Friday, 9 December 2011

Feedback Analysis

I have read through all of the feedback given to us from other groups and their are some points I agree with and some that I disagree with. If we had the chance to re-do the music video I would definitely keep the animated side of it as this reflects the fun side of the song, however I would have the flip books and the chalk drawings look more professional by adding colour and getting an artist to draw them. I think the stop motion and reverse effect worked really well.Something that I think could be improved is the lip syncing. We didn't want to include too much lip syncing because we wanted to focus more on the visuals. A couple of the other groups pointed out that some of the lip syncing was out slightly which I agree with. the main bit we struggled with was getting the 'ooo ahhh' in time so if we had the chance we would definitely focus on getting that right as it would look really effective. As one of the groups pointed out, we only had one clip towards the end which contained really good lip syncing and this proved that if we could get it all this good then it would look really effective. Another thing that was out of time was the hand movement on the guitar but as the artist didn't actually play guitar it was hard so we tried our best but if we filmed again we could get someone who could play guitar to be in it. We were told that we managed to fit the genre conventions of our song which I agree with. One group said ' the acting was very bad in places as the song reflects a sad song and she is happy and jumping around', but another group said ' The video helps to promote the artist because she is having fun in the video'. The second comment is the outcome we wanted. We wanted to fit in with the beat of the music and it wouldn't have fitted with the song if we had the artist carrying out slow movements the whole time. We wanted to get the personality of the artist across in order to promote her in a positive way to our target audience which are teenagers. This age group would be able to relate to the behavior of the artist. I am happy with the variety of camera angles that were used because by doing this we managed to create different effects, such as the reflection in the river, however it was pointed out by a couple of groups that the camera was in that shot slightly. This shot would be really effective if we could find a way of doing it without getting the camera in the shot and having the face of the artist visible in the water instead of just a silhouette. I agree with the comment 'extreme close-up and over head shot, were used very well.' however one group said that a variety of shots weren't used which I don't agree with, as this is one of the main things we focused on in order to create different effects. It was pointed out that we didn't use any filters, but we wanted to give it more of a natural look because we thought it looked more professional. The majority of our shots were filmed outside using natural day light, however we filmed a few shots in the evening and experimented with artificial lighting in order to create different effects. As we filming in Lauren's back garden, we used her out door lights and we had one large agricultural light. This allowed to create lens flare when we had Lauren (the artist) standing at a sideways angle in front of it; this gave our video a more professional look. We also used sparklers to create another effect. Someone said that the clips jumped from day to night but that's why we included the flip books showing the sunset and sunrise. They linked with the lyrics and explained the change between day and night. Colour needs to be added to them to make this more clear to the audience perhaps. I was really happy with the type of editing that we used. I think that the fast forward and rewind of the chalk drawing was really creative and the feedback from the other groups showed that they also liked this effect. However, one thing that was pointed out was that the clips didn't always cut on the beat of the music. I think that the majority were cut fine but there are one or two that weren't cut on the exact beat.

Tuesday, 6 December 2011

Sunday, 4 December 2011

Independant Evaluation

1) In What Ways Does Your Media Product Use, Develop Or Challenge Forms And Conventions Of Real Media Products?
In our media product we had to produce a music video for our song choice out of a list that we were given to listen to. We chose Laura Viers ‘Cast a hook in me’ because we liked the upbeat feel of the tune. The genre of the song is ‘folk’ which is always quite upbeat and includes a lot of acoustic instruments, the way Laura Viers sings also goes with the conventional ‘Folk’ genre. We also analysed many professional products to establish what sort of approach they take to create their products to make them popular in top chart play lists, so we decided also to analyse Cd and DVD covers from artist’s in the charts. We looked at Beyonce’s CD cover which was two separate pictures of her from the front, and then her from a behind view. We thought this looked really effective because it was so simple, but helped create a specific image for the artist, where she was wearing some sort of fur jacket only covering her breasts, and showing some stomach- which immediately shows a factor in Goodwins six points, which is voyeurism. We also analysed the Stereophonics CD cover, however we realised that their idea of ‘randomness’ wouldn’t really fit our genre of ‘Folk’. As we really liked the idea of Beyonce’s CD cover, we used the same idea of showing the front and back views of the artist, however we thought our costume would be better to fit the conventions of our ‘folk’ genre so I came to the set dressed in natural earthy colours like browns and creams, as I thought that it would suit the character and her genre, also it would help create her final image. We used all natural lighting to film in our natural locations because again we thought this would be a better idea to link our genre to the music video. For research we also watched some existing chart topping music videos to see if they used any more of Goodwins six points. We watched and analysed Nicki Minaj’s music video for ‘Super Bass’ and noticed that she used- voyeurism, intertextuality, and a link between lyrics and visuals. As we thought voyeurism was totally out of the picture for our music video, we did however like the idea of using intertextuality in our video, however as Nicki Minaj used Doc Martians in her video, we thought we would use Converse’s because we thought that they would be more known and worn by our target audience, which would help them connect with our character which we had to create an image for. We also wanted to create a recognisable story line in our video, so we also linked the visuals to the lyrics of the song, which we also realised that this was a popular convention of a ‘folk’ genre music video. I also brought along a pink guitar as one of our props in the music video as a lot of folk songs have acoustic instruments, also as the guitar was pink, we thought it would create an individual approach to the music video, which our audience would recognise whilst we were using the pink guitar in our ancillary tasks. We thought the folk genre which we were creating a music video for represents love and happiness within its certain music type, we also thought the song by Laura Viers created a fantasy element which is why we decided to incorporate chalk drawings, which also gave our music video an independent edge, which people could link it to our other work, but also we created cartoon flip books which I drew to help keep up our fantasy idea.

2) How Effective Is The Combination Of Your Main Product And Ancillary Texts?
Our three ancillary task projects- the music video itself, the Dig-pack cover and our magazine advert all link together because we wanted to make sure that our target audience would be able to create a familiar link between all three product, we did this by using the same prop in each project, which was my pink acoustic guitar. For our Digi-pack cover and magazine advert, I thought we should do a separate photo shoot of the artist, so we could get better quality photographs, rather than using stills from our music video. I also realised that nearly every single artist’s CD cover also used photos from separate photo shoots, as this makes the product look a lot more professional. I did however wear the same costume that I did in the music video so our target audience wouldn’t get confused to weather our products made were for our music video. We also used the same base colour from the pink guitar for the background of our text, which was also the same font throughout because we wanted to create a particular image for our music video and artist. In both our magazine advert and Digi-Pack we used a brick wall for the base background which was taken from the background of some of the photo’s in the separate photo shoot, we saturated the colours of the wall and but a blue tone into it to create a link to our chalk drawings, which was a very big part of our music video. We tried to create a very chilled and relaxed image for our music artist which is why we used all of the natural lighting and locations which we also made sure that it went with our genre conventions. We also used very little props to make it simple, yet effective. I think all of our products are successful for attracting our preferred target audience because our characters image we created is very much in fashion for teens at the moment, which enables our character to be a role model for our female target audience, and also enables our character we created to seem attractive to our male target audience. In our video, we made sure that the acting from the actress came across as happy and gave a laid back vibe because we thought that this would link with our specific genre, we also made sure the happy feel carried on through our use of bright saturated colours of our footage, and the arty drawings made with chalk. We thought by making the video bright and cheerful would also help attract our target audience to watch our music video.

