“How did you use media

technologies in the construction

and research, planning and

evaluation stages?”

Digi-pack Construction

RESEARCH AND PLANNING We searched the internet for the digi-packs of similar artists. Websites such as Pinterest and Google images allowed us to find a variety of artists, we then based the design, style, symbolic/technical conventions and colour scheme of our digi-pack to that of female artists in the same genre. By drawing influence from existing R&B digi-packs we were able to utilise symbolic conventions such as having the female artist dressed provocatively and holding powerful, feminine poses. This would connote and emphasis her female empowerment message by embracing her strength and sexuality. Not only would this embody and appeal to the ideologies of her female target audience (18-21 years old); it would also attract a secondary audience of males who would find her attractive. It is a proven formula that has shown to be successful for example Mariah Carey’s album ‘The Emancipation of Mimi’ (which we were inspired by) was praised for it’s style and strong feminine presence; a BBC Review stated “This is undoubtedly Mariah Carey's strongest album”- (http://www.bbc.co.uk/music/reviews/h3rg/). By following in the footsteps of famous album designs our target demographic would connect with it and find it recognisable and therefore buy it because it showcases the genre which they listen to.

During the research and planning stages for our digi-pack we kept in constant communication using Facebook, we created a group chat. This was so that we could all stay on the same page and

remain organised. It was also really helpful because we could share ideas and inspirations and discuss them.

PRODUCTION

➤ We used many different technologies during production, such as a fan to blow her dress and hair, this gave a movement to the still photographs.

➤ We lights to create different shadows on her body ➤ We used a white balance board in order to achieve the

correct colour balance in the photos.

PRODUCTION

Overall the professional quality and recognisable technical/symbolic conventions of the digi-pack will draw existing audiences in the genre (R&B), to buy the album because they are acquainted with the trend/nature of the digi-pack.

For the photographs we used a Canon 1100d. The camera allowed us to capture high resolution images. We tried to imitate the technical conventions seen in professional photo shoots by not only having high quality images but with the angles we shot at. We experimented with long shot’s so that the entire body of the artist was captured, this way it would convey her domineering and diva persona.

Mid-shots connoted a more intimate and open-side to the artist allowing her to connect to her target audience.

By appearing vulnerable and open in the mid-shots and grand in the long shots, it plays on the Dyer Star theory paradox “A

star must be both ordinary and extraordinary”. She is relatable but also an idol in her own rank, therefore it creates

interests for her. The design we were going for was to have her facing the audience for

the cover and have a shot of her back on the back cover. This was to allow the audience to have a complete front/back look at the

artist especially if its a debut album. Similarly, Beyonce had a comparable solo

debut dici-pack (Crazy in Love). This style of digi-pack may be familiar and even

nostalgic for R&B fans of older and very famous album’s of the R&B genre.

We organised a shoot day to photograph the artist for the album cover. We used soft-box lighting, so that we could get an even and radiant glow on the singer when we photographed her. This technique accentuated her appearance and made her look more striking. We found that we were constructing our star image, as Richard Dyer’s star theory explains. Dyer’s star theory states that stars are constructed by the institutions to be consumed by audiences. They are made to look extremely beautiful so that audiences develop an obsession with the artist. Overall this would sell more albums because more people would be drawn to the artists look and physical beauty. This would draw in female audiences who would want to attain her look and secondary male audiences who would be attracted to her looks.

POST-PRODUCTIONIn post-production, after capturing the photos from the photo-shoot we transferred the images to a MackBook Pro. The laptop is efficient and has enough storage to process the images in. This was helpful because it allowed us to store the images directly on to the computer instead of using an external hard drive. Therefore it made it quicker to transfer and load images, since they were already on the laptop. The MacBook Pro has a retina display, this means it has a resolution of 2880 by 1800 pixels. As a result of this high resolution it meant that we were able to see the pictures in the highest quality which made it easier to edit in further stages. The overall result of using a MacBook allowed us to process and have the best quality images we could get. This would add to the final polished look which we were going for. This would also follow Dyer’s and Negus’s theory that artists are created for the consumption of audiences by institution. It would also match the technical conventions seen on many famous digi-pack. Most pop-stars have extremely high quality pictures on their digi-pack; this is not only because it looks much more refined and professional. Due to albums only containing the music (audio) there are no visuals for it, therefore the dici-pack is an important visual quality because it tells the story of the artist and album.

POST-PRODUCTION

➤ We used websites such as DaFont to find the exact font style we wanted for the digi-pack, we looked for hours for the perfect font that was edgy and in a handwritten style, that could still be legible.

POST-PRODUCTIONWe used Adobe Photoshop to create and edit our digi-pack. Adobe Photoshop permits you to alter images with various tools which can change the picture completely. One of the major tools we used was a ‘lasso’ tool, the tool was able to accurately select the body and hair of Nandi (our singer) from the image so that we could separate her from the background. This made it possible to change/edit the background while not affecting Nandi. We made the background pitch black, this emphasised her body outline and features while hinting at her dark and mysterious star image. Following Negus and Dyer’s star theory we wanted to create the image of our artist in order to intrigue audiences. On the cover she is confident and beautiful, she also has a hint of seduction and secrecy that will draw interest for audiences to purchase her album. On top of that we placed Nandi in front of the title for the album; therefore connoting her importance as being more important than the title which contributes to her overall star image as a diva. This is similar to many female ‘diva’ artists who place themselves closer and in the middle of their album covers, so that they are the main focus. Additionally, the artists target audience of 18 to 21 year old females will be drawn by the strong feminine way in which she is represented (this is done by having black so that she is emphasised; also by having her placed in front of the title). Her target audience will be feeling that she is representing their ideologies of being independent and strong. It will also draw a secondary audience of males who will be attracted to the album because her looks are given importance on the cover.

The End