Digipak Research

What is a Digipak?

A digipak is a type of CD packaging which consist of a book style paperboard or card binding with plastic trays to hold the CD's or DVD's. They were among the first alternatives to be used by major record companies. This type of packaging is most commonly used for special edition CD albums or premium packaging for DVD's. The most recent album to be made into a digipak is 'Teenage Dream' by Katy Perry. It was only released as a digipak in the U.S.

For my Digipak i am making two compartments as i want it too resemble a special edition of the album. The front cover of the pack will be the most important image i will be usign as it has to appeal to the target audience and make it stand out.

CD Cover Analysis (2)

For this analysis i will be looking at the single cover for the Kelly Clarkson hit 'Behind These Hazel Eyes'.



For this single cover the picture is a close up which immediately makes her look confident. This is a important aspect of CD covers as females want to look confident and the representations they have of themselves. As the picture has a slight hue in the texture this makes it different and more original to her.

Her facial expressions show her confidence and how she is messing up her hair in a way that again shows her confidence and shows her beauty.

The text used in this cover is similar to it being written by pen as a note. This is linked with the music video as she is singing a message to the man who broke her heart. The writing style also makes it more personal for the audience as it looks like Kelly has written it herself.

CD Cover Analysis (1)

For the project i also have to make a digipak for the CD and take pictures for the cover of the CD. In these analysis i will be looking at current single covers and how they represent the single and the artist. the first three i will look at the ones for the singles i Ave analysed. The first will be eminem's 'Love The Way You Lie'



This cover is very unusual in the way that none of his facial features are being shown. When CD covers are being shot most people are shown to be glamorous but instead this photo makes him look shameful and not want to be seen. This is connected to the video well as it is about a man who is shameful of his abuse to the woman he loves but can't stop. This is connotated in this photo.

The background is mostly full of dark which connotates emptiness and could again represent the life of the man in the video to this song.

The imagery of the spelling of the track has a white cross in the letter 'o' which looks like the cross for health which links to the album that this single is off. This is a good example of how the single cover is sometimes related to the video or the album it is from whether it is through the text used or if it is a screen shot from the video. The text on this cover is positioned at the bottom of the picture and is quite a large size. The use of red and white make it stand out. the use of lighting on this picture makes it strong on one side of his face and the other fading into darkness. As you are unable to se ehis face the audience know it is eminem by the way his name is spelt on the title. This is motif used in his albums and the text he uses.

Characters/Props/Setting

Here is the list of my characters, setting and the props i will be using in my music video.

Props:

• Vase of roses
• Beer bottle
• Bags
• Mirror
• Lights
• Jewellery

Setting:

I will be using one setting for the video as it based on isolation and i feel i can show this through using only one setting. I will use a house so that the audience feel as though the characters are trapped in somewhere that seems normal to the outside world.

Characters

Singer/Mimer: The singer will be the storyteller of the video and carry the narrative through the lyrics of the song. I want the singer to be a sort of 'guardian' for the female character so she will follow her around the house when they argue and watch from the back. The camera will focus on the argument so that she is an element in the frame but doesn't dominate it.

Female: The female character in this video will be at fear from her boyfriend due to the violence he has towards her. Towards the end of the song she will eventually leave him and the house and feel more alive in herself.

Male: The male character in this video will be abusive towards his girlfriend and is making her live in fear.

