Evaluation 4

Question 4 from susangurung

Evaluation 3

Evaluation 2

Question 2 from susangurung

Evaluation 1

Evaluation from susangurung

Final - Music Video

Final digipak cover

  Final Digipak Cover 

Front Cover 

This is our final front cover. The image shows our artist against a plain white background which highlights isolation because she is looking downwards which shows her emotions. This is important because it relates to the music inside the album and give the audience an idea of the content. This digipak is targeted towards our audience that like the genre pop, this is why instead of going for dark colours in our front cover using colour seemed more appropriate.

Our subculture can be seen in our front cover through the use of mise-en-scene. The dress our artist is wearing is a popular print, Aztec which is trendy and fashionable for our targeted audience of 15-20 year olds. As you can see the artist has dark makeup with bright lips, this shows that she has a strong character, but because it is a pop genre we have used bright light that makes the front page not so dark. The makeup used can be fit for our target audience as they can use it as a inspiration and  recreate it. We decided to use pink lipstick instead of red because it would seem more seductive and wouldn't fit for our genre and target audience.

To create a front cover that represents our genre we took many photos in long shots, medium shots, close ups and more. From this we learned that instead of going for long shots and medium shots a close up would be perfect for the front cover as it creates a relationship between the audience and the artist and you can see her clearer and her emotions clearer. We asked the artist to look down while taking the photograph because we wanted her to show the emotions and feelings she was going through while filming the music video, which is sad and lonely but also strong and independent and that is represented by the dark eye makeup covering her eye lids. There has been a clear link made between the writing and the picture as pink and black has been used to write the artists name and the album name and the same type of colours re on the artists dress and her eye makeup. Using a plain white background has also helped enhance all the colours used in the front cover making them more vibrant and bright for the audience to see.

There has been a clear connection made between our digipak cover and digipak advertisement.  For our digipak advertisement we have decided to use the image of our original front cover, this is good because it could benefit in easier recognition by the audience. We have decided to use a different font for our digipak advertisement, this is for the audience to be able to read the information easier. The colours have also been thought of clearly and matched with the colours in the album cover.

Back Cover  

This is our final digipak back cover, from our digipak ideas we found that instead of going for the dark coloured back, using a bright and coloured back cover would be best as it would show our genre of pop more and as well as go well with our front cover.

This back cover would attract our audience as it gives a fun vibe but as well as a hint of what type the songs are going to be as she is looking down. This portrays her feelings of sadness and hurt. We have decided to go for a medium shot for the back cover instead of a close up because we wanted to show her body language of standing against the wall.      As we were taking the photograph we kept in mind the rule of third so that the image would be more nicer and there would also be a space for us to write the song names, copyrights, barcode and the company.

The song names in this back cover is in all black and the copyrights and production is in pink, again we wanted there to be a connection between the writing and the artist herself, to take that idea further we decided on using a gradual effect as a background. If you put together the front cover and back cover the colour would would be a light orange yellowish colour gradually turning white and for the front cover it turns fully white. The orange yellowish colour was to give a tint of colour the artist has on her hair. Overall it has incorporated well and the colours do not look bad altogether. On the bottom of our back page we have placed our record company logo. We have decided to go with the Sony record company this is because it is a very famous and trust worthy company. This company has many famous artists like Justin Timberlake, Miley Cyrus, Labrinth and many more. The Sony records company logo was important to put on our digipak as it tell the audience which company the artist is working with.

  

2nd Digipak Page 

This is our second digipak page.  From all our images we though that this would fit our digipak the most because it has a feel of loneliness. From our front cover and back cover the photograph and colorers used is a dramatic change but this image would fit perfectly with the type of songs there are going to be in the CD therefor it was best to give the audience a heads up of all the emotions there are going to be in the CD.What we wanted in this image is the artist over thinking her mistakes and showing her emotions in the position she is sitting in. The image is edited to be black and white again to show the emotion of the artist. The black and white colour really makes the artists emotions strong but also mellow.  

