Digipak Conventions Analysis

Our music video ‘Bruises’ is by indie/alternative artist Lewis Capaldi. In this task we were required to choose another artist/band of the same genre as our’s and complete a conventions analysis on a digipak of theirs, this will help us when constructing our own digipak and putting all the elements being the conventions together, this task helped me understand what the fundamental elements of a digipak are and help me create an effective and conventional digipak. Below I have done my digipak conventions analysis on Bastille the band who are of the same genre as our music video of indie/alternative.

Here is my analysis below :

Music Video Draft 4

Above is our music video draft 4, which we very pleased of the outcome. We have updated it with the all the feedback that we given from our peers, and also what we felt wasn’t right. What we have changed in contrast to our previous draft is:

  • Added color correction.
  • Added narrative.
  • A new close up and wide shot.
  • New reverse track.
  • Title at start of song.
  • Throwing cassette shot.
  • Locking door shot
  • Reaction shot
  • Pan up
  • Added slow motion on shot of Millie.
  • Above piano shot
  • Change of shot order.

This is our peers giving us feedback on our draft 4 of our music video, from this we were able to receive feedback from them on our draft 4, as a result they gave us feedback which in turn would help us construct our targets for our final draft. Those targets are :

  • The performance in the new wide shot is a bit weak as he looks unsure in what he’s saying.
  • Shot changes should be on time to the beat.

Production Skills Evaluation 2

Since my previous evaluation post I have learnt much more about production skills for the making of my music video.

A new design skill that I have learnt is how to add color corrections to our video, playing around with the color and also preset filters were also available at our disposal for us to use and implement. With this we were able to convey themes and feeling via the colors that we choose, for example an orange/red color can suggest an autumnal feel to the video. We were able to do this by clicking on the lumetri color tab which is shown in the picture below, once selected we chose our desired correction and applied it on the video clip, this skill allowed us to construct and portray our video to imply feelings to our video.

Since last time we had Lenny Lenfestey come in who is an expert in Adobe Premiere Pro and gave us some tips and advice for our music video. The tips that he gave Noah and I was the use of adjustment layers, he taught us that we could put adjustment layers on top of our video, we could make adjustments to this layer and things which could be done is change the color of the clip and apply effects which would be specific to the length of the layer/clip on the timeline. How we did this is in our video was that we applied a crop/black bars to the top and bottom of the whole video, how we did this and how it looks is present below, the crop is conventional of a music video thus our video complying with music video conventions.

We also changed the speed of the clip in the music video, we were able to do this by right clicking on the specific video clip then clicked on speed/duration as which can be seen in the image below, and then by changing the speed to give off a slow motion effect by doing this. This portrays an elegant look to our female performer with the slow motion effect of which we were aiming to achieve.

We also did this echo effect, we were able to know about this by searching for tutorials and videos on youtube for how we could enhance our music video, and this came up. We applied this effect by searching for ‘echo’ in the effects tab and then we applied it by dragging it on the clip and thus we were able to achieve this look. This worked well for our product as it gave off this flashback and visually looked that there were two of him therefore giving this dual ‘echo’ effect.


We also did a text intro for our music video, we felt that this was conventional of a music video and thus we felt it was correct to implement this is our music video, we did this by clicking the ‘T’ button which is the text tool, then clicked on the video and created a text box with the tool and entered in the text and changed the font, size and so on. Then to create a fade in and out for the text we went on the opacity under the effect controls tab and created key frames so the text would have 0% opacity at a certain time and 100% at another time thus creating a fade affect.

Overall, I am content and happy with the skills that I have learnt, this will ensure that I will use all my skills from my side to create the best music video I possibly can, I have extended and furthered my knowledge of editing in Adobe Premiere Pro which will enable me to ensure that our music video is conventional, and aesthetically pleasing visually.

Music Video Draft 3

After Draft 2, we’ve now come to Draft 3, since then we have re-recorded the close up,wide shot, mirror shot as they were not in focus and the correct location, in addition we recorded more shots such as close up side shots, piano string shots, another shot of the cassette player, and a low in a frame shot and more this time all in the greenhouse, which are the element which have been changed as given as previous feedback from our previous draft.

We have now edited to create our new Draft 3 of our Music Video. Now we were required to upload it to YouTube as part of the task to get feedback from our peers from the ‘YouTube Comments Section’ to set us targets to implement and improve for our forth and final draft, below is the feedback that our peers gave us :


  • Make the narrative more clear
  • More variety in shots
  • Shorten some clips down
  • Potentially add some effects in somewhere
  • We will have to do another shoot to achieve some of the targets above

New storyboards/PMA

Noah and I have decided that we require another shoot for our performance and narrative, we feel as some parts of the narrative do not make sense thus needing to do another shoot, with more angles and shot types.

Below is our production meeting agenda for our shoot :

Below is our storyboard for our music video of which we have annotated with the shots that we want :


This will help us in our final product as our previous mood-board was basic and wasn’t as detailed and in depth as this, this will help us especially for our narrative as we considered more logically for the narrative shots that we needed to make the narrative visually make sense. As a result this will help us and ensure that hopefully this shoot will be successful.

