Research - Creative Brief for Digipak

Research & Planning - Digipak

 

 

 

 

 

 

  Oasis Academy Hadley 

South Street,Enfield 

EN3, 4PX 

ww.oasishadley.org 

 02088046946 

 

 

 

Date: 11^th of December 2015                                   Artist/Album Title: Kulture kid/Lost in Paradise 

Project managers: Ken Nguyen, Rex Okere and Abdullah Miah. 

Department: TV Graphics and design                             Release date: 1^st of February 2015 

Product overview:  

Who is he? Kulture kid is an upcoming underground rapper, who comes from the streets of London. He usually uses genres of grime, hip hop and soul. This artists has usually released mixtapes, but has now stared to transform his talent into the albums he’s released so far. Kulture Kid had started to rap in the year of 2011, releasing videos on YouTube. But he gained full recognition with his first official mixtape ’who is Kulture? Followed by a well-received album named ’Introducing…..Kulture Kid!!!!’ Kulture kid has gained more popularity, (despite the fact that he is a niche artist) with appearances on channel AKA. He is currently signed to an independent record label Paradime entertainment records. He will release his new album ‘Lost in Paradise’ on the 1^st of February 2015.   

The Album concept: 

The current album the artist is working on was representing his feeling on life. An album cover was needed to represent the imagination and daft thoughts of Kulture Kid. To project this idea we needed to work with him day to day, to ensure that the album cover comes out perfect. The album cover will show random shapes or signs that partly represent the character of our male artist. To make this album into perfection, the artist should rap and sing in a tone that will connote his feelings and attitude that the album cover aimed to show. 

Why are we doing it? 

We doing this to keep up with the positive momentum that we have had from our artist mixtapes and first album. This needs to be a success, as it shows the improvement our artist has made. Most importantly, we want to find a way to relate to our target audience as well as our artist’s loyal fans. Furthermore, we want to find a way to portray the versatility of our male artist.

 

   

Release Date: April 30, 2013

Sells in first week: sold 1,000 copies and landed at No. 63 on Billboard's Top R&B/Hip-Hop Albums chart.

 

 

 

Release Date: September 30, 2013

Sells in first week: sold 139,000 units

 

Release Date: December 6, 2013

Sells in first week: sold 10,244 copies

 

The Digipak: 

Consumer:  

Primary:                                                                     Secondary: 

Male: 60% aged 13-40                                           Female: 40% aged 13-40 

 C2 D E                                                                        C2 D E 

 

What is the reaction we want? 

The reaction we want is a positive reaction in terms of our target audience and consumers relating to our brand as well as our male rap artist. From a positive reaction, a relationship can be built between the consumers and the artist, this will allow longevity as they share similar views and beliefs. 

 

How will we know it worked? 

We will know that our product has received a positive reaction, if we achieve our sales target and certainly, if we go higher than our sales target. Also, we will implement focus groups to reflect on our first drafts and for us to receive feedback from fans. This will help us to improve when it comes to our next product. 

Sales Target: 20,000 

Key Launch dates: 

Press campaign: 14th of January 2015 

TVC launch: 26th of January 2015 

Album release: 1st of February 2015 

 

Album Sleeve: 

Description: The album will be Imaginary and escapist. The rap artist will portray his feeling and emotions that will capture the target audience and promoting them to listen to the rest of the album. 

Deadlines: 28th of December 2014 

Objective: To present and produce an album that relates to our target audience with everyday regular life. Helping them to enjoy life more. 

Proposition: To appeal to a wider target audience that is still within the rap genre. This is to build our rap artist leading to commercial and economic success. 

Tone of voice/brand image/Positioning:  To aim for our target audience and make them relate to the lyrics and themes of the song. 

Restrictions/Limitations: The only restriction is to provide the album and artist name. 

Production specs: 1 CD with a plastic case. 

Creative edge spectrum: We strongly want the album to be creative, we are not be completely neglecting the safe side, but we will be taking more risks. To show the target audience what our rap artist is about. 

