Photo shoot

Photoshoot

A photo shoot for our advert and digipak was essential as we had to make sure we took the correct photos to appear on our artists advert and digipak in order to show that within this album our artist will be opening up to her audience and telling her audience her life story. We needed our magazine advert to show our artist as a normal person who her target audience (teenagers to young adults) can relate too.  During the photo shoot we decided that we wanted our artists body language to be relaxed but open to show her target audience that within this album Northern Lights is going to tell her audience the truth about her life, therefore this is a personal album. We also decided that we wanted our artist to look directly at the camera to show her audience that she is building a relationship with them.

I have decided not to use this image as the front of the album as the setting in the photo is irrelevant. I think that the main focus should be on the artist on the cover and not the atmosphere around the artist. I decided to edit this photo to black and white as these colours together are a connotation of love and hate, this is what Northern Lights album is about. As the artist was not centre of attention I decided to blur the edges so that the focus is on the artist.

I have decided that I am not going to use this image for the digipak or the album cover as I think this image does not look professional, as on the right side of the frame there are unnecessary object e.g. the banister which are not relevant to the picture. Also the artist looks too depressed in this picture which does not relate to how we want the artist to be portrayed for this album.

I have decided that I am going to use this photo for my digipak as the railings on the staircase show that the artist - Northern Lights - feels isolated and trapped in. This relates back to the concept behind the song - Spectrum (Say my name) as in the music video one side of the artist will feel isolated and trapped. Also as there is low key lighting in this photo this is a reflection of the artists feelings. This image is not conventional to the dance genre as its not bright and colourful, however my group has decided to challenge the dance/electro-house genre.

This is the original photo of the front cover of the album. I decided to use photoshop to edit the photo and crop out the banister and the right side of the frame as this is unnecessary in the image, and takes the focus away from the artist as she is not positioned in the centre of the frame. I decided to use this photo in the digipak to show the audience that the artist is moving forward in her life. As the artist is looking up into the light this shows that she wants to lead a happy life. The connotation of this image shows that the artist is going to be happy, and she is innocent as she is looking up to heaven. Once I had edited this picture, the image followed the conventions of dance as it was bright and colourful.











































This is one of the original photo's we shoot, without any edit. We decided to take this picture as we wanted the audience to feel empathy towards the artist - Northern Lights. Also the artist is wearing a leather jacket and black trousers, this is a connotation that the artist has a hard exterior on the outside. However as the artist is wearing a colourful top underneath the leather jacket this is a connotation that on the inside Northern Lights is nice and has a relaxed personality. I have decided to put this image on the front cover of the album as it shows the audience in a relaxed posture in a comfortable environment (her house) this is a connotation to show that the artist is comfortable with releasing this album and she is letting her audience into her personal life. This image is conventional to the dance genre as the clothes follow the dance codes and conventions, also as the clothes are similiar and not a brand this helps the audience feel they can relate to the artist.

Digipak reflection

Digipak reflection

After looking back at my digipak I think that it is not conventional to my genre - electro house as it challenges the music genre is the colours are dull and boring. An electro-house digipak will be bright and colourful however this digipak is boring as the colours as black, red and blue. Although the colour red brightens the digipak, the connotation of this colour are; danger and sex. This is not the representation of Northern Lights as her representation is innocents, so that her target audience can relate to her and so that she is a good role model. The colour black's connotation is prestigious and formality. However Northern Lights is a relatable artist therefore we want her to be represented as a normal girl who people feel they can relate too. The images are not following the electro-house genre as the flowers follow the the pop genre as this genre is usually for young children. As electro-house is usually listened to by teenagers to young adults, flowers do not follow the genre conventions. On the front cover of the digipak the typography is at the top in the center and the bottom at the right side of the frame, as the typography is in red bold font this stands out to the audience. Also on the back cover and the 'thank you' cover the typography is also red therefore it stands out to the audience.

I think my target audience - teenagers to young adults - will be able to build a relationship with my artist - Northern Lights. As my artist is portrayed as a normal down to earth girl who likes to express herself through her music. Also because the album is all about Northern Lights personal experiences and her private life I think her target audience will be able to build a relationship with her as the will feel they can relate to her.