3) What Have You Learnt From Your Audience Feedback?
As we gave our initial pitch to the class and teacher, there were a few things pointed out to us which could of proved to have been an issue, for example, someone had asked if it would have been illegal to graffiti on the property which we were hoping to film, however we ended up drawing the pictures in chalk, which would easily wash away, and we ended up drawing our picture at the front of my house on an old country road, so we were allowed to draw there. There was another issue which was brought up, about how we would get the footage of the sunset and sunrise, which we agreed would be very hard. However after having a think we came up with the idea of drawing the sunset and sunrise in a flip book using a stop motion effect, which actually fitted in with the rest of music video idea of keeping it animated and giving it a happy vibe, however other than that everyone seemed to really like our ideas of the animation from the flip books and the use of natural locations. After we had filmed and created a rough cut for our music video, we had to show the class again to gain more feedback. The feedback which we had got this time round brought up issues of they thought that some of our shots were too lengthy, which got quite boring to watch. We did realise this whilst making our rough cut however we didn’t get enough footage the first time round, as we used up all of the memory on the SD cards in the film cameras, which inevitably made us have no more room to record other shots. They also mentioned that some of our lip syncing was not right, or in fact not in time with the singing at all, as we were forced to use footage of myself singing the chorus tune, in places that was just the instrumentals. To try and sort out some of the problems that we came across while filming the first time, we took our the camera again. However as the seasons had changed and it was getting dark around half four which was the only time when we could actually take the cameras out, so we thought that the darkness of the new footage wouldn’t go with our other day time footage. However we managed to use very strong agricultural lights to create a brightened setting, as we still wanted it to be outside. We took more time over trying to get the lip syncing just right which we achieved, and also we shot a lot more fillers which we used to pad out our video as it was said we had very long shots. The light which we used created its own camera flare, which we thought looked very cool and worked with the particular time in the song, we also realised that a lot of well known music videos use the camera flare as an editing technique to make it look more professional. We also realised that we could definitely use the darker clips in our videos where the sun sets on our flip book, which we thought would help our lyrics and visuals link further. As we used the un natural lighting in these clips, it created a lot of silhouettes and shadows which we thought actually worked really well. Also as well as constructive negative feedback from peers, we also got some positive feedback for our rough cut, this mostly included that they like the fact that we had a lot of different shot types which we used including long shots, mid shots, extreme close ups, tracking shots etc. They also liked the locations in which we filmed and the natural lighting because they also thought that they linked with our folk genre conventions. After this, we got back to work with our new footage by editing it in to our rough cut to make our final cut. The feedback which we received from our other class mates and teachers was mostly that they said they really liked our animation ideas which fitted the genre, that our lip syncing now fitted perfectly in time with the lyrics and the actress playing the guitar looked a lot more believable now after shooting different footage. They also really liked the use of sparklers in our video as it gave it a bit more to look at. However they still thought that sometimes the actress was too happy for the tone of the song, as they thought it was more of a sad song rather than a happy one, so they thought the artist smiling and dancing didn’t really fit. However they said that they really liked the saturation filters we used over the top of our footage to make the colours really bright and stand out, which goes hand in hand with our ’folk’ genre. In conclusion to their feedback they thought that the final image we created for the artist and video matched the genre of the song successfully.

4) How did You Use New Media Technologies In The Construction And Research, Planning And Evaluation Stages?
To create all three of our ancillary tasks we used a lot of the media technologies to create professional looking finished products. To begin with we used Blogger to record all of our initial ideas for our products which we could go and look back on at any time, and also to upload our photos and videos to. We also used the software Final Cut to actually edit all of our footage in a way to make it look professional, by using special filters over the top of clips, like colour corrector to saturate our clips We tried looking on you tube for a certain effect as we wanted to try and make the lips of our character really red and stand out, however we tried it but in the end it didn’t work as well as we thought it would so we decided not to use it. We also used a lot of the software photo shop where we created both our Digi-Pack covers and our magazine adverts. Photo Shop enabled us to create professional looking end products because we could get the photos which I shot using still cameras and cut away the background so we just had the artist, which we then dodge and burned to make her look as if she wasn’t just flat on top of the background. We also used the pink from the guitar and made the background colour of the text the same colour by using Photo Shop, which I think really made the products which we created link all together. As we used the HD cameras to film our footage, we managed to upload and convert it onto the Macs, and onto the software Final Cut without any problems. We used the HD cameras to film every bit of our footage, however we always had to use a tripod otherwise our footage would be really shaky and not worth using. All in all I think using all of these different software helped us create a very good and professional music video, which are up to the standards of any other conventional folk genre music video. We used blogger also to help evaluate all of our products as we could put our final music video on the blog by converting it into a quick time video, which we could end up putting on youtube, so people could see it and give is their feedback on what they thought of our music video, which I thought was a main help to us for figuring out which parts we needed to change or be proud of.

Thursday, 1 December 2011

My Evaluation

1) In what ways does your media product develop or change forms and conventions of real media products?

Our main media product this year was to produce a music video and the song that we chose was ‘Cast a Hook in Me’ by Laura Viers. This in the song that we had most ideas for and we felt we could be creative with the visuals. In order to expand on our ideas we thought it would be useful to analyse professional music videos. This allowed to us see what conventions are needed to make a good video. However, we had to keep our folk genre in mind so that appropriate conventions were used. We had a list of Goodwin’s points and thought which ones would suit our folk genre of our music video. The first of Goodwin’s points that we wanted to include was intertextuality. Whilst analysing Nikki Minaj’s music video ‘super base’ we noticed that they included a close up shot of her Doc Martins. We thought this was effective as it adds to the personality of the artist so we decided to use a similar shot but used Converse instead of Doc Martins as we thought that it would fit in with our folk genre better and appeal to our target audience. Nikki Minaj's video also contained voyeurism; this gives the artist sex appeal and attracts a certain audience. This music video also linked the visuals to its lyrics which makes it more understandable for the audience. We decided not to include voyeurism into our music video as we didn't think it would fit with the beat or lyrics of our song and it doesn't link with the conventions of folk genre. However we made sure that all of our visuals linked with our lyrics as we wanted to give the audience a clear understanding of how we interpreted the song. We needed to sell the artist, and by including the prop of the pink guitar it showed off her other talents; it gave the artist another dimension. We also noticed that in many professional products included a variety of shots of the artist in order to promote them in a positive way. This is why we chose to include an extreme close up shot of the artist lip syncing, showing the artist’s bright red lips which highlighted the fun side of the artist right from the beginning of the music video. Mid-shots of the artist playing the guitar by the river and sitting on a wall at night time implies that she is a country girl which fits in with our folk genre. We also made sure that we included long shots of the artist dancing on a bridge and dancing at night time in order to truly capture her fun side and to guarantee that she was promoted in a positive way.
As well as looking at professional music videos, we also analysed other professional media products such as DVD and CD covers. This helped us gather ideas for our Digi-pak cover that we had to design and allowed us to get an idea of how to link this product with our music video. We looked at Beyonce’s CD cover and really like how it was simple but effective and how by looking at the cover you know instantly who the artist is. On the front cover there is an image of Beyonce from the front and the back cover displayed an image of Beyonce from behind. The two images linked with each other by the use of the same background colour and by having the artist in the same costume. The choice of costume, a fur coat, which let her stomach be on display, immediately creates a particular image for the artist and one of Goodwin’s six points is used; voyeurism. We wanted to use a similar idea to Beyonce’s CD cover in the way that we wanted to display the front of the artist with her pink guitar as well as the back of the artist with her pink guitar still displayed. The same location, prop and costume was used in order to create our country girl look.

