Music video

Group Digipak

Group Advert

evaluation - question 4

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

evaluation - question 3

(Below is a transcript of what I said in the camera interview)

What have you learned from your audience feedback?

Explain why you think it is important to evaluate your work
Receiving target feedback is essential as it allows the group members to ensure that the music video is considered as appealing to the target market and follows the necessary conventions. The feedback also allows us to identify the strengths and weaknesses of the main product, weaknesses which we may not have been aware of due to seeing the product numerous times on Final Cut Pro. By taking into account the feedback, the music video can then be improved in order to achieve the mass appeal that the pop genre is known to achieve. This is the way in which the draft version is improved to create the final product. Audience feedback therefore allows the group to discuss how to modify the product in order to effectively target the audience by potentially using different editing techniques or attempting to make the audience feel emotionally connected to the audience. By improving the music video, the target audience is able to gain a higher level of satisfaction through the viewing of the video. The overall impact on the audience is the most predominant factor due to them determining the success of the product. Evaluating the project is therefore a vital process as it allows group members to assess whether the brief of creating a music video in conjunction with two ancillary products that are conventional to the given genre is being met. It also allows group members to see whether the right decisions were made in terms of the mise-en-scene and artist portrayal.

Explain why you picked YouTube to showcase your music video
Music video consumption has significantly increased over the years due to the development of social networking sites such as Facebook and Twitter allowing artists to directly connect with the audience. Youtube is one of the websites which has evolved and is a highly successful online platform that allows videos such as the rough cut and final version of the music video to be uploaded and made public to millions of users. Youtube is a video sharing website that has been specifically formulated to allow audiences access to videos of both the general public as well as artists. Youtube is commonly used to view music videos due to being a free website that allows the public to consume latest videos. Videos are therefore easily accessible by a mass audience. The target audience is targeted as Youtube is mainly aimed at young adults therefore the video is likely to be viewed by individuals of the target market. It enables videos to go viral if it receives a large view count therefore creating hype around the video. In terms of the music video, although it only received around 50 views, Youtube enabled it to receive comments. The feedback received from the target audience is both positive as well as constructive. Youtube is therefore effective in showcasing the music video due to being easily accessible and allowing comments to be gathered. Also, the html link can easily be copied onto social networking sites to attract more views of the video.

Include 3 to 4 audience comments that you received as feedback of your products
One of the comments was “The male actually reminds me of James Arthur” which suggests we have successfully portrayed the artist by following genre characteristics. This is a vital element which has been considered and so the audience being able to acknowledge this is important. The artist portrayal is extremely important as it allows the audience to build a relationship and relate to the emotions or experiences of the artist, develop an interest and purchase their products.

A comment received from a class member “The music video displays elements that are typically seen in these kind of songs” is seen as extremely positive as this shows that the video is conventional i.e. typically seen characteristics of these ‘kind’ of songs referring to the pop genre. Therefore this suggests the video is highly appealing to the target audience and successfully meets the criteria of the specified genre. As the comment has been provided by an 18 year old male, this suggests that the target market has been successfully targeted.

In terms of constructive criticism, a Youtube comment “The artist is only present in the performance and so it is not his situation the audience is relating to” may be seen as a negative. However it may be argued that as mentioned in Richard Dyer’s theory, the artist should be simultaneously present and absent for the consumer. Therefore the artist being missing from the narrative may imply that he aims to illustrate how what he experienced is experienced in other relationships. This doesn’t prevent the audience from forming a relationship with the artist as they are able to relate to the artist throughout the performance aspect.

Another comment received on Youtube “the performance should be more integrated with the narrative and effects should be added to make the video more visually appealing” can be seen as criticism. However the music video aims to involve both the narrative and performance. There is no direct link between the two due to the scenery used for performance not linking with the narrative, there is however a relationship between the lyrics and visuals. It is therefore difficult to integrate the two based on the setting however if the video could be modified, the performance would be placed in between shots of narrative continuously. The lack of effects is a criticism that was taken into consideration as the visual appeal of the music video is important.

Did you take on board the audience comments/ change anything?
Following the completion of the rough cut, it was exported onto youtube and the link copied onto facebook of the individual group members. The comments received were taken into account. However drastic changes such as changes of location could not be made as this would require the music video to be re-filmed. Editing was the most modified in order to make the music video visually appealing. This involved having to play around with Final Cut Pro in order to identify effects that would be suitable. For example, a rain effect was used when the male and female are seen arguing. This is conventional as the visuals reflect the emotion evoked by the scene therefore having a greater impact on the viewer.

How did the comments make you feel as a media producer and how would your feedback help if you were working in the music industry?
After continuously researching the pop genre as well as its conventions and the expectations of the audience, creating a music video allowed all group members to incorporate the knowledge into an original product. Overall, the music video received positive comments which ensures that the brief was successfully met and the video conforms to conventions such as those stated in Richard Dyer's and Goodwin's theory. As a media producer, receiving positive comments is rewarding as it suggests that

the audience that was targeted has been satisfied. Nevertheless criticisms are also useful as they enabled us to identify the weaknesses of the music video and how they can be corrected if given the opportunity to do so.

evaluation - question 2

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

evaluation - question 1

Explain what you brief was
The brief of the coursework was to create a music video lasting up to 5 minutes along with ancillary products such as a magazine advert and digipak promoting the main product.The digipak was required to possess 6 slides (12x12cm each): front slide, welcome note, track list, CD, and two images of the artist. The aim was to convey the chosen genre through the use of colours, iconography and editing. This was also the specification of the magazine advert which aims to promote the artist. The artist chosen is of the pop genre; James Arthur, the song being Impossible. In order to successfully target the audience, research into music videos, music genres and the music industry in general was conducted . Research Is a vital element as it assists in creating a product that will be suited to the target market and therefore consumed. After conventions of the genre were identified, a decision had to be made whether the conventions were to be conformed to or subverted.

Introduce your group membersThe group consisted of myself, Lauren Vale, Dipika Sharma and Jamie Gregory. As I had not worked with either of the members in the previous year during the AS course, I was not initially aware of the strengths and weaknesses of the individual members. During the duration of the project, I gained knowledge of what each member could contribute to the overall success of the finished product. Lauren had the most technical ability when it came to the filming due to her knowledge of operating a camera therefore this was her most predominant role; also due to her being interested in framing and location. Dipika was mostly intrigued by the visual appeal of the music video therefore she was involves in planning the locations, colours and the artist representation. Jamie was the artist therefore he was part of the performance element and so he was responsible for the planning of the filming schedule and storyboard.

Explain what your role was and what you were responsible for and what you learned from it
One of my roles within the music video was to plan certain aspects of the music video such as the mise-en-scene which involves many significant elements such as iconography, costume and lighting. I was also involved in organisational tasks such as the filming schedule and storyboard which was a vital process prior to production. I also contributed to the editing process which involved combining separate footage into a continuous sequence. This was my most predominant role which required knowledge of how to use Final Cut Pro. I was also responsible for sourcing the iconography which is a significant element of the music video, especially the pack of cards which signified many connotations throughout. By being involved in a variety of tasks, I was able to learn many skills such as the importance of planning and time management to maintain deadlines.

Did your group work well?
Throughout the duration of the project, I learnt a variety of skills, especially the significance of team contribution. This was however a difficulty due to the work being divided unequally due to certain team members being unable to complete tasks given. Time management was also a struggle as it will difficult to arrange a time where all team members were available to film and so during the filming of certain footage, not all members were present. Throughout the planning stage, all team members were highly involved in coming up with a narrative and how to present the artist however the filming stage was most difficult due to the problems mentioned, specifically arranging meeting times which would be suitable for all members. Nevertheless, the group was extremely effective when regarding certain aspects such as maintaining discussions in which individual research and ideas were put forward and discussed.

Explain if you think you have made a successful music video and ancillary texts
The finished products i.e. the music video and ancillary texts are successful due to following conventions and being based upon the knowledge gained in the research stage. The video demonstrates aspects of effective mise-en scene; the iconography carefully considered. The representation of the artist has also been successfully sustained throughout the products. As the products have been formed on the knowledge gained when analysing real products, they are likely to appeal to the target audience. 

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

A music video is constructed primarily to promote a song’s release. It can be performance, narrative or concept based. A performance video features the artist performing i.e. singing the lyrics of the song whilst a narrative video revolves around a story the video aims to tell. A concept video is used when the artist aims to focus on a certain topic. Certain videos may go beyond the generic need and emphasise a certain concept or narrative such as homelessness as seen in Ed Sheeran’s ‘A team’. This varies depending upon the genre, music videos of the club genre typically place emphasis on conventions such as a club setting as opposed to exploring a meaningful narrative. The purpose of a music video therefore depends on the genre it aims to accompany, for example R&B style songs are known for buying into the artist lifestyle by showing the expensive possessions of the artist. The codes and conventions are the ideas that the audience would associate with a specific genre. These expectations can be either conformed to or challenged. The purpose, style and conventions must be constructed in a way that appeals to the audience i.e. consumers of the pop market.

As the pop genre is mainstream, it aims to target a wide audience. A convention that is evident in the majority of videos of this genre is the focus on narrative which aims to build a relationship between the artist and the consumer. The way the artist is represented is also highly significant and so the performance element is also evident in most music videos through featuring the artist performing the song, placing emphasis on the lyrics. This further enables the audience to form a relationship with the artist as emotions are inferred allowing the audience to relate. Another convention identified in pop music videos is the narrative exploring an aspect of relationships such as love or heartbreak. This convention has been followed as this the topic that has been explored in the music video. A relationship is portrayed through flashbacks showing the intimacy and love between the male and female.

The music video primarily focuses on the narrative and performance aspects. The artist is seen performing throughout the duration of the music video. The mise-en-scene i.e. setting and iconography of the video allows the target audience to build a relationship with the artist. Through the setting, the audience is able to focus on the artist, for example the simplicity of the studio room allows the audience to focus on the artist and his talent alone rather than focusing upon the background.This allows the audience to build a relationship with the artist through being able to see his physical representation as well as by relating to the lyrics of the song. The performance aspect has been shows through the use of a dark room as well as an outdoor setting of the White Cliffs of Dover which allow the audience to focus solely on the artist. The setting is natural and therefore conforms to Richard Dyer's theory which suggests that the artist is also ordinary for the consumer. The simplicity of both settings allows the audience to see a contrast between the calmness of the performance element against the dramatic tone of the narrative.

Whist the artist performs, a reflective narrative is shown involving a male and a female. A relationship is demonstrated through the use of flashbacks which illustrate the happiness felt. This is also reinforced through the use of cards which are built up, emphasising strength of the relationship. A significant setting used in the narrative is the bedroom which emphasises the proximity between the male and female. This setting is used in the scene in which the male and female are seen playing cards; a contrast is therefore created between the happiness felt then against the pain of the dissolution of the relationship. This is reinforced by the cards burning, connoting a sense of pain. The cards have a dominant impact on the audience due to having strong connotations. They act as a motif which re-occurs throughout the duration of the video. At the beginning of the video, they are a part of the flashbacks with are used to illustrate the happiness felt. This therefore contrasts against the dissolution of the relationship which conveys pain and heart break. The cards that have emphasised is the king and queen which are used to show a male and female; reflective of the individuals involved in the relationship. As the song progresses and the break down of the relationship is shown, the pace of the song increases also. The cards are shown tumbling down and burning which is a metaphorical representation of the relationship itself.

The narrative involves flashbacks of the relationship which are triggered through the use of photos which the female looks through. The photos therefore act as significant iconography. At the beginning of the video, the female is seen putting back the ripped pieces of a photograph and putting them back together to tell the story of the break up which has been achieved through the use of a reverse clip tool on Final Cut Pro. At the end of the music video, the photo is ripped up as seen on the left. This is highly effective as it shows the pain the female feels when remembering the relationship. Photographs are seen throughout the video and so can be regarded as dominant iconography.

Another theme evident in the music video is leaving. The female is seen throwing her clothes into a suitcase before leaving the house. Tracking shots are used, following the female from the house to the train station. The female throwing everything in a suitcase is increased in pace (2x) which illustrates the impulsive nature of the female. It is also part of the narrative which involves a break-up.

The music video uses varied types of lighting. The two performance scenes vary in lighting; the studio room being dark so that only the artist and the guitar are visible. The outdoor setting is however high key lighting so that the natural setting can be seen; the artist performing against a wooden fence. The narrative also displays varied types of lighting. The scene shown on the left is in low key lighting in order to show the negativity of the relationship when violence is present. This is highly conventional as it reflects the tone and mood the video aims to infer to the audience.

In the research stage, these two predominant theories were explored in order to gain a more in depth understanding that would then assist in the production of ancillary texts as well as the music video. Goodwin’s theory was applied when analysing music videos which provided evidence of the theory being relevant and therefore useful in targeting an audience. The theory consists of ideologies such as music videos demonstrating genre characteristics which is evident in the finished music video as well as the ancillary products. Richard Dyer's theory revolves around a set of meanings constructed around music performers in order to sell the performer to a mass audience. The star image is based upon two paradoxes, one of them being the idea that the star must be simultaneously ordinary and extra-ordinary for the consumer.

Music videos provide the record label with freedom regarding the way in which the artist is represented. The freedom refers to a variety of elements that can be diversified such as costumes, props, settings; elements of the mise-en-scene. However most music videos to mainstream music such as the pop genre conform to stereotypical genre characteristics. As well as following traditional expectations, music videos tend to follow certain theories such as Richard Dyer's and Goodwin's in order to gain a mass market appeal. Richard Dyer's theory has also been conformed through the artist's costume which involves jeans and a checkered shirt which present the artist's down to earth personality and allows the audience to relate. However the artist is also wearing a Superdry jacket which is regarded as a designer item of clothing. This enables the artist to also be regarded as being extra ordinary as mentioned in the theory. This is also reinforced by the guitar which is vital iconography throughout the music video. The guitar allows the audience to realise the artist's talent as a musician which also displays his love for music.

Goodwin's theory was studied and then considered when creating the music video.The theory mentions the need for close ups of the artist being a demand of the record label. This is evident cinematography in the music video as well as in the digipak which consists of two images of the artist, both placing emphasis on the artist’s facial expression. This encourages the audience to form a relationship with the artist as emotions felt by the artist can be depicted. Goodwin's theory also mentions inter textual references. This is present in the music video through the use of an Iphone which is also a form of product placement. The Iphone doesn't necessarily have strong connotations however it is simply used to illustrate the narrative i.e. the female receiving a message which connotes infidelity. It also appeals to the younger generation the video is targeted at.

A relationship between the lyrics/music and visuals is also evident. When editing the video, slow paced editing was used to display the narrative. This enhances the emotions involved in the video therefore allowing the audience to relate to the male and female. As the narrative evolves, the editing pace increases. It is therefore parallel to the music which conforms to Goodwin's theory. As the music aims to express the emotions felt when undergoing a break, handheld camera shots were used. The instability of the handheld camera reflects the turbulence of the relationship. This is an impactful way of illustrating the faults of the relationship as the viewer is able to see how an unstable relationship emotionally wrecks two people to the point where they feel constantly shaken up. This was used in order reflect the chaos and instability of the relationship and intensify the video's impact on the audience by providing excitement. The lyrics 'And my heart is broken' is illustrated through the heart necklace being broken which shows a relationship between the lyrics and visuals.

The theory also considers whether the video is primarily performance based, narrative based or concept based and how elements of each are used in it. The music video created is predominantly narrative based. It consists of a relationship break down due to infidelity which is conveyed through the use of a text message received from the female by another man. The relationship is presented as a tower of cards. The breakdown is illustrated by the cards burning down and breaking the strong bond of the tower i.e. the relationship. A contrast is also created between the flashbacks of the male and female experiencing happiness against the pain felt due to the break up.

The typography involved in the music video is solely the name of the artist 'Callum Blake' as well as the name of the song 'Impossible' . This is featured at the beginning and end of the music video. The beginning of the music video involves the performance aspect with the artist performing in the dark studio room as seen above. The ending of the music video consists of the cards burnt down, the fire fading away as a close up of the cards is used. The font that has been chosen is simple which is reflective of the artist's nature. It is also visible against the background of the music video and therefore effective. The font is yet again simple yet bold and can also be regarded as masculine.

In order to appeal to the target market, target market research was carried out. This was vital in terms of producing a video that suits the audience by following their expectations as well as conventions typically seen in music videos of that genre. The research that was carried out involves a questionnaire, pie charts and a vox pop. The questionnaire was given out to a variety of individuals, the results therefore providing a reliable overview of the audience and what they seek. These results were then illustrated through the use of pie charts which allow all group members to have a clear understanding of what the majority of the target market wants. To give a broader overview of target audience, a vox pop was also carried out as it allowed more questions to be asked, widening the sample that took part in the research stage. It also consisted of open questions which provided qualitative data.

The initial ideas we had were put forward to the sample of people questioned in order to find out whether the ideas were worth incorporating e.g. the use of fire. The results illustrated a preference in videos with a motif or a hidden meaning therefore it was agreed cards as well as fire would be used. The research also confirmed that a breakdown of a relationship was suited to the genre due to the majority of those questioned considering this to be concept commonly featured in music videos of the pop genre. Therefore all elements included were based upon the target audience. The breakdown of the relationship was initiated through the concept of cheating. This then caused arguments between the male and female. A rain effect has also been used as it connotes sadness which is suited to the scene and therefore has an impact on the audience.

