Digipak reflection

I think that the digipak that I have created is conventional to my genre which is dance. I believe that it follows the codes and conventions of what a digipak has to include. It do

Planning lighting and Colour

For our music video, we will have to think carefully about what type of lighting we will be using. This is because we have to make sure that we are giving off the right impression and so that it does look like a dance music video. We want to use more high key lighting in the music video, and it will work with our shots that we have chosen, we want to show that the video and the lyrics have some relation to the lyrics, just like Goodwins theory. As the video kicks in and gets on, we want the lighting to become low key, because then the focus will change from the visuals so that you can listen to what the lyrics are saying. The video itself is concept and narrative based, we will include a lot of crazy random shots, which do match the lyrics. The high key lighting conveys the idea of innocence and purity, creating a positive atmosphere. However this wont work in shots where we have alcohol and drugs abuse we would have to use low key lighting. Low key lighting conveys the idea of negativity and bad things, this could then make the shot look like its in a club or a party. At the start of our video we are planning on using dull colours e.g black and white, the character will be walking straight towards the camera. We will then use close up shots of the artist's eyes, but still using the dull colours, this will then emphasise the contrast between the two different lightings. During the music video a lot of colours will be used, this is because it creates a sense of positivity and relates to the fact that a lot of random stuff will be included throughout the music video, to support that we want it to be partly concept based.

Research into chosen music genre

Research into chosen music genre.

For our music video we have decided to use the song Stay Awake by Example. This falls into the genre of Dance. 

Two of the music artists that I have decided to analyse are Calvin Harris and Tinie Tempah. Both of these artists are in the dance genre, the same as Example. Its interesting because even though all three of these artists are placed under the same genre they are all different in their own ways, whether this be their choice of songs or the way that their music videos are produced. However Calvin Harris's Feel so close and Tinie Tempah's Pass out are similar to Example's Stay Awake, they all include the usual conventions of a dance music video and song. However out of all of the artists Calvin Harris is the one who sings rather than raps (like Tinie and Example). 

Tinie Tempah - Pass Out.

The first shot that the audience see is a close of the artist Tinie Tempah, first of all he is just looking down at the floor, he slowly moves his head up towards the camera, this is done to the beat of the song which gives the effect of the music video looking professional and flowing.

The above shot gives of a scientific vibe, with the sparkly ring around his face, this could have reference to a planet in space. During the video there are close ups used of Tinie's lips as he mimes the song. This helps the video be seen as a performance based one rather than just a concept based music video, like most dance videos are. There is a clear link between the sound and the visuals, we see this when Tinie is rapping, the shots are changing in time with the beat that we hear. The music video has a range of different shots to mix it up so that its not all the same and boring. Below is a shot of the speakers that are shown they are vibrating, this gives off the effect that the music is really loud and relates to a party theme, which associates itself with the genre dance. 

During the rest of the video, some of the words that the artist raps, come up on the screen in words that are held by people in the background, which the audience cant see. The shot below is of Tinie Tempahs name written in a chain, this relates to the iconography of rappers and the conventions of a music video. The chain and his name are in a bright blue font, which connote the ideas of being relaxed and chilled. The idea of using the chain is so that it shows of his lifestyle and being rich. 

Tinie Tempah also has an another artist Labrinth featuring in this music video , during this part both of the artists are wearing jewlerry and sunglasses, this is again to show their lifestyle and that they are exclusive and famous. Lighting is used throughout and even blinding white strobe lights are used this is to connote the idea of being in a club. We are then reminded of the speaker again, however there is a slight difference there is glitter placed on the speaker so that when it vibrates the glitter flies into the air, this adds to the scientific feel, it could represent the stars. 

Throughout the video the costumes that both artists are put in, mainly concentrating on Tinie Tempah are very plain, mainly black colours. This goes against the usual conventions of a dance music video, however he makes it work with the colours used with the lighting, the words that pop up on the screen, to give of the impression they are at a club of some sort. Towards the end of the music video a lot of close ups are used of glass being smashed and there are lots of colours used, there are also people dancing with Tinie Tempah, which shows that he has a lot of friends and gives off the impression they are all in the club having a good time.

Calvin Harris - Feel So Close.

The first shot that we see is a long shot of Feel so close in a graffiti style font on a large rock, made in neon colours. this is conventional of a dance music video, this is because it is associated with the fun vibe dance gives off. 

Throughout the video there are various shots shown of Calvin Harris driving a truck as what it looks like, he is driving through a place that looks warm, and there arent many people around, this is appealing to who is watching and gives off the idea that he is relaxed and calm and is stress free. As the audience we then start to see shots that include speakers, similar to what we saw in Tinie Tempahs music video, they are being carried by people, this creates the atmosphere of a party and also the conventions of a music video. A close up is used of a girl turning up the radio, everyone then starts to dance and everyone looks happy, these are the typical conventions of a music video. 

