Introduction to Digi Packs

About Digi Packs
The digi pack is a style of CD or DVD packaging. They consist of a book fold paperboard or card stock outerbinding, and includes one or more plastic trays which aims to keep the CD or DVD attached inside. The digi pack has been one of the first alternatives to the first jewel cases which were to use by major label record companies which therefore means that because there are no other comon names for a digi pack ther term is still used when the media holder is either a a hub or a 'softspot' rather than the plastic tray insert.

Features
Digi packs are often used for CD singles or special editions of CD albulms, where in some cases the digi packs have more to them than just the back, front, and single plastic tray digipacks. The tall DVD digipacks are consistantly used for every premium release of a new DVD and DVD sets, including bonus material. The packaging is more likely to attract damage rather than the jewel cases showing wear rather quickly. As a result licesed digi pack manufacturers advide them to be coated in UV protection coating, making the wear of the cases last longer. The disc tray within the case, particularly where the CD is kept in place is extremly brittle and is at risk of breaking if the package is crushed.

The digi pack style of packaging was made popular among record companies and recording artists since the early 2000s.

What do Digi Packs do for the artists.
Aswell as ensuring that the disk is kept in the best form possible, preventing scratches and the risk of the disk breaking, digi packs are also very important for selling the band and their music. Digi packs are very attractive and tend to always demonstrate the name of the band, albulm and popular songs to capture the eye and attention making you want to buy the CD. Not only does the writing enable us to let us know what to expect from the packaging, the CD is also decorated in photographs which sells the albulm through the creativity side of the band. Sometimes the photo may represent what the albulm is trying to deliver, or the particular track that the albulm is names after. Other photographs may just represent the band members, or conventions of the genre within itself. The important thing is that it sells, and attracts a customers eye, making them want to buy the song. Therefore making the use of the digi pack link in with the production of music videos to continuously sell the band, sell the song, and sell the albulm.

This information has shown me that digi packs are there to promote the band, and encourage even more sales just by having an attractive case that will grab the interest of customers. It has also taught me what to expect from my own digi pack case in the terms such as the features and styles appropriate to the making of digi packs. Doing a bit of research about digi packs has also helped to broaden my knowledge on what a digi pack really is, and not just a case for protection of the disk, its another source of production used within the music and media industry. As a result i'm now going to look a bit more in depth with digi packs with the analysis of kooks artwork with their digi packs, and start to think of ideas for my own digipack creation.

The purpose of music videos.

A music video, also known as a song video is acknowledged as a short film forming together song and imagery into one. They are mainly produced for promotional and artistic purposes, to grab the audiences attention and to sell the song and band if the audience find it to their liking. Music Videos also help to make the song stand out more within a persons mind, maintaining interest. Modern music videos intend to promote and increase how many recordings are sold. The origins of music videos date back to the 1980s which is when music videos came about, when MTV based the format of a song around a medium of a video. Before the 80s these kind of works were described as a term 'illustrated song' or 'promotional film'

Music videos use a wide range of film making techniques and styles. The include animation, live action filming, documentaries, aswell as non-narrative approuches like an abstract film. In some cases music videos lke to blend in two different styles; for example an animation amongst live action. This is shown in the music video by Elbow called 'Forget myself'. Many artist like to be as artistic as possible within their music videos, which provide interesting results and may sometimes confuse an audience to what the video is trying to represent as it has nothing to do with the lyrics.

Having researched a bit about the purpose of music videos, and the different styles they can be expressed in, i now understand just how much my music video needs to sell the lyrics of the song, aswell as promote the song in a good way. I also understand that my music video needs to be as interesting as possible to maintain the interest of the audience watching, for them to tryly appreciate the music and video together.

Summary of research and ideas so far.

Over the Summer holidays i gathered a strong basis of my idea and how i wanted it to go. The visual elements came to mind just by listening to the song, and the ideas have been developed even more since my research, based on my new knowledge of the indie genre, and the research of the Kooks, and their music videos.

