Evaluation: Question 1- In what ways does your media product use, develop or challenge forms and conventions of real media products?
Location:
Music videos of Dance genre often use busy places such as towns, clubs or festivals in order to match the tempo of the song. Our music video goes against this convention as our locations only showed our actors, props and what we wanted to be in shot, but in order to create the pace within the shot we used choppy and fast cuts in sequences, as we wanted the powder paint to be the main focus of the shot and also as our music video is concept based we think it made it easier for our audience to understand what is going on, as the lyrics do not link to what is happening therefore making it vital for the audience to watch what is happening in order for them to understand the music video. This can be seen in a few dance music videos such as Bingo Players ft. Far East Movement- Get Up (rattle) as what is happening throughout the music video has no relevance to the lyrics. Also, the other location of the studio allows the audience to juxtapose the paint fight and also represent John Newmans image and style as he has developed a very retro, smart style as our music we chose was a remix, we wanted to show both pop and dance genre throughout the music video.
Lighting:
The lighting conventions of dance music videos, is generally bright and bold as everything in shot is intended to be there and be seen. The lighting throughout our music video is generally the same in our various locations as it intends to be bright to emphasise the colour of the powder paint and the actors, although the lighting in the studio is more so made to resemble a set up as a result making it appear slightly darker as it is using other equipment to reflect it on to the set.
Colour:
Colour of the powder paint is used in our music video to represent the issues and problems of the actors, although could also be interpreted as the things that they have done wrong individually and as a result they have been scarred by this, the clothes worn by the actors, are plain in order to emphasise this and show there initial innocence.
Costume:
For the studio location we wanted it appear to be a dinner set up and that the actors were in a day to day set up therefore, the actors would be dressed casually.The actors wore smart, plain clothing in the paint powder fight shots in order to show John Newmans representation and also goes against conventions of how women are represented in dance music videos, as Laura Mulveys, male gaze theory can often be applied to dance music videos as we have represented the main actresses as independent for example. close up shot, also we wanted plain clothing for this sequence in order to emphasise the colour.
Sound:
Dance music videos do not tend to use non diagetic sound, as result we chose to only have the music as sound for our product. Although we did find some dance music videos which used elements of non diagetic sound as, they fit in with the visuals shown for example. Don't You Worry Child- Swedish House Mafia as the music video shows a collaboration of shots from various festivals.
Camera:
From our research we found there is often a wide variety of cuts and camera angles used throughout dance music videos. We chose to use panning rotation shot in the studio scene in order to make the audience feel as though they are gaining an overall perspective of what is happening throughout the sequence, also the wide shots used in studio scene suggests the distance between the couple, whilst quickly going to a close up of the phone suggesting this is the main cause of their argument, furthermore as the actors start arguing we chose to use close ups and mid shot types because it would make the audience feel as though they are getting involved within the argument and make the sequence feel more intense especially when the actors start physical argument.
The camera angles used in the powder paint fight sequence use a variety of wide, mid and close ups.
The close ups of the individual actors creates distortion initially within the music video as it makes the audience question who are the main focus within the shots, and also makes them question what has happened as the first shots seen are of the actors feet covered in paint. Also, the two shots showing the main actors focused in the middle show they are being backed up by other people and suggests an element of empowerment. Towards the end of our music video a variety of different camera angles are used to show the couple making up and various other shots of the actors looking less intense as they have come to a resolution for example. the mid two shot of the actors smiling and dancing
Editing:
This was a very important part of creating our music video as Dance music videos require lots of choppy shots and various other post production techniques. In order to create the effect of an argument we chose to overlay footage of the two main actors in their individual shots over smashing plates in order to literally illustrate the argument and disruption caused but it also, allowed us to distort the images as we also used this method during our choppy sequences in order to regain the tempo of the song as at different points in the music it would slow down. During our music video and more so towards the end we chose to use a reverse effect in order to show the resolution of the argument for example. the reversal of plates smashing we thought this would be a simple way to symbolise the couple resolving their fight and also juxtapose the choppy sequence prior to this.
-We also considered Firths 1998 theory which suggests that music videos are in three categories: concept, narrative and performance
The narrative was the studio shots
between the two actors, as the shots used the lyrics in order to represent the argument between the couple for example "know i've done wrong, left your heart torn"
The performance element of our music video does not use our actual performer although we have used close up shots of lip synching in order to create an element of this in our product as this is what often happens in dance music videos for example. Dibby Dibby Sound- DJ Fresh.
