Concept Notes

Follow conventions of pop genred digipaks - CU for front cover - direct mode of address

Colourful, bright, fun, happy, attractive and make sure it stands out on a shelf in a store.

Experiment with lights -- spotlight effects possibly, her turn in the lime light

Advert - simplistic, less is more

Digipak Deconstruction 3 - Britney Spears: Femme Fatale

 This is a close up of the artist, Britney Spears. She is using direct mode of address and so making the audience feel apart of her music. Her head is tilted down making her eyes look quite evil, implying her music might have a sinister twist or a new sound. The title of the album is french for 'Fatal Woman' supporting evil tag. She is conforming to the conventions of using a close up for the CD front cover and supports the idea that pop artists are more interested if not fully focused on their image rather than their music. Britney has blonde hair and is sweeping one half to the side, her hair is tousled and she looks attractive which is appealing to the male market. Around her neck is a white fluffy scarf, it is a soft and feminine item possibly used to relate to connotations of her.
It is unconventional for the album title to be larger than the artist's name, however, because she is such a recognisable artist it isn't needed - just like in Rihanna's album 'LOUD' which doesn't feature her name on the cover (see right).

 The CD design is simplistic and states the most important information: artist, album title, record label etc. The colour is grey which is motionless and again simplistic.

This is the back cover of her album. She is looking away from the camera as if she simultaneously looking out the window and at her song list. This is a wide angled medium shot. Spears is wearing a different outfit which is typical in pop genred music CD photos and music videos. The black/white polka dot top is low cut which again is appealing to the male audience. Spears is looking out of a window conveying a sense of reflection upon herself and her life, linking to the title 'fatal woman', maybe Spears is longing for a better life and being a better person before it gets too late. This suggests that her music is personal and coming from the heart making the audience feel special listening to it as she has opened up to her fans.

Which Digipak?

After deciding between these two digipak designs I thought because Gracie Everett is releasing a single it would be more conventional to go for the 4 panel digipak as the larger ones are conventionally for albums. Since, Everett conforms to the pop conventions I felt it best to continue and so will be printing her CD onto the 4 panel. 

Advertisement Deconstruction 3 - Rihanna

This is Rihanna's album release poster. There is not a CD on the front but instead the same close up picture has been used which is still recognisable for the audience to know what the CD looks like. I would like to do this for mine and not conform to this convention. The colour theme is red which is associated with love, passion and desire - connoting what her music will sound like and what audience members associate with the artist. On this poster it states the artist's name, title of album, a song featuring, the release date and the twitter account name. The majority of Rihanna's fans are late teenage girls and boys who are up to date with the social networking sites so this is a good way for them to keep updated.

Digipak Deconstruction 2 - Jack Johnson: In Between Dreams

This is the front cover, back cover, and inside of Jack Johnson's digipak. The main colour theme is yellow which is bright and eye-catching so it draws attention to it when on the shelf in stores. Yellow is associated with happiness and good spirits suggesting his music sounds happy and is easy listening. The use of black contrasts with the yellow, again making it stand out. This digipak fits the conventions of having a song list, barcode, record label logo, websites and copyright information. It is assumed that Johnson is the person stood with the tree and holding a guitar implying that he takes his music everywhere and it is apart of him. The connotations with nature convey that his music is authentic and auto tune has not been used. This digipak contrasts with a typically 'pop' digipak where the convention would be to have an airbrushed close up of the artist. The artists name is on the top left of the CD, the largest font and therefore the thing you read first. The album name has been printed in white which is difficult to read against the bright background. The title is 'In Between Dreams' and generally dreams are quite hard to read into. This also indicates that his music is relaxing and calm, like a dream state. The special edition sticker is on the bottom right of the CD, this is the last thing you look at when turning over. As it is special edition it makes the music sound exclusive and urges you to buy it quicker as you also feel you are getting more for your money.

Fonts

WINNER:

Advertisement Deconstruction 2 - Jessie J

This is Jessie J's promotional poster for her album. The colours used are black and gold. Black is a rebellious colour and her overall look seems gothic and slightly aggressive, connoting that her music may sound like this. The gold stands out and contrasts with the black, gold has connotations of wealth stardom - suggesting the way she is heading with her popular music. Jessie J is using direct mode of address in the medium close up shot. This is connecting with the audience; her mouth is open which makes it look like she is mid singing. It is conventional in pop to have a close up of the artist looking at the camera.

The artist's name is the largest title on screen attracting the most attention as it the most significant. The record labels logos are printed on the left and right bottom corners promoting them and Jessie J's website is underneath the song list for fans to further explore her music and videos.