The music video consists of a variety of camera shots. An over the shoulder shot is seen on the left as the male discovers an indicator of infidelity; the female's phone as a text from someone else is received. This allows the audience to see the events from the male's perspective. A wide range of camera shots and angles have been used in the music video; consisting of long shots, mid- shots, close ups amongst many others. For example mid shots of the artist have been used so that the guitar as well as the artist's facial expression is visible.

Group advert

 How did your group share your ideas and designs around?
The main purpose of the magazine advert is to encourage sales of the album therefore it is important that the audience view the advert as highly appealing. Discussions were carried out in order to make unified decisions such as the decision made in order to increase the effectiveness of the digipak was to create a connection between the ancillary products. This was achieved through involving elements previously seen in the music video or the magazine advert promoting the album. 

Evaluate each the group member’s designs by commenting on the following:
- What do you like about the magazine?
- How is the magazine conventional to your music genre?
- How can the magazine be improved?

Individual design:



The main focus of the advert is the artist himself which is a convention of promotional media and follows the conventions of the pop genre. A midshot of the artist has been used so that his facial expression is visible as well as the costume and iconography i.e. the guitar. The guitar illustrates the artist's talent and therefore presents him as a talented artist. The costume conveys the ordinary aspect of the artist as stated by Richard Dyer's stardom theory. Burning cards have also been used due to being significant iconography. The typography presents the artist, his album and places emphasis on one song which the majority of the target audience would be aware of. An effect has also been used to create a smoke like effect in order to bend the fire into the background. The colours that have been used are primarily black and white however the fire is in colour which emphasises its impact and is likely to infer varied connotations to the audience i.e. the pain the artist is feeling.



Lauren Vale's design:

The design involves white writing on a plain black background. This is effective as it makes the writing stand out from anything else on the poster drawing in the audiences attention. The colours used on the poster are non-gender specific. This in turn attracts a wider audience rather than singling out a specific gender encouraging the most amount of people to read the magazine advert. A red king and queen of hearts have also been included due to being significant iconography. The colour red connotes the love the artist felt in the relationship and the pain that was caused due to the break up. This gives the audience an insight to not only the new single but the meaning behind the album. The audience are therefore encouraged to buy the album as it evokes curiosity.







Which magazine will you submit and why?
The individual design involves smoke surrounding the artist as well as the burning of the playing cards which also hold great significance in the music video. However the magazine advertisement chosen to be submitted was Lauren Vale’s design which was slightly modified in terms of typography. The text was specifically chosen from fontspace.com. The font isn't gender biased which is important due to the artist being aimed at both genders. It is also quite simplistic in order to prevent it from taking away the audiences' attention from the artist himself. Through the use of Photoshop, the background has been removed therefore the artist has been placed on a black background. A mid shot of the artist has been used so that his facial expression is visible as well as the costume and iconography i.e. the guitar. The guitar illustrates the artist's talent and therefore presents him as a talented artist. The costume conveys the ordinary aspect of the artist as stated by Richard Dyer's stardom theory. Burning cards have also been used due to being significant iconography. The typography presents the artist, his album and places emphasis on one song which the majority of the target audience would be aware of. The colours that have been used are primarily black and white however the burning of the cards is in colour which emphasises their impact and is likely to infer varied connotations to the audience i.e. the pain the artist is feeling.

The most dominant element of iconography used in the music video are cards which have many possible connotations. Cards signify a 'game' which can also be related to the concept of a relationship as the male and female are on opposite sides, potentially against each other. The use of cards show the relationship at its best and worst therefore creating a contrast. The male and female playing cards has positive connotations and allows the iconography to be established. As there are numerous types of cards, they can be selected specifically such as a king and queen to portray the relationship. However when the breakdown of the relationship is initiated, the iconography also illustrates this.

The cards combined with fire are used to show the relationship burning out. The cards built up have been set alight in the music video to show the relationship ending. This was shown alongside the male and female arguing therefore displaying the literal and metaphoric aspect of the music video. Fire has powerful connotations of pain which is effective in displaying the emotions felt due to the relationship ending. As well as being an effective technique of illustrating emotions, it is visually effective. This element of iconography was therefore used when the strongest chorus of the song hit in order to create tension and excitement. The iconography such as the burning of the cards signifies the artist's pain and therefore also displays the emotions felt by the artist, helping the audience to further develop their understanding of the artist.

A guitar has also been significant iconography as it is a stereotypical genre convention. It emphasises the artist's talent which is a vital element of his success within the music industry. The guitar is also dominant in the performance aspect of the music video which was carried out in the studio room. As the artist was isolated and surrounded by low key lighting, the guitar is emphasised. A guitar is a prop commonly seen in music videos of the pop genre therefore the video conforms to genre conventions. Although it does not convey any hidden meanings, it is still effective in conveying the performance aspect.

The final changes made to the group advert involved a change of font which was acquired from the website fontspace.com. This was then replaced to make the overall product look more professional and therefore similar to existing media products of the pop genre.  'Now available on iTunes' was also added in order to make the product more conventional as this is involved in many magazine adverts seen.

Target audience feedback

Receiving target feedback is essential as it allows the group members to ensure that the music video is considered as appealing to the target market and follows the necessary conventions. The feedback also allows us to identify the strengths and weaknesses of the main product, weaknesses which we may no have been aware of due to seeing the product numerous times on Final Cut Pro. By taking into account the feedback, the music video can then be improved in order to achieve the mass appeal that the pop genre is known to achieve. This is the way in which the draft version is improved to create the final product. Audience feedback therefore allows the group to discuss how to modify the product in order to effectively target the audience by potentially using different editing techniques or attempting to make the audience feel emotionally connected to the audience.

