2. INTRODUCTION
ur set topic was to produce a music video, a Magazine Advert and also a Digipak. I
realised that it would be very important that the audience should recognise some
sort of similar and links between each product (house style). Especially I felt this
was important because the audience would then know straight away who the artist
was, what sort of music they were releasing and even the feeling of the song
(upbeat or ballad), I thought that I could present all of this through the use of
colours, styling and layout (mise-en-scene) throughout each media product. Once I
decided on what themes I would repeat within all of the mediums, I now had a
distinctive ‘House style’.
3. MAIN TASK (music video)
he main inspiration I used was of the music videos for the Radio 1 live lounge, as I really liked the
appearance of lighting and the natural atmosphere of the whole of the videos. As I liked this so much I used
certain techniques such as camera movements and shot types (panning, wide and medium etc), video effects
and props used within the music video. As a lot of the performers within the Radio live lounge video are of
an indie genre or are singing covers in an indie style, I felt that the shot types used were very effective for
his type of music. My genre is Indie so from this I decided to use the style of snapping between for example
a wide shot to a medium, so it would make the audience feel like they were getting closer the artist as the
change in song happened.
ithin the Radio live lounge they use a lot of ‘Panning’ camera movements as if to show the whole room
situation and create the relaxed and neutral feel. I liked the feeling of simplicity and tranqualism when I was
watching the videos myself, so because of this I decided to use panning within my video (when the camera
moves away from the artist to the right showing the scenery around the artist). From doing this I wanted to
create the feeling that everything is going on around the artists whilst all he is thinking about is his ’Summer
Love’. I wanted to capture reminiscing emotions for the artist but also the audience.
4. e Radio live lounge video have a repeated theme throughout each one which is the lighting used makes a video look black
and white or even a slight sepia effect. This made me think that my mood of the song I was using for my video would
trongly suit a sepia edit for most of the song. From using the sepia effect I wanted to not create a morbid feel as it could be
considered dark but I wanted to us neutral colours such as browns, oranges to create a relaxed feeling. From this inspiring me
decided to use that edit on the verse so it showed a variation between each part of the song and change in the dynamics.
esearched a lot into what the expectations and conventions were for a music video from an indie genre were. I did this by
creating questionnaire for my target audience and by doing my own research into existing music artists and music videos.
The indie genre has a whole sense of naturalism, which carries through to the costume. The conventions of indie style is very
chilled’ so could be plain chinos/trousers, with polo shirt/t-shirts and also Parka coats are very popular as this started in the
1990’s within indie culture groups. From this I decided that the shot, which are set in the recording studio the artist would,
were plain clothing, which included black chino with a black top. Also when the artist is in the park the artist wore a parka
coat.
hose to present my music video in this style, as I wanted to create the feeling of naturalism. I wanted all of the aspects of my
music video to be relating to the beginning of indie culture and then how it has progressed over the years. I felt I represented
my artists in a positive way within the indie genre, as I didn’t use any negative props, costume etc.
5. ANCILLARY TASKS (magazine
dvert & Digipak)
sed the conventions of Digipak’s and magazine adverts to design what kind of look I wanted for my own
media promotion product. I decided to create a house style from my original concept that I wanted the
music video to have a sepia effect on parts. For the typography of my product I decided to use a simple font
style which would follow through all of my products. I chose to use a simple font because I didn’t want
anything to stand out more than the other but wanted the title to stand out slightly more so I change the size
nstead. Also because of this I personally liked the simplicity, so I chose as if from the audiences point of
view. All of the the images used in both the Advert and Digipak had a similar sepia effect to what was
added to the music video this followed on the house style. The colour effects used created a stream of reds
and oranges within the sepia, I liked these colours as they showed warmth which I felt would be positive for
he audience so they can relate to the emotion and feeling of the Digipak and Advert as well as the music
video alone. As from research into the conventions of Magazine Adverts and Digipak, I found out that
everything was kept to a minimal so I followed through with this convention so it fitted the same genre.
6. o a lot of existing indie artist don’t like their products to focus on anything other than the music itself, So
is was my main aim to follow through with the simplicity theme as I wanted my products to keep to the
onventions so it would still attract my target audience.
lt that I had represented the genre of the music well within the Advert and Digipak as I followed
he feature found out from the research. I also thought that the artist was represented well as I
ade the artist to focus of both of the products as that is a feature of the genre. On the Digipak I
nsured to include a personal message from the artist as this is just another feature that would
and out for the audience as they would feel on a personal and equal level to the artist and that
ould appeal to them. Also on the Magazine Advert for one of the reviews I used a five star image
hich relate to the ‘LA showbiz’ (Hollywood), I did this to show a relatability between the theme
f the song (going on holiday and meeting his love) and the LA lifestyle. Overall the font, layout,
mages and colour scheme were extremely similar on both the Magazine Advert and Digipak so I
nsured it would create a ‘House style’ between each product.
7. Creating the Synergy
hen I was planning each of my product I completed research into existing artists and their
products within the indie genre. I recognised that each of them had a theme between the main
product and then the promotional product to go with it. I believed that the main reason for this
was for the purpose of the audience, so that they could instantly be able to recognise any synergy
products and relate it back to the artist. From realising this during the planning I ensured that
each of my own products had a house style. During the planning of the products I ensured to keep
a simplistic, naturalistic and generally warm feeling to each product as this would make the
audience relate to the theme of the song (romance) to the colours, fonts and effects that I used
during the production of the products. Also the warm colour scheme can relate to the summer,
sun and holiday themes within the song and I made this clear so the audience would be able to
recognise this link and appreciate what the artist wants them to gain from buying/listening to the
product/s.
om creating a house style between each of the products it created an identity for the artist so the
target audience would instantly recognise each of the synergy products.
8. he two main features that I wanted to capture through the house style of my 3 products were
warmth (‘Summer Love’ and LA) and simplistic (rawness of the artist). I feel that I was extremely
successful in capturing the ‘warmth’ as I ensured through following a house style between my
products were the colour schemes or effects. From the colour effect of sepia on the music video to
the background and colour schemes of the Digipak and Advert. These were all using different
tones of reds, oranges and browns. These together used on each of the products, I personally felt
captured the warmth that would be felt by the artist when he found the inspiration to write the
song from visiting LA on holiday and finding his ‘Summer Love. Also I felt that capturing the
simplicity was successful through featuring only the artist himself in the music video using such
simple location as the Recording Studio and park. Especially the Recording Studio I feel captured
the rawness I wanted it to as that was filmed live whilst the song was being professionally
recorded. Also the simplistic House style was shown in the Advert and Digipak through the simple
but effective layout and font styles. From following through with these two features I feel that my
3 products have a strong relationship through synergy. If I were to change anything to make the
House style even stronger I would have included one prop which would have meant something to
artist and appeared in all of my products, this would have been appealing to the audience as they
would instantly relate that object to the audience wherever they saw it.
