The song chosen for our music video was „Move it 2 the drum‟ by DJ Chuckie featuringHardwell. This is of the techno dance sub-music genre.1). In what ways does your media product use, develop or challenge forms andconventions of real media products? After analysing various music videos of the dance genre we noticed a correlation between the genre and a mixture of a performance and an abstract formatted video. This has been repeatedly done for the majority of dance videos. An example of this particular convention is shown in the music video „Flashback‟ performed by Calvin Harris; it confirms the typical format of having the artist perform the song in different scenes with abstract elements. We chose to challenge the typical formatinstead of following it. We developed and played with theconcept of a narrative driven music video as opposed to theconventional performance based videos as we found it wouldgive us more opportunity for creativity. For example, a narrativestructure allowed us to use characters such as the “Bucktoothgeek” and “transvestite”. This also helped us develop theconcept of branding and gave our artist a unique stamp,differentiating him from the rest.Another aspect of the form which we followed was the idea of a single-stranded narrative,because it created a sense of simplicity to the upbeat tempo for our song. Additionally, we also played with a non-linear structure by using the idea of a dream sequence, flashing forward into an imaginary world created by the main character of our video “Jignesh”. We chose to do this as we learnt many music videos which went against the typical conventions helped create hype, gaining viewers and made the video a success. An example of this is Madonna‟s video “Justify my love” known for its controversial sexually explicit scenario. A more current example of a mainstream artist who is not a followerof the crowd is Lady Gaga. Their un-abidance to the conventions cultivated their fascinatingcreative public personas and is a main component of their global success.Different styles are incorporated into dance music videos such as abstract and romantic;typically each music video has a different core emotional representation. Therefore there isno outlined convention as to the presentation of any music videos sub-genre. Our musicvideo represents a comedy style which is unusual for the dance music sub-genre. Anexample on how we developed this idea is by the usage of three stereotypical characters –“Sexy girl”, “Bucktooth geek” and “Transvestite” – to be part of Jignesh‟s dream of becominga DJ and getting the girls. Each female character worsens the dream scenario stimulating anightmare effect.
When looking at camera shots, a main convention which stands out is the use of simple longshots and extreme/close-ups. This is because they are the main method of conveying thepreferred setting and emotion to the intended audience. This is the reason why we chose toinclude a variety of close-ups of Jignesh to portray the emotions and reactions as eachdream scenario worsens. It creates a dramatic effect and reflects the comedic styleintended. Camera movements such as pans and dolly tracks are typically used for the dance music genre, as they convey the artist‟s, which provides a more realistic approach. However, we only incorporated some of these typical camera movements such as pans. We didn‟t include a lot of the other typical genre camera movements such as dolly tracks, because we found it incoherent to do so since we chose not to follow the typical format of a performance based video. Forexample a performance video typically shows the artist singing, however, “Move it 2 thedrum” does not have many lyrics therefore it didn‟t seem like a priority for our productionMost of dance music videos are set in a nightclub or exoticlively locations, an example is the music video“Movement” by Katy B which is set in Ibiza. We followedthis convention by shooting our video in a nightclub.Naturally nightclubs consist of colourful artificial lighting toenhance the mood, creating a bright and upbeat feel,which is an „ageless‟ convention. This is shown in a varietyof music videos such as, Cheryl Cole‟s video of “Fight for this love” which uses the lighting toshow her flawless complexion. Costumes and props are traditionally a main element of our music genre as it reflects the style of the artist, For example, Lady Gaga has specific clothing to show off her fashion, this is evident in any of her music videos such as „Telephone‟ or „Poker face‟ . This is an essential convention especially for our production as our objective was to create a comic effect, for example we used buck teeth for the “Bucktooth geek” and a wigand moustache for the “Transvestite”.When it came to the editing process straight cuts were the most followed convention forprofessional music videos therefore we continued to develop this. We did this by intercuttingthe scene of the empty club to the dream sequence. We also used a variety of shot reverseshots to express the relationship between Jignesh and the three female characters.We also included a dialogue sequence at the beginning of the track to set the scene, this issimilar to films. This convention is used in some music videos but is not typical of the dancegenre.With reference to intertextuality we were influenced by thecolour represented in Kylie Minogue‟s music video “In youreyes” as it creates a „feel good‟ atmosphere which is anelement we wanted to represent, but showcased it in amore modernised way. We were also influenced by the film“Saturday Night Fever” with John Travolta – a care-freecharacter who danced on the weekends to help him
