Media Evaluation - Music Video

Media evalutation - A2 Music Video from George Turner

Final Products - Music Video, Digipak + Poster

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Audience Feedback - DanBull

Another important aspect of creating this video was to please the artist himself who was originally going to perform in the music video, however due to complications I had to do it myself. The artist being the famous 'Youtuber Rapper' he is, is usually very busy so I decided to send him a simple tweet to get his feedback for the Music Video.

His response is below.

Audience Feedback - Survey

Create your own user feedback survey



Due to the usefulness of surveys and audience feedback throughout my production process I thought that it would only be appropriate to use audience feedback to help me evaluate my final music video. I kept the survey short as I knew that most people wouldn't want to fill out a survey, which turned out to be true because only a 1/4 of people actually did.

Advertisement Campaign - Poster

The reason behind my sudden change back to my old design was that this poster would infringe copyright claims with the video game companies Dice and EA, these are not the type of people that you want to get caught up in a lawsuit with. Therefore I decided that it would be best to translate what I had learnt from creating this poster onto my previous design, this not only saved me time but avoided the problem of copyright and still referenced the game that the song is based off. However this get me thinking that if my production company did work with these game companies there could be a campaign in which the album sells the game and the game sells the album, this poster could then be used in game magazines to attract new listeners.

Music Video BTS - VLOG

Final Cut - Music Video

For the final cut I adjusted everything so it was the closest to perfection it could, this included tightening transitions and effects throughout the video. In addition to this it meant fixing the scene where there are two of me in the same shot, I found this due to the projector (blogpost - "The projector problem"). To fix the problem I adjusted the blacks and zoomed in on my face. I also added text at the start to introduce the artist and myself, still using the same typography as the battlefield text. Lastly at the end of the video I made the text appear from behind in the same typography as the poster and album cover, this was inspired by Dan's outro on his youtube channel. I also added the poster at the end to help with synergy.

Digipak [Draft1-2] - Advertisement Poster

The changes to the poster include those simliar to the poster such as the colours and text. However I did use a variety of text for the 'coming soon' and release date. I further used photoshop brushes to adjust the shadows on both the character and the text. It further allowed me to add the shiny look to the orange text. Lastly I added an orange boarder to contrast the darkness of the blacks, this should help catch the audiences attention.

Digipak - Draft 5

After finishing the front I enhanced the colours within the blues and the oranges, which provides the intertexual reference towards the game that the song is based upon. I also added vignettes to the images to add shadows and contrasting colours. I took the feedback from my audience and applied it to all the covers because I wanted them to all link well together. 

The Projector Problem...

When displaying my product to an audience the projector was set on a different colour format, this in turn made the 'cropping line' on the image standout very distinctly. This made the effect not as effective for the audience, this was a problem that I was unaware of when it came to displaying my music video. To overcome this I edited parts of the effect on a projector but ultimately it was impossible to adjust the colours to be suitable for every projector. Overall my audience is going to be viewing this on their phones/laptops off the platform YouTube therefore I am not to concerned about this problem.

Digipak - Draft 4

This latest design has taken the orange light beams into the typography of the text, this adds a flowing line that contrasts the harshness of the 'metal' text. The text itself is a parody of the Battlefield text that the song is wrote about. In addition to the text I aslo took the colour of the orange and applied it to the outline of the title, this also was included in the eye of the character. Due to my audience wanted for the album cover to be brighter, so I upped the blues to a more vibrant electric blue. The blue was taken directly form the battlefield poster, which makes the intertexual reference more subtly compared to a straight up parody. Finally I toughed up the edges of the mask making the grey patches not as visible to the viewer, this makes the black and white stand out. Overall I am happy with the results of this final cover, I feel that I have applied different layers of inspiration to create something new. Furthermore I have used my audience feedback to improve my work.

