Digipak

Digipak

For the front cover, I chose an image of the protagonist holding a sign saying 'Tea Party'. Again, I distorted her face and I chose to distort the writing on the sign. The reason behind this is because I want to present the idea that the classic fairytale story isn't as perfect as it's portrayed. Also, distorting her face on the front cover and on my poster hides her identity and will make the audience curious about what she looks like, it will eventually make them want to watch the music video.

The left inside of my digipak is a blurred image of the protagonist's dress. Upside down you're unable to actually see what is happening in the image but it's of the protagonist running from the camera. This image fits with the front cover as it has similar colours and features, such as the forest background and her dress. 

The right inside of my digipak is where the cd tray goes. It's a close up image of a key hole which we're able to see through, on the other side of the key hole is a forest setting with a white rabbit situated in the middle of the pathway.  I first discovered an image similar to this one, however, I didn't like how they had put the image together so I used the same key hole image after unsuccessfully finding one one Google Images. Additionally, I found a white rabbit on Google Images to use as there is no way I'd be able to get my own picture of this. I did in fact take my own forest image and photoshopped that image behind the key hole as well

My version

Original version

Lastly, the back image of my digipak is an image of a forest. I used the same image for the right side of my digipak. The reason behind having the same image as my back cover is because I like the idea of linking certain features to one another. By this I mean once opening the digipak you see a keyhole and you are able to see what's past the key hole and when you close the digipak you see the image for what it really is - minus the white rabbit. Another reason for using the same image is because the right side of my digipak and the backcover fit with each other as do the front cover and the left side of my digipak.

As my album is a single I have only listed three songs: three are all the same but a remix and acoustic and the last one is a new song. As we have seen on my poster and on the front cover of my digipak I have used the painstroke frequently and so I have used it again but on my backcover. By using it I have interlinked my digipak and poster together. I have then added the common features that you traditionally see on the backcover such as the barcode, the record label, website and the small print.

Second draft

CD

Much like the right side of my digipak, I have used the same image for my CD as it would fit into place with the CD tray. 

Album poster

First draft

The main image on my album poster is of the protagonist. By her being on my poster the audience will be able to identify her as the main character but also, they may get an indication that the music video will follow an Alice In Wonderland concept. This concept should be noticeable by the costume my protagonist is wearing, as well as her being associated within a forest setting. Additionally, the reason I have distorted my main characters face is because I'm trying to present the idea of a twist to the classic fairytale, I want to show that not everything is as perfect as it's said to be.

The image I have used of the main character is different from the one found on my digipak in the sense that not her whole body is shown, however, her face is again distorted. I chose to put an image of a rabbit next to her because you will see a similar image of a rabbit within my digipak. By choosing to do this I have then interlinked my digipak and my poster.

For my typography, I have chosen a bold font for the artists name and it is placed on a blue paint stroke. The paint stroke is used several times on my poster and you'll also see it on my digipak. I edited the colour of one of the painstrokes to make it stand out from the other one. The reason for the artists name being bold is so it emphasises the purpose of the advert and it catches the audiences it. Beneath it I have briefly mentioned the song I will be using using. By that being in such thinner font, it contrasts largely by the bold font of the artists name and is eye-catching. I chose to include two quotes from magazines reviewing the album with a star rating.

At the bottom of the poster I added an extra feature of 'available on itunes' as it's a common feature found on album adverts.

Second draft

The main image of my poster is, again, of the protagonist. She is holding a sign that reads 'Tea Party', the reason behind this is because in my music video there is a clip of the two characters walking past the sign and the tea party in the original movie of Alice In Wonderland is one of the most well known scenes. I have used the same image from the front cover of my digipak because then it's clear to see the link between the poster and the digipak. 

For my typography, I have used a bold font for the artists name over several white paintstrokes as this makes it stand out from the rest of the poster. Beneath it is the writing 'Featuring Hole in my Heart' in swirly writing as it looks fantasy-like and I feel it fits with the theme and look that I want my poster to give. Towards the bottom of the poster are two blue painsttrokes and each one has a review on from newspapers/magazines. I chose to have reviews on my poster because it's a common feature found on adverts.