Costumes

Mimer: 1) White dress

2) Jeans/Brown Jacket

Female Character: Pale tank top with jeans

Male Character: Dark T-shirt and Dark Jeans

Lyric Timing

Instrumental 0:00 - 0:11

I breathe, I hear 0:12-0:14

But I don’t believe it 0:14-0:17

My heart, it beats 0:18-0:20

But inside I’m freezing 0:21-0:23

My hands shake 0:26-0:28

They’ve lost all their feeling 0:29-0:31

Nowhere to take 0:32-0:35

You say that you’re leaving 0:36-0:41

And there’s no turning back this time 0:42-0:48

Gotta stay alive 0:42-0:48

Chorus:

Where do I go when I’m so alone? 0:49-0:53

Where do I turn when you are so close? 0:54-0:59

We try not to crash but we still collide 1:00-1:03

Tears I’ve cried, I’ll survive 1:04-1:06

I’m alive 1:07-1:12

I’m stripped, I’m bare 1:13-1:15

I’m left here with nothing 1:16-1:18

I hold the wheel 1:19-1:21

And know where I’m going 1:22-1:24

Your face, I see, in every reflection 1:25-1:29

No time, no space 1:30-1:32

I’ve lost all direction 1:32-1:36

And there’s no turning back this time 1:38-1:42

Gotta stay alive 1:43-1:49

Chorus:

Where do I go when I’m so alone? 1:50-1:54

Where do I turn when you are so close? 1:55-2:00

We try not to crash but we still collide 2:01-2:04

Tears I’ve cried, I’ll survive 2:05-2:07

I’m alive 2:08-2:09

I’m gonna get there someway 2:10-2:12

Through all the tears that you bring 2:13-2:15

And any road I can take 2:16-2:18

Just to get me some place 2:19-2:20

Where all the stars on my heart 2:21-2:23

And all the lies in the dark 2:24-2:26

Disappear in my head 2:27-2:29

Lights so bright, tonight 2:30-2:31

Gonna drive them away 2:32-2:37

Chorus:

Where do I go when I’m so alone? 2:38-2:42

Where do I turn when you are so close? 2:43-2:47

We try not to crash but we still collide 2:48-2:52

Tears I’ve cried, I’ll survive 2:53-2:54

I’m alive 2:55-2:59

Instrumental 3:00 - 3:16

I’m Alive 3:17-3:24

My Chosen Song

“Alive” – Leona Lewis

Textual Analysis Videos

"If I Were A Boy"



"Behind These Hazel Eyes"




"Love The Way You Lie"

Textual Analysis 3

"If I Were A Boy" - Beyonce

For my third textual analysis I have looked at the music video by Beyonce for her number one hit ‘If I Were A Boy’. I have looked at this video because it is very different compared to other videos as it is more like a short film. It is also a video that relates to the lyrics of the song in a way that feels authentic for the audience.

The narrative of the video is of a ordinary couple having an ordinary day with the roles reversed in the relationship. This represents the image of Beyonce and the female stature she has in the public eye. The aim of this video is to show how women are treated in some relationships and how they want men to know how they feel.

