Magazine Advert- Fifth Harmony

The images at hand are drafts in a drawn format the replicate different designs, as we were unsure of exactly we wanted, with annotations surrounding the subject, in order to make reference to what we felt was successful and unsuccessful as a whole. 

The first present design is like a trademark template, showing the number 5 big and bold, making them instantly recognisable from a distance. To make this idea refer heavier to our target audience we wanted feminine touches to be applied, with the use of flowers and soft colours to address this factor. The lettering however is bold, but doesn't detract from the overall composition of the piece. The key factor of advertising, has been easily clasped, with indication of release dates, demonstrating promotion as the purpose. The lack of definition in revealing the image of the band or any factors that specifically relates to band other than that it has been released and who by, a very vague idea that also doesn't really draw the eye, a quite bland design that is missing key factors like where to buy the album or any reviews of the album. 

Through the creation of the second draft, we considered the aspects and parts of the first draft that were unsuccessful, making a change in order to produce a more well-planned design, as well as, what would link more to our female target audience. A more imagery based design of the band has been our preference in this design, with a simple text to allow the sole focus on the artists in the band. By bordering the 'out now' lettering, standing out more within the design and attracting the audience to look directly at this factor on the page. The success of this design is better compared to the last, allowing the audience to visibly see the artist and know who they are, linking to them on a personal level.

Final Outcome:

Within our final template, we have involved various ideas based upon codes and conventions that specifically fit to the Pop music genre and advertisements within the public eye. We have used various new elements but also a combination of idea that we suggested to be included in our draft designs. We have used a group photo of the band, but with continuity using the same design that is displayed upon the Digipak that we have created. The purple filter, incorporates a touch of femininity that we want to achieve, relating more to our target audience. By sectioning the work, and having the information below, it comes together as one but also shows a separate idea, displaying both elements to be as important as each other, really portraying this split and divide, to what is needed and what will attract the eye of the audience. This resembles a teaser poster, allowing something that the fan base can attach themselves too, and build up towards, keeping them feeling personally involved with the band. The visibility of the song that we have produced the video for being present,  is a really key factor, allowing them to look at this song more compared to the other, a slight trick to draw them particularly to the song. However, like a critic has recommended the song for the fans, therefore they know its a great choice that if they like the band they will really like this song. The appearance of the group shot is great, portraying a band profile atmosphere, the lack of complexity to the clothing, is a idea of them being very normal and not allow fame to control who they are as a person. The high street market style clothing was an approach to link to what our target audience would wear, connecting them further on a even wave length and personal basis. 

Magazine Research

Digipak- Fifth Harmony

Final Digipak Outcome by Elena Middlicott on Scribd

Digipak Analysis

The generic codes and conventions for a Digipak within a Pop genre, begin with titles and font styles, tending to be large and bold in shape. To create a more dynamic approach, sometimes the name of the record cover or overlaps the image of the artist, working effectively and producing a much more elegant and sophisticated look to pop which has a stereotype of being a little on the cheesy side. With font found among female Digipak they have typography that curls towards the ends of each letter, applying a fancy and feminine touch compared to solid text that is replicating a more masculine feel, reflecting there body structure something they stereotyped for. The photography of the artist allows the viewer to capture an interest in the artist, with the background attracting little focus. Each image itself tends to be different depending on how the artist wants to be portrayed with the likes of Katy Perry having a very sexualised image, however, more sexual image cross-coverage into the R'n'B element. Big, bold colours are highly expected in a Digipak based upon a Pop genre, primary based colours being the key factor of choice, including red, blue and yellow. They mainly include one or two primary colours, having a dominant colour and a assisting one or two colours, however no more than three are recommend as it can cause a clash of colours, being far less effective than one or two colours.

Costume and clothing can vary in use with present and current trend fashion items being used, however, some artists a unique in clothing, having items that are one of  a kind items that have been hand-made for the artist, different to any item that is available on the market. The items of clothing can also assist the image of the artists, generic clothing that they tend to wear. The make-up depends mainly on the artist, the majority however wear, lots of make-up, with false eye lashes and lipstick to finish the look. The lipstick is bold and bright, dominating the final image of the artist in a very provocative area on the face. However, it depends also on there target audience, and the image in which the artist wants to be portrayed. The use of lighting, is bright and bold, illuminating the artist or band, drawing the attention solely to them, the use of minimal setting also assists in the process, with plain backdrops, helping to obtain the focus on the artist in the video. Moreover, the lack of props is a common element, to maintain the focus on the artist, but props that blend subtly against the construct of the body maybe used like sunglasses or in the form of jewellery, but with total relevance to the theme and atmospheric mood that the artist and their music creates.

Examples:

Rita Ora
On the 27th of August 2012, through Roc Nation American music label , Rita released her first debut album Ora, which is her surname, meaning Time in Albanian. The album gained her three consecutive singles reaching the top position. The album also gained success in entering the top 25 within Australia and New Zealand. A year later, the album was certified platinum by the British Phonographic Industry for sales of 300,000 copies.