The last two features on my poster are the small print often seen on the back of digipaks and the record labels logo. 

Lyrics to my chosen song (Hole In My Heart)

Since you've been gone nothing makes any sense

Cause being with you was the thing I did best

Now that it's over what else have I left?

Cause I need you so much I can't lose you I need you to know

You might have gone but I'll never let go

Cause one day I know that you'll come back home

Cause I won't let go

There's a hole in my heart, can you fix it?

There's a hole in my heart, since you've been gone…

Is this L-O-V-E?

Somebody tell me what's happening to me?

Is this L-I-F-E?

Somebody tell me, just what's happening to me!

Since you've been gone!

I want you so much that it hurts me to think

That we'll be like strangers the next time we meet

Cause I used to have everything that you need

And I need you so!

There's a hole in my heart, can you fix it?

There's a hole in my heart, since you've been gone…

Is this L-O-V-E?

Somebody tell me what's happening to me?

Is this L-I-F-E?

Somebody tell me, just what's happening to me!

Since you've been gone!

There's a hole in my heart! [3x]

With all the answers

Maybe we could save this!

This hole in my heart! [3x]

Is this L-O-V-E?

Somebody tell me what's happening to me?

Is this L-I-F-E?

Somebody tell me, just what's happening to me!

There's a hole in my heart, can you fix it?

There's a hole in my heart, since you've been gone…

Song permission

My friend who is sort of friends with the singer Luke Friend asked for permission on my behalf to use his song Hole In My Heart and he has gave me the required permission.

Animatic storyboard

For my first shot, I plan to use a wide shot which shows a group of teenagers leaving a cinema chatting and laughing. I'd do a stationary camera movement possibly with a gimbal to help stabilise the shot. I would also use a cut transition. The shot should be 8 seconds long.

For my second shot, I plan to use a close up shot of the group members faces. The reason for this is because it will show the audience how the teenagers and feeling and would also support the idea that they're happy and laughing which I want to be presented. I would do a pan camera movement so the audience will be able to see each members face at some point. I'd use the cut transition. The lyrics in this shot would be "Since you've been gone nothing makes any sense." This shot should be 6 seconds long.

For my third shot, I'd again be using a wide shot of another group approaching the cinema. I'd similarly be doing a stationary camera movement with the gimbal. I would then use a cut transition. The lyrics in this shot would be "Cause being with you was the thing I did best." This shot should be 5 seconds long.

For my fourth shot, I will use a close up shot of the group members faces like before. I shall be doing a pan camera movement to the group members faces. I shall use a cut transition. The lyrics in this shot would be "Now that it's over what else have I left?" This shot should be 3 seconds long.

For my fifth shot, I will use a wide shot of both of the groups nearing each other. I shall be doing a stationary camera movement. The transition I will use is cut. The lyrics in this shot would be "Cause I need you so." This shot should be 5 seconds long.

For my sixth shot, I will use an over the shoulder shot of two characters bumping shoulders. The camera movement I will be doing is stationary. I shall use a cut transition. The lyrics in this shot would be "..much I can't lose you I need you to know". The reason that I cut this line of lyric between two shots is because there's one noticeable beat in this line which I would like to synchronise with the two characters bumping. This shot should be 4 seconds long.

For my seventh shot, I will use another over the shoulder shot but this time it will be of the two characters making eye contact (or what you will assume will be happening as you will only see one character making eye contact). I shall be doing a stationary camera movement. The transition I shall be using is cut. The lyrics in this shot would be "You might be gone but I'll never let go." This shot should be 4 seconds long.

For my eighth shot, I shall be using a point of view shot (from the males POV) of his eyes travelling down to the girls necklace. The camera movement I shall be doing is tilt to synchronise with the movement of the guys eyes moving down towards her necklace. The transition will be cut. The lyrics in this shot would be "Cause one day I know that you'll come back home." This shot should 4 seconds long.

