How effectively is the combination of your main product and ancillary texts?

How effectively is the combination of your main product and ancillary texts?

COMBINATION OF ANCILLARY TEXTS:

Poster Design, DigiPak and Pull-outs

^When looking at the combination of my Advert and DigiPak (Ancillary texts) it can be seen where they clearly synergise effectively and have a clear link to my Music Video, something that will mean that my potential audience(s) will be able to link them together. This therefore means that the promotional campaign is effective in that there is a clear link 'across it' but also means that the overall effect on the audience is as I intended it (someone in my audience feedback stating they are 'clearly linked'). The clear link across the two texts is the use of powder paint, vibrant colour schemes and the font I have used throughout-giving a very alternative and 'now' feel to both products while still allowing the two to clearly synergise. A direct link of the Advert to my DigiPak is the image 'behind' the CD, being a similar image of the same backing performer being hit by powder paint. Furthermore the bright colours in both the CD artwork and back cover link closely-not only in colour but also feature the use of powder paint, something that effectively links all of my products together. The 'feel-good', expressive vibe across the two products as well as the abstract, 'dance' feel also means they can be clearly linked, when putting the two together the common themes throughout (as well as looking at the video) is something, I believe can effectively mean the two are linked effectively. The same use of font and the pairing of 'Luna Judge' and 'Afterglow' (artist and album name) throughout also means a similar design/layout feature throughout the products-something else that means they visually synergise effectively.

^Additionally adding two ‘pull-outs’ to go with my DigiPak (Ancillary texts) I looked at how they both synergised together as well as with the DigiPak and Magazine Advert. The images within the pull-outs clearly link to the Advert in that the main image is very similar to the pull-out themed on the throwing of powder paint, also using the same backing performer. I have synergised these clearly as when looking back at my research and planning (specifically at the Rihanna-Loud) the digipak/pulls outs clearly linked together with very similar images-both being very strongly linked to my music video. These pull-outs also clearly link to my DigiPak in that they have very similar images (some being the same but without the same post-production effects created on Pixlr Express) as well as similar themes of powder paint, individuality/alternativeness with a central focus on my main artist.

 When looking at all three of these Ancillary Text products, they are all clearly linked in terms of the themes used, colour schemes and main focus of Luna Judge, introducing my new artist is 'now' and someone that my age group would like to aspire to, the use of vibrant colours allowing all the products to stand out as well as clearly link.  Furthermore, all three of the texts above include the similar image of my backing performer Ellie being hit by powder paint-these images being taken on set (similar shots within the video) meaning a clear visual link/synergy between the texts. 

COMBINATION OF ANCILLARY TEXTS & MUSIC VIDEO

Links and differences between Ancillary Texts (& Magazine Advert) and Music Video

DigiPak (Ancillary Texts) // Pull-Outs

^When looking at my front cover and the screen-shots I have taken from my  video I have shown how the two link/synergise clearly. The front cover having somewhat a theme of 'looking' is reflected in the video where I have used several close-ups (similarly framed to the image in the front cover) to reflect this. When taking the images for the front cover I took them on set in the production stage of my filming, meaning they were similar due to the use of set/costume etc. I think the idea of 'looking' as a theme also links with the back-cover, a focus on eyes reinforcing this theme (allowing these pages to synergise effectively both together and with the video).

^When look at my back cover and the screen-shots I have taken from my video it can be  seen how the two synergise. In the production stage the idea of having extreme big close-ups of eyes was something I decided upon when first starting to use powder paint. Being one of my favorite shots I wanted to emphasis upon it in my DigiPak, on a significant page like the back cover (showing the content etc.) The use of this image allows the Ancillary Text to closely link to the video due to the use of the same/similar shot (framing) and the vibrant use of clour-with a clear focus on my Artist's eyes throughout both.

(NOTE: the bottom left image is the same image/taken in production but edited very differently in post-production through the use of Pixlr Express and Adobe Photoshop).

My inside cover is one of my particular favourite aspects of my DigiPak//Ancillary Texts, both because it is focused around my main artist Luna Judge but also because of the double exposure effect and enhancements I have used in the post-production stage. Taking the images I used on set means that they are very similar to shots within the video-as can be seen where looking at the two screen-grabs from my video below my Inside Cover Design. This inside cover also links to my video when looking back at my front cover and how the theme of 'looking' is evident throughout my video (stylised shots of my artist 'looking' in different directions in single shots)-bringing shots such as these together in order to create the image I have used in my DigiPak and Front Cover.

^Editing my CD artwork (main image) from an image I took on set of Powder Paint on a ladder used (when using powder paint//on set) meant an instant link to the video-being taken on set with a very similar 'colour scheme' to my video. The screen grabs below show parts of the video where the use of colour/powder paint is the predominant focus of the shot, reflecting how the vibrant almost 'psychedelic' post-production edit created in Adobe Photoshop for my CD artwork link clearly to my Video. I particularly like how the 'volume' of colour on the CD reflects the similarities to the powder paint fight scenes -where powder paint is one of the main focuses of the shot, especially when being interacted/used between my main artist/backing performers. 

