A2 Ancillary Research and Planning Task

Digipak Research:

A digipak is a type of packaging for CD which is usually included in Deluxe editions, and contains extra information concerning the artist and their music, including song lyrics.

We looked at six digipaks to find common conventions and themes:

Eagles:

• Artist name bigger/bolder than album name - well known
• Simplistic cover/neutral colours
• Sticker - extra information on what is included in CD
• Spine has artist name, album name, record label and serial number
• Darker colours inside - quote used - orange/brown colour scheme continued + green
• Information booklet provided in sleeve
• Disks - sleeves different colours/presentation of actual disks the same
• Disks separated by genre - the ballads/the fast lane
• Aztec colour scheme

On this digipak, the artist's name is bigger and bolder than the album name. This draws the viewer's attention to the artist name, and gives the impression that they are well known and will be recognized, therefore causing fans to buy the album. There is a simplistic cover with neutral colours

Michael Jackson:

• Shine effect/gold colours used - represents image of the artist
• Primary picture is of artist - stands out from people in background - in colour
• Sticker of what's included
• Artist name in handwriting/autograph
• Age certification
• Secondary pictures of artist - colour scheme continued, includes stills from music videos
• CD in sleeve

Arctic Monkeys:

• Simplistic image made more 3 dimensional with pop up art - colour on black and white image
• Artist name bolder - well known
• Album name - same font - band's font
• Cover picture continued inside
• CD stuck down - differs from colour scheme - green/black/white
• Back: Barcode, track list - same colour as artist/album name, record label, no image/black background

Roomful of teeth:
This digipak differed from the others as instead of using images or the artist or scenery, modern, expressive art is used. The convention of showing the lyrics to the songs of the album is kept in the digipak. There is also a lot more information on the digipak, including every artist who worked on the music, showing that the artists are professional and wish to give each person full credit. This shows the thought and personal investment the artist have put into the digipak and how much their music means to them. The track list and recording company are also on the back of the digipak, complying with the conventions. 

Curtis Roads - Point Line Cloud:

• Double CD
• Pocket Sleeve
• White on grey then grey on white
• Scratchy/space type theme - continued on CD
• Font is small
• Album name in capitals - stands out compared to artist name
• Synergy - swapped colours over - only two chosen - not overcomplicated - minimal
• All choose colour scheme
• Back cover - lots of information given, colour scheme/pattern continued
• Track list + length of song

Eminem:

• Name of album - curtain call - reflects of cover - on a stage
• Sticker - parental advisory
• Name of artist bolder - attract viewer - well known
• Colour scheme of album name + props on album correspond with each other
• Inside - does not match cover (Effective?)
• Images - highlight artist/personal - more serious aspects, family (tattoo of daughter) - show different side, pictures reflect each other of pose
• One black and white/One in colour
• Two disks - one professional, reflects front cover. Other grey - handwritten - alter ego // different sides/personalities of the artist - childlike, less professional

Conventions of digipak:

Front:

• Album name
• Artist name
• Primary image (of artist/painting/promotes artist's vision)

Back:

• Track list
• Recording company/studio
• Copyright information
• Barcode
• Website links

Spine:

• Artist name
• Album name
• Copyright information 
• Record company
• Serial number

Inside:

• Lyrics of songs
• Additional information about artist in leaflet/pullout
• Message of band/artist
• Additional/secondary pictures (Artist)
• Disk matches colour scheme/message of artist and album
• Disk: Plastic Sleeve/Lip/Stuck in/Tray
• Credits
• Information booklet

Throughout:

• Continued colour scheme/patterns

Genre Conventions of Digipak:

• Close ups of the artist - promotion
• Moody/serious themes - shown by the use of dark colours
• Black and white images/font
• Use of nature as settings/props (trees, fields, flowers)
• Attention to detail and mise-en-scene - setting and props often comply with the representation of the artist.
• Bold/capital letter font

Conclusion:

Overall, I've noticed that each digipak includes the name of the artist and album, credits and lyrics. They often represent the brand image of the artist and reflect the genre with the colour scheme and images used. The conventions of my genre of digipaks are close ups to promote the artist and a more serious theme, using black and white editing and putting the focus on the detail of each shot. Therefore, the props and setting of the digipak are extremeley important. I now feel more confident in creating a genre related digipak as I believe I have a clear idea of the brand image of my artist and what to include. 

