Digi Pack Analysis

  This Digipack is one of the covers for Beyonce's third studio album 'I Am... Sasha Fierce', relating to the idea of her having an alter ego. The first image shows the artist to be naked - without make-up ,clothes or jewellery - representing her to be quite vulnerable. However, this also evokes the idea that she is revealing her true self to her fans.  The fourth side is reflective of Beyonce's 'Diva' image, as she is now wearing full make-up, her hair is styled and she's wearing 'glamorous' clothing. Yet, in this image, the gold in her clothing is visible, reinforcing the 'Diva' idea. These two contrasting views of the singer are in support of the reason behind the album's title.

 Most of the Digipack is featured in greyscale. Being presented in black and white implies the idea that the artist can now be seen clearly, showing her truthfully. The first image of Beyonce is displayed paler, whilst the second image appears to be darker, clearly representative of her personality differences. The second and third sides are just 'BEYONCE' written in silver, with a sort of spotlight shone on them, showing her to be under the limelight. Additionally, the backgrounds are black and white, these opposite colours confirm the idea of her split personality, suggesting the album to show both sides of the singer. "Sasha Fierce is done. I killed her," she confessed. "I don't need Sasha Fierce anymore, because I've grown and now I'm able to merge the two."

 The direct opposites in the colours and the photos, demonstrate the artists range of ability. Portraying her as a strong performer, for example; she can perform various genres, mostly R&B but also Pop, Soul and Hip-Hop, as well as her ability to master both slow and uptempo songs.

 Her 'Diva' portrayal in the last image, displays the album clearly as 'R&B'. As the 'Diva' image is a convention of the R&B Genre. Also, the greyscale effect is associated with R&B music as it is reflected as emotional, and strong emotions - especially love - are related with R&B music.

 The packaging is laid out like a book, with the 'BEYONCE' sides in the centre where the CD is situated and the photos of Beyonce on the front and back. The front cover features the title, and the back cover has the track list.  

 The album is titled 'I Am... Sasha Fierce'. The two contrasting images of her support the title, as it gives the idea of two seperate personalities. The CD itself is in dual disc format, so the discs represent the contradictory personality and musical style. The first disc, I Am..., incorporates slow and mid-tempo R&B and pop ballads. Whilst the second disc, Sasha Fierce, named after Beyonce's on-stage alter ego, contains uptempo dance songs.


 The singer is portrayed as beautiful through the images of her, showing her to be natural as well as glamorous, which would attract her female fans. Her name written in silver and capital letters with a shine on it, that resembles a spot light makes her appear to be powerful and important.