The first digipak we have decided to analyse is Katy Perry - Teenage Dream. 'Teenage Dream' is Perry's third studio album and was released August 24, 2010. It recieved a mixed reception from critics despite making it to number 1 in the US Billboard Charts and being commercially successful worldwide.
Within Perry's album there is a variety of genre's in her songs, but the main one is seen as pop. This relates back to the digipak because the images are represented as sweet and bubbly, which indicates that the target audience are females and that the genre is fun-loving, easy to dance to and cheesy. This relates back to the pop genre.
A clear narrative to this digipak is parallel to the film 'Alice In Wonderland'. This is due to the fact that Perry goes into a different world that is not shown or indicated through her past studio albums. We believe that her new 'candy world' depicts that she is now in a brand new world of fame, fortune and success. A specific scene within Alice In Wonderland that correlates with the them of 'Teenage Dream' is the Mad Hatter's tea party. This comes down to Perry's costume designs and the fact that general concept is very adventurous and fits the 'wonderland' image.
Throughout the digipak there is a clear theme of 'candy', or 'sweets' as they are more commonly known as in the UK. This is firstly shown from the front cover of Katy Perry lying naked on a cotton candy cloud. This depicts her sweet personality and childish nature, whilst her being naked shows her more promiscuous side. This is further reinforced by the fact that she is wearing a 'paper cupcake mould' which is designed to show off her body parts in a sexual manner. The inside of the digipak displays Perry wearing different crowns in two separate images. One being a Tiara, which is formed using a gigantic gummy worm as the basis, and lollipops creating the general design where jewels would have been placed. The Tiara connotes Perry's 'princess' type of personality as they are represented as younger, playful and refreshing types of people. The other type of head dress is a crown, which depicts her royalty in addition to her stern side, which gives assumption towards how she has already made it in the music industry. The last image that is shown on the back cover is an image of Perry with a three-tiered cake posing as a hat. This looks similarly to a stereotypical chef hat, along with the stack of cakes that surround her symbolising dirty dishes. The ideology behind this is that she controls every aspect of this 'candy world' and has to work hard to achieve her status in the music industry. Lastly, there are two discs included in the digipak; one resembles a doughnut, whilst the other has the design of a candy cane. These concepts resemble 'treats' for the people who are buying the CD's.
The main target audience are young females in-between the ages of 10-25 because they can relate to the character of Katy Perry being a 'Princess' and a 'Queen'. One song also unites and enforces the message of 'girl power', which is 'Californian Gurls'. The promiscuous nature of her imagery within videos and underline of message regarding her music may appeal to a male audience between the ages of 14-25.
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