A2 Music video : 2015

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

Andrew Goodwin’s theory believes in a music video, there is a relationship between the lyrics and visual,lots of close-ups of the main artist, artist develops their own star iconography, reference to voyeurism, a relationship between the music and visuals,performance/ narrative based, inter-textual references and the use of the conventions of specific genres having their own style and iconography.

I have used forms of conventions of music video. I have used a lot of close ups of the main artist which comes under Goodwin’s codes and convention of music video. This shown during the performance, and argument scene.Adding to this another form of Goodwin’s codes and convention of music videos, is a relationship between the visuals an lyrics. As shown in the scenes where the lyrics goes ‘firelfies tonight’ with a background of fireflies on the screen. The image illustrates the lyrics.

Moving on the third convention I have used is a narrative. In my music video I have used this code’s of Goodwin’s, creating a sense of a narrative. My music video narrative is based on my main artist’s breakup, and getting over her ex boyfriend.

My music video applies parts of Todorov’s theory, as the performance scene cuts in between the narrative throughout. Though the performance scene cuts in-between, my audience are able to fit the narrative together. My music video starts off as equilibrium -at the outset of my story introducing my main artist during the slow tracking mirror shot, then an action disrupts the equilibrium - the argument scene, then a quest to restore the equilibrium-main artist getting with her friends to go out, then the narrative moves to climax- my main burning burning gifts, and lastly the equilibrium is restored at the end, as shown in the party scene we see the main artist at a party with her friends having fun.

Assessing the use of a narrative I believe the narrative music video was enagaging for my audience as the use of a narrative attracts the audience’s attention and encourages them to watch till the end.

Performance comes under one of Andrew Goodwin’s codes and conventions. This convention is shown in my music video.

I believe the use of performance was effective as it allows my audience to engage with my main artist through the use of close up shots, allowing the audience feel like they have a personal relationship with the main artist.

Lastly another Goodwin’s code and convention I have used is the reference of voyeurism; the notion of looking or spying on someone. This is shown in my music video at the first verse of my music video as shown when the main artist is dressing up applying her make-up on her dressing table with the use of mirror and high angles
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Moving I have used and developed the codes and convention of rnb music videos. I have developed the codes and conventions of existing r&b music videos. As shown in existing rnb music videos females tend to be dressed in minimal clothing’sand heels to show off curves, and to elongate their legs to attract the opposite sex. I have developing this idea.This is shown during the candles scene, I have dressed in my main artist in a white short dress which shows off her arms and heels which lengthen her legs, but rather than potraying her as sexual, I have portayed her as innocent, using the colour white as it denotes she naïve and connoates purity. I have positioned the audience to almost feel pity for her rather representing her as sexual to attract the opposite sex.

I have developed the idea of rnb females being portrayed as a sex object through voyeurism, by potraying my main artist as innocent rather in a form of a sexual obejection. This is shown my music video at the first part of my music video as shown when the main artist is dressing up applying her makeup on her dressing table.

Moving on my album advert follows the appropriate layout conventions of existing album adverts, as shown in my advert I have placed a release date, the title of the album and main artist, main artist image, the record label, a copy of the album cover on the advert, main artist’s online page and stores and apps audience can purchase the album. Assessing the use of layoutconventions of an album advert, I believe this was effective as the layout and conevetions was common , which meant it was easy for audience to study, and look for specific information as it was not structured in a complicated layout. However I believe it had it's disadvantage using the typical codes and conventions of album advert as it did not have a unique look.

My digipak also follows the appropriate layout conventions as shown in my digipak I have included a back section which contains a track list, bar-code, company logo, copyright logo, and production date. Assessing the use of layout conventions of an album digipak, I believe this was effective as the layout and conventions was common , which meant it was easy for audience to study, and look for specific information as it was not structured in a complicated layout. However I believe it had it's disadvantage using the normal layout conventions of a digipak as it did not have a distinctive look.

2. How effective is the combination of your main product and ancillary texts?

In my ancillary texts I have dressed my main artist mainly in black clothing, as identical to the way I have dressed her in my music video mostly in black , as shown throughout the performance scene she is dressed in a black top. I believe this is effective, as I point across the idea of showing a strong connection between my main product and ancillary texts through the costume.