My intentions for the music video are to base it  in Blackpool, this is because it's been one of the most popular tourist destinations since the 1920s, and is a perfect location by the seaside, relating to the core of the song, as well as all the location we can actually use for filming. Locations i have in mind in which i can use in shots are the blackpool tower, the casinos, trams, beach, pier, and pleasure beach. With so much to do it really is a destination believable in a couple falling in love with one another. In the video the band travel to blackpool, with the lead singer always centre attention, this will be the one that tells his story of falling in love at the seaside. The other band members will be in shot every now and then, just like i've seen in many Kooks videos; with the band members not being centre stage, but being used as characters. The video will be like revisiting the area where the lead singer fell in love, and almost visiting and remembering those times, however this time his girls not here, which is what makes him incredibly sad as he reminices. The band members show a contrast and represent the fun to be had in blackpool, which was influcened from the music video Naive. I have also taken certain but small inspirations from the video Ooh La. Where there video is set in Paris, they express a strong focus on the landmark of the Eiffel tower. As a result the Eeiffel tower and other famour landmarks are gonna make in unexplainable about the fact its set in Blackpool and the use of the landmarks also adds to the setting of the story which is key in the lyrics and the meaning i want to deliver. Ooh La was also set in black and white, thisis a convention of the Kooks videos, and is used a lot, it is also popular in lots of Indie videos to deliver emotions of the songs. I believe this will fit perfectly and beautifully within my music video as it will strongly deliver the emotions of the song and about falling in love at the seaside, but now the girl is too far away.Another convention used is the fact that the kooks like to do a bit of performance alongside the storyline, as a result i'd also like to include this in my video, as a result i feel this will make the video a bit more personal and show the raw emotions of the song with shots of the lead singer playing the acoustic guitar.

I am now going to extend my research by looking at the digi pack research and ideas, aswell as looking at what the kooks and other Indie bands have done.

Meaning of the chosen song -Seaside by the Kooks

The seaside by the Kooks doesn't actually have a music video by the official band, as a result this means i can intrepret my very own original style and video to this song, and can express it in a way to represent the meaning of the lyrics into a visual outlook.

The lyrics.

Do you want to go to the seaside?
I'm not trying to say that everybody wants to go
I fell in love at the seaside
I handled my charm with time and slight of hand

Do you want to go to the seaside?
I'm not trying to say that everybody wants to go
I fell in love at the seaside
She handled her charm with time and slight of hand, and oh

But I'm just trying to love you
In any kind of way
But I find it hard to love you girl
When you're far away
Away

Do you want to go to the seaside?
I'm not trying to say that everybody wants to go
But I fell in love on the seaside
On the seaside
In the seaside
The meaning.

The lyrics sound like the guy is in love with a girl that he met, and fell in love with at the seaside, and  now he is wondering how she feels about him. He hasn't seen her in a long time and I think it sounds like he is missing her and he is feeling confused about where they lie with each other.

The seaside is clearly where they fell in love, and even now he is still in love with her, despite their distance, and the time that they havent seen each other. The song states that he want to go back to the seaside and experience what he did previously, or just to see her and start again on the seaside, which is why he asks if she wants to go. They could be feeling tired of the "slight of hand" situation, of using simple charm with one another and nothing else. But, maybe that was their only option for expressing their feelings for each other for awhile. This is why he sings that he is 'just trying to love her', anyway that he can. Maybe it is difficult for them both when they are so far apart, as long distances can become, however it is fair to say that at one point they were extremly close to one another.
Throughout the song I hear fragility and weariness within the lead singers voice. This really impacts on the emotions of the lyrics and the meaning. The lead singer really know how to capture the emotions of the song through his voice, which is what makes the lyrics so easy to visualise. They were in love before and he is missing her. No matter the outcome, it sounds like all they need is to see each other. They especially need to go back to the seaside.

Research into Music Videos by the Kooks.

There are many conventions within the Kooks music videos. Many of their music videos express the band performing in betwen a narrative story line. They also create lots of moody impressionism with lighting and filters to add to the emotion and desired effect of portraying the lyrics into a visual realisation. The music videos tend to focus a lot on the lead singer, Luke Pritchard, because he's the inconic member of the band. However this doesnt mean the other band members are forgoten about, with the other band members making occasional appearances within the videos and also being portrayed as other characters within the story. The  also use lots of different camera shots to maintain strong interest of the audience within their music video.

