The three media products are:
- Music Video
- Digipak
- Advertisement
Music Video:
What are the forms and conventions of music videos?
The main conventions of a music video I have found are:
- The use of colour; there is a theme between the artist and the video.
- There also tends to be an atmosphere created depending on the style of the artist.
- The songs are usually upbeat and/or have a particular beat to it - again this is dependant on the style/theme of the artist.
- Music videos will also have a storyline and a set of characters. It is common for the artist to represent one of the characters.
This is based on the research I have done previously and these are aspects which came up quite frequently.
Here are a few of the videos I analysed which I think illustrate this well.
Katy Perry - Teenage Dream
There is a lively atmosphere and the story and video link very well together. Her costume also matches the style of the video. And there is a traditional story, her being apart of it.
Bruno Mars - Lazy Song
The name of this song links with the video clearly and the style of the song matches the style of the artist. The storyline of this son and how it is done, the use of dance also makes the video fun.
Jessie J - Price Tag
This song is quite upbeat and creates a happy atmosphere, colourful. The lyrics go with the video and she illustrates this herself. The style of this video is what appeals to me most.
There are three theorists who have different views on music videos but they all relate to our music video as we have taken aspects from each to create a better product.
Andrew Goodwin:
Goodwin talks about music videos being for the audience.They provide a visual pleasure and they aim to appeal to a wider audience other than the core audience.
He says that pop videos rely on three things; intertextuality, advertisement and repetition of images.
Goodwin also distinguishes three types of music video:
- Illustration; whereby the video illustrates a clear storyline and you can see a direct link.
- Amplification; Where there is a clear link between the video and the storyline however there are also hidden meanings.
- Disjuncture; Whereby the lyrics/storyline and the video do not convey a clear link.
Carol Vernallis:
Vernallis discusses camera work and edits in music videos and says that music videos have a rhythmic basis closely linked to the song and edits in a music video are more frequent She identifies that jump cuts are used a lot and a base track is vital.
Laura Mulvey:
Mulvey discusses female representation. How they are represented and what their purpose is in videos. The kinds of videos that you see women in and how in todays society there are certain genres to an extent that challlenge her theory.
Here is her quote in my own words:
"In a world structured by gender inequality, male and female admiration has been distinguished differently. The female figure is displayed in various ways for the male audience to admire and make believe their fantasies."
With regards to all three of these theories, the most helpful has been Goodwin, as he discusses the main points of music videos ands the basis of them. His theory is very beneficial in terms of what he says about the three types of music video as our music video is of the illustration category.
Mulvey was helpful in a way that our artist is a female, so we had to think about how to portray her and make her appealing to a wider target audience, was using Mulveys theory a way to do this? We thought not, however we used a few elements suck as dismemberment and short shots of the artist.
Vernallis I'd say was another very helpful theorist as she discusses the technical aspects of a music video and in our music video we done a lot of editing and used a few effects to make it more appealing and relate to our target audience.
Here a few videos that have inspired me along the way, however that are related to the theorists, in particular Goodwin as our music video is of illustration.
Christina Aguilera - Beautiful
This video I feel shows the illustration of a music video very well. There is a clear link between the video and the lyrics. The storyline of this song is what is most touching about the video.
Robin Thicke - Blurred Lines
This video illustrates the dismemberment aspect Mulvey talks about and shows the majority of the terms she discusses. I like it because of the way it is set out and use of colour.
Kanye West - All of The Lights
This video is a good example of how much editing was used, it looks bright and uses a lot of jump cuts to give the video more emphasis. The style of this video is what is most appealing.
Here is our music video and a few screenshots that illustrate some of the points I have discussed and relate to the conventions.
With respect to use of conventions, we have done that, using the majority of them to make our video as successful as we can. We challenged conventions in terms of style, creativity. Making our artist different and stand out, however we also developed the conventions to make our video better as many artists from oir genre tend to do similar thongs and we wanted it to stand out.
29. Aliyah, Djamel, Kevin, Taija from 283goswell on Vimeo.
Ancillary Products Digipak/Advertisement:
What are the forms and conventions of adverts and digipaks?
- Digipaks usually have 4,6 or 8 panels
- Digipaks often contain information about the artist to promote the artist.
- Ancillary products are used to promote the artist further
- They inform fans of their work and upcoming dates
- Advertisements can come in various sizes and shapes
- Advertisements are used in multiple places; as billboards outside, on buses, trains, posters outside, along with the album
- a clear link between the products using fonts, colours, style, image and graphics.
I have used the majority of these conventions and forms. As well as some of them being compulsory, it shows when you look at examples how it works out for other successful artist. The only thing down to me was the style and creativity put in to it.
Here are a few examples of the digipaks that I found inspiring and go along with the guidelines of what i have just discussed:
Rizzle Kicks:
Their album front and back cover as well as their advert I think is a good example of the way it is linked and you can easily distinguish the style and theme of the group because of their choice of text, font, image and colour scheme. It also looks really simple but fun at the same time and these are two aspects i wanted to bring in to my products. To get the style of the artist across clearly but still have all three products link, so you know who they are from.
Adele:
Adele is another artist who likes simplicity. I believe that simplicity works very well and she illustrated this. Her choice of colour, font and image again links all of her products together and with the style of her songs, you can see where she got these ideas from. Her songs tend to be more deeper and meaningful, so choosing sinful colours put this across clearer. I chose her album cover because of the way she follows many of the conventions.
Here are screenshots of my digipak and advertisement which illustrate the conventions of digipaks and adverts. You can see links between the products; the use of the black rose, the location millennium bridge and our colour scheme - black and white.
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