Moving on to hair and make-up, my artist is seen with the same make-up and hairstyle in my music video and ancillary texts to keep a consistent star image. The idea of the red bold lipstick and curly hair image look is consistent. I thought on my main artist’s make-up well, using a red lipstick to give her a diva and bold image, as red connotes fire, energy, passion and determination. Also have throughout well about her hair, as shown in the poster, and digipak, and throughout the music video expect from the performance scene her hair is laid down and curled to give her a confident image which supports the whole diva image look.

Moving onto the colour theme, the colour scheme in my music video was reinforced in my ancillary texts. The house colours in my music video were green, black and red. As shown in my music video,the obvious and consistent black background , the red lipstick and green fireflies background emphasising my house colour-green, red and black. This was constant in my poster and digipak. As shown I have used a khaki green background, and red and black fonts to pronounce the diva star image of my main artist as fierce and loud. As red draws attention, associates with energy, and black implies confident.

Furthermore through my angle shots, I have shown a corresponding relationship with my main product and ancillary texts, by using the same angle shots I have used In my music video and ancillary texts. I have used mostly a lot of close-ups, and medium shot angles so the audience can almost feel they have a personal and close relationship with the artist. Examples of where I have used medium and close up shots in my music video on my artist, is shown a lot during the performance scene.

Overall assessing how effective the combination of my poster and digipak, with my music video, I believe it is very effective as the audience will be able to identify and relate each media texts with each other, as they have identical angle shots, colour scheme, costume, hair and make-up.

3. What have you learned from your audience feedback?

During my planning and research stage I was able to find out what logo design my audience liked the most, through carrying out poll on my blog. I learnt that my audience liked the design 2 the most.

Assessing this feedback I believe it was useful as I was able to find what out my audience liked the most without guessing. However the drawbacks were, I was not able to collect detailed feedback on what my audience thought on the design logos and feedback on improvements. Overall I believe this feedback was useful so I took on-board on this feedback using the second design for my artist’s logo.

Furthermore, during planning and research on my music video I constructed a focus group, where I was able to find out what audience thought on my music video synopsis. I learnt that my focus group believed the concept of music video was good, showing a story of the main artist finding herself throughout the music video, from the mirror scene to the party scene, by doing this by showing her emotions throughout.

In addition to this I learnt from my focus group, we should portray the main artist as in control doing this in the dance scene. Lastly I learnt from my focus group the music video should be aimed at teenagers from 16 onwards as they will be able to relate with the narrative of the music video. Assessing this feedback, overall I believe it was useful so I took on-board on this feedback reinforcing my music video’s synopsis and portraying my main artist as confident, ‘in control’.

During my production stage I was able collect my peer’s feedback on my first music video draft through emails. I learnt from first feedback, rather than starting the video with the slow tracking mirror shot and then cutting to the performance, perhaps I should start with the performance and then cut to the mirror scene? As it might make a stronger start and give stronger introduction to the artist. In addition to I should include more clips in the montage at the beginning.

Furthermore, I learnt that both the argument and dance looked unprofessional, as the mise en scene did not correspond well with the rest of the video. Adding to this I was suggested that I should re-film this argument scene in the drama studio with a spotlight to capture the dark atmosphere which would reflect on to the state of the relationship, and to re-film dance scene in the dance scene as it will look more professional. Lastly I learnt that I should use edits such as, the fade edit or dissolve edit in the burning as it will make the burning scene more dramatic.

Assessing this feedback, I believe this was a very constructive feedback as they commented on my mise en scene on how to improve by giving me ideas on location, setting and using edits such fade or dissolve. Overall I believe this feedback was constructive as it highlighted on areas such as editing and mise en scene, so I took on-board on this feedback, re-filming the argument scene again, and dance scene, and experimenting with different edits.

Moving on to the second feedback, I learnt the flashback argument scene was not obvious, and perhaps I should use a black and white effect. Assessing this feedback, I believe this was useful as they pointed an area to me which was not thought well and told me on how to improve on it. The drawback on this feedback was it only pointed out on one part of my music video, so I was unable to collect constructive feedback on the other parts of my music video. Overall I believe this feedback was constructive, so I took on-board using a black and white effect to make the flashback scene more effective and obvious.

Lastly I learnt on 1^st music video draft that the music video looked professional, as the editing pace matched with the beat of my music video, and the lip syncing was in synch. In addition to this I learnt I should add more scenes and add a narrative. Assessing this feedback, I believe this was constructive as they pointed out on the positive areas and then pointed out on the areas I should improve on. Overall I believe this feedback was constructive, so I took on-board adding more scenes and giving my music video a break up celebration storyline.

