Using a template, we constructed the shape of a Digipak in small scale to practise the cuts and folding. This included a pocket section behind the cover which would hold a booklet for pictures and lyrics. We thought we would possible have the disk in the middle section for symmetry, unless we find a picture that covers two sections as a whole.
From out trip to Manchester for the day, we filmed a couple shots that didn't include lip syncing that can be edited into the music video. We found urban locations and had Nicole in her costume; this costume will change throughout the video).
We also collected some audience research, asking individuals in our target audience who we found in record shops, such as Fopp and HMV, and on the high street. We asked them the questions on the sheet below and showed them the pictures when necessary.
Question 1: A few favourite covers mentioned were 'The Velvet Underground & Nico', 'The Bends' by Radiohead and 'Sgt. Peppers Lonely Hearts Club Band'. Most of the answers showed simplicity and minimalism and/or bright colours. The covers seem complete with a large image and they lack any borders.
Question 2: The audience members that were staff at these music shops were more familiar with the genre. A lot said they weren't but, when given a list of hip hop artists, they said they listened to most of them, especially in the more alternative genre.
Question 3: Some favoured Nas and Childish Gambino for their focus on the face and simplicity. Gambino's colours give a bright vibe to the album. One individual was aware that the album cover is actually a in a gif format, where the colours get morphed. This adds an interest in the album and connects to the the title About the Internet'.
Question 4: Many people were fans of Beyonce and Gorillaz, whilst also being very aware of Kanye West and N.W.A. This showed a leaning towards the alternative hip hop genre, rather than gangster rap.
Question 5: Collectively, there answers seemed to show that the leaflets lyric's weren't really needed anymore, as lyrics can be found online. However, they liked the extra piece to the product as it included pictures that made the album feel more complete.
Question 6: Many argued that digipaks are the new normal format, as many CDs come in cardboard-like cases. Many said they would either buy albums digitally or on vinyl. When it came to vinyls, the deluxe editions were more valuable as the pictures were larger. Purchasing an artists work physically was said to make them feel like they were contributing to the artist and became larger fans of them because of this.
Question 7: As they valued displaying their music interests and merchandise, a folder poster included in the digipak was said to make them feel they were getting more from the album. Extra pictures were also said to be valued, but mostly a nice design on the digipak itself so it can be displayed.
We have been using Pinterest to gather inspiration on costume, album covers, and look at the style of successful female alternative/hip-hop artists in the music industry currently.
We recreated Nas's infamous album cover for his album 'Illmatic' using pictures of our own. We kept the running motifs and fonts used and transferred this to an disk cover which matches the cover. This helped us practice using the programme Adobe Photoshop as well as giving us ideas of what we can do for our digipak, as we will need to show a running theme with colours, fonts and motifs in the cover, disk and poster.
Our group are visiting Manchester on a trip for audience research and filming. We intend to film around Manchester for our draft and final music video, to take pictures for possible album covers and addition pictures for the digipak whilst also looking at local record shops and asking our target audience about the genre and advice for our project.
We will be questioning a low demographic of E and D, young adults, possibly the unemployed or students, but focused on young adults. Our product gives a rebellious feel to it, gratification of bad behaviour and selfish desires, but also a connection with their past/childhood and hometown. Our audience fits into the hip hop subculture, who generally wear branded sports clothing. We will ask them a list of questions, some including pictures for them to look at and talk about to gain quantitative and qualitative results.
Richard Dyers star theory is the idea that icons and
celebrities are manufactured by institutions for financial gain. He
believes that stars are constructed to represent 'real people'
experiencing real emotions. Stars are manufactured by the music industry
to serve a purpose; to make money out of audience, who respond to various
elements of a star’s personality by buying records and becoming fans.
His theory is spilt into three sections:
1. Audiences and Institutions
2. Constitutions
3. Hegemony
Audience's and Institutions
The album cover represents the star's brand identity, immediately with his stage name 'Ice Cube' from his original O'Shea Jackson, Sr., his name is hear in some of his songs as the album reflect's his youth in Compton, similar to N.W.A's 'Straight Outta Compton' in which he left to go solo. The target audience for Ice Cube would be fan's of N.W.A and the gangsta rap genre. Ice Cube became a household name for his controversy in the band. Although the member left to do his original work as he felt he wasn't credited enough in his writing in the band, the separation from N.W.A would create interest for this drama in the media. Ice Cube remains to be associated with the brand identity of a thug and a criminal, shown through his clothing. The album cover shows his a dead relative, with an American flag. The dark shadows create a death like atmosphere, with him on the left lets the audience question whether he caused it.
Constitutions
With his association with the hip hop, he is considered one of the best MC's in the genre. Although audience's can connect to the audience through his true experiences an honest lyrics, it could be suggested that the character was constructed to be a larger representation of his experience's, embodying the criminal stereotype that he was labelled with when he was younger for being a black youth in America. He has a natural look on the album cover, not being the main focus. It could be connoted that his true identity his hidden behind his experience's, his crimes and past; he is hidden behind his character. The font on the cover is simple, black and white, but is recognisable. It differs from the stereotypical rap font with includes thick letters with sharp, messy, flicked corners. The 'Parental Advisory' sticker is included to inform, but it has also become a sort of logo which people would wear on T-shirts; a celebration of explicit content, included in the clothing gangsta style.
Hegemony
The 'culture' of the star's fans will most likely be big fans of the hip hop genre, as gangster rap is considered one of the more 'hard' genres. Fans will be seen wearing similar clothing to Ice Cube, wearing baggy jeans, sweetmeat and sports clothing, caps and 'bling'. It would be likely that popular clothing brands would sponsor the artist, giving him clothing to wear with their logos on so that his audience will want to replicate his look and buy those brands. With the genre being 'in style', this increases sales of albums in the genre, including Ice Cube. With his relatable tough youth, people of similar backgrounds will admire the star and want to replicate him. There are negative influence's too, with fans being involved in crime and violent acts/language due to his music. Although the lyrics may condemn the actions, it influenced the idea of being tough to be cool. As shown on the cover, suggested murder is shown openly, and becomes a normal trope of the hip hop genre. Another rapper, Snoop Dogg, was discovered by Dr. Dre of N.W.A. and went on to make his own albums. His 'star' identity influenced an increase in marijuana sales.
Artists in the hip hop genre usually have a stage name as their rapper identity and rap about their experiences. Their reliability and honesty influence's fans to want to recreate their actions and style. The genre connotes crime, drugs, and sports clothing. Connected to the theory, It could be suggested that these stars are created to be in the media to remind society of dangerous people 'stereotypes', to let the people with this style reclaim their identity, or more simply, to sell branded sports clothing and albums.
Digipaks typically consist of a mini book,
paperboard or card that has with one or more plastic trays or panels that are
capable of holding a CD or DVD attached to the inside. The Digipak is mainly
made for big fans, collectors or special edition CD's made by the artist. These
often include sleeves for lyric books, posters and picture books; making the
buying feel closer to the artist by feeling they have contributed more towards
them and as they get to see 'special' content.
A CD
is a music single in the form of a standard size compact disc which is
packaging a single plastic case. By
purchasing a digipak, you should be buying something that applies to more than
just the music. Having star identities creates a closer connection between
artist and audience.
Above are some templates that we can use to
create our own digipak and to show how it will look simply.
