Final Promotional Package

 Final Video 

https://www.youtube.com/watch?v=lrVqu8xWExc

Final Self Reflection

 This blog is where I write my critical self reflection for the project.

Document version incase the format bugs out (note! I added pictures in the blog so the document won't have the pictures): https://docs.google.com/document/d/1lgLKXfJrmpOqVmaTcL9JqLL-uCoJ0CBLg59c9A4WPgE/edit?usp=sharing

Our  products heavily incorporate handwritten fonts, which reflect our concept as high school teenagers. They're not choices purely made for the aesthetic, they also dictate the impression that we leave on our audience. We carry this visual identity over to every part of our products, from music videos to our digipak to our social media presence. Every post, every frame, and every design choice is intentional in order to set our own branding. A prime example of this is within the music video, where Hannah (acted by my partner Sharon) is placed in the corner of the screen or in a separate scene where Hannah is sat in the dark entirely. This was an intentional choice made to reflect feelings of being alone and ignored (refer to images below).

The frame where Hannah is sat in the corner reinforces her feelings of loneliness and sadness. It makes her appear small and isolated, similar to the emotions that many teens experience after a breakup. It’s a universal feeling of seeing the world move on while you feel stuck, overwhelmed by said heartbreak. The shot of Hannah sitting alone in the dark further emphasizes her isolation, especially when paired with the text messages shown on screen. She scrolls through the breakup text from Brandon (played by our media classmate Gio), it’s something so many teens can relate to; the urge to reread older messages, searching for any closure, or even just a sign that things could have gone differently. Throughout the song, I wanted to convey the idea that Hannah was being unintentionally neglected by her own friend (not in a toxic or abusive way, but in the way that sometimes happens after a breakup when others don’t fully understand your emotions.) Unfortunately, we weren’t able to film enough scenes to fully convey that idea. Though we did manage to get the locker scene. In this shot, Hannah’s friend seems eager to leave, not fully listening as Hannah tries to talk about Brandon. The intention was to show how Hannah’s pain was being downplayed, how she felt unheard in a moment when she needed support. But because we only had that one scene to express this idea that Hannah was overlooked, it didn’t have the impact I had hoped for.

Through the Instagram account we created for Hannah, we wanted to shape her image as a down-to-earth relatable artist. Unlike Taylor Swift, whose Instagram presence is more polished and professional, we aimed for something more casual and approachable. Our goal was to make Hannah feel like someone her audience could genuinely connect with, as if she was a friend. The choice of our song, High School in Jakarta, helped shape this image of Hannah. Since the song revolves around a teenage girl going through a breakup, it perfectly aligns with our social media presence. We want Hannah to feel like the kind of artist that teens and young adults can see themselves in. We also used social media to show Hannah’s silly and fun personality. We openly shared her love for dogs, and also included behind-the-scenes pictures that are personal and informal (refer to the images below). These posts are to keep the audience engaged, whilst also giving them a laugh.

One of the ways we try to engage with our audience is through Instagram’s comment section. As Hannah, we can directly interact with fans whenever they leave a comment on one of our posts. This helps build a sense of community, where fans can freely interact with Hannah herself. YouTube also serves as a great way for fan interaction through its comment section, where people can share their thoughts of the music video. Unfortunately, we ran into an issue where YouTube won’t allow us to turn comments on in the High School in Jakarta music video. Sadly, this meant that Hannah’s fans couldn’t engage with the video in the same way they could on Instagram. 

Our music video had themes of adolescence and young love, portraying the highs and lows of teenage relationships in a high school environment. It explores common experiences like peer pressure, heartbreak, and the nature of having to move on. Like most music videos with happy endings, we conformed to that convention and ended off the music video with an open ended conclusion of Hannah walking down the pier at the beach towards the ocean, assumingly to throw out the box that contains belongings that were given to her by Brandon (refer to image below). This scene shows Hannah letting go of the past and moving forward. I chose to leave it up to interpretation, allowing the audience to have their own assumptions on how the story ended.

Screen Test: Audience Feedback

 This post explains how we showed a rough draft of our music video, album cover, and social media page to some members of our target audience in order to receive helpful feedback. 

