Digi pack research and analysis

DIGI PACK RESEARCH AND

ANALYSIS

Basic Conventions of CD Covers

Female Hip-Hop Specific Digi-packsIn the next three slides I will analyse 3 Digi Packs by female artists from within the Hip Hop Genre Nicki Minaj – Anaconda Beyoncé – 4 Lady leshurr – Little bit of Lesh

I will then analyse differences and similarities between each.

Nicki Minaj - AnacondaArtist and Album name. Capitalisation suggests

importance. Coloured pink – connoting femininity (Nicki Minaj is a female

artist in a male dominated genre. Sans Serif font is considered informal –

coinciding with Hip-Hop going against the norms of

society e.g. through exploring taboo themes. A

serif font is considered formal and would be not

suitable for Hip-Hop unless used ironically, as the

genre developed in lower class urban areas.Parental advisory logo reflects Hip-Hops

convention to explore taboo themes. Placement draws attention to Nicki’s

bum.c

Costume is stereotypical of Hip Hop (Sports gear)

connoting prowess and power. The use of a sports

bra/ thong conforms to Mulvey’s male gaze theory, and Hip Hop’s tendency to sexualise women. As does the pose (Legs open with

bum on display). Long shot means whole body e.g.

legs can be seen (Mulvey)Costume is seen on the

video, adding to continuity. The bright white

background helps to emphasise the bright

colours in the costume and text, and is also seen on

the video. Again adding to continuity.

Lady Leshur – Lil Bit of Lesh

Again, sports wear has been worn. This is

conventional of the hip hop genre

Again, a sans serif font choice which is informal.

The blue around the text of the artists name and album makes it look

illuminated. Connoting importance, and status (ideologies within the

genre)

The red colour scheme connotes power, sex and

importance. Red is a colour which stereotypically I is

used in the Hip Hop genre

This image is unusual as you cannot clearly see the artists face, instead you

can mostly see her red hat. This may mean that the

Lady leshur ‘brand’ is more about the lyrics in songs as

opposed to Leshurr as a person herself. This is

conventional of rap where the fast lyrics regularly

contain messages about society, politics and taboo subjects. The hat reflects Leshurrs unique style.

The pose looks like a an action shot of Leshurr

rapping, giving continuity between her music videos

and her digi pack.

Low angle connotes importance and

status and popularity.

Colour scheme, font and text colour

matches the front of the Digi pack.

Creating continuity and a ‘brand’. It is

conventional for the songs to be listed

vertically with numbers. I like the

way the text has red highlight behind it as opposed to a block of colour as this means it impedes with the

image less.

Comical face matches the light hearted tone of

many of Leshurr’s songs, meaning there is

continuity and the formation of a brand. Legs being on show conforms to Mulvey’s male gaze

theory. The overall slouch is informal, suiting the

rough tone of Hip-Hop and appealing to a young,

lower class target audience. Long angle

means whole body can be seen e.g. legs (Mulvey)Social media following information engages a

young target audience who are likely to use such sites.

The logos are still recognisable yet have

been coloured red meaning they suit the

colour scheme and genre.

Beyoncé - 4 On the front, back and CD

Beyonce’s name is written large, across the top of the product, and in a serif font. This helps to create a house style. This is effective as it stands out to consumers. Dyer’s star theory states that celebrities are constructs for profit, thus the name ‘Beyonce’ is now a recognisable household name, which would sell the album . More so than the album name ‘4’ which is written smaller in the bottom corner on the cover.

The image on the CD is positioned in such a way that the hold of the CD barely intrudes it.

Low angle connotes importance and

status and popularity.

Fluffy waist coat connotes wealth and

money – themes conventionally

explored in Hip Hop

Gold jewelry also connotes wealth

Medium Long Shot means we feel close to the artist, and the artist is recognisable, whthout taking up too much of the cover leaving room

for text etc. and still allowing mise en scene

e.g. costume, to be seen and appreciated.

Serif text is unusual for a Hip Hop digi

pack, however, due to it’s connotations of formality it connotes wealth and status,

both typically explored in Hip Hop. And gives the pack a

classier tonePlain background means Beyoncé is

the main focus.

The revealing costume, sexy pose (arms behind head) and smokey makeup

means beyonce is presented as

liberated with sexual undertones (Mulvey)

Text is the same as the cover creating a

house styleLooking out on an

urban location, targets urban audience and

conforms to Hip Hop. The scene is largely monochrome (As is

Beyonce’s outfit and text) which

generates a classy tone to this Digi

pack.Conventional track

list, barcode to allow purchase, copywright info and label logo.

