Music Video Evaluation

In the media there are lots of ways in which to promote a new single or album or digipack and one way is to produce a music video and release it to be played on specific music channels on TV. For example a rock song would mainly be played on Kerrang whereas a pop song would be played on the Kiss music channel. Frankmusik belongs to the genre of music Electropop and so would probably be found on a music channel such as E4 music that plays a range of styles and whose target audience is 18-24 year olds.

For our music video we took this into consideration and used specific conventions to attract the right audience. We used characters that were young and attractive, who wore stylish clothes and like to party. In music videos they do the same as this. Artists have a set target audience that they like to promote their artist products to. This means that they use certain conventions in order to attract this audience. The conventions that we needed to stick to include, bright colours, fun scenes, exciting shots and a fast pace. This meant that we needed a variety of different shot types in order to make the audience interested.

We developed upon these conventions and made the video more interesting. We did this by having a set narrative and not revealing the climax of the narrative until the very end. This made the video follow a set intention and so the viewer can follow the journeys of the two separate groups. They may work out what the ending is to the narrative before the video has finished, which would make them feel good for accomplishing this. Other music videos do similar things to this, such as Frankmusik's Confusion Girl video. It makes the viewer want to carry on watching as they want to know what happens at the end. This makes them watch the whole video and hear the repetitive beat of the song. This stays in their head and when they hear it again they sing along because they recognise it. This then makes them want to buy it as it is stuck in their head and they want to hear it again and again.

Our music video was set in Brighton and so we used some establishing shots of the pier. For my digipack and advert designs I went to Brighton to capture some images that would combine with the ideas in the music video to create a cohesive use of media. For my digipack I used two images on the inner panel that showed the location of the music video, whereas the outer panels teased for the image of the main character. The inner panel shots establishing Brighton connect to the establishing shots of the pier in the music video. The angle of the two shots are similar and when the audience sees the music video it reminds them of the digipack which makes them want to buy it. It is important to keep to similar conventions throughout the digipack and the music video as it connects them together and shows that they are being produced by the same artist. We do this to attract a particular audience with particular interests and so these cohesive conventions make sure that the whole product is successful.

We also had shots on the path on the seafront where the girls walk along and then later the boys walk. This is on the same path as where I took the image for my inner right panel. The audience makes this connection and establishes how the music video and the texts relate to each other.

The two images show the view down the path from the same angle, with the street light on the left of the frame. It makes the media products consistent which makes them more professional. It makes the products appear cohesive and the audience like this as they can connect the two when going out to buy the digipack.

When filming the video it would have been better to keep to the same colour conventions. i would have been more effective to have one of the boys in a bright coloured top such as the bright pink typography on the front panel of the music video. This was what we initially intended to do however the boys that we used did not have this type of outfit and we did not realise this until they turned up. This was a lack of communication and planning from the group and the actors which could have made the video's connection with the print ideas more effective. After we had filmed the male characters on this occasion it was not appropriate to change the outfit as the continuity would have failed.

The red Mini that we used is the closest colour that connects to my personal media texts. It is the brightest colour portrayed throughout the music video and so it is the closest connection. Personally I think that we could have been m,ore organised with the outfits and made them more relative to what our target audience would wear. These male characters in our video are wearing plain, bland and dull colours whereas our target audience would usually wear bright clothing to stand out from the crowd and make them noticeable.

I could not upload the video on to a site like facebook and so I asked an A-level media student form a different college to comment on the video with some feedback that I can take into consideration. I asked a student from Hazelwick School who had to film for their coursework for A-level media except their filming was for a documentary. Even though their coursework was for a different medium the student could understand the time consuming and effort needed to produce a piece of film and so was relevant to comment. Here is the comment:

'To me this music video seems very real and I would not be surprised to see something similar to it on television. I like that there is a clear story set throughout which makes it interesting and entertaining to watch, some music videos are very random and confusing but this is clear and easy to understand. I especially like the use of the slow motion and fast motion effects on the clips during the chorus. The way that the camera has been used in the car as a POV of the boys was a really good idea, I like it a lot. The last shot where there is a tightening on the hands of the couple sums up the video well, it makes the ending clear and it is the release of the tension built throughout. My favourite shot would have to be where the camera is moving to the right as you see Brighton Pier and the sea, there is a clear establishment of where you are which helps the story flow. One thing I did notice was that near the end some of the shots of the conversation went on too long and I think shorter cuts may have fitted better as it would have suited the tempo more but that is the only negative aspect I could find as i think it is very entertaining and effective music video.'