To get the most out of my research, as-well as a feel for what it takes to create a good music video, i am going to research as many music videos by the Kooks as neccessary to see how they do things, aswell as the range via mise en scene, canerawork, editing and sound as well as the iconography and conventions. Researching lots of music videos may also help me to gather ideas for my own music video.

Naive Music Video.

This music video is about the girl in the video cheating on the frontman of the band, but he's to afraid to leave her because he believes she can change, the lyrics, aswell as the music video makes us feel like hes telling us from his viewpoint as he searches the club for his girlfirend. In this music video it only really focuses on the lead singer, and the other band members feature in small shots. There are lots of dark, red lighting within the video to express deep emotions of the song, but also because of the nightclub setting. I feel the red symbolises the bitterness of the emotions. There are also lots of photographic flashes within the club which lights up the screen, adding the intensity of the mood and expressions. Throughout the music video, flashbacks are used to tell the story of a relationship, being happy and going wrong. The flashbacks show us what the character the leadsinger is playing, is thinking, inbetween his present, of searching around the club. The lighting during the flashbacks has lots of simple light, showing the change in time, however when its starts to go wrong in the flashback, even that light fades to a darker tone. The camerawork also flashes between what the girls doing and what the boys doing in the nightclub. The girl is clearly extremly drunk and is stumbling around, showing the state she's in may also add meaning to naive of her being taken advantage on, not just cheating, this is also portrayed with the lyrics 'im not saying it was your fault, although you could have done more'. When the leadsinger eventually finds his girl coming out of the toilet with a bloke. There is no performance in this song, and it is entirely narrative based which helps to express the story through the leadsingers prespective of the current situation. The lead singer in the song is wearing a leather jacket which is very Indie, the other band memebers who are mostly portrayed as the extra characters and showing the contrast of having fun at the nightclub are also wearing dark jackets and theres also a hint of checked shirts. The girls clothing is slightly crunge i'd say, and reflects on her state and the issues shes going through.

Ooh La Music Video.

Ooh La starts and ends with us looking at them through a television camera whilst the band is on French TV. This is a motif of voyeurism. The meaning of the video and lyrics is about a a guy who loves a girl and she also loved him, however she seeks for fame, even though he advises against it. When she does get the fame she wanted, she realises it's not all that great as the world 'chewed her up and spat her out' as the media has done to so many people who are famous.  The Ooh La video is consistently back and white throughout the music clip and i feel this creates an appropriate expression and mood within the video and it's meaning. Set in Paris i feel the black and white casts the city in elegance (and also reflecting a desire for fame) and reflects upon the emotions of the characters, along with the narrative and the lyrics. As it's set in Paris they definitely use the setting to their advantage, and make it clear that its set within Paris with the numerous shots of the Eiffel tower in the background of many shots. This is also done with the casual shots within the city and the french cars, showing many conventions of the city of Paris. The clothing within this video appears to be rather fashionable and reflect a side to fame with the choice of shades, and hats, however they are also perfect definitions of the Indie clothing. Key camerawork within the narrative of the storyline are the fact is all looks rather glamourous throughout, and there are lots of shots of the girl elegantly riding her bike throughout town, however at the end there's a really efective shot of the camera behind an open washing machine window. This shows that theres people watching her wherever she goes, and the hard side of being famous with paparazzi.  The next thing we know the woman has an accident, and the words 'fin' come up and flames which makes me think the kooks were aiming for a rather old style music video. The storyline is continued in another shot as the lead singer see's an ambulance go past. I feel the meaning of the narrative reaches it's climax with a powerful shot of the the bike on the floor with it's wheel still spinning, it shows the woman's downside to her fame.

