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For our music video, digipack and magazine advert, we areworking on an R’n’B genre as we selected the song ‘Love andWar’ by Rita Ora, which fits into that genre. Many songs inR’n’B and Pop are about love and relationships, and this songfit into these topics. We listened to the song carefully andcame up with brainstormed ideas we could do to illustrate thesong lyrics and the artists emotions in the video: fitting to theR’n’B conventions.Before starting our three products, we researched and lookedat different R’n’B artists and their products such as Rita Ora,Rihanna and Beyonce to get inspiration and understanding ofwhat we needed to include in our work. When we filmed ourmusic video, we linked the digipack and magazine adverttogether so the audience would be able to easily identify thatthe three products are connected.
For our music video, we were dealing with a sad R’n’B song by a femaleartist. In R’n’B, female artists are usually depicted voyeuristically to attractmale attention and emphasis their sexuality with little clothing and heavymake-up and styled hair to create focus on their facial features (which is astar persona for many artists such as Beyonce to make her look powerful,eye-catching and alluring). Male artists also create a sexual approach tomusic videos with topless bodies and baggy jeans to attract a femaleaudience, with jewellery to show off their wealth. However, in many sad R’n’Bsongs, the female artists wear appropriate clothing from casual outfits toelegant dresses to create grace and beauty. In our music video, we hadboth artists wear dark casual clothing used in many sad R’n’B break up songsto connote the depressed feelings felt by the artist’s.Our main artist, Leksi, also had natural make-up and loose hair to show off hernatural beauty, and make her look innocent. She wears fashionable andcasual clothing to suit the current fashion trendsthat will inspire the audience’s style. Our maleco-star Jake also wears trendy clothing to inspirea male audience.
For solo female artists such as Lady gaga, Rihanna and Rita Ora,they are the main focus in the products they produce. They take upmost of the camera time in music videos and have their own starpersona that the audience can relate to, so the artists are easilyrecognisable and memorable. Solo female artists are mainly in thePop and R’n’B genres, and the song we choose was sung by a solofemale artist in the R’n’B genre, so we focused mainly on one artist inour music video. In many R’n’B music videos, the main artists usedirect address towards the camera to engage the audience andmake them feel involved. A lot of close-ups are used on the artistsface so the audience focuses on them the most. We used a lot ofclose-ups and direct address in our music video to suit the R’n’Bgenre, as well as to show detail of emotions on the artists face toshow their sadness of the fighting in their relationship. We also usedthis on the photos of our artist in the magazine advert and Digipackto attract the audience to our artists image so that it will bememorable of what Leksi looks like.
In many R’n’B and Pop music videos, there are a variety of colours used tomake the video’s eye-catching and entertaining: many R’n’B videos with afemale solo artist use bright colours to make the artist look powerful andengaging to attract the audience. In our music video, Digipack and magazineadvert, we used bright colours to suit this convention, and portray our artist Leksias a strong and independent woman. In our music video on the song ‘Loveand War,’ the lyrics are portraying the feelings the artist has about herrelationship, so we used bright colours to make Leksi appear that she is standingher ground as she is speaking up about the relationship to her partner (ourother male artist Jake in the video).We edited the photo’s we took for thedigipack cover and magazine advert tobrighter colours we used in the musicvideo to link the 3 products together andmake all 3 eye-catching. The use of brightcolours are vibrant and youthful to attract our target audience of teens and young adults.
However, saying this, we also used black and white colour overlays in ourvideo to add a soft tone to the song, and evoke the sadness Leksi is feelingthat there is fighting in her relationship. We used these effects on photos inthe digipack as well to link the video and digipack together, as well asreflect and show the audience that there are sad songs on the album. Thesepia tone also associates with the past because of it’s dark and earthycolours that were used alot in the Victorian times. Using the sepia tone onfootage of Leksi and Jake arguing and being loving shows the audiencesnippets of the couples past. This footage makes the video appear morerealistic and believable that this is actually what the artist experienced. Theaudience feel involved in the video as they are watching something theyfeel they are not supposed to, and feel closer to the artist who is sharing theirfeelings to them like a friend would. The audience members who also haveproblems with relationships (particularly girls)will be able to relate to the songand feel closer to the artist asthey share the same issues. Top half of our Digipack design
In our music video, we used some rapid editing in our work so the footage cut onthe beat of the song, and the video moved with the music: an example of this isthe part that builds up to the chorus with a unregular rhythm. In R’n’B musicvideos, a lot of the upbeat songs use rapid editing throughout to fit with the musicand create a youthful energy for the teenage/young adult audience. However,we also used some shots for longer durations to keep pace with the slow beatand down key mood of the song to reflect that the artist feels sad.Many R’n’B music video’s also use a lot of different effects and abstract ideascreated in a studio, especially fast and upbeat songs done by a female artist. Justlike we did in our music video, we filmed in a studio with a green screen and thenadded different backgrounds, colours and lights with final cut. However, wechallenged the conventions of R’n’B here as our song was a sad one, and sadR’n’B songs are normally filmed on locations like the beach with no effects addedafter. The female artists are also normally in revealing clothing and exaggeratedmake-up and hair to make them stand out from the coloured backgrounds. Wedid the opposite in our music video and had casual and loose costume withnatural make-up to show the artist’s innocence and beauty: we aimed to use thecoloured backgrounds and effects to make her appear powerful. This proved aproblem however as the coloured backgroundsdid distract from our artist with the contrast of the subtle artist image and dynamic colours.
In our music video, we included a small narrative toillustrate the lyrics of the song. For example, in the lyric‘can’t we just make love and not war,’ we did a splitscreen effect where the artist is being loving with herpartner on one side, and fighting with him in the other.Many slow R’n’B songs such as Beyoncés ‘If I were aBoy’ use a narrative to illustrate the problems or issuesthe artist is facing or expressing. Saying this, many slowR’n’B songs also use a lot of shots of only the artist, whichwe also used in our music video with our artist Leksi (wedid the same for the co-star Jake, but focused on Leksias she is the main artist). We used a variety of differentcamera shots and camera angles to make our videolook interesting.
In many other different R’n’B digipacks and magazine adverts,they use close-up images of the artist. In our digipack andmagazine advert, we also used close-up photos of Leksi toattract the audience’s eye to her first. We made the photos ofLeksi to a large scale in the digipack and magazine advert aswell, like they do in real ones. This makes the artists photo’s moreengaging and noticable so the audience will find it easier toremember what the artist looks like.We then also used another convention found in real digipacksand adverts of making the artist’s name the biggest and boldesttext; composed beside the artist’s photo. This means the artist’sname will stand out to the audience, and composing the text bythe artist’s face will clearly connect with the audience that this iswhat the artist is known by. The artist’s picture and name are theboldest elements in many digipacks and album covers.Finally, we also included an image of the digipack front cover onthe album to link the two products, but mainly to advertise thealbum on the advert so the audience would know what to lookfor in the shops. Our Magazine Advert For those people who would have already heard and enjoyed the song ‘Love and War’ and watched our music video, we included thetext ‘Featuring the new hit single ‘Love and War’’ on the magazine advert. This would persuade those who liked the song to buy the album to listen to it, as well as listen to other songs by the Our Digipack Design same artist that they might enjoy too.
We have used many conventions of the R’n’B genre with all 3of our products so it is easy for the audience to identify whichtype of music we are advertising and producing by simplyvisuals. Based on the conventions, we came up with our ownideas and thoughts through brainstorming and discussion tocreate our own personal style and take on the song that wefelt appropriate. However, we also challenged someconventions of the R’n’B genre to connote different ideas andmake our video more interesting and different to R’n’Bstereotypes. We made links between all 3 products to make itclear to the audience that they are connected to the sameartist and song. Having finished the final products, theaudience were able to identify the genre we were workingwith, and we are pleased to have successfully produceproducts on our chosen genre.