CONSTRUCTION: Digipak (Spine)

For the spine of the digipak, we decided to go for a simple and dark look. We chose to use a black background and we've included the band name and the album name.

CONSTRUCTION: Digipak (Back Cover)

For the back cover, we decided that it was going to include a song list for the album since most real digipaks also did this, we decided to do it too to not only to enhance the digipak's appearance of being a real product but also, it's to show our audience what songs there are. The song list includes the track we used for our music video but the rest of the tracks have been made up.
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For the background of the back cover, we decided to use an image of one of the guitars that were used. It isn't a still from the music video but instead we decided to take a close up photo since we felt that using a still too often wouldn't make the digipak look real. We also decided for the edges of the back cover, it would have a bit of darkness so it would give the digipak a dark appearance.
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We included a bar code as well since the digipak would have to be purchased and it follows one of the conventions of a real digipak.
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Details about the digipak are also included in a small font. Most real digipaks also included this.

A logo that we created is also included. It's for synergistic link purposes.

The final back cover look

CONSTRUCTION: Digipak (Inside Covers)

We decided that for the inside cover, we would use stills from the music video. This is so the audience, when they open the digipak, will be able to see the images and it will have a gist of what the music video is going to look like. 

We also decided to include a little lyric booklet that connects with the still above because from looking at some real digipak examples, we noticed that in the inside of the digipak, it would usually come with an insert so in order to make our digipak look more convincing, we chose to add a booklet in order to conform to one of the conventions of a digipak.

Lyrics

CONSTRUCTION: Digipak (Front Cover)

Front Cover:

Initially, we thought of using this kind of font for the name of the band. We decided to use white as it would contrast from the black background heavily so therefore it would be able to stand out.

However, after some thinking we felt that the title looked a bit too thick so we decided to go for a much thinner font like the one below.

We agreed on using this kind of font so we decided to use it for the Band's name.

We also decided to use it in the album name except we made the font slightly thinner so that there would be a difference with the band's name and album name and that it wouldn't cause any confusion if they're in the same name.

We decided to use this image below of the protagonist of the narrative of the music video. The image isn't a still from the music video. It was taken separately after the filming. We wanted to go for a dark appearance with a red filter as the narrative was very negative since it was about the dangers of drugs so using red which connotes danger on the photo would show how the person in the photo is in danger.

We took a few shots of the protagonist and we believed that since the narrative was quite depressing, we could have the protagonist smile at all so we chose to use the image of the protagonist with a black facial expression instead.

We put everything together (The album name, band name and image) and we decided to use the image below as the front cover of the digipak.

Front Cover (Final Draft)

CONSTRUCTION: Magazine

To help us construct our own we used examples of some real ones, and looked for what the different conventions are in a magazine advert. We mainly used the image above which is an example of magazine advert for the artist, Jessie J.

Above is our first draft of our Magazine advert. We decided that as the narrative and the visuals of the music video was quite dark, we were going to go for a dark appearance. We chose to use a still from the music video which features the protagonist in the narrative that is a close up to his face but it has been dimmed out. A black background was chosen next as we found that it makes the protagonist look as if he is part of the background (as you can see in the still, we have applied a fade look on the edge of the still). We included the band/artist name called 'spur' and we decided to use a white font as it would make the name stand out and contrast from the black background. We've also included the album name which is called 'flames'

We decided that the font for the band name was going to be a plain and simple font and we decided that the colour should be white since we planned on having a dark background, the colour white would be able to make the band name stand out.


Below is the first draft of our magazine advert. We've applied the still and the title to the advert as well as the black background and we've included some other details such as ratings and the website since most real digipaks would do the same

Below is the second draft of our digipak. Some of the changes we made was that we changed the font of the band name since we felt that it wasn't standing out well enough. Also, we included a line at the top of the still saying that the album is out now since this was an advert.

Below is the third draft of our magazine advert. More changes were made to the overall look. We felt that the advert was lacking a variety of different colour. We noticed it was mostly dominated by black and white so for the album name, "Flames", we decided to colour it in orange as it's the same colour as real flames. Additionally we also included a label saying what songs the album will include on the top of the still.

 Initially we believed that the draft above would be our final product but from looking at it constantly from time to time, we felt that it didn't look really professional and it was lacking a couple of things such as colour, meaning and realism so we decided to start again.

For the background, we decided to use the image below we took ourselves. It's not a still from the music video. we weren't going to use a simple background that we could simply edit it. We instead used the darkness of the photo for our background. In terms of the image itself, we decided that since we wanted colour, we used a red filter. This was because it would convey the message of how the person in the image (who's the protagonist in the narrative of the M/V) is in danger since connotations of red is danger and also, it would make the magazine advert look more colourful.

