Evaluation Blog Link

http://sophiesevaluation.blogspot.co.uk/

Shot Breakdown

Time	Lyric	Shot Info	Effect
0:00-0:13		Mixture of shots; all dull and grey; slow; mid shots all the way through; no variation; emphasise smoke	Slow motion
0:14	I can help you run away for good	Close up; lip singing; colours are still dull; focus on lips	Lips will have more colour but nothing drastic; still monochrome at this point; slow motion
0:20		First long shot; still grey (no colours) but hint of movement/dance; emphasise smoke	Slow motion
0:22	All for take what you had understood	Mid shot; slow movement; mix of shots; slow pace; emphasise smoke
0:25		Various shots of movement; slow; mysterious; emphasise smoke	Slow motion
0:30	All it takes is a little understanding	More personal; lip singing to camera again; mix with shots of movement; music picks up; quicken pace	Use prominent beat of music to guide editing pace
0:36		Long shots; her dancing is becoming more exaggerated; slightly quicker	Lessen the slow motion
0:38	After all don’t question if I would	Start with close up of lip singing, slowly zoom out to her chest, shoulders and head	Zoom
0:45		[Beat slows before picking up again]; mid shot/long shot; raise her body before dropping low	Slow motion; quicken the speed after beat picks up
0:45	Confess to me, make me feel it	Lights come in, (red, blue, white), dancing; mid shot
0:49	Confide in me, don’t resent it	----------‘’------------
0:54	Cause I can’t stop you	----------‘’-------------
0:55	For nothing	----------‘’------------
0:57	I’ll fulfil your desires for you	‘’	Slow the pace down as the music slows, and then quicken with the beat
1:02	Confess to me	This is a repeat of the chorus, the only change will be faster editing pace
1:12	I’ll fulfil your desires for you (x3)	Fast pace editing; bright colours; mix the frames with different colours so it’s like flashing, like a strobe
1:33	I can take the low	Close up (head and shoulders); uses her hands to draw attention to her face
1:34	Out of lonely	Show the loneliness she means – long shot of her on her own	Bright light behind her to make her the focus
1:40	I can stop the sense of slowing down	Make the shots slower towards the drop; the dancing lower (towards the floor) and mainly mid shots and long shots	Slow motion
1:47		Beat picks up again; emphasise this with fast editing and quicker movements	Quick edits; flashing colours; quickened frames
1:48	Don’t get lost in, if you only tell me	Long shot, showing her moving across the frame (side to side), through the smoke
1:55	I will help, just let me turn it round	Flashing colours, creates a ‘clubbing effect’ with coloured strobe	Fast editing
2:03		Music slows, revert back to initial shots of smoke and no colour	Slow motion
2:18		Slow down further; there is a beat in this section so edit to the beat, still no colour, range of shots from close up to long shot	Slow motion; slow editing
2:19	Only not to worry, no time left for me	Close up of her singing, varied with long shots of her dancing
2:35	No time left for me	Speed slowly picks up, still smoky and grey	Lessen slow motion
2:48		Music slows before picking up again, slow right down before quickening again; still no colour	Slow motion; quickened frames
2:50	Confess to me	Beat drops again, white light is brought back, shots of her dancing	Medium pace editing (following beat); no slow motion
2:54	Confide in me	Close up of her singing; hand movements becoming more erratic, singing more passionate
3:03	I’ll fulfil your desires for you	Looking straight into camera (personal); no hands
3:05		Music quickens further, along with lyrics the close ups become wilder, the dancing is quicker and bigger, reverse shots are used to catch the audience’s attention, bright colours flashing (coloured strobe AND normal strobe feature)	Quickened frames; reverse shots; slow motion where necessary
3:13	Cause I can’t stop	Close up; lip singing; increasingly erratic
3:21-3:52		Long dance section, featuring repeated lyrics, just dancing, long shots and mid shots only, flashing colours and strobe	Fast editing, reverse shots, slow motion where necessary
3:53 till end		Music slows and loses prominent beats; dancing is slower, predominantly mid shots and close ups; little colour, emphasis on smoke	Slow motion, reverse shots

Digipak Designs - Audience Research and Conclusions

I chose 10 boys and 10 girls that fit my target audience profile to look at the 10 designs that I had done for my back cover of my digipak and asked them to put a line under each one that they liked. This would give me an idea of the design and layout that I should be using.
Below is are scanned images of the results that I got:

These results have told me that the image of the hand reaching up was the most popular, following was the design of the two hands and then finally was the biting lips. This will allow me to make decisions based on whether I want to use the sketches for my back cover, my CD cover, my inside booklet or even at all. 

This audience research has really helped, because I was going to use the design of the hand reaching upwards and the writing on the side, but the research has shown me the writing beneath is the most appreciated - this has saved me from a making a marketing error, and will hopefully contribute to the success of my digipak. 

Because of this I have decided to use the design featured below as my back cover to my digipak: 

This final design features the barcode and the record company at the bottom centre of the back cover. I feel that this back cover will be popular with my target audience due to the positive feedback I got from my survey. I also believe that it will make people associate this album with mystery and creativity, something raw and powerful. This is found in the sketch - it's unifinished, it's not painted or finalised it is just a simple sketch, but the gesture suggests reaching for something, and that will really capture people's curiosity - and will hopefully contribute to the success of this digipak.

Digipak Designs

I have done a design for the back cover of my digipak, this cover has followed my album cover ideas of 'abstract art', and sticking with the idea of sketches of different things (such as the wings and the tiaras on my album cover, and the same on the magazine advert) I have decided to branch out - to things like hands, eyes and lips. These things I think are nice to see sketched, it produces a raw aesthetic and everyone can relate because everyone has these body parts. I think that this will work, because my target audience like things to be natural and not synthetic or artificial, and I feel that with art a rough sketch is the best way to get that across.

