Author Archive

Web Page Conventions

Me and Macy have created a screencastify which explains, discusses and analyses a professional website. We chose to look at ‘ELLA MAI’, an R&B artist, as we felt it would be very helpful due to us having the same genre. In this analysis we needed to cover many elements of the website:
  • Navigation of the website
  • The links to social media
  • The content in the website
  • The call to action and how that is evident in the site
  • The design of the website in relation to their other media (video and digipack)
  • How does it address AIDA (basic design principles of attraction, interest, desire and action)
  • The appropriate terminology for website conventions and forms

Website Terminology

I have created an analysis of Kendrick Lamar’s website. It is essential that I know all the technical forms and conventions of a website, as when I create my own one later in the course, I will need to ensure that all the different elements are conventional and suited to my genre and artist, as well as it being appealing to my target audience.

A typical website will include: Leaderboard (which is usually the brands name), navigation bars (for elements such as the store, tour tickets, videos etc), tag lines/banner ads, main text and interactivity (for easy access to their social media and music links). A website will also include information above and below the fold, where the reader will scroll either up or down the website to access for information.


Contact Sheets

Below are the contact sheets from our first digipak photoshoot. Our shoot was originally meant to be located at an underground car park, but we changed it to the white studio at school so we could use all the different lighting equipment to ensure of photos came out professional looking. We managed to find some purple film and attach it to one of the lights, so we created a really nice purple lighting, which also created a gradient on the background.

Overall, the shoot went really well – after planning a ‘production meeting agenda’ we all knew what costumes, mise-en-scene and equipment everyone was taking, so the shoot ran smoothly and we had everything we needed. However we did run out of time so we didn’t manage to get all the photo’s we wanted (more close-ups and mise-en-scene shots), so we will book some more studio time and get those shots.



Shortlisted contact sheet:

Photoshoot / Design Production Meeting and Risk Assessment

After researching and designing our digipak mock-up, we now have to organise our group, model and location of our digipak photoshoot. Below is the production meeting agenda which helped us sort out when and where the shoot is, the shot list, performers, costume/makeup, props, equipment and transport.

Below is our risk assessment, which was essential in order to identify the possible risks at our location photoshoot.


Digipak Photo Mockups

After researching and creating a moodboard, we have now designed a digipak mock-up for our artist, Meilani. We have used images found on the internet which are relevant to our genre and similar to the ideas we collated on our moodboard.

Our main colour scheme we thought would be appropriate for our genre (R&B) is dark purple, black and gold. The gold is quite conventional to R&B as it gives a divine and strong vibe and is also used in many digipaks we discovered by other artists. The purple and black work well together and are a good base for the digipak, so that the focus can be on the star and the gold elements.

We wanted our star to be on the front of the digipak, shot either in a midshot or closeup. This establishes the focus on the star rather than having a random image. With the inside covers, we wanted a close up of the star’s lips, with bright lipstick on. This makes the digipak look creating as well the lips connoting her voice/songs and her beauty. The other side will be another close, but no of the stars face, most likely her hand or another piece of mise-en-scene which is conventional to our genre.

The back cover will be something more subtle and simplistic, so not a close-up of her face/body – we want the attention to be on the song list. We used the gold/yellow font for the songs so we kept the colour scheme throughout, which keeps the audiences attention as its pleasing to the eye.

We now have a clearer understanding and idea what we want our own digipak to look like. It was useful creating this mock-up as we were able to see whats needed to draw the audiences attentions and keeping the conventions to our genre/star throughout.

Below is the link to view the PDF version of our digipak mock up:

digi pack mock 2-26c4a07

Digipak Moodboards

After considering how genre is reflected in the design of a digipak, we have now had to create our own individual moodboard to collate ideas for our Digipak cover. There are many elements we must consider before designing our moodboard, these include:

  • Images – MES, locations, characters, designs, graphics, illustrations, photos etc
  • Typefaces
  • Colour Schemes
  • Logos
  • Copy Ideas
  • Other artists digipak’s

We started to create a collage moodboard, so we used 3D materials such as tissue paper, buttons, textured materials as well as finding images on pinterest and printing them off. The moodboard is to overall grasp the feel, imagery, ideas and connotations that will transfer over to the digipak design. We wanted our colour scheme to be purple, black and gold as they give off a dynamic, confident and sexy mood, which is how we want our star to be conveyed to the audience.

Below is a digital moodboard which allowed us to explore other artists digipaks which we found inspiring.




Digipak – Previous Students Work


The Digipak I will be analysing is ‘Oceans’ by Jess Pearce. This digipak caught my attention straight away due to the colour palette used and the range of images, I think this digipak looks very professional and I’ll be assessing it using the level ladder assessment criteria.

