Group digipak Analysis

The group have each created 1 final digipack then we could look at each-others and selected the best slides from each which look the most professional and represent the alternative music genre. The group done this by selecting which one would appeal to the biggest target audience for our genre. 


 

The first digipak I looked at was Ryan Hall's which was a very basic but effective because it is a very simple and an easily to understand digipak. However, the album is not conventional of the alternative music genre due to it suggesting more of a Rap or grim style album. The digipak could be improved by the colours and text used due to the dark colours and military style font not appealing to the target audience. The digipak looks very 1980's and outdated compared to the modern artist that we are trying to represent in our production of Justin Oakley which means that to improve the product I would suggest have a bright use of primary colours.

Secondly, I looked at Harry Hewitt-Chick's digipack which is a very effective by using a large amount of techniques and colours which contrast to attract the audience. I think that the slides have a wooden background to suggest the alternative music genre of the main iconic prop of a guitar with an image of the artist in a faded style. However, the writing on the information material is very small and due to the glow around them means that it is hard to see. This suggests that the audience could be unable to see the information about the album and very successful due to no attraction to the audience. Overall, it is very affective because it is a very typical advert of the alternative music genre with the artist in the lower section which is simple but professional. This is conventional to the music genre and would appeal to the target audience. The digipak could be improved by the text being easier to see which would potentially make it easier to read and attract more of the audience.

































Thirdly, I looked at Olivia Brown's digipak which is very effective and professional compared to other digipaks in the group, it uses a large amount of techniques and colours which are effective for the alternative music genre which makes it appeal to the audience of the genre and of the artist in the music industry both in the genre and mainstream. This means that it will appeal to a wide audience and has a very effective style to attract more customers to the product. This means that the product can be seen due to the bright colours and simple fonts makes it easier for the audience to see the product in the album store such as HMV. This means that it will appeal to a wider audience compared to Ryan Hall's and increase the success of the music video and magazine advertisement.

                                   

Also, I looked at mine which is similar to the digiack advertisement which I have created. This means that all the promotional images follow to make it an effective artist artist. I like that the artist is present on the main slide with the essential details which are easy to understand and read compared to others in the group. Also, the slides have the characteristics of our music genre due to the text being at different angles and sizes compared to the pop genre. Additionally, the digipack slides are all bright primary colours to appeal and attract the target audience compared to the dull ark colours of Ryan Hall's material. I think that they can be improved by including the artist in more of the slides. 

Planning Editing Styles

The music video uses a large amount of editing through-out to make the music video effective which means that it could be effective when making the visuals of the film link with the meaning and representative of the artists feelings for his partner. This means that the editing styles we used were slow motion, jumper cuts between locations, speed of footage and day light to night time camera footage.

Slow motion was used in a number of shots to express the emotions that want to be represented about the feelings of the artist. Therefore, we used this to suggest the idea that Justin Oakley (Ryan Hall) had become emotional and is depressed due to the situation of the relationship between him and his partner (Olivia Brown). Also, we used slow motion when the footage zooms into a monument of cupid to imply that the relationship of love has slowed down and their is only decline of love of Olivia Brown from Justin Oakley. The image also wobbles of suggest a point of view and makes it more personally to the audience.

The music video also includes a large amount of jump cuts from a range of locations in the forest, Hyde Park, Buckingham Palace and the house. This represents that he is going on a journey of which the viewer is going with him. This is because Justin Oakley has left the aggressive location of his house and wants to go for a walk around to find somewhere to think and be peaceful. This is found in Hyde Park when he is in the peaceful environment compared to the house scene and busy streets of London.

We used Speed duration of the footage on two shots which was of the change of time, the visuals were of a forest shot with it changing from light to dark which suggested that he had gone through time thinking of the relationship. Therefore, the visuals were taken on a 1 hour time and spread up 40,000 times to make a rapid and different change in the pace shot. This was also used in the clock shot of time going by and her getting worried to show the affection of their relationship. Overall, the editing styles of which were used to emphasis the meaning of the music video to the target audience with the emotions of what Justin Oakley is feeling in the relationship.

Digipack Justin Oakley - Final

The images below are of all the slides from the CD digipack of which include all the changes of which in my previous post I recommended I would change. This means that the CDlooks more affective and professional to match the alternative music genre but also the artist himself which would appeal to the widest target audience compared to an ineffective use of colours or fonts which won't match the style of which we are trying to represent to the music industry.

Lyrics Analysis - I Won't Give Up



The image below is of my analysis from 'I Won't Give Up' narrative with my looking at the meanings of which we can represent in our visuals due to it being easy to gain an effective understand for the meanings and the meanings of which our group is trying to represent to the audience by suggesting a breakdown in the relationship. Additionally, this information might be able to be used in our music video due to it being essential for our artist to be represented with the meaning in our production material.

 

 

 



Diversity of Music Videos

I have anaylsised the diversity within music videos of which i will discuss and explain what diversity is in music videos and I will state whether we can use this as an effect in our music videos to make it affective for the target audience when viewing the music video 'I Won't Give Up'.