The opening of the video starts with a medium close up of Beyonce against a white wall and dressed in a white top. This makes her look very normal and ordinary to anyone else. This is emphasised as she isn’t wearing any makeup and her hair is straight and combed back. She isn’t made to look glamorous. This is emphasising her as being ordinary and relating her to any woman. The video goes against others by having dialogue at the start of the video instead starting with miming. This is more interesting for the audience and also different. We then see the male character in the same setting and same sort of expression on his face. This makes them relate to one another and makes it obvious they are talking to each other but looking at the camera makes it personal for the audience. They are saying words ‘ intimacy’, ‘honesty’, ‘commitment’, ‘you’, ‘me’. These are all words that are linked with relationships and marriage. This is setting the diegesis of the video and how a relationships has ideals. As Beyonce says ‘me’ it cuts to a close up to make it more personal and emotional. The video0 is filmed in black and white which connotates hopelessness which could refer to the relationship and how it has no spark or energy between them anymore. As the male character sets the table for breakfast we see her rushing and only taking a piece of food for her breakfast instead of staying for. This is already breaking the ideology of a typical relationship as it would normally be the male who has her position. As she leaves the table it cuts to a med shot to show his disappointment. As she walks into the next shot we see the iconography of the uniform of a police officer. As she does this she is looking into the camera which makes it more personal for the audience. Shot reverse shot is used to show the relationship between them both. This is one aspect that makes the video look like a short film. As she walks out the door it is slowed down to slow motion and she puts on sunglasses which connotate being ‘cool’ and confident. This is another ideal that is being broken as this is usually seen on men. As she sits into the car she removes her hat which suggests that she is more comfortable with her work partner than her husband/boyfriend.
The shaky camera used shows that her job is hectic and full of action. It then cuts to her partner at work but at a desk and bare surroundings. The juxtaposition of these shots show the difference in their lives and how they contrast. However they both have colleagues who are interested in them but instead of going out with them the male makes up excuses to stay at work. This is again breaking the ideals that the audience have towards the male character. The shots when the female character is firing guns reinforce the ideas that she is a confident and independent woman. The two shot of her and her partner practising show the chemistry they have. The shot of her at a meal with her colleagues is shot through a window which is like she is being watched. It also reinforces the idea that she would rather spend time with her colleagues. When she is seen handling a criminal she is again seen as strong but also dominant by the low angle shots used. As they get into the car to go out Beyonce is in the drivers seat which reinforces her dominance in the relationship.
The scene with the dialogue is the point of which the roles are reversed for the audience. The point of the reversal is when the male character laughs and repeats the line Beyonce has used but in a way of being arrogant. The editing is a shot reverse shot and like a film scene. Beyonce isd sat down which puts her in a less dominant position than we have seen earlier in the video. As it fades out the song resumes and the scenes are repeated like the beginning but the roles reversed. When the roles are switched we finally see Beyonce miming to the song. This is because she is finally telling how the narrative is for the woman role and what she could do if she was a boy.

The mise-en-scene is iconographic to police. Even though it is filmed in black and white the costume and car are still iconic to a police officer. The house is very bare and simple which connotates the relationship between the two characters. For example white walls and simple decor.

The editing of this video is common within music videos by the way of using very short clips and the cuts going with the beat of the music. This music video included a scene where the two characters talk without the music. This was edited in a way that was like a film scene and involved Shot Reverse Shot's, Close Ups, and a Long shot to establish the distance beteween them.


The genre of Beyonce’s music is R&B and pop. This video is to a pop song and doesn’t follow the conventions of a R&B song. Fro example we only see Beyonce miming the last lines of the song and the video is more dramatic. The music starts by being very quite and only a guitar. This enables the vocals to dominate the music. As it gets more emotional so does the expression of music and the use of vocals.

This video is a way of showing how ideals are switched and changed in society. Instead of the female depending on the male and being reliant she is seen to be independent and strong.

The genre of this music video is drama as it is based on real life situations and the events of the two main characters. This video is representing modern society and the genre representations of men and women.

Textual Analysis 3 (Notes)

"If I Were A Boy" - Beyonce

Media Representations
Against white wall. Hair straight and down. No make-up. Beyonce portrayed as an independent woman in a hard relationship. Police officer with male partner. Flirtatious with work partner. Busy woman. Not stereotypical female. Male represented as caring and thoughtful. Both have colleagues who are interested in them. Beyonce very strong willed. Good gun handler. Teaches her male colleague. Ignoring phone calls. Male makes excuses to stay at work and not go out. Beyonce seen wrestling suspect instead of male officer. Her male partner looks at her in a sexual way. She drives the car. Male seen in less dominant role. Speech scene. Roles switch. Laughter acts as a way of switching the roles. Woman now in less dominant position. Male police officer with female partner. Only see her mime when roles are switched.

