A2 Media Presentation

1. CREATIVE CRITICAL
REFLECTION
QUESTION 1

2. EDITING
• A lot of the music videos are edited to the rhythm of the song. Music videos can
be edited either quickly in order to make it more dynamic or slowly, so it looks
smoother. Some music videos are edited according to the sections of the song,
quickly to the fast parts and slowly to the slower ones. Also, when the first lyrics
are sung, the camera focuses on the singer. Our music video is certainly edited on
fast pace since it is a dance track, so in order to make more danceable we chose
fast paced editing. In addition, when the first lyrics are sung.

3. CAMERA
• Camera work in indie pop music generally consists of medium, close and close up
shots to create a slight feeling of claustrophobia within the video. Our video only
consisted of those shots with the emphasis on the singer.

4. USE OF COLOUR
• In the indie/pop/disco genre colours are normally bright and oversaturated in
order to set a very certain mood. The lighting use is very common, usually
combining more than one colour in order to create interesting colour pallets. Our
music video relied heavily on use of lighting and colour adjustments in post
production. We made a frame out of LED lights, through which the camera was
pointed in order to givr even more pink tones.

5. COSTUMES
• Within the indie pop genre, the dressing of the artist varies from video to video.
Normally, the band or the artist is dressed casually, nothing too deviating from
the norm. In our case, we did something different. The singer wore a tight dress,
the dancers were in a sport outfit with wigs and the ”boyfriend” was in a formal
suit since they were playing different roles.

6. DIGIPACK
• A lot of the digipacks feature the picture of the singer, track list and the artwork.
Also, the dimensions for the normal digipack are; 125 mm in height, 138 mm
front and 140 mm back. We have followed all of those conventions.

7. WEBSITE
• Websites of artists normally contain all information that fans might need in order to
follow the artist. Such as merch store, tour dates, option to sign up and latest
releases. The only thing we did not have is links to the social media of the artist.
Visually, we have all the things necessary. Such as images of the artist, merch, latest
album cover and behind the scenes video.

8. WEBSITE

9. GENDER REPRESENTATION
• There are quite a lot of female indie pop artists on the music scene. And our
music video is based around a female singer. So in this way, we are not
challenging the conventions of music videos.

10. ETHNICITY REPRESENTATION
• Throughout the indie pop genre there is plenty of ethnical diversity amongst the
artists. Even in indie bands there is normally at least one member of a different
ethnicity. However, we have not represented much diversity within our music
video. All of the actors were white.

11. AGE REPRESENTATION
• A lot of indie pop artists are quite young. They are trying to propagate
independency, equality and freedom. This way it is easier for the audience to
identify with the artist. In our case, we do follow the convention and our singer is
young.