Front Cover-
The image is perfectly displayed, having a retro classic approach being in black and white, the red within the text contrasts against the black and white filter, standing out and making a highly bold statement from the rest of the image. The posture of the pose is very unnatural, a surprised expression on her face, her hair partly covering her face, adds a mystery of hiding keeping areas private, but hiding her face adds a shyness to her personality, a real side of coming through and exposing herself on a personal level to her fans. Her looking at the camera addresses the audience on a personal level, interacting with her fans. The use of jewellery is a key aspect, with a watch and rings on her hands, showing her wealth to the public. However, there is also a big heavy industrial chain hanging over her neck, showing multiple ideas, of being chained down, being stable in life being able to provide for herself or being wrapped up in the world of music unable to escape the trouble she is facing, along with the expression, a grasp for help. When viewing this image I questioned whether she is wearing clothes, a very sexual suggestion but targeting a male audience, with nudity rather than her music itself. The make-up covers the entirety of her face, being particularly  strong upon her eye and lip areas, with smokey eyes, common to the make-up trends during this period of time. The colour on her lips is obvious to be her signature theme and colour of red which she often wears. this red theme is consist throughout continued through the typography. A sexualised colour, an indication for an innuendo, in a subtle and discreet way, for an older audience to recognise but a younger audience to have less idea of this factor.

CD Art-
The visual imagery that is present on the CD, replicates the similarity to a lip smear, and being red links to the artist who is known for wearing red lipstick. However, it could actually be smoke, but being red creates a sense of danger and mystery arising in the artist and the album itself. The CD introduces a key factor being the use of the music labels company logo, clearly addressing who helped produce and release the album. The rebellion of the artist is very much present with the lack of finishing to the letter a's within her name, just displaying that she doesn't need to finish the letter, as she can still be recognised, showing her status.

Middle Contents-
The image at hand demonstrates the artist blowing a kiss, like she is sending love directly to her fans, with the sunglasses adding a relaxed vibe throughout. Although, the eyes are covered could suggest that her eyes are disguised, a sense of keeping a part of her life private and hidden from her fans. The consist theme of black and white, appeals in a monochromatic way and the use of a border links back to the other image throughout, keeping the theme the same in order to reflect continuity. Her extreme image is continued into her jewellery and nail art, being very glamorous,but not something known by someone to be worn on a daily basis. Overall, her image is rather extreme known for Pop stereotypes, with her moulding this forms a almost cliche manner.

Back Cover-
The design is displayed as the notion of the artist, appearing through different imagery of herself in a fragmented way. Demonstrating various points within her music career and shots that have been captured, like different side and personalities that she obtains, and the way fame perceives her as a person. The black and white objective is consistent within this piece as the other segments, bring a whole outcome, leaving the red strong and protruding, but a key factor to her colour scheme. The same context has remained, but more imagery involving a personal element between her and the audience, showing a fun and playful side to her character. Her target audience is very much mid teens to early twenties, with a sexual indication that would not be appropriate for anyone of a younger age. The colour is also heavily based on love, something with someone of an older age would understand in a complex idea. To conclude, the Digipak is well-planned, focusing directly on the artist, and her signature style.

Justin Timberlake-
Released on the 15th March 2013, this was Justin Timberlakes comeback album, with lots of excitement and anticipation from many of his fans. He released the album through RCA Records; 20/20 received very positive feedback, from critics who praised the natural sound of the album, with a significant impact on the pop genre of music. the album within the first week sold, 968,000 copies. 

Front Cover- 
His look within the cover, is very suave and sophisticated with a suit and bow tie attire. This theme continues into the use of typography, with gold coloured lettering, often related to wealth and expense. A grown up approach, like a sense of maturity compared to the last album he released. The use of the Phoropte, is the piece of equipment used for eye tests reflecting the title of the album, a physical attribute against a metaphorical meaning behind the idea of 20/20, a medical analyse and phrase links to those patients who have perfect vision. Perhaps he has clarity upon life and upon his music, as if he is satisfied with what he has. The title '20/20 experience' like a revolutionary  and memorable album, trying to portray transmit a personal link to his fans. His initials 'JT'  on the cover, highlights his persona and power, with the fact he is instantly identified just from his initials, and with little coverage of his face. moreover, the little visibility of his face is very unique for a pop cover, but comes with great relevance to the title and idea of his album as a whole.  The colour scheme throughout is very monochromatic, classic and elegance with hints of gold in the text and silver in the Phoropte, adding royalty, as well as, a polished finish, final touches to such well-rounded concept which reflects his maturity and appreciation for music.

CD Art-
The CD itself is very classic, looking similar to a traditional form of consuming music, in the style of a vinyl track, appealing to much older audience who like reminiscing about the past. More niche ways of  consuming music such as this are being brought back through popular demand, as well as, this era and style are being regenerated as a indie/hipster vibe. This classic idea suggests that Timberlake is timeless, everyone knows who he is even if they don't know his music that well. The gold and black present the factor of an award, replicating that his work is of an high standard gaining recognition for the music he has produced through his music career.

Middle Contents-
The inside contents has multiple images of the artist, in various shots but remaining in a suit, keeping continuity of the formal look throughout the Digipak. However, a more playful notion has been set in place, with his facial expression varying, smiling towards the camera and photos that suggest that he has been caught off guard, a natural assistance opposing the serious image through the cover of the album. The white and gold keeps a very neutral colour scheme, maintaining the level of class and wealth throughout.

Back Cover-
The back cover obviously continues the theme of the front image, with synergy. Although, this can be easily confused to the image present on the front cover, but the subtle difference of the song titles being typed on the back, justifies that this is actually the back of the cover. A consistent element of gold continues, with the typography remaining to be gold. Keeping the clean feeling of class and expense put into the planning and producing of this album. A futuristic idea, with the name of the album, like he predicting his music career, but referring back to methods before the age of modern technology with the use of the Phoropte, a classic suggestion of him as an artist. The smart use of colour scheme is something that I really need to address within my work, grasping from this that the smallest of detail, really can impact the overall style and feel to the Digipak, making either a successful or awful outcome. A common idea that must be remembered of a Digipak is the inclusion of the music company label which the band  is signed to and who have  funded and produced the album, as he has throughout his work.