Mini Mansions - Death is a Girl

I like the lighting used in Mini Mansions' 'Death is a Girl'. The video takes place in a police stations, with the narrative of the artist's being taken in for questioning. Due to the setting, interesting lighting effects have been used, for example, high-key lighting and fast, bright flashes occur as the artists are being photographed for their mugshots. Flashing and strobing red and blue coloured lights can also be seen, linking in with the idea of police (red and blue being the colour of a police siren). The lighting helps to make the video more unique and dynamic as there is a range of different effects, from high-key to low-key, from still light to flashing light. The flashing is also in time with the music, flashes occurring on-beat, this links to Goodwin's theory of having a relationship between music and visual.

We have already included lighting effects in our music video. We used a hand-held light with coloured filters whilst filming in the studio in order to create flashes. I would like to add more lighting effects in our other locations as this could help to create a disorientating atmosphere, enhancing our narrative of feeling lost and confused.


I particularly liked this effect as having multiples of the same shot being shown simultaneously adds to the feeling of confusion. The shot evokes feelings of being in a daze or being 'hypnotised', this effect could work well within our video as we also want to convey the idea of hypnotism.

Finished Digipak

Today we finally finished our Digipak, arranging the four panels suitably. The front cover is on the top-left, the back on the top-right and the inside being the bottom two panels. Overall, I am really pleased with the end result as it reflects the mood that we wanted the album to convey. The monochrome colour palette helps to evoke a serious atmosphere which is typical of the indie genre whilst the colourful CD mirrors our up-beat song and colourful locations, such as Brick Lane.

Editing Update

Whilst we were editing today, we realised that our music video is very performance based, this contradicts our initial plan of a narrative video with a few performance elements. Whilst there isn't a clear, single storyline, our video explores various themes, such as escapism and mental instability. I think that, moving forward, we should focus less on creating a strict narrative as it can be more beneficial to have a vague story as this allows room for interpretation by the audience, this would make our music video more relatable and, hopefully, more popular and successful. We are yet to film at our maze location which is a key part of our narrative as it makes the idea of feeling trapped more explicit. Hopefully once we have filmed at this location our narrative will become slightly clearer.

We also noticed that the drastic change in lighting between our locations could be quite jarring for the audience. For example, shots of Camden at night cut to Brick Lane during the day and then back again. This makes the video lose a sense of continuity as it doesn't follow a linear time-line. However, many music videos contain similar location changes without it appearing out-of-place. I think that the key to making the transition between day and night more seamless is to have good editing. I don't think that this will be a problem for our group as we can use match-cuts to create a visual link between different locations - this link being the performer.

Arctic Monkeys - Leave Before the Lights Come On

I found the music video for Arctic Monkeys' 'Leave Before the Lights Come On' very inspirational. The female character in the video has similar characteristics to the protagonist in our music video, particularly her feelings of desperation. She is shown running throughout the music video, this is an idea that we also want to include in our video as it portrays ideas of escapism, our key theme.

I like the way this music video has been filmed, especially the shots starting at 3:31 that show the woman running from different angles. The quick cuts that alternate between the front view and back view create a disorientating atmosphere, the fast pace also creating a frantic and desperate feel that help to capture the feelings of the character. I would like to incorporate similar shots in our music video as I think that this desperate, hurried energy is well suited to our fast paced song as well as our narrative of a girl trying to escape her normal life. This technique would be good to use in our Oxford Street car park location as it contains a staircase that will be featured towards the end of the song, which has a faster pace, so will suit the increasingly distressed atmosphere.

Below are stills from the video showing the different camera angles:

     

Digipak Front Cover Drafts

We chose to desaturate our image as we wanted the front, back and inside covers to contrast the bright, colourful CD. We also wanted a monochrome colour palette due to the album title, 'Noir', meaning 'black'. This darker colour palette encapsulates the themes of the album and our music video, that looks at the deteriorating mental state of the protagonist. This dark theme is also typical of the indie genre. After cropping our image to size, we added text - the artist name at the top and the album title beneath it. We then experimented with different fonts.

   

We wanted two different fonts for the artist name and the album name to make the cover more interesting. We wanted to choose a font for the artist's name that could be used on a range of products in order to reinforce their brand. We narrowed this font down to the two examples shown above. We specifically looked for fonts that had a decayed look to create a link to the grungy locations of our music video, such as Camden and Brick Lane. The idea of decay also reflects the deteriorating mental state of the protagonist in our music video. We decided to use the font on the right-hand side, called 'Birth of a Hero', as we felt that the font on the left was too bold and didn't reflect the fragile persona that we tried to create within our music video.

