Evaluation Task 4

2. FINAL PRODUCT (DIGIPAK)

3. RESEARCH AND PLANNING
Using my laptop, I Googled similar bands such as: The Arctic Monkeys, Alt- J and The Kooks. I found that
these three bands all shared a similar album back. This was that the back was plain- either black or
white and the track titles were in bold and easy to read. We followed this convention due to wanting our
target audience to recognize the band were Indie Rock and therefore buy the album. Due to our band
being up and coming, the audience would not know who they are. Therefore attracting the audience
with something they can already recognize yet uniqueness through the rest of the digipak would be
refreshing.

4. RESEARCH AND PLANNING
As well as looking at the layout for the back of similar artists album artwork using Google. I also went to a
record store to look at actual Indie Rock artists digipaks. This helped me to come up with ideas for the
track titles. I found that the main elements for the typical Indie Rock band’s titles were things to do with:
1. Emotions
2. The weather
3. A journey
Therefore, I followed this convention and came up with unique titles based around these concepts in order to
make the album as close to a real Indie Rock album as possible, this was in order to attract the target
audience

5. EXAMPLES OF INDIE ROCK TRACK TITLES
As can be seen from my research using Google, the elements I found can
be seen in most of these tracks voted the best Indie Rock tracks of all time

6. RESEARCH AND PLANNING
We brainstormed as a group of what would fit well for the inside cover and make sense. We thought that because the band are
of organic ideology there faces should not feature again. Therefore, seeing as the album is called “origami” and there is
the symbol of a swan flowing through the website and music video, we came up with the idea of having the inside cover
as an instruction manual for making an origami swan.
Using Google and in particular YouTube, I was able to
research into creating a sheet of the simplest instructions
that the audience could follow when they purchased the
album. We thought that the element of the album being
interactive would also entice more people to buy the album
as this idea is unique to the band. I watched several
YouTube videos when planning how I would come up with
my own type of instructions.
I think for our group it was important that the instructions
were mainly made up of drawings/animations rather than
words, as this would not be visually enticing to the target
audience if they are browsing in a shop.
I put my findings into Blogger so that my group could also
see my findings and we could further progress into the
planning stages of the digipak.

7. RESEARCH AND PLANNING
It was one of the most important factors being organized for the shoot. This was because there were so many people to organize and
different opinions. Therefore, having predicted this, I decided to email Coco who is an A-level photography student. I thought that her
knowledge of camera rules, lighting and angles would make the process time effective and efficient.
Below is the email I sent her asking her to help us create the photo-shoot.

8. We again used a Canon DSLR to shoot the band. This was so that the quality of the shots were of high
standard in order to produce a quality product. This would in turn attract our target audience. I thought
through my research using Google (other Indie Rock artists’ websites) that the target audience would be
aged 25-30 years old. As well as this they would have a love for the creative arts and appreciate quality.
Therefore this needed to be achieved in our digipak.
We used four Thomas Cyc lights attached to the ceiling of the studio to create a lighting effect. This meant
that the lighting was natural but made the band members stand out against the black background creating
a contrast. Due to the band being of organic ideology according to Negus’ theory, we therefore decided to
keep the shoot as dressed down as possible, in order to make the band seem as realistic as possible.
Without the use of this lighting it would have been especially hard to construct our band the way we
wished to through the use of the digipak. According to Dyers’ star theory paradox the band need to seem
ordinary yet extraordinary. I think we achieved this through the use of the lighting technology. The band
seem normal due to the mellow lighting and dressed down appearance, yet when their music is heard it is
extraordinary and unique. This is what appeals to our target audience.
PRODUCTION

9. I found during my research using Google, that
bands like The Arctic Monkeys used lighting for
their photos in a very effective way. The photo
above demonstrates this idea- the shadowing
effect highlights the mystery of the band as you
cannot make out exact details of the bands face,
therefore creating the band as having an organic
ideology (Negus). We have constructed our band
in such a way that this effect would be
particularly effective also. Through the use of the
four Thomas Cyc lighting this type of effect was
able to be created. We not only used this idea for
the digipak but also the website.

