Development- Digipak

We created many different drafts for our digipak, because first we used existing images in order to experiment with the style we wanted. From our preliminary research from our first focus group we learned that the audiences liked minimalism, and a black background with elements of white.

From this we then went onto use images from our shoot day, but the quality was too low and it was just our music video laid out in digipak form.

We used images captured by a drone to create our third draft and this resulted in much higher resolution images but it wasn't in the same style or aesthetic of the genre- house.

In our 4th draft we went very minimal with a mostly black image but reverting to keeping the artist synthetic with the presence of the artist on the digipak, but the design was too bland and not instantly recognisable.

We then decided that we would get another focus group together and they produced us with some invaluable feedback.

From the feedback we developed the design so that it was more minimalistic and adhered more to the genre, and attracted our target audience.

1st draft

2nd draft

3rd draft

4th Draft

Feedback 

to digipak

5th and final draft

Development- website

Our first design is fairly similar to our second but from our audience feedback.

Audience feedback

 From the feedback we changed the font in order to attrat our target audience.

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Creating the website

  To create our website we used the online website creator 'Wix'. Wix allowed us to create a professional looking website using simple drag and drop commands instead of using complex code.
We created the images for the website using the application Adobe Photoshop cc and imported them using the simple interface which allows you to customise each part of the website in order to fulfill our idea visually.

Comparing the website of the same genera to a a website of another genera

CALVIN HARRIS

This artist is in the same genre as our music campaign (electronic house) 

Fonts
The website utilises a helvetia style font which is very clear and easy to read and connotes a modern movement.

//
This motif is common within website that focuses upon modern graphical design.

USE OF CAPITAL LETTERS
The repeated use of capital letters makes it clear what each function does and allows the audience to quickly navigate the site. 

Social media links
These links are easily viewable in the top right and although it is not instantly visible (top left) it is very easily found if the auspice are interested in finding these and this will help the artist adheres to Dyers Star Theory in the sense that the artist is visible and can connect with the audience.

Focus upon merchandise
Merchandise brings artists a large amount of profit and this tells me that in the electronic house genre artists are largely focused upon squeezing money out of there fans, thorough the use of its image.

No image of artist
The artist has decided to obscure himself from the website connoting that he is organic and not synthetic and adhering to Dyers theory of both being visible and not visible.

Ed Sheeran

This artist is in not in the same genre as our music campaign and will be used to compare and contrast. 

Fonts

The website utilises a type writer style font which is different from our genre and would adhere to a different audience. 

Plain and simple layout
The artist has opted to go for a simple almost like writing on paper appearance to reinforce the artists natural and 'nice' image.

Social media links
social media links are at the top directly under the artists name making it very easy for the audience to connect with the artist and the artist puts a emphasis on these links with custom logos for the social media sites.

Differences and similarities

Differences
- Fonts used
- Background
- Layout of navigational features

Similarities

- Social media is used
- Artists names are visible at the top and are prioritised
- navigational menu takes the audices to the same type of pages (tours, merch, contact)

How and why are websites used?

Websites are a very effective platform to advertise their music campaign and they directly link into Richard Dyer's star theory because it connects with the audience.
Fan bases are essential to an artist because they rely on these people to pass on the word and to purchase their music campaign. A website offers a place for the artist to connect with its audience and to create a fan base.
Concerts bring huge amounts of revenue to the artist and it is essential that they can fully book these events, the website is used as a form of online booking in which money is collected from the audience before the actual event.
The album will be available to purchase from the website and this is important because if they are selling it directly (B2C) they get higher profit margins bringing in more money for the artist.

A website offers a channel for artists and fans to communicate with one another and to develop their name as an artist.
An artist can use its website in order to construct and develop their image.

A website provides the audience with up to date updated with their events and sometimes a fabricated view of the artist's day to day life.
The internet is an ever-changing platform which can be changed in order to adhere with the conventions of the new music campaign.

Digipak feedback

We pitched our Digipak to the focus group that we had selected and then collected feedback. We learned the following key things that we are changing in the final copy; Style of digipak is different to the website and music video, doesn't have a lot of features and is a bit too simple, font doesn't go well with the electronic house genre, also the copy write is different on the website and the digipak.    

Feedback to data from Digipak rough edit.

-most prefer white on black
-most like the font few don't change slightly.
-opinion on design is split (make better and move elements around)
-opinion on fitting the genre is split (add more dance elements)

Digipak 2nd rough edit

Above is our draft digipak, we will present it to a focus group and collect feedback. 
From the feedback that we collect, I will amend and change the parts that suit best so that it suits and adheres to the target audience.

2nd draft Digipak

This is the 2nd draft of my digipak. I will soon collect feedback and change it to suit the audiences preferences.

Feedback to data from music video rough cut.

- most of feedback is female (not target audience)
- most of feedback is from 16 year olds (not target audience)
- Majority of people could see who the artist was (possibly make simpler)
- Keep slow motion everyone likes
- some have seen similar music video (try to find and differentiate them)
- most people said that we should remove elements and make simpler.

Reasearch data

From the collected feedback we created the following graphical visual representation to illustrate clearly the data collected and so that we as a production team could act upon the data.
From responding to this data we can connect with the audience and ensure that the final media products are all to the audiences liking. 

Questionare for focus group.

We created this questionnaire to give to our focus group so that we could collect feedback and find out if our target audience liked our music campaign.

1st Draft Digipak

This is our first draft digipac, it was created to collect feedback from a informal focus group so that we could get a few pointers in which direction we should go from here.

What is Qualitative and Quantitive Reasearch

There are two key types of data that a researcher can collect; qualitative and quantitive data. 

Qualitative data is in the form of wordy answers, something that can't be sorted organised through the use of graphs or number crunching. This data can be invaluable so that media institutions can find out exactly what the audience wants, but it can be very time consuming to sort through because the data is not sortable. In our case we will use qualitative data in order to find out exactly how our audience feels and there opinions and to get detailed responses to our feedback, from which we could change both the digital and the music video to suit our target audiences needs. Quantitative data is not always good for example when answering questions a audience will often result in tactful or indirect answers and responders can go off track due to the 'chatty' nature of this type of data collection.

Qualitative data is data that consists of 'tick box' answers and can be sorted numerically by number crunching computers. This type of data is easily sorted and allows you to quickly see the results due to the simplicity of the data. In the industry this type of research is conducted in order to go though large amounts of responses seeing what percent chose which option and so that they can find out if there audience likes the media product. Considering large amounts of people see a media product it is essential to get opinions from outside of the production team considering that they could be sentimental towards the idea. In our case we can work out the percentages from our focus group and look at this data at a glance. Quantitative data can not always be relied solely upon due to its 'tick box' nature, it can have underlying causes that cannot be noticed without looking more in depth and this can be done by utilising qualitative data. People can often be annoyed by having to answer questionnaires and because of this they can answer with random answers or negative ones that are greatly inaccurate.

Rough cut 1st Of December