Digipak and Magazine Advert Planning

Digipak Planning (sketches, flatplans and photoshoots)

Font
I have looked at a variety of font on dafont.com, and found two that I am considering for my digipak and advert. After some design prep, I have decided on this font, called signerica.

Flatplan:

I got a flatplan tmeplate from this site, and downloaded this digipack template:

Digipak flatplans

Front cover

Hover over image to read details (on all flatplan images).

Back of digipak

Inside panel

Outside panel, folding in.

Inside middle panel

Inside right CD panel

Magazine Advert Flatplan:

Original photographs for my digipak and magazine advert:

Magazine Advert Analysis

Noah and The Whale

This is the magazine advertisement of Noah and the Whale's 'The First Days of Spring'.

This features a medium shot of the band, with the focus on one member. This gives a clear image of who the band is. The band member who looks directly at the camera through the lens suggests that the band music is creative, and their content is self-made - individual and unique. It could be said that the artist is taking a picture of the audience, suggesting that they involve and communicate with their fans. 

The photo has been edited so that there is a vintage, indie look about the advertisement, further reinforcing the bands genre. It also ties in with the title "The First Days of Spring", because the warm, earthy, washed out colours suggest that a warm mid-spring atmosphere.

The shot of the band fills the bottom half, and leaves the rest of the advert clear. This space is used for the reviews, the title and the bands name, as well as dates and additional information. We expect to see this on magazine adverts, and is necessary so that people can look at the advertisement and make decisions on whether to buy the album.

This will appeal to anyone who likes indie music, as the colours, shots, and fonts used all emphasise the conventions of this genre, and therefore attract the right audience. Fans will recognise the band and their name, clearly on the middle of the advert, as well as reaching out to new fans who listen to indie music, as this will catch their eye.

Mumford and Sons

This is a magazine advertisement for Mumford and Sons' 'Sigh No More'.

This advert features the members of the band in individual, medium shots. The photographs themselves are in a style of an old, almost polaroid print, which establishes the indie genre they portray. The members' costume, location and props also add to the indie genre conventions, as the outdoor setting is typical of indie genres, and musical instruments commonly found on indie tracks, especially their own, which will reassure the fans that the content of the album will be what they like. This is further enhanced by the editing of the photographs, that have a vintage, sunbeam, overlaying effect on the photos.

Placed along the top is the bands name and album title, with reviews and additional information along the bottom.

Bon Iver

This is Bon Iver's magazine advertisement for 'Bon Iver'.

This advertisement has artwork for its main image instead of a photography, which is continued through to the album. This artwork follows indie genre conventions, with the use of the earthy, nature colours and the nature composition itself, which gives an indication into the genre and style of music inside. The washed out effect created through the watercolours also creates a clam and tranquil tone. This therefore appeals to the indie audience.

Above the main image, there is the band name and album title, in a bold typeface and colour, and underneath, there are reviews, though there is less additional information.

Digipak Analysis

Mumford and Sons

This digipak is for Mumford and Sons' 'Sigh No More' album. The cover, which shows a full establishing shot of the band and location is simple, yet visually pleasing, and stays within the indie, folk genre conventions. The colours, lighting, location and costume all emphasise the indie, folk sound of the album and define their image, assuring fans of the content of the album which is represented by the bands image, such as the costume, showing the indie folk image that the band have established through their career. The posing of the members show their casual, laid back style, which follows the folk genre conventions. This could further imply the content of their music, of being vocals and instruments, and involves less computerised technology. The font found on the digipak is the same throughout, and has a traditional and simple style, reflecting their music.

The front cover is a key feature of the digipak, as it is what draws in consumers. Fans will judge whether to buy the product depending on how the cover portrays the band and represents the inside content.

The back is similar, with the image of the back of the shop window, which shows the continuity of the product. The image is simplistic and aesthetically pleasing, and the overall feeling of the band suggested by this product is that they are an independent, small band. The back also contains what is typically found on the back of digipaks, a record label, and barcode.

The inside follows the same conventions, with the band in the shop windows. Each member is shown the same size and with the same focus and space in the composition. This suggests that each member of the band is equal and brings equal qualities and contributions to the band and their music, as well as showing their individuality and independent image.

The left inside panel a s simple symbol, which adds to their sense of 'small-time' artist image, as well as following the aesthetic of their digipak. It may be that they have already established a fan base, so that they feel additional information would be unnecessary and clutter the image. 

Nick Lowe

I have decided to analyse this digipak of Nick Lowe's 'At My Age', from this site.

The cover on the bottom right shows an animated art cover, with a simple, minimalistic image, which continues throughout the digipak, with its simple, aesthetically pleasing photographs, that presents a similar image and consistency with each other. The colours, shots and props reinforce the expected genre that fans will get from buying and listening to this album.

Bombay Bicycle Club

This is the digipak for Bombay Bicycle Club's 'A Different Kind Of Fix'.

The front cover is an illustrated image and based on the album title and element of 'fix', and the psychedelic patterns suggests a reference to the anti-establishment culture of the 1970's. The use of 'fix' in the title gives us an indication into the album art, which focuses on the brain and senses.

The album title is clearly shown on the plain front cover in a simple font, with the band logo is also shown in much smaller font. The logo means that fans will recognise the logo and be inclined to buy, and could also mean that the albums target audience is those who appreciate art and what could further be implied by the album, which associates the band and the genre and unique style of music together. The little branding found throughout the digipak suggests that they have already established an audience.