The pace of the song starts to build up, everyone in the video are starting to enjoy themselves more, they are on a journey to a place, as they get there the party beings and people are socialising and having a good time. There is a clear connection between the lyrics and the visuals we see this through 'Feel so close', people start to physically come close to each other, for example a man and woman start to kiss. The editing becomes fast paced with the shots, at the same time to give the effect that they have a link and to make the video flow. 

The song starts to kick in and the chorus plays again, there is a strong connection between the lyrics and the visuals, for example there is a girl who is dancing in the street as she starts to turn and she comes back round she is in a ballerina outfit, this shows her connection with music she feels so close to it, Calvin Harris is saying that feel so close relates to any sort of relation whether it be sexual, friendship, family or even an object. E.g. for this particular part the girl has a relationship with the music. 

Overall from analysing the two music videos, I have learnt that in dance music videos it is commonly seen that there is slow paced editing,bright colours, people looking happy, people dancing and the use of speakers and radios. This has given me huge amounts of inspiration for filming our own music video for Examples Stay Awake. 

Research into chosen artist

Introduction.

I decided to choose Example for our artist, this is because of the genre of music he lies into. The type of genre Dance is my favorite music genre in which he creates songs on. I was inspired by Example, because he doesn't take himself to seriously as an artist and he is also a mainstream artist which I like. Another thing that inspired me to use example was for his music videos, he always has fun interesting videos, with party themes, which as inspired me to create a music video similar to this. We decided to use the song 'Stay awake' because the lyrics describe how messed up the current generation are, therefore this allows me to create a music video with party themed scenes which was my intentions.

Artist profile.

Example is Elliot John Gleave's stage name, he was born on 20th June 1982, he is an singer and rapper he signed to the record label Data Records. His reasoning for being called Example is because his initials E.G. means for example. He first found success when he released his second album 'Wont go quietly' it got to number 4 in the UK album charts. In his album he also had two hit singles with 'Wont go quietly' and 'Kickstarts'. His third album 'Playing in the shadows' was then released later on 4th September 2011. The album got to number 1 in the UK album charts with two number 1 hit singles 'Changed the way you kissed me' and 'Stay awake'.

The above table shows that example is clearly popular and successful in the UK as the song 'stay awake' reached number 1 in the UK throughout 3 different UK genres, singles, Indie and Dance. 

Stay awake - Example.

The video that Im looking at is the one that we have chosen to create a music video for which is Example's Stay Awake, it is the second single from his third album. This music video is mainly concept and narrative based, however it also has obvious links between the lyrics and visuals. The target audience for this particular song is teenagers who are interested in the dance genre. The target audience is teenagers because in the video there are several scenes in which there is a party going on in a forest with loads of people dressed in crazy bright colours, which then relate to the teenagers who are watching. The first shot that the audience see is a white background with an object of the letter E, this is related to Example as it is the first letter of his stage name. We then see Example standing next to the object, this then confirms to the audience that by him standing next to the object that it is him and that the E does in fact represent him. At this point the music is very low and all we can herre is 'If we dont' being repeated as a build up, and creates a sense of tension. Then once the music and lyrics are finally kicking in, a close up of Example is shown, its of him singing 'If we dont kill ourselves, we'll be the leaders of a messed up generation'. These particular lyrics are the first ones sung because it sets up the rest of the song, and are the most important lyrics of the song. After this happens a lot of other shots are shown of teenagers who are all very different people appearence and personality wise, they have no expression on their face they are just simply looking at the camera. The next shot is of a person dressed in a rabbit suit running on their own in the forest, as we see this we hear the lyrics 'Did we chase the rabbit into wonderland', this has relationship between the lyrics and the visuals which supports Goodwins theory.

As the song just gets going and the beat kicks in, there is a person in a rabbit hat again, however this time the 'rabbit' is dancing and having eye contact with the samera and running towards a party full of teenagers in the forest. There is also a link between the music and the visuals as when there is a certain noise in the music, the shot turns into a shot of the party and then the shot of Example singing. This gives the effect of the audience being impressed, that the music video flows well together.

In the next shots there are a lot of shots shown of teenagers who look rebellious, through their looks for example they have peircings tattoos, and are hardly wearing a lot of clothings. This reflects the lyrics which is Example saying that the younger generation has messed up and things are being taken too far, drinking, taking drugs and partying.

In the rest of the video there are just more shots of Example singing the lyrics to the camera, and then the shots reverse to the teenagers dancing in different locations, at this point they are dressed in fancy dress and crazy clothes, this makes the party atmosphere, which then relates to the target audience. During the middle of the song and towards when it is coming to the end, the speed of the shots slow down and is in slow motion as well, Example jumps in the air as this happens a group of teenagers dance with eachother with coloured powder in their hands. The beat then drops and the footage pace goes back to how it was before at the normal speed, the teenagers then throw the coloured powder at eachother, this creates a powerful shot which makes it loo admirable and makes you want to be there.


