1. In what way does your
music
video/Digipak/Magazin
e Advert use, develop
or challenge forms &
conventions of real
media products?
Drew Allen
2. 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
3. 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.
4. 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.
6. Music Video
In 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….
7. Music Video
Steven 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.
8. 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
9. 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
10. Conventions
Camera 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.
11. 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
12. Conventions
Editing:
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.
13. 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
14. 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
15. 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
16. Comparison
Our 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.
18. Conventions
Artist 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.
19. 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
20. 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.
21. 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
22. Conventions
Main 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.
23. 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
24. 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
25. Comparisons
In 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:
27. Conventions
Artist 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.
28. 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
29. Conventions
Type 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.
30. 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
31. 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.
32. Comparison
In 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:
