The document summarizes research on creating a music video, digipack, and advertisement for a singer-songwriter artist. For the music video, it will include a narrative storyline connecting the visuals and lyrics, as well as stage performance shots, based on research of typical music videos in the genre. The digipack will feature the artist's name and photo prominently, and use color and artwork to represent the theme, drawing on characteristics of successful digipacks. The advertisement will use the digipack cover image and provide release details, and establish branding through consistent visual elements, mirroring techniques used by other singer-songwriters.

1. Directors Pitch
Conclusion

2. To summarise our research I
have created a PowerPoint
slideshow concluding all of
the information we have
gathered about the video,
digipacks and advert and
why we have chosen to
create each one in the way
we have.

3. Video.
Aim: To create a narrative storyline, showing a relation between the music video
visuals and the lyrics in the song.
Why: We made this decision based on the research carried out from previous
music videos made by other artists within the same genre, along with the research
we carried out with our target audience. For example a music video I
deconstructed was ‘So What’ by artist ‘Pink’, who displayed clear relation between
her visuals - which denoted her anger from breaking up with her boyfriend - and
her lyrics which were all about the relationship, which was shown in the title of the
song ‘So What’. Morgan also states that ¾ of her music video deconstructions
showed various links between visuals and a storyline. For example in her
deconstruction of ‘Kelly Clarkson’s’ song called ‘What Doesn’t Kill You’, she sings
the words ‘come back swinging’, then the video shows people swinging a baseball
bat. This follows this idea by showing clear link with the visuals of swinging the bat
and the lyrics ‘swinging’. From our target audience feedback we asked what our
audience expect to see in a singer songwriter music video. The feedback we
gathered showed that most answered with a narrative storyline being the most
expected factor within these music videos.

4. How We Will Include It: Taking this on board along with our own evidence from
the music videos we personally deconstructed we began to think of different ways
in which we could include a narrative storyline that matched visuals into our music
video. One of our ideas is to have our artist kiss her ‘lover’ on the cheek, then shut
the door in his face when she is singing the lyrics ‘kiss him on the cheek, then
leave him wanting more’. Stage performance was another popular answer that we
found from our target audience feedback when we asked what they would expect
to see. Therefore we also plan to include some shots of our artist singing on stage,
although it is not a common thing singer songwriters include in their videos, we
have found it can be a very effective way of making the audience feel apart of the
artists music because it is like they are there watching the performance. This is a
common characteristic of singer songwriter music videos and therefore is we add
the stage performance scenes in we will be adding more criteria of your typical
singer songwriter music video.

5. Digipacks.
Aim: To create an attractive digipack using the characteristics we have
researched from other singer songwriters digipacks so that ours fits into the
expected criteria for our target audience.
Why: Due to the extensive research on singer songwriter digipacks us as a group
carried out, we found there were specific characteristics we should consider when
creating our own. Alice states that one being that the name of the artist is clearly
visible to read, some with bold lettering. She found this example on ‘Lady Gaga’s’
digipack called ‘The Fame Monster’, which features a large photograph of the
artist along with her name and digipack title. I also found this when I
deconstructed ‘Pixie Lott’s’ digipack called ‘Pixie Lott’, which also had a large
picture of the artist and her name in bold too. This features explored on both
artist’s digipacks creates a clear image of whos digipack it is, helping their target
audiences instantly be able to read the front cover and see the large picture of the
artist too. Another characteristic that Alice found was that there was a clear
relation between the artwork of the deconstructed digipacks and the personality or
theme of the digipack. She found this within ‘Adele’s’ digipack called ‘21’, which
was all about heartbreak and sadness which was then emphasised with the black
and white colours on the digipack which connoted sadness through the dark and
dull colours. Although sadness maybe not be what someone would want to
purchase it creates a mood for the target audience which is very effective. I also
discovered this characteristic when deconstructing ‘Leona Lewis’’ digipack called

6. the use of colour. The digipack is mostly dark and black which connoted the same
love-loss idea from the loss of bright colour, again very effective for our target
audience as they could get a feel for the album before they have even listened to it.
How We Will Include It: When constructing our target audience research for our
digipack we found that our audience prefer to have good artwork on the digipack
instead of just plain boring artwork, because they feel they are getting more for
their money. Therefore we plan to create our digipack with unique artwork that will
stand out to out target audience, but at the same time keeping the idea of
emphasising the theme of the digipack through colours. We will have bright colours
to display the happy theme to the digipack, as well as a large picture of the artist
on the front cover, also with fridge magnet letters to display the title of the digipack
as this is one of the shots in the music video. By keeping these themes throughout
the digipack we will be using the popular characteristics used by other singer
songwriters we have researched, at the same time as setting a preview of what is
to come in the music video with the use of fridge magnets.

7. Advert.
Aim: To create an advert suitable for our singer songwriter genre including all of the
popular characteristics that make a good advert stand out to our target audience.
Why: Through extensive amounts of research into how singer songwriters tend to
advertise themselves through adverts we came up with good conclusions as to
what these common factors are. Charlotte states that when she researched into
both Katy Perry and Jessie J’s adverts she found that both artists had put an
enlarged picture of their digipack cover along with important information for
example the release and tour dates. I also found this in my advert deconstructions,
the ‘Dub’ magazine deconstruction in particular because again the artist put a
picture of his album on the front cover and instead of giving release dates it offers
an insight into the new album, therefore following the same pattern that Charlotte
discovered. Branding appeared to be another strong characteristic of the singer
songwriter adverts for example Charlotte found that Katy Perry used pictures of
candy floss clouds throughout her digipack advertised so that her audience would
recognise this brand if they were to see her album or music else where. I also
found this within my research, an example being the way the artist ‘Pink’ writes her
name on her albums or in fact anything she takes part in. She uses an exclamation
mark instead of an ‘I’ in the word ‘Pink’. This is an incredibly effective way to brand

8. How We Will Include It: To ensure our advert fits into the criteria of a singer
songwriter advert we will use all of our gathered research and create our advert
with specific required characteristics. We have decided to use the similar idea of
displaying the digipack cover as well as the artist, along with the important
information like release date of digipack, release date of download and a hit
single that the digipack includes. We are also going to use a rounded font for our
digipack, so therefore going to use this within our advert so our audience can
make a link between the digipack and advert helping them to recognise it as a
brand. To enhance this branding idea which seems to be incredibly effective we
are also going to use paint splashes on the digipack front cover as a way of
being colorful and attractive yet setting a sign for our target audience to
recognise. This enables us to be able to use paint splashes if more digipacks
were to be created, so our target audience would instantly be able to recognise
the brand and artist. All of these characteristics that we will include within our
advert will allow us to produce a fun and attractive advertisement for our digipack
and artist, as well as having the characteristics help establish what the genre of
the digipack is.