Feedback from Teacher


  • The shots of our female performer in the narrative were good, provided amplification to the lyrics.
  • Our video didn’t visualize the pitch that we presented
  • The idea of the cassette player was good.
  • A few of our montages were well structured
  • A few color corrections were well implemented, continue to implement more


  • We need to organize another filming shoot
  • The cassette player is something we need to link more clearly throughout the video and use more, otherwise don’t use it at all
  • House in the background of the shot in the beginning isn’t relevant
  • Re-position props/piano to get reverse shot, provides variety
  • More of star’s face/close up
  • Implement more of the environment consistently in our video
  • Mirror shot needs be filmed in focus and other shots also.
  • Bath shot has no significance and meaning behind it
  • Spread out female performer shots throughout the video
  • Re shoot reverse dolly from greeenhouse
  • Take more shots of the piano
  • Increase time on pull focus
  • Show more of the green house

Music Video Draft 2 Includes Narrative

In contrast to our first draft this a major improvement in terms of quality, we have a lot more footage, now with this we have more of an idea on how music video will flow with the clips that we have taken, and we are much closer to knowing how are music video could look like.


  • We had a vast variety of shots in our video
  • The shots we recorded were in high decent quality
  • Overall, we were content with the shots that we had
  • The clips which were edited were relatively suited in the timeline


  • Remove content which isn’t needed
  • Stabilize shots which aren’t held steady
  • Include close ups (re-shoot)
  • Remove people in background/change clip
  • Allow shots to run through, don’t change clips quickly all the time
  • More emotion in performance, which would amplify the lyrics.
  • Implement some color filters, to imply meaning of the clip.
  • Edit to the music, e.g clip changes with end of beat

Audience Ideologies

‘Bruises’ by Lewis Capaldi is in the Alternative/Indie genre. Below my partner and I looked at the profile and demographics of a individual who listens to this genre of music, with the help of YouGov we were able to do this, what YouGov provided us was political views, typical professions, interests (e.g. Favorite T.V Shows, Movies and celebrities etc), also social grades and the regions where the individuals are majorly from. It is important for us to know our audience and completing this task helped us in our understanding, knowing our audience is important because we will be able to tailor our music video to our audiences pyschographics thus intriguing our audience to the music video, with this they will be able to decode anything we choose to encode in the video this can be done via things such as symbolic meanings behind objects. Also the elements which we decide to implement in our final music video may provide inspiration to our audience in addition to entertainment being able to emotionally relate to the lyrics and music video.

Here is the profile below :

Conclusively, I was able to gather all this information which YouGov provided to create my ideal audience member, using the demographics, pyschographics, also Blumler & Katz uses and gratification.

Our typical audience consisted of :

  • Demographics – Lower Middle Class and the Skilled Working Class
  • Pyschographics – Entertainment, Mainstream

With the information provided I have created an individual profile below :


Production Skills Evaluation 1

This is my first evaluation on my production skills on the media production of my music video, during this process I have learnt a lot especially on Adobe Premiere Pro.

First of all importantly starting of for our music video we learnt to cut down shots and position them on the timeline so the clip changes with the beat, we were able to effectively do this by on the timeline we could see the audio graph of where the audio drops, speeds up etc, from this were able the start the clip and drag it on the drop and consistently do this, in addition to ensuring that the lip sync of our male performer was synced to the lyrics which came from the similar technique of cutting and positioning of the clips as previously stated, this helped me technically develop my skills in Premiere Pro, below is a screenshot of me in edit achieving this :


Some new skills that I have learnt is how to stabilize our video, for example we shot clips, they were unstable and could be seen visually on the video, then we learnt about ‘Warp Stabilizer’ by which we were able to stabilize our video, we did this by :

Searching ‘warp’ in the effects tab in the top right corner

Then finding ‘Warp Stabilizer’ under the distort folder

Then dragging it on the clip in the timeline that we wanted

This helped us significantly on our product as it enabled or video visually to be conventional being steady and professional. Also we identified color corrections and filters while exploring Adobe Premiere Pro, we did this by going on the color tab then under lumetri color tab which can be seen present in the picture below, with this feature we were able to implement a autumnal feel to our clip and exposed shots also which provided an elegant look to our female performer in the narrative, in addition we also implemented black and white which provides a memoric/flashback feel which we were still deciding on whether we wanted in our video, with this skill this made our music video provide meaning and conventional to our genre by implementing these effects via color corrections.

Overall, I have extended and furthered my knowledge of editing in Adobe Premiere Pro which will enable me to ensure that our music video is conventional, and aesthetically pleasing visually.

Shoot Evaluation (Narrative)

After we had completed our narrative shoot which we did first in contrast to other who did it in the opposite order, we looked back on our rough cut which we complied all the good shots that we felt we recorded on the shoot, looking back we realized that we should of looked back on the footage after recording it as we realized afterwards that there were pedestrians in the background of our shot which implies inconsistency, and isn’t conventional of a music video in terms of intention of whether it was on purpose or not. In addition, in our narrative shoot we should’ve got some more shots and knew what we wanted with those more shots, however we did not and thus potentially needing to re shoot.

Overall, we were happy with the shots that we recorded and was happy with the outcome of our narrative shoot, we had a variety of shots types including low angle, high angle, mid shot, tracking shot and more that we achieved out of this shoot.


  • When shooting always double check environment e.g not pedestrians in shot
  • Next time take more shots
  • Look back on footage once taken more consistently