2) How effective is the combination of your main product and ancillary texts?  

When it came to designing our ancillary texts, we made sure that they both linked with each other as well as linking with the visuals in the music video. We made this link because it sets a clear image for the audience when it comes to selling the product. The country girl image created in the music video was re-created for the Digi-pak and magazine advert. We decided to set up another photo shoot for the our ancillary texts but we made sure that the artist was wearing the same costume in order to create the same image for the artist. We also included the pink guitar in all three products as this prop is iconic to our music video and also this helps sell the artist by showing she has other talents. All three products create a chilled out/ relaxed image for the artist through the use of neutral colours, however the pink of the guitar ensures that the fun side is still present. The pink of the guitar was also used to colour our stylised font in order to create another link and it will also appeal to the audience. The location of the rivers and country roads reflects the calm/ chilled out theme. A main theme of our music video was the animations which were in the form of flip books and chalk road drawings. We wanted to make a reference to the chalk in all three products so we added blue chalk onto the brick wall which was is the background of our magazine advert and the spine for our Digi-pak cover, by separating the colours of the image of the brick wall which was included in the location of our separate photo shoot. Our media products are successful at attracting our target audience through the happy vibe we created by including the pink guitar and coloured animations. This will appeal to our target audience of teenagers/young adults, because a young vibe is created. Neutral colours and natural daylight was used to capture the footage for the music video and ancillary texts in order to fit in with our ‘folk’ genre. However, we ended up creating a few shots at night time using an agricultural light in order to create different effects, but seeing as the majority was filmed in daylight, this is the lighting theme we chose to repeat in our ancillary texts.

3) What have you learnt from your audience feedback?

During the progression of our music video, we had opportunities where we were given feedback at different stages of the production of our music video. After our initial pitch we were given our first set of feedback and this helped us think about whether or not our idea would need adapting in order for it to be successful. Someone stated that it's illegal to graffiti and in reply to that we explained how chalk would wash off and we would create our chalk drawings on a quiet country road outside Lauren's house. We initially wanted to film the sunset following onto the sunrise and we were asked whether or not this would be realistic. After giving this a thought, we realised it probably wasn't very realistic given that we only had one weekend to film, so we decided to use two flip books, one showing the sunset and the other showing the sunrise. We also captured a clip of the sunset and increased the speed. We would slot the sunset clip in between the animated flip books of the sunset and sunrise to give the effect we wanted.
The feedback that was given to us after creating our rough cut was also useful. It was pointed out that some of ours clips were too long, so to solve this problem we organised a second filming day of which we filmed more footage to ensure that we had extra clips that we could include in the gaps. Our lip syncing wasn't successful the first time round so we concentrated on filming effective lip syncing on our second filming session. As well as capturing effective lip syncing, we filmed it at night time and had the artist stand side on next to an agricultural light. This created lens flare which gave a professional look to our music video and the use of our sunset and sunrise flip books allowed us to switch from day to night. Another clip that we needed to improve for our final cut was the shot of the artist throwing the petals into the river. It was mentioned that it wasn’t very clear as to what was being thrown into the river so we included a close up shot of the artist’s hand picking a petal from the flower before cutting to the clip of it being thrown into the river.
Further feedback was given to us after we had completed our final cut. People really liked our animations however it was said that they could have looked a bit more professional. If this comment was given to us after our rough cut, we could have improved our animations. The way we edited some of our clips to make the movements of the artist fast forward and rewind was liked by the audience as it fitted in with the change in beat of the music. We were given contradictory comments as someone stated how they thought the acting didn't link with some of the sad lyrics, where as someone else said that we promoted the artist well by showing her having fin in the music video. The second comment is what we were aiming to achieve as her fun personality fitted in with the beat of the music and a positive image of the artist was created. A variety of camera shots were used, however it was noticed that the camera could be seen slightly in the reflection shot of the artist looking at herself in the river. If we had the chance to do it again we would definitely improve this shot.

4)How did you use new media technology in the construction and research, planning and evaluation stage?

In order to produce professional looking products we made sure that we took full advantage of the media technology that was available for us. We constantly used blogger to display all of our planning and research throughout the production of our products. All of our ideas were outlined clearly and blogger also meant that we were more organised. Final cut enabled us to edit and cut our music video footage professionally. We used the colour control to brighten up the shots so that the colours were more vibrant which would attract the audience. Another feature of final cut that we took advantage of was the ability to increase the speed of the chalk drawing clips and to give the effect of the chalk drawing being erased from the ground by rewinding the last clip; this would make the audience more intrigued and it made the visuals fit in with the faster beat in that particular part of the song. Photoshop was used to create our ancillary texts. The different layers meant that we could cut out an image of the artist from a photo taken in our separate photo shoot and place in on top of our brick background. The brick background was selected from the location of a picture from the photo shoot and it was then translated into the correct size to fill the background of the magazine article and to create the spine of the Digi-pak. The colours of the bricks were separated so that we could include the blue of the chalk into the brick work so that our ancillary texts link with the chalk drawings in our music video. To make it look professional, we used the blur tool to blend the artist in to the background. The HD video cameras meant that we could capture good quality footage, and the use of a tripod allowed use to capture footage without the camera shaking. We also had HD still cameras which we used to take photos of our animations which we then put onto final cut and increased the speed in which they moved to give the effect of a flip book.

Tuesday, 29 November 2011


Kelly- Hi I’m Kelly, this is our directors commentary where we are going to talk about our music video.

Lauren- Hi, I’m Lauren. I was the actress in the video and I had to pull of a folk genre of the song ‘Cast a hook in me’ through the choice of costume and props. To make sure that our video would look professional, we analysed chart topping music videos. We realised that they used the concept of Goodwins six points. In Nikki minaj’s video ‘Super bass’ they included intertextuality by having a close up shot of doc martins. We thought this looked effective and chose to use the same idea but with converse as we thought they would appeal more to our mass target audience. Nikki minaj also used a lot of voyeurism in her video however we decided not to include this as we didn’t think it would fit in with our folk genre or with the image we created for our artist. Another one of the Goodwins points that we followed was visuals that went with the lyrics. We did this to give the audience a clear understanding of we interpreted the song.

