Research task 3 - Content analysis of Digipak and poster – Scouting For Girls debut album

The debut album of Scouting For Girls relates to the band Uncle Shaker  (the band of my music video song) because some of the songs by Scouting For Girls have the same tone as Uncle Shaker. Some of the songs by Scouting For Girls have a similar message as those of Uncle Shaker’s for example both bands have music which are love songs which relate to either the formation of relationships or the breakdowns of relationships. For this reason I decided to analyse Scouting For Girls debut album digipk and poster because I believe I could use some of their ideas in my own digipak and poster to advertise the song Forty Steps to Rhona by Uncle Shaker.

Throughout both of the promotional products a textured pattern has been used, as it is on both of them it creates continuity between the two products. This textured pattern creates an impression of it being old. This could be to make it seem that the band are reflecting over their childhood which is reinforced from the photographs of them inside the digipak from their childhood. The reflection of childhood is once again reinforced from the front cover of the digipak and the poster where there is a single image of two young boys playing in a boat.

The digipak and poster advertising the debut album by Scouting For Girls are constructed in a way which makes it easy to relate to their target audience. Ways they have done this is because in their digipak there are photographs throughout. These photos are of the band when they are younger, this would make the viewers of the digipak feel closer to the band. There are a few photographs on every page of the digipak, the visuals are in different locations on the page which keeps the viewer of the digipak interested. On the poster there is one image which is of two boys in a boat rowing – this is the same picture which is on the front cover of the digipak, this makes a relationship across the different mediums making it easy for the audience/fans of the band link the two products together.

The text in these two different promotional items show continuity. This is because they both have the same font and the same background colour. This wording is in the same font and colour as the bands name and the writing in the digipak. On both the digipak and the poster the font colour does not stand out a lot giving the impression that they are a band which sing slow songs however they really are a pop/folk band which is not expected from the colouring. On the poster the band’s name is in capitals and they are in large letters which takes up about a quarter of the page. The other wording on the page shows some of their key songs, the release date and their website. This information is important for the bands audience because it shows where and when they can purchase the new album from.

The lyrics in the digipak are written in a way which creates a shape which relates to the song. An example of this is from the song ‘heartbeat’ which in the shape of a heart. Another, example is from ‘The aeroplane song’ which is in the shape of a paper aeroplane. I think this is an idea which I would be able to use in my digipak to promote the song Forty Steps To Rhona by Uncle Shaker. I could position the lyrics in the shape of some stairs or maybe the same of the number 40. These are just two ideas but I believe that doing this sort of thing would make it interesting.

The digipak and poster both gives a lot of content about the band. The content from the poster is the bands name, the release date and 2 of the songs which are featured on the album. On the particular poster on previous page there is also a quote from different organisations for example The Guardian said ‘Every song is an anthem’. The digipak gives a lot of content about the band, for example its gives all the lyrics of the songs on the album, it gives a lot of bouns material such as the photographs from when they were younger. The back cover of the digipak gives a lot of content because it states what everyone in the band does/plays, there is also the track listing of the songs from the album.

From the two types of promotional products there is a lot of content about the bands given. The digipak gave the track listing on the back page, it also states what everyone in the band plays/sings. The photographs of the band from when they were little and the random drawings are bonus details which gives a better insight into the band and their fans would like this. The poster also shows some important content about the band – this being the release date of the album, some popular singles which are featured on the album and the website where the fans can find out further information. Both the digipak and the poster does not show quotations or reviews.

Audience feedback after Pitch

To gather audience feedback we pitched our idea to 25 people who fall into our target audience of 15-25 year old. From this information we were able to change some of our ideas to fit what the target audience thought would be best.

From these questionnaires we found out that 24/25 people thought that our idea seemed entertaining. The main reason they said that the idea seemed entertaining was because there is not a lot of other music videos which has the same idea as us, this made them think that it would be refreshing and new. The target audience also thought that it would fit to our genre conventions of folk/indie.