Youtube is a video sharing website that has been specifically formulated to allow audiences access to videos of both the general public as well as artists. Youtube is commonly used to view music videos due to being a free website that allows the public to consume latest videos. It enables videos to go viral if it receives a large view count therefore creating hype around the video. In terms of the music video, although it only received around 50 views, Youtube enabled it to receive comments. The feedback received from the target audience is both positive as well as constructive. One of the comments was “The male actually reminds me of James Arthur” which suggests we have successfully portrayed the artist by following genre characteristics. This is a vital element which has been considered and so the audience being able to acknowledge this is important.

A comment received from a class member “The music video displays elements that are typically seen in these kind of songs” is seen as extremely positive as this shows that the video is conventional i.e. typically seen characteristics of these ‘kind’ of songs referring to the pop genre. Therefore this suggests the video is highly appealing to the target audience and successfully meets the criteria of the specified genre. As the comment has been provided by an 18 year old male, this suggests that the target market is met.

In terms of constructive criticism, a Youtube comment “The artist is only present in the performance and so it is not his situation the audience is relating to” may be seen as a negative. However it may be argued that as mentioned in Richard Dyer’s theory, the artist should be simultaneously present and absent for the consumer. Therefore the artist being missing from the narrative may imply that he aims to illustrate how what he experienced is experienced in other relationships. This doesn’t prevent the audience from forming a relationship with the artist as they are able to relate to the artist throughout the performance aspect.

Another comment received on Youtube “the performance should be more integrated with the narrative” can be seen as criticism. However the music video aims to involve both the narrative and performance. There is no direct link between the two due to the scenery used for performance not linking with the narrative, there is however a relationship between the lyrics and visuals. It is therefore difficult to integrate the two based on the setting however if the video could be modified, the performance would be placed in between shots of narrative continuousl

Group digipak

How did your group share your ideas and designs around?

Individual designs were looked at by all group members so that strengths and weaknesses could be identified. After a discussion of individual designs, ideas were combined to create a final group digipak. This allowed us to create a conventional digipak that links in with the magazine advert and music video. The digipak was produced in Photoshop which allowed access to a variety of tools. By combining ideas and individual designs, all members were pleased with the outcome of the ancillary products. 

Evaluate each the group member’s designs by commenting on the following:
- What do you like about the digipak?
- How is the digipak conventional to your music genre?
- How can the digipak be improved?

Individual design:

The digipak I created individually is mostly conventional to the pop genre.The most significant slide i.e the front cover involves an image of the artist holding a guitar. A mid shot has been used in order to illustrate the artist's facial expression as well as to place emphasis on the guitar which acts as significant iconography. It presents the artist's talent as well as being conventional of the pop genre therefore following what is expected from the audience. The artist's costume is also visible. As it is of an ordinary nature, it presents the artist as being down to earth which enables the audience to relate to the artist. The background involves a smoke like effect in order to create a connection between the magazine advert and digipak. This is highly effective as the smoke is visible throughout the ancillary products. The first slide is similar to two other slides which are also images of the artist, providing the audience with various images. The CD also features the artist as well as the name of the album. The track list however consists of playing cards; a queen and a king which display the song titles. This further forms a connection between the advert and digipak. The slide also involves a bar code and information regarding the record label Syco which is a convention identified in all digipaks. The last slide is solely text from the artist to the audience; further allowing the audience to build a relationship with the audience as they are able to get a feel of the artist's personality.

The digipak as a whole is conventional as it employs the techniques evident in other digipaks of the pop genre. However the colour scheme is purely black and white. This has been used to infer a lack of happiness felt by the artist and how he has felt a struggle which is also evident in the songs included in the album. However the use of black and white may be considered unconventional of the pop genre. As it subverts a convention of the genre, it may be considered to be visually unappealing despite having strong meanings. Therefore one of the group members created a digipak that also featured black and white however some colour was present. This was incorporated with the track list of my original design. Also, the images of the artist were replaced. A second photoshoot was conducted and the photos were then edited in Photoshop; made black and white with one item remaining in colour.

Lauren Vale's digipak:

The front slide involves a long shot of the artist on a deserted street which may imply a sense of isolation; potentially encouraging the audience to find out more about the album and in turn encouraging sales. The digipak involves two other images of the artist which is a significant convention. This provides the audience with a clear representation of the artist through the use of costume and body language. The images of the artist have been taken against a brick wall which is conventional to the genre and the urban style of the artist.

It also involves the welcome note which is evident in most digipaks, enabling the audience to get and idea of the artist. The welcome note involves text as well as a guitar which further emphasises the link between all products. The iconography and costume have also been considered to form an appealing digipak that entices the audience to purchase the product. It provides the audience with an insight of the artist whilst encouraging the audience to ''complete'' their understanding of the artist as mentioned by Richard Dyer in his stardom theory. The artist does not provide the audience with eye contact in order to evoke the audiences' curiosity as to what the artist is feeling which further entices the audience to find out more about the artist. As well as involving images of the artist, the welcome note is highly personal as it enables the artist to directly communicate with the audience which makes them seem like less of a product and more of an ordinary individual the audience can relate to.

The CD is of a newspaper style signifying the artist’s newly acquired fame. It also illustrates the artist's unique taste which would appeal to the target audience. The tracklist involves a guitar, the song titles written accross the strings. The presence of a guitar is visible on 5/6 slides therefore this can be seen as a negative as it is too emphasised despite being conventional. Therefore when creating the group digipak, this will be replaced.

Which digipak will you submit and why?
The digipak chosen to be submitted involves three slides which I created alongside three sides created by another group member (Lauren Vale). The digipak involves the front cover and cd which have been taken from the digipak made by Lauren Vale. The welcome note has been created by both of us as none of the welcome notes creates individually were effective enough. The remaining slides such as the tracklist have been taken from my individual design. However due to the use of black and white being a critisism, the images have been taken again and made to feature both black and white as well as colour. The two designs have been combined as they are able to form a conventional product. Choosing one of the digipaks would lead to one group member having the most ownership over the work therefore it is more fair to use a combination of ideas. The other two group members were unable to complete the digipaks therefore only a combination of two were used however a discussion was carried out to gree upon the group digipak outcome. Overall, the completed product is successful as it follows genre conventions. It is also visially appealing therefore it is likely to successfully target the audience and encourage them to purchase the album.

