Critical Reflection Essay
Category: Component 3
Component 3 Brief:
“A promotion package for the release of an album, to include a music video (major task), together with an official social media page for the band or artiste(s) and a digipak for the album’s release (minor tasks).”
Final Social Media Draft 4
REFLECTION
In the final social media draft me and my group really focused on releasing key conventional posts that will definitely intrigue and engage the audience. These consist of merchandise, guerrilla marketing, a BBC interview and the digipack being available for purchase. Post such as these ensure that our star is utilising social media as best as possible in order to reach larger audiences. The social media page has been great at conveying the ordinary and extraordinary star image(Dyer) and we have been able to do this by creating plenty of real life posts so our fans can connect and relate to the star. We have used many software’s that have been useful in helping us build the brand on the page such as Canva, Photoshop, InDesign, Illustrator and Picsart. They have also been helpful in developing our creative and technical skills and it’s evident to see we became better at creating posters, stories and captions. Overall I think that the social media page is very conventional and fits the brand very well as the vibrant colours, unique graphics and mise-en-scene all work together to fulfil the fun, youthful and exciting personality and lifestyle of the star.
2 NEW SKILLS
Using Picsart to colour replace- As a way to use guerrilla marketing to promote the star we decided to have a show of pink appear on billboards around major cities to grab the attention of large audiences around the world. The way we did this was by using an image online that already have a green screen on it and with Picsart we were able to use the ‘Colour replace’ effect, allowing us to alter the neon green to a pink. We chose the colour pink as that is one of the key colours commonly seen across the brand and associated with the star. For example it was the colour pink used as the cover for the reel showcasing the music video teaser.
Using the ‘Trippy’ effect in Canva- Canva has been a big help in efficiently creating social media posts. For this posts we chose the ‘Trippy’ filter as it gave a cool and colourful look which we though would look really effective on the social media page along with complimenting the brand as the neon like colours gave off an electric and lively vibe, used as a repertoire of elements associated with the EDM genre.
CONVENTIONS CHECKLIST
Now that I’ve completed my social media page i have checked off all of the key conventions. I now have a successful page that markets and promotes my star and allows her to reach larger audiences, through the help of cross media convergence, guerrilla marketing and synergy.
Final Digipack Draft 4
REFLECTION
Me and my group decided to do another draft to showcase our complete digipack. We felt as though our previous drafts weren’t effective enough and didn’t represent our brand and genres in the way we desired. So in this draft we used new images that leaned more into the R&B genre and showcased Ayana as a more attractive and alluring star image for the front cover. For the left inner pane the image is a close up of the star wearing watches as away to infer she is ‘keeping track of time’, this was done to signify(De Saussure) the name of the album. The graphics from the previous draft looked very strong in the front cover so we decided to keep the stars as they also helped to fill in any blank spaces. The stars can also be seen as a symbolic code (Barthes) towards Ayana being a star and the idea that she is surrounded by fame. The key brand descriptors are also prominent in our design and media language has been used well to help communicate the passionate, fun and energetic vibe we were striving for. Overall I am very pleased with the final product as it does an amazing job at communicating an extraordinary star image along with the genres we chose, I think this version will connect with our audiences much better and will definitely spark interest and call them into action (AIDA).
2 NEW SKILLS
Using Radial Blur- Taking advice from the feedback received from our teacher we decided to add a filter to help elevate this image through Photoshop. we used the Radial blur effect found in the filter gallery to create an almost surreal effect. We decided to make the blur circular as this image would be in the same position as the CD. I think doing this effect has really helped in finalising the digipack design and really compliments the rest of our products well.
Using the Filter Gallery with Different Blending Modes and Layers- In order to create the pixelized and almost comic-like look we needed to use Photoshop. In the filter gallery we were able to use the ‘Halftone effect’ filter which created the dotted look, we then changed the pixels to be a bright red colour in xxx. In doing this we had to make a copy of the image in order to overlap these effects. After adjusting the exposure and highlights to create a brighter and more eye-catching version of the star. We were able to blend these effects using the ‘Colour Burn’ mode. Doing this took the digipack to the next level and has really helped to showcase an extraordinary star image (dyer).
CONVENTIONS CHECKLISTS
Now completing the digipack we have managed to tick off all key conventions and now have a successful product ready to promote, market and sell to our audience.
