Research: Generic conventions and analysing digipaks

Generic conventions and analysing digipak

Purpose:

The purpose of a digipak is to advertise and to create a publicity buzz for the release of our album and this is used to create a sense of relationship between both the artist and the audience.

Conventions of digipaks:

• The conventions of a digipak is to have star image which the audience can recognise
• To have a barcode on the digipak
• To have an advisory label on the digipak if it has inappropriate content in it
• The tracklist must be on the digipak and present on the digipak
• Company information has to be present on the Digipak
• Production logo has to be present on the digipak as it is a legal requirement as the audience have to see who has produced the digipak
• album name
• artist name



Analysis of two similar videos: 

 



 

How has this helped?;

 

This has helped our group as we now have an idea off existing digipaks for our genre and how can we make our digipak conventional to our genre and make it appeal to our audience. It has helped us make key decisions such as what type of typography we should use and the colour scheme of our digipak which will be suitable for our digipak.

 

Planning: Creative Brief for a digipak

Digipak: Creative Brief

  Creative Brief for Magazine advert

Creative Brief
Oasis Academy Hadley
 South St, Enfield
 EN3 4PX
www.oasisacademyhadley.org
020 8804 6946
                                  

Date: 8th December 2014                                                             Album Title: Lost in Paradise       
Project Manager: Ken Nguyen, Abdullah Miah,                           Release date: 1st February 2015                                Rex Okere
Dept: Super Innovative print ads

Product Overview
Who are they?
Nicole Hastings and The kulture Kid are two upcoming artist who have proved to be the upcoming greats in the music industry. With their debuting album Lost in paradise on the 1st of February 2015 will show the world their American roots and their soul and R&B style of music from the release of their debuting album.
The Magazine advert Concept
What is it?
The magazine advert is important for us as we need publicity for our artist which we have signed on our music label they need as much expose to the audience where they can build a connection with the artists and the artist can build a connection with the artist to. Also it allows the audience to now about our artist’s music album before it is released.
Why are we doing it?
We are producing to a high standard advert to produce magazine advert which will be very successful for promoting our album and our artist to make it a big success and attract the audience towards our album.



Comparable products:

Release Date: April 30, 2013
        Sells in first week: sold 1,000 copies and landed at No. 63 on Billboard's Top R&B/Hip-Hop Albums chart.







Release Date: September 30, 2013
Sells in first week: sold 139,000 units   






Release Date: December 6, 2013
Sells in first week: sold 10,244 copies



Consumer:
Primary
Male and Females
Age 17-35
C2 D E
What Reaction we want?:
We want the consumers to feel a connection and feel that they can relate to the artist. The visual appeal to the audience will allow the audience to buy and listen to our album.
How will we know it worked?:
The way in which we will know if the music album is a success is through our sales figures of our albums this will give us the best indication weather our album was a success or not.
Target of sales: 20,000 albums
Key Launch Dates:
1st of February 2015
Album sleeve:
Description: The album allows the artist to connect with the audience emotionally which will lead to the audience buying and listening to the album that our artist has released.
Deadlines: 5th of February2015
Objective: Producing a magazine print that the audience can relate to and be inspired to beat their everyday life problems.
Proposition: To form a wider target audience for our genre of music which is been promoted in our album and then make a name for our record label which will lead to financial and publicity benefits.
Tone of voice/Brand image/Positioning: Aimed at a target audience which can relate to our song and lyrics within the song.
Restrictions/Limitations (mandatories): The only restrictions are to provide the artist name, album image, release date, the album title, information about the title, where it is available to purchase and the record label logo.
Production specs: One magazine advert poster
Creative edge spectrum: We want our magazine to be original and creative which make it stand out from others.
Budget: TBC

Planning: Editing

Editing

There are different editing techniques that will be used for our final idea. We as a group have decided to use some of the techniques and these are the following techniques we will be using:

Jump Cut: Jump cut will be used in our video to help emphasis the transformation of our male character artist. This editing technique also helps to represent our theme in the music video which is imagination. The music video that influenced us to make this choice was the music video of Chance the rapper's song Juice. The reason is because lots of jump cuts were used to enhance the feelings he was showing in the video.

Shot reverse shot: This is another technique we are going to use in our music video to enhance the relationship our male character has with his dream girl who is his imagination. The music video that influenced us to make this decision was the music video of cashmere cat's track 'Wedding bells'. In the music video a sexual and loving relationship is taken place between the male and female character in the music video, shot reverse shot was used to help enhance this relationship. This is the similar thing we are going to do in our music video.

Slow editing: This is another editing technique that we plan to use in our music video. The reason being is to build up the tension of the male artist and character losing his dream girl, in other words his imagination. Slow editing, will be mainly be used to build and portray the action between the male character and his imagination. The video that influenced our decision was 'The weeknd's music video of the King of the fall.

Conclusion:

From this post we as a group have seen how different edits in music video look and it has helped us decide which editing shots to use in our music video.

Planning: Lighting and Colour

Lighting and Colour

Lighting and colour:

The lighting and colour will create a lot more meaning and understanding in the music video as the colour will help the audience understand what takes place in the music video and the colour and lighting will connote the way in which the artist in the music video is feeling which the audience can understand.

Music video Lighting: Cashmere cat

The lighting in this music video is low key lighting as opening is very dark and the lighting at the start represents the dark feeling that the artist is feeling and the very dark place that the artist is in emotionally. We would like to use something similar as we will like to use under lighting,


Low-key lighting:
Some` music videos that we have used before as our influence come again in this topic of lighting and colour. For low-ley lighting it was the music video of The Weeknd 'King of the fall'. The lighting in this music video, as it represents a dark atmosphere the artist is surrounded with. We would like to use something similar when our male character and artist is at home and starting to play his music, or get 'high' on music. This is because we would want to portray a transformation of the artist from being down to being alive in his imagination.

High-key lighting:
In the music video of Ellie Ingram Poetic justice uses high-key lighting to represent the feelings of the artist as she is singing. This will influence our decision to use high key lighting to connote the happy feelings of our 2 artists.

Colours and connotations:

Colours and connotations are used in the music video of Chance the rapper song, Juice. The hoodie he is wearing underneath is jacket is quite colourful, this connote the feeling of being happy and lively within the bright lights around him in New York which is also bright and colourful. This influences are decision to use colours and connotations in our video, to connote the happy feelings of our male artist when he is in his imagination.

Conclusion:

From this post we as a group have gained vital information and knowledge in how to use the lighting and colour in our music video to give our music video the best appeal to the audience and to make the audience feel a certain way.

Planning: Production roles

Production Roles:

Director:

The director is the most important figure in the film as the director is the figure that will make the key decisions in the film. The director in the film will ultimately make the final decision about what will happen in the film.

Producer:

The producer is the second in command the producer has lighter roles than the director as the producer will do jobs such as supervise the film and assists the director through out the making of the film.

Editor:

Editing is a key role in any film production the editor is part of the creative part of the film putting the scenes together and taking out scenes that do not go to plan to produce the overall film.

Filming:

Filming is the process of making the film where a camera is used filming with a camera to produce some scenes to make a film.

Camera man:

The camera man is the chosen individual that films the music video behind the camera.

Lighting:

The role of lighting in the film their role is to ensure that the correct lighting is used in every single scene to ensure that the desired effect is archived in each scene.

Storyboard:

The storyboard in the film is the individual responsible for drawing and planning out what will happen in each scene of the film.

Location Manager:

The location Manager in the individual that will chose and organise the filming in the ideal location and the individual will find the location for the filming.


Our Production roles with the music video:

 Ken
• Editing
• Filming
• Director
• Photographer

Ken was given the roles of editing and filming because after the whole group trying out filming Ken had the best skills and was the best person to film as he knew what shots will look and he took good shots. Also Ken was giving the editing role as he was very good at editing and he knew exactly how the editing should be.

Abdullah

• Storyboard
• Producer
• Print Designs

Abdullah was given the role of story boarding as he was the best person to do the storyboard as he had a clear understanding of the narrative. Also he was given the role of producer as the group thought that he could assist the director the best and come up with suitable ideas.

Rex

• Print designs
• Lighting

• Rex was chosen for the camera man role as he was very enthusiastic for this role and he was the best person in the group to do this role. Lastly Rex was giving the role for lighting as he had a good understanding of the lighting that should be used in the thriller therefore the group chose Rex to do the lighting.

• Conclusion:
  
  The production roles have taught me all the different roles that people have to play to make a film and what the roles mean in the film. Lastly the production roles have made us as a group seek out our skills and find each others skills in filming and production.
  
  

Planning: Character Image

Character Image

Name: Kulture Kid

Age: 19

Ethnicity: Black Caribbean

Gender Stereotype: The stereotype is that the character is rich, young, reckless and carefree

Costume: Street fashion

Hair and make up: The hair will be neat and the hair will be coloured also occasionally the character will have a hat on  and the make up will be kept natural.

Body Language and facial expressions: The body language of the character is floppy, careless, carefree and lazy. The facial expression of the character is emotionless and zoned out

Represented as: The character will be represented as a typical young black male who has an active social life.

Role in the Music video: The characters role in the music video will be to be the male who will be the star image in the music video where the music video is based around him.

Name: Nicole Hastings

Age: 18

Ethnicity: Mixed race (English & Jamaican)

Gender stereotype: Young, attractive, seductive and rich.

Costume: High street fashion. This will also reflect on the genre of the music video, for example she will be wearing ripped denim short with a crop top, adidas jacket and trainers. She will be wearing clothes that are more appealing to the genre and the target audience.

Hair & Make-up: Her hair will be curly with high volume, sometimes will be tied up. Her make up will be nude and natural.

Body language & Facial Expression: The body language of the character will be seductive but at the same time quite effortless to portray her natural beauty without having to try. Her facial expression will be plain and sometimes smile.

Represented as: A young female who is content and carefree.

Role in the music video: The female will be acting as the main character where she is the centre of attention and sometimes will perform a short piece of dance.

Planning: Pre-- production paperwork

Pre - Production paperwork