FAREWELL MUSIC VIDEO

Evaluation Question 3

THE IMPORTANCE OF AUDIENCE FEEDBACK

AUDIENCE FEEDBACK VIA INTERVIEWS

Evaluation Question 1

Media eval q1 from OpeSeriki

Evaluation Question 2

Media eval q2 from OpeSeriki

Evaluation Question 4

Media eval q3 from OpeSeriki

DRAFT Evaluation Q4: How Did You Use New Media Technologies In The Construction and Research, Planning and Evaluating Stages?

DRAFT Evaluation Q2: How Effective is the Combination of Your Main Product and Ancillary Texts?

Here is Rihanna's R&B 'Talk That Talk' album and screenshots from the video of her hit single from the album 'WFL'. She has the same hairstyle on the album cover and in the video. This was her signiture hairstyle for this period of her career.

So, in what ways did I specifically link my main product and ancillary texts?

Evaluation Q3: What Have You Learned From Your Audience Feedback?

Sources of audience feedback:

1) Primary target audience
2) Secondary target audience
3) Non-target audience / Elderly
4) Classmates
5) Teacher

Music Video feedback:

Digipak feedback:

BACK PANEL
- "The lyrics look out of place; the back panel simply doesn't look professional enough."
- "It's a nice concept, I like it when the lyrics to songs are given!"
- "Simple and conventional and I love the picture of her."

FRONT PANEL
- "Great idea! I'd feel like I was getting to know the artist more by seeing exclusive pictures of her and her friends."
- "Looks professional!"
- "Definitely what you'd expect to see in a normal digipak, it's personal and cute and exactly what a fan like me would want."

_________________________________________________________________________________

Target Audience and Role of Feedback

Throughout the creation of my media products, I focused and I imagined I was reaching out to my target audience as if I was dealing with each one of them personally so I'd get an idea of exactly what they'd want to see from an R&B ballad video. 

It's important for a music video to be both appealing and interesting to the target audience of the music genre. 

In order to create an accurate profile of my target audience, I conducted both primary and secondary research.

Primary research: Questionnaires, surveys, interviews.

Secondary research: Internet and magazines.

My Target Audience:

Primary (70%)

Females 13-30 

 - because stereotypically, women are more sentimental than men and therefore will be more drawn to R&B ballads. Also, Rihanna as an artist, regardless of the genre of the song will attract an loyal audience of her own which is made up of many young females that look up to her for various reasons - her voice, her style, her personality etc.

Secondary (30%)

Males 16-25 

 - because Rihanna has a male following that admire her because of her sexualized image, as well as just because she is an attractive female. Also, she has a gay following as she is an advocate of gay rights. She is also has a young male following because of her personality and personal activities such as smoking weed. And although there aren't as many, there are also the young males that enjoy slow R&B music,

Despite getting feedback from my target audience (results shown in Evaluation), I was also able to get some feedback from my class mates. This was very helpful and important because they were going through the same struggles with tasks as I was and as they were creating their own versions of the same media products, they'd be able to efficiently critique me as they'd have an idea of what criteria I need to meet. 

DRAFT Evaluation Q1: In What Ways Does Your Media Product Use, Develop or Challenge Forms and Conventions of Real Media Products

Final Album Cover, 6 Page Digipak and Advert

I chose to create a digipak that made buyers and fans feel like they were getting to know the artist that little bit more. The digipak is created to present the more personal side of the artist. It's similar to the R&B group TLC's digipak where they all wrote thank you letters to their loved ones - however, distinctly to this (my) digipak, Rihanna (the aritist) has dedicated her album to her best friend and included exclusive pictures of herself and her her friend. I also saw that on many R&B artists digipaks they have provided the lyrics to their songs, I incorporated this onto the back of my digipak. So, the digipak as a whole is a 6 page, double-sided digipak that opens up including a personal letter from Rihanna to her fans and her friend, exclusive behind-the-scenes pictures and lyrics to a few of her songs. My digipak is to be opened up like a poster rather than the conventional corresponding booklet.

I chose to incorporate many aspects from real media products onto my magazine advert. These aspects include: Critics from major news papers, logos of places where the album will be available rather than just using text and advertising the artists website as well. I couldn't think of many ways to make the advert particularly creative, but like I stated in my creative/design briefs, my aim is to present the artist as sophisticated and edgy - my way of doing this was by keeping my colour scheme (black and natural lighting) concrete throughout all ancillary tasks. Also, because I am very confident that my album cover is eye-catching, if a person was flipping through a magazine, they'd stop to look at the image and then eventually get to reading the information. Lastly, my aim for the magazine advert was to be more informative than creative. The detail is required for the product to sell.

For my album cover, I researched heavily into both female R&B artists previous album covers as well as females from other genre's. t did this because although I wanted to create an album cover that resembled real media products and remained conventional, I also wanted it to be different and original. My album cover is very simply laid out. I only kept the writing on it to a minimum because I wanted the artists face to be the most distinct thing on there. I wanted buyers and the target audience to be able to immediately notice how strong and piercing the image is, and reflective of the title of the album - Immoral. It is aimed to make the audience think that the music on the album will be just as strong and charismatic as the artist and the photo on the album cover. I used darkening effects on Adobe Photoshop.

Album Cover Design Plans

Album cover design 1

My first design was aimed at presenting my artist as soft and sophisticated witht he natural and unedited look. By leaving the front cover so simple and plain, it would the album seem very classy. The unedited picture would make the target audience feel as if they're right there taking the picture of her and would therefore make the cover more inviting and eye-catching. Furthermore, the artist looking away is aimed to imply that she's deep in thought, thus presenting the album as being an emotive one. The use of different fonts is to give the cover a bit of an edge, contrasting with its simple colour scheme.

Album cover design 2

My second design was aimed to enhance the albums title. I edited the image and gave it a bit more of an edgy, dark, and essentially, immortal theme.  The artists facial expression isn't as soft as the first design, it is supposed to present her as tougher and more mysterious. I havefilled up the cover more but using the parental advisory label and using Rihanna's motif rather than her name itself. This is because her motif is quite edgy and sharp so it would efficiently add to the theme being portrayed.

Album cover design 3 

My third design was supposed to convey the theme of the album title too, but in a soft and subtle manner. Instead of a tough and more aggressive facial expression like my second design, there's direct eye contact as well as  a soft expression, therefore making the album cover intensely inviting. The use of black and white with the image renders a perfect combination of tradition and modernity,

Digipak Research

A digipak is a style of CD packaging. Digipaks usually consist of a gatefold (bookstyle) collection of pictures, letters, booklet liner notes etc. Booklet liner notes are notes written to give credit, or rather, specify who has taken part in the production of the album.

Below are two of Rihanna's digipaks, from these two digipaks we're able to analyse that as an artist she is fond of filling up her digipak with pictures of herself.

 The digipak for her 'LOUD' album was one picture, spread over three pages.

Digipaks are able to give more information about the artist themselves, the production of the album or even just make them that more realistic and ordinary by containing never-seen-before pictures of themselves.

 

In TLC's digipak, they created a 12 page digipak where they all wrote Thank You letters to those closest to them. This gave fans an insight into the lives of this famous girl group and increased their likability. They gave specifications about each song on the album. All together, on the opposite side, it opened up into a poster.

 

In Nelly's digipak, he also gave specifications about each song and included were a few pictures of himself.

For my digipak, I've taken Dyer's star theory into consideration - stars have to be both ordinary and extraordinary / absent and present. That's why, like TLC's personal thank you's included in their digipak, my artist will address a personal letter to her fans, so she remains approachable and present to her fans, it will also include exclusive and informal pictures of herself and those close to her to show that she is ordinary and has friends and takes pictures just like other people do. By including this in my digipak, it portrays my artists persona as well as appeals more to her target audience of teens and young adults who like to feel like they truly know their favourite musician, that although the artist is a superstar, deep down, they're not so different and are acknowledged as a fan.

Music Video – Planning

VIDEO CONTENT:

Image / Clothes / Accessories / Make-up / Age / Ideology / Text / Colour / Lighting / Editing techniques / Camera shots / Characters / List of locations / Outline of narrative / events in the video

Record Labels

Many record companies are huge corporations that own a variety of record labels. These corporations usually consist of a parent company that owns more than one record label.  Today, many large record companies are actually under huge conglomerates that own a variety of subsidiary record labels.

► Warner Brothers Records

-       Owns the big record label Atlantic Records. Atlantic Records has been home to some of the biggest musicians in the world, for example, one of the worlds most renowned soul singers Aretha Franklin.

► EMI‎

-       Owns the big record label Virgin Records. Virgin Records have huge artists such as Emeli Sande signed to them as well as having Tina Turner and Atomic Kitten previously.

► Sony BMG

-       Owns Sony Columbia and Epic Records. These labels have managed releases by prominent modern, urban artists such as Bow Wow, John Legend and Beyoncé.

The wikipedia definition of an independent record label (or indie record label), on the other hand is a record label operating without the funding of or outside the organizations of the major record labels. 

Creative Brief

Creative Brief

Rihanna – Immortal Vibe

 

Date: 19th December 2012 Project Manager: Ope Seriki Dept: TV Compilation

Album Title/Artist: Farewell/ Rihanna Release Date: 20th February 2012

 

PRODUCT OVERVIEW

WHERE ARE WE NOW? Market climate, history, heritage, significant trends influencing this release   Rihanna is a well-established R&B singer from Barbados.  She made her debut in 2005 with her album ‘Music of The Sun’. She is the highest-selling digital artist in US history. Rihanna is signed to Def Jam Recordings and managed by rapper, Jay-Z’s record label, Roc Nation. Both these record labels are renowned and known for signing artists specifically based around the R&B and hip-hop genres. Rihanna has released 6 albums within her 6 years in the industry. The fact that this is her seventh year in the industry is the significant push influencing this release of her seventh album.

The ALBUM CONCEPT   What is it? This is Rihanna’s seventh studio album. Unlike her previous albums, this album presents her personality and her personal beliefs are portrayed through the music. As usual, she returns to the music of her home country, Barbados, combining reggae and dancehall with her R&B tracks. Even with the use of upbeat afro-Caribbean music on the album, the main songs that will be made into singles in the future are more sentimental. Her vocals on the album are commanding, soulful as well as vulnerable. Why are we doing it? To capitalise on the success of Rihanna’s seven years in the music industry.   Comparable Products Rihanna – Talk That Talk (cat: 81234 70555 2) Released: 04/06/2011 First week sales: 338,175 Sales to date: 1,347,100   Beyonce – I Am… Sasha Fierce (cat: 99976 8513982) Released: 19/06/2008 First week sales: 297,251 Sales to date: 1,554,001   Rihanna – LOUD: (cat: 57847468322) Released: Sept 2010 First week sales: 265,858 Sales to date: 1,689,201

Who is our CONSUMER?   Primary (70%) Females 13-30 BC1   Secondary (30%) Males 16-25 BC1

What is the CONSUMER REACTION we want? What do we want the consumer to think and feel once they have seen the communication. Excited because this a celebration, an acknowledgement of Rihanna’s 7 years of aiming to provide great music for her fans, We want consumers to be inspired and satisfied. We want them to feel that this is the definitive collaboration of R&B, reggae, soul and pop. A product both collectable and desirable.

HOW WILL WE KNOW IT WORKED? Sales Targets. Targets based on Comparative Products. Artist management/ third party endorsement   Sales target -  300,000 in first week

KEY LAUNCH DATES Press campaign: 07th February 2013 TVC Launch: 14rd February 2013 Album Release: 20th February 2013

 

 

CREATIVE BRIEF – ALBUM SLEEVE

 

Description	To design an urban and simply sexy package this reflects the honest sophistication of Rihanna as a brand and a young woman.
Deadlines	31st January 2013 cover deadline.
Objective	To create a package this conveys all of the genres in which Rihanna is known to sing whilst maintaining her most known image as a young and free R&B musician.­
Proposition	To combine Rihanna’s reputation for unconventional and stimulating style with a conscious decision to offer a highly commercial proposition to new buyers and existing followers.
Tone of voice/ brand image/ positioning	Aimed towards the loyal R&B lover, Rihanna fan and the mainstream public. Cultured, entertaining and stirring album.
Restrictions/ limitations (mandatories)	Rihanna Brand Logo DefJam Logo Barcode Name of Album
Production Specs	1CD that includes 14 songs with an R&B foundation, however there are elements of pop, soul and reggae to attract a wider audience.
Creative Edge Spectrum	If Very Safe equals 1, and Very Edgy equals 10, on a spectrum of a score of 1-10, what score would you place on this brief?   9
Budget	TBC

 

 

CREATIVE BRIEF – MAGAZINE ADVERT
 

 

Description	To design a simple but sophisticated magazine advert that aesthetically and visually obviously relates to the album cover. The main information is to be just as attention grabbing as the album cover picture in sharp and stylish text.
Deadlines	31st January
Objective	To make the advert attention grabbing and eye-catching so that it will attract as big an audience as possible subsequently marketing the album perfectly. The advert should give a good enough depiction of the music so that people will have an idea of what to expect from the page alone.
Proposition	We want this album to sell and appeal to as many people as possible, therefore, the magazine advert will have to be edgy and representative of Rihanna, her persona and her music to draw people in.
Tone of voice  / brand image	This album is aimed to people who dance and want to learn a new style of dance. The subculture of people who are into the retro style of clothing
Restrictions Limitations	1.     Rihanna logo 2.     Def Jam logo 3.     Relevant information about the album 4.     Name of album 5.     Name of artist 6.     Most popular featured songs 7.     Rihanna’s website
Production Specs	All relevant album sales information (album release date, where it can be purchased etc.) and a picture of the album itself.
Creative Edge Spectrum	On a spectrum score of 1 to 10, ours would be : 10 because our music is not mainstream and is very edgy since it is not mainstream   5
Budget	TBC