Mumford & Sons are a very humble band, not the centre of media attention, very back to basics in terms of mostly using just there instruments and voices, there digipak shows this it is a simplistic design, shot in an area that could be in a small town, or people could relate similar buildings where they live, they are sat casually, looking relaxed and comfortable with their surroundings and each other. I like this album cover because it reflects the genre of music I like it is simplistic and not dramatic but it could be easily lost in a crowd of other music albums.
On the other hand, the Rihanna album Loud is very bold and could easily be spotted,; it shows her as the centre of attention, as she also is in the media. She is shown as an icon, someone who people want to be and look like and she isn't afraid to cross boundaries, the music in the album reflects this. It looks like it is professionally shot, in a studio, this could show her status, whereas the Mumford & Sons albums looks lie its shot just in a small town. I do like the Rihannas album it reflects her well and is good for marketing as it can be easily recognised.
Ideas I have gained through analysing these two Digipaks is definitely to focus on what the target audience would want but not too lose the reason for the Digipak, the music. Digipaks need to represent he artist well and I think the more personal the better because the people that would buy Digipaks are usually people that are big fans of the artist so they would appreciate the personal touch. The Digipak is best not too be too busy or complicated, I am looking at using an artist from the indie genre so Mumford & Sons, Ben Howard, Tom Odell those kinds of artist would be who I would take inspiration from but using elements of Rihanna's album to help with marketing better. I also would want to focus on having persuasive elements to my Digipak to help sell such as personal touches, extras and even font, colour and other features would factor into this.
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