Digital Pack Research - Analysis. (Adele)

Adele is a British solo artist whose music falls into the Pop genre. The vast majority of her songs follow the theme of loss and love, as can be seen by examining the track-listing upon the reverse of the digipak, with song titles such as 'Lovesong' and 'Hiding my heart'. Therefore it is expected that this would be represented or shown in some way within her digipak to the potential listener. In my opinion this has been done by showing an image of Adele upon the front of the digipak looking both emotional and thoughtful. She is pictured looking down towards the ground, whilst looking both elegant and pretty. The discussed image is presented in monochrome and lighting has clearly been used to brighten 

Adeles face, causing it to subtly stand out from the dark background.

The image used upon the reverse of the digipak is slightly different to that used on the front. I believe that Adele has been pictured looking up at the viewer so that a personal element can be established between the viewer and the artist. It could be said that is seems as if the artist has a story to tell the audience, especially as this picture is located adjacent to the track-listing. The track-listing features the extra element of 'Bonus Tracks'. This is a marketing technique in some ways, as it may have an attractive effect upon the audience or potential customer, as they may feel that they are getting a better value deal when they purchase the album. 

The white font that is used  on the front of the digipak strongly stands out from the monochrome coloured background. As Adele is a Pop artist and a household name, this is important. If the potential customer sees the name Adele when searching for a CD, it is highly likely that they will recognise the name and will be aware of the music that she has released. Referring now to the back of the digipak, the title of the album is repeated twice, once on both of the vertical edges of the the digipak. It may be the case that this has been done to ensure that if the CD is placed on the shelf in a manor that does not display the front of the digipak, the title will still be on show to any passing trade or potential customers. Although this is assuming that the public will be aware of the title of the album or will not what they are looking to purchase. This therefore relies upon advertising and marketing taking place across other platforms of media.


Remaining on the topic of different media platforms, it can be seen that on the reverse of the digipak a number of website addresses have been included. These include www.adele.tv and www.xlrecordings.com. These sites being Adele's personal promotional website and the record label itself. This is an example of cross-media convergence, which allows the audience to further research the artist which may lead to the purchasing of more releases and/or merchandise. The fact that the layout and design are both of a simple nature creates a mature feeling or atmosphere about the digipak. If it was to be compared to other Pop artists digipak's it would look a lot more tame, due to the lack in bright colours or fulfilled images. I believe that this has been done deliberately to fit the target audience of Adele. This also links with the title of the album, 21. Turning 21 is seen as the coming of age and full maturity. This also happened to be the age of Adele when this album was released. 

Digital Pack Research - Analysis. (Ghostpoet)

Here is an example of a Digital Pack, used by Ghostpoet when releasing his Album 'Peanut Butter Blues & Melancholy Jam'. It uses a CD style template. An extremely close up and blurred vintage photograph appears to have been used for the background of the digipak upon the reverse of the CD case. This may have been chosen for use as it relates to the Star Image that has been created by the artist. The font used for the Artists name is White, which contrasts with the colour of the background image. Therefore making it stand out to the audience. The title of the album has used two different tones of green. This choice in colour is very similar to that used in the design of one of Ghostpoets adverts/posters. This poster can be seen below alongside the the digital pack. This similarity may have occurred on purpose, because it allows for links between different platforms of media to be made. The public may therefore associate these colours with the artist, also contributing to the star-image.

It can be seen that there is no image of the artist upon the reverse of digipak. This adds an element of mystery to the design which may leave the public wanting to find out more regarding the artist.  Ghostpoets Record Labels logo can be seen on the back of the digipak. This ensures that anyone who is familiar with other artists signed to this label will recognise the logo and may feel intrigued and want to purchase this artists product. As 'Brownswood Recordings' is an Indie label, it could be seen as almost a stamp of approval for regular listeners or followers of the indie genre, or anyone who may also recognise this logo, leading to Ghostpoet gaining a wider audience. The track-listing upon the back of the digipak is not numbered, this may have been designed to add another unique and mysterious tone to the digipak itself. 