                                          CD-ROM

This is our CD-ROM for the digipak, I think this is one thing that pulls everything together as it has a bit of colour but also darkness. This shows the genre pop and also the songs in the cd. The bright front and back cover and the black and white second digipak page work really well when you look at it with the cd rom. The CD - ROM was originally going to be white but the black makes it look very sleek and professional with the white and pink typing.The use of two colours has made it look 3D. We decided to use similar font on the CD-ROM to our front page as it looks feminine. 

Digipak Advert

           Final Digipak Advert 

Researching other artist from all genres including pop gave us this idea of using our album cover in our digipak advertisement. This would be a good idea because it would allow the audience to recognise our digipak even better and wouldn’t have trouble looking for it. I think the digipak shows a clear understanding of what our genre is and what subculture it belongs to this is because of the colours we have used in it. The pink and white makes the advertisement overall feminine but also makes it professional because of the shades of pink we have used and also the black supports it. These factors would attract our audience of 15-20 year old and majorly girls as it’s sophisticated with the bold writing but also fun.

We have used close up and mise-en-scene and more to represent our genre. We have used a close up image of our artist this is to show her emotions as she is looking down she is showing that she is sad but the makeup she has on really takes away the sadness and adds a pop feel to it due to the colours. On the bottom of this advertisement there is '@DemiLovato' 'www.facebook.com/demilovato' these are there as refrence to social networking sites where the audience could follow or check out the artists page. This is very important for our advertisement to have as a huge number of support and audience could be brought through social networking sites. The targeted audience are from ages to 15-20 years of age that means most of them would have at least one of these social networking sites.

I think our final digipak advertisement overall came out very good as it does have that type of professional look to it, this is because of the strong image of the artist that is clear and the effect on top of it which adds a smooth feel to it. The writing also shows up clearly for our target audience of 15- 20 year olds to see. The advertisement overall represents the kind of music video we created which was a girl going through a break up and starting to gain confidence for herself again.

Digipak ideas

This was one our ideas for a digipak.
From the overall picture u can straight away tell that it has a pop feel to to because of the colours used. The images used are the same photographs of our main artist but all edited in different colours. From the overall outcome as a team we decided that the name of the artist and the album name wasn't as clear or out there for our audience,  so we changed the size, the colour and the font so it would be a better fit for the album cover.

This is the improved version of our first digipak idea, as you can see we have analysed our work and improved it further. The image is still the same because it shows the artist in a thinking state of mind, where she is thinking about the past relationship, hence the reason why she is looking downwards. The colours used can portray the mind state of a teenagers where they are seen to be young and childish but also mature.

This was our  first font on our digipak , it is a shape of light pink and dark pink. The use of pink was a good idea because this digipak was targeted towards mostly female 15-20 year old target audience. The font used as well is very femenine to make this better we decided to use a colour that was not the same as the back ground and also focusing on making the fonts for the artist name and the album name different.

This was our improved version of the album name and artist name, the colour has been changed from light pink and dark pink to black and dark grey. This has been more effective because you can see the writing clearly. The name of the artist is in a different font which looks very good as it has this edgy look to it and the album name is in a much bigger size and font which makes it easier to read and also looks good.

This is our back page. I think our back page is good because it fits in well with our digipak page and the front cover. In the back cover it is a close up of the artist facing sideways looking towards the song list. The editing used in this back cover is very simple, to get this effect I used the gradient tool on photoshop on the left hand side and the bottom hand side. I only used it on these two sides because the artist is on the right side and a dark gradient would effect a part of her hair.

