An evaluation answer for my A2 music video

1. QUESTION 1 PART 2
MILLICENT SHARRATT EVALUATION

2. TYPICAL CONVETIONS OF A DIGIPACK.
Like the research process of my music video, I
conducted some research for my ancillary tasks
before brainstorming and creating my digi pack
and poster.
From the research that I conducted I found that
there were typical conventions of a digi pack…

3. • The front cover usually portrays either an
image of the artist, a symbol that presents
them in a certain way, or an abstract piece of
artwork ….

4. • The front cover usually portrays the name or
logo of the artist and the name of the album

5. • The back cover usually presents the track list of the record,
the barcode and additional information about the record label
of the album and websites relating to the artist. This
information is usually placed in a discrete place …
• Inside of a digi pack, includes the insider cover, the tray and
the cd disk its self. The digi pack usually presents a consistent
style, regarding the colour scheme and images, to create a
sense of continuity.

6. I HAVE PROVIDED A VIDEO CLIP THAT NEEDS TO BE
WATCHED IN ORDER TO UNDERTAND THE FURTHER
CONTENTS OF THIS EVALUATION. PLEASE WATCH
THE VIDEO CLIP BELOW THIS PRESENTATION.

7. How has my digi pack conformed and
subverted the typical conventions?

8. For my digital I decided that I wanted to include
an image of my artist on the front cover due to
his bold star image and persona. I centered the
main image in the middle of the digi pack, a
typical convention used by most digi pack’s. I
have done this as this will attract my audience’s
attention.
I have also conformed to the conventions of a
digi pack as I have included both the title of the
album and the artists name on the front of the
digi pack, as this enable the audience to
recognize my media product. Another similar
convention that I have used in my digi pack is
the theme of continuity of the images used in
my digi pack.

9. As you can see, on the front of my digi pack included
the name of the artist and the name of the album cover.
I have used a specific font type that flows with the style
of the digi pack. I have conformed to the typical
conventions by placing the name of the artist and the
top of the digi pack, as this is where my audience will
firstly focus on when purchasing the album. Underneath
the main title lies the artist him self with the name of
the album situated to the left of the artists face. I have
subverted the convention of a typical digi pack, by not
placing the album title in the center of the digi pack. BY
distributing the album title to the side of the digi pack,
this helps to add a different style and purpose to my
digi pack, making it stand out the in market.

10. It can be argued that I have subverted the
usual conventions of a digi pack, due to the
fact that I have not used an abstract image
for the main image of my album cover. Due
to my star’s bold image and persona, I felt
that it was only appropriate for the artist to
be presented in some way on the front cover
of the digi pack. Despite the fact that I have
subverted the typical conventions of a digi
pack, I have edited the main image in a way
that can be justified as abstract and surreal. I
have used the overlaying and opacity
technique to create an abstract effect on the
main image of my artist. This effect that I
have applied to my main image has
connotations of madness and insanity, which
helps add to the specific persona of my artist
him self.

11. Here I have contrasted my
dig pack, against the
existing digi packs that I
have analyzed. As you can
see I have subverted the
conventions of this genre,
as I have used an image of
my artist on the front cover
of the magazine….

12. I am most proud of how my back cover turned
out, as I feel that this attribute of my ancillary
task looks the most legitimate, against all the
other aspects of my dig pack. I have conformed
to the conventions by using the same colour
scheme of black and white and using the same
font as the front cover of my digi pack. I have
also included 13 tracks on the back cover of my
digi pack. I did this as the number 13 presents an
unlucky number. I feel that this could leave
connotations of strangeness which fits with the
style of my star image. Ways in which I have
conformed to the typical conventions of a back
cover include the main title situated at the top of
the digi pack, the barcode, and the information
of the copy right and record label details on the
bottom left hand corner. The way in which I have
distributed the visuals of the digi pack, conforms
to the typical conventions of a digi pack, as this is
the structural way of how my audience will read
my back cover.

13. I have included the logo style on the back of my digi pack to increase the level of
continuity through out my digi pack as this is proven to be a successful way in which
album covers and digi packs are marketed. I have adapted the style of over layering
and re positioning the text, so it relates to the main image of my digi pack.

