Before beginning my project we decided to conduct some research into existing music videos within the reggae genre. this helped me to a look at the codes and conventions of the genre. the codes and conventions make essential parts to help my product be perfect for the consumer. we looked at the main conventions and one stand out one was the constant use of semi-naked females in seductive angles. we had to make sure this as well as other codes and conventions fit into our music video to make sure we targeted the right audience efficiently.
We created a marketing aims sheet which set out the elements of our digi pack, this gave is a clear idea of the way we would have to sell and promote our products. We did some market research which helped us base our ideas and form them. the main message however in the song promoted female independency which challenges the typical codes and conventions of women being as Laura molvey would say there for the ‘male gaze’.
We picked a song that deliberately challenged the codes and conventions of typical reggea/dancehall music genre. The narrtive of the song was about the independence of the single woman and how she no longer dependant on the man and is just as good, hence the name ‘no time fi dem’. this could provide to be a unique selling point in our video as it rejects the typical codes and conventions however at the same time it has the teasing seductive element in it.. The emphasised camera shots of the different body parts to help bring about the emphesis on the revelaing clothing.this way we had a unique selling point and at the same point stuck to the conventions of the genre.
When researcinhing reggae/dancehall videos we found that there are regular fast cut- aways throughtout the music video with keep in theme with the pace of the music.this is also a convetion of the genre to have a lot of cut aways, to attarct the audiences because that’s clearly what they want to see.
We thought the use of ‘the male gaze’ was very important if we were to increase interest of the male audience, heres a few examples from our video as well as another video and how it is used.
A vast majority of the reggea/dancehall music cd’s have the Jamaican flat somewhere in the cd , I clearly demonstrated that in the colour scheme of the whole cd cover as well as the Jamaican flag within her glasses. The use of seductive reveleling female(s) is evident as that is what the audience wants however within my cd cover ive included a watch indicatin time and that puts the women in a position of authority where she can tell the man that she hasn’t got time for him.this challenges the traditional dancehall genre conventions.
The magazine advert is a promotional tool to promote the album and the artist. I realised that the conventions of a reggea/dancehall advert are similar to those of the hip hop or rap genre. I stuk with the use of the image of the artist as that’s what would grab their attention.the colour scheme of the magazine advert differs from the general scheme of the cd cover this is so that in a magazine the white wouldn’t look dull as theirs a use of brighter colours in there compare dto a dark advert.