-Goodwins music video theory, suggested links are created between lyrics and visuals in music videos, we did this with our product as the lyrics say 'can you love me again, again , again' as the fast, choppy sequence begins repeating itself, in contrast to this it is also suggested music and visuals link to each other, as a result we chose to juxtapose the rapid sequence with slow motion shots of plates smashing and the actors fighting, to emphasise this change in pace and also to show audience the relationship between the song and image they can see.
Music videos of Dance genre often use busy places such as towns, clubs or festivals in order to match the tempo of the song. Our music video goes against this convention as our locations only showed our actors, props and what we wanted to be in shot, but in order to create the pace within the shot we used choppy and fast cuts in sequences, as we wanted the powder paint to be the main focus of the shot and also as our music video is concept based we think it made it easier for our audience to understand what is going on, as the lyrics do not link to what is happening therefore making it vital for the audience to watch what is happening in order for them to understand the music video. This can be seen in a few dance music videos such as Bingo Players ft. Far East Movement- Get Up (rattle) as what is happening throughout the music video has no relevance to the lyrics. Also, the other location of the studio allows the audience to juxtapose the paint fight and also represent John Newmans image and style as he has developed a very retro, smart style as our music we chose was a remix, we wanted to show both pop and dance genre throughout the music video.
Lighting:
The lighting conventions of dance music videos, is generally bright and bold as everything in shot is intended to be there and be seen. The lighting throughout our music video is generally the same in our various locations as it intends to be bright to emphasise the colour of the powder paint and the actors, although the lighting in the studio is more so made to resemble a set up as a result making it appear slightly darker as it is using other equipment to reflect it on to the set.
Colour:
Colour of the powder paint is used in our music video to represent the issues and problems of the actors, although could also be interpreted as the things that they have done wrong individually and as a result they have been scarred by this, the clothes worn by the actors, are plain in order to emphasise this and show there initial innocence.
Costume:
For the studio location we wanted it appear to be a dinner set up and that the actors were in a day to day set up therefore, the actors would be dressed casually.The actors wore smart, plain clothing in the paint powder fight shots in order to show John Newmans representation and also goes against conventions of how women are represented in dance music videos, as Laura Mulveys, male gaze theory can often be applied to dance music videos as we have represented the main actresses as independent for example. close up shot, also we wanted plain clothing for this sequence in order to emphasise the colour.
Sound:
Dance music videos do not tend to use non diagetic sound, as result we chose to only have the music as sound for our product. Although we did find some dance music videos which used elements of non diagetic sound as, they fit in with the visuals shown for example. Don't You Worry Child- Swedish House Mafia as the music video shows a collaboration of shots from various festivals.
Camera:
From our research we found there is often a wide variety of cuts and camera angles used throughout dance music videos. We chose to use panning rotation shot in the studio scene in order to make the audience feel as though they are gaining an overall perspective of what is happening throughout the sequence, also the wide shots used in studio scene suggests the distance between the couple, whilst quickly going to a close up of the phone suggesting this is the main cause of their argument, furthermore as the actors start arguing we chose to use close ups and mid shot types because it would make the audience feel as though they are getting involved within the argument and make the sequence feel more intense especially when the actors start physical argument.
The camera angles used in the powder paint fight sequence use a variety of wide, mid and close ups.
The close ups of the individual actors creates distortion initially within the music video as it makes the audience question who are the main focus within the shots, and also makes them question what has happened as the first shots seen are of the actors feet covered in paint. Also, the two shots showing the main actors focused in the middle show they are being backed up by other people and suggests an element of empowerment. Towards the end of our music video a variety of different camera angles are used to show the couple making up and various other shots of the actors looking less intense as they have come to a resolution for example. the mid two shot of the actors smiling and dancing
Editing:
This was a very important part of creating our music video as Dance music videos require lots of choppy shots and various other post production techniques. In order to create the effect of an argument we chose to overlay footage of the two main actors in their individual shots over smashing plates in order to literally illustrate the argument and disruption caused but it also, allowed us to distort the images as we also used this method during our choppy sequences in order to regain the tempo of the song as at different points in the music it would slow down. During our music video and more so towards the end we chose to use a reverse effect in order to show the resolution of the argument for example. the reversal of plates smashing we thought this would be a simple way to symbolise the couple resolving their fight and also juxtapose the choppy sequence prior to this.
