CCR 1

1. H O W D O Y O U R P R O D U C T S U S E O R
C H A L L E N G E C O N V E N T I O N S A N D H O W D O
T H E Y R E P R E S E N T S O C I A L G R O U P S O R
I S S U E S ?
C I E M E D I A S T U D I E S : C O M P O N E N T 1 - C R E A T I V E C R I T I C A L
R E F L E C T I O N

2. D I G I P A KD I G I P A K

3. DUA LIPADUA LIPA
ARIANA GRANDEARIANA GRANDE
Before creating my own digipak, I had to research into existing album covers that are successful in
the music industry. I chose to look at two pop artists as they are the same genre of our own video.
The first artist I looked at was Dua Lipa. In her digipak she uses a limited colour pallet of pink,
black and white. As she is a solo artist, she is prominently shown on the front of the album
presenting to the audience that she is the main artist and the focus of the music. She is presented
in a slightly edgy way from the clothes that she is wearing such as; the leather jacket. Presenting
the correct pop conventions is important for audiences to easily establish the genre of pop. Typical
pop conventions for the digipak include many different design elements, one key part of presenting
the pop conventions is clothing. Artists tend to wear fashionable, stylish and mainstream outfits
keeping up with trends that the target audience will follow. As our artist would be presented as
fashionable (linking to the pop convention) it will allow the audience to have inspiration and what to
be more like her as she will be looked up at as an fashion icon. Typical pop convention attain a
variety of bright and bold colours. In Dua Lipa’s digipak she uses a contrast of pink to present the
stereotypical idea of felinity but also uses black to break the social stereotypes and challenges
conventions by as well as her felinity side she is also quite confident, sassy and edgy.
The second artist I looked at was Ariana Grande. In her digipak, she uses a black
monochromatic colour scheme. By using the dark monochromatic scale she breaks the typical
pop genre conventions by not using the typical bright colour scheme. Again her clothing choice
allowed her to be stylish and is up-to-date with current fashion trends. Grande is quite young and
allows the target audience to relate to her as she is of a similar age and the audience will be
able to identify with her. She is again presented on the front of the digipak showing that she is
the centre of attention and is the main image that should be presented to the audience. One
typical convention that female pop artists tend follow, is that they are presented in a sexual and
seductive way trying to lure the audience in. Grande adheres to this convention as she is
dressed in revealing manor. The text on the digpak is smaller than on the one with Dua Lipa
maybe due to the fact that Ariana Grande is more well-known in the music industry and can be
identified by her picture alone. In our own digipak i would want to make the artist name quite
large as she will be less known and i will allow the audience to obtain the name of the artist.

4. D I G I P A K
P R O D U C T 1
From looking into current digipak’s, I sourced out typical pop conventions that well-know artists use in their own digipak’s. I learned one typical conventions for a pop album
digipak was to use bright and bold colours. In my digipak i want to use a hot pink as it is a bright colour and make the digipak stand out and catch the audiences attention.
The pink colour connotes the stereotypical femininity that we want to portray that our artist is feminine woman however, much like Dua lipa’s digipak, i also use the colour
black to connote a opposite side to the artist and show that as well as her feminine side she is also quite edgy and confident and she doesn’t always follow social gender
stereotypes. The colour black connotes a mysterious side to the artist that audiences will be intrigued by and will want to learn more about the artist making them follow her
throughout her career. On the digipak it is really important to showcase the artists star image as this is the first thing target audiences will se before listening to the music.
We wanted to show that she was fashionable and we wanted her to inspire audiences with her fashion sense and want them to dress or aspire to dress like her. We looked
at current fashion trends that are currently in the women fashion industry and i found that a lot of celebrities are wearing suits and this has a positive feedback from
audiences. A suit is a traditional piece of clothing worn by a man however, i wanted our artist to break these gender stereotypes and show her star image to audiences that
she is a bit of a rebel and doesn’t always adherer to typical gender stereotypes. In todays society, it is important to show the breaking of gender/ typical stereotypes as it
should be actable for whomever to wear and be perceived as whatever they intend to be see. Especially as our artist is someone for audience to look up to it is important that
she reflects this matter through the star image that is presented on all of the three products. The the use of the neon light font it creates an edgy vibe too the digipak and
audiences are interested in the cool and grungy vibes it presents to audiences. By placing the name of our artist in bold, large text, it forces the audience to look at the text of
who the album is by before looking at the photo. It is important for the audience to see the name of the artist as our artist is new and wont be know by audiences by her
picture alone yet. In the photo we composed it so that the main viewpoint is the artist rather than the background. Her facial expression reflects her personality representing
how she is quite sassy and by getting her too show her true facial expression allows us to present the star image that we are trying to portray.

