DigiPack

• A promopack is the umbrella term used to describe all the diffrent types of promotion used in selling an artist /bands CD. The promotion would be the likeliness of the adverts, the posters & the CD itself. Plus all the TV coverage they receive. This means that they all must be linked as you cannot have lots of diffrent themes running through the campaign as it would look odd. So the themes must be the same and the images used must be similar.

• Digipacks are a type of CD packaging made out of card stock or other heavy paper/cardboard material. Digipacks can flip open like a book, or it can have three parts, so that one portion of the packaging opens to the right and one to the left, with the CD in the center portion. Usually, the portion of the digipack that hold the CD is made of plastic like a traditional jewel case CD - the plastic part is simply attached to the paper background. They normally have band photos and Pictures of setting that are similar to what the bands genre are.

• The video that we are doing can be related to the way we design our digipack as the setting can be used as a background for the CD This will set a subliminal message already to the audience of the genre of the band, and also themes through our songs.

• The First Digipack that I chose to evaluate was, Paulo Nutini. They chose to use the same picture as there album cover in there digipack which is helpful as it means that people will know that picture and associate it with them. But is also bad as people will not know anything about the artist or the band as the pictures are all the same and doesnt actually show a real picture of the artist, the Digipack includes a live acoustic performance , This provides a 'USP' (universal selling point) for the product and an incentive for people to buy the Digipack.

- Paolo Nutini - Sunny Side Up Album. (2009)

The picture on the front is an animated version of him at a dinner table which is giving reference to the album name, sunny side up, also the re-occuring colour scheme is used to keep the consistancy within the album, the colour of the album also reflects the rustic relaxed moods that are associated with this genre. This can be linked with the genre of the artist and the mood it stimulates.

- Still Time - Stream Of Consciousness (2007)

This Digipack has a very simplistic design to it, but very effective. It's not an actual photograph for the background, but uses art to help portray an image. It sets the tone from the cover as a chilled, peaceful type of music although being 'indie rock' many of this album is subtle and gentle to the listener (reflective from the album artwork) - - The colour too, being a placid brown/orange sets a nice soft tenor for the audience.

Mis-en-scene'

Within our Mis-en-scene' we will include:

Setting/location - Our locationwill be in a forest located inBarkham Mills. The reason in why we are using a forest, as it encompasses a mysterious edge to it, along with effects (dark/gloomy). The reason in which the effect will be dark and gloomy, is to enlighten the woman in white. It'll act as anoxymoron as the dark will act upon the

Props - To make the video realistic and to attract our target

audience we'll have to use props such as guitars. Mumford And Sons use guitars in their videos, as they play instruments to accompany their songs. We will have small rifts of us 'playing' the instruments so it looks familiar.

- Classic acoustic guitar, used by the lead vocalist of Mumford & Sons

(Marcus Mumford)

Costume and Make-up - Costume will have to be of a similar att

ire to what Mumford And Sons wear, this is of a indie/folk clothing range which all of us have and are willing to wear. We will have to dress similar to them as it will make the video more authentic and analogous. With make up, the woman will be a significant image of beauty, pure white dress with tints of make up to enlighten her innocence within.

White dress with the combination

of seductiveness but hints of innocence

through her make up , will juxtapose

the gloom forest...

Below are pictures we took (the band) to help add effect to our video, it shows us the band and the setting we will be in. I edited the pictures to help establish them more and to add to the aesthetics. We will also want to make similar effects to our video, as it helps give it an edgy tint to it.

These act as preliminary pictures to our video we will be creating. It has also helped us get ideas, from shots that look good, to mis'-en-scene and effects to use.

Initial Ideas -

Narrative.
Setting - - ‘dark forest’ gloomy, bitter crisp weather (Expected due to season ‘January’) effects will be depressing, dark and mellow – In comparison to the ‘image of beauty’ (A woman)

She will be dressed in white clothing with connotations of reflective beauty, purity and virginity (Christian belief)

The band will have to dressed in ‘indie attire’ to help replicate the ‘Mumford & Sons’ look, guitars and piano would help make it look more authentic.

Storyline - -

The band (Replica Mumford & Sons) will be lonely in a dark forest, cold bitter air surrounds them. Then there is a glimpse of beauty, a woman, dressed in white. The band is full of lust and yearning, there fuelled intent in meeting this girl seems to fulfil them, they walk through this dark wood, searching into the depths of it to find her. To fill in the music video, we’ll have to have shots of us ‘playing’ the instruments, whilst cutting through shots, of this ‘desire‘ for this woman, and also playing the instruments. This in total should help lead to quite an ambiguous setting, whilst making it look authentic and real with the introduction of us playing the instruments

Woman dressed in white - - purity and beauty

Foals created a video called 'Olympic Airways' which was set in a forest, with dark tints to it - - above (to the right) is a screen shot of it. This will be similar to a shot in our video, with the dark/indie tint.

