Analysis of Digipaks

Learning comment: From extensive analysis into digipaks, it is easy to see that they are seen somewhat as a secondary product to the classic plastic music cases (jewel cases). Of course, the standard plastic cases are a hard product to compete with but it probably fair to say that, through my research, there is not an overall positive feel towards the digipak. For example, when talking to my parents and grandparents about them, they had neither owned a digipak or even heard of what they are. After great lengths of explanation, they understood the appeal of them (i.e. the environmental advantages and increased information) and even went as far to say that they would potentially buy one in the future.

As well as older generations, i also spoke to teenagers about their opinions of digipaks. The general consensus was that they were a popular product within the older teenage years and most prominent within alternative or indie genres of music. Bands such as Arctic Monkeys and Catfish and the Bottlemen were mentioned when digipak owners expressed their favourite genres of music. Nearly all teens agreed that the digipak was a much more valuable product for the customer as it offered more than a standard plastic case.

As a result, this research task has been of great help to me specifically because it has opened my eyes up to wider views of digipaks. Given that the general consensus is that younger generations are much more interested and engaged with the digipak format as opposed to older demographics (i.e. 40 yrs+) I will use that to my advantage when choosing the genre of music I want to base my final product around. For example, the selection of an indie genre of music may bode well in order to appeal to teenagers and young adults. Bands such as Catfish and the Bottlemen and The Kooks are two examples of how popular indie music is within the demographic of 16-21 and, subsequently, using a music of this genre would be appropriate and successful.

Website analysis

Learning comment: From this research, it was valuable to see how different genres of music use websites in different ways. Although there are typical codes and conventions of music websites as a whole, the contrast between the likes Guns 'n' Roses and Beyoncé is particularly interesting. Rock bands, such as Guns 'n' Roses, often use dark and grungy colour schemes in order to appeal to their, perhaps, more male target audience. In contrast, Beyoncé's website uses much more elegant dark blue colours in order to reach a much wider audience. As a result, it is easy to see that the gap between rock and pop audiences is highlighted between their juxtaposing colour palettes.

In addition, the contrast colours also offer different connotations between artists and bands. For example, the range of colours used in Coldplay's website homepage reiterates the idea that they are a band with an extremely wide fanbase. And, in order to sustain that popularity, a wide range of colours needs to be used to attract a wide audience demographic.

Overall, this task has been very useful with the way it has shown me that different genres of music represent themselves in completely different ways. Of course, I had some of that knowledge coming into this research, but the crucial factor was making sure that my final product will have the correct connotations for the genre of music I am looking to show.

History of Music Videos

Learning comment: From this task, i have learnt the key conventions of music videos throughout history - even from their early establishment in the 20th century. One thing that was very useful upon the completion of this task was that it was easy to identify key conventions such as fast paced editing and a variety of camera shots. From this, I have found that these conventions are key to an effective and engaging music video. As a result, this piece of research ensured that my narrative in my own music video will now be displayed in a clear and straightforward manner. In addition, I also noticed that a range of camera shots are used in almost every music video. This reinforces the fast paced nature of videos - keeping the viewers engaged in the video. Subsequently, it is important that my own music video can follow a similar pattern by using a range of camera shots and angles.

Lip syncing

 
learning comment: From this task I have learnt the vital skills of being able to lip sync in time with the music. At first, the task proved difficult with the time of starting the lyrics. However, after many times of practicing we were able to time the lyrics with the music with much better effect.

Also, I have learnt from this task how to import non-diegetic music from a clip converter onto an appropriate editing software. From there, it was also fairly difficult to be able to align the non-diegetic music with the lyrics being sang by the singers. Nevertheless, we were able to align the two in synchronization as shown in the video above. As a result, the task was very productive because it allowed me to be able to develop my own lip syncing skills as well as progressing my editing abilities as well.

First video: The first lip syncing footage shows an adequate amount of creativity and imagination used. Instead of a variety of camera angles and cutaways, we simply placed an actor in front of the camera to sync with the music.

Second video: In order to improve this, i decided to shoot a second lip sync video. This time, the video included multiple cutaways as well as more than one person signing. This makes the task, on the whole, more valuable as it widens my range of skills to not only edit numerous pieces of footage together, but also use a range of camera angles such as wide shots and close ups.

As a consequence, the value of the task was enhanced by the use of a second video. The gulf of quality between the two videos is extraordinary but it was definitely worth shooting again in order to improve the overall quality of the task.