Digipak - Draft 3

 I have decided to actually use my previous design because I didn't want to use a parody styled poster because it drew to much attention to the game instead of the album. However I am still going to use the aspects from battlefield, for example I took the blue colour directly from the battlefield poster. This overall brightened the image, which was one of the improvements from my audience feedback. Furthermore I went around all the fabric and made sure that the grey patches on the eye and mouth holes were patched up with blue instead of grey.

I am going to also use the 'battlefield' text as a reference to the game and maybe incorporate the orange light lines on the game cover. I could also incorporate the orange colours and brighter blues.

Digipak - Draft 2

This is the initial idea for the poster, I want to add text etc and be able to translate this text into the album cover and the music video. This may not be the same design that I use in my final product but I think that it is important to experiment with design concepts to help create something new while referencing the media that it is based upon. I may translate the orange onto my previous album and update that design because I still like those images. In addition to this saving me time it will also help me perfect my design for the album cover instead of starting again.

Album Cover - New Design

My new idea is to take the running theme of postmodernism and remixing from my music video and translate it into my digipak. I want to take the game that inspired the song and parody the games poster. I want to take a new set of photos doing similar poses to this game poster, I will also try and make some of the vehicles in the background along with the buildings. I will still keep the selective colour idea that I used in my video and the previous poster by keeping the orange and replacing the blue with black and white. Lastly I may use the typography from battlefield in my digipak.

In terms of colour this is what I would be going for. This is a really rough edit of how I want the colour scheme to work.

Album Cover - Draft 1 (Changes)

The latest version of my album cover is now put together in a template so that all the covers can be seen working within unison. However, I think that I will be revisiting the design and style of the album and digipak because I think that the whole character within the music video has changed. This album cover was largely based off the fact I was having selective colour, which would make the blue of the balaclava stand out. With this feature now changed within the music video it would make sense to do the same for the digipak. I will be keeping the text but looking at making the album cover relate more to the music video in a comical way and I will be keeping the text I used in this version.

After Effects - The Blood Problem

 The blood effect that wanted to achieve did work through premiere until I tried exporting it. I tried many different ways to solve the problem but in the end I decided it was best to just build the effect up again on after effects using previous clips as reference. The problem was to do with the formating of the footage in H264 so I overcame this by rendering in a different format that could still be imported into premiere. To further make sure this same problem didn't occur I used a variety of different blood splat effects, which replaced the one that I had been using before.

Using the previous versions as reference I created an improved version as after effects allowed for a lot more options when blending the effect. I further duplicated every effect I used so that I could have a variety of colours like reds and whites to give it an abnormal but stylistic look.

I then used a mask and adjustment layer to feather out the edges of the blood so that it blends better with the overall scene. I did this because it really helped sell the impact of the bullet with the blood looking like it went everywhere instead of just stopping. I also used the same technique of keyframing in the movement of the blood to match the point of impact, I further added motion blur to match the movement of the camera.

Then within premiere I wanted to create a much more detailed sound design to help the audience follow the movement of the bullet. I used hollywood sounds such as 'whooshes' to help create the sound of a traveling bullet, which are then mixed with some boosted blood sounds I had. These would all then be integrated within the soundtrack and will help create a narrative.

Music Video - Draft 6

The main changes in this version of the music video is the first gun shot. This included further development on the sound design to help the audience keep track of whats going on, this si because the sound of a 'whoosh' helps the audience understand the speed of the bullet and the fact it's traveling. This allows these micro narratives to be understood in a short space of time. In addition to that the use of more larger cinematic sounds makes the bullet have more of an impact, to further link with this and the scream I key framed the camera to shake.The gun and blood was done on after effects so that I could stop the blood being left over afterwards. I also added back a slightly darker blood in the background of the white to add a tint.

Music Video - Draft 5

This draft focussed more on the end half of the music video, I wanted to retain the pacing that was present within the first half of the video. The reason I began focussing on this is because within my focus groups; discussion with my peers and teachers most people commented on the pace dropping off towards the end thirty seconds. 

