New Target Audience

Our target audience for our music video Oceans by The Coasts is from 16-50 year olds and older. We want to relate our video to both genres as it is a song about falling in love and the genre of music is liked by both male and females. As it is 'Folk-Indy' music, an older audience base may become present as older people are into that type of music too. So saying that our target audience is from 16-50 year olds is just a rough number that we believe is true from our research into music popularity. To achieve a popular fan base from both male and female we will also be including both genders in our video. This will mean both genres will be able to relate to the emotions events and actions that are being shown on screen. 

Interests - These include things such as Festivals, Beach parties, Photography, Art, Reading, playing instruments and creative activities.

The Vaccines

The outfits worn by these artists have the same style that The Oceans wear

Two Door Cinema Club

Bombay Bicycle Club

Some similar artists are bands like Two Door Cinema Club, The Vaccines, Bombay Bicycle Club, Arctic Monkeys and Snow Patrol.

Richard Hawley - Advert Analysis

In this magazine advert it has been given a old school retro filter over the whole design, this could have been done because he is an older artist and wants to target his advert and his music towards an older class of people, an older age group and possibly a different genre of people, a more relaxed and country group. 

His music has a very relaxed tone to it. This song 'Standing at the Sky's Edge' sounds almost like a story telling song, he has a beat behind him, and he is just telling a big story about different people and their experiences about standing at the sky's edge. Then the chorus is all instrumental and is a deep electric guitar solo which is very heavy and contrasts a huge amount compared to the soft story telling of the first half of the song.

The music video has the same continuous moving image of a 'heat seeking' effect on trees. Its almost like he has taken a picture looking up at some trees and then added a lot of different colours and splurges that look like a heat seeker effect. The album cover linking to the video is very cleverly done, it keeps the whole theme in the same style and wont confuse fans or people looking for his products. The use of bright colour in his digipack cover makes it stand out and is a weird looking image so it creates discussion and gives the album a brand image. 

The typography at the top of the advert is produced exactly the same throughout his advert, video and album cover. Keeping the same font style is a good idea as it keeps the audience familiar with the look of his album and if they then see text in this style then an image of his advert or album cover will most likely pop into their head. His name is printed bigger than the album name, this is because his name is more important than the album title. The title is still bigger than 'The Album Out Now' but it is more important than this so that is why. The colour white is a good classic neutral colour to be picked as it doesn't draw attention away from the image or product but still is clear easy to read and stands out from the grey/black background.

This majority of this advert is taken up by an image of Richard himself standing on the edge of a muddy rocky surface with the sky behind him. There is a clear golden haze over the clouds and sky behind him, and this adds a positive look to the image. This could have been done to make him look brighter or stand out more. He is standing on what some people may relate to as 'The Sky's Edge', this is cleverly done because the image relates back to the album name, song name and the lyrics within that song. So it could be linking his stories of standing on that sky's edge back to the stories of all the other people that he see's standing on that edge. There is a clear on screen light that is lighting up the whole front of his body, bringing posture and shadow to his body creating an image of power.

This power is also shows by the angle of the camera, it is a low angle shot which makes him seem superior and almost like he has a lot of power. Half of his face is shadowed by the light that has been shone on him, this gives him a sense of evil or almost as though he has a 'bad side' to him. This could bring him a wider fan base, by attracting darker people who might be into heavy metal or rock.

He has an album of the year award which he has also included in this advert, the colour of the award logo is blue which is the same colour scheme throughout the whole album cover as well as the award logo. The award which he has achieved is the Barclaycard Mercury Prize, this is clearly an official and well known prize as he has bothered to put it onto the advert. 

There is also his music institution logo which is very small and is placed next to his album cover, this is quite small but is effective as it informs the fans who he's signed by. This is very small and you cant even make out what it says so its not that effective having it in that position or that small.

All in all the advert in comparison to DonBroco's advert is very bland and doesn't incorporate much colour, all of the type has the same font which means there aren't certain parts that stand out as well as the colouring of the font bringing the same reasoning of not making key information stand out as well as DonBroco's. But on the other hand this advert includes the image of the digipack where DonBrocos didn't and the image in this advert also clearly relates to the album name and song.

Don Broco - Advert Analysis

This music advert has a main colour pallet of purples and blues, with a black background to block out any other colour and to attract the attention to the centre image and the type below.

