Planning Digipak - Miss Miller

Planning Digipak

Digipaks are often used to present an artist’s album or single in more depth with a personal touch from the artist consisting of a message or signature. This allows fans to get a bigger insight into the reasoning behind the music and enables them to further connect with the artist. Typically the digipaks consists of a gatefold (book-style) paperboard or cardboard outer binding, with one or more plastic trays for the CD. Digipak-style cases grew in popularity among record labels and recording artists in the early 2000s, they are now used by a variety of big name artists in order to promote their large scale releases of songs and albums. Artists are often seen to either use jewel CD packaging opposed to the use of digipacks when presenting their music.

Jewel CD case

The plastic casing on the jewel CD means the paper inside is protected and will last longer. Most of the detail is solely on the front and the back, meaning that it is more likely to grab people’s attention and make them want to buy the album. Also, it will often contain lyrics of the songs included, so people who buy it will be able to learn the songs and relate to the artist more.

Digipak

Digipak’s contain higher quality images and meaning in them. They usually contain a letter/note from the artist directly to the fans, giving it a more ‘personal’ feel and sometimes they contain bonus tracks, whereas the CD version may not. The digipak has 6 sides, so there is more opportunity for visible artwork, information or promotions. This way the artist has a better chance at attracting potential buyers, as they will see the digipak as more than just a disc of music, it is a collectable item as well. A jewel case is easily ripped when removed or put back into the plastic grips, making it unappealing to remove. Also, all information is very easily accessible, making it more appealing and long lasting.
My digipak for the artist Khaliq, based on Shift K3Y, will consist of 6 sections. Within these sections there will be the cover, a message from the artist, two images relating to the themes of the music and showing the artist himself, plus the CD and song list. It will be based on the colours grey, black and white with tints of neon green throughout. Also, it will be mad in coherence to the music video and the themes within.

Colours 

Colours will have a large influence within the digipak, especially upon the presentation of the artist and the portrayal of conventions through numerous connotations that are developed. In coherence with the magazine advert for our album, the colours will consist mostly of grey, black and white with the addition of green tints throughout. The grey, black and white colours are used in order to represent the artists professional qualities, it connotes his success in a professional environment at such a young age alongside also emphasising the dedication he puts into his music. This will appeal to the younger target audience age groups who are at an age when they are starting and thinking about careers, this portrayal of success would appeal to them as they could aspire towards this dedication and power. Additionally to this, the use of neon green lighting is added to the digipak in order to contrast with the black, grey and white colours. They show the artists party lifestyle that runs alongside his professional presentation. Overall this portrays his vibrant night life in contrast to his professional work life. This is used to convey conventions of the dance genre by aiming the connotations of  the bright colour towards the party atmosphere of a club or bar that is focused upon throughout dance music. It also appeals to the youth cultures within the target audience as they aspire towards living the party lifestyle that is enticed by the artist presentation. 

Slide 1

This is the cover of the digipak itself. It is very similar to the magazine advert, allowing me to present a running theme throughout the marketing of the album. The slide shows the artists name and album name overlapping a picture of the artist in his extravagant office setting with a background showing the nighttime skyline of London. In reference to the images used, the elaborate work setting is used to show his success in reference to his job; this connotes his success as an artist and the dedication he applies to his music. This is also seen alongside the background showing the London skyline, whilst also showing his success at the heart of London, this aspect of the image also shows his link to the London nightlife, also portraying the party aspect of his lifestyle. The reference to the London nightlife is highly conventional to the dance genre, this would appeal greatly towards the target audience as they are evidently seen to enjoy a vibrant nightlife, especially at the weekends. One example of the use of design and layout within the cover is seen through the placement of the artists name. I have decided upon placing the name on top of the city skyline; this has the effect of linking the artist towards the London nightlife. This again makes the artist presentation highly conventional towards the dance genre, again appealing to our audience who aspire towards this conventional dance artist lifestyle. Although not being able to relate to the use of typography in early stages of planning, the use of language can be seen through the album title. The album states 'Urban Lights'; this is referring to the themes within the music video as it connotes the city work environment alongside the conventional London night life of which the artist is seen to enjoy. It adds to the artist presentation as it he shows him as being a stylish, modern city dweller. It may appeal to the target audience as the younger age groups often try to balance their professions or education with their social life.

