Annotation of adverts

I chose three artists, Jay z, Rihanna and Jessie J, I then found magazine adverts for each of their new releases which are 'Blueprint 2', 'Talk That Talk' and 'Who You Are'. Once I had gathered these images I began to annotate them with the typical conventions of what a music magazine advert would include. I was able to do this by using the research into magazine advert conventions I previously carried out and through each of my three different examples am able to see the most important aspects of a magazine advert which must be included. e.g. Album Title, Artist Name, Release Date etc. 

Conventions of magazine advert for a new album

The next stage is to create a magaine advert to promote the new release of my artists album. To get a good idea of what should and shouldn't be included in my advert I did some research in to the typical conventions of a magazine advert promoting a new alum release. I found out that the aim of the advert is to promote the artist and the artists new album in an eye catcing way for the targeted audience.

Typical things that straight away stand out on an advert for a new album release are:
- Artists name
- Image of arist
- Abum title
- Record label
- Digipak image
- Where you can get it
- Featured songs
- Extras
- Release date
- Web addresses
- Tour dates

My research showed me that there are several different focus points when looking at an advert which promotes an album. Key text within the advert would be the artists name, the album name, featured tracks, a release date etc. The second main area is the visuals within the page eg. the image of the digipak, the main image (usually of the artist), the record label logo. The final key area would be the types of images used, an image of the artist is usually found somewhere within the advet to draw attention to that fact that its theirs and publicise them as an artist, a motif could be used or even a logo for the artist if they have one. 

Final Digipak

Through my peer feedback and artist branding I was able to establish that a naturalistic approach was key, through further research and brainstorming I was also able to decide that I could incorporate light colours and the use of the artists guitar to create this type of theme I was looking for.

The key image I decided on was the idea of the artist being in a natural setting which is why in all four panels I incorporated the sky, fields/grass or trees. I decided the best font to use on the front and back cover was similar to that of Taylor Swift (a similar artist to my own). The swirly, soft and flowy idea adds to the brand image I was trying to create of a creatively original and free spirited individual. The guitar was an extremly important image which I felt needed to be used to emphasise the idea that the artist is versatile and can play instruments, the other key aspect to the use of the guitar on both the front cover and lyric book was that it allows the audience to understand the type of music which my artist makes, by looking at this digipak I would assume that this artist takes an acoustic/country/folk type of approach, which attracts the intended target audience.

The music label I decided to use for my artist was Universal Music, I made this decison through previous knowledge of the label and by also looking through the various artists signed to this label. Universal is a well known label with many very different genres of music attached to its name, this I why I decided it would be a great label to use.

On three of the four panels, I used an image of my artist, this is becaus it is her debut album and therefore want the audience to be able to a name to a face and recognise who my artist is.

In my group feedback, people suggested I use light, soft colours to help create the natural theme I was aiming for. I followed through with this, using blues, greens and yellowy orange colours aswell as adding some darker colours like grey black to create a calm, soft feel to the images.

On the back cover I added a slight glow to my artist to bring the focus directly upon herself, I also think it adds an angelic feel to the image. Once I had nearly completed my digipak, I felt like the lyric book and the front cover could be improved by a small addition or effect, I tried various effects before I decided to add music notes  which appear as if they are coming from the guitar, I did this to add a bit more of a musical effect

Artist Brand Image Mind Map

In class we all watched each other's music video's and from this we were able to give each other feedback of ideas and words of how we would imagine the brand image of our artists to be. From this I was able to create a mind map which includes some of the ideas which we brainstormed for my own music video. I have gathered that from everyone's feedback they feel that a naturalistic approach is key, along with the use of light colours and incorporating her folk/pop genre by possible use of the guitar.

Artist Research - Taylor Swift

 Taylor Swift
Taylor Swift would typically fit in to the country pop genre within music which is also very similar to my artist. Taylor Swift's first album 'Sounds of the Season', was released in October 2007. The album cover used uses a very soft, flowy font, which suggests her younger, fun and more creative side, which is visually appealing to her teenage target audience. The lighting and colour which she uses
in both her first album and her EP, titled 'Beautiful Eyes' which was released in July 2008 are both related in the aesthetics of the album covers. The natural yellowy colours are clearly intended to make her stand out. The first album cover uses a particular close up shot which helps to establish her as an artist and to appeal to her target audience for the very first time. The red flower and the flowery design compliment each other whilst also relating to the idea of beauty, in the title.

Her second album 'Fearless' suggests a strong, independent woman, and although she is facing away from the camera which suggests a slightly timid character, her bright, bouncy curls add to the effect of the branding of her as an artist, and suggest the idea of growing as an artist as half of the font is in bold, which is the album title 'Fearless'. 'Speak Now' also suggests similar characteristics, the bright colours and soft, flowy font are conventions of previous album art work.

Taylor Swift's newest album 'RED' suggests a vivid change of character. The font used has gone from a previous soft, swirly, flowy nature to big bold lettering, and the use of colour is also used playing to its strengths as the album title is written in the colour of the word used, with the red colour also used as her lipstick. The shadowing used suggests a possible darker or more detailed aspect to her life and does not resemble what we have seen before. Her hair is straight, when we previously have only seen curly, although she is still looking away from the camera but not as a strong way like we previously saw on the 'Fearless' album cover.

Digipak Research: Form and Conventions

A Digipak is a design which is found in a plastic hard case, this also contains the CD which is attached inside. A Digipak differs to an album cover as a digipak allows the user to gain access to not only the music, but also added extras, such as music videos, pictures, outtakes etc.

A digipak usually consists of a 4 face net although it may also contain more if appropriate. It is a square shape which resembles that of an album cover.

On the front cover face of a digipak the visuals usually consists of an image of the artist, especially if it is their debut, this helps get the artist noticed more and helps to create the required attention that a debut artist would need to make good profit. It also has the title name and the artists name which also helps to give the artist's product maximised advertisement. The conventions of the back cover of a digipak typically have the the title name along with the track list of what the CD contains with an image behind it which compliments the image of the front cover whether it be through colours, text etc. Also on the back cover of the digipak you will find the barcode, this is so that it can be scanned when people go to buy the CD. On the inside cover of the digipak you will find another image which relates to the front and back covers but it usually has less happening in the image, the lyric book is also found in this section with the same text and similar colours used within the rest of the digipak. On the CD tray, you will find an image which also compliments the other three, although this will be a pretty empty image, it may be an image of a motif, this is because the CD will be covering the majority of the image and therefore it would be pointless to fill it with a big bold image of something that you want to stand out.

Editing - what went right and what needed changing

1. Describe how you have tackled the editing process?

The editing process has been pretty smooth as I have grasped the concept of using final cut express from last year well. To refresh my editing skills, before I began editing my own music video piece I tried lip syncing on a previous students work which meant that when it came to doing my own piece I understood how to do it correctly. Once I had completed all editing I realised I had another problem which was that I had begun editing my shots along with my track over 30 seconds through the timeline, this was simply fixed by highlighting all of my work and dragging it back to the beginning.

2. What are the three most important decisions you have made whilst editing?

Whilst editing I have made various important decisions, however the ones that stand out to me most would be the lip syncing, the narrative perspective and also the visual metaphors. I needed to make sure I had a good clear visual metaphor for the audience, so I decided to use shots such as the boy texting the girl whilst they were clearly separated from eachother, I also wanted to show that the girl was having fun on holiday but at the same time always thinking about her boyfriend so I edited an image of him so that he appears in the sky when the sun shines through which I was happy with.I think the narrative perspective worked quite well with my track, the song is called 'Im Yours' which suggests to me a couple in love, so my narrative was a couple who were separated due to a holiday, but who were constantly on eachothers minds.The lip syncing was extremely important for me as I felt it is a key concept of a music video, there were certan shots I had filmed which iI as unable to use due to inaccuracy or a object/person in the shot which broke the mise en scene which I was trying to create. I decided that I needed to shoot the shot I really wanted to use again but also because I filmed with various angles I was able to use these aswell.

3. What went well whilst editing?

The thing that went best whilst I was editing would have to be editing specifc shots to the exact length I wanted them to be, I was able to use the razor tool to achieve this and it meant that I was also easily able to move about and place different pieces in different places on my timeline to create my music video narrative.

4. What was your biggest hurdle whilst editing?

The biggest problem I had whilst editing was probably making sure the whole narrative flowed properly, my original storyboard was the base of my music video but throughout my filming I changed certain aspects of it because I had a better idea or was no longer able to use a certain location, which meant I was running on an adjusted narrative, although I knew which shots were being replaced with new ones.