Evaluation: Question 4) How did you use new media technologies in the construction and research, planning and evaluation stages?

Evaluation: Question 2) How effective is the combination of your main product and ancillary texts?

Final product: Music video

Research and planning – Advert: Drafts of adverts

After identifying key elements that make a successful advert we have started to put up a design of our advert and began to look at the different ways we can make it successful. The function of an advert is important because it can help to promote the product across different media platforms thus provide synergy. Therefore, it is important to make it elegant, appropriate for the genre and appealing for the audience in order to secure a profit/ success. It is also important that an advert share common conventions with the digipak or the video in order to allow the audience to familiarize and recognize the product.

DRAFT 1

Analyse the use of Conventions:

• For our first draft, we have decided to include a medium shot of the main character who is facing the camera. However, the artist’s face is half cropped which shows consistency from our digipak to the advert. We also included bright colours as well as a disintegration effect to make the advert look different from the album and to appeal to a wider audience through the unique representation of our main artist. We intentionally choose these colours because the dull green connotes depression, lack of interest and mental exhaustion of the main artist. The disintegration effect also provokes the same feeling as well as making the viewers assuming how drugs and addiction can affect someone. We believe that these factors are conventional because the artist looks vulnerable meaning that she is not promoting her persona instead promoting her values and ideologies as well as music.

• We intended to use high-key lighting to make the artist look exposed and defenceless.  This will make the viewers feel sympathy for her as well as wanting to find out more due to the colours and disintegration effect used. We believe that is conventional because it creates a sense of mysteriousness that will appeal to a wider audience in order to get success.

• We believe that the typography we chose fits the Alternative/Jazz genre, as it is simple, edgy, bold and unique. The typography used on the title and the date are bolder, in black on a white background to make it stand out. Whereas the artist name is a signature to make the audience feel closer to the artist. We believe that it is conventional because it is expected for the typography to reflect the mood and the artist persona through the colours and shapes.

• The overall layout is neat and consistent as the information is spaced out revolving the main image. This is conventional as it draws in the audience to the advert. The layout is also simple as it only includes simple information.

• The information we included on the advert involve the artist name, the title of the album and the release date as well as the company details. We have only included relevant information on the advert to make the audience aware of the details, however, we have prevented over complicating the advert to avoid confusion or misunderstanding.

• The language we used is simple and formal, as we want the audience to be able to relate to the album and the artist and understand that it is aimed at a certain type of audience, which is conventional, as the information should reflect the audience and their social class.

• We did not include sub-images; however, we added the logo of the company promoting the album, which is a necessity.

• The advert would appeal to subcultures, which supports Hebdige’s theory. This is because it has an unusual effect. The artist is gradually disappearing which does not place her at the centre of attention but intrigues the audience as to why is that, which can lure audiences. In mainstream music, the artists are often the centre of attention and try to ‘lure’ audiences and sell their music through looks. However, by making the effect the main look of our digipak we are more likely to appeal to subcultures who reject the mainstream values (hegemony) because our product does not follow the mainstream culture.

Audience Feedback

Strengths:

• The image manipulation is impressive and very eye catchy.

• Good use of font. It also compliments the digipak and the video.

• The date is easy to read and stands out.

• The company details are clear and makes the product look professional.

• The format is correct and fits its purpose.

Weaknesses:

• There is a lot of blank space which should be filled, otherwise it will look boring and make the consumer uninterested.

• The manipulation does not match the smoke effects, which were used within the digipak and the video. This makes it inconsistent.

• The use of color does not really match the other products. Consider adding some black and white or fading out the color.

Further Action Plan:

• We will fill up the empty space by adding some ‘Key Singles’ and digital platforms which will enable consumers to download our product, which is an example of synergy.

• We will manipulate the image again and instead of using the disintegration effect we will use the smoke effect in order to make consistent products.

• We will use less colour in order to match the digipak.

DRAFT 2

Analyse the use of Conventions:

• After receiving feedback and criticism from different viewers, we made changes in our advert. We kept the image and colours; however, we changed the effect of the picture. We decided to add the smoke effect used in the album, as the advert was lacking consistency. We believe that by using the same effect on the advert it will look more appealing and originating from the same concept and values the digipak holds. This is conventional as it makes the artist look mysterious and unknown to the audience. The colourful smoke represents life, which evaporated from the artist due to her addiction issues and other problems. This allows people to feel sympathy and maybe a sense of familiarity.

