Digi Pak Analyis

The purpose of a digi-pak is used for CDS and usually consists of a gatefold, the term usually describes all soft cd packaging. The digi-pak allows the artist to be represented in a certain way to appeal to the target audience. Each side of the digi-pak is personal to the artist and can contain a variety of things such as lyrics to the songs, pictures and also personal stories. Most digi-paks have a variety of both pictures and lyrics which are able to sell the artist to the audience and allow the audience to get better connected with the songs and the image of the artist. A digi-pak differs from a CD album as is usually contains more slides as it allows the audience to get to know the artist more. this is used by the artist not only because it allows the audience to grasp a better concept of their image, but also because the record company can charge more money for the digi-pak their for making the record label more money.

This digi pak comes from florence and the machine a well known modern indie artist who has frequenty been in the mainstream charts over the past few years and has established her self as a mainstream indie pop artist with a global fan base. This digi pak features dark and artistic pictures, a typical convention of a indie digi pak. The vintage style typography promotes the image of the artist as being indivual and different from the normal conventions of mainstream music. The choice of language with the album being called 'lungs' also sets apart the artist from being conventional to pop and makes her more of an idividual. This follows dyers theory of a star as the fact she is trying to be different shows that she is an extraordinary artist rather than an ordinary one. The design of the CD again appears very artistic and abstract which is conventional of an indie artist therefore promoting the artist as being different and indie.3 The photograph of hands ties in with the theme of beauty and body parts well, meaning the digi pak follows the rule of continuety, a convention seen in all digi paks in the music industry.

The digi pak is designed to help promote the music genre as its an extension of the artist and is able to appeal to the likes and interest of the target audience. Depending on music genre the artist in this case 'florence and the machine' is representing herself as an indie artist she is both artistic and dresses in dark colours in order to look unique and different which appeals to the target audience.

Magazine Advert Analysis

The purpose of a magazine advert or tour poster that features an artist is to advertise. This is shown through conveying the artist in a certain way in order to appeal to a large audience and raise peoples knowledge of there work as a musician and make people want to go and listen to them. These functions allow the artist to be promoted in order to produce revenue for their record label through adverts boosting record sales and in this particular advert the sale of gig tickets.

This adverts shows the artist promoting her 'apple tree tour' which was taking place following the release of her EP in 2012. The advert comes before the release of her most well known song 'stay out' which reached number 21 in the mainstream charts in february 2013. This is reflective in the tour poster as we can see the typography of the words NINA NESBITT in big bold lettering to highlight to a mainstream audience who she is, as they may not be able to recognise her face. The use of diverse iconography is evident in this poster as she is holding an apple this is typical of the indie music genre and makes the advert appear different and unique, this also ties in with the visual song links which according to media theorist Goodwin are key attributes of a successful musician. 

The typography also reflects her genre further advertising the price of the gig which is very low therefore encouraging people to go. The small venue also is typical for an underground artist and the fact she plays there shows she is yet to be globally successful and is still undiscovered by the mainstream world.

The typography further demonstrates an understanding of the artist and her music as the letter 'N' appears in a large fairy tale font, much like the start of her 'apple tree song' where the lyrics are 'once once upon a time...' these connotations relate from the lyrics to the visual of the poster hence the reason the lyrics of 'the apple tree' play a part in advertising the tour. The motif colour red has conations of being seductive and bold this also ties in with the artists red lipstick, this makes her appear different and unique with a rebellious attitude, this appeals to the target audience of 13 - 25 year olds with both the mainstream and indie audience with many wishing to copy her trends and see her as an icon.

This advert promotes the music genre further as it shows the indie nature of the artist through the diverse iconography and the passive facial expressions which show Nina to be mysterious and iconic, this is conventional of alternative music magazine articles where the artist is portrayed as artistic and the audience who read the magazine can see she cares deeply about her music and are intrigued by her individual style. The fact she is advertising a gig is again conventional of the indie genre as live performance is vital and a conventional way of engaging with indie music.

The tour poster shows nina at the top of the poster taking up around 40% of the advert, the name of the artist appears much larger therefore conveying that the general audience wont recognise her face as she is new on the scene. However the price makes her gig seem attractive and advertises the gig to her audience who the majority of which are students therefore wont be able to afford tickets to big tours of mainstream artists. The purpose of this is to then show new audiences in the field of mainstream music that Nina is a diverse artist and can appeal to a variety of genres therefore attract a bigger audience and making her more successful.

