Research and Planning - Digipak - Digipak Information

Digipak Information

My group had to create an album that will go with the digipak and will promote her music. This information was crucial to be released with the music video, digipak and advert. We had to think about what sort of style the names of the artist, album and all the songs on the album.

Artist name: 

When deciding on an artist name we wanted to ensure we promoted originality therefore we choose the name; NYX for our artist. NYX is a different kind of name that differs from the norm. We chose this name as it is simple to write and say, and is catchy. Therefore, we believe this name is suitable for our artist as it is reflective of her unique persona and establishes what she is about. 

Album name: 

We have decided to name the album, 'Reaction' as this is a catchy title and we believe this title reflects the impact the album will have, as it will result in the audience reacting in various ways to the artist and her music. Therefore we believe this album name is suitable and will enhance the album, encouraging a wider audience to buy it. It is important that the album name is catchy and appealing to the target audience as it is one of the first things as well as the picture that draws the audience to the album, and determines whether they will buy the album. We have also decided to name the album 'Reaction' as the simplicity of it is suitable for the target audience who will be from working class backgrounds, aged 18-28. 

Track list: 

The track list we have chose includes nine songs, which are all similar in that they all draw upon similar themes including, love, relationships and fulfilling your desire. These are common themes associated with the Alternative R&B genre and appeal to the target audience (18-28 years olds) who are most likely to be able to relate to these themes as a result of them being being the right age group who are likely to experience love and relationships most.  

The tracks on the track list include: 

1) Time

2) Jewel 

3) Further

4) Lost

5) Particles

6) Endeavour 

7) Papi Pacify

8) Air

9) Algebra

We have chosen various different track names, which do not all promote the themes outrightly through their title, instead certain track names such as 'Particles' and 'Algebra' reinforce suspense and interest, which we done intentionally to create this impact from the audience. 

Music institution: 

We have decided to choose 'Warner music group' as our music institution as are in international institution and have popular and successful artists signed to them, both mainstream and niche artists, including Ed Sheeran, Bruno Mars, Bjork and Estelle. These artists all promote originality, which is what makes them popular and liked by the audience. Therefore, considering that our artist is also original and unique in that she promotes unique ideologies and values which tend to be considered niche, she will be well suited among the other artists also signed to Warner music group. Moreover, we have decided to choose warner music group as they also cater for various genres including Alternative, which suggests that the institution will be able to work with our artist and make her successful, which is guaranteed considering that the institution are already known for helping their artists to achieve long term creative and financial success. They will also encourage NYX to to produce the highest quality music making her popular among consumers for a long term period. 

Production company: 

We have decided to call our production company MCF which is each members initial of their first name (Marlyn, Carlie and Fatma). This name is effective as it is short and easy to remember, therefore it will work well. 

Explicit lyrics label: 

We have decided to add the explicit lyrics label to our album cover as some of the songs included in the album do contain explicit lyrics, involving bad/sexual language which is unsuitable for audiences under 18 years old. Therefore, it is essential that we include the label to protect the artist, and the production company, from getting abuse for including explicit lyrics without providing audiences with a warning. Moreover, the genre of the songs within the album are Alternative R&B, therefore, bad language is conventional to this genre making it suitable. Our target audience is also 18-28 years olds, therefore, explicit lyrics is less likely to be deemed as controversial by this audience. 

In conclusion, this helped me develop my artist's work as it created more character and themes towards her as an artist and her work. I liked building an album for the artist as it was interesting discovering what sort of style she could have within her album names and album artwork (digipak).

Planning - Editing

Fast editing 

We will use fast editing during the fight scenes to reflect the tension and to increase suspense for the audience. We will also use fast editing when each of the boys feel a connection with the tarot reader, to increase the adrenaline. Sia's music video 'Elastic Heart' influenced our decision to use fast editing as fast editing is used frequently within this music video, when the female and male characters are dancing/fighting with each other, which builds towards the climax and makes the music video more effective. We also want our fight scenes to build towards a climax, allowing our music video to promote a similar reaction from the audience. 

Slow editing 

We will use slow editing when the artist is performing to emphasise her importance, and to allow the audience to connect with her through her body language and facial expressions. We will also use slow editing to capture the three losing boys, and how their fate unravels. Using slow editing to promote this will be more exciting and evokes greater emotion from the audience. We was influenced by Chris brown's music video 'Fine By Me' which also uses slow editing at the beginning to reinforce the artists importance and role within the music video. similarly, when each of his opponents lose, slow editing is used to establish the artists power and significance in comparison to them. This was edited in an effective manner, which is how we want to edit our scenes.  

Slow motion

We will edit particular shots making them slow motion to make our music video more appealing and exciting to watch for the audience. We will use slow motion during some fight scenes, when the characters punch each other to add emphasis and to signify the characters' determinism, and how they are willing to to do what it takes in order to win the artist over. We was influenced by David Guetta's music video 'Titanium' ft. Sia, which also consists of a narrative, involving slow motion revolving the main character. Slow motion is used towards the end when the character is escaping from the police, which creates tension for the audience. Therefore, we also want the use of slow motion to evoke similar emotions from the audience. 

Jump cut 

We will be using jump cuts before and during the four fight scenes. The jump cuts before the fight scene will include the artist signing and turning over the tarot cards. Also the jump cuts will show different parts of the fight and how it develops, but we will also be cutting to the artist singing after and during each fight scene. Jump cuts will enhance each of the scenes as it will increase the tension and suspense for the viewers. After watching Justin Bieber's 'The Feeling' music video, which also includes a fight scene that is portrayed through jump cuts, we was influenced to use jump cuts as it enhanced this music video making it look more effective and created more excitement for the audience.

Invisible/ Seamless editing

We will use seamless editing when the tarot reader is singing and performing as it is important to ensure that the audience can build a relationship with the artist, understanding who the artist is and what she is about, as she can be misunderstood due to having unique morals and ideologies. Therefore, a lack of shots and greater smoothness between the shots is more beneficial as it encourages the audience to focus on the artist without being distracted by different edits. After watching Justin Bieber's music video 'Love Yourself', which included invisible editing, and identifying the impact it had on an audience, we was influenced to use this editing technique. We also identified that seamless editing was less likely to be evident in popular music videos, however, had a positive effect where used, encouraging us to use it. 

Research and Planning - Advert - Advert Information

Advert information

Me and my group discussed what information needs to be on the advert. An advert must have certain information provided on the display so then the audience are aware of content in the album, in the artist and music videos. This can attract the right audiences.

What information will you include in your advert? 

Album name: Reaction: We have decided to call our album name reaction as we believe the name is short and snappy and can relate to the album as we believe that the songs within the album will evoke a reaction from the audience. Therefore, we decided to go with 'Reaction'. 

Release date: 30th January 2016 : We have chosen our release date to be the 30th January 2016 as this will come after the press campaign and TV launch which will all be important campaigns in ensuring that our album and artist are recognised, and encourage the target audience to look forward to the album release. Choosing to release the album at the end of the month allows us time to advertise it properly allowing the audience to anticipate the artists newest songs, causing them to wait in suspense. 

Available to download:  We have decided to use the well established download sites /apps including; ITunes, Spotify, Tidal and beatsMusic as these are globally recognized by a mass audience and will therefore allow our artist to become more successful, with her songs also being listened to by an international/global audience. We have also decided to make the songs available to download from various sites/apps as the mass audience use different ones, therefore, in order for our album to sell, it is vital that we can offer a variety of download options for the audience, encouraging them to download the album. 

Key singles: Papi Pacify, Endeavour, Time- Out of the nine songs we have decided that there are three key singles including 'Papi Pacify' which is the ultimate key single, considering that we created a music video to it, 'Endeavour' which is a song that appeals to a mainstream audience, and can be relatable due to the themes it includes. 'Time' is the most unique song out of her singles, as it is different in that the artist promotes niche themes which is reflected through the lyrics. 

Explicit lyrics label: Yes- We will be including an 'Explicit lyrics label' as some of the songs within the album contain mild language. However, it is important that we inform the audience, including those below 18 years old to protect them and our company avoiding us from getting punished. 

This information is vital to consider as all these factors are included in all adverts and are essential in securing the success of a music video. If this isn't included within the advert display, the audience will not be aware of whats appropriate, how they can download the album and other information they need to know for the release of the album, key singles and music video.

Research and Planning - Advert - Creative Brief

Creative brief for advert

For this task, me and my group discussed the design of the advert and created an advert to promote the artists album, key singles and music video. The artist should be promoted in a way that their star image portrays them and they should relate to the audience, forming a connection with the audience and the advert.

Who are they? 

NYX is a British songwriter and singer who began her career signing and performing three nights s week in Central London’s most prestigious and popular clubs and bars including GAY bar, ROADHOUSE and SCALA. As she become more recognized and her reputation grew, there was a higher demand from customers attending these venues for NYX to perform more frequently, therefore, she began performing six nights a week until one day her unique talent was identified by the studio director for Warner Bro’s Records, who decided to sign NYX to their record label. As a result, NYX started to perform in more well-known locations in London and outside London including the O2 Indigo arena, Barclaycard arena and Sheffield arena, as well as performing in other countries, including New Zealand, Switzerland and Spain. This increased NYX’S popularity immediately and within 2 years, she become globally identified by a mass audience, ages 18-28 from different ethnic and social background and developed a strong, international fan base. Due to this fame, there has been an increasing demand for her new album release.

The album concept

The concept of NYXs album Reaction, will be to connect her to her fans and the rest of the world,from ages 18-28, from different ethnic groups and social backgrounds, particularly those from working class and skilled working class backgrounds, who will be more likely to relate to particular ideas and the Alternative R&B genre. it will allow her to express her authentic self through the use of her music, which she also took a part in producing. The album reinforces NYXs ideas and beliefs, allowing people to get a clear picture of who she really is as a person. However we will ensure to make the album and its content appealing to the mass media, by including artist who are already in the spotlight. This album has not only just been created to increase her popularity but also to allow her to create a path for other niche artist out there like her, however we are creating the album to increase NYX’s popularity within the music industry making her more internationally and globally well known like other successful artists and boosting her star image. Moreover, this album will increase her chances of reaching top 10 in the music charts.

Why are we doing it? 

NYX's album will bring success to an international and possibly global scale and the creation of an advert will support her in doing so. The designs of the advert will mirror those of her digipak, the specific characteristics have been created to please our audience visually, the typography, font and colour scheme have been clearly thought out by our team and also NYX herself in order to represent her to the audience The themes within the album will include, love, relationships and fulfilling your desires, with the mood reflecting this. Therefore, the consumers will be able to understand the Alternative R&B genre through the album, encouraging them to listen to her music.

Comparable products 

Both these adverts can be compared to our advert as they include dark colours used to promote the darkness and suspense associated with the album, and the artist looking directly at the camera with no facial expressions highlighting their unpredictable personas. 

Audience

We want the audience to have a clear understanding about the artist and what she portrays, the audience is expected to enjoy her music and relate to her songs and messages. NYX being so out of the ordinary, we want our audience to be able to listen to NYX as form of escapism, allowing them to relax and release themselves from the stress that the everyday world can bring. overall We want positive reaction from the audience as NYX is such a niche artist we want her target audience to be able to turn to her and build a relationship with her that other artist don't have with their fans.

How will we know that it worked? 

The number of sales, and the sale figures the album receives will determine the success of the album, allowing us to decide if the album is popular and appealing to a mass audience. We will also host a focus group allowing a group of consumers that reflect our target audience (aged 18-28, different ethnic groups, working class/ skilled working class) to look at our first drafts of our advert design provide us with feedback, which will allow us to make the required changes and develop on the criticisms, making the final draft appealing and suitable to our target audience meeting their expectations and interests. Making the advert appealing to the target audience is crucial, as this factor determines the ultimate success of the album, therefore, we will ensure we are fully aware of the information revolving around our audience, including similar products they like and what they like about it, their average earnings, their hobbies/ interests etc. Understanding these factors will help us to make an album that the audience will like and will be able to afford.

Launch dates

NYX’s campaign dates:

Press campaign: 6th January 2016

TV Launch: 10th January 2016

Album Release: 30^th January 2016

In conclusion, I believe that our advert should be quite dark and mysterious for the audience as this is what is portrayed in NYX's star image, music video and album.

Planning - Preproduction Paper Work

Pre-Production Paperwork

Before going ahead with our filming, we created pre-production paperwork that is relevant to our music video, and is an essential part of the process. The paperwork is important as it  includes letters which consider authorization from actors and other important elements of the music video such as; location owners. Completing paperwork beforehand is highly significant as it prevents problems occurring in the long run, and when we are filming. Highlighting possible risks is also important as we are able to ensure we come up with possible solutions to prevent any accidents or health problems. 

This is evidence of the paperwork we created: 

The location recce form: 

Location release form:

Client release form: 

Each of our actors have signed this agreement. 

Production schedule:

Risk assessment form: 

Planning - Lighting and Colour

Lighting and colour

The lighting and colour used in music videos are extremely important as they represent the themes and the atmosphere within the videos, for example, low lighting and dark colours reflect a negative atmosphere while high key lighting and bright colours reflect a positive atmosphere. Therefore, we analysed various music videos from various genres in order to gain a clearer understanding regarding lighting and colour. 

 Fine by me - Chris Brown

Lighting

The lighting in the 'Fine by Me' music video is low key throughout the video, which symbolises danger and the reflects the violent fighting taking place. The use of the low lighting also makes the overall look very interesting for the audience, as it increases the suspense and tension for them. The lighting in this video also includes top and back lighting revolving the character, enhancing the characters power and aggressive natures. Similarly, like this music video we will also use low key lighting during the fighting scene, when the male characters are fighting each other, which will enhance the danger and violence in the fighting scene and will be supported by top lighting, allowing the audience to see the male characters emotions clearly. We will also use this type of lighting when we capture the tarot reader, choosing her cards and using her power to connect with the male characters in order to accentuate her movements.

Elastic Heart- Sia

Lighting

Natural lighting is used within this video, promoting the purity and innocence of the two characters, suggesting they have nothing to hide. Similarly, we also want to use natural lighting on the males when they are in their situations, before they feel a connection with the tarot reader, in order to highlight the innocence of the males and the fact that they are innocent victims of the tarot reader, and have no say or choice in the tarot readers decision. 

Liquor - Chris Brown

Colour

In this music video the use of  purple and black colours are used in order to represent the power of the liquor and to enhance the mystery of the woman who spiked the male male characters drink. This creates excitement for the audience who cannot predict the outcome due to the negative connotations the dark colours reflect. Similarly, we will also use dark colours including purple and black to surround our artist when she is performing and the male characters representing mystery, wisdom and the power the artist has over the males in the music video. 

Kanye West Ft. Vic Mensa – U Mad

Colour

A dark red colour is used throughout this music video, in order to represent the violence, danger and the unpredictability of the characters. I really like this music video as it connotes all the themes we want to portray in our music video throughout the fight scenes (danger, negativity, violence and desperation from the boys). Therefore, we have also decided to use a dark red colour in the same way this video does to promote the themes in the same way, enforcing the same effect. 

Overall, the lighting and colour used in each of these music videos are effective in the way are used and portrayed. As a result, we decided to use similar colours and lighting in order to ensure our video gives off a similar effect, having the same impact on the audience.