Budget: TBC 

Research - Creative Brief for Advert

Advert: Creative Brief

 

 

 

Oasis Academy Hadley

 South St, Enfield 

 EN3 4PX 

www.oasisacademyhadley.org 

020 8804 6946

 

 

Date: 8^th December 2014                                                             Album Title: Lost in Paradise          

Project Manager: Ken Nguyen, Abdullah Miah,                           Release date: 1^st February 2015                                Rex Okere 

Dept: Super Innovative print ads 

 

Product Overview 

Who are they? 

Nicole Hastings and The kulture Kid are two upcoming artist who have proved to be the upcoming greats in the music industry. With their debuting album Lost in paradise on the 1^st of February 2015 will show the world their American roots and their soul and R&B style of music from the release of their debuting album.  

The Magazine advert Concept 

The magazine advert is important for us as we need publicity for our artist which we have signed on our music label they need as much expose to the audience where they can build a connection with the artists and the artist can build a connection with the artist to. Also it allows the audience to now about our artist’s music album before it is released. 

Why are we doing it? 

We are producing to a high standard advert to produce magazine advert which will be very successful for promoting our album and our artist to make it a big success and attract the audience towards our album.

Comparable Products:

 

 

 

 

  

Consumer:  

Primary  

Male and Females  

Age 17-35  

C2 D E 

What Reaction we want? 

We want the consumers to feel a connection and feel that they can relate to the artist. The visual appeal to the audience will allow the audience to buy and listen to our album. 

How will we know it worked?: 

The way in which we will know if the music album is a success is through our sales figures of our albums this will give us the best indication weather our album was a success or not.  

Target of sales: 20,000 albums 

Key Launch Dates:  

1^st of February 2015 

Album sleeve:  

Description: The album allows the artist to connect with the audience emotionally which will lead to the audience buying and listening to the album that our artist has released.  

Deadlines: 5^th of February2015  

Objective: Producing a magazine print that the audience can relate to and be inspired to beat their everyday life problems.  

Proposition: To form a wider target audience for our genre of music which is been promoted in our album and then make a name for our record label which will lead to financial and publicity benefits.  

Tone of voice/Brand image/Positioning: Aimed at a target audience which can relate to our song and lyrics within the song.  

Restrictions/Limitations (mandatories): The only restrictions are to provide the artist name, album image, release date, the album title, information about the title, where it is available to purchase and the record label logo.  

Production specs: One magazine advert poster 

Creative edge spectrum: We want our magazine to be original and creative which make it stand out from others.  

Budget: TBC 

 

 

 

 

 

Planning: Production Roles - Ms Begum

Production Roles

Introduction

- During the making of a music video, these are the most important roles with different techniques and creativity that provides different parts to make the music video complete as a production. 

Director:

- The director is a person who is in charge of an activity, department, or organization. They are those who come up with creative visual and working along the film crew to transform his/her visualisation becoming a movie production. A director is supported by other managers and producers to develop his/her ideas during the process of a movie in the making. This role has been assigned to myself to take the responsibilities because I have creative visuals and good at delegating roles to the rest of the group in order to complete our music video,

Producer:

- The producer is a person who responsible for the financial and managerial aspects of the making of a film. They are those who provide money to buy useful equipments and take all responsible for the film crew and a movie production. The producer supports the directors and co-directors to develop their ideas during a film making process. This role has been assigned for Abdullah because he has good organisation skills and are willing to provide anything needed within my group.

Editor:

- The editor is a person who is responsible for assembling recorded raw material into a finished product suitable for broadcasting. The material may consist of camera footage, dialogue, sound effects, graphics and special effects. They are supported by the co-editors, however the main editor would be the person who puts the scenes together. I am assigned to be the editor in my groups because I have a wide range of imaginations and good editing skills, therefore I will take this role as I am able to puts all the scenes together effectively.




