Thursday 10 November 2011
Digipak Definition
Digipak Definition: Digipak is a patented style of compact disk or DVD packaging, and is a registered trademark of AGI Media, a MeadWestvaco, Inc resource, which acquired the original trademark holder, IMPAC Group, Inc., in 2000. Digipaks typically consist of a gatefodl (book-style) paperboard or card stock outer binding, with one or more plastic trays capable of holding a CD or DVD attached to the inside. Digipaks tend to be used for special editions of CD's rather than ordinary singles.
Case study, Katy Perry - Hot N' Cold
Katy Perry - Hot N' Cold.
The music video is conceptual in the sense that the mise en scene and general visuals reflect they lyrics, But the video could also be narrative, and is telling the story oh how her partners mind id 'Hot and Cold' in the sense that he is having certain doubts about there relationship, I get this thought from the lyrics 'You're yes than You're no". The lyrics "you change your mind like a girl changes clothes" is making a comical reference to his confusion, its representing the change in mood. The video can be quite random and spontaneous at times, for example Katy Perry walks in on a scene with a zebra, this is to reference the lyrics " it's black and it's white". Although the video is mainly narrative there is some performance of her on a stage singing.
The editing style conforms to the stereotypical representation of the Pop genre as the shots speed up as the tempo of the track does, There are many extreme close ups of Katy Perry's face, this is main for marketing but there are also many close ups of the male's face; this is for narrative purposes, it visually explains the males emotions, these close ups are perfectly timed with the lyrics for even more emphasis of the story.
In this particular video Katy Perry is subverting the stereotypical expectations of women in the music industry as she is not dressed provocatively or is doing any visual actions to appeal to the male gaze, she is actually being comical and is not encouraging voyeurism.There are some intertextual references to her single "Waking up in Vegas" which is another video that does not conform to the stereotypical representation of women in music video's but instead it represents her as a fun outgoing women.
Gender representation and stereotypes
Men Stereotypes:
Men engaged in significantly more aggressive and dominant behavior.
Men are typically represented as as independent, adventurous, unemotional and competent.
Men are generally playing male occupational roles such as Fire Fighters, Mechanics ect.
Women are stereo typically playing more feminine roles such as Cheerleaders, Teachers, or Waitresses.
Women are generally engaged in more explicit, sexual and passive behavior(Male gaze)
Women are represented as objects of sexual objects.
women are presented in provocative or revealing clothing.
portrayed as decorative objects such as dancers, compared to males playing instruments
Both of these lists of stereotypes are commonly/most often found in the Hip Hop genre, but they are stereotypes that are found in most genre's just more underground.
In most of Britney Spears' videos, she commonly conforms to stereotypical representations of women in music videos, for example she plays a Flight attendant in the music video ''Toxic", this is a clear example of where the music industry conforms to the representation of women, for example her clothing, She is wearing a tight blue outfit in which there is a cutout around her breasts, which is to appeal to the male gaze. the role itself is demeaning to women as its not a highly respected job, compared to say a lawyer, which is a job that the music industry would portray as a male role.
Men engaged in significantly more aggressive and dominant behavior.
Men are typically represented as as independent, adventurous, unemotional and competent.
Men are generally playing male occupational roles such as Fire Fighters, Mechanics ect.
Women are stereo typically playing more feminine roles such as Cheerleaders, Teachers, or Waitresses.
Women are generally engaged in more explicit, sexual and passive behavior(Male gaze)
Women are represented as objects of sexual objects.
women are presented in provocative or revealing clothing.
portrayed as decorative objects such as dancers, compared to males playing instruments
Both of these lists of stereotypes are commonly/most often found in the Hip Hop genre, but they are stereotypes that are found in most genre's just more underground.
In most of Britney Spears' videos, she commonly conforms to stereotypical representations of women in music videos, for example she plays a Flight attendant in the music video ''Toxic", this is a clear example of where the music industry conforms to the representation of women, for example her clothing, She is wearing a tight blue outfit in which there is a cutout around her breasts, which is to appeal to the male gaze. the role itself is demeaning to women as its not a highly respected job, compared to say a lawyer, which is a job that the music industry would portray as a male role.
Drum n' Bass genre study
Drum and Bass (commonly abbreviated to D&B or DnB) is a type of electronic dance music which emerged in the mid 1990s. The genre is characterized by fast breakbeats (typically between 160–190 bpm(Beats Per minute)), with heavy bass and sub-bass lines. Drum and bass began as an offshoot of the United Kingdom rave scene of the very early 1990s. Over the first decade of its existence, the incorporation of elements from various musical genres lent to many permutations in its overall style.
Current Drum n' Bass artists would include Chase and Status, KG and DJ Hazard.
