Above is a Screencastify of an analysis of Marina and the Diamonds website. In this analysis we considered aspects such as the different conventions, user experience and the design of the website. This in-depth analysis will be crucial in creating our webpage as it has given us a better idea of how design and layout affect the audiences desire to visit the website and watch their videos. This task gives us more confidence in going ahead with the creation of our webpage.
Here is a a presentation showing the different website terminology. Before creating our website we needed to learn about the different aspects that make up a website. Learning these different conventions will will help is create a more effective webpage. In order to learn about the different parts of the website I looked up a famous artist within our genre. This task has helped me to consider all the different aspects we will have to use in our webpage.
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Above are all the photos we took on out shoot for our digipak. We are now able to select the ones that we feel will go best with our digipak. When doing our shoot we got a wide range of different shots such as establishing shots, close-ups, mid-shots, long shots and a diverse range of angles.
Choosing the location we went with gave us the opportunity to explore a variety of different backgrounds and a variety of different of different lightings, this is good as it gives us a wide range to play with on photoshop. Also we have pictures of our star portraying a wide range of emotions and facial expressions to choose from.
In addition to this we also have experimented with different camera features such as apertures and shutter speed in order to get the best effect for our shot. Overall I believe the shoot was a success mainly down to previous planning we had done before. Doing the planning before ensure we were not going into our shoot blind sighted and we had a good idea of what shots were essential. Having all these shots mean we are now able to start drafting our digipak.
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Here is a shortlist of of the photos we are considering to use in our digipak. We decided to short list these photos after viewing all of the photos we got. The next step we are now taking is messing around with different filters and editing techniques and making the finale decisions for our digipak.
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Above shows the mock up we did for our digipak, all of the photos we found were online. We decided to choose these pictures because they fit in well with our mood board and are all conventional to our genre. This task was valuable as it gave us a better idea of what type of shots, locations and general mise-en-scene are conventional in the indie pop genre.
Doing this task was useful in familiarising ourselves with adobe Indesign as it has been a while since we have had to use the software. We used the soft ware as a way of deciding how we were going to do the lettering for our digipak, after experimenting with different fonts, to add to the indie vibe of the lettering we decided to add some slashes to help illustrate the originality found within the indie pop genre.
For the Front cover we decided to go with a darker setting and the silhouette of the girl helps portray a feeling of melon collie an the ambiguity we want our album to portray, having this front cover gives off a mystery making the audience more intrigued.
This heavily contrasts with the middle right picture which seems rather positive unlike the front cover, having the opposing lighting shows how diverse and original the album is and it is not all about be in perpetual sadness.
We decided to pick the image of the sunglasses due to the famous phrase ‘looking through rose tinted glasses’ as we found that it gave an element of mystery and can be ambiguous. This is important as we do not want to portray our star as mindless, having this reference gives a sense of depth.
Finally our decision for the back cover shows the freedom our star feels and how she had to break through social pressures and conformity. The picture acts as an excellent visual representation of what her brand is. The back cover also shows our track-list, having it in the blank space ensures that it will grab the attention of our stars.
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In addition to this we made a list of a number of different genres and asked random people what genre they thought our digipak was, this helped us to ensure we were on the right track to creating a digipak for the right genre of music. We did find that 3 people thought it was an album cover for pop music therefore we need to ensure the picture we get in our shooting swing to close to the Pop genre, as we do not want to produce a product that doesn’t appeal to the right genre. In addition to we have created a list and asked some people to tick some descriptive words to see what people thought of our mock up digipak. the results are shown above.
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Above is the mood board that we created for our digipak. This task familiarised us with the conventions of indie pop genre. In order to start our moodboard we simply typed in indie pop album covers, this gave us an idea of colour schemes and fonts, however we did not want our digipak to belike a loose copy of other peoples. This gave us the idea to mess around with the fonts and add our own unique take on the font.
In addition to this we did little sketches of the different elements we would like to include such as the polaroid. we decided to do this sketch as it only references our music video without taking shots of our music video and sticking them on the front.
Doing this task means that we will not blindly start editing our digipak, this is important as we do not want to create a product that our audience will not buy.
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Above shows a digipak a previous student has made. In this task we had to evaluate an ex students work. This task gave us the opportunity to explore the different components a digipak is made up of such as aspects like the spine of the CD. Also having evaluated this piece of work gave us a better understanding of how little details such as fonts are important in conveying our genre.
Use of camera and photoshop
This digipak demonstrates a really good understanding of how to manipulate an image for effect. For example having the hooks placed around the photo in random places is effective as it gives a better idea about what the album is about. Also having the having the wave inside a triangle over the sea demonstrates a really good understanding of illustrator.
However the photos themselves only show a basic understanding of how to use a camera as they only use really use one angle and don’t use any techniques which could benefit their work more. For example on the photo of the bottles it would have been better if they had used depth of field.