The purpose of a screen test is to gain audience feedback about our work and see if their are any improvements that can be made. We decided to use google forms to create a survey to share with our audience because it makes it really easy for us to compare the answers and even provide graphs for if we use quantitative questions. Here are our questions: 

1. Choose three words to describe our artist.

2. What do you think of our social media layout?

3. What improvements can we add?

We chose these questions because we want to better understand how people view our artist and their social media character/presence. We included members of our target demographic in the screen test to ensure that the feedback we receive is appropriate. Here are the drafts that we showed audiences for the screen test: 

Here are the results from the audience feedback:

Note: an unfinished edit of our final music project was shown !

From the feedback we learned:

- our coloring could be improved/changed

- the story of our music video wasn't understood

We are going to change:

- The color tone, we plan to edit the coloring of the music video once all the clips are finalized and everything is edited into the timeline as we want to make sure all the clips have the same coloring, ensuring none of the scenes have a different setting than others.

- Even though our product isn't done and the scenes we do have are shown out of context, we had atleast hoped that it showed the main star/character was upset or heartbroken. The next time we show our product we hope most if not all audiences see the story we are trying to convey.

This screen test was a useful part of our process because:

- It helped us review over what we could change and what could be different (in this case, lighting). We think it's important for media products to be tested and reviewed before finalizing the product and just publishing/posting it, as it could result to a better product that everyone (and especially the audience) would love.

Reflection: This screen test helped us a little, however we hope the next time we do another screen test we have a little more of our project done, as our product during the time this was made wasn't done and the scenes are shown completely out of context. I (Jocy) used the results to compare to our video so far and my teammate (Sharon) made the forms and sent it out.

Post Production: Editing

 In this blogpost I (Jocy) will show my progress and experience as I edit the scenes for our music video

yt playlist of all the drafts: https://youtube.com/playlist?list=PLREIman2VXEPRd5Ej-aZjROtCQAFGiQgl&si=ZvgdRDMobORSuHI9

This is a playlist of each time I exported the music video in different milestones and major progresses made, I used this incase I needed to keep track of what the previous edits looked like as I go along. I used a notes app on my laptop (refer to image below) when I rewatch the previous drafts to see any changes I could make and take note of where it is in the video, this helps remind me of any important changes that I need to make as I am a rather forgetful person.

My editing software (Microsoft Clipchamp) wasn't exactly the best software to use, and it was constantly lagging, so the drafts also made it easy to check on how the end results of each change I made looked like, as the lag in the software could make it difficult to actually rewatch the video itself at times.

Production: Behind the Scenes

 Here I (Jocy) will show behind the scene photos and the scene descriptions of each one, this is to show our progress and how our filming experience went for the music video.

Over all with behind the scenes, we forgot to take actual behind the scene pictures most the time so I have to improvise and use any picture we took that day that happened to involve some filming we did (unfortunate, but better than nothing).

I used my notes app (explained in the file organization blog) to keep track of when and what scene was being recorded!

First day - 01/08/2025 || At school

pre-chorus (so1 halls - locker, sharon n kezia)

People in the shot: Kezia (our friend who played Hannah's friend)

Production: File Organisation

 In this blogpost I (Jocy) show how I organize my files for the scenes used in the music video for it to be edited.

In my file explorer, I have a seperate folder to keep all the files I transferred from my camera over to my laptop. In that folder I have a seperate folder in it for media and I organize the files via the date it was shot at.

We shot different scenes each day, and at first I thought it'd be difficult to have to rummage through all the different folders for each individual scene (not to mention the many takes it took for each one), however I recalled that in my notes app on my phone I have a list of all the scenes we need to shoot (for me as the cameraman and editor to keep track of), and I had written down the date of when we did the shooting.

Artist Persona and BRa

 My group decided on a persona for our star to be reflected in our products.

Here are some questions provided by my teacher to help us construct an identity for our star:

Here is my group's ideas:

Reflection: This task helped us lay out Hannah's identity as a whole. We got to pinpoint the little details about our artist and this will help us when creating the album covers and social media pages, as we can keep in mind how she interacts with fans, what she likes to post, whether or not her page is polished or more personal, etc. When implementing this, I will be in charge of taking the picture and my teammate will help with the visuals that will be included in the picture.

Digipak: Research and Development

 Choose 6 album covers from your genre

SOUR (Olivia Rodrigo)

cover : album cover features olivia rodrigo in plain top and skirt. By placing herself in the center of the purple wall, her main branding, using her as the centre of the wall to catch attention. She also uses colourful stickers all around her face, and eye catchy "fun" type of fonts for her "sour" to show the chaotic but fun and playful side.