Digipak Analysis

What is the purpose of a digipak? 

A digipak is typically made up of 4 or a 6 folds, the back and front visible and the rest being exposed when the CD case is opened. It promotes an album as it encourages the audience to purchase the CD as opposed to downloading its content. A digipak involves images of the artist as well as information regarding the album such as the track list which is a vital element. It also allows the audience to get an insight into the artist due to the welcome note which is highly personal.The digipak's predominant aim is to heighten the appeal of purchasing the artist's music. It must therefore be visually appealing by following conventions of the given genre. The target market must find all slides appealing and so the images of the artist, typography and colours must be carefully considered.

How is a digipak different from a CD album?

A digipak is slightly different to a CD album as it is more complex, consisting of a variety of slides. As opposed to being made out of a plastic case, a digipak is made out of a cardboard-like material. It provides the audience with more information which allows the audience to gain a better insight into the artist and music. It is achieved through the images of the artist which portray the artist in a given way; enabling the audience to build a relationship with the artist. CD albums are more simplistic and so provide less information regarding the artist which reduces the audience's ability to form a relationship. Digipaks often provide additional elements such as bonus tracks which aren't included in CD abums. 

In order to gain a more thorough understanding of digipaks and the way they target the audience through the implementation of codes and conventions, a digipak will be analysed. Rihanna being a reknowned artist of the pop industry successfully appeals to the target market and so the analysis of one of her digipaks will assist in developing knowledge of what is required by the audience. This will therefore be valuable when creating a conventional digipak. 

The genre is easily identifiable by individuals who are familiar with the artist. However to those that may not be aware, there are no predominant signs of the genre. The colours being vibrant potentially signify a pop vibe. However the image of the artist can be seen as subverting conventions due to the lack of eye contact. Eye contant is typically considered to be a conventional as it enables the audience to engage with the arist and build a relationship. However this may evoke curiosity as to what the artist is conveying which may encourage sales of the album. The facial expression visible may be to show the artist embracing the music or potentially to infer a sense of worry and distress.

There is limited typography on the digipak, solely the artist's name as well as the name of the album. Nevertheless the digipak is highly powerful due to the mise-en-scene and images of the artist. The audience is therefore able to infer certain aspects just by looking at the digipak. The name of the album 'LOUD' is in capitalised yet thin lettering which isn't highly emphasised however does create a contrast between this and the image in which the artist isn't speaking out.

The colours used in the digipak are vibrant and therefore visually engaging. The red roses are intense and convey a sense of love and lust. The colour red may also signify a sense of danger which may be what the album is about. Although the mise-en-scene is bold, the artist stands out due to a light coloured dress and her own red hair. The dress being of a white colour has a connotation of purity and innocence. The artist isn't' dressed sexually however her beauty is evident which makes her likable. The CD's are light pink roses which infers a feminine feel as well as suggesting other themes than solely love. The elements have varied connotations which encourages the audience to purchase the album to gain a better understanding of the artist.

Rihanna's star image is primarily achieved through her bold and bright hair. The star was almost re-branded when her hair changed to match her new style. This may potentially suggest how the style of the music has also been adapted to suit the star's outrageous look. The colour of the artist's hair makes her unique and different to other artists. Although red hair and lips give the artist an edge, the costume worn by Rihanna connotes purity.

The digipak allows the audience to form a relationship with the artist as they may be able to relate to the emotions expressed by the images. The artist's facial expression alongside the red roses which strongly symbolise love potentially suggests the distress the artist is feeling in a relationship. This therefore allows the audience to relate to the artist which encourages them to purchase the album. 

The research will assist when creating an individual and group digipak as the knowledge I have gained can be incorporated. The digipak that will be created is therefore more likely to conform to the genre conventions which means it will appeal to the target audience and meet its overall aim. Images of the artist will be used on several slides in order to enable the audience to gain an insight into the style of the artist and his music. Certain conventions such as eye contact may also be subverted due to Rihanna's digipak being highly effective despite this. 

Storyboards

What is the purpose of a storyboard?

A storyboard involves planning shots in order to gain an in depth understanding of the shots that will be then filmed. This is a vital process as it prevents filming being delayed due to time needed to plan what the shot should contain. It also provides each group member with awareness of what the finished music video will involve. This therefore assists the production process and reduces the risk of faults. Individual ideas were combined with the ideas of the other group members in order to create the group storyboard. Creating this required an in-depth understanding of the narrative. Therefore every frame had to be discussed in detail. The storyboard shown below outlines the camera, shot, location, lighting, actors, dialogue, sound and editing. As well as textual evidence of having planned each scene, images have been used to prevent misinterpretation of the ideas.

How did you use your primary and secondary research that you carried out, to plan your music video?

The research that was carried out involved a questionnaire consisting of 10 questions; both open and closed. The questionnaire was handed out to 40 individuals around the age of the target market. 5 questions were also asked to 5 individuals which participated within the vox pops. The questions were open which encouraged qualitative data, similar to an interview. This allowed us to gain informative answers which gave us an insight into the needs of the target audience and how their expectations of the genre can be met. The research conducted provided information regarding elements that could be included in order to enhance the video's impact on the audience. The research was discussed and then incorporated into the narrative and into the storyboard. For example, the majority of participants preferred a music video to feature a motif which is simply a reoccurring image or concept. In the storyboard, cards were involved as a motif due to their connotations such as a game which can be linked to a relationship.

