In what way does your music

video/Digipak/Magazine Advert use,

develop or challenge forms & conventions of real media products?

Drew Allen

For this topic we have planned, created a music video, Digipak and magazine advert. They are all linked and are there to promote each other. They are all based around the cover of Respect by Kelly Clarkson

I have created a music video to the song ‘Respect’ by Kelly Clarkson. This video is sending the message of female empowerment as the video is about a woman that is being ignored by her husband and how she takes control of the situation. This video conforms he conventions of pop as there is a relationships and fashionable clothing. This conforms because the target audience is females aged between 16 to 25 as this is the time that you are more interested in fashion and relationships. It is a pop video and conforms towards the pop music genre as the house style features bright bold colours and informal (San Serif) fonts. This theme and house style is used throughout my media products in keeping with the pop music genre. I have created a Digipak for the song in the video.

In the Digipak and magazine advert the same woman from the music video is used for the images with similar pop coloured clothing. I have also created a magazine advert which would be placed in a relevant magazine such as a ‘Billboard’ or ‘Cosmopolitan’. This would ensure that the correct target audience is reached. The magazine is linked to the music video and Digipak because the magazine advert Is advertising the song.

Music Video

Music VideoIn the research stage of producing our music videos we looked at different theorists and there theories. We looked at Steven E Carlsson, Michael Shore and Andrew Goodwin….

Music VideoSteven E Carlson:Steven E Carlsson said ‘One of the most common methods of analysis is to break up the music video into black and white boxes. Almost everything is then perceived as opposites - trash or art, commerce or creativity, male or female, naturalism or antirealism, etc…’ Steven E Carlsson believes that there are two categories that a music video should fall into… Performance or Conceptual.

A video performance is when the viewer is able to watch the artist sing and dance to the song throughout the video. For example Katy Perry - Roar, Jessie J/Ariana Grande/Nicki Minaj - Bang Bang, Michael Jackson – Beat it.

A Conceptual video is when the viewer watches something that is not the artist throughout the video. For example Adele – Set Fire To Rain, Paolo Nutini – One Day, Ed Sheeran – A Team.

Andrew Goodwin:Andrew Goodwin believed that there are 5 key aspects to a music video, including… relationship between the song and visuals, narrative or performance of the song, technical aspects of the music video, star image (lots of camera shots making her the center of attention), and thought through beat (seeing what the lyrics mean).

Music Video

Michael Shore:Michael Shore believes that music videos are recycled styles that contain an information overload to adolescent males. Most videos contain elements of Power, Girls, wealth and speed. He believes that this all conveys into soft-core pornography. For example Justin Bieber – Boyfriend, 50 Cent – Candy Shop, Lil Wayne – Lollipop.

Music Video

ConventionsCamera Shots Types and Movement:In our music video we have tried to use a variety of shot types and movements, keeping the video exciting and interesting for the viewer. We have used long and medium shots to capture the clothing of the artist and the dancer in the video. We have done this because this is what other pop music videos are doing to attract the target audience which is 16 to 25, as this is the age where we are conscious of fashion. We have used close up shots of the face of the artist and dancers to make the viewer fell as if the artist is singing to them and the video is personal to them. We have also used close up shots to highlight certain objects such as the face of the husband to show expression of the husband and make the viewer feel emotion towards the character. We have used movement in our music video to show more of a scene in one shot and makes the video more pleasing to the eye.

Visual Effects/Special Effects:Special effects and visual effects are to make a show or video more appealing to a certain type of target audience. It can also make a video look smother and more eye pleasing For we have used different visual effects such as graphic and cartoon style effects on some of the shots which make the video conform more to the pop music genre as common in pop videos is bright, bold, block colours. We have also used transitions between some of the shots, like sliding and moving shots, to make it look more visually pleasing to the viewer.

Conventions

ConventionsEditing:The editing proses is when all of the shot come together and make the final product. We have used different editing techniques such as filters, transitions and effects. We have used filters of shots such as the TV. We used an effect called ‘add noise which makes is look like the flicker of the TV. We have used the transform tool to move different shots and have 2 or more shots on the screen at one time. We have also used several effects of a single shot to create a different and more exciting effect, for example we have used graphic, colourizer, super 8mm, film grain, film noir, dry heat, focus and glow, making an effect like the ones shown below.

Performance Vs. Narrative:A performance based music video often includes a performance of the artist. A narrative music often tells a story featuring lyrics or suggested in the lyrics. Our music video has some signs of a narrative video and signs of a performance video. We have included shots of the artist performing and lip singing making the music video fall into the category of performance. We have also used the artist and other characters to tell a story.

Conventions

Mise-En-Scene:Setting - For the setting and the scenery we used several different place to tell the story, including, a house setting, a pub setting, setting out side the pub (Birmingham), and the TV studio at BOA (green screen). we used these settings to the story. Different scenery create different moods, for example a dark small room would create a sad, scary feeling for the viewer. Props/Costume - In a pop music video the costume and props are important because of the the target audience we are trying to achieve. This is because our target audience it 16 to 25 and this is the age that we are most fashion conscious. We have used clothes that conform to the pop music genre, bright bold clothes. We also used different props which are important in helping to tell the story, for example the take-away bag or the food on the table.Facial Expressions/Body Language - facial expressions in a shot help the viewer to understand the emotions of the character in the video and create emotion in the viewer to feel a connection to that person. In our video we have used facial expressions in shots of the woman to show her anger and annoyance towards her husband. We have used body language to also she the woman's anger and a annoyance when she is looking at her husband and throwing her arms around.

Conventions

Mise-En-Scene:Lighting/colours - lighting and colours can also create a mood in music video. For example a dark shot could be sad and emotional or a light rood could be happy. People also associated different colours with different colours, for example blue for males and pink for females. We used bright colours and lighting as it is a up-beat, happy, pop song.Position Of Performer/Objects - The positioning of different objects from the center of the screen signify how important they should be in that shot to the viewer. In our music video we positioned the main woman, that the story is about, is placed in the center of the shots that only involve her so the she in the center of attention other that if she is walking which is just a passing shot. We have also added objects such as the food, take-away bag and the food on the plate, in the home scene, in the center of the screen which should highlight to the audience. This is highlighted to show that the husband isn't respecting her, as he has bought take-away food when she has cooked a meal for him.

Conventions

ComparisonOur music video conforms to other videos in the pop music genre by:- Using bright, bold colours- Using a mixture of narrative and performance. Using the artist performing and

telling a story of a woman that’s not being respected by her husband.- Using full length shots to show the fashionable, stylish and mainstream clothing

worn be the artist.- In a high energy song using a bright lights and quick tempo shots.

Our music video challenges other music videos in the pop music genre by:- Pop music videos portray a happy and enjoyable demeanor but throughout

most of our music video the woman is unhappy with her husband but is resolved in the end.

Other music videos that follow the conventions of the pop music genre:- Cheerleader by OMI- Stronger (What doesn't kill you) by Kelly Clarkson- Price Tag by Jessie Jay- All About That Bass by Meghan Trainor

All of these pop music video examples have the same conventions as our music video apart from happy and enjoyable demeanor which our music video doesn't’t follow until the end of the video.

Digipak

ConventionsArtist and Album Name:The artist name is in a script font to make it look like she has signed it to the owner of the CD. The artist name is also a bold, light, pink colour and I have added a white outer glow around it to make it stand out more on the cover it is on. The artists name is placed various times throughout the Digipak.

The album name is in a sans-serif font which an informal font. The album name is in a plain white font and stands out the most on a cover. The album name is the larger text on the front cover and is also repeated through the Digipak.

Colour Scheme:For my Digipak I have used the light, bright colours. I have used the colours pink, purple and white throughout. White is associated with goodness, purity, and safety. It is considered to be the colour of perfection. The colour purple is associated with royalty, power, nobility, luxury and ambition. All these colours are associated with the female gender. Light purple evokes romantic and nostalgic feelings whereas dark purple evokes gloom and sad feelings. We have used there two shades purple to create a contrast in emotions linking to the story told in the performance of the music video.

Conventions

Conventions

Type Of Language Used:On the inside left cover I have added the lyrics of the main song on the album. I have done this rather than adding a message from the artist because the lyrics from the song should explain everything to the owner on the CD. The lyrics should explain the artists feelings and thoughts with out the artist having to explain.

Track List:For the track list on the back cover I have again followed on from the rest of the Digipak with the sans-serif font, keeping it informal and personal to the owner. The track list is all one colour (pink) and has a bold block colour behind it (purple), which makes the tracks and the length on the tracks stand out against the background.

Conventions

ConventionsMain Images:For the main image on the front cover I have used a side facing, medium shot image. This allows the buyer to see what she is wearing but is close enough to make it feel personal to the buyer. The clothes in the image a plain but stylist, in keeping with the colour design of the whole Digipak. I have decided not to use any props or background scenery in this image as I wanted to keep the focus on the artist. I have also kept the lighting bright so that you can see the artist and keep the mood and atmosphere of the image light and happy.

Main Images:For the main image on the inside left cover I have used another side facing image but this time the artist is lying down underneath the song lyrics. The text fits round the curvature of her back making the layout of the page fit nicely. The clothes in the image follow throughout the Digipak keeping the same house style. I have decided not to use any props or background scenery in this image as I wanted to keep the focus again on the artist. I have also kept the lighting bright so that you can see the artist and keep the mood and atmosphere of the image light and happy. In the image she is smiling what follows the mood of the light and colours used.

Conventions

Main Images:For the back cover I have used side facing, medium shot image once again in keeping with the other images on the other covers of my Digipak. This allows the buyer to see what she is wearing but is close enough to make it feel personal to the buyer. The clothes in the image a plain but stylist, in keeping with the colour design of the whole Digipak. I have decided not to use any props or background scenery in this image as I wanted to keep the focus again on the artist. I have also kept the lighting bright so that you can see the artist and keep the mood and atmosphere of the image light and happy.

I haven't added an image on the CD cover as I wanted to keep is simple but effective.

Conventions

ComparisonsIn general my Digipak conforms towards the pop music genre….

Our Digipak conforms to other Digipak in the pop music genre by:- Using bright, bold colours, creating a light, happy mood.- Using full medium shoots of the artist in the images, so that the buyer can see the clothes

that artist is wearing as fashion is relatable to 16-25 year olds.- In a high energy pop song using a bright lights and colours creates a light happy mood.

Other music videos that follow the conventions of the pop music genre:

Magazine Advert

ConventionsArtist Name/Album Name:The artist name is in a script font to make it look like she has signed it to the owner of the CD. The artist name is also a bold, light, pink colour and I have added a white outer glow around it to make it stand out more on the magazine page it is on.

The album name is in a sans-serif font which an informal font font. The album name is in a plain white font and stands out the most on a page. The album name is in larger text and other than the main image is the biggest and brightest on the page.

Colour Scheme:For my magazine advert I have used the light, bright colours. I have used the colours pink, purple and white throughout. White is associated with goodness, purity, and safety. It is considered to be the colour of perfection. The colour purple is associated with royalty, power, nobility, luxury and ambition. All these colours are associated with the female gender. Light purple evokes romantic and nostalgic feelings whereas dark purple evokes gloom and sad feelings. I have used there two shades purple to create a contrast in emotions linking to the story told in the performance of the music video.

Conventions

ConventionsType Of Language Used:On the magazine advert I have used mush text. I have done this to keep the magazine simple and straight to the point, so that when the reader looks at the page they know exactly what the magazine advert is about quickly. I have used formal language so that everyone who reads it understands it. I have still used the Sans-serif font style to keep in informal and personal to the reader. The information that should be more important to the reader should be more towards the top of the page and in a bolder font and colour. The information that should be less important to the reader should be more towards the bottom of the page and in a thinner font and darker colour.

Release Date/Availability Of The Album:The release date of the album, which is ‘Out Now’ is placed at the very top of the page and in a light colour so that should be one of the first thing that the reader looks at. It is in a Sans-serif font style to keep in informal and personal to the reader.

The availability of the album is placed at the very bottom of the screen because is it less important the the reader at first glance. In the reader in interested by the image, title of the album and the artist, them the reader will read on and read the other information of the magazine advert. It is in a Sans-serif font style to keep in informal and personal to the reader. And is in a dark, black colour so that it doesn't’t stand out to much on a page.

Conventions

Conventions

Main Image:For the main image on the magazine advert I have used the same image as the front cover of the Digipak font cover. I have used a side facing, medium shot image, which allows the buyer to see what she is wearing but is close enough to make it feel personal to the buyer. The clothes in the image a plain but stylist, in keeping with the colour design of the whole Digipak. I have decided not to use any props or background scenery in this image as I wanted to keep the focus on the artist. I have also kept the lighting bright so that you can see the artist and keep the mood and atmosphere of the image light and happy. In the image she is smiling what follows the mood of the light and colours used. All of the conventions I have used are the same throughout my media products.

ComparisonIn general my Digipak conforms towards the pop music genre….

Our music video conforms to other videos in the pop music genre by:- Using bright, bold colours, creating a light, happy mood.- Using full medium shoots of the artist in the images, so that the buyer can see the clothes

that artist is wearing as fashion is relatable to 16-25 year olds.- In a high energy pop song using a bright lights and colours creates a light happy mood.

Other music videos that follow the conventions of the pop music genre: