Research and Planning - Digipak: Drafts of digipak

After looking at and identifying key elements that help create a successful advert. We have started to look at creating our advert for our work. It is important to have an advert as it will help promote the album and is a form of synergy. Therefore it is important that it looks appealing to the audience as well as relevant to the genre and is consistent with the digipak.

Analyse your use of conventions using PEER.

• I have included an image of the main artist however he is not facing the camera directly is looking down. I captured this using a long shot. I wanted the artist to look mysterious and used low key lighting when I was capturing this shot. 
• We have only included key information in the advert so it doesn't confuse the audience.
• Additionally, there aren't any sub-images so it doesn't confuse the audience
• The typography that we have used are conventional to the genre.
• The advert 

                                                          Audience Feedback.

The advert looks great and the artist stands out. The font looks good and easy to read. And all the key details and company details are there, however. There is a lot of blank space, you should include where I can download the music from and you need to edit the artist more because I can see some white spots.

                                          Analyse your use of conventions using PEER.

After receiving feedback we have made several changes to improve the advert. We have tried to keep the advert consistent. we also additional key information since the advert was quite vague. The colours and the background sends a clear message to the audience about the context and the theme of the album. 

Audience Feedback.

Looks much better than the previous version. You have kept the colours consistent throughout and the current revision looks more effective and could entice the audience. 

                                                                      Conclusion

The drafting process has allowed us to create an advert that is deemed acceptable to the audience and receiving feedback which allowed us to improve on the original design. It is important that we receive feedback from our target audience and why it's important for the industry to get feedback since its important that we are able to effectively target audience. We have included key details about the product that would help inform the audience as well as keeping the information simple and minimal.

Final product: Music Video

Planning: Artist Image

Genre Ideas

The genre for our music video is Hip-Hop, therefore we will have the intention to follow some conventions while also challenge most of them. This is down to us as a group deciding that we want to separate ourselves from the mainstreams of this genre of music. Hip-Hop is a widely explored genre, and tends to fall under heavy criticism for its promotion of sex, gang violence and drugs, however, over time and with modern society gradually changing and expanding to meet the interests of society, it has adjusted to subtle promotions of violence, nudity and partying. 

Morals and Values

We are aiming for a change in our artists morals, and we want to challenge the norms and values of a Hip-Hop artist by the artist image we hope to convey with our artist. With the majority of Hip-Hop artists coming across to the media as being very thuggish, addicted to drugs and in love with the money, we aim to step away from that and use the chosen song to help with that, 'I got angels all around they keep me surrounded', the lyrics muster up an ideology that, with the right people around our artist, and the correct morals, he will be able to part company with the common conventions.

Media Perception

Our artist will be inspired and influenced by Chance the Rapper as he has an angelic and innocent vibe around him, also he doesn't wander off into the norms of the hip-hop culture and rather just do his own thing, bringing a positive image, and with this the audience will see them as a great role model to society, rather than give off a bad image and allow the audience to make a peripheral judgement based on the fact that our artist belongs to the Hip-Hop genre. Instead of giving the audience what they expect, we will instead reach out to the more niche minority of the Hip-Hop fan-base, therefore leading to the possibility of a positive audience and media perception.  

Similar Artists;

• Jeremih
• Taylor Bennett
• Big Sean

These solo artists have indeed helped us in our artist representation and the construction of our male performer, as they each have their own unique but prominent style, and give the audience a product to listen and relate to. Although they may not share similar tastes and interests, their morals and values are similar as they are clear representations of originality and stray away from negative controversy. In our prediction we want to emulate their values by depicting our artist in the same way these artists choose to depict themselves. Our artists tend to wear a mix of clothing, mixing colour and style yet not leaving the conventional fashion sense often associated with Hip-Hop. We decided to be influenced by Taylor Bennett's fashion sense as it is a long way away from the media's stereotypical representation of Hip-Hop artists. 