One thing that this person said was that they like the way the narrative flows throughout the video. This was an aspect that we considered right at the beginning of the planning stage for the video. We had to think about whether we wanted to follow a story or just watching the artist singing or a combination of both. I think the music video may have been more interesting of we took shots of someone singing and getting lots of different shots of them. We could have cut back to these clips at various points in the song, such as in the chorus. This could have made the video more interesting. We decided not to do this as we did not want to divert away from the narrative, possibly making the audience forget what is going on.

When editing we used slow motion and fast motion to speed up and slow down certain areas. This allowed us to make the tempo of the video fit with the tempo of the song. This person commented that they liked how we did this and this shows that it was a successful feature.

A criticism that this person had of our work was the final sequence where the shots of the group are really long outside the pier. This person is rihgt, they are too long and this does not fit the tempo of the song. This is an example of where the editing could have been better if there were more shots to use. We should have taken more footage, with varieties of shots outside the pier to fill up this space and made more, faster cuts between beats of songs. This would have made it more appropriate and coherent with the rest of the video and made it more exciting to watch.

This has taught me that the editing at the end needs to of higher quality and have more shtos but that th majority of the video has been completed to a high standard. This would give me confidence if I was to do a similar task again. I would also know that alot of film and varied shot types need to be captured in order to select from sufficient shots to get the best ones. This would also allow us to select little clips to cut back to when there is a quick succession of beats.

At the beginning of the project we were introduced to the software Final Cut Pro on the Apple computers. It is a software that allows you to edit clips of film and insert music in order to create the music video. this software, I found, is quite difficult to use when you have never used it before. It is hard to get the hang of moving clips around and it is annoying when you miss a clip out and then have to edit the rest of the video again. However, when you get used to moving parts around and cutting down the shot with the razor blade tool it makes the process alot quicker. It is a good piece of software and is appropriate for what it does. Final Cut Pro is a professional means of creating a music video and so it was vital to use for this piece of coursework.

When filming we used an XM2 camera to capture the shots. This piece of technology was simple to use as there was sufficient information present on the camera which showed you what buttons did what. We had also had previous experience with using the camera from a chase sequence that we completed late last year as practise for this project. For this initial project we used in-camera editing which made it hard to get a great cut between shots. It also seemed to take alot longer to capture a good enough shot as we were not used to using the cameras.

After this small scale project it was easier to locate features. For example turning the camera to manual and setting the white balance to inside or outside. Whilst using this technology we were taght how to use a pull focus to make either the foreground or the background in focus and the rest out of focus and also how to swithc between the two in one shot. This created a narrow depth of field to make certain characters or features the main focal point on the frame. Although we didn't use this technique I think it is a good idea to have in a video. This is because it highlights the focal points that the producers want the audience to concentrate on and this also adds another dimension to the video making it more interesting.

I also used technology such as the internet to research other artists videos and to analyse them. I used YouTube to get the songs onto Blogger and then wrote aboout them and analysed them on this site. Blogger has been a means of recoding the work that we have been doing throughout the project. It is an internet blogging site that allows you to record what you have been doing and has helped me to keep a track of what I have done.

Evaluation of Digipack and Advertisement

My media product uses similar conventions to the ones that Frnakmusik has on his album covers. The masthead that I used is exactly the same as the one that Frankmusik used on his ablbum 'Complete Me.' I decided to use this same masthead as Frankmusik's fans will recognise it and instantly know that it is a reliable product and so they are encouraged to buy it. I used a pink font for my front panel and advert as this fitted with the colour screen across the print products.
My advert is very bold and outgoing. It is very different to most adverts in that it is not a photograph. It was originally taken from a photograph but now all the dimensions of the surroundings have been taken out to leave me with just black and white tones. This makes it look less true to reality and more outgoing.
This is a contrast to the design of Katy Perrys advert design for her album 'One of the Boys' which is a photograph of and unrealistic setting of a 1950's American garden with the typical housewife portrayed. These are both artists that challenge conventions to make their products more interesting. Katy Perry sings about odd subjects while Frankmusik inserts wacky features to make his videos seem more interesting. I took this concept on board and when creating this bold promotion.
This advert challenges already released adverts as it is very bold and full of expresion. The expression is produced by the audience when they initially see the advert. They interpret the facial image in their own way and decide for themselves what it is set to portray instead of being conventional. The advert is outgoing and bright making it stand out above other adverts, which is the main aim.

