digipak

Forms and conventions of a digipak 

A digipak is a type of packaging for CD's or DVD's which are typically made from cardboard or plastic. Holding the CD as well as visuals, a digipak can brand the artist and help promote the type of music the artist is portraying. Common conventions include list of songs, images of the artist and a brief description on the album and the album cover itself. The 2000s was the peak time for the selling of CDs as this was a time when artists could sell themselves easily and successfully. As a digipak is a bundle of information compressed into a small folder, it is important to have the curtail information on the front, like the Album title and artists name, whereas extra, less relevant information can be seen inside when explored. A digipak will typically include extra information that a CD wouldn't. 

Examples:
Arctic monkeys 


Titled 'Whatever people say i am' Arctic monkeys released this debut album in 2006. This was the bands way of trying to get across to their audience as who they are as a band which is portrayed through the man on the front cover of the album who is suppose to represent the band and how the band see themselves. This use of the average working class man reflects on the bands mentality of not thinking they are better than anyone else and that they are still able to connect with their audience. The use of the black and white is a key concept that AM use to define themselves and as the waves shown on the front cover is their signature symbol, it automatically shows who they are without having to write their band name on it. The use of the tones of grey reflect on the band and their depressing, dark songs which usually relate to love of life as a situation. Another feature that AM use is the idea of the cigarette being an addiction and their music being an addiction to their fans which connect them. 

Gorillaz:

'Demon days shows the main member on the front cover of their digipak which shows their audience automatically with the tangible CD having silhouettes of the band members against a white background which could be the bands way of telling their audience that the music they have created is more mysterious and adds and new twist on their original music. Parodying the Beatles 'Let it be' album cover, Gorillaz used this idea to recreate their album as they have the same number of bad members. The way this digipak is created, is more interactive as the band have made it so the owner can fold the digipak so their favourite band member can be the front cover by the 'X' design of it. 

As visuals are important to the band, the booklet insert for the standard edition is unique as, instead of presenting the lyrics for the songs, they have visual representations of the lyrics due to the decision made by Albarn and Hewlett wanted the visual narrative to be more dominant. 

Barde

With this diagram, Barde is presented as being a simplistic artist who doesn't want things to be more complex than they need to be. For our digipak, we wanted Barde to have her hair tied up, wearing a denim jacket and jeans to highlight her personality and relaxed style which will attract the right type of audience for her music.
As her style is unique and unmatched, jewelry is a staple piece as it shows her more edgy, free spirit and her lack of makeup shows this with her just wearing a little bit of mascara. Barde's significance as an artist is the emphasise the message in her music and not to make her superior to others. We want her style to show how she is an ordinary person, just with a passion for making music behind a message.

Specific audience profiles

I researched different artists that have similar aspects to the artist our group is working with to get more of an idea about how they attract their target audiences.

Imagine Dragons  
Imagine dragons appeal to their target audience by talking and singing about relavent things that they retarget audience may be experiencing in their lives in which they can relate to. Their popular song 'Radio active' which one band member has said that 'It's a song about having an awakening; kind of waking up one day and deciding to do something new, and see life in a fresh way." which could appeal to a target audience who are beginning a new chapter in their life. e.g teenagers, University graduates (15-35). This relation to problems or situations many people face, mean that 'Imagine Dragons' as a band can keep their target audience closer to them and make them just more than a 'target' which is what we want our artist to portray, as a group. I chose to look at Imagine Dragons as they are similar to the artist we decided to go with. They have a similar vibe to them and use their appearance and assets to attract their target audiences to get the best responses.

 

As well as this, 'Imagine Dragons' are able to connect to a wider male audience as they have similarities to other bands such as Coldplay, fall out boy, Ed Sheeran and twenty one pilots. Imagine Dragons target audience are male and female which mean they have a broad range meaning they can either target one gender or both.

As far as the way they present themselves, as a collective, they wear dark colours which could target audiences who are into punk ect.

Alt- J 
Alt -J come under the genre Indie/alternative which is are the genres are group are focusing on with our artist 'Barde'.

UPDATE

Group discussion 
As a group we came together to discuss the artist for our music video. At first we were going to use someone who was willing to be involved as the artist but we didn't think they would suit the tone and genre of the music to 'The beigeness'. We thought mabel from my group would be more appropriate for the song and video.
 We have a group chat on Facebook which we connect and discuss ideas over.

Lyric analysis

Lyric Analysis of The beigeness
Analysing the lyrics for the song we chose, helps us as a group to identify closely the meaning behind the words and helps us to get a grip of the potential visuals for our video. 

Our group discussed that following the lyrics as being the concept of the video wasn't very original and didn't bring much imagination, therefore one of the ideas were that the artist would be on a podium saying a political speech as the body of the video to add a storyline effect.


Who's bad? Said the the kiddy in the Jacko hat                                                                           

To the kiddy in the Rooney shirt
Dragging back
The curtains in the room in her daddy's flat
A young girl heard the truth in an alley-cat
Howling on the roof next door
Imagine that
All your idols were just like you

Nothing's beyond you
Do what you want to do if you feel that it wants you to
Look
True never meant nothing more than it means right now
When everything's fake
But you in your deepest reaches keeping secrets
Know what it takes to make a meaning means something
I’m moving through a space that some can't see
I know this space exists
So do you if your heart beats the oldest groove
Life is huge but we have shrunk it

We've made it small
We used to walk tall
But who cares, right?
We’re having a ball

[HOOK]
Them things you don't show, I can see
Them things you don't say, speak to me
Them things you hide ain't hiding
No firm ground but we ain't sliding
Them things that haunt you, let them be
That thing you weep for, leave it

All life is forwards, you will see
It needs you to need it 

 VERSE 2
Go ahead, keep it in 'til it withers you
Move fast, don't stop, you got things to do
Tell yourself, it's them man it isn't you

Nod your head and believe that until it's true
You can tell it not to show its face
When you are trying to hold your space
But it's in you deep in your sinews
And it comes out on the coldest days

See the kid with the memory he can't shake
See the man with the lover on his mind
See the lady with the guilt and the heartache 
See the woman trying to battle with time
See the man with the blood on his hands
See the girl with her hands on her hips

Everybody say nothing. Stay bland
If you don't show it then it don't exist 
Right? 

[HOOK]
Them things you don't show, I can see
Them things you don't say, speak to me
Them things you hide ain't hiding
No firm ground but we ain't sliding
Them things that haunt you, let them be
That thing you weep for, leave it
All life is forwards, you will see
It's yours when your ready to receive it

You're so focused on finding the differences
You ignore the bonds that bind us
Got my hand on my heart when the rhythm hits
It's looking for us but can't find us
In the valley of vanity, viciousness
Full schedules and empty containers
We're kissing the coshes that cripple us

Enjoying the Beigeness
Do it your way and they'll find you ridiculous

Pick apart your behaviour 
Their scorn ignites what inhabits us
And then we hate ourselves 
And our fear pickles us
Sitting in jars 'cause it's safer 
Some of us are happy to live with it
But some of us know it's against our nature 


[HOOK]
Them things you don't show, I can see
Them things you don't say, speak to me
Them things you hide ain't hiding
No firm ground but we ain't sliding
Them things that haunt you, let them be
That thing you weep for, leave it

Institutional research

The big 3 
WMG(Warner Music Group)
Being an American multinational and entertainment company, being one of the 'big three' recording companies and the third largest in the music industry next to universal music group and sony music entertainment. Founded in 1958 but begun in the 70s had a multibillion dollar turnover and employs 3,500 in more than 50 countries around the world. As this company is so successful, it owns and operates the most successful and largest record labels in the world such as Warner bros records, Parlophone and Atlantic records. 

Artists connected with WMG: Macklemore, Ed Sheeran, Red hot chilli peppers, Coldplay and Madonna.  
      

Sony Music Entertainment UK
From columbia being formed in 1887, being the oldest label in the  history of the recording industry, Sony music evolved and progressed, making it the best record label and industry leader. sony are known to include a broad array of not only local artists,but international superstars. 

Artists connected with Sony: Olly Murs, Miley Cyrus, Paloma Faith, Michael Jackson, Elvis Presley. ect.



Universal Music Group
Universal Music Group, also known in the unites states as UMG Recordings is an American global corporation. It is focused in more than 60 countries and was founded in 1934 and was originally known as Decca Records.
  
Artists connected with Universal music: Amy winehouse, Elton John, Florence and the machine, Sam Smith and the beatles.  

Independent companies 

PROPER MUSIC DISTRIBUTION - Since 1988 Proper music distribution is now the largest with annual sales of over £25 million and have a full service independent distributor of music on all formats in the UK. In recent years they have been nominated for the coveted sales team award at the music week awards, being the winner in 2017.
They provide personally tailored range of 'label services' for individual artists that are planning their own release. With 'PMD' having UK physical distribution, a worldwide digital service and comprehensive international export networks, they are able to deliver all music formats in the 'wildest possible market'. As well as this, they handle new releases and catalogue titles from many known independent labels working across all genres, including alternative which is what we are focusing on based on the artist we chose as a group. 


GLASSNOTE RECORDS - Founded by Daniel Glass 10 years ago in 2007, Glassnote Records is a full service independent music company which is one of the most respected companies in the industry. With each member of the glassnote team being passionate for music and having an understanding of the evolving industry, they have established a strong internship-mentorinf program and focusing on finding talent, creating music and drawing in an audience for a specific artist which is what we achieve to do. The popular artist that Glassnote are known for are Childish Gambino, Daughter and Mumford and sons. 

"Glassnote focuses on what we do best: finding talent, creating music, and bringing it to the audience. By having fewer artists with a high level of focus and continuing to leverage Daniel Glass’s unparalleled relationships in the entertainment industry, each Artist receives the resources required to reach their full potential."

Glassnote appealed to our group because they are an artist centric company that appeals to the creative nature of individuals and artists who want to take ownership of their career. 



All My Friends Records (AMF)

Founded by Korda Marshall and Pat Carr in 1993 it was home to great indie artists such as Garbage, Ash and cable which helped shape the musical education for the formers workers and the team have worked with major artists and groups such as Alt J.  

                                      

Audience research survey analysis

To make sure our group gets the most appropriate audience for our artist, we created a survey to help with this. The age group of our target audience are people aged 16-35. These were the results.

We asked people what they like most about their favourite artist which helped narrow down to what people would in some way expect their favourite artist to convey.

Questions 1 & 2 :
What is your age?
What is your genre?
From this we discovered that females preferred originality of videos, especially with indie and pop genres.

From question 9, the results weren't expected, as we thought more people would say that they did download music from illegal sites. 50% of people said they never stream music illegally which was shocking as 95% of music downloaded was illegally done and with the UK being the second worst in the world for illegally downloading music online.



The top 3 genres that were most popular were pop, rap and indie/alternative which came under the genres that are in 'The beigeness' which helps us massively.



























In the results from question 4, it wasn't surprising to me that the majority of people consumed their music through streaming because it is the easiest way to play music from portable devices and can be used on the go, sometimes even without having to have an internet connection. Youtube is the second most popular way of how the public consume music which is good to know as we will publish the video on there and it will be appreciated.



















The results from this question on the importance of music in everyday life reveals how significant music has as a way of people getting by with their everyday life. Music is a way of life for many people which is shown from the results of 8.10.

The total of people who watch music music videos everyday and a few times a week, add up to 47.43 which is almost half. This isn't a lot in terms of everyone but we only asked 78 people.  The majority of the people we asked, said that they only watch a music video if its trending or if the artist they like has released a video. This means that it depends more on the artist and the music they produce over anything.



In this question about what people are most interested in when watching a music video, we found that  style, as well as hidden messages were really important.

From this survey, i have learned the basic but most important aspects of a music video that people want to see but will also benefit entertainingly from. This will help to create the best possible music video for the song 'Beigeness' we chose as group.

Making the ordinary extraordinary - shoot

this shoot on making the ordinary extraordinary was just a test to show how ordinary things can be turned into something more mysterious and appealing.

initial ideas

My group came together to discuss the ideas for all of the main aspects that brings an artist's work together,e.g the advert, the artists appearance, music video ideas and album names ect.

Deconstructing music videos - Lyrics

Ed Sheeran - Shape of you

This music video follows the main idea of the lyrics about 'I'm in love with the shape of you' with the main concept of the video being based upon two individuals who meet in the changing room of the area they workout in. The idea on body image and the lyrics match well and follow through with the lyrics 'we're going out on our first date' and 'even get in the taxi and kiss in the back seat' which follow the visuals exactly of a taxi with the couple in the background. 


Sam Smith - I'm not the only one
Sam Smith's 'I'm not the only one's music video follows the storyline of a married woman who has a suspicion that her husband is cheating on her which she finds that she was right about. The wife in the music video is wearing her wedding dress with the lyrics 'Denying every tear' with a extreme close up of her eyes crying.










Logic - 1-800(...)
This song follows the storyline about a gay boy who isn't accepted for who he is and is feeling suicidal. The boy then calls the suicide hotline which helps him save his own life. The name of the song is also the suicide hotline number. Lyrics and the video bond well and is very moving to watch. This is with the help of the good performance by actors and meaningful lyrics together.

Deconstructing music videos - sound

Butterfly effect- Travis Scott

I chose this music video specifically because the beginning starts off with many different sounds all merged into one. This creates a gloomy, sinister effect to introduce the style of the artist as well as the type of music video it is. From beginning to end, the video has a triply vibe to it and this is highlighted by the use of inverted colours and random clips that are inserted that don't completely make sense. The video focuses on the visual side as well as the music. Only 10 seconds in does the song actually start which is very fast paced and takes a lot of focus to actually be able to take in all of the different shots.
Something that runs throughout the video is the 'Pop it, pop it' that you can hear after Travis Scott says ' Drop the top, pop it let it bang'. The tone of the voice is very menacing and deep which creates a dark tone. The song is hazy and 'low-key' and has a eery tone which makes you question what the song is really about.
My initial impression to the sound alongside with the visuals was the effects of 'LSD' (not from experience, but the things I've been educated about it)

Feel good - Gorillaz 
The beginning starts off with diegetic sounds of planes and crashing sounds that you would normally hear in the background. The overall tone is sharp and futuristic in the sense that it sounds electronic which is most probably created by auto tune.The music video follows the tone in which it follows through with a continuous darkness and depressing mood. (which are played out by the way the animated characters appearance)



Calvin Harris - How deep is your love 

As most music videos have, the beginning starts off with sounds that aren't in the main body of the song. These sharp sounds that sound electric are interrupted with short breaks/pauses that create tense atmosphere almost. The overall tone of this video is energetic and vibrant. 

The fast pace carries on throughout the whole video with background voices that are obviously auto tuned saying 'tell me how deep is your love, can it go deeper?' which sound quite menacing and 'club' like.

Audience profile

Audience profile 1 
David Wells
Age: (16-35)

David loves to spend his time wisely to make sure he balances his social life with his studies. He is a focused, well educated student who has ambition and goals in life. As far as music goes, it is his escape from reality and helps him stay mentally focused and healthy. In his second year of university, he has made a lot of close relationships and is always thinking about his family back home in London. As London is his hometown , he makes sure he visits frequently to catch up with home life. Fashion isn't very important to him as his self image isn't his main priority, however, he dresses casual to suit his state of mind to stay calm through every situation and makes sure he feels himself at all times. If he does decide to go shopping to make himself feel good about himself, he will be typically seen in H&M, Topman, Tkmax and Gap. (dressing to impress isn't in his priority list)
David loves Justin Timberlake, imagine dragons, Logic and 21 savage, he will listen to anything that he likes the sound of and which makes him feel involved and free. social media isn't very important to him as his self image isn't his main priority and tv is only a once a week thing for him as he doesn't like to be consumed by the media. Soundcloud and spotify as the on his home screen of his phone and top tabs on his laptop highlighting his frequent use of streaming music online.

Amander Elder
(16-35)
She is an independent individual who doesn't let anything stop her from achieving what she has her mind set to. As far as friends and family go, she puts them first and makes sure she is always available for their needs. Shopping to her is her way of expressing herself, especially fashion and her appearance. Amanda's favourite shops are Victoria secret, Miss selfridge, Topshop, Urban outfitters and online shops such as misguided and Asos. She has 3 close friends who she meets up with after college (she is studying Art, media and English literature) to discuss relationships, the future (she wants to be a journalist) and what their favourite person from love island is up to. Music is very important to her life as she enjoys editing videos for youtube videos. Amanda's favourite artists include Taylor Swift, Adele, Ed Sheeran and The killers who she looks up to highly and which she streams off Tubidy and spottily.