We took into consideration the fact that these artists tended to dwell in the gospel and Christianity sections of Hip-Hop, rather than the conventional elements of old-skool gangsta rap, where the constant promotion of violence and sex meant that artists went for a fashion sense that made them look like thugs and attracted the opposite sex. Our artist will use the key information gathered when looking at these similar artists to influence costume, hair and makeup. Hip-Hop artists also tend to be able to attract the opposite sex by looking fresh and in shape, we hope to achieve this in our artist by keeping him dressed in the freshest gear, and looking 'fly' as they say in Hip-Hop.In relation to Big Sean, new school, modern era Big Sean, we relate to his vogue and have been inspired by his coming-of-age style, his fashion sense is quite urban and the clash of the colours is so smooth that it goes well together and compliments the modern era of Hip-Hop. 

Our Artist 

For our production we decided to use me as the artist as we felt that my tall, broad shape met the requirements of an urban Hip-Hop artist. I didn't look too aggressive which also helped in leaving the common conventions of the genre behind and opting for a diverse artist image. I am also a great age for the audience to be able to relate to and understand the song better than if the artist was much older, however, if this was the case then the age of the target audience will then have to adapt to the age of the artist to ensure continued audience interest. I also have experience with acting as I done it last year for the AS Media product of a thriller film, so with me being cast as a character it will help me in preparation for this music video.

There was also an artist featuring in the song as it was set out in the original version. The second artist, Kayne Gordon a sixth-form student from our school, was appointed this role as we felt it suited his calibre and image in terms of artist imagery and links to the music. Both artists were dressed smart for the video and look as innocent as can be yet still urban enough to match what is needed for the music video. He has also done some acting and with this knowledge it made it easier as a group to select him for our music video production.

Link to Theory;

Hebdige

We have decided as a group that our artist will part belong to the popular culture, yet still take a step away from the common conventions and be a member of a subculture. In the sense that our artist isn't promoting violence, sex or nudity, then to an extent its a step away from the popular culture the Hip-Hop genre drags along, as the song for the music video has a sense of gospel within its realms, which is rather unusual in the genre, allowing for the artist to link with Hebdige's theory.

Goodwin

With Goodwin's theory, we have decided to include mid shots, and close ups in our music video to portray and enhance the artists image in a clear light towards the audience. This will allow the audience to feel a great sense of positivity about the artist, and in turn support the star image we are aiming for with our artist.

Mulvey

With Mulvey's theory on the male gaze, we have decided as a group that although it sheds some light on the common conventions of our chosen genre, Hip-Hop, we won't be including any evidence to support her theory. 

Popular Culture

Our artist doesn't have a clear intention in the video aside from the fact that they are both dancers, they won't take part in anything other than dancing in time to the music, this is down to the decision of the groups producer and director deciding that the artists should just remain in a positive light and stray away from the mainstream conventions of Hip-Hop, even though dancing has now become a modern agenda with current strands of Hip-Hop music, it will be the only convention our artists will take part in.

Conclusion

Planning artist representation has been helpful to us, this does help us when producing and planning what to include in our final product. We have a clear idea of how we want our artist to be portrayed to the audience and music scene, and with this in mind we can generate an artist image that benefits both us and the Hip-Hop genre. Additionally, creating the right artist image allows for the audience to then relate back to the artist, something which is hard to generate in modern conventional Hip-Hop music, where audiences want to live like the artist instead of sitting back and understanding every or most words that come out their mouth.

Research: Star image

The term 'Star Image' is the way artists are presented or represent them selves to the audience. For an artists who has gained fame through the music platform, the easiest way to create their own star image is through their music videos which enables them to reach out to fans and audiences around the world on different platforms. A music video can help an artists career blossom in many ways. This includes creating a strong relationship with their target audience which is beneficial for them as their audience and fans are what make them 'the star' and create their image. Moreover, successfully established and mainstream artists can use their music videos to put across their opinions and values. Artist that appeal for a niche audience can also do this, however most choose not to as they cant take a huge risk like this as if their audiences don't agree with them; they will slowly loose their fame. Also a music video helps determine an artists style, performance type, and public image.


Justin Timberlake

Justin Timberlake is Established as one of the most successful stars of today due to his long lasting fame and career, and his continuation on satisfying audience demand.

He started off his career on a hit children's TV show ' The New Mickey Mouse House' which was aired in the 90's. Along with him other celebrities such as Britney Spears and Ryan Gossling also started off their careers there.

