Music Album Cover Design Brief Analysis

Magazine Advert Conventions

The conventions of magazine adverts are:

- The release date of the album.
- Name of the artist.
- Name of the album.
- Record label the artist is signed too. 
- Fonts connoting the artist's genre.
- Information and image of the album cover and/or the album cover's digipack.
- Where it is available to be purchased (e.g. iTunes, HMV etc.)
- Information on its content.
- Persuasive and eye-catching review of the album. 
- Artists featured on the album.

The functions of magazine adverts are:

- To promote the artist's album by being inviting, informative and intriguing.
- Furthermore, to ensure the album sells.
- To promote the artist themselves. 


How do these conventions convey the artist to an audience and attract a target audience?
The release date of the album is crucial because it lets the audience know when they will be able to get the album and listen to it. 
The name of the artist not only gives the audience a sense of what the album will be like but it could help specify the genre. By having the name of the artist on the advert it narrows down to audience to a specific target audience. Furthermore, it could promote the artist as well as act as a recognition for fans.
Name of the album is also just as crucial because in order to purchase the album, one would need to know the name of it. The name of the album could also be one that attracts people and makes them want to buy the album in order to see what it is all about.
Having the artist's record labels logo on the advert would promote the record label and act as a general motif.
The overall artistic view of the album could attract an audience because of the simple fact that they like what the advert looks like and therefore have taken an interest in the album and the artist. However, if the advert takes it one step further by having the font and colours used connote the artist's genre, it would attract the genre's target audience. 
Stating where it is available to be purchased is important because nowadays people do things electronically, therefore, if an album wasn't available for download on iTunes for example, as well as being sold in stores, it may not attract as many people. 
By stating artist's that are featured on the album, the album could attract many different target audiences. A person may not like the artist who owns the album but they may like another artist that featured on it. 

 

The 2010 World Cup in South Africa album

Font: bold, big, bright, soft edges, afro-caribbean font and feel.

Style of emotive language: Informal, chatty.

Image: album cover, colours that are used on the actual album cover are being used on the magazine advert.

Colour: orange, yellow, represents the South African culture - organic, naturalistic, continues the afro-caribbean feel.

Layout: rule of thirds - the midlle image grabs attention first.

 

 

Wretch 32's hip-hop Wretchrospective album

Font: urban, graffiti, sharp edged, bold, clear, capitals, structured.

Style of emotive language: Emotive, formal language, standard English.
Image: Album cover enlarged, urban, emotive, graphic.

Colour: Contrasting colours to make words stand out, different shades of blue, white, black, plain colours that add to the urban feel.

Layout: rule of thirds - however in this case, it's the name of the album in the middle that grabs your attention first.

 

Many album magazine adverts incorporate the actual music album onto the advertisment and add on the necessary text matching the colour scheme, font and overall look of the music album itself.

Music Album Covers



Beyonce's R&B album '4'

Rihanna's R&B album 'Talk That Talk'

A$VP Rocky's Hip Hop album 'Live Love Asap'

On an album cover there will always be a main image. Sometimes it’ll take up the entire front cover and sometimes it’ll be smaller in order to fit in bolder texts. I’ve noticed that with R&B album covers, it’s almost always a picture of the artist and it takes up the entire front canvas. This not only acts as a recognition mechanism for the target audience but it is also eye catching and endearing. The main image on an album cover communicates with the audience. It presents the kind of message the artist is trying to get across.

However, with alternative genre bands such as RadioHead, they choose to use illustrated pictures which haven’t ever been of them themselves.

The artists name is also most often presented on album covers. This is also used as a recognition mechanism for the target audience. However, some R&B album covers have challenged this. Artists such as Rihanna on her ‘LOUD’ album cover didn’t put the artists name on the front cover, rather, a picture of her was used as the main image and because she is such an established artist, it was felt that a picture was enough.  On other album covers the name of the artist is made to stand out secondary to the image and/or the name of the album.