The next textual piece from a music artist I looked at was a article a tour poster that actually featured in the classic British indie music magazine NME The magazine featured a female indie artist similar to the style and works of Nina Nesbitt. Laura marling appears young and care free in this poster, with low key lighting and dark colours being conventional of alternative music and making her appear mysterious. This shows the target audience which consists of indie music lovers that as an artist she is just beginning and is a new face on the music industry, because of her bohemian image on the poster. Laura fills 75% of the page which promotes her as an ordinary artist, as she appears young and talented. She is also playing guitar which means she is serious amount her perfomance and that installs the audience that she is an indie artist as she is using a guitar as iconography. This is a very strong conventional of all indie artists such as the kings of leon, and the arctic monkies who all are pictured with guitars and other instruments in order to promote the idea of live music which an indie audience is interested in.

Laura shows her folk roots by playing her guitar whilst being pictured, this is very conventional of an alternative indie artist and attracts a folk audience as they will see her as a young new face who is talented at both singing and playing her instruments therefore will boost Laura's record sales as people become interested in her as an artist after seeing her picture in the poster as it advertises when she will next be playing. The typography is big and bold. This is placed in a key place which catches the eye of the reader as it appears in contrasting colours and as if it has been written in chalk. The writing is typical of the indie genre as it is artistic and simplistic yet also eye catching. The writing is both feminine and sophisticated which advertises the style of the artist, and also portrays her as a sexy female which is one of the conventions of Goodwin's theory regarding the appeal of an artist to the audience. The design of the poster advertises the artist to the audience by conveying her as fun and interesting with an intense passion for music. This shows she's fun and likes a laugh displaying her as an ordinary artist to her target audience. The article gives the artist a likeability factor meaning she appeals to the target audience of younger 13 to 22 year olds.

The advert promotes the music genre by displaying her with her instruments which makes her seem talented and typical of the indie genre. The audience are drawn in by this, and if they read into the article can see that she is a fun and lively character which means she can appeal to a wide genre of people including the mainstream who may want to research the artist based on her appearance and come and see her on a cheap low cost venue which is advertised on the poster. This could further appeal to students as with little money they could easily and go and see a small time indie artist as tickets too see large mainstream bands and artists at the 02 is expensive.

Planning Lighting and Colours

Lighting and colour within a music video is used to portray both the mood and feel of a music video. The changing colour can have connotations with hidden meanings, perhaps black and white to show a memory and also high key lighting to show a happy part of the video and low key lighting to express dark themes within the video.

Include still images to support your points

The lighting we will include will vary considerable and will not always follow conventions of mood. Whilst in the inner city at night we will use dark colours to show the reckless behavior of the teenagers smoking, and we will also shoot our artist and her boyfriend under blue light which will give of a cool edgy vibe typical of an indie video. During the day time high key lighting will express both happiness and arguments within the council estate. This is because it will show that during the day the turbulent relationship continues. In the bedroom scenes we will use low key lighting to show the intimacy between the couples and the tension  between the two people.

The blue colour connotes a cool and edgy atmosphere which will show the artist in a diverse environment in the inner city. This will be reflective of the indie genre and show the artist to be iconic and make her successful to the audience. The low key lighting with the glow of fairy lights and candles used in the bedroom scene shows passion and we will also edit more colours into the editing style to express the indie and pop vibe to the audience to make the video more interesting for the audience and highlight the diverse locations used in our videos. Low key lighting will further show the different outfits that will be indie and edgey therefore marketing our artist as different and showing her in a desirable and unique light.

The lighting and colour subverts genre, with the indie genre focusing on diverse iconography and heavily looking at the narrative of the video which we will show through high key and expressive colourful lighting aswell as low key moody light effects that will portray the raw emotion in the video, this is typical of the indie genre. The audience will be able to gain a deeper understanding of the song through our use of lighting showing the happy memories expressed throughout the video. This choice of lighting makes each specific scene stand out and make the video easier to understand for our target audience and engage them on different levels.