Long shot and outfit mean legs are revealed and

noticeable. The outfit is classe as it is black and long sleeved, yet still sexy as legs can

be seen

Tracks are in a horizontal as

opposed to vertical list meaning they do not intrude on the urban image seen

above.

Lady Leshurr Nicki Minaj Beyoncé Overall Comment and Genre Conventions

Text Serif font connoting informality. Red background is a conventional colour seen in Hip Hop which connotes power, sex and danger. The narrow, rectangular font looks almost digital, attracting young, social media loving target audience. Blue makes the text stand out and look illuminated again reflecting a importance and status.

Serif font connoting informality. Pink representing femininity. Across the top of the cover reflecting the artist and album’s importance. A diagonal tilt has been used to make the text more striking.

Across the top of the cover, back and disk reflecting the artist and album’s importance, yet also creating a house style. Unconventional serif font used, however I believe this matches the classy theme of the digi-pack, representing Beyonce’s status and power. Text is monochrome, again conforming to the classy tone

Although Sans Serif fonts are conventional, serif can also be used.

Colours vary, from the conventional red, to feminine pink, to classy black. Usually bright to stand out.

Generally across the top of the Digi Pack, often large, central to make them noticeable.

Other features are used to make them stand out more, illuminating colour, a diagonal tilt.


Costume Sports wear, connoting power and status. This is conventional in the Hip Hop Genre. A bright red hat makes the artist stand out.

Sports wear, with a sexual tone. I.e. the revealing sports bra and thong. Bright pink to represent femininity.

Brightly coloured outfit contrasted with white background makes Digi Pack stand out.

Revealing body suit and waistcoat. The fur also connotes wealth thus power. Black matches the classy monochrome colour scheme of the pack.

Sports wear is seen often, and this is conventional in the hip hop genre. Outfits may be revealing or sexual, conforming to the male gaze theory and Hip-Hop’s convention to sexualise women. Outfits are often striking to make the digi pack stand out and be noticeable. Outfits may represent wealth e.g. a fur coat.

Angles Low angle to represent status and power. Making the artist seem influential and important.

Straight Angle Low angle to represent status and power. Making the artist seem influential and important.

The conventional angle to use is a Low angle to represent status and power. Making the artist seem influential and important.


Framing Medium Long Shot means we feel close to the artist, and the artist is recognisable, whthout taking up too much of the cover leaving room for text etc. and still allowing mise en scene e.g. costume, to be seen and appreciated.

Long shot allows for body parts e.g. the legs, to be seen and appreciated. Conforming to Mulvey’s male gaze theory, and Hip Hop’s tendancy to sexualise women.


Medium Long Shot means we feel close to the artist, and the artist is recognisable, whthout taking up too much of the cover.


Conventional angles are Medium Long Shots which means we feel close to the artist, and the artist is recognisable, whthout taking up too much of the cover leaving room for text etc. and still allowing mise en scene e.g. costume, to be seen and appreciated.Or a long shot which allows for body parts e.g. the legs, to be seen and appreciated. Conforming to Mulvey’s male gaze theory.


Colour Scheme

Dark and red, which are conventional colours seen in Hip Hop. They create a tone of danger and power.

Bright, girly colours e.g. pink which capture a young, female target audience and generate a fun, vibrant tone.White background emphasise these.

Classy Monochrome

There are three colour schemes which are seen in female Hip-Hop. Dark and red, Bright and Girly and Monochrome. This variation is not seen in make Hip hop which is typically dark and red colours.

Continuity is important in Media products to allow consumers to easily recognise products, and link them to the artist and genre. This means they are more likely to buy into the ‘brand’ and buy products as they already know the themes and ideologies involved. Katy Perry’s Last Friday Night album artwork is an example of this. The costume, props and locations seen in both images are also seen in the music video. The fade between both images represents the battle between the nerd Katy and party katy, which is part of the narrative in the music video. The codes and semiotics represent both the video, the album and the single song. The bright clothing, props and text, and smily facial expressions clearly place the product in the pop genre due to the happy connotations, and the youthful bubble writing would capture a young target audience.

Continuity – Katy Perry

Other GenresThis digi-pack by Mika is unconventional to the Hip-Hop genre, instead it is a part of the indie genre. It includes many cartoon images and there is no focus / large image on the artist. The every day objects connote society as a whole as opposed to wealth, power or taboo subjects. There is no sexualisation of females, instead there is a child like tone (Quite the opposite). The digi-pack is visually exciting due to the vast amount of cartoon items crammed into the front cover.

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Digi pack research and analysis