Evaluation Question One


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Evaluation Question One

  2. 2. Music VideoThe song that I chose was a cover version of the song Toxic sung by Yael Naim,(Originally sung by Britney Spears) who helped create a big influence to my musicvideo as her version of the song is so different to the original, My media productsdepend greatly on its genre of Indie because the cover version was much slowerand portrayed more of an emotion with the lyrics, because in this version the lyricsare quite depressive, so I decided to emphasise this with my actor.As a result of that I decided to stick with the Indie folk genre to keep both the songand music video closely linked together, Indie stand for individual, so I had thegoal of making sure I put my own individual twist into the video.When comparing the cover version to the original song and the original video, thecover version by Yael Naim shows more of the depth of the song lyrics that couldrelate to the audience and my music video creates the story that the artist istrapped in a toxic craze of love and pain but that she has a kind of twisted love forit.This relates to Goodwins theory of particular music genres may have their ownmusic video style and iconography
  3. 3. One main convention when it comes to music videos is the reliability factor andI made sure that I presented this into my media product, by showing the artistexpress a lot of emotions and tell a sort of hidden story that may not be understoodat first, in just 4 minutes.Throughout my music video I used the typical conventional method of close-upsbecause I wanted to keep the focus on the artists emotions and expressionsthroughout the video and the song but aswell as showing off the artist themselves,which relates back to Dyer’s theory of The Star Image he said that the starimage ‘is achieved by continued consumption of the star through his or herproducts’. The artist’s image is the main thing that I was aiming for in my musicvideo, as Music videos are also called promotional videos so my main goal was tosell the artist as well as the video.
  4. 4. One video that I used for examples of shot ideas was Blue Jeans by Lana delRey which is also quite a slow depressive song like Toxic, in this video itscreates an emotion portrayed to the audience by showing close ups and extremeclose-ups of the artist face showing her emotions. This also influenced my ideato make my music video entirely black and white as I thought that when incolour the surroundings brought more attention to but when I turned one clipblack and white all the attention was then brought onto the characters face
  5. 5. The narrative in my video relates back to the lyrics and weirdness of the coverversion of the song, and for the narrative I based my video on a sort of storylinethat consisted of the star being trapped in what looks like her bedroom, as this istypically portrayed as the place where heartbroken love stricken people go to cryand let the pain out. I portrayed my artist/actor to be so hurt and in love that sheturns crazy and love the pain that is given. To enhance this I got my actor to letout not only sad emotions but for her to smile and laugh to show the crazy part ofthe character she was showing.The movement of the camera is also an important convention that I included inmy music video, particular panning of the artists body and location, I used thisespecially to establish the setting of the bedroom, showing the audience that sheis only in one room, I did this to give the audience the idea that she is trapped inher room because she is so hurt and crazy from love and heartbreak.I believe my video also embodies the key feature of Andrew Goodwin’s theory thatthere is a relationship between bother the lyrics and the music to the visuals. Theartist is also seen engaging the audience, either by simple miming to the cameraor just by using different close up shots, allowing the audience to connect with thestar.
