will represent them in a particular way whilst paying close attention to the target audience and specific genre of music.

Conventions of a digipak; usually created 4 or 6 plate folded piece of card with a CD case in the middle.
Can also include:
A DVD
Lyric book
List of songs
Artist photo or image