Research and Planning - Detailed Analysis of Digipaks and adverts

As one of the tasks this year is to create a digipak for our band and also an advertisement for it, it is necessary that I put further research into them in order to find out what my target audience want, and what similar artists are doing in order to create the perfect one.

Paolo Nutini - These Streets


With this CD cover, I like the use of silhouetting as it creates a sense of brand awareness - this would mean that even though the images aren't exactly clear of who they are; for example, the image on the right with his back to the camera, we would still know who the artist is. The four images are all different, which creates a random feel yet it shows that he has different sides and styles to him. The fact that he is carrying a guitar shows what type of music that his album is as well as complimenting the traditional indie look, however due to it being silhouetted this creates an entropic and unpredictable look.
The use of colours creates a modern twist as the colours are bright and exciting meaning that this would appeal to teenage audiences as well as elder audiences. The use of different block colours connote retro, as I think that is the style that they are aiming for, also the fact that they have used the black silhouetting makes the artist stand out more on the cover and this creates an redundant effect to the cover, which links in with the theory of Andrew Goodwin - that the focus would be on the main artist. These colours and effects are featured on the back cover also, as you can see, this creates a professional feel to the CD cover as the style is shown throughout. Another thing that is used throughout are the fonts; the artists name "Paolo Nutini" is the most noticeable and decorative writing on the cover, showing that he is the artist, this would make it easier for audiences to identify, the use of serif font, again makes it more noticeable in comparison to the album title "These Streets" and the list of songs on the back, which are quite plain. However, linking in with the image of the cover, the writing is all in black making it stand out against the coloured background, which creates a simplistic look to the cover. All Of the information about the label company and all of the rights, including bar-code, is all based around a smaller scale, as this is not what the audience would necessarily want to see, nor would it be the aspect that attracts them to the CD itself.
The CD image is simple; black and white, which again creates a traditional and authentic look, it may seem at first that there is no link between colours, fonts or images from the cover to the disc, however the image of the star is featured on the side of the CD, which again creates a consistent style and theme throughout the digipak.

This is the CD advert for "Paolo Nutini - These Streets" as you can see the colours are persistent, however the advert has an extra block of black in which some of the songs are featured, this is to lure people by mentioning the most famous songs from that CD, again the fact that it is a black block of colour makes the information stand out as it is eye-catching. The fonts are exactly the same, and also is the layout and images, this is to keep a close reference from the CD cover to the advert, this will again create brand image as people would identify with it and would know instantly who's album they are buying as they would remember the images, colours and fonts which are exactly the same as the CD cover itself. This would also make it easier for audiences to find the CD. At the bottom, along the black block of colour, there are several websites and links which would attract a younger teenage audience as this would be another method of buying the album or previewing it, as well as this there is also an image of his single CD for "last request" which comes out a few weeks before the CD itself, again creating another sense of previewing.

Razorlight - Slipway Fires


With this CD cover, I like the use of lighting in the images and also the idea that each band member are equally as important on the front. This can be seen through the four images of each band member, however, due to the fact that the front man (top left) is shown wearing separate costume; light colours, in comparison to the other three who are wearing dark colours, and also on the back of the cover, there is only an image of him with a guitar, this creates a clear idea of who the lead singer of the band is. I like the way the the light is shown on the bands faces as because the
background is dark and a majority of their costumes are dark, I think it brings emphasis to their faces and expressions, creating an equal sense, similar to what Queen does with their album covers. The colouring of the CD with the background being darker colours, mostly being black, makes the writing and also the images of the band as well as the information of the CD, stand out. With the title and the song list being coloured bright red and a sans serif font, makes it stand out and also makes it easier to read for the audiences, which is consistent on both the back and the front cover. It connotes the writing to be important or perhaps serious. I also like the layout as it creates a symmetrical effect which connotes equality. However at the same time, it seems simplistic and straight forward which I think makes the cover stand out and easy to follow as there isn't too much going on.

Though the CD of the digipak has no relevance to the rest of it, I think it is an interesting and entropic way of styling one. As you can see it is made to look like a clock, however the numbers along it represent the song list. I think the colour of the CD makes it seem authentic and also classic, and this is also shown through the writing and the styling of the clock as it seems to be like calligraphy, which is a serif font. Though because the writing is decorative, it does make it harder to to read which could both some audiences.