5. W E B S I T EW E B S I T E

6. DUA LIPA
ARIANA GRANDE
DUA LIPA
ARIANA GRANDE
The second website i looked at was Arian Grande. her colour scheme and
atheistic was similar to her digipak. From looking at these two artist i know
that making the products cohesive is really important to present the artist
star image through the whole campaign. Grande breaks the typical pop
conventions agin by using a black monochromatic colour pallet. This
presents her as quite edgy but also makes her stand out from other pop
artist as she doesn't use bright colours in her website and digipak. This
could be due toward she is well known in the music industry and audiences
will know that she is a confident and sassy character and she docent need
the physical colour on the products for her too presented in that way as
audiences already know. However, for our artist as she is not as well-known
we would like to use colour to present her star image to audiences as it will
clearly show them her star image and what kind of character she is. On
both Dua lipa’s and Ariana Grande’s website they don’t include a large
picture of the artist. This breaks typical pop genre conventions as the artist
is usually predominately show off however this agin could be due to the fact
that their name alone is enough for audience to now who the artist is.
Grande’s name being upside down on her website is a reference to one of
her music video when she sings whilst walking upside down. This allows
audiences to link the music video and website together.
Before creating my own website, I had to research into existing websites
that are successful in the music industry. From looking at their digipak’s i
decided next to look into their websites. The first artist I looked at was
Dua Lipa. In her website she uses a limited colour pallet of pink, black,
white and yellow. The colour scheme is similar to what she uses on her
digipak and it is really important that i do so also as it connects the
products together and is cohesive for audiences. On the website the
main advertisement is the new album that she is promoting. She uses
bright bold text similarly to the digipak as it is a typical pop genre
convention representing positivity and fun vibes to target audiences.
She uses cool sans serif font that is up to date keeping up with current
athletic trends and matching styles the target audience will appreciate
and have a liking towards. I also like how on her website she uses the
contrasting colours pink and black linking back to her star image and
how she is a bit edgy and the the stereotypical girl. The website is easy
to navigate allowing audience to make there way through the site clearly
which is important for our target audience to be able to navigate through
the website easily.

7. W E B S I T E
P R O D U C T 2
From looking into current websites, I sourced out typical pop conventions that well-know artists use in their own websites. I learned one typical conventions for a pop
website was to use bold text and a large image of the artist to show to audiences the main the image of the singing. We put her name in really large and a bold font to
clearly show audiences the artist and allow them to get to know who she is. By placing her in fashionable clothing presents her star image across to audiences and is
another example of pop conventions to have the artist is trendy clothing that is up-to date with current fashion trends.

8. M U S I C V I D E OM U S I C V I D E O

9. DUA LIPA
ARIANA GRANDEARIANA GRANDE
DUA LIPA
Again i looked into Dua lipa’s final product, her music video ‘One Kiss’. In
the video the lighting used is bright and colourful creating a happy
atmosphere that is a typical convention used in pop genre. The bright
colours create a positive feel amongst audiences. In the video she
changes her clothes constantly again represent that she is a fashion icon
allowing audiences to look up to her for fashion choices. Her different
outfits perceive her in a sexual way that is followed as a convention by
female pop artists. The constituent fast tempo beat creates a bright and
exciting atmosphere that is liked by target audiences that the music video
is aimed for.
For my second music video i looked at, it was Grande’s ‘7 Rings’ .
In this video she adheres to typical pop genre conventions as she
is sexualised and she is a typical representation of how most
female pop artist are presented. She is a clear example of
voyeurism within pop this is due to her revealing or tight fitting
clothing . This is due to as-well as attracting a female audience
wanting to aspire to be like Grande, it also attracts a large male
audience broadening the target audiences. Her use of jewellery
and cars in her video symbolises her wealth to audiences and
presents the idea of her success. This video also follows another
typical pop genre of following the narrative revelling around a party.
Having the narrative to revolve around a part is a key way to
attracting the target audience as is it a typical activity to do at that
age range.

10. M U S I C V I D E O
P R O D U C T 3
In my own video, i took inspiration from the two pop artist i looked at and how they present the key pop genre conventions in their videos to attract a large
amount of views from the target audience. In my video we uses a few bright colours such as the blue and pink relating to key pop genre conventions however,
we also used a lot of dark lighting breaking some typical pop genre conventions. But breaking these stereotypes presents her as quite sassy and suggest that
she is a little dangerous. The dark lighting brakes typical conventions and presents the artist as quite mysterious. As she is presented as a little mysterious in the
video it attracts audiences to wanting to know more about her luring audiences to watch more and research more about our artist. It is essential to lure audiences
in as she is a new artist and need to create a following . The dark lighting also convey her star image of being quite edgy and follows the colour pallet of the two
other products. We also present her in fashionable clothing linking to her star image but also linking to another typical pop genre convention. She has a few
different outfit changes in the video allowing the audiences to be exited and keep attentive when watching the video. She is also presented in a sexy way luring a
mixture of as-well a female but also a male audience. We also use a lot of close-up shots of the artist in the video displaying her emotions to the audience and
her attitude she is feeling. There is also a few movement shots where the camera is free hand showing of her movement skills and how she is so natural when
dancing to her music.