Below is the fourth draft of our magazine advert. we used the image above for the background and we still applied the thick font for the band name. We changed the album name since it didn't really sound like a name for an album and also, it sounded too similar to the track we used. We changed it to "THE NEW SOUNDS". We also included labels we previously used such as what the album will include and the website. We also included a logo at the bottom left of the advert for synergistic link purposes.

Below is our final draft of the magazine advert. we showed the magazine advert above to an audience and we received feedback. They said it looked more convincing comparing it to our first draft. However they felt that the band name was too thick. It didn't look like it was part of the advert as it looks like it was simply just stamped on the advert because it didn't match the font of the other labels.

We took note of this feedback and decided to make the font of the band name thinner. It's more similar to the other labels and from receiving more audience feedback, they felt that the thinner font looked better.

FINAL PRODUCT: Magazine Advert

 

FINAL PRODUCT: Digipak

FINAL PRODUCT: Music Video

CONSTRUCTION: Digipak (Disc Cover)

Disc cover:

Initially we thought of using the image below as our disc cover.

Disc Cover (First draft)

For the image of the disc itself, we decided to have a repetition of the band's name going across the disc and for the background, we decided to use some dark colours that were also used in our music video.

We received a bit of audience feedback for our disc cover. They believed that our first draft was quite amateurish and it looked quite rushed. They thought the image for the disc was good but the background didn't look convincing for our audience. It looked like it was an image of a disc in front of a child's sketch.


We took note of this feedback that we were given and we felt that we needed to change the design of both the disc and the background. We felt that the synergistic link with our simple but unique font of our title should carry on other parts of the digipak such as the disc cover and we still wanted to go for a dark look so we decided to have the album name and the bands name on the disc with the same font that we used for the front cover of the digipak. We also decided to use black for both the disc and the background for the dark but simple look.

We received audience feedback from this and they believed that it looked more professional compared to our first draft. They could see that the same font was used and the poorly made background was removed so it took away its amateurish look.

CONSTRUCTION: Digipak (Photoshoot BTS)

Research:Costume Ideas

We took inspiration from many bands in the United States of America, away from more popular genres of music and performance art costume choices. Instead, we went for a more casual clothing design, seen in the same type of music genre that our song choice is from.

Planning: Moodboard

Planning: Shot list

PLANNING: Location

We plan on having two different locations for our music video since there are two different sections to our music video: The performance and the narrative.

Performance:

For the performance shots, we plan on doing it in a studio since from looking at some other indie rock music videos, the performance is usually done in either a studio or on stage. We have chosen to go to Camden Roundhouse studios as it has a perfect design for the setting and also, it's very easy to get to.

Narrative: 

For the narrative shots, we plan on doing it in a regular house but as the narrative tells a dark and gloomy story, the house is going to be semi lit; with very low lighting but not too much as we still need to let the audience see the protagonist himself. We are going to one of our houses, specifically Michael's house, It has the dark tone and setting for the narrative.

PLANNING: Timeline

Timeline (Group 4 A2 2016/2018)

What will you film and where?

We will be filming a band lip syncing to the song. In the Camden Roundhouse Venue. We will also film a small narrative of a relationship between a man and his psychotic breakdown. This will be filmed at Etienne's house.

Who will you need to film and when?

We are going to get Etienne's friend who is a drummer. He's going to be featured as a member of the band we're filming. We'll need him on the day we start filming. Etienne, Michael and Axl will also be featured as members of the band. For the actors of the narrative, it will be Michael and Axl with Axl as the main character of the narrative and Michael as the character with the horse head. 

What equipment/scenery you will need?

We are going to need a few props such as a horse head mask for one of the characters of the narrative which we will buy on eBay. We will also need white Tic-Tacs which will resemble drugs in the narrative. The musical instruments for the band to play will also be needed. These equipment will be found at the location we're going to for filming.

Who will be filming?

For the shots of the band, there is going to be a rotation of all of us filming but for the narrative, Etienne will be filming.

Who will edit?

All of  us will edit once we have finished filming.

Will you need any permissions?

We will need permission for the song that we are going to use (which we have already gotten). 

How long will you spend filming/editing?

We will spend one week to film the footages for the music video and We will have two weeks to be editing the footage together.

AUDIENCE FEEDBACK to animatic

Planning: Storyboard - Animatic

FEEDBACK to Storyboard (Still Frames)

Planning: Storyboard - Still frames

Planning: Permission sought for use of audio track

Planning: Group Pitch to class (Video)

Planning: Group Pitch to class

Life on fire

Our first choice was the song 'life on fire' a song for the rock/indie genre pitch as it has examples of rebellion and fast and interesting compositions. The lyrics can be represented in the video literally or as metaphor for life and passion. For the music video I was thinking along the lines of alcoholism and escapism very close associated with the genre for example Fidlar's cocaine.


FIDLAR "Cocaine" from FIDLAR on Vimeo.