Beth- during the production of our music video, we had opportunities where we could have feedback on different points of our progression of the product. After our initial pitch, a point was put to us that made us re-think our initial plan. We realised it wouldn’t be realistic to film both the sunset and sunrise so instead we used our editing skills to fast forward a sunset to give a similar effect. We then went on to produce a rough cut of our music video and more constructive criticism was given in order for us to make our video look professional. It was pointed out that some of our clips were too long so we took the chance to film more clips. However we had to film at night so we took the opportunity to create different effects using an agricultural light. We created lens flare, which made it look professional. We also took this chance to capture effective lip-syncing as it didn’t go to plan on our first shoot. A final set of feedback was given after our final cut had been produced. People thought that the animations were really effective and the way we rewound and fast-forwarded these clips worked well with the beat of the song. However there is one fault that we were unable to improve; on the reflection shot in the river the camera was slightly visible. We would definitely   improve this if we had the chance.   
Kelly- "In order to combine all three media products as a promotional package, we used a consistent narrative throughout. The mise en scene on the Digipak and magazine advert connotes our music video as we incorporated the same costume, colour scheme as well as our main prop, which was the pink guitar. Furthermore, the mise en scene denotes a brick wall with blue chalk blended in. Although this did not have a direct link to the location in our music video, it did link to the chalk drawing, therefore this enabled us to promote the animated side to our music video. In addition to this we added a stylish typography, which connoted our fashionable costume within our music video with the purpose of our target audience being able to relate to our artist more easily. As a result these creates continuity between the promotional package, allowing our audience to make the connection between them all."

Lauren- whilst doing this task, we took advantage of many different media technologies which we could get hold of, including final cut- which we used to edit our music videos, and photo shop which we used to make our ancillary tasks- like our digi-pack cover and magazine adverts. We then used blogger to keep a track of all our thoughts and notes on the things we needed to create our final product. We used HD video cameras to film myself acting and lip-syncing for our music video, and we also used the still cameras to take pictures of our flipbooks to create a stop motion effect.

Monday, 28 November 2011


Evaluation questions

*       In what ways does your media product use, develop or challenge forms and conventions of real media products?

Our media product is a music video of the single ‘Cast a hook in me’, our target audience for this music video is teenage girls aged between 14-22 years. We chose this target audience as stereotypically they like folk music like Taylor Swift, which is the genre of our music video. As a teenager myself, I ‘channel flick’, which other teenagers do, therefore we decided to draw a picture on the road that will capture their eye, when flicking. We also captured our target audience via. Having an upbeat song and created an artist that connotes the typical teenage girl. For example, having costume that fits in with the current style, which is natural autumn colours such as browns and neutral colours. As a result our target audience will be able to relate to the artist easier. This idea came from the well-known artist Nicki Minaj, as we annotated her single ‘Super Bass’, which also has a similar target audience as ours. She also used the current style, such as Doc Martins, which helps the audience relate to her. We also took her idea of making the artist her own person and a leader, not a follower, which we demonstrated through the artist’s bright red lipstick. However, the idea of using animation (the chalk drawing and flip-book) as well as live footage challenges most music videos because typically they use one or the other not both.

We were inspired by the typical convention of using lens flare, which other famous artists use, such as Professor Green ft Emeli Sande ‘Read all about it’. As a result this enabled us to capture a really effective mid shot of the artist lip-syncing the song and as a result gives our music video a professional look, which will appeal to our target audience.

The genre of our song was Folk, which we represent through the mise en scene in our music video. The mise en scene denotes a pink guitar, an artist sitting at the river playing her guitar and a natural location and props like a river and flowers, which includes natural colours such as greens (grass) and blue (river in the chalk drawing).

We have challenged the typical convention of completely linking the lyrics with the visuals. We have used the idea of juxtaposition within our music video, as we have created a ‘happy and bubbly person full of energy’ identity for the artist through the bright, vibrant colours via. Increasing the saturation and her swagger where as the lyrics create a contrast between the artists persona, as she is singing about ‘loss of love’ and ‘missing loved ones’. Although this is not a typical convention used in most professional music videos, I believe it is effective as it creates a memorable image for the viewer. However, we did follow the convention of linking the lyrics, visuals and beat of the music together. For example, we done by speeding up the clip where the picture is being drawn, which linked in with the increased beat. We also draw a flipbook representing a sun set and sunrise. We used this to create continuity therefore the audience can audience understand the change from daylight to nighttime.

We also challenged the idea of using choreography and over the top locations, which Beyonce uses, such as lots of dancing. We did not want our music video to look over staged, which gives it a fake appeal. We wanted to create a natural and realistic environment, which our target audience would be able to relate to, and to connote the everyday life style.

A typical convention that most artists use is trying to create a mood within the listener, which connotes the type of music and the genre. I believe that the mood created in our music video was a calm emotion when the beat is slow then a jolly and hyper mood when the beast of the music increases. This makes the listener more involved in the song.

Many artists who have a similar target audience to ours use voyeurism, such as Nicki Minaj and Beyonce. Nicki Minaj gives herself a sex appeal image and a woman who attracts men easily. Whereas, we decided to challenge this convention and not used any voyeurism, as this is not the kind of image that we wanted to create for our artist.

*       How effective is the combination of your main product and ancillary texts?

In order to combine all three media products as a promotional package, we used a consisted narrative/theme throughout. We decided to do a photo shoot of the artist, which we used for the front cover of the Digipak and magazine advert. The mise en scene in these images denoted the same costume that was used throughout the daylight scenes in the music video, as well as our main prop; a pink guitar, which connotes the genre; folk. We also created still movement, which connoted the narrative in the music video, for example the long shot of the artist walking away with the guitar on her back, connotes the scene when the artist is walking away from the camera, also with the guitar on her back. Also, the mid long shot of the artist standing again the wall playing the guitar connotes all the scenes within the music video where the artist is playing the guitar. These create continuity between the promotional package, allowing the audience to make the connection between them all.

Lauren edited the images by making them brighter using Photoshop ‘contrast/brightness’, as well as took the photos again a brick wall, which blue chalk blended in. Although this did not have a direct link to the location in the music video it did link to the chalk drawing and the genre of our song, as a result this enabled us to promote the animated side of our music video. The images on our Digipak and magazine advert where taken in natural light; sunlight and the mid shot of the artists back have some natural camera flare. These connote our music video as we used natural light and natural colours in our daylight scenes as well links to the lens flare in our music video, which makes our product, look professional.

We incorporated the ‘Blackadder ITC’ typography, which goes with the idea of our stylish and fashionable costume in our music video that links with our target audiences and gives it a professional look. In addition to the typography I put a pink box around ‘Lauren Day’ and ‘Cast a hook in me’, as this links in with our pink guitar, which we have used quite a lot in our music video. I also gathered that the swirled lines at the top of the letters, such as ‘h’ and ‘k’ link to the track name ‘Cast a hook in me; as I imagine that the swirled lines connote casting a hook.

In order to successfully attract our target audience, we have given our artist a stereotypical teenage girl look, by incorporating a costume which is in the current fashion as well as making her swagger lively, which is shown in her dancing In our music video. This allows the audience to relate to her more and gives the artist a likeable persona. Also, on our Digipak and magazine advert, the artist has got a slightly slouched and relaxed body language, that again connotes the stereotypical teen, which creates a powerful effect on our audience as they are able to relate to this. It also links in with our calm and relaxed song as well as narrative, such as when the artist is settled on the riverbank playing her guitar within a beautiful scenery, which helps promote the song.

