Saturday 29 March 2014
Friday 28 March 2014
Evaluation Task 4
How has our group used digital technology in pre production, production and post production?
PRE PRODUCTION
ANIMATIC RESEARCH/ FEEDBACK:
For our research we have looked into many different artists that we thought Rosie May would possibly look like. We have looked into artists such as Lana del Rey, Katy B, Amy Winehouse. Eliza Doolittle and Little Boots. We used the internet to go onto their social media websites such as Facebook and Twitter as well as their official websites to look for possible uses of colours and information that has got to be uploaded for our artist's website. Looking at their social media websites has helped us form an idea of who our target audience would be. From the likes and tweets on these websites of the artist’s fans we could find these individuals’ profiles and see what demographic the majority of these fans fitted into. We could spot our potential demographic from these artists’ websites such as Eliza Doolittle’s tour times would be earlier in the evening than Lana Del Rey’s due to the fans’ ages in their target audience. This use of digital technology helped us conclude that our target audience is around 11 – 24 years old. Our artist primarily attracts younger girls and secondarily older music listeners due to the urban, organic aspect of her star image which we have gone on to depict in the video, digipak and website. Internet has helped us a lot because we could also visit artists' pages on Facebook and Twitter and trace the possible target audience. Using the information obtained from these websites we would then establish what things would we would need to change so that we can attract more audiences for out artist. We also looked into different videos of those artists using YouTube. It had helped us out a lot because we could embark certain storyline-related ideas that would later on help us establish our artist. This would mean that we were able to attract similar audiences as have the artists that we looked at. Moreover, the use of colours was very important. Because our artist is a synthetic star whom we are selling is organic, we had to analyse real media texts to establish the boundary between synthetic and organic pop-styles. We have embarked the idea of putting Rosie May on the front cover of the digipack with the sea behind her. However, this had to be changed because it looked to organic and lacked the "shiny-pop" synthetic element. Therefore, we have decided to use Photoshop and take the picture where she is standing against the graffiti wall. We have enhanced the colours by increasing hue saturation and taking a little bit of the contrast away. This would brighten up the picture and give it a more "synthetic" look. Also, when we were analysing the first album version we have realised that the font did not match our artist entirely. It look too sophisticated for her, we wanted to add a little bit more of edginess and for this reason the second part of her name "MAY" had been changed to a more rigid and modern synthetic writing. This alternation were conducted only after we have researched into similar artist's album covers. One can see that the edginess looks more like Katy B's album cover and the second writing is more Amy Winehouse and Lana del Rey.
PRODUCTION
CAMERA:
On the day we used Sony NX5 unlike the other groups who FS100. This is because NX5 is more mobile due to it's size. If we were to use the latter it would be very difficult to move around from place to place. Moreover, there are many people in Brighton and carrying around a large camera such as FS100 would take up a lot of time and effort. For this reason we decided to take NX5 that was very beneficial when it came to the scene at the beach. This allowed us to quickly set up the camera and get ready to shoot. Moreover FS100 only uses prime lenses. This means that every time we change the distance between us and our artist we must change the lens that is used at a certain distance. On the other hand, NX5 uses a built-in lens that can also zoom in. This again would save us a lot of time when we are on the location meaning that we can shoot more scenes without having to change the lens. The portability of the camera enabled us to move around locations quickly in Brighton and film incongruously on the streets. By using a semi-professional prosumer camera in the same manner as Gareth Edwards in Monsters we could in effect film guerrilla style.
POST PRODUCTION
We used the program, Color, to edit the look of shots within our video. We chose to decrease the contrast and brightness whilst also increasing saturation, which created an Instagram effect which would be of cultural relevance to our younger target audience who would be social media users, explaining the appeal and our efforts to create the Instagram effect. We also edit the images on our website to conform to this vintage aesthetic theme. This would appeal to our target audience of teenage girls.