All of the people from our pitch thought that it would fit our target audience (15-25 years old).

When asked if us showing the different seasons was a good idea 23/25 of the audience believed that it was a good idea. This mainly being because they thought that it would make the couple seem as if they have been together for a long time creating a strong connection between the two.

24/25 of our pitched people believed that the stop motion would fit our music. They believed that our folk/indie song was the perfect sort of song to fit a stop motion video.

All of our audience believed that the videos which we used for inspiration, were useful in providing them with an idea of what we were trying to achieve with our personal video. 

When asked if they thought the drawing and writing of important words on the page was a good idea 23/25 of them believed it was a good idea as it would create a link between the visuals of the video and lyrics of the song.

When asked what is the most entertaining part of our video, the majority answered by saying: the drawing and writing of important words from the song was the most entertaining section. This is because; it would create a strong link between visuals and lyrics - which are needed in this sort of video.

When the target audience was asked how could we improve our video a lot of answers were ‘’you can’t”. However this is not very helpful, so we looked for the ‘real answers’, and then the most common answer was that: they were unsure if we should show the hand while the important words and drawings were being drawn onto the paper.

From our feedback we were able to decide to only show the hand while writing the title, then not to show the hand anymore. We came to this decision because it was clear that the idea of showing the hand was unpopular, this made us feel that we should not use it throughout and only use while writing the title – this was to make the title stand out and show that it is important.

Completed questionnaire for audience feedback from pitch

Above is a completed questionnaire which one of our target audience filled out after they listened to our pitch. After gathering all of our completed questionnaires we compared them to find the most common answers and then used these to change/improve our ideas.

Questionnaire for audience feedback after pitch

1.      Does our idea seem entertaining and why?

Yes                        No                         Why ________________________________________

2.      Do you think our target audience of 15-25 years is appropriate?

Yes                        No

3.      Is our idea of showing different seasons a good idea and why?

Yes                        No                         Why _________________________________________

4.      Do you think our stop motion idea will fit with the music?

Yes                        No

5.      Do you think the videos we used for inspiration are good?

Yes                        No

6.      Do you think drawing/writing important words on the page is a good idea?

Yes                        No

7.      What is the most entertaining part of our video?

______________________________________________________________

8.      How can we improve our video?

______________________________________________________________

Research task 2 - Star image - Lady Gaga

In 1985, Richard Dyer’s stated that ‘stardom is constructed from a range of materials’. This shows that stars are created through the use of many different mediums and not just one. This is shown with Lady Gaga this is because she would not have become a star without all of the mediums. These different mediums include her music videos, her website and her Cd covers. Her star image is also created by her live performances and all of her media coverage. 

During Lady Gaga’s music videos there is a lot of voyeurism (an example of this is from her the video below) this is created through the mise-en-scene. The costumes which she wears will make males ‘gaze’ at her in a sexualised manner (this relates to the Freud’s theory). Some females will ‘gaze’ at her in admiration and wish to be her. Mulvey says that cinema is gendered in a way which women are on display and they are sexualised through the act of looking – this theory is shown in most if not all of Lady Gaga’s music videos.

The mise-en-scene which is used in Lady Gaga’s music videos creates a rich atmosphere (this rich atmosphere is shown in her music video pokerface - below) . The locations which are used create this rich atmosphere this could be to create a star image for her of being rich. This could be so people look up to her and wish to be her.

During Lady Gaga’s music videos she often uses narrative and performance. Her music videos cut between both narrative and performance this could be so her passion for music is shown but also it shows the fun side of her which creates a major part of her star image.

Her music videos show a relationship between the lyrics and the visuals on screen. This will be to reinforce the message which is being conveyed, both the lyrics and the visuals will create her individual star image. 