Two thirds of the page is filled with an image. This is split into sections almost like mini television screens. The image has obviously had many filters put over it to create that colour drawn look as well as giving it a pixelated and old school look. They are an Indy pop/rock group and the whole look of this advert gives you a clear idea that they aren't a heavy rock group. They use colour and lighting to give a clear perspective of who they are and what sort of music they create.

In the image they are performing on a stage, this shows that they do concerts and perform as a group and obviously give a good show by the images shown on the advert. They may have used this image as they have an upcoming tour and want to promote it by making it look fun and to give the fans a sneak peak on what they are missing out on.

The whole advert seems to be very shape orientated. The top two thirds are full of squares and the bottom third has the band's name which is written in a bauhaus font style which coincidently is very circular and round. This could have been because they thought it would look too plain with formal text and a plain image so they wanted to throw some shapes in there to give it some space and break up the advert as much as the could while applying it to as many audience types and ages as they could.

Below the image is their band name. This is written in a bauhaus font style, which is a form of art which was introduced just before the war. This type of art and typography tried to get across the simplicity of art, and how art didn't have to be fancy and elaborate, that some of the most simple and plain designs can actually be just as if not more effective as detailed art like art novae. The font style works well with the image above it as the lettering is very curvy almost like circles and the picture above it is full of squares. The type contrasts well with the squares as if it was a vey square or formal text it wouldn't appeal to as many people and it wouldn't look as good with the whole shape theme. I have now realised as well that the font that they have used here is actually the same styled font which they use for their band logo, their logo is exactly the same, it uses the bauhaus font which shows their personality and represents their band in a positive and fun way.

The most important text which is the band's name is the biggest sized font and is a different style from the rest of the text, this is done so that it stands out and you know who the picture represents and who's album is coming out.

Below the band's name is the album title, although the album title is not very big, it still stands out. This is because it is coloured white which stands out from the black background. The font is very straight and formal, which is a representation of the band as they have a straight and formal look to them. They also mention that the album has already been released, so they may be doing this advert to remind people that their advert is out and to gain more fans and interests from different people who are reading this magazine. The colour scheme has been shown throughout the whole advert, possibly so that a more important part of the advert could be coloured in a different colour and stand out.

This is exactly what they've done, below the album title and release date is some of their songs which are clearly popular songs as they have clearly highlighted that those songs are included in the album. The songs might have been big hits or No.1s, and by colouring the text in a light blue colour makes that section of text stand out from the other white text. This text is now the second thing that your attention is drawn to, after the band's name. The use of bright colour is very effective amongst a group of white text and a black background as it most definitely draws your attention to it and this may be a key reason why some fans may of bought the album. As well as this some people may have just heard the song on the radio as it was a big hit and now they want to buy the album as they have seen the advert and believe that the rest of the album will include songs with the same style and sound as the hits which were highlighted on the advert.

The advert also includes ratings and quotes from magazines of the same genre which boosts their popularity and authenticity, as well as giving KERRANG AND Q some advertising at the same time. The magazines are showing their fans that the like the album and believe that the music within it will be liked by everyone.

The album advert doesn't include a smaller picture of the album but by the look of the picture and the text below it, gives you an idea that the picture could actually be the album cover. This isn't clearly shown and could confuse fans or buyers if they were looking for the album in a store. 

The advert includes an institutional logo 'RAW POWER MANAGEMENT'. But this isn't that clear, it looks like some writing in the corner of the advert, but when you google it it comes up with the institution which Don Broco are signed to. The text is a lot smaller which clearly shows its not as important as the rest of the advert. The text is also a different style, its got a zombie look to it, which represents the type of band they are which is a rock indy band, and the institution clearly gives that link which gives a stronger look of the band as their institution are in the same boat as them and are bringing that genre through into their company as well as their band.

And finally the smallest text on the advert is their internet website, which is right at the centre bottom and is a important part to their advertising as fans can visit the website to look at things such as images of them, tour date and album release dates ect. The text is probably so small as they don't want to draw any attention away from the rest of the advert but they want to get it on the advert as well as it could create future sales or fans ect. The website also includes their music videos, merchandise and their own musicstore where you can buy their music.

Their website front page.

Digipack Research - Leona Lewis

In this album digipack the main cover is a photo of the artist Leona Lewis herself.