For my ninth shot, I shall be using a two shot of the two characters standing in front of another, the camera will be point at them from their sides and the male character will be reaching out to touch the necklace. The camera movement will be stationary. The transition with either be circle open/close as the setting shifts to a new place. The lyrics in this shot would be "Cause I won't let go." This shot should be 4 seconds long.

For my tenth shot, I shall be using a mod shot of the female character, Alice, lying in the woods and the camera shall follow up her body. The camera movement will be follow. The transition that I will use is cut. The lyrics in this shot would be "There's a hole in my heart, can you fix it?" The shot should be 4 seconds long.

For my eleventh shot, I shall be using a wide shot of the male character, the mad hatter, sitting next to Alice cross legged. The camera movement will be follow as I shall be focusing on different parts of the mad hatters body and costume. The transition being used will be cut. The lyrics in this shot would be "There's a hole in my heart since you've been gone." This shot should be 4 seconds long.

For my twelfth shot, I shall be using an extreme close up of the mad hatter mouthing the words to the song. The camera movement will be stationary. The transition that I will be using is cut. The lyrics in this shot and the lyrics he'll be mouthing are "Is it L-O-V-E?" This shot should be 4 seconds long.

For my thirteenth shot, I shall be using a wide shot of Alice awaking, sitting up confused with her surroundings. This camera movement will be stationary. The transition being used will be cut. The lyrics in this shot would be "Somebody tell me what's happening to me?" This shot should be 4 seconds.

For my fourteenth shot, I shall again be using an extreme close up of the mad hatter mouthing the words to the song. The camera movement will be stationary. The transition being using will be cut. The lyrics in this shot and the lyrics he'll be mouthing are "Is this L-I-F-E?" This shot should be 5 seconds long.

For my last shot, I shall be using a two shot of the two characters, similar to before, standing in front of one another. The camera movement will be circling around the two. The transition will be cut. The lyrics in this shot would be "Somebody tell me, just what's happening to me!" This shot should be 6 seconds long.

Fonts for my digipak

Having researched potential fonts on dafont.com, I have narrowed it down to three fonts I would like to use.

One font that I may use is called Lace Dreams. The font looks like the image below:

The reason that I have chosen this font as a possibility for my digipak is because it's really feminine and pretty with the flowers. I can imagine it being on the front of my album and I think it would suit the style that I'm using for my digipak, that style being fairytale-like and enchanting.

The second font that I may also be using is called Unchanged Thoughts. The font looks like the image below:

The reason that I have chosen this font as a possibility for my digipak because I like how eccentric it is and I really think you could see this on or related to Alice In Wonderland with the swirling of the font and the way the letters in it are tilted slightly. 

The last font that I may be using is called Ogdred Weary. The font looks like the image below: 

The reason that I may be using this font for my digipak is because, again, I think how the font looks with the twisting letters, it's very striking and would definitely fit with what I'm hoping to do with my album.

Storyboard - Shot 1-15

Updated storyboard

Representation of people/groups in my video

Representation

The first group of people that we will see in the video is at the start and at the end. There will be two separate groups of teenagers. One will be entering the cinema and the second will be leaving. I'll portray them as fun-loving and carefree as they hang out with all their friends. I'll have shots of them laughing and joking around with one another. I feel like this will appeal to audiences because my target audience is teenagers. The way I portray them will hopefully be seen as relatable by other teenagers that may watch the video.

I will also show a representation of the main character Alice. First, she will be presented as naive and impulsive as she immediately falls in love with someone she barely knows. But once he leaves her, she'll be portrayed as vulnerable and maybe a little destructive. I'll show this by the use of different shots. Close ups are a must because it'll inform the audience on how she's feeling by her face expressions and emotions. Again, I think this may intrigue the audience because how the main character is being portrayed is relatable.

The last person that I will show a representation of is the other main character the Mad Hatter. I shall present him as thoughtful and kind-hearted as he helped fix her broken heart but he is also broken himself which leads him to disappearing.

