DIGIPAK RESEARCH

Digipaks are a protected style of DVD or Blu-ray disk that are presented in a book style format and is an alternative to the original jewel case which is commonly used for most CDS. They are often used for singles or special editions CD albums and also the tall DVD sets. Digipaks were originally owned by the company, IMPAC Group, INC and than were acquired by MeadWestvaco (MWV). In 2000 the company folded it into its AGI MEDIA division and then the name and designs were licensed to manufacturers around the world. Then in 2010 MWV sold to AGI media to Atlas Holdings where it then purchased Shorewood Packaging from international paper and merged the two companies together to create AGI-Shorewood. Digipaks are made of paperboard or card stock outer binding with either one or more plastic trays that are made to hold a CD which is attached to the inside.

 

As the digipaks often wear easily, a protective UV coating was recommended for the production of the digipaks so that the raw printed paper is more protected from wear. Over the years digipaks have been developed so that environmental impact is reduced and so they now include recycling components. Digipaks are used to promote an artist especially if images of the band or artist are on the digipak as it creates a star image and also a band signature. Their songs can also be promoted because often song lyrics are printed within the digipak so that the consumer can familiarise them self with the song and so this may lead to more exposure to the band. I have found that continuity to also be important within a digipak as the audience and consumers can familiarise themselves with a band or artist’s iconography, signature or star image.

 

Continuity can also be used throughout the digipak and also in the website, this means that all of the distribution methods have some think within them and so this allows consumers and the audience to easily recognise the artist or band. I think that looking at the manufacturing and production of digipaks has proved helpful as it has allowed us to think of different layouts for our digipaks which will make it quite unique and different from other artist or band digipaks. It also matches the indie genre as it will incorporate a star image and a song list which will give an insight into the genre.

SPEED CHANGES

When we came to editing our music video we found that some of the clips played quite fast and were too quick for the pace of the music and so we altered the speed of the clips so that it matched the speed of the music. We thought that this was particularly effective especially at the beginning of the music video where the tempo of the music is quite slow. We also found that some of the clips where Shqipdon is on his own to be quite fast and so we decided to slow these down as well as the tracking shots around Shqipdon and Ella because these shots show Shqipdon’s memories and also these are significant points in the narrative and we wanted to make them prominent within the narrative for the audience so that they fragmented narrative was clear. The slower speed also suggests a sad and lonely atmosphere which makes the audience feel sympathetic towards Shqipdon. Although we slowed down some of the clips we still wanted to maintain the fast pace within the rest of the song and so we cut the clips so that they had a short duration so that the pace of edit still matched the song.

KEYFRAMES

Within our music video there are a range of different shots where the camera is still and so to add a sense of movement we used key frames in motion. We began by selecting the beginning of the clip and then clicking on the ‘keyframe’ button and then selecting the centre of the clip and sliding on the scale option. We then moved the clip to wherever we wanted it within the frame, we thought that we should keep to the rule of thirds when moving and scaling the clip. Using this technique has helped us to edit our clips as there was some unwanted details within the scenes that would distract the viewer from the subject and make our clips appear unprofessional. This technique makes the clips more interesting as it adds the sense of movement and adds pace to the music video which creates a relationship between the visuals and the song as it matches the speed of the song.
 

FILMING FOR OUR NARRATIVE SCENES 2

After we filmed the second half of our narrative section for our music video we found that you can tell that it is filmed in college and so this doesn’t give the professional look that we are trying to achieve. We also couldn’t hire out the lighting and so this really made a difference to the mood and also the effect that we were trying to achieve. Using the music room for the location meant that it didn't look like a bedroom and so this contrasted the standard of shots that we had been shooting in our other filming sessions and so this made our music video appear quite amateurish and less professional. As we reviewed our clips we soon realised that we needed to re-film in an actual bedroom. We used the college as we wanted a basic room that didn't distract you from what was going on, however this location appeared too basic and didn't fit the mood or atmosphere of our music video. These are some screenshots of the scene that we filmed; the shots appear more amateur as you can see that the scene has not been filmed within a bedroom.
 

 

 

 

RISK ASSESSMENT CONTINUED

Location: Suffolk One Music Room

What could cause harm?

Studio lighting wires, unnecessary objects within filming area, broken glass and drawing pins.

What is the likelihood of this happening?