^The image placed behind my CD in my DigiPak links clearly to my video where the image used is a screen-grab from my Music Video, something that I believe allows it to link effectively to the DigiPak as well as Advert. I particularly like this use of synergy, the idea of a purchaser of the album/digipak removing the CD to listen to the content and seeing this image means they will straight away get a 'feel' of the content/track-with specific reference to the Afterglow video. This is something I was really inspired by from my research and planning, liking how certain DigiPaks linked very closely to the main/most popular music video from a track from the CD becoming a very successful and effective use of synergy.

Magazine Promo Advert

My Magazine Advert effectively synergies with my video in that that the shot used is an image I screen-grabbed from my music video itself. The use of enhancements on the image in the post-production stage also meant that I was able to bring the theme of vibrant colours and powder paint to become a main focus. Using the 'clone' tool in Adobe Photoshop to increase the 'volume' of powder paint in the image (copy/pasting powder paint to 'fill' more of the image) meaning it becomes a main focus-especially  when manipulating the main colour of it to allow it to stand out from the main image/backing performer behind. I particularly like how the use of the 'grain' effect on the image allows a vintage/experimental feel to come about to the main image and therefore poster design as a whole. The alternative/dance vibe to my video being synergised through my advert this way. This image also synergises to my DigiPak effectively-using the same image used for the 'backing image' for my CD.

When looking at these screen-grabs taken from my video it is clear where the main image of my advert links effectively to the video/its content. Using singular shots of my backing performers as well as main artist with the use of 'throwing' powder paint as a theme throughout is reflected effectively in my Advert-also the powder paint fight scenes/shots used throughout are reflected in the advert where it looks as if powder paint has been thrown at the individual within the image-therefore giving a 'war' like feel/vibe to the advert.

NOTE: The use of my cast, key props (powder paint), the set used and costume throughout all of my products are a key way they can all be synergised, linked together-allowing a more professional finish both individual as products but also when bringing them together.

ANCILLARY TEXTS AND MUSIC VIDEO-AUDIENCE FEEDBACK

Appealing to the target audience, reflecting upon Audience Feedback (the effect they have on the audience)

How does this DigiPak design link to my Music Video

•  ‘The powder paint theme comes to mind but in the DigiPak I don’t get the feel good vibe…it is more series despite the colours.’
• ‘The theme of powder paint and expressing yourself is a clear link throughout the DigiPak.’

How does this Advert design link to my Music Video?

• ‘The use of throwing powder paint (the theme is obvious and stands out well)'
• ‘The image looks very similar to the Music Video-meaning it links  very well-having the same feel-good vibe.’

How does this Poster design link to my DigiPak design? 

•  ‘The use of powder paint is a clear theme throughout-I love this aspect about the promotional campaign!’
• ‘The vibrancy of colour is maintained as well as the focus on powder paint. Similar colours are used on both the poster and the DigiPak, as well as the information-this is very effective’
• ‘The colour scheme is the same with similar fonts and the model present/image present on the advert is the same as the image behind the CD in the DigiPak-I particularly like this.’

How does the Music Video synergise/link to my Ancillary Texts?

•  ‘The powder paint is a stand out theme-I would easily associate one with the other!’
• ‘They all fit in perfectly! I love the indie vibe to them all, very creative!’
• ‘The artist is represented as stylish and modern and ‘now’ in all of your Ancillary Texts’

^Reflecting upon these specific questions on synergy in my audience feedback I was able to see the effect of my final products synergising together and how my specific target audience reacted to this/what they liked etc. From this I found that the use of powder paint and the use of vibrant colours throughout was one of the key ways in which my target audience found the different products linked together and found this very effective and eye-catching.

LOOKING BACK AT MY PLANNING & RESEARCH

How this helped and inspired me when developing/producing my own products (DigiPak, Advert, Music Video)

<This video/advert I found in the research and planning stage reflects the ways and style in which I was inspired to create my music video. The ‘war’/’fight’ feel to it with the ‘fun’ (dancing) undertones to the video is something that I wanted to achieve/reflect in my video. I believed this would add another aspect of interest (visually) and involve backing performers more effectively and reflect my artist more clearly as ‘now’ etc. This video also shows the use of colour I was inspired to use within my video when using powder paint. I believed that by having a plain white background (setting) to begin the video will show the audience the gradual build-up of colour throughout (going on the surroundings of the individuals within the video as well as on them). This is why I was inspired to use similar costume and set for my own video-allowing the use of powder paint to look a lot more effective/stand as a main aspect within the video. The use of slow motion, fast forward and other post-production effects added another expressionistic (stylised) feel to the video where the use of powder paint can be made a lot more visually interesting when applying these technical aspects to the video in post-production which again, inspired me to use similar post-production effects in my video.

This previous (found in my planning and research stage) example idea is an 'Essentials for Education' video for 'enough food for everyone-IF campaign'. This is was a very good example of the initial ideas I had in my head for my music video at the beginning of my research. With focuses on specific people (couples etc.) as well as the group with the initial 'powder paint fight' was the central idea for my music video (in accordance to Wilkinson-Afterglow), similarly/inspired by this video. I particularly liked the opening of this video as it focuses (goes through) the main characters of the video after the powder paint 'fight' has happened; the initial (central) part of the video being the actual fight meaning that it almost looks as if its looking 'back' onto the fight (with two tenses and therefore two main aspects to the video). This opening as well as the opening to Wilkinson Afterglow were my main inspirations for the introduction to the use of Powder Paint as well as the ‘introduction’ of my main artist and the backing performers within the video.