• The colour we added was black and light grey. We believe that these colours will complement each other as well as showing consistency through the advert and the digipak. The smoke effect represents the depression and loneliness the main artist is experiencing. She is so depressed that the colours are fading away from her, which also connotes her addiction to cigarettes and drugs. We believe that it is conventional because the viewers will be able to relate to the experience the artist is feeling thus causing them to bond.

• We included more information in our advert, such as the artist and album name, the release date, key singles and apps where you can download the music. Not only had we done this to promote and make our artist more popular, but also to encourage the viewer to buy the album.

• The smoke connotes addictions and mental health issues. This makes the artist seem familiar within the audience who could also struggle. This follows Dyer’s theory as Sarsha seems ordinary and extraordinary and has a clear personality and own character.

Audience Feedback

Strengths:

• The smoke effect works well with the whole concept and helps to convey the themes well. It is also consistent with the rest of the products.

• The color scheme is also effective as there is black and white which corresponds with the rest of the production but the colors also add a little mystery.

• The addition of key singles and download information works well and makes the product look professional and industry suited.

Weaknesses:

• There is too much smoke in some parts of the advert and it makes it rather distracting and busy

Further Action Plan:

• We will get rid of some smoke in order to clear the image and help the audience focus, as right now it can be quite distracting.

Conclusion:

Overall, the drafting process allowed us to create a sophisticated product due to the development process and useful feedback, which enabled us to progress. The drafting showed us the amount of progress we went through and allowed to taste how real designers work on products in the industry and how much they rely on the audience in order to create a successful and proficient product, which will bring profit and sell well to the intended target audience. Some of the main changes we have made was the change of the main effect, which enabled us more consistency throughout our products. We also made sure we included relevant details about the product and informs the consumer.

Research and planning – Digipak: Drafts of digipak

After researching into generic conventions of a digipak and looking at specific indie products, we have come up with a digipak design, which would fulfill the audiences’ expectation and fit with our overall campaign. In order to create a successful product our digipak underwent the drafting process, which allowed us to constantly receive feedback on our work and improve. We received feedback from the supposed target audience, in order to meet their expectation and sell well, as well as other media students who have an accurate idea of what is required for the product. This allowed us to create a successful product which is fit for purpose.

DRAFT 1

 

Analysing the use of Conventions:

• We have included the image of our main artist on the cover of the digipak. She is looking away from the camera. The medium close up shows the side of artist’s face, which is conventional as it makes the singer look mysterious and unknown to the audience rather than glamourises her. The image is also professionally edited as it is grey on a white background and a smoke effects is applied on the picture of the artist. This is conventional because the white backgrounds allow the image to stands out and the smoke effect representing the abuse of substances as well, as how these drugs consume her, which the audience can relate to. In addition, the manipulation of the image is common among the indie genre because niche artist do not try to sell their image but can be unique. The smoke fits the theme of drugs.

• The title of the album is ‘China White’ which is located on the bottom right corner of the cover, on top of the CD as well as the spine of the album. The one on the album cover is bold and black representing the bad side of artist. Whereas, the one on top on the CD and on the spine is in white with a black background. This represents the good life of the artist and shows consistency of our work. Moreover, the artist name, Sarsha, is placed on the album cover, on the CD and after the quote. The one on the cover is in white with black shadows symbolising the good side of the artist and foreshadowing her depression and substance abuse.  The name of our album is less obvious and foreshadows drugs, which relates to all the songs on the album.

• The main colours we used in our album are black, white and light grey. We believe that these colours complement each other as well as conventional for the Alternative/Jazz genre. We also chose these colours because they connote the struggle between the ‘good & evil’ as well as provoking mysteriousness for the audience. The grey smoke also works well with the theme of drugs.

• The mysterious nature is further reinforced through the typography which differs and contrast with the background. The white colour promotes the artist innocence and vulnerability, whereas the black colour representing the lonely and depressed side of the main artist.  We believe that the use of typography and colours are conventional because it reflects the mood and the artist persona through the colours and shapes.

• The overall layout is neat and consistent as the information are spaced out revolving the main image. Also the use of the smoke effect will be seen on the outside of the album, whereas the CD and the quote of the main artist will be will be located on the inside of the digipak. This is conventional as it draws in the audience to the digipak and allows some contrast.

• The information we have included in our digipak are the title of the album, the artist name, the company details and the barcode. This is necessary information and legally every product needs to have the manufacturer name and barcode.

• The language we have utilised is simple and formal, as we want the audience to be able to relate to the main artist and the maturity of the issues the artist is surrounded by.