Framing a shot – I gave this an upper level 4 as there’s a good range of close-up, mid shots and long shots which are all very well composed. They have shot the star in every cover but in a different angle, which adds diversity and a uniqueness to the digipak. The front cover gives an establishing shot of the star but without seeing his face, so the audience need to open the album to see more of the star (inside right). The inside left is very well photographed and edited as it shows the guitar which indicates the genre of the album. I really like the use of photoshop on the back cover, its a unique effect which encodes that the stars music will be exciting and eccentric. They have used photoshop throughout this digipak well – on the front cover they have edited out the star/models head and replaced it with the title ‘Oceans’, this displays a very unique and enticing front cover which draws the audiences attention. The back cover is contrasted to the front cover, where the silhouette of a face is photoshopped and a long shot of the ocean is placed behind it, again relating back to the album title, which connects the whole digipak design and conventions together.

Variety of shot distances – I would give this an upper level 4 as there is a good variety of shot distances throughout the digipak. They have used a mix of extreme closeups, closeups, mid shots and long shots, all of which captivates the audiences attention and gives good diversity throughout.

Appropriate to task & Mise-en-scene selection – There are many conventional features in this digipak which all relate to the chosen genre. For example the extreme close-up of the guitar highlightes the type of music (indie/indie rock) of the artist. The use of the blue ink connotes a relaxing, cool and mellow mood/tone of the digipak, which adds to the overall conventions of the product. The mise-en-scene is essential in photos to create a meaning, this album’s setting relates to the album title. so is significant and also links the blue colour scheme and the title ‘oceans’. – I would range this at a lower level 4.

Language and Integration – 

Our Mission Statement

Who is our audience?

Our audience are females aged 18-25, who are typically in the advertising/marketing or beauty/fashion job industries. They like watching popular reality shows – such as Love Island and using social media such as instagram and twitter to interact with other people. Our audience are most commonly located in London and their favourite artists are RnB singers such as RAYE, SZA, Jorja Smith and Mabel. Their monthly income share is £125-£499, which helps us know what price we should sell our album for, this is important as if its too expensive our target audience will not buy the product.

A Call to Action

We want our audience to engage with Meilani and be thoroughly kept up to date with all the new tour dates, album releases and day to day lifestyle of our star. As our audience are big users of social media, this is an ideal way to keep them informed and engaged with everything to do with Meilani, using platforms such as twitter, facebook and instagram. Her website will also have all her information and extras such as buying merchandise and tour tickets so it enables our audience to invest their time and money into our star.

Who are the Competition?

R&B has many competitive names in the industry, artists such as RAYE, Mabel and Kehlani. We researched these artists and looked at their digipacks and websites so we could get a better understanding of the conventions used in the R&B genre. This will also help us to design a digipack which will stand out from the rest, whilst still have the features that attract the target audience.

Your USP (Unique Selling Point)

Our star is trying to become established in a very competitive market, she will need a unique selling point to make herself more eccentric than other artists. We want her album to include colours such purple, gold and black which creates a sleek and classy looking cover. The gold makes it eyecatching, which will hopefully draw the audiences attention. Meilani’s image can be represented as young, alluring and a fresh face, who’s unique and soulful tunes attract more and more viewers all the time. Meilani integrates contemporary R&B with soul music, to create extra-ordinary and creative music that the nation will love.

Media theorist Dyer who explains how a star have to create their own unique selling point, and that the audience relate to stars because they have a feature they share/admire. Audience interests in these values enhance their ‘star quality’ and it is through conveying beliefs, ideas and opinions outside music which help create their star character to their fans. The star’s meta-narrative, both ordinary and extraordinary, is used to have an appeal to the audience, which influences them to listen more of their music.

Mission Statement

Meilaní- will enrich your soul through her sooth tones and gripping vocals. The fresh soul artist who has thrown a controversial twist on what you think is R&B, her electric and bold aura will entice you in a way you’ve never seen before. Mixing in her real emotions, Meilaní weaves them into every song. Our aim is for our audience is for them to be captivated and immersed in her striking personality, that is vibrant, edgy, and of course beautiful. You won’t know what’s hit you.



Digipack Conventions Analysis

We have depicted and analysed ‘Kehlani’s digipack ‘Sweet Sexy Savage’. She is a popular contemporary R&B artist, so looking at the different conventions used on the digipack we have a further understanding of what is most suited for our own genre. We have been able to identify the key features used to draw the audiences attention – this will help us later on when we create our own digipack for our genre.

When analysing a digipack, we must consider the genre, lettering (styles), image, stars/icons and representation. For example the generic conventions for every genre will be different, the lettering must fit in with the genre style and how different artists will want to be represented to the audience (for example, R&B may stereotypically be associated with love relationships and/or crime).

We have learnt many different conventions of a digipack, such as:

  • Image
  • Album title/artist name
  • The star
  • Colour scheme
  • Spine
  • Copyright information
  • Barcode

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