Slide 2

This slide shows the message that the artist has written in order to thank and connect with his fans. The slide consists of an image of a suit overlapped with the message and a logo that resembles the artists name in a signature. The suit image background is used to the effect of portraying a professional presentation whilst also adding a personal touch to the message itself as it connotes the fact that what he said is genuinely coming from the heart. The professional presentation links towards the aspiring target audience as they aim to gain success like the artist. Also the layout of the slide, allowing the message to overlap the artists torso, may help to create a relationship between the artist and the audience as they could see it as far more personal. The typography within the slide is evident through the artists name, presented as a logo and signature. This will be created through a handwritten font, placed as a logo. The signature font is used to add to the personal touch within the message, helping the audience relate to the artist. Also, the presentation of a logo helps support the Dyer's theory as the artist aims to sell himself as a product. Finally, language is used to a certain effect, specifically within the massage seen to be written by the artist. A kiss is used to end this message, this can be seen to appeal to the female audience as they fantasise about the artist. Additionally, the font resembling handwriting will be used to further add to the personal touch within the message. 

Slide 3

Slide 3 consists of the plans for my CD cover, this will consist of a cartoon like image resembling that of a clack city with a green sky. This will be used as a background with the artists name 'Khaliq' overlapping the buildings. The image itself works in coherence with the themes of the video. It relates totally to the London Nightlife of which the artist is seen to thoroughly enjoy. The black buildings contrast with the illuminated sky in order to emphasise the vibrancy of the London skyline. This presentation of a vibrant nightlife is highly conventional to the genre whilst also appealing greatly to the youth cultures within our target audience as they appreciate this. There is also a similar use of layout here to that of slide 1 and my magazine advert. This is seen from the fact that the artists name is placed on top of the city skyline and buildings. It produces the effect of linking the artist with the city nightlife, again building upon his presentation of a conventional dance artist. This would furthermore appeal to our audience as they would aspire to have a party lifestyle like a artist is shown to have. Finally, although there is not an evident use of language, the typography within the CD cover it used to an additional effect. Although the font has not been thought of yet, I am adamant upon the use of neon lighting for the typography showing the artists name on the cover. This portrays the artists vibrant personality and lifestyle set within the heart of the London nightlife. The vibrancy is very conventional to the genre and would certainly appeal to younger age groups as they aspire to be as charismatic as him.

Slide 4/5 

These are two pictures of the artists that are added to the digipak. The pictures consists of two images that show half the artist in each in order to develop an idea upon his contrasting personalities. One image shows half of the artist wearing a suit in an empty office setting opposed to the other half showing the artist to be wearing more casual clothing in an empty bar setting. The uses of imagery, design and layout are combined here in order to create two contrasting personality that both appeal to the target audience and the conventions of our genre. One image, set in an extravagant office, shows the artists success and professionalism opposing to another image, set in a bar, showing the artists vibrant and conventional party lifestyle. The two lifestyles are contrasted through the layout of the digipak as it shows two half's of the artist; it presents him as finding a balance between hard work and a party lifestyle. This would greatly appeal to our target audience as the younger age groups, beginning to start various careers, would aspire towards this balance.

Slide 6

The final slide consists of a list showing the top, most popular songs within the album. The songs will be centred on the skyline of a famous London street at night. Parts of the buildings may be illuminated in neon green much like the songs themselves on the dark skyline. The image consists of a long shot of a busy London street showing buildings on either side. This is again used to develop upon the theme of the music video, showing the vibrancy of the city at night and linking the artist towards its atmosphere. This conventional party atmosphere is appealing for our younger viewers as they are often seen to enjoy the city nightlife. The use of layout is also evident here as the list of songs is centred between the illuminated buildings. This shows the music to be at the centre of the conventional party atmosphere within the London nightlife. It will again promote the music towards the younger age groups as they enjoy the dance music played in clubs and bars. Finally, although the language only consists of the genuine song titles', the typography and its green neon colours are used to an effect as they show the music to be part of the vibrant, conventional party atmosphere. Again appealing to fans of the music.

This planning will be highly beneficial in the process of completing my digipak. I have clear indications into the specific shots I need to take and the uses of tints I may need to find in Photoshop in order to present the conventions that greatly appeal to my target audience. This may consist of stills needed to be taken when filming of our office setting, plus shots of typical London nightlife settings and maybe a still of the bar. It has however given me an aim for the overall outcome of the digipak itself.