 

 

 

 

 

 

 

Analysis of a magazine advert - Similar artist

 

The similar artist whos magazine advert I have chosen to analyse is Calvin Harris. This advert gives an interesting representation of the artist, its connotes the idea of him being fun this can be shown throughout the poster. However as the audience we can tell that his genre of music is automatically dance. The colours used in the advert help shown different connotations, for example the colour scheme is yellow and black which is similar to Example's. The yellow connotes the idea of happiness and fun which reflects his music genre which is dance and then the black connotes the idea of seriousness, so here we get the idea that even though Calvin Harris music is fun and is for everyone to enjoy and dance to, he is a serious artist and has a meaning to his songs. There is a contrast in colour the page is split into two halves, half of the top background is yellow and the bottom is black, this could connote the equality; the yellow he is a fun artist and the black he is an serious artist.

The image of calvin harris is drawn as a sketch and he is wearing pink glasses, they stand out throughout the whole of the advert the audience are instantly drawn to them, the colour pink connotes gentleness and uncontional love, this could mean that he has a passion for his music, and they chose this to stand out the most so that the audience know this is the most important part to him.

 

The layout of the advert is basic and flows well, at the top of the page in bold and black is text that says 'FRIDAY SEPTEMBER 11 2009' this is put at the top of the page and stand out against the yellow due to its importance. Below is the image of calvin harris and below that is his name. Following on from that it says who will be supporting him at this gig, and below this in white is all of the details of the gig that he will be performing.

 

The choice of image is of Calvin Harris and is in black and white, it looks as if he has been sketched and contains a lot of shadowing. On this advert this is a lot of text at the bottom of the page where it explains the details of the concert, even though there seems to be a lot going on at the bottom it is simple text and all makes sense so that pretty much anyone can read it. The style of language as I have already mentioned is basic and is easy to read.

 

This magazine advert promotes the artist in a positive and professional way and as a dance artist. It also promotes the music genre postivley and in a good light and it is obvious that this magazine advert it so for a dance artist who is situated in the dance genre. It attracts the target audience with its appereance, by focusing on colour and layout. As I mentioned earlier all of the colours used reflect the dance genre, and the pink sunglasses stand out over the rest of the magazine advert therefore it promotes it well and the target audience are instantly attracted to it.

 

 

Analysis of magazine advert - Example

Our artist; Examples tour date poster advert gives a simple representation of the artist, the poster creates the image of Example being simple minded, and the simplicity helps show that he has a definite music genre. The connotations of this advert which is promoting the artists tour dates, is that example's face is half in a shadow and half in the light this could connote two sides to a person, but also his album is calling playing in the shadows, which the right hand side of the face connotes as half of his face is in the shadow. The black and white effect on Examples faces could connote the idea of day and night, and partyin all day through the night which, this reflects on his music genre which is dance. In the right top hand corner there is a banner placed horizontally across the page saying 'LEEDS DATE ADDED', this is placed in red so that it stands out as it is an important peice of information. Below the image of example there is his name written in black placed on a yellow rectangle background, the use of the colour yellow connotes ideas of happiness and long lasting. The black is used against the yellow so that his name stands across the rest of the page. Below Example's name, there is a peice of text saying 'WRETCH 32' this is the name of the artist in which will be supporting Example on his tour. Below all of this is the tour dates which are all written in yellow apart from the name of the venue's this is done on purpose so that the yellow stands out against the black background and anyone looking at it are instantly drawn to this section and then are persuaded to perhaps buy tickets. The colour red is used again in a rectangle box which at the top says 'EXTRA DATE ON SALE FRIDAY 4 NOVEMBER 9am' this is also done on purpose as I previously mentioned, red is used so that it stands out and the reader will know that this is important information.

This tour date magazine advert, connotes Example as a serious dance/R&B artist, this is shown with the colours;yellow, black and white. The yellow connotes his fun and happy side, however the black and white connote the idea that he is a serious artist about his music and that it does have meaning to it. The design and layout of the poster is simple and not confusing. It has an image at the top, followed by the artists name and then the tour dates. The choice of image is a black and white image where half of the artists face is in black and the other half back and white, as I previously mentioned this is done to represent the idea of day and night and partying through the day and night which represents and reflects the music genre he produces music for/into. When it comes down to typography there is a lot of text on this advert, this is due to it being for his tour dates so there needs to be a lot of information on there. The style of language is simple and easy to read due to the layout of the page and the colouring. This advert promotes the artist as it has his picture and name on there it promotes him as a dance act. It promotes the music genre as it has clear connotations throughout which reflect the dance music genre. This magazine advert attracts the target audience as it clearly looks like a dance music genres advert as even though there is little use of colour the things that should be seen for example his name are used in a bright yellow colour.

