QUESTION 2HOW EFFECTIVE IS THE COMBINATION OF YOUR MAINPRODUCT AND ANCILLARY TEXTS?
In the video our artists are costructed to represent the fun and livelycharacters we are used to see in pop and contemporary music videos.We chose to reflect this on our front cover and Ad, we hope use thiselement as a selling point and this should fit in with the tone and moodof the song. This translates on to the digipak in the sense of instead ofhaving a conceptual theme it will be more focused on iconography.
I chose to not focus on an obvious star image but to have a colourful and abstractedge to the digipack and the blurred lights over the two actors was an idea that Ithought reflected the chilled vibe and urban theme of the video, also the colourscheme reflected the chilled vibe the song has. The video seemed to have an “edge”to so in the final drafts I chose to have our stars through shapes to make morestriking and interesting visuals opposed to a conventional portrait, explored indrafts and ideas.
I used an neutral background andabstract lights to reflect theconventions of the genre. The lights arevibrant and stand out, they reflect onthe club scene where you get colourfullights in clubs yet the lights are stillconnoting a chilled out track. Also theuse of headphones on the male artistand not on the female can represent theconstruction of love of music on themale side while the “girl next door”representation is more apparent in thedigipak and magazine ad. The soundwave feature on the back of the digipakwas added as an aesthetic connected tothe genre of garage and the importanceof the “basseline”.
The idea is to use an urban setting to connect with the audience andurban themes to solidify this in the ancillary texts. Keeping a low budgetfeel, this connects with audience as our target audience is used toconsuming music from youtube and the video has the feel that it is madebe one of the target audience themselves.
Without feeling glamorous, the stars of the music video connect with theaudience by looking at the camera, smiling and having a relaxed bodylanguage as if they are with the audience performing especially for them.We chose a low budget studio setting for our performance shots to showthe passion for music and show the creation of the music and pringingthe music video to a more personal level. With the “narrative” the“London at night” theme connects with most of the target audience as itis recognisable and the aftermath of a party scene along with fireworkscreates a celebratory feel, the fun fair then the stumbling home creates alive atmosphere winds down and the drunken night continues at home,relatable to most teens who have experienced this.
All of these features are important to conforming to the genre/subgenrebecause it solidifies its place with all the other music videos and ancillarytexts but standing out at the same time. It conforms to the conventions but atthe same time brings a few more features to the table such as having pop andindie artists singing on a garage instrumental and not be generic.
QUESTION 3WHAT HAVE YOU LEARNT FROM YOURAUDIENCE FEEDBACK?
From the audience feedback during the editing process , I got the most activeresponses. From everyone who looked at the video whilst I was editing I gotpositive feedback and mainly classmates and passers by and friends telling mehow they liked it and they were mainly impressed by the lip syncing and therapid cuts.
From constant audience feedback throughout the editing stages as well asthe pre production stage, it has help us ground our ideas and stick tothemes and ideas that would appeal and attract our target audience.Reoccurring themes such as couples, parties, love and the “night out”along with the “morning after” all reflects on our target audience sociallyand just by having the themes present makes the video more entertaining.The feedback from the music video was mainly positive and the feedbacktold us the fast cuts and contrasting visuals were engaging andcompliment the visuals and was a interesting break from the performanceshots. On the other hand the performance shots did drag on a bit.
From the comments made of the video (added to the video in the form ofannotations) I realize what I have done right and what I could improve.First of all I would definitely put more planning into my future videos, rely less on theediting and more on the pre production.Lighting is key, when well lit the shots looked clearer and crisp and the indoor shotslooked amateur and horrible.Performance shots and lip syncing really sells the authenticity and engagesaudience.The rapid cuts and the lights looked great according to feedback and this shouldhave reoccurred during the video.
If I could do it over again I would chose better locations more recognisablelocations like central london and include sights in there more for theiconography such as red busses, Trafalgar square, London eye and soforth.This would give me as editor more footage to work with and more footageto include in the montages.I would have included more performance shots of the male singer and litthe room using 3 point lighting rather than natural lighting.I was happy with the audience feedback and positive comments but thenegative constructive criticism was needed and made me look at the videothrough another perspective.