Directors PitchConclusion

To summarise our research I have created a PowerPoint slideshow concluding all of

the information we have gathered about the video, digipacks and advert and why we have chosen to

create each one in the way we have.

Video.Aim: To create a narrative storyline, showing a relation between the music video visuals and the lyrics in the song.

Why: We made this decision based on the research carried out from previous music videos made by other artists within the same genre, along with the research we carried out with our target audience. For example a music video I deconstructed was ‘So What’ by artist ‘Pink’, who displayed clear relation between her visuals - which denoted her anger from breaking up with her boyfriend - and her lyrics which were all about the relationship, which was shown in the title of the song ‘So What’. Morgan also states that ¾ of her music video deconstructions showed various links between visuals and a storyline. For example in her deconstruction of ‘Kelly Clarkson’s’ song called ‘What Doesn’t Kill You’, she sings the words ‘come back swinging’, then the video shows people swinging a baseball bat. This follows this idea by showing clear link with the visuals of swinging the bat and the lyrics ‘swinging’. From our target audience feedback we asked what our audience expect to see in a singer songwriter music video. The feedback we gathered showed that most answered with a narrative storyline being the most expected factor within these music videos.

How We Will Include It: Taking this on board along with our own evidence from the music videos we personally deconstructed we began to think of different ways in which we could include a narrative storyline that matched visuals into our music video. One of our ideas is to have our artist kiss her ‘lover’ on the cheek, then shut the door in his face when she is singing the lyrics ‘kiss him on the cheek, then leave him wanting more’. Stage performance was another popular answer that we found from our target audience feedback when we asked what they would expect to see. Therefore we also plan to include some shots of our artist singing on stage, although it is not a common thing singer songwriters include in their videos, we have found it can be a very effective way of making the audience feel apart of the artists music because it is like they are there watching the performance. This is a common characteristic of singer songwriter music videos and therefore is we add the stage performance scenes in we will be adding more criteria of your typical singer songwriter music video.

Aim: To create an attractive digipack using the characteristics we have researched from other singer songwriters digipacks so that ours fits into the expected criteria for our target audience.

Why: Due to the extensive research on singer songwriter digipacks us as a group carried out, we found there were specific characteristics we should consider when creating our own. Alice states that one being that the name of the artist is clearly visible to read, some with bold lettering. She found this example on ‘Lady Gaga’s’ digipack called ‘The Fame Monster’, which features a large photograph of the artist along with her name and digipack title. I also found this when I deconstructed ‘Pixie Lott’s’ digipack called ‘Pixie Lott’, which also had a large picture of the artist and her name in bold too. This features explored on both artist’s digipacks creates a clear image of whos digipack it is, helping their target audiences instantly be able to read the front cover and see the large picture of the artist too. Another characteristic that Alice found was that there was a clear relation between the artwork of the deconstructed digipacks and the personality or theme of the digipack. She found this within ‘Adele’s’ digipack called ‘21’, which was all about heartbreak and sadness which was then emphasised with the black and white colours on the digipack which connoted sadness through the dark and dull colours. Although sadness maybe not be what someone would want to purchase it creates a mood for the target audience which is very effective. I also discovered this characteristic when deconstructing ‘Leona Lewis’’ digipack called ‘Spirit’, which was also about heart-break and love. This was also emphasised through

Digipacks.

the use of colour. The digipack is mostly dark and black which connoted the same love-loss idea from the loss of bright colour, again very effective for our target audience as they could get a feel for the album before they have even listened to it.

How We Will Include It: When constructing our target audience research for our digipack we found that our audience prefer to have good artwork on the digipack instead of just plain boring artwork, because they feel they are getting more for their money. Therefore we plan to create our digipack with unique artwork that will stand out to out target audience, but at the same time keeping the idea of emphasising the theme of the digipack through colours. We will have bright colours to display the happy theme to the digipack, as well as a large picture of the artist on the front cover, also with fridge magnet letters to display the title of the digipack as this is one of the shots in the music video. By keeping these themes throughout the digipack we will be using the popular characteristics used by other singer songwriters we have researched, at the same time as setting a preview of what is to come in the music video with the use of fridge magnets.

Advert.Aim: To create an advert suitable for our singer songwriter genre including all of the popular characteristics that make a good advert stand out to our target audience.

Why: Through extensive amounts of research into how singer songwriters tend to advertise themselves through adverts we came up with good conclusions as to what these common factors are. Charlotte states that when she researched into both Katy Perry and Jessie J’s adverts she found that both artists had put an enlarged picture of their digipack cover along with important information for example the release and tour dates. I also found this in my advert deconstructions, the ‘Dub’ magazine deconstruction in particular because again the artist put a picture of his album on the front cover and instead of giving release dates it offers an insight into the new album, therefore following the same pattern that Charlotte discovered. Branding appeared to be another strong characteristic of the singer songwriter adverts for example Charlotte found that Katy Perry used pictures of candy floss clouds throughout her digipack advertised so that her audience would recognise this brand if they were to see her album or music else where. I also found this within my research, an example being the way the artist ‘Pink’ writes her name on her albums or in fact anything she takes part in. She uses an exclamation mark instead of an ‘I’ in the word ‘Pink’. This is an incredibly effective way to brand and a definite other to take into consideration when we create our advert.

How We Will Include It: To ensure our advert fits into the criteria of a singer songwriter advert we will use all of our gathered research and create our advert with specific required characteristics. We have decided to use the similar idea of displaying the digipack cover as well as the artist, along with the important information like release date of digipack, release date of download and a hit single that the digipack includes. We are also going to use a rounded font for our digipack, so therefore going to use this within our advert so our audience can make a link between the digipack and advert helping them to recognise it as a brand. To enhance this branding idea which seems to be incredibly effective we are also going to use paint splashes on the digipack front cover as a way of being colorful and attractive yet setting a sign for our target audience to recognise. This enables us to be able to use paint splashes if more digipacks were to be created, so our target audience would instantly be able to recognise the brand and artist. All of these characteristics that we will include within our advert will allow us to produce a fun and attractive advertisement for our digipack and artist, as well as having the characteristics help establish what the genre of the digipack is.