My draft digipak

I decided to put the single name at the top left side of the frame so that it grabs the audience's attention. I then decided to put the artists name at the bottom right side of the frame to spread the typography out. Also I decided to have the background colour black so that the typography and images stand out from the advert. The choice of the image of the flowers is not conventional to electro-house as flowers is usually a pop genre convention. Also the colours on the digipak; red, blue and green are dark which does not follow the electro-house genre, Usually on an electro house digipak the colours are bright and colourful. To improve this digipak so that it follows the electro-house music genre I can put the typography in the centre of the screen so that its clear to the audience the artists name and the song title.

I decided to put the artists name at the top in the centre of the CD and the song title at the bottom of the frame in a smaller font. I also decided to put flowers on the CD so that the CD cover is not plain and boring as this is not the electro-house music genre. Although flowers are usually on a pop genre therefore the images on this CD cover is not conventional to electro-house. My choice to put a spray effect behind the artists name was to make the CD cover different and creative. To improve this slide I could make the CD a brighter colour and the typography a different colour as red is a connotation for sex, and Northern Lights is innocent and pure therefore the typography could be white or cream. Also I could change the design and instead have an image which has a connotation which relates to Northern Lights or is conventional to the electro-house genre.

I decided to put the title of this slide at the top in the center of the slide so that the audience are aware of what the slide is about. I then decided to put the names of everyone on the left side of the frame and a design on the right side so that this slide did not look boring. My choice to put the font is red was so that the connotation shows the audience that the names are important. I also decided to have blue flowers as on each slide there are flowers. If I could change anything I could change the colours of the font and design as the colour red is a connotation of danger and the names of this slide are not dangerous therefore the colour is making it unclear to the audience about how important the names are on this slide.

My choice to have a flower in the background was because I thought that the slide would be plain, however flowers are not conventional to the electro-house genre, as flowers are more of a pop genre convention. I also decided to put the producers names in the top right side of the frame as the audience were aware of the producers however my decision to position the songs of the album in larger font on the left side of the frame was because I thought that the songs were more important for the audience to see. The red colour of the font is a connotation of anger or danger, however Northern Lights representation is innocent, pure and she is a peaceful artist - so if I could change anything I would make the font a different colour so that the connotations of 
that colour relates back to the artist. I also put Island records logo in the left corner of the frame at the bottom so that the audience are aware of the record label Northern Lights is signed to.

This draft will assist me when creating my second digipak as I will try to make the second digipak more conventional to the electro-house genre. I will make my second digipak more colourful and bright and I will use photoshop to make a design which will make my digipak more effective for showing that the genre of Northern Lights slbum is electro-house.

My Final digipak

I think my second digipak is conventional to my genre - electro-house - as the colours are bright and colourful, in comparison with my draft digipak where the colours were dull and boring. Also the colours used for the typography; blue, green and purple relate back to the artists name - Northern Lights - and the design on each slide; green, pink and purple are in the spectrum which also relates back to the song title. I also have most typography and images in the centre of the frame as it makes the audience aware of what the main focus is on each slide.


I decided to position the artists name at the top of the frame as this makes the audience aware of the artist, I also chose to make the colour of the artists name in green as it relates back to the colours of the northern lights. This is conventional to the electro-house music genre as the artists name is usually at the top of the frame. I then decided to put the song title in the centre at the bottom of the frame in purple font as it stands out for the audience to show the audience what the song is called, also this colour relates back to the colours of the spectrum. My choice to position the artists image on the left side of the frame was because I thought by placing the image here the audience are aware of the artist and by placing the comments about the album on the right side of the frame this shows the audience how good the album is. This is also conventional to the electro-house genre as an image of the artist is usually in the centre of the frame so that the audience are aware of the artist. The design in the bottom left hand side of the frame is different compared to the flower as I decided this design relates back to how Northern Lights is unique and different from everyone as the design is spread out.

I decided to position the artist name at the top in the centre of the frame as this once again grabs the audiences attention and makes it clear who the artist is. I then decided to position the title of the song across the bottom in the centre of the frame as this spreads the typography out. The colour of the CD is pink, I chose this colour as it is brighter compared to the dark blue CD on my draft digipak. This is conventional to my music genre as digipaks within the electro-house music genre are usually bright and colourful. I also decided to have a pink CD as this is a connotation of femininity - which relates back to Northern Lights and how she is feminine. I chose to make the typography white as this is a connotation of innocents and purity which relates back to Northern Lights, this is conventional to the electro-house music genre as the colour white is usually on an electro-house digipak. My decision to put the same design which is on the frame cover was because it once again represents how Northern Lights is and individual from everyone else.