Media Language and Forms
Opening shot in med close up. Black and white. Cut to med close up of male character. Close up as she says 'me'. Cut to med shot from behind against window getting dressed. Two shot as he sets breakfast. Colourless = no hope in the relationship, no spark. Med CU show disappointment on his face. Iconography of uniform of police officer. Sunglasses connotate 'cool'. Slow motion as she comes out of the door. Iconography of police car. Not made obvious but lights on top connotate. Shot through window of driver seat to see her come in the car. Cut to med shot through window of the pair. Partners face is covered by reflection but Beyonce is clear. Shaky shots connotate hectic situations. Shows her work life. Full of events. Long shot of desk shows emptiness around him. Two contrasting lives. POV of her partner through window. CU as she fires gun. Scene in dressing room shows femininity. Blur through window of her at meal. Cross cut to him trying to call her. Low shot show her dominance when struggling with suspect. At club she is in light he in dark. Fade out to speech scene. SRS in scene like a film scene. Roles switch. Fade to black. Song resumes. Matching actions at start but different roles.

Narrative
Ordinary couple having an ordinary day. Role reversal supported by lyrics of song. Role reversal revealed at the end. What would women do if they were men. How women are sometimes treated in relationships dominated by men. First half is not ordinary iconography of the relationships and the occupation they have.

Genre
Music video, pop song by R&B artist. Music is mix of guitar drums and backing vocals.

Media Institutions
To sell record and artist. To show her acting ability. Video distributed to music channels across the world.

Media Values and Ideology
First half of video woman takes charge in relationship. Independent and strong willed in job. Has a action packed and riskier job than male. Female not treating male right. Flirtatious female. Roles twist and ideology of male are shown. he has strong wills and riskier job. Has a flirtatious relationship with police partner.

Media Audiences
Most successful female pop artist. Beyonce fans. Females. Fans of destiny's child. 16 - 24 yr old. Females in tough relationships. Music channel audiences.

"Behind These Hazel Eyes" analysis

For my second textual analysis I have decided to look at a video by Kelly Clarkson to the song ‘Behind These Hazel Eyes’. I have chosen this video because I am basing my video on a tough relationship between two people and I have looked at videos that base themselves on heartbreak or loneliness. In this video Kelly is being represented as three people. One a bride about to get married but has a broken heart, Kelly singing with her band in the dead forest is the storyteller, and the Kelly who watches her fiancé marry another woman. All of these ‘characters’ she portrays lead up to one who has doubts about her relationship. The song was co written by Kelly and is about a relationship she had which left her broken hearted.

The narrative of this video resembles a short film. At the start of the video we see Kelly in a dead forest with her band and small shots of a church building. This already sets the mood of the song as there are no bright colours or any life in anything around her. We then see Kelly dressed as a bride with her bridesmaids.
The mise-en-scene is iconic to a wedding as she is wearing a white dress and the other women are holding bouquets and the lighting is very soft and light. She is surrounded by bridesmaids which in a way show her trapped in her dress and herself. It then cuts to a show of her in the dead forest with the band. This is a way of splitting each character she plays. The Kelly that sings in the forest is almost like the story teller of the song and eventually comforts her when she is upset. As she looks at the picture of her fiancé and another woman in a wedding dress a storm begins. This symbolises her anger at him and frustration she has. As the storm blows through the windows the bridesmaids leave but Kelly stays in the room and keeps looking at the picture. The frame of the picture is red and she holds her red roses next to it. The red frame and roses connotate romance however they can also symbolise danger. The way she drops the flowers and frame and how she is letting her dress and hair become ruined shows how heartbroken she is. The juxtaposition used is a way of showing that the Kelly singing with her band is giving the other Kelly a wake up call about this relationship and opens her eyes by starting the storm. Another time we see Kelly is wearing a black dress and is at the wedding of her fiancé and the mystery woman. The mise-en-scene is again very dark lighting and the contrast between the black and white dresses. The dead leaves are in contrast to the confetti traditionally thrown at weddings which are colourful and bright.
The shredded dress she wears whilst running into the forest is resembling her broken heart and her feeling of betrayal. As she collapses in the forest she falls into a puddle and mud and becomes unglamorous but this is very dramatic as it is unusual. This also shows how broken she feels and how she doesn’t care. When we see the two Kelly’s together this is very different to other videos and it is resembling her real feelings and emotions. She is also being comforted by herself which can show that she doesn’t need a man who breaks her heart in her life. This is then juxtaposed with the bride leaving him at the alter and finally releasing herself from this relationship. The dead forest could resemble the dead relationship she has. The black costume is used to connotate the darkness of the relationship and the lies it involves. The rain and water used resembles tears and sadness that she feels. The innocence of white is also being conveyed to keep quiet and pretend to be happy whereas the black costume is being used as a way of showing her emotion and real feelings. The use of close ups add to the emotion of the song and the lyrics. In an emotional song you will always see a range 0f close ups.