There is a bold Serif font covering her chest and hair, this is bold and stands out to the rest of the picture because of the bright coloured text. Her forename is much bigger than her surname, this may be so that you recognise who she is because of her first name, and it stands out more because it draws you to her first name. The drop shadow is very faint in comparison to the 'bleeding love' drop shadow, this may have been done in this way because her name is over the image. The album name it is too long to fit over her body and clashes with the blue/white background so the darker drop shadow brings out the lettering much better and makes it much clearer.

The typography of the album name is below her name as also has a drop shadow but the drop shadow of the album name is a lot more bolder and is much closer to the lettering, which gives it a deeper look and makes it stand out more than the drop shadow on her name, as thats dropped further away from the text. The text here is a SansSerif font and isn't as easy to read as the lettering of her name but it stands out more because it covers the whole breadth of the album the cover and is in one big line with a deeper darker drop shadown. The lettering is also a lot more spaced out, this gives the text a stretched feel to it, which could link to how she if feeling, stretched out and used; but it could also be trying to image the song 'bleeding love' as in the song she sings "bleeding love" with a long continuous note, and the spacing of the lettering could be trying to show that gap and constant flow which she had while singing those words.

The background setting is a beach, this could be a quaint place that not many people know of which creates a romantic and peaceful setting. This could additionally represent the music within the album, love songs of breakups and make ups. The location could be linked to one of the songs, maybe she has memories of that place which are expressed in one of her songs. The attention of the background is drawn away by the pulled focus on Leona, it makes her stand out from the background and white sky.

The pose that Leona is pulling coincidentally covers her heart and gives her a look of innocence and backed up by her facial expressions some would say that she looks hurt or in pain. This pose could have been pulled to show heart ache or that she has been hurt which links to the lyrics of 'Bleeding Love'. It reinforces the main feature and genre of her music which is love, relationships, breakups and being an independent woman.

She is wearing all black and this reflects the landscape in the background. The all black outfit shows that she has a dark side, some old mythical tales present mermaids as beautiful seductive creatures of the sea but with a dark souls rather than what films and stories make them out to look like, kind loving creatures. You can always see mermaids being seductive and showing skin, but at the same time hiding it with scales which in this case are her clothes. The bright blue necklace adds that contrast to the picture but it can also be representing her soul, giving a twist on the whole look of her outfit and expressions, as she looks beautiful and seductive and dresses as though she is a dark creature which is backed up with her facial expressions, but her soul is good and bright and could be trying to put across to the audience that she is a lot more complicated than what can be seen on the surface. Her hair is messy and wind swept, this creates a carefree image and gives her that 'beach look'. 

The costume draws the attention to her facial expressions as it is a dark outfit, which clearly helps to create the mood of which the song revolves around 'Bleeding Love' as her facial expressions look like she is almost frowning. She has dark eye makeup around her eyes and her hair covers one of her eyes, this could represent secrecy, innocence and could be enigma codes to the lyrics which are in the album or could show her personality of a insecure shy person.

The way her eyes are fixed to the camera insures that she is connected to the audience and buyers, it gives you a sense of connection to her even though there isn't anything physical at all. Her expressions also show how she is trying to relate and show her emotion to the audience, this is done here and is showed through her singing too.

The overall colour selection chosen for this digipack creates a relaxed, peaceful atmosphere which is showed by giving her a subtle outfit and matches the genre and sound of the album. This is done with colours such as black, brown, white, baby blue, golden and a contrast of a bright blue presented as her necklace.

Digipack Research - Soulja Boy

Soulja Boy has a very big image of being a gangster. He is presented in a way that it seems he is very rebellious, wears lots of jewellery and gets all the girls. 

He is well known for wearing glasses with his name on them, this constructs his star image and he wears these glasses through his videos and other important events. Everyone knows Soulja Boy by his glasses, that is a clear representation of himself. We will be creating a star image and to give the audience and our fans something to remember us by and something which is going to feature in all of our videos advert and digipack. The object which is going to be seen throughout the whole image of The Coasts will be a vinyl record. This is because it is old school, and a thing of the past which we want to re-create into a cool and stylish thing.