   

We then changed the positioning of the album name to find a composition that we liked. We felt that it fit better on the right-hand side (shown in the image on the left) instead of being centralised (shown on the right). Having the album name appear on the right looked neater and more professional as the text fit neatly into the dark space in the top right-hand corner of the image.

   

Finally, we looked at fonts for the album name. We wanted something unique as this would help to make our product stand out. For this reason, we felt that the font shown on the right was too plain so we decided to use the font on the left, called 'Atlantic Cruise'.

Finished Digipak Back Cover

After finalising the font for our Digipak back cover, we were able to add text and final touches to our chosen image. We wanted to keep our track listing very simple, thus the minimalist-style font, we then added diamond shapes between each track title to make it even easier to read. We wanted to create quite a open, spacious look with the track listing, this helped to add balance to the finished cover as the text isn't too concentrated. we chose to place the text at the bottom of the image so as to not obscure the artist's face, helping to add to the 'star image', the placement also balances out the dark bottom half of the image to create a more appealing cover.

We added a barcode, parental advisory sticker and copyright information in order to conform to the conventions of existing Digipaks. All of these elements help to make our product look more professional.

Below is our final Digipak back cover:

Font Ideas - Digipak Back Cover

Today the group researched further into fonts for our Digipak, specifically for the track listing on the back cover. We used the website 'Da Font' to download different fonts as there was a large variety of different styles. We wanted a font that was unique to reflect our indie music video, however, we also need a practical, legible font as we needed our audience to be able to read the important information on our Digipak. We narrowed it down to the 6 fonts shown below-left, we tested each of them by typing out the name of one of our songs, 'Cerebellum', so that we could visualise what the Digipak would look like more easily.

We chose to use the font that is second from the bottom. We liked the slimline lettering as this was reminiscent of a fashion magazine, this would appeal to our younger, image-orientated audience.

Digipak Image Choices

We looked through our footage in order to find suitable still shots that we could use for our Digipak. We chose to use shots from our music video instead of taking new photographs as we wanted to create an obvious visual link across the two products, this would help to create a stronger brand and 'star image'. Below are the images that we chose:

Front Cover:

  

We Wanted to include the artist on the front cover to heighten the 'star image', we wanted the artist's image to be the audience's first impression of the Digipak. As we wanted the artist to be the focus we wanted to find a shot with a simple background, ruling out our bold Brick Lane location. We chose these two shots as they are close-ups, emphasising the artist. Ultimately, we chose the image on the left as the image on the right seemed too bland with just a plain black background. Our chosen image is more exciting due to a wider range of tones and textures, such as the brick wall on the right or the artist's denim jacket.

Back Cover:

   

For the back cover we chose two contrasting shots. By looking at existing products we noticed that Digipaks from the indie genre usually contain landscape shots, such as our river shot on the left, or images of the artist, like our shot on the right. We decided that the river shot would be better suited for the inside cover as we could stretch it across two panels to create a panoramic view, emphasising the scenic nature of the shot. We also thought that having a shot of the artist on the back cover would fit with the shot on the front cover, having the artist appear on both the front and back covers would create a stronger 'star image'.

Inside:

   

After deciding that the river shot would be suitable to use for the inside panels of the Digipak, we found a second shot of the opposite side of the river. We hope that when we put these two picture together, they will look as though they are one panoramic shot. We liked these shots as we wanted quite a simple image on the inside as we had planned to have a bold, colourful CD. We needed simple shots to allow the CD to remain the focus.

CD:

  

As we wanted a colourful CD we thought that our Brick Lane location would offer the bright colour palette that we were looking for. We found the graffiti shot shown on the left. However, we decided to use the ornate pattern, shown on the right, that we found in Camden. We chose it as the grandeur of its design perfectly contrasts the grungy style of our music video and other Digipak images. The circular pattern is also well suited to a CD.

Font Ideas - Digipak

I decided to research font styles that we could use for our Digipak, specifically, for our band name or album name. I used Google to find interesting styles as well as a great website that I found that has many different fonts available for free download. Below are some of the styles that I particularly liked:

Font 1 - Haus:

I like the crisp quality of this font, the thin lines look sleek, sophisticated and professional whilst certain letters, 'A' for example, have been altered and are slightly more geometric, I like the interesting triangular shape and feel that if used on our Digipak, would make our name 'NOVA' look more unique.

Font 2:

 

I like the simple cut-out shapes used to form the letters of this font. I think that the thick, bold lettering would help to make our name stand out. I turned the font black and white as I think that it looks less childish and more sophisticated, in keeping with our artist's image. I think that the black and white font would also fit with our Digipak's monochrome colour palette.

