Research into Target Audience

The pop genre is the mainstream genre that many people will listen to. It's the typical music that people will play as its the most 'popular'. Although this genre is popular within many different age groups, the typical target age would be between 16-21. 

We are targeting a slightly older audience because Løva isn't a typical pop artist and her abstract personality can reach out to a more sophisticated audience. Although most people listen to pop music, I would say that it's usually targeted at girls. For example the group 'Little Mix' make songs that teenage girls can relate to whilst groups such as 'One Direction' are still generally most popular with girls. 

The social demographic class for the pop culture tends to be working class teenagers. Also as the audience are teenagers, their jobs are likely to be part-time as they are still students, meaning that the money they do save is likely to go towards concerts for artists they like or festivals in general. Hobbies for this target audience is likely to be going to concerts, partying and spending time on social media. This is why we have focused a lot of Løvas marketing on social media platforms such as Facebook and Instagram. As the pop genre is oversaturated, we wanted to give Løva an edge and make her different enough to stand out, but not too different so that she doesn't attract the target audience.

Shooting Schedule

Set 1 - DJ Set Up - Dolly - Crane - Long shots - Mid-Shots - Close Ups	Props/Costumes - DJ equipment - Black Jeans - Jumper
Set 2 - Light Corridor - Dolly - Crane - Long shots - Mid-Shots - Close Ups	Props/Costumes - Heels - Make up - Satin see through top - Black lacey bra -Black jeans
Set 3 - Blinders/ Dancers - Dolly - Crane - Long shots - Mid-Shots - Close Ups	Props/Costumes - Make up - Adidas red trackies - Megan's red trackies - Black bando -Black t-shirt
Set 4 - Shadows Genny - Dolly - Crane - Long shots - Mid-Shots - Close Ups	Props/Costumes - Make up - Black Dress - Straighteners

Credit - Dasha Koenig

Digipack 3rd Draft

We received further feedback from our 2nd Digipack draft. This was the conclusion:

• Our front cover photo was liked and disliked equally, which meant that it was a good idea to try out another photo to see if this would get more positive feedback 
• Everyone loved the inside cover, so we are going to leave this
• Important to finish the product to get better overall feedback

Eloise decided to go with this photo as it was everyone's favourite. This is what the front cover came out as:

This was a lot better as it was more slick and looked a lot better with the front.

Eloise then took the font from the front cover and wrote the song titles out with this to keep with the theme of the album cover. She then wrote her own 'rights' warning at the bottom, a common trait found on all albums: 2016 BEEZY recording production. Manufactured in London in BEEZY recording studios. 26 Berkley Square, W1 2SP. All rights reserved. Warning. Any attempted re-selling of this CD is strictly prohibited by the federal government and is subject to federal prosecution.

She also added the production company name in the corner 'BEEZY' and created our own font with TM at the end to show it is trademarked. She finally added the barcode to make sure it looked authentic.

Finally this was the CD page. We wanted to keep this simple to keep with the minimalistic theme of the Digipak, however ensuring that the artist is constantly publicised. All these received very positive feedback, the only concern being that the CD page may be too simplistic.

Digipack 2nd Draft

After creating the first draft of the Digipak, we decided to get some feedback from our peers to try and develop it further. Everyone seemed to like the black and white theme and they liked the style of the photos. The main concern was that there was not a huge amount of variety between the photos. They felt this would show in the inside covers of the CD. After receiving this, we decided to do another photo shoot, baring in mind the black and white theme as well as the concept of the photos.

Here we had our artist dress topless with a leather jacket. This is to keep the sexualised star image as well as giving an impression of her personality through thr naked/raw look. We flicked water on her face (as seen in image) so the photos kept to that steamy/wet look. We emphasised this through slicking back her hair with water.

We took a lot of photos to ensure we had variety during the Digipak editing process. From this, it can be seen that we kept to a very similar theme to before, but just made her image slightly darker. This was successful for us as it furthered her star image.

Then Eloise began the editing process:

This is the first attempt at the front cover. We wanted to keep the same font as we felt it was simplistic but professional and stood out. We also kept the parental advisory warning to show that she is meant for a more mature audience. We thought this photo might work because the smoke gives the dark impression  to her character. The smoke also leads to the name of the artist, so the audiences eyes will attract to it, which is important for new artists (like ours).

Eloise then created the inner cover. We had always planned for this to be like a contact sheet, so she took this from a photography page and used Photoshop to edit our photos onto it. This is what she created:

This gives us a further idea of what her character is like and the kind of artist she is. The nex thing to do was to get feedback and create the back and the CD page.

Final Edit

Today we made final adjustments to our video and began colour grading. We sharpened the blacks and the pinks for the beauty light when Genny is in the light box. We also tried to bring out other main colours such as green, purple and the multi-colour. This was done by brightening up the colours and increasing colour contrast.

Below is a screenshot from the effects window of one of the shots we edited:

Social Media

To help promote Løva's 'Star image' and raise awareness of her, I made social media accounts to show what she had been doing that day and to make her simultaneously present and absent, linking to Richard Dyer's theory. I also made a Yahoo account to give fans a way to contact her. She most likely wouldn't have the time to reply or even read any of them but a reply every now and then would make her fans feel connected to her.

To start, I made an instagram account where Løva can give details about her debut album and accompany this information with images taken on set, making her audience feel closer to her as they are aware of where she is and what she is doing. 

I then made a twitter account for Løva so that she can tell her audience how she is feeling or what is happening in her life, again making it seem to the audience that they know her really well.

On the right you can see that I made an Instagram account for our production company 'Beezy' as we can make links between the collaboration with Løva.

Over the course of the project, I regularly posted tweets for Løva to show that she is active and to keep her audience engaged.

To help increase the believability of her accounts, I followed well established artists or artists similar to Løva to make it seem as if she knows them or has worked with them before.

Despite not being able to get Løva's accounts 'official', she did gain some followers from the general public in a matter of days which proves that audiences are constantly looking for new interesting artists so that they can claim to be their 'number 1 fan' and can feel as if they have a more personal connection to the artist than anyone else.

What Company Would Produce your Product

I feel our artist could drift into two different genres; the pop genre with artists such as Coldplay, One Direction, Adele, Pixie Lott, Hailee Steinfeld, as well as the dance genre because of our DJ with artists such as Calvin Harris and Sigma.

My first choice would be SYCO because I feel our artist appeals to a largely mainstream 16-25 year old audience. SYCO are a subsidiary of Sony Music owned by music connoisseur Simon Cowell.

With artists such as One Direction, Ella Henderson and Fifth Harmony, I feel our music fits perfectly with this company. I also believe that we will be able to create a star image similar to these artists because Løva is synthetic and because of the marketability of young new female artists.

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Although it may be seen as a more predictable approach, my second choice would be Atlantic Records because they have a proven track record of helping to promote young artists. A good example is Ed Sheeran, however a better example is Jasmine Thompson who studied in London and was discovered by Atlantic through her millions of YouTube views. We feel that Løva would take a similar route, therefore Atlantic would be a good choice of record label.

However these extremely successful labels may not want to sign a new artist, so it may be more suitable to go for a label such as Domino Records because they are independent and nurture artists both organically and Synthetically. This could provide a perfect stepping stone for Løva and it could help raise awareness of her presence so that the bigger labels can sign her and drive her 'star' image. Domino Records also fits into our dance/party genre which could be beneficial once Løva is signed to a big label as some artists are signed to more than one label to help distribute their music in different areas. An example of this is Disclosure, the original makers of our track.