*       What have you learnt from your audience feedback?

Our initial pitch consisted of a 20 second break down as well as basic information on our genre, colour scheme, location, costume, character, mood, lighting, props and logistics. This pitch was performed to 17 – 19 year olds, which is in the middle of our target audience, therefore the feedback from them was very important. Overall, we were asked two questions, “Isn’t illegal to graffiti” and “If you try and film all through the day from sunrise and sunset to get the effect of fast forwarding the whole day, will it work?”. The first question didn’t really help us, as we were planning on drawing the picture with chalk on Lauren Days garden patio, therefore is not illegal. However, the second question was very practical, as it highlighted a problem that could occur, therefore to overcome this we changed the idea of filming all day to getting up early to film the sunrise and then film the sunset when it gets darker. Overall, I believe that this pitch was thorough and went will, which increased our confidence on our idea.

The feedback on our rough cut from peers and teachers was very helpful as it highlight points that were good and outlined improvements that could be done, which enabled us to know what shots worked well and what shots did not. As well as provided us with solid ideas for our extra day for filming. The positive feedback that was given was that the ‘chalk drawings, fitted with the song and the animation was good’. This was one of my main worries, as we did not manage to get an artist to draw the chalk drawing; therefore we had to get Lauren the artist to draw it. As a result this boosted my confidence and too the pressure of my shoulders, and highlighted that we have targeted our audience well with the narrative. People also though that our visuals represented the song lyrics, which means we have followed the typical convention of linking the visuals with the song successfully. Furthermore, another comment made was our effects were really good, this shows that our editing skills are good. However, in addition to the positive feedback given, we also received some constructive criticism. For example, our lip syncing needed to be improved, this taught me how difficult lip syncing is and gave me an insight into the difficulty artists and professionals have when making music videos. We overcome this by re-filming some of the lip-syncing shots. Although it was difficult to re-film the lip syncing scenes due to it being dark, it did lead use to capture a really effective mid-shot shot of Lauren lip syncing with a lens flare effect incorporated. They also mentioned that some of the shots were a bit long so we had to split the shot more, this lead us to having the idea to add nighttime clips within our music video. As well as me drawing another flip book to create continuity within the change from daylight to nighttime. We found that our old flipbook was a success; therefore we believed this new flipbook would have the same result. A further thing mentioned was they though that there weren’t many shot types, which we overcome via. filming more clips with a wider variety of shots. In addition to the constructive criticism, the guitar playing was not in sync with the song; as a result we managed to get a really great shot and angle of the artist playing the guitar.

Once we had produced our final cut product, we received some positive and constructive criticism by peers and teachers. One main criticism from our music video was most of our lip-syncing, as it didn’t quite match up, apart from the ‘lens flare’ shots, which people said was very good. That shot is usually a popular shot used by professional artists; therefore I found it was a great asset to our music video. Another criticism point made was “song reflects a sad song and she is happy and jumping around with her pink guitar” (shows that our juxtaposition technique worked). Whereas another person/group mentioned a point that contrasts with this one, which is “the video helps promote the artist because she is having fun in the video”. Many mentioned that the drawing and editing techniques done with the drawing like “stop motion and reverse motion of the flip-book as well as sunrise and sunset” was very good and suited the style of the song and matched the lyrics. However, it was not an excellent drawing, which was due to practical problems. This highlights that we will have to manage our planning more effectively. A further point made was that ‘it was a bit dragged out’, which taught me that you defiantly need to film a lot of shots even of you do not plan on using them, as in order to keep the audience engaged you need to make sure there are variety of shots. This leads me to another positive point, which was that we used a ‘good mixture/variety’ of camera angles and shots, such as close-ups, mid shots, long-shots, high/low angles etc. This shows that we improved on our previous negative point from our rough cut, meaning that we managed to keep our audiences absorbed in our music video.

I also managed to get some very useful feedback on our first draft of our Digipak. I found that we had done a good job of our Digipak and managed to include all the necessary features needed. However, there was some great improvement pointed out, which helped extremely a lot, which lead us to make a very good Digipak pack that was eye-catching. For example, she mentioned that “the quite squares with you band name and title on the front should be wonky and pink, this made a great link to our pink guitar within our music video and front cover. She also mentioned that we should put the contents on the side and separate then with blue bullet points, which connoted the blue background and chalk on the walk on the front cover. As well as that we should include the blue chalk on the brick wall on the spine, which created continuity with the pictures on the front cover.

*       How did you use new media technologies in the construction and research, planning and evaluation stages?

In order to create our final promotion package, we firstly conducted in-depth research using the Internet, such as Google and you tube and our own initial ideas. We was then able to blog all this research and ideas onto blogger which help us with our music video, Digipak and magazine advert as we could go back to these ideas to make sure we are on track and have done everything etc. It was also a very useful and effective way to analyse and compare you work with others as well as receive positive and negative feedback from other, which enabled us to improve our music video. We was also, able to get access to our group members work that they had done, for example, Lauren Day took photos for our Digipak and magazine advert and uploaded them to blogger. This allowed me to get access to them so I could start on putting some ideas together for our Digipak and magazine advert using Photoshop.

Once we had our initial ideas, we were able to use a HD camera so we could test our footage which will inform us on what shots would work and what wouldn’t. By taking these shots we were able to experiment with our initial ideas for the music video and combine them together using final cut. This got our minds thinking about other ideas that we could use for our real music video. We were then able to expand our research and ideas by taking photos of our storyboard using a still camera so we could create an anamatic to see if our shots would flow in the sequence they are in and to sum up our music video, using final cut pro. Once we were happy with our ideas, we were able to use the HD camera and tripod to create our music video. The tripod enabled us to create still shots, which will make it look more professional as well as allowed us to capture high angle shots which we would not be able to do by hand. The HD camera allowed us to capture some very effective shots in high definition. We were also able to zoom in to the artist playing the guitar at the riverbank, this lets the audience get a clearer and better view of the artist and it provides a clear view of the location. In addition to this the HD camera helped us create a wide variety of angles and camera shots, such as a mid shot of the artist lip syncing the song with an agricultural light and lens flare, which other artist use in their media videos. This makes our music video look more professional.

The still camera allowed us to capture our first flip book images, which we planned on editing in final cut. We were also able to take photos of our artist to put on the front of our Digipak and magazine advert so we could link it with our music video, which makes it an effective promotional pack.

The editing media technology final cut enabled us to combine all our footage so we could make our visuals connect with the lyrics of the song and create a proper identity for our artist. It also helped us highlight our mistakes so we could fix them, for example, when editing we realised that our sunrise/sun set clip was not going to work due to not having enough footage. This led us to find an effective way to fix this, which was to draw another flipbook of a sunset and sunrise.  We were also able to sync our footage with music video as well as edit background sound from our filming, so it did not overlap with the track. I believe that the most useful feature of final cut was the ability to speed up and rewind our footage, such as the flip book, which links the photographs together in order to create movement. As well as speed up the process of the chalk drawing, this created continuity between the visuals and the change in pace of the beat and lyrics. In addition to this, we were able to rewind the process of the drawing at the end of the song that gave it a good ending to the song, as the beat of the song was dieing down and slowly fading.  In most of our clips we increased the saturation, this made the colours more vibrant, which connoted the genre of our music video, folk as well as fitted in with the beat of the music and narrative. Furthermore, we could add transitions, such as fades, to combine some clips together more effectively and to create continuity.