This version also improved on some of the VFX for example in draft 4 I noticed that my hand at 00:10 was cut off and ruined the realism so in this version I key framed in the crop to match the movement.

 Another rather big addition was the return of the 'Trebor mints' shot at 00:13, which everyone loved from my original drafts (test shots) so I decided to continue with that theme but slightly change in the sense that the whole movement of the mints would look like an advertisement, with the slightly canted angle. Throughout the video there were moments where I hit the camera but at 00:50 I thought that it had to be cut because the transition wouldn't work as well as the others, this lead to the shot being cut early and forming a different transition.

The blood effects have been adjusted to a more pure white because I felt that the slight red tint made it look more like pink paint, this is most noticeable at 1:22. To further tighten up the 'yoga shot' I increased the contrast and darkened the background in order to make the two shots blend together smoother at 1:26. 

The skeleton was cut two a shorter shot because according to my focus group it ruined the pacing slightly because it went on for too long, a solution I might explore is putting the skeleton in other parts of the video as well for a short period of time. However I did cut the shot down and moved the camera closer to him to avoid him not having arms at 1:33. 

The next shot is one that I will probably reshoot or adjust the editing because at 1:37 because the shot I think ruins the music video so I will be looking into how to change or replace it. However I did improve the next shot at 1:43 because I added some crazy fire effects to add variety and impact, the reason for this is because within the industry of rap music they often refer to their lyrics as 'fire' if they're good.

Another aspect I added for variety is the slight 'mirror' effect when the lyrics talk about the "digital illusion" this is because I wanted to again reference grim rap music while maintaining the digital theme.

LightSaber Effect - Editing

To begin the effect I dropped my footage into after effects then spent the next few hours following the movement of the model light saber I used. The reason I used a white model was to make it easier to motion track the object. I used a separate solid layer to mask around the blade I then duplicated the layer and adjusted the motion blur and colour to create a beam/laser effect.




Firstly I wanted the beam to as close to the actual movie effect I did this by using the colour correction filter. This helped me adjust the several elements of the saber to create a relaistic effect. I could further adjust the centre of the blad in order to create a thicker laser. I often used a black layer below so that I could see what I was doing.

I went through a variety of colours for various reasons because I wanted to see which one looked best and which one worked intertexually with the lyrics. The original blade was blue, then I changed it to green, then red and then back to green. I had several ideas on how to make the blade colour and the rest black and white. I firstly tried selective colour but it kept blending with the T-shirt so I had to make the blade be on a separate layer to the rest. I then went back on after effects and edited the colours on there instead of on premiere because it offered me more options in terms of layers. This allowed me to make the background easily. I just had to edited the bottom layer black and white, making sure it was similar to the rest of the music video.

Intertexual References - Final Product

My product is complety built upon previous media to create something slightly different, this is because I have set out to make something 'new' instead of 'original'. This is heavily influenced by our theory lessons on postmodernism, this is because we were looking into theories that looked into the idea that 'Everything is a Remix'. I wanted to try and make my music video self aware of this theory therefore I used several conventions and visual elements from other texts. The reason I did this is to link into the idea of the internet, which is where my artist is based. I found these conventions through my research into music videos and postmodernism.