During her music videos there are many close-ups of Lady Gaga this will be to create her star image. These close ups are there to create a relationship between the audiences of the video and Lady Gaga. These close ups allows the audiences to create a direct address and close observations of her facial expressions, body language and gestures. All of these create her individual star image. The close ups which show her face, parts of her face are usually covered in these close ups this could be to cover up some of her identity and also to create part of her star image. This star image is also used on her album covers because she is usually wearing a lot of eye makeup or wearing sunglasses or masks. 

During her music videos her non-verbal communications and her body language are very sexualised and suggestive. However these actions are also linked to her lyrics which creates a strong relationship between the visuals of the video and the lyrics which are being sung.

On all of Lady Gaga’s album covers she uses the same font, this could be to create continuity between the different albums also this creates part of her star image. This font is also used on her website which creates a cross media star image. Throughout both her album covers and her website most of the words are written in white or red. This is quite contrasting to the black/dark backgrounds; this dark background could be to represent her darker personality.

On her album covers there are photographs of her which express her individual star image. This image is different to the conventional ones of pop artists this is because it is more dark and twisted to what you expect of the pop genre. A lot of the photographs are in black and white however her lipstick is bright red this could be to represent lust, passion, sex which is key parts of her star image.

In the background of Lady Gaga’s website there is a big picture of her this could be to reinforce her star image and so people can see her personality clearly as soon as they enter the site, and while they are searching on the site (as the picture is on every page).

In an interview with about.com Lady Gaga was asked ‘Whats the story behind the song ‘Paparazzi’, because there’s been a few interpretations of it?’ Her response to this question was ‘Well I'm so glad there are a few different interpretations, that was the idea. The song is about a few different things – it's about my struggles, do I want fame or do I want love? It's also about wooing the paparazzi to fall in love with me. It's about the media whoring, if you will, watching ersatzes make fools of themselves to their station. It's a love song for the cameras, but it's also a love song about fame or love – can you have both, or can you only have one?’

In her video ‘paparazzi’ (shown above) these idea of her are portrayed well and it is obvious to be able to create a relationship between her initial ideas and the visuals and lyrics from the music video. In this interview her star image is also created this being from her wanting the ‘paparazzi to fall in love’ with her. This is shown throughout her star image because she always tries to get the paparazzi fall in love with her - this being from her close ups with the camera during her music videos, the fact that on her cd covers there are mainly close ups.

Throughout many different mediums Lady Gaga has created a very individual star image. This star image is shown during her; music videos, album covers, lyrics, website, live performances and all of her media coverage. She also carries this star image while she is giving interviews and is in the public eye. The fact that this star image is always with her makes people create a link between the different mediums making it easy for people to recognise her in different circumstances. Lady Gaga’s star image is very individual and unique and does not conform to the genre characteristics of pop music.

Example of stairs - location shots

Below are some of the photographs which we are going to use as backgrounds for our stop motion animation.

This photograph is going to be used for the house scenes, such as: his birthday and christmas.












To the right is one of the photographs which we are going to use for our Valentines Day scenes. We are going to make this look like Valentines Day by the use of props for example love hearts.












To the left is one of the photographs which we are going to use during the guitar solo.









To the right is the photograph which we are going to use for our Halloween section. We are going to have drawn ghosts on the walls to make it seem scary. We are going to use this during the guitar solo.

This is the final background for our stop motion animation, we are going to use this to represent new years.









Above are a few of the photographs which we are using as backgrounds for our stop motion animation. We have decided to use these because they show different seasons of the year. This is needed with our idea because we are going to show a year of the couples life together (which needs to be shown by different backgrounds).

Forty Steps to Rhona annotated lyrics for stop motion music video

Above shows the lyrics to the song which we are creating a stop motion animation music video for. I have annotated these lyrics because with our video we are able to to clearly create a relationship between the lyrics and the visuals on the scene. The easiest way to do this was for us to annotate the lyrics and then use this annotation as the basis for our storyboard. We did not follow all of the ideas which we had on the annotations above, however it was more useful to have the foundation for our storyboard.