Social Media Page Draft 3
REFLECTION
In draft 3 we had made loads of progress towards completing the social media page. After plenty of teasing about the release of the album, music video and digipack we finally began publishing our products. Not only this but we began to work in the excitement of our star going on tours and headlining festivals- which meets some of the needs of our demographic. In this draft it’s clear that we have taken time to showcase the extraordinary side of our Star image and we have created that ‘idealised version of humanity’ Dyer talks about. At the stage we are at with the social media page I believe that we have done a good job at using social media to promote our stars products for example, being on the front cover of MOJO is a great way as an upcoming artist to reach audiences and develop connections within the industry. Alongside with the launch of the album and music video on popular streaming platforms- allowing fans to interact by sharing, commenting and liking. I think that we have successfully communicated our music genres throughout the social media page. For example, Ayana’s tour takes place in European cities that are commonly recognised for their nightlife amongst younger audiences and she is headlining a rave festival which all caters towards the EDM genre and promotes the stars unrestricted and energetic personality.
BUZZ CREATIVE FEEDBACK
A creative team that specialises with marketing and social media called Buzz came in to view our products and give us advice and insight on the best ways to promote a star and how we can improve our pages. Overall the team likes the approach we are taking with the page and enjoy the growing colour scheme. However it was recommended that we involve more posts and stories that show the true life of our star, as this is what will draw in the young female target audience as, they will be able to relate, connect and look up to the star far more. Doing this will help to create a realistic balance between posts that appear to be made by a production team and ones made by the star herself.
Three targets I have made myself following the feedback are:
- Creating posts that showcase the Stars everyday life.
- Having posts that allow fans to actively interact with the Star.
- Include more brand deals/synergy.
2 NEW SKILLS
Removing Text From an Image- We were able to remove the words from this poster that previously had the name of another band headlining the festival by using the lasso tool. The process was more simple than anticipated. However It felt more challenging to design a typeface that complimented the rest of the poster. Despite the challenges we used Adobe Illustrator to warp out text and then took that back into InDesign to alter the colours and shadows.
Using Adobe Illustrator to Warp Text- We used this software to warp our text as Illustrator provided us with many different options on how we can make the text appear. But we decided to use the ‘Arc Upper’ to bend our text as we wanted it to wrap around the star-keeping her at the centre of the poster, and also to create a unique and eye-catching look.
CONVENTIONS CHECKLIST
Moving forward Our main focus will be to create and release merchandise for our fans, as without it our social media page and brand wont feel complete. It will be beneficial to also shift out focus towards having more marketing stunts so we can draw in more viewers, one of the ways we can release these can be through posting them as reels as the chances grow of the star landing on the feeds and algorithm of our target audience.
Social Media Page Draft 2
REFLECTION
Its clear to see that our draft 2 social media page has become more developed and realistic. The page now contains more conventions and is more engaging for the audience. My group and I have used our skills and knowledge to create posts that contain synergy through brand deals, star and audience interaction through Q&As along with posting stories and fast-pace reels/edits. As we took on feedback from Buzz creative we decided to lean more into the idea of portraying that ordinary star image (Dyer) as away to make the page feel like a place that expresses the Stars youthful, fun and outgoing personality. I feel that overall the social media page carries a diverse and intriguing look to it and is a place were the audience can feel a call to action(AIDA) to interact with the page as we release more teasers related to the release of the music video, album, digipack and merchandise.
TEACHER FEEDBACK
My teacher gave us some insightful feedback for our social media page, guiding us through the journey and giving me and my group advice in where we need to improve or what we need to add in the future drafts.
4X WWW:
- There is a good aesthetic building.
- Great use of showing off the star leading her authentic life.
- Nice images have been used.
- Good use of teasers.
4X EBI:
- Changing the cover of the pink post and making it more clear of what it is, as it’s currently out of place.
- It would be interesting to include a form of guerrilla marketing.
- Having some traditional advertising such as magazines or a billboard.
- Cross media convergence such as having a soundtrack on a TV show etc.
2 NEW SKILLS
Using the App Edits to Create Instagram Reels- In order to create the up-beat and fact pace reels, we used an app called Edits that is automatically linked to Instagram. this editing software was easy to use and allowed us to use cool effects and transitions for these videos. Creating reels in this way is very innovative as it helps us to get out engaging posts to our audience much quicker.