The final media technology that we used was Photoshop, which is the top technique for editing images. We were able to incorporate our colour scheme, mise en scene, typography, images of the artist and props all into one to create a powerful Digipak and magazine advert, which links very well to our music video. We were also able to composite all the features so we could meet the typical codes and conventions of a Digipak and magazine advert. Photoshop allowed us to change and improve our ideas and move the images around the page as well as overlay the images, which we done on the Digipak front cover. The opacity tool enabled us to fade the shot of the artist on the back of the Digipak so we could make the text stand out more. A further aspect of Photoshop that we used that was effective was being able to add text box so we could write our blurb. This typography was simple and bold, which was easy to read and we were able to move the text around so we could put it in the most effective position. Plus we could do trial and error on Photoshop, that enabled us to try out new ideas and see if it worked then simply get rid of it if need be, which was the joy of the layers feature. The layer feature was also handy as you could put each layer into folder such as ‘front cover’ and names them so you could get easy access to them and identify which layer is which. Furthermore, we could duplicate the layers, so we could multiply the image for our spine and so we could keep the originals, hide it and edit the duplicate.

Sunday, 27 November 2011

Reason for Directors Commentary

The majority of DVD's include a directors commentary. This is when the director explains their reasoning for all of their directorial and creative ideas. Partial/scene-specific only covers selected scenes of the DVD. More general comments can be made instead of going into specific details. Feature-length/screen specific- this gives a more detailed description of what is happening on screen through out the whole DVD. A directors commentary should include how and why they chose to include each shot. Their overall intentions should be mentioned. They should discuss choice of music and how they want the audience to relate to it. The colour choices should be discussed as well as choice of costume and the rest of the mise-en scene. The idea of a Directors commentary is for the audience too gain a true understanding of all the choices made.

Saturday, 26 November 2011

Directors commentary research!

A directors commentary is a series of explanations and annotations of a video in which they directed. It is their personal view and narrative of the video. As well as why and how they creates each clip/shot.
There are two types of a director commentary, one is called partial/screen specific, which is where annotations are made on selected scenes within the video. Where as as the other one is called a feature-length/screen specific which is when the directed talks about everything included in the film in order, which is recorded. He talks about most scenes in the video, which is then put over the top of the whole film/video.

Analysis of 'A beautiful mind' film, feature commentary with director Ron Howard:
Ron Howard talks about:
  • The music and what it creates such as the mood and why it was used. 
  • The film and how it was done well and if it was done well.
  • The main character and a bit about him e.g. what certain shots create like a mid shot of him and the meaning behind his eyes etc. As well as how it portrays that character. 
  • Inspirations and how they link in with the visuals.
  • How he built the characters - background insight.
  • How the sound fits in with the visuals - effect it has on the audience
  • Location and some background information to it and why he used that specific location as well as how he found it
  • The narrative created and what is going on in each scene and why
  • Background information about the actors 
  • How he expresses the narrative through the actors point of view - PoV = important 
  • Make-up - how it was used to create age and the meaning behind it. 
  • Rehersals - good points 
  • Personal view of the story 
 Analysis of Oliver - musical: 
  • Done a detailed analysis on how the visuals connotes charles dickens narrative. - we could talk about how our visuals link in with the lyrics and genre.
  • Characters personal identity - we could talk about what artist identity we created. 
  • How he links the pace of the music with the visuals - length/speed of the song/type of beat with our visuals.
  • What colour schemes he used and why - what mood it created within the sequence 
  • Talks about how the director and others related to create the scene and narrative and about how their individual characteristics helped build and create the video -- We could include how our personalities linked to create our music video. 
  • What is being portrayed - to the audience 
  • How it was made to create continuity - we used the same locations and costumes for daylight scenes and then nightime scenes as well as a flip book to show the change in day (sunrise and sunset). 

Grease - Musical (directors points):
He talks about:
  • the atmosphere created
  • How the actor fits the charactor - good points about them
  • Costumes - how it links in with the genre and target audience and narrative/scene.
  • What he likes about the scene and why. 
  • How they made the shots work in terms of camera work/angle/type/transitions. 
  • Colour scheme used and what it created.

Thursday, 24 November 2011

Analysis of students digipaks and magazine ad!

The Whip

The Whip DigiPak: I believe that the flipped image/shot of the artist is very clever and very engaging. I think that the bright colour scheme of blues, greens and purples and costume creates a wakey effect and quite an old fashion style/look which will appeal to existing customers of 'The Whip'. 
It includes the typical convestions of a digipak, such as including 'DVD/video', the 'PG' classification, a barcode, the name of the artist as well as the name of the track on the spine etc. However, i do believe that the name of the trakc should also be on the front of the cover to allow the audience to identify the track when looking at the front cover.

The Whip magazine advert: The magazine advert promotes and links with 'The Whip' digipak dvd vert well as it connotes the old fashion effect, which is shown in the costume, make-up such as blue eye shadow, the green glowing strip accross the page and the artists features as well as the colour sheme of green, blues and purples. I also believe the typography saying: "The Whip' is successful and clear. However, the other typography is very small and hard to read, therefore not very clear. 


Feist DigiPak: I like the idea of the whole digipak being one full image of the guy throwing paint at the girl. This helps sell the artist as it shows that she is quite a fun and bubbly person to be around, which gives her a positive apeal. It also gave the digipak a fun narrative to it that will also help promote the song. I also like the colour scheme of being black and white with a splash of colour, this makes the colour stick out a lot which creates a positive vibe. The typography is very simple but goes wel, especially at the front. However, i do thinkg it is hard to read some of the blurb on the back due to the white background/sheet, which hides the white typography.

Feist Magazine adver: The magazine advert also has a very effective and appealing look, which is due to the fun narrative created by paint and feathures being splatered and thrown at the girl/artist. This also creates a great colour scheme, which helps promote the digipak. I also like how the shadows are on the white sheet, as it gives it a realistic look that may appeal to their target audience as they may like the iead of being able to relate to something realistic that they are able to do themselves. However, i do believe the black typography is hard to read which is faded in with the girls shadow on her leg. 
The magazine ad includes the typical convestions of putting the name of the shop in which the consumers can buy it from, which is placed in a very effective place (in the corner). As well bold typography of the name of the artist as well as the name of the track. 

David Ford

David Ford DigiPak: The front cover is filled up with a large long shot image. The mise en scene denotes grass, trees, a bench and a small playdo person, this conotes a detailed description of what the music video for 'a long time ago' will be like and an insight into the narrative. I like there idea of using a pretty scenary/setting, this creates a calm atmosphere within the image. I beleive this will help capture the audience's attention effectively due to the pretty scenery. They also used a white simple typography, but very bold and easy to read and identify, which is not over complicated which i like.
The spine includes the name of the artist and trakc, which i think is necessary on a dvd digipak as when the DVD in on a consumers shelf this will help them identify what the dvd is and what track is played. I think the green typography is good, as it links in with the green colour scheme on the front cover. However, it is missing the classification on the spine, which is a typical convention. 
The backcover includes the typical dvd digipak conventions, such as 'DVD/video'/ classification 'U', barcode, blurb, ratings etc. I like the decreased opacity effect in the main image in the background as it makes the rest of the features on the back stand out. I also like the mid shot of the artist and the green typography that also goes with the green colour scheme. However, i dislike the faded white box in which the blurb is in as it gives it a tacky effect and does not look very appealing. 

