Joe Cooper Music Video

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Q3. What have you learned from your Audience Feedback

Before starting my music video I decided to determine my target audience. I found that my target audience would be part of the Christian culture and would be for around teen age and above. By doing this I had a better understanding of what I could do to make the music video, digipak and advert appeal to the target audience.

After knowing who the target audience I then asked them what they thought of different versions of the products. I did this so that I would get a better understanding of what they liked and disliked about them.

After making the first draft of my music video I then showed it to people from my target audience to see what they thought worked well and what didn’t work. After showing the first draft to my target audience they gave me some good comments about what they thought about the video.

Great video with great message

Good video but the verses are too similar

Looks very professional and would definitely show to friends

With these comments in mind I made changes to the video by changing the second verse as they said that it was too similar so I decided to re film the second verse with the actor in the scene not lip syncing. I also found that when asked if they thought they could see this video on a Christian music channel they could but said that to make it look authentic I should add titles, so I added the artists name and the song title at the beginning and at the end.

After making the changes to the video I showed them the video again to see what they thought. After seeing this version they said that it was an improvement on the original as they thought that with the addition of the titles it looked like an authentic music video. They gave comments like

Great video and a nice contrast with the two verses

Better than the first version

I like the choice of music and the location shots were good

After making the digipak, like after making the music video, I showed it to people from my target audience to get their opinion on it.


After showing them the first draft of my digipak they gave me good feedback by saying which areas they liked and areas where I could improve it.

Very good and authentic looking

The back image would be better as the front image

After hearing these comments I then made some changes where I retook some of the photos and used a better image as the front cover. I then showed people from my target group the new digipak and they gave me some good comments

Much stronger front image

Better than the first draft

4pg Digipack sra3

Like after making the music video and the digipak, I showed it to people from my target audience to see what they thought about it


After seeing the first draft of the magazine advert, the people from my target group gave there thoughts about it. They gave comments like:

Strong Image and well edited

Authentic Looking

Very good

After hearing what the people from my target group thought about the advert and the redesign of the digipak I decided to change the image used for the advert to follow the convention of linking the digipak and advert.


After redesigning the advert I gave it to people from my target audience to get their opinions of it. they gave comments like:

Better than the original because the image is better

Good idea having the tour dates as it makes it more authentic


Looking back over the whole project I have found that audience feedback is very effective in making a media product as it helps the producer to find out what people think of the product.

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Q2. How effective is the combination of your main product & the 2 ancillary texts?

After making the actual music video I made two other products as part of a promotional package. These were a digipak and Magazine advert.

After doing some research on promotional packages I found that a convention of promo packages was that the music video, digipak and magazine advert usually all link together in some way. The way I tried to follow this convention is by using screen shots from my video in my digipak and also use one of the same photos as the photo on my digipak.

I also found that in promotional packages use commodification to try to sell the CD by turning them selves into a product. A way in which they do this is by creating a logo.I found that a logo is vital to the sale of the package because it immediately identifies the brand. With this in mind I started to design the logo following a branding technique from Al Ries

Logos should be designed to fit the eyes. Both eyes. For maximum visual impact, a logotype should have the same shape as a windshield of an automobile, roughly two and one-fourth units wide by one unit high.

In my promo package I made the font and colour of font the logo. One way in which I made the font suitable to the artist is the colour of the font which is a dark red which is reflected by the name of the artist which is ‘Shaded Red’. I used the logo in my digipak and my magazine advert which follows the convention that the digipak and advert should link together

Another method I found of successful branding is through the use of iconic images. To do this I wanted a photo with the main character in as the front of the digipak  and magazine advert. I thought that I would make him the iconic person which would help the CD to sell because people would see the character and know what band they represent and know what type of music they produce. I also used the symbol of a cross to also represent that this is a Christian album from a Christian artist.

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Final Digipak

This is the finished version of my digipak. I have shown it to people from my ytarget audience and they said that it looked like a digipak they would see in any music shop. After hearing these comments I will then send it off to the printers where it will be made into the finished product


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Album Artwork Artists

As part of my research of digipak I also decided to take and auter approach to researching  album artwork which is looking at works by artist rather than genre. One of the main artists I looked at was Storm Thorgerson

Thorgerson is a British designer and artist responsible for album artwork for artists such as Pink Floyd and Muse. During his exhibition in 2010 Thorgerson highlighted the process of designing album artwork

The Brief

First of all the designer gets inspiration by listening to demos of the music, reads the lyrics and has conversations with the artist. By doing this it creates what Thorgerson calls a ‘Brain Soup’ from which he could draw ideas from. 


After several conversations with the artist Thorgerson would try to decide on a main theme or ideas. From these several ideas or ‘Roughs’ would be made.


Once a rough  and a budget has been agreed, prototypes are created to make sure the idea works.


A location is researched and booked, which can take a long-time if outdoors and in uncertain weather. Models are erected and positioned, with help from volunteers if the shoot is big and complex. A wide range of photographs are then taken, under varying light/weather conditions and filters


This could be called ‘selection’, where the best shot from the shoot is chosen. This can take several days, if hundreds of similar shots need to be compared.


Finally, having chosen the perfect shot, any cleaning-up or final computer editing is performed, before handing over the final product