temporarily forget the reality of his life – which has the same concept of our music video. This was effective as it gave us ideas for our music video because “Tony” John Travolta‟s character is occupied with thoughts of his dream to be a dancer and once he succeeds and gets a girl he seems to dump her when another one comes around. This is the same idea as our music video which is why we had more than one female character to play “Jignesh‟s” counterpart. Therefore, these media references were useful. In conclusion, dance music video‟s have a variety of forms and conventions that need to be considered. However, not copying all ofthem created a more imaginative and original final product. Overall, this seems to be moreeffective as it builds the artist as an image setter rather than an image taker, which is whatsells in today‟s music industry.2). How effective is the combination of your main product and ancillary texts?I think that the combination of our main video product andancillary texts work well together. We managed to developsome key elements of branding. The ancillary texts consist ofthe digipak, inside leaflet and advertisement which aims to sellthe product. When researching various artists ancillary products I was able to gain a better perspective on what is striking and visually psychologically memorable. When looking at certain artist‟s advertisements and album covers such as Lady Gaga, Nicki Minaj and Katy Perry I noticed that differentiation was a main element to consider. Many mainstream artists had creative and unique ideas and visual effects which identified the artistand created a focus over all their products. In addition I realised that they kept links with theirmusic videos, which created an identity and image people can remember which is whatmade the combination effective. We developed this in a similar way by incorporating thecolourful and bright background which has been kept similar throughout the print work. Thiscreates a continuous theme for our audience to retain and keep in memory – which is a formof branding. The bright colours and images also contribute to making our product noticeableand stand out from others on the market. Furthermore, for our music video we tried to adopt these elements keeping the same background which related to a busy and lively mood. It reflected the colourful characteristic of our video‟s setting and location of a nightclub. It reflects the use of artificial lighting and the concept of the different stereotype characters and each piece shows the different character, but keeping the main focus on the main character to communicate with our audience that he is the artist in all respects. This enabled us to interlink our video and
ancillary texts effectively as they complimented each other. By keeping the mise-en-sceneelements the same, for example the mop and bucket (back cover of the digipak), it continuesthe theme of dreaming and the sad emotion painted on this face portrays his dislike for thejob he currently has as a cleaner of a club when he actually aspires to be the DJ shown onthe front of the digipak cover.Our digipak follows established forms and conventions such as keeping one imagethroughout the production to avoid confusion. By incorporating a track list and the artistsname it creates a brand image which our audience canassociate with. An inspiration when considering the differentpossibilities for our ancillary products was Nicki Minaj and Mikabecause of their colourful yet simplistic design which stood out.It is eye-catching and draws you in making you want to watchthe video and see what it is all about. In my opinion the advertand digipak gives the audience a sneak-peek on what to expectin the video.We tried to keep the magazine advertisement closely linked tothe digipak cover and video, because we wanted to achieve aneffective overall branding method and a consistent theme ofdreams. We achieved this by following similar forms andconventions as the digipak in order to create a similar themeand brand identity. Therefore our overall advertisementcontains vital characteristics which make the final product and ancillary texts interlinked and easily recognisable. The software programme Photoshop allowed us to creatively alter and play around with the images from our video to find the best most eye-catching way to portray the characters. I found the colour alteration tool a huge aid for me as it was simple to use and allowed me to alter the atmosphere and insightful ability to portray the feeling for wanting the impossible, having high aspirations and dreaming large. However from using Photoshop I realised not all photos needed work on as some of them worked better with no interference in the brightness and saturation.In conclusion, I am pleased with our overall ancillary texts which give a bit more informationon the characters and lyrics. It keeps a constant theme to ensure a consistent constructionon the brand image. Various links are kept between our video and ancillary texts such as theincorporation of screenshots which allow a successful and effective combination.3). What have you learned from your audience feedback?Our target audience is between the age range of 14 and40 years old, because our research showed that this agerange were mostly interested in the dance music genre.The most popular music videos were of Katy Perry“California Girl” and Lady Gaga “Telephone”. Both artistshave unique brand images and a well-known global starimage created through their originality. Therefore in order