The overall digipak uses similar muted, earthy colours which reinforces the vintage, indie genre of their songs. The art of the front cover clearly separates the album from those of pop album covers, clearly stating that the cover will attract listeners of this genre. The front of the digipak continues its designs through to the back, where the track list is clearly placed with simple font. This continuity is found on the inside of the digipak too, where the illustration of the front cover can be found on the case of the CD, as well as the CD itself. 

On the back of these digipaks, they all contain barcodes, record labels and copyright information, typically found on all digipaks.

Digipak

Digipak

Digipaks are a special edition of an album, and consist of a gatefold paperboard, containing a CD inside. The purpose of a digipak is to promote the artist and album. Typically, digipaks are eye-catching, and the images on it support the artists' brand image and their genre. All aspects of the digipak, brand image, music video, promotions, are interconnected. Digipaks are considered for people who are fans of the artist.

Types of digipaks:

• 4 panel digipak

This digipak is the standard CD case.

• 4 panel digipak with pocket

This digipak is a slightly developed version of the original 4 panel design. This digipak allows there to be a booklet inside the slot that gives more information about the album and artist.

• 4 panel digipak with slot

Like the pocket digipak, this one has instead, a slot. Again, used for booklets containing additional information.

• 6 panel digipak - CD placed in centre panel

This digipak has the CD placed in the centre of the digipak, with two empty panels either side. This allows for further artwork to be added to the digipak. The artwork included usually promotes the artist and the content of the album.

• 6 panel digipak - CD placed on right panel

This digipak unfolds, and usually opens up to show additional artwork and information.

• 6 panel digipak - 2 CDs

This digipak unfolds similarly to the above to, however contains two CDs. Often, the additional CD contains extra or 'deluxe' tracks, or could be a DVD of a live show.

• 8 panel digipak

For this digipak, the outer panels fold inwards, then folding the remaining panels into each other. These types of digipaks typically contain 3 CD trays, with the fourth panel being used as a slot for booklets.

• Maltese Cross digipak

This digipak is the least common, with its 4 individual panels that fold inwards. Some of these digipaks contain more CD trays. 

Final Edit of Music Video

(The video ends at 3:03 - please stop watching at that point)

First Edit of my Music Video - Unfinished

First edit of my music video - unfinished. 

Hot Desking Peer Feedback

Favourite images and connotations?
·         I like the titles – they fit well with the indie theme and contrast nicely with the woodland backdrop
·         I like how you have edited the title in, works well with the video
·         Good slow editing
·         I like the close up of the girl’s face at about 1:20, because the background is completely out of focus.
·         Title at the beginning suits indie genre and the setting works really well
·         Title at the beginning goes well
·         The title fits in well with the genre of the song and so does the natural imagery.
·         The woodland setting and the general lighting is very pleasing to watch.
·         The colour grading of the first clip is lovely, it would be nice if this was the same throughout.

What aspects of the video promote the track?
·         The recurring use of close up shots fits well with the intimate feeling of the track
·         Continuity editing and the close ups of her face when she is smiling
·         Sepia effect is good with text over
·         Slow editing pace. - Colour scheme and editing pace
·         Editing pace is nice a slow like the music so it fits in great
·         Slow editing and colour scheme – the natural imagery promotes the genre of the tracks and contributes towards giving the video a more indie feel.
·         The tranquillity, and simplicity fit the indie genre, and compliment the song.
·         The slower pace of editing and longer clips are calming, as is the lack of action within the shots.

How does the video use musical genre conventions?
·         Folk/earthy forest leaves
·         Aesthetic works with indie genre
·         The indie genre feel
·         The imagery of the trees and forestry, as well as the natural colours fits in well with the song’s genre as an indie track, and so does the title.
·         The lighting, the varying shots (size, distance and position) and the colours used for clothing, sunset, boots, all complement each other for the desired genre’s conventions.
·         The colour grading heightens the conventions of the indie genre

Creative use of technical skills (controlled use of camera; variety of shot sizes; editing techniques; lip sync; pace and rhythm; effects):
·         The close ups are controlled and in focus
·         Good use of slow pace reflecting the pace of the song
·         Hand held footage – but okay if you want it to be.
In focus, suitable shots types used
·         All in focus and sharp
·         Good focus and diverse range of shots; good close ups.
·         Very nice motion of the camera to suit the song’s pace.
·         Shots are in focus, however the end clips are slightly overexposed, but there is a variety of shot angles and types which interest the viewer

Areas for improvement:
·         Maybe edit on the beat more frequently, also a lot of clips are a little too long.
·         Clip zooms in whilst filming
·         Some shots are too long so try shortening them
·         More shot changes and it needs more going on, maybe a narrative, but as a start it is good.
Shots at the beginning and end are really long, don’t entirely understand concept
·         More shot changes
·         Perhaps needs something else going on, like more of a narrative structure.
·         Shorten a few shot, and maybe vary the actions a little J
·         Fill in the gaps, as when the piece is viewed as a whole the longer clips may not keep the viewer’s interest

Overall, I am pleased with this feedback. The group seemed to have understood the genre of the song with the comments of how it fits in with the indie conventions. I have found that the title is effective and fits with the conventions, and contrasts nicely to the natural woodland setting. I have also found that the close up shots, colouring effects and slow pace of the editing also fits in with the indie genre conventions and promotes the indie track. The overall earthy aesthetic of the woodland and natural colours means the video uses genre conventions. There is also good use of close up, which are controlled and in focus, as well as the slow pace. The general areas for improvement are the length shots, because they are too long, and should be edited on the beat more frequently.