Fonts 3-6:

I like these 'chalkboard' inspired fonts as I think the hand-drawn aspect would make our Digipak look more unique and personal. Out of the four, my favourite is 'Return to Sender', I like its simple look compared to the stylised, almost hard to read 'Chalk Hand Lettering'. I also like the horizontal lines within the letters that help to balance the vertical look created by the tall, thin letters.

Font 7 - Nova Solid:

I think that this font, coincidentally titled 'Nova Solid', would work well for our band name 'NOVA'. The boldness would help our name stand out as well as make it legible against the black and white image on the front cover. I like the angular lines as I feel that this signifies ideas of strength and power whilst still looking 'cool' and urban, hopefully appealing to our target audience.

Font 8 - Acne:

I like the thin, sleek look of this font as it seems fashion magazine-inspired, this would appeal to our target audience of teenagers and young adults, as this demographic, according to Young and Rubicam's idea of psychographics, is orientated to image, appearance and fashion.

Designing Our Digipak

After creating a general plan of the look we want for our Digipak, we began looking through our footage for suitable images. We found various images that we could use, we will create multiple Digipaks and evaluate the options in order to select the best Digipak.

We decided to start creating our Digipak, starting with the disc. We obtained a still image from our Camden shoot (below) of an ornate pattern on the side of a building. I like the bright colours and think that this will help the CD to stand out against the black and white background images. We used Photoshop to turn the shot into a circular shape, suitable for a disc.

  

We also experimented with the back cover. We selected a shot of our artist (me) in order to add to the 'star image', relating to Richard Dyer's theory as well as Andrew Goodwin's music video theory, both of which state that close ups of the artist help to enforce their 'brand'. We turned the image black and white and then added our tracklist. Initially, our tracklist was on the left of the image in a vertical list (below-left), however, we then realised that we hadn't cropped the image to the correct Digipak dimensions. After cropping it, we moved the text so that it was at the bottom of the image (below-centre) where it could be read more easily. We then experimented with different fonts and decided to add diamond shaped bullet points (below-right) to separate each track title so that each one stood our more.

  

Below is our vlog from today, showing our Digipak creation process:

Initial Digipak Ideas

Today we started to plan our Digipak. Our general idea so far is to have black and white front/back covers and black and white inside panels with a bright, colourful disc. We thought that this would be perfect in representing the different locations used in our music video - the dark, grungy look of Camden compared to the bold, graffiti covered Brick Lane location. We also thought that a colourful disc would create an interesting juxtaposition due to the fact that our album is titled 'Noir', meaning 'black', further perpetuating the confusion that is portrayed in our music video. Our idea of a contrasting disc colour was inspired by the Digipak for Lana Del Ray's 'Ultraviolence'.

Our initial brainstorm

Digipak Analysis

I decided to analyse an existing Digipak in order to understand its key components. Understanding the basic structure of a Digipak will help my group when we create our own. I looked at The Strokes' 'First Impressions of Earth'. The Strokes are an indie rock band, meaning that their Digipak could provide me with inspiration for our own product which is also from the indie genre.


I really like the idea of having a contrasting CD and think that this would help to make our Digipak more unique and appealing to our audience.

Framing and Composition - Brick Lane Shots

We framed our Brick Lane shots carefully so that our artist was the focus of each shot.



We thought about perspective and diagonal lines when framing this shot, the lines created where the walls meet the ground lead towards the focal point - the artist's face, emphasising their importance and reinforcing the 'star image'.





We centralised the focal point of this shot whilst also surrounding the subject, in this case with graffiti, this frames the subject and draws the viewer's eye whilst also balancing the empty space to create a more interesting shot.

Brick Lane Filming

Today we filmed Brick Lane. We wanted a shot of our artist (played by me) in front of a graffiti wall. We were unable to find the particular wall that we wanted, however, we were able to find other suitable locations. We wanted as bright a wall as possible in order to contrast the white outfit that I was wearing, we also wanted this location to contrast Camden as much as possible - the bright, vibrant colours of Brick Lane compared to the dark, night-time shots of Camden. Whilst we wanted these locations to contrast each other with their distinct styles, we wanted some common elements, for example, we wanted both locations to have a 'grungy', neglected look that helps to symbolise the disorientated mind-set of the character in the music video. We also managed to find graffiti (below) that was in keeping with our previous colour palettes, the contrast of the orange and blue similar to the lighting by the Camden river as well as the light filters used in the studio, thus tying all of our locations together.

 

We filmed some impromptu, unstoryboarded shots after seeing an interesting location (below). We were drawn to this doorway because of its particularly dilapidated state. I feel that the torn paper and grimy bricks help to add interesting textures that capture the atmosphere of the location whilst also mirroring the protagonist's deteriorating emotions as she tries to escape. It has also added to the feeling of being trapped as I am standing in a corner with my hands against the walls, appearing boxed in.