The graffiti 'Crank That' represents his bad side, his rebellious side. It is a bright orange colour, which stands out from the rest of the imagery and typeography. This shows they could be trying to tell the audience that it is a main part of the cover, possibly a hit single. Then when you listen to the album his main song in this is 'Crank That' so this is evident that the song title was written in a bright font with different style so that people see it easier and because its his most popular song they wont even need to search the back of the cover to find out if that song is in there as it is bold and on the front.

His logo is used in his music videos and throughout his advertising campaigns, this strengthens his image and makes it easier for audiences to recognise the logo and link him to it.

The props in his hand and on his neck portray his wealthy lifestyle, which is renowned for as a hip-hop artist. It is also a key convention of this hip-hop genre. The props strengthen his image and make you want to be like him so that you can have money and wear lots of golden chains, drive nice cars and get hot girls. This keeps the genre of music popular and up to date by giving Soulja Boy new clothes jewellery and all of the clothing and tech which is popular at the time.

He has his record label on the bottom of the album cover, it is memorable and doesn't take the attention away from the rest of the digipack. It also represents them well as they're the label who have signed him and they want to feature on the cover so fans know who he is singed by. The logo is white and black which is a clean cut and doesn't draw attention away from the image of him. It also fits in with the colour scheme which is in place within the whole cover as there is an outline which has been placed around all of the blue text. This adds to the boldness of the text as well as making it more recognisable and linking it to the logo with the white. The text below his name is the same colour but is a more bolder and straighter font, all in upper case with a white outline around it to increase the boldness. The text chosen for his name also represents his personality as its a funky looking and not ordinary or boring.

Digipack Mock Up

This is a digipack template that I got form the internet that would help me crate a design on photoshop. This was a help as it gave me a guide of what goes where and so that I wouldnt get confused when designing the digipack on the software. We had decided to change our idea completely, as you can see form other posts on my blog I had already come up with a rough album cover, however due to the fact that we have decided to change our artists and our genre we now have to change the digipack ideas to fit in with our new genre, this is why we have done this mock up of a digipack and this post will give you more of an understanding of what we are wanting and how we are going to achieve this through our thoughts and ideas.

The basic layout of our digipack, except ours will have the disc in the bottom middle section.

The image below was taken form the internet however this is only to give me an idea for the album cover and the digipack design, this will not be used in the final design because we are going to go out and take the photos of the film location ourself. This will give us a more effective digipack due to the fact that the location that the picture will be of will be featured in the music video, will also feature in the digipack and this means it will all link together with each other giving no confusion. It will be more creative and will have more of an impact on the audience and the fans due to the fact that the fans will be able to link it together and will have more of an understanding of the album itself.

Once again this is an image that will only be used to give us more of an understand of the digipack layout, It has been mocked up on photoshop as you can see for the screenshots below. We are keeping links between the coast and the sea due to the fact the band is called Coasts and this is a completely different idea to what we had at the start of the year, I feel the change in idea will benifit our digipack idea due to the fact the genre appeals more to me and to my group as well as our fans and we have a wider option of what we can do with the digipack and the music video due to the fact the other genre we chose had limitations which was a disadvantage to our group and our ideas.

The image below is a screenshot from photoshop. This is our digipack idea coming together however like i have said before its only a mock-up we will be wanting our own orginal photos and images to create the front cover of our album, the images inside and our poster.

Because our genre is folk/indie I have decided to keep the colours old school and vintage looking. I have been looking at other folk/indie artist and it appears to be a continuos pattern in the colour pallet chosen for their digipack's. As you can see from the images on the digipack I have given them a filter through photoshop, this is to create that oldschool effect, this makes the digipack link to the genre and the artists themselves due to the links between costumes and props as well as the links through the actual images used; of the ocean.

The image below is one that i have used in the digipack idea, this will not be the image that we will use for the final idea due to the fact we are wanting to create and include the location (such as the beach in the backgroung of the band) this will add effect and will give the digipack more of a link to the album anf the band themselves beacuse they are called 'Coasts', I feel it is important to have as many links to the bands through the digi pack as possible because it needs to have meaning and a clear link between them other wise its pointless creating a digipack which has some random images and doesn't link to the band or the music video.

Another screen shot from photoshop to show how I created the digipack mock up, below.

