Question 1: In what ways does your product use, develop or challengeforms and conventions of real media products?
As my chosen band, In Transmission belong predominantly, to the rock genre it was fundamental to research the genre itself in depth. I began researching the genre to find its main characteristics, how audiences established products within this genre and how musicvideos are used to reinforce the sometimes heavy messages that the Rock genre explores. This research proved vital not only in the success of my music video but my ancillary products too.
Researching conventions of music videosI began researching general music videos usingAndrew Goodwin’s characteristics of a music video. Henotes that, despite genre, music videos typicallydemonstrate:• genre characteristics• A relationship between lyrics and visuals• A relationship between music and visuals• The demands of the record label• Frequent reference to notion of looking• Often intertextual reference
CONVENTIONS OF ROCK VIDEOS PEFORMANC INSTRUMENTS PARTYING E BASED NARRATIVE SEPIASPOTLIGHTS EMOTION FAST CLOS DARK PACED EDITING E UPS EXPRESSION
These are nine frames from my video that I have chosen as I Close up on vocals, feel each represents a different aspect of my music video. emphasises emotion Performance shot, of song and conveysIntroduces conforming to Rock Genrenarrative of feeling.the video as 1well as theband Explores acollectively. range of camera angles- enables a ‘backstage pass’ to audiencesClose up, focused shot of lead singer- Again serves to introducedone to attract audiences and is often a band in naturaldemand of the record label- here we environment, not asupported a typical convention of the staged shot.music industry.
Explaining my Nine Frames… This over the shoulder shot introduces1 the band as well as the beginning of our narrative. Audiences may feel that they are being given an insight into the band here and thus, audiences feel a sense of being in this scene with the band. The sepia effect given to this sequence enables audiences to identify with the different time layers created in the video. This shot acts to represent a typical ‘morning after the night before’ and the hung-over state of the band which isThis second frame, a wide shot often associated with the Rock Genre.introduces the band’s on stage presence 2and the atmosphere automaticallychanges from sepia to bright and clear.The pop up text in the bottom corner actsas an indicator of time enabling thedistinction from the two time frames ofthe video. Performance shots are onceagain are common element used in rockvideos.
This side on close up shot emphasises3 the dramatic and strong first bold note of the song. This type of shot was used to reinforce and convey the expression of the lead singer whilst also creating a sense of verismilitude for our audience with the lip synching. The close up of the lead singer could also be used to meet the demands of the record label and to attract female audiences. The simple, plain background allows the lead singer himself to stand out and thus, this draws attention to his expression.This mid- shot establishes yet another 4time frame and setting. The band areshown to be acting recklessly andpartying, another common associationwith the rock genre. This framerepresents the band in a more naturalenvironment in which audiences canwitness and relate to them.
This relatively close- mid shot frame5 represents how each band member and their role in established early in the video. Choosing to focus on each member separately as well as the band collectively allows for a range of camera angles to be used but also gives audiences insight into each member and could be said to attract fans. The down spot lighting in these frames emphasises the significance of each member.This frame represents our vast range ofcamera angles and positioning used inthe video, this is done to create a sense 6of immediacy for audiences and also toallow for quick, fast paced editing so thatone shot isn’t too long. This particularangle gives the impression that audiencesare possibly given backstage access tobands performance and in turn, enablesto band to be viewed from quite literallya different side.
7 This low angle shot of the lead singer, creates the impression of the importance of the person in shot or their significance. Typically in music videos, this type of shot is used to give importance and pay attention to the lead singer/ artist and so, this frame represents this aspect.Another over the shoulder the shot, thisframe serves to represent the band onceagain in a natural environment as the shot 8is not staged. This type of shot enablesaudiences to feel a sense of time and placeand like they are actually in the scene, withthis atmosphere. The soft lighting herecreates this warm environment andreinforces the notion of the band together,etc. This type of scene is common in videosof Bands in particular as it allows for theband to be shown together.
9 This closing frame, represents the end of the band’s stage performance. The stark lighting contrast then fades out and marks the end of the video. The lighting could be said to mirror that of a flash of a camera and thus, this shot ends the video but is like a photo being taken of the band as their performance ends. This is one of the only medium shots covering the whole band throughout the video and this is perhaps prominent as their final scene.
Comparing my music video to real media texts Much like Pierce The Veil’s video for Caraphenilia which establishes a variety of settings/locations and time frames within its narrative, I chose a similar format formy music video for In Transmission. This simple pop up text which was added duringthe post production stages helps to make the narrative clear to audiences especiallywhen using several narratives as to not confuse viewers. In this aspect we conformed to this convention of real media products as it was fundamental that audiencesunderstood the narrative and structure of my video and to end with a clear sense of progression.
In my video, I conformed to the convention of using close up and over theshoulder shots which are often used in videos of bands to explore eachmember and identify their role within the band. This convention often usedin videos is typically present in those which are performance based. As myvideo centred around an unsigned, relatively unknown band and for theirdebut track , it was important that individually, the band members wereestablished well solely for audience recognition.
My video Real music videosA strong, focused close up shot often at several intervals in the song and for longershots, focuses on the expression and emotion of the song is present in videos of the rock genre-we hoped to emulate this in our video.
In rock videos, much focus is given toperformance shots of the band- almost invitingaudiences backstage. We supported theconvention of performance within our video.
As we hadn’t used the main image from our digipak cover for the posters image, it was important to in some way, create a synergistic link between both my digipak and the poster for its release. By doing this, I subverted the typical convention of real magazine posters to use the same image for both products. I then researched other posters which had subverted this convention to find how a link had been made to the digipak it is promotion. Ifound a few which included an image of the digipak itself and found this to be an effective way to link the two products.
My Digipak Real Digipak’sWhilst my choice of a more creative font than the often simple conventional ones used for the Rock and Alternative genre, I have opted to follow the theme of nature as my album artwork. Our idea for the bare tree stump came from the fact that this is the band’s first album and so, as they grow and become more successful, the tree wouldflourish and bloom. The dark theme of the cover; black and red conform to the darkerside that the Rock Genre explores, whilst some real media products tend to steer clear of the conformity.
My Digipak’s insert panels could be likened tothat of You Me At Six’s album artwork, their ofidentity report cards to introduce the band issimilar to the pages I used with individualpictures of each band member to serve as anintroduction to fans being their debut album.
Some album covers use simple font styles as to not take away from the image itself, others may use the band’s logo itself asthis can be a synergistic link between all their products. As My Chemical Romance as an example, sometime the font itselfdraws most attention to the album over the actual image. The pulp-fiction- esqe text I have used is much more apparent than my image itself. This is because this text is the band’s actual logo and thus, I wanted to familiarise audiences with the bands image.