David Ford Magazine advert: This magazine advert includes all the typical conventions, of a music video magazine ad, such as the name of the record company, name of the artist and track, a review from others/another person as well as the shop '' which sells the product being advertise. I believe that the layout of the text has been placed and spread out well, which makes it easy to read is not over powering for the audience. 
I like the dotty 'David Ford' typography as well as the playdo background with the artist in the scene, which helps promote the music video effectively. 

Wednesday, 23 November 2011

Suggested Ideas for improvements

Suggested Ideas for improvements on our DVD digipak:
I would make the white squares with your band name and title on the front wonky and make those squares pink.
I would change the contents list to be to the side rather than central and use blue bullet points to separate them.
I would also see if you could get some of the blue pastel tint on the brick wall spine.
And at the bottom you can still see the Back word that was on the blank template, try and get rid of this.  

I took these points into consideration and worked with each point to improve our DVD digipak, this is what i have come up with so far: 



I believe that overall the second version is better and that the feedback given was extremely useful. I like how the spine and the 'pink' typography link perfectly with the image on the front. Originally i only done this with the background colour blue on the front, which i took from the blue chalked bit on the brick wall.
However, one problem that i had was i was unable to get rid of 'Back' therefore, to overcome this problem i put the 'PG' classification over the top of it. I do beleive that the PG classification does not look so good where it is at the moment, so i am going to keep trying to find a way of getting rid of the 'Back' writing and move the PG classification back to where it was.

Tuesday, 22 November 2011

Rough idea for Magazine ad

Here is a rough idea of what i believe our magazing advert should look like, with Beth and Lauren's idea of adding both them images and placing them in that position as well as a brick wall/duplicates of the brick wall covering background - however i edited it as one whole shot of a brick wall instead. As well as the necessary added bits, such as the typography, price, quote etc. which fits into the typical convestions of a magazine ad.
I decided to make the price '£9.99' as this is a common technique used called 'Psychological pricing', which makes customers believe they are getting more for their money.

I took the feedback from our DVD digipak and put one of the ideas into a possible idea for our magazine advert: Which is including the blue chalk on the brick wall for the background.

Draft & final digipak

Here is our first draft of our digpak, in order to improve this we needed to change the spine, add a blurb on the back and the PG classifcation information on the back looks faded, due to us copying it from another dvd cover on google. 


Here we copied part of the brick wall in the top image and duplicated the layer so we can multiply the image for our spine. We then faded more the background via. decreases the opacity. We then added a snazzy and appealing blurb, that will make our audience want to buy our product. We decided the use different typography for the blurb as it would ruin the special effect that the main typography creates for the title and track. We used a simple white Arial bold which is easy to read, as well as a different typography for 'Cast a hook in me' to make it stand out. I also, had to make a new classifcation logo information, which made it stand out more.  

Overall, i believe that this DVD digipak is very appealing and will capture our target audience effectivelly. I also believe that the colour scheme, mise en scene and typography links perfectly with our music video, such as a shot of the artist holding the pink guitar prop, which also connotes our genre of Folk. 

Digi-pak final idea

We decided to go with the above cover idea for our Digi-pak and we thought it was the most effective. It was created using ideas from each of us in order to come up with something unique. Beth came up with the idea of overlapping images of the artist so we tried to think of different ways to make this happen. Lauren was in responsible for taking and editing the new pictures and Kelly put it all together then discussed the design with us so that we could then add bits and make slight changes.
We made a couple of changes to the design above. We wanted to make the spine more eye catching instead of blending it into the front cover as the spine is the first thing a customer would see if it were on the shelves. Beth suggested cutting and dragging the image of the bricks from one of the photos shown on the front cover so that the spine would look like a wall. This looked effective and it linked in with the overall design of our Digi-pak and also added to its original look.
We still needed to add a summary paragraph and contents list onto the back cover. First of all we just used one text box to type up the summary paragraph but we didn't like the look of the large gaps between each line as we didn't think it looked very professional. To solve this problem, we typed each line of the paragraph into a separate text box so that we could move the lines closer together; this looked much better. We did the same for the contents list and tried staggering the lines but it looked a bit messy so we moved the contents list into the center of the back cover. Another thing that we realised was missing was the overall running time of the DVD  so we added that to the bottom left hand corner, just above the DVD logo.

Monday, 21 November 2011

Artist Portrait for Digi-Packs.

After making initial idea's for our Digi-packs,  using stills from our final music video product, we realised that to use the stills, they would have to remain small to keep their quality, however we wanted to make the pictures big so we could fit them onto the digi-pack templates. That is why we decided on another seperate photoshoot to use for our covers and magazine advert which would enable us to make the pictures larger and still retain its high quality.

I made sure that I wore the same costume that I did throughout the daylight scenes so the pictures would relate to the music video, and I also made sure I incorporated the same props, for example the pink guitar. I thought using the natural lighting would create links with our natural colours idea that we had in our final video, by only using the sunlight and not a camera flash. I also made sure that using the suns rays to create natural camera flare relates to the video also because we used this in our final music video.

I also edited the pictures, using photoshop to brighten and make more of a contrast out of the colours in the pictures to make the natural things- e.g. the grass and tree's brighter and more green, so it would also go with our theme of colour in our music videos. I also brightened up the pink-ness in the photo's to make sure it stood out, which helps the audience figure out more of the artist's persona, and link the genre of the props to our genre of the song and artist which is 'Folk'.

I also think that making the artist pose in a serious sort of way helps the audience create their own idea of the artists personality, so they can interact with the music video and the artist. This helps to engadge the audience further because they want to create further ideas of the artist's personality and their traits. The colours help with making a different identity of a happy person, however the music and song creates a contrast with the charachters personality which we have created by singing about loss of love, and missing loved ones. I also think that the brightness of the photos help create an animated edge which inevitably links with our aproach of the video we produced, and the song 'Cast A Hook In Me' by Laura Viers.

Sunday, 20 November 2011

Codes and Conventions of a music magazine cover & research

  • The main feature of a magazine is to have a shot of the artist as well as their name and the name of the track which is being advertised. In terms of visual hierarch these things will be the first place that the audience will look, therefore must be bold and stand out
  • The cover of the dvd shoud apear somewhere for the audience to identify what is being advertised and what they are being sold. 
  • There will be a catchy tag line, which will capture the audiences eye and attention, stating that a new album is now out. 
  • Star ratings and quotes from others, such as newspapers or profionals, which will state how good the new album is and will help promote the album
  • The albums logo, which will be a recognisable feature for exisiting customers and a great new experience for new customers. 
  • The colours, mise en scene, props should have some link to the CD/DVD cover as well as the music video.
  • The cover should include the record company as well as the retailer such as HMV, which will inform the audience where they can buy the product. 
  • Finally a barcode, the price of the product and the release date allowing the audience to know when they can purchase the item. this is usually situation at the top or bottom of the magazing. 