We continued the theme of being trapped by filming in front of this graffiti (below) that had two perpendicular walls extending out towards the camera, again, creating a boxed in effect. We liked the leaves on the floor as they added to the overall decayed feel of the location and, again, help to establish the colour palette - the orange leaves and blue graffiti.

We managed to get a successful tracking shot (below) that we had previously planned. We filmed this by hand, this has lent an intentional unsteady look to the shot. We didn't want the shot to be completely smooth as we wanted to mirror the rough look of the location. The unsteady shot also helps to mimic my movement as I walk towards the camera, making the shot appear natural and unstaged.

Below are some behind the scenes photographs from the shoot:

Here is our vlog where we talk in more depth about the events of the day:

BFI Visit

Today we visited the British Film Institute where we received a talk from Tom Woodcock about the history of music videos. I think that this was very beneficial as I have learnt more about how music videos have progressed, the videos shown also provided inspiration for our own music video.

Here is the presentation that we were shown:

 

I found the video below, dating back to the 1930s, particularly influential. I really like the repetitive geometric shapes. I think that it has a very psychedelic, 'hypnotic' feel, relating to our song and music video. I think that the bright colours would work well in our Brick Lane location, we are hoping to film there on Friday. I think that we should keep this video in mind when explore the area on Friday as we will be looking for striking graffiti, I want to find something similar to the brightly coloured repeated shapes in this video.



We were also given tips on how to create a successful music video, this was helpful as we were able to see what tasks we have completed and what we still need to do. The 10 steps are as follows:

1. Asses Resources - Performers, technical kit, locations, props/costume (we have completed this step as we have researched all of these aspects and have made firm decisions that have been stated on our shooting schedule)

2. Warm Up - Lip synch practise, preliminary task (we have completed both of these tasks)

3. Recce - Limit locations, photos and footage, access to light and power (we have limited our music video to 4/5 locations, all of which have been researched, we are also using a battery powered light in order to avoid power supply issues)

4. Pitch - Treatment, moodboard (we have already pitched our idea and created moodboards)

5. Planning Beats Idea

6. Plan Everything - Storyboard/animatic, actors/locations and costumes prepared in advance, shooting schedule (we have thoroughly planned our music video, including all of the factors stated)

7. Shoot - Multiple angles (the locations that we have already filmed in were shot from many angles multiple times)

8. Edit - Synch up footage, upload rough cut and get feedback (as we haven't reached the editing stage we will have to refer back to these tips, it was useful to be told this in advance so that our editing process will be slightly easier)

9. Evidence - Research, photos, test footage, behind the scenes (we usually do all of these whilst we're filming)

10. Evaluation

Existing Digipaks

I have started to look into existing Digipaks and album covers in order to understand their conventions. I used Saussure's theory of semiotics to gain a deeper understating of why certain images have been used, this will be useful when I come to design my own Digipak as I will be able to select specific signs to convey a desired meaning.

Bastille - Bad Blood

  

Multiple signifiers within this Digipak signify the idea of danger, for example, the colour yellow that has connotations of warning, the headlights that that signify a sudden danger, as well as the running figure and night-time atmosphere. The idea of urgency has also been signified by the signifier of the blurred image. The triangle used to replace the letter 'A' also signifies danger as this is the shape of warning signs. It also signifies masculinity, with upwards triangles being associated with men and upside-down triangles being associated with women, this can also refer to the fact that this is an all-male band. The all capital text signifies strength and fearlessness, juxtaposing the ideas of danger presented. Mystery has also been signified by the night location as well as the black disc.


Lana Del Ray - Ultraviolence:

  

The idea of depression has been signified by the signifier of the black and white colour palette, creating a drained atmosphere, her sullen expression also signifies this. The idea of vulnerability has also been signified by the gripping of the car door paired with her solemn expression in the close up (on the back of the Digipak). There is also an unpretentious and simple feel to the Digipak , signified by her casual clothing, inexpensive car and the clear, simple, easy to read font. Her wavy hair and full makeup signify femininity and beauty, this is enforced by other signifiers, the narrow font that appears less bulky than a 'masculine' font and the slight rounded edges of certain letters. The floral pattern on the disc also signifies femininity whilst also signifying ideas of relaxation due to the bright and exotic look of the flowers.


Imagine Dragons - Night Visions:

The idea of loneliness has been signified by the signifiers of the extreme long shot of the lone figure, making them seem even smaller, and the small font of the track list that appears against a plain background. The feeling of despair has been signified by the grey colour palette, emphasising the idea of loneliness. There is a dream-like atmosphere that has been created by the signifiers of soft colours and soft lighting. The idea of spirituality has been signified by the clouds, mountain-like setting and the bright light emerging from the top left-hand corner.