Risk Assessment - Miss Georgiou

A risk assessment is certainly essential for the production of any media product, especially in relation to our music video. The main purpose of the risk assessment is to prevent any health and safety issues, this is vital for the well being of the public, the actors and the producers. Also, it can be said that the risk assessment is used to promote the efficiency of our filming with risks potentially creating large stoppages with the filming process. Overall, it is highly essential and beneficial to the production process as we can gain an insight into the potential problems, and make sure to avoid them.

Whilst filming we came across additional risks that may have potentially damaged our equipment whilst also altering the production process. In relation to the filming outside, we suffered from the strong winds. These winds could have damaged the filming equipment as it may have blown it over. In order to prevent this we often filming in sheltered areas and leaned the camera on flat surfaces. We also encountered a risk when filming the car scene; when trying to gain a shot of the car pulling into the drive way, there was potential for the car to hit the camera. This was prevented through communication with the driver and hand signals from the cameraman. 

Overall the risks were dealt with efficiently with no problems throughout the production. The risk assessment was a large factor towards this efficiency, it allowed us to plan the risk prevention in advance and meant that we could film shots quicker and with little problems. This meant that we could focus more on the details of shots in order to develop upon the micro elements and the conventions that we hoped to portray. This shows how essential the risk essential was as it highlighted potential faults in the filming allowing us to cover them in advance and focus on the filming itself.

Music inspirations - Miss Georgiou

Inspirations have a large influence upon the creation of a music video, this will consist of the various themes that will occur in the video itself having a large influence upon the target audience of the video and how it is seen to comply to the selected conventions of the danced genre. 

From watching the music video for the song 'Touch' by Shift K3Y I have taken a large inspiration in the use of effects and added lighting. Throughout the video Shift K3Y elaborates upon the use of neon and strobe lighting. This is added on top of himself singing to the camera with added effects seen as he illuminates the palms of his hands in order to emphasise the vibrancy of his 'touch' in correspondence with the narrative of the song itself. The effects consists of brighter colours such as blue, pink, orange and blue. This observation of the uses of neon/strobe lighting within this selected video will prove to be highly beneficial to the production of my individual music video. This is specifically evident as we have incorporated this use of effects within our video. This could be evident around the club setting through the use of strobe and neon lighting. However it well particularly evident in the office scenes as we will add bright coloured tin its to contrast the serious setting with the vibrant colours in order to make connotations towards the artists personality.The use of strobe/neon lighting and brighter colours is highly conventional to the dance genre; it resembles a party atmosphere that the music often revolves around. This portrayal of a party atmosphere may also appeal to our target audience, the younger age group can relate and aspire towards it as they often visit clubs and bars.

https://www.youtube.com/watch?v=9KtYYHKEGDc&spfreload=10

One other dance video that I gained an inspiration from consists of 'Levels' by Avicii. I took great inspiration from the setting used in this video. This consisted of a relatable office setting seen used at the start of the video. This was used to contrast the contagious party atmosphere developed in the narrative with the dull and relatable office setting seen through the visuals. The analysis of this use of setting will be very helpful within the production of my video. We will use this relatable office setting throughout our video in order to help the artist representation. The use of a dull office setting contrasted with the vibrant club settings again connote towards the contrast in personality that is presented throughout the product; showing the artist to be both professional and fun. Although not distinctively complying to the conventions of the dance genre, the relatable setting will have a great effect upon our target audience. With the younger audience beginning to think about their working careers, the setting allows them to aspire towards the artists success. Also they may relate to the fact that the artist is trying to balance his successful work life and vibrant social life; again the audience may aspire towards this.

Additionally to this, I was also seen to take influence from the video for the song 'Club can't handle me' by Flo Rider. Through my analysis of this video I took great inspiration from their portrayal of a club setting. This was seen throughout the video as they used a combination of cinematography and lighting to best portray the vibrant party atmosphere within a club setting. Again this use of setting mixed with effective uses of long shots and strobe lighting will be incorporated into my music video. The club setting is planned to be specifically shown in flashes; we will chose a variety of settings in order to mix up the colours within the video. The club setting has great benefits when following the conventions of our dance genre. The use of long shots and extravagant club settings help portray happy and excited emotions that are included in a party atmosphere, of which is vital to dance music. Finally, this inspiration will be vital to our video as its emphasis of a fun party atmosphere helps to meet the requirements of the young target audience who often attend club venues. 

