evaluation

1. Craig Newton
The brief wasto produce a digipakandan A4 albumadvertisementfora newUK artist,usingthe correct genre conventions. AsI chose the genre of Indie
Rock my initial andfinal ideafollowedthe conventionsof the genre,whichIresearchedandexplored indetail.ThismeantthatthisnewunderstandingI
gainedhadto influence myplan.Forexample,due tothisImade the decisionformydigipakdesigntomake the picturesmonochrome.Thisisbecause of
itshighprevalence due topopularityinthe genre.
The pre-productionphase of mydigipakwassuccessful,due toasa majorityusingmyoriginal plansinthe final product.Thisclear pre-productionwork
allowedme tohave a clearideaof whatmy tasksto complete onthe shootwere,andhowto do them.ThismeantthatI was able tocomplete the shoot
quicklyandefficiently.ThisthereforemeantthatIwas able to stickto my plannedproductionschedule andutilise mytime fullyandeffectively. However,
uponreflectionitwouldhave beenbeneficialtomy final productto experimentwithdifferentlightingconditionssothatI had todo lessmanipulationof
the imagesinPhotoshop,changingtheirlightinglevelsandcolourlevels.Yetthishasnot affectedmyfinal product,butit wouldhave savedmore time
whilsteditingthe imagesinpost-production.
The shoot wentwell asIstayedtrue to my pre-productionplanningandcompleteditintime accordingtomyproductionschedule.If Iwere tohave done
my shootagainI wouldhave triedtosource a wide-angle lens,asIbelievethatthiswouldhave addedtothe technical qualityof the imagesinthe final
product.

2. Craig Newton
I have designedmyDigipakinordertofitthe conventionsof the Indie Rockgenre due tothis
beingmyartist’sgenre of music.The frontcover of my digipak clearlydisplays the conventions,
due to the locationbeinganurban environmentwithnatural aspectssuchasthe riverand
reeds. Ihave useda monochrome filteronthe picture asthisisfeaturedheavilyinthe Indie
Rock genre,easilyidentifyingit.
I have useda contrastingcolourwiththe font comparedto the monochrome filter.Itisalsoa
colourthat is usedina lotof Indie Rockmusicdigipaks makingiteasyfora respective audience
of the productto identifythe genre of the product.Thiscombinedwiththe handwrittenstyle
of fontthat reflectsthe core ethosof Indie Rock, beingthatyoutry and doeverythingyourself,
consolidatesthis. Whilstalsobeingpredominantthroughthe genre;aidingarespective
audience asto the type of genre the musicis.
I have chosenmyactor inthe picture to wearclothesthatare familiarwiththe conventionsof
the Indie Rockgenre,suchas the blackskinnyjeans,longsleevet-shirtandtrainers.Thisagain
helpstoattract the correct targetaudience astheywouldbe likelytohave the same fashion
sense andidentify withactor(Artist) on the digipak.
I have alsochosenfor himto pose witha guitarinthe picture asthisagain linksbackto the core
ethosof the genre,allowingthe correcttargetaudience tobe drawnto the digipakastheycan
identify these conventionsof the genre andwouldtherefore be appealingtothem.
My initial sketch/ mock-upof the frontcoverof the digipakisverysimilartothisfinished
product.However,the postshooteditinghascausedme tocreate slightadjustmentstothe
final product. Suchas the albumtitle beingonthe otherside of the picture inthe bottomright
corner,insteadof the left.Thiswasbecause of the exposure of the photocausingthe title tobe
lesslegible againstthe brighterbackgroundwith the lightcolouredfont.Ihave alsoremoved
my initial ideaof includingthe artistDill’slogoonthe frontdue to itbeingtoochaotic and
clutteredfora respective audiencetodecipherall the informationataquickglance.I therefore
replaceditinsteadwiththe artist’sname (Dill) beneathhimtomake itclearhe is the artistand
“BurningBridges”isthe title.Ihave alsoapplieda“Parental advisory”sticker tostaytrue to the
genre’sconventionsthatoftencontainswearwordsinthe music,aswell asadheringtothe
legal aspects.Ihave alsoincludeda “dust” effectontopof the image ineditinginorderto
makerthe image appearmore worn and uneditedtocorrelate withthe ethosof doityourself.
To create the “dustlayer”I usedthe pentool withthe opacityat 100% alongwiththe hardness
at 100%, at a size 1 thisallowedme tocreate marksthat replicateddustoverthe topof the
image.To reduce the severityof eachmarkandcreate variationIusedthe erasertool withthe
same settingsappliedandpartiallyrubbedsome of the longerlinesout.
I thenalsoappliedablackand white filtertothe image,adjustingthiswiththe amountof red,
yellow,green,cyan,blue andmagentacolours.Iappliedthe “dustfilter”andblackand white
filterlike thisoneach coverof the digipak.

