Evaluation- Question 1- In what ways does your media product use, develop or challenge forms and conventions of real media products?

My brief was to create a 3-5 minute music video of my choice for a genre of my choice within a group of 3 or 4 within our media class. I also had to create 2 ancillary texts which were a magazine advert and a digipak for my artist to work alongside my music video. The music video and ancillary texts could either be conventional or subversive of its genre whereas at AS I had to conform to the conventions of a typical thriller. My group members are Domenico, Blessing and Amber and we worked together as a group to create the music video. When deciding what song to create a music video for we looked at many different genres to decide what genre would be the most successful one to create a creative music video to. We annotated and interpreted the lyrics for different songs such as ‘Just give me a reason’ by Pink which is of the pop genre, ‘When a fire starts to burn’ by Disclosure which is of the dance genre and ‘Runaway’ by Ed Sheeran which is of the indie genre. By interpreting the lyrics of each song I could see what conventions I should have in my music video for it to be successful.

I chose the song ‘Runaway’ by Ed Sheeran as I felt that this songs theme of isolation was the most interesting to create a music video for and the audience would be able to easily relate to my artist as isolation is a common feeling therefore audiences will be interested in my music video. In addition I chose this song as the lyrics were meaningful as it tells a story therefore I could create the music video which a narrative concept which will create a strong relationship between the audience and the artist. I chose the indie genre as indie songs usually tell a personal story therefore I could create a narrative concept music video which I believe would be the most interesting to audiences. As a group we worked together to plan our music video and create out music video although we all took on specific roles. Amber’s role was to edit our music video as this was her strength and Blessings main role was to help create the ancillary texts as she enjoyed working with Photoshop. We took on different roles as we each had different strengths. My responsibility was to create the storyboards and film schedule so that our group had a clear understanding of when we was filming and what content we was going to film. Therefore we could film with no obstruction. I was also responsible for the cinematography within my music video as I took the lead in choosing what shots to use when I filmed my music video as I was the person who created the storyboards therefore I had the clearest idea of the shots to film. Through my responsibility I learnt that it’s key to be organised when working within a group and to have a clear understanding of what you’re going to film before you create your music video so you can film with no obstruction. I also learnt more about cinematography and understood that I needed to have different shots within my music video for it to be interesting and creative but also need specific shots to create certain representations of my artist for example a high angle would make my artist look small and vulnerable which will build a relationship as the audience will feel sympathy for him. Overall I learnt that from having a role within a group that we all need to share equal amounts of work which will we did therefore, I believe we worked well as a group however we had to change some dates of filming as not all members could film during those times.

 I believe that my ancillary texts and my music video are successful in relation to building a relationship with the audience as the representation of my artist is vulnerable and isolated which creates sympathy therefore builds a relationship. Also my music video and ancillary texts are appealing to my target audience 13-25 as they will be able to relate to my artist in the music video as its set in realistic locations such as within a city, fields and a house. 

- house scene

- field scene

- city scene.

The ancillary texts will appeal to the target audience due to the indie conventions such as plain simple font, simple layout and images of the artist which are mysterious and images of the artist holding a guitar which shows he’s a strong indie artist. My ancillary texts will also appeal to a wider audience as we have slightly subverted the indie genre through the use of bright colours such as pink and blue which may give off a different representation of him being fun and bubbly which will interest other audiences.

 Furthermore I believe that I have made a successful music video as I researched into the indie genre in depth by watching many different indie music videos such Ben Howard- Keep your head up, Sam Smith- Only one and Ed Sheeran – The A team to understand conventions of the indie genre to give me inspirations for my own music video. I also looked at many magazine adverts and digipaks to give me inspiration for my own ancillary texts, I looked at Jack Johnsons digipak which inspired me to create my artist representation as mysterious and use the images which are hidden which is evident on my magazine front cover.- 

 Magazine advert and digipak to show bright contrasting colours. 

 My artist also wore plain clothing such as jeans, top and jumper which the audience can relate to and build a relationship. Our music video was very conventional to the indie genre through the use of the mise en scene such as the realistic locations, lighting and plain clothing which will appeal to our target audience therefore my music video is successful. My ancillary texts were conventional to the indie genre but subversive due to the bright colours used however this would appeal to our target audience (13-25 year olds) as it makes the ancillaries visually appealing which made them successful.

Question 1) my production brief was to create a 3-5 minute music video of my choice that either followed the conventions of that certain genre or you could also subvert the conventions. I chose the indie genre. I also had to create ancillary texts to go alongside our music video, which included a digipak and magazine advert.

A music video is a promotion tool in which artists use alongside their songs to gain more publicity and therefore gain more profit. I believe artists create music videos to get them noticed within the music industry. Music videos can either conform to their genre or subvert the genre completely, its typical of music videos to follow the genre to appeal to their niche audience.