Above, both the actual CD and the front of the digipak can be seen. The image of the artist used on the front of the digipak is extremely blurred, once again contributing to the element of mystery when it comes to the image of the artist. This also links with the reverse of the digipak as a similar effect is used there, with the close-up background image. The front of the digipak follows the same colour scheme as the reverse. The actual CD print also does follows this. The monochrome colours of the background image, contrast with the white text used on the titles name. Although the majority of the artists image cannot be recognised, a small amount of his glasses can be. Ghostpoets spectacles heavily feature within his star image. This is because of their size and uniqueness. He can be seen wearing them in some other images below. This allows the target audience to recognise him because of these glasses, despite the fact that the rest of the image is much less recognisable. 

Due to the image of Ghostpoet on the digipak only showing him, and not featuring anybody else, it can be easily recognised that he is a solo artist rather Ghostpoet being a name for a band. The fact that he is displayed in digipak the to be blurred and mysterious fits with his name, as he almost appears to be a Ghost upon the front of the digipak. The CD's print is split into two different designs. A vinyl image has been used on a small section of the CD print to once again give a vintage feel to the overall digipak. The track-listing has been displayed on this platform of media as well. This is something that we could consider when designing our digital pack. 

Digital Pack Research - Analysis. (The Cads)

Here is the front of a CD Sleeve/Cover, used by The Cads when releasing their EP; Spark Up In Style. As we can see, the design is very simple using just 3 different colours. It is also rather obvious that the design has been drawn free-hand, and is some what a piece of art rather than a heavily edited photo. This fits the forms and conventions of the Indie genre. Many other bands have followed this style including Foals, whose one of many EP CD Sleeves can be seen below The Cads'. This style is something that could be considered when we begin to design our digital pack. 

In addition to this, the shapes used in the design of The Cads CD sleeve are predominantly triangles. Triangles are often associated with the Indie genre and the Hipster Scene. This could of been intentionally included within the design of the sleeve, contributing to the image of the band and allowing more of their Target Audience to identify themselves and make links with the band. It is also noticeable that the title of the EP has been spelt without any capital letters upon the front of the sleeve. In my opinion, it is highly likely that this has been done as the band may believe it goes against the 'normal', and will give a unique stance. As The Cads are an unsigned band, it will be within their interest to draw as much attention to themselves as a band and also towards their products as possible. Therefore this may further explain their choice in design as it does not explain or give any hints towards their style and genre of music, besides subtle features such as the previously mentioned iconic Indie triangles. By doing so, more people are likely to listen to their EP as they wont have disregarded them musically after they have seen their CD sleeve, if they usually do not listen to bands from the Indie Genre. This expands their potential audience.

How was our Initial Audience Feedback used during production?

We initially presented our proposal to our class of fellow media students. This was followed by a number of questions. Questions covered topics such as Technical Factors, Narration, Atmosphere, Mise en Scene and choice of locations. It was highlighted by a large proportion of the group that we should keep the basis of the video as the artist travelling through a variety of locations and scenes as it gave an almost 'fluid' or 'smooth' structure to the video. Therefore due to fact that such a large number of the group clearly appreciated and were fond of the idea, we decided to go ahead with this concept. In addition, we expanded upon this to also include the theme of public transport to act as a Metaphor for the artist being on his journey. This was achieved by including both the train station and bus stop within the video. 


Initially, when asked "Do you think that the video should be more of a narrative.." The group responded quite clearly with 'no'. They added that "it already has a possible narrative, as it could tell a different story to different people". We therefore decided that the majority of people asked were more than happy with the lack of a clear and precise narrative and were happy to interpret the video in their own individual way. After this feedback had been recieved, we decided to carry on with the initial plan and produce the video.

Audience Feedback. (Prior to screening).

