Evaluation task 2

1. Evaluation task 2
How effective is the combination of
your main product and ancillary
texts?

2. Style of music video
From the start of the video the mixture of a
natural and urban setting occurs.
Within all the clips the character
explores landscapes which all have a
distinct mixture of nature and urban
structures, most notably the
penultimate scene where the character
runs in in a passage way.
You can see the vines and plants
surrounding the pillars, almost a fight
between and urban and natural
setting.
Techniques like my use of tinting and
filtering, creates an artificial feel , It
enphesises the conflict between the
natural and man made, which helps
establish the theme.

3. Comparison to Mura Masa LxxxII album artwork.
• As well as Tyco another artist that composes some of his music in
the ambient style is Mura Masa. However he leans to the more
electronic side, similar to the song used in my video. As we can see
from the artwork for his album ‘Lxxxii’, he instantly captures the
calm ambience of the genre with the image of a woman sitting in a
field, to create that polluted contrast, he uses a green filter and uses
a fuzzy blurring effect, making it look like it was taken with a
disposable camera. The font white and crisp, as not to distract you
from the image. The whole package is very abstract and fits the
music well.
• Taking inspiration from this, I felt my song and music video portrays
similar imagery, and want to create something similar. I used simple
plain white font, keeping with the abstract minimalistic view. The
photo was taken in an urban setting outside of where the video was
shot . It depicts a shadowy figure walking between two light
sources, you get an excellent artificial contrast with the orange
from the cars and the calming blue from the darkness, we can see
the character seems impartial. Keeping with the blue tint seen in
the video, I used a ‘Walden’ filter to produce a washed out colour
with blue overtones.

4. Album creation.
• Sticking with the minimalistic theme, I made
the rest of the sleeves black with the constant
white font. The back consists of his song list
and record label I thought that would fit the
genre, since ‘Ghostly records’ have signed
similar artists like Tycho. Once again the inside
leave is consistent with the rest of the album.
Plain black with the white text. I
• decided to name the album after the song,
since its the focal point, is a good represent
tation of the general ‘mellow ‘ sounds all his
songs have. Creating this abstract, minimalistic
brand should cater to the audience, I feel that
the package should work together well with
the music, and brand it properly, making sure
it reaches the desired audience and fitting
with the codes and conventions of the genre