Back cover: the back cover is also using purple as the theme, which they add on colorful stickers all over the tracklist to show the same meaning with the front cover. The silver balloon with list of tracks written in it, about to get popped by Olivia with a safety pin shows how fragile the album is and symbolizes tensions and emotional fragility.

Technical elements>

camera: the camera angle is a straight medium shot of the artist, which confirms to typical album conventions. The straight eye level shot of the artist looking directly to the camera in a fierce look to directly engage with audience, making it more professional.

Mis en scene: plain purple as the background of her cover reinforces her branding as in her instagram post, album covers and outfits they constantly bring out the colour purple so that other connotate purple as Olivia Rodrigo. The use of colourful stickers all over her place shows her playful, youthful side as colourful connotes as that in this cover. Typograph of SOUR is designed to look like they are cut out from a magazine/newspaper which reflects personal touch, creativity as the disordered and chaotic feel matches the album feel.

Olivia Rodrigo does not have a logo but she has a consistent form of branding from her signature purple colour consistently in the cover. Other then that Olivia rodrigo highschool inspired outfit plays a role in her branding as highschool students are often seen with plaid/checkered skirt. Olivia contrasted between preppy (school style) and abit of grudge as seen on her black nails, messy chunky rings and necklaces.

This album used a clear branding such as purple colorful, in our High school in Jakarta music video (remake) we used alot of blue as it connotes to highschool due to the usual high school setting being blue (lockers, uniforms). Blue can also be a symbolism for sadness and longing as the main character (Hannah) just had a breakup recently so the music video shows her life after the breakup. We also used straight medium shot of our actor (Hannah) staring straight at the camera for the same effect as Olivia Rodrigo did (more engaging).

Hit Me Hard and Soft (Billie Eilish)

cover: the cover features the artist (Billie Eilish) falling into the deep water, falling from the door frame. Deep blue water with Billie Eilish drowning or falling deeper shows the vulnerability and calm. This is shown by using the main element water, as the water symbolizing emotional depth, vulnerability and calmness (water was calm in the cover picture).

Back cover: underwater theme as the front same connotations as before and reinforcing the idea of being drowned in emotions. Tracklist is clean and minimalistic, still using dark color pallets. Cover also uses dark colours, to imply the meaning even more (emotional depth).

Technical elements>

Camera: the camera angle uses long shot of Billie Eilish, to show isolation, alone as they place her in the middle of a big underwater space emphasizing isolation, conveying vulnerability and emotions that drowns with her.

Mis en scene: underwater blue sea creates a dreamlike atmosphere which symbolizes emotions and transitions.

Her outfit other then using dark colour, Billie uses lose outfit which fits the ocean symbolization (flowy) which connotes as calm vulnerability.

The imagery of Billie Eilish that she wants to portray is her well established pesona of self introspection, vulnerability, emotional depth which aligns with Billie's history of finding her identity, going through her mental health. This reinforces her ideas of accepting vulnerability and emotions, instead of pushing it away as she frequently & consistently uses large spaces, long shots on her album.

Billie Eilish does not have a fixed logo but oftenly has the same aesthetic throughout her career such as minimalistic, fun colour palettes and constant extreme without CGI music videos & covers. She frequently uses bold colours instead of pastel or soft colors which makes her personal branding.

Billie Eilish album cover does not really affect our music video album cover as we have different concepts, however we decided to make the cover vulnerable to make the audience relate to it more.

Chappell Roan – The Rise and Fall of a Midwest Princess (2023)

cover: Chappell Roan dresses in bright colorful glam outfits, where she uses a tiara & sash often connotes with prom queens, beauty pageants, or royalty however Chappel made a twist to make it in her style (bright, vibrant, eye catching). The theme catches people's attention and reinforces her boldness as she uses contrasting colours. In additional, her pose and her eye centering, looking directly at the camera with a direct gaze creates an intense bond between listeners and artist. The bright colors used such as red, green, white, gold shows her more playful side which attract people's attention.

back cover: settings are done in a vanity, showcasing her in performance situation (in this case circus). Her scattered things such as jewelry, clips, makeup and others shows nostalgia, playfulness, chaotic and fun. Her overall album aesthetics are fun, glam, performance which shows her playful, fun, unique side. 

Technical elements>

camera: cover uses a medium shot which captures Chappell's pose which shows her facial expression and some body language. In addition, she also showcases bright lighting, vanity to reinforce her as the main character.

Mis en scene: vanity mirror with messy items scattered (colorful, bright colors) and bright lights. Consistent color sceme such as red, green, white. 

