All posts by sashabelford

Digipak Moodboards

My group and I created multiple moldboards that would help us visualise what our genre was all about. this is an incredibly helpful task to have done as we can now see the sort of colours, textures, styles, topics and themes merge together nicely to create an effective Digipak that relates to the genre.

These are the moldboards that we created and thought help fit the album, genre and star. Indie Rock is an incredibly artistic and creative genre so we decided to incorporate this into our designs. This helped us gather more ideas on what our Digipak could end up looking like.

The band is conveyed as alternative, edgy, involved in their music, passionate, intense and wavy.

The mood boards connote the inside mind of what it’s like to be an Indie Rock star. There is always something constantly happening, it is never calm. It’s always bubbling with new ideas on how they can make their music better for their audience. This displays just how caring and involved they are with their target audience. Indie rock ideologies often include having to deal with negative emotions. This is not ignored but embraced which is why a lot of Indie Rock songs are based on sadder more depressive topics than positive ones eg: breakups, depression, losing a love one etc. 

We have also decided for our band to be called: ‘Flatline’ and have chosen a few fonts that we like and may use for our Digipak design.

Digipak – Previous Students Work

I have chosen this previous student’s work, it is the Digipak cover for the album Seafret Oceans. This work was worthy of a band 4 for multiple reasons, I was particularly inspired and intrigued by the advanced use of Photoshop and hope to incorporate something similar into my own work.

I will be analyzing these Digipaks based on this assessment criteria:

I had to keep this in mind:

Use of camera and Photoshop:

For me personally, what caught my attention for this Digipak was the amount of effort they put into the Photoshop. The front cover is especially interesting as they incorporated the background into the main focus of the cover. I liked that the main cover star doesn’t have an identity as it creates a sense of mystery.

The colour blue is also a nice continuous theme as it relates to the title of the album. The use of camera is also really clever, the close ups allow the audience to connect with the performer on a personal level. I loved the extreme close up on the fingers playing the guitar as well as it relates back to the musical aspect and purpose of the album. As a whole, the use of Photoshop and camera allow for the simple images to look complex, creative, polished and professional. That’s why I would give this an Upper  Band 4.

Selection of Mise En Scene:

I really liked how this group didn’t go overboard with the amount of Mise En Scene. They kept it to a minimum but it all worked together nicely. For example, the frame used on the front cover has two purposes, it allows for the audience to see the title of the cover and also portrays the creative nature of the album. It could also act as a metaphor;not knowing one’s identity. 

The guitar strings are also a great prop to have, it represents the band’s passion with music and also promotes the genre of the band as a plus. The blue paint is a great use of Mise En Scene, it resembles the colours of the ocean but also create a recurring theme and metaphor which is later discovered in the music video. I think that this was an great way of using simple yet effective Mise En Scene. I would like to see a few more props as it may help communicate more about the band rather than the narrative but in general, it is a great piece of work. That is why I would give this a Lower Band 4.

The Choice of Words:

The album title is an excellent representation of what is happening within the narrative, though this doesn’t relate much to the performance or band, it is still an effective title and grabs the audience’s attention. The lexis ‘Ocean’ allowed for this group to be creative and shape their whole Digi Pak design on this one word. It created a sense of professionalism and look incredibly polished! As for the song tracks, I also believed they were very inventive but I wanted a bit of differentiation from one another as the majority were just one word titles.

I think in order to have made their choice of words slightly more effective, I would have created a bit more diversity and related back to the band rather than the narrative all the time. The title ‘Oceans’ was a brilliant choice but I feel as though they could have chosen a title with a bit more authenticity. It still worked incredibly well though, that is why I would give this a Lower Band 4.

Creative use of DTP:

I loved the use of colour in this DigiPak. The blue not only resembled their album title but also conveyed key themes such as: loneliness, isolation and sadness that are seen in the music video. I also find the contrast between the skin colour and the blue paint on the back of the album to be especially interesting. This communicates to the audience that these themes and emotions are taking over him, and I think that is very beautiful!

I also loved that the photo shopped image of the human head on the inside page had an image of the ocean. This, yet again, can be communicated as a metaphor, indicating that the performers mind is uneasy like the waves of the ocean. I thought this was a subtle and clever way of incorporating the key themes of the performance and narrative into the album cover. That is why I would give this an Upper Band 4. 

This task will definitely help me in the production and research of my own Digipak. I can see that in order to create a successful Digipak, I must keep in mind that the use of Photoshop, colours, imagery and themes will be important when designing an album to fit my genre. I am excited to get started!

Our Mission Statement

For our music video ‘Holding Onto You’ by Twenty One Pilots, we needed to appeal to our target audience and give them a taste for what was coming up in the album. We had to make it clear that our target audience would be able to relate to the album and therefore want to buy it. Our marketing strategy was to be able to connect with our audience on an emotional level and speak directly to them as this is what the band would want. We wanted to make the mission statement personal and down to earth. We did this by communicating the main themes covered in the music video, the type of genre it would appeal to and extra textual references to the issues of modern day society. Although the band believes they’re categorized as ‘Schizophrenic Pop’ we also wanted to combine the ideas of Indie Rock having a big impact on the style as well. This would allow for the band to attract attention and stand out from the crowd!