Digipak advertisement 

We picked this to be the best image to fit for our advertisement because you can see the artist has a strong vibe as she is standing straight with her hands on her hips showing a kind of powerful image. As you can see the mise-en-scene of the artist is also to fit her strong character she is trying to portray for example the dress she is wearing is black and she is wearing a thick chain and her eye makeup is also heavy. All of the factors were decided before taking the photo this was because we wanted the advertisement to fit out music video and also the album cover. The music video we made was about a girl who is trying to get over her ex lover, in order to show this in a advertisement we wanted the character to seem like she is a strong independent that has gotten over her ex lover.

The effect on the image makes the image look even stronger and also makes the writing on it a lot more effective and stand out. The effect on the image is very effective as the edges are more darker and the middle of the image is lighter which allows the face of the artist to be seen more clear, and the rest of the image to be still darker. We wanted to go with the white writing because the background already had a lot of effect. We thought it would look a lot better if the writing was a simple white colour because it would make the writing pop out more but also leaving the background eye catching.

I think this digipak advertisement overall came out very good as it does have that type of professional look to it, this is because of the strong image of the artist that is clear but not fully and the effect on top of it which adds a covert feel to it and the writing that shows up clearly for our target audience of 15- 20 year olds. The advertisement overall represents the kind of music video we created which was a strong image of the artist and the advertisement shows that clearly. 

As a group we made our own digipak advertisement and as a team we chose the best one and decided how we could make it better. We decided not to use this digipak advertisement because it didn't match our genre. This advertisement would not appeal to our target audience because it does not have a pop feel to it and has more of an rnb vibe because of the effect used. We decided that we wanted to go for more of a girly theme for our digipak advertisement that would catch the attention of our target audience straight away. 

Crew List

Everyone: 
Even though everybody had a part of their own in the process of filming and editing,  we all worked together very well as a team. For example the planning part of the music video, we had discussions together of what we wanted in the music video and what song we should do. While planning our music video we all did a story board together of how we wanted the music video to look and what we wanted to film and where. We all worked on the shooting schedule aswell considering the team members time table. Everyone was considerate of the time available for other members and worked around each others free time to get as much filming and editing done. 

Olivia: 
Olivia in our group worked as the directer of filming. She completed her responsibility very well this includes planning and research of things going to be used in our music video and if it was suitable for our target audience or not. As a director of filming Olivia also created most of the shooting schedule considering everyones time table and free time. Olivia also took part in the editing process showing us what edits we could use for what effect. 

Holly:
Holly in our group was responsible for most of the camera work. She helped come to the decision of different shots to use. She was the main camera man so she knew how and from where the video should be taken and confident about it. Holly also helped in the editing process adding transitions and effects to make the visual better and transitions smother. She also gave good ideas to make the video even better.

Rana:
Rana in our group was good with giving and suggesting fresh ideas to make our music video look better. She was also responsible for a wide part of editing. She experimented with different effects and chose  good and appropriate effects to use for the music video. Rana didn't hesitate to give her ideas and thoughts on how we could make the video look even better. 

Susan:
In our group I took part in the stages of filming and editing. I was mostly responsible with the mise-en-scene while filming the music video. I took in advise from other members in our group to create a look that would be appropriate for the music video this included the make up, hair and clothing. I also helped decide on the shots to be used while filming the music video and what kind of effect it would have overall. 

Shooting Schedule

Story Board

Popular Culture

Adorno's Theory

Theodor Adorno argued that capitalism fed people with products of ‘culture industry’ the opposite of ‘true art’ to keep them satisfied. Adorno believed that big companies were creating False needs for people which were practically taking over peoples actual lives. He believed that people didn't have their own opinion on music and just followed the popular music. This can be related to my genre as most people who listen to pop are pretty young, at this time the audience would listen to who ever is the most popular instead of going out and finding their own music, they would listen to songs that are on the radio. 

Hebdige's Theory

Dick Hebdige is a media theorist as well as a sociologist. He focuses on the study of subcultures within society. He has a more of a modern approach to Adorno's theories and believes against it saying that the consumers are not as easily manipulated than Adorno may think. He believes that the audience have a choice about what they consume and can choose whether to reject it if they want. 

