EVALUATION OF DIGIPACK

By Jodie Jackson

THE DIGIPACK BACK COVER IMAGEThe image for this digipack back cover was taken at a local and mysterious forest. The facial expression she displays on her face and the fact that she’s looking up was purposely done to show that she is a curious and mysterious girl herself. Who enjoys the peace and beauty included in this forest, by presenting the artist looking up at the scenery. Also by appearing to find reassurance and happiness from this, done to suggest that she is fond of her own company and appreciating all complex things and beauty in things, also things that are different and new presumably compared to her possible ‘boring’ routine. The details added to this image, such as the list of the artist’s track list, the barcode, the link for the artist’s website etc were added to confirm the professional and believable side of this digipack back cover. The website link in the bottom right corner ‘www.MelodyBaymusic.com’ suggests and shows to her audiences that she is constantly promoted and connected with her fans. The track list also show audiences the themes and ideas that will be sung in her songs. Songs such as ‘Rebellious’ and ‘broken’. Representing the artist as a carefree damaged sensitive girlThe image used for this digipack back cover and her song list not only prompts ideas about the artist, but also her tendencies and personality and encourages her target audience to recognise aspects of her star image and personality in themselves and encourages their curiosity.

I chose to use this image included on one of the sections of the digipack because it will be viewed and perceived to audiences as a very unclear and questionable intense image, that also has aspects of grunge and gothic. I Displayed the artist as a girl who is lost and content in her own company. I decided to position the artist sitting down and facing away from the camera, to present to her target audience that she is determined to hide and avoid exposure and reveal her true vulnerable feelings, whether she is upset or happy in this image is a mystery. Additionally, I used the black and white tint to steer to her target audiences that her image and songs possess deeper emotion, and also to adopt a characteristic and common feature in tumblr images which the app is known for, attracting audiences who enjoy images similar to tumblr themed images and what subjects they normally include. Also known as the ‘darker side’ of tumblr

I chose to use this image in the digipack because it will present to her target audience that she is troubled and drained, shown by the expression in the artist’s face and the fact that she is sitting on the floor on the leaves suggesting she is a casual and that this may be an official routine. The target audience will believe this is where she may escape to be somewhere quiet and reflect, either alone or with friends. Choosing to add cigarettes to this image also tells her target audience that she smokes, and matches the convention of a rebellious and troubled teenager choosing smoking as a habit. The fact she smokes was included to suggest she could do it socially or to relieve stress or simply because it is addicting. Telling audiences she may have an addictive and reckless personality. Furthermore, selecting key lyrics from the artist’s song ‘youth’ and adding them to the image, further contributes to the idea that this artist is a thrill seeking destructive and broken teenager who has experiences trauma/hurt. And contributes to the target audiences knowledge of the artist’s songs and what will be included in them, effectively increasing their interest and chance to relate and connect with the artist and lyrics

I selected this image to show the artist as a reflective and highly aware person, who finds comfort and happiness in isolated and calm places like the woods, reflecting her as a person who enjoys walks and distractions to possibly avoid a disturbed experience/mind. Displaying her as walking away also presents her as running away/ avoiding her reality or her past. The social media thumbnails at the bottom of the image was added to also promote the artist, and inform her target audience of where the artist’s information and updates are available, clearly increasing the digipacks believability and potential to mirror and resemble a real image from an album

IN WHAT WAYS DOES THE DIGIPACK USE CONVENTIONS OF

REAL DIGIPACKS?After researching the conventions of the media product ‘a digipack’ I attempted and succeeded to include the same things and feature these common conventions in my Digipack. The digipack I designed and created uses a variation and selection of differently shot images, which were chosen for a specific reason or to imply to the target audience a new idea or aspect of her personality/behaviour. A convention of a digipack is that the images inside of the digipack contain more pictures of the artist, which I have done in every image of the digipack, in order to provide audiences with a clear statement of her style attitude and lifestyle. Another convention of a digipack is that inside it, it contains more information about the artist, song lyrics and personal messages. Inside my digipack I have developed this convention by adding song lyrics to the images, also providing possibility to access further information through showing audiences that the artist has profiles and more information that can be found on social media websites/apps such as ‘Instagram’ and ‘Twitter’ . Using this tells audiences that she is young and approachable, also easily connected with her fans, while also allowing for Melody’s fan base and awareness to spread globally, and to possibly be liked or popular to audiences that may not even be part of her desired and targeted niche audience. More conventions of a real digipack would be that the back cover would have a barcode, track list and image of a record label. My digipack contains all of these things and develops this convention by the track list being new and original and the barcode being positioned on a section of the back cover that is usually conventionally placed by real digipacks.

WHAT HAVE YOU LEARNED FROM YOUR AUDIENCE FEEDBACK?

I showed a focus group of people that were within our target audience description and age category who liked or are involved with things included and featured in the digipack the final product. The digipack received a variation of comments which were positive and also negative. The positive feedback received from this focus group was that the images were edited very well, and they liked how I added extra information like website links and track lists and song lyrics, because it allows for the audiences to be more informed and interested in the artist’s image and vibe. They also liked the mise en scene of the digipacks images, showing that she has a particular grunge and dark style (this illusion was contributed to by making the images darker and having stronger saturation and sharpness), while also enjoying particular habits and visiting certain places, and showing her in this way in a private situation makes the audience feel more personal with the artist and part of her life. The focus group also loved how the artist’s general persona and image in the digipack seems to be very entertaining and ‘badass’ and also ‘complex and deep’ and that they felt like they could relate to her if they were to listen to her music or watch her music video. They felt like they could idolise her or by inspired by her either because of her reckless and fun behaviour or her look, if she was a real artist.

NEGATIVE AUDIENCE FEEDBACK

Negative feedback from the focus group revealed that they thought that the digipacks images could of been more original. As the shots taken of the artist can be viewed as ‘stereotypical’ or ‘conventional’ as the mise en scene and nature of the images, match or are very similar to ‘what is normally featured on something like tumblr’ or a ‘disturbed and romanticised depressed girl’. They also said that it would of been better if the images were taken in different locations, or there was ‘the same artist shown exploring different places she would go’. They said this because they believed having all of the digipacks images featured in the same location meant it could be seen as a bit boring, and similar and that by showing the artist in different places it meant there would be more variety, and it would be more exciting to look at, and that it would also give the audience more of an insight into her world and where she finds herself going a lot.

WHAT I LEARNT FROM THE AUDIENCE FEEDBACKI learnt through the helpful feedback of the focus group that I achieved the artist being perceived how I wanted her to, while also producing a believable and intriguing digipack. I learnt that the focus group and my target audience would positively react to her character, and relate to her problems and why she behaves in a certain way. I also learnt that ,considering the negative feedback the digipack, would of been better if it used more locations and not only sticking to one and that the images shouldn’t conform to being so stereotypical and mirroring existing themes on sites like tumblr. Generally from making this digipack I realized that a lot more planning and organisation is needed. Even before editing the images and choosing which ones you want to use you have to think about and select the type of shot and camera angle you would use when taking the pictures, it was a struggle to achieve satisfactory camera shots without much prior planning. I also learnt that you have to not only focus on the detail of the image and how it will be edited from ideas you have in your head, but you have to remember that the audience’s consumption and understanding of the images is most important and that they may see it differently to you, and in order for you to get your idea and message across you need to make it clear.

THE PROCESS OF MAKING THE DIGIPACK - RESEARCH AND PLANNINGThe process of making the digipack involved firstly researching conventions of a digipack which is on my blog. Also by getting some ideas of the style the artist will have using inspiration from sites like tumblr and instagram and existing characters/artists, and also the types of camera angles I would use when taking the images. Once I had these ideas and a plan for what the artist would wear, where the pictures would be taken and the camera shots I completed taking the images and selecting the 6 I wanted to use. Once doing this I began the planning for the editing stage, considering how I would change/touch up the images and what filters I would add also what extra details I would add such as lyrics, barcodes, comments from the artist etc. Once I had ideas about how I would edit these images I adjusted the colouring and exposure and sharpness of the images, I also even changed three of them to black and white images, to highlight and signify her deeper emotion and emptiness by draining the colour and life of the image. Once I finished adjusting the images themselves I began to add details which included the track list, the barcode, the record company, the social media sites and the song lyrics. I added these to contribute to the large perception of professionalism of the digipack and add more information and depth to the images.