 A previous As group also did their own version of it and got 10,000 views.




Unexpectedly I found the Cover to be a much better video as it had more depth a story line and a narrative that fit the lyrics perfectly. As the lyrics say cocaine, alcoholism doesn't quite have the same effect as a class A drug to show complete immersion to the underbelly of crime.

Both videos have aspects of rebellion, vices and violence against establishment that are core to indie/rock genres.



Our final choice for the pitch and final song is a song by band Spurs who did an Ep split with Jake Clarke from super heaven we know that bands that do Ep splits are fairly underground and usually can't afford to make music videos or promotions so we chose this song to use as our music videos' song.

PLANNING - Mini Pitch (Podcast)

NOTE: ALL OF OUR MINI PITCHES ARE IN ONE SOUNDCLOUD AUDIO. WE DID THEM ONE BY ONE.

ETIENNE: 0:00 - 1:40
MICHAEL: 2:20 - 4:55
AXL: 5:00 - 8:14

Pitch for music video

RESEARCH: Song lyric analysis

RESEARCH: Song Lyric Analysis (Spur - Fire)

As a group, we felt that the song was about love. It was someone expressing their hatred to the other person they used to love. 

"Passed out and the room is breaking down" - He feel so fatigued that he thinks that his room is falling apart. The room could also be a metaphorical representation of her mind

"Hide out is your past shaking you down" - He's probably done something in the past that he's not happy about.

"I don't want to know how you spent your time" - The person singing doesn't want to know what she's doing in her spare time, so it could have connotations of infidelity and other people on the side as well as a idealised version that the main character doesn't want to destroy by learning the truth

"I don't want to know what was on your mind" - Doesn't want to know what the other person is thinking.

"I want to be the fire in your gut" - The main character wants to be with his ex-lover. However this could be viewed negatively as fire has connotations of passion and also danger, even as the main character regards it as dangerous he/she still wants the relationship.

"Burnt up until my open heart would shut" - the main character wants to live through the relationship till it ultimately ends up destroying them both.

"And you could be the one to drown me out. You could be the one who drowns me out." - She feels obsessed with the person that she wants to be the one to ruin him.

RESEARCH: Unsigned Artist/Band Research

Initially when doing our artist research for unsigned bands we used many different sources to try and find a suitable band in an indie rock genre, as the genre allowed for alot more freedom, expressionisim and had a more likely chance to find decent bands that were also unsigned as record labels like to monopolise talent quickly in other genres like grime or rap.

Our first idea was to use my band, as we're local, unsigned and more than willing to make a video. We had a small loyal fan base and lots of gigs around london meaning we could incorprate goodwins theory of live performance.

However our music at the time had only a few acoustic songs and didn't represent ourselves as a band in the indie rock genre. 

Our discography was small and our lyricisim wasn't ambiguous enough to allow creative risks inside our video which would mean linear and uninspired narratives which we wouldn't want.

I found a recent band that dropped a self titled Lp with Jake clarke around the same time, the band was small, under the radar, unsigned and had numerous songs that could fit into the indie rock genre.

We contacted the band and they allowed us to use thier songs as they were all available on mp3 on thier soundcloud.

Research: Genre video

After watching these four music videos I understand within punk genres rebellion, happiness and 'living in the moment' are central to the genre as well as the feeling of freedom being its root goal.

The strokes and Idles present it in gritty formats meant for people to be drawn to question the lyrics and their ways of life. Meanwhile modern baseball uses DIY origins for its videos and speaks about youth as being central to the genre and enjoying life.

History

Punk rock is a music genre related to rock music. It is often described as harder, louder, and cruder than other rock music. Many punk rock songs have lyrics which tell angry stories or which use rude or controversial words.

Punk rock is a style of music. Many musicians and punk rock music listeners want to protest or rebel against the norms or rules of society. Punks say that people should "Do It Yourself", which means that people should try to accomplish their goals using the materials in their own communities. Many punk bands make their own music recordings and distribute them without using a major record company an excellent example being modern baseball which self recorded 2 eps and an album. 

1970s

Punk rock developed in New York City in the mid-1970s. Bands like The Ramones, Television, The Heartbreakers, Blondie, and Patti Smith played loud, angry songs. Many bands played at a club called CBGB's. The music soon spread to Australia and Britain, were bands started playing punk rock in 1976-1977. British bands like Buzzcocks, The Clash, The Damned, Generation X, The Jam, and Sex Pistols played punk rock music that was inspired by the music being played in New York, as well as by garage rock, pub rock, and other proto-punk music.
These early "punks" rejected the excesses of mainstream 1970s rock. They created fast, hard-edged music, with short songs, stripped-down instrumentation, and often political, anti-establishment lyrics. They often did controversial things, such as saying bad words in public. Many newspapers wrote articles about the "bad" behaviour of punk rock musicians.