1. Camera Hit - this came from both K Pop and western rap music videos because they heavily interact with camera often hitting and moving it.
2. Mints - This is more influenced by the lyrics but the motion of how the mints move onto the screen connotes 'advertisement', which pokes fun at all media trying to sell something to the viewer.
3. Smoke - This was a convention that I found in a lot of music videos in general.
4. Film Noir - This was a film convention that focussed on the shadows created with Lowkey lighting, I used this throughout my music video because it helped me focus on the depth and shadows.
5. Blood/Selective Colour - The bright white blood with the cartoonish style along with the selctive colour was inspired by SinCity. This is a very slight reference to the film.
6. Goat Scream - Within the sound design in the film world the 'Wilhelm Scream' is often used as a reference to sound design, I decided to do something similar but used the 'Goat Scream' from a popular internet video that has become a meme. This scream signifies the idea of remixing on the internet.
7. Low Angle - The low angle for the chorus is almost directly taken from the Eminem music video 'Berzerk' which shares a similar style and pace towards my video.
8. Light Saber - The Starwars reference of the light saber shows the nerdier side to the artist and further connotes the popular 21st century culture.
9. Jacket - The 'Army Jacket' is a reference to my AS media product, 'Conscience' because it is the same jacket ised as the military character in that film.
10. Sharpshooter - This is a reference towards the song 'Sharpshooter' a popular rap track.
11. Hoodie - The hoodie signifies the rebellious side to rap that people often associate with the music genre.
12. Mirror Effect - This is a reference to rap and grim music videos because they often use the convetion of the 'mirror' effect.
13. Digital Transitions - The whole digital old TV look is based off the idea that it is on the internet and was inpried again by 'Berzerk'.

Album Poster - Research

Amy Winehouse's album posters often reflect a style from the 50's with the retro typography neon glow that is given to the text.This is further supported with the black and white photography that casts dramatic shadows across the poster, which is contrasting the blue glow of the text that makes both the name and the image stand out. This poster centralises the artist by having her take up 90% of the poster and showing her in a perfect light. I want to use these conventions by centralises my artist and maybe using the idea of this reoccurring selective colour.

This is 'rock up' poster connotes the aggressiveness of rock and roll, it also uses the iconic sign of rock within the form of an animated hand. Furthermore the bold use of two tone colour within the poster with reds and blacks often connote the idea of agression. This means that I have to think about what I am using within my poster because the colours can connote certain messages towards and audience  which wil in turn help them decide if they want to buy the album.

This album cover shows an example of the two previous examples almost combined to create a knew image and idea for an album and poster. This shows the combination of the retro 50's style from Amy Winehouse mixed with the harsh bold colours of the Rock up poster. This repetition of the bold colours wihin these posters is an aspect that I have to consider putting into my album poster and I have to decide if I want this to translate into my album cover. 

This album cover closly relates back to that black and white idea which helps centralise the artist. Ariana Grande's poster is advertising a concert, this means that I will either have to decide is I want to advertise the album or a concert. Another option is to make two different versions of the poster while still maintaining the synergy. The same conventions are used again in the terms of centralising the artist and using selective colours to help direct the audience where to look. I will also have to look at inputting a date of release and the name of songs maybe even the name of the album.

This album poster features the artist like most of the posters on here but this one puts him in a location. The location reflects nowhere glamorous more making the artist seem down to earth and more relatable. In addition the album connotes the idea of reflection because of the light and colours offer a dream like state showing the artist looking back at where he came from. The bold text of the artists name supports the image to the left, which stands out on the white background and helps offer vital information to the audience. The image of the album uses the same colours as the poster showing the synergy between products and helps the audience recognise the product easily. This is something that I am defiantly going to do for my digipak.

Another poster that I looked into was Eminem Encore because his music videos are going to have an strong influence because of the genre of music that I have chosen. This album cover almost sets a scene  with a narrative, the fact that we are positioned in the crowd denotes us as his audience which is a interesting dynamic to explore for my poster. Furthermore the use of contrasting blues and reds gives the idea of confusing and conflicting emotions much like the artist himself, it provides a memorable image for the audience and gives the connotation of performance.

Jay Z's poster present a parody towards president posters that are seen all over elections, this links to the statement at the top of the poster. This idea of making a red and black version of the poster contrasts the pur image that most presidents want to connote. Furthermore the idea of being a president of hip hop is a bold statement to make and supports the idea of ego. This could be a fun aspect to play with on my album poster by parodying this to add a layer of comedy.