Our group were also conscious to incorporate the technique of 'matched cut' when editing together a whip pan shot and another shot. For example a whip pan to the left, as shown below, would be followed by another clip moving to the left. This is very logical effect as the continuity is retained as well as the journeying theme of the music video is continued as the movement of clips in one direction insinuates the artist's and narrative strands progression.
RESEARCH - DIGIPAK/WEBSITE:
The research for our animatic, target audience and music video helped us to create the synergy of the digipak and website. By researching similar artists’ websites we gained an insight and basic knowledge as to what a musicians’ website should look like and involve. We also used these artists’ as a case study for our digipak. Our group first created a digipak using the program of Photoshop. On Photoshop we primarily used the composite mode, with a photo we took of Rosie May standing against a plain backdrop. Then we layered it on top of the image of Brighton beach which we took on the shoot day. We then used a mixture of the lasso tool and the magic wand in order to cut Rosie symmetrically out. Then we used a grid template to put on top of the image of Brighton beach in order to ensure that Rosie would be in the centre of the image and not off centre. Then we used the contrast settings to manipulate the image of it being a sunnier day, turning up the saturation making it look bluer and brighter. Ultimately leaving us with an image of Rosie May against the Brighton sea front. However, when we gathered a focus group together we collected feedback telling us that the digipak was too similar to Lana Del Rey’s. Therefore, we decided to change the image to one of Rosie May stood in front of a wall of art depicting past organic artists. We took this photo so we did not to edited it in great detail, just again turning up the contrast in order to make the colours more striking and stick out of the image. This allowed us to incorporate Negus’ theory on organic and synthetic artists as although the pop industry is primarily filled with synthetic artists we want to portray Rosie May as an organic artist amongst her organic idols. We also used digital technology when producing our website, using the program Wix. Our choice to incorporate consistent images of Rosie in street settings, helped us to emphasise her urban and rebellious star image, also communicated in the video. By embedding these images and selectively choosing our fonts and pages we successfully achieved an urban, organic theme throughout our group’s work.
PRE PRODUCTION
ANIMATIC RESEARCH/ FEEDBACK:
For our research we have looked into many different artists that we thought Rosie May would possibly look like. We have looked into artists such as Lana del Rey, Katy B, Amy Winehouse. Eliza Doolittle and Little Boots. We used the internet to go onto their social media websites such as Facebook and Twitter as well as their official websites to look for possible uses of colours and information that has got to be uploaded for our artist's website. Looking at their social media websites has helped us form an idea of who our target audience would be. From the likes and tweets on these websites of the artist’s fans we could find these individuals’ profiles and see what demographic the majority of these fans fitted into. We could spot our potential demographic from these artists’ websites such as Eliza Doolittle’s tour times would be earlier in the evening than Lana Del Rey’s due to the fans’ ages in their target audience. This use of digital technology helped us conclude that our target audience is around 11 – 24 years old. Our artist primarily attracts younger girls and secondarily older music listeners due to the urban, organic aspect of her star image which we have gone on to depict in the video, digipak and website. Internet has helped us a lot because we could also visit artists' pages on Facebook and Twitter and trace the possible target audience. Using the information obtained from these websites we would then establish what things would we would need to change so that we can attract more audiences for out artist. We also looked into different videos of those artists using YouTube. It had helped us out a lot because we could embark certain storyline-related ideas that would later on help us establish our artist. This would mean that we were able to attract similar audiences as have the artists that we looked at. Moreover, the use of colours was very important. Because our artist is a synthetic star whom we are selling is organic, we had to analyse real media texts to establish the boundary between synthetic and organic pop-styles. We have embarked the idea of putting Rosie May on the front cover of the digipack with the sea behind her. However, this had to be changed because it looked to organic and lacked the "shiny-pop" synthetic element. Therefore, we have decided to use Photoshop and take the picture where she is standing against the graffiti wall. We have enhanced the colours by increasing hue saturation and taking a little bit of the contrast away. This would brighten up the picture and give it a more "synthetic" look. Also, when we were analysing the first album version we have realised that the font did not match our artist entirely. It look too sophisticated for her, we wanted to add a little bit more of edginess and for this reason the second part of her name "MAY" had been changed to a more rigid and modern synthetic writing. This alternation were conducted only after we have researched into similar artist's album covers. One can see that the edginess looks more like Katy B's album cover and the second writing is more Amy Winehouse and Lana del Rey.
We also
researched Facebook, Twitter and other social media sites as well as the
artist’s websites for further inspiration.
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| The first digipak attempt |
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| The final digipak result |
PRODUCTION
CAMERA:
POST PRODUCTION
EDITING:
To edit our music video we used the programs, Final Cut Pro,
After Effects and Color.
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| After Effects Program |
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| Final Cut Pro Program |
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| Color Program |
We decided to conform to typical conventions of a
music video by selecting the choice of discontinuity editing which added an
energy and youthful spirit to the video which was replicated to Rosie May’s
star image. The cut to the beat, fast paced editing also helped to maintain the
interest of the viewers of our video. Lip-synching was something we also looked to film and cut to during our music video and did this by focusing on close ups of the singer, miming to the track.
Our choice to incorporate light leaks
created a vintage, retro effect which was inspired by Lana Del Rey’s videos.
This was achieved by using stock footage of film burns on the computer which we
dragged onto the timeline of our video in Final Cut Pro. We then used the
composite mode to aesthetically layer the light leaks onto the clips. This gave our film a professional look that we felt was contemporary in music videos right now and would therefore appeal to our target audience. Ellie Goulding used this kind of effect in her music video 'Burn' as did the 1975 in 'Sex'.
We used the program, Color, to edit the look of shots within our video. We chose to decrease the contrast and brightness whilst also increasing saturation, which created an Instagram effect which would be of cultural relevance to our younger target audience who would be social media users, explaining the appeal and our efforts to create the Instagram effect. We also edit the images on our website to conform to this vintage aesthetic theme. This would appeal to our target audience of teenage girls.
Our group were also conscious to incorporate the technique of 'matched cut' when editing together a whip pan shot and another shot. For example a whip pan to the left, as shown below, would be followed by another clip moving to the left. This is very logical effect as the continuity is retained as well as the journeying theme of the music video is continued as the movement of clips in one direction insinuates the artist's and narrative strands progression.
Evaluation Task 4: Director's Commentary
By using digital media technologies I have used technological convergence to ensure that I have produced three products as a part of a successful campaign. The use of digital technology and the introduction of the online age has enabled me to become a prosumer. This is shown through my creation of media products such as the website, digipak and music video for our artist Rosie May. The use of Final Cut Pro as a tool and linear piece of editing software has taught me how to synchronise music and film together as well as cut and create a music video to a near professional standard. I have also been able to share ideas and research real media products, helping me to investigate star image and target audiences. Digital technology has made available to me opportunities to upload, share and distribute my products using YouTube as a free online broadcast platform. It is also interactive as audiences have been able to feedback, like and comment on my products enabling us to get feedback on how our target audience wants us to modify our campaign. This is something Henry Jenkins called 'participatory culture', where audiences can interact with products and take advantage of opportunities presented to them, allowing them to get involved with their favourite artists.
Survey Monkey Feedback
We received a variety of responses from our survey, which communicate mixed opinions of our work to our group, using both qualitative and quantitative survey mediums.
Clearly the viewers all believed that our video looked like a professional product regardless of whether they were a part of our target audience. However, the viewers had difficulty with identifying our artist's star image. We have certainly tried to take on board the feedback from our survey on the music video to try and develop her star image in the digipak and website. We have changed some of the images from her digipak in order for the audience to focus more on her and we have also tried to portray her as 'the girl next door'. Although the feedback was limited it was useful and it concurred with our original idea that we had not firmly developed her star image therefore we then looked to develop it more in the other products. This involved focusing less on the shopping and more on developing her 'girl next door' image.
The survey includes boxes to write answers in. Therefore, this provides our group with some qualitative research and feedback, gaining a more in depth understanding of what our target audience and various viewers think and understand of our music video storyline and concept as well as our artist's star image.
This tells our group that our previous expectation that only our target audience of 13-21 year olds would watch our music video 'Morning Blues' in their free time is opposed by the information shown above from our Survey Monkey questionnaire. It told us that a viewer of the video was of 40+ years old and still watched the music video in his free time, therefore subverting our prior predictions.
Clearly the viewers all believed that our video looked like a professional product regardless of whether they were a part of our target audience. However, the viewers had difficulty with identifying our artist's star image. We have certainly tried to take on board the feedback from our survey on the music video to try and develop her star image in the digipak and website. We have changed some of the images from her digipak in order for the audience to focus more on her and we have also tried to portray her as 'the girl next door'. Although the feedback was limited it was useful and it concurred with our original idea that we had not firmly developed her star image therefore we then looked to develop it more in the other products. This involved focusing less on the shopping and more on developing her 'girl next door' image.
Bearing in mind the respondents were male the fact that they wouldn't buy the record is not entirely negative as we do not view them as our primary target audience.
This is an example of quantitative research as the audience members are expected to simply tick boxes on the survey, not being able to elaborate further on their answer. This therefore allows survey monkey to translate these replies into bar charts and graphs, giving our group a visual reading of our feedback.
Evaluation Task 3: Survey Monkey
To create our survey we used a website called Survey Monkey, a quick and easy way of creating surveys for free that can be sent to a variety of people through email or web link. Survey Monkey is a web survey development cloud based company. It allows us to collect the responses from the survey and analyse them to interpret our data and see what people thought of our campaign.
Below are blank templates of our survey that we have sent out to numerous different people who are both included and excluded from our target audience in order to gain a good perspective of who would watch our video. 
Focus Group Improvements
Since gathering together a group of students and showing them our various products for our project we gained certain elements of feedback that would help to improve our work.
The main piece of feedback that I reflected upon and could easily work to correct was the fact that a person thought that the front of the digipak did not show off the artist or represent her boldly to its full ability. I was also told that the incorporation of the Banksy artwork of the kissing policemen may be slightly too controversial for the front of an album cover, especially when Rosie May is a new artist and the public are being newly exposed to this artist.
Therefore, below I have shown the improvement that I have made to the front of the digipak resulting from this feedback. To do this I employed my knowledge and skill in digital technologies in order to use the image manipulation program of Photoshop. I used the eyedropper tool in order to pick a colour from the surrounding background to replace the dark hues of the painted artwork stencil. I then used the brush tool in order to paint over the artwork with this selected lighter background colour as to cover up the Banksy graffiti.
The main piece of feedback that I reflected upon and could easily work to correct was the fact that a person thought that the front of the digipak did not show off the artist or represent her boldly to its full ability. I was also told that the incorporation of the Banksy artwork of the kissing policemen may be slightly too controversial for the front of an album cover, especially when Rosie May is a new artist and the public are being newly exposed to this artist.
Therefore, below I have shown the improvement that I have made to the front of the digipak resulting from this feedback. To do this I employed my knowledge and skill in digital technologies in order to use the image manipulation program of Photoshop. I used the eyedropper tool in order to pick a colour from the surrounding background to replace the dark hues of the painted artwork stencil. I then used the brush tool in order to paint over the artwork with this selected lighter background colour as to cover up the Banksy graffiti.
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| Front Album Cover (before) |
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| Front Album Cover (after) |
Our Focus Group Feedback
DEFINITION:
Focus Group
a group of people assembled to participate in a discussion about a product before it is launched, or to provide feedback on a political campaign, television series, etc.
Focus Group
a group of people assembled to participate in a discussion about a product before it is launched, or to provide feedback on a political campaign, television series, etc.
This is a video filmed of our focus group we gathered together in order for our group to gain more audience feedback. The focus group enables us to receive a deepened idea as to what the audience members feel for the video, what their specific opinions and attitudes are towards the work as well as suggesting any improvements we could make or things we should have done differently if we were to do the project again. In the focus group we chose to include both people that would be inside our target audience as well as those who would be excluded in order to get a varied response of opposing opinion to the stimulus we show them, which will inevitably benefit our music video and broaden our understanding of Rosie May's potential target audience. we include people from our target audience group and people excluded from our target audience group.
Focus Group Research
In order to gain an understanding of what exactly a focus group is and how to produce and gather one in order to show members of the public our video, website and digipak I did some research into the technique of audience feedback on YouTube and was informed by these videos.
What is a Focus Group?
A focus group is a form of qualitative research in which a group of people are asked questions about their beliefs, opinions, views and attitudes towards products, advertisements and campaigns. Questions are asked and participants are free to talk in a group discussion. They are an important tool for acquiring feedback on a new product. Group discussion produces data and insights that would be less accessible without interaction found in a group setting. For example listening to others’ verbalized experiences stimulates memories, ideas, and experiences in participants. A focus group allows for a detailed discussion after our participants can all watch the video and answer questions, whilst being recorded, and then all navigate the website and answer questions about the effectiveness of the website as well as the digipak.
Thursday 27 March 2014
Evaluation Task 2: Script
Who is similar to the artist you tried to create?
Amy Winehouse, Lily Allen, Katy B, Eliza Doolittle and Lana Del Rey.
What are the key meanings that the star stands for?
According to Dyer, Rose May possesses a hint of rebellion, reflected by the edginess in the music video's locations as well as youthfulness reflected by the use of colour.
How does the video feed into these star meanings?
The rebellion is reflected by the edginess and urban depiction of the city setting of Brighton. Whereas, the youthfulness is represented by the use of bright colours and Rosie's dance routines in the performance shots.
How does the digipak help construct these star meanings?
The use of colours and natural daylight helps to emphasise her youthfulness. Also the location of urban Brighton and the Albert pub's graffiti wall as well as our choice of bold stencilled font emphasises her rebellious star image. We also decided to keep the focus on Rosie May but alter her centrality on the front cover of the digipack to suggest her alternative style. This would tell our audience that she is a new, upcoming artist who respects old music, reflected by the art of the dead rock stars on the wall, and she is the next in line for her time in the spotlight of the music industry.
How does the website help to construct those star meanings?
The use of colours and natural daylight helps to emphasise her youthfulness. The use of more images depicting Rosie to be situated amongst urban locations, used as a background on the home page, helps to emphasise her edgy appeal. Within the gallery there are also images of Rosie within an East London warehouse, sitting on cars and trailers.
What genre is your artist in, who is the target audience for this genre and therefore your product?
We recognise that he is a synthetic artist, similar to the likes of Ellie Goulding, being categorised in the pop genre, However, we attempted to add an authentic and organic aspect to her star image, similar to Amy Winehouse. Therefore our target audience is made up of a group of 13-21 year olds seen as 'trendies' in our VALS.
Why do the meanings of your star appeal to that audience segment?
The meanings of rebellion as well as youthfulness appeals to the 'trendy' audience of 13-21 year olds as some young teenagers are seen to be youthful, which is similar to Rosie May's image. But are also often looking to rebel, also being able to relate to Rosie's image. Also the vibrancy and 'pop' nature of the song will appeal to young audiences. Also the looks of Motown music and 60s star image of Rosie can also appeal to adults. Therefore, Rosie's music can be played on Radio 1 and Radio 2 as well as MTV music channel.
How have you made each of your three products in such a way as to offer your audience a feeling of closeness to your artist?
We tried to create a vibrancy and get across her personal appeal. Since Rosie May is an approachable character we have attempted to highlight this so can her audience can relate to her as she is very much 'the girl next door'. Also we have attempted to include aspects of her own likes and dislikes as we situated her against the wall of the Albert pub in Brighton which displays art of an abundance of dead rock stars whom Rosie looks up to with respect and uses as sources of inspiration for her own music.