Band Logos:

The first logo uses bold capital letters on a black background, therefore creating a simplistic feel. The font also gives the impression of a strong band, who are aware of what message they wish to portray. The pattern under the Y and A is a lightning bolt, and gives the band a modern and techno feel. This is an effective font as it represents the band efficiently, as they produce contemporary music which includes the techno aspect of the pop genre.

This One Direction logo simply gives the initials of the band name, and is a significantly smaller logo than the ones shown previously. The red colour also causes the logo to stand out from others, as the common convention is to use black or white. This may represent the band as younger as they are more creative with their logo, therefore not as mature as other artists. However this logo may be considered too simplistic as it doesn't give the band's full name, therefore meaning that some people may not recognise the logo.

The Lunar Pilots logo is simplistic, differing from the previous bang logo. A simple black and white colour scheme has been used, therefore representing them as mature. The same font has also been used throughout the artist's name, creating synergy and causing all of the words to look as if they are 'in place'. The lines towards the left of the image also give the indication that the logo is in flight, therefore corresponding with the artist's name and including more creativity into the design.

I don't believe this logo is effective as just using the initials of the artist may mean that some people don't recognise the name. Previously, initials have been used, however the band was overly sucessful, therefore meaning that people were aware of who they were. The logo is also overly simplistic, using a black and white colour scheme, the only creativity being the star in the letter R. However, I do not believe this is effective as it causes the artist to appear immature.

The font used in this band logo is effective as it makes the band appear alternative, which is an accurate representation of the heavy rock metal band. Again, the colour scheme is black and white, however this is a successful convention as the band are considered a 'classic' rock band. The large font also gives the impression of a strong band, which is an accurate representation as the impression is that Led-Zeppelin wish to make a huge impact.

The Oasis band logo again uses a black and white colour scheme, using a simplistic font in lower case letters. Whilst this does not initially make the logo stand out, it makes the band appear mature and sure of what message they wish to portray. However, this contradicts the representation of the band in the media, particularly the leads, as they are considered to be rebels who are destructive and stereotypical 'rock and roll.' It is thought that the lower case letters may represent them as younger than their actual representation.

The Kiss logo is an extremely effective logo as it represents the idea of the band. As they are rock and roll, the special effect of the fire is appropriate as it causes them to stand out and gives the impression of the typical rock and roll attitude. The black font and background, separated by the fire effect, is also an appropriate choice as it causes the band to appear darker, shown by their music, and contain Gothic elements.

Queen also use a fire colour scheme on black to make their logo stand out. By using an image, they are also able to effectively do this. Using lions, a dragon and a crown, the band are able to show stereotypically 'British', therefore connecting themselves with their heritage. This is an appropriate choice as the band are such a huge success and are considered to be classically British.

The complicated design of The New Inventions logo is something that I find over-complicated and therefore not an effective design. As the words are in an alternative order, it is difficult to put them together and therefore to recognise the band logo. The logo has also challenged the convention of using a black and white colour scheme by using a yellow/gold font, therefore causing the logo to stand out.

Conclusion:

In most band logos, a simplistic font and colour scheme (black and white) is used to create a mature and simplistic representation. Therefore, this may be something I include in my own logo. However, the band logos also often include something that continues the band's initial representation or impression, and includes a small amount of detail which gives the idea of creativity. Extremeley successful/significant bands also often use a gold colour scheme to give the impression of luxury or to give a 'classic' feel.

Fiona Apple:

Fiona Apple has a simple logo in a hand-written print on capitcal letters. The font gives the indication that the artist has previously written the logo herself in sharpie, and is not symmetrical. This gives the impression that the aritst is not concerned about the way they are percieved and focus more on giving their own personal touch to the music; this is what she thinks and feels, and the music she produces is about expression rather than to please other people. 