• We did not include sub images, instead we corporate a quote from the main artist to promote her ideologies and persona to the audience who mainly fights with drugs and alcohol on a daily basis as well as people who struggle with other personal issues.  We believe that this is conventional because we are not only promoting the main artist as a successful and happy figure but show her problems and difficulties thus allowing the audience to feel familiar with her.

• The digipak would appeal to subcultures, which supports Hebdige’s theory. This is because it has a unique and unusual design, especially with the smoke manipulation. The artist has a distorted face which doesn’t place her at the centre of attention, unlike artist from popular culture. In mainstream music the artists are often the centre of attention and try to ‘lure’ audiences and sell their music through looks. However, by making the smoke the main look of our digipak we are more likely to appeal to subcultures who reject the mainstream values (hegemony) because our product does not follow the mainstream culture.

• According to Dyer the star should be ordinary and extraordinary and should have own character and personality in order to allow the audience to feel familiar and connect to them. Sarsha has a sense of familiarity due to her struggles, which draws in audiences.

Audience Feedback:

What do you like about it?

Front Cover:

• Excellent manipulation of image, especially on the front cover.

• The use of font is appropriate to the genre and consistent throughout the product. It is also easy to read.

• The predominant grey reflects the genre and theme of the product well.

Back Cover:

• Clearly consistent with the front cover

• There is relevant information about the distributors and it includes all necessary information, including the copyright formation.

The Inside:

• The quote helps to make the artist familiar and allows the consumer to connect with her, despite she is an upcoming artist.

• The colours work well alongside the CD.

• There is font consistency.

The CD:

• Has relevant information.

• Compliments the inside.

• The font is consistent.

What do you dislike about it?

Front Cover:

• The image resolution is not as sharp as it could have been.

• It is a bit too bright, I think a darker shade would work more effectively due to the daunting theme of the product.

Back Cover:

• Similarly, to the front cover, the back should be a bit darker.

The Inside:

• The inside looks a bit empty. I would recommend adding a small image to make it look fuller and complete.

• The signature is hard to read and doesn’t look authentic.

• Considering adding some smoke for a more consistent look.

The CD:

• I would add some smoke too in order to show more consistency

Further action plan:

From the feedback we have received we plan to do the following in order to improve:

Front Cover:

• We will recreate the digipak on Photoshop for a better resolution.

• In Photoshop we will be able to manipulate the contrast and tone of the digipak which will allow us to create a darker image.

Back Cover:

• After transporting.

The Inside:

• The inside looks a bit empty. I would recommend adding a small image to make it look fuller and complete.

• The signature is hard to read.

• Considering adding some smoke for a more consistent look.

The CD:

• I would add some smoke too in order to show more consistency.

DRAFT 2

Analysing the use of Conventions:

After following the feedback and criticism from the viewers, we made changes to our digipak to meet the audience expectations. We have included a hand-drawing image of a bottle of wine and a smoking cigarette on top of the ashtray, which connotes to the addiction the artist is victim of. The drawing is coloured in white with a black background, which makes the image stands out as well as connotes to the ‘good vs evil’ theme.  We believe that this is conventional and will meet the audience expectation because it links to one of the hit singles as well as is consistent throughout the album. We have also digitally added the smoking effect on the CD as well as on top of the smoking cigarette. This not only shows regular consistency but also makes it eye catchy and relate to the theme we chose. Lastly, we have also changed the layout position in order to fit industry purpose such as for professional printings etc.

Audience Feedback:

Strengths:

• The darker highlights on the front and back cover correspond with the theme of drugs within the album

• The names of the soundtracks are intriguing and show exactly what the album is about which evokes a sense of familiarity for the consumer

• The image in the inside is suits the theme and the overall theme of the product

• Overall the digipak is suited for purpose and has realistic measurements

• The digipak corresponds with the advert and the video

• The little uses of smoke on the CD and the inside work well

• There is not an overload of information which is effective

Weaknesses:

• The inside panel should have the artist’s name on it to show that the quote belongs to her and help to create a bond between the artist and audience.

Conclusion:

Overall the drafting process allowed us to create a sophisticated product due to the development process and useful feedback which enabled us to progress. The drafting showed us the amount of progress we went through and allowed to taste how real designers work on products in the industry and how much they rely on the audience in order to create a successful and proficient product which will bring profit and sell well to the intended target audience. Some of the main changes we have made was to darken the tone of the digipak and enhance the idea of ‘Good vs Evil’, which plays out in the artist life. The smoke effect is consistent and continues to feature in our advert and video, which allows the audience to recognize our work.

Final product: Magazine advert

Final product: Digipak