Forty Steps to Rhona Lyrics

When Rhona used to come with a clean-up crew, it was a sure sign that she still loved you

She couldn’t change your life, but she could ease your troubled mind

Your Mind, your Mind

She had canny little way of seeing thru, the wall you built and the holes dug too

She couldn’t hide your eyes, but she could see thru the years and the lies

Your Lies, Your Lies

So, take my hand and guide me thru, down forty steps to the ocean blue,

And let’s float away, for I can’t live without your light another day

Another day, another day

Bridge
Rhona, I want to love you tonight
Rhona, feel the warmth of your light in my life
Repeat Refrain 2x

Your Life, Your Life….

So, take my hand and guide me thru, down forty steps to the ocean blue,

And let’s float away, for I can’t live without your light another day

Another day, another day

end….

Storyboard

Production Schedule

Tuesday 1st Novemember: Practice shoot
Thursday 3rd November: Practice shoot
Tuesday 8th November: Practice shoot
Thursday 10th November: Print photographs from practice shoot and practice stop motion
Tuesday 15th November: Take photographs for stop motion
Thursday 17th November: Print photographs from last lesson and cut them out
Tuesday 22th November: Take photograhs for stop motion
Thursday 24th November: Print photographs from last lesson and cut them out
Tuesday 29th November: Take photograhs for stop motion
Thursday 1st December: Print photographs from last lesson and cut them out
Tuesday 6th December: Film stop motion
Thursday 8th Decmber: Film stop motion
Tuesday 13th December: Film stop motion and edit the film to the song
Thursday 16th Decmber: Film stop motion and edit the film to the song

Props list

• Hearts (to be drawn on)
• Lego
• Blindfold - scarf
• Balloons (to be drawn on)
• Mario Brothers Ghosts (to be drawn on)
• Merry Christmas (to be drawn on)
• Happy Birthday (to be drawn on)
• Black thick felt pen
• Different coloured felt tip pens
• Mac Book with Istopmotion
• Mac with Final Cut Pro
• Plug in Camera
• Tripod
• Camera

Treatment pitch for audience feedback

We are going to make our video stop motion by taking loads of photos of the couple doing various things. These photographs are then going to be placed onto a white piece of paper or a printed photograph of some stairs.

Important lyrics of the song are going to be drawn onto the piece of paper, this is to give it meaning.

The couples costumes will give an insight into their personality and will represent the genre of folk/indie.

Target audience is indie fans between the ages 15 and 25 years old.

There will be a relationship between the lyrics and the visuals because the action on screen will reinforce the message which is being told through the lyrics.

Our video will be abstract/concept based this is because it is stop motion.

We got inspiration from ‘Her Morning Elegance’, ‘deadline post-it note advert’, ‘Volkswagen VW Advert’ and ‘Stop Motion Photo Movie with a Wolf and Pig’.

We are going to make it seem like the video goes through a year of the couple’s life. We are going to create this from the use of mise-en-scene (props eg decorations). The main occasions which are going to be shown are: Christmas, New Year’s Eve, Birthdays and Valentine’s Day.

 

Treatment for our stop motion music video

Our main idea is to show a strong relationship between a boy and girl. We are going to make our video stop motion by taking loads of photos of the couple doing various things. These photographs are then going to be placed onto a white piece of paper or a printed photograph of some stairs (we are going to film this happening) then when it comes to the important lyrics of the song we are going to have a hand appear and write the lyrics, or draw a picture of the meaning of the word. The couples costumes will give an insight into their personality and will represent the genre of folk/indie. Our target audience therefore is people who are indie fans between the ages 15 and 25 years old.

There will be a relationship between the lyrics and the visuals because the action on screen will reinforce the message which is being told through the lyrics. We will also make a link between the lyrics and the visuals by having key lyrics written onto the page, this would draw people’s attention because the hand is only going to appear at important sections so it will become symbolic and make it obvious which are the key lyrics in the song.