Our demographic are 18-24 year olds who enjoy watching media such as: American Horror Story, Orange is the New Black, The Voice and Skins. They also enjoy listening to a wide range of music in the Indie Rock/Grunge genre.  They are mostly left wing in terms of politics and fit into the social grade C2DE.

We want the audience to engage with our star on a personal level and in an emotional way. The music video communicates very serious topics that we hope would help reach out to those in need of support. They will invest time and money in our star by following them on all social media platforms, consuming the products and merchandise that they sell and promoting the band on their own personal accounts.

Their competition are:

  • The 1975
  • The Neighborhood
  • The Strokes

A similar trend in album designs when it comes to Indie Rock music is using very simplistic graphic design. They tend not to photograph themselves which reflects the modest and creative side of the genre. It grabs the audience’s attention in a unique and intriguing way, here are some examples:

The websites look simplistic yet effective. They often use just black and white which convey how in touch they our with this generation and that they are on trend with everything. Here is an example of the 1975’s website in comparison to Twenty One Pilots.

The 1975:

Twenty One Pilots:

Our Unique Selling Point (USP) is to give back to the audience and give them something that they can relate to during their time of need. It isn’t just a song, it is a platform for help if they need it. Our star image is trendy and ‘in with the kids’ so that if they need to open up, they feel close to an idol who is just like them and that they feel more comfortable with. We are innovating this image by reaching out to teenagers in need. Twenty One Pilots is not trying to establish a new presence in the market as they have been very supportive of these topics with their past music. We are mixing up elements of grunge, pop, indie rock, rock and electro into this album. We are emphasising the extraordinary!

Band-One Step Forward

Album-Two Steps Back

Mission Statement-

Best described as ‘Schizophrenic Pop’,One Step Forward takes you through their journey, accompanying you on yours too as they express themselves throughout their own unique style of music. This really is an experience like no other as the band dive deep into key issues that modern society face today. With a target audience of 18-24 year olds, the band intends to open the young demographic’s minds with their new chart topping album ‘Two Steps Back’.

Digipak Conventions Analysis

This is my first annotation of a Digipak cover! I took Twenty One Pilots’ ‘Blurryface’ album as I found it visually intriguing and interesting to talk about.  It is important to remember that using colours, fonts, designs, register, tone, framing, composition will all convey and sell a story. I learnt that this is a mini textual analysis on how media language is used in this CD cover to convey an idea, genre, brand, image.This task really helped me out with picking apart the key features and conventions of a CD cover. I know this will help me in the production of my very own Digipak and for when I start to analyse text for more media essays. 

Music Video Draft 4

This is our very almost completed music video! A lot has changed since the last draft, we have finally completed it! We have had another shoot in the time it took for us complete draft 4 which was the very end section. I was really happy with this draft and can only see a few changes that need tending to. Here has what has made most improvement:

  • We finished the video!
  • The dance section is completed
  • We have adjusted lip syncing errors and continuity errors
  • We have added some more special effects to the dance section (which still needs a lot of work)
  • We have planned another shoot for close up shots of our main performer.

I can’t wait for the final draft!

This is my Screencastify video of one of my peers (who also played the drummer!) giving us some feedback on our work. I was really happy with the feedback he gave us and hope to put it into my draft 5.


  • Get rid off some of the effects in the dance section
  • Watch syncing of drummer and main performer
  • Check spelling!
  • Watch the Warp Stabilzer doesn’t make the footage look too strange/distorted 


  • Costumes look great
  • Drummer is a cool guy
  • Nice use of camera angles and a good variety of shots
  • Brilliant narrative

Music Video Draft 3

This is our third and almost final draft of our music video. It still is not quite completed but we have a set date for it to be finished and aren’t going to stop editing until it is!

This  draft has changed a lot since the last one. For example, we have started adding in parts of the dance sequence and even taken into consideration what our teacher has said about some of the footage beforehand. We have done two more shoots since this shoot so we can’t wait to add the rest of that footage in and to be done with it all!

Thanks to some of our amazing peers, we have been able to receive some amazing feedback which I am chuffed to bits with. The feedback was kind yet critical and I am excited to put some of these targets into practice. Here is a screenshot of all of the comments we received.

The majority of the feedback we received was superb and i was really happy with what people had to say. However the feedback given by my peer Matthieu was very helpful. He specifically said that there were some obvious continuity errors that needed fixing as well as a few lip syncing mistakes too. He also stated that he didn’t really understand the narrative during the middle section as we had made a mistake with the black and white filter. Thanks to this feedback, we can make these changes to better suit our audience and make sense of our music video. I hadn’t even noticed these mistakes so it was very helpful that everyone put the time aside to mark our work, thanks guys!

