1. DETAILED ANALYSIS OF DIGIPACK
Usher: Raymond V Raymond
Usher’s ‘Raymond v Raymond’ digi-pack immediately gives
a mysterious feel with his choice of colours; greys and
blacks. These colours denote authorityas well as the sense
of unknown, this is typical of ‘rock’ and ‘grunge’ digi-packs,
the colours therefore subvert the conventions of the
stereotypical RnB style digi-pack where it normally appears
bright and inviting. However, as well as mystery, black can
also symbolise formality and elegance so it is up to the
viewer how they want to in vision what Usher was aiming
to connote.
The main image presented is two halves of the star at either end of the digi-pack. Again, this
creates an enigma as we don’t get to see usher’s full body until we open the gatefold. This
makes the audience more enticed to see what more he is going to reveal as we dig deeper.
Also, along with the block capitals and mirror reflected writing of ‘RAYMOND VRAYMOND’ it
gives a sense that he is trying to manage two personalities. The block capital letters
emphasises his authority and power even though he may be quite vulnerable.
The gatefold reveals a range of images in different images in different colours. The first
image presents Usher as a family man, as a long shot is revealed with him positioned in the
middle as the main image with children surrounding him he is seen as someone to look up
to which encourages his fans to aspire to be like him. The black and white imagery gives off
a calming atmosphere allowing the audience to warm to Usher as he appears ‘open’ and
more personal to the buyer. The next selection of images are close up shots of Usher where
pain can be seen through his eyes, his gaze is straight at the camera which makes the
audience feel as if Usher is staring at them, again making it appear more personal and
individualised to the buyer. Further into the gatefold there are images of Usher outside at
night adding to his mysterious persona he has created, these mysterious long shot images
are of him staring away from the camera, meaning he is closing up to the audience and
creating secrecy. The next few images then reveal him topless which allows his sexuality to
attract his target audience; this conforms to stereotypical RnB digi-pack’s as the artists are
often sexualised in order to attract their audience. Also revealed is a topless woman which is
shown as in line with ‘The Male Gaze’ as she is objectified as her composition is at Usher’s
knees, it makes him appear more dominant and her as a sex object, emphasised by her lack
of clothes.
Usher’s selection of pictures and image construction tell a story to his fans. However, his
lack of text creates enigma and leaves the digi-pack up to the viewer’s interpretation. This
does not conform to typical expectations of RnB digi-packs as although it creates
gratification and entices the audience, there is a lot of mystery that is unfolded. It can be
said that Usher’s ‘RaymondVRaymond’ album is a convergence of Rock with RnB.