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EVALUATION QUESTION 1:In what ways does your mediaproduct use, develop or challengeforms and conventions of real mediaproducts?
For this coursework,we needed to provide a musicvideo, digipack and an advertpromoting an artist of our choice.Each of these media texts havecodes and conventions, which setspecific guidelines in producingsuch products.
When I first began this assignmen, I did lots ofresearch towards how and where I would create amusic video, and ideas for the Digipack and the Advert.The first part of the research I did was about thedifferent types of Genre in a music video - observingand taking notes of a series of Youtube videos, notingwhether it was narrative/performance/concept, andwhat were the expectations of the music video.I researched the History of the Music Video, andresearched the 100 Greatest Music Videos. Once I hadgained further knowledge of how and what to expectfrom a music video, I began to decide on various artistsand start the research for filming. I researched intowhere I should shoot the video, how I would shoot it(with what equipment), who my target audience is, butabove all, the different conventions that I woulddevelop or challenge in making my music video.
ON THE NEXT SLIDE YOU CAN SEE MYRESEARCH ON VARIOUS CODES ANDCONVENTIONS, AS WELL ASGOODWIN’S THEORY.
MUSIC VIDEOGOODWIN’S THEORIES:A link between the imagery and the audio (illustrative, amplifying or contradictory)Record label will make sure close-up’s of the artist and particular styles (motifs) to beshown throughout videography.Frequent reference to the notion of lookingIntertextual referencesStereotypical representations of the artist according to genreNarrative, Performance or Concept based videos.FOLK/INDIE MUSIC VIDEO:Editing on colour, texts and saturations are usually subtle and in small dosesthroughout the video.There isn’t a direct narrative or relationship between the lyrics and image.There is a relationship between music and imagery, artists will be seen playinginstruments or singing but not throughout the entire videoThe artist is not the main part of the video, it is more about the imagery.
DIGIPAKThe artist on the front coverThe album nameA tracklistInstitution informationsBarcodeMultiple panels with imagesto complete the style of the digipackA message to the fans or Note of thanksADVERTAlbum titleDate of releaseLogos for institutionsAn image (generally the front cover of CD, if not then arecognisable image of the artist)
Although I really enjoyed watching the concept based, Ithought that these would take the most time, money andpeople to complete this project and I knew that I would prefermaking a video which involved more of a focus on differentcamera shots, angles, editing and acting from an artist. Idecided that my music video will have a lot of performanceas well as the narrative, moreover, I wanted it to be a mix ofboth. The narrative is based in two time sets: past andpresence, so there are a lot of flashbacks and therefore thismeans that the audience would view the video more thanonce to fully understand what was going on and what thereal message was, thus making more of a hype around thevideo, making the potential audience more likely to view andthen buy the song and album.
It is important to note that I went againstone important convention: the originalband “BOY” consists of 2 girls, however, Ionly have 1 girl in the video.The reason why I chose to show only 1singer is because I wanted the audienceto clearly see the storyline without gettingconfused about the second girl.Moreover, during the research of theband, I realised that the second girl in theband doesnt’t sing, however, playsvarious musical instruments. But since myaim was to show a mainstream narrativelove story, I wanted the audience toconcentrate on the plot of thevideo, rather than just on theperformance.
The first part of my research was about thedifferent genres of music and their videos, I madenotes, observed and discussed in class a series ofYouTube videos and other students work as well.
The band I chose to work with was “Boy” and the song I pickedfor the music video is called “Boris”. Before I started theproduction of the music video I’ve looked at their other musicvideos like “Drive Darling”, “Waitress”, and “Little Numbers”.This research helped me to pick up various tips and ideas formy own video. Their videos have also helped me to realizegenre codes and conventions. It wasn’t hard to establish thegenre of the song as the band has a mixed genre of indie andfolk. For instance, indie and folk music videos are not highbudget as the performance usually are relatively young and notyet famous, therefore their music videos are usually based onthe streets, cars, cafes, record studios or forests - places whichare available for them.
Once completing myfilming, during the course ofediting I started to then thinkabout what I would be doingfor the Digipack and Advert.Fortunately for me, I thoughtahead and already had taken avariety of photos that I knewwould be useful when it cameto the designing of the ancillarytexts.
The main inspiration for both my digipack and advert became the Xxalbum cover, which has a white background and just an X on it. Idecided to use my Iphone to produce the designs for the digipack. Iused several apps for editing photographs and then continued to workon the photoshop to finish all the details off.Finally, the advert research was very simple as I had learnt so muchalong the way of the coursework process. I knew what image I wouldbe using, and how I wanted it to look. I researched 4 other adverts ofvarious artists and noted what their adverts featured on the cover. Inmy advert, I decided to use the same image as I used on the back ofthe digipack; I stuck to all the same texts and font I had usedthroughout this process, showing a link between the Music video, theDigipack and the Advert.
The Digipack research I felt was mucheasier than the research I had donebefore, because I had a better insight towhich images I would use since I hadalready completed my filming. Firstly, Iresearched what a typical Digipacklooks like, and how I wanted mine tolook like. Then I researched ideas forthe Digipack, looking at previousimages of The “BOY”, getting more ofan idea of what a typical girl band lookslike. Once I knew roughly my idea, Ibegan to sketch out what I hoped myDigipack will look like.
To sump up and conclude, here are some bullet points on whether the threeproducts I produced fit the general codes and conventions of the genre.My music video supportsthe general codes and conventions as there is a link between the illustrativeimagery and the audio,I also included frequent reference to the notion of looking and close ups of theartist as a way of promotion.Both digipack and the advert follow the codes and convention too, as both ofthe products have all the features they ought to have.