^When looking at my finished media product (Music Video) it can be seen where my inspiration from the videos/adverts I found in the research and planning stages has been used in my own video. I was able to make sure this was possible/similar in the pre-production stage, planning the setting, costume and 'vibe' (war/fight feel) to the video as well as the specific shots I would us in my shot-breakdown etc. The use of slow-motion, single shots when using powder paint of my backing performers (in more developmental shots/with the use of the paint) and the 'war'/powder paint fight scenes were my main inspiration taken from these two exiting products/adverts-something I believe adds to the 'feel-good' feel throughout the video.

My main inspiration taken from the Mumford And Sons-Sigh No More Digipak design was the way in which the band have been cleverly represented as well as a focus throughout of the genre of the album. This was something I wanted to do not only in my DigiPak but also in Advert and Video. The dance music genre being very 'now' with the age group my products are aimed at (15-19 years of age) meant that when having my target audience appeal/like my products it was key I made sure the genre was clearly visible/one of the main aspects of the promotional campaign/products. The Mumford And Sons DigiPak reflected the country genre effectively with the use of colour and the images used (having an overall country feel/yet morden), I tried to do the same with my digipak-using vibrant/dance colours and images that reflected the genre/style of music (vibe etc.) effectively.

<One of the most effective images/post-production edited images (part) of my DigiPak in my opinion is the Inside Cover. I beleieve this is the most effective in reflecting the genre because the use of double exposure/bringing to images taken in the production stage together (in post-production) with further image manipulations  done on Pixlr Express has allowed a very developmental/'dance' feel to the image/DigiPak. I particularly like the focus on my main Artist's eyes in this image/edit-having a more personal feel to the album with the focus on her eyes-being fairly 'up-close-and-personal', similarly to the Back Cover of the DigiPak design. This image is similar to the Disclosure 'face' symbol-something I looked upon in the research and planning stage-exisiting dance artist's such as them using double exposure/developmental images throughout advertisement campaigns.

The image to the right is an image taken from the advertisement from the LORDE performance that featured DISCLOSURE-the advert showing the ‘Disclosure Face’ very clearly. The use of this face is a very clever promotional, advertisement tool-being used all over social media etc. This is similar to the edit I have used on the inside cover-showing how I have been inspired from my research and planning in the production and post-production stages of creating my products when creating my DigiPak etc. I particuarly like this design created by the two brothers that 'create' Disclosure (the artist's themselves) having a very alternative/dance feel. 

<The inside pull-out of the Rihanna Loud Album inspired my own pull-outs in the sense that the whole digipak but in particular the pull out synergise/are themed with the music video of the most popular track in that album (in this instance-Only Girl In The World from Rihanna’s album LOUD). I particularly liked how Rihanna was the main focus of the front cover with an image of her looking away becoming very striking with a clear link to the rest of the DigiPak in both colour, style and the way she is being reflected (both feminised and sexualised). 

^From my final Pull-Out designs it is clear how I have linked this to both my DigiPak as well as the main video/track of the album (my Afterglow Video). Taking all of the images on set having very close themes (setting etc.) to the video-I particularly like how they also reflect a sense of 'progression' shown in the video (particularly the pull-out focused on one of my backing artist's being 'hit' by powder paint). In post-production I have edited the images in order to make them look more developmental/stylised-similarly to the Rihanna-Loud Pull Out. I have included two Pull Out designs in order to have one focused on the Powder Paint aspect of the video (inspired in the research and planning stages when looking at the Coldplay-Mylo Oxyloto Pull Out/DigiPak) and also one more focused on the artist and her interaction with the backing performers/Powder Paint theme.

I also was inspired by the act of Rihanna ‘Looking Away’ and how this added a sense of  femininity and almost becomes ‘mysterious’ and entices the potential buyer/listen of the album to purchase this. When creating my own front cover I made this aspect part of my own, giving a sense of the 'unknown' for my new artist but at the same time becoming alternative and 'now' looking, the use of the mirror effect enhancing this aspect of the main image/Front Cover further.

I particularly liked this Coldplay advert/DigiPak (part of the album promotional campaign). I also conducted my own audience research on the design in order to see if the use of bright  colours and extremely 'abstract' feel to the campaign would appeal to my target audience so I could translate it into my own designs/finished products. I found that 'the range of people I asked said that one of their favourite aspects of the overall designs were the use of bright colours/the creative artwork (describing them as ‘exciting’)'. When discovering that the use of colour and design/layout of the advert in particular strongly appealed to my target audience for my own products/Artist I was inspired to create a similar final design specifically for my poster.

When looking at the main image used when creating my Advert it can be seen where my main inspiration from the 'Mylo Xyloto' existing media product, having bold/abstract colours with a vibrant/eye-catching effect means a similar effect to the Coldplay advert-looking exciting and creative. This is something I also wanted to use in order to reflect my new artist-being 'now' and alternative in her music (dance genre) and clothing/personality. I found that similar individuals would be potential fans of coldplay to my artist (but with a different age range)-having a very alternative/urban feel to the campaign similarly to the Coldplay existing promotional advertisement that I evaluated earlier in my research and planning.