Both my digipack and advert are cohesive in that they use a continuity of colour and design ideas. They link well with each other and it is clear they are products of the same artist. The main feature of my design is the black and white face. This stands out to the audience as the colours contrast with each other. This image is strong in this way and so therefore it is effective to use across the digipack and advert designs.
The colours are consistent across the prints with the limited use of just pink, black and white. These colours work well together and make the designs look bold and interesting. The use of pink text and typography highlights specific features to make them key focuses on the page. This creates a 'house style' and ensures that the audience can identify the digipack from the advert design.
I have also used the same text (Arial) for both the digipack text and the advert text. This is a simple and easily readable font to ensure that the audience does not have difficulty reading the text. This attracts them as they are not frustrated with the annoyance of not being able to read the information easily. It also allows the audience to get key information quicker, so if they are in a rush they can access it easily.
Overall the effectiveness of the two separate print designs is quite strong. They work well with each other and use the same conventions in order to recognise the association with each other. The text is big enough and the consumer is not overloaded with pointless information. They get the information they need quickly and easily because of this.

I placed my designs on my facebook page to ask for audience feedback on them, hoping to receive some comments on qualities in my work and some constructive criticism to help me build upon my designs and make them stronger. The majority of my friends on facebook are within my target audience age group of 18-24 year olds. Most go out at weekends drinking and socialising at parties and clubs and so it was relevant for me to ask them to comment. I did get some people commenting that were not a part of this social and age group but their comments are still important as they could broaden the audience.
Comments for the digipack and advert were mainly compliments on how the colours are consistent and the designs are coherent which tells me that they work well together. This was a main aim for me and so establishing this allows me to be confident that the strong advert link to the digipack and would help sell it.
There was also comments saying that the designs were very professional, this was mainly for the pier image on the inner left panel and the back panel. The pier image is very arty and looks impressive because the lighting at the sunset was perfect for the position I was in. This created a really good contrasting image. This is a different technique to the one that allowed me to complete the back panel. This was done using Photoshop and placing text boxes and key information to make it look professional. This was established by using the same image as on the front panel just slightly less abstract and adding a barcode and production information. It was commented that this was a good idea as it made it look like it was going to be sold in a shop which made it more realistic. This has taught me that simple additions can make lots of difference in the selling of a media product and that simple things are vital.
Some constructive criticism that I found on the feedback was that the face image on my front panel was not clear enough to show expression and some were unsure whether it was a face at all. This made me consider enlarging the image on the back panel and placing it as the main image on the front. This is a clearer image of the face and so it may be clearer to the audience, however I did make the face like this on purpose to make it more mysterious to the audience in order to seem more rebellious and attract them. Therefore this made me decide not to change it, I want the audience to slowly get clues and establish who this character is and so I made the image clearer on the back panel for them to do this.
The criticism, of the inner right panel, suggesting that the image could be better with a stronger contrast between the pink areas, highlighting the light from the street lamp, and the black, highlighting the dark night sky, i agree with. The image looks blotchy and this makes it less eye catching. The contrast between the two colours could be more clear in order to accomplish a stronger image. To do this I would need to use the magic wand tool and filller tool to fill in the black areas that overlap into the pink parts. This would make the design bolder and catch the eye of more passers by.
The media prints connect ot eachother well by all using the same colour scheme and similar images top keep the prints cohesive. They look like they relate which is the main aim and so i think I have achieved a good continuous flow of media prints.
Overall I think the feedback is positive and this reflects a good design idea. The digipack and print advert that accompanies it are bold, eye cathching designs that would be easily recognisable on the market and therefore makes them successful.