Again, similar to the Paolo Nutini Advertisement, everything is persistent, it all appears the same as the CD cover; the fonts, however instead the writing is white rather than red, are exactly the same, and also is the layout and images, this is to keep a close reference from the CD cover to the advert, this will again create brand image as people would identify with it and would know instantly who's album they are buying as they would remember the images, colours and fonts which are exactly the same as the CD cover itself. This would also make it easier for audiences to find the CD. Again at the bottom, along the black block of colour, there are several websites and links which would attract a younger teenage audience as this would be another method of buying the album or previewing it. However the date in which the album comes out isn't very obvious and blends in with the rest of the writing and I want to try and avoid this.

Research and Planning - The History Of Digipaks

A Digipak is a patented style of compact disc or DVD packaging, and is a registered trademark of AGI Media, a MeadWestvaco, Inc.resource, which acquired the original trademark holder, IMPAC Group, Inc., in 2000. MeadWestvaco licensed the name and designs to manufacturers around the world.

Digipaks typically consist of a book-style paper board with one or more plastic trays capable of holding a CD or DVD attached to the inside. Since Digipaks were among the first alternatives to jewel cases to be used by major record companies, and because there is no other common name for Digipak-style packaging made by other companies, the term digipak is often used generically, even when the media holder is a hub rather than a full plastic tray.

Digipak-style packaging is often used for CD singles or special editions of CD albums and the tall DVD Digipak is used as a premium package for DVDs and DVD sets. Because such packaging is less resistant to abrasion than jewel cases, it tends to show signs of wear relatively quickly. Licensed digipak manufacturers such as domestic U.S. printer and disc replicator Oasis Disc Manufacturing recommend coating the raw printed paper with a protective UV coating, thus ensuring greater longevity.

Although less vulnerable to cracking than a jewel case, the disc tray inside the package (particularly the "teeth" of the hub which secure the disc in place) remains rather brittle and is prone to cracking if the package is crushed. Digipak-style cases grew in popularity among record labels and recording artists in the early 2000s.

Research and Planning - Detailed Analysis of Music Videos

As part of my research for music videos, I am going to do a detailed analysis of four music videos which i find interesting. Overall this will help me with ideas for the music video that I will be making later in the year.

The White Stripes - Fell In Love With A Girl

I find this video unusual and interesting as it is not a typical rock/indie music video, due to the fact that it doesn't feature any of the main artists or the band in general, only animated lego, this creates an entropic effect to the video as it is not what would be expected from a music video. Another aspect of the video that creates an entropic effect is that there is no specific relevence to the lyrics which creates a disjunctive effect, as the vieo is random, however the music does go with the image which connotes an amplifying effect, this could link in with Goodwin's theory that there is some relation between the music and the image.
However, though the video could be seen as entropic, some audiences could see aspects of it being redundant; as the lego characters are shown playing instruments and there are several close-ups of the handmade artists, and this is what would have been expected in a rock/indie music video.
This music video is made and also directed by Micheal Gondry, who i have previously looked into. After researching him, it is clear that this video has his auteur signature, as rather than it being full of special effects and mainstream ideas, the video is full of unexpected and random images as well as it having no special effects as it is handmade, this creates a simplistic effect to it. As you can tell that this video in particular has had a of post production editing, and this was done with the training that Gondry had with Graphic Skills. Other aspects of the video which show Gondry's auteur signature is the fast pased, continuous and amplified editing , the quirkiness and also home video style that is shown at the beginning of the video (the boy), this could also link in with the work of Spike Jonze.
Due to this music video having no relevence to lyrics as it is random and extremely entropic, it has no narrative structure and no ideological values. However due to the fact that it is made with lego which is classed as a classic childrens toy, it could possibly represent and suggest their immature and childlike side.