You don't love me

This music video is a complete contrast to the conventions of a kooks video. It's completely performance based, showing them in concert, with only a small bit of narrative. As a result this means the video only shows a glimmer of the storyline of a girl no longer loving the boy in a relationship, and never having or making any time for him. Despite this message the song is rather more upbeat then the usual songs, and the way the video is filmed also expresses an up beat side. This shows that this music video is one of the music videos that does not express the lyrics very much, other than if they were be performing the song in concert. Throughout the video the crowd are going crazy, with lots of crowd surfing, jumping around, and people on shoulders. There are a few flashbacks for the storyline in between the concert of the girl neglecting the lead singer, however this is sometimes easy to miss, and as a result the first time i watched the video i thought that it was completely performance based, however this isn't true. The reason why the video blends together like this is because the concert part of the filming is very overpowering, and the use of the same black and white throughout the entire clip means the acknowledgment of the narrative is sometimes missed.  What i do like about the theme of black and white is the fact that it does create lots of tonal differences, and it's very dramatic with the stage lights. As a result it's clear that the Kooks are selling themselves within this music video and making people wish and want to go to one of their concerts because of how amazing it looks, and how much fun people are having. The camera shares the focus on both the band members performing, as-well as the crowd, too get the full experience for the viewer for both parties. It also shows the effect that the lead singer, Luke Pritchard has on the fans as they try and pull him off the stage, this is iconic with many lead singers who are the frontman of the band. Being the lead singer this also means that the camera mostly focuses on him during the performances, but it does make note to express the other members of the band equally.

Sofa Song

I believe the meaning of this song is about the fact that another guy is trying to get with his girlfriend, and he's trying to catch them out 'on the other side of his sofa' to see if she does cheat. I think the key line is 'i dont know if he wants my girls heart, or her pearls' basically implying the other guy wants the girls completely as his own, or just for sex. And lukes trying in every way to show that this girls is his and no one else's.  The video for this song shows lots of performance and many split screen effects throughout. With the performance there are lots of close ups with the band which reflects wanting to create intimacy with the audience, which is the effects that close ups create. The location of the city at the beginning is key as the city is mentioned a few times throughout the video. The overlaying images and flickering shots and lights create great moody expressions in a wonderful montage way, especially at the beginning with the blue tint of the city- and the dark colours whilst the bands playing. In between the shots of the band playing, the narrative side of the music video is a close up of Lukes face, singing whilst walking around the city. The camera in these shots are very shaky which i feel adds distortment and adds to the mood of the song and confusement. The idea of confusement and lots going on is the montage of shots showing lots of things going on. The blue tint also adds to the atmosphere of so many moods happening at the same time. Throughout the music video, photographic imaged flker onto the screen, outlined in white, to show snapshots that relate to the lyrics.

Eddies Gun

The meaning behind this song is actually about erectile disfunction and premature ejaculation. This issue is actually related to the leadsingers personal issues whilst dating his ex Katie Melua, the previous song that i looked at 'You don't love me' was also based on Lukes relationship with Katie. Obviously Luke must have felt awkward about the situation 'and from the barrel of my gun, i hope i'm not the only one' the face he had to courage to write and produce this song and the respect he gets from it is the fact that many guys can relate to Luke, no matter their age, as all men suffer at one time or another. The entire video is performanced based, and you wouldn't guess the meaning behind the lyrics with this music video. But i think the fact it is entirely performanced based with no narrative may relate in contrast with performance problems of a different kind. Throughout the video there are lots of screen effects, which also appear a lot in the kooks music videos. The screen effects include the music video footage being shown through film strips, photo booth photo displays, telephone booth, aswell as train tracks. Throughout these effects there are many close ups of each band member individually particularly withint he photo booth shots. The performance is based in a really simple white background for a setting with nothing but them and their instruments. The camerwork is made up of close ups of Luke, two people shots of Luke and his frontman of lead guitar, or the entire band. An Iris camera edit setting is also used, possibly to represent people looking at him and making him feel small, which would go nicely with the quote 'did you see the way she looked at me'. The song is quite a upbeat song despite the meaning and this means the video performance is rather fast paced and up beat for the kooks. To show complete contrast to the white background, the bandmembers are wearing black clothes, however this is also a convention of Indie clothing.

Artist Research

My music video is going to based on the song 'Seaside' By the Kooks.

