As we were in the process of putting together our Digipak we developed and acquired some new skills within the software programmes we were using, specifically photoshop and indesign. These skills were the turning point in developing our DigiPak and being able to add features to improve our product and be able to include conventions that apply to our music genre.
Above is an example of how we used the ‘swatch’ tool in photoshop to match and coordinate colour on our DigiPak throughout, we took a swatch of our draft cover image which highlighted for us a range of colours including this beige shade that not only did we use for our inside right cover art, we also incorporated it into the splatters in the background of our front cover as shown below.
For the the front and inside right covers we used the brush tool. On the front cover we used a spray paint type brush to create the effect of paint splatters in a variety of coordinating colours we had taken from our swatch . On the inside right cover we started by using the shape tool to create the circles alongside the swatch for the main colour. We then used the brush tool too draw over that to create abstract lines. We cleaned this up with the blemish correcting tool to make sure the lines stayed within the circles we had originally made. To then layer the image we had just made we had to duplicate the image layer and copy and paste the circle we had just made. We did this to imitate the shape of a CD if one were to go there. (Below is an example of the brush tool we used.)
Looking back over our DigiPak it is clear we have experimented with a few new tools and developed our skills significantly with this software. Developing these skills meant that our product was improved and was finished in a way that allowed us to represent our created artist and their brand.
Before going straight into designing our website we needed to look at the conventions of a website. I decide to revert back to Sam smith as again his website was developed enough that we could see what features were used to support and promote him as an artist. By now having the understanding and terminology of a website it will make it more simple for us to be able to subconsciously have this in mind when developing our music video. In terms of being an artist it is important for a website to be professional and user friendly as this means it can sell the artists music, products and advertise their social media to enlarge their audience reach. Below is Sam Smith’s website which I have gone through and simply labeled the website conventions that he has used to advertise and present his brand, music and products.
Above is a contact sheet of our shoot for the front panel of our DigiPak, we decided to experiment with different films which we placed onto a projector and there for put a coloured light over our model, Noah. We really liked the effect of this but unfortunately it didn’t produce an image that we felt would work for what we had planned for our front panel. We planned to have an clear image of Noah that we could remove the background of and have a pastel or soft toned backdrop too, then we could develop that with effects such a brush strokes or polka dots.
We decided on our final image without any coloured films because these came out the best in terms of what we needed for editing. We decided on Noah’s outfit beforehand and decided that his floral shirt and dungarees provided enough bold colours without need to add more. We have decided on an image of Noah with his arms above his head to convey a sense of surrender or a relaxed atmosphere as though he would be surrendering all his thoughts into the album.
Planning our DigiPak front cover includes having a meeting to sit down and discuss are shoot time so that we were all free, who was going to be responsible for what and which studio we wanted to have it in. Below is a completed table of all of that information, this table is a clear plan for our shoot and means that we can utilise the time more effectively if we all know where we are supposed to be and when beforehand.
Further preparation after having our production meeting, was to consider the risks for our shoot. As we planned to have the shoot in school there were fewer risks than having it elsewhere. Despite this it is still necessary to consider what can go wrong so we can be aware and avoid that to have a successful shoot.
Now that we have thoroughly prepared we hope to have a simple and productive shoot, which will hopefully provide us with a clear image for our DigiPak front panel.
As we finished our mock up, we presented it to other people to hear their opinion To analyse if our mock up draft conveyed the ideas we had and fitted our genre we took it around and asked people what their first impressions were. The results are below:
We first asked; What genre do you think it fits into? Then gave the options below:
Rock – 0
Classical – 0
R&B – 1
Indie alternative – 6
Hip-hop – 0
Pop – 1
Folk – 0
Indie pop – 13
Next we asked; How does it make you feel? And this is what we concluded:
Happiness – 1
Pain – 1
Loneliness – 11
Isolation – 7
Vulnerability – 6
Euphoria – 0
Fun – 1
Creative – 0
Overall I feel that we have successfully conveyed the genre and message well as emotions such as loneliness, isolation and vulnerability were most popular, alongside indie alternative or indie pop for genre. These are all relevant to our designed branding. Now we have this information I feel more confident in moving forward now that our ideas and draft link well and are relevant to our artists ideals.
Targets: I feel this feedback could’ve been improved by potentially refining our choice of adjectives, making them more similar to make a more specific and accurate representation of the impression it makes to the people we presented it too. I also feel that if we had covered a larger amount of people this would’ve given a better impression of the opinion of the majority.
From our research we have put together a mock up draft of what we would aim for our final DigiPak to look like. We too images from our mood boards that were appropriate and added our own font which we we felt was appropriate in a contrasting, coordinating colour. Our front panel is a hero shot of our star with colourful spots behind and a brush stroke over the face to draw attention away from him and to the title above, because of this is also implies that his head is the album, like all his thoughts and feelings are represented by that one title. This idea could be enhanced with the use of arrows potentially.
Below are images of our mock up actually presented as a CD:
Our cover image we plan to have our model in the middle for a hero shot with the paint stroke across this face in a more indie or floral outfit. We plan to compliment this with the a pastel colour in the back. On the inside covers we really enjoyed the idea of having fruit or something that is a similar pattern to that to bring the outside colours in, it also conveys the idea of sensitivity as fruit is easily bruised, it also has connotations of skin, which link to the theme of relationships in our work. On the other inside cover we wanted to have it so when the CD would be removed it would reveal something and we like the feel of this indie rough pattern thats almost like smashed glass. Lastly on the back we continued a soft, pastel theme with the horizontal lights with the idea in mind that this would draw the eye to the song list.
