Audience theory in relation to digipaks...
In terms of the gratification model, this refers to Maslow's hierarchy of needs and the audiences freedom of mind. This allows the audience to connect in the way that they want to. The Arctic Monkeys are renown for being a chilled and relate-able artist. This makes it relatively simple for the audience to connect with them as they live similar lives. This is expressed on their digipak in a 'normal' and low key setting, something that the audience could see themselves in. This complies with the gratification model as the audience form their own personal opinion and use the media when consuming it rather than reject it. This is often the method used my indie-rock artists, as they prefer connecting with their audience on a similar level as opposed to setting them apart from the audience. Another indie rock artist that utilise this approach is 'Catfish and bottlemen' as well as 'The Kooks'.
