DVD/CD Digipak MOCK UP

Audience Feedback Results done by Ayshia, Chris & Adeola

We posted the video on youtube to get some feedback, alongside the questionnaire that we created and handed out to people after watching the 'first draft' of our video.

Questionnaire Results - Pie Chart

Questionnaire results - Table

Feedback from Youtube

62

Audience Feedback Questionnaire done by Ayshia

Audience Feedback Questionnaire

1. What genre would you say our music video is? (Tick Multiple Boxes if necessary)

❏ Pop

❏ Rock

❏ Urban

❏ Indie

❏ Hip Hop

❏ Funk

2. Would you say our video meets the expectations of a modern Urban/Pop video in terms of location, editing, costume and animation?

❏ Yes

❏ No

❏ To a certain extent

3. Do you think the narrative for the video is suitable?

❏ Yes

❏ No

4. Did you think there is a good range of camera shots & angles used in the video?

❏ Yes

❏ No

5. What other artists do you think of when you are watching our video? Are they of the same genre?

❏ Yes

❏ No

6. Do you think the video has a slight hint of comedy?

❏ Yes

❏ No

7. How would you say Tinashe is being sold to you, the audience? (Tick Multiple Boxes if necessary)

❏ Rebellious

❏ Unique

❏ Superficial

❏ Youthful

❏ Urban

8. What do you think we could do to improve our video?

❏ Add more cuts

❏ Add more Graphics/Animation

❏ Make the Storyline Clearer

❏ Include more performance

❏ Make sure the lip-synching is better

❏ Make sure the overall performance

in the video is to a high standard

Music Video ( First Draft ) done by Ayshia

This is the first draft of our music video.

Music Video ( Rough Cut ) done by Ayshia

This is the rough cut of our music video.

Storyboard - First Draft done by Chris

Analysis of two CD/DVD Digipaks

Analysis of the Album 'The Declaration' by Ashanti

The artist is being portrayed as very glamorous which can be seen through the crafted use of colour, image, photography, costume and font. The image of Ashanti is the thing that stands out the most when looking at the front cover and this is common in many album covers as the album has the sole purpose of promoting the artist and their music. She is posing as if she is on a catwalk being looked at by many people and has this ‘you can’t touch me’ type of persona to her. She has a direct mode of address, which could be interpreted as a way of welcoming her buyers and appealing to her fans. The dress she is wearing is also relevant as it shows that she is on sexual display. Her label/record company is trying to sell and promote her a sex symbol highlighted by her glamorous yet provocative clothing. It seems as if they are trying to not only sell her music to females but also trying to appeal to men through her image rather than music. This is typical of female Pop/ RnB singers today who sexualize their image to sell records.

The font used on the front cover is also quite feminine and glamorous, again linking to the image that is trying to be created for Ashanti. The images on the inside are also extremely provocative with one only leaving Ashanti to cover her modesty with a pink blanket. Again, it is an attempt to sexualize her image and sell her as a person - not only her music to audiences. Both images are close up’s highlighting her face. The use of a brown and gold colour scheme also adds to the glamorous warm feel of the album and also compliments her skin tone and costume. There is also an external leaflet promoting her tour.

Analysis of the Album 'Fear of Flying' by Mya

The artist is being portrayed as quite glamorous and pretty which can be seen through the crafted use of colour, image, photography, costume and font. The image of Mya is the thing that stands out the most when looking at the front cover and this is common in many album covers as the album has the sole purpose of promoting the artist and their music. Her pose is quite innocent and she oozes a ‘girl next door’ type of persona. She doesn’t seem to be playing up to her femininity or sexuality and has a direct mode of address, which is quite welcoming to audiences. The image is a close-up of her face which is significant as it shows that her label/record company is wants audiences to see her beauty and might be using this as a selling point. This is typical of female Pop/ RnB singers in today’s music industry who use their image to sell records. In the back image of the album however she does appear to be playing up to her sexuality but wearing a low cut top and pulling it open at one side - almost as if she is about to take it off. Her pose is also quite seductive again amplifying the fact that she is being sold not only on her music but on her image, as she wants to appeal not only to women but to a male audience also. There is a slight colour scheme of pink and blue but it does not seem to mesh well and the cover seems quite basic in design also. Maybe this was done intentionally to emphasise the sexy but innocent ‘girl next door’ image of Mya that is trying to be conveyed to audiences.

Conventions learned & What I will be including in my own Digipak:

1. Both contained a booklet with images and lyrics relating to the album
2. Both images for the CD cover had the artist in a direct mode of address
3. Both albums have a clear colour scheme and house style
4. Bar codes are placed clearly on the back of the album
5. Tracks of the Album are listed clearly with numbers at the back of the album
6. Additional information such as record label, websites, producers etc are all listed in small font at the back of the album or logos are used.
7. The CD tends to be colourful, goes with the colour scheme of the album and only consists of the name of the artist and the album.

Textual analysis of a promotional advertisement

The artist is being portrayed as underground and urban which can be seen through the crafted use of colour, image, photography, graphic and font. The colour is the first thing that stands out when looking at the image, the black and dark blue colours represent an urban scene and gives the image a sort of dark and underground feel. There is also an image of a block of flats in the background which again amplifies this image. He is being sold by the record company as the sort of artist who comes from the streets and is making it big, which many people can relate to and brings me on the topic of the target audience.

The target audience for this advertisement are young people who are interested in urban/underground/grime/hip hop music. I get this impression because of the stereotypical connotations used such as the block of flats in the mis- en- scene, also from the way in which the artist is dressed. He is wearing a t-shirt and baggy jeans, which are common attire for today’s youth, in particular young black men who generally are a fan of hip hop, grime etc. When choosing images to use on my promotional advert and digipak I will carefully consider the type of image that I want my artist to portray, this image being a sort of urban, indie and also pop.

The artists name is ‘Wretch 32’ which is written in a graffiti style font, which again gives it that urban feel. It is placed clearly on the poster so that he can be identified easily and the title of the album also stands out so that it cannot be missed by passersby. This is a trend that I have noticed in other promotional adverts and is something which I will incorporate into my own advertisement. The use of graphics adds an edgy feel and shows that he wants to be seen as edgy and also alternative. The artist does not give the audience a direct mode of address which shows that maybe he wants to be seen as being a rebel or simply just wants to be different and stand out from the crowd. I will also think carefully about the mode of address my artist uses and make sure it relates to my targeted audience.

On the poster there is an image of his album with details of his website and myspace. It also states clearly what day the album is being released and which other artists will be featured as well as other purchasing options such as iTunes and 7 digital. These are all thing that I will be including in my own advert.

GROUP MEETING (Friday 11th December 2009)

• Continued Work on Storyboard.

GROUP MEETING (Thursday 10th December 2009)

• Began work on new storyboard which we will make into an animatic one.

DVD COVER - Draft One

Mr Presumption- Lyrics

Verse 1
Assumptions, they always make a fool out of you
Despite the fact that you think that you do
You don’t know a single thing about me
She said, Mr Presumption
This may come as a shock to you
My bosom’s not displayed for you
You seem to know so much about me
She said, Let me ask you then

(Chorus)
What’d you know, What’d you know
What’d you know about
What’d you know, What’d you know
What’d you know about
What’d you know, What’d you know
What’d you know about me
You know Diddly Squat Diddly Squat
What’d you know, What’d you know
What’d you know about
(Let me ask you then)
What’d you know, What’d you know
What’d you know about
What’d you know, What’d you know
What’d you know about me

Verse 2
Danny’s in the nick, and he’s left us in the mess
Now I’m drowning in the bills and I’m drowning in the stress
(Ok!)
Socials in the mist and they say they wanna asses
The condition that were living in and they decide what’s best
(Ok!)
I got bailiffs at the door almost every other day now im sitting on the floor
Cause they took the chairs away
(Ok!)
Danny’s in the nick and he’s left us in the mess
Now I’m drowning in the bills and my heart behind my chest
Just hurts
(Chorus)
What’d you know, What’d you know
What’d you know about
(Just Hurts)
What’d you know, What’d you know
What’d you know about
(There’s more to me than just skirts)
What’d you know, What’d you know
What’d you know about me
You know Diddly Squat Diddly Squat
(Let me ask you then)
What’d you know, What’d you know
What’d you know about
(Let me ask you then)
What’d you know, What’d you know
What’d you know about
(See Answer Then)
What’d you know, What’d you know
What’d you know about me
My body’s not on show here for you
(Naa naa….)

Mr Presumption, Mr Presumption,
Don’t make assumptions, Don’t make assumptions
When you know nothing, When you know nothing
Nothing bout me

(Verse 3)
Danny’s in the nick and he’s left us in the mess
Now I’m drowning in the bills and I’m drowning in the stress
(Ok!)
Danny’s in the nick and he’s left us in the mess
Now I’m drowning in the bills and I’m drowning in the stress
(UK)
Staring at my legs and you’re staring at my chest
And you’re making your presumptions your just like the rest
(Ok!)
Just like the rest
(Ok!)
Just like the rest
(Ok!)
Just like the, just like the rest
It just hurts

(Chorus)
What’d you know, What’d you know
What’d you know about
(Just Hurts)
What’d you know, What’d you know
What’d you know about me
(Just Hurts)
What’d you know, What’d you know
What’d you know about me
You know Diddly Squat Diddly Squat

What’d you know, What’d you know
What’d you know about
What’d you know, What’d you know
What’d you know about
What’d you know, What’d you know
What’d you know about me
My body’s not on show here for you

Locations & Props

We travelled around to find suitable locations for filming and these are some of the images we took:

DVD Cover Mock- Up

This is the Mock- Up of my DVD Cover. I plan to alter it a bit but this is THE basic layout that I have created by looking at other DVD's.