Proper attention must be paid especially in the event of broken glass and could be quite likely if attention is not paid. Likelihood could be minimal especially if footwear is worn and also glass is cleaned up properly. Flying broken glass could go in to someone eye if the photo frame is smashed without care.

Who or what would be harmed?

Anyone that is participating in the production could be harmed.
Flying glass could lead to major injuries.

How much harm?

Dependant on incident, burns could occur if falling on lighting or major to minor injuries could occur through broken glass.

After considering the idea of having the breaking photo frame another risk assessment should be completed as this could avoid accidents and injuries occurring especially as they could be quite serious in this section of the filming process.

EDITING

For the editing process we used ‘Final Cut Pro’ where we dragged our clips onto the timeline. We then cut the clips so that we just had sections of the clips that we could put into our music video. This allowed us to fit the clips together and formed the basis of our music video as we were able to see how we could fit the clips together. In order to help us with rhythmic cutting we counted out the beats of the bar and placed a marker at the beginning of every bar so that we could create the technique of rhythmic cutting. As the song begins at a slow tempo we decided to use fades in and out so that the speed of the editing matches the tempo of the music. We were going to use the desaturation effect and then we decided to use the black and white effect with lots of contrast. The connotations of white are purity and innocence and so the connotations of black contrast these. These connotations juxtapose each other as the female’s actions are not so innocent and so this juxtaposes Shqipdon who is the innocent and vulnerable within the narrative.
 

PHOTOS WITHIN OUR MUSIC VIDEO

As the song is called ‘Photographs’ and the lyrics relate to the song we decided that we would incorporate Goodwin’s theory by creating a relationship between the visuals and the lyrics. We wanted to incorporate the use of photos within our music video so that they would symbolise the character’s relationship. After filming our first shoot of the narrative scene in the music room we decided that we also needed love letters and items that relate to love and relationships because the board appeared quite plain and boring.

 

 

 

 

 

 

 

 

In the planning process we decided that we wanted Shqipdon to rip up the photos and then have a close up of one of the photos ripped up in half so that Shqipdon and Ella we on opposite halves of the ripped photo. This is to suggest that their relationship is over and shows the distance between the characters. It also complements the shot where Shqipdon and Ella separate their hands and walk in opposite directions as the distance between the two has grown so much that have split up.

SATURATION EFFECT

For our performance shots we decided to adjust the lighting within the shot so that it improved the ‘artist’s’ appearance as well as the star image. We did this using the ‘three-way colour -corrector’ as we were able to alter the white areas as well as the contrast and also the mid tones. This resulted in the light being over exposed and so it creates more of a lens flare. We wanted to create a sense of warmth in the shots and so we increased the saturation so that it added to the three-dimensional effect as well as making the artist and the shot appear more ‘glamorous’. Changing the contrast makes the increased saturation appear more prominent.

BLACK AND WHITE EFFECT

As well as experimenting with the desaturation effect we also decided to look at the black and white effect to see how it would add to the atmosphere of the music video. We found that we preferred using the black and white effect over the desaturation as we altered the contrast, mid tones and whites so that we could achieve a shot that gave a ‘glamorous’ yet ‘moody‘ effect and atmosphere. It gives a kind of mysterious and lonely atmosphere which creates a relationship between the narrative and music video. This links more with The Script’s ‘Breakeven’ as it uses the black and white effect rather than the use of desaturation. It also creates a different mood compared to our music video as ‘Breakeven’ has more of ‘glamorous’ effect with the use of lots of high key and soft lighting. Whereas, our music video has soft lighting but has a more of a sad atmosphere. This could also be the contrast in genre as The Script are more of an alternative rock band as opposed to our indie genre.

DESATURATION EFFECT

After watching both the student’s project ‘Walking Home’ and The Script’s ‘Breakeven’ we found that we really liked how the scenes where the ‘vocalist’ is on their own are desaturated and so we decided to experiment with this to see what it looks like. This effect has added to the sad and lonely atmosphere as there are lots of prominent shadows and also the lack of colour is often related to the idea of sadness. So we applied this effect to our own music video and we found that the contrast between the desaturation and the high saturation within the performance scenes help to differentiate between the different moods and atmospheres. It also creates a sense of pathetic fallacy as the sky appears really dark and so it reflects the mood of the music and the rest of the visuals. The desaturation effect also creates a relationship between the lyrics, song and the visuals as the atmosphere is being matched.

LOCATION SHOTS

We have taken location shots so that we could get ideas on different filming angles. It also allowed us to see what the shot looked like before we started filming and if we needed to alter the lighting. It has also provided evidence of what we did during the filming process so that we were able to write about it. The location shots allowed us to review a scene before we started filming and so we could discuss how we were going to film and what angles we would need to make our shots look effective.

 

 

FILMING FOR OUR NARRATIVE SCENES

During the production of the narrative scenes on the grass and outside Josh’s house we wanted to achieve quite a summery and warm atmosphere that would go with the happy and romantic atmosphere that is taking place as well as showing the relationship between the two characters. To achieve this effect we filmed on a day with no rain and had lots of light. We also used a reflector so that the light was reflected onto Ella’s and Shqipdon’s faces. This makes them appear more prominent within the shot but also it adds to the ‘glamorous’ and romantic atmosphere that occurs in most music video that follow the typical girl and boy narrative. We also considered that on the day of filming there may not be enough light and so we thought we would be able to film and then edit it ‘Final Cut Pro’ with the three-way colour corrector so that the shots appear more summery and romantic and this would contrast the shots where Shqipdon is on his own and also in the performance shots.

FILMING FOR OUR PERFORMANCE SCENES

For the performance scenes we wanted to keep it quite simple yet effective and so we decided to use the music studio which has a black curtain and also three-point lighting. This is to promote the ‘artist’ so that he appears prominent within the shot and so it creates a star image. Using the three point lighting allowed us to achieve a ‘moody’ atmosphere and so this creates a relationship between the visuals and song and lyrics because the subject of the song is quite sad and so we thought that this would add to the atmosphere. Having the lights in shot, creates lens flares and so we thought that this would make the shots appear interesting as well as slightly more professional as it shows that we have thought about shot construction. The lens flares also move across the shot as the camera moves around the artist. Having Shqipdon sitting down, means that the lights will create a lens flare and also a halo effect, which is particularly effective and also creates a star image.
 

INDIE GENRE CONVENTIONS

The indie genre is made up of a number of different genres, subcultures and styles. Artists and bands within the indie genre are not influenced by the mainstream culture and so they are more independent and are not part of the culture. Music videos most often feature performances, where close ups are used to promote the artist/band as well as their band signature or star image and iconography. The music videos also follow Goodwin’s theory as the lyrics influence the visuals and so there is a relationship between the song/lyrics and visuals.

The pace of edit frequently matches the pace of the song and so this creates a relationship between the song and the visuals as well adding to the atmosphere of the song. This could be done through the use of rhythmic cutting. The costume for the artist/band are sometimes quite stereotypical as they are known to have long swept hair, skinny jeans, t-shirts or hoodies, however as the indie genre is quite open artists and bands are not restricted to the dress code or image but it can be used to  reflect the mood of the song. Black and white effect is used within music videos as it can reflect the atmosphere and mood of the visuals and song.

The target audience age range is 16-26 as their music has a good beat and quite catchy but also has something that differentiates them from the mainstream culture. By looking at the conventions of the indie genre I have been able to try and incorporate them within our own music video and so it fits more with the indie genre and also with the music video.

POTENTIAL TARGET AUDIENCE QUESTIONNAIRE

Do you listen to a certain genre of music?

Yes     I

No       III

This shows that our target audience does not listen to one specific genre and that more people are likely to watch and listen to our music video.

If so what genre?

Drum & Bass

This suggests that very few people listen to one genre and so our music video would appeal to more people as indie music is a mixture between pop and rock.

Where do you tend to listen to music?

Radio                         IIII

Internet          I

Television      II         

Phone            III

IPod               I

The radio largely distributes music and so it is widely available to audiences of all ages and so nobody is isolated whatever their age or class.

Do the charts influence your music?

Yes     I

No       III

The charts have been known to influence an individual’s choice in music, however knowing that our potential target audience is not swayed by the charts suggests that a range of different genres are enjoyed and so our music video doesn’t just market towards those who consume music in one genre.

Do you tend to listen to whole albums?

Yes     II

No       II

This is both positive and negative for artists as more of their music is consumed by audiences who listen to whole albums because this made lead to increase in artist exposure and profits, however artists may suffer from a lack of people not listening to their whole albums.

Do you watch the videos of the music you listen to?

Yes     I

No       III

Consumers that don’t watch music videos are not exposed to the band or artist’s iconography and star image which may influence exposure because they will be known for just their music rather than their image and iconography and so they may not appear so prominently within the music industry.

Do you like happy endings in music videos?

Yes

No

Don’t Care     IIII 

This is helpful when constructing our own music video because it is stereotypically seen that some girls enjoy a romantic or happy ending within a narrative, it also keeps the audience engaged as they would want to know what happens at the end. However, it contrasts the feedback that we got within our treatment as the whole class said that they liked a music video with a happy ending and so this suggests that a high majority like a happy ending while others may just enjoy a music video as  a form of entertainment whatever the narrative or ending.
 

Do you prefer older or modern day music?

Older

Modern

Middle

All                   IIII

The audience may enjoy a variety of music and so our music video will not apply to just a niche audience but to a range of ages.

Where do you obtain your music?

ITunes                                II

Shops                                 II

Illegally downloaded           II

From Friends                      I

It is evident that consumers obtain their music using a variety of different methods and so this consequently will have an effect on artists as piracy will affect sales.   New methods of distribution have been created as well as having the evolution and new method of distribution.

Do you find music videos entertaining?

Yes     IIII

No

Music videos provide the audience with a sense of entertainment whether it is voyeuristic treatment, humour or an engaging narrative or performance. This also promotes the band or artist’s signature and star image which the audience are able to relate too.

What do you think that a good music video should do/include?

Women          IIII

From the answer it is evident that voyeuristic treatment is popular among certain viewers and so this may form a type of entertainment for the audience.

Do you like to interpret music videos?

Yes                 I

No                   III

This may be because the audience enjoys a straight forward music video with a clear narrative.

Do you enjoy music videos that contain a clear narrative?

Yes                 III

No                   I

Some audience members may enjoy a clear narrative because they may prefer performance based music videos depending on their suited genre and they may like to watch a music video that has a relationship between music or lyrics and visuals.

Do you find music videos memorable?

Yes                 IIII

No

Why?

Because you can relate to it

I like women

I like to remember them

This is because music videos are a form of entertainment made to engage the audience and to visually please them.   Also if the audience are watching a band or artist that they enjoy they will recognise their star image, band signature and iconography and so this will make their music videos more memorable.

Creating and getting our potential target audience to complete this question has been beneficial as it has made us think about what the audience want to see and expect from a music video. It has also allowed us to see what engages and appeal to the audience so that we could learn from this and maybe incorporate these ideas within our own music video.

POTENTIAL TARGET AUDIENCE

For our target audience we considered a range of different target audiences and we thought that a younger audience may prefer the music video. So we decided to aim our music video to 15–19 year olds. This made us realise that this would focus more on a niche audience. However, we also considered that people may enjoy the music video as they like or prefer to listen to music within the indie genre. Although lots of people tend to listen to a large range of music and so we thought that this would lead to a larger audience and this means that it is not just targeted towards a younger generation audience. Other indie bands that the audience may listen to and enjoy may include ‘Bombay Bicycle Club’, ‘Mumford and Sons’ as well as ‘Arctic Monkeys’. These bands offer a sound and style that is unique to them which move them away from the mainstream culture and other artists and bands. They provide a catchy beat and rhythm that their potential target audience may enjoy and so we hope that our chosen song and music video will provide the same entertainment for our target audience that the target audience of one of these bands will expect or enjoy.

PRODUCTION SCHEDULE

DATE	LOCATION	EQUIPMENT	COSTUME	PROPS
12/10/2012	Suffolk One Music Studio	Camera, Tripod, Studio Lighting, Camera for location shots	Shqipdon – Black T-shirt and Black Trousers	Microphone, Microphone Stand and Acoustic Guitar
1/11/2012	Park	Camera, Tripod, Reflector, Camera for location shots	Shqipdon – pink shirt and jeans. Ella – Summery dress, flat shoes	Blanket
1/11/2012	Josh’s House	Camera, Tripod, Reflector, Camera for location shots, phone to play music for lip sinking	Shqipdon – black leather jacket, pink shirt and jeans. Ella – White dressing gown
21/11/2012	Suffolk One Music Studio	Camera, Tripod, Studio Lighting, Camera for location shots	Shqipdon – black leather jacket, pink shirt and jeans.	Table, pillows, bed covers, photo frame and photographs

Creating a filming schedule has made us more organised and so we are able to plan when we are filming and what equipment or props are needed. It also gave us a record of what we were expected to complete and by a certain deadline and so I found this beneficial within the planning and production of our music video.