<My main inspiration from this Mumford And Sons advert, evaluated in the pre-production stage was the use/layout/size of the font used throughout the design. I particuarly like how the Artist's name and Album name are the main focus with an inclusion of some of the tracks within the album and the record company name/logo-something I wanted to use in my own final Advert Design. I also liked how the advert (similarly to the DigiPak) had a clear 'country' theme/music genre-something that I aimed to do in my advert when reflecting the 'dance' theme of the Video/Advert. I also like how the white text used allows it to stand out from the main background/images while still 'fitting' with the country theme-also synergising more effectively with the DigiPak-white being a predominate colour throughout echoed in this advert.

 When looking at these cropped images/parts of my Advert layout in terms of font/text used it can be seen where my inspiration from this advert has been used. Having the same layout/style as the Mumford And Sons advert in that the artist and album name are the predominate font at the top of the advert with a similar layout and content of the album at the bottom of the design (in particular the tracks included within the album).  I found that when creating my advert the use of font was the main aspect (other than the main image) to make it look more professional and effective in terms of advertising the album and promoting/reflecting my new artist Luna Judge. I found that the use of white font also had a similar effect that it had when being used on the Mumford And Sons Advert-standing out effectively from the main image/background more effectively.

I particularly liked how the artist’s name was centrally at the top of the advert meaning that the viewer is immediately drawn to the artist (being the predominant font other than the album name). Being spaced across the top of the advert also reinforces the importance of it (the artist) and links well to the album name-being the same font style/same importance. The use of white font means it stands out well from the background and visually grasps the viewers’ attention. The font is also the same font used on the DigiPak-allowing them both to synergise and also have a similar effect on the album front cover (the use of font being effective in that it stands out/becomes the central focus of the image). I also liked how the colour scheme was fairly minimal in variation yet vibrant and eye-catching-something that I wanted/aimed to enforce into my final advert design.

<From my final advert design it can be seen where my inspiration from the Rihanna-Loud promo advert has been used throughout the design/layout. The use of font being similarly spaced across the top of the advert, with the same font as the album name and synergising with the Digipak through font in the sense that the same font is used and similarly in layout. Being inspired by this synergy between the Loud Album and Advert was something I believe allowed my Ancillary Texts to link well together and become a lot more professional. I also kept my colour scheme fairly 'mono' (limited when consider the amount of colour used throughout my Video) and editing these to become more visible/eye cathing to potential fans/buyers of the album.

In what ways does your media product use, develop or challenge forms and conventions of real media products?

In what ways does your media product use, develop or challenge forms and conventions of real media products?

The DigiPak

FRONT COVER

When creating my front cover (and DigiPak as a whole) I decided to keep it fairly conventional-wanting my finished design to look professional and to a high quality, something I believe that following the typical conventions allowed me to do more successfully. When looking at existing Front Covers it shows how I have allowed mine to become conventional in the sense of the layout/design-being fairly minimal only including a main image, Artist and Album name. I have done this both because it allows the Artist and new Album to become the central focus but also follows typical Front Covers-in particular the ‘LOUD’ album (Rihanna)-spacing the text across the bottom of the cover/image. Having my new Artist as the central focus means that in my opinion I have successfully created a sense of a new/’stand out’ Dance music artist that is serious about becoming a significant name in the dance industry.

Personally, I believe that when Photo shopping a mirror effect on the main image I have not only created an eye-catching/memorable front cover (main image) but reflected/represented Luna Judge as a ‘now’ and individual (‘indie’) artist-something I have been aiming towards throughout the pre and production stages. Additionally  both existing media products that have a main image of the artist as the focus are existing female artists-again, another way I have stuck to the typical conventions of Front Covers. Rihanna and Ellie Goulding being part of the Dance/electronic-pop genre further means that I have in some respects stuck to not only existing Front Covers but also within the music genre mine is based around. 

<After the Post-Production stage I came across this existing media product/Front Cover design that I felt was very similar to my own. Both using a similar double exposure main image and the main text being spread centrally along the bottom of the Design means that mine closely links to this existing design. I think this not only reflects how my product conventionally ‘fits’ with Front Cover artwork but also shows how mine looks somewhat professional and as if it is an existing product. I think this product is also similar in the slight mono-colour scheme-sticking to roughly three main shades of colour meaning they are similar in effect where allowing the main font to stand out and become one of the predominate focuses of the design (opposed to being distracted by the main image).  

^The three Front Covers above are the products taken from the DigiPaks I originally evaluated/analysed in the research and planning stages. When looking back on these designs in particular it is evident where some of my inspiration or my final Front Cover design came from. I found that by analysing the DigiPak and poster/advert designs for the three different album campaigns was very effective and helped me to established my key/initial ideas for my own-especially when it came to the Front Cover design. The Front Cover of the DigiPak being very important in terms of initial representation of my artist and the overall ‘face’ of the album/its campaign. I took the idea of having my main artist as the predominant image fort the background from the Rihanna-Loud album and took the positioning of my font and use of colour scheme from the Mumford and Sons and Coldplay album cover.

BACK COVER

When looking at existing Back Cover designs I have both stuck with some of the typical conventions but also straying from these when considering the main image//background of the Cover. I have specifically decided to stray from the typical conventions of having a solid ‘fill’ background (of one colour/gradient) and instead using an image because I believe this both allows the DigiPak (and its content etc.) to stand out more effectively when considering that my artist is new to the Dance Genre industry but also becomes a lot more personally and eye-catching. This is because the image itself is a close-up of the Artist’s eyes-being almost ‘layered’ behind the track list adds a more personal and almost ‘intimate’ feel to the CD content, I feel, furthermore the powder paint becomes developmental/artistic (somewhat fashionable and ‘now’), adding another aspect to the representation of my artist through the DigiPak. 

