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 ‘RAYMONDVRAYMOND’ 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.

2. 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.