1. In what ways do your
media products use,
develop or challenge forms
and conventions of real
media products?
Maria Litichevskaya
2. Use of Performance
We have chosen this form to introduce the artist to the
audience. I believe that genre of the song suits the
performer completely so it is curtail not to hide the
identity to make a video fulfilled. Moreover, this
helped us to create a marketable star image which we
used for our website and digipak cover. According to
Dyer, the star image is made up of a range of
meanings, which are attractive to the target audience.
Since we focus on stylistic elements, the star image
allow us to attract the target audience which prioritize
these kind of things.
Azealia Banks’ video “1991” is a good illustration to
the above point. Her video clearly demonstrates the
genre and attitude. The use of performance highlights
her as a main stylistic feature and makes the video
‘cool’ – that what we were aiming for.
3. Use of Symbolic/Thematic
Materials
Choosing the right symbolic materials is very important
form, because they portray the meaning of the video. To
embrace our concept of ‘control’ we chose to use black
fabrics in order to make the audience feel like they are
trapped. These materials contrast the star image, making
the character look more powerful and dominant
The same concept was seen in Nicole Sherzinger’s song
“whatever you like”. Instead of fabrics, she used a box
that made an illusion of control over her.
In both scenes, not only symbolic materials helped to
convey the message but to adhere to the genre (hip-hop,
which is naturally aggressive) and style of the video (using
black colors and fabrics wrapped around the idea of
aggressiveness and dominance clearer).
4. Artistic Camerawork
Probably, the most important convention of a successful
music video is a professional camerawork. We experimented
with it and the shot of the left illustrates one of the bird
point of view shots that goes down. This makes the camera to
be able to draw the audience in, making them a part of a
video. Moreover, it gives a clue about the concept of
dominance and control. In fact, the camerawork reflects the
fast pace and dynamic rhythms of the video by moving fact
and making small cuts.
I believe that in her song “G.U.Y”, Lady Gaga aims for
control and power as well and lyrics tell us that – “I'm gonna
wear the tie, want the power to leave you. I'm aimin' for full
control of this love” The camerawork here makes the same
movement as in our video to engage the audience. We can
understand the target audience are women so this idea of
“women are in charge” makes the video appeal to them in
the same way as in our music video.
5. Importance of Artist CU
The importance such convention as artist’s close-up plays
a huge role in marketing of a music video. First of all, the
face makes the star image remarkable and recognizable,
which helps to promote the artist and hisher work.
Therefore, a distinct identity can be created. Secondly,
when you use a close up, the artist appears closer to you
which makes an illusion of proximate conversation
between consumers and the performer. We had lots of
closeups on purpose to make a marketable star image
based on elements like youthfulness, creativity, beauty
and originality.
Many performers do the same, e.g. Azealia Banks on the
left, because her face is her calling card, so her music,
appearance and style make a distinct star image.
6. Costumes and Props
In our music video the major emphasis is made on
costumes. Our aim was to make it visually appeal to the
audience. We used designer clothes that very much
contributed to the style of the video.
If we take Beyonce as an example, we can see that she uses
a great variety of costumes in her clips but the concept is
the same throughout all of them – sexy, attractive, tender
young women.
Whereas, our concept is a complete opposite – powerful,
dominant etc – the idea to use costumes to support the
star image is the same.
Taking Negus’ work on synthetic and organic ideology of
creativity, we can say that although Beyonce seems to have
a organic approach (naturalistic), emphasizing her talent,
she still makes an accent on costumes. Our artist clearly
takes a synthetic approach by using a combinatorial
approach to artists and material.
7. Conspicuous use of lighting
We used beams of light (top photo) and flashing
bright lights (middle photo) to have an
immediate public attention. These helped us to
create a special atmosphere that were needed for
a scene. The lighting is linked to a club and
dancing movement which is adheres to the
concept.
The bottom photo is a scene from LMFAO’s
music video. They used bright light to have a
party theme to make the video more dynamic.
This means the we used lighting in the same way
that real music products do.
8. Digipack
In terms of a digipack, our work reinforces to the
real media product in terms of using forms and
conventions. Thus we have chosen emphasize the
role of stylistic elements making the digipack black
and putting materials to the front. Moreover, the
artistic camerawork can be seen in the inside
picture.
As an example, we chose a dig pack of Angel Haze.
Similarly, the close up on the cove is presented in
order to sell the image. Moreover, in this case, gold
is used as stylistic element to adhere to the artist’s
star image.
9. Website
When making a website we conventions
such as lighting so as you can notice it is
mostly black and white. Moreover, symbolic
conventions such as costumes are present as
well. That was done to adhere to the star
image.
As an example of real media product we
used the website of Rita Ora. Her style is
similar to ours so we highlighted the same
things – colour is very important because it
represents the style so the color palette
remains constant throughout all the pages.
The same with lighting with important
things being lit.
10. Website
When making a website we conventions
such as lighting so as you can notice it is
mostly black and white. Moreover, symbolic
conventions such as costumes are present as
well. That was done to adhere to the star
image.
As an example of real media product we
used the website of Rita Ora. Her style is
similar to ours so we highlighted the same
things – colour is very important because it
represents the style so the color palette
remains constant throughout all the pages.
The same with lighting with important
things being lit.