to captivate our targeted audience we felt it was essential to create our own style and notmimic the typical conventions of our chosen music genre.Our target audience revealed that their favourite music sub genres were R‟n‟B followed bypop and dance, this told us that in our decision making we needed to consider using R‟n‟B orpop/dance. Therefore, based on our survey we decided to go with the dance genre.We also learnt that most people prefer a narrative music video as opposed to a performanceor concept-based one. Even though the typical form of the dance music genre isperformance based, we decided to challenge these findings. From looking at the final video audience feedback we learnt that our target audience found our music video original and humorous, which shows we met our main objective - to create that „feel good‟ atmosphere. We learnt that this was done through the use ofstereotypical characters and props (buck teeth, wig, and moustache). This shows that wesuccessfully portrayed the comic style intended.From our audience feedback we realised the bulk of peopleidentified with the main character “Jignesh” aspirations as they toohave aspirations. Mainly due to the current economic climate thepeople have had to step back from their dreams and live in reality.Our audience feedback also emphasised the importance of havingsupporting print work to compliment our video in order to sell theproduct as a whole. Therefore our final advertisement and digipakdesigns followed the same colourful component as was portrayed inour video with the artificial lighting. This was shown to be a success as our audiencefeedback results told us that the advertisement‟s simplicity emphasised the effortless natureof dreaming. We also found that the audience thought the digipak had embedded links to the final video as the front expanded on the idea of the dream sequence while the back did the same just following the realistic approach of the sequence. Our intended audience said they liked this aspect as it portrayed his split persona‟s effectively making them interested in watching and purchasing the music video. Therefore we see this as a success.Furthermore, through audience feedback we did not just want to receive opinions on thegood elements of our video and print work but also on the things that we could learn andimprove on. Therefore we asked the audience plainly “If you could change this music videohow would you make it better?” From this question I have learnt that the audience thoughtwe could have added more close-up‟s of “Jignesh” dreaming and dancing with the mop. Thisis something we realised ourselves afterhaving finished the filming and editing. In thefuture, If we had the chance to do this again Iwould rethink this process in more depth,making sure to take a variety of shot distancesand angles as well as planning more character“dreaming” expressions.In regard to the print work from our audiencefeedback we understood that it would be better to state accessibility information on theadvertisement, therefore increasing sales. People did like the use of our text and how weused the cut out technique of Photoshop to create a distinctive facet to the text and overall
product. It is also shown that the audience liked the idea of having one style of text andbackground throughout the print products to create a sense of branding and an image forpeople to remember.Our audience feedback suggested that people purchase the music video. However, they feltit was more suited to an independent label. This is what we were targeting as we didn‟t haveall the technological features of a major record label. 80% of our audience feedback saidthey would purchase the music video. This shows it to be a success.The audience feedback that we did have suggested our unique selling point is the realism of the situation as everyone can relate to having dreams and aspirations. Therefore our audience seems to think that even people who do not necessarily enjoy the dance music sub- genre would find some interest in our music video. 60% of our audience would be willing to purchase the spin-off merchandise. However, 40% said it was a “waste of money” because trends change. From this feedback it is suggestive that there is a lucrative possibility to sell spin-off merchandise, as it was appealing.Overall, from our audience feedback I can conclude that the video was indeed a success,having the essential ingredient of being a must-see-video due to 80% wanting to purchasethe album. I therefore feel as suggested by our target audience that we met the OCR brief tocreate a music video and ancillary text.(http://ia601205.us.archive.org/35/items/AudienceFeedback123/Memo2.m4a)4). How did you use new media technologies in the research, planning, constructionand evaluation stages?For the research and planning stage I had to use technologiessuch as the internet, particularly search engines such as“Google” (www.google.co.uk) in order to conduct secondaryresearch. A main limitation of this was having to make sure the source was reliable and relevant to the sub-music genre of techno dance. An example of a website which is not always reliable is “Wikipedia”, this is because anyone can create a page. I overcame this limitation by using trustworthy websites such as the artist, “DJ Chuckie‟s” website (www.djchuckie.com). I also used “Google Images” to search for various digipak covers and music album advertisements to aid my print research and construction. In particular looking at the layouts and creating various collages using “Microsoft PowerPoint and Word”. These everyday technology programmes also assisted me whilst creating graphs to see the patterns of consumer wants and expectations. This helped give a better idea on whatelse to research on.Specifically, when researching music videos I used “YouTube”(www.youtube.com) to analyse dance music videos for my textual