This relationship will continue to build as the audience will be able to see the diverse locations used including inner city areas and council estates around London. This will help with the understand of the narrative and show the artist in a realistic setting and make her and boyfriends relationship exciting and realistic. High key natural light will show this reality, with exciting and reckless behavior at night evoking emotion in the artist and fulfilling there request for a reckless and diverse figure.

Planning Artists Image

The artists image to the public is a vital aspect of any music video. Countless artists in the music industry frequently change there image as they grow as an artist. This is to convey them as a trendsetter and to show them appealing to the changing trends of the fashion world. By having a strong image the artist can also attract new and diverse audiences which ultimately makes them more successful as they show themselves appealing to a variety of genres.

Our artists image will move away from Nina Nesbitts relaxed indie pop style and we will aim to create a more rebellious iconic figure.The reason for doing this is to really differ from the artist we picked and build on her style which will ultimately appeal to the audience, as they want to see a rebellious figure within the video to make it more exciting. Our video will be more successful because of this because we will in cooperate ideas from dyers theory of an ordinary turned extraordinary girl which will seem iconic for both an indie and mainstream audience. Goodwin's theory also supports this choice as rebellious artists are said to excite a younger audience, and edgy clothing will make our artist successful through fashion as she will appear a trend setter.

An example of the Grunge style 

We want our artist to appear hedonistic and strong minded. This will appeal to the young audience of 13-22 year old's as the artist will be effective at influencing the trends of young people as well as being someone young females can look up too and be idolised by them. Like Nina the image we want to create for our artist is a strong independent woman who isn't afraid to play around with boys and have fun. We will convey this through a typical teenage relationship with problems and arguments as well as affection and intimacy shown throughout. Goodwin's theory is in co-operated in these choices as the fact our artist is being pursued by men makes her sexually attractive and therefor our artist is more successful at marketing the song because she appears sexy and an iconic established figure breaking onto the music scene. We want our artist to dress with her boyfriend in edgy grungy clothing to look sexy and desirable for our target audience. This differs from Nina's style, as we want to give our artist more of an iconic and alternative style whilst showing her playing the guitar which appeals to the indie genre as well as more of a grimy pop audience. Using a variety of unusual trends makes our artist individual meaning she's bringing something new to the music industry making her more of a success.

We were inspired for a variety of images of indie artists and also rebellious female icons.
We found love by Rihanna inspired us to use similar clothing as Rihanna as she is a successful example of an edgy artist who isn't afraid to try new things and appear iconic. We did however find some of her attire slightly risque for an indie artist, therefore looked to Nina Nesbitt for further inspiration. This was so we could have maximum appeal to our target audience of 12-23 year olds. We wanted to expand on Georgia's actual style as well to make our artist appeal more realistic. By taking into account Georgia's style we were able to make the image of artist more diverse and also appeal real and not posed to the audience. This helped our audience connect more to our artist, and also see the diverse indie clothing appeal stylish and iconic.

An example of the clothes we've used is as follows:

The outfit chosen for the performance was a fix of leather and denim, with pop influenced crop top and neckless. The reason for this is we believed the outfit worked well and also the denim shorts and bandanna worked very well for an indie artist. The fact the outfit wasn't too much also made our artist more relatable and not only did it sell the indie style with conventional indie clothing such as DR martens being worn by Georgia, the outfit also appears iconic and gave our artist a wow factor. The fact the target audience can relate to her more also makes her more of a believable artist and they would wish to copy her style making her an icon which ultimately makes our artist a success.

The influence of We Found Love and the way Rihanna portrays a turbulent relationship has influenced our decision to show a relationship in this way. We will use editing techniques in order to show the artist around London much like Nina Nesbitt in her 'stay out' music video. This will ultimately appeal to our target audience by showing our artist and her boyfriend to have exciting lives,

and make the audience wish that they were like the artist shown in our video. In summary the image of our artist is very important and we want the fashion used to be out of the ordinary and different in order to appeal to the audience and both the indie and pop genres. The behaviour of our audience will be young and reckless, which we found out was the main thing our target audience wanted to see in our Vox pop and questionnaire. The image of our artist further conveys to the indie conventions, as the unique style and guitar is conventional of an indie artist yet her image will also appeal to current fashions and mainstream fashion. The reason for this is so that our artist can appeal to a wide genre of people and also will be made more successful by the strong relationship our artist has with her audience.

