Digipak analysis 1

This is an example of a six sided digipak for the artist MYTH. The genre of this artist is soul/rnb. This debut album is self titled.

On the inner layer of the digipak there are three sections, on either side of the sections the same image has been repeated. One has been presented as a full image with the titleof the artist presented underneath. The other, has been presented underneath the mould in which the CD is to fit. This shows a type of reflection between the images and the artist himself.

The costume in which the artist has been presented in is a black suit and tie, with a white shirt, white cloves and a white face that has been painted as thought it was a mask. This costume represents the opposition of black and white and reinforces the genre of the music itself.

In the centre section of the digipak the artist has been presented o a side, sitting down, there is a quotation presented over,but to the left hand side of the image. To the left of the image there is a list of the songsm and details into their production.

The front cover is an image of the artist, body positioned to the front and face positioned on the side We can see both the costume and the artist himself which represents both the genre and the style. On the right hand side there is a textual feature, where the artists name is presented in a othic style font. The colours used on the artist name are a blend of orange and red. A graphic design is presented in white underneathe this image. This textual and graphical feature is presented throughout the digipak, to represent the artist himself.

Digipak specification

This is an example of the dimentions of a six panel digipak.

The Dimentions of each section are as follows:
Inner Right - 138mm x 125.5mm
Inner Centre - 136mm x 125.5mm
Inner Left - 136.5mm x 125.5mm
Back Cover - 139.5mm x 125.5mm
Front Cover - 139.5mm x 125.5mm
Extra Panel - 138.5mm x 125.5mm

Stills (Photographs)

Health and Safety considerations

Throughout my film production I have had to consider a number of health and safety issues that could occur during this process. This is a very important feature as the piece has to be as professional as possible and the health and safety issues that both myself and the other people who have been a part of this process could face. Throughout the filming process, precautions were made to ensure this safety, as well as knowing the dangers that could occur so they could be avoided.

The dangers that could have occured throughout this process would be:

The safety within filming of the beach scene. We would need to be aware of the dangers of the sea itself, the rocks that are presented on the beach could be both slippery and lose which could cause a member to fall over and an injury could occur.

The visibility on the beach at night could also be a risk as members of the public may be unable to see us, and also the visablity for us to see the dangers that could occur on the beach.

Cast, location, cosume lists

Target audience

From creating my questionaaire i have managed to create a targe audience for my specific production.

My music video will be aimed at young females, with an age group of 18-23. I chose this age group because those within this target tend to listen to music more than any other age groups. Especially females.

The genre of my music video is a mix between indie and chart music and this was one of the three most popular genres for the specific age group.

Around 80% of under 18s watched music videos everyday which wil relate to the particular life style my target audienceshould have. They should have an active lifestyle where interaction with music is a key part.

Audience research, questionnaire.

I have created a questionnaire to find out about peoples habits when it comes to the purchase and viewing of music. I created this questionnaire so i am able to market the particular audience that I would like to target my video production on.

To get a good valid range of results I handed out 30 questionnaire to people of all ages and occupations. I collected this sample on a Monday afternoon after shop closing times in Hull city centre.
The results showed that:

• Females aged 30-40 were more likely to buy albums that anyother group.


• Those who were under 18 and between 18- 23 listen to music for more hours a day than any other age group.


• More students downloaded music than any other age group


• The most popular genres for under 18s were R&B, Indie and Pop/Chart.


• 90% of people aged 18-23 downloaded music rather than purchasing CDs.


• 80% of under 18s asked watched music videos everyday, compared to 11% of over the 4os.


• Those aged 36-40+ were more likely to listen to Rock or Pop/Chart music.


• 60% of males and 55% of females asked spent between £11-£15 a week on purchasing music.
  

Lyrics "Howl - Florence and the Machine"

If you could only see the beast you've made of me
I held it in but now it seems you've set it running free
Screaming in the dark, I howl when we're apart
Drag my teeth across your chest to tast your beating heart

My fingers claw your skin, try to tempt my way in
You are the moon that makes the night for which I have to howl
My fingers claw your skin, try to tempt my way in
You are the moon that breaks the night for which I have to

Howl, howl
Howl, howl

Now there's no rolling back, I'm aching to attack
My blood is singing with your voice, I want to pour it out
The saints can't help me now, the ropes have been unbound
I hunt for you with bloodied feet across the hallowed ground

Like some child possessed, the beast howls in my veins
I want to find you and tear out all of your tenderness

And howl, howl
Howl, howl

Be careful of the curse that falls on young lovers
Starts so soft and sweet and turns them into hunters
Hunters, hunters, hunters
Hunters, hunters, hunters

The fabric of your flesh, pure as a wedding dress
Until I wrap myself inside your arms I cannot rest
The saints can't help me now, the ropes have been unbound
I hunt for you with bloodied feet across the hallowed ground

And howl

Be careful of the curse that falls on young lovers
Starts so soft and sweet and turns them into hunters

A man who's pure of heart and says his prayers by night
May still become a wolf when the autumn moon is bright

If you could only see the beast you've made of me
I held it in but now it seems you've set it running free
The saints can't help me now, the ropes have been unbound
I hunt for you with bloodied feet across the hallowed ground

Textual analysis of music video - Shakira "She Wolf"

At the beginning of the video there is a close up of Shakira's eyes as they open. She has pale skin and is wearing only mascara to define her eyes. The image looks as though she is just waking up, probably in the middle of the night.

The camera then changes to a medium shot of a window. The curtains in the window are flapping in the wind and a full moon has been framed in the centre of the window by both the curtains and the window itself which helps the audience to focus directly at the moon.

We then see the silouette of a woman walking towards the window, the only light used is the light of the moon which stands out in the background and makes the siloutte of the woman more in focus. As the woan walkes closer to the window the moon seems to get bigger, at rises to frame the womans head from the back. As these shots are going on, there is an eerie tone in the background and a distant werewolf cry. It then cuts to a close-up of her nails. They are presented on the side infront of the moon. Throughout this shot her nails grow into claws. They are presented red which shows the genre of horror. It then cuts to a medium close up of her black leather boots as she zips it up at the side.

The camera then cuts to a medium longshot of a white closet and the shadow of a womans silouette walking towards it. We then see a pair of shoes and the camera pans up her body as she walks into the closet. The boots show the start of the sexual genre presented throughout the video. The only sound we can hear are the sound made by her boots as she walks across the laminate floor. She walks through the middle of the closet with black garments hanging at either side on the rails. This makes Shakira stand out as she has pale skin and long blonde hair and the rest of her surroundings are dark.

As she walkes through a red curtain the camera cuts to a close up of the top half of her face through bars. The camera then cuts to her walking through a room with red cave style walls. The camera continues to cut between these two seens, but making their timings longer when she walks through the cave. She then starts dancing in a robotic way through the cave. Which also shows the sexual genre. The camera then cuts to Shakira in the middle of a cage, contorting her body as she sings the lyris of the song. The camera then repeats the same selection of scenes with Shakira dancing in a robotic way in the cave. And then cutting to the scene in the cage.

When the lyrics "standing across the bar" are sung, the camera cuts to a medium longshot of Shakira dancing in the club. There are a large group of people dancing in the club behind her. Shakira stands out from the group as the other people in the club are slightly blurred but the camera is handheld and moves with the moves that Shakira makes. The next shot goes back to the shot of Shakira dancing in the cage but this is a medium close up of her from the waist up. In all the scenes with Shakira dancing in the cage she is wearing a cream, embellished leotard which makes her perfect complexion look even paler. The camera then changes to a medium shot of a wolf walking across the camera. Throughout the shots of Shakira dancing in the cage and in the club , there are medium close up moving shots of a wolf. Walking through what looks like an alley, with only the reflection of the moon making the wolf stand out from its surroundings.

The next location used is one on the roof of a building. shakira is wearing a sheek black dress and her underwear is shown through. She dances on the balconey at the edge of the roof. The camera then goes to the scene of Shakira in the cage and then goes back to the scene on the roof and with the final lyrics "so it can breathe" she leans back off the edge of the roof with four deep breaths. The camera then cuts to inside the closet, where Shakira falls to the floor, as thought thats where she landed after jumping off the roof. An ariel shot is used to show Shakira lying on the floor in the closet, inbetween a variety of clothes.

We then see a medium close up of the closet door as Shakira opens it and walks out. We then see a medium long shot of her bed and one side of her bedroom, as her partner is asleep at one side of the bed. The camera then goes back to the shot of Shakira but this time closing the closet door and then back to the medium long shot as Shakira climbs ito bed next to her partner.

There is then a medium shot of Shakira lying in bed smiling, then the camera changes to a medium close up shot of the moon framed in the window with the curtains blowing. Then finally the camera goes back to the shot of Shakira as she closes her eyes with a smile. Which shows the audience that she is the only one who knows what events had just gone on.

Textual Analysis - Beyonce "Broken Hearted Girl"

The introduction to the video is an aerial shot of a car driving into an empty car park and stopping. The camera then swoops down and stops inside the drivers seat looking at the wheel. This is where we first see Beyonce herself through a close up shot. All this is shown in black and white and the lighting is dark because it is shot at night. In this shot Beyonce looks as though she has been crying because her makeup is smudged. This is the first time we realise that this is an emotional song through the mise-en-scene.

There is then a change of location which is set on a beach. In the shot we can see the waves coming up the shore and the figure of a woman walking towards the sea, facing away from the camera. The shots go back and forth between Beyonce in the car and the figure on the beach. The shot in which Beyonce starts singing is where she is sitting in the car, she is wiping tears from her eyes which shows the audience that she is upset about something and as the camera switches to a couple on the beach the audience connects the two and realises that her emotions are related to a relationship. The audience also realises that these are past events that Beyonce is remembering whilst sitting in her car. There are a variety of shots cutting between Beyonce in the car, the couple on the beach and the woman's figure walking towards the sea. There is then cross over between the waves coming towards the shore and Beyonce sitting behind the wheel of the car. This provides the audience with a sense of sadness and the waves show the tears that Beyonce is feeling.

The next shot goes back to the beach where the camera changes from a still to handheld as it follows Beyonce walking along the beach This is a medium close up shot as it shows her from the waist up and the scenery behind. This scene is still in black and white and Beyonce's body position, with her hand on her heart, shows the audience that her sadness is related to love, passion and heartbreak. The shots carry on cutting between the scenes of Beyonce in the car, and Beyonce singing and walking along the beach using the handheld camera. Throughout these scenes there are shots of the couple (Beyonce and her lover) running around and playing about on the beach. The camera shoots these scenes from different angles to provide entertainment for the audience and to show Beyonce in a variety of different ways. In some o the shots the images are quite hard to see as the sun has been placed in the background which cuts out part of the image out. But this is used to show romance between the couple.

In the next scene Beyonce is on the beach singing the lyrics of the song through the chorus. When she says the lyrics "i love you" Beyonce looks straight at the camera which shows her full emotion. At this point Beyonce stops singing through the video but her voice carries on singing the song without her. This tells the audience that this s a very emotional time for her and that the lyrics mean alot to her.

Medium close ups are used in the next scene of her and her lover lying on the beach. We see all of Beyonce's face and her emotions but only below the eyes of the man, This shows that Beyonce is i the main part if this scene and the man isn't part of the actual singing of the song, his emotions aren't as important as hers in this particular scene. She is resting her head on his chest which shows that she is close to his heart, showing how in love they were. Beyonce is then stood by herself facing to the side but looking towards the sand. This shot goes from being out of focus, becoming in focus as the audience looks at it. As the shot comes into focus there is a gradual zoom, which cuts back to a medium close up of her looking directly into the camera. There is wind blowing through here hair and the sun shining down on her face showing all her emotions towards the audience. The camera then cuts back to the scene Beyonce and her lover laying on the sand. This shows the passion between them and how relaxed and at ease they are with each other. The image then fades out white and changes to a shot of Beyonce looking towards the sand and then it quickly cuts to Beyonce and her lover laid on the sand again. This shows that Beyonce is looking back on the relationship in the same location as she is now.

The next shots are Beyonce's silhouette in front of the sea. The camera moves to different angles and travels around Beyonce to see her emotions form a variety of different perspectives. These then cut from images of Beyonce and her lover on the beach, to Beyonce's silhouette in front of the sea, to medium close ups of Beyonce singing the lyrics of the song., and also images of the waves coming to the shore. There are also a few shots slipped in of Beyonce in the car thinking about the past. There is a long shot of Beyonce walking through the sea with her arms in the air, walking through the waves. This is establishing the scene and the flourish of emotions that Beyonce is revealing to the audience, showing the passion she feels for her man.

The shots then dramatically change to colour and Beyonce walks as though she is coming out of the sea with mist coming away from her. She is wearing a long green dress, which shows Beyonce's passion for love and it looks as if she is going to go out for a meal or for a romantic outing with her lover, but instead she is walking along the beach.

Some of the remaining shots are shown in colour which shows that the black and white images were showing Beyonce's feeling of hurt and heartbreak. But now the colour shows that her heart has been fixed and she is happier now and more in love than before. The scenes cut between Beyonce walking across the beach and with her lover, shots of Beyonce on her own singing the lyrics to the song with a variety of dramatic body movements and actions. And there are also shots that show Beyonce piecing together a rose that has been ripped apart petal by petal. This has been filmed forward but played in reverse in between past scenes that have been performed at the same location. As Beyonce places the petals of the flowers together the flower grows and grows and gets brighter. This relates to her love growing and her feelings getting stronger and the growth of her happiness.

The shots are sometimes in colour then turn back to black and white to show her previous experiences with her lover and repeats the previous scenes shown in the video. We then see the colour image again of Beyonce smiling with a huge red rose in her hand. This shows the audience how strong she has become, and how happy she now feels looking back towards the good parts of the relationship she has had.

The last 25 seconds of the shots are are in back and white and are a variety of short clips placed directly after each other to produce a little story of all the good times her and her lover have had together. The scenes are quite dark but Beyonce is highlighted by a light that lets her stand out significantly from each scene.

Beyonce then gets into the car again, but this time with a huge smile on her face. It cuts to a shot of her on the beach singing some of the final lyrics to the song, then it cuts back to a medium close up of her in the car smiling and laughing directly at the camera. It ends with a fade out to black.

Mind map

History of Music Videos

A music video is a short video/film that acompanies a complete piece of music. It helps to promote the artist or group by providing the audience with a visual image of the artist themselves performing the song. This is an essential part of the music industry as it fulfils audience gratification as it provides them with Voyeuristic pleasure when they see their actist performing on the scree in front of them.

The first ever music video was produced in 1930 by Warner Brothers. However in the 1930s they were called musical short films. Warner brothers created a series of these musical short films called "The spooney Melodie" with featured a range of artists, vocalists and dancers. They also used a variety of animations and backgrounds with the artists singing infront. Each short film lasted about 5 minutes.

In the 1940s promotional clips were produced fort the Panoram (visual jukebox). These clips laste about £minutes long and were usually shown in bars and cafes around New York and Hollywood throuhgout the fourties. After WW2 when TV became popular, these promotional clips lost there status and their popularity decreased.

In 1950 John David Wilson created a performance film for Fine Art Films. This included a performance of ballet and a music background called Petrushka. It was noted as being one of the first animated shows on television and was broadcast on NBC as the first music video.

In the 1960s, the beatles stared in their first feature film promoting one of their upcoming chart hits "A hard days night". The film was shot in black and white throughout and showed the group members freely walking about the shots providing the audience with Voyeuristic pleasure of just seeing the artist performing the song in their own personal way and reflecting their individual personalities to the audience. A large variety of other artist used this promotional video as a basic structure to their own videos eg- "The Monkees". Alson in the 1960s a feature film was produced for Bob Dylan "Subterranean Homesick Blues" where he stands down a street, not singing himself but presenting the song lyrics of the song on a variety of large cards. This is to show Bob Dylan to the audience but to gives the film a different entertaining approach in presenting the song to the audience.

In the 1970s promotionl clips continued to become more and more popular, programmes were being shown on tv with concert footage and camera effects to promote the specific artist an the song lyrics themselves, eg - The Midnight Special. A promotional video was made by apop photographer for a David Bowie track. The main purpose of this video was to promote his music internationally and not just in the UK. David Bowies pplarity dramatically increased with the release of this video. Also in the 1970s "Top Of The Pops" showed some of these promotional videos which helped with artist promotion and song sales.

The Brief

A promotion package for the release of an album, to include a music promo video, together with two of the following three options:

• a website homepage for the band/artist
• a cover for its release on Digipak
• a magazine advertisement for the Digipak