The lyrics of the song are connected to her feelings and the video and lyrics go perfectly well together. For example ‘no I don’t cry on the outside anymore’ this line is describing how this heartbreak has left her stronger and not broken. It is also resembling how she wont let him see her sadness or broken heart.

The genre of this video is a kind of dark romance as it shows the heart break rather than the sweet happiness. The song genre is a pop/ rock song as it has a strong beat but isn’t heavily reliant on the instrumental. It is more based around the lyrics. The scene when she is in the mud and puddle this is unlike her other videos as she is unglamorous.

The audience for this music video will be a mainstream audience and mainly females. This would be because this song is very personal to Kelly and to women who have been left broken hearted. As Kelly won the singing competition, American Idol viewers who enjoyed her performances or who voted for her will also be watching this video to see how well she has done.

Overall this music video is a very good example of how lyrics and emotion can be portrayed by the artist. This video is very different to others as she is seen as two different 'people' e.g. the bride and then singing in the forest with her band. Usually actors would be asked to portray these characters but instead Kelly has done this herself and made it more personal for the audience and herself.

Textual Analysis (2) Notes

"Behind These Hazel Eyes" - Kelly Clarkson


Media Representations
Kelly in the role of Bride. Black and white settings. Two of herself one showing her strong empowerment and another showing her as a distraught bride. Real life story for her.


Media Language and Forms
Storm starts as she looks at the picture of her fiance and another woman. She lets her dress and hair be ruined. Two contrasting looks of black and white costume. white ideology of a bride and wedding and the black used to show the darkness of the relationship and the lies involved. Lyrics tell story of empowerment and how she cant be bought down. Rock music and heavy guitar music. Iconography of wedding. Dead forest....dead relationship. Flashing lights symbolise lightening and storms. Shredded dress. Rain symbolising tears. Dead leaves like confetti at wedding. Runs into the light at the end. Escaped unhappiness. Quick cut edits and slow motion used to convey emotion and drama. Mise-en-scene is of a wedding and shredded dress symbolises her heart being broken. Lets her hair and dress become ruined. Collapses in the mud and water to show her broken. Shots of church at beginning with dead and broken trees not sunny and happiness.

Narrative
Kelly being left broken hearted by a man who doesn't care about how much he hurt her. being in a relationship he isn't committed to. White symbolising to keep quiet and pretend to be happy whereas the black is throwing her emotions and freeing herserlf from it. Walks down the aisle in black to reveal fiance marrying other woman. Runs out to dark swampland. Other clarkson sings with band. Leaves fiance at the alter at the end and runs into sunlight.

Genre
The genre of this music video is a dark romance. Very dramatic performance. Music is poop/rock music with heavy beat. Lyrics based on real life relationship for Kelly. Unglamorous when in the puddle and mud unlike other artists. She is emotionally strong enough to leave him at alter.

Media Institutions
Co-wrote the song herself so sells her stories and her life experiences as well as the single. Market single and herself as an artist. Distributed to TV channels to be shown around the world where audience can see it.

Media Values and Ideology
Woman leaves man at alter rather than other way round. Male has broken her heart and doesn't care. Relationship where female is forcing herself into something she doesn't want to do.

Media Audiences
The audience for this music and video will be fans of Kelly Clarkson and mainly females. Mainstream audience 16-24. People who voted for her on American Idol. This video reaches out to female audience due to the narrative.