I decided to put the title of the slide at the top in the centre of the frame as it shows the audience straight away what this slide is about. I then chose to position the typography in the centre of the frame so that its clear and makes the audience aware of all the names, this not conventional to my music genre as the names are usually at the bottom of the frame. I decided to put the design in the background of the frame as it relates to the audience, a design on this slide is conventional to this music genre as it makes this slide less boring and more colourful. The blue and green colours of the design relate back to the artists name - Northern Lights - as the colours of the Northern Lights are green and blue.

I decided to position the titles of the songs in the center of the frame as it grabs the audiences attention straight away. I also decided to make the typography white as the connotations of white is pure which relates back to Northern Lights as her music is truthful as its personal experiences from her life. I positioned the Islands logo in the left at the bottom of the frame to make it clear to the audience the record label that Northern Lights is signed too. My choice to put the producers names at the bottom of the frame was because I thought that their names should not be at the top like on the draft digipak as its not conventional to the music genre - electro house. I once again put the design on the background of this slide to make the slide more colourful, therefore this is conventional to the electro - house genre.

In order to decide which digipak me and my group will use as our final digipak, I will share my production - my digipak - to my group and then we will all decide which digipak will suit Northern Lights and will cater to Northern Lights target audience and the electro-house genre.

My group have decided to use Meghans digipak as our final digipak as its more conventional to the electro-house genre as the colours used are more subtle which is a convention of the electro-house genre. Also we decided to use Meghans digipak as the style of the digipak is similar to our final magazine advert, therefore when Northern Lights target audience see either the magazine advert or the digipak this design on both productions will symbolise Northern Lights.

Sub culture

What is a youth sub culture?

Sub culture:

A group of people who are united through a common value system and taste and are positioned outside of the mainstream.

How the subcultures are viewed:

• Conformity and rebellion
• Attitude to capitalism and consumerism (materialistic)
• Tribal/gang rivalry 
• Traditional or neophyte 

Grant McCracken

This theory says that the post modern world is full of diversity, dynamism and creativity. Also if we look at the array of values, and ideologies then we cant say all sub cultures come from one culture.

CCCS - centre for contemporary cultural studies

This theory ignores what McCracken says and assumes that all subcultures come from one culture (reaction to mainstream).

Hebdige

Hebdige came to the conclusion that although some people think subcultures only appear to be different but deep down they are the same, he says if you look deeper, there is enough richness to warrant renaming 'subcultures' as 'little cultures'.

Me and my group have decided that we are going to follow Grant McCracken's theory as we want to show that our artist - Northern Lights - is unique and an individual from other artist. The concept behind our music video is dynamic, creative and diverse which follows McCracken's theory, as during our music video we are that there are two alternatives in life and the actress has to choose one in order to make her life better.

Planning lighting & colour

Me and my group have decided that the style of lighting are going to using is high key lighting during some scenes which include good characters as this will make it clear to the audience that the characters during this scene are happy and calm. Also by using high key lighting this will make the music video higher in verisimilitude which will help Northern Lights build a relationship with her target audience as the lighting reflects the natural and realistic scenes. However during other scenes such as when the actress is sitting alone in her bathroom feeling depressed we will use low key lighting to reflect the atmosphere of the actress which will be tense - this will make it clear to the audience how the artist is feeling during these scenes and the mood of the artist - depressed and isolated.

At the beginning of our music video we plan to make the colours saturated therefore the colours are normal which will reflect what happens during the scenes where the actress is in her normal routine as she is with her boyfriend. However towards the end of the music video we plan to make the colour of the lighting more vibrant which will reflect how the actress feel happy and liberated now that she has broken up with her boyfriend who made her feel isolated and trapped.

This is not very conventional to the electro-house genre as other videos from within this genre have bright colourful lights, as in those music videos a dance is usually included.  However with our music video we want to have a narrative based music video therefore bright colourful lights will make the music video lack verisimilitude.

Planning iconography

The first iconography item I will include in my music video is a rose as it will represent the artists relationship with her boyfriend, it will also reflect how my artist is feeling. The rose throughout the music video will represent the artist and how she has courage to leave her boyfriend and get on with her life. Towards the end of the music video the artist will put the rose back together and this will represent the artist putting herself back together after the break up with her boyfriend. The rose which will be in my music video will tell the audience that our artist - Northern Lights - is pure and innocent and is religious, as in some of her songs she talks about religion and my group came to the conclusion that the meaning behind the song - Spectrum (Say my Name) is religious.