Linking to theorists

One theorist that I think links to my representation is Antonio Gramsci and his theory of Hegemony. Hegemony is the political, economic, ideological or cultural power influenced by a dominant group over other groups. Hegemony in the media encourage people to consent to status quo meaning power structures so therefore the middle class have more power over working class. In my music video, the most dominant character role from the two is the male role and he controls, more or less, the female character throughout the whole video. 

Music video planning (Equipment, construction of mise-en-scene and casting)

Research into Record Labels

A record label is the brand name for a music release. Record labels are in control of the manufacture, distribution and promotion of a particular recording. The labels today are all four media conglomerates that operate a number of specific label imprints. Major labels accounts for 70% of music sales worldwide.




1) Universal Music Group

The first media conglomerate is UMG. The UMG sells more music than any other major label. They accounted for for 25.5% of the market in 2005.  Universal Music Group operates as a subsidiary of the French media conglomerate Vivendi and is said to be the largest music cooperation in the world. UMG's well known label imprints include: Geffen, Interscope, Motown and Universal.

Universal Music Group co-developed Vevo, a site designed for music videos which allows for free, ad-supported streaming of music videos and other music content.

Some of the key artists are: Kanye West, Gwen Stefani, Mariah Carey, 50 cent, The 1975 and Bon Jovi.

2) Sony BMG Music Entertainment 

Song BMG Music Entertainment is the second biggest major record label in music sales. They account for 21.5% of the market in 2005. Sony BMG Music Entertainment was a record music company, which was a 50-50 join venture between Sony Corporation of America and Bertelsmann AG.

The company signed a content deal with the popular video sharing community YouTube.

On August 2005, 2008 Sony Corporation agreed to buy Bertelsmann AG's 50 percent stake in the music company for $1.2 billion to get full control. The music company will be renamed Sony Music Entertainment Inc. and will become a unit of Sony Corporation of America.

Sony Music Entertainment Japan, which was not a part of Sony BMG, distributed Japanese Music in the US through Columbia or Epic, since around March 2007 when previous distributor, Tofu Records, was closed down. 

The company's well-known label imprints include Arista, Columbia, Epic, J, Jive and RCA.

Some of the key artists are: Kelly Clarkson, Alicia Keys, Outkast, Shakira and Britney Spears.

3) EMI Group

The EMI Group is the third biggest major record label in music sales. They accounted for 13.4% of the market in 2005. EMI Group Limited, also known as EMI Music or simply EMI, was a British multinational music recording and publishing company, and electronics device and systems manufacturing company.

 Before it's break up in 2012, EMI was the fourth largest business group and family of record labels in the recording industry and was one of the big four record companies (now big three). 

The record labels under this company include: EMI Records, Parlophone, Virgin Records and Capitol Records. EMI Group also had a major publishing arm, EMI Music Publishing - based in London with offices globally. 

The group's well-known label imprints include: Astralwerks, Capitol, EMI, Mute and Virgin. 

Some of the key artists are: Coldplay, The Beatles, Rolling Stones and Robbie Williams. 

4) Warner Music Group

The Warner Music Group is the fourth major record label in music sales. They accounted for 11.3% of the market in 2005. The company operates some of the largest and most successful recording labels in the world, including it's flagship labels Warner Bros. Records, Parlophone Records and Atlantic Records. 

WMG owns Warner/Chappell Music, one of the world's largest music-publishing companies. With a multi-billion dollar annual turnover, WMG employs in excess of 3,500 people and has operations in more than 50 countries throughout the world.

The group's well-known imprints include Asylum, Atlantic, Lava, Reprise, Rhino and Warner Bros.

Some key artists are: Green Day, Madonna, Ed Sheeran, James Blunt and Jess Glynne.

Spotify

Spotify is a music streaming that provides digital rights management restricted content from record labels and media companies. Music can be browsed or searched by artist, album, genre, playlist or record label. Spotify offers two music streaming tiers: Spotify Free and Spotify Premium. Paid "premium" subscriptions remove advertisements, improve audio quality and allows users to download music for offline listening. 