The name of the album is very important because like the main image it sets a theme for the album, even more so because it could give us a sense about the album will be like, what sort of songs it includes and so on. Rihanna’s album ‘LOUD’ gave the audience a sense that it would be an upbeat, pop album. Furthermore, the font of the name of the album could give the audience a sense of genre; nevertheless, the font will be in common with the colour scheme and overall presentation of the entire album cover. For example, Lily Allen was an urban tomboyish female singer and the name of her album and name were in graffiti font on the front cover of her album. It employed the kind of style, colour and text that would appeal to her target audience and represent her as an artist.

Other things that appear on the front of music album covers are:-

-          Artist motifs

-          Name of record label

-          Barcode

-          Parents Advisory label

Storyboard

Music Video Pictureboard and Storyboard

 

 

'Farewell' Music Video Synopsis
'Farewell' is a song about a one half of a couple not being able to be present in their relationship anymore. The music video will illustrate the feelings both lovers feel knowing their time together is limited. The music video will solely focus on the couple and their last days together. It will show them living as a couple at home, confronting the fact that their relationship is coming to an end, enjoying each other's company in public and then present how they express their feelings individually. The music video will be very passionate.

Planning: Hair and Make-up

Planning hair and make-up will be one of the simpler tasks because my video doesn't require a certain look for the actors. Nevertheless, to keep the video realistic, there won't be a lot of make-up on the female, nor a lot of styling done to her hair because a majority of the music video will be set at home. What we will use are added eyelashes to brighten up her eyes. The brightening up of her eyes will make them stand out more and therefore able to exaggerate emotions, such as, crying or sadness. We will also use nude make-up on the face - things like soft foundation, vaseline for the lips and nude eye-liner. This will make the actor look beautiful, but natural. Realistically, people don't put on make-up if they are spending the day at home.

Eminem feat. Rihanna - Love The Way You Lie



Rihanna - California King Bed

• Rihanna's make-up artist said in an interview:
• “Rihanna is so beautiful with and without make up! Over the course of the Loud campaign, she has become more natural…especially on the California King Bed video! I think she looks amazing! It was a conscious decision to become softer as the last album was so tough looking!”

Delilah - Breathe

All these R&B music videos show the actors lying in bed with their love interests. The make-up on their faces are minimal and made to look natural. All these actors are conveying an emotion through their eyes. Their hair is down and free flowing to play along with the fact that they're in bed, a homely and comfortable place.


For Rihanna in the music video, she will be styled differently. She will be styled to suit the mood and feel of the video.
The music video is a soft and emotional music video. Therefore, her make-up won't be aggressive, it will be soft and feminine. It will aim to show her as youthful with a focus on flushed cheeks, lush lashes, glowing skin and particularly luminescent eyes.

An example of an artists make-up matching the theme of the song is Eminem feat. Rihanna - Love The Way You Lie. This music video was also a narrative music video with seperate performance scenes. The video portrayed a tumultuous relationship about two people hopelessly in love. It touches on domestic violence and severe abuse in the relationship, it shows a relationship so destructive yet full of love. Overall, the feel of the video is very powerful but dark. This was represented by Rihanna's make-up. She had firery red hair, strong and sharp eye and powerful lips. The thick black eye-liner and black eye shadow could represent the darkness of the music video and lyrics, the red hair could connote blood and fury because of the abuse and domestic violence.

Rihanna's main make-up artists have been Mylah Morales and Karin Darnell.

In terms of styling, the music video is quite modern therefore I want Rihanna's outfit to contrast. The actor playing Rihanna will have a belle de jour, rebel and vintage theme to her look. Her outfit will be much more colourful than that of the actors for the narrative part of the music video. This will show here celebrity status as someone couture, fashionable and influential keeping up with the trends as well as setting them.

The couple starring in the music video will be wearing everyday clothes. This will add to their relatability that I have stressed in my planning. Their clothing will be quite plain and very simple.

Planning: Props

I won't be using many props because the narrative is enough and I don't feel there are that many props that will beb able to further my storyline.
Nevertheless, conventional props used in R&B music videos are mainly pieces of furniture. Also, in R&B music videos, things like expensive cars and jewellry, shopping bags and exquisite homes/furniture are used. This used to present wealth and luxury. Many artists do this because they weren't from wealthy backgrounds and now flaunt their lavish lifestyles, as well as to act as an inspiration to the audience. By portraying this lifestyle, people may aspire towards it.