Camera operator:
- The camera operator is a professional cameraman/women of a film or video camera. In filmmaking, the leading camera operator is usually called a cinematographer, while a camera operator in a video production may be known as video camera operator, or videographer, depending on the context and technology involved, usually operating a professional video camera. The camera operator work along the alongside the storyboard manager and director to make sure that they will capture the right scenes at the right moments. In my group, we have assigned this role to myself as I have good techniques whiles filming and also wants to develop my filming skills.




Lighting technician:
- The lighting technician is a person who organises and sets up all the lights within the scene, they need to make sure that the light represents a feeling and atmosphere that its wanting to be created by the director. In my group, we have assigned this role to Rex as he knows how to use the lighting effectively and also wants to develop his skills whilst assisting the filming process.





Location Manager:
- The location manager is a person who finds the best location for the scene/film and they also will do the risk assessment to make sure that the scene is okay to film in. There will also seek permission from those involves within the scene to make sure that the location is ready for the film to take place. In my group, we have assigned this role to Rex because he is willing to film our production at his house and also know a lot of suitable locations for our thriller opening.





Costumes & Make-up artist:
- The costumes and make-up artist is a group of people who are responsible for making sure that the characters all look in the way that is desired by the director. They will pick what people wear and puts on their make up to suit the role, for example they might put on blood with make up to show someone is in pain. In my group, we have assigned this role for Rex and myself as we both have the same ideas of how we wants our artist and actors to look like so therefore we can work along with this to come up with better ideas of costumes and make up for our artists..




Story-board Manager:
- The story-board manager is a person who interpretates the director visual to make up a narrative that the movie is based on. They will organise the scene shots by shots and make sure that there is an order that can easily be followed  by everyone else involves in the production especially the cameraman and the editor. In my group, we assigned this role to Abdullah because he have a creative minds and interpretates our music video ideas very effectively.



Conclusion: 

- The production roles have taught me all the different roles that people have to play to make a music video and what the roles mean in the video. Lastly the production roles have made us as a group seek out our skills and find each others skills in filming and production. 

Planning: Lighting and Colour - Ms Begum

Lighting and Colour

Lighting and colour:

The lighting and colour will create a lot more meaning and understanding in the music video as the colour will help the audience understand what takes place in the music video and the colour and lighting will connote the way in which the artist in the music video is feeling which the audience can understand.

Music video Lighting: 

Cashmere cat 

The lighting in this music video is low key lighting as opening is very dark and the lighting at the start represents the dark feeling that the artist is feeling and the very dark place that the artist is in emotionally. We would like to use something similar as we will like to use under lighting, 


Low-key lighting:
Some` music videos that we have used before as our influence come again in this topic of lighting and colour. For low-ley lighting it was the music video of The Weeknd 'King of the fall'. The lighting in this music video, as it represents a dark atmosphere the artist is surrounded with. We would like to use something similar when our male character and artist is at home and starting to play his music, or get 'high' on music. This is because we would want to portray a transformation of the artist from being down to being alive in his imagination.

High-key lighting: 
In the music video of Ellie Ingram Poetic justice uses high-key  and colourful lighting to represent the feelings of the artist as she is singing. As she's signing, it is clear that she uses the projector within her music video to play on top of her to show random images to show the ideas of imagination. This will influence our decision to use high key lighting to connote the happy feelings of our 2 artists.

Colours and connotations:
Colours and connotations are used in the music video of Chance the rapper song, Juice. The hoodie he is wearing underneath is jacket is quite colourful, this connote the feeling of being happy and lively within the bright lights around him in New York which is also bright and colourful but also low-key to highlight his loneliness in the real world. These influences are decision to use colours and connotations in our video, to connote the happy feelings of our male artist when he is in his imagination.

Conclusion:

These are the lighting and colours we are mainly going to use to portray our artists.

Planning: Editing - Ms Begum

Editing

Introduction

- As Goodwin has mentioned that the editing and sound compliment each other and also the pace of the song should match with the editing. We as a group of discussed and conclude all the types of editing that are the most efficient for our music video.