Our music video was shown to a class of fellow media studies students. We then proceeded to ask these students a number of questions regarding the video. The students were given a period of time to discuss any opinions or matters of concern regarding the video with their peers. The first question that we asked them was "What atmosphere did the video create?". The majority of students responded with "Emotional", however two other answers were also received. These were "Thoughtful" and "Relaxing". In my opinion this is very positive, as the atmosphere we had intended to create was both an emotional and thoughtful one. This is because we had hoped that the video would almost 'wake the audience up' to the huge concern that is climate change. Therefore then answer of 'thoughtful' was greatly received as it was clear the audience had began to think about the greater message behind the video. 


The next question put forward to the group was "Did the Mise en Scene fit with the intended Target Audience and the related Stereotype?". The audience were also reminded of the age 16 - 24, indie genre, target audience. For this question we received only one answer, which was, yes. The group commented on the artists clothing specifically. It was mentioned that such clothing was very appropriate for allowing the target audience to relate and identify themselves with and within the artist himself. One member of the group also made a comment regarding the use of the inflatable chair. It was said that the chair could be seen to fit the stereotype of the late teens, by holding a connotation regarding the commonly used humour of teenagers being lazy. This once again meaning that it is possible that the audience could relate to the artist in some way.


"Did the shots and scenes used link well with the lyrics?". This was the next question. For this question we received a number of different and unique answers, as individuals opinions can differ so much within such a large group. However, there were 3 popular choices.The first of these being the shot shown below. Comments were made suggesting that the scene was effective because of the artists sudden appearance, as he is not upon the platform as the train arrives, yet is playing his guitar in the chair once the train departs. In addition to this, it was also said by the group that the chair created Juxtaposition, as it provides a link between all of the scenes. 


Another popular choice of shot was the Layered shot, where the artist is both sitting in the chair upon the rocks and walking along the station platform. The rocks shot in this case is the more dominant shot, with the platform just complimenting this.The group said that they thought it appeared as if the artist was walking along the water, behind the chair, which they thought may draw the attention of the audience even closer to the video. This shot is also shown below. 


The last popular choice of shot or in this case scene, was the use of the rocks. The group said that because the artist was sitting upon the rocks, at such a high point, that the scene provided an atmosphere of its own. They then expanded on this point to say that the atmosphere or feeling was that the artist was in a position of power or almost importance and that it felt as if he could of been "preaching" or telling a story. This scene is shown below.


Finally, we asked the group "Would you have done anything differently?". For this question we received 2 answers from the group, collectively. It was suggested that more locations could have been used in the production of the music video. We had initially intended to use a greater number of locations, however we felt that this would of been too time consuming, and as a group we decided that the time could be better used editing and completing other such post production work. It was also suggested that we didn't need to include the black screen cuts as shown below. However, we decided to include these as we felt they helped build a feeling of tension within the video and contributed to the climax towards the end.

Final Product - Music Video.

Here is our Music Video.

Props List.

- Inflatable Chair
- Guitar
- Guitar Plectrum and Capo
- Costume

Advert Designs.

Here are three poster designs that have been created with the purpose of promoting the artist and his song; 'The Aquatic Escape'. The research that has taken place prior to these designs has held great influence upon the following posters and their individual attributes. One noticeable similarity is the use of white text throughout all designs. This was chosen due to it also being used in other promotional material from artists of the same genre. Therefore, fitting the forms and conventions of this genre. An example of this is an album sleeve used by Two Door Cinema Club, which is also shown below. We have chosen to include the date of the proposed 'release' on 2 of the posters. After completing a vast amount of audience feedback we decided to begin narrowing our final decision down to just 2 posters, which were number 1 and 2. The audience frequently referred to the fact that poster number 3 did not include a release date. This contributed greatly to our final decision. 


It was also decided to use a specific filter effect upon all of the posters, due to this linking with the music video, as a very similar filter was also used on this. By connecting both platforms of media, the audience can relate the advertisement with the product. The filter is also common of music videos and general styling of other media associated with the music genre of Indie. Therefore, the poster is once again fitting the forms and conventions of the genre.