Here is a link, with 100 of the top D&B artists and tracks. http://www.trackitdown.net/genre/drum_and_bass/top10.html
the common camera angles that would stereo typically be found in the Drum n' Bass genre would include many close-ups and extreme close-ups on the main artist, more specifically close ups on the instrument they play, and extreme close ups on there faces as marketing. There would be a variety of mid shots showing important actions in the narrative of the actual video.
The editing would most likely be fast cuts, and would typically be in time with the audio, so if the track speeds up so does the editing.
typical representations and stereotypes of this genre would be destructive, frustration and anger, in which we are going to conform to in our music video, we will exploit these representations through the use of editorial skills, the name of our song is 'Fire in your eyes' so we will represent anger through fire, and destruction will also be through fire.
typically in Drum n' Bass, the artist would wear stylish clothing, most likely high end designer brands, and would be located in a modern area, most likely a flat, or 'Bachelors pad' .
The digipak would be quite heavy in composition, showing some form of destruction on the main cover, commonly this would be abstract showing modernism, and to the common person, they would not notice the destruction instead see it as ART.
Current Drum n' Bass artists would include Chase and Status, KG and DJ Hazard.
Here is a link, with 100 of the top D&B artists and tracks. http://www.trackitdown.net/genre/drum_and_bass/top10.html
the common camera angles that would stereo typically be found in the Drum n' Bass genre would include many close-ups and extreme close-ups on the main artist, more specifically close ups on the instrument they play, and extreme close ups on there faces as marketing. There would be a variety of mid shots showing important actions in the narrative of the actual video.
The editing would most likely be fast cuts, and would typically be in time with the audio, so if the track speeds up so does the editing.
typical representations and stereotypes of this genre would be destructive, frustration and anger, in which we are going to conform to in our music video, we will exploit these representations through the use of editorial skills, the name of our song is 'Fire in your eyes' so we will represent anger through fire, and destruction will also be through fire.
typically in Drum n' Bass, the artist would wear stylish clothing, most likely high end designer brands, and would be located in a modern area, most likely a flat, or 'Bachelors pad' .
The digipak would be quite heavy in composition, showing some form of destruction on the main cover, commonly this would be abstract showing modernism, and to the common person, they would not notice the destruction instead see it as ART.
typography
Typography plays a vital role in the visual development in our music video, Its used in the digipac, Poster and in the actual movie itself, We display the title of the song visually, and the artists name, So we need a piece of typography that visually appeals to the user without drawing too much attention away from the actual composition.
When we hear the title 'Fire in your eyes' we immediately imagine fire, so fire would be the stereotypical theme for the text in our development. But then looking into the Dubstep/Drum n' Bass genre, they tend to subvert from stereotypical expectations.
Here are some examples of other types of typography from the genre's Dubstep and Drum n' Bass:
Above is a album cover from a Dubstep album, in this particular example the designer used a abstract futuristic composition to reflect the personality of the actual music.
Again this is a example of another Dubstep album, in which they went for the grunge look, which overall works well and i think it conforms to stereotypes more, when i think of dubstep typography I would think using the grunge style would fit. This type of typography is relatively simple to make, Below is a quick example i done to respond to these example's.
This effect was composed in Adobe Photoshop, when choosing the font for the text i chose to use a simple and clean font to contrast to the grungy green texture. I added a drop shadow so it had some depth to it, aswell as a outer glow to make a 3D looking edge. The satin effect also contributed to the toning on the edge which made it look 3D.
Looking into conventions of Drum 'n Bass typograpy, i couldn't really establish similarities to them, they were pretty much all different, the one thing i would say is they were quite 'poppy' in a sense that the fonts were similar to the pop genre, and styling of them were either similar or completely random.
Here is a example:
My response to this example was more based on the pop genre.
When we hear the title 'Fire in your eyes' we immediately imagine fire, so fire would be the stereotypical theme for the text in our development. But then looking into the Dubstep/Drum n' Bass genre, they tend to subvert from stereotypical expectations.
Here are some examples of other types of typography from the genre's Dubstep and Drum n' Bass:
Above is a album cover from a Dubstep album, in this particular example the designer used a abstract futuristic composition to reflect the personality of the actual music.
Again this is a example of another Dubstep album, in which they went for the grunge look, which overall works well and i think it conforms to stereotypes more, when i think of dubstep typography I would think using the grunge style would fit. This type of typography is relatively simple to make, Below is a quick example i done to respond to these example's.
This effect was composed in Adobe Photoshop, when choosing the font for the text i chose to use a simple and clean font to contrast to the grungy green texture. I added a drop shadow so it had some depth to it, aswell as a outer glow to make a 3D looking edge. The satin effect also contributed to the toning on the edge which made it look 3D.
Looking into conventions of Drum 'n Bass typograpy, i couldn't really establish similarities to them, they were pretty much all different, the one thing i would say is they were quite 'poppy' in a sense that the fonts were similar to the pop genre, and styling of them were either similar or completely random.
Here is a example:
My response to this example was more based on the pop genre.
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