Vampire Weekend - A-Punk

Again i think this music video is interesting as it comes from a more entropic background; this is due to it being a creative yet simple music video, with no special effects, again similarly to The White Stripes music video as the different effects are handmade into the video itself; for example they use gloves as effects and also simple lighting, which creates an unusual and uncommon effect. Another thing that creates an entropic effect is that there is no glamourisation nor is there any voyeurism, which would be found in a conventional music video.
Though the music video could be seen as entropic, it also has aspects which creates a redundant effect; this is due to the focus being on the band and mostly the main singer, every shot has them in and this is what you would expect of a music video. Also the mise en scene connotes traditionalism as they are wearing typical indie clothing which is simple, and could also be seen as an "old english" style which again fits in with the independant style. As well as this the band are shown playing instruments and they also have many outfit changes, this is again expected of a music video.
Some audiences would see that this music video features similar aspects to Micheal Gondry's auteur signature. Like a majority of Gondry's work, the music video is one continuous shot, which gives off a quirky and home video style effect. The video is random, however it has no special effects apart from the fact that is is sped up, which creates a stop motion effect. This is unlike Gondrys work as he tends to use quite a lot of graphical and post production editing, which leads the video to seem similar to Spike Jonze's work as well.
Again, similarly to The White Stripes video, this has no narrative structure, therefore leading it to have no stereotypes nor ideology, again leaning toward a more entropic style.
I feel that this music video in particular is more creative and cleverly shown as it features a synesthesic effect in some parts of it, this means that the lyrics or the sound of the music creates an image in your head, and the director of this music video plays on that effect. Throughout the video there are a couple of moments where the music style changes and at one point it sounds like both a christmas song, where they then wear hats and scarves and it features fake snow falling, and in another point it sounds as if it is underwater, where the lighting then changes to a blue colour, there are bubbles and the band are wearing gloves with fishes on the end. This could also be linked in with Goodwins theory, as the lyrics say "...and the other half is at the bottom of the sea" which is when the underwater theme links in, this could be seen as a relationship between the visusals and the lyrics as well as there being a relationship between the music and the image. Another think that links the music video to Goodwins theory is the fact that is a performance genre music video, not only this but it has been edited to amplify the music as it is sped up to the pace of the music.

The Kooks - Always Where I Need To Be

The Kooks - Always Where I Need to Be - Watch more Funny Videos
This music video could be seen as slightly entropic as there is no voyeurism nor narrative, creating a disjuntive effect. However a majority of it could be seen as redundant; as it is a performance video, there is a main focus on the band, especially the singer who has many close-ups and costume changes. It is also an amplified video, and the band are shown wearing typical indie clothes and props; guitars, and there are intertextual references between the video and the huge band The Beatles; which some audiences would identify with, when the band are shown crossing the road, this could also be seen as aspects of Goodwins theory. However there is no relationship betwee the visuals and music or the visuals and the lyrics, which go against Goodwins theory.
This video again contains aspects of Gondrys autuer style and signature; the simplistic effects; stop motion and black and white, as well as the homevideo style which creates a classical, traditional and authentic feel to the music video.
As well as this the video contains a synesthesic effect as to me the music itself sounds like Britpop and reminds me of Britain, and the music video feature a lot of British landscapes and famous places, which is what it reminds me of.
The video also reinforces the ideological stereotype of young people, this showing them to be careless, rebellious and immature, this can be seen in the mise-en-scene as the locations are at fairgrounds, and the gambling places, they are also shown loitering and messing around throughout the video. The stereotype is also reinforced through the chopping editing, the focus changes, and the usage of a handheld camera, which create a careless and unprofessional look to the video. There is also usage of montage editing which creates an effect of memories which could again be linked to an immature and childlike sense.

Jamie T - Sticks and Stones

Jamie T - Sticks 'N' Stones - Official Video
Uploaded by rogojin. - Explore more music videos.
Again i find this video interesting as i think it paints a clear picture of the music and its lyrics. This video in particular could be seen as entropic as it contains simplistic effects, there are no intstuments featured, no narrative structure, a random clown which has no relevence to the music video, and there is no voyeurism contained, this isnt what you would expect in your typical music video, and it connotes indiviuality and creativity. However, the video could also be seen as redundant as it features a lot of close-ups of the main singer, as well as several outfit changes. This could also be linked in with Goodwins theory; as there is a focus on the main singer, and the video is amplified to match the tempo of the song. There are also intertextual references; the main singer "Jamie-T" is shown in clothing that is extremely similar to the megastar "James Dean" and there are also serveral brands shown; Mcdonalds cup and also a New York Yankees cap, and some audiences would recognise this as they are major brands and are also linked in with their target audience, therefore showing a genre related style and iconography. Another thing that links with Goodwins theory is the relationship between lyrics and visuals; this can be found several times throughout the music video, the lyrics say; "stuck in Hampton Wick" and there is then a sign shown saying "Hampton Wick" and the main singer is shown running through a trainstation when it is mentioned in the lyrics, this creates an illustrative effect.
This music video could also be linked in with Gondry's autuer signature as aspects of it carry a home video style video with simple editing; which throughout the video is sped up creating a stop motion effect.
However unlike the previous music videos, this one carries and reinforces an ideological stereotype of teenagers and young people, which shows them to be youths, careless, rebellious and also troublemakers, this can be shown within the mise-en-scene, in which all of the performers/characters in the video are dressed commonly, with caps, baggy t-shirts which could be described as a "chav" style, they are also shown within urban and unflattering locations such as; back gardens and surrounded by block buildings. They are also shown vandalising, binge drinking, smoking, and loitering. Another thing that reinforces the stereotype are the relationship to the lyrics in which say "Lets go out and find some trouble".