The props I will use in my music video, besides furniture, will be hand props.

I will use toothbrushes and a television.
I will use these because they are things people use and do every day. This will add to the music video being down to earth and relatable.

I will use photographs and jewellry.
These props will add to the sentimental feel of the video. They will be used to express affection between the two lovers as well as convey emotion individually.

Planning: Location

Music Video: Farewell
Artist: Rihanna
Director: Ope

Location #1: Inside the home. The bedroom and bathroom.
I have chosen this location because not only will it make the video extremely relatable, it is simple and conveys the couple as an everyday couple. Seeing as my music video is based entirely on a couple, shooting the video in the home makes their relationship realistic. It will present the actors as doing similar things that an everyday couple does, experiencing the same things an everyday couple go through in their home. Shooting the video in the home will make the music video more empathetic. It conveys the sheer emotion of the song. 'Farewell' talks about a female saying goodbye to her lover who won't be able to be present in their relationship anymore. Therefore, the scenes shot in the home will present their last days living at home as a couple. Many of the shots here will be close-up shots used to convey emotion and feeling. The actions that will take place here will be flirting, affection between the couple, arguing, brushing their teeth, the usual things that couples do at home. As well as the additional actions to portray the hurt of their days with eachother coming to an end like adoring stares and intense coversation and love and hate scenarios.
Many R&B Ballad music videos have focused of love interests spending time in their home. In Beyonce's 'Halo', her and her love interest are shown in their bathroom together. In Rihanna's 'What's My Name', her and her lover and spending a day in at home and she's washing the dishes, in Trey Songz' 'Heart Attack', him and his girlfriend are shown arguing in their home. It gives each video the ability for their audience to think 'yes, I've been through that' or 'yes, I've seen that happening'. It is puts the artists on a the same level as their audience, making them more likable and present. Noticebly in all these videos, the lighting is very bright, showing and giving the sense of a happy relationship.

Limitations that may arise with this location is that I have a limited amount of time in the home location I am using, furthermore, to add to the light feeling of love, I plan for there to be illuminating light used in the bedroom but the weather could hinder that. Nevertheless, daylight will also be acceptable and I will have additional lighting available if necessary.

Location #2: Rooftop/park
This location furthermore adds to the idea of the music video being relatable to the audience. The couple will be shown enjoying their limited time with one another in a public place. It shows the couple being completely enamored with one another everywhere they go, whether it's inside their home or out on the street. It adds to the songs emphasis on the fact they only have limited days together so they are going everywhere together. Many R&B videos have used public locations to portray a couple enjoying their time together. This is shown in Rihanna's 'We Found Love' video where her and her love interest are shown running amok in supermarkets, the street, game parlours and fast food restaurants. It is also shown in Nicki Minaj's 'Right By My Side' where her and her love interest go shopping and eat at an outdoor restaurant. These public intimate moments add to the feel of the video and R&B videos nowadays are very focused on love and sex and aim for the audience to feel the music by the music video acting as a short film illustrating the lyrics.

There aren't any particular limitations with this scene because we don't need specific weather. It will be shot outside and it is a scene that is based on improvising. The couple just having a day out and chilling. However, there are always health and safety risks outside, but not crucial ones.

Location #3: Room with plain background.
This location will be the place where Rihanna, the artist, will be performing the song. I have chosen to have the artist performing the song in a completely different location because I want the narrative part of the video to be focused on telling a story only. I don't want the artist performing and acting at the same time, I believe the music video will enhance the lyrics of the song more if the narrative is strictly narrative. Nevertheless, it is important that the artist is shown  performing their own song so there will be cut away scenes to this plain background scene of Rihanna performing the song. The background will be a simple one so that the focus will be on Rihanna as she sings the lyrics and her facial and body language will express the feeling of the song.
This isn't common with R&B music videos, it is more common with hip-hop videos. Nowadays, most R&B videos have the artist acting and performing the song at the same time. Nonetheless, I have decided that for my video, the conveyance of emotion is critical and therefore I will separate the performing and narrative scenes.

Distance and Access: All three locations will be local to base, nevertheless, equipment, crew and actors will be transported there by cabs and a budget for the entire video shoot has been administered.

Planning: Conventional use of the Camera

Camera shots are used to reveal to an audience the different aspects of a music videos theme, the aritsts or artist and its setting. Because of this, camera shots are extremely important in determining the meaning of a music video, it also adds to a person's perception and further understanding of lyrics. Camera angles establish the relationship between actors within a music video and camera movements simply add to the overall view of a music video
I plan on using a variety of camera shots, angles and movements:

Close-up shots: I plan on using these to create a sense of deep emotion. Close-up shots will show only one or two actors within the shot and it will be used to present to the audience what the actor is feeling. It will also allow viewers to feel empathy for the actors in the video.

Long shots: I will use long shots to create an overall sense of atmosphere. Long shots provide the audience with a view of the setting as well as actions taking place within it by rhe actors.

Mid shots: I will use mid shots, also known as social shots, to portray actors emotions as well as their interaction with props and other actors. Mid shots will show an actors feelings towards another person or another thing and that will give the audience a better understanding of the videos meaning and story.

High angle shots: High angle shots look down upon a person or thing. It is usually used to make a subject seem vulnerable and therefore helps to construct the appearance of the actor and the audiences perception of them or it.

Eye-level angle shots: This type of shot puts the audience at the same level as the artist or the actors in the video. It personalizes the video and makes the people within it relatable and gives the music video the ability to come across as relaxed.

Tracking shot: I will use tracking shots to give the audience a great sense of what's going on. The tracking shot follows the subject that is within the frame. Within the shot the audience is able to view the setting, interaction with other actors and so giving the audience the ability to feel a part of the video or feel like they are there rather than just watching it on a screen. Below is an example of a tracking shot.

Panning shot: defined by Wikipedia, a panning shot is refers to the horizontal scrolling of an image that is wider than the display. Using this shot will simply show more expression from an actor or a greater feel and view of a setting. Below is an example of a panning shot.

When it comes ot the editing, I will use straight-cut editing from scene to scene throughout. I will do this because it creates invisible editing and as my video is a narrative video, I want it to tell a story and seem continuous without any distractions. I will zoom in from mid shots to close-up shots and extreme close-up shots to go from exposing emotion to putting complete emphasis on it or a paticular action.
Regarding the generic conventions of my chosen genre, every visual example I've used has been from an R&B music video, therefore it proves that my music video will mostly conform to the conventional use of camera for my genre (R&B Ballad),

Cinematography

Halo by Beyonce is an R&B ballad. It is very similar to the the music video I will construct. The camera movements and edits are in sync with the feel and speed of the music. It is slow and soft which is highlighted by the illuminated light throughout the video. Also, because the song is about a couple in love and enjoying being with one another, there are a lot of close-up shots used to emphasize emotion, the intimacy and romance.

Sound of the Underground by Girls Aloud is an up-tempo, pop music video. It very much relates to the lyrics. The video is shot presenting the 5 band members underground within metal enclosures. The editing is very quick just like the music. Furthermore, unlike Beyonce's R&B Ballad music video, the close-up and mid-shots aren't used to convey emotion, rather to identify each band member individually and portray a voyeuristic view of women. There are also mid-shots used to identify props which are related to the lyrics of the song. However, unlike Beyonce's video, there is a lot of eye-level angle shots, this is because Girls Aloud are a band and they are performing the song in the video and therefore eye-level editing allows the audience to relate to them. Beyonce's video was a narrative music video that was narrative, it was telling a story and so varied camera angle shots.

 



Audience/Target Audience

'Audience' is a very important concept throughout media studies. All media texts are made with an audience in mind, ie a group of people who will receive it and make some sort of sense out of it. And generally, but not always, the producers make some money out of that audience. Therefore it is important to understand what happens when an audience "meets" a media text.

Audience Engagement : This describes how an audience interacts with media texts.

- So how will my target audience interact with my music video?

My music video is for a song that will be able to be played on a wide array of media. You'd be able to wake up to the song being played on the radio. The video will be played on many different music channels such as MTV Base, MTV, Massive R&B etc. This will be very convenient for my target audience because many teenagers and young adults spend a lot of their time watching music video channels, especially MTV Base because it focuses primarily on music from the world of R'n'B, hiphop, reggae, soul and urban. To add to its marketing and wide availability, the music video will be posted on the Rihanna's (the artist) website which is viewed by millions of viewers every day. The video will also be posted on YouTube and blogs. Furthermore, this is quite a sentimental song. It would be suitable to be used as a soundtrack for films that present the theme of love and relationships.

Audience Expectations : there are what the audience thinks about an artist and their music.

- So what are the things my target audience assumes/thinks about Rihanna and her music?

Rihanna's music is very passionate, regardless of what topic a particular song is about. Taking into consideration all her music since 2009, her music videos have been very diverse but meaningful, as well as her growing comfortably to be known for her sex appeal. However, with Rihanna it is assumed to expect the unexpected because she is so diverse and varied with her music videos, the themes they portray and her tone of voice in the different songs. With Rihanna it isn't safe to say that the video will conform to all of Goodwin's theory, nevertheless, the music video most often an active illustration of the lyrics.

Audience Foreknowledge : this is what my target audience knows about Rihanna as an artist already and what her songs have been like.

- So what do the audience already know about Rihanna?

Rihanna's personal feelings and attitude has been incorporated into her music since she was abused by her ex-boyfriend Chris Brown in 2009. I refer back to this event a lot in my blog because this was a significant change in Rihanna's life, and therefore it affected her as a musician and we were presented with something new.

Censorship

Actual censorship began in 1955, when over 30 songs were banned; many of them by black artists. Examples of censorship of music range from changed or excluded lyrics (this falls into the category of what is known as “radio edit”), to restricted cover album artwork, to the banning of artists airing on the radio or television for numerous conflicts, such as moral and racial/religious issues.

My genre: R&B music videos are known to grasp people’s attention because they place emphasis on sexual desires and drug references. They present these things as no longer having to be secret acts and therefore were/are seen to corrupt young minds and promote immoral behaviour.  Therefore it is most often subject to censorship.

For example, Rihanna’s ‘We Found Love’ video isn’t played on television until after 9pm on a daily basis. This is because it is seen as inappropriate for young viewers as it presents intimacy, drinking and drug abuse.

Neyo's video to 'Lazy Love' is also only shown on TV after specific times on specific channels. It was banned from BET.

Usher's video to 'Trading Places' is shown on TV after 9pm.

In order to allow songs to be played wherever possible, it is common to censor particular words, particularly swearwords. Some music labels or artists produce clean versions themselves, sometimes with alternative lyrics, to comply with the rules set by various radio and television programs.

For example, in Nicki Minaj’s song ‘Right By My Side’, she says in her original and explicit version:

“It ain’t your spit game it’s your dick game”

In the radio edited/clean version, the inappropriate words are distorted; this is when the pitch is altered in order to make the word non-understandable.

However, in other cases, artists simply change the word to one less offensive.

The total censorship of a song is often reported in the mass media and often has the effect of drawing more attention to the song than it would have received had it not been banned. Equally, the censorship of a word can highlight it to such a degree that it makes it more obvious what the singer has said. This is why I have chosen not to include any controversial content in my music video. Furthermore, as Goodwin said, most videos have a relationship between the lyrics and the visuals, the lyrics to my chosen song are in no way controversial and therefore there isn’t any reason for there to be any controversial visuals. Also, I want my video to be able to relate to people within its subculture and outside it, so I wouldn’t want to include content that isn’t suitable for all viewers.

Within my music video, I won't be presenting anything that would have to be specifically labelled as explicit. Therefore, it won't need to be specifically censored.

Alternative Music Videos

Madonna - Frozen

Aphex Twins - Come To Daddy

These are both videos directed by Chris Cunningham.
 - Both videos are very dark and intimidating.
 - Both videos use special effects.
 - Both videos are monochromatic.
 - Both videos are quite gothic themed.
 - Both videos aren't the usual videos one is used to seeing on the television everyday.

Kanye West - Heard Em Say

The White Stripes - Fell In Love With A Girl

These are both videos directed by Michel Gondry.
 - Both these videos are very creative.
 - They both use special effects.

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•Because these are considered alternative music videos, they don't conform to any of the steps in Goodwin's theory. None of these music videos follow the usual sort, or stereotypical music video for its genre. Furthermore, they are all different.

•Kanye West is a very well known Hip-Hop artist and he is the one and only Hip-Hop artist Michel Gondry ever worked with. Using his signature special effects, Gondry created a surrealistic Christmas story within the seemingly living department store, where among other things, toys come to life, suits dance, and beds can be driven like cars. This definitely challenges every theory, and most especially Goodwin's theory. This is because Kanye West is narrating a story in a very creative and child friendly way, when usually Hip-Hop artists usually have music videos that portray violence and/or naked women etc. In this music video, Michel Gondry has used children and special effects instead. This makes the video challange Goodwin's theory about the lyrics and the visuals having a relations, in this case, the visuals hardly relate to the lyrics but it's telling a story anyway. It challanges the subculture theories because Kanye West would be considered to be part of the Hip-Hop and Rap subculture, but here, he would categorized into a more alternative subculture. This goes to show that people are diverse, not only as groups but within themselves. Kanye West made this alternative music video, but he also went back to his usual Hip-Hop/R&B/Rap music videos after. So maybe people can belong to many different subcultures. And rather than it being a rebellion against the mainstream, it is trying new things and styles.

•In a way, they do conform to Hebdige's theory about people being part of 'little cultures' because besides the odd case (Kanye West), all these music videos would appeal to a niche market of its own. And those niche markets may also be called 'little cultures.

•The Advantages of having an alternative music video is that it is different, unusual and therefore insightful and intriguing. It invites the media hype, one of the diverse music videos will have more controversy than a conventional music video and this makes it the topic of discussion in the industry. It is unique, so when the audience see it, it could possibly be memorable than a normal music video. It also presents the exploring of deeper creativity, so the idea of robots having feelings for each other was made possible because the director and the artist had unconventional ideas, which will appeal to their niche audience as they feel the same.

•The Disadvantages of having a diverse music video is that the audience might not understand the concept, or the message the artists is trying to portray, this will make it confusing and not enjoyable to the audience or rather it will only appeal to a niche market so the relationship between the audience and artist is limited. Due to it being an alternative music video, it just may not do as well as a mainstream video commercially and furthermore, it just may not be as enjoyable for as many people.

•Therefore, I won't be using any elements of alternative music videos. My video will fit very much within the conformities of a mainstream video which is my aim because the video is supposed to be relatable.

History of Music Videos

Ways in which people can consume music videos?

-          YouTube

-          Social Networks

-          Television

-          Online Radio websites

 

How do people watch music videos via the distribution channels of television and the internet?

•The music television cable network MTV was launched in the summer of 1981, and brought music videos to the cable television audience. MTV has rocked audiences ever since. The station was created when Robert Pittman, now executive vice president and chief operating officer of MTV Networks, came up with the idea of putting music videos on cable TV. Music videos had already existed; they were primarily used as promotional tools for the sale of albums. Although music videos originated as promotional tools for record albums, the videos themselves present the viewer with far more than music: they provide information about fashion and cosmetics, lifestyles, and social roles and behaviour. (www.acrwebsite.org)

•According to MTV's own research, 54% of its audience is in the 12 to 24 age group.

•Internet is a relatively young distribution channel for music videos compared with television. However, the internet is used to watch music videos more because music television channels such as MTV have changed their focus more to reality TV shows and to entertainment shows.

•Music videos are very important because people feel that by watching them they’re Hearing the music and seeing the musicians performing at the same time and gaining a better understanding of the lyrics through the visualisations.

•ijea.org  have said that educators and artists alike are seeing new ways to express their art though technological means. Digital technology has brought with it new media. Since the digital revolution, the masses have been able to view or listen to digitalized artwork from a drive and on the internet, making it even easier for the consumption art.

 

History of music video’s timeline