  6. 6. Music videos normally contain a lot of cuts to keep the audience interestedespecially fast cuts so after listening to my song I made notes on when I couldincorporate the cuts to the beat. There are a lot of fast beats within it that can beedited to have lots of quick cuts put into them; by doing this it not only uses thetypical conventions but challenges them as instead of just going with the beatsat the end I used my editing skills to do this throughout my whole video.I had to spend time counting the beats and finding shots that I could use thatwould catch the audience’s attention and drawn them in even more. I got thisidea from not on listening to the song by from researching other music videos.One video that caught my eye was Standing in the way of control by Gossip.This song is much different compared to mine however as it is much more fastpaced and contains a lot more fast beats.http://www.youtube.com/watch?v=opWBRRCTDXg
  7. 7. For the lighting and colour, my whole video is in black and white. I used myresources to look at other black and white modern music videos to see how theycan still use noticeable lighting. So for this I concentrated the lights toward myactors face to highlight her features and emotions as it is usually close-up shotsthat are used to create an closeness with the viewer, and when lip synching isinvolved that’s what sells the artist to the audience the most.One example that I found that was similar to my idea was Broken Hearted girlby Beyoncé, as even though the video is black and white there is obvious extralight used to enhance Beyoncé’s face, projecting her emotions towards theaudience and making her face the main attraction part of the video. This relatesback to Archer’s theory of studying music videos, he said that lighting andcolour are used to emphasis key features from the song
  8. 8. DigipakBased upon the research that I have done into Digipak I found out that mostDipaks include images of the artist, or images that relate to the artists songs, Iwanted to use this convention when creating my Digipak.For the front cover of the Digipak I wanted to have a striking photo that can benoticed from a far and the audience can relate to by seeing the unique styling of theartist and remembering it.Other classic conventions used in Digipaks are things like a track lasting, barcode,credit block, logos and if the font fits in well with the CD layout. I made sure toincorporate all of these things into my Digipak to make it the best it can possiblybe.For the back cover I included another striking image of the artist that even if theDigipak is seen from the back an audience will still be able to recognise the artistfrom the styling and individuality of the Digipak . As well as adding in theconventions of a barcode, logos, websites and the all-important track listing on theback cover. For the track listing the font is completely different to the font on thefront cover because the writing goes over the artist’s hair so needed a bright colourto make the writing stand out, as well as relating to the bright colours inside theDigipak.
  9. 9. I wanted again to include Dyers theory of the star image. So on the inside of theDigital I kept with the theme of the star image and made the whole of the insidejust images of the artist, these I believe I could have improved on but I still thinkthey are eye catching to the audience, as well as selling the artists face! For theinside I made the pictures Bright and colourful, being completely different from thefront and back cover. I did this to create a sense of surprise to the audience and tocreate a range of image types that are attractive to the audience.For the font and style of the final digital I used two different types of text for thefront cover, one Stand out text for the artists name to attract the audience and amore simple text for the title of the album. I used the colour of black for the artist’snames text to stand out in front of the white background whereas for the albumname texts there is a hint of colour used in it to signify the hidden splashes ofcolour used inside the digital. I positioned the Artists name at the top so it will bethe first thing that an audience would see.
  10. 10. Front Cover Back Cover
  11. 11. Inside Left Panel Inside Middle Panel
  12. 12. Outside Middle Cover Inside Right Panel
  13. 13. Magazine AdvertFor the magazine advert I wanted to keep the digital and the advert consistent with oneanother, so that an audience will see the magazine advert and be able to remember thestriking image and recognise the digital and the artist. Aswell as seeing that the magazineadvert was promoting a new album.For the main image I wanted to use the same image to keep bother the magazine advertand digital linked together, as well as making the image as big as the page to make itstand out more, one challenge I found when creating the magazine advert was that theimage was cut off and I had no way of making the image bigger without cutting off mainparts of the artists body.So instead I challenged the typical conventions and covered the cut off bit with writing todistract audiences from that default and focus on the writing about the album.Continuing on with the text, I use the same artist name text as I did for the digital liemany other artists put on all of their albums like a kind of branding of the artist. Helpingthe audience remember them more. By recognising their individual style. To attract anaudience I made the writing twice as big and filling up the top half of the A4 magazineadvert. One convention that I challenged and develop was the star ratings from popularmagazines. I included these to give the audience the knowledge and expectance of whatthe digital would be like.
  14. 14. I made sure I did this by using the Digipak front cover image on the magazineadvert so that audience will recognise the artist and become familiar with theirown personal individual style.This is why I also used only images of the artist for the magazine advert andDigipak, so that an audience could recognise the star image straight away, aswellas being able to recognise the unique style of that certain artist.One thing that I had to change was the writing of the album name as it didn’tshow up in front of the dark background. So to make it stand out I made itbright red so that audiences can see straight away which album it is.