The typography on this album cover connotes something harsh and hard hitting. This shows the power of typography within my poster. The iconic emblem of ACDC is used to bring in the audience that already know who they are but the use of colours and bold use of text is to attract new people to buy the music. Most of these posters have statements to say something about the music genre or the artists. I want to include this in my poster.

Popular band The Script's album 'Hall Of Fame' is a classic example of the photography, font and layout which is typical of an album poster. The poster is bold and eye catching, the type of font is consistent across both posters, the font for the band title being more decorative, and the album title and release date being much larger and more of a block font to really stand out. Equally, the motive of the band is evident form the posters, the leader of the band is clearly  featured centrally in both posters, he is positioned furthest forward in the image to the left, and his face is far larger than his bandmates in the image to the right - to connote his importance and superior status within the band.

Feedback - Focus groups

Focus Groups

To get feedback for my music video I created several focus groups both online and at school, this allowed me to see what people thought of the music video so far and allowed me to change certain aspects appropriately. The focus groups at school consisted of older teenagers to young adults because I felt that this was my target audience for a 'rap' music video. I further included a balanced variety of ethnicity and gender to try and get an accurate source of feedback. I wanted to ask questions to do with editing, pace and style as I felt that these were all important aspects in my video. I further wanted to see if they understood the mini narratives within the performance style or if it was too much to communicate in such a short space of time. 

In the school focus groups I collected my results using paper as shown in the image above and I asked for the positives and negatives of both the music video and the album cover. I felt that audience theory played a close part to this and it took a lot of time to set this up correctly to get an accurate result. I needed the results to be accurate because it would heavily influence my product, this meant that I had to make the experience easy for the viewer so that this doesn't effect their result. This includes making sure that the sound and video are working; that the audience is comfy so this doesn't make the experience bad. This is because a bad experience will make people think that the media they are about to watch is bad, I discovered this when researching audience theories. I will be showing the audience a variety of versions that they can compare.

Video Feedback

The feedback that I received was fairly positive for the music video but I also received a lot of criticism to improve the video. Common aspects that the audience liked included editing, which was mentioned throughout the feedback I received, often commenting on the VFX and fast pace. These are both elements that I am going to translate into my final product because the audience seemed to respond well towards them. The blue version within one of the edits caused some controversy because some loved it and others hated it and said it look amateur. My response to this is that I may use it in certain parts of the video but not throughout. Another scene that was well liked was the 'mints' because it was fast and clever, this will be included within the final version. 

A common improvement is that some shots have been held too long that causes the fast pace to be ruined and really took the audience out the experience. In addition a lot of people said some shots were too dark, which is an issue that has to be address before the final product is shown. On the other hand the lighting in some sections was praised, so I will have to evaluate my approach to keep it consistent throughout the video.  

Album Cover

The feedback for the album cover again offered vital feedback but it was hindered at one point by the projector not showing the full range of colours that were required to see the album cover, this made it harder to get an accurate response. I overcame this by hosting an online session with the fans of the artist. The strengths of the album included the professional look and style of the cover, this included typography and photography. There was not many major improvements in the school session, they mainly consisted of touching up colours and positioning of the photos. However in the online version someone pointed out the text was slightly to dark and that the colours created a grey boarder. Another improvement was to maybe have the whole album black and white and maybe have more variety of photos and poses. This will be easier to create once I have completed the video because I know what actions will be included, which I can translate into the album cover.

Music Video - Draft 4

For the fourth draft I took in criticism  and applied it to my work, I further evaluated it myself and proceeded to improve the video. Within this draft I had changed several of the clips with colour correction to make the background darker to create a stronger contrast between black and white, because I wanted to still maintain the Filmnoir style. 

Around 00:09 I decided to lighten the left character to even out the tone within the shot because I felt that the it made the shot blend together seamlessly. I further adjusted the muzzle flashes and lightened the frames when they go off to integrate them further in the scene. In addition to brightening the the muzzle flashes I made the aspect ratio bars a pure white instead of grey to establish a clear boundary. I further re-keyed the the blood to match the body's movement better and I added motion blur to match the blur of the movement.

