EVALUATION: In What Ways Does Your Media Product Use, Develop Or Challenge Forms And Conventions Of Real Media Products?

For the beginning of our course we learnt about the different conventions and theories of music videos and why musicians use them, we also learnt the three rules used the most in modern day music videos. For example I said that musicians use   ' The function of a music to promote the artist and song in a way to bring the audience and fans closer, and show that they can communicate in multi media ways. Also sometimes to create controversy to big up a artist for example Madonna ‘like a prayer’ and Lady gaga ‘Judas’ 


We learnt about the three different theories as well as the structure:

• Vernallis for edits
• Mulvey For representation
• Goodwin for the structure

Here is some information I learnt and video examples





After learning all of this we then had to choose what we wanted to incorporate in our music video, and we decided to use Goodwin's and Vernallis's theories. 
- We used editing ideas such as slow motion from Vernallis for the end of our video, Camera moving at the same time as the music at the embankment part and fast random edits. 
- We used the structure technique 'amplification' from Goodwin at scenes such as 

• When our artist is arguing with her boyfriend in the flashback shots this doesn't clearly go with the lyrics but adds similar meanings. 
• When there is a shot of the clock, outside nature shot and the person walking past the window it symbolises time passing telling the audience that the artist is waiting for something better and no longer thinking about the past. 

We then used a small amount of 'illustration' for the last scene where our artist walks away down the archway away from the camera this links to the lyrics "baby im walking away" for a clear understanding to the audience  that she's gone with her ex boyfriend.   

For our music video, there was a whole lot of conventional aspects that we took from inspiration, which we took creative ideas and development from. For example :

One of the music videos was: Yasmin - Finish Line (Camera and Editing ideas) 

I choose this to relate to our creative camera work ideas and editing as well as the structure of the girls visual attitude towards the subject of the song.  This video was originally used for our other song that we had chosen ‘your song’ by Elle Goulding but decided to change it for important purposes in how creative we could be with out editing and visual ideas.

However we was still able to use this video for editing technique for our chosen song ‘cry me out’ by Pixie Lott since it was such a crucial idea that we had that stood out from all the other edits in our music video.

This idea  that we took was the fast jump shot edit with her moving to different position's on the sofa, we took this specific idea because of the way it could speed up the music video and brought a different feel to our slow ballad song. As well as that it also allowed us to bring more meaning to that scene and we could tell a quick story just with 5seconds of that editing technique. As well as that the bench scenes were also our base track and gave our music video more structure.

Another music video we looked at was Beyonce - Best thing I never had (visual effects, Mice en scene and costumes)

With this video we took inspiration and ideas from the visual effects of the dress and scenery

Here for example is some shots of Beyonce in her dress in the archway, singing to the camera in medium shot/close up shot. This is a specific aspect that we took. We also took the idea of the costume and thought a big dress for perfect for the scenery that we went to which was green park.

(Our shots)

We took some ideas from the camera shot from behind the dress which we used for the end of our video, this was a really nice shot and added anough attitude to our 'pop' artist.

also taking some long shot ideas from some of the scenes and some expression parts that beyonce does.

In Beyonce's video she also has various amount of distorted flashback scenes of her with her boyfriend this also we took from the video but for ours we decided to make ours in the old fashioned/traditional black and white. These shots were very important for our story line and showed the relationship between the couple and what they had before all the trouble.

Beyonce flashback

Our flashback

One last video that we looked at for inspiration was Adele - Someone like you (Mice en scene, Costumes and Camera)

In Adeles video there is a lot of scenery shots and we thought this worked very well, so decided to go to Alexandra Palace. Here we was able to capture some pathways in black and white just the same as in Adeles video to portray our flashback.

Adeles

 

comparison shot

 

Here for example is perfect shot that we took for inspiration of our artist looking over the balcony into the river in a medium shot from behind (right hand side). This was a perfect shot to convey artists 'thinking' 'reminiscing' and acting out 'sadness'. This also worked well with the lyrics to relate to 'crying' tears as the shot has a deep focus of the river in the background.

For our video we didn’t challenge to much or seem to go to out of range for the genre of our chosen song, but we did take very traditional and accepted mainstream ideas from the ‘pop’ genre conventional ideas.

           For example:

• Scenery scenes

• Long shots and Medium shots

• Close ups of artist

• Transitions (black fade out)

• Alternative camera angles

• Editing for perspective

• Panning

The one thing that I can say we did challenge and find quite hard to do was our fast editing at the beginning with the black and white shots where we took positional selected images that we had used in the rest of the video to fit into the first section, as well as some shots of the artist lying in the bed so here we had to make sure that the editing was on time with the beat. Here are two shot examples:

Shot of artist reminiscing

Flashback shot

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For my advertisement I took ideas from several different artists posters, following the conventional structures and came up with my own combining all of these things.

But I took the most inspiration from Katy Perry’s advertisement poster for ‘one of the boys’

• She just has a simple image of her in the same outfit as her digipak but just a different image.

• Her official website and record labels site under digipak icon

• She also has a small icon image of her album cover at the bottom as well as the detail information about it being in stores.

• At the top of the image there is her name and title of album in the same font as on the digipak just enlarged for easy viewing.

For my advertisement I did everything exactly the same but because Katy Perry’s cover is quite old I decided to add the Itunes logo, just to make it clearer to the viewer where to purchase and bring it up to date.

Here is a Powerpoint on the conventional aspects that i looked of digipaks and what I got design ideas from.
As for my digipak I also stuck to the usual conventional structure, and looked at lots of album covers as well as inside them. 
Digipak Design Ideas

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