Throughout my research I was also seen to take inspiration from the music video for 'Without You' by David Guetta. Within this video I analysed the use of fast paced editing and montages. This was seen towards the start of the video and was used to match the fast paced music with quick successions of jump cuts in order to build a sense of excitement. I took great influence from the use of this form of editing and it has been incorporated throughout our video. A specific area in which we aimed to include it was at fast paced areas of the song; this ran alongside the bar scenes as we used multiple close ups of conventional pieces of iconography in order to create a montage. This excitement that the fast paced editing develops is very beneficial when both appealing to the dance genre conventions and target audience. It portrays the same vibrancy that is evident within a party atmosphere of which the target audience is seen to thrive upon.

https://www.youtube.com/watch?v=jUe8uoKdHao

Finally, one other video that was highly influential upon the production of my music video was the original video for the song 'I Know' by Shift K3Y of which our music video was actually based upon. We had to analyse this video in order to gain and understanding of the narrative within the song and the presentation of conventions throughout. However, I specifically took great inspiration from the videos clever use of jump cuts, used to comply to Goodwin's theory as the video matched the speed of the song. This was incorporated into our video throughout; and especially within the date scenes as the artist is seen to be presented with a series of montages in order to emphasise the many memories he has shared with his girlfreind. The speed of the jump cuts evidently agrees with the dance conventions as it builds a sense of vibrancy and excitement. Conclusively this use of Goodwin's theory through jump cuts may also benefit the audience; by matching the visuals with the lyrics the audience may feel more connected to the lyrics, this will help them engage with the artist throughout the video.

  



Film Schedule - miss georgiou

Film Schedule 

A filming schedule is vital in the production for our music video. This allows us to set out a detailed plan in relation to the different shots within the video. It allows us to plan the iconography needed, the locations, the timing, the costume, the equipment and the characters needed for each section of filming. Overall this vastly benefits the organisation and the efficiency for the filming; meaning that we can easily prepare for our filming whilst also having a valid idea into why each mice element is effective throughout the video. 

In conclusion, there were numerous changes made to our filming schedule throughout the production of our music video. For example; the entrance to the building in the office secene was discarded due to the large amounts of security in the building, the coffee scene was also discarded due to its lack of relevance to the genre, the date scene was missed out due to its lack of pace in relation to the music and numerous close ups were added throughout the progression of the filming in order to portray the artists impressive materialism and add to the variety of shots within montages in the video. The specific close ups added consists of shots of whisky, drinks at a club and parts of the artists impressive car. We also added long shots of London scenery in order to elaborate upon urban themes and the urban nightlife. After the production process, the importance of the filming schedule became clear to me. It evidently clarifies the order to the filming itself whilst also showing the details needed within each shot allowing us to carefully consider all of the micro elements. It can also be said that the filming schedule benefitted my development as a producer by setting out the vast majority of shots and techniques that were needed for the video itself. This variety shows my creativity as I have used such specified micro elements throughout in order to effectively convey elements of the narrative and conventional aspects of the genre towards the target audience. 

Planning Magazine advert - Miss Miller

The key purpose of a magazine advert is to promote an artist’s album

in order to reach a wider target audience of people who both read the magazine as well as listen to the music. It aims to act as a constant reminder of the upcoming album by appearing over a wide media spectrum. It is also used to link in with other advertisements of the album such as record labels or websites to create more marketing for the artist. Finally, it may also be used to link in with any articles within the magazine on the artist such as an interview or published scandal; this can be seen to benefit the magazine as well. The advert is specifically used, however, to develop a presentation of the artist that will appeal to a target audience for the genre; this is achieved by the portrayal of the conventions for the genre alongside features they may relate to the audience. My magazine advert will consist of a shot of the artist in his relatable office work environment, looking out of the window with a background of the night time illuminated city skyline. Planning the advert is highly essential to the development of the advert itself. It means I know exactly what needs shooting, plus the fonts and editing effects that need using in order to achieve the presentations and conventions that I aimed to meet. 

