This document analyzes the conventions used in digital packaging (digi-packs) for female hip-hop artists. It examines the digi-packs of Nicki Minaj, Beyoncé, and Lady Leshurr, identifying similarities and differences. Key conventions highlighted include using bright colors, revealing costumes that conform to the "male gaze", poses emphasizing status and power, and continuity between the packaging, music videos, and brand. Variations from these conventions are also noted, such as Beyoncé's more classy, monochrome style.

1. DIGI PACK
RESEARCH AND
ANALYSIS

2. Basic Conventions of CD Covers

3. Female Hip-Hop Specific Digi-packs
In 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.

4. Nicki Minaj - Anaconda
Artist 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.

5. Lady Leshur – Lil Bit of Lesh

6. 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.

7. 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.

8. 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.

9. 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
tone
Plain 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)

10. Text is the same as the
cover creating a house
style
Looking 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.

11. 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
connotes power, sex
and danger. The
narrow, rectangular
font looks almost
digital, attracting
young, social media
loving target
audience. Blue
the text stand out and
look illuminated
reflecting a
importance and
status.
Serif font
connoting
informality. Pink
representing
femininity. Across
the top of the
cover reflecting
artist and album’s
importance. A
diagonal tilt has
been used to
the text more
striking.
Across the top of
the cover, back
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
digi-pack,
representing
Beyonce’s status
and power. Text is
monochrome,
again conforming
to the classy tone
Although Sans Serif fonts
are conventional, serif
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
make them stand out
more, illuminating
a diagonal tilt.

12. Lady Leshurr Nicki Minaj Beyoncé Overall Comment and
Genre Conventions
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.
revealing sports
and thong. Bright
pink to represent
femininity.
Brightly coloured
outfit contrasted
with white
background
Digi Pack stand
out.
Revealing body suit
and waistcoat. The
also connotes wealth
thus power. Black
matches the classy
monochrome colour
scheme of the pack.
Sports wear is seen
and this is conventional
the hip hop genre.
Outfits may be revealing
or sexual, conforming to
the male gaze theory
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
and important.
Straight Angle Low angle to
represent status and
power. Making the
artist seem
and important.
The conventional angle
use is a Low angle to
represent status and
power. Making the artist
seem influential and
important.

13. Lady Leshurr Nicki Minaj Beyoncé Overall Comment and
Genre Conventions
Framing Medium Long Shot
we feel close to the artist,
and the artist is
recognisable, whthout
taking up too much of
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
Hop’s tendancy to
sexualise women.
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
Medium Long Shot
means we feel close
the artist, and the
artist is recognisable,
whthout taking up
much of the cover.
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.
Conventional angles are
Medium Long Shots
which means we feel
close to the artist, and
artist is recognisable,
whthout taking up too
much of the cover
room for text etc. and
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.

14. Lady Leshurr Nicki Minaj Beyoncé Overall Comment and Genre
Conventions
Colour
Scheme
Dark and red,
which are
conventional
colours seen in
Hop.
They create a tone
of danger and
power.
Bright, girly colours e.g.
pink which capture a
young, female target
audience and generate
fun, vibrant tone.
White background
emphasise these.
Classy
Monochrome
There are three colour schemes
which are seen in female Hip-
Dark and red, Bright and Girly
Monochrome. This variation is not
seen in make Hip hop which is
typically dark and red colours.

15. 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

16. Other Genres
This 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.