14. WAYS IN WHICH MY LOGO DESIGN
CONNECTS TO MY MAIN IMAGES…

15. I have applied he overlaying technique to the font and the main images of my
digi pack. I feel that this connotes a sense of insanity which relates to my
artists persona and star image. Its easy to notify how the font and the main
images relate as I have made it obvious how I have modified both the font
and the main images. This attribute to the design of my digi pack is very
significant, and helps to add to the specific style of my products. This suggests
that I have conformed to the certain conventions of digi packs as I have
focused on creating a certain style through out my product.

16. I have situated the information of my record label in the bottom left hand
corner of my back cover due to its little significance to my audience. This can
be seen on other digi packs that I have analyzed at the beginning of my
research.

17. Like all existing digi pack I included my own record label and copy right
information. I have created my own record label brand for the production of my
products called “MSharrattRecords”. I have conformed to the conventions by
including this logo on all of my products and even at the start of my music video.
This logo is often seen through out my digi pack. Therefore, I feel that I have
contributed to the ways in which my media product conforms to typical conventions
successfully. By including this logo through out my digi pack, I have ultimately created
a sense of style and continuity, which helps add to the realistic effect of my products
A SCREEN GRAB FROM THE
BEGINNING OF MY MUSIC VIDEO

18. I have conformed to the codes and conventions by including a record label logo on all of
my media products. Like existing products I have included an image that relates to my
record label company, like most record label companies do. I have also included the
phrase ‘records’, which links to the idea that the logo relates to the purpose of the logo.
However, it is clear to see that I have subverted the conventions, as I have used bright
colours for the main image of my record label.

19. The use of my record label logo
through out my product….

20. The initial design idea of the inside of my digi pack was
to have the tray of the digi pack interactive with the CD
disk.

21. The CD disk would sit over the image of the artist so the words “NORMAL PEOPLE
SCARE ME”, would be revealed above the disk. It isn't until the audience take the CD
from the tray, and the artist is revealed, but in an abstract form.

22. I have conformed to the conventions of a
digi pack as I have included a tray image
for my disk to sit on. However, I have
challenged the conventions by changing
the style of the image so it does not suit
the other images. I did this to break up
the strict style of the digi pack, and to
interest the audience. I like the simplicity
of this effect, and the connotations that
the audience may perceive from
observing the tray image. I have placed
out the two images as if they were
presented in the form of a digi pack, with
out the CD Disk.

23. Again, I have included the
copy right, date, disk
company and record label
logo on the CD disk. Which
presents how I have
conformed to the typical
codes and conventions of a
digi pack .
I have used the logo of my
album on the front of the CD
disk, to show continuity and
fluidity through out my digi
pack. It is noticeable that I
have sued the same font style
and colour as my front and
back cover.
I have conformed to the codes and
conventions of a CD disk, as I have
included an image of the artist as the
background of my CD disk. This again
creates fluidity and consistency of the
contents of my digi pack.
The name of the album is
presented on the front
cover of the disk

24. Most digi packs include a thank you page some
where with in the digi packs. I have used this with in
my digi pack design as I believe that this makes my
digi pack look very successful, this therefore shows
that I have conformed to the codes and conventions
of a usual digi pack. The thanks page usually
presents a personal message from the artist to the
audience, to create a more personal relationship
with both the artist and the audience. I have also
shown that I have conformed to the codes as I have
used a fluid colour scheme and font style through
out the design of my dig pack. The use of black back
ground with thin white font with large spacing
between each letter, suggesting that I have paid
attention to detail when designing the contents of
my digi pack.
I have applied this feature of using quotes from my
artist to use through out the design of my digi pack.

25. I have applied this feature of using quotes from my
artist to use through out the design of my digi pack… By including this feature this enables my audience to
understand the artists star image and personality.

26. SPINE
I have conformed to the structure of a digi pack by creating a spine. I have included
specific information, such as the artists name, album name and serial number. This
therefore shows that I have conformed to the conventions of a digi pack as the spine is
an important feature to the design of a digi pack .