Colours 

Colours will have a large influence within my advert, especially upon the presentation of the artist and the portrayal of conventions through various connotations. The colours will consist mostly of grey, black and white; however, there will be green and blue tints added to the city skyline, certain aspects of the artist himself such as his clothing or accessories and the word 'Lights' in the album title 'Urban Lights'. The grey, black and white colours are used in order to represent the artists professional qualities, it connotes his success in a professional environment at such a young age alongside also emphasising the dedication he puts into his music. This is slightly aimed towards target audience opposed to it being used in coherence to the dance genre; the younger target audience age groups are often at an age when they are starting and thinking about careers, this portrayal of success would appeal to them as they could aspire towards this dedication and power. Additionally to this, the use of neon green lighting is added to the advert is used in order to contrast with the black. grey and white colours. They show the artists party lifestyle that runs alongside his professional presentation. The lights covering the skyline of the background building are seen as green in reference to the London nightlife, by showing the neon lighting to illuminate the artist I am linking him to this nightlife. Overall this portrays his vibrant night life in contrast to his professional work life. Overall this is used to convey conventions of the dance genre by aiming the connotations of  the bright colour towards the party atmosphere of a club or bar that is focused upon throughout dance music. This also appeals to the youth cultures within the target audience as they aspire towards living the party lifestyle that is enticed by the artist presentation. 

Images 

Images are utilised in the advert in order to build upon this presentation of dance conventions and references to the selected target audience. In relation to my specific advert, there is only one image that takes up the whole advert; this consists of a picture of the artist in the main relatable work setting as he looks aside with the city backdrop of the London night time skyline. The elaborate work setting is used to show his success in reference to his job, this connotes his success as an artist and the dedication he applies to his music. This is also seen alongside the background showing the London skyline, whilst also showing his success at the heart of London, this aspect of the image also shows his link to the London nightlife, also portraying the party aspect of his lifestyle. These contrasting representations are predominantly used in reference to the selected target audience, they may aspire towards balancing their work life in higher education or a work environment with their vibrant personal life. The images are also directed towards the conventions of the genre as the nightlife that is represented connoted to the party atmosphere focused upon in the music. Additionally to this, the images in the advert are used in coherence with the content of the music video and the album title itself. This is done to additionally engage the audience by igniting links between all of Shift K3Y's work. 

Design/Layout 

Although design and layout has little reference to the target audience and the dance genre conventions that are focused upon throughout the advert, it is still utilised to a certain effect. Both Shift K3Y and the Album name is placed covering the skyline of London. This is done in order to elaborate upon the link between the artist, his music and the London nightlife. It promotes the themes of urban settings, nightlife and a vibrant party atmosphere running throughout the music; these all correspond with the conventions of the genre whilst also appealing to the young and vibrant target audience.

Typography/Language 

Although the typography within the advert has not been finalised, the likelihood is that it will consist of something that relates to an electronic theme. This is done in order to comply to the conventions of the dance genre. Dance genre is almost always made electronically with key iconography being DJ decks or laptops. This electronic font may be seen to relate to this, making the advert highly conventional. The use of language within the advert is mostly seen in the album title 'Urban Lights'. This is referring to the themes within the music video as it connotes the city work environment alongside the London night life of which the artist is seen to enjoy. It adds to the artist presentation as it he shows him as being a stylish, modern city dweller. Ways in which this promotes conventions of the dance genre is through its portrayal of the party atmosphere flowing through the London nightlife, indicated through the work 'lights' referring to strobe and neon lighting. Also, the title may appeal to the target audience as the younger age groups are often seen to enjoy and participate in this 'urban' nightlife.

After the planning process for this advert I feel highly confident that I  know the specific shot I need to find when visiting my office filming location alongside the editing that may be needed on Photoshop and the fonts I may need to find or create. This will consist of an office shot with large views of the city, effects that allow me to add green tints throughout the image and a font that resembles electronic connotations in relation to the dance genre. This shows that the planning has given me clear indications into how I can create my advert successfully and efficiently.

Storyboards - Miss Georgiou

A storyboard itself shares the role of ordering the various shots within the video in a sequence that both matches the progression of the song plus the on-going narrative. The story board for any type of media filming is used in order to plan the footage so that it is clear for the crew members to follow; this develops the efficiency within filming. Key aspects of the shots that are planned are the location, editing, cinematography, mes en scene and other components. Another way in which the use of a storyboard benefits the production of a video is by its organisation of timing; the storyboard outlines the timing within each shot, making sure it matches the music. This is highly beneficial in post production as we piece together footage. Finally, the storyboard also allows us as a group to develop our overall ideas for the video and meet the requirements of the target audience and dance genre conventions. It meant that we could get a conclusive idea of the different effects that our selected micro elements may have upon the audience.

