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A2 Evaluation Question 2
A2 Evaluation Question 2
Digipak
After completing the music video for Warriors by Coco & The Butterfields,
the following process was to produce a series of images that successfully
reflected the themes of the music video in order to produce a Digipak. To do
this, I created a mood board of screenshots from different scenes of the video
and narrowed down to the most appealing shots which represented our target
audience most suitably, regarding feedback from fellow students considered to
be a possible target audience. These screenshots then allowed me to construct
a photo shoot with our actress, Danielle which held the most aesthetic appeal
whilst maintaining a bold link to the visuals presented in the video.
The visual themes in Warriors are primarily reality, fairytale and illusion
based, therefore, the use of costume and location both constructed and
repeated motifs from our production. The use of the red hood and lipstick in my
Digipak, which was taken from the Red Riding Hood scene, according to
feedback was considered the most appealing to our possible target audience of
16 20 year old middle class white British females as it connotes articles of
clothing sold at contemporary fashion businesses such as Topshop and H&M.
This indication confirmed that the Red Riding Hood persona was most suited
for the Digipak, thus I followed this theme for each panel.
Magazine Advertisement
My magazine advertisement makes use of another low-angle close up
photographed on the shoot of the Digipak, similar to that of the front cover, however,
this image features the performer with her hood up whilst using darker lighting,
relying on shadows to create a further eerie and dramatic impression. It once again
portrays the performer who has been featured both in the music video and on all four
panels of the Digipak. This makes the character a tool to familiarity when possible
members of the target audience recognise her in the music video from witnessing
the advertisement prior, thus making the character an almost iconic figure due to
her significance in the process of the ancillary texts. In addition to this, the repeated
use of the same performer could generate hype from the possible target audience
who may expect to see more from her once the advertisement and music video has
been consumed, thus encouraging sales for the Digipak. The image makes visual
reference to the music video as the shadows reflect the woodland scene in which
Danielle looks around her in curiosity, provoking and reusing a sense of ambiguity for
the characters safety on her journey. Danielle makes notion to looking four times in
the Red Riding Hood scene alone as she attempts to learn of the strange new
environment around her. The magazine advertisement repeats this as Danielle
glances directly in to the camera which is below her, thus continuing the theme of
the characters power whilst in an unfamiliar situation.
Marina Diamandis, better known by her stage name as Marina & The Diamonds is a Welsh singersongwriter. She released her debut album The Family Jewels in 2010 which charted at number 6 on
the official UK album charts and scored herself a number 1 with the 2012 follow up release Electra
Heart. The singer, whos music primarily consists of Indie-Pop and New Wave released her third album
Froot this week (16th March) which is currently at number 6 on the official UK album charts and
presents a coherent visual theme when comparing the music video to the promotional package.
Speaking about the background of the album, Diamandis stated The songs all came from a very
natural place for me. The themes heavily come from experiences where I have grown and developed
significantly as a person and a songwriter. For the tour, I am going to create an electric garden with
fruits and flowers growing from the stage. When looking at Diamandis cover art, an image of the
singer with neon stage lighting reflecting against her hair and a night sky against a black background, a
theme of nature put in to a futuristic setting is present (hence the title with the altered spelling of
Fruit). This is reflected in the music video for Froot in which the singer stands in a dimly lit doorway
with just her face lit up and soft non-ambient lighting surrounding her. On the back panel of the album,
the night sky is repeated with each track title underlined in a different colour. When looking at the audio
videos uploaded to the singers YouTube Channel, each video uses this night sky with neon font and slot
machine style images of Fruits, thus using a coherent visual style.
Froot official
music video
Froot audio
track on
YouTube
Magazine/Public
advertisement for
Froot album