Summary.

Looking at two magazine adverts including the artist Im using and the similar artist, has helped me massivley to prepare me for making my own one, and has given me a lot of ideas. Both of the magazine adverts include a main image of the artist, this is so that the audience know who the advert is based around. I now know that what you see on a magazine advert is very important as if everything looks all over the place, doesnt look professional and has the wrong colour text and font then its not going to attract anyone or the target audience. To finish off the main headings are also important as they have to be big enough and clear enough for the audience to see. From the research that I have made I have many inspiratons, starting with the way the magazien advert is layed out, I like the way that half of his facein black and the rest is in white, this inspires me as behind it has a deepful meaning I would like to create something like this in my own magazine advert for my own artist.

Analysis of a digipak

I have chosen to analyse David Guetta's digipak for his album 'one more love'.  This digipak represents David Guetta well and his music genre dance, this is done by the use of colour and images used. The artist is shown on the front of the digipak wearing sunglasses in black and white, the inside cover is bright colours as well as the back which states the songs that are on the album. 

This digipak is promoting David Guetta as an artist and his music that he has created, this is done by the image being used of him on the front cover. The bright colours help represent the genre of dance and being fun. The digipak promotes David's songs that have been released by this album they are listed on the back of the digipak. The colours that are used on the digipak look as if they have been splattered on by paint, this can connote the idea of fun and freedom which promotes him and the genre of music that he produces. The idea of the front cover being made in a black and white effect connotes David Guetta as being simple and straight forward and that what you see is what you get. The use of the effect black and white can also connote the idea of day and night, which goes well with David Guettas music genre dance to show the idea of a party going on all through the day and the night. On the front there is also the use of the colour gold, this connotes the idea of luxury and money which represents David Guetta in that way too. On the front cover of the page there is gold spray paint which would connotes luxury. The idea that the background of the digipak is white connotes the idea of posotivity and innocence. All of the colours that are used on David Guettas digipak connote posotivity and happiness, which is what he is about as an artist his songs are there for people to enjoy and to have a good time with.

The design layout, is where things are placed on each page and why they have been put there. On the first page of the digipak it is just an image of David in a black and white effect, in the top right hand corner his name is written in white in a basic font. Below this the album title is partly written in white apart from the words 'one' and 'love' which both automatically stand out together as one love, which could be David Guetta as an artist trying to get across something to his audience about having one love, and thats what the songs in his album are about. The back page, has a white background with abstract stripes over this. On top of this are all of the songs included on this album they are written in the colours black and gold. The inside page is very blank and doesnt include an image of the artist it just has the abstract colours splashed over the white background, however this is effective as it connotes the idea of fun and dancing and having a good time.

On this Digipak he David only uses one image throughout, which is himself on the front in black and white, this is extremely different to the rest of the digipak, as the rest is bright, bold and colourful. As I mentioned early David Guetta is in a black and white effect on the front cover as it connotes the idea of day and night, which represents his music genre dance, it portrays the idea of partying all day and night. The choice of the image of David is a close up of his face, he is wearing sunglasses which connotes the idea of being famous and exclusive, which relates to his music well.

When it comes to typography, there isnt really a lot of text in this digipak, the main text is seen on the front and the very back cover.On the front the text is bold and easy to read and there isnt really a lot of it. His name is placed in the top right hand corner, the text is in white and gold which constrasts against the black background. Its hard to analyse the style of language chosen as there isnt a lot of text on this digipak, however what I can tell is that the language is simple and clear to understand.

It promotes the music genre well as it presents it in a fun and exciting way, with the use of colours and simplicity. The target audience are attracted to this as its what they are interested in, people who listen to dance music are outgoing people therefore the random colours on the digipak relate to them and they will be instantly attracted to it.

Summary

In my opinion I like this particular digipak, my favorite part about it is that the front cover is plain and simple and then the rest of the digipak is bright and bold, I think this is interesting because the black and white cover against the back and the inside covers stands out and makes the black and white stand out when usually black and white fades. When I create my own Digipak I will be sticking to a colour scheme throughout the digipak so that the audience have a strong indication of what genre the artist is for. I will also make sure that my digipak doesnt have a lot of text, apart from the back cover where the artists songs are placed. I will make sure that the text and the style of the language is easy to see and read. This digipak has given me many inspirations when creating my own digipak, mainly looking at the contrast in colours, the way that the front page is kept to basic black, white and gold and then the rest of the digipak is colourful, this interests me and inspires me to create soemthign liek thsif or my own artist.