3. Craig Newton
For the same reasonsas the front coverI have selectedthe same fontandcolourforthe
inside cover, monochromephoto, “dust”effectandthe actor’sclothes. Toensure the
fontwas clearon eachcover I appliedastroke effectthroughthe blendingoptionsusing
size 8 outer.Thisalongside usingacomplimentingcolourof the actual fontaidedin
makingitmore legibleandclear.
I have chosenthisshotfor an audience toeasilybe able toidentifythe artist as“Dill”.
Meaningitwouldattract the correcttarget audience thatalreadyfollowthe artist,and
allowotherstoidentifythe name Dill to aperson.
By havingchangedthe focusof the photo I have made the foregroundsharperand
clearerthanthe background.Thisisso that youare immediatelydrawntothe actor’s
face and therefore immediatelysee whohe is.Italsofollowsadiagonal eyeline pathasI
have positionedthe lyricsof asong of the artist’s inthe top leftandmidrighteitherside
of the actor’shead.This guidesanaudience,toafterinitiallylookingatthe actor, to look
at the lyricsonthe top leftthenfollowadiagonal pathdownwards.
Thisshot iscompletelyaccurate tomyinitial sketch/mockup. Includingthe postshoot
editingwork, Ihave done tothe image.

4. Craig Newton
Thisagain withall the previouslymentionedaspectsthatthiscovershares have beendone to
stay true the core ethosof Indie Rockand itsconventions.
Thiscover was successful atbeingexactlyasIhad plannedinmyinitial drawings.Ittakes
inspirationfrommanyIndie Rockartists andothergenres artiststhatare linkedtoIndie
Rock, suchas Mac DeMarco andBruce Springsteen.
By havingthe handcentre in the image, ithelpstoguide anaudience’seyeline focuswhich
wouldthenbe drawnto the track list.
Below there isthe legal informationwhichisrequired,alongside the recordlabel logo;being
Columbiarecordsasthisis relevanttomyartistas a majorityof theirsignedartistsare Indie
Rock. Aswell asthe barcode whichis requiredformarketingpurposes. There isalsothe
CompactDisk Digital Audiologothatisrequired.Thesehave all beenpositionedcarefullyat
the bottomof the image so thattheydo not drawattentionawayfromthe track listand
picture itself.

5. Craig Newton
Thisdisc coversharesthe same qualitiesasthe other coversforthe same reasons,andis
therefore alsofittingtothe Indie Rockgenre.
The cover didnot needtobe alteredinanywayfrommy original sketch/mock-updesign
and issuccessful inbeingthe image Iwantedforthe digipak.
Thispage beingblankof wordscausesa perspectiveaudience tolookatthe rest of the
othercoversof theyalbumwithmore informationonwhichismore usefultothem.
Overall mydigipakwas successful andhasnothad to be alteredmuchif at all from my
original sketch/mock-up.Thismeansthatmyplanformy shootwas effective baraslight
error of my initial designof myfrontcover and not takingthe picturesexposureinto
account.

6. Craig Newton

7. Craig Newton
I have createda promotional posterthatwill work symbioticallywiththe digipak,asitusesthe
same fontand colouras well asusingthe same front coverimage andmonochrome effect.This
will workeffectivelyasitallowsaperspectiveaudience of the posterordigipaktoimmediately
be able to make a linkbetweenthe two.
The font colourand picture will againattractthe correct target audience,Indie Rock,due tothe
settingof the image andfont beingprevalentthroughoutIndie Rockmusic.
I have craftedthe promotional posterinsucha way,afterhaving explored“Zpattern
advertising”andlearningthe importance of eye linefocus,sothatyouare guidedasan
audience tofirstlookat the name of the artist“Dill”,thenthe artisthimself, thenthe album
title thenthe reviewof the album,finishingwiththe album’srelease date.Ihave chosento
presentthe informationinthiswaysothatthe informationiseasilydecipherable ata quick
glance froma perspectiveaudience.
I have placedthe Parental advisorylogoandColumbiarecordsinlarge atthe bottomright of
the posterinorder to attract the correct target audience due tothe Columbiarecordslogo.
Thisis because,Columbiarecords hasa large followingfrom othersignedartists meaningfans
of the recordlabel who see the logomaypique theirinteresttolookatthe posterand lookinto
the artist.Whilstalsowarningan audience of the type of musicthe artistproducesdue to the
Parental advisorylogo.Thiswill alsogiveaclear indicationtoa perspectiveaudience the genre
of musicthe artistDill producesandtherefore attractingthe correcttargetaudience asthey
recognise the conventionsof the Indie Rockgenre onthe poster.
To allow the targetaudience tofindoutmore about the artistafter havingdrawnthemin, I
have includedthe social mediaoutletsthatthe artistcan be foundonin the bottomleftcorner.
I have useda “dust layer”like howIhave incorporateditinmy digipak,usingthe same
settings.Ihave completedthe same processwiththe fontasIhave done on my digipak.
However,Ihave usedsize 13 stroke outerinorder to make the writingappearmore bold.This
againmakesit more legible toread.
Overall thisposterworkseffectivelywiththe digipakasthe twoare clearlyrelatedandcanbe
linkedif youhave seenone orthe other.
Overall,Ihave learntmanythingsfromcompletingthisunit.AsIhave learnt,abouthowthe
musicindustryisrun andthe hierarchyandjobrolesof a recordlabel. Duringthisunitmy
knowledge of PhotoshophasalsoimprovedasIhave learnthowto utilise multiplelayersanda
selectionof othertoolstomake animage appearmore distressedanddated.