Our video will be abstract/concept based this is because it is stop motion throughout which is concept. This relates to the type of music because the band is a mixture of folk and indie. Stop motion ideas are sometimes used for indie songs so this means that our video would fit the genre of music making it good fans of indie music.

We got inspiration for our stop motion music video from various videos which we have seen, each of these videos gave us inspiration for different aspects of our video. We got general ideas from the video ‘Her Morning Elegance/Oren Lavie’ (the video is below). From this video we thought that doing a stop motion video would be a good idea.

Another video which we got general ideas for our music video is from the ‘Deadline post-it stop motion advert’. This video is below. From this video we decided to use a lot of colours in our music video as we elieved it wold keep it interesting.

We got a lot of inspiration from the ‘Volkswagen VW advert’ (this is the video below) from this advert we got the idea to have the white background moving along and then have key parts of the song being drawn on by a hand (like it does in the advert).

We got the idea for having photographs placed on top of each other and then filmed for stop motion from the video ‘Stop Motion Wolf and Pig’ this video is to the left.

We will be able to keep the audience’s attention because we are going to make it seem like our video goes through a year of the couple’s life. We are going to create this change in time from the use of mise-en-scene. This is going to be shown through the props such as the decorations. The main occasions which are going to be shown are: Christmas, New Year’s Eve, Birthdays and Valentine’s Day.

Reasons why our first idea did not work

Our first idea did not work for many different reasons. The first main reason is that we could not take the mac book out of Suffolk One meaning that we did not have the appropriate software to do our stop motion sections of our music video. We realised this problem and to try to overcome it we decided to use a camera which takes 20 photographs continuously, however while taking these photographs the camera stopped working and the photographs which we had taken did not work well enough because they came out with a strange effect (this is shown on the attached photograph). After our stop motion ideas weren't possible the rest of our video seemed boring; however we went back to the location and tried one final time. This did not work either though because all of the footage turned out really dark. After all of these problems we decided to start again in a new idea. We decided to do this so our music video is the best which it could possibly be.

Opposite is an example of one of our photographs which turned out bad, because of this we decided to start again because this was not good enough quality.

Risk assessment

Hazard: Falling down the stairs

What could cause this harm: IF someone trips and falls down the stairs

 

What is the likelihood of this happening: This is very unlikely of happening

Who or what would be harmed: The person who falls down the stairs would be harmed.

How much harm? Depends on the fall

How will this risk be managed: We will look at the stairs when we are walking up/down them.

Hazard: Chemical burns

What would cause this harm: The cleaning products which we are using for props

What is the likelihood of this happening: This is very unlikely of happening

Who or what would be harmed: The person who spills the chemicals, or the carpet of the stairs may get stained.

How much harm: Depends on how much is spilt

How will the risk be managed: We will put the chemicals in a place which is unlikely to be knocked over, the person who uses the chemicals will take care while using them.

Hazard: Tripping over wires

What would cause this harm: The wires from the camera if it is plugged in

What is the likelihood of this happening: It is very unlikely

Who or what would be harmed: The person who trips over and the camera could be damaged.

How much harm: Depends on how the person falls and if the camera hits the floor.

How will this risk be managed: We will keep the leads flat on the floor and we will avoid where the wires are.

Forty Steps to Rhona Lyrics

When Rhona used to come with a clean-up crew, it was a sure sign that she still loved you

She couldn’t change your life, but she could ease your troubled mind

Your Mind, your Mind

She had canny little way of seeing thru, the wall you built and the holes dug too

She couldn’t hide your eyes, but she could see thru the years and the lies

Your Lies, Your Lies

So, take my hand and guide me thru, down forty steps to the ocean blue,

And let’s float away, for I can’t live without your light another day

Another day, another day

Bridge
Rhona, I want to love you tonight
Rhona, feel the warmth of your light in my life

Repeat Refrain 2x

Your Life, Your Life….

So, take my hand and guide me thru, down forty steps to the ocean blue,

And let’s float away, for I can’t live without your light another day

Another day, another day

end….