Panic at the Disco:

This logo is a gold colour on a black background, therefore giving the impresison of an old fashioned or classic artist. The elaborate font also gives this impression as it appears complicated and  gives the indication that the artists care more about their image. Additional patterns have been added to the logo to give a luxurious feel.

Marina and the Diamonds' logo is quite simplistic, black text on a white background. A bold font gives the impression that the artist represents herself as strong and takes her music seriously. As the 'Marina' title is bigger than 'The Diamonds', it shows that Marina is the main focus and face on the band, therefore more attention is given to her. 'The Diamonds' just act as a back up to her and she represents the band as a whole concerning image. 

Conclusion:

Though each logo appears quite different, all of the fonts reflect the genre and representation of the aritst.Bold letters were used in two out of the three logos I researched, therefore I will use capital letters for my artist. Artists which represented themselves as old fashioned and respectable, as my artist does, also used extra detail to draw attention to the title.

Logo Design:

I've decided to use bold, capital letters in my bang logo. This complies with the simplistic convention which has been shown by others in the genre, and represents the artist as serious and strong. This is continuous with the brand image of my aritst as she represents a strong female. The L of the logo also includes the 'classic' and more complex aspect of the artist, as part of the brand image is sophisticated.

Industry Research:

IAMSOUND Records:

IAMSOUND Records is a USA-based independent label, which was founded by Niki Roberton in 2006. While the endeavours to promote local indie music, with LA-based acts such as Lord Huron and Fool's Gold, it's pre-eminen signings include English atists Florence and the Machine, Little Boots and Charli XCX.

I believe that this would be an appropriate choice for a record label as it has signed a number of English based artists, most of which are considered a similar 

Atlantic Records:

Atlantic Records is an American record lael best known for its numerous recordings o rhythm and blues, rock and roll, jack, and hip hop. It is now considered one of the most important American recording labels, and became owned sunsidaary pf Warner Bros and Seven Arts in 1967. 

The label are based in London, and have signed artists such as Marina and The Diamonds and Charlie XCX. Both of these artists are similar to Lana Del Rey, therefore I believe this may be an appropriate choice for my record label.

679 Record Label:

679 Artists is a Warner Music Group-owned record lael based in London, England. It was started by Mick Worthington after leaving XL Recordings in 2001. He started the label with Warner Music, and is named 679 as this was the adress of the Pure Groove record shop on Holloway Road.

This record label is based in London, therefore making it an appropriate choice for my own artist. Current artists include Marina and the Diamonds, who is considered similar to my own, and previously Little Boots. Plan B were extremely successful with this record label with their album The Defarmation of the Strickland Banks selling 1 million copies.

Conclusion:

I believe that 679 would be the most appropriate choice for my artist as they are based locally, unlike the other choices, and promote both English and American bands. The success of Plan B's album also causes me to believe that this will be the correct record label.

Stockists:

iTunes:
This is a platform which allows artists to upload and sell their music, videos and games, linked directly to the iPhone, iPad and iPod. I believe this would be an appropriate platform for us to use as it is the most common and popular program used for purchasing music, as the iPhone and iPad are also extremely popular.

HMV:
This is a store which sells physical copies of DVD's, games, posters, CD's and other technology. Again, this is an extremely popular platform, and most people purchase physical copies of CD's from this store. Therefore, I believe it would be an appropriate stockist as it would ensure that our target audience are aware of our product.

Youtube + Other Social Media:
I believe that using the website Youtube as a method of distributing my music video would be appropriate as it is a means that the majority of artists use, especially mainstream artists. It is also free to upload and view, therefore meaning that my target audience (teenage girls) would be able to view the content, as this age range is less likely to buy the physical CD. Other social media websites such as Twitter, Facebook and Instagram can be used to create a link between the artist and the media products, and is a free platform which we can use to promote upcoming albums/videos/songs.

NME Worst Album Covers:

Lady Gaga's Born This Way is considered a poor album cover as it does not include the artist's name. This may prevent people recognising the artist and therefore affect the number of sales negatively. The album cover is also overly simplistic, with no deeper meaning seeming to link to the themes in the music she is showcasing. It is thought the image was used to appear individualistic rather than to represent the artist. 