-We also considered Firths 1998 theory which suggests that music videos are in three categories: concept, narrative and performance
- Our music video used a combination of all three of these elements as our concept sequence was the paint powder fight because some shots do not link to the lyrics and the overall concept of the music video and uses the powder to symbolise.
The narrative was the studio shotsbetween the two actors, as the shots used the lyrics in order to represent the argument between the couple for example "know i've done wrong, left your heart torn"
The performance element of our music video does not use our actual performer although we have used close up shots of lip synching in order to create an element of this in our product as this is what often happens in dance music videos for example. Dibby Dibby Sound- DJ Fresh.-Goodwins music video theory, suggested links are created between lyrics and visuals in music videos, we did this with our product as the lyrics say 'can you love me again, again , again' as the fast, choppy sequence begins repeating itself, in contrast to this it is also suggested music and visuals link to each other, as a result we chose to juxtapose the rapid sequence with slow motion shots of plates smashing and the actors fighting, to emphasise this change in pace and also to show audience the relationship between the song and image they can see.Poster
We did two tour posters using two different images, we added John Newmans web address, social network and promotion for the album. We also added ticket offices and telephone numbers in small printThe poster with the face on it, overall I prefer this poster as I think it will get the audiences attention more and creates a better link between the music video as it uses the same actor in music video. Our second poster, uses our inside left image with added on tour dates and conventions of tour posters.
Digipack
Poster Research: Rudimental
Rudimentals, Home album and poster uses the same image, but extended as is it is promoting the album with the most known song in bold in order to gain the audiences attention. It also uses digital technology in order for the promotion to reach a wide target audience i.e #THISISHOME.
Poster Research: Sub Focus
Sub Focus, Torus album uses dark colours this contrasts with the title as it is white and stands out from the background. The typography also puts the important information in bold i.e. Tickets on sale now. The image used in the poster and album cover is similar and uses there logo in the centre of the shot, although it does not show the artists but this is a convention of the dance genre.
Poster Research: Disclosure
The image used on Disclosures poster and album cover are the same, although the poster has extended the image, the main image identifies the artist as it is an image of when they were younger. The typography used is bold and puts the locations of the tour in different colour but is apart of the iconography of the band as it is orange. The image used connects with the audience as they are looking directly at the audience and this is emphasised as they have been drawn on the image.
Poster research: Beyonce
Beyonces, Mrs Carter World Tour poster breaks out of the typical conventions of tour posters as it does not feature much additionaly information such as tour dates, this may be due to her current reputation and suggests that as she is powerful in industry she relies on her existing reputation and target audience to find out her additional tour information.
Also, the print at the bottom uses a smaller font and uses a lighter font in contrast with the black of the artists name and tour suggesting this is the most important feature of the poster.
The image used shows the power the artist has as she is dressed as royalty but also takes up the whole poster.
Poster research: Plan B
Plan Bs, Ill Manors album cover and tour poster uses the the same image for both but has extended the image for the poster and added conventions such as, tour dates to it. Both products both use similar typography styles, this creates a link between the two and allows the audience to use the iconography of the artist to attract them to the two products although, in the poster the artists logo is not used at the top of the image but a similar font colour is.
The image used in both also uses the artist and a background of London as Plan B has an iconography of being from London and this is often shown throughout his music videos aswell.
Editing our digi pack
-We then had to find a similar typography to what we had designed online, as it was already in a format for us to download and was better quality.
-We have managed to select a layout for the album cover with the name of the album and artist, this took a bit longer then expected as we had to move it about and alter the font size.
Photo shoot for ancillary
We shot our four covers for our album. Our front cover shot we chose was, the main girl in our video with powder paint on our face (idea three), we did this in the dark room on a black wall and used the spotlight in order for the shot to focus on the girl, as this is were we want the audiences attention to go to first.
We also chose for our inside of our album to have close ups of her eyes and lips as, we think these shots will be powerful and continue the representation of our music video well as, it suggests upbeat and loud sounds.