This task began with lots of planning and decision making in order to create a successful idea. First we chose the song Frankmusik-Gotta Boyfriend, we found this song online and found, by using YouTube, that there was no music video to accompany it. This was the gap in the market that gave us the option to fill. After we had found the music we had to begin planning our time and our sequence of shots. We drew this and then uploaded them to Blogger in order to keep a track of what we were doing. Blogger is used to keep a record of the work we have been doing and is an internet page on the web. It allows our teachers to read our work and find it easily any time of the day in order to make sure we are up to date.
When I began designing my digipack and advert I uploaded them straight to blogger. I used images that I had taken and put them into photoshop in order to adapt them to make a successful digipack and advert print. Last year as part of the course I used photoshop in the same way and so this year I had already developed some techniques to allow me to work at a faster pace. However, having not initially learnt the technology in depth, I had limitted techniques to allow me to experiment so I used similar techn iques as last year. This included increasing the exposure and using the magic wand tool to capture and change the colour of certain areas.
I also used Facebook as a means of getting audience feedback to allow me to improve my ideas and make them suitable. I then wrote this up in Blogger and explained that the audience feedback is vital because if they don't like the prints then the product is unlikely to sell.
My evaluation includes prints from the internet and has been written up using an internet blogging site called Blogger.

Advertisement

Now that I have analysed two advertisements and designed three of my own I need to make the finish piece. I used the original image and highly contrasted it so that the light images were separated from the darker ones. This was easier and quicker than using the magic wand tool and also allowed me to create the exact shadows that are present on the image itself. I then changed the contrasting colours to just use black and white to keep the colours coherent with the digipack. i then switched and began using the magic wand tool again to make the background black and make the lines bolder in order to prevent the colours filtering across each other.

This way was easier than using the magic wand tool to highlight all of the areas as the areas that were appropriate had already been established when I contrasted the photo.

The next thing to do was to add the typography, using the same typeface and then adding the text for teasers etc.

In my advert analysis I suggested that I would complete a questionnaire and ask peers within my target audience which teaser they would want to see on the advert. However I did not have enough time to do this and so made the decision myself to tease about the 'smash hit Confusion Girl.' I thought this would encourage the target audience to buy the digipack as the adjective smash before hit makes the digipack seem more dramatic as there is emphasis to buy it. The audience realise this and therefore are encouraged to buy it.

The addition of the typography and continued use of this typeface makes the advert stand out. The bright pink and white contrast with each other and also the black background making it stand out to the audience. The pink text is used to emphasise certain words. For example the 'AND' emphasises the additional features that are inserted into the digipack. The audience see this and realise that they are getting value for money by buying the product.

The other typography is in white text as this stands out between the black and pink of the rest of the page. This writing is highlighting the less important features of the digipack but still showing the vital things that need to be added. For example the title for the digipack is 'Gotta Boyfriend?' and this text is placed in white. This is a vital piece of information for the audience as they know what they are looking for but it does not need to be a main focus.

I have also used a * review from MixMag which is a dance magazine that my target audience reads. The review is a 4* which shows the audience that this is a competitive digipack. They realise that this is worth the money as MixMag have used their professionals to review it. This will encourage the target audience to buy it.

To the right is the print screen of the comments that were posted on Facebook. There are some very positive points that I can take from the comments, including the appropriate use of colour and the framing of the face.

One person commented on how they like the fact that there is more of the face this time. As if there is more information from this image than the one on the front page. This makes it clearer and also more inviting as it is clear what the image is portraying.

Another commented that they liked the positioning of the text. this is one aspect of the advert that I like. It is clear to read which makes it more interesting and the colours contrast well with each other. I like the way the text sits close to each other with no spacing between the layers of text. This groups it well and doesn't make the text unclear which could have been a problem.

One commented suggested that the mixmag review could be larger in order to make it stand out more. I considered this when I was designing and producing the image but I decided not to as I did not want it to be the main focus on the page. I think I have accomplished this well as it is not too much of a focal point but it is highlighted to make it stand out.

