GM - Digipak draft 2

We showed this to our teacher who is part of our secondary audience and an original follower of Robbie Williams, remembering his time in Take That and when he first launched his solo career.

Front cover

Back cover

These are both unfinished with the lack of some extras such as copyright information because before we could finish them we recieved some feedback saying that the images we had chosen portrayed the music genre as country rather than pop, the genre that we are wanting to show.

• The QR code is a fully working one, linking to our company blog, NUmusic, when it is scanned.
• We have edited the twitter and facebook logos in Photoshop Elements 4.0 and made them greyscale because this fits in better with our digipak. The coloured versions of them would have looked out of place.
• For our next design we are going to go back to the original font that we used for digipak draft 1 and we are going to crop the barcode down from the top because as it is currently it is too big.

We have planned a reshoot with our Robbie performer for the 21st February to get the new images that we need. He is going to be dressed in a suit as his costume for this draft is too informal. We are still going to try and go for the same scene but from the front and behind idea but this time of him in a tree.

GM - Digipak draft 1

We showed this to our teacher who is part of our secondary audience but also to some colleagues in our A2 media student class who are aged 17/18 and part of our core target audience. In addition to this we showed this version of the digipak to a small group of non media students in our year.

Front cover

Back cover

Flap 1 inside

Flap 1 outside

Flap 2 inside

Flap 2 outside

Middle panel

This is our first draft of our digipak. At this stage we have not added all the extras that should be seen on the covers such as copyright information and twitter and facebook logos. This is because for now we wasnted to ensure that the images we had chosen were the ones we were going to use and we were just playing around with them.We created these images in Photoshop Elements 4.0. The images are all freeze frames that we took from our music video clips. We chose the title font for the front cover because when we researched Robbie Williams CDs this was the type of font that he used. This was as close as we could get it as he uses thin, simple fonts.

 E.g. of Robbie Williams font

For the images of the couples for each generation we used the gradient tool to fade out the edges. We kept the front cover in colour but changed the younger generations to black and white to symbolise that they are from a longer time ago and are the eldest generation when they were younger.

We did not use this image as our final one after conducting more research into digipaks we realised that a convention of them is to have the image fitting the entire front cover, not how we did it with it only a partial image. When we were creating our digipak we were trying to follow examples such as Linkin Park by having the front and back covers as the same scene but one taken from the front and the other from behind. However we received some feedback that in this case it was not working and also there was a lack of layering and effects.

ALL - Digipak Research

Jack Johnson : In between Dreams

Front

-Special edition sticker

-Bonus track sticker
-Artist name
-Album title
-Graphic which carries on to the back

Back

-Track listing on the left hand side
-Consistent font with the front
-Bar code
-Production logos

-Website of record company, Jack Johnson official and fan site

-Copyright information

Inside

-Booklet

-Cd
-Picture of artist with guitar

-Booklet in a cut out slot

Paolo Nutini : Sunny Side Up

Front

-Artist name
-Album name

-Cartoon picture of him eating eggs 'Sunny side up"

ALL - Music video directors

Vaughan Arnell 

• Arnell was the director for Angels and Morning Sun which are two of Robbie Williams songs

  

  Robbie in a music video directed by Arnell

  
  
• Angels was the first piece of work they worked on together  which then created a friendship and produced more collaborations
• He only does British Music videos
• He is also a T.V commercial director, with his work including some for Nestle and Levi's. Despite this he is mostly known for his music video work

The music videos he has produced for Robbie are:

• Morning Sun - 2010
• Bodies - 2009 -

• Sin Sin Sin - 2006
• Radio - 2004
• Feel - 2002
• Somethin' Stupid - 2001
• The Road To Mandalay - 2001
• Eternity  - 2001
• Supreme - 2000
• Rock DJ - 2000
• Let Me Entertain You - 1998
• Angels - 1997

Jake Nava 

Jake Nava

• Produced the video for Lovelight (2006) for Robbie Williams
• Nominated for Best Director in 2007 at MTV VMA's for Beyonce featuring Shakira - Beautiful Liar, And also for Video of the year 2007 by BET
• Won a Grammy for best short form music video 2012 for Adele - Rolling in the deep
• Produced the iconic video for Beyonces track Single Ladies, which got best video of the year (by BET 2009), video of the year (by MTV VMA 2009), video of the year (EMA 2009)
• For Beyonce - Crazy in Love it won best female video and best r'n'b video at the VMA
• Jake "often layers a coat of chic style over a rough-edged film scape
• He has also done advertising including projects for Armarni, Bacardi and HSBC

