When creating and designing my digipak I had to consider the ways in which the combination of the music video and album art related. This would therefore create strong synergy between both the products, furthermore it would ensure that my target audience is able to build a relationship between the products when either looking at the music video or the digipak.
Digipak
Music Video
As the song 'Superman' is based on the theme of the dating process and finding 'love', I immediately associated this with females, as this topic is most common in conversations between females. Moreover, from previous surveys I found that more females are interested in the genre 'Pop Rock', this influenced the colour scheme as I used shades of pinks and purple in order to address the theme of love and femininity. Nonetheless, my survey results also revealed that most participants preferred a colour scheme based around shades of pinks. Furthermore, this theme of love is shown throughout the music video by a range of signs and symbols, for example the Cd's placed in a shape of a heart, which immediately holds connotation of love.
The idea of powerful females is shown throughout the digipak, in a subtle manner. Although the band 'The Rockweilers' have more male members than female, the female's power is shown as only the female member is present on the digipak. Furthermore, the digipak does not portray females as sex objects as the male gaze is not present because of the in corporation of the dog's body rather than the female's body. This again suggests the idea of dominant females, since dogs are usually associated with strength, therefore the blend of the female's head on the dog's body represents strength in young women. This proposal is also shown throughout the music video, as the underlying idea is that the female protagonist has the choice to date any boy she chooses, therefore the representation of females having a choice are associated with the idea of dominance.
As the song 'Superman' is based on the theme of the dating process and finding 'love', I immediately associated this with females, as this topic is most common in conversations between females. Moreover, from previous surveys I found that more females are interested in the genre 'Pop Rock', this influenced the colour scheme as I used shades of pinks and purple in order to address the theme of love and femininity. Nonetheless, my survey results also revealed that most participants preferred a colour scheme based around shades of pinks. Furthermore, this theme of love is shown throughout the music video by a range of signs and symbols, for example the Cd's placed in a shape of a heart, which immediately holds connotation of love.
The idea of powerful females is shown throughout the digipak, in a subtle manner. Although the band 'The Rockweilers' have more male members than female, the female's power is shown as only the female member is present on the digipak. Furthermore, the digipak does not portray females as sex objects as the male gaze is not present because of the in corporation of the dog's body rather than the female's body. This again suggests the idea of dominant females, since dogs are usually associated with strength, therefore the blend of the female's head on the dog's body represents strength in young women. This proposal is also shown throughout the music video, as the underlying idea is that the female protagonist has the choice to date any boy she chooses, therefore the representation of females having a choice are associated with the idea of dominance.
I made use of graphics and cartoon images on the digipak as I thought that it related to the idea of 'Superman' which is a Marvel comic. This also shows synergy as both the digipak and the music video makes use of scenes with a cartoon effects, this again promotes the idea of Marvel comics. Furthermore, the cartoon effect heightens the youthful inspirations of the band and their image.
Furthermore, the scenes of the teenagers on swings are not conventional as swings are associated with children, this was used to emphasise the freedom that youths have. Moreover, the digipak demonstrates a sense of 'freedom' shown by the images of skateboarders skating down the London eye, as well as the graffiti which is commonly used to illustrates freedom of speech and art.
In conclusion, I believe that there is strong synergy between out music video and my digipak, however this may not be as clear as the synergy is built upon underlying themes such as feminism and power. Firstly the use of images and colours with predominantly feminine connotations are used in both the music video and the album cover, for example colours such as 'red and pink', and heart shaped objects. This is because from early questionnaires I have realised that the 'Pop Rock' genre has a larger female audience. Furthermore, I stressed the element of power within the female society by using certain images, such as female's head and the dog's body, which would illustrate power. Although these themes are portrayed subtly, I feel that it has demonstrated a strong correlation between the music video and digipak.
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