Advert Flatplans

An advert is a means of selling my product to the audience. It produces hype and makes the audience want to buy thedigipack as soon as it is released. This means it needs to contain sufficient and appropriate information to make the product profitable. The audience needs to know when the product is out, teasers for what it includes, a review from a relevant establish media product such as a magazine and the title and artist who made the product.
The first idea that I had is shown to the right. It would be made using the same image as the inner right panel of the digipack. For that image I made the image black and white and then added the redish/pink into the light areas. This is a similar idea except the image would be made to look even less real and have a high black and white contras, similar to the front panel of the digipack. The light from the street lamp will be boxed off from the rest of the image and filled in in pink as a text box. This would keep to the continuity of colours from the digipack. The idea of doing this is to ensure that the audience can easily identify the digipack when it is released. if they recognise the image form the advert within the digipack then they are more likely to buy the digipack.



The background colour is black so that the typography and pink text box stands out and contrasts. This makes it more noticeable on a shelf in a shop encouraging the audience to buy te digipack. I have also added the colour yellow to this idea. It goes well with the pink and black and also brightens the page to make it stand out. Although it is not consistent with the digipack by using this colour, I decided to use it to make this advert stand out among others. This will make more people recognise it and be curious to see what the digipack insludes.



The typeface used is the same as that which is on the digipack. It is the typeface that the artist uses himself coherently throughout his products. The audience recognise this and want to buy it as they know what they are getting. By keeping this consistent the audience can easily identify and rely on the media product. It is a san serif font which as capital lettered and bold. The 's' is in the shape of a lightning bolt whivh indicates the elestro-pop genre. The target audience recognise and appreciate this consistent use which makes them want to buy it.



The teaser that I used for this advert was that the digipack includes an exclusive interview with the artist. The idea of teasers is to encourage the audience to buy the digipack. They see what the benefits are of buying the product and this makes them want to find out more. The target audience listen to this artist all the time and want to get this exclusive interview. The interview itself also creates a connection to the audience. The audience feels as if they know the artist as they feel the artist is talkiong directly to them. This can also encourage non-Frankmusik fans to buy the digipack widening the audience and making more money.



The typography for the teasers and release date are written in black. This stands out above the pink background but is not very consistent with the digipack. On the back panel of the digipack I used pink text boxes but used white writing above it, this would make it more consistent if I did this on the advert.





This idea will be a horizontal page - 210mm height x 148mm. This will make it big enough to notice on a page spread in a selected magazine. This magazine would most likely be MixMag as they have similar audience and include this dance, electro-pop music genre as a basis for their magazine.



Overall I do not particularly like this idea. There are too many differences to the digipack making it harder to identify that they are connected. Also the image that I used for this idea is from the inner right panel and so the audience may not recognise the connection from this to the front panel of the digipack.








This second advert idea is more consistent with the digipack front page. The three colours used, pink, black and white, are the same as ont the digipack and so when the audience go to buy the digipack, after seeing the advert, they easily recognise the connection between the two.


This umage is the same image that I used on the front panel of my digipack except this time it is black on white instead of white in black. This changes the image slightly but the connection can still bemade. The target audience likes this because they can see the changes making it look more professional.The typography that I have used on this advert idea goes vertically down the page. The typeface is the same to connect the two mediums. The vertical positioning creates a new dimension to the page. It splits it into thirda with the left third being the the typography, the middle third being the image and the right third being the text. The audience like this because the page is not compact and it is easily readable. My target audience are people who like a simple life of partying and having fun, they do not want to be overloaded with information and so this idea attracts them. It gets straight to the point with the text showing when the digipack is out, the title, a teaser of exclusive footage and a media review.


Some of the text is in white, some in pink and some in black, depending on the colour of the text boxes. 'Gotta Boyfriend?' is in a black text box and so the typeface is in white. This makes it stand out and the audience can easily identify the title of the digipack. The rest of the text is in white text boxes and so the text colour changes between pink and black. The pink text is used to make certain words stand out from the black text. For example the release date is in pink as this is a key piece of information whereas the video features and footage of artist are in black. These are also key bits of information but they are bold to make them stand out instead of being in pink.


I have placed different sized sections seperated by black lines. This makes the text seem spaced out without making the page look too empty. The text is easy to read and the page looks fuller because of the extra spaces created.