The back of our album will show the back of her head, but this will not have any powder paint on it as we are planning to put the other conventions of albums here, e.g. bar code, track list and record label, it will also create a contrast between the other bold pictures seen and, create an element of John Newmans influence on the album cover as well.
The photo shoot for our ancillary went very well and we were able to get a lot of shots, that will create the cover that we want.
We also chose for our inside of our album to have close ups of her eyes and lips as, we think these shots will be powerful and continue the representation of our music video well as, it suggests upbeat and loud sounds.
The back of our album will show the back of her head, but this will not have any powder paint on it as we are planning to put the other conventions of albums here, e.g. bar code, track list and record label, it will also create a contrast between the other bold pictures seen and, create an element of John Newmans influence on the album cover as well.
The photo shoot for our ancillary went very well and we were able to get a lot of shots, that will create the cover that we want.
Digipack Research: Young Kato
We used our research to look at different album covers looking specifically at the front, back and two inside covers. We used to this to find the conventions of album covers and to help decide what we would choose to go on ours i.e. barcodes and small print.
Our main inspiration for our album cover and poster came from Drink, Dance, Play by Young Kato. The album cover uses a plain background and girl in the centre of shot covered in bright and bold coloured paint, this idea has influences from Break Out music video which uses elements of powder paint, in order to show the upbeat tempo of the album, whilst it also suggests that the band want the audience to focus more on the music and enjoying it rather than, on the members of the band.
Our main inspiration for our album cover and poster came from Drink, Dance, Play by Young Kato. The album cover uses a plain background and girl in the centre of shot covered in bright and bold coloured paint, this idea has influences from Break Out music video which uses elements of powder paint, in order to show the upbeat tempo of the album, whilst it also suggests that the band want the audience to focus more on the music and enjoying it rather than, on the members of the band.
Album Cover- Idea 3
Album artwork relation to song
-The powder paint shows the upbeat tempo of the song, and the use of a girl in the centre shows the empowerment of women as it suggests she has the power in the situation.
Typography
- The typography of our album cover will be a mix of both block and angular representing UKF and also, classic and old school representing John Newman. The black typography suggests an edgy and modern sound, this contrasts the 'me' as it shows John Newman style.
Conventions
-As our song is dance we have gone with the conventions found in our research of having a bold, loud, powerful and upbeat cover by using the bright powder paint.
Meta narrative
-John Newmans album has a retro style his album cover uses black, white and gold colours to portray him and his music, and also has him centralised on the cover suggesting that he wants the audiences main focus. As we have chosen to use a UKF remix version of this song, we have put in bold colours as their album covers show bright colours.
Album cover- Idea 2
This cover would have black background with splattered powder paint heart, for this album cover we came up with a symbol for our song we chose a heart with an arrow at the end to symbolize Love Me Again.
Album artwork relation to song
- The symbol centralised on the front of our cover would use the colour from the cover to be loud to show the dance genre and upbeat tempo, and black background would also emphasise this colour in the shot. The symbol would represent the lyrics in the song i.e. 'love me again'.
Typography
-Love me again will stand out on the cover of our album as it will contrast with the black background, it will use the edgy style to show the beat of the song.
Conventions
-As our song is dance we have gone with the conventions found in our research of having a bold, loud, powerful and upbeat cover by using the bright powder paint.
Meta narrative
-John Newmans album has a retro style his album cover uses black, white and gold colours to portray him and his music, and also has him centralised on the cover suggesting that he wants the audiences main focus. As we have chosen to use a UKF remix version of this song, we have put in bold colours as their album covers show bright covers.
Album Cover-Idea 1
Album artwork relation to the sound
-The dark background and bold colour of the powder paint will relate to the tempo of the song as, it is upbeat and bold. It also links with our music video, as the dark will show the fight between the couple and the powder paint is the resolution.
Typography
- The typography of our album cover will be a mix of both block and angular representing UKF and also, classic and old school representing John Newman. The block typography suggests an edgy and modern sound, this contrasts the 'me' as it shows John Newmans style.
Conventions
-As our song is dance we have gone with the conventions found in our research of having a bold, loud, powerful and upbeat cover by using the bright powder paint.
Meta narrative
-John Newmans album has a retro style his album cover uses black, white and gold colours to portray him and his music, and also has him centralised on the cover suggesting that he wants the audiences main focus. As we have chosen to use a UKF remix version of this song, we have put in bold colours as their album covers show bright colours.
Digi Pack research:Wilkinson-Lazers not Included
Wilkinson-Lazers not Included
-Black and white colour scheme- goes against bold colour dance convention
-Bold typography
-Crowd in background-stereotypical of dance
-Main focus is on the title not background image
-Modern font
-Relies on audiences knowledge of artist
Digi Pack: Ben Pearce-What I Might Do
Ben Pearce-What I Might Do
-Bold colours-shows upbeat tempo
-Image is main focus
-Artist main subject
-Titles stand out
-Face of the artist is covered by on overlay of another image-common convention of dance albums
-Modern typography
Digi Pack research: Rudimental
Rudimental-Home
-Bold typography
-Artists not on album cover-normal for this genre
-Colours are not very bold- goes with the genre of the music
-Album uses images that link with the artists
Digi Pack Research: Avicii
Features of album cover:
-Dark colours
-Dark colours
-Title main focus
-Relies on audience knowledge of artist and music
-Silhouette of artist
-Artist name small font
-Not very bold and colourful-goes against dance conventions
-Overall this album cover, goes against the typical conventions of dance album covers that we have seen in other album cover research as it does not use bold colour and would not stand out from other albums
-Artist name small font
-Not very bold and colourful-goes against dance conventions
-Overall this album cover, goes against the typical conventions of dance album covers that we have seen in other album cover research as it does not use bold colour and would not stand out from other albums
Digi Pack Research: Katy B- Little Red
Katy B- Little Red
-Uses bright colours
-Red hair links with album title Little Red
-Bold typography
-Distorted image
-Not many colours used on blue and red-juxtapose each other
-Artist is main focus of shot-nothing else other than title is seen
-Album title is Little Red- describing artists
Intertextuality
Intertextuality is the way in which one media is linked to another.
Example.
Shania Twain: Man! I feel like a woman
-This music video uses references to Addicted to Love- Robert Palmer as he is shown singing with four women behind him on guitars. Shania Twain copies this but uses four men behind here, this changes the stereotype of men having more power as she appears to be the empowered one. This intertextuality is also used by The Saturdays but shows Frankie as the most powerful member of the group as she is centred and in white whilst the others are in black.
2 Chainz, Wiz Khalifa: We Own It
- This music video references Fast and Furious, by saying "Ride or die remember" this is a well known quote from the films, this suggests a link between the film and the music.
Madonna: Material Girl
-This music video references Gentlemen Prefers Blondes, showing iconic Marilyn Monre singing Diamonds are a girls best friend this is done as Madonna is wearing the similar clothes, hair and make up with men next to her holding love hearts this may result in more viewers for this music video as it references such an iconic film.
Example.
Shania Twain: Man! I feel like a woman
-This music video uses references to Addicted to Love- Robert Palmer as he is shown singing with four women behind him on guitars. Shania Twain copies this but uses four men behind here, this changes the stereotype of men having more power as she appears to be the empowered one. This intertextuality is also used by The Saturdays but shows Frankie as the most powerful member of the group as she is centred and in white whilst the others are in black.
2 Chainz, Wiz Khalifa: We Own It
- This music video references Fast and Furious, by saying "Ride or die remember" this is a well known quote from the films, this suggests a link between the film and the music.
Madonna: Material Girl
-This music video references Gentlemen Prefers Blondes, showing iconic Marilyn Monre singing Diamonds are a girls best friend this is done as Madonna is wearing the similar clothes, hair and make up with men next to her holding love hearts this may result in more viewers for this music video as it references such an iconic film.
Gentlemen prefer blondes:
Posters vs album covers
Album Covers
-Album covers are used as a a marketing tool in order to represent the artist & their music, if the cover does not relate to the artist or their music then it has not been effective as a result, the creation of the cover is a very important task.-As more people download albums we may now only be seeing artwork on screens as a result, people may not appreciate it as much as they previously would have therefore suggesting, that album covers may become less important as a marketing tool for artists.
