Evaluation Question 2

When creating the digipack to accompany our music video I had to ensure that all links between products and genre were consistent. I conducted research, which has been logged in previous blog posts.

The artist of which I am promoting fits the genre of ‘indie pop’, subsequently I researched other existing indie pop artists and their existing products.

I found a series of reoccurring qualities and symbols, these included:• ·Not including the artist face as the most important feature – when

researching behind this I found that the indie pop genre puts more focus on to the promotion of the artists music as that is what they value most important rather than self-brand.

For example, The Killers album cover:

• ·Neutral analogous colours – this contrasts to pop artists who commonly use bright, primary colours.

Similar to the 1975 album:

• ·A significant font that creates a logo

Like Ed Sheeran:

To create my digipack I first had to pick the images to use. I conducted the photoshoot for the digipak on the same day as filming. I chose do this as it would ensure that continuity between the artists’ appearance and the landscape of the shoot in terms of lighting and weather would be of maximum quality.

We had to conduct a second run of filming due to needing more footage. In order to maximize continuity levels, prior to filming we checked the weather which was forecast to be dry and bright which were both suitable conditions for filming and similar to the weather on the day of first filming.

We also conducted a pilot filming session on a day with similar weather conditions to ensure the best potential footage. Similarly, we watched existing footage and mate notes of props and poignant features of the clips, we then contacted our actors and transferred the list to them to ensure that they appeared to be exactly the same in the second lot of filming. We took the same approach to filming as we did the first time as we thought that this was successful, beforehand we made a list of shots that we had to include to eliminate the possibility of a third shoot. Overall, I think that the continuity between imagery throughout the products is consistent.

In terms of editing, post-production software was used in both ancillary tasks and the main task. Editing the images for the digipack and was quite vast therefore I had to ensure that I made note of the process I took so that I could apply this to all images used in the task. I used filters that gave the images a warming tone which links to similar products in the genre. Regarding colours, I chose to use more muted, natural colour tones including green, brown, black, white and blue. In contrast, had I used bright, vivid colours such as pink and yellow this wouldn’t have fit the ‘indie-pop’ genre style. Instead, I decided to enhance the natural colours that were captured in the shot to make the key features such as the grass and the guitar more enhanced.

Similarly, the shoot for the digipack imagery was captured on the same day as the filming, I made this decision to ensure that continuity of imagery was at its highest level.

In terms of fonts, I decided to create my own font that isn’t default to Photoshop, this meant it would create a unique logo for our artist title. To do this, I used a font generator online that allowed you to choose different styles and combine these together to create a unique font. I chose a slightly rustic, hand writing style font as this links to features of the indie pop genre. This then transfers to be the main font of the digipack. The font to display the artists name ‘Will Fraser’ then creates a recognizable logo. In terms of audience, they will then be able to recognize this as the distinct font of the artist. This title was used on both the digipack and album poster to promote Will Fraser’s identity.

Throughout the digipack and the video the guitar becomes a recognizable symbol for the artist. Linking to the genre, the artists own image and face isn’t always heavily focused on. Therefore the guitar becomes one of the strongest links to be recognized by the audience. The audience is able to recognize the guitar as an icon that links to the artist due to its feature in the music video, album poster and digipack. However, I decided to use an image of the artist displaying their face on the inside of the digipack as I think that it is important to allow the audience to be exposed to the artist. As the indie pop genre is most typically new, emerging artists they need to display their face onto products to ensure that the audience can recognize them, therefore enhance audience response, hype and response.

Overall, I think that our products all have sustainable links between them that relate to our genre and representation which have been demonstrated in this evaluation.