On this advert I again added a review. The review is again from the magazine MixMag who give the digipack a 4* review. The audience reads this magazine as well as listening to this artist and so it is appropriate to use this magazine as a review. Mixmag's target audience are aged between 18 and 25 (as this is the general age of clubbers), it is also primarily aimed at males but women may read it too if they want to find out about new clubbing music. After looking on the 'mixmag' website I have found that: 'The median age of a Mixmag reader is 26 - 72% male, 28% female - and they tend to be urban and single.' This is the same target audience as Frankmusiks however there is a balance of makes and females that listen to this artists music.





Half Page Vertical - 204mm height x 70mm width. This is the dimensions of the adevertisement space that this idea will fit onto. It will be inserted into dance, electro-pop magazine where the target audience will se it as they read through.



This final design I think looks the most appropriate to be my advert. It is the most consistent with my digipack and looks the most profesional and likely to be a real advertisement from a music artist. It is very similar to my front cover of the digipack where the bold, white face stands out on the black background. The colours contrast well to make the image stand out form others in the magazine, this encourages the audience to buy the digipack when it is released. The typography is the same as on the digipack and is placed in the same position on the page, at the top. This sticks to the continuity of the product which allows the audience to establish the connection. It makes it easier for the audience and they recognise this and like the fact that the producers have made it easier for them.
This image is a big close-up of a face which takes up around 1/3 of the available space on the page. This makes it the initial thing that is noticed, it stands out to the audience. The face, although not real, appears to be looking at the audience. This creates a connection and encourages the audience to buy the digipack when it is released.
The text, this time, overlaps part of the image. This makes the page seem less structured, like the lives of the target audience. This audience goes with the flow and doeasn't organise their days.
There is key information on the advert which allows the audiense to identify what date the digipack is released and again there are teasers to encourage them to buy it. On this advert the teaser is that the digipack is £7 for one week only. This encourages the audience to buy it as soon as it is released and will hopefully boost sales. This idea will also encourage non-audience members of Frankmusik to buy the digipack hopefully increasing the fan base.
Out of the three designs I like this one the most. It is the most consistent with my digipack and so it is the most appropriate to use asthe audience realise this too.

Analysis of Advertisements

Fightstar-Grand Unification (Part 1)

Fightstar are a rock band from London. This advertisement uses bright colours to attract their target audience. The image is unclear making it mysterious and interesting. We can see a character behind the large window like object in the foreground. There is a light area where we can see an eye peeping through. This creates eye-contact with the audience drawing them into the frame and making them want to find and buy the album.
The red frame seems fiery and interesting. Usually we associate red with anger, frustration or even love but in this case the colour seems harmonious. It does not make the image look scary but at the same time the flames suggest battle.
The womanly figure appears to be hiding behind the window as if someone is looking for her. The makers of this advertisement want her to be the main focus and so they make her dark and place her in a bright area of the page. They also ensure that all lines in the frame point to her. The flames go towards her and the window panes do the same. The makers are hiding her yet making her the main focus in order for the audience to recognise her. This is a mid-shot of the woman so we can establish her features. This attracts the audience as they like this mysterious scene.
To the right of the frame we can see a town or a village. It appears to be behind some bushes as if someone is hiding and viewing the town from afar. This ties in with the red as if this is an arson attack and the people that are commiting the offence are looking for this woman and this is why she is hiding.
This advertisement contains an unknown narrative as if the band and the label are suggesting what the music video is going to be like or the origins of some of the tracks. The advert suggests war which ties with the band name of 'Fightstar.' This name suggests battle and their rock music suggests the same. Their audience like this because they are used to the powerful words and emotions in their music, this makes them want to buy the album as they know what they are getting.
Other aspects, like the teasers, make the audience want to buy the album. The teasers for the 'ltd edition 7" & DVD' make the digipack contents seem worth the money. The advert suggests that you will be lucky to have this digipack as it is limited edition and so people are encouraged to go out and buy it. This suggests to me that I need to add the same aspects. If i add teasers and encourage the audience to buy the digipack then it is more likely that when it is released that they will go out and buy it. I will therefore add this to my ideas and see which ones are best for my specific audience. Which would they prefer, an exclusive with the artist or a cut to the price to make it cheaper? I could do a questionnaire to establish this. I would ask people aged between 18 and 24 that go out clubbing what they would prefer and then use this as the idea on my advert. This would ensure that the teaser is what the target audience would prefer.