Has worked with artists such as:

Beyonce's famous dance routine
Nava directed

• Beyonce

• Pink
• Blue
• Robbie Williams
• Spice Girls
• Enrique Iglesias
• Britney Spears
• The Rolling Stones
• Adele

Corin Hardy 

Corin Hardy 

• Got his early career and gained filmed set experience in props and wardrobe on a varitey of films, t.v and theatre productions including Columbia Pictures "first knight"
• He has also developed a number of his own horror based feature film projects
• Produced videos for Heart Skips a Beat and Busy for Olly Murs, Olly is known as a younger Robbie Williams with his Cheeky approach and music style
• Warriors Dance by the Prodigy won MVA 2009, nominated best dance and animation amongst other awards

Artists hes worked with:

Olly Murs 'Heart Skips A Beat' video
directed by Hardy 

• Keane
• Mcfly
• Olly Murs
• Paulo Nutini
• Biffy Clyro
• The Prodigy
• The Feeling

ALL - Filming Performance Footage (part1)

On the 31st January we filmed our performance at Ilkley Tarn. We also got the pictures for the digipak so are all set to start creating it.

ALL - Layering on Final Cut

For our music video we have decided to layer our three generation scenes onto some of our performance footage. We did this by:

• Cropped the image down using the crop tool
• We re-scaled the picture to make it smaller so it fit in the background
• We used the centre tool to move the image around to where we wanted it on the screen
• We lowered the opacity and feathered the edges so it blends in with the background

ALL - Rough Cut 2 Feedback

Audience: We showed this version of the rough cut to members of our A2 media class (all aged 17/18years old). This is an ideal audience to show the rough cut to because it fits within our primary target audience for the music video of 15-24year olds. 


Rough cut generation 2 feedback

• New MP3 to stop clicking
• Wobble with camera on cake making shot
• 'Very corny in a good way" - Ben Hudson
• Cut down shots
• More variation further on 
• Walkie talkie bit very good - boy in bed/girl in bed as well
• Edit out shaky footage - freeze frame, slow motion
• Blackberry 
• Painting too young for 14 years old - 12 years old instead
• Birthday cards for each generation
• PS2 car game and controller
• Sync robot scene too track 

ALL - Generation 2 rough cut

ALL - Animatic

ALL - Rough cut 1

JT - Magazine Ad research

I researched further into magazine ads and found similar codes and conventions. 

The Enemy: Music For The People (found in Q magazine)


-Black Background
-A circular shape (ring) in the middle with different colours on
-White, bold titles
-Grey sub titles
-On the bottom of the page the enemy website




Depeche Mode : Sounds of the Universe ( found in Q)


-Grey/blue background
-A circle with loads of different coloured lines on
-Advertising whats out, e.g, vinyl and CD
-Logo for album cover and a earlier single
-Tour dates
-Depeche mode website
-Mute company logo and website




Maximo Park: Quicken The Heart (found in Q)


-Orangey/Brown background with single dashed lines running through it
-Date of album coming out
-White, bold font
-'Limited CD / DVD edition includes 68 minute film shot at Newcastle Arena'
-Saying when the single is out
-Maximo Park website
-Constellation names in the background










I then looked through 3 Now magazines and found that the adverts were completely different to Q mag due to the different target audience. Now is aimed at females from 15-50, it includes the stereotypical weight marketing and the adverts are mainly beauty products, these then sell because they appeal to the target audience (females). There mag ads are bright coloured where as Q is dark.  Looking through them,  the size of magazine ads vary from full page, half a page, quarter of a page and then boxed ads. 


'Magazine advertising is even more expensive than newspaper advertising. Long lead times also mean that ads must be paid for up to one month in advance of the advertisement actually being published, which can cause cash flow problems for small businesses.

However, magazine advertising does have a number of advantages, particularly in its ability to target niche audiences.

