DigiPak Research

This is an example of a full digipak, the front cover is very simple as the is a mixture of different artists featured in the CD it would be unfair to use images of only certain artists. The spike effect on the cover makes the cover almost 3D like which is very effective as it makes the CD unique. At the bottom of the cover there is a brief snap shot of who features on the CD which I like as it doesn't take up a lot of room but it's nice to see quickly who is on there. I also like the colour scheme that runs throughout the pack. This is because the green standouts from the plain white background, the spikes are also coloured in different shades of grey which gives it the  3d feel. I also enjoy the shading of green around the Ministry of Sound's logo which makes it eye catching.  The album cover's name is also centered so it is very easy to see; I find it interesting that the word 'Dubstep' is made bigger than the phrase 'the sound of' and it sits directly in the centre of the cover. This could make it easier for the costumer to see which CD it is as The Ministry of Sound produces a range of CDs. The back of the pak is set out simply, this makes it very clear so the audience can see what is on the CD. The white, green and grey colour scheme is also featured here which links all the designs together well. The CDs themselves are also very crisp and clean because of the white background. The spikes here however look very computerized which I don't really like.     
                                         
The Deadmau5 digipak is very different to the Ministry of Sound's. This pak isn't clear and crisp like the other. The cover is old and worn because of the beige and splatters of blood in the shape of his logo gives  an uncomfortable feel. The logo itself is the main feature of the the digi pak as it's featured on the front and back, the logo is easily recognised by any fan of Deadmau5 and it is part of his iconography. I like the fact that his name is in a bold font as even though the font is small it is still eye catching. The back of the pak is also extremely simple, as it only features the logo again, the track list and his name and album name, and of course all the generic features. I do like the fact that there is the logo for the recording studio as some paks may ignore this feature. 

  
David Guttea's 'One Love' CD is based on a black or white background, this makes the text stand out as it becomes very clear. The image he uses on the front cover is of himself as he is the main person who features on the CD he is also showing his star image by wearing his famous sunglasses which he always wore in his early days when this CD was released which is important. His name is written in his iconic font as this is part of his star image and iconography because he is then easily recognised. I like how his album's name is in a graffiti style writing and slanted because this shows what type of CD it is- fun. The title is also in bright pink which also gives a a fun feel which I like. I also like the fact that the bright pink font also features on the CD itself, this shows a common theme throughout the pak. The CD also feature big black bold letters mixed in with the pink which is in the same font as David Guetta's name which is good as it makes the CD his. The back of the pak's image is the same one which is on the CD (the mixture of letters spelling 'one love.') which shows continuity. The back cover also includes the generic track list which uses the same colour pink and black. It also features the producers and copyright statement which must be included.

From this research I would like to use a colour scheme which would run throughout the digipak as I find this effective because it links every part together. I would also like to keep the front cover simple because the simplicity shown here has been very effective. The CD itself I would want to look sharp and clean because I prefer this style used by The Ministry of Sound because it looks more professional. The back will include all the generic material but I would also like to include our logo to make it specific to DJ Concord.  

Storyboard.

This is our 1st draft of our storyboard. It includes what we want to shoot in our shots and brief detail of any props, what the action is and directors notes. It also includes a rough idea of our  timings.

However after some deliberation over our storyboard ideas we realised that the images are very still, so we intend to use some camera movement by using a dolly. This will add more action to the video and will also make it smoother by easing the scene changes. The camera movement will also make the video less boring by adding more layers rather than just having  a still camera. We have also decided that some of the shot lengths are very long for example 5seconds which will also make the video boring, which we definitely don't want. So we have decided to cut the shot lengths down to around 3seconds. This will also allow us to do more shots of the same locations but in just different bits of the video.  Apart from that we are happy with our locations as we feel there is a range of 'every day' setting which makes the video seem like it can be shot everywhere and in any country, so anybody could relate to it. 

Advert Research

All the adverts about feature very dark colours a part from  outbursts of colours, for example the red on Plan B's and Rihanna's advert. I like the specificity of all of the adverts , as the adverts all have one main picture. Most of the adverts feature the artist themselves at the main image and they are all very central unlike Plan B's. 
                       His picture featured in the right bottom corner whereas the writing is on the left, I like how his name is very large, red and situated at the top. This makes his name stand out and it is extremely clear which is essential for a advert as the audience needs  to know who the advert is advertising. I also really like the lighting in his shot as it comes from the left and he is also facing the left so it shines straight onto him. The lighting also makes him the main focus as he stands out, because it is very bright white light which contrasts with the black background. From his advert I would like to incorporate the idea of making our DJ's name stand out, I would also like to use the idea of making the main picture of our DJ. 
                     You Me At Six's advert is  very bright and eye catching because of the bright multi colours, I like this because in a magazine the brightness will immediately grab your attention. I also like the idea of the band's name right in the centre of the page, this is because it is in the middle of your eye-line. I also like the fact that 'out now' is in bright yellow, this is because it is important as the audience needs to know the release date so they know when to buy the album. 
From looking at these adverts; I want to try and use one main image for  the advert of our DJ, I also want to include bright colours for the DJ's name and when the release date of the album is so it stands out. 