However, He earned his fame and 'stardom' in the successful boy band NSYNC as lead singer along with band member JC Chasez. The band was established in 1995 and later became one of the biggest boy bands around the world, selling over 1 million copies of their second album ' no strings attached' in one day. Their songs included 'Its gonna be me' and 'Bye Bye Bye' which were both number 1 songs on the billboard hits chart. Despite this, After years of huge success, the band announced their Temporary Hiatus in 2002 and confirmed the band breaking up in 2007 as Justin believed he was the only one taking music seriously.

Justin dated popular singer and childhood sweetheart from 'The New Mickey Mouse House',  Brittany Spears from 1999, to 2002. They were once considered pop teens dream couple as they performed together, went to award ceremonies together, and wore matching outfits. This gained publicity for Justin Timberlake and his fame increased as time passed.

After his bands 'break-up' he pursued a solo career for himself and released his first studio album 'Justified' in 2002 including hit singles such as 'Cry me a River' and 'Rock your Body' which earned his first 2 Grammys, selling over 10 million albums worldwide for his first 2 albums, and becoming a platinum album.

During 2008 through to 2012 Justin Timberlake concentrated more on his acting career and released had huge roles in movies such as 'Bad Teacher' with Cameron Diaz and 'Friends with Benefits' Mila Kunis. This also helped his career hugely as audiences were able to watch him on different platforms rather than just one that targeted only one type of target audience.

2013/2016 was Justin Timberlake's Golden age; not only with his music career, but his personal life as well. Him and his wife welcomed their first born into the world, a boy named Silas. Although many magazines were willing to give millions to be the first to publish a picture of Silas, Justin Timberlake and Jessica Biel decided to post the first picture on social media in 2015. Music wise, he released his 'The 20/20 Experience' album, 7 years after his previous 'FutureSex/ LoveSounds'  which also hit platinum.

Research: Subcultures

A sub-culture is a group united through common value systems and tastes such as music, clothes

Subcultures are distinguished characteristic, norms, and values shared by a group of people within society, however these norms and values may differ from the conventional and expected norms. These values  identify with behavior, beliefs, interests, religion, ethnicity ect. They are associated with these sub-cultural groups due to the stereotypical view and opinion they receive from society. Some subcultures that already exist are the 'goths' who are a group of people who adopt and can be identified by fashion elements such as all black clothing, dark eye liner, a number of piercings, and listening to Gothic rock music. Another subculture is the 'skaters' who are identified as a group of people who enjoy skateboarding. These are just a few subcultures that exist in today's society however new subcultures keep developing over time.


Subcultures are seen in music videos and the music industry as certain music genres appeal to certain audiences, i.e. Rock, Hip-Hop, R&B, Reggae all appeal to a different audience so the videos are only targeted at their target audience which has caused there to be a merge in subcultures. During the 1950's the 'Rockers' had become a popular subculture which started off in the UK and was essentially based around the music genre 'Rock n Roll' and rebelling against social expectations and the system. .

The Hip-Hop and Rap genre has created a subculture associated with Slang, Graffiti art, Over sized clothing, beat boxing and almost description of the streets and the hard life. However, as time passed it has become more about money, sex, and the lavish lifestyle the artists them selves live.The subculture is still associated with the same things however are also now associated with money and wealth.

Some bands tend to be from a subculture which is evident through their image including their outfits, hair, and makeup. Their image gives the audiences an insight into their genre of music which helps audiences easily identify with their genre and associate them selves with the particular music genre,artist or band. For example Heavy Metal bands are their own sub-cultural group, which encourages their fans and audiences to also conform to their subculture and behave, and dress like them. Due to this these kinds of artists who conform to their own stereotypical subculture it is easier for other audiences to distinguish them and commonly identify their music genre.

McCracken

Mccraken acclaimed 3 things, 'there is difference everywhere', 'it is a dynamic world', and 'it is a creative world.' He explained that before society could be classified according to their class, status, metal state and simple things that could easily be identified in society. He states that if we look at the array of values and ideologies, we can see that not all subcultures come from one.

Birmingham

Contradicting what Mccraken said, Birmingham believes all subcultures come from one culture,which is 'reaction and rejection' of mainstream culture.