Planning Editing styles

The purpose of editing is to manipulate and put together a variety of footage in order to form a finalised narrative of a music video. Editing is important  as it allows the director to choose different shots and put them together in order to display to the audience the desired feel of the music video.What is the purpose of editing?

Editing is the process in which footage is manipulated in order to create a desired narrative. Edited can be performed on a variety of platforms, one being Final Cut pro. Editing is successfully used when the audience understands the narrative, with editing frequently being used to evoke certain emotions within an audience and change the way in which a piece of film comes across. Editing is able to create continuity and footage can be changed via tools such as re time and merge in order to create a different reaction from the audience. Without editing, productions would be of a lot slower pace and the desired effect of footage may not be fulfilled. Editing also allows the producer to edit tints and filters on to the clips giving a variety of different attachments to the footage which make the film more successful and impacts the audience at a higher level. By using editing the producer is also able to exclude mistakes that may have occurred during the filming process, and overall editng makes a film have a larger impact on an audience which makes the film more successful.



What style will you include and why?

The editing style we will use will correlate with the indie music genre, and we will use editing to fit in footage of both narrative and performance with the timing of the song. This will be evident when we portray the fast paced nature of the relationship during the chorus, as a variety of clips will show the on screen couples affections. These clips will merge into one giving the audience a greater understanding of the reckless teenage behavior that we are trying to successfully portray. Our editing will also include inserting particular tints to show a sepia type of aged footage, this will make our narrative more interesting and conventional to the indie audience as well as showing the audience that certain clips differ from others. This will be particularly useful when we show the artist reminiscing about memories of her and boyfriend together.

We will also include the following:

Merge Cut

The merge cut is created when inserting two pieces of footage side by side, the slight overlap allows the audience to view two (sometimes contrasting clips) in one swift montage. By using this within our own music we will be able to display a fast paced and reckless relationship with many events and random activities show casing the rebellious teenage relationship to the audience. We will also use this technique when showing the pub named 'the apple tree' which builds a higher lyric visual relationship, as the song title and pub name are the same. This will let the audience relate to the meaning behind the song, and the editing during the chorus will subliminally tie in these messages to the audience, making our video more understandable and successful.

Colour filters

Colour filters are dragged onto the clip and change the overall appearance of the footage. This will be used when displaying the memories of the artists boyfriend, this combined with slow editing will enable the audience to see a distinct difference in each clip therefore indicating that the certain part of the video that has been edited in this way is actually in the past. This will make our video have a greater impact on the audience and give them an insight into why the artist is performing the song in an emotional way. The memories shown will have the sepia and black and white filter over laid in order to show negative and reckless memories that will have an poignant effect on the artist. By doing this we are impacting the audience who will feel a greater sense of empathy towards her.


Re time

The re timing of the clips is a simple technique used to manipulate footage in order to speed up or slow down the clip. This will be used though out the video in order to express the fast paced relationship on screen, and also show the slow poignant memories that mean a lot to the artist. By using this we also have a greater control of the pace of the video, and we can build tension more effectively making our video more visually stimulating to the audience.


How is your editing style conventional to your music genre?

Our editing style is conventional to both the indie and pop music genres, as we are displayed a fast paced sequence showcasing the rebellious nature of the artist and her boyfriend. The desired effect by doing this is to make our artist iconic and inspirational something which the indie music genre also aims to achieve. The edits within our video will keep the grainy vintage feel to the clips, again a convention of the indie genre. We will break conventions in order to achieve a more impacting narrative, as we will conform more to a pop based genre by displaying a rebellious teenage couple who get up to random and unexplained activities. This is effective as it will make our video more interesting and diverse to the audience. Our video will also follow the conventions of indie as we showcase our artist as a raw talent by using jump cuts to switch to our performance side of our video which will show our artist as a raw talent, focusing on her guitar iconography. This is conventional to the indie genre and will make our video a greater success as we are appealing to both mainstream and alternative music genres.


How does it build a relationship with your target audience?