Although this is the first design that I did, I really like it. I think that because it is so simple but the gesture can be read to such an extent that it will have a profound effect on my audience. They will appreciate that a lot of work has gone into this design yet it looks so easy and simplistic. I think that the gesture really shows vulnerability, which also follows with the connotations of the colour white where vulnerability and innocence are common themes associated with white. The sketch really stands out on the page, and because it looks so rough I really do believe that my audience will find the aesthetic strong, and powerful. 

Below is the sketch that I copied from google images and the digipak (Rihanna - Loud) that I took inspiration from for the layout and the font style. 

I chose Rihanna's digipak because this album cover was very simple and yet it was a massive hit for the Barbados-born artist. The only thing missing from my own design is the barcode, which I left out originally because I wanted to focus on the design elements first, and then add in the final details once I had come to a decision. 

This is my second design below:

I decided to use lips for this design because I wanted to experiment with different sketches and layouts of the text. This layout was inspired by Florence and the Machine 'Lungs', but instead of sketching lungs I used an image of sketched lips. I also decided to use an image of the person biting their lip, this is because the film 'The Rocky Horror Picture Show' uses a biting lip as their iconic image, and that film is something that my target audience would love the individuality of. I think it's a really good design, but I'm not sure if it's right for the back cover of my digipak. 

Below is the inspiration for this design.

The third and final design that I did was with another sketch of hands, but this time a pair, and held out as if asking for something. This is to try and persuade the audience to really pay attention to the CD and that the hands reaching towards them will make them feel more of a connection with the album. 

Below is the back cover design that I did: 

I drew the hands sketch myself, but got the inspiration from an image I found on Google. Because the drawing is wider than it is long, I though the layout was suitable and would look more professional. Keeping the whole back cover in a colour scheme of white and grey I believe will make it flow better, and because the front cover will be a monochrome colour scheme it then synergises with the rest of the album. The inspiration for this design was, again, the Lungs album by Florence and the Machine, and also because I wanted to expand on the sketched hands idea - but instead of having a hand doing something different I decided to explore with two hands doing something different, to try and mix things up a bit. 

Below is the inspiration for this design:

Music Magazine Advert 2

• The captial, bold, white letters are the first thing you see when you look at this magazine advert; it is the name of the artist because that is the most important thing - if you remember the artist you can find the album, whereas if you only remember the album there could hundreds of the same name. It stands out on the blue background, and recognises that it goes hand in hand with the clouds and the 'Born to Die' at the bottom of the advert. 
• 'Born to Die' is the name of the album and is the second most important thing on the advert - which is why it is the second biggest piece of writing and also why it has the same font as the artist's name. The colour of the text synergises with the colour of the sky, and shows a theme of white and blue in the advert. 
• The thinner and italic text shows the date the album is out and tracks that feature on the album; as well as the website url of the artist. All this information is just detail, and something that although is helpful to the audience (and why it is on the advert) but it isn't the most important thing - if an audience member were to get a glance of the advert it's better to read the artist's name and maybe the album name rather when the album is out, as they may not know what album it is referring to. 
• The pose of the artist is very simple, and yet effective. She has stuck to the theme of white and blue by wearing a white blouse, and because it's buttoned to the top it doesn't sexualise her. This gives her an edge, because most female artists are over sexualised to bring attention to them - such as Rihanna, and Miley Cyrus.
• The reference in the bottom left hand corner to trading giant Amazon shows that you can buy the album digitally - this shows that she is modern and current, because the majority of modern day society will download their music to their phones or iPods rather than buy the actual album from a music shop. The website address also reflects this. 

Target Audience

My target audience is both genders between the ages of 15 - 24, this is because this genre of music (dance and electronic) is popular amongst the younger generation, so this is a logical and practical decision.
After conduction audience research (a digital questionnaire) I found out the following information:
- They enjoy going to music festivals in the summer months, such as Glastonbury and Reading. The dance tent is their favourite place to go at any festival, but in particular at Reading Festival the Dance tent and the NME stage were the most common answers.
- The internet and social networking are commonly used amongst my target audience, so conducting my research digitally gave me a lot more responses than I thought I would receive.
- My audience responded that they wanted a video that brought something different and raw. I have interpreted this response as not being completely over done with post production effects and CGI, but to use basic equipment and a simple style of video - which is what I have aimed to achieve. They responded that "a video that tries to different and yet includes a romantic storyline is something that can never be different." This has given me a lot of confidence because my video is neither narrative nor romantic, and so I truly believe that my target audience will enjoy my video.

The mood board above represents the interests of my target audience - festivals, fashion, texting and socalising and reading. The majority of my audience will enjoy socialising and talking to their friends, sharing music and film tastes and talking about the weekend. As I found through my research, texting and socialising are the two ways that my audience communicate with each other, and so the digital questionnaires are something I will continue to use and I will create a website and a Spotify page for my audience to listen and explore my artist online. Because of the expressive and creative traits that my audience will have (experimenting with fashion and music) this will allow them to enjoy my video with an open mind, and they will be able to the style of the video as well as the content.

EXAMPLE PROFILE:

Age - 19

Name - Liv 

She is in her first year of University and is a common visitor to the clubs around

her campus.She is always socialising and meeting up with her friends at Uni and 

at home, and she makes time for her education as well. To keep her going 

through all her studying, she listens to up beat music to keep herself in a good

mood. She runs a fashion blog and she is a member of the photography society

at her University. Her appearance is very laidback, with flannel shirts and Doc

Martens being the most recognised items in her wardrobe.