Since Chappel Roan is known for her performance based, this created her branding image as a pop artist but making her own pesona by subverting conventions such as beauty standards embracing self empowerment and uniqueness. Chappel wants to potray women's standards now and how being different is also good, this is shown in her cover as even when she uses the theme for pageant, beauty queen, etc. She makes it look DIY'ed and crafted creatively making her pesona fun, relatable, and bold. 

Chappel Roan's cover is a very bold and personalized cover, which i think for our digipack i would like to subvert from usual conventions and add a personal touch (maybe doodles) in order to create this bold difference between our artist and other artist. 

Social Media: Research and Development

This is our social media research and development, written by me (sharon).

Choose 3 artists from your genre

Visit their social media page. Screenshot examples of their overall page, their posts, their comments section

Niki Zefanya's

Instagram page and post:

These are her comment sections: (filled with interactive fans especially since she is announcing our tour on various countries) 

Personal post:

Professional post:

NIKI usually post things such as personal post (trips, friends, animals), interaction post (where she thanks her fans) and promotional/professional post such events happening, new albums, concerts. For NIKI's personal post it feels very genuine as if NIKI herself is creating that post as she post things such as selfies, sceneries, food, friends which shows the funny and careless side of her, However, for her promotional post it feels somehow more professional as it looks curated by her team to promote her album, songs and her self branding (pesona). Her posts reflects on her personality and career showing her carefree and fun side relating to fans more. 

Fans are able to interact with the post as usually some of the post from NIKI (after tour post) is directed to her fans to thank them for coming, ect. Usually fans are able to engage from comments, react or respond to stories. Others fans usually are able to interact by comments and replying to each other. In other applications such as tiktok fans are able to post their fav videos of their artist and other fans are able to repost, interact with the post even more. 

NIKI promotes her music by posting teasers of music videos on her upcoming album, her album's trackline, behind the scene looks, announcing tours and collabs with other artist. She used instagram to direct her post to be more professional and informational things.

By NIKI's social medias such as instagram i am able to find informations such as her tour dates, her new album releases and her social life updates and collaborations with other artist.

Olivia Rodrigo's

Instagram page and post:

Comment section: 

Personal Post:

Professional post: 

This is her paid promotion with sony:

Her paid promotion with glossier (in here she uses her signature color purple again)

Olivia Rodrigo usually post about her daily life such as travels to countries, being with friends and her process of producing the music. She also post to promote her music such as upcoming albums, concert tour dates and behind the scenes of her production. Olivia Rodrigo also post paid promotions such as the one with sony’s link fit collaboration, glossier which still fits her aesthetic. Throughout all she post she frequently used the color purple which makes her audience link purple to her.

Olivia Rodrigo’s post consists of very personal and funny and unique post as they feel like Olivia herself created her post. The posts are abit messy but very down to earth and represents herself alot as a teenager. Promotional posts feels more professional due to the good usage of camera, professional lighting (feels more formal) which captures her stage presence and thanking her fans for the tours she got to have in various countries. 

Olivia rodrigo constantly uses her social media platforms to promote her upcoming tours, sharing teasers for upcoming albums and events which she attends, collaborations, ect.  Fans are able to interact and engage by commenting, reacting to some post or sharing content. For other social medias such as tiktok fans usually post videos of concerts and performances that olivia did.

Her social media inspired me to make our social media personality for our project. As her feed consist of formal and funny post which is the perfect combination for a feed in our opinion. However personally i have always been hooked up on her post as they feel very genuine and not fake which impacts me as an audience in being interested.

Gracie Abrams

Instagram page and post:

Comment section: 

Personal Post:

Professional post: 

paid promotions: 

Gracie Abram's social media consist of a blend of professional and raw moments, but more professional feel which has a minimalistic aesthetic constant throughout all her page. This is as Gracie post semi professional pictures with a film like effect, vintage feel which makes her page feels very artistic and minimalistic but nostalgic due to the colouring. 

Gracie frequently post behind the scenes pictures or pictures about her process of making a song (handwritten lyrics draft) which gives her fans a glimpse in her songwriting. Her personal post usually consist of unpolished, casual moments in her life which are not so vulnerable however still feel realistic. Her contents also feel carefully chosen from the colours and entire vibe as she often reflect her emotions and artistic process in her post making audience engage more and feel closer to the artist (relatableness). Her post usually has a muted colour which makes it look somehow vintage and nostalgic with soft aesthetic.