Do any of your products provide an opportunity for your audience to explore their own ideas and values?
There is an element of escapism and journeying in our music video. Therefore anyone can relate to this but it is most likely that young girls will be able to relate to this more easily. There are also shopping aspects shown within the video which is another attraction for younger girls. But on a deeper level our video reflects on escapism and freedom, due to her break up with a love, therefore this triggers her journey through Brighton. Therefore most people will be able to relate to her through these elements of the video.
Amy Winehouse, Lily Allen, Katy B, Eliza Doolittle and Lana Del Rey.
What are the key meanings that the star stands for?
According to Dyer, Rose May possesses a hint of rebellion, reflected by the edginess in the music video's locations as well as youthfulness reflected by the use of colour.
How does the video feed into these star meanings?
The rebellion is reflected by the edginess and urban depiction of the city setting of Brighton. Whereas, the youthfulness is represented by the use of bright colours and Rosie's dance routines in the performance shots.
How does the digipak help construct these star meanings?
The use of colours and natural daylight helps to emphasise her youthfulness. Also the location of urban Brighton and the Albert pub's graffiti wall as well as our choice of bold stencilled font emphasises her rebellious star image. We also decided to keep the focus on Rosie May but alter her centrality on the front cover of the digipack to suggest her alternative style. This would tell our audience that she is a new, upcoming artist who respects old music, reflected by the art of the dead rock stars on the wall, and she is the next in line for her time in the spotlight of the music industry.
How does the website help to construct those star meanings?
The use of colours and natural daylight helps to emphasise her youthfulness. The use of more images depicting Rosie to be situated amongst urban locations, used as a background on the home page, helps to emphasise her edgy appeal. Within the gallery there are also images of Rosie within an East London warehouse, sitting on cars and trailers.
What genre is your artist in, who is the target audience for this genre and therefore your product?
We recognise that he is a synthetic artist, similar to the likes of Ellie Goulding, being categorised in the pop genre, However, we attempted to add an authentic and organic aspect to her star image, similar to Amy Winehouse. Therefore our target audience is made up of a group of 13-21 year olds seen as 'trendies' in our VALS.
Why do the meanings of your star appeal to that audience segment?
The meanings of rebellion as well as youthfulness appeals to the 'trendy' audience of 13-21 year olds as some young teenagers are seen to be youthful, which is similar to Rosie May's image. But are also often looking to rebel, also being able to relate to Rosie's image. Also the vibrancy and 'pop' nature of the song will appeal to young audiences. Also the looks of Motown music and 60s star image of Rosie can also appeal to adults. Therefore, Rosie's music can be played on Radio 1 and Radio 2 as well as MTV music channel.
How have you made each of your three products in such a way as to offer your audience a feeling of closeness to your artist?
We tried to create a vibrancy and get across her personal appeal. Since Rosie May is an approachable character we have attempted to highlight this so can her audience can relate to her as she is very much 'the girl next door'. Also we have attempted to include aspects of her own likes and dislikes as we situated her against the wall of the Albert pub in Brighton which displays art of an abundance of dead rock stars whom Rosie looks up to with respect and uses as sources of inspiration for her own music.
Do any of your products provide an opportunity for your audience to explore their own ideas and values?
There is an element of escapism and journeying in our music video. Therefore anyone can relate to this but it is most likely that young girls will be able to relate to this more easily. There are also shopping aspects shown within the video which is another attraction for younger girls. But on a deeper level our video reflects on escapism and freedom, due to her break up with a love, therefore this triggers her journey through Brighton. Therefore most people will be able to relate to her through these elements of the video.
