Our brief this year was to create a music video using a song and artist from a genre in which we could choose. To compliment this product, I also created ancillary texts (a magazine advert and a digipak) to help promote the artist and their material. A music video is a visual moving image that compliments a single to portray a visual aspect to the music. Many music videos are different from one another, in order to create different intended effects on the target audience. I chose to create a music video for Adele's 'Hometown Glory' which is from the genre of soul. Our media product complies with the conventions of soul genre music videos from the particular aspects that have been included within the content. Music videos can be varied in relation to style, having one or more of the following - narrative, performance or concept style. My video follows the conventional style use of narrative and performance which I found in the soul genre music video of 'Not The Only One' by Sam Smith (where the artist also appears on stage in their performance scenes). By following this inspiration, this allowed us to portray the artist in different ways in order to show her as extraordinary and also ordinary, in relation to Dyer's theory. Having the artist be perceived in such a way makes her relatable to the target audience from the situation she is faced with in the narrative where she 'falls out' with her friends. This is relatable through the way that this is a common occurence that would have happened to members of the target audience. This relatable nature makes the artist seem more genuine and 'normal' to an audience member, which happens to be an appealing aspect of her. The performance scenes of the artist on stage and by the piano makes her inspirational, as it shows the audience that even 'ordinary' people can become successful and achieve what they want to. Therefore, audiences feel satisfied as they are more likely to want to buy into an artist who is perceived as genuine and emotive. This increases the views/sales of the artist and consequently makes the products more successful.
The song itself is very reflective of the artist's past and demonstrates a deep, personal meaning to the artist. This personal and reflective idea of the song's content is typically conventional of songs from this genre - soul. For example, during my research, I analysed the video for Amy Winehouse's 'Back to Black' where she uses the editing technique of a black of white filter to not only create a sorrowful, sombre mood, but to also illustrate how the video is reflective of her damaged life in which she lead. I wanted to replicate this reflective and nostalgic idea into the visuals of my music video. We have done this by using a black and white filter on the memories that the artist is reflecting on:
The monotone nature of the colouring not only illustrates events in the past, but also the negative and saddening emotion that the artist happens to feel. This helps to build a relationship with the artist from the way the audience can feel relatable to her but at the same time feel sympathetic towards her too, as well as making them empathise with her as best as possible. This makes the product more successful as the audience want to buy into something they can relate to. With this successful relationship being built between the audience, they are able to do this and are more likely going to increase sales as a result. Although we have complied with the conventions of the soul genre throughout the video, there are aspects that do not particularly, stereotypically comply and could be said to in fact challenge conventions of the genre. For example, soul genre music videos are very simplistic with the extent of most of their editing only ever reaching the use of a filter. However, in my video, I wanted to create interest and keep the audience engaged by including a couple of unexpected editing techniques. At the very beginning of the video, there is a layered effect used with the performance piano playing scenes and the scenes of London (the London Eye at this specific moment):
This shows how the artist is being reflective of her past, but also connotes a deeper meaning of portraying how the artist has many layers of feelings within the emotions in which she is expressing. Although the editing technique itself could be said for being unconventional to the soul genre, the meaning behind it being reflective and showing emotion is very much conventional. In other scenes of performance, the artist is shown playing the piano, which is layered by black and white filtered clip of the artist singing the same part but timed differently, making the artist appear to 'lag' themselves:
This use of editing here is unconventional as it goes against the simplistic idea of a soul gene music video, however, still portrays emotion in a different way. The black and white layered additional clip shows that even though the artist is in their element, performing, the negative emotions are still existent beneath the surface. Therefore, the video as a whole does mostly comply conventionally with the soul genre. I have mostly followed the typical conventions of the genre, however have variated my own ideas from a typical convention here (black and white filter). By adding the clip on top but shortly after in relation to the timing, it means that it variates my video and ensures that I can engage my audience. By having this slight challenge to the stereotypical conventions of the soul genre, it prevents my video from becoming predictable and boring. Therefore, by adding variation, I am able to still create a conventional video, however, incorporate my own ideas in a creative way.
I have chosen to mostly follow generic conventions throughout my products to give the audience some familiarity and engage them within conventional elements however, slightly adapt them in a creative way. For example, using the black and white filter to overlap the performance scene of the artist in the piano scene. This adds variety, but also engages the audience through the use of the black and white filter implemented within the scene. By following conventions, it can appeal to audiences who like soul genre music, as well as the target audience as soul artists relate to the audience and connect with them further. They are more likely to buy into the artist if they can recognise particular typical should genre conventions but also appreciate how they have been included within the production.