Hebdige

Hebdige said that although subcultures appear to be different, in reality they are the same as Subcultures can be classed as 'little cultures' as they are all practicing the same action which is resistance. They also say we are all active consumers, Active process. Different audiences all read the same cultural product however react differently which allows us to resis mainstream and become a sub culture.

Hebdige's theory can still be seen in society today as subcultures will carry on defying mainstream cultures and new sub cultures will be born and some old one will disappear such as Teddy Boys as it is no longer a huge sub culture followed by many.

Planning: Lighting and Colour

What is lighting and colour?

Lighting and colour are a part of media that helps to create various meanings within a scene, whether it be a film or music video. Lighting can also help to convey unique but relatable moods and atmosphere, e.g. a certain type of lighting may make audience feel as if the character is represented by the colour and contrast of the lighting, bright – angelic. The use of colour in a music video can help support, in creating deeper meanings to a scene through connotations and interpretations.

Angles of lighting

Top lighting- This lighting style makes the character look rather innocent, glamorous and can help to identify a clearly prominent protagonist, the source of the lighting generally comes from above or a raised level and looks down on the character rather than looking up to the character.

Under lighting- This makes the character look scarier, have more fear, obvious antagonist, as the source of light comes directly below. An example of this is The Dark Knight Rises as the light appears below him making him look more superior. Not many music videos may use under lighting, it is common in rock however as it is used to show the dark tension within the room.

Back Lighting- This is where the light source may be directly behind the character or object, whether very little or no light is used, a silhouette forms. It is rare music videos use silhouettes but if executed greatly then it can create something of the highest quality.

Types of lighting

Low-key- The lighting is dark with small areas of light, which also creates shadows. The lighting, often a scene set in a dark room, may have the effect of expanding on the darker areas of the character in the room if there is one, and can create the type of element that action films use when introducing the audience to a villain, or their secret lair.

High key- When the lighting appears more natural and realistic to the naked eye. This specific lighting effect creates an angelic view of the character and exercises on the emphasis that this character is either a protagonist or innocent. Due to its common use, the audience will rarely see it on the antagonist in films or music videos due to the message it conventionally sends.

Conventional Lighting in music videos-The lighting used in music videos from the first day to now has changed and lighting has widely become a common element of music videos. Natural lighting, such as from the sky, street lights when its dark, cars driving by and even the sunlight, are drawn upon for assistance in a music video, with no extra effects or authentic lighting used as they have the ability to have as much impact as authentic lighting. High key lighting is the most conventional as directors use it to retract from the negativity; darker lighting brings to a music video. Back lighting is commonly used in indie genre music videos.

Conventional colour in music videos- The problem with mainstream music videos is that different genres use different lighting and colour, to create a different effect and feeling within the video. Colours also play a fact, as it would be very unlikely for a heavy rock band to wear bright colours in their music video, and it is more conventional for them to use darker, surreal colour mixes. A pop music video would often consist of primary colours and the lighter shades of secondary colours, whereas a genre such as Jazz would be more suited to royal, darker shades of the colours purple, gold, blue and other colour associated with royalty.

Conclusion – For my groups music video we have constantly instigated that we use natural lighting and top lighting to carve an angelic silhouette out of the main character rather than record it outside with the weather not being reliable enough, as a sunny day would be a most preferable time to record our music video. After carefully looking at other hip-hop music videos with an upbeat tempo, rhythmic groove and innocent vibe, which is primarily what my group has gone for, it is safe to say that they have acquired the director to film with brighter colours, and conventional lighting for hip-hop, which are commonly the primary colours on the colour wheel. 

Planning: Research into similar videos

In relation to our music video we decided to analyse other videos, in comparison to our plans and storyboard, we will take other videos that are similar in terms of content, visuals and style. We have gone for a performance and concept based music video with our song, this is due to the emphasis and realistic views of the lyrics. In order to do this we had to further analyse different videos from different genres, artist representation will also be considered. I am going to analyse content and visual style, for Alabama Shakes - Sound and Colour, I will be looking at the artist representation and apparent themes behind the music video.