-  From my research into various music videos that helped develop my ideas, the editing I plan to use in my music video consists of the following:

Slow motion editing:

- Slow motion editing will be used at the beginning when the camera focus on the male artist's upper body walking in the street and then switches to different locations. I have chosen this to show his journey to get home and highlight the fact that he have no emotions and have no interest in others rather than himself. This allows the audience to have an idea of the male artist being confused and discombobulated as a stimulus before the actual narrative within the music video starts.  

Jump Cut: 

- Jump cut will be used in our video to help emphasis the transformation of our male character artist. This editing technique also helps to represent our theme in the music video which is imagination. The music video that influenced us to make this choice was the music video of Chance the rapper's song Juice. The reason is because lots of jump cuts were used to enhance the feelings he was showing in the video.

Shot reverse shot:

- This is another technique we are going to use in our music video to enhance the relationship our male character has with his dream girl who is his imagination. The music video that influenced us to make this decision was the music video of cashmere cat's track 'Wedding bells'. In the music video a sexual and loving relationship is taken place between the male and female character in the music video, shot reverse shot was used to help enhance this relationship. This is the similar thing we are going to do in our music video.

Slow editing: 

- This is another editing technique that we plan to use in our music video. The reason being is to build up the tension of the male artist and character losing his dream girl, in other words his imagination. Slow editing, will be mainly be used to build and portray the action between the male character and his imagination. The video that influenced our decision was 'The weeknd's music video of the King of the fall.

Conclusion: 

- From this post we as a group have seen how different edits in music video look and it has helped us decide which editing shots to use in our music video.



Planning: Characters - Ms Begum

Characters

 

Introduction

- Planning the characters was important to do because I had to ensure that I was representing my genre and target audience appropriately. I had to ensure that I looked deeply into the representation which helped me to make decisions on how I would like them to behave within my music video.

 

 

 

 

 

Name: Kulture Kid acting as the main character.

 

Age: 19

 

Ethnicity: Black Caribbean.

 

Gender stereotype: Rich, young, reckless and carefree.

 

Costume: High street fashion, however this will reflect the genre he comes from, for example a bandana. Also, he will wear clothes that the target audience will likely wear.

 

Hair & Make-up: The hair will be neat and be coloured on top (a ginger looking colour)  also occasionally the character will have a hat on. Also the make up will be kept natural.

 

Body Language and facial expressions: The body language of the character is floppy, careless, carefree and lazy as he is intoxicated and trapped in his imagination in the music video. The facial expression of the character is emotionless and zoned out.

Represented as: A typical young black male who has lots of money and an active social life.

Role in the Music video: The male who will be acting as the main character and will be presented through star image in the music video where he is the centre of attention.

 

 

 

 

Here are some characters of existence music videos that has helped me to conclude the representation of my character.

 

 

 

 

 

 

 

 

 

 

 

 

 

Name: Nicole Hastings

 

Age: 18

 

Ethnicity: Mixed race (English & Jamaican)

 

Gender stereotype: Young, attractive, seductive and rich.

 

Costume: High street fashion. This will also reflect on the genre of the music video, for example she will be wearing ripped denim short with a crop top, adidas jacket and trainers. She will be wearing clothes that are more appealing to the genre and the target audience.

 

Hair & Make-up: Her hair will be curly with high volume, sometimes will be tied up. Her make up will be nude and natural.

 

Body language & Facial Expression: The body language of the character will be seductive but at the same time quite effortless to portray her natural beauty without having to try. Her facial expression will be plain and sometimes smile.

 

Represented as: A young female who is content and carefree.

 

Role in the music video: The female will be acting as the main character where she is the centre of attention and sometimes will perform a short piece of dance.

 

 

 

Here are some of the existence artist that has helped me to conclude the representation of my character.

 



Planning: Pre-Production Paperwork - Ms Begum

Pre-Production Paperwork