LANGUAGEIn terms of the themes of my digipak, I attempted to create quite ambiguous connotations, for example, the use of the three eyes is a quite mysterious image to use on the front cover and therefore will stimulate thought within the audience. My aims within the language aspect of the digipak was to make it clear that it was a digipak, and to ensure that the text and typography on the digipak was created and located in an effective place. For example, I created the text on the side of the digipak and on the front cover so it looked realistic and fulfilled the conventions of a digipak, which was the name of the band or artist and the name of the single or album. I also attempted to use a similar colour scheme on all version of it. The negatives of this digipak is the range of different edits, as I think from an audience’s perspective it could be confusing to identify the different scenes from the music video. I also included language such as the place where the song was available for purchase and download, as this is a very effective convention to use. I also included a convention that I have sometimes seen during the course of my planning and research which was the logo from the Brit Awards, I included this to promote the single and to also ensure that the audience were aware of the past success of the band, as this way there are more likely to be interested in the purchase of the single, if they see that the majority of the population have also liked the music previously.

The message that I was trying to convey when producing this digipak was about the party lifestyle and the quality of life itself. As my narrative focused on the development of life and how it improved, even in the worst of situations. I tried to focus on the images that reflect these particular ideas, therefore I chose the photograph of the clock to represent the development, and also the other photographs to represent the higher quality of life that is achieved at the end of the music video.

IDEOLOGYThe values of my digipak consist of the quality of life. I think my potential audience would be made up of younger people, therefore these particular messages would be aimed at them. As they should appreciated the length and quality of life, stereotypically, more than older adults. I also focused on the connotations of having her eyes open and closed. I photographed her eyes open to connote thoughts and life in general. The photograph of her eyes closed represent her giving up and being exhausted, it also suggests that there is a lack of life in her. I edited these particular images differently, to express the difference between the two. Despite this, I feel like it could have been more effective, if I placed a photograph of her with her eyes open on the disk, and on the other disk, locate a photograph of her with her eyes closed, instead of separating the two. As, I tried to insert the image into a circle shape, but the image was not proportional and did not fit effectively, therefore I decided to have the same cover on the CD and DVD and as did on the back of those particular colours, therefore this is how I resolved this particular problem. But, I created direct links to these particular ideas on the digipak by having eyes open and closed, and having time and having images to represent the quality of life improving next to it. I also used the same female cast member, as therefore the audience could feel like they had a direct

connection with her in particular, after they have established the storyline. As I have also edit the photograph of her eyes 3 times, to make it light, normal and really dark, this is also reflective of the narrative. As the lighting links with the development of the narrative and development of life being really awful and unsuccessful, to being really enjoyable and successful.

INSTITUTION Bastille (stylised as BΔSTILLE) are an English indie rock band formed in 2010. They began as a solo project by singer-songwriter Dan Smith, who later decided to form a band. The four-piece is completed by Chris 'Woody' Wood, William Farquarson, and Kyle Simmons. The name of the band derives from Bastille Day. The origin of the band is London, the genres they focus on are indie pop, indie rock, and alternative rock, (Wikipedia as a source for base information).The record labels they are signed to are Virgin and Capital which are major record labels, therefore they have more money to spend on artists and have developed all of their own music and technology. My particular single is therefore likely to be successful on the basis of the institution, as with major record labels comes globalisation and therefore my single will be able to be purchased or downloaded by a range of different countries all over the world who are aware of this major record label. Also, web 2.0 will allow my single to be download on things such as iTunes, it also develops the use of social media, as I will be able to promote my single on sites such as Twitter, Facebook, Instagram, Vevo and Youtube, this allows it to be easily accessible and lots of people will begin to recognise the name of the song and the name of the band. The audience of this particular band will follow the stereotypes of the other bands that are signed to the same record labels, therefore they are likely to follow the same successful route as the other bands.

AUDIENCEThe audience of this particular digipak are likely to be part of a large group of people as a result of the globalisation, when linking this to institution, as the band are signed to a major record label and therefore the audience are likely to associate them with other bands and artists signed to a similar record label and automatically assume they are of the same standard. The audience are likely to be young people aged 16-25, as the songs are stereotypically usually about love, the audience is likely to be made up predominantly of females, as they are more likely to listen to songs about love, as they are stereotypically more open about their feelings and emotions. Also, the audience would also be young people, as the photographs link dramatically to their lifestyle. For example, they will be able to directly relate to the photographs of the nightclub, as visiting a nightclub will probably be a regular occurrence for them. Also, as I focused within the music video on the development and changes that are consumed within life, it is also likely that a young audience will be able to relate to this. As through teenage years for example, it is likely that young people’s lives will be changing lots, in terms of moving out, university, friends and careers choices, therefore they will also be able to link directly to this too. The clock also symbolises this idea of change and therefore is also a significant part of the digipak.

Young people also like to be different and not conform to the stereotypes to ensure that they stand out as an individual, therefore the photograph of the girls eyes will be an image that they find intriguing. As in relation to a love song, it sways away for typical conventions and focuses on a whole new idea. The eyes immediately stimulate connotations of confusion and curiosity, therefore these feelings will also be stimulated within the audience. Also, as the cast member is young, the young audience may feel like they have a connection with her as she is also young.

REPRESENTATIONThe house style and the colour scheme that I have specifically selected connote fun and rebellion. As the audience are formed on the basis of the youth of today, it is likely that they will almost immediately recognise and be bale to relate to these particular images. For example, the nightclub and the alcohol is stereotypically always linked to young people. Therefore, they will easily be able to link to this. Therefore, if they saw this digipak in a shop, it is likely that they would look at it, as the specific target audience, they are likely to want to know more, as this also relates to their specific lifestyle. The colour scheme is predominantly made up of gold colours, these colours immediately connote wealth and the rich. Therefore, this summarises the ending of the music video and also focuses on the positive aspects of the music video rather than the negative aspects. As, if I had focused on the poor girl who was homeless, and located photographs of her all over the digipak, the target audience would have been much smaller. As young people would probably not be able to relate directly to such a lifestyle of poverty and lack of money. Also, a range of different edits are used on the photographs, therefore young people are more likely to be able to connect with this, as an older audience will not be aware of the use of different edits on photographs, therefore it would be difficult for them to directly relate.

Young people are also likely to watch the Brit awards, therefore they will also be aware of the successful of the band and be aware of their music. Therefore, I applied the Brit awards logo to the back of the digipak, as this represents their success, and their ability to achieve high. From this, they already have a reputation, and therefore this digipak is intended to expand on this ideology.