Final Poster Design. 

Poster 2.

Poster 3.

Tour Door Cinema Club's Album Sleeve. 

Font Research.

Below, is an image that shows 4 of the fonts researched prior to beginning the designs for the ancillary texts. It was decided to disregard Font number 1 due to the style being too far fetched from the forms and conventions of the indie genre. This font also holds connotations of american football culture and would provide an undesired effect towards the products. In contrast, it was decided that the second font was more appropriate. As a group we felt that this font was similar to fonts used within real media products. After disscussion, font 2 and 4 were selected to be used as inspiration for our final font. I personally felt that the two fonts are both stereotypical of the indie genre and are similar to the real media products which have been examined. Font 3 will also be disregarded, as i feel that this font is childish in style and is not appropriate considering our target audience.

Advert Research. Ghostpoet Poster.

Here is a poster advertising a concert by Ghostpoet who is an artist also from the Indie music genre. The most obvious thing about this poster is it's similarity to James Blake's poster in terms of the filter effects used upon the image of the artist. A clear blurring effect has once again been used. As we are looking to design media that fits the forms and conventions of genre, it may be appropriate for us to also use this effect. Once again we see a very basic and minimalist approach used when it comes to the overall design and layout of the poster. The font used here varies a lot from line to line, in fact more than 5 different fonts are used in total on the poster. It may be that this is something we can carry over to our initial designs.

Advert Research. - James Blake Poster.

Below is a poster used by the artist James Blake to advertise two of his concerts. The posters information regarding such events is based around the outside of an imaged showing the artist. The image has been heavily edited, including a blur effect and what appears to be a grainy, old-film filter effect. Once again, white font is used on a black background increasing the idea that this style fits the forms and conventions of the genre. The poster also features a simple border, which could be seen to focus the view of the audience or receiver. This could be taken into account when designing the poster for our digital pack. A website address has been used at the bottom of the poster, giving the audience a cross-media link which allows them to continue their encounter with the artist and possibly purchase tickets to the concert if desired.

Advert Research - Foals Poster.

Below is a Poster that was used by the band; Foals, in order to promote a concert. The poster uses a simple layout and structure. A basic image has been used and the title of the band, supporting acts and concert data have been printed on top of this image. White text has been used, which stands out from the black background upon which it is placed. This presumably draws the attention of the audience towards the poster. In my opinion, what makes this poster unique is that the location of the concert is not clear to the reader at all. In fact this is printed at the very bottom of the poster in a much less obvious and subtle font than the other text regarding the artists. I believe that this has been done so that the audience end up examining the poster for a longer period of time, therefore it is more likely that they are taking in the information that it presents to them. 

The style of the font featured in this poster is very commonly used in other media used by artists from the same genre. Therefore it may prove to be beneficial if we are to use this style in one of our media platforms within the digital pack. This could potentially mean that the audience will recognise the style and associate the artist with the Indie genre, hopefully leading to them choosing to listen to the artists music.

Reasons for choosing the Locations.

Sea - This location was chosen to be used for the last scene as it fits and correlates with the meaning and reasoning behind the song, climate change. As the artist enters the sea, the audience will supposedly be lead to believe that this his death. Therefore fitting with the lyrics; "When the salt water fills our lungs, I'll be there to drown with you". A link can also be distinguished between this location choice and the song title 'The Aquatic Escape'.


River - This location was chosen for use because of a number of reasons:


1) Graffiti upon the wall, with a marine theme and style of imagery allowing for yet another link to the title and theme of the song.


2) Once again, the Graffiti aided the decision to use this location as it fits in with lifestyle of the stereotypical listener and target audience. This meaning that the audience can relate to the song and video in another way.


3) River in the background is another source of water. Link to climate change once again.


Subway - I feel that this shot is a metaphor of the artist entering the journey that takes place during the video. A source of light towards the end of the tunnel makes it seem as if the artist disappears, and begins this journey.