Blood In My Eye Digipack analysis The creator of the digipack has made the artist appear very threatening through the use of cartoon to exaggerate his muscles and height to express Ja Rules dominance and authority. The fact that the artist is in the centre of the cover and the way he is shown to be a giant suggests that he is larger than life. Artists of hip hop and rap use imagery on their album covers to portray them as being better than everyone else, whether it be glamorising violence, wealth, power etc.

The title of the album itself is less prominent as its the artists image and how he is presented that is the key for the album to be a success. The digipack is designed for an audience to see what the artist looks like first, and then they can look for the album name. The lettering of the album’s name appears as if it has been spray painted on, another connotation of gang life and violence. In many gang cultures, spray paint is used to mark someones territory. It could be that Ja Rule is trying to ‘make his mark’ on hip hop as a genre. The black lettering creates a sinister feel to the album. Capitals are only used for ‘JA RULE’ to express the artists importance. The album is in lower case

Ja rule being in the middle of cover helps create a divide between the prison on the right and his hometown on the left. This is effective as it shows two sides of the artists personality. Prison is used as a forefront in many rap songs as culturally, jail is seen as an accomplishment by rappers. Due to Ja Rules appearance, he is towering over the prison and this highlights how powerful he is.

The broken chain on Ja Rules foot symbolises his breaking away from prison and portrays the artists destructive nature. The chain is significantly small in comparison to the artist himself showing that he is unstoppable.

Parental advisory is shown to warn parents and children that the lyrics within this album are explicit. Parental guidance logos also reinstate how violent some gangster rap can be and this is effective in making Ja Rule appear ruthless and someone to be feared

The artist is shown to be wearing baggy blue trousers and workman boots, a typical clothing convention seen in hip hop music videos. The boots he is wearing is symbolic of manhood as they are commonly worn by builders. This represents the artist as being physically strong and that he shows no emotion or fear

Ja Rule is not making any kind of direct mode of address with the audience. Because he is looking away, this shows his diversion from other mainstream artists as direct mode of address is commonly used. There is no emotion in his face adding to his physical profile

Tattoos can be visibly seen on the artists body. Any form of bodily art is a typical convention that wee see in hip hop videos as they reveal an artists background of crime. This is therefore appropriate to have this clearly seen on Ja Rule’s body