In order to gather ideas for our real digipak, we took to the internet to create a photo mock up of what we wanted our end product to look like. We decided to try to create our own front cover and back cover using our own holiday photos and illustrations as nothing on the internet matched what we wanted to create.
To further understand our genre and how we wanted to present our star , we created a physical and digital moodbard to gather ideas about what colours, fonts, textures and designs we wanted to included in our digipak.
Before we began creating our own digipak, we looked at the work of a previous student to see what worked successfully on a digipak. Analysing the digipak also allowed us to gather ideas for our own digipak. I used the assessment criteria to evaluate the digipak. (Overall, I really liked this digipak, the harsh contrasts really work, showing the emotions in the album.
Who is your Audience?
- To fully understand what our audience would want out of a digipak, I did some research into our demographic. Our audience is typically females between the ages of 18-24 from the North West of England usually working in the entertainment industry.
- As well as our artists music, our audience also enjoys listening to artists such as George Ezra and Taylor Swift with their favourite films including 22 Jump Street and the Harry Potter series.
- Our audience is typically slightly left wing meaning they are more liberal and forward thinking.
A Call to Action
- We would like our audience to engage with the music by deeply understanding the lyrics and being able to relate to them.
- Ideally we would like our audience to spend time on our stars social media pages and spend their money on his personal merchandise.
Who are the competition?
- Our competition will be from other indie artists such as James Bay and Kygo.
- The similarities between the album covers is that the albums don’t usually include the artists face and instead have an altered image or a piece of artwork to convey their message. The covers are typically very simplistic, only including the album title, artist name and the small piece of art.
- Their websites are minimalist, showing their songs, tour dates, pictures and social media outlets on the front page.
Your USP (Unique Selling Point)
- Jake is an already established musician with a clear brand and has a wide fan base. However he is not world renowned.
- We would like to present Jake as the average male star, allowing the audience to connect with him. As he is an indie artist, emotion is key to his genre, however we have presented him as the ‘guy next door’ type character.
- As our star is very down to earth and average, through Dyer’s theory, he would be ordinary.
Your Mission Statement.
Jake Martin has a message, paired with a rhythmic beat and unexpected and exciting key changes. Misleadingly uplifting songs, with life experiences playing though your speakers. Your thoughts. His lyrics.
To start to create our digipaks, we had to understand the conventions and layout of a typical digipak. Generic conventions include the title and name of the album, record label, bar code, graphics or image and many more. In order to further understand how to create our own, we analysed a CD cover from the band Kodaline. Being able to understand and analyse these features will enable us to create the perfect brand identity for our artists.
After receiving feedback from some of our peers, we have made some tweaks to our video. We have finally added in the doodle effect that we have been practicing to some of our shots however we are still to add more doodles throughout. By adding the drawings we have emphasised parts of the narrative that we believe are important. To understand what people like and what further improvements need to be made, we asked one of our peers to watch and record her feedback of our music video.
Overall there were many positives however there were some points for improvement.
- The drawings make some of the narrative clearer now
- The outlines at the beginning are cool
- The continuity of both characters jumping on the beat
- The energy in the performance was good
- All round steady shots
- Variety in shots
- Use of lyrics to make drawings is cool
- Slow mo shots fit the ending
- Some of the lip syncing is still slightly out
- More close ups would help the audience to better connect with the star
After deciding to add in doodles to some of our shots, we quickly found that the hand drawn effect was, although effective, very time consuming as we had to do it frame by frame. We had the chance to talk to Lenny, an industry expert about making the drawing process quicker.
He showed us about using shape layers to create shapes that moved fluidly around our actors which can be copied and pasted to create the same effect. Now that we have learnt about this way of using radial lines, we will now incorporate it as well as using the hand drawn effect throughout. We felt that this effect would enhance our narrative as it would further show the difference between the two characters- the creative one and the one who needs her.
After setting ourselves targets for next time, our draft 3 was made to address those aims. We managed to achieve some of those targets by using colour correction and stabilizing some of our footage. After trying to work on the targets we made ourselves last time, we made draft 3. Although we didn’t manage to cover all of the targets, we are happy with the way it turned out. To help us to produce an even better music video, we asked some of our peers to say what they thought about it.
In summary, most of the people giving us feedback liked the use of the contrasting backgrounds to show the difference between the two people and the way that the clips were shot and the variation of them. However, my peers thought that some of the lip syncing was still slightly out and incorporating the water in the background of the shots of the performance may make the shots more aesthetically pleasing.
- Fix the lip syncing in some areas
- Add in some stabilisation to make shots smoother
- Work on the animations
After creating our second draft, Mr Gregson recorded some feedback which we have bullet pointed and summarized below –
- Edit the lip syncing so it is in time with the song for authenticity
- Replace the high pitched chorus with shots of Macy
- Create more distinction between the performance and narrative to create a contrast between the two moods
- Add a vignette to the footage of Macy to further distinguish between the shots
- Use more clips of the doorway
- Using tools in Premiere to change the exposure in some of our shots
- The shots of Macy at the start are cut too quickly
- One of the shots of Macy’s jacket change doesn’t make sense
- Find a different way of hitting the crescendo
- Reorder the footage of Macy
- Push into some of the shots in editing
- Some of the contrasting shots need to match up- for example the shots of them laying down need to be fully matched up
- The movement away from Macy sat on the ground near the end of the video
- The extreme close up of Macy’s eyes
- Movement on the crescendo
- The doorway shots reflect that she’s waiting
- The ripping of the drawing and letting go of the bars are symbolic
- Both of our actors acted professionally
After creating our first draft of just performance, we then went out and shot our narrative element of our music video. We learnt a lot from that shoot but came away with really aesthetic shots that showed a contrast between the two characters.
To improve from our first draft we have
- Swapped out some of the shots for better shots, there were some shots of our performer by a wall which didn’t quite look the way we wanted them to.
- Added in our narrative footage which completed the video
- Added in some effects such as slow motion to add more emotion into the video.
However there’s still work to do
- Correcting the colour in some of the shots to really emphasise the contrast
- Fixing some of our lip syncing
- Adding in stabilizers to some of our hand held shots to create fluid movements