Although I have strayed/challenged the typical conventions of DigiPak back covers I have also stuck to the basic/minimal use of text. Including the Artist and Album name with the track list additionally with a barcode allows the design itself to become more conventional/professional looking. When looking at the four existing album covers this become similar in the content (text) I have included as well as the layout, The Script including the Artists name similarly to mine opposed to the other three designs (Ed Sheeran-Multiply, Lana Del Rey-Born To Die and ColdPlay-Mylo Xyloto) I believe gives a more ‘new’ and ‘now’ feel to the design-the DigiPaks that don’t include the artist/album name being more established artists. This in mind, I believe that by including this additional information I have ensured that the Artist is still the central focus of the DigiPak throughout, something I think is very important due to her being an up-and-coming artist. Lastly, keeping the text centrally both conventionally fits with typical Back Cover Designs but also allows the content of the Cover to become of central focus-not being distracted by the main image (especially where being positioned between the eyes).

CD COVER

My CD artwork design is very conventional when comparing it to existing products/designs. Typically having a fairly basic (one image) background with very minimal text, my CD design becomes very much like existing products which therefore, I believe, means it is a lot more professional in design and layout. When looking at the existing products they all consist of the Artist name and Album name with either the record company’s logo or name (or both) visible. However, the ColdPlay CD artwork (bottom right) doesn’t consist of either of these-giving a much more established feel, something I have stayed away from, my artist being new and up-and-coming meaning I have tried to enforce the Album and Artist name throughout where possible. Taking an image and manipulating/editing it through Adobe PhotoShop (see previous production stage and planning) I believe has allowed the CD artwork itself to stand out and reflect my new artist very effectively as being ‘now’ and ‘individual’ (on trend etc.), the use of bold text when writing the key information becoming effective in that before listening to the CD the listener is focused on her as an artist. The minimal text paired with the bold coloured background image allows both the ‘style’ of the artist/the music (Music Video I have produced-enforcing the Powder Paint theme) but also keeps a clear focus on Luna Judge as a ‘current’ dance music artist. Including both the track producers logo and name (Palm Records) adds a more ‘established’ feel to my new artist, something I believe is crucial when introducing/representing her as a new artist to a very competitive sector of the music industry, something I think will give the potential listeners a sense of ‘trust’ in the artist’s ability etc. 

INSIDE COVER

My Inside Cover design is very conventional, having a main image of the Artist with very minimal text giving a professional feel to both the design and layout of this part of my DigiPak. 

When looking at the existing Inside Covers I have included it is evident that with the female artists they have included a predominate image of themselves-fitting with either the theme of the album or a Music Video from a track within it. A good example of this is specifically the Rihanna-LOUD inside cover-taken from the most popular track within the album (having being released as a single-Only Girl In the World). I have similarly done this when taking the image both on set of my music video and the use of the mirror effect in post-production meaning a strong link to the Video and the themes within it (being alternative and ‘now’).

When looking at the existing album Inside Cover the albums without close-up images are Ed Sheeran-Multiply and Mumford And Sons-Sigh No More. These albums aren’t as focused on the individual Artists because as Artist’s they focus more on their music then representation/image/’look’-I have strayed from doing this because as a new artist to a very competitive sector of the Music Industry it is very important that throughout the DigiPak Luna Judge is the main central focus. I particularly like my Inside Cover because of the post-production effects I have applied using Adobe Photoshop. Bringing to images together to create a double exposure/mirror effect on the image means that my artist is represented as ‘different’ (on trend with the ‘alternative style/vibe) and fits well with the alternative dance genre effectively.

POSTER

I believe that my Poster design is very typically  conventional, with the main text/information I have included varying in size (colour) due to importance. The Artist and Album name being placed at the top in the largest font is both effective in what the viewer will read/recognise first when looking at the design but also is very typical of Poster designs-especially when looking at the Lana Del Rey-Born To Die poster and the Kings Of Leon-Only By The Night existing adverts/products. Also including three of the most popular tracks within the album (including Afterglow-My Music Video product) and release date in bold white lettering allows it to become the second most captive bits of information in the design followed by the albums record company (Palm Records) included centrally at the bottom of the design. I think that the use of font throughout the design is very effective (in what the viewer ‘reads’ first/in order) as well as being very conventional in which text is the most ‘stand-out’.

When looking at the existing Advert designs the background image is of the Artist(s) other than the ColdPlay-Mylo Xyloto advert design (being a very well established band with an extremely large fan base). This I believe allows my poster to both fit with conventions but also stray from them. My main image being of a backing performer from my Afterglow Music Video product (a shot taken on set when using the main prop of Powder Paint) I believe allows it to both stand out and give a ‘feel-good’ vibe that I am pursuing throughout this advertisement campaign. I think that even though the main image isn’t of my Artist, when looking at existing alternative dance music promotion adverts this could be seen as conventional, something I think allows a sense of mystery and even being established, as a 'new' artist I believe this becomes effective, something that I would only apply/enforce onto the advert design-being almost a very 'bold' decision to make in the production stage-meaning that even though my artist is up-and-coming there is an established 'trust' in her/enforced by the use of 'Palm Records' at the central bottom of the design. When producing my advert design I looked at existing 
Dance Music Products (Promo Magazine Adverts) and came across the Disclosure advertisement campaign for their album ‘The Face’. Releasing print copies of the advert in both magazines/newspapers and online of simply the album cover artwork meant a minimal, almost stylised approach to campaigning the new album release. With this in mind I decided to keep the text/font etc. conventional but decided to stray from the conventions to use an image that  didn’t consist of my main artist-similarly to the main image used in the Disclosure promotion advert, allowing this product to feel established and ‘now’, meaning that even as a new dance artist Luna Judge is the main focus (due to the text size etc.) but a photo took on set being used adds to the ‘feel-good’, alternative theme(s) within both my Music Video and additional products.