Copying An Existing Video..

Within this post I'll be stating some of the skills we've learnt with Dan Jubb (Video Production)
and also showing the final video we (as a group) created 'Wheatus Teenage Dirtbag' and copied the video scene by scene, to create a 'replica video' we used props such as a 'homemade' score board, and also wore glasses, as does the lead vocalist/guitarist (Brendan Brown)

With Dan, as a whole the class begun to learn the basics of 'Angles, props, mis-en'-scene within a video and how even a 3 second section of the video may look like it would take just one shot, but that it takes many of retakes to help encompasses the detail. We were told the health of safety of using a camera, and also how to handle the camera, such as adjust focus, zooming, brightness effects and more...

Our group created a Powerpoint, to help promote our pitch - -

https://docs.google.com/fileview?id=0ByoIaJx-w8iQNjA5MmNkNmItZjhmNy00ZDNmLTkwM2EtNzA5ODkwMGQ3ODVk&hl=en_GB&pli=1

(Copy & Paste link above into Google)

Our Pitch was filmed and presented. This is the recording:

https://docs.google.com/leaf?id=0ByoIaJx-w8iQOWI4OGI3MGUtNzNlNC00OWE2LWIzMDYtOWJkNmE0MTZiMjZh&hl=en_GB&pli=1

(Copy & Paste link above into Google)

Video Analysis --

Within this blog, I'm going to analyse one of Mumford & Sons video's -- This will help create and prop up idea's of how they like their video's being set and what they use within their video's. Also themes etc will be acknowledged

Also two other video's in which are set in the "Indie Folk" category -- (Similar) to Mumford

http://www.youtube.com/watch?v=fNy8llTLvuA&ob=av2e - Mumford & Sons - The Cave

This helps to show what the band wears and how they are presented in their music videos: performing. We were worried that our music video will not be great in the real life part as we haven't got the real band cast as themselves, so we are limited to having the actors not

performing. A way around this was to have the actors pretend to play instruments as this is a common theme/feature in indie/folk music videos, shown by our influential and similar artists. This is also a marketing method of showing that an artist or band is capable of playing an instrument,

how it is their talent and passion. We are pleased with how the actors have the typical and similar indie/folk dress code.

A theme of this song is leaving behind fears, gaining the courage to go out and really live life the way that was intended. Going out and exploring the land, becoming independent (yet dependent on the land). The song is very liberating.

http://www.youtube.com/watch?v=jxKjOOR9sPU&ob=av2n - Temper Trap - Sweet Disposition

Temper Trap have been described as very similar to Mumford: In terms of lyrics, and also there video technique. This video is a very mellow psychedelic video, which encompasses a theme of love, and a relationship, and what are the factors of a relationship. This video helps communicate a meaning of how you should cherish love, as it's a life changing experience, and to have someone (Who you love) helps bring joy and happiness, but can also have negatives "Our wrongs" 'A cry" - This song can is good for an audience as it can relate to everyone. Anyone, no matter what can fall in love. Love is a common theme of songs, due to it's thrive of appeal to everyone.

(Chorus)

"A moment, a love

A dream aloud

A kiss, a cry

Our rights, our wrongs

A moment, a love

A dream, aloud
A moment, a love
A dream aloud"

http://www.youtube.com/watch?v=T8YCSJpF4g4 - Noah And The Whale - 5 Years Time

This band dress comparably like Mumford, also their music falls into the "Indie Folk" category. This video is a very low budget movie, in which they use an effect for the camera, to make it look like the video has been set a very long time ago (The blurred/faded lens) This emphasises the 'indie' look.

The theme of the song, is about a man who dreams of a woman that he likes, and how he'd be full of joy if in the future they were together. It is a very optimistic song and even at the end when he admits that maybe none of it will ever happen, it's like it doesn't really matter because "there'll be love love love wherever you go" So even if they're not together and happy, this person is still amazing anyway.