analysis, for example “Without you” by Usher and David Guetta. It was also a good website to watch other music videos and films to get ideas from texts such as “Saturday Night Fever”. “YouTube” was also the method to share our final product with our audience. A various number of social networking sites were used to assist us, for example I used “Twitter” (www.twitter.com) to gain some perspective onwhat the public wants from a dance music video. Another site used was “Facebook”(www.facebook.com), this helped us as we were able to set up a post to directlycommunicate with “DJ Chuckie‟s” current fans and get their outlook on what would beexpected and what they imagine when they hear his song “Move it 2 the drum”. The use oftechnology aided our decision making, helping us meet the criteria in order to get a positivereception from our target audience.In addition, “Hotmail” (www.hotmail.co.uk) was anothermain website used as it helped our group work moreefficiently and keep up to date in order to ensure wewere organised. This also helped open communicationskills which developed our team working skills, making it simpler to meet our goals. The camera we used was the Canon XM2. We were confident with the camera after having used it for our foundation portfolio in AS. However we also had the chance to use a digital HD camera. We learnt and mastered how to use both by doing our first shoot with the digital HD and second with the XM2. In the second shoot we also used a dolly suitcase which made it easier to do tracking shots making them more fluid and continuous. During the second shoot, we faced the bulk of our difficulties, as the sound from the camera had disappeared which made us unable to use the footage as there was no wayof getting the sound back causing us to a third shoot. From this we learnt to constantly keepchecking our shots after shooting them to make sure that this didn‟t occur again.For our third and final shoot we decided to use the Canon XM2. This was because it aidedus when doing a pull focus as you can manually change the exposure and focus capabilities.When editing we used Apple‟s Final Cut Pro software which enabled usto add all the different effects to create a better final product. We wereable to integrate the dream sequence by using a ripple transition toconnote that this was not real life. We also used black and white torepresent reality and colour to represent the dream sequence. We wereable to add a dialogue sequence at the beginning which allowed us to setthe scene. However, because we couldn‟t use the boom microphone atsuch short notice, we used the audio mix tool on Final Cut Pro to enhance the actor‟s voicesmaking it more audible. However, we had to make sure it wasn‟t overpowering and didn‟tbecome distortional. We were able to use a variety of cross dissolve transitions to create a smooth transition between the different scenes. As well as when it came to the opening titles, “By DJ Chuckie...featuring Hardwell”, we used fade in and out to
create a smooth movement from each shot. For each title we tried out many different fontsand sizes to see which would be the best for our music video. From this we learnt that thefade in and outs and cross dissolve transitions create a more clean, neat, professional lookwhich makes all the difference for the final product.I had to use Photoshop software to create the final print work products whilst having inputover the other areas, my particular focus was the back cover of the digipak. Here Idemonstrated new skills in my ability to use Adobe Photoshop as I was a Photoshopbeginner. I learnt a range of techniques using the many tools Photoshop consists of, forexample I learnt about the noise and distortion levels and how to change them to create arealistic water reflection. I used this tool to make “Jignesh” - the main character - mop thefloor whist looking his reflection in a puddle. Additionally, I used the brushes tool whichallowed me to be creative as it removed the time lag of having to use the line and penciltools to draw the image desired. Using Photoshop diversified my knowledge and ability touse CAD software which will come in use in the future. While I was generally satisfied withmy final print production, I was a little disappointed that I couldn‟t create my own brushesdue to the time issue. Furthermore, I developed my blogging skills from using the website “Blogger” (www.blogger.com) as I learnt how to interrelate links and other websites such as slide-share into the blog. This helped people see where our inspirationcame from. I learnt these skills by researching and watching various tutorials and thenputting the knowledge into action. We stuck to one style throughout the blog to make it lookas professional as possible.From our technological constraints we learnt that working in the music industry is a lot ofhard work. We realised that it was no different from working in the film industry aftercomparing our AS Thriller production and our A2 music video production. However by theend of the shooting we had captured some good, strong shots due to all the skills learnt fromhaving to re-shoot and edit three times.