 ^When looking back at the research and planning stage it is clear where some of my inspiration for my final poster design came from. When looking at the Mumford And Sons poster it can be seen where I got the inspiration for the positioning and size variation of my text/information. The Coldplay poster (left)  shows where I got the inspiration for the use of vibrant colours (as a background) against fairly plain/minimal font. This allows both aspects to stand out and means a professional finish on the final design and layout.

The Music Video

Decisions made in the design process//Overall effect on the audience 

‘Loved the video, gives off a good professional vibe! There is a good use of editing and I love the use of slow and fast motion throughout! The quality differs slightly where the powder paint has interrupted the shot, but apart from that I wouldn’t change anything about this video.’

• ‘I LOVE IT! The idea of the Music Video is incredibly original which makes it appealing and enjoyable to watch’
• ‘The overall effect was the video was very professional looking. The lip singing matched up to the song and the shots went very well together and with the music.’
• ‘Upbeat, fun, fit with the song well and very professional looking’

^When looking back at my audience feedback I reflected upon how decisions made in the design process impacted upon the overall effect on the audience. When looking back upon the production and post-production stages of creating my video I was able to pick out the aspects that made my audience react/become effected by my videos in specific ways.

<One of the main comments I picked up upon when asking the individuals I questioned for my audience feedback was 'the quality differs slightly where the powder paint has interrupted the shots'. In the image to the left it can be seen where I tried to over-come this in the production stage with the use of a plastic bag in order to both protect the camera but also to cover the 'top' of the sense so the powder paint wouldn't fall 'in front' of it. Although, in the design process I could have avoided/prevented the quality being effected by the use of powder paint if waiting a longer time for the air to 'clear', something I tried to do but was very tested for time-only having a maximum of two days (considering the use of my cast and timings etc.) to film.

The comments 'fits with the song well and very professional looking' and 'the lip singing matched up to the song' meant that when taking around four shots of each lyric (when being organised to be lip-singed, decided in the pre-production stage), meant that when editing my shots together with the track I had a large variety to chose from to maintain the professional feel of the lip-singing. I found that the use of Adobe Premier allowed me to do this so effectively, with the simple layout allowing me to edit my shots easily to the track, meaning that overall the overall video became professional. Not only was I able to make the lip-singing look professional but also the editing throughout the video, especially when looking at the instrumentals within the track-when using scenes/shots of the main powder paint 'fights'. I am very happy with the overall result of the editing and the software used, the post-production process of creating my video being one of my personal favorite/most enjoyable stages.

<Throughout my audience feedback I got comments on how peoples favorite aspect was the use of power paint, colour and a 'feel-good' vibe throughout the video. This image I believe shows all of these being used, something I was able to achieve in both the production process and when planning the shots in pre-production. I also enhanced these aspects in the post-production stages on Adobe Premier. 

Existing Music Videos (inspiration for the construction of my own)

^My main inspiration from the Let Go For Tonight video was the use of colour and how it was used in a very stylistic way in order to make the music video very interesting and memorable. The use of different camera techniques as well as the editing of the video allowed these scenes to become a lot more developmental through slow-motion and the use of 're-winding' and 'fast-forwarding' certain parts of the video where showing (for example) the actors throwing and being hit by the cakes (colour)-this can be seen in both the first screen grab shown above as well as the first two on the second row. This aspect inspired me to use a similar sort of style in my own music video; using bright and vibrant colours with a white background with a similar number of actors in order to create something as memorable and effective as this. 

^These screen grabs show Foxes performing (lip singing and dancing) to the song/lyrics meaning a clear like between the lyrics and the visuals. The majority of the four images being taken from where the chorus says repeatedly 'let it go' and 'let it go for tonight baby' means that when dancing as well as lip-singing (for example in the first two screen shots) allows both the lyrics to become linked to the visuals as well as the music in general (as Foxes dances to the beat). The 'food/cake fight' in the background of these two images further gives a sense of 'letting go' as the actors behind foxes create a very expressive, 'fun' background for these two shots. Throughout the video I liked how the camera work had been done to focus on Foxes throughout both singularly (on her own in the shot-can be seen in the bottom two screen grabs) through a range of big close-ups and mid shots (etc.) as well as being the main focus in the 'food fight' scenes. These screen-grabs/aspect of the music video was one of my main inspirations when recording/planning the performance shots of my music video of my Artist lip-singing, strongly inspired by the ways in which they are filmed in Foxes-Let Go For Tonight.