One downfall for Spotify is that the site fails to compensate artists fairly. Some examples of this are:

In 2009, Swedish musician Magnus Uggla pulled his music from the service, stating that after six months he had earned "what a mediocre busker could earn in a day". Norwegian newspaper Dagbladet reported in 2009 that the record label Racing Junior earned only NOK 19 ($3.00 USD) after their artists had been streamed over 55,100 times. According to an infographic by David McCandless, an artist on Spotify would need over four million streams per month to earn US$1,160. Luke Lewis wrote that "the 'free' aspect of Spotify is unsustainable" and that "if Spotify is to have a future, it needs to be a viable business".

In September 2011, US independent label Projekt Records stated, "We (the audience) believe in the value of what artists create. The artist's passion, dedication and expression is respected and rewarded. Spotify is NOT a service that does this. Projekt will not be part of this unprincipled concept." In May 2012, British Theatre vocalist and Biffy Clyro touring guitarist, Mike Vennart, stated: "I'd sooner people stole my work than stream it from [Spotify]. They pay the artists virtually nothing. Literally pennies per month. Yet they make a killing. They've forced the sales way down in certain territories, which wouldn't be so bad if the bands actually got paid."

Apple Music

Apple Music is a music streaming service by Apple Inc. Users select music to stream to their device on demand. The service includes the curated Internet radio station Beats 1, the blog platform Connect for artists to share media with fans, and Radio which incorporates some aspects of iTunes Radio. Apple Music provides music recommendations based on user taste.

Apple Music received mixed reviews at launch for its unintuitive interface,the amount of bugs and battery life problems and its offline services being contingent on using the iCloud Music Library feature. This feature takes away the ability for the user to sync music locally and has caused chaos for some users' music libraries. However, the service was praised for its smart functions.

Shortly before Apple Music was released, Taylor Swift wrote an open letter publicly criticizing Apple's decision to not reimburse artists during a user's three-month free trial period and announced that she would be holding back her album 1989 from the service. She said the policy was "unfair" as "Apple Music will not be paying writers, producers, or artists for those three months". UK independent record label Beggars Group also criticized the three-month trial period, saying it struggled "to see why rights owners and artists should bear this aspect of Apple's customer acquisition costs".

The day after Swift's letter, Eddy Cue announced on Twitter that Apple had changed its policy and that Apple Music "will pay artist for streaming, even during customer's free trial period". On Twitter, Swift wrote "After the events of this week, I've decided to put 1989 on Apple Music... And happily so". She concluded saying it was "the first time it's felt right in my gut to stream my album".

Focus group discussion

Analysing posters

Elements I will use

I believe that Taylor's poster fits with the concept I going for more as it focuses more on the single and the music video rather than a whole album. I like the idea of her being the main focus in the image and that she is wearing things that you see in her music video. I plan to do the same having my main character on the front of my poster wearing the same clothing that you are able to see in the music, as well as being in the same location. Similar to Taylor's poster, I plan to use bright and unique font on my poster to make it stand out. On Paramore's poster, they use a font that is edgy and reflects the music genre so I plan to use a font that reflects the fantasy themed music video.

Analysing digipaks

The first digipak I have chosen to analyse is Red by Taylor Swift.

 The second digipak I have chosen to analyse is Loud by Rihanna.

 The third digipak I have chosen to analyse is The Fame by Lady Gaga.

 The fourth digipak I have chosen to analyse is Teenage Dream by Katy Perry.

Elements I will use

One similar aspect that each of the digipaks has is each digipak has a close up of the artist on the front cover of the album. I didn't want this for my digipak so I have chose to challenge it by having a mid shot. From analysing Katy Perry's digipak, I discovered that she has linked her music video to her album design and I have decided I wanted to do the same. Therefore, many of the aspects I have used when designing my digipak correlating with my music video, for example, it follows the Alice In Wonderland theme and has a similar setting. Another aspect that I like with Taylor Swift's Red album is that she consistently uses the same colour throughout her digipak and so I plan to do the same with mine, using natural colours such as brown and green to fit with the natural setting but I will also use blue and white to fit with the Alice In Wonderland theme.