The Cranberries - Bury the Hatchett is also a poor album cover as it does not include the artist's name or album. This again means that it may not attract fans as they would be unsure who the aritst is or what the album is called. The image used is also overly simplistic and does not appear to have a meaning or message.

Conclusion:

In my album cover I will now definitely include the album and artist name to allow poeple to recognise it and then to prevent a lack of sales. I will also use an image which represents the artist's and themes of the music produced, creating synergy throughout the artist and digipak. I believe that this will make the album cover more interesting and will make a more secure brand image and representation.

Adverts:

This advert represents Katy Perry as laid back and down to earth, continued by the album title 'One of the Boys' and the natural setting of a back yard. Her casual clothing also represents her as this, which will appeal to her target audience of young, teenage girls as they will be able to identify with her. The pink, curly font also represents her as young and identifiable, as well as showing her 'girly' nature and feminine qualities. The blue colour of the album font also plays to gender stereotypes, using blue as a masculine colour.

This logo shows a close up of the artist Rihanna, therefore effectively promoting the artist. Instead of using the album title, the letter R is printed in the corner of the advert, and 'the new album' is used as an alternative to the name. Though this may be successful with an extremely well known artist, I will not use this aspect of the advert in my own as it could confuse fans of smaller bands or artists.The image and colours used (dark; black and grey) give the impression that she is delving into darker material and themes in this album, which differs from her previous media products. However, the dark image does not effectively represent her genre - pop - which may confuse some fans.

The main member of Plan B is shown in the right hand bottom corner of the advert, therefore accurately promoting the artist. However, as some people may not recognise the artist, the artist's name, Plan B, is the main focus of the advert (shown in a large, red, capital letters) so that fans will automatically know what artist and album is being promoted. The black and white image gives the indication of a classic, vintage artist, continued with the costuming (a suit) and the prop used (an old fashioned microphone). Synergy is used throughout the advert by using the same or a similar font throughout, and sticking to three main colours. This creates a professional look.

The Kings of Leon advert works with very earthy, natrual colours, with the main colour being green. This aspect of using nature is also continued by the album name, 'Only By The Night' and the merging of the four band members to create a bird like image. This image also shows that the band wish to represented as a whole and give equal credit to all members, as opposed to relying their representation to be shown through the lead singer. The band and album name are shown in the same font, using underscores to create an alternative feel and to draw attention to those two pieces of information. The release date, however, differs from the rest of the poster as it is red, therefore causing it to stand out and catch the eye of the viewer.

The main focus of this advert is an image of the artist, therefore accurately promoting her. As she is a young, female artist, most people will be able to recognise her face therefore this is an appropriate choice as most of the public will be aware of who this is. Synergy is used by using a shiny, gold font which matches the artist's hair colour and the glitter added around the outside of her image. Again, as the artist is a celebrity, her name is the biggest font to allow instant recognition. The image fades out to black and additional information is given in a smaller, white font to prevent it from distracting away from the main focus of the artist.

Conclusion:

In conclusion, certain information is given on every advert such as the artist and album title (additional conventions given below). An image of the artist, either the image cover or an additional image, to promote the artist, specifically if she or he is well known. The advert also shows the representation of the artist through the colour scheme used, setting and props. For example, those who wish to be considered more laid back and calm will have simplistic props and setting. Therefore, I will keep this in mind when designing my own advert; using props to give a luxurious and graceful feel to my artist.

Advert Conventions:

• Artist/band name
• Album name
• Album cover - often used as main image, if not is included
• Hit songs
• Release date
• Ratings/Reviews from magazines/newspapers
• Artist's website
• Record Label information: logo and address
• Stockists

To advertise her music, Lana Del Rey only uses her album covers for adverts. The adverts include the artist name, album, and album cover image. This highlights that the album has been released for those who may recognise the artist. The advert also represents the artist and shows the specific genre of the artist as it is the album cover. 

• Album cover used
• Date of concert
• Extra information given
• Neutral/faded colours
• White font - band logo
• Date - in different font to band logo
• Classification

Conclusion:

After researching the adverts of artists, I will use the cover image as the main promotion of the artist and main focus of the artist. This will also include the band logo I have created, allowing a fan base to recognise the artist. Darker colours are also used in the adverts with contrasting fonts, causing the words in the adverts to stand out and continue the themes of the baroque-pop genre.