The artist's hair and make up is precise and she looks fashionable making her a good idol for the target audience - females aged 14-25 years old.

Digipak Deconstruction 1 - Rihanna: Talk That Talk

This is Rihanna's digipak for her album 'Talk That Talk'. The photos have all been edited in black and white and there is a theme running through all of the pictures of a newspaper release. Newspapers are known for spreading information quickly and keeping the public up to date about the economy, celebrities and much more. This newspaper is covering a story about the artist Rihanna, this links with the album title 'Talk That Talk'. The alliteration is catchy and easy to remember which is favourable for the target audience (females and males aged 15-26). The choice of words being Talk "THAT" Talk suggests that what the newspapers is wrong and could be that Rihanna is mocking them. In the digipak collection of photos Rihanna is seen sat on some steps in a provocative position associating herself with sexual connotations and on the back cover she is smoking. These could be perceptions of Rihanna which she is trying to get rid of or wear the names proudly and pose for the photos like she is not bothered.

Both photographs here are low angled long shots of the artist sitting on the steps. She is using direct mode of address connecting with the audience and engaging the viewers. She is wearing a stripy crop top with a long stripy shirt tied around her waist with black open cut boots. She is wearing very little suggesting she is in a hot country, this theory is backed up by her glowing skin indicating sunlight. Rihanna is from Barbados and she may be back home whilst the press stories die down?

Advertisement Deconstruction 1 - Lana Del Rey

Record Labels

I have chosen 'Republic Records' to sign Gracie Everett with. Artist's which are already with that record label are Florence And The Machine, Kelly Rowland, Of Monsters And Men, Angel Haze, Kid Cudi, Psy, James Blake and Ariana Grande. 

My artist fits in with this group as they are pop artists too - the label focuses on mainstream music. Republic Records is an American record label that is under the ownership of Universal Music Group.

What is a digipak?

1. Digipak: a type of packaging for CDs or DVDs, typically made from cardboard with an internal plastic holder for one or more discs.
2. 
   

Things to expect on a  digipak...

• images of band or artist
• possible image relating to the genre
• images relating to the song/s included in the digipak
• a DVD or CD logo
• an 'explicit' warning logo when necessary
• the record company's logo
• record company's name and copyright information
• a barcode for scanning
• artist's name/title
• credits and thanks
• artist and record company's web addresses
• a list of bonus material
• song lyrics
• a booklet or poster
• offers on future purchases
• a bonus CD (which may include: exclusive content or demos of songs)

1. 
   

Finished Music Video

Shot Description

Shot Description	Number of take chosen	Time Code	Length of Shot	Edit Details (title, transition, sound etc)
CU phone	2/2	0-1s	1s	Match on action, music begins when touched
Turn gracie sing	2/3	1-5s	4s	Title of song, cut
Laughing	1/1	5/6s	1s	Cut
Sing	2/3	6-9s	3s	cut
Tongue	1/1	9-11s	2s	Cut
Lollipop sing	1/1	11-14s	3s	Cut
Dance peer	4/6	14-15s	1s	Track
Pov	3/3	15-16s	1s	Cut
Walk in	4/6	16-18s	2s	Cut
Bob	1/1	28-20s	2s	Cut
Hug	4/6	20-22s	2s	Cut
Sing studio	1/1	22-24s	2s	Cut
Balloons	1/1	24-28s	4s	Balloons fall, cut
Pink sing	2/2	28-33s	5s	Cut
Studio	1/2	33-39s	6s	Cut
Dance walk	6/8	39-41s	2s	Cut
Studio	1/1	41-42s	1s	Cut
Dance	2/7	42-45s	3s	Cut
Dance	1/7	45-50s	5s	Track and cut
Dance	1/7	50-52s	2s	HA cut
Pillow lift	1/1	52-53s	1s	Cut to beat
Dance	3/7	53-54s	1s	Cut, match on action
Dance	4/7	54-55s	1s	Cut, match
Dance theatre	1/4	55-57s	2s	Dance continue, dma, cut

Prop List

Prop List

Location 1 (Dance Studio, solo): iPhone, 7 white balloons, large packet of heart sequins and circle sequins

Location 2 (Bedroom): iPhone, cushions

Location 3 (Studio): lollipop

Location 4 (Theatre), Location 5 (Dance Studio rehearsal), and Location 6 (Dance Studio rehearsal solo) did not need props.

Outfit's/Make-up/Hair 2

Due to serious traffic and a tight schedule the fourth dancer was not able to be photographed however, the others have had their outfits and hair and make up photographed. As shown, the dancers had matching outfits: pink skater skirts, white short sleeved tops and white converse shoes. Gracie the artist wore a strawberry print denim playsuit with white converses too. Everyone's hair looked pretty and their make up precise, all had black eye-liner on to define their eyes and add a similarity linking them all as a team.

