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.
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.
<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).
<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). 
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.
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.’
Existing Music Videos (inspiration for the construction of my own)
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).
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'
- 'There is a relationship between music and visuals'
- 'The demands of the record label will include the need for lots of close-ups of the artist'
- 'There is frequent references to the notion of 'looking'
>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.
>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).
>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.
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
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