All three of my products - music video, magazine advert and digipak work successfully together to represent my artist in such a way that enables the audience to build a relationship between themselves and the artist. The use of black and white is a common theme throughout all three of my products, consequently creating a clear link between the products. Although the effect is used in all products, it has been used to convey different emotions in some cases, for example, in the music video is it reflective and nostalgic of the memories with the artist and her friends. However, in the magazine advert and digipak it is more to convey negative emotions and connect with the emotion of the artist, rather than the narrative that is being emphasised in the video. Having a clear link between all three products means that the audience can familiarise themselves with the artist and their current but also future products. This is because they can then associate the links between the products in future reference, making the artist more recognisable.
The song itself is very reflective of the artist's past and demonstrates a deep, personal meaning to the artist. This personal and reflective idea of the song's content is typically conventional of songs from this genre - soul. For example, during my research, I analysed the video for Amy Winehouse's 'Back to Black' where she uses the editing technique of a black of white filter to not only create a sorrowful, sombre mood, but to also illustrate how the video is reflective of her damaged life in which she lead. I wanted to replicate this reflective and nostalgic idea into the visuals of my music video. We have done this by using a black and white filter on the memories that the artist is reflecting on:
The monotone nature of the colouring not only illustrates events in the past, but also the negative and saddening emotion that the artist happens to feel. This helps to build a relationship with the artist from the way the audience can feel relatable to her but at the same time feel sympathetic towards her too, as well as making them empathise with her as best as possible. This makes the product more successful as the audience want to buy into something they can relate to. With this successful relationship being built between the audience, they are able to do this and are more likely going to increase sales as a result. Although we have complied with the conventions of the soul genre throughout the video, there are aspects that do not particularly, stereotypically comply and could be said to in fact challenge conventions of the genre. For example, soul genre music videos are very simplistic with the extent of most of their editing only ever reaching the use of a filter. However, in my video, I wanted to create interest and keep the audience engaged by including a couple of unexpected editing techniques. At the very beginning of the video, there is a layered effect used with the performance piano playing scenes and the scenes of London (the London Eye at this specific moment):
This shows how the artist is being reflective of her past, but also connotes a deeper meaning of portraying how the artist has many layers of feelings within the emotions in which she is expressing. Although the editing technique itself could be said for being unconventional to the soul genre, the meaning behind it being reflective and showing emotion is very much conventional. In other scenes of performance, the artist is shown playing the piano, which is layered by black and white filtered clip of the artist singing the same part but timed differently, making the artist appear to 'lag' themselves:
This use of editing here is unconventional as it goes against the simplistic idea of a soul gene music video, however, still portrays emotion in a different way. The black and white layered additional clip shows that even though the artist is in their element, performing, the negative emotions are still existent beneath the surface. Therefore, the video as a whole does mostly comply conventionally with the soul genre. I have mostly followed the typical conventions of the genre, however have variated my own ideas from a typical convention here (black and white filter). By adding the clip on top but shortly after in relation to the timing, it means that it variates my video and ensures that I can engage my audience. By having this slight challenge to the stereotypical conventions of the soul genre, it prevents my video from becoming predictable and boring. Therefore, by adding variation, I am able to still create a conventional video, however, incorporate my own ideas in a creative way.
I have chosen to mostly follow generic conventions throughout my products to give the audience some familiarity and engage them within conventional elements however, slightly adapt them in a creative way. For example, using the black and white filter to overlap the performance scene of the artist in the piano scene. This adds variety, but also engages the audience through the use of the black and white filter implemented within the scene. By following conventions, it can appeal to audiences who like soul genre music, as well as the target audience as soul artists relate to the audience and connect with them further. They are more likely to buy into the artist if they can recognise particular typical should genre conventions but also appreciate how they have been included within the production.
All three of my products - music video, magazine advert and digipak work successfully together to represent my artist in such a way that enables the audience to build a relationship between themselves and the artist. The use of black and white is a common theme throughout all three of my products, consequently creating a clear link between the products. Although the effect is used in all products, it has been used to convey different emotions in some cases, for example, in the music video is it reflective and nostalgic of the memories with the artist and her friends. However, in the magazine advert and digipak it is more to convey negative emotions and connect with the emotion of the artist, rather than the narrative that is being emphasised in the video. Having a clear link between all three products means that the audience can familiarise themselves with the artist and their current but also future products. This is because they can then associate the links between the products in future reference, making the artist more recognisable.
A basic analysis overall of your music video, as you have stated what your have included at points within your video, and provided visual evidence; however, you have not mentioned your research, or considered the overall success of your product.
ReplyDeleteYou need to:
1) Refer to research conducted and inspirations take on board
2) Explain how what you have included appeals to your TA and makes your products successful overall
3) Refer to how all 3 products work together
4) Consider how and why you have followed/adapted etc. conventions of the genre and the impact this has on the audience
Somewhat proficient analysis as you have referred to some research and ideas taken on board as well as elaborated on how the 3 products work together and how/why you have followed and adapted certain convnetions
ReplyDelete