Targets to improve:

  • Sort out continuity and lip syncing errors
  • Adjust anything that doesn’t make sense in the narrative
  • Complete the video!
  • Don’t over complicate with the effects

Production Skills Evaluation 2

I would have to say that in the process of making this music video, my main challenges and difficulties lie within the editing. I have had a fair amount of experience when it comes to the software Premiere Pro but I have had to advance these skills in order to achieve my intended effects. The actual process of cutting footage and putting it all together was not a difficulty however adding the effects was. My peer Haygan is very skilled at this area so I fell into a trap of just letting him play around with it all. I finally decided that it was fair on my group to let him do the majority of the special effects editing and therefore started doing some research on how to colour correct properly.

During our dream sequence, we need to allow for the audience to see that the main character is not in the real world. If we were to film this footage and put no effect on it, it would become very confusing for the audience as there was no visual difference apart from the change of location. I managed to find some helpful videos which taught me how to play around with the contrast, saturation, brightness and I could even play around wih RBG which I used to create a colder and more sinister look. My intended effect was to create a bright and harsh looking light, considering the backdrops were white, this would seem very intense of camera. With the help of a few tutorials I was able to access Lumetri Colour and started having a lot of fun with it. Using Lumetri colour helped affect the look of the star image, establish the change of atmosphere and mood and it helped convey the representation of the character. For exaple when I used the RBG panel to make the shot seem colder, this allowed for the audience to see that the tone had shifted into something far more negative and conveyed the main character’s struggle and sad emotions that she wasn’t able to display through her everyday life. I did make a few mistakes which my peers pulled me up on but in the ens, I was proud of what I had done. Obviously it still needs a bit of work but we are almost there! 

New PMA/Storyboards

In order for my group and I to have successful shoot, we had to go over a few documents and make sure we had a brand new production meeting agenda, storyboard and risk assessment. It was vital that we had these documents done before our shoot as it would determine how organised we were and how much we needed to get sorted. We already had our storyboard for the dream sequence sorted so we added in a few more post it notes to indicate where we were going tot put in the dancing sequence. Here are the documents we created.

From personal experiences and having done media for almost a full year now, I have learnt that being organised is key for planning shoots. The result of this makes the footage look polished and professional and have proven to be much better than the footage I have taken when we have not been organised. I now make it my top priority when planning new shoots and hope that I maintain this important skill throughout the course.

The dance sequence we have been inspired by is supposed to look surreal. We wanted to interpret a style of dance that would not only catch the audience’s attention but also differ from the lyrical style. It’s not supposed to look pretty at all, we want it to look obscure and almost uncomfortable to watch.

We had to do a lot of research in order to achieve the style of dance we wanted. I was mainly inspired to incorporate the works of Ryan Heffington and dances from the artist Sia’s music videos. I thought the style of dancing was expressive and visually interesting. We didn’t want too much movement however and we felt incredibly lucky to have a teacher like Miss Cobb at this point! She found us an intriguing video called ‘Strange Fish’ which I will insert below. The two dancers seem to use the wall for support and dance against it. We loved the style and find the perfect location for this as well.

We wanted the costume to differ from the creative shots we had filmed before. Doing this would also connect the real world with the dream. If she were to wear a crazy costume, there would be no relation whatsoever. We therefore decided that I should be wearing normal clothes that would still differ from the ones that my character fell asleep in but also create a sense of normality. We therefore chose a dress that we felt suited the tone of the sequence well. 

Feedback from Teacher

This is the feedback my teacher gave back to our group. I was expecting a lot more negative feedback so I was really happy to see how happy our teacher was with our work (especially the edits I did!) This feedback is incredibly helpful and will definitely come in handy when we start drafting our third attempt. I am excited to put this criticism into something positive and make improvements on my work for the better.

Here is the feedback that I have summarized into a few bullet points:

  • We need to sort out the pace during a few shots as they are too long and don’t match the rhythm of the music.
  • Film the narrative and ‘surreal performance’.
  • Get a few more close ups of our performer singing in a bit more depth.
  • The continuity is a bit strange at times.
  • Take out sections where the performers are laughing or looking directly at the camera as it’s not serious enough.
  • Just go over the video and sort out any strange edits.

Positive Feedback:

  • The pace of the edit is great at the start.
  • The black and white filter looks really edgy and alternative.
  • The performance shots of Jacob look excellent.
  • The mise en scene works nicely.
  • Nice use of advanced cinematography.

Audience Ideologies

Holding Onto You by Twenty One Pilots is an Indie Rock/Electro style piece of music. This is my audience ideology. My group and I spent ages discussing who our song would appeal most to. With a bit of help from You.Gov, we found that a majority of the UKs population that are young female adults like to listen to the band 21 pilots. This surprised me as I thought the band focused more directly at men and was surprised to see so many women enjoying the music as well. 

This task allowed me to understand who we would be basing our music video at. This will definitely help me in the making of my music video as I will know exactly what my target audience wants to see and how the structure of it should be laid out. I was able to create a ‘typical audience member’ that would help me when finishing my video. I used the Blumler & Katz uses and gratification and the demographics and psychographics. 

  • Demographics: Skilled Working Class and Lower Middle Class
  • Psychographics: Alternative and Fun / Atics