This document discusses conventions and design elements commonly found in digipack album packaging and rap music videos. Digipacks typically contain a paperboard sleeve that holds one or more plastic CD/DVD trays, and include images, artist information, and extras. Rap music videos commonly depict the artist flaunting wealth and material possessions, with stereotypical portrayals of women as possessions or objects. Various camera shots and angles are used to convey meanings like the male artist's superiority or the vulnerability of the women depicted.

1. Analysis of Digipack1

2. Brief info regarding DigipacksDigipacks typically consist of a gatefold (book-style) paperboard with one or more plastic trays capable of holding a CD or DVD attached to the inside. In a Digipack we expect images related to the album, information regarding the artist and label and ultimately collector items such as leaflets or pictures Iconic figures of artists encouraging consumers to go and buy more Digipack of their favourite artist hence it creates a fan base and this leads to further sales in profit maximisation. 2

3. Mind map3Company logo and informationTrack listBarcodeDigipackAlbum art coverManual/informationName of ArtistSong lyricsName of album

4. Conventions of a Rap Digipack4Usually depict a wealthy image of youths usually black Americans.These Rappers are usually wearing tracksuits with lots of bling and women both in lyrics and video are stereotypically portrayed as less worthy than men; a ‘possession’ that belongs to them.The Rappers portray their wealth through the use of expensive props and mentioning expensive cars for example Lamborghinis. On screen lyrics and visuals are used to illustrate this. Modern day rappers have created a typical image for their fans which consists of Jewellery, watches, caps, drugs and guns. This violent culture is transmitted through their rap music and is followed by many youths today who look up to them as ‘cool’ because of this. In doing so the fans take the video and lyrics literally by making them reality by forming anti-subculture groups. These fan bases are usually working class, ethnic minority youths. The fans may follow rap culture as a way of overcoming their low socio and economic background by this instant gratification.

5. ConventionsThere are various shots used in rap videos to connotate many things. Long shots of the male rappers are used to show their wealth, i.e. flashy cars and beautiful beach scenery. Therefore showing they have a wealthy lifestyle. However, sometimes it is the opposite case whereby the rap video is taken in a poor, run down area. This is done to show the Rappers background moreover create the typical rap culture of drugs and weapons.Worms eye view angles are also commonly used in rap videos. Thus connotating the superiority of the male rapper. In contrast to the women in the video who are usually dancing and portrayed in a sexual way. They are shown as belonging to men in a patriarchal society through the use of high angle shots and close ups. The high angles portray women as inferior to men. Similarly the close ups show the vulnerability of the women. The women are usually dressed in minimal clothing, make up and jewellery connotating women as a sex object- the typical rap culture.5

6. The Beatles6The beetles were known for there iconic status since they were the first to conquer America and the first in that particular genre (Rock) this had a major influence in terms of the attraction/fan base created and hence leaded them to be known on a global scale.

7. Sgt. Pepper's Lonely Hearts Club Band7