 The editing within our music video will create a higher bond between the lyrics and visuals. By doing this we will be able to show case the song in a more exciting light, which will effectively transfix an audience. The sepia tints and merge edits will also make our video more exiting and conventional to the indie genre therefore appealing to our target indie audience. By show casing the relationship as fast paced we will match our editing styles in order to make both elements work alongside each other, The depiction of the couple will also appeal to the audience who will be inspired by their activities and view our artist as iconic and a trendsetter. Overall our video will appeal to our target audience of 13-22 year olds, and will also be in keeping with the indie music genre. By re timing our clips will be able to show case our artist as a raw talent by shooting her with a guitar making her appeal more to the indie music genre, as well as having an exciting and turbulent relationship which via our fast paced editing will appeal more to the pop mainstream genre.

Planning cinematography

The purpose of cinematography is to highlight to the audience the different angles and points of view throughout the narrative and performance of the music video. Camera angles positioning and movement   can display a variety of different locations which express the image of the artist and therefore targeting the artist for a specific audience which makes the use of cinematography effective in marketing and the artist more successful.

During our music video we want to use a variety of camera shots, an establishing shot will set the scene and show a rural setting which shows the distance between the couple and also allow the audience to focus on just them together. This is conventional for a pop song when establishing the scene as it draws in the audience and builds a relationship with them as they become interested in the couple and how the narrative will unfold. A further camera shot we wish to use will be the mid shot. This will be effective in displaying the instruments being played during the performance, which is typical of the indie music genre which we are trying to appeal too as they generally feature instruments in there music videos. This is conventional of the genre, and will also fit in with the narrative with our song as the audience will be able to see the artist in a new light and see that she has moved on with her past relationship, therefore evoking emotions from the audience for our artist which will build the relationship between them. 

Another camera shot we wish to include will be long shot this will be used in Brick lane in order to show the audience the location. This will appeal to the audience as they will be able to see the couple in an edgy east London location, this will make our video more appealing to a young audience who will be  impressed by the arty and interesting urban landscape. This will also be conventional of the indie genre, and sell the artist and her boyfriend as unique and individuals which again appeals to the audience. Finally we also wish to include a close up shot, this will be used when focusing on the face of the artist, this is effective as it will show the raw emotions the girl is feeling and will build a relationship with the audience as they will feel sorry for the artist and be able to relate with her as they may have gone through something similar. This shot will make our video more successful as it will convey the typical ups and downs of a teen relationship.

Planning, Setting & Iconography

The purpose of settings within a music video is to set the mood of the song and to build a relationship between the audience and the mood/setting, this overall makes the video more successful. Diverse iconography and props can also make a video more successful by being diverse playing a role in the narrative. these aspects of a music video also make the video more understandable and instruments used for example such as guitar can portray the music genre e.g. rock, indie and alternative.

still images from video

what settings will you include and why

We will include a variety of settings such as:

• A bedroom
• A singular tree ( performance 
• A dead tree (narrative)
• Brick lane
• Liverpool Street
• City streets
• A House

The settings used will be a bedroom, this is to show a young persons relationship and the way that the couple on screen relate to each other in private. The dead tree will symbolise the problems in this relationship, yet the alive tree by the lake will be used purely for the performance of the song. This will be successful as it will symbolise the female character moving on and looking back at past relationships. The city streets will be good as we will use camera techniques to show the fast moving pase of the city and how the male and female are standing still. This will get across the narrative of just including the couple as it shows that nothing else matters to them apart from each other. This is typical for the pop music genre as it conveys a typical teenage relationship and build more of a relationship between the audience and the artist which makes her more of a success. Brick lane will be an idilic setting in order to show the edgy side to the artist and display an interesting urban setting which is typical of an indie music video. Not only will this setting be conventional, it will show the audience that the artist is edgy and cool which will make our video more successful because a young audience will wish to follow the artists style and she will become a trend setter. Using a house setting will be conventional for a pop video and it will show the couple in a new light. This will make the artist ordinary therefore relating to the audience and making our video more successful

In addition to to this we will use the following iconography:

• A guitar
• Cigerettes

The setting is important within our own music video as it portrays the mood of the on screen relationship and the audience can see the reckless behaviour of the characters as well as an unconventional teenage relationship

• what iconography?

how is setting and iconographt conventional to your music genre

how does it build a relationship  with your target audience.