Goodwins theory states that music videos have seven typical characteristics which include a relationship between the lyrics and visuals which is where the shot in the video matches the lyric, Links between the music and visuals which is where the speed of the music matches the speed of the visuals, the music video to demonstrate genre characteristics which means that music videos conforms to that particular genre for example dance routines for girl bands, demands of the record label therefore meaning there will be a lot of close ups of the artist so that the artist is remembered, Frequent reference of notion looking a particularly voyeuristic treatment of the female body which is where there are many shots of the women to make her seem ‘sexy’, inter-textual reference of media products within music videos such as magazines and lastly music videos are either performance based, concept or narrative. They can also be all three.My music video is performance and narrative based as this is conventional to the indie genre.

 My music video follows some characteristics of Goodwins theory which such as a relationship between the lyrics and visuals for example ‘Tie both shoelaces’ and the shot is Nico (our artist) tying his shoelaces.This will engage the audience into watching our music video as it will make it easier to watch. 

 Links between the music and visuals is evident in my music video as the shots get quicker as the music gets faster. My music video demonstrates genre characteristics for example the realistic locations for example the house location and city. By having realistic locations a relationship will be built with the artist as they will be able to relate to him as the music video will be more realistic

. 

Codes and conventions  of the indie genre include plain simple clothing so that the audience can relate to the artist therefore a relationship is built. Iconography which is typically an acoustic guitar. Realistic locations are a typical convention also so that the audience can relate to the artist and build a relationship. Cinematography including close ups, high angle and low angles. Close ups are used so that the audience can clearly see how the artist is feeling which builds a relationship with the audience. High angles can make the artist look small and vulnerable whereas high angles can make an artist look strong therefore those shots relates to how the artist is feeling. Typical editing styles that are conventional to the indie genre are black and white filters, it can empathize the artists feelings and emotions which builds a relationship. It also makes the narrative more clear.

 

I have included some of the typical codes and conventions within my own production to create a conventional music video. I used conventional mise en scene to create a relationship between the audience and the artist. My artist is wearing plain clothing throughout the music video which the audience can connect with as he will look like an ordinary boy which will build a relationship. My artist is wearing a green coat and jeans which is very simple and plain which makes my video more realistic and the audience will be able to connect with him better. Also the jeans will appeal to the nice audience of 13-25 year olds as they will typically wear jeans therefore they will be able to relate to him better. The colour of the clothing is also conventional such as the green and the blue colour which will also appeal to the audience. The use of simple plain clothing is effective in building a relationship with the audience as the music video will seem more realistic therefore they will engage with the music video more.

Another convention I had within my music video was the use of conventional cinematography. I had many close ups of my artist within my music video, this is another feature of Goodwin’s theory present as he states that there needs to be close ups for the artist to be remembered. I had close ups within my production to create a relationship between the artist and audience as they will be able to clearly see his facial expression which shows he’s upset therefore they will sympathise for my artist and connect to him. An example of a close up I used was when he was walking in the city which shows to the audience that he’s upset that he’s leaving which will also make the narrative easier to understand. Furthermore close ups establish a relationship between the artist and audience as they will be able to see his emotions and will understand the narrative better from this.

Another convention of the indie genre I had was black and white filters. I had black and white filters which is evident at the beginning of my music video when the artist is in the house. I used black and white filters so that the audience can connect with my artist straight away as the black and white filters emphasises he’s vulnerable. The black and white filters make the video more realistic as it presents the artist as more upset that he’s running away which builds a relationship as they will sympathise for him. The black and white filters makes the narrative more clear therefore the audience will engage more with the music video.

Another feature is there are many performance shots of my artist performing with an acoustic guitar. This specifically appeals to the target audience as they will expect to see this within the music video. I also have a narrative concept within my music video. By having both makes my video creative and also entertaining. By having performance shots shows that my artist is talented therefore a relationship is built between the audience and him.

Therefore overall my music video is conventional to the indie genre however our ancillary products does challenge the conventions of the indie genre but also conform to them too. My magazine advert does conform to the indie genre through the use of the simple layout, the title at the top with images and information at the bottom. I have done this so that it’s clear to read and view the images. The font is also simple so that the magazine advert looks more realistic therefore the audience will be more engaged with the magazine advert. The images are also conventional as the images are in realistic locations such as in a city and down an alley which the audience will be able to relate to. However my magazine advert is subversive due to the bright colours used. I done this so that its more vibrant and appealing to audiences. My digipak is also conventional to the indie genre but also subversive. The simple layout and font is conventional however again the bright colours goes against the genre however this again makes the digipak more appealing.