Gracie uses her platform to promote her music professionally using high quality concert picture, she share updates about upcoming tours, live performance which her professional post feels more professional but has her signature touch of vintage, ect. For her promotional post also maintains her aesthetic and her personal signature touch which makes her paid promotion never feel forced and blends in with her feed. 

Her aesthetic is dreamy, nostalgic, vintage feel which she usually inputs visuals, simplicity, and aesthetic which subverts from usual high curated artist, making her page seem more relaxed and dreamy and relatable to her audience. Her relatableness makes her fans engage more with her as her followers constantly commenting heartfelt messages. Her fans also engage in tiktok and other apps by reposting her live concert.

Gracie's post is balanced between professional post and semi professional which makes her seem genuine but professional showing her personality through her post and connecting her audience to her art (music) which makes her post engaging. I admire how she curates her personal branding in social media and how she's consistent throughout her post. 

Reflection: Similarly to the branding research, Sharon did most of the social media whilst I just looked through for feedback ehre and there. This research helped us with making our social media account (instagram) for our artist. We wanted to make our artist have fun and goofy posts whilst also keeping some posts have professional photos, as I think if it was too informal it would look more like a teen's instagram account than it is a professional singer's account.

Branding Research

Olivia Rodrigo

• Social medias >

• Music albums

• Music videos : "Drivers License", "Good 4 U", "Deja Vu"

• (Magazine shoots/interviews)

Interviews:

What brand identity are they giving off?

- teenager (heartbreak, angst): this is as her music video shows her raw emotions through filming and her lyrics. Her personal touch to the songs bring out a sense of nostalgic and a way of finding identity in teenager phases.

- Purple: throughout all her music videos, brand promotion, album covers, personal lifestyle shows her favorite color for purple which makes it her personal color that people connects her with.

-Authenticity: she creates authentic and fresh content using her personal image and colour with lyrics that relate to teenagers.

What is their persona? relatable and open, funny, pop star. Olivia Rodrigo is seen to be relatable and open due to her post in social media where she post alot of behind the scenes moments and unfiltered glimpse into her life, everyday life experience which makes her more relatable to others.

Her humor also plays a big role in her persona shes creating as shes not afraid to be herself having fun in interviews and lifestyle. Whether it’s through interviews, TikToks, or Instagram captions, she keeps things light and entertaining.

As a pop star, she blends emotional depth with mainstream appeal as a typical popstar. However her music snd lyrics are personalized by her own life experiences which. Her music, heavily influenced by personal experiences, resonates with fans who relate to heartbreak, self discovery, and teenage angst. As her songs are based of personal life experience, the song writing feels authentic which causes a strong bond between her and her audience.

She also brands herself by using outfits that stands out, typical pop star artist outfit which has the characteristics of shiny, stand out, bold, colorful and vibrant. These typical conventions uses outfits (concert fits)that stands out to 

 characteristics and colorful showing fun, bright, cheerful. 

These are the example of typical pop concert outfits from some famous artist:

Olivia Rodrigo’s concert outfits:

Olivia Rodrigo follows the pop conventions, such as outfits in order for people to recognize her as a pop artist.

Taylor Swift

Social medias:

• Album covers:

Lover (2019):

1989 (2014 & Taylor's Version 2023):

The Tortured Poets Department (2024):

Midnights (2022):

From each of her cover albums, she has a clear concept on each of her music video. Such as lover which has colors such as pink, soft. The example shows how each of her music has a clear branding and clear idea & story.

• Music videos : "TTPD", "Midnights", "Lover"

Taylor Swift is known for her cinematic, movie like story in her music video as each of them has a clear storyline.

• (Magazine shoots/interviews):

Taylor Swift is a strongly created pesona and branding which she uses to share informations about her music to her audiences. Taylor swift's

personal branding is storytelling/music writer as throughout her music she always achieves this story like, poetry.Artist usually rely on personal post to drop their music.

However where her lyrics has a deeper meaning and even cryptic messages are hidden across, connecting people with her music even more. She usually writes songs that

are vulnerable, relatable to her personal experience which makes her audience relates to her even more. She's open about her struggles such as in the

music industry, relationships, ect making her feel more real and approachable to her fans.

She is THE pop icon, where she creates era's by reinventing albums and different styles of music. Where she uses glittery and bold outfits

when she performs confirming the usual pop artist conventions and mainstream appeal, as she is one of the biggest influence in pop. Each of her album has a specific pallete aswell, which helps

her audience differentiate each era of her music.