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. 

Rough cut

Why is a rough cut important to consider?
The rough cut is the first stage in which the footage begins to resemble its final product however many changes are made prior to the rough cut becoming the final product. It is important to consider as it allows all members of the team to reassess the footage and editing. If the rough cut isn't effective and is not likely to appeal to the target audience, changes can be made. Although the rough cut would involve all the footage that would be already edited, progress can still be made to improve the video by using varied editing styles or potentially replacing certain footage.

Why is it important to consider audience feedback?
After creating a rough cut, audience feedback was received. This is important as it allows all group members to receive constructive criticism regarding elements which they may not be aware of. Therefore feedback provides the group with views outside of the group itself. Feedback can then be used to alter the video and improve it in order to make it more appealing to the audience.

How did you receive your feedback?
The rough cut was uploaded to Youtube which is a public video-sharing website. The video was therefore able to receive comments from the target audience. The link was also posted onto Facebook; a renowned social networking website. This encouraged comments from the audience. The music video was also shown to the class which meant more feedback was received. Through the comments received both by members of the class and through the internet, we obtained an idea of how the video is perceived by the audience and how it can be improved.

What feedback did you receive?
The general reaction was positive however the group received feedback such as to 'include the name of the artist and the song'. One of the youtube comments was 'love it' which is a positive comment that illustrates the success of the music video. As the comment was received by a 19 year old, it is evident that the video appeals to the target audience.Another comment received was ...




How will the feedback assist with finalising your final music video?
Receiving feedback from both members of the class as well as individuals that viewed the music video through the use of Youtube is extremely helpful due to providing all group members with an idea of how successful the music video is as well as how it could be modified. This therefore provides us with awareness of how the music video can be improved in order to increase its appeal on the audience. Without receiving any feedback on the music video, we would be unable to determine whether the music video successfully meets the needs of the target market and whether it follows conventions.