All of the information a fan or consumer would need is directly accessible from the home/splash page. On the home page there is his most recent music video, which promotes his music, and on the left hand side of the page there is a drop down list, including a biography, his music, tour dates and a shop to buy merchandise, all within the click of a button.
Call to action is a marketing term that refers to a piece of content intended to persuade a viewer, reader or listener to perform a specific act, in this case to listen to his music and buy his product. The fact his video is on his splash page does just this, and prompts the viewers of the site to listen to his music, therefore doing the job.
Our goal is to create the conventions our genre holds whilst being unique, so, we experimented with a slow shutter speed and fast moving torches on phones. This is the first half of our idea, and in our next shoot, tomorrow, we are going to project those onto our star, in a dark lit room.
This is a tally chart we made, which lists 8 different genres of music and 6 moods. We asked peers who didn;t know what genre our mock up DigiPak was to pick two of each to describe what it made them feel. The majority of people put electronic as their guess for what genre it was, and we were extremely pleased as that is what we were aiming for, as our genre is electronic. For moods, the majority was quirky and alternative, and we were also pleased with this as those are the moods we wanted to give off from our DigiPak, so now, we just need to refine those Ideas and put them into something we make, as opposed to being from the internet.
Mia and I made a practice version, to have a go at showing what our DigiPak will potentially look like using relevant pictures from the internet. As you can see there are plenty of neon lights, and bold colours which is very relevant to the electronic genre, as well as appealing to women with feminine colours, due to what we discovered when looking at the demographics of our product. We asked peers for feedback that didn’t know what genre of music it was, so that we could see if it fits our genre or not. This chart will be in the post “Feedback on Mock Up and targets”.
The pictures and fonts are definitely satisfying as they in my opinion match the genre completely, being psychedelic, and having a edgy, hippie look to their DigiPak. The actual use of Camera however is limited, as the shots they took are extremely simple, as they are just pictures of the band members from the same position, from the front and back. However their use of camera is limited, I still believe they have achieved a look that matches their genre, which is why I score their camera as an upper level 3 for framing a shot, however with the variety of shot distances being next to none, I cant say the same for that . Photoshop has been used very well here, as they have picked a really good font and filter for the performers, and the background of various colours combined matches their genre.
The language they have used on their Digipak is straight from the actual album by the Stone Roses, an influential rock band from the 80’s and 90’s England, and their digipak has the same songs they included on the album at the time. The names of the songs match the idea of a psychedelic vibe, for example ‘Fools Gold’ and ‘elephant stone’ are random names, which matches the mixed feelings the digipak gives you.
Mise en Scene
The Mise en Scene is not great in my opinion, because they arent wearing similar items of clothing, for example, the person on the bottom right and on the top right match as they are wearing black, but on the top left there is a man wearing a hawaiian shirt and sunglasses, and then on the bottom left there is a man wearing a brown jacket.
The links they have made are very interesting, in my opinion. The way they have made the inside left look exactly like the front cover but backwards is very imaginative and interesting, and I enjoyed seeing it, as consumers would also have enjoyed seeing it I imagine.
This is a moodboard I made online, showing images and fonts similar to what I want displayed on my DigiPak. It is very common with the electronic genre to use neon light, and black light, and it will appeal to our target audience, as these images are edgy and different, as well as stunning pictures. However neon light is common within the electronic genre, these pictures are quirky, and intriguing, which is what we want to include on our DigiPak. The font saying ‘There’s no escape’ is also very well known and would give connotations of being edgy and quirky, which relates to our performer and style of music. The style of edginess and quirkiness brings connotations of love, insanity and lust.
This is a manual handcrafted mood-board of colours, fonts, and different ideas we had made from different materials. We have decided that we want these different colours, predominantly neon red and yellow to represent our star, and try and incorporate these colours into the digipak so that it creates continuity for the consumers of our product, so people would associate those colours with our star.
We were tasked of learning the forms and conventions of Digipak’s so that when it comes to us making our own we’ll know what we have to have on them to make them authentic. I took an example of a band similar to SBTRKT’s album cover and analysed the forms and conventions I will need to include in my DigiPak.
A Mission Statement is defined as a short statement that identifies their goals and what kind of product or service or product it provides. It is important to have a mission statement because it gives us a clear focus of what we are aiming for in the future. It is extremely important for intergrated advertising, which is a combination of many media resources (including traditional media and online marketing). The Mission statement helps to give a focus so that it is easier to brand the performer to the public via intergrated marketing, and to establish an overall brand to consumers. It also provides a basis for continuity between ‘Kezra’ products.
I researched the demographics of an artist similar to ours, to find out who our audience will be, and to find out competition, all in an attempt to find a Unique selling point, which is that SBTRKT (the real performer) is a DJ that makes all of their own beats, whereas Disclosure, Rudimental and Flume (three similar artists) have help from other sources. We have found out that we need to market for women between the ages of 18 and 24, and that we can advertise to them through intergrated marketing, being on social meda, or as an ad on their favourite TV show or so on.
Our Mission Statement is:
“Kezra is a new, cutting edge artist. Kezra is the new scene of electronic music, boasting her unique beats and unreal singing style. Influenced by the progression of electronic music and dance music since her early age, she has grown massively over Soundcloud. She produces the beats herself, and then sings over them, in a style that is growing rapidly.”
This is the newest version of our music video, before we have added in the footage from the next shoot.
We still have more footage to obtain and put in, however since our last draft we have progressed , and achieved our aims, which were to add more effects to make it pop (we are going to add more), we changed the order of the narrative and we have linked the music changes into the narrative so that they work together, ie. using the start of the song as an example where for the first beats we have different shots and black screens following to match it
We posted this video on YouTube, and we received comments back from respective classmates. The comments are shown below
This is positive feedback for us and we are pleased with the general liking of our video. However, they gave us constructive criticism from this too, and so we have made new targets for Draft 4. Our targets for the next draft are as follows:
Reshoot the location of the stalker smashing the glass
Reshoot with different angles, more long shots rather than mostly close-ups
Make the concept of grace being stalked more visible in the video, get some more shots of Grace being followed by Bilal in Long shots and mid shots.