<As well as being inspired by the Foxes-Let Go For Tonight Music Video I was also very interested in the ways in which Foxes was reflected through both this video and in the media/her star image/brand as a very influential fashion icon (premotor) for the target audience of Luna Judge (my artist/the products I have created). I wanted to reflect my artist in a similar way so researched greater into Foxes and how she promoted/represented herself. In the research and planning stage.  

This Topshop campaign ('Falling For Foxes') featuring Foxes reflects the popularity of her brand/fashion-sense; creating a sub-brand within Topshop (designing her own line of clothing for the clothing brand). Topshop being a leading clothing brand aimed at female teens (14-19) to women within their early and mid twenties shows Foxes as a brand appealing (designing) for females within her target fan base. The screen-grab above is taken from the Topshop website; being one of the main 'mini-links' on the home page; the campaign being 'highlighted' throughout the Topshop stores within the country as the 'Falling For Foxes' clothing brand attracts her massive fan-base to the store in order to buy clothing designed directly by the artist. Not only did looking into this give me a sense of how to promote/reflect my artist (wanting her to be seen as some-what a fashion icon as a new artist) but also meant I could aim Luna Judge at becoming a similar artist in the way she is represented-Foxes having a great influence on the target audience my artist is aimed towards.

^Jess Glynne-Right Here is a very good example of one of the existing Music Videos that inspired the types of post-production effects I used within my music video. Within this video in particular I thought the editing (effects) were used very effectively in order to create a very visually interesting video which both reflects the artist's personality/style (brand) but also 'goes' with the song itself, being a dance-genre track (the up-beat feel of the song fitting well with the 'style' in which the effects have been added). The 'style' of the effects in this music video gave an overall 'alternative' effect, adding to Jess Glynne's 'brand' as an artist very well-being presented as an 'alternative' dance (genre) artist, she has a very strong sense of style and personality-being shown throughout her clothing (representation) as well as through her music videos (all of which can be seen in this particular video). This was something I wanted to adapt into my own video when reflecting Luna Judge, Jess Glynne being reflected in a very similar way in which I wanted to reflect my artist.

I also specifically looked at this video because as a dance artist she has a very strong 'brand' through both her fashion sense as well as her music (videos/promotion). Designing for brands such as Topshop and Zara, as an artist she is very influential on the current fashion of her 'target audience' age (both clothing brands aiming towards mid/late teens through to mid twenties). Promoting herself through her clothing and strong brand image means that as an artist Jess Glynne promotes herself very effectively (her brand/image) through videos such as this (the 'feel' the effects bring to the videos). When looking at her existing videos-specifically this one it gave me an indication/idea of ways in which I could reflect my artist both in the pre-production stage (designing the shot-break down etc.), in production through the different shots/content I filmed (e.g. her interacting with the backing performers) and in post-production when representing her through my Ancillary Texts as well as in the video when using similar post-production effects to reflect her individuality/strong sense of style.

<When looking at the screen grabs of the video above the mirror effect used in the post-production editing stage of the video was one of the main inpirations/influences of the double exposure effect I created on Adobe Photoshop when creating the Front Cover of my DigiPak. The use of the post-production effects being one of the reasons Jess Glynne is reflective as alternative/on trend throughout the video was something I wanted to translate/use as an image for the front of the Album for Luna Judge. The use of almost ‘mono’ colours throughout (when editing in Pixlr Express) was also inspired from this video (as well as looking at the colours/powder paint within my video), allowing the use of the mirror effect to look a lot more effective and developmental/stylised.

       Meeting, developing and challenging conventions

Performance-based Music Videos: ‘Specialized in featuring the artist of the song performing live throughout most, if not all of the video and consists of the closer shot types and more intimate camera work, centring around the artist (usually)’ 

>When looking at the conventions of performance-based music videos, it can be seen where I have stuck with these very closely, having a large amount of shots featuring the artist performing live throughout most of the video meaning the video centers around her-as a new artist.

>I have also ensured a large amount of close-up shots with intimate camera work throughout when both showing my artist lip-singing as well as 'looking', something that means she both stays as the main focus of the video as well as fits with the conventions of performance based videos well.

>I also showed my artist performing with the backing performers with key focuses on her within shots where powder paint is used, the bottom right image is a key shot chosen to show how I have included shots focused on the artist lip-singing as well as with the backing performers behind her, interacting with the use of powder paint in a 'fight' themed shot.

Andrew Goodwin’s Theory

• 'Music videos demonstrate genter characteristics'

>When looking at gender characteristics, I stray from Goodwin's conventions-the only main backing performer showing no threat, sexual preferences towards any of the female cast-instead interacting and having fun with them, something that strays completely from gender characteristics, instead reflecting both genders as equal. The screen-grabs above show my male backing performer interacting-posing as an equal and to be interacting with the powder paint in a 'fun' and 'care-free' way, similarly to my female backing performers.

• 'There is a relationship between lyrics and visuals'





>Throughout my video I have 'stuck' with Goodwin's theory when looking at how my visuals link with the lyrics of the track throughout-something I personally believe is crucial when having an effective music video. The example screen-grabs above are taken from my favorite parts of the video that I particularly like when using powder paint to link to the lyrics of the track. The top right links to the lyrics in that it shows the use of 'throwing' powder paint within the 'lyric' afterglow-showing the sense of 'letting go' and expressing yourself. The top right is used with the lyric 'pull the sunlight back' the use of yellow and orange powder paint reflecting the sun in this specific lyric when being used on Luna my main artist. The bottom right image/shot is used with the lyric 'smoke', not wanting to use a reference to the act of smoking (straying from the convention of the stereotyping of the modern day teen) I instead showed a slow motion shot of a backing performing blowing powder paint as if it were smoke. The final bottom right screen-grab comes from my lyric 'and raves', showing a slow-motion shot of my backing performers 'moshing' with the use of powder paint adding an extra developmental/expressive aspect.