NARRATIVE/SYNOPSIS FOR THE VIDEO

Narrative Concept & Synopis:

Our music video is about a young man who is sitting in a cafe and is pondering on his life. He refers back to the day before in which he has an argument with his girlfriend and also refers to his friend 'Danny' being in 'the nick' while he is left struggling to pay the bills. He sings of his anger and frustration at bailiffs turning up to his door 'almost every other day' and that he has to sit on the floor 'cause they took the chairs away'. There are numerous flashbacks to the argument between he and his girlfriend while it comes back to the present setting of him in the cafe and then performing outside of the cafe to the song. At the end of the video we see him sitting by himself, lonely and uncomfortable because people are staring at him busking, but he has no choice, he needs the money. Again to his dismay he doesn't even receive one pence! but then he sees a hand reach out to him and when he looks up there he sees Nikki, his girlfriend. After a long stare he takes her hand, gets up, they hug and both walk of in each others arms.

The Cast Members:

Kojo as Tinashe

Security Guard as the Baliff

Lorena as Nikky (Tinashe's Girlfriend)

EDITING (Monday 7th December 2009)

• Completed editing the first two of three major scenes in the video.
• I began Editing on Wednesday 3rd December after all scenes were finally shoot.

FILMING (Wednesday 2nd December 2009)

• Filmed the last of the Cafe scene we decided to add to the video. The entire video will now take place in the cafe only and will have flashbacks to other scenes which will help viewers to understand the narrative.

FILMING (Wednesday 25th November 2009)

• A re-shoot of the argument scene.
• I filmed Lorena arguing & lip syncing to the song after deciding to alter the narrative. This will be in the first scene of the video.

GROUP MEETING (Friday 13th November 2009)

• Decided to change certain scenes in the video such as the Watney Market scene. It is no longer part of the video.
• Made plans to re-shoot and alter storyboard.

FILMING (Thursday 29th October 2009)

• 10:00- 13:00: We filmed the scene in Watney Market and also filmed the bus scene.

GROUP MEETING (Tuesday 27th October 2009)

• 10:00-12:00:

1. Rehearsed the Cafe scene.
2. Discussed more locations and set-ups and will continue to film the rest of the video in and around Watney market and under a bridge near our college.

GROUP MEETING (Wednesday 21st October 2009)

• Made a rehearsal and shooting schedule for the first scene.
• Took final pictures for storyboard.

GROUP MEETING (Tuesday 20th October 2009)

• Took some pictures for the storyboard on location in the Cafe and 'Watney Market'.

GROUP MEETING (Thursday 15th October 2009)

• Took some images for the storyboard.
• Decided on a final narrative & concept for the video.
• Discussed and planned locations & costume.
• Found cast members:

1. 'Kojo' as the male lead....

1. 'Lorena' as the female lead....

GROUP MEETING (Wednesday 14th October 2009)

• Wrote out and typed up the lyrics to the song as they could not be found on the internet.
• Discussed & the storyboard
• Held auditions to find the Lead Male & Female actors in the video.

GROUP MEETING (Wednesday 7th October 2009)

• Decided on the song: 'Mr. Presumption' by Tinashé who we found on myspace.
• Discussed possible narrative and concepts for the video.
• Started to look for cast members.

Texual Analysis of a Music Video 2

Video 2 – The man who can’t be moved: The script

The second video that I will be analysing is ‘The man who can’t be moved’ by the The Script, directed by Marc Klasfeld. The genre of music in the video is Pop/Rock an contains conventions of the genre such as the performance based aspect of the video, the band playing instruments and also the casual laid-back costume worn by the band. There is evidently a relationship between the lyrics and the visuals as the video is performance and narrative based. For example, when it says in the song ‘I’m not moving’ it amplifies the whole meaning and title the song by having a man sitting outside of a shop, refusing to move even though people, even the police are beginning to stare. Another phrase of the song that is echoed by the visuals is when he sings: ‘Maybe I’ll get famous as the man who cant be moved, maybe you’ll see me on the news’. This is emphasised in the video by a camera crew approaching the singer on the floor filming and trying to interview him while we the audience see it from the point of view of people at home watching the news and seeing it on their television screens which is a link to the notion of looking that is common in music videos. The video cuts to the beat and the pace changes at the end of the song (via the visuals). The scenes then speed up and begin to shift quickly between day and night in time laps.