After constructing my final music video I was able to collect final feedback through Whatsapp messages from friends.

I learnt that the music video was ‘relateable’ for those whose been through a breakup, also they thought the music looked ‘professionally, narrative was clear, the actors were amazing at showing emotions and it could be improve perhaps if they had been shots in other locations other than a studio.

4. How did you use media technologies in the construction and research, planning and evaluation stages?

During my A2 coursework I have used a wide range of media technologies in my construction, research, planning and evaluation stages.

Throughout my research, planning and production stages, I used Prezi, moovly and emaze share. These software were effective as I was able to present my work in an creative and interactive style, add voice-overs, and videos. However the downfall using these software were I needed internet before using it., thefore it was not always an easy access.

This was the same to scribd, slideshare and thinglink which i used to present my work. They all were useful and had similar advnatges where i was able to present my work in a creative and intervatyle style. However their drawback were I could not add audios and videos to my work.

Youtube was a key media technologies I used throughout my A2 coursework. During my research stage, I used Youtube to watch r&b music videoes to give me ideas when planning my music video. This was useful as it enabled me to acknowledge the codes and convention of my chosen genre-r&b, and was a quick access to watch music videos. During my production stage, I used Youtube when exporting my music video. This was effective as it was a fast and easy video sharing and able to collect feedback .The only drawback was I needed internet to access Youtube, therefore it meant I was not always able to access it.

Under my research stage, I used my blog to carry out a questionnaire using a poll to find what artist’s logo design they liked the most. This was effective as I was able to find out what my audience liked the most.

Moving on to my planning stages, I used emails to plan and schedule times for filming at specific locations for my music video. Similar to my digipak and album advert I email to plan and book for a photo-shoot to take images of my main artist to use in my both album advert and digipak. Another source of media technology I used when planning my music video was my mobile phone to arrange times and dates for group sessions and filming sessions with my group using WhatsApp. Assessing the use of these media technologies- email, whatsapp and Skype, I believe it was useful as I was able to stay in touch with my group, however it had its disadvantage as the internet was require before having access to these media technologies, so this meant I was not able to get in touch with my group when I did not have internet service.

I used blogger throughout my planning stages to plan my work. I used my blogger as a diary. This was effective as it enable me to track my progress while working. Adding to this, my blogger was effective as it enable me to embed videos links and pictures to show my ideas and research on my music video, album advert and digipak.

During my planning stage I created an animatic storyboard, by sketching out the scenes of my music video,then filming it using a camera, then uploading it on to iMovie. This software was useful as I was be present my storyboard in a more creative form. Adding when planning my music video I carried out auditions which I filmed using a HD camera and uploaded them onto YouTube, and then embed them on to my blog. Using youtube to share it was useful as I was able to collect feedback from peole, on what auditions they thought was the best. However there was a disadavantage as I did not get instant feedback.

During my production stage I used a Cannon 600D EOS camera to film my music video. This was effective I was able to film my music video in high quality, allowed me to adjust the camera setting to match the mise en scene of my music video, and allowed me adjust the angle shots from long angle shots to extreme close ups shots. Overall it was effective, the only disadvantage was I had to dependent on a memory card to allow maximum filming to take up.

During my planning and production stage I used a 64gbs memory card to film my focus group, film diary and music video. This tool was effective as it allowed maximum filming to take up as the memory was high.

During my production stage I used Final cut Pro X. This software was effective as I was able to edit my music video; matching the pace of my music video to the beat and using special effects. Though this software useful it had its disadvantage, as it had limited special effects and it was not an easy access for me as this software was only programmed in the computers in my schools.

Adding on under my production stage I used the Adobe Photoshop 6cs when creating my digipak and album advert. This program was useful as it enable me to edit and improve the quality of my pictures using tools such as the ‘crop’, ‘contrast’, and ‘selective colour’ tools. Though it was effective it had its disadvantage as the program took up a large amount of space on my computer area.

In conclusion, I have used a wide range of media technologies through the stages of research, planning, and construction stages for my music video, which have helped me to acknowledge both software and hardware media technologies I was not familiar with, and to apply this understanding in practice. Adding to this I have been able to develop on my previous skills on the media technologies I used in AS coursework.