1980s

In the 1980s, a new type of punk rock called "hardcore punk" or "hardcore" developed. It was louder, harder, and faster than the original punk rock. By the mid-1980s, hardcore punk rock began being mixed with Heavy Metal rock music. Many hardcore bands began playing in the United States and in the UK.

RESEARCH: Genre (Axl Santos)

Research: Genre In Music Videos

List of different genres (10) + Key Elements/Conventions:

• Classical - Classical instruments are used (violins, flutes, trumpets, harps, pianos), there usually isn't any singing involved, the band is shown playing their instruments with a composer/conductor
• Country - Narrative Aspect, set in rural areas (stereotypical), Artist is usually featured in the music video, Mise-en-scene is traditional/set in an elder generation
• Electronic - Usually set in a club with a dancing crowd, DJ player may be featured in the video, Flashing lights, Not really a narrative involved, fast paced music, special effects
• Hip Hop - Uneasy camera movements usually hand held (Emphasises the roughness of the music since smooth cinematography wouldn't fit the music), no special effects used (Green Screen/CGI), The music video is usually in dark colours.
• Reggae - Usually set in Jamaica or other similar places, usually a cheerful and relaxed type of music.
• Pop - Special effects/Bright colours, able to see the artist singing
• Acapella - No instruments involved, features the group singing (may be all together in one camera shot or is just edited to put them together)
• Rock - Features the band perfoming on stage, Dark Clothing (Possibly Dark makeup), low key lighting, Diegetic sound
• R&B - Men: (Topless, Jeans, Tattoos, Jewellery), Women: (Minmal clothing, styled hair, makeup, heels, jewellery), About love.
• Soul - Most of the soul music have a narrative, mono-tone colour scheme, slow cuts and editing, no special effects. 

Detailed Genre Research: K-Pop Genre:

K-Pop is a music genre originating in South Korea that is characterised by a wide variety of audio-visual elements. Although it includes all genres of "popular music" within South Korea, the term is often used in a narrower sense to describe a modern form of South Korean pop music drawing inspiration on a range of styles and genres incorporated from the rest of the world such as Western pop music, rock, experimental, jazz, gospel, Latin, hip hop, R&B, reggae, electronic dance, folk, country and classical on top of its uniquely traditional Korean music roots.

List of K-Pop Artists/Groups:

Group Name: BTS 

Debut: June 2013

Label: Big Hit Entertainment, Pony Canyon, Def Jam Japan

Albums: Wings, Dark & Wild, Youth, Wake Up

Awards: MTV Europe Music Award for Best Korean Act

Group Name: BIGBANG

Debut: 2006

Labels: YG Entertainment, Avex, Warner Music Taiwan

Albums: MADE, Made Series, Big Bang, Alive, Number 1

Awards: Mnet Asian Music Award for Artist of the Year

Group Name: BLACKPINK

Debut: August, 2016

Label: YG Entertainment, Avex

Albums: Blackpink, Square Two

Awards: Mnet Asian Music Award for Best Music Video

Target Audience:

On an app (that I personally have) I created two polls (out of boredom) in order to know more about the K-pop fans. I created one asking about their gender and what age they are. (These people are fans of K-Pop)

For this first poll, I asked if they are male or female. The final results show that the majority of the fans are female. This could suggest that the K-Pop genre is usually targeted towards females since females are usually the easiest to be captivated by a groups appearance and voice but it's not entirely true since this poll only received 67 votes, there could be a change in the results if more people were to vote and also, from personal experience, I seen others who are boys who are fans of K-Pop and they're my friends and they say they think the target audience for the K-Pop genre is a mixture of boys and girls.

For this next poll, I asked what their age was and the final results show that the majority is people within the age range of 16 - 20 yrs old. This suggests that the target audience are mostly teenagers and young adults since the ages of the members of a K-Pop group are roughly the same age (mostly from 18 to 24 years old) so I think it's normal for teens to watch others who are the same age or slightly older. 

 Judging from these two polls, I can suggest that the target audience is mostly female teenagers and young adults but I personally think that the target gender is a mixture of females and males since there are different groups and depending on how their style is (since there are different styles of groups) it could be targeted to either males, females or even both. Additionally, it could also be targeted to those who generally like the Korean music.

Marketing:

Many agencies have presented new idol groups to an audience through a "debut showcase", which consists of online marketing and television broadcast promotions as opposed to radio. Groups are given a name and a "concept", along with a marketing hook. Sometimes sub-units or sub-groups are formed among existing members. Additionally, online marketing includes music videos posted to YouTube in order to reach a worldwide audience. Prior to the actual video, the group releases teaser photos and trailers. Promotional cycles of subsequent singles are called comebacks even when the musician or group in question did not go on hiatus.

BLACKPINK - AS IF IT'S YOUR LAST (TEASER PHOTOS)