Importing Images Into Photoshop to Overlay with My Own- This skill was more difficult for us to accomplish, however after following guides and tutorials it was very rewarding. As it allows us to expand in the range of content being published.
CONVENTIONS CHECKLIST
Moving forward my group and I need to focus on the feedback given from our teacher and also the areas in the checklist that are currently red and orange. After receiving the feedback it has made it much clearer on what my next targets are. For example we need to be using more advertising, posting more information about tours and using marketing to promote the star. By including these things it can ensure that we are reaching wider audiences and making a bigger name for Ayana. Not only this but it also satisfies the viewers gratifications such as information, entertainment, social relationships and personal identity (Blumler & Katz).
Digipack Draft 3
REFLECTION
For this draft we took on the advice given from our teacher and started to shift our focus more towards the inner panes. I think that in this draft we have really started to make more progress towards the final design of the digipack as we now have key conventions and also have developed the look of the inner panes through using tools in Photoshop to create a unique and intriguing look. we have now also included graphics on the front cover. The stars add interest and helps to set apart our digipack, I think they also add a youthful element to the cover which ties in well with the brand and star image as its based around being fun, carefree and embracing the idea of girlhood.
GENRE LIST(PEER FEEDBACK)
We went around our class and asked each person to draw a tally in the genre they think our digipack fits into.
- POP- 1
- EDM- 5
- R&B-3
- HIP HOP-1
The majority of the class thought that the digipack was most representative of the EDM music genre and R&B following behind, which was a great reassurance in understanding we have used media language well to communicate our music genres. It’s clear that our audience has received a preferred reading of the digipack as they have understood the meaning behind the product. Which gives me confidence for when we release the complete digipack to a larger audience, in hopes they will also be able to interpret and understand the genre and connect with the star image.
2 NEW SKILLS
Liquify Tool- In order to create the glass effect on the inner pane, we needed to use the’ Rectangle tool’ and place multiple rectangles across the image. This was a very tedious task however once completed we were able to go into the filter gallery and use the ‘Liquify’ option which allows us to warp our image and a more unique image. I think that doing this helps to enhance the inner panes and make them far more interesting than the previous draft.
Making an Opaque Circle- To create this effect for the inner panes we used the ‘Ellipsis tool’ to create the circles and then changed the opacity of the circles enough to see the original image. This feature helps to elevate the pane and adds more diversity and interest.
CONVENTIONS CHECKLIST
Personally I feel that the digipack’s inner panes set back the product from being able to clearly represent the brand to its best ability. As I move forward me and my group will focus on using our skills in Photoshop and InDesign to create a final product that clearly represents the passionate, eccentric and Soulful elements of our brand. The way I aim to do this will be through altering the colour scheme so it’s more brighter, along with potentially using more graphics or imagery that emulates a more powerful and confident star image.
Digipak Draft 2
REFLECTION
For our second draft my group and I began working on the inner panes and continued to work on the front cover as we weren’t yet satisfied with the outcome. This time we created a more simple version as we felt that the front cover in draft 1 didn’t perfectly represent our brand. I like that there are two images that have been used by the star, I feel that this format brings more attention to the star and is more effective as the typeface doesn’t take the attention away from her. I also believe that this draft as a whole is more representative of the EDM music genre because of the techno font style and the use of props such as the DJ set and headphones. Although the colour scheme is consistent, it feels quite dark and not bright enough to complete the brand. For the inner panes I think that the left inner pane is very effective as it compliments the party/festival side of our brand, however its clear to see that the right inner pane isn’t compelling enough the call the audience to action (AIDA).
TEACHER FEEDBACK
My teacher gave my group and I feedback for this draft. This feedback has been very insightful in helping me understand where we can improve and what conventions we need to include in order to make this an effective product.
3X WWW:
- The images used are effective.
- Likes the placement of the title ‘MY TIME’.
- There’s a nice play on the sizing of the tracklist.
4X EBI:
- Adding some effects or filters to the left inner pane to help emphasise the vibe.
- possibly going back and looking at the stars head being cut off.
- We need to add a spine on the right side of the back cover .
- A barcode needs to be added.
2 NEW SKILLS
Importing Fonts from DaFont.com- We used the Dafont website as a way to find a larger range of fonts, as the ones provided in InDesign didn’t fit the look of our genre. We felt that a techno typeface would help to bring stronger elements of the EDM genre to the digipack.