                   Alabama Shakes - Sound and Colour - Content and Visual Style

The video for this song is in most ways linked to the lyrics, allowing for the use of a narrative and concept based platform. The narrative is centered around a male character waking up in what appears to be a space pod. Confused and dazed as to why and how he got there, he stumbles around the ship excited, yet disheartened by his environment, the colour used in the screen shots are used to emphasize the tone and emotions.


Colour and Lighting
Asap Mob - Yamborghini High


Apparent Themes
The themes within the base of the music video, are enlightened to show the nature of his situation. The theme of hope is very clear in this music video from the contradiction of his facial expressions to the use of colour and lighting in the video. It has been shown through his shocked expression set against the bright white lighting glistening across his face.

Setting
Alabama Shakes used the setting of, an ice white space pod for the backdrop of their music video, the white lighting in used to scan across the male characters body is used to interpret the innocent, smooth and soulful background. We have also decided to include the use of bright lights, and natural lighting on a bright day to create a similar effect, provoke the audience emotion to feel the same happy, soulful feeling that this video creates. It is sad yet happy, and the audiences emotions have been triggered to feel the sadness and pain of this character, but his happiness as he sees the light at the end.

Colour and Lighting
As I have already stated with the colour and lighting in the music video, it has been used here to emphasize on the feelings and emotions the audience may feel towards the music video. The colour white is often associated with humility, faith and heaven most notably, and with that colour it is what my group have been aiming for and trying to achieve through the choice and use of white lighting also. Natural lighting will be a precedent force for us, as it will be used to instigate to the audience that artificial lighting isn't needed to express the emotions and joy of the character in the music video, rather the natural surrounding can provide a perfect backdrop for the best lighting. 

                                               ASAP Mob- Yamborghini High

We looked for different hip-hop/pop artists to analyse the way in which they represented themselves, regardless of the genre these artists belonged to. Certain artists look at modern society and attempt to transfigure a way to gather ground and aspire to be recognized as a mainstay within youth culture.

Costume, Hair&Makeup
You see within the video, that they are dressed in camouflage, holding weapons and standing amongst mother nature. The costume can be used to reiterate their appeal to the audience, as a sign that they are blending in with current popular culture of smoking cannabis and being violent, they may not participate in acts of violence in or away from the music scene but by promoting it, its a sign that they are trying to be a part of popular culture. The dramatic changes in colour, the constant blurring and distortion of the moving images allow the audience to assume this is the vision of those that tend to get high, it can be interpreted by audiences that, getting high is such a perfect experience and it encourages the youth to want to participate in such actions.

Body Language and Facial Expressions
The way in which the characters acted within this video can be directly linked to artists image also, as they are seen in the thumbnail holding guns yet they don't take a direct approach to say that they are promoting gun violence or crime, it can be perceived into their image that they want to be viewed as being a feared group of society, or even placed in a small minority of artists in the music industry that aim to create a social image that represents fear rather than violence. 

Structure
The video was set up not with a dark message but one of high clarification, as it can be related to our song as the name 'Angels', can be interpreted to say that with getting high, having angels around you is a synonym to be feeling or experiencing similar interactions. The message of this song may be different but the constant use of bright colours enhances the positivity around the structure, as with our music video, we will be looking into videos of this calibre to reiterate the strong positive vibe we are attempting to express.

Artist Image
The artists image has been clearly advertised and promoted within this video due to the constant visualisation and CGI. ASAP Rocky, seen as a man to break the rules, with the rest of the ASAP Mob throw an image to the audiences that they are rule breakers, they walk away from society's norms and do what the minority participate in. This allows them to appeal to a more niche yet modernized audience, as the song reciprocates the hidden but popular actions of the underground youth, "Ganja", also known as Cannabis among several other names, a drug intended for medicinal use, yet with youths and even minorities of the older generation using at as a psychoactive drug, the song reiterates that Cannabis is positive by promoting it indirectly. 

Conclusion
With looking at research into similar videos, the concept of our music video suggests that our artist is a good person rather than someone with the intention to take out a negative perspective towards the audience. My group will take the meaning of the song and use it to portray our character as a man of faith, respect and necessity rather than somebody who may be trying to fit in the norms and common conventions of modern society.