10. PRODUCTION
The Canon DSLR was used due to its immense ability to capture high definition pictures. We used a Canon EF 24-70mm
f/2.8L II USM lens, this allowed us to get wider shots of the band as a whole as well as doing individual head shots of each
member. Which was important to construct them as a band and show that they are all equal reflecting a brotherhood, which
was a main convention of the genre. A huge positive of using this type of lens was that the facial expressions and detail of
each band members face was fully captured. This then allows our target audience to feel that the band are (according to
Dyers’ theory) present yet simultaneously absent. This means that the target audience feel as though they know the band due
to their presence in their lives and the closeness they feel with the band through their photos and their music, yet they don’t
know them as the band are simply our construction. The construction that we achieved through our use of camera, lighting
and lens choice was that the band are real and normal people they look just like you and me in terms of their casual clothing
and scruffy hair, the way we laid the band out for the photo-shoot is intimate and simple (ie there is no glamorous staging),
this has all been accomplished through the use of these technologies

11. POST PRODUCTION
For post production we decided to use Adobe Photoshop. This was due to our already solid knowledge of
the software as we had already completed a task in it. We first of all coloured the original photos from the
Photoshop and highlighted them with a red filter, this red filter allowed the product to flow perfectly into the
other two products (music video and digipak) this helped our target audience identify that all three products
were a campaign. After we had coloured the photos we cut out pieces of each of the bands faces from the
close ups we had taken on the camera, this was to create the effect of all the faces accumulating into one
face. We did this in order to keep with the band being of organic ideology. The way that the one face does
this is through the idea that the band are one- they do not seek fame, there is not one member more
important, they are a brotherhood. Therefore this effect did just that.

12. POST PRODUCTION
We didn’t just use Photoshop for the purpose of the editing of the disk section of the album
artwork but also to create the front covers effect. I think that photo-shop helped us to
create something completely unique that works perfectly with the actual title of the album
“Origami.” The square of the origami phrases reflects construction and building
something due to the perfect square the word is in, this therefore works with the idea of
origami- origami involves building and constructing something from nothing. Which in
turn is exactly what the band have done.
Lastly, we used Adobe Photoshop for the type size and font. We decided to use a bold Arial
type font so that the target audience can properly read the album name and the title of it.
We followed the conventions that I found in my research and planning phase that the
album title always tended to be bigger that the title of the band. This can be explained
through Dyers’ theory of the band being ordinary yet extraordinary. This means that they
are ordinary due to not wanting their name in the limelight they just simply wish to create
unique art, this in turn follows Negus’ theory.

13. This is a mock up of the basis to the album cover and what we started with. Using Adobe
Photoshop we were able to create this so that it was completely symmetrical, therefore actually
following a rule of the art of origami. It was especially important to get this looking sleek and
smooth, therefore the boxes all had to be identical with an identical amount of space in between
each box. This was so that the album appealed to our target audience. The target audience would
want to see a product that had time and effort spent on it and that actually means something to the
artist, this then allows the audience member to achieve personal identity with the product. I think
that we achieved that through the use of Photoshop and wouldn’t of been able to do so without out
it.

14. POST PRODUCTION
Using Google we found the legal stamps that are to go on our album cover this then makes
the cover look professional and therefore appeals to our older target audience as they
appreciate high quality. We also wanted to construct our band as close to the real thing
as we possibly could and this meant adding the record label of the band, a barcode and
legal information about copyright. This was the last and final touch to our album artwork.
We put the stamps from Google onto Photoshop and then changed the colour from black
to pink. I found during my research that it is not often you notice this information on the
band of an album. Therefore we needed to follow this convention in order to keep the
subtlety and smoothness of the album, therefore we coloured it in the same colour
scheme as the album artwork which is also the same for the music video and the website

15. POST PRODUCTION
We used the software of Microsoft Word so that I could create the questionnaire that our
target audience would fill in about the digipak. This was so that we could figure out any last
touches that might need changing so that the product would be appealing to our target
audience. This was especially helpful to us, as we could then change and adapt certain
aspects.

16. POST PRODUCTION
Lastly, I used a website that I found using Google to turn the closed questioned
data into graphs, this was so that we could visualize the data from our
feedback and see the extent to which each person agreed with the answers.
If there was one particular answer that everyone agreed on this was paid
close attention to and was changed or adapted accordingly.
Link:
https://nces.ed.gov/nceskids/createagraph/

17. These are some of the graphs from the graph maker. I was happy with these as
the data can be easily seen through the use of colour. I choice bright colours so that
they stand out and the whole group could recognize what needed to be changed or
what was good.