Conventions of Adverts for Genre:

• Album cover being used
• Artist is main focus of advert
• Artist/album name - biggest font - more attention drawn to it
• Dark colours 
• White font
• Capital letters
• 'Serious' tone
• Nature being used - continuous with album cover convention
• Extra information: date
• 
  

Brand Identity:

Artists in Genre:

Florence and the Machine:

Florence and the Machine are an English baroque/indie pop band, with Florence Welch as the lead singer. Florence is the main representation of the band and therefore the brand image is mostly focused on her.

http://florenceandthemachine.net/

She is portrayed in the media as quite unique and strange, shown by the elaborate costuming, however there is little media coverage of her that does not include her work, therefore giving the impression that she has a very clean and innocent image. This may contradict with the image she has given, as people may not associate that person with someone who has a quiet and calm individual.

In this interview, Florence continues to show her 'quirky' image by singing at the beginning of the clip, indicating that her eccentric image may be a heightened version of a part of her personality. However, this weird representation is contrasted to by her talking about how she needs to take care of herself by not drinking, therefore also presenting her as level-headed and smart. These two representations of her personality are bounced off each other through the interview as she talks about her work.

http://www.nme.com/news/florence-and-the-machine/70620
http://pitchfork.com/news/50379-listen-florence-and-the-machines-the-great-gatsby-soundtrack-song-over-the-love/

http://florenceandthemachine.net/

Merchandise:
http://flotique.florenceandthemachine.net/Store/DisplayFeatured.html

The band has a website selling their merchandise, which is categorized on the home screen. The merchandise offered includes clothing with the band logo or that has been designed by them, jewellery, and things concernign their music (concert tickets, CD's and posters).

On the home page features items are presented first to show which items are perhaps most popular among the sellers, and therefore what the artists wish to present. The merchandise has a similar synergy, particularly the jewellery, which is a similar shape, colour and design. 

Bon Iver:

Bon Iver have a clean, acoustic and somewhat alternative representation through their music. Little is known about them ouside of their music, therefore giving the indication that they are focused on the media they produce and the message they are presenting. 

Band's Website

This representation is continued in this interview with the main artist and singer of the band, Justin Vemon. In the interview, he only speaks about his music and inspiration for that, and does not give much information on his life outside of music. He is portrayed as a calm and emotional artist, giving detail on how his feelings have influenced his work, specifically with the song 'For Emma.' 

Merchandise:

Store

The merchandise on the band's store is categorized into clothing, music and posters. The design of the website shows the clothing in close up, HD photos (as shown below), therefore creating an artistic and thoughtful design, complying with the artists' representation. All of the hoodies presented have a similar colour scheme and often represent something to do with the music, therefore creating synergy with the rest of the media products produced by the artists.

Conclusion:

The artists in my genre are often represented as unique and individual, seeming to differ from mainstream artists. This causes them to appear strong and independent, having a clear sense of the music they want to produce and the message they wish to give through their media products. Since the music hey produce often appeals to one specific type of audience, the impression is that there music is a very personal aspect of who they are, rather than them focusing on sales and what will appeal to a wider audience.

Brand Image of Artist:

I decided to use artists in my chosen genre to influence certain aspects of my artist's brand image. Initially, I stated that I would use casual clothing and darker aspects of the baroque-pop genre to differ my artist from the original (Lana del Rey), however the music video gives the artist a elegant atmosphere, one which I wish to continue. I have also decided to use the 'darker' aspects to cause my artist to stand out and to give the impression that she is more concerned with the personal message of the music, as shown by other artists in the genre. The darker costuming and themes used in the music video, which will be vital aspects of her brand image, will also present her as a unique and individual artist.

Possible Names:

• Tessa
• Lucia
• Rosa
• Sylvie

Conclusion:

I decided to use the name 'Lucia' for my artist. The single world represents the artist as strong and unique, and the name is very individual and differs from everything else in the music industry. This name also appears somewhat exotic, therefore creating the individualistic brand image I wish to portray.

