In what way does
your media product use, develop, or
challenge forms and conventions of real media products?
When I was
creating my music video I made sure that I was able to follow key forms conventions that
are commonly used when creating a music video. I made sure that the style and
story-line of my video was one that would fit not only the brand identity that
my artist is trying to present but also something that would fit with the
genre of the music itself.
As my artist genre
is pop rock and acoustic, I then researched many artist of the same genre to see
what common conventions that are usually used.
- I created a mood board before I started filming as it gave me ideas of what a pop music video would have. I also was able to see how I could incorporate the lyrics of the song into my music video.
I used the Goodwin's theory to help shape the concept of my music video. Most music videos follow a specific style that goes with the genre of the music it self. Goodwin believed that there are 6 fundamental features that should be followed and presented in a music video to make it successful.
The first feature was the idea that the lyrics had to be linked to what appears within the music video.
I achieved this by making sure that the lyrics in the song matched up to action and gestures that my artist made during the music video. This means that the music video can demonstrate what the lyrics are trying to convey, through the means of actions and gestures performed by the artist.
1. As
the song is titled Fortune Cookie I made sure that this would be an imperative
feature through my music video.
It
made frequent appearances throughout the video, especially when the
artist would sing the words fortune cookie.
The artist sings the lyrics "Wear your heart on my sleeve." I incorporated this into my music video as a literal gesture to add a comedic effect.
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The second feature is that the genre of the video has to fit the genre of the song.
I did this by making sure that aspects of the pop rock could be shown within my music video.
I have also added Goodwin's third concept which is visual motion.
Visual motion is the idea that the music video flows in pace to the song and genre. I did this when I came to edit my video, as it was pop I used jump cuts and face paces transactions. The pop genre is known to be face paced therefore I made sure my video would move as quickly as the song does.
2. Common features found in the pop rock genre is performance from the artist with his or her instrument. As I researched the pop rock genre I found that most of the artists would perform their with instruments. E.g. Andy Grammer and Ed Sheeran often play their guitar in their music videos.
I also found that most pop rock singers are seen as romantics as they often sing about love. This is shown as my artist pursues various females throughout the video. This usually the nature of most pop rock artists.
Pop music is usually fact paced and positive this is shown through out my video as my artist upbeat personality. He is constantly happy and hopeful of love.
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The third feature is the notion of look and is a part of them micro element known as the "gaze" this is the idea that the female characters (who are often sexualised) within a music video is there as only an object to be admired and looked at. In my music
3.In my music video I challenged the concept of the gaze and empowered the females that are seen in the video. I did this by not dressing them in revealing or over sexualised clothes the 3 girls in my video are dress appropriately.
Furthermore the women in my video were strong and independent as they made their own choices making them more than just a sexual object that society and the media makes them out to be. They reject the advances that my artist makes towards them and are not controlled by men which is often seen in music videos.
I don't focus the camera on any specific part of the female characters body as I feel as though it would be demeaning to women to just focus on part that are seen as the most "appealing" e.g. chest area. Instead I focus the camera and their whole body. This is way of saying that every part of a woman is important and that no one part should be focused on but all of it.
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Goodwind's fifth feature was intertextuality. This is the idea that the artist can make references to other media outlet such as films, TV, magazines, other music artist and Books.
4. In my music video my artist makes a reference about Adam and Eve in the first verse of the song. These are well know charters that most of us know from the Bible. My artist then uses the references of Adam and Eve in a modern day scenario by singing " Did Eve leave when Adam showed up five minutes late?"
This adds some more interesting aspects to the song and to my artist character as this can be interpreted a being quite philosophical.
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Digi Pak and Poster
Once my video was completed I then moved to make my Digi Pak and advert poster.
Digi pak:
Once my music video was completed I was able to move on to make the Digi pak. After my class watched my music video I was able to create a brand identity for my artist that would help create a digi pak that would reflect the personality and style of my artist.
The overall theme of my digi pak was the universe theme. I chose this theme as it shows how my artist is a true romantic how believes in love and fate. That is also why added the words FATE, LOVE AND HOPE onto the front cover. I felt that this was important as it meant that my audience would be able tell what kind of person my artist was and what genre my artist belongs to (pop rock). As peer feedback mainly said that my artist seem like a positive person and romantic I made show this could seen in my ancillary texts. After researching what conventions pop albums has I was able to developed my digi pak to fit the pop genre as I found that most pop albums are bright and artistic, I made sure that I incorporated this feature into my advert and digi pak.
I also added common forms such as the four sides that created the digi pak, I also added the bar code for purchase, the record lable and a list of tracks that is on the back cover. All of these forms made it easy to recognizes that my product was a digi pak
Magazine Advert:
Similar to the digi pak my magazine poster has the same theme. It is very bright and bold and I have carried the idea of the colours of the rainbow as the some of the font and the background are that colours of the rainbow. I feel like that bright colours used reflects my artist bight personality. To follow the genre of pop I looked at different magazine adverts of other popular pop artist such as Katy Perry and Bruno Mars I could see that they had similar stylings as their adverts were bright and bold. I felt that this is reflected in my advert as I have decided to go with striking and eye catching features and colouring.
Another Media technology that I used was a digital camera. I used the camera to film and take pictures. I was able to film various angles and shots that would improve and add to my production. The camera is a very important media technology as it was what allowed me to create my music video. I also used it to take still pictures for my digipak and poster, used my Canon Rebel in order to get HD pictures for my digi pak and magazine advert. In my evaluation stages I even used my camera to film various media technologies that I used.
Final Cut Express was a very important media technology as I used it to put my music video together. I was able to use Final cut express to add effects to my music video e.g. I made footage I filmed play backward to create the effect that the fortune cookie was uncrushed. I also added other effects like the slow motion effect, I used Final Cut lip sync the footage I filmed to the song my artist is singing. I was also able to edit my video so that the pace went with my genre, as my genre was pop I edited my video so that it would move at a fast pace. I later used Final Cut to edit the video I used to evaluate other media technologies I used.
