In what ways do your media products use, develop or challenge

forms and conventions of real media products?

In our music video, we used and developed many forms and conventions of real media products. By using certain forms our video became structured, and had a definite shape and meaning. Similarly, by developing particular conventions, we were able to provide the audience with content that reflected real media products. We used these specific forms and conventions in order to entice our target audience; boys from 16-25

Firstly, there are certain forms that we used so that our video reflected a real media product. Songs today usually last for around 3-4 minutes, thus music videos are normally around this length. This is due to the fact that radio stations need to play a certain amount of songs per hour, and shorter songs are played more often. There are some exceptions to this rule, such as ‘Telephone’ by Lady Gaga, as the video lasts for just under ten minutes, but this is an extreme form of promotion. However, we wanted our video to last for around three minutes, or under, as our target audience (boys 16-25) would probably not watch a long music video. We wanted to involve a narrative element and a performance element, but the short time frame restricted how long we could use the narrative. The key element of the video needed to be the performance as we needed to be able to fully promote the band in the three minute time. As a result, we had to be quite selective in our editing so that there was a definite balance between the two areas; the video needed to be exciting but also work as a practical piece of advertising.

Miley Cyrus – We Can’t Stop https://www.youtube.com/watch?v=LrUvu1mlWco

Lady Gaga – Telephone https://www.youtube.com/watch?v=EVBsypHzF3U

Furthermore, we used two common elements of form, as they gave shape and meaning to our video. Our video had both a performance and a narrative element that interlinked with each other in order to portray an overall idea. Star image was a key factor in the construction of our performance element, as we wanted our target audience to be drawn to particular characteristics of the band. Star image is defined by Dyer as the semi-mythological set of meanings constructed around music performers in order to sell the performer to large and loyal audience. Thus, the star is not a real person but just an image, that has been created out of a range of materials. As a result, we carefully constructed the bands star image, and then used this create the performance element. We wanted the band to be seen as young, rebellious teenagers of indie rock, thus as Negus argues, we wanted to present the band as an organic ideology of creativity. Therefore, we had the band using their instruments in the video in order to demonstrate their authenticity and this meant that the majority of our video was performance based, as it allowed us to promote the bands star image.

Ron Pope – Fireflies https://www.youtube.com/watch?v=8gdyRLsKWPU

In order to create the narrative element, we took the idea of divorce from our chosen song and heightened its meaning, so that we portrayed an overly dramatic domestic dispute. By combining guns, smoke grenades, an attractive girl and a wooded area, an image of wild teens and ‘crazy love’ is created and this reflects the other part of our star image. The dangerous side to the narrative emphasises the rebellious side of the band, thus emphasises their genre; indie rock. The use of guns also attracts our target audience (boys 16-25) as it reflects other popular media culture (video games/action films) that they may indulge in, thus encourages them to continue watching the video.

Ed Sheeran – Small Bump https://www.youtube.com/watch?v=A_af256mnTE&spfreload=1

Additionally, we used and developed various conventions in our video, so that it reflected real media products. In music videos the use of artistic camerawork is often prominent, as it distinguishes a music video from a film. We combined both artistic camerawork and standard shots, so that both the performance and narrative element unfolded in a way that subverted the audiences’ expectations, thus capturing their attention. We used hand held footage in order to achieve this, as it coincided with the rock genre of the song. The chaotic shots reinforced the pace and rhythm of the track, thus heightened the overall impact of the song. The hand held camera conjured a reckless and exciting atmosphere in the video, as many of the shots were blurry and unfocused, thus we used the camera to ensure that our star image was captured, as the often disorienting movement of the camera emphasises the bands desire to be different and their rebellious nature. Moreover, we used a short depth of field to reflect the organic nature of the band, as it draws the audience into the world of the band and puts them in the moment, thus normalising them. This was also a way to attract our target audience, as it reflects many action films that would be interesting to a demographic of boys aged 16-25. (By using hand held shots during both the performance and narrative elements we also established a further link between the two forms, thus again challenged the idea that they should be kept separate).

Duke Dumont – I Got U ft. Jax Jones https://www.youtube.com/watch?v=FHCYHldJi_g&spfreload=1

However we used other conventions as well, such as a conspicuous use of lighting, as it further heightened the atmosphere of the video. We used a light bulb swinging from the ceiling during the performance element, despite the fact that the set was specially lit from above so that the light appeared ‘natural’. Therefore, we only used to the light bulb to intensify the chaotic nature of the video, because as a light it held no real purpose. The swinging motion of the light emphasised the beat of the song, and as it was broken with no shade, it also portrayed the bands rebellious star image. Moreover, it also helped to promote the organic nature of the band, as it implies that the band is ‘unconstructed’ and free, whereas in reality they are carefully planned.

Ellie Goulding – Lights https://www.youtube.com/watch?v=0NKUpo_xKyQ

Furthermore, we used and developed the convention of breaking continuity editing, as we linked the performance and narrative elements together by using the lead singer of the band, as the male actor. We involved both elements, as both served a purpose in capturing and maintaining the audience’s attention. This also heightens the bands organic star image, as it implies that the band has numerous skills that they can transfer into different channels of creativity. The performance element helped to promote the band, whereas the narrative element was created in order to add another dimension to the video. This breaks the illusion and construction of real time, as the lead vocalist is seen singing with the rest of the band, and then in the next shot is seen running outside with a gun. However, due to the nature of music videos, this is accepted rather than questioned. By placing our video in a world outside of reality the use of guns and grenades becomes more believable, thus entices our target audience further. Also by breaking continuity editing, we were able to place the band in the couples destroyed bedroom, without it appearing odd or random.  

 

Taylor Swift – Picture to Burn https://www.youtube.com/watch?v=yCMqcFAigRg

When constructing our website, we also looked at some of the traditional forms and conventions. We mainly looked at websites from bands within the same genre (indie rock), as it allowed us to understand what specific forms and conventions applied. As a result, we focused mainly on the homepage of our website, as we wanted it to capture the essence of our band’s star image. Due to this, we combined an image of a lightbulb, with one of a tree, and used it as a symbolic motif for our band. This reflects our bands star image, as it embodies the exciting with the rebelliousness. We took inspiration from Imagine Dragons, who use a symbolic image on their website to portray the bands star image.

https://www.imaginedragonsmusic.com/

Having looked at bands from a similar genre we realised that many incorporated gallery pages on their websites, in order to show different images of the band. This is a good way to promote a band, as it emphasises the idea of Dyers first paradox; “The star must be simultaneously ordinary and extraordinary for the consumer”. We attempted to use this idea by having different images of the band in various places, in order to infer that they were both “ordinary and extraordinary”. The main focus of The 1975’s website was a variety of images, and we used a similar lay out to them, as it allowed us to easily convey the different identities of our band. Moreover, we edited the images so that they had a blue tint, as this drew a link between the website and the music video.

http://the1975.com/

Another key element of a website is the merchandise page, as it provides an alternative means of promotion. As our band has a very distinct star image, we wanted the merchandise to be simple, in order to reflect the organic authenticity of the band. Equally, as our target audience was mainly male, the items we chose were more appealing to a male demographic. Our main colour palette was blue, black and white, and we chose the last two colours for the merchandise. We did this as it helped us to establish continuity between all the products we were displaying, thus ensuring that the audience recognised the band. Kodaline’s merchandise page provided us with a lot of inspiration, as it helped us to understand the importance of portraying star image in all the elements of the band.

http://kodaline.officialmerchshop.com/

Furthermore, we applied traditional forms and conventions in the construction of our digipak. We wanted to promote our group through a front man, and as we were inspired through bands such as The Script, we decided to use his image on the front panel of the digipak. However, we wanted to solely focus on the front man, therefore didn’t fully conform to this convention as we did not display images of the other band members on the digipak. We used an image that had a blue tint and the same font, so that it linked with the music video and website. By following in this form we were able to construct three products that cross-promoted our artist.

http://1.bp.blogspot.com/-AC7u5bY5xJo/UUnPN7RDfRI/AAAAAAAAACo/V0uuWMItYpY/s1600/the+script.jpg

Moreover, we followed in the traditional convention of having the track lists on the back of the digipak, as it helps to entice consumers to buy the product. In order to gain an idea of how to set out this, we looked at bands such as Mumford and Sons and Kodaline. Here we realised that the background image is often plain, and although it keeps in tone with the general theme, it does not display an image of great importance. As a result, we decided to use a slightly blurred image of trees as our back panel, as it added to the ‘woods motif’ but also allowed the audience to easily focus on the title of tracks.

http://ecx.images-amazon.com/images/I/712QQ9xINbL._SL1200_.jpg http://images.junostatic.com/full/CS468240-01B-BIG.jpg