Research was key within the development of the storyboard. We felt that input from both other media products and the target audience themselves allowed us to vastly improve the planning of our video in a way that would potentially make it successful. Firstly, primary research was used in the format of a questionnaire aimed towards getting the opinion of the target audience in order to further develop the video in a way that would appeal to the viewer and meet the requirements of the artist. This was massively influential within the planning of the micro elements as we shaped our storyboard in a way that would comply to the needs of the selected audience. We did this by incorporating factors that were seen preferred in the survey into the storyboard itself. This consisted of aspects such as a an inspirational yet relatable work setting and theme, a conventional use of club settings plus strobe lighting, a use of narrative and other selected elements of the video. We felt that this reference to the primary research will have vast benefits when aiming to relate and appeal to our target audience throughout the music video. Additionally to this we also used secondary research in the development of our storyboard. This included the analysis of various other dance music videos. We took aspects of conventional and successful dance videos in order to help present the conventional dance artist within our music video. Aspects of artist presentation and conventional uses of micro elements were taken from other dance videos; this included things like relatable setting, extravagant club settings and the use of neon/strobe lighting effects. Overall, it was clear that secondary research helped us aim towards appealing to dance conventions within our planning.

Creating the storyboard as a group allowed us to share ideas and concepts in order to develop a rounded view upon the use of micro elements in relation to the target audience and dance conventions. Although constantly referring to the primary and secondary research, the group and I were able to input various innovated ideas that helped appeal to the target audience and comply to dance conventions. We specifically wanted a variety of shots and editing techniques which we managed to add to the storyboard in order to make sure the video wasn't too repetitive. Also, we saw detail within mes en scene as vital due to its benefits within the clarity of the production itself plus the portrayal of numerous concepts and conventions. Overall, however, the main focus of the groups thoughts was the artist presentation and the reference to our younger target audience who had to be addressed throughout, these two aspects had great influence upon the storyboard itself.

As a pair my partner and I decided upon designating various roles within the planning and the creation of the story board to each other in order to balance out the responsibility. I was seen to do the timings of the shots in order to make the filming more efficient and the footage match the song. In contrast my partner was seen to do the drawings within the storyboard as we felt he was better at presentation the different cinematography needed. We decided upon doing the content for each shot as a pair in order to get rounded views upon the use of different micro effects. This meant that we could incorporate shared ideas and research into the video, again balancing the responsibility. My partner and I were seen to cooperate well in the planning of the filming as we both shared similar ideas for the micro elements needed, plus a similar understanding of the dance conventions and the plot of the video. This meant that we created the storyboard with great efficiency.

Analysis of magazine advert - Miss Miller

The key purpose of a magazine advert is to promote an artist’s album in order to reach a wider target audience of people who both read the magazine as well as listen to music. It aims to act as a constant reminder of the upcoming album by appearing over a wide media spectrum. It is also used to link in with other advertisements of the album such as record labels or websites to create more marketing for the artist. Finally, it may also be used to link in with any articles within the magazine on the artist such as an interview or published scandal; this can be seen to benefit the magazine as well. The advert is specifically used, however, to develop a presentation of the artist that will appeal to a target audience for the genre; this is achieved by the portrayal of the conventions for the genre alongside features they may relate to the audience. The two adverts that I have chosen to analyse are Examples 'Won't go quietly' album advert and basement jaxx's advert for the album 'Rooty'. Example is very large dance artist giving clear indications of features of which may appeal to the younger audience of the dance genre where as basement jaxx can be seen as an unconventional dance artist, showing us successful ways in which an image is developed within the music industry. Due to the fact that our artist, 'shift key', is not as well known as other dance artists, he was not seen to have a magazine advert. Instead we chose to pick two artists from the genre that would easily demonstrate the characteristic of a magazine advert that were useful when incorporated into our own adverts. 

Example 'Won't go Quietly'

Artist Representation/Image

Throughout this advert Example is presented as a conventional dance artist in order to attract the younger target audience who aspire towards the themes of the genre. He does this by developing his personality, showing it to be outgoing yet relaxed and fun. This presentation is developed through the use of images spread in squares across the advert. It shows multiple mid shots of the artist playing around with numerous props and costumes such as a megaphone, duck tape, a bear costume and an astronauts helmet. This is used alongside different facial expressions in order to develop a humorous representation that corresponds with the fun and outgoing presentation that the artist aims to create. This relates to the conventions of the dance genre as the genre usually includes fun and vibrant, 'feel-good' themes. It also appeals to the target audience of the genre as their age groups of 15-25 usually tend to focus upon the fun and exciting elements of their lifestyles. The artist representation shows the success of the advert as the variety of funny, light hearted mid shots of the artist with random forms of iconography would catch the young audiences attention, appeal to their humorous side and influence them on wanted to gain further insights into his lifestyle and personality.

Colours/connotations 

The colours within the advert could be seen to be utilised in order to develop an image of the artist that again relates to the fun and easy going themes within dance music. This is evident through the use of bright colours such as blue, red and yellow that is incorporated into the artists clothing opposed to the black and white font used within the advert. This could be said to have connotations to the fun personality that he possesses in contrast to the dedication and hard work that he puts into his music that may be conveyed through the reoccurring font he uses when marketing himself. Much like the use of cinematography and mise en scene within the advert, this is also used to develop upon the artist image of a fun and excitement. This again complies to the conventions of the genre as it focuses upon the fun and vibrant concepts within the party atmosphere that the music often develops. This means that the use of colours again helps attract the selected target audience as they aspire towards the vibrant lifestyle that this could be seen to convey; also the use of black and white colours emphasises that he is also a serious and legitimate dance artist, this would attract more listeners as they appreciate this professionalism. The use of bright colours contrasted against the black and white font makes the advert again successful as it further portrays the artist as being outgoing and fun; the young audience would notice this and want to buy his album in order to experience his light hearted and happy music. 

Design/Layout 

Much like the use of colours and cinematography, the design and layout of the advert is again used in order to develop and idea of the artists personality. The layout of the advert is created so that there is a collage of pictures showing the artist, 'example', as having fun and playing around. The collage style is used in order to elaborate upon the diverse personality that Example has; full of fun, vibrancy and a outgoing attitude. This presentation would appeal to the younger target audience of the dance genre as they are generally seen to be outgoing when attending clubs, bars, parties and socialising with friends. This use of design also meets the conventions of the genre as the outgoing presentation of the artist matches the outgoing themes seen within dance music. This outgoing and light hearted theme would certainly make the advert successful, helping them to sell more albums as it shows the artists diverse, fun personality to be original and random; making him stand out from other artists as he relates to outgoing teenagers wanting to enjoy themselves in ether younger years. 

Typography/Style of language 

Finally, Example is also seen to utilise his style of language and typography in order to appeal to an audience and meet dance conventions. He is seen to maintain his outgoing and exciting image specifically through the use of language. This is clearly evident through phrases such as 'won't go quietly' and 'kickstarts'. This shows reckless behaviour and a slight disregard for social formalities. It develops the idea of his music and personality combining to create a loud and exciting environment, again promoting the idea of a party atmosphere. This is highly conventional to the dance genre as the music revolves around the idea of a 'party lifestyle', involving exciting and reckless behaviour. Also, the phrases will vastly appeal to teenage subcultures as they are often seen to disregard social formalities in order to conform to the party lifestyle of which they aspire towards. The use of reckless connotations seen through the adverts use of language furthermore demonstrates its success as it would evidently help him sell records by distinctly appealing to the behaviour of teenagers when they go to concerts or festivals; the audience may want to buy his album in order to relive these memories.

Basement Jaxx 'Rooty'

Artist Representation

Within this advert, basement jaxx is aimed to present themselves as being an artist that is able to stand out due to the fact that they are unconventional to society, yet they also aim to show the audience that they are significantly conventional to the dance genre with lively, vibrant themes that are evidently developed. These themes and presentation is clearly emphasise through the use of cinematography. The image that dominates the advert is seen to be a random yet humorous image of a buffoon eating a plant in what looks to be space. Buffoons could be said to be well known across Britain through the light hearted insult that refers to someone being boisterous or funny. This colloquial term is used here in order to develop a presentation of the artist. Basement Jaxx aims to use the buffoon here in order to create a representation of them being fun and 'boisterous'. This presentation is conventional to the dance genre as it often relates to random, fun and vibrant things during the music videos. Also the boisterous attitude corresponds to the outgoing behaviour often focused upon throughout the dance music. Also, this image and presentation may appeal to the target audience as they often relate to light hearted humour and fun. Ways in which this artist presentation is successful is that it would sell records by grabbing the audiences attention through its outgoing and random connotations; audiences may feel like they want to look further into the reasoning behind such random art work. 