The second icongraphy item I will include in my music video is a glass as it will represent how my artist has a hard exterior on the outside, therefore she knows she will get through her break up. The glass will also represent how the artist is feeling throughout the music video, therefore when my artist smashes the glass this will represent the break up of the relationship and when the glass is altogether this will represent the artist has put herself back together and is not isolated and depressed anymore as this is how she felt during her relationship.

Group Magazines

Me and my group sat around a computer and decided that we wanted to have an eye on our poster as our artist is going to explain her lifestory in this album. Therefore we thought that the eye could represent the artist welcoming the audience to her life. We also decided that on our magazine poster we wanted to have colours which can represent the northern lights, which relates back to our artists name.

Above is Meghan's magazine advert, and I really like how big the image of the eye is in the center of the screen as it grabs the audiences attention straight away. Also the connotation of the eye can show that the artist wants to let the audience in and understand her point of view. I like how the typograph is in the left side of the frame in white block high case letters. This makes the language of the magazine informal and blunt which relates to our target audience as they are teenagers to young adults. I also like the colour of the eye as it looks like a spectrum which relates back to the song - Say my Name (spectrum).
The magazine above is conventional to our music genre as the image in the center is colourful and stands out which is conventional to the music genre electro house. I think in order to improve the magazine other than the image the poster should be more colourful which will help make the poster more conventional to the genre electro house.

My group decided to use Meghan's magazine advert above as our final magazine advert as we feel it follows the electro-house genre conventions. Also as the eye is in the centre of the screen it instantly grabs the audiences attention and helps the audience feel they are building a relationship with Northern Lights as the eye is directly looking at the audience. Also we decided to use this magazine advert as the iris of the eye is the colour of the spectrum of a rainbow, which relates back to the song title - Spectrum (Say my name).

Analysis of magazine advert

I decided that this magazine did not suit Northern Lights as it did not convey to the electro-house genre conventions. The colours used in this magazine advert are black, red and blue. These colours do not follow the electro-house genre conventions as the colours are dull and boring. The colour red is a connotation of danger and sex, this does not relate to our artist - Northern Lights - as we want Northern Lights to be represented as an innocent artist who teenagers can look up to and relate too. The colour black is a connotation of darkness and danger, these colours do not relate to Northern Lights as we want her representation to be pure.  On this magazine advert there is not an image of Northern Lights and we feel that its important for her target audience to see her on the magazine advert so they can build a relationship with her. As the typography is in the center of the page this grabs the audiences attention.

I think my target audience - teenagers to young adults - will be able to build a relationship with Northern Lights as she will be represented as a innocent artist, therefore she is a good role model for teenagers and teenagers and young adults will feel they can build a relationship with her as she is down to earth. Also as during the album the artist will be singing about her personal experiences and private life the audience will feel they can build a relationship with her as she is a relatable artist.

I decided to have a design in the left side at the bottom of the frame as I decided to have this logo on both the digipak and magazine so that the audience feels that this is a symbol of Northern Lights. I also decided to have the album logo on the right side at the bottom of the frame for the audience to notice that its Northern Lights. By having the colours black, red and blue on the magazine advert this makes the magazine advert more conventional to the rock genre and not the electro-house genre. Therefore I would make the second magazine advert brighter and more colourful which will appeal to Northern Lights target audience.

This draft has assisted me when creating my second magazine advert as I have decided to make my magazine advert more colourful and bright. Also I have decided to include an image of the artist so that the audience can build a relationship with the artist.

I think my second magazine is conventional to the genre electro house as its bright and colourful which attracts Northern Lights target audience - teenagers to young adults. As the colour pink is on the magazine advert this is a connotation of femininity - which relates back to Northern Lights. Also as the comments on the album is in white this is a connotation of innocence and purity which Northern Lights representation is. Also as Northern Lights album image of the eye is in the middle of the frame this shows Northern Lights targets audience that this magazine advert is about Northern Lights. Also as Northern Lights name is at the top centre of the screen this grabs the audiences attention straight away. The typography in the magazine advert is bold and blunt which relates back to Northern Lights target audience as teenagers and young adults prefer direct writing.