Katy Perry - One of the Boys

This advert for Katy Perry's new album is similar to the album cover itself. There is a different image but similar conventions are used to make the two consistent. This also creates continuity between the advert and album design and the audience recognises this meaning they can easily identify the album when it is released. This is a good idea as the audience recognise that this is the newest album by the artist and so know what they are looking for when they go to buy it.

The setting and the props used on this advert are based on a 1950's theme. The high waisted shorts and top make the artist seem to be a cleaner in the 1950's . she looks provocative with red lipstick on and the hidden hand makes her seem cheeky, as if she is hiding something. Her whole pose suggests that she is mysterious. the artist is not smiling, making you wonder what she is thinking. She looks straight into the camera inviting the audience in and encouraging them o go and buy the album as they feel a connection with her.

This artist is a pop artist whereas ours is an electro-pop and dance based artist. Even though they produce music for different genres there are aspects of the advertisement that I can use in my own in order to help it to sell. For example, Katy Perry has used the album cover as an image on the advert in order to help the audience when they are looking for the album in the shop, she also has text teasing about the songs included on the album. The main song that Katy Perry released was 'I Kissed a Girl' and this song is on this album therefore they have used the text 'The album Includes the number 1 smash hit "I Kissed A Girl."' the use of words in this teaser makes the audience want to buy the album. They use the words 'smash hit' which sticks in the audiences mind better than just 'hit.' it is little additions to the page such as this that makes the audience want the album more. The designers know this and so they add this to the page. This would be a good idea for my advert which I will consider using.

Inner Right Panel

This is a dark shot of a main street situated in Brighton. It is facing east towards Brighton Marina. People that know Brighton will realise that clubs are situated along this road. The clubs will establish the social lives of the target audience and when they realise where this is they will remember past experiences in clubs. This will make them want to buy the digipack because they relate to the scene.
This shot was taken about 2 hours after the inner left panel. It is later that same evening on the same stretch by the pier, the audience recognise that it is later as it is darker. This initiates the time of day. The target audience, males and females aged between 18-24, are mainly associated with the social scene at this time. they are out at clubs in the weekdays on student nights in order to get cheap drinks. They feel like they are part of this scene as it is the time of day they are out. The rest of the day they are studying or 'bumming' around or even working and so they release their stress and have fun at clubs.
This links to my music video as it set at the same time of day. Also the music video is set in this city. It makes the whole digipack and its contents consistent.
The light areas in this frame come from the street light on the left. In our music video we used natural or street lights to create contrast and highlight certain features. This allowed us to make it seem more realistic as the shots would be close to what we actually see on a night out. This also makes it more personal as the audience can relate to the scene better.
In this image i particularly like the way that the light travels downt he page. The eyes follow this light to that highlights the rest of the page. the light points to the path which invites the audience in. They want to walk along this path to see where it goes. Our audience are interested in getting to their destination and this is the route they need to take. This makes them want to buy the digipack as they are invited in.
Another way the audience feel as if they are drawn into the frame is by the lights firther into the frame. The eyes follow this light area, there is a point of perspective in the far background where all lines point to and the audience notices this. They follow the scene to this point and want to know what follows. I used this image to make the audience want to know what is beyond thi point and in my own head I think they will realise that it is the night that they are about to have. This is the journey of the night and the audience are excited about what it has in store.
The basis of the narrative for our music video is a boy meeting a girl and wanting her, but she does not want him or is making him chase her until in the end he is disappointed. Guys are used to this treatment from girls as girls want to be wanted and to be chased. Boys know this and this chase starts at the beginning of the night, where this shot plays a role. This is the journey to the girl and the chase.
I cropped this image in order to bring the street lamp into the foreground and as a result making it larger. It is not the main focal point of the page but it does occupy alot of the space. The light draws the eye across the page highlighting the res tof the frame.
Next I increased the exposure on the frame and then highlighted the red areas by making all the other colours e.g. blue, green and purple colours as dark as possible. At first I didn't like the way the colours seperated but now i feel like the contrast is better and this makes the image stand out. The audience can see the realtionship between this and the inner left panel as the tones are very similar. Whereas the inner left panel is softer this is alot darker and highlights the change in time of day. The audience realise that the setting is getting darker and they realise that this is the journey of their night out. The later it gets the better it gets.
This image and the 'fuzziness' indicates the effect of alcohol on the human body and the senses. The audience recognise this image as an unfocused view in their own head. this makes them want to buy the digipack as they feel connected in some way.

To the left is feedback from my facebook page on the inner right panel of my digipack. mnost of the feedback for this panel were positive with people saying that the light and dark tones of the street lamp create nice streks down the page. One person did comment and say that the contrast of light and dark tones could be more apparent if it was bolder. I agree, I think that the image looks quite blotchy and this could mean that it does not capture the audiences eye imediately. The contrast would be bolder if there was less blotchiness and harsher tones next to each other. This panel will be placed behind the CD/DVD and so most of it will not be seen anyway.

One person also commented on how it is concistent with Frankmusik's own albums.

Inner Left Panel

Below is the original image that I took of the pier as the sun was setting. The original image shows the contrast between light and dark well. the beach in the forground is very dark, contrasting against the light background. The water and the pier in the midground also contrast against eachother.
Below you can see the way that the colours contrast when I used the black/white contrast tool. I adjusted the balance of the contrast in order to highlight the lighter areas. This allowed me to create space for the eye to be drawn to, making it the main area to focus. This is directly above the pier and also behind it and so the eyes are drawn here.
This image is an establishing shot for the music video. The video is filmed mainly in Brighton, this image establishes the social side with the calmness of Brighton. it shows the time of day, sunset, and the seaside area where the characters live. The audience establish this as a hint of what the video may be like and so they are encouraged to buy the digipack.
The area of beach in the foreground takes up over half the page with the image at this size and so cropped it to make it smaller. When I did this I had to crop part of the pier out which is the main focus, as you can see below.
This cropped mid-shot of the pier brings it closer to the audience making it larger. There is less of the beach in the frame which makes it less of a focus point.
The background now appears to be alot brighter as the darker areas have been cropped out. This makes the frame more visual as it stands out.
Although this image has now been cropped and contrasted to make it stand out I feel that it is too basic sompared to the outer panels of the digipack. It does not stand out to the audience because the colours are too plain. It is too simplified and the target audience, 16-24 year olds of both genders, are more outgoing than this. They like to stand out from the crowd and be more dramatic, this image does not do that.
Therefore i used the exposure tool to take all of the original colour shadows away from the image. Then I enhanced the red areas to create a pinkish tinge to the image. This kept with the colour scheme shown on the front page. The pink, white and black colour convention shown throughout makes the digipack consistent and shows the audience how consistent the digipack contents is.
although this shot establishes the scene it also makes the setting appear mysterious. There is little detail except from the outline of a pier and beach. This makes the audience want to find out more.
The inner panels of this digi-pack are of a slightly different style to the outer panels. They may appear to appeal to a more indie audience but in fact this will help to appeal to a maturing electro-pop audience. Thie audience, as they grow up, are becoming more aware of contemporary designs and they appeal to them. As they set of to college and broaden their social group they become interesting in other music genres. My aim is to build upon Frankmusik's already existing audience and broaden it whilst keeping the original followers happy. This is shown in the contrast of images used on the innner panel compared to the outside.
This panel links with my music video by being the main location setting. It establishes the scene and the location for the video and the audience make this link when they view the video.

To the right is Facebook feedback from my design of the inner left panel. One thing I recognised for this panel was that there was alot of feedback, this could suggest to me that it was really bad and there are lots of things to improve or that it is really good and lots of people like it.

After reading the feedback I can see that people really like this picture. Personally I think this image is amazing and I'm glad that others like it too. Most have said that it looks really professional and is an amazing view of the pier, one person even commented if it could be blown up to put in her hallway at home. This was not my initial intention for this image, the main reason that I used it was too try and broaden Frankmusik's audience in order to sell more records/digipack's. This image has definately broadened the audience as i have comments on this photo from 2 fourty year old women. This however does not suggest that they will like the music but they may buy the digipack to see now that they are inspired by the design.

Because the Feedback was really strong and there was no criticism I think that this panel is great as it is, There is nothing I need or want to do to improve it.