Molly and I have also made a collage using a range of textures, colours and patterns. We have chosen the dead rose as it symbolises the heartbreak the artist has been through, and the hoe fragile it is as it can die so quickly. The dots on the left hand side link back to the album of an original artist as their branding has these multicoloured polka dots to imply happiness and connect to the LGBTQ ideas. Following on from that the image of the ducks show a majority of brightly coloured ones, alongside one. This signifies feeling of being alone or outcast, this theme is key to our artist, as it supports which is one of the main messages our artist aims to put across to his audience.
After also putting together a a slide of specific images and other album covers we were inspired by and were of a similar genre to ours we noted that there is usually a strong use of graphic design or a hero shot to capture attention, use of warm or gentle colours such as pastels or reds are prominent as these are appropriate to the tone and mood of the genre, thus reflecting the music that artist produces.
To further our research we also put together a mood board on Pintrest with a variety of images that took our interest that we would be able to apply to our DigiPak mock up. We feel that our moodboard conveys a sense of emotion and open-mindedness, we also aim for it to have an inclusive and meaningful side. These themes and ideas would be conventional of an indie/alternative pop album. We hope to shoot images similar to a few which are displayed, and use Photoshop to help create some of the features we wish to include on our Digipak.
I have chosen a DigiPak that a previous student has made in order too be able to analyse it and learn what works and what I would change before completing my own. The above DigiPak was for the music video ‘Lavender’. I will assess this work using the criteria below, this will help me develop my own understanding of the criteria I should aim to meet for the DigiPak I am going to create.
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Though all of the images have been photoshopped, they have used a range of shot types. This variety means that the album is more interesting and detailed to appeal to the targeted audience. Interestingly the use of photoshop throughout the Digipak has been used too alter the colours and shape consistently for all of the different sides. They have taken raw images of light and hands and altered them to create a colour theme and glowing affect, as if everything is being lit with neon lights. I think that this is effective as it has an appropriate abstract, city life type feel, which contrasts a lot of other album covers that I have looked at. They have used a consistent colour scheme to fit the aesthetic, the neon, bold blue and pinks imply a nighttime sense. It is alike to city lights, this implies their genre and style, bold pop colours paired with the neon glow gives a sort of pop or dance feel.
This DigiPak is very heavily edited, and this is clearly appropriate to the genre they are aiming to convey. This would fit into a level 4. Despite this the mise-en-scene is only somewhat visible with such heavy editing especially in the image of the band on the front cover, it is clear that they have made some choices to what costume or props would be relevant but this could’ve been more evident so would fall into a level 3. The well structured and appropriate use of figurative language that relates to the genre, words like “Gameshow” are important as they convey a playful side to the music that links to the bold pop colour scheme. This title “Gameshow” is placed with care in mind of font, font size and appropriate location for that of the title. This level of care to the layout is important to make the album look professional and clear to the audience.
Overall I feel that this is a well constructed DigiPak with consideration to appropriate, relevant editing and structure that is relevant to the genre. Considering this and referring back to the mark scheme I feel that this would be awarded an upper level three.
After having produced a music video to go with “Bloodstain” by Wrabel. We can now move on by having another look and analysing our target audience to better understand the branding we have created ourselves through this video. For example, asking what sort of artist and branding would’ve produced a music video like ours. We are moving on and working towards making a DigiPak for our created Brand. As we now create a mission statement for our star; “FELIXX” we can pull together our ideas and have a clear view of our stars branding, image and aesthetic. By putting it into one statement it makes our aims and ideas clear for the production.
Following on from our research we have discovered that our target audience demographic are females aged between 18-24. People who would classic musical films like grease, or romantic chick flicks like Pretty Woman. We also found that our audience would listen to other artist who follow our genre such as; Adele, Ed Sheeran or George Ezra. I find that these artists and films have similarities to the brand we are starting to create as they all convey a more emotional side, discussing topics like love and heartbreak, which are reoccurring themes throughout our work.
From developing our USP, we have found that the star image we are going to develop will be someone who is very individual in their style who is in touch with his vulnerability, someone who displays his heartache and struggle to find the right relationship and person to share it with. We want this branding to highlight the key theme of acceptance and that this brand is one that support being open, honest, emotional and understanding whilst being LGBTQ community that he himself is apart of.
From this we understand that our mission statement is that ‘Felixx’ is an inclusive and colourful artist. His emotional and soft tone is complimented by a deep beat. He talks about current issues, love and heartbreak inspired by pop culture with a twist. Expressing his own views on relationships and issues, he’s a relatable and comforting voice to his audience.
I chose to analyse the album cover for “blue neighbourhood” by Troye Sivan as this artist holds very similar values to that of the one who originally sang the song we chose for our music video. Troye Sivan is also apart of the LGBTQ community and his songs hold a theme of love and loss too whilst also falling into the “pop” genre. I have embedded above a couple of slides where I have analysed the album, by doing this I am able to understand further what other existing artists brands are like and therefore how I should base mine, it helps me to understand and how their star image is portrayed and how ours could be portrayed in a similar way. From looking at other artists work I can take inspiration for our own colour schemes, and overall tone and atmosphere for our DigiPak. With these ideas we can make clear and bold choices in our own work to produce a clear aesthetic for our created artist and their genre. Having clear ideas will help us in producing a professional looking product that clearly shows a response to our research.