Using the Ellipsis Tool- This tool was used to create the circles used as the right inner pane. I found that it was an easy and simple tool to work with.
CONVENTIONS CHECKLIST
Moving forward we need to focus on involving key features such as the barcode as without this audiences/fans wont be able to purchase our product which would limit the stars income. We also need to focus on creating inner panes that help communicate the lively and energetic brand and star image as this will gain the attention of viewers.
Social Media Page Draft 1
REFLECTION
Social media is used as a powerful tool for artists to promote, build connections and reach larger audiences. Having a social media platform can ensure the artists stays in tune with the wants and needs of their fans, catering to all four uses of gratification( Blumler & Katz) by posting collaborations with other brands, using bright and engaging colour schemes, releasing tour/festival information and so much more to reach out and gain a larger audience. To be able to succeed in doing this me and my group have decided to use Instagram to create a social media page for my star as it’s one of the most popular and efficient platforms to gain easy access to my target audience. The audience now plays a bigger part within the industry as the rise of technology has enabled them to participate (Jenkins) and have the power to change the agenda, essentially choosing who the biggest names are. Because of this I need to make sure that my social media page is entertaining, interactive, unique and conventional. So far we have done this by spreading political awareness, teasing the audience, using cross media convergence and portraying the ordinary star image.
SOCIAL MEDIA CHECKLIST
2 NEW SKILLS
Using Canva to Create personalised Spotify Recaps- Canava is a great tool to use to help quickly and efficiently edit images. We used it to create the illusion of Ayana having an artists yearly wrap on Spotify. This is a conventional aspect that many modern musicians today share and celebrate on social media, so we believed it would be very fitting for our social media page and caters well to the audience.
Using the Gradient folder- We used the gradient map in Photoshop to create the background for our first post(the teaser) on our social media page. This tool allows us to combine various colours, which felt very fitting as we are aspiring for a very bright and exciting page.
CONVENTIONS CHECKLIST
Based on the conventions check lists it’s clear to see my social media page is missing many key features to make it conventional and successful. As I move forward in developing the page it’s important that I create posts that allow the audience to interact with the star such as using Q&As, creating merchandise and having marketing stunts.
Timeline and Marketing Ideas
REFLECTION
My group and I created a social media timeline for our marketing ideas of the brand and music video. This time line is a guide to how we can effectively use our social media platform as a way to promote our artist and help gain a stronger audience. In order to construct this time line we have taken time to consider how we can apply different theories such as Dyer ( extraordinary and ordinary) and most importantly Blumbler & Katz (4 Uses of Gratification) to successfully and conventionally campaign to our target audience.
As I move forward with my social media page it will be very important I look back to this timeline to guide me in each post. Its structure will ensure I am acting out the acronym AIDA- Drawing in attention through the appearance of the page, interest through brand deals, desire through the climatic build up of the album and this is where the call to action will ideally take place through the audience engaging with the album release and music video.
DigiPak Draft 1
REFLECTION
As we develop further with our products we begin to develop our digipaks. Which are used as a way to promote and ensure viewers can physically interact with a star’s music. For our digipak we aim for it to be incredibly representative of our brand and music genres-including eye-catching graphics with strong, bold colours and texts. In doing this it will signify our star as being confident, powerful and unconventional as she steps out of binary expectations of women. As we focus on creating the front and back cover we aimed to include many of the conventional elements spotted across digipacks such as:
- copyright
- title
- track list
- star image
- star name
- spine
- barcode
SELF REFLECTION
FOCUS FORWARD
Moving forward I will need to focus on involving the key elements and conventions for my digpak such as the barcode, inner panes and also making sure the images suit the genres well. Some targets I will set myself for future drafts consist of :
- Using effective images for the inner panes that communicate what the Star and brand represent.
- Having a set colour scheme.
- Having all of the key conventions.
CONVENTIONS CHECKLIST
Barcode- The barcode is just as important as the title of the cover, as without this feature customers will not be able to purchase my product.
4 Panes- I need to focus on developing the two inner panes of the digipak in order to have a completely conventional product.
2 NEW SKILLS
Cutting out images- In order to get rid of unnecessary backgrounds, Using Photoshop to use the cutting tool was incredibly helpful, and it helped us be more flexible with our front cover.
Colours- When building a colour scheme it was important that each colour was easy to access if needed again. So one of the skills I learned was to create a colour folder that holds each shade created.
