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Digipak Design

This is the plan I drew out, the first column on the left shows my first choice for the front of the digipak, on the right shows another choice. I thought the second choice could also be a recorder camera and on the screen shows a picture of them together. This would link to the flashback in the music video as they were edited to look like they were taken with a recorder during the 90s. However, if I use a phone like how I drew and add a picture of them taken with a film camera as the lock screen wallpaper, I can show the screen with no notifications which will then refer to one of the lines in the song “next day nothing on my phone”. The background will be white. Inside of digipak which is the second column, shows on the left a picture of a cigarette with smoke, and on the right the CD itself will be an image of strawberries on a plate. On another note, I will try turning the cigarette and smoke black and white and on the CD the strawberries will be bright red. This will show a contrast or juxtaposition of strawberries and cigarettes. Lastly, on the back of the digipak will simply be a film photo of them, possibly the same picture on the front but enlarged to fill the whole space or a different picture from the same scene.

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Digipak Analysis

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Digipak Moodboard

These are some ideas of album covers that I have gathered to be an inspiration for my own. I think all of this will fit my artist’s persona or image as it is artistic and simple. These covers are under the pop genre which would be helpful since  it will provide me ideas of how my cover should look like. Most of them only includes a picture of the singer with either a small title or not at all. Although this goes against the conventions of album covers since there are no text to attract the audience but using color and the image it can attract in other different ways.

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The main thing I tried to do was to separate two timelines, to show as a flashback when the couple were still together versus the present when they have broken up, and focusing on the male, the audience will see him alone thinking about the past where these flashbacks will constantly show up. To clearly show this split times, I have used my phone and a filter on Instagram name ‘dad’s camera’ in order to create that 90’s aesthetic. My intentions were also to emphasise that jerky hand held POV that provides tension and convey a sense of involvement allowing the audience to have that view in the flashbacks.

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Critical Reflection

In music videos there tends to be an equal representation of genders due to the variety of genders represented in artists. Although women are most likely to be presented as desirable towards men and often appear in music videos wearing revealing clothing following the ‘Male Gaze’ or the ‘Emphasized femininity’ through the ‘Gratifications of men’. A lot of music videos show women as desirable by wearing revealing clothes, examples is ‘I wish’ by Cher Lloyd, her music video is based on what she as a woman wishes she has in order to attract the attention of men. The video uses these stereotypes of women to show the objectification of women by men if they don’t have the gratifications of them. For my project, since it covers the breakup of the male’s side, I intend to show how broken the male actor is that's caused by the female. The whole music video shows nothing but the opposing emotions, facial expression from the memory and flashback to the present of the male.

Throughout the project I have tried to keep the same aesthetic from the music video to the social media page and to the digipak. Like Goodwin’s theory explored, Stars are constructed throughout the branding and how they appear to the world. I have decided to construct my star as a simple, outgoing yet artistic. I also intended on creating a continuous use of a colour scheme of tones of orange and blue creating cohesion across all products. For example I have edited the clips that were in the present to be more orange and the flashbacks to be quite blue. This is also similar to the feed tones of my star’s social media. Furthermore, because the flashbacks in the music video were taken using a filter that makes the clip looks like they were taken on a VHS recorder creating a 70’s aesthetic, I have also used pictures that were taken using a film camera to create a similar vibes , using it as the digipak cover as well as posting it on the artist’s feed on his social media.

In my research, my project will be targeting young teenagers to young adults who stereotypically are up to date with fashion fitting into the aspieres. Another category I also considered targeting are Explorers, because this group of people tend to be the people that try new experiences. The genre of Pop typically targets 16-25 year olds, since most topics that are explored would tend to be something that these audiences can relate to. This would then link to ‘Uses and Gratifications’ (Blumler and Catz 1975) giving a sense of personal identity. In my project, I have chosen to use home movie style videos to make it seem like it was real-life and relatable to young audiences, I filmed on camera phones for these parts to create a sense of realism and relatability. Furthermore, the locations I have chosen like the mall alongside the props like vape are associated with the pastimes of younger generations appealing to a sense of personal identity and social interaction. This is seen in the social media page and digipak with the use of a film camera that would’ve created a similar aesthetic as the filter I have used on the phone camera. The use of smoke and vape is also used as part of the digipak creating the same aesthetic across.

I have used conventional ideas of the genre of pop music, applying Goodwin’s theory to how I edited the clips together. Through editing, I have used slow paced when the beats are slow and as it builds up, there are more cuts between shots, cutting them to the rhythm and beats. Moreover, as the song gets faster and faster, I intended to use more movement or handheld camerawork because of this it creates more intimacy and heightens intensity that builds up as the audience listens and watches the music video. Star image is also constructed through the contrast of the male character, when he was still in a relationship and when they have broken up. The audience can see that in the flashbacks, the male have no use or interaction with vapes or cigarettes. In contrast with the scenes shooted in the present where in a lot of the scenes, he is seen vaping.

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Final social media page

https://instagram.com/petedaubrey?igshid=778adm5gsr3petedaubreyinstagram.com My final social media page shows a lot of relation to his work and also some of his personal photographs, I thought it’s a good idea since his fans and followers would like to know what he’s up to other than his new released song. The cohesion is seen between this social media page to the music video and the digipak, because I have included photographs that appeared in both products. Moreover, since in the music video, the flashbacks were taken using a filter that shows the 70′s aesthetic, I have so used images that were taken with a film camera to create the same aesthetic.