Target Audience of Artists/Band

This is the Mumford & Sons Facebook (Official page) It's quite clear they have a high fan base -- 463,755 to this current day 'Like' Mumford on Facebook

This is the "NME" a popular magazine (The most respected music weekly in the world) with an intended audience of 'young adults' (Male 68%. Female 32% and average age of 24) it also sets it's focus into the 'indie genre' -- Mumford fit into the 'Indie Folk' category, which means it would be a wise financial investment to place them as the headline, emphasising there popularity, and also attracting the audience; With front page specials, the company take a big risk, in hope that the audience do like the band (Usually the bands on the front are of a big caliber, and are popular within the music industry at the current moment) - - Socio-economic classifications ABC1 75%

1.A: Higher managerial and professional
2.B: Intermediate managerial and professional
3.C1: Supervisory, clerical, junior managerial

Mumford & Sons played at various festivals this year, helping promote themselves further, they played at the likes of:

• Reading Festival
• Leeds Festival
• Bestival
• T In The Park
• Glastonbury

All of these festivals are the biggest in terms of popularity and music within the United Kingdom: At Reading 2010 festival they played (The NME Tent) and filled it to the brink -- Quoted from the NME website:

"Mumford drew a massive crowd to their NME Stagegig at Reading Festival tonight (August 27) - Before playing a euphoric version of'The Cave' - which received such a singalong that Mumford was reduced to giggling his way through the opening section - the front man declared that he hoped to return to the festival and would "see you all soon".

I personally went to Reading festival, an saw Mumford, and easily in my opinion they were one of the best bands of the weekend. Many people described them as "Flawless" which I believe to be a good word to optimise them as a band

A very good site to use if Last FM -- It gives lots of detail on what the particualr artists you've searched is about -- I.e how many track plays they have, what the audience's favourite (top ten) songs are. It's similar to "Myspace" in which you can see how many plays a certain song has (Little lion man -- 17,767) This is a print screen of there 'Last FM'

10,453,647 plays (270,871 listeners)

Clothing also can be a key influence into our audience -- For example, the Rap genre, (stereotypically) they wear tracksuit clothing, and people who listen to rap may inspire too wear "Tracksuits" as their musical hero's wear them.

Mumford & Sons wear a very unique style of clothing, and also play instruments. People who like Mumford may use this as a catalyst to learn how to play an instrument/and or wear clothes like them.

In Mumford & Sons' "Little Lion Man" music video they perform on a stage, with their (generic Ska/Folk) instruments, including a double bass,guitar, keyboard, banjo and bass drum. Close ups and mid shots are used to establish what the band are playing to go with the instrumental beginning.

Many of our target audience, like/love the music being played but also enjoy the visual aspect of it all. For example the clothes they wear. We will make sure our personal video has visual cue's similar to Mumford & Sons actual video's - Just to reinstate that our cast will have to wear "Indie" clothing. This will help the audience relate to the band, literally.

Looking through the Facebook page, I looked at 10 different anonymous pages of people who've 'liked' Mumford and Sons -- And I want to get a general gist of what other interests they have - So I can get a clearer idea.

Chrissy Capon - 19 - Lewes - Rihanna, Beyonce, Lady Gaga, Chris Brown

Jessica Underdown - 28 - Newcastle - MGMT, Foals, Bloc Party

Sergio Faster - 64 - Madrid - Pink Floyd, Jimi Hendrix, Elvis,

Josh Hill - 38 - Brighton - MGMT, Klaxons, Temper Trap

Sarah Brian - 14 - Hull - Temper Trap, La Roux, Lady Gaga

Ian Weight - 50 - Manchester - Noah & The Wales, Klaxons, Muse

David Labern - 25 - York - Slipknot, Lil Wayne, Metallica

Tom Young - 18 - New York - Biffy Clyro, Hard Fi, Cyprus Hill

Terry Flynn - 40 - London - Muse, Pink Floyd, Nirvana

Ann Mckenzie - 22 - Detroit - Eminem, Lil Wayne, Radiohead

Through this selection of people who like/listen to Mumford & Sons it shows a wide variety of different music genres - This helps to show that the audience are not just a fixated 'indie focus group' listening to Mumford -- but that others do listen to them, even though they enjoy other genres such as: Pop, Metal, Rock, Rap . Their is an age difference of people listening to Mumford, this shows they appeal to any age group. And also their music is multinational (They're liked/listened too all over the globe)

Permission

"Island Records

Mark Crossingham(Managing Director)

22 St Peter

London

England

W6 9NW

Kris Flynn--Hutt

7 Blatchington Hill

Seaford

East Sussex

BN252AH

Kris.123@hotmail.co.uk

The reason for this letter, is asking for permission to use Mumford & Sons ‘Awake My Soul’ music track within our media coursework, we ask for copyright permission to use this. We believe copyrighting to be important as it is the law that gives the creators of literary, dramatic, musical, artistic works, sound recordings, broadcasts, films and typographical arrangement of published editions, rights to control the ways in which their material may be used. Without this, people could use someone’s lyrics (For example) and claim it as there own, and almost claim financial benefits from it. We hope that you allow permission of copyright for the use of Mumford & Sons ‘Awake My Soul’. Hope to hear information soon.

Kris Flynn--Hutt"

"The Official email" -- Click Image to enlarge.