The music video Frozen from 'Madonna' which is a very slow and unconvential video visuals compared to her normal conforms of happiness and excited sterotype of the hip-hop/Pop music genre of which she appeals in the music industry. The video doesn't have a large amount of happy moments and has a very emotional feeling to reinforce its unconvential sterotypes. This music video doesn't conforming to Andrew Goodwin's characteristics theory of a music video, with the visuals being of fully performance based as the artist singing and swaying through-out the music video with the key representations of the visuals suggesting loneliness, scary and isolated which appeals to a wider range of the target audience to attract more viewers to the artist. The representation of the image she is representing is of a gothic style clothes with a dark handkerchief suggests death or evil. THis is because the gothic characteristics of black hair and clothes which is of the format to imply that she wants to attract a new target audience by implying depressing and dark emotions to the viewer.

Additionally, the second music video is Window Licker by Aphex Twin is very uncoventional to the genre of which the artist is not present through-out the video. This means that it is hard to build up a representation of them but the video again goes against the Goodwin's Theory. The music video is mainly concept based with the visuals being based on the society. This suggests that similiar to Madonna's visuals it is very strange and unconvential to the genre's sterotype which makes their material unique compared to other artists in their music genre. However, this could lead to them gaining attentions and attempt to attract new target audiences which would mean that this could create product differentiation in order to make their work diverse in the market. This music video suggests the music video representation of the artist due to the style of language they use with strong abusive narrative through-out the first 4 minutes. Additionally, the clothes and car mean that they are trying to be see as gangsters in a poverty area of America which means which implies that the visuals could be wealth or women due to the stereotype of that area.

Diversity can mean that an artist uses new ideas which is completely different to other works of the same artist but also other compeititors in the market, this can gain attention and result in more customers to stand out which could gain free publicity from the media abd result in high levels of fame and advertising. On the other hand, if creating a music video with diversity can cause negative effects of confusing and frsutrating the audience, which could mean that it isnt enjoyable to watch and becomes boring. This suggests that it could damage the representation of the artist and loose audience for the artist due to it being boring and pointless. Also, the audience may not be able to build a relationship with the artist and only have a small audience which could be a waste of money and time.



The two music videos analyzed are both unconventional music videos directed by Chris Cunningham which suggests that he uses very different techniques to appeal to the target audience with using the typical genre characteristics for the type of song but not to the artist. This builds a new target audience for the artist to appeal to the songs which will potential increase sales for the album and artist in general in the music industry. The director is best known for 'Window licker' which he has been nominated for a Grammy for best Short Form Music Video due to the visuals being 10 minutes and 40 seconds long. Also, he became an international hit and won the MYV Music Video Award for Best Special Effects in 1998 to show his success as a controversial music artist.



All of this considered, I have decided that making a diverse music video isn't successful due to them lacking exciting moments and not appeal to the target audience of the music video because they will dislike it and wont want to watch the video again and have high sales revenue. This means that our music video will be convential to the alternative music genre due to it appealing to the large mass target audience for the genre and creat a successful visual effect to build a relationship with the audience.

Shooting Timetable

The filming schedule is a document where we inlcuded all the essential information of how our filming for the music video was going to go with all the nessary shots for us to use in the music video visuals. The timetable was used so that we could track the amount of footage we had taken so that we had enough professional footage to use in the music video. Also, we followed the timetable correcly through-out otherwise we would be unable to track the nessary shots and it would be confusing and hard to follow a filming plan. When we created our music video when we went to London to film the shooting timetable was used this correctly through-out the day. However, the footage what was taken wasn't enough to complete the visuals of the music video, therefore, we filmed  large amount of short duration times in other locations such as Houses, School (wall Background) and local forest area which made it easy for us to film similar locations to the images in Hyde Park and to build a narrative meaning to link between the visuals.

Photo-shoot

The group decided to have a photo-shot due to the alternative music genre typically having the music artist present on the album artwork. This means that we was able to be professional and effective images for our artist which could be used on a number of promotional items such as the advertisement poster and album artwork. We selected two main images which looked very effective to represent the artist of Jason Oakley with one being of the 'I Won't Give Up' meaning of depression due to the narratives means to the target audience. Also, the advertisement which shows him joyful to suggests that not all the artists music style is of sadness and depression. 

Additionally, this helped us use selected ideas and creatively to make the artist and the image effective by using selected backgrounds which were not of a busy scene to keep the concentration solely on the artist this would attract the target audience to the artist Jason Oakley compared to the City of London which could have many contrasting colours and cause confusion of the represent to the audience of the artist, which could decrease sales of the album and popularity of the artist in the music industry. The images were used from the photo-shoot in the magazine advertisement and digipack artwork and manipulated to make them very professional and match the style of the of which will appeal to the target audience and makes it link and build a relationship between  the artist and products which will be essential in making the music video and music successful in the music industry and alternative music genre internationally.