I decided to not have an image of Northern Lights on the magazine advert as Northern Lights album image is in the centre of the frame therefore Northern Lights audience know that the magazine advert is about her. Also as the artist does not appear in the magazine advert this is a convention of alternative pop. I decided to make the magazine advert bright as it relates to the target audience and the bright colours follow the genre convention of electro-house. I like the eye (album logo) in the centre of the screen as its a connotation of how Northern Lights is letting her audience in on her personal experiences and her private life. Also the eye is a connotation of how Northern Lights and her target audience can build a relationship as the audience will feel that Northern Lights is looking directly at her.

Final Magazine Advert

Me and my group sat around a computer and decided that we wanted to have an eye on our poster as our artist is going to explain her lifestory in this album. Therefore we thought that the eye could represent the artist welcoming the audience to her life. We also decided that on our magazine poster we wanted to have colours which can represent the northern lights, which relates back to our artists name.

Above is Meghan's magazine advert, and I really like how big the image of the eye is in the center of the screen as it grabs the audiences attention straight away. Also the connotation of the eye can show that the artist wants to let the audience in and understand her point of view. I like how the typograph is in the left side of the frame in white block high case letters. This makes the language of the magazine informal and blunt which relates to our target audience as they are teenagers to young adults. I also like the colour of the eye as it looks like a spectrum which relates back to the song - Say my Name (spectrum).

The magazine above is conventional to our music genre as the image in the center is colourful and stands out which is conventional to the music genre electro house. I think in order to improve the magazine other than the image the poster should be more colourful which will help make the poster more conventional to the genre electro house.

My group decided to use Meghan's magazine advert above as our final magazine advert as we feel it follows the electro-house genre conventions. Also as the eye is in the centre of the screen it instantly grabs the audiences attention and helps the audience feel they are building a relationship with Northern Lights as the eye is directly looking at the audience. Also we decided to use this magazine advert as the iris of the eye is the colour of the spectrum of a rainbow, which relates back to the song title - Spectrum (Say my name).

Risk Assessment

Risk Assessment

Before filming its very important to consider risks in order to make every sure that everyone is safe and that all hazards and accidents are prevented while filming. Its also important to consider risks before filming so that the filming can go as planned and we prevent any problems which could arise. For example if we film in a public place we need to consider the safety and the hazards for the public and the actor, artist etc. 

The risk assessment will assist my group with filming as we know all the safety precautions we have to do in order to prevent accidents for example while filming we need to stick wires on the floor with tape to prevent the camera person and the artist and actor from tripping up on the floor.

Planning artist image

Planning artist image
My artist Northern Lights is going to be represented as a normal girl who teenagers to young adults feel they can build a relationship with, therefore this helps the audience and Northern Lights build a relationship. Also Northern Lights is going to be represented as a carefree person who is unique and different from other artists within the electro-house genre. My artist - Northern Lights - clothes are bright and colourful to show her individuality and to show that she stands out from the crowd as she is unique. Northern Lights also wears loose clothes which is a connotation for how she is carefree. Northern Lights audience can build a relationship with her as teenagers - young adults will feel they can relate to her as she is a normal person. Also because Northern Lights music will be about her life and her personal experiences the audience will feel that they can build a relationship as Northern Lights is being truthful and open about her life.


The artist will wear a black top, jeans and black boots, none of these clothes will be a brand design as we want to show our artist as having a plain boring lifestyle. These dull colours are not conventional to the electro-house genre as usually clothes are bright and colourful. However the connotation of black will reflect the artists mode during these scenes as she will be depressed and feel isolated and alone. Our audience will not aspire to this image as we will be showing the artist in a negative way therefore the audience will not be influenced to wear these clothes and these colours. The artists hair style will be up in a ponytail this will be a connotation that the artist is uptight, this will help the audience detect the atmosphere in the scenes and will help the audience understand how the artist is feeling.





















The artist will wear a colourful dress, a blue blazer and blue converse. These clothes will also not be a brand design as our target audience do not consider brand designers important in a music video, although the converse will be branded as Northern Lights target audience are more liekly to wear ocnverse as they're teenagers. These bright colours on the artists clothes are conventional to the electro-house genre as they relate back to the genre that everything is colourful and bright. These colours represent the artist as happy and content with life, which relates back to how the artist is feeling during these scenes. The audience will aspire to this image as they will be able to see that by being different and standing out from the crowd this can help you be happy with your life. The artists hair style will be down and wavy, which will be a connotation that the artist feels liberated and unique from the crowd.

Florence + the Machine digipak

In the digipak above the Florence + the Machine is represented as a unique artist. On the front cover of the digipak the artist is in the center of the frame. The artist within this digipak is represented as a hippy and a relaxed person, as on the front cover the artist is surrounded by nature therefore this shows that the artist is relaxed and is in touch with the earth.

This digipak is promoting how within this album the artist is going to open up and express her feelings as her body language within the front cover shows that she is opening up. This digipak is also promoting that the artist has the features of a hippy and is a relaxed person, as her facial expressions around nature looks relaxed. The connotation of the digipak may also show that the songs within the album are easy going and enjoyable as on the CD cover and the back cover there are lungs, which can connote that listening to this album is as easy as breathing.

On the front cover, the colours within the frame are green, red and pink. These colours can represent the femininity of Florence + The Machine, also the green birds and trees can represent nature, also the red colour of the lungs could be a connotation for love - therefore the colours of the lungs can show that the artist is passionate about this album. The colours on the other covers are natural colours therefore this can connote that the artist is natural and a relatable person, to their target audience. The colours on the back cover are black and white, the connotations of these colours could represent war and peace however everyone just needs to breath and relax.

Florence + The Machines digipak is layed out in a unique way, as on the front cover the artist is surrounded by earth things; nature and animals. This grabs the audiences attention as the artist is in the center of the frame. The artists name is at the top of the frame which shows the audience clearly what the artists name is. On the CD cover the album title is slanted in the center at the top of the frame, and the background of the CD is of a pair of hands holding a lung.

On the front cover of the digipak above Florence is in the centre of the frame, this image is placed in the centre of the frame as it stands out and grabs the audience's attention. Also I believe that this image was chosen as it shows the artist'd body language relaxed and the position of her body looks as if she is opening up to the audience. This image may have been chosen on the front cover as it shows that Florence + The Machines is comfortable with opening up in this album to her audience. On the CD cover there is a picture of a lung, this relates back to the album title 'Lungs'. On this cover a pair of hands is holding a lung in their hands. This could show that the artist feels
On the third cover there is a picture of florence on the right side of the frame in the center. This image is of Florence looking outside of the frame with her arms covering herself, also there is a river in the background of the frame and the image is in black and white. This image may have been chosen as it show Florence surrounded by nature, this can represent that Florence feels comfortable around nature and the Earth. This image may have been chosen as it can show the audience that Florence is a normal girl who is in touch with nature and the Earth. The final image is on the back of the digipak which shows a picture of a lung in black and white and each section of the lung has a number next to it which is the number of the song on the track. This image may have been chosen as its unique and shows that Florence is difference and a unique artist too.

On the front cover of the digipak the typograph is at the top in the center of the screen and the font is white and swirly which can show that Florence is a relaxed person and flows with time and is carefree. Also in the bottom at the center of the frame the title of the album - Lungs - is a white colour in capital letters, this makes the album title stand out and grabs the audience attention. On the CD cover the writing Lungs is slanted in capital letters in the top center of the screen, this makes the title name stand out and makes it clear to the audience when they look at the CD, they know the title of the album. Finally on the back cover of the digipak the typography is in lower letters, which makes the song titles less formal and bold. The language on Florence + The Machine's digipak is informal and brief which can build a relationship with the audience as they are teenagers to young adults therefore they may only want to briefly read the album digipak.

The digipak promotes the music genre as colourful and unique as on the CD cover there is a lung in a pair of hands which is an unusual and unique image. Also the third cover and the back cover re in black and white which usually is a connotation between light and darkness, therefore Florence + The Machine can represent that they have both a light and dark side. The digipak attracts the audience as they feel they can relate to Florence + The Machine as she is in touch with the Earth and is surrounded by the Earth, which shows she is a normal girl and can relate to her target audience - teenagers to young adults.

I will use this research to help me when I create my own digipak for Northern Lights as I can now decide how to make my digipak represent my artist as a normal person who Northern Lights target audience feel they can relate too. Also after doing this research I now know during my planning that the colours I use for my digipak should relate back to my artist and the album genre - electro house. After doing this research on Florence + The Machines digipak I also know during my planning that the typography and style of language should cater to my target audience teenagers to young adults, therefore the writing should be brief and blunt. I will also need to make sure that the digipak I make promotes the electro-house music genre and Northern Lights target audience.