Research and Planning - Theory

Through time there have been many similar music videos, for example; those who share certain aspects with another.

Andrew Goodwin
Theorist, Andrew Goodwin identified a number of key features in music videos;
- A relationship between the lyrics and the visuals, with the visuals illustrating, amplifying or contradicting the lyrics.
- A relationship between the music and the visuals, with the visuals illustrating, amplifying or contradicting the music
- Genre related style and iconography present
- Multiple close-ups of the main artist or vocalist
- Voyeurism often plays a major part, especially in relation to females
- Intertextual references to other media texts may be present.

All of these theories can be seen in the music video of The Killers - Mr Brightside;

As you can see, this whole music video is based on an intertextual reference to the popular film Moulin Rouge, not only this but it also follows the narrative structure of the film; this being a Proppian narrative. This would be obvious to audiences who has seen the film; Moulin Rouge, as the main singer has the role of Christian (Ewan Mcreggor), the pale woman featured has the role of Satine (Nicole Kidman) and the man in the middle of the situation, having the role of The Duke (Richard Roxburgh). The music video has a theme of forbidden love which links with Goodwins theory of there being both an intertextual reference and also there being a genre related style; this of course being burlesque and sexuality, especially for women, linking in with voyeurism, which is a link to Goodwins theory. Also it is clear that there are an extreme amount of close-ups of the main artists and also the front man; Brandon Flowers, he play the lead role in the music video, which again links in with Goodwins theory. There are many examples in which the image goes with the lyrics; the video shows the main artists covering his eyes as the music says; "I just can't look, it's killing me", this again is another aspect of Goodwins theory, similarly to this the music goes with the image; the cuts are amplified meaning that the editing style links with the beat of the music.

Micheal Shore
Theorist Micheal Shore also identified features that occured in many music videos, these are;
- recycled styles
- simulated experience
- information overload
- image and style scavengers
- vanity and the moment
- adolescent male fantasies
- speed, power, girls and wealth
- album art
- classical storytelling motifs
- soft-core pornography
- cliched imagery

A good example of this would be; Jay-Z featuring Beyonce - Bonnie & Clyde

Research and Planning

Research and Planning: Skills

Creativity:
In order to create a music video, you need to have a creative side in order to come up with unusual, interesting and intriguing ideas which will keep as many people watching as possible. When creating my own music video, i will also need this skill as i will be making a variety of choices such as; which song I will feature, who i will use in my video, what kind of video i will create and also what ideas will be featured in it and this will be the creative decisions and the aspect of the task.

Research:
To create the perfect music video, for the right song, and also to the right audience, i will need to carry out a variety of research activities in order to narrow down my decisions and also to see what ideas and styles that i like and will want to use. I will use my research to find out which genres of video attracts which people, which types and styles of music videos are made for which music genres, this will be important as it will help me decide what genre of music to do, what music video genre and style to use and also how i will target my audience.

Scripts:
Within this task i will need to have script writing and reading skills, this is due to the amount of planning that will be put into the music video. I will create storyboards, music lyrics, and also day plans in order to keep the music video task running smoothly and also on time. I will need to plan each day with a day plan and also a storyboard, so that i know what i'm filming, where i'm filming it, and which aspects of the task to do on that particular day in order for me to use my time efficiently. I will also have to provide music lyrics to the actors/models/performers that i will be using to assure that they know what and when to sing their lines.

Camera Skills:
I would need good camera skills in order to make sure that my filming goes smoothly. The better my camera skills, the better the music video will look overall. I will need to know about all of the different camera angles that i can use as well as all of the different colour tones and effects such as; black and white, sepia etc.. I will also need to know about editing software as i have the choice where i can cut the music video to the music, or let it run smoothly throughout.

Actors/performers/models:
I will need to use actors, performers and models that will take the task seriously, this would save me time and also allow me to use time efficiently. By using serious performers i can create an authentic and classic look depending on which style and type of music video i choose to create. This would also give me more options as to the style and what is featured in the video as i will overall have more time as well as a more reliable cast.