October 3

Digipak Mock up and

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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.


September 28

Production meeting agenda

Above is pur production meeting agenda for our digipak shoot. Doing this planning for the shoot in essential to ensure the smooth running of our shoot, as it gives us a clear idea of what type of shots we need and what we need to bring to the shoot.

September 25

Digipak Moodboards


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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.


September 25

Previous students work

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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.


September 19

Our mission statement

Mission Statement 

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’.


September 14

Digipak conventions analysis

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.

July 11

Music video draft 4

Above is the penultimate draft for our music video. The main changes we have made to this video is the colour corrections and the different type of filters we have used. One of our performance shots looked to dark and looked out of place compared to the others  shots, using the colour correction tool in Premiere Pro and altered effects such as the exposure and highlights.

Another change that we had made were the filters on the flashbacks and polaroid, originally it was hard to spot whether the video was in past or present, in order to show the clear distinction we added a red/blue filter on top of it to convey a feeling of nostalgia. The third main change we used was a a blur transition, this made it so our video did not appear overly jumpy and it could rum a bit more smoother.

Above is a Screencastify of feedback for our music video. This feedback is valuable to receive as it helps us better the our music video.

What we did well:

  • Good use of costumes such as the red dress.
  • The locations are very representative of the current mood.
  • The performance shots are good.
  • The close up shots are very effective.
  • Good use of breaking the fourth wall at the end.

Even better if:

  • The narrative is not clear at the beginning of the video, it would benefit to have a close up of the polaroids near the start.
  • Add more performance shots of her dancing as they are more effective and go better with the beat of the song.
  • Add in more transitions.
July 2

Production skills evaluation 2

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Another skill that we have acquired during the creation of our music video is adding an adjustment layer in order to add the same colour correction on top of multiple shots. This saved a lot of time as the alternative was to individually set the same correction on every single shot. In order to add an adjustment layer. In order to create an adjustment layer you need to select file go to new and click adjustment layer, this create a blank template for you to add the exact amount of colour correction you want on to it. To add it to another shot you simply hold down alt and drag the copy to any other shot you want  and cut the extra layer down to the right size.

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Doing draft 3 allowed us to get more experimental with some of the more advanced features that Premiere Pro offers. When doing our Genre conventions analysis we saw that the style of many of these videos had a vintage pink/blue filter. In order to create this filter we started to play around with the shadow tint and highlight tint until we got the desired filter.

After looking around at some more of the colour correction tools we discovered we were able change the overall tint of a shot and the temperature it offered. For example we wanted the waves to have a lightly more warmer tone so we changed the tint to be more on the pink side. We were also able to make the shot look a bit brighter by changing the curves.

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In the above shot shown we were not happy with the original lighting so we we decided it would be best to change the exposure and highlights of the shot to make it look brighter. Although this is a basic skill it is necessary as sometimes a shots lighting was not how you wanted it to be and it is an easy fix.


June 29

Music video- Draft 3

Above is the third draft for our music video. prior to editing the draft 3 we decided to get extra pick up shots such as close ups of her wiping off her lipstick, this is to help the star connect more with the audience. In addition to this we also added more abstract shots to help represent the general feeling of the star. Whilst editing draft 2 we only managed had two abstract shots which were the waves and the dress flowing through the shot, after receiving feedback from the teacher we realised that these two shots became overused making the video boring, this led to our decision to get our star to throw some pebbles through the shot and also plan to get a shot of her stacking a bunch of rocks and then knocking them down.

After completing our draft 3 I emailed it to some of of my peers to get feedback on how to make our video even better. This advise will be essential in bettering our video.

What went well:

  • Good use of mise-en-scene. Having one of the dresses as black and restricted shows how she feels like she is contained in a box, where as the red flowing dress is a good representation of freedom.
  • Good use of pick up shots.
  • Clear narrative and good use of polaroids to give context, also nice structure.
  • Great performance location as it shows contrast between the narrative setting.

The feedback we received:

  • Use colour correction to help convey the sad feeling of the star. For example giving the narrative will more blue tons will help to convey a sad feeling.
  •  Some of the shots are a bit out of focus.
  • The lip syncing is a bit out in some of the shots.
  • Adding some lens flares to some of the performance shots would be really effective. This will help to show the contrast between the two sides of the star where one is more happier.
  • Needs more post production skills.
  • Some shots should be made shorter
  • Some of the dancing comes acroos a bit awkward.


June 20

New Storyboard/ PMA


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Having edited the second draft of our second draft for our music and receiving feedback we were able to evaluate what shots we were missing and which ones needed to be re-shot. Above is an amended version of our story board; the ones in square post it are new shots we need to get. We also wrote what shots need to be re-shot in red.

This will help when we go to film these pick up shots as we know exactly what shots we need to get and this prevents us from wasting unnecessary time on contemplating what to do next.