Hebdige also suggested that the audience are free to resist large conglomerate companies by ignoring them, undermining them and finding different products to consume. He also suggested that consumption is an active process where the difference in the ideologies and social construction of the audience led to different reading and interpretation of the same products.



Music Video Analysis

Chris Cunningham

This is a video directed by Chris Cunningham. This freaky dark mysterious music video is a concept based where the lyrics and the video does not match. This video opens up with an old lady walking her dog in an industrial, dark setting. When the dog urinates in an abandoned television it wires up and the demon from the television comes to life. There is intertexuality in this video as we first see the demon in the abandoned television and then after we see the demon coming out of the television.

In this music video mise-en-scene has been used to fit the demonic and sci-fi feel that they are trying to portray. The children used in this music video are wearing normal clothing but everyone is wearing a scary looking mask that’s grinning. This music video is targeted towards a more matured audience as it is inappropriate as it has a frightening effect to the younger audience. In this music video the transition mostly used is jump cut, and the cuts are very fast and short moving on to a different camera position. The director has chosen to use this transition mostly because it gives the music video a mysterious effect.



This is also a music video directed by Chris Cunningham. This music video aswell is a narrative based video as it's narrative is to represent the emotion of love in a unique and abstract way. We know this because we see the two white robots kissing each other like they are in love. The creators of the music video Bjork (artist) and Chris Cunningham (director) wanted to show a sensual act of love with robots as a use of artistic expression.

This music video can be taken in as having many representations. One of the representation could be that when you're in love it does not matter what gender you are. This is because both of the robots are females and they have the same face which is of the singer Bjork. Another representation could be that the artist is trying to show the love she has for herself. The artist and the director has made the set and the robots all white this could mean purity and simpleness.

I think this music video is targeted towards an older audience because an older audience would be able to understand the actual meaning behind this music video more clearly. Although, I don't think there is an age limit o this video and I think younger audience would like this video as it's interesting and different comparing to other mainstream music videos.

Michel Gondry

This is a music video directed by Michael Gondry. It starts of with a postman delivering a mandarin guitar to Paul McCartney. The lyrics and the visual have a slight connection as the singer is saying 'everybody gona dance tonight' and all you see is ghosts coming out of many different places and dancing. This music video is a concept based but also feels like it is a narrative based this is because the music video overall is random but the fact that the lyrics say 'everybody gona dance tonight' and there are ghosts dancing does give a bit of a narrative feel to it. 

The artist in the music video is in casual clothing and his face expressions when the ghosts are coming out is normal as if that is always happening. The special effects the director has chosen to use are effective as the ghosts don't seem all fake in a bad way  and have more of a artistic feel as if is more of a olden day themed party that is going on there.  I think the artist and the director wanted to go for something different out of the mainstream line. This could attract audience of all ages as it has a catchy tune to it and is also something random and different you don't usually see.

Youth and Sub culture

A youth sub-culture is a group of individuals who are united through similar interests. For example clothing, music, hobbies, politics etc. Some groups are also positioned outside of the mainstream, who then unify as a response to the mainstream.  There are many types of youth subcultures like indie, emo, punk etc.  The subculture I have chosen to create a music video for is Pop Subculture. I have chosen this particular sub culture because I feel that I can relate very much to it and other people my age. 

There are many convention that represents what genre you are from for example a punk rock conventions would be (mise-en-scene) Band t-shirts, black skinny jeans, they would be 17-23 year olds and quite rebellious.  The conventions of pop would be bright fashionable clothing, narrative based music videos, happy life etc. My chosen subculture pop is very different to any other subcultures for example RnB/Rap. Most rap music videos are concept based where there would be no story and the artist would just be showing off his money and power. In pop genre women are shown  to be respectful, girly and fun, but in realation to a different subculture like Rap most music videos follow the Laura Mulvey's theory of women being objectified and are shown in a negative way.