From the image below you can see that I started to add text to the digipack, however I had researched into different forms of typoghraphy due to the fact I was wanting the type to link to the style of genre. The genre of The Coasts has a unique and different 'indie' look to it, thats why I wanted to use a text form that was different and classy at the same time. I was thinking I could carry out more research into posters and other object and designs that you would see by the seaside, such as billboards. This would help me and give me more of an understanding of the typography I could use that would have links to the genre and the band. I was going to use a curly text to portray the waves of the ocean but didn't think it looked as good and wouldn't have been as clear and understandable as the straight classy font style.

I feel if we are able to take and images of the quality of the images on the digipack mock up then it will work really well and it would give me more confidents through the ideas and the filming. I have my eyes set on a digipack in this style as there are lots of images which are used in the design which link to the beach video and some of the locations are in the video itself . The image below are just to show where we are at with our digipack ideas and you can see that we have a clear idea of what we are wanting and how we are going to achieve our ideas.

Digipak Research - Ben Howard

This is a page that focuses on our digipak inspriation and ideas and designs, such as it shows you our designs and what we are wanting to achieve for our music video digipak.

To get ideas on digipaks and how they are set out I wanted to look into other artists that fit into the same genre as our artists which is folk/indie, So I decide I would look into an artist that is in the same genre such as Ben Howard who is a really well known artist, he has became huge over the past couple of years and he is a unique and brillant musician.

The image below is showiing the front cover of Ben Howards album. As you can see from the image it is unique and is different to other artists' ablum covers because of the colours used on the cover, They are bright and blue, this fits in with the genre of his music because his songs are very blue, and express love and emotions which could be associated with bright colours or the colour blue. Due to the fact ben howards music is based on stories such as relationships and other subjects that are rather sad and upsetting, the image used could also be portrayed as him trying to get away from all of the commotion stress and pressure that he may be feeling, by swimming down into the sea, where nothing can judge you or give opinions. The image and colours also link with some of the lyrics in songs that feature in the album.

I like the stle of this cover because its just a simple picture, which could have many connections to his album and can link in many ways to his emotions and lyrics. It isn't a digitally remastered image which portrays his image even more, because he isn't a techno type of artist and the image fits in with his image and genre very well. It has an image of a guy swimming down into the abyss of the ocean. This links to our artist due to the fact that they are called the Oceans. This has given us a number of ideas and the thing we could achieve with our digipak ideas. I know I am wanting to get images and photos of the sea and landscape pictures of sunsets which include bright colours which could portray the lyrics of our song, falling in love at the ocean. This means I could link the ablum with the artist, this is a benifit because it will work alot better and people will understand why the album has been designed in that way. 

If you look at the image on the front cover you can almost imagine that the photo was taken in the golden hour because of the light that is piercing through the water. They could have edited the photo to make it look more surreal and they could have added in a golden hour to give it more effectiveness. There seems to be lots of circle specs over the picture more at the top, dispersing as the get towards the bottom of the photo, this was most probably added to give the picture something extra and an extra 'glisten' if you'd like. They could be put there to look like bubbles as its underwater. The light coming through the water creates a brillant effect, it reminds me of the light at the end of a tunel, like I said before the liyrics are down and depressing but end up coming to a positive conclusion; this could link to the fact that when things get bad theirs always a light, there's alwasy going to be someone there, no matter how deep you swim. This maybe the message that Ben is trying to get across to his fans and through his ablum cover.

I then looked at the typography on the front of the album, you can see a simple sans serif font has been used. There is no draw away from the image on the cover, but by using the colour white in the font it stands out from the image by giving it an extra bold look and is a better choice than black, as black would merge in with the picture in a negative way. His name covers the whole breadth of the album cover, standing out and written in bold compared to the album name which is below his name in smaller lettering, of the same font but not bold. 

Magazine Advert

This is just a mock up of what our magazine advert will look like.

Here I used secondary images but I plan on getting a real vinyl record to photograph and then edit with Filters on Photoshop.

The background image here was a landscape picture of a sunset by the beach, I plan on taking a photograph and using Filters to edit the colouring and textured look. I will either do this or I will paint a sunset coloured A4 piece of paper and then scan it in and edit again with the Filters to make it look like below.

I used a Drop Shadow on the band's name Coasts and on their album name and song Oceans. This gives the poster depth and I think it gives it a more professional look and takes it out of that 'bland' look; gives it something different, like Coasts do to the music industry.

It also includes were it can be purchased and different ways it can be purchased; on CD, Vinyl and Digital Download. 

