What is a digipak?

A Digipak is a promotional platform some artists like to take advantage of as, in some cases, can be a unique selling point (USP) as it can offer exclusive content. For example, some artists like Nicki Minaj made her debut album, Pink Friday, digipak exclusive to iTunes; therefore, leaving fans to purchasing the album via iTunes. What a digipak can include is unseen footage of the artist, lyrics of the songs, explanations of the songs and also thank you's the artist wants to offer to people involved in the creation of the album. So it's main purpose is a promotional aspect to boost sales.