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Social Media Plan

From my research, Artist’s social media can include pictures that are related to their work this includes behind the scenes, album covers, pictures from the shoot etc. and also personal photographs, as social media is a place for the artist themselves to communicate with fans, about their upcoming work, concerts, live etc. This links to the  ‘Uses and Gratifications’ (Hall) model, not only because fans can keep up to date with the news and informations of the artist but also to focus on entertainment and social interaction between the fans community and the star. My social media will be a mixture of personal photographs and pictures related to their work in order to promote. I have not edited anything to any images, this is because I want my artist to be seen as simple, basic and focus on minimalism.

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Website and Social Media Analysis

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Final Digipak Design

This is my final design of the digipak cover. The designs worked well following my drew out plan, I did not have to make any changes. Although on the front cover, I added the title of the song “Strawberries and Cigarettes” in hot pink colour and a san serif handwriting font to make it look more playful. Inside the digipak, I decided to use a picture of strawberries that isn’t black and white to in a way portray the love from the man that is still available to her although the relationship has ended, he is still thinking about her.

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Digipak Photoshoot

On the CD i have decided to use a picture of strawberries since I have used many props that were mentioned in the lyrics except strawberries. This would show a visual representation of the name of the song “Strawberries and Cigarettes”. The colour is also bright and I intend to use it in contrast with a dark background on the inside of the digipak to convey the love that is surrounded by smoke or toxicity.

I have taken the pictures that I want to use in my digipak with a film camera and a black and white 400tx film roll. The reason I have chosen Black and white, it is because that these are pictures taken from the past and it being BW makes it more interesting and a memory.

[porschporsche]

Digipak Design

This is the plan I drew out, the first column on the left shows my first choice for the front of the digipak, on the right shows another choice. I thought the second choice could also be a recorder camera and on the screen shows a picture of them together. This would link to the flashback in the music video as they were edited to look like they were taken with a recorder during the 90s. However, if I use a phone like how I drew and add a picture of them taken with a film camera as the lock screen wallpaper, I can show the screen with no notifications which will then refer to one of the lines in the song “next day nothing on my phone”. The background will be white. Inside of digipak which is the second column, shows on the left a picture of a cigarette with smoke, and on the right the CD itself will be an image of strawberries on a plate. On another note, I will try turning the cigarette and smoke black and white and on the CD the strawberries will be bright red. This will show a contrast or juxtaposition of strawberries and cigarettes. Lastly, on the back of the digipak will simply be a film photo of them, possibly the same picture on the front but enlarged to fill the whole space or a different picture from the same scene.

[porschporsche]

Digipak Analysis

[porschporsche]

Digipak Moodboard

These are some ideas of album covers that I have gathered to be an inspiration for my own. I think all of this will fit my artist’s persona or image as it is artistic and simple. These covers are under the pop genre which would be helpful since  it will provide me ideas of how my cover should look like. Most of them only includes a picture of the singer with either a small title or not at all. Although this goes against the conventions of album covers since there are no text to attract the audience but using color and the image it can attract in other different ways.

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Strawberries & Cigarettes Final Cut

The main thing I tried to do was to separate two timelines, to show as a flashback when the couple were still together versus the present when they have broken up, and focusing on the male, the audience will see him alone thinking about the past where these flashbacks will constantly show up. To clearly show this split times, I have used my phone and a filter on Instagram name ‘dad’s camera’ in order to create that 90’s aesthetic. My intentions were also to emphasise that jerky hand held POV that provides tension and convey a sense of involvement allowing the audience to have that view in the flashbacks.

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First Rough Draft

MV feedback

The opening the Music video is excellent. I think you now get a real sense that these shots of the couple together are in the past. The layers and filters used on these pieces of footage make them look like home movie memories which work very well.

You contrast between this and the footage of the male singer in the car and in his apartment. It is clear in the difference in the quality of filming, staging and composition that these are supposed to represent him in the present day.

It would be good to include more variety in the shots of them as a couple if possible.

I think there is a need to have more footage of the artist singing and lip syncing. When these do appear, they help to pull the whole video together.

I think you should definitely consider getting footage of the artist singing the chorus in particular.

An excellent first draft.

After I have received by first rough draft feedback I went out on another shoot to record a wider range of lip syncing since it works really well to show the emotion and it provides me with less repetitive or overused of every clip.

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Fifth  shoot

This shoot I focused on the ending, my intentions for this was to make the male subject isolated from the world, alone and depressed, by this I have decided to end the music video of him in the car. The fact that it started in the car as his thoughts and flashback comes into his mind, he finally reaches his destinatination. The music video is gonna end with him sitting in the car in some car park with no cars next to his.

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Fourth shoot

This shoot was at Iconsiam to again focus on mainly flashbacks because while editing the flashbacks that I had were too repetitive since I only had them taken in the bedroom, living room and in the car. The experiment I did with this one was that I used an instagram filter called “dad’s camera” on my phone to record as it gives out a camcorder effects. I can use this to separate the flashbacks to the present time that they are not together anymore. Once I have figured out that using this way, it makes the flashback seem more like the past.