I would also like to add the caption "Wave Of Success" next to the NME review as it links to the song and the band.

Improved Label Logo

I decided to download a font called 'The Low Down' and change the type on the logo as it was a bit too bland. I changed it to white writing with a black Stroke around the outside of it. This looked good but didn't stand out as much as it could.

I then changed it again, to black writing with a white Stroke around the outside of it. I thought this was much clearer than the white text was and it stood out from the bright logo as well.

FINAL LOGO OUTCOME

Existing Music Label Logo Research

Existing Logos

Before creating our own music label logo, we looked at existing logos in order yo understand the way in which they look, and to see other techniques that have been used and which ones were effective and how we could bring these ideas through into our label.

These logos are a lot more simpler, they don't incorporate as many images within the logos, they also don't seem to have focused on the typography much either.

From looking at logos like Spotify and iTunes, we realised that most other music related companies use colourful and vibrant colours to stand out and express music, in a fun and bright way.

These two logos use bright colours and give a bold statement.

We then moved onto looking at the typography side of music logos. They seemed to be bold and stand out but at the same time still managing to embrace the logo. Some included the type incorporating with the logo like the one above. I liked this one because it included a record, and the 'i' was also part of the image which is pretty cool. They also use blocked font for the main part of their name, and then a scruffy looking font for 'records', this works well. The 'beight' is also a lot bigger than 'records' which shows that it is probably more important.

Coasts' Record Label

I decided to create a music label for Coasts as they aren't signed by anyone.

I wanted to include something that represented the shape of a record as we are including records throughout the whole of our project, but I didn't want it to be a plain record.

 I started off by drawing 9 circles and colouring them in a sequenced pattern which I thought went well.

 I thought the basic line that made up the circle was too boring so I went onto the brushes and changed it to a more chalky look. 

 My chosen brush effect.

The circle then immediately looked more querky and not as plain as it looked before.

I took it onto photoshop and selected the bit in green, copy merged it and created a new document which I then pasted the image onto and it looked like this below...

I tried this text but I thought it drew your eye towards the text rather than the actual logo and may have been hard to read when its on the packaging or advert, so I changed the type to a more simple font.

It looked too bland in black and white.

my final logo.

I then added a TradeMark sign at the top right of the logo. The text is still visible and understandable and it doesn't draw your attention away from the logo.

Change of song and Music Video.

We evaluated the work we had done and looked deeply at our idea of a party taking place in our music video, we decided that the video that we were going to make wasn't going to include as many conventions of a music video as we could show, and the genre wasn't as visible as we thought it was at the start of the project. We wouldn't be able to be in control of the lighting at a party, which means it would be a lot harder for us to make the video as clear and effective as we wanted it to be. As well as this if something went wrong or we didn't get all of the footage we needed we wouldn't have been able to recreate the party.


We want to show our full potential and for this reason we decided to change our artist to a Indy group called Coasts. They are an english group of artists who are unsigned and we chose to use their song 'Oceans'. It is an upbeat song about falling in love by the ocean, we also believed that we could create more of a narrative story within this video as the lyrics aren't as repetitive as 'Anticipate' by Skream. 

We will be able to be in control of what time of day we want to film our video, meaning we will be able to include conventions like the golden hour, and we will in all have a more flexible videoing schedule and this will benefit us greatly.

We will now be able to include a lot more conventions.

Coasts - 'Oceans' original music video.

Audience profile

Audience profile (our ideal fan)

Our audience will be mainly teens aged 18 to 25, this is because we don't expect people younger than 18 to be partying. They will be your average college kid, which is stereotyped to be a party animal, with good dress sense and an ambition to PARTY HARD. 

They would appreciate this lifestyle of partying and having fun as that is what they do to have fun and this is why we thought it would work well if we used people aged between this gap as they are the people who are more likely to enjoy the video as they can relate to it.

They may watch TV shows such as MTV Cribs or films like Project X, 21 and Over and American Pie. 

They will wear brands such as:

BAPE

  

Stereotypically they would be wearing hats like snapbacks and jewellery to make them look swag and to build up their rep. They may wear these items to look cool but also may just be into clothing and fashion or may just have a good dress sense.

       Diamond Hat

 BAPE Baseball Jacket                         BBC T-Shirt

Levi jeans