How did you and your group storyboard your music video?
All the potential elements were discussed which allowed the ideas to be considered to see which ones were worth incorporating into the music video. Many discussions were carried out prior to creating the storyboard. During the stage of initial planning, varied ideas were shared amongst the group and then evaluated in terms of their strength as well as faults. Once most aspects such as iconography, costume etc. were decided upon and all group members were aware of the narrative, a storyboard was created. The process was made easier after the music video was discussed as all members of the group expected a similar outcome. The storyboard is therefore a combination of ideas provided by al members.

How did you share the responsibility?

Within the group, in regards to the ideas incorporated into the storyboard, input was equal. However the storyboards itself were created by two of the four members; me and Lauren Vale. Each shot was discussed in order to get a clear idea of the order of the shots. I was predominantly involved in sketching the shots whilst Lauren wrote down a brief description as well as information regarding the lighting, costume, shot type etc. Sharing responsibilities allowed all group members to feel involved and regarded. The storyboard also enabled the group to have a clear vision of the expected music video.

Did you follow your storyboards, or did you make changes?

The storyboard was mostly followed which made the filming process easier due to being able to follow a plan. However the storyboard consisted of the most significant shots and so when filming, many more had to be filmed due to the duration of the song. The footage reflects the storyboard but some changes are evident. This is due to watching the footage providing the group with more ideas regarding how its visual appeal could be heightened.

Slides for group digipak

Major record labels

Research into the music industry structure will display knowledge of record labels, accompanied by evaluation of the advantages and disadvantages of the majors companies dominating the industry. Independent labels will also be looked at in comparison to the dominating companies in order to provide a clear overview of the industry.

Major Record Labels 

A major record label is a large companies within the music industry that may also own smaller record labels. The big Four labels/major record labels represent the majority of the music sold, making up as much as 75% of the music market or more depending on the year. These major record labels include Sony BMG, Universal Music Group, EMI and Warner music group. Artists who are signed to a Big Four record label are either signed to the central label or signed to a subsidiary of the label. For instance, a band may be signed to Sony, or they may be signed to the Sony subsidiary label Columbia Records. These subsidiary labels have their staff and usually sign their own artists and make most of their own financial decisions. However, they are answerable to the "main" company, which sets their overall budget and makes decisions like reducing staff at the subsidiary.
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Sony Music Entertainment is a renowned record label that manages popular artists of the music industry such as Miley Cyrus and Britney Spears. As well as managing these artists, the record label owns numerous companies such as Arista and J records which manage artists such as Christina Aguilera and Maroon 5. Sony is a dominant company due to owning other media such as television, mobile phones and computers.

The Warner Music Group label manages artists such as Micheal Bubble and Cee Lo Green. They also own smaller companies such as Warner Bros Records and Atlantic Records. Atlantic manages artists such as Ed Sheeran and Bruno Mars whilst Warner Bros Records manages artists such as Jason Derulo and The Veronicas. Warner Music Group are extremely dominant due to being a conglomerate that produces films, television etc.

The universal music group manages stars such as Lady Gaga and Katy Perry. It also manages numerous companies such as Island Records and Def Jam which are responsible for artists such as Jay-Z, Kanye West and Rihanna. Island Records manages artists like Jessie J and Nicki Minaj. The record label is also known for co-developing Vevo; a music video website that allows the public to access music content.

Independents

An independent record label is a music label that operates without funding of the major record labels. The label can be just as successful but operates from a smaller company base. Independent record labels usually offer more organic music rather than manufactured mainstream. Numerous artists and bands begin their career through being signed to an independent label.

One independent record label that is considered by some to be the most successful is A&M records, founded in 1961. Over its 37 year run, A&M sold records from a variety of artists. It was then bought by Universal Music Group in 1998 which resulted in A&M dying out as a label and a brand. There are a numerous independent record labels such as Rough Trade, formed in the UK in 1978. It manages artists of the indie and rock genre such as The Strokes and The Libertines. Warp records was also founded as an independent label in 1989, managing artists such as Aphex Twins. 

The music industry is dominated by the four large record labels. This may be argued to have a positive effect on the music industry as these are the record labels which hold a great amount of information and so this knowledge assists the artists in progressing their career. They are also knowledgeable when it comes to the audience and are therefore able to produce products that appeal to the target market through understanding of their expectations. They shape the artists that are signed to that particular record label according to the genre of music which heightens the artist's impact on the audience.
This however has a negative impact on artists that arise from independent record labels due to the dominant record labels having more power and funding which makes it more difficult for artists from the independent record labels to enter the industry. This was evident in in the UK in the 50s and 60s during which the major record companies such as EMI had so much power,independent labels struggled to become established.

The four record labels that dominate the industry have a positive impact due to creating competition within the industry. Major record labels have high standards when signing artists. These artists are then highly promoted with the use of the funding obtained from the success of other artists signed to the record label. As there are four major companies, the competition is high which encourages independent record labels to release artists of the same level. This can therefore result in an increase of successful artists within the independent record labels.

Major record labels can be considered to be more successful than independent companies due to being powerful within the industry. They are responsible for renowned and global artists. Being signed to one of the four record labels has positive effects on the artist's career as visible by the stardom achieved by other artists who are now extremely recognised. This therefore attracts artists to seek a contract with these record labels as opposed to independent record labels. This in turn makes it more difficult for independent labels to produce successful artists that sell albums all over the world and appeal to a mass market.

However independent record labels are still successful and able to produce artists that potentially target a niche market i.e. consumers with distinct preferences. They may therefore produce artists that are quirky and differ from those that are produced by major record labels and aimed at a more general audience. These artists may therefore be more down to earth which allows the target audience to relate to the artist as typically seen in artists of the indie genre. This may also be due to the limited funding an independent company has. The record label may therefore achieve success through the unusual personalities of their artists. This may entice the audience to develop an interest in the artists leading to the success of the record label.

Digipak reflection

How did you use your research into digipaks to start planning your own?