The mise-en-scene for this digipak shows a clear design and theme throughout showing a good level of understanding of what is considered to be conventional to the genre. For example the use of the beach and the sea shows connotations of freedom throughout.The hooks act as a metaphor in a sense as they show how people are hooked connotes this idea of being addicted, to what is not specific though. It could be someone is hooked to social media, a person and so on. Furthermore the bottles are standing upright despite waves crashing on them connotes this idea of strength and powering through. Also the use of hooks and bottles as props is very on brand of the band as you are able to see at a glance which band the album is. Although it is typically seen to be unconventional to feature an actual person on the digipak, it is done effectively by showing a sense of vulnerability having him shirtless.
Choice of words
The font used is affective as it is conventional to the genre however it is not necessarily clear all the way through as it is harder to read on the back cover and you are not focused on what the songs are. However the titles of the songs them selves are very effective as they are concise and to the point for example ‘Oxygen’. Having the songs titles with only one word make them more memorable to the audience.
All the features used are conventional to the genre and demonstrate clearly what the genre is. For example having the two catfish swimming around one another is very on brand for the band ‘Catfish and the bottlemen.’ Also the colour scheme is not overly in your face and is consistent for each component of the digipak.
The font on the front cover is effective and clear, also having it in white helps it to stand out against the background without breaking the colour scheme. However the same font has been used on the back in black and is difficult to read and does not grab you attention, making the audience loose interest.
Olas records is a brand focusing on unity and diversity. Our stars are fun, free and energetic – exactly what you’ve been looking for. We produce real music, fighting against the mainstream music of this millenium. Olas specialises in the indie genre of music and aim to bring you originality and individualism in each and every song we produce.
Above is our mission statement that we created for our digipak in order to convey our brand. When creating our mission statement we had to consider various aspects such as who are audience are, call to action, who the competition are and a unique selling point.
Using YouGov we were able to research who our typical audience members are by searching a similar artist in the genre. We found that our typical member is female age 18-24 years old and they typically tend to live in cities such a London and Brighton. Their political view tend to be left wing and work in creative industries such as fashion and entertainment. As well as looking at the typical demographic of our star we were able to get a better look at their psychographic.
Our audience favourite films tend to be drama movies such as a Clockwork Orange and Trainspotting. They also tend to favour Tv shows shows like the Undateables and Great British bake off. Finally they like music like Florence an the Machine, Halsey and Hozier.
A Call to Action
We would like our audience to be able to look at our digipak and immediately be able to identify with it and know it is the type of music they are into. This is important otherwise our audience will not be interested in our digipak. Therefore in order to convey the right genre to our target audience we need to ensure we do the research into the different elements which are considered conventional to our genre. In addition to this we would want the to be wanting to attend concerts and buy merchandise of the artist, we’d want them to participate online but looking at the artists website and following them on social media. The publicity of the artist is extremely important.
Who are the competition
The competition my artist faces are from other artist in that genre, this includes singers such as Halsey, Lana Del Rey and Clara Mae. When researching these artist we thought that it would be beneficial to look at there previous digipaks and what there websites look like. Therefore we would be able to identify the similarities these artists websites have and get a better idea of what is considered conventional. In addition to this it gives us an idea of how to make our digipak and website more unique.
UPS (unique selling point)
Our star is trying to become established in a new market – Our star is fun, free and relatable – we want her album to feature a warm colour scheme in order to create a feeling of openness for our audience – we want them to feel that she is approachable and her music is directly addressed to her fanbase.
Our song fits into the indie-pop genre so we will be mixing aspects of the indie genre with some aspects of the pop genre when designing our digipak – for example, we may have quite bohemian styled images using the bright colour scheme of pop and using pop styled fonts.
We’re not trying to re-brand our star – she has always been an indie-pop artist and we intend to keep it this way – we have also always tried to maintain her appearance & attitude as an approachable, relatable star.
With our star we are putting emphasis on the ordinary – we want her to portray girl-next-door with an edge vibes and we do not want her to seem manufactured and false. Our star will be represented as compassionate, easy-going and real.
There will be aspects of the extraordinary as she is a artist seeking fame, however; we feel like it may deteriorate the quality of our work if we steer too far away from the ordinary element because the genre of indie-pop generally has stars who are quite relatable and who seem ordinary – they generally do not have false, manufactured ‘pop princesses’.
Above shows an annotated version of Digipak. We decided to go with Halsey album ‘Badlands’ as she is a very popular artist within the indie pop genre, therefore we would be able to get a really good understanding to what is considered conventional for our genre. This task helped me gain a better understanding of the key features of a Digipak all come together to grasp your audiences attention. Doing this task will help me when it comes time to produce my own Digipak as I have a better idea of what my audience is attracted to.