To add an intertexual reference towards the platform I added jumpcuts that zoom into the shots because this is what vloggers, it further adds variety and avoids the problem of one shot being too long. The skeleton was re- corrected to stop it having the bits of black the made it seem fuzzy, this was due to dodgy colour keys. I also increased the volume on the sound effects within the sound track so that they stand out int the track, this includes the guns, lightsabers and screams. Lastly I used crossfades to smoothen the transitions and gunshots within the scenes.

Music Video - Draft 3

This is the first 're-shot' draft of my final media, it improves on several aspects that hindered the original drafts. These include the grainy footage, which has been replaced by the new re-shot footage in the studio. This version of my music video has an altered location compared to the previous because I wanted more controlled lighting to achieve the lowkey lighting of Film Noir, the location further allowed my footage to seamlessly be edited together. This allowed the fast pace to be maintained throughout and still include the cutaways within the studio. As for the white aspect ratio, some people are loving them others are hating them. I am now going to get to work on the next draft.

Audience Theory - Final Product

To research how I would construct an effective focus group I looked into audience theory to try and understand who I should select for the group to get a well rounded response from my target audience.This would also further help me change certain aspects of the film to best satisfy the viewer. I knew from my previous survey and audience research that my target audience would be between 16-20 year old meaning that my video had to meet young teens to young adults. This was a vast group in terms of age so I knew that I had to understand audiences in order to appeal correctly.

My research began looking into Halls 'sender and receiver theory', this theory suggested that there are three types of reactions form an audience: Dominant, Negotiated and Oppositional. To further understand these theories I had to understand the meaning behind them:

Dominant - Goes with the most common view of the product. 

Negotiated - Understand both sides of the points being made but doesn't pick a side.

Oppositional - Already has a set view and will not divert their opinion.

This means that my intended meaning could be obsured by aspects of the film people in general are opposing or views that the viewer alreadt opposes. This will impact my casting of the roles, who is in the focus group and look at my intended meaning behind my music video. Furthermore this links with immoral panic over a certain group of people depending on who I cast as the bully. If I show the bully being darker ethnisity it causes people to have an excuse to support the idea of that group of people being violent and can create/support sterotypes. 

Another set of theories that have had an influence over my work has been the 'Hypodermic Needle Theory' and 'Cultivation'. These theories share the idea that the audinece are passive and are just injected with infomation without any reaction or opposition. The 'cultivation theory' focusses more on people grouping together over a product and forming relationships with the characters. I don't fully agree with these theories however it does suggest the power of the media that I am creating and why I should be prepared to censore some of the more controversal scenes.

The 'Users and Gratification theory' looks at the audience being more active and offers a lot of detail into why an audience may react differenrly to a media product. This theory had more influence over my media product because I beleive that it carried more weight.It influenced me because the theory stated that the audeince find meaning and expectation through what they have already experienced: personal relationships, experiences and identity. This will cause me to research into the topic of bullying more and see if I could either improve the message or if I should just scrap it. 

Shooting - [Final] Product

For the final product I want a much stronger set of lights to create much higher contrast lighting, this known a chiaroscuro. I want to do this to convey the convention of film noir style and look of my film, I have experimented with lighting and editing techniques to create a unquie viewing experince. I will furher we shooting on about 2-3 differen locations and have different scenes taking place that will be edited at a fster pace. I want to reshoot because of the camera settings and how my exstended research has influenced my process.

Chiaroscuro - Film Noir - [Lighting Tests]

To see how I could improve the shots for the re-shoot I just used photos in order to experiment with lighting ideas, this is because I wanted to see how many lights I would need in order to create the low key light. This was further a test to see if my camera settings would need to be altered but they held up fine and I am now confident going into the re-shoot.

In order to create this Film Noir look I only used a single key light that I got my camera man to adjust, I ended up liking the light being underneath the subject more than above because it outlined the features of the face while maintaining the depth in the background.So that it would further help me I did a similar position to Fraser so that I can refer back to this image to see what I am going for.



In photoshop I tried to keep the adjustments minimal because I wanted to focus on the lighting more than post production because I see the editing stage more as an extension of what I do on set. This meant that I only converted it to black and white and adjust the brightness and contrast. All these same affect can be achieved in a video editor so it is easy to apply the same ideas.

Colour - [Correction Grading]

The colours in my music videos are highly important because it really helps set the tone and style of my work. Even though I am using black and white to create harsh chiaroscuro shadows I think that the colour grading is still important because by adjusting them they change the tones of the blacks and whites. This means that I will actually colour grade before I put the black and white in because I want to make sure that the colours not being there don't take away from the experience but instead add to it. Within colour correction I would firstly adjust the colours at opposite ends of the colours spectrum, mainly focussing on the blues and reds. This is because i know from my knowledge of working on the film opening last year that these colours are the main two to make something cinematic. I would then further adjust contrast, tones and brightness to add depth and draw out certain colours or tones. This would give me my base of colours to focus on, I would then look at adding a grade over the colours which help add depth and stylise the films look and tone. I would either use the tools given in Premiere or After Effects.

Digipak - Artist Feedback

While creating the digipak I have stayed in contact with the artist and his fanbase through the platform of twitter. This has allowed me to get feedback and improvements throughout the process because the users on the sight always prove to be very, very opinionated. Furthermore the artist himself pointed out a few improvements!

Teacher/Peer - Feedback

After finishing my digipak I decided to get a focus group together in order to get feedback from my peers and teacher. I handed out a strengths and improvements sheet and these were the responses:

Strengths:

• Love the close ups of the eyes, very intense.
• I like the ski mask. 
• The cover links to the narrative.
• The colours link to the video.
• Fits the type of video.
• Good editing.
• Cover looks good, colours and typography.
• The logo's design.
• Professional.
• Text, colours and composition.

Improvements:

• Brighten the image.
• Too dark.
• Vignette. 
• Writing is too dark.
• Too much grey

Album Cover - [DigiPak] - First Draft - Audience Analyses

For my first draft of the music video album cover I wanted to capture the emotion that the character would feel while singing the song. To further develop this emotion I wanted the album cover to have a series of close ups in order for the audience to be gripped with emotion. This will act as a platform to build upon when they listen to the track and watch the video, this will overall help them connect with the character. In terms of style I knew that I wanted the only colour in the music video to be the blue so I thought that I would look into a technique called 'Colour Splash', which allows me in photoshop to single out certain colours and make the rest black and white. The reason for this is that I wanted to focus on the low key lighting and dramatic film noir shadow look while maintaining the internet modern look you see across the web and television.

I believe that I have achieved what I set out to do with this album cover because all the colours have worked really well together and have developed form the drawings I created. However I do believe that I could of made some more improvements and adjustments to this before I use it as the final digipak. Firstly I want to clean up some of the colours because there are some areas in which the blue hasn't worked very well so that means that there are patched of grey. I found this out when I posted the first draft online for feedback, I posted it online because I wanted to get feedback from both the arist and his fans because they are the target audience for this digipak. The feedback I got of the overall design was positive however some mistakes were pointed out like the grey patched particularly around the eyes and mouth. In addition to this I had spelt his slogan wrong, "Douglyby"

which is meant to say "Douglby".

If I had released this to the public before making these checks I would have caused upset to the Dan Bull community and probably done his work more harm than good. This overall shows the importance of audience feedback. Further improvements that I want to be made is something that was picked up on within a second viewing of the digipak the next day. When I looked at the second image the logo has the distinct characteristic of a nose, this is a design floor because it ruins the overall tone of the album. To counter this I want to adjust the design or change the image that it

there. Overall I am pleased with this digipak but I will be taking more images that can be used as the poster or to replace the image with 'the nose'.