27. HOW HAVE A CONFORMED TO THE
CODES AND CONVETIONS IN MY
POSTER?

28. THE USUAL CONVENTIONS OF A
POSTER…
The name of the artist is going to be the biggest and boldest text on the poster. Followed by a picture of the artist, this promotes their
album, and themselves for the audience.
Like the artists name, its equally important to advertise the albums names which is usually the 1st or 2nd priority when choosing font
size and colours. Its important this is successfully advertised to the audience.
Its key that the advert and the poster image are the same as it creates a sense of brand identity allowing a customer to find it easily. Not
only, the image is something that represents the artist or their music and is bold and bright to the audience. The one I’ve used for
example is a great representation of the artist and the album.
Not only are the posters advertising the artist and their album, but also the record company as without these, producing and selling
music wouldn’t be possible. The logo is usually placed at the bottom of the poster or in the corner and very small to the eye.

29. This is my final product for the poster of my digi pack. Through out the
process of researching into existing digi packs I have notified that existing
digi packs include all the same attributes to the main cover of the digi
pack. I have conformed to the usual conventions of a poster by including
the main image used on my digi pack on the front cover of my poster. I
have included the same faded effect of the main image on my poster, to
promote continuity across all of the products that I have produced.
Like other digi packs I have used large font for the most important
information, including the album name and artists name. The small fonts
are less significant to the larger fonts, this shows that I have conformed
to the codes and conventions of usual posters in the advertisement
industry.
The way that I have distributed the fonts of my poster also shows how I
have conformed to the conventions of an existing poster. The fonts are
placed in order of importance, with the artists name placed at the top of
the poster, followed by the name of the album, which is presented in the
same way as the front cover, thus showing a sense of continuity from the
poster to the album cover. This will enable the audience to recognise the
poster and have an understanding of what the album is going to look like.
I have also made it possible for my target audience to gain an
understanding of what the album will look like, by including a small image
of the album cover below the text ‘DEBUT ALBUM OUT NOW’, by placing
the album underneath this text this shows to the audience the purpose of
the poster.

30. MISE EN SCENE :Most posters present a certain mise en scene to their target audience
which will encourage new audiences to show an interest in an artists new
album.
In my poster I have used the
same lighting effect as the rest of
my media products this will
portray a certain style to my
target audience, attracting those
from a specific target audience.
This dark lighting also connotes a
cynical atmosphere. The dark
lighting that I have used to cover
up half of the artists profile
suggests that he has two
identities, whi9ch could be
relative to the story line of my
music video, but can also suggest
another identity of insanity. The
fact that the artist is shown in a
calm state with only half of his
face on show suggests his loss of
sanity.
The white font against the black
background presents a sense of
simplicity my target audience,
so they are not over whelmed
by the intense main image
below. I have done this so the
audience focuses on the
importance of the artists star
image. However I have used an
effect on the font, to present
connotations of insanity,
ultimately mimicking the effect
of the main image.
The artist is shown
wearing way out clothing,
which relates to the genre
of his music. This
contributes to the mise en
scene and style of my
poster, as my audience will
be able to justify what
type of music the poster is
advertising. The bright
colours contrast well
against the black ground to
show how the artist
contrasts to the so called
‘normal society’.
The darkness of the image
represents the monotonous
society that the artist is
surrounded by. The artist is
well lit to show how he stands
out from society.

31. Mise en Scene in existing posters…
I have conformed to the conventions of existing posters by understanding the importance of
mise en scene, as this helps the audience to understand more about the poster just by
observing the main image and over all style of the poster. Most posters present a specific
mise en scene to show the type of genre that the artists associates their music to. From
looking at my poster it is clear to see that the music is most likely to be psychedelic rock, due
to the clothing and persona of my artist. With existing albums it is clear to distinguish the
differences between types of genre.
I have compared my music advertisement to the
Doors music advertisement to show how existing
advertisement posters present a certain mise en
scene that relates to the genre of music that they
are advising. As you can see the Doors music
poster uses dark lighting, and simplistic colour
scheme to promote a cynical atmosphere. When
looking at the poster, it is clear to identify the type
of music that the advert is endorsing. I have
adapted the dark imagery of the doors advert to
my own digi pack and poster, this can be seen in
my Tray for my digipack.

34. By comparing my own poster to other existing posters, I have come to the
conclusion that I have successfully conformed to the usual codes and conventions
of a musical advertisement poster.
By presenting the artist in the middle of the poster, and anchoring the text
surrounding the artist, this will successfully draw the audiences attention to focus
on the main image of my poster, ultimately this will encourage the audience to
analyse the poster and become interested in the album its self. This shows that I
have conformed to the conventions of a music poster, by situating the main image
in the centre of the poster.