Colours/connotations 

The colours used within this advert are evidently used in order to make the video stand out whilst also connoting a presentation of vibrancy and excitement within their music. This is achieved through the use of bright colours such as pink and green contrasting with the dark night time skyline in the background. The contrast of colours between the background may present the artist as being unconventional from society, making them seem different to other artists. Also, the brighter colours may again build upon the connotation od vibrancy and excitement which can be evident within their music. The fact that the artists are shown to be both exciting and original may appeal to the younger target audience of the dance genre as they are at a stage in which they experiment with many things such as music. Also, the colours and the vibrancy that is promoted is highly conventional to the dance genre as the music generally promotes this vibrant behaviour within a party atmosphere. This use of bright pink colours makes the advert successful as it again helps the advert stand out; people would notice the bright colours when scrolling through a website or looking on a shelf. The bright colours also make it a distinctly dance related album, this should boost sales towards dance music fans. 

Design/Layout

One area of the advert that hasn't been mentioned which could be included within the use of design/layout is the effect added on the side of the advert. This consists of a pink splash that could be seen as paint thrown over a portion of the page. Although having little significance upon the presentation of the advert, this also contributes to the representation of the artist being fun, vibrant and exciting. The paint may connote their creativity within their work and the way it is seen to be splashed across the page could develop the idea that the artists are reckless and lively. This will again conform to the genres conventions as the music revolves around this vibrancy and excitement; plus it would certainly appeal to the target audience as the younger age groups may aspire towards this fun and reckless behaviour. The pink splash of paint added to the advert could potentially add to the success of the advert due to its totally random connotations; it shows the artist to be different and subverted to other music artists; an audience may feel intrigued into why his presentation is so deranged and unique; this therefore may boost sales as fans aim to try a more unconventional artist. 

Typography/Style of language

Finally, typography is evidently used within the title of the advert when maintaining the presentation of an outgoing and vibrant artist. The title, 'Basement Jaxx', is written in bold across the top of the advert in a green and pink futuristic, electronic font. The green and pink colours alongside the boldness of the font are again used in order to develop upon the artists presentation of vibrancy and excitement. As stated this appeals to the younger target audience as they tend to share this outgoing behaviour. Also, the electronic style font is highly conventional to the dance music genre; dance music is generally electronic and this font complies to this feature showing basement jaxx to be a typical, conventional dance artist. The use of this futuristic, electric font adds to the success of the marketing strategy as it shows the artists music to be conventional dance music with the bold electronic, neon coloured font being signature to the genre; this would appeal to dance fans as they aim to listen to new artists. Also, the futuristic element of the font shows the music to have something different and unique; this could boost sales as buyers want to discover what this originality is.

To conclude, it is evident that this research will prove to be highly beneficial to me, especially in the planning of my magazine advert for my selected artist; 'shift k3y'. The main aspect of the research that I will incorporate into my own work is the methods in which the adverts present the artist and the artists image. Colours were very influential in this representation with brighter colours connoting more vibrant personalities, linking towards the lively themes within the dance genre conventions. Also, cinematography and the images used in the advert is seen to have a large influence upon this. In each advert the artists are seen to show images that connote to a fun, playful lifestyle. This portrays their personalities in a way that appeals greatly to the younger target audience of the dance genre who aim to live a more joyful, laid back lifestyle. Ultimately, it is clear from the research that artist presentation and artist/audience relation is key within the development of a magazine advert. The use of cinematography, colours and connotations mentioned will be incorporated into our magazine advert in order to achieve this successful artist presentation in coherence with dance conventions to appeal to the selected target audience. To be more specific, we will use a close up of the artist, an inspiration taken from Example, to convey his party lifestyle through connotations from bright colours, also taken as inspiration from 'basement jaxx'.