The kooks are an Indie Rock band, coming from Brighton, East sussex, England. They formed in 2001 and was formed by the lead singer of the band, Luke Pritchard, who also plays guitar. As a self described 'pop' band, their music is mostly and primarily influenced within the 1960s British Invasion movement, and post punk revival of the new millenium. The kooks have actually performed within several categories of genres, such as Rock, Brit pop, pop. Reggae, and Ska. There songs have been quoted as 'catchy as hell' and their music has also been described as a 'less severe Artic Mokeys'.

Three months after they formed in 2001 they were signed up to a British record label called Virgin Records. In 2006, with the release of their first albulm 'Inside in, Inside out, the broke into the music mainstream, with the albulm being a massive success, recieving quadruple platinum status within the UK aswell as across the seas, with a platinum certificate in Australia, aswell as a two time platinum in Ireland. After their sucess, the band found themselves thrown into mainstream medie attention, in which the band won an award for the Best UK and Ireland act at the MTV Europe music awards, the same year as the release of their first albulm; and picking up at the nomination at the Brit Awards, for their single, 'She moves in her own way'. Their seconds albulm, Konk, was released as in the year of 2008 which debuted at number one in the UK albulm charts. The first week of sales recorded at 65,000, achieving a gold status within Ireland and the UK. Their thrid studio albulm brings us up to date, with the new release of their new albulm titled 'Junk of the Heart' which was released on the 12th September 2011.

As a result to the bands massive success, and media attention, they caught my eye, and i have been a fan of their music since their first albulm in 2006, i particularly enjoy their music and their sense of style which is the main reason for wanting to choose them to base my music video on. Their music is strong and inspiring, with the lyrics helping to create a visionary story which is what helped me to create my initial idea for their song 'Seaside' from their first albulm so quickly. I felt the lyrics of a love story at the Seaside would work perfectly within a iconic British seaside such as Blackpool. This idea really struck out to me while listening to the song, and has been developing well every since, due to the great iconic locations which i could use, aswell as keep the Kook style i like so much, but intrepretate in in my own way.  Choosing the Kooks also means that it will give me the inspiration and encouragement to get cracking within my A2 course, and look forward and enjoy every seconds of it, particularly the recording and making of  music video.

The target audience of the Kooks would most likely be based from 16-24 for both male and females. The Indie genre is very popular for teenagers and young adults and many enjoy the style of music and clothing in life. Another reason why the Kooks, and Indie music is so popular between this type of target audience is due to the narrative within the song lyrics. Particularly for the Kooks, the lyricss are based on relationships and life, as a result this means that many young people can relate to the music, with their own personal experiences.

Digi Pack ideas

This is my first development of looking into digi pack images. By Using photos of Blackpool from Yahoo, which have been taken by other people, it helps me to thing about which compositions i could use in my own digi-pack,  of the photos that i take when i go to Blackpool. As a result, these photos are simply templates for ideas. With each photo i included titles, as would appear on the digi pack, to make them feel more of a digipack image, and also experiment with the effects of the title and colour.

I really like the composition of this photo with the donkeys spread out across the beach at different levels, almost give an impression of being compared to the way band members may be positioned in a photo shoot. With the Blackpool tower and pier in the background is the perfect landscape to establish the theme of the photo and the music video 'seaside', being a well known British seaside location means the Blackpool tower and the association with donkeys e.t.c is strong and associates with the song. The use of the red in the title of 'The Kooks' is really bold and successful agains that beautiful blue sky. With 'By the Seaside' dropping down like a waterfall with one word per line at the side shows experimentation and the process of the thoughts behind the positioning. I personally really like the title, and the simplicity is also rather fitting towards the Kooks.

This image focuses entirely on the Blackpool tower, at an angle that makes the tower look rather powerful and substancial as it looms throughout the composition. The use of Black and white expresses emotion, and because the Blackpool tower is so renowned across England means we can express the link of the tower with the seaside. 'The Kooks' stands agains the grey of the black and white theme, and goes perfectly with the colour scheme as it matches the tower. Having the Seaside in red, captures your attention and it leaps of the image because of the only source of colour.