 Overall i found that there is a full image of the artist/band that is the first place in which the audience will look in terms of visual hierarchy. I also found that barcode and price is in the bottom right hand corner. Also there is a large font size and very bold. As well as a catchy tagline, which will capture the audiences/customers attention. Further, the magazines covers are not over complicated, therefore the audience does not get confusied or over loaded with information.

    Possible ideas for DVD DigiPak!

    On the front cover i would have a cropped shot taken from the music video of the artist sitting at the river bank, playing her pink guitar. Within the mise en scene, there will be a river within a green scenary and a young women sitting down on a woden river bank with her legs crossed holding her pink guitar. Then at the top of the front cover of the DigiPak the name of the artisit: 'Lauren Day' and then the name of the track: 'Cast a hook in me' at the bottom of the front cover of th'digipak. Followed by 'DVD/video' sign in the bottom left hand corner and the classification sign 'PG' on the bottom right hand corner.

    On the spine of the digipak i'd have 'DVD/video' sign at the top with the 'Universal' logo bellow it. Followed by the name of the artisit: 'Lauren Day', then the name of the track 'Cast a hook in me' in the centre of the spine. Then at the bottom of the spine there will be the classification sign: 'PG'.

    On the back of the DigiPak i will have another cropped shot taken from the music video of the artist walking away from the 'camera'/'audience' down a long windy path. The mise en scene will include an outdoor scenary of trees, bushes, grass, path way and the artist carry her pink guitar on her back. At the top of the image there will be the artists name: 'Lauren Day' and the name of the track bellow it on its right: 'Cast a hook in me'. Then on the left side of the image it will have the DVD content to inform the audience on what they will be expecting on the disc, such as 'Official music video of the track 'Cast a hook in me'. At the bottom of the back of the Digipak there will be a row of the production company/logos/record company etc. In the bottom left hand corner written information about copyright restrictions, followed by thr classification and a description of what it contains in the middle at the bottom. Then in the bottom right hand corner the barcode.

    Typography ideas: I looked on microsoft word at their font styles, i found two stylish fonts that i was very fond off called, 'Blackadder ITC' and 'Curlz MT'. From these two i chose 'Blackadder ITC', as i believe that it goes with the idea of a stylish costume that links with our target audience, it is also bold and very eyecatching for our audience. It also gives the digipak a professional look. I also gathered that the swirly lines at the top of the letter, such as 'h' and 'k' link to the track name 'Cast a hook in me' as i imagine that the swirly likes connote casting a hook.

    I have chosen to use 'Universal studios' as our entertainment company for our DVD digipak as it is a worldwide, most used and most recognisable logo, therefore our audience will not feel threatened by it as they will feel important due to being able to identify the logo.

    The DigiPak will have a Matt Lamination finish to it, which will increase the durability and give it a shiny look as well as a Cello-wrapping to give it a professional finish.

    Bellow is a rough drawing of what i believe our digipak should look like, however i will have to run the idea with my grop members:

    I decided to put the artist in the centre of the page on the front cover as in terms of the audience's visual hierarchy this will be the first place the they look, followed by the large font size typography: 'Lauren Day', then they scroll down to the name of the track 'Cast a hook in me'. Lastly leading the audience to the classification: 'PG' and 'DVD/video', which is the least important part of the digipak which is why its at the bottom.

    I decided to put the name of the artist: Lauren Day at the top of the back cover, as in terms of the audience's visual hierarchy i believe this will be the first play they look, followed by the name of the track: 'Cast a hook in me', then the image of the artist walking away from the 'audience/camera'. Which then leads the audience to the 'DVD content', followed by the list of logs/production company, record company etc. As a result, leads then down to the copyright information, classification: 'PG' and the barcode, which are the least important features of the digipak.

    We attempted this idea but the photo from the music video was to blury and did not look so good.

    I attempted another idea, but the typography did not show up very well also one of my group members where not overkeen on the idea.

    Since Lauren Day has taken photographs of herself for the digipak i have re-done a rough idea of what i believe our digipak should look like: All i need to add now is text in the middle of what the digipak will include, such as "Hit single Cast a hook in me by Lauren Day"

    Saturday, 19 November 2011


    What is a DigiPak? 

    A DVD/CD digipak cover is card packaging with customised printing on. Inside them you can either get little pockets to store the CD or plastic CD trays to hold one or more CD's. They are an alternative way of storying CD's in rather than the standards jewal cases. It is a more modern, professional, flexible and stylish design, which many artists use nowadays as you can store multiples CD's in them. As a result customers are able to recycle the card and buy the DigiPak for a lower price, due to the lower production costs. 

    Codes and convestions of a DigiPak?

    • The front cover should include the artisits name and the title of the album, which often had bold and eye-catching typography. 
    • They usually having some picture or pattern demonstrating the artist/band, such as a shot of the artisit. 
    • The colours tend to connote the mood and content of the album and reflex's the narrative as well as the artist on the back and front of the DigiPak - they tend be be simple and not over powering and over complicated, as this allows the audience to analyse the cover easier and captures their eye quicker.
    • The mise en scene denotes features of the album, the artisits personality or signiture, props that represent the genre of the artist or song.
    • The spine has the name of the artisit and the name of the album, which allows the audience to identify it when on a shelf/cd rack. 
    • Logos, production company/label, record label, iconography, copy right information, barcode (bottom right or on a black strip on the side) etc. all tend to be on the back of the DigiPak. 
    • On a DVD digipak there is a blurb outlining the content on the disk as well as the name of the song/video or tracks as well as any bonus features.
    • They are usually made out of Cardboard and have a Matt Laminated cover, which increases the durability. 
    • Some DVD digipaks have a classification on the front and back (detailing what it contains e.g. a 15 "Strong language". 

     Finishing features/options for a digipak: 

    • Matt Lamination - transparent plastic film, that increases the durability of the product. 
    • Gloss lamination - gives a shiny cover 
    • Gloss UV - Ultra shiny cover 
    • Spot UV - Gives specific areas on a CD cover a ultra shiny finish, which is eye-catching. 
    • Recycled option - product made from recycled and recyclable materials. 
    • Reverse board printing - gives a natural matt finish
    • Spine printing - packaging printed on one side of the card 
    • Metallic printing - gives the product a metallic shine and reflects light.
    • Hot printing - shiny metalic foil - mirror effect. 
    • Embossing - raised areas e.g. titles or logos.
    • Debossing - presses selected areas downwards e.g. titles or logos.
    • Custom Die-Cuts - cutting shapes/windows in the cover 
    • Additional pantone - Adding another 'sixth ink colour' over the other colours 
    • Serialization - unique serial number or code on each disc or packaging 
    • Barcode - essential finishing touch 
    • Cello-wrapping - professional look/finish 

    *I believe that we should use the popular Matt Lamination  because it makes the product more durable and makes the survace water resistent as well as giveing it a soft texture. I also think that we should cover the finished product with Cello-wrapping as it gives it a professional look and it informs the customers that it is a brand new product, which will apeal to them more.
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