• 'There is a relationship between music and visuals'





>I have a close link to the music and visuals throughout my video, specifically when cutting shots in time with the track, the example above being of the beginning of the video, this part of the video I believe is most effective when considering the relationship of the track with the visuals-the introduction of the song being closely associated to this aspect of Goodwin's theory meaning that straight away when watching the video the viewer will be 'hooked'-the use of editing to fit with the track being (in my opinion) one of the most effective aspects of music videos within the dance music genre. I also specifically like this part/moment within my video as it both introduces my Artist and backing performers and also the use of powder paint (Ellie-one of my backing performers having 'war paint' of powder paint, also introducing the 'fight'/fun aspect of the video later on).


• 'The demands of the record label will include the need for lots of close-ups of the artist'





>I have included a large amount of 'close-up' shots of my artist throughout, both when lip-singing and also throughout instrumentals with a specific focus on Luna Judge. Above I have shown examples of the shots I have used to allow me to stay conventional in terms of Goodwin's theory, including close-up shots of different angles of my artist (both side profile and extreme close-up) allowing a more personal feel to come above when representing/introducing my artist to the dance music genre/industry through her first Music Video/Album.


• 'There is frequent references to the notion of 'looking'

àThe notion of looking can be seen throughout my video, specifically where my artist is seen to be laughing 'at the  camera', something I captured in order to allow my video to get a more 'realistic', natural feel-especially in the powder-paint shots/scenes and near the end of the video where my artist can be seen to 'walk off set'-leaving the video with a 'feel-good' vibe/positive reflection of my artist. The notion of looking is also most evident where the big-close-ups of both my Artist's and one of my backing performers eyes after the powder paint fight are the main focus of the shot-having this up-close almost personal feel, gives a sense of 'looking' especially with the focus on the eyes-something that has meant I have stuck with the conventions of music video (in accordance to Goodwin's theory). Although I have slightly strayed from the 'notion of looking' as there is no sexualisation within my video, the only slight reference that could be seen may be the shots where I have included my couple-but even here, the main backing performers has no 'power' over any female members of the cast and there is no sexual references throughout. I have strayed from this because I did not want to reflect my artist as being sexualised in any way, being an artist my target audience of 15+ are to aspire to meaning I wanted to keep her 'now' but still 'clean'.

Conventions of Dance music video

• The videos are prominently performance based, rarely follows a narrative (being mostly based around the artists performance in a club environment)

>When considering this aspect of the dance much conventions (video wise) I have both strayed and stuck with the conventions. My video being mainly performance based-with a large amount of it being shots of my artist lip-singing and interacting with the backing performers-in a sense performing (with the use of powder paint). My video also doesn't follow a narrative, instead just reflects the main themes of 'feel-good'/expressiveness and an overall positive reflection of my new artist. Although my video is conventional it also strays slightly-not being in a 'club environment', instead my artist can be seen performing on a more personal level-either interacting with viewer (through lip-singing in single shots) and with the backing performers in a more natural environment where she can be seen having fun and being 'care-free', something I have done in order to reflect the positive/'fresh' representation of my artist Luna Judge.

• Special effects and fast paced editing is very common within these videos; the music being very upbeat and fast paced being reflected through the camera work.

àThe images taken from my video above reflect how my video sticks with the conventions of the dance music genre, the frequent use of special effects with fast past editing specifically in the instrumental parts of the track/video fitting with the up-beat nature/vibe of the song (genre as a whole). I have kept this aspect of my video conventional to the music genre because not only does with my selected track but when considering the use of powder paint allows it to become a lot more effective/emphasised through the use of special effects such as slow-motion (as well as using fast-past editing in the 'fight' scenes. In the images above I have selected specific moments from my video where I believe the use of special effects with the use of powder paint is most effective/fits with the track and dance genre.

• There is typically a lot of people dancing and having a very good time, sometimes playing on the modern stereotype of modern-day teenagers (the main target audience) normally including a lot of alcohol, drugs, and revealing clothing (especially for the female actresses/artists within the video)//Sense of image conciousness

 àThe screen-grabs above reflect how my video challenges the typical conventions of the dance music genre, instead stereotyping the modern day teenager (the backing performers/my main artist) as 'care-free' (no indication of drug use etc.) and to be having fun, with little evidence of being image concious. I have done this not only to keep with the 'up-beat' vibe of the track but also to give a positive reflection of my 'up and coming' artist, someone I want her fans to aspire too. When looking at the images above it is clear how the use of straying from the conventions of stereotype within dance genre music videos has allowed my video to become a lot more appealing and fitting with the 'feel-good' vibe of both the track and the video as a whole, something that I think adds towards the overall effectiveness of the video. I particularly like how I included these style of shots (either showing the individuals within the shot having fun/enjoying having powder paint 'fights' or interacting/laughing) in both instrumentals and when the lyric 'Afterglow'-reflecting the 'feel-good', expressive themes/'vibe' of my video (the track).