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| The Album Cover Front |
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| The Website Homepage |
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| Music Video: Urban Aspects |
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| Music Video: Colourful Elements |
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| Music Video: The Albert Pub Wall of Art |
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| Music Video: Brighton Seafront |
Evaluation Task 2: The Website & The Digipak
All music websites are about promotion and information provided to the audience. They fall into three main categories:
When considering how your campaign is marketed at an audience, Philip Kotler's definition of marketing bears significance. 'Human activity directed at satisfying needs and wants through exchange processes'. This means the selling of products and services. Marketing consists of four variables:
The most successful websites and digipaks incorporate a house style or theme within the work. For our artist, Rosie May, the incorporation of an urban sense is present through out the website and digipak by the involvement and choices of the images displayed.
The star image our group has attempted to create across the three products is a trendy and edgy style, telling by Rosie's retro fashion and use of urban locations translated through images on the website and digipak and mise-en-scene within the shots of the video.
Our group planned to associate an urban sense with the star image. This has been achieved through symbolic conventions within the video of colourful, psychedelic graffiti artwork on walls, super eight style footage of the market stools and vintage clothing shops within Brighton and general shots of city life in the video. Additionally, in the digipak and website the images used of Rosie standing against a wall on a pavement, supposedly within a city or town, depicts the artist to be surrounded by an urban environment and hints at her urban roots of East London, therefore subliminally revealing personal details about the artist through the artwork.
The product would be released in May 2015 by Universal Records.
The music video advert would be placed on BBC channels, ITV, E4 and Kids channels.
Adverts for the digipak would be in magazines such as Teen Vogue, Top Of The Pops, Glamour, Sugar and Shout publications.
Personally, I would watch the music video first because by doing this it is easier to see and hear the song and the artist at the same time providing the viewer with much more of an immersive experience. Also by listening to and watching this singular music video first, it also the viewer to decide whether they like the artist's style and genre of music leading to the purchase of the album if the viewing of the video is successful.
The music video would be shown on MTV music channel at 3pm - 9pm in order to catch a wide target audience for when children arrive home from school and teenagers and adults are watching TV in the evening.
The CD would most likely be bought online by the target audience due to the fact that the primary target audience are aged 13-24 years old, therefore being a part of the digital age and technical generation, finding it more efficient to download the CD tracks off of ITunes.
- Promotion of single or album release
- Promotion of a tour or live appearance
- Merchandising - posters of an artist or band, sales of T-shirts etc.
When considering how your campaign is marketed at an audience, Philip Kotler's definition of marketing bears significance. 'Human activity directed at satisfying needs and wants through exchange processes'. This means the selling of products and services. Marketing consists of four variables:
- Price - how much the product will cost/ consumers will pay for
- Place - how is the product distributed and marketed to the target audience
- Product - whist is being branded (in this case the 'star image')
- Promotion - how is it advertised, where and publicised
The most successful websites and digipaks incorporate a house style or theme within the work. For our artist, Rosie May, the incorporation of an urban sense is present through out the website and digipak by the involvement and choices of the images displayed.
The star image our group has attempted to create across the three products is a trendy and edgy style, telling by Rosie's retro fashion and use of urban locations translated through images on the website and digipak and mise-en-scene within the shots of the video.
Our group planned to associate an urban sense with the star image. This has been achieved through symbolic conventions within the video of colourful, psychedelic graffiti artwork on walls, super eight style footage of the market stools and vintage clothing shops within Brighton and general shots of city life in the video. Additionally, in the digipak and website the images used of Rosie standing against a wall on a pavement, supposedly within a city or town, depicts the artist to be surrounded by an urban environment and hints at her urban roots of East London, therefore subliminally revealing personal details about the artist through the artwork.
The product would be released in May 2015 by Universal Records.
The music video advert would be placed on BBC channels, ITV, E4 and Kids channels.
Adverts for the digipak would be in magazines such as Teen Vogue, Top Of The Pops, Glamour, Sugar and Shout publications.