This photograph is also set in the emotion of Black and White. The composition is very artistic and feel that this may actually be used for a digi pack because of it's artistic alternative view. The Blackpool tower and evident of the setting appears in the reflection of the puddle. The pigeon in the reflection is also very British and are often seen around Blackpool. The reflection in the image is very strong and offeres a two dimensional view in the photograph. The font is a simple black to fit in with the black and white theme, however im not sure if it could do with standing out more so something dramatically caught your eye when                  looking for the CD in a shop e.t.c





This is a very old fashioned image from the seaside of Blackpool from an era when it was really popular. I really like the image, particularly the way the Blackpool towers stands out through the mist. I like the use of red against the black and white image for the font, however i think the title could have done with being a bit smaller so it looked more professional.What i like about the image is everyone looks so energetic, and theres so many stories captured in one image, that you can imagine why Blackpool was so popular.

The Blackpool tower in color. I like the imagine, however as it is, and how I've done the title, it does look a lot more like a poster advertising Blackpool or the album rather than an image that would be on a digi pack cover. The color of the sky generally makes the place look rather nice and warm for a British sea coast. And I've changed font sizes to experiment, and makes the important words such as 'The Kooks' and 'Sea-side' stand out because they are the key words which will grab the attention of potential buyers. I chose white because it clearly stands out against the colourful image.

This image is fairly dramatic because of it being the pepsi max, also known as the Big One, one of the most famous rolorcoasters in Britain, located in Blackpool Pleasure Beach. Being night time gives the photo another dimension compared to the images of Blackpool during the day. The lights highlight the street outside turning into a vanishing point in the bottom left corner, as the frame cuts it off. The lighting of the image reflects how tall the rolocoaster is, once being recorded the highest rolocoaster for many years. It also shows how dramatic it is, particularly at night. I really like the choice of size and color for the font, taking note previously of the words being too big, i made it smaller, and it does look a lot more professional. However i think 'The Kooks' must stand out more. Although i like the effect of this image, i don't think it is the best one to represent the 'Seaside' particularly because of what the song means.

Out of all the images I've looked at, this is my favourite, particularly because of the composition. It also expresses two famous qualities of Blackpool that are wide known and popular, the Blackpool tower, and the old fashioned trams. As a result people will be able to create the link of the seaside because of the association. It's also an up to date image which shows that Blackpool is still producing popular results for tourist destination. What i also think would make this image a popular digi pack image is the font, however i also think it would make a popular poster to sell the album.

Overview Of Indie Genre

The indie genre has different types under the name e.g. indie rock, indie pop and indie dance, this means that there is no one specific indie genre so no band can be just an indie band they will have to be under one of the indie genre’s.

Indie Rock is a broad international Meta genre, with strong continuity in preferred sounds and rhythms, influences, and performance stances. Indie Rock is a guitar-dominated genre, associated with groups rather than solo performers.

Indie rock is a sub-genre of alternative rock that originated in the United Kingdom and the United States in the 1980s. Indie rock is extremely diverse, with sub-genres that include lo-fi, post rock, math rock, indie pop, dream pop, noise rock, space rock, sadcore, riot grrrl and emo, are just some of the genre’s under the indie rock genre.

Indie pop is a genre of alternative rock music that originated in the United Kingdom in the mid 1980s, with its roots in the Scottish post-punk bands on the Postcard Records label in the early '80s, such as Orange Juice, Josef K, Aztec Camera, and the dominant UK independent band of the mid eighties The Smiths. Unlike Indie rock, Indie pop is more melodic, less noisy, and relatively angst-free.

Alternative dance or indie dance is a musical genre that mixes rock subgenres with electronic dance music. Although largely confined to the British Isles, it has gained American and worldwide exposure through acts such as New Order in the 1980s and The Prodigy in the 1990s.

The attire of a indie band depends on the type of indie genre they decide to do, for an indie rock band the attire might be skin tight jeans, chequered shirt and hoody jumper, but it also could be jeans, shirt and suit jacket so it depends on the band members, the attire of an indie pop band might be jeans, shirt (chequered or not) and a jacket, but also it could be skin tight jeans, shirt and suit jacket, the attire for an indie dance band could be jeans, shirt and jacket, so basically there is little to no difference in attire between different indie genres and bands.

Indie Mindmap