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We made our 3 products in order to target one target audience, which is the very niche market of trap, we decided to go for this as our music is trap, however other genre fans may also take interest in our products as we try make it interesting and we add aspects of our own ideas into the music video and digipak and website also. By making the website and digipak look attractive, we would be able to get more fans into trap music, and by knowing about our website or digipak, it will be likely to lead them to the music video as fans of trap are usually people who find their music from the internet. Thus making the the website and digipak work well with the music video.

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With the colour of the website, we made it so that there were strange unnatural colours to illustrate a drunk/high feeling to it making the website seem mesmerising. That’s for the front page. This is also because of the conventions of trap is around being high and drunk. This creates the brand as this brand revolves around trap music.

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The fonts in the website are all modern to show that trap music is very modern and is not performed with normal instruments. We decided to design the website so it showcased our goods and represented the product well.

The digipak has a very dark tone with black being the base colour to outline that it is trap and not every other EDM sub genre. This is because trap has many conventions from hip hop and it has a darker feel to the music , I felt that this decision was right as it gave the digipak the correct feel to it. However with this decision we had to make it a bit brighter in order to make it stand out more and be more eye-catching for the consumers who might just be walking by the digipak.

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We wanted to replicate the idea of Asian hip hop being on the rise, inspired by 88Rising, especially as we live in Asia ourselves. The word ‘oni’ means demon in Japanese. This also relates to the style of the logo, with accentuated brush strokes. This is a reference to Japanese and Chinese culture of traditional art, called ‘ink wash painting’. Oni 8 is also a reference to the term ‘808’, a type of ‘drum machine’, or a electronic drum instrument that helped defined the sound of hip hop, especially in modern new-school hip hop and Trap music. With these two elements, we felt the name and the logo for Oni 8 would be perfect.

The focus isn’t on the artist - more on the music and the affect the music has - convention of EDM music video is the absence of the artist (see Calvin Harris - Thinking of You,Aviici For a Better Day

As Trap partly falls under the bracket of EDM music, we wanted to use the convention of lack of focus on the artist within a music video. An example of this convention, which we based our music video off, is Dj Snake and AlunaGeorge’s track ‘You Know You Like It’. Dj Snake’s only appearance is a cameo - his only interaction with the music video is accidentally bumping into the protagonist, having no impact on the plot of the music video at all. We wanted to convey this in our music video as well. The artist is seen singing, and is portrayed as a bystander who just seems to observe the protagonist, making his role an enigma as there is no obvious reason to why the protagonist observe as the artist barely has any interaction. This is furthered by having another artist singing the exact same thing later on in our music video. This adds to the sense of enigma, as now the audience will question the artist’s identity.

This convention is probably created from  the culture of clubbing. EDM comes from the culture of Djing, and all of these artists and producers in EDM music videos are Djs themselves. In a club, the job of a Dj is to be in control of the mood by selecting songs to suite the atmosphere. This is achieved by observing the crowd in the club, if the Dj feels that the audience needs more excitement, a more exciting song is selected to be played next. Djing then becomes an artform of observation, hence the reason why the Dj who produced the song for the music video is only seen as an observer, as it is a representation of club culture.

For the main logo we decided to go for a calligraphic style font with splatters also to add some chaos into the whole picture of the logo. Other than this the calligraphy type is also very urban and represents spray paint other than calligraphy to give it more of a trap feel also. We went for the name Oni-8 since it was close to the word 808 which is a sound for EDM. We specifically decided to go for the word Oni which is japanese because hip-hop is starting to grow in Asian countries. With the font, we went for the Urban calligraphy brush marks font for the main logo because it gives both a sense of control but also chaos which is basically what trap sounds like (sometimes). It is created with control but it gives a chaotic and erratic feel to the music.

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Hoodie and Bomber Jacket: to give a sense of thug life and mysteriousness to the character and also to separate the two scenes of what’s going on in reality and what’s going on in the boy’s head- (boy’s head has dancers with colorful clothing against a white background)-. Hoodies also act as a clothing for insecurity because the boy is trying to hide his shame? Drunk looks? Or is being isolated into a cocoon before getting mugged.

Color:  We studied the colors of psychology and how each color could represent the state of mind that the boy is in whilst he is drunk or it could signify what is going on inside his mind “actually” -what kind of emotions he has been dealing with before getting drunk -.

Blue- remoteness: the boy is always alone without a companion? Or he just has a bad life with a lot of problems so he prefers to be alone. Links to the boy’s external characteristics (scrawny, weak, small).

Yellow- Madness and insecurity: the boy’s flaws (physically and mentally) triggers his madness and self doubt about his life and path. Taking the path of the “drunk life” could probably be the best alternative for him. Moreover, the boy could be mad because he was to weak to stay with the girl, or to have a relationship with her so he feels reckless.

Bright red to Orange- Sociability: the only positive color out of the three that conflicts with the negative colours. Bright red shows the boy’s thirst for sociability and his wanting to become social, but the colour is being trapped inside of the boy’s head.

With all the combinations of the colours and the shaky camera movement and pan shots, it shows a mis en scene of transformation and explosion like his internal emotions are finally being exposed and he has snapped from being faded and turning his head towards a new culture which was introduced by the three dj’s that were mugging the boy. Also the transition of colors from a bright colorful scene, to a dark and black reality gives signifies the boy’s change in mindset and also returns to the mood of trippyness.

Transition with pink black white and blue: our main four colors in the music video (ignoring the colors in the chorus scenes) are pastel colors that were frequently used by OWSLA, our inspired trap label. We frequently used these colors because we thought that it fitted with our target audience in terms of partying because the colors are frequently used and seen in party lights of movies and clubs, so our target audience (18+) would get used to the scenery. We kept the combination of colors on all of our media texts.

pastel blue colors-- carol blue shirt to highlight the main character that bounces on the frame of the camera.

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B & C Links Business and Consumers Links

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Face mask: to hide the identity and also gives an image of a gangster and a “revolution” to a new culture. Intertextuality to no chill, skrillex face mask, gives artist a sense of mysteriousness.

Dad hats: Recent trend to urban street fashion, especially in Asia (korea and Japan), starts being replaced by flat hats and snapbacks due to its fit with the recent street culture clothing (Yeezy and some other brands like anti social social club or vans or nike etc…)

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Our target audience are people who listens to EDM and the trap sub genre but EDM as a whole, they are usually 18 years old and above as trap has many themes on intoxication and being drunk/ high which are things only those aged 18 and above are able to do.

Design choices: followed the trend of Japanese urban culture, also street fashion of both USA and Japan.

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All of these work together to give an effective trap music video as viewers are able to decode the music video.

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Owsla makes minimalistic, urban clothing, this being simplistic however effective.

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Josh Pan and X&G's Platinum inspired us on the ways of our lighting and the use of the studio for the climax bit. We were inspired on how trippy it looked.

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We were also inspired by Jack U who usually produces a DIY theme being ‘trippy’. The vivid animations gives a sense of childishness fun, yet complex execution - irony to the more urban, almost gangstar ‘trap’ genre. - “We’re making a music video… for our school.”

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We were influenced by a variety of artists and bands, namely:  Owsla, 88 rising, Jack U, Skrillex, Keith Ape as they all produce music with conventions of trap being a mix of hip hop and EDM.