For our digi pack, we decided to go for a brick theme throughout the pack. So bricks are included in the front, back and the inside covers. We chose this layout because we thought it would reinforce the sub-urban demographic of both the band and the target audience. Also the bricks can be very useful, for example, the back cover where we used the bricks to add text on it through the middle of the two artists. The bricks makes the audience feel that there are two young men hanging around in a warm, late evening, sub-urban estate which fits in with the target audience because they might have brought up in the same way as the band did.
By looking at the digi pack, the viewers and we can see that there is a narrative going on which are two bored young men out on a warm evening in the sub-urban estates and up to some mischief. This will appeal to the target audience because it is likely that this is what they did when they were younger or they may be still doing that now. This boredom is justified in the digi pack on the inside front cover where you can see one of the artist pulling a funny pose and a face and the other artist being laid back and looking slightly bored.
On the front cover, back cover and the inside cover, the viewers can instantly tell that there are two different types of characters in this band. Tom (grey t-shirt) is supposedly the 'stupid/funny' character with his funny faces and poses. In contrast to Tom, Jihad (black t-shirt) is supposedly the 'cool/laid back' character with his serious faces and poses. The two different personalities are shown throughout the music video as well especially a scene in the second verse where Tom is wearing fake bling, sun glasses and a hat which does not suit him at all because he looks like an idiot but it represents his character as he does not care what he looks like and he likes dressing up for fun as he is bored. On the other hand, Jihad sticks to his laid back character by not over dressing himself with bling and hats etc even though it would suit him but he tends not to as he does not want to express his inner self. On the front cover, Tom really reinforces the target audience and young people in society today with what he is wearing. The fact that he is wearing mainstream clothing represents what young people wear today with the chinos, checkered shirts and flat shoes etc. Because the artists have dressed like this, it would attract a specific target audience especially the younger generation.
By listening to the song of the music video, the audience can pick out a clear genre. Rizzle Kicks' music is classed as British Hip-Hop with one artist rapping and the other artist singing. However, looking at the way Rizzle Kicks dress and how the two artists in the digi pack dress, the audience may feel that it is not a Hip-Hop genre as they have different conventions of a Hip-Hop character. The conventions of a Hip-Hop genre include the characters wearing bling, sports cars, half naked women, champagne, the use of drugs etc. If you compare Rizzle Kicks to a modern day Hip-Hop band such as G-Unit, they are completely different in terms of their dress code, audience and what they rap/sing about. The genre of G-Unit is clearly American Hip-Hop/Rap and it is justified by their dress code with the American Football tops, flat peak hats and their abundance of bling. G-Unit seem to rap about money, women, drugs, ghetto life, crimes and alcohol etc, in comparison to Rizzle Kicks who have an obvious British touch in their lyrics talking about everyday life and the fun things they get up to in Britain. The element of 'fun' is shown throughout the original music video and our music video and our ancillary tasks. I think a sub-genre is needed to describe the music of Rizzle Kicks as I think British Hip-Hop is not the best genre to describe them as. I did a bit of research and asked my friends that if i said British Hip-Hop what artist do you instantly think of? I had very similar responses and my friends came up with artists such as Dizzee Rascal, Professor Green, Tinie Tempah and Giggs. These artists are in the Grime scene and brought up in the ghetto estates of London where they rap about the tough lives they have lived with drugs, prison and stabbings. Rizzle Kicks are nothing like this, they are more upbeat, raised in Brighton so they cannot really rap/sing about a ghetto life and this is why a sub-genre is needed to describe Rizzle Kicks.
When looking at the digi pack, it is clear that one character is from a different ethnic background. This will widen the fan base of the band on the digi pack and it represents a multi-ethnic society and a multi ethnic-band.
