Effectiveness of the combination of music video and digipak

There is synergy between our music video and the digipak. This is primarily due to the fact that I have carried through the imagery of the protagonist into the design of the digipak. This ensures that the audience can make a link between the digipak and the music video promotion. The way that they will be able to make the connection and recognise the girl would create a feeling within the audience that they have a bond between the character and themselves. I have created synergy in the way that I intentionally chose the same costume for the girl to wear at the photoshoot for the digipak. The girl wears the same 'Indie' checked shirt, cropped top and the trademark Rabbit Mask. Additionally, I would like to note how I have subtley included the appearance of nightime in both media texts. The music video, being a party scene was set in the night time; and the digipak features images of a night sky. This night-sky imagery is a convention often used in new Indie media texts - for example in Little Boots' digipak, and Ellie Gouldings' music video for 'Starry Eyed'.

I wanted the album cover to be recognisable and memorable because this would attract the consumer. As you can imagine, in HMV, the store where we intend our album to be distributed - there are many other digipaks available and we wanted ours to stand out in the crowd. I think the way I purposely positioned the band's name at the top so that it'll be less likely that it would be covered by other CDs in the store. The bright jewel colours would stand out, too. To add to this, I had been interested in Pink Floyd's album cover which is iconic because of the triangle used on the front - I tried to emulate this in my own cover by using the shape subtley. This would make the audience remember the classic design and link it to my own.

I would have attempted to do this by creating a link between the album cover and the band's musci video. However, from the research that I did, I found that other real media texts did not hold much synergy between theirs. Therefore I followed this, especially as in a survey I held, 77% didn't care if the artist's face was included in the design. And so, I lowered the importance of showing our protagonist on the front cover - and instead used her on the back cover and on both discs.

Our target audience is the fans of the 'alernative' music genre. From my questionnaire I found that they preferred 66% preferred Indie album cover designs that did not feature the protagonist from the music video which is why there is no evidence of this is in my final outcome; and 67% were impressed by special effects because "it's more interesting than original footage" and "it's fun and exciting" which is why I used Adobe Premiere Pro with its extended features and Photoshop CS4 to create a special digipak cover.


I did an experiment with my friends. I showed them the digipak and the video on Monday and asked them today (Friday) to describe what they remember from each. We learned from this audience feedback that we has succeeded in creating a memorable identity for our band. This is because they remembered that:
*the protagonist was a girl in a bunny mask, whose image also featured on the digipak
*the video was of a party scene with young people as a cast.
*the video was shot as night time, and the digipak had an image of a night sky/universe
*the band and song name because they had linked the chorus with the digipak.
*a fun and vibrant mood was evident in both media.