Personally, I would watch the music video first because by doing this it is easier to see and hear the song and the artist at the same time providing the viewer with much more of an immersive experience. Also by listening to and watching this singular music video first, it also the viewer to decide whether they like the artist's style and genre of music leading to the purchase of the album if the viewing of the video is successful.
The music video would be shown on MTV music channel at 3pm - 9pm in order to catch a wide target audience for when children arrive home from school and teenagers and adults are watching TV in the evening.
The CD would most likely be bought online by the target audience due to the fact that the primary target audience are aged 13-24 years old, therefore being a part of the digital age and technical generation, finding it more efficient to download the CD tracks off of ITunes.
Evaluation Task 2: The Digipak
The promotion of music is rarely all about the music. The music industry uses visual images as a key part of its marketing strategy.
Keith Negus argues that the 'pop music video is used as a promotional tool'.
The star image is used to brand the product. Branding is then used by the music industry to create a range of products for audiences across a range of genres and musical styles.
CD digipak covers are crucial artwork which markets the image of the artist, before the music is purchased. Music Artist Websites are a common part of any marketing strategy, particularly in the online age.
How important is the image of the artist?
The visual 'star image' according to Dyer, communicates important messages to the audience. Audiences often associate the look of an artist to a style of music, being the genre.
Some audiences idolise bands and singers, and see them as sex symbols, fashion icons and celebrities.
Websites contain information which publicises and promotes the artist image and a range of information to an audience - or its fan base. Often this is organised into what Boyd has termed co-option.
Media marketing of the pop star image have become iconic and famous. Iconic images have helped retain the popularity of existing and legendary artists.
Keith Negus argues that the 'pop music video is used as a promotional tool'.
The star image is used to brand the product. Branding is then used by the music industry to create a range of products for audiences across a range of genres and musical styles.
CD digipak covers are crucial artwork which markets the image of the artist, before the music is purchased. Music Artist Websites are a common part of any marketing strategy, particularly in the online age.
How important is the image of the artist?
The visual 'star image' according to Dyer, communicates important messages to the audience. Audiences often associate the look of an artist to a style of music, being the genre.
Some audiences idolise bands and singers, and see them as sex symbols, fashion icons and celebrities.
Websites contain information which publicises and promotes the artist image and a range of information to an audience - or its fan base. Often this is organised into what Boyd has termed co-option.
Media marketing of the pop star image have become iconic and famous. Iconic images have helped retain the popularity of existing and legendary artists.
Cover Art
Whilst the artist is recording the album preparations are being made for the launch, promotion and circulation of the new tracks. The creation of the CD cover art is an integral part of this process.
Some CD covers feature heavily edited and airbrushed vanity photos of the musicians or recording artists such as the below:
Others are much more creative and work to create a cover image that reflects the mood, attitude or feel of the music it promotes. The most striking deigns are those that capture both a buyer's attention and the essence of the music such as the below:
Dramatic, quirky, unusual and unique artwork can make a big difference when a little known band releases an album. Captivating or iconic cover art can make a band instantly recognizable, which increases sales, which in turn boosts airplay and subsequently demand for the music. Mainstream marketing is rarely this attractive, and the wide variety of beautiful CD cover art makes browsing CDs an enjoyable experience that reaches far beyond the music.
It must be noted that a collection of this nature is never complete, and the value of art is very personal and subjective.
Some CD covers feature heavily edited and airbrushed vanity photos of the musicians or recording artists such as the below:
Others are much more creative and work to create a cover image that reflects the mood, attitude or feel of the music it promotes. The most striking deigns are those that capture both a buyer's attention and the essence of the music such as the below:
Dramatic, quirky, unusual and unique artwork can make a big difference when a little known band releases an album. Captivating or iconic cover art can make a band instantly recognizable, which increases sales, which in turn boosts airplay and subsequently demand for the music. Mainstream marketing is rarely this attractive, and the wide variety of beautiful CD cover art makes browsing CDs an enjoyable experience that reaches far beyond the music.
It must be noted that a collection of this nature is never complete, and the value of art is very personal and subjective.
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