Songs on the album:

1. Without You
2. Darkest Night
3. I Know Now
4. Autumn
5. Transparent Love
6. Treasure
7. You
8. From a Distance
9. Wrong Road
10. The Last Song

Digipak Designs:

Justification:

I believe that these designs are suitable as they use certain conventions of the baroque-pop genre, including using nature to create an elegant and 'serious' representation of the artist. Digipak conventions are also included; artist and album name, track list, lyrics, personal messages and information on the record label. I believe the amount of detail included will present the artist as I wish them to be portrayed, haing a strong personal connection with their music and media products.

Conclusion to Feedback:

To imrpove my digipak design I need to consider how I will use synergy throughout, as some of my panels do not look match each other or look out of place. I need to also include what colours I will use in my design, which will may allow me to do this. The design of the disk also needs to be included in more detail, and I need to create a design which will include the artist and album name on this aspect of the digipak.

Final Digipak Design:

For my digipak, I decided to put a great emphasis on nature and flowers as this a convention for diigpaks in the genre. This theme was also used throughout my own music video, as the 'flash back' settings was a field, therefore creating synergy with the music video and album cover. The front cover shows the artist standing in a lake in a setting used in the music video, therefore creating a link between the two. This also makes the artist appear classic and indivitual, reflecting the brand image of my artist.

Other links are given from the music video as alternative settings were used. For example, the ornaments on the dressing table in the music videos are shown in detail. This also complies with the genre convention that there is an attention to detail. The inside cover also shows the artist playing the piano, which reflects the serious approach she has to her music and shows this as an expression. Both of these images are edited into black and white, which is another genre digipak convention as it gives a 'serious' vibe. 

The technical conventions of the digipak are also included:

• Barcode,record label, extra information - back cover
• Track list - back cover
• Lyrics - inside cover
• Spine - Album name + artist

The album cover also includes the logo I have created on the front of the digipak, and is also shown on the CD. The fonts used on this and the album name are bold, as this complies with the female artists of the baroque-pop genre, and  

Advert Design:

(Bold font = black text)

(Not bold = white text)

Initial Designs for Advert:

The main focus for my advert design is the front cover of the album, as this creates synergy throughout the media products of the artists and will allow people to recognise the artist. The cover also represents all the themes and concepts of the artist, therefore I believe that it is an appropriate image to use. 

Both adverts include the appropriate conventions; including the artist name, album name, release date, website address and record label. Though the album cover makes the two Similar, the difference is mainly in the font and what text is exaggerated. For example, in the second design, more attention is drawn to the artist name as it is positioned away from the title of the album. Whereas the first draws more attention to the record label name, as it is positioned by the artist and album name.

The advert meets the conventions of the genre as the main focus is on the artist (done by using the album cover), there is a serious tone to it due to the fonts and colours used. Black and white font is also used, in capital letters, representing the artist as strong, which is another convention. 

However, in my advert I did not look into colour in detail and how that would be used. As the image is the album cover, the colour used has already been described. But I need to consider the font and colour and think about how this could represent my artist and what effects this will have.

Conclusion of Feedback:

My target audience looked at the advert designs and gave me feedback on how to improve it. I need to use a close up or mid shot rather than a long shot of the artist. Therefore, I will crop the album cover to a mid shot, allowing me to show the setting but also promote the artist. I also need to consider details such as the colours I'm going to use and mise-en-scene (what is the artist going to wear?) and the expression on the artist's face. After considering it I will now have the artist looking into the distance or looking down instead of looking straight at the camera, and will experiment with different poses to make the image more interesting rather than simply standing there. 

Final Advert:

Conclusion:

My final advert image is a mid shot of my artist standing in a lake with nature surrounding her. I believe this is a good choice as it complies with genre convention of incorporating nature into the media products, and will create synergy with the digipak by using similar colours and themes. Conventions of the advert are also used including the record label name, album name, artist name, date of release and a quote from a review from Grazia Magazine. The majority of this information is given in capital or bold letters, which is a convention of the genre, and the artist's logo is used to show her name.

Advert:

Digipak: