Artist brand identity

During class, we watched all each others music videos, and we discussed each video's brand identity. The consistent themes which I got feed back for 2am was for my digi-pack to have very bright colours, such as red, similar to the coat the lip-syncher was wearing. Also, the artist should be conveyed with positive energetic, and vibrant. The look of the artist should be natural and sweet. Maybe in one of the shots, I could write 2am.

Artist similar to Poema - Taylor Swift

- Album 'Red' - Taylor is conveyed as shadowed, as if her identity is hidden. The lettering used is bold, compared to her earlier albums, where it was quite girly, could symbolise that she has matured. Her lip colour matches the colour 'red', so even though she is looking away from the camera, there is still a connection made. Her white shirt could suggest purity. This is her latest album. There is only an image of her face and hair, which could symbolise an emotional passage.

- Album 'Speak Now' - Taylor is conveyed attractive, with the bright purple dress, symbolises her femininity. The lettering used her is elegant, with 'Now' being emphasised with under lining. Around the lettering, there are some sparkles which could add a more dreamy, and girly aspect to the album. There is a bold white back drop to allow her image to stand out.

- Album 'Fearless' - Taylor is portrayed as an innocent figure in this earlier album, with a very dark background, but the lighting on her face allows her to stand out. Her facial expression suggests that there is a sense of vulnerability around her, but the way she is looking towards the camera suggests that she wants the audience to know how she feels. The background is black suggests that she is overshadowed with issues. The lettering contrast to each others as her name is swirly, while the album name is bolder, though is not that visible as 'fear' is merged with a skin.




From this research, I am aspired to use the image of my artist on my album cover, with her face being visualised, though facing the side.  I also feel that the image should be minimalistic, with one colour that stands out amongst the rest, and to keep the artists image very pure and simple.

What is a digi-pack

Digipak is a patented style of CD, DVD or BD packaging, and is a registered trademark of AGI-Shorewood, an Atlas Holdings LLC company.

Digipaks typically consist of a gatefold  (book-style) paperboard or card stock outer binding, with one or more plastic trays capable of holding a CD or DVD attached to the inside.

Since Digipaks were among the first alternatives to jewel cases  to be used by major record companies, and because there is no other common name for Digipak-style packaging made by other companies, the term digipak or Digi-Pak is often used generically, even when the media holder is a hub or "Soft Spot" rather than a full plastic tray.

Digipak-style packaging is often used for CD singles or special editions of CD albums and the tall DVD Digipak (DVDigipak) is used as a premium package for DVDs and DVD sets. Such packaging is less resistant to abrasion than jewel cases, so it tends to show signs of wear relatively quickly. Licensed digipak manufacturers such as domestic U.S. printer and disc replicator Oasis Disc Manufacturing recommend coating the raw printed paper with a protective UV coating, thus ensuring greater longevity.

Although less vulnerable to cracking than a jewel case, the disc tray inside the package (particularly the "teeth" of the hub which secure the disc in place) remains rather brittle and is prone to cracking if the package is crushed. Digipak-style cases grew in popularity among record labels and recording artists in the early 2000s.

Digipak with recycled tray made from sugarcane

Manufacturers have sought to reduce environmental impact and improve functionality by introducing recycled components into its trays; one has announced a 100% post-consumer PET tray made from recycled bottles, which also eliminates the need for the brittle "teeth". Another one goes one step further by totally eliminating the plastic tray and replacing it with a paper tray made from sugarcane and egg carton. Many printers use recycled or sustainable material for the board stock.

Digipaks have been heavily criticized as they are prone to deforming with the spines becoming unreadable.

Editing process

1) Describe how you have tackled editing process
2) What are the 3 most important decisions you have made whilst editing?
3) What went well during editing?
4) What have been your biggest hurdles whilst editing?

- I have tackled the editing process better than I had for my foundation portfolio production. Before editing, I had made a storyboard to have an ideal plan of how my music video will map out. I have followed parts of the storyboard. I tried to create a music video by including cross-cutting, and making the shots sharp. It was good that the song structure was simple with verses, a chorus and a bridge, which allowed me to plan before hand how I wanted the cutting to go. I also added a selection of transactions between the shots.

- The three most important decisions I have made whilst editing are the narrative perspective, and where the lip-synching was going and how well it had integrated to the understanding of the music video. I have also thought closely about my visual metaphor, and I have focused on the time, as well as the nature. The song resembled a pop/country theme so I was aiming to achieve this. As well as this, I wanted the song to reflect a positive mood.



- What went well during editing was that I had enough footage to use, especially with the lip-synching, so that was a positive aspect.  This enabled me to get shots of lip-synching in a selection of settings, and if I had to re-film any lip-synching, I could rely on myself. The song was about three minutes, meaning it wasn't very lengthy song.

- The biggest hurdles whilst editing were trying to get the balance between the narrative and the lip-synching, and to try to align the narrative with the lyrics of song. It was also difficult getting the actors over to film, as a majority of time, they weren't free, so I had to negotiate relevant timing between my cousin, and my friend, which meant that the two of them did not see each other during the filming, preventing me getting shots of them together. Another hurdle I overcame whilst filming was the decision on lip-synching, because at first I wanted the girl in the narrative to do it, but she had not learnt all the lyrics, and her confidence was not represented,  so I decided to do it myself.

During the weekend

I had finally filmed my cousin so now I have a male lead in my music video, which will mean my narrative will make more sense. I have done cross-cutting between the girl and the boy to add a connection between them.