Through conducting research into Digipaks, I gained information regarding their purpose and how they appeal to the target market through specifically selected codes and conventions. Due to carrying out research into digipaks of the pop genre, I gained awareness regarding the impact the employed elements have on the audience and how they are able to infer certain meanings. This is therefore highly important information which will assist when creating a digipak. The gained knowledge ensures that the digipak will be conventional to the pop genre due to it being based upon what is visible in other digipaks. It is therefore more likely to appeal to the target market due to being based upon the expectations held by the audience. Through analysing a digipak of the pop genre, the importance of the artist representation has been emphasised. The audience do not invest solely in what is produced by the artist but the artist himself. It is therefore vital to include images portraying the artist so that the audience is aware of who the artist is. This encourages the audience to form a relationship with the artist as the tone of the digipak is able to infer emotions and potentially signify what the artist is like. This is also achieved through the use of colours which connote varied meanings such as vivid colours implying happiness. The digipak as a whole must be visually appealing in order to entice the audience to purchase the album of the artist which is its main purpose. 

Do you think your digipak is conventional to your genre? Consider the colours/connotation, images, layout etc

The digipak I created individually is mostly conventional to the pop genre. The most significant slide i.e the front cover involves an image of the artist holding a guitar. A mid shot has been used in order to illustrate the artist's facial expression as well as to place emphasis on the guitar which acts as significant iconography. It presents the artist's talent as well as being conventional of the pop genre therefore following what is expected from the audience. The artist's costume is also visible. As it is of an ordinary nature, it presents the artist as being down to earth which enables the audience to relate to the artist. The background involves a smoke like effect in order to create a connection between the magazine advert and digipak. This is highly effective as the smoke is visible throughout the ancillary products. The first slide is similar to two other slides which are also images of the artist, providing the audience with various images. The CD also features the artist as well as the name of the album. The tracklist however consists of playing cards; a queen and a king which display the song titles. This further forms a connection between the advert and digipak. The slide also involves a bar code and information regarding the record label Syco which is a convention identified in all digipaks. The last slide is solely text from the artist to the audience; further allowing the audience to build a relationship with the audience as they are able to get a feel of the artist's personality. The digipak as a whole is conventional as it employs the techniques evident in other digipaks of the pop genre. However the colour scheme is purely black and white. This has been used to infer a lack of happiness felt by the artist and how he has felt a struggle which is also evident in the songs included in the album. However the use of black and white may be considered unconventional of the pop genre. As it subverts a convention of the genre, it may be considered to be visually unappealing despite having strong meanings. Therefore to avoid a complete subversion of the convention, the slides used in the group digipak may be modified so that certain elements are in colour or it may be combined with slides created by other members.

Do you think your target audience will be able to build a relationship with your artist?

The target audience involves both male and female individuals aged 16-24. The digipak allows the target audience to build a relationship with the audience through the incorporated elements on each slide. The artist has been shown on 4 of the 6 slides, his facial expression evident on each slide which allows the audience to relate to his emotions. This may also encourage the audience to listen to the album in order to gain an understanding of what it explores. The artist does not however provide the audience with eye contact in order to evoke the audiences'curiosity as to what the artist is feeling which further entices the audience to find out more about the artist. As well as involving images of the artist, the welcome note is highly personal as it enables the artist to directly communicate with the audience which makes them seem like less of a product and more of an ordinary individual the audience can relate to. 

 What choices and decisions did you make and why?

Within the production of the digipak, many decisions were made with the intention to allow the audience to form a relationship with the artist. The main purpose of the digipak is to encourage sales of the album therefore it is important that the audience view the digipak as highly appealing. A decision made in order to increase the effectiveness of the digipak was to create a connection between the ancillary products. This was achieved through involving elements previously seen in the music video or the magazine advert promoting the album. Smoke is evident on the first slide whilst fire is seen on the edges of the welcome note. The playing cards which also hold great significance have been included on the track list. As well as the choices made regarding iconography, the text was also specifically chosen from fontspace.com. The font chosen is quite bold and typical of the pop genre. It isn't gender biased which is important due to the artist being aimed at both genders. It is also quite simplistic in order to prevent it from taking away the audiences' attention from the artist himself. Through the use of photoshop, the background has been removed therefore the artist has been placed on either a black or white background. This has been used in order to allow the audience make their own assumptions as to why and potentially want to find out why the artist hasn't found his place. 

Are your choices and decisions conventional to your music genre and why?

The choices made are conventional as they have been decided on using the knowledge previously gained through research carried out into digipaks. The digipak involves images of the artist which is a significant convention. It provides the audience with a clear representation of the artist through the use of costume and body language.It also involves the welcome note which is evident in most digipaks, enabling the audience to get an idea of the artist. The iconography and costume have also been considered to form an appealing digipak that entices the audience to purchase the product. It provides the audience with an insight of the artist whilst encouraging the audience to ''complete'' their understanding of the artist as mentioned by Richard Dyer in his stardom theory. 

What could you change and why?

When analysing the conventions of the digipak, I have become aware of how the colour scheme may be considered to be purposely subverting the conventions. The use of black and white is evident in all of the slides which may be seen as too powerful and not appropriate in regards to the pop genre. Therefore this may be modified when creating a group digipak. As well as this, a number of other modifications can be made such as to the CD as it is quite simple and can be made to look more effective through the use of Photoshop. By making these changes, the digipak may be more appealing and therefore more effective in enticing the audience to purchase the album. 

How will this draft assist you with creating your group?

Creating a digipak has allowed me to gain more information on how to appeal to the target market through incorporating conventions. In order to create a digipak that was visually appealing I needed to be aware of the impact the decisions made have on the audience. It also improved my Photoshop skills as this was the programme used throughout the majority of the digipak creation. I therefore widened my knowledge of the programme and the tools within it. The knowledge I have gained will assist in creating the group digipak. Further to this, as each member of the group has created an individual digipak, all of the ideas can be combined to create a digipak that is highly appealing and therefore effectively promotes the artist.