As an example of the cost, don’t expect to pay less than £200 for a full-page ad in a magazine with a readership of 5,000 people, and in may cases it’ll be considerably more expensive than that.

Always be aware that sometimes additional extras can be obtained, such as free space at trade shows or free advertising on the magazine’s website in return for placing an advertisement in their publication.'  


Marketing Mine Field 2012


This website shows different prices in Dollars for all of the different marketing spaces. 

In most magazines there are advert boxes, these usually include merchandise, cosmetic surgery (in women's Magazines), tour dates, chat lines and psychic predictions lines. 

ALL - Rough Cut 1 Feedback

Audience: We showed this version of the rough cut to members of our A2 media class (all aged 17/18years old). This is an ideal audience to show the rough cut to because it fits within our primary target audience for the music video of 15-24year olds. Also for this early rough cut we showed it to adults at home who fit within the secondary audience category of original Robbie Williams followers.

Rough cut 1 feedback

• Start- mantel piece, photo album (flicking through, touching a photograph) don't reveal that person, condolence card, wedding invite
• Shakiness - slow down - baking scene
• Nathan grab Katies bum- needs to be quicker
• Pink spoon and bowl tongue
• Match cuts to link
• Josh's hands to wavy in driving bit
• driving- cross cut between the 3 scenes (make new doc to show before and after - youtube annotation tool- do not have to be long)
• Painting- space needs to be sped up
• Boy smiling painting at robbies high note
• child had blonde hair - hair changes as people are growing up so it doesn't necessarily have to been the same because in normal life it changes colour all the time
• get audience feedback from people who don't know the idea to see if it makes sense
• Don't keep 3 scenes, mix it up, less structure
• cut youngest kids to high notes? find specific parts of the track to match with it
• Trade shots into background of main scene, low opacity 
• More shots of hug at the train> 360 degree angle? layering
• Oldest dinner, darker/sadder bit of the song
• Candle flames/fire flames
• film some frost on the ground - match with duvet
• Better ending
• dont always show the face
• More performance of robbie singing
• pace can be slow in places
• Film performance ASAP
• Transitions need to be a lot smoother
• Need performance footage
• Fade into one another to signify them growing up

View the rough cut 1 here

ALL - Filming Narrative

We initially decided to film over the christmas holidays, unfortunately this we didn't film as much as we had hoped, we only managed to film Generation 2. The other cast members were unavailable and we couldn't find any replacements. So we filmed Generation 1 and 3 the weekend we got back to school. All the filming went very well and the clips we have are what we imagined our idea to be like. 

We haven't filmed any performance yet, we did try a couple of weeks ago but the weather was just too bad to even consider it. Our cast member is George Scaife (Studied media last year at Ilkley Grammar school), he is at university at the moment but said he would be willing to come back and film for us, so we are hoping to film him within the next couple of weeks. 

ALL - Performance Update

After waiting for our original Robbie (George Scaife) to contact us we decided to chose someone else as it is wasting our time waiting. We are filming 31st January with Jack Hanson during school time. We hope to have our performance footage filmed by the end of tuesday so we can start making our digipak and magazine advert.

ALL - Target Audience

Jess and I decided to see if our interpretations of our audience were correct. This is an excersise we completed to see if we were aiming for the correct target audience with our music video and ancillary texts. We created a power point with 4 images of male solo artists Olly Murs (2010-2012), Justin Timberlake (1990-2012), James Blunt (2005-2012) and George Michael (1980-2012). Also on the quiz was Robbie William's first album cover and his most recent album cover. We then showed it to examples from our primary and secondary target audeince catagories.






The video shows that our views on our products' target audiences were right. Leah (18) managed to get everyone except James Blunt and George Michael and Robbie's latest album. Jan (40-50) managed to guess George Michael and Robbie's latest album cover. Miss Haigh (40-50) guess everyone single one except She didn't remember Justin Timberlake and Robbie's first album cover. Although this is a small sample of people and ages/gender, we think that this represents our audiences enough. They all guessed which one's we thought they would and this is how we devised our products to match them. 


From this we concluded that our primary target audience is definately for girls aged 18-24 years old and a secondary audience of older adults who are perhaps original followers of Robbie from his time in take that and when he first launched his solo career.