Equipment List

Sony DVCAM 3CCD 12X

Dolly

Tripod

Back Light for Studio shots -as I am on a low budget I found this worked just as well as something high tech

Canon EOS 10D

Outfit's/Make-up/Hair

 OUTFIT ONE - CASUAL LOOK FOR BEDROOM SET - MINI PURPLE FLOWER DENIM DRESS - BOW DETAIL ON BACK - THIN SHOULDER STRAPS - FEMININE LOOK WHICH SUITS THE ARTIST - NO SHOES AS SHE IS INSIDE LYING ON HER BED

MAKE UP AND HAIR-  HAIR IS DOWN WITH CENTRE PARTING, SMALL  WAVES. MAKE UP IS NATURAL - LIGHTLY  DEFINED EYES, BLUSHER AND LIGHT PINK LIPSTICK

OUTFIT TWO - DRESSY FOR STUDIO SET - LOOSE FIT SEQUINNED DRESS - LOW V NECK - SHOULDER PADS - JUST ABOVE THE KNEE 

MAKE UP AND HAIR- 

SHIMMERY EYE SHADOW - THICK BLACK EYE LINER TO DEFINE THE EYES - BRONZER - STILL REMAINING FAIRLY UNDERDONE IN COMPARISON TO OTHER POP ARTISTS AS I AM NOT CONFORMING TO ALL CONVENTIONS TO BRING SOMETHING DIFFERENT TO THE INDUSTRY. HAIR IS PINNED UP AT THE BACK WITH LOOSE STRANDS FRAMING THE ARTIST'S FACE. 

THE ABOVE IMAGE IS ALSO BEING CONSIDERED FOR USE IN THE DIGIPAK.

Where will my video be shown?

Gracie Everett is a new, young pop artist. There are hundreds of pop artist already in the industry however, Gracie's vocals, look and enthusiasm for the industry is one of a kind. I plan to stream her music on television and on the internet.

Television channels such as MTV and 4music are perfect for my pop genred artist as they already stream other artists and bands of similar genres including RnB, Rap and Soul. Also on television is the popular musical-comedy-drama programme, Glee which pick up on all of the new hits and Gracie would fit in with this.

According to Wikipedia, Youtube is the third most popular website. Alexa Internet ranks websites on a combined measure of unique site users and page views. Due to the publicity on Youtube, Gracie Everett will be streamed on here, I also plan to have a vevo account set up for Gracie. Vevo a joint venture music video website owned and operated by Universal Music Group, Google, Sony Music Entertainment, and Abu Dhabi Media. As she is a new artist I want to hit the audience with the maximum publicity I can which means using social networking sites like Facebook, Twitter and Instagram.

Dancer Profiles

                             Name: Jodie Elliott
                             Age: 18 years old
                             Hair Colour: Blonde
                             Height: 5'6"
                             Dance Experience: Dance GCSE, Performing Arts GCSE, Performing Arts A Level










                             Name: Thea Miller
                             Age: 18 years old
                             Hair Colour: Brunette
                             Height: 5'5"
                             Dance Experience: Performing Arts A Level, The Nutcracker











                             Name: Charlotte Watson
                             Age: 19 years old
                             Hair Colour: Brunette
                             Height: 5'7"
                             Dance Experience: Dance GCSE, Performing Arts A Level, Sussex Tornados Cheerleaders
                                                       








                           

                             Name: Melissa Ede
                             Age: 18 years old
                             Hair Colour: Brunette
                             Height: 5'5"
                             Dance Experience: Chichester Olympic Gymnastics Club, Performing Arts A Level

Inspiration

Thinking about different shots and styles to incorporate in my music video has been difficult as you have to keep the audience interested. I have been inspired by a couple of shots from a couple of videos.

One inspiration was Cara Delevinge's 'Valentine's Day' video. To include similar shots like this would carry sexual connotations but I believe the flirty behaviour is fine for the target audience. I have filmed in a bedroom and end with Gracie crawling towards the camera and hope to put a fade out as the music fades too.

The below screen shot is a dance sequence used in Ariana Grande's music video, Baby I. As my genre is pop it is conventional to choreograph some movements which are catchy and easy to remember for the audience so they can learn it and join in. 

Another dance sequence is performed by Selena Gomez and her dancers on a YouTube channel, her dance is a little more sexual than I intend for mine but I want to make sure our dance is timed precisely and performed in unison like theirs - whilst having fun with it. They are shots of them afterwards singing along together which I have incorporated a short clip of the dancers singing along towards the end of my music video.