Conventions of album covers
- Album covers all have an image on the front showing either the artist iconography or symbolism of a music video. The artist name and album title is often on the cover
- Dance albums often show bright colours, usually one colour for background and block lettering, it is also relatively simple as the front and back covers are not crowded with images and text for example. Calvin Harris, Ready for the Weekend.
Posters
-Posters have main purposes are to promote artists and create a buzz about there music or concerts they are seen everywhere including train and underground stations, magazines and billboards.
-There can be two different types of posters,
- Album Promotion Poster- used to promote the album
- Concert Poster- promoting the concert of the artist, often uses album cover
-Posters often consider the changes in technology more, as they are often featured on-line as well as being seen in magazines. In contrast, as technologies have been developed this has allowed people to listen to music digitally.
Conventions of Posters
-Most posters use the artists album covers this allows the audience to make a connection between the artist as it becomes apart of there iconography
-Quotes and reviews are often put on the posters from magazines or other well known artists, this will help appeal the product to the target market
- Record label and websites are also featured
-And tour dates depending on the type of promotional poster it is
Typography-research
For the typography for our digi pack, we firstly decided we wanted a typography that would be a medium between UKF and John Newman as we wanted both artists to be represented. We firstly designed a style, but decided it would be better to find one on line that was similar to ours in order to save time and also ensure it would be a good quality. It is angular and bold in order to represent the bold upbeat dance tempo.
Iconography-UKF
The album artwork in relation to song and genre
- UKF Dubstep 2013 album cover suggests an upbeat tempo, shown through the mix of bright colours whilst also suggesting a variety of artists, as the colours are all combining into one. The music style of this album is suggested through the combination of typography and artwork as it is bold and loud.
Album in relation to lyrics of the song
- As this album uses a collection of artists, it makes it difficult to find relation between a specific song which lyrics relate to the album cover as this is not its original album.
Typography
- The typography for this album represents UKF as, it is bold and the white colour makes it hard to miss in contrast with the black background, this suits the dubstep genre of the album.
Iconography- DJ Fresh
-The artwork suggests an upbeat tempo as the colours and lights suggest music that will be heard when people are going out as because of the bold colours which juxtapose the black background, whilst also suggesting the albums genre of dance and drum & bass as these genres are loud and are immediately noticed by the audience as the lights are in the artwork.
Album in relation to lyrics of the song
-'There's no place to hide, so stop the fight, I'm gonna get it'- bold colours going to get everyone you cant stop it
- " I cant understand why you can't free self, let it"- the album cover is bold and flamboyant therefore encouraging the audience to be free.
Typography
- The typography for this album suits the genre of this artist well as it is electric, it also connotates being loud and bold
Iconography-John Newman
The album artwork in relation to song and genre
-Tribute album cover the uses of black, white and gold colour scheme, supporting John Newmans unique style as it show his retro image which is still relevant today. The songs beat and style is shown through the positioning and colour of the artwork as he is centred in the artwork and is looking directly at the audience this shows an upbeat and powerful sound.
-The album cover also suggests the genre of soul music as it is was crafted as a piece of art and that is what soul music conventions tend to be influenced by.
The album in relation to lyrics of the song
- The lyrics of the songs all relate to someone who John Newman has been inspired by thus relating to the title Tribute
-'Screaming out, how I've changed through time'- John Newmans music uses a variety of genres from him growing up for example mo-town and as time has gone on his album cover shows the present (him) and the past (the background and title)
- 'I'm throwing out these two years of thoughts'- the album is a culmination of John Newmans lift to this point and who he is and thank everyone who has supported, loved and inspired him.
Typography
-The typography for this album represents John Newman very well as it connotates his style and genre and suggests a mix between modern and old.
-The album cover also suggests the genre of soul music as it is was crafted as a piece of art and that is what soul music conventions tend to be influenced by.
The album in relation to lyrics of the song
- The lyrics of the songs all relate to someone who John Newman has been inspired by thus relating to the title Tribute
-'Screaming out, how I've changed through time'- John Newmans music uses a variety of genres from him growing up for example mo-town and as time has gone on his album cover shows the present (him) and the past (the background and title)
- 'I'm throwing out these two years of thoughts'- the album is a culmination of John Newmans lift to this point and who he is and thank everyone who has supported, loved and inspired him.
Typography
-The typography for this album represents John Newman very well as it connotates his style and genre and suggests a mix between modern and old.
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