The record company is looking to sell the track as pop/rock, upbeat, mellow, light-hearted etc. and portray the script as the sort of alternative to the generic ‘bubblegum pop’ boy band. The band is being sold as ‘real’, and this emphasises through their songs and videos. The record company wants audiences to be able to relate to them as well as enjoy their music. This seems to be something that the label/record company wants to emphasise, as it seems that the narrative/performance set-up is almost a motif in all of their videos. In the video to their song ‘we cry’ the lead singer again becomes part of the narrative and he is outside outside in the streets, interacting with the public just like he is in this video. The song is also about emotions and feeling pain and struggle. This could be seen as an intertexual reference to the realism – they are showing what’s really going on in the streets.

Overall, the video meets the expectations of the genre as it has performance, instruments and many close-ups of the artists. There are not many intertexual references in the video however; it does refer to people at home through the notion of looking through at TV screen.

Texual Analysis of a Music Video 1

Video 1 – Shut Up & let me go: The Ting Tings

The first video that I will be analysing is ‘Shut up & let me go by the Ting Tings, directed by Alex and Liane for Factory Films. The genre of music in the video is Indie Dance/ Dance Punk, which is emphasised through the mis-en-scene in terms of colour, animation and also by the use of sharp, quick cuts from scene to scene. There is evidently a relationship between the lyrics and the visuals. A variety of hand gestures are used to transition from scene to scene and animations such as ‘HEY’ appear illustrating the lyrics as they are being said. The music cuts to the beat and changes pace with the music and tends to get quite fast. The whole song is fast paced but when it reaches the chorus it gets even livelier and so does the performance by the artists. They begin to do ‘Kung Fu’ Style martial arts, illustrating the change of pace of the music.

The record company is obviously trying to sell the song as an upbeat, party track as the entire video is performance based and contains a lot of animation, fast-cuts and colour which seems to be a motif for many of their videos. There are a lot of close-ups of the artists the female band member in particular and it is obvious that she is being sold to audiences as the face of the band. The male member of the band is also wearing dark glasses and his face isn’t clear to the audience, amplifying the fact that the record label are trying to convey the female member as the face of ‘The Ting Tings’ and main representative of the group. For example, at the beginning of the video it is only the female singer we see standing at a doorway which leads onto a close-up of her lip-synching to the music, compared to the male member of the band who has few close-ups and when he does they are very quick. This is another motif present in their videos, close-ups of the female singer, as well as blocks of bold colour seen in their other video ‘That’s not my name’. In this video it isn’t really focusing on the male member either and the whole video is performance based. I have also noticed that he always seems to be playing an instrument in this video he has drumsticks whilst in other videos he plays instruments such as the drum kit and piano and everything tends to be still at the beginning of their videos, sort of in a freeze frame. This shows that there isn’t a change of image at all in this video.

There is definitely a notion of looking in the video as it is made up of hand gestures to change scene. The hands are formed in the shape of a triangle and the camera zooms in to go to the next scene/cut, and it’s as if the audience are looking through a lens. For example, at the beginning of the video the audience can see a door and the camera zooms in to the door and through walls. There are many birds eye view shots and for most of the video it looks as if they are almost trapped in a cage. There is grass on the floor and the audience is looking at them fighting each other in the enclosed space. I believe the notion of looking is highlighted in this video because they want the focus on them; it’s as if they are saying look at me. This was in fact their break out song in America after it being featured on an iPod advert so they wanted to make an impact.

Overall, the video meets the expectations of the genre as it has fast, cuts, splashes of colour and is performance based. There are not many intertexual references in the video however; it does refer to people at home as a lot of the video is set in a living room, the hands representing a TV screen or lens which also refers to the notion of looking.

Planning: Target Audience

The target audience for the video are people of the ages 16-24 who listen to Pop/ Indie music, and who also might be interested in bands such as The Tings Tings, The Script, Kings of Leon or La Roux. We looked at and analysed some of the videos by the artists, and found that all of them seemed to present the same type of image. The artists were being sold in their videos as unique, creative and youthful, we plan to incorporate all of this into our own video through the use of the mis-en-scene and also our own ancillary texts.

We have chosen this group of people as our target audience because the type of music Tinashe makes is quite upbeat, unique and we felt that a young audience would be suited towards this. We also looked at the audiences of the artists who make similar music, aforementioned and they also had similar target audiences.

Initial Ideas for Music Video...

• We plan to look on youtube and myspace to find a suitable artist.
• We want to do a indie/pop type video and we will find a suitable song that fits in with this genre.