Magazine and Digipak Cover Pictures

From researching into digipaks and magazine covers, I realised that colour was important. This is because it catches the audience's attention, and it is one of the first things the consumer will look at, whether the colour is amplified or taken away. I also feel that star image and iconography is important in a picture which represents the artist, so for our DJ we thought that the horse mask should be the focus of the magazine cover, as it is our artist's unique selling point.

 

 

our first image here is simple in the way that there isn't anything happening.  We decided to use a simple shirt, leggings and boots to make the horse anthropomorphic, in other words make the horse human. As this will make the consumer thing about the image, and not just dismiss it. The editing of the image also holds an intertextual reference with an old-style magazine artwork, which may appeal to a wider range of audience as they may recognise this. The picture itself is based against a very plain wall, which could be anywhere so it doesn't give much away about the horse or the track itself, which continues the star image of being unknown.

 

 

 

This image is very different to the one before in the sense of colour as this one is more vibrant and would stand out more on a self. The horse image has been edited so it comes out mirrored, we did this because it emphasises the horse image and because in our first idea we were going to have 2 horses appear. We have also used ordinary clothes in this image, however the top button is undone to reinforce the casual style of the horse. The character is also slightly tilting it's head upwards to show power and confidence. This sends reinforces the style of being unknown because the mask has power over the audience as you can't tell who is underneath the mask.

 

 

 

 

The final image is the character in the field, this reinforces the use of the horse mask because of the background of the field. It also emphasises the fact of the humanisation of the horse character because it shows the whole body. The body itself is in a relaxed pose as if to say "I'm at home here" which is unlike the other photos. The editing on this photo also provides a focal point, which is the mask. This is because the rest of the photo is in black and white with black corners and the mask is still in it's natural colour. 

Market Research

We asked 40 17-25year olds about our star image, narrative of the video, our song and what they thing should be improved.
From our market research we found that 80% of the participants liked our horse mask narrative, one of the comments included that they found it 'funny' and 'interesting' and are extremely excited to see our final piece. 
The majority of the participants found our star image was good and they enjoyed the idea that our DJ is anonymous which gave a different edge to our video. 
30% of the participants felt our song choice could be improved because the tracks are too 'jumpy' and don't connect well. However the majority of the participants did  like our song and felt it would go well with our narrative and dance routine. 
Another comment was to include lip-syncing, but we are not sure how to include this because the main characters are wearing masks it could be hard to incorporate. 
Some people also suggested that we should use a range on camera angles and styles to increase the variety of shots and add more styles and more flare. 

From the market research, I will take into account the range of camera angles and shots, because I think it is a valid point that our video needs variety to keep the audience's attention. This is important in a music video because it is made to promote the song and give the artist exposure. If the audience doesn't enjoy the video they are less likely to share it with their friends and across the internet, which in consequence doesn't promote the video. The  track itself, may be jumpy but I intend to correlate this through the editing. Through rhythmic editing, I can make the track and video reflect each other.  

As our fan-base is young I will intend to reach them through the internet by creating a YouTube account where the DJ can upload the tracks and any behind the scenes videos which may interest our target audience. We can then also upload any interviews or fan videos. Similar artists (same target audience) have done this, such as The Wanted. On their YouTube Channel, they have many interviews, backstage clips and all of their video shoots: 

At the bottom of the page you can see all of their recent uploads, underneath this is different playlists for their fans to also listen to.  Their new video is present in the middle for their fans to easily see. The have also included a header to promote their new album.

Our DJ will also have their own website which will include exclusive pictures, interviews, merchandise, a blog of what DJ Concord has been up to, any tour dates that may  have been announced. This will be used by fans to see what the artist has been doing, it is also a way of the fan interacting with them. There will also be a forum where fans can discuss things for example a single etc. David Guetta is a similar style DJ with the same target audience as our DJ Concord (17-25) David Guetta's website is very modern in the since there is ever changing pictures as the background, and when you click on a heading it switches down the side. This would appeal to his target audience as the are young and they like modern ideas and technologies.

This shows a huge focusing picture of David and his fans, with  a red strip across the top with different headings including: news, tours and videos.

 The website is used to have a more 'personal' relationship with your fans as people checking the website are more likely to be loyal fans. A website is also a good place to sell official merchandise to your fans, which is a convention of websites.


I have also designed a Twitter page, this is because many artists who target 14-24year olds set up a social networking page to either interact with their fans or to gain more exposure. Artists also use Twitter to: post any pictures, say what they're doing, announce when they are realising tracks, albums, videos etc. Social Networking is now one of the fundamental elements for artists to 'talk to' their fans and this is why our DJ has got a Twitter page.