EvaluationBy Anjali Khatri

1. In what ways does your media product

use, develop or challenge forms and

conventions of real media products?

LOOKING AT OTHER MUSIC VIDEOS.

Nicki Minaj-Pound the

alarm.

Recognising codes and

conventions for the Hip-hop genre.

For example- ‘we found love’ by Rihanna

STYLENarrative based, it tells a story going through a hopeless place, for example looking at all the drug and alcohol consumption.

RELATIONSHIP BETWEEN MUSIC AND LYRICSThe music does enhance the song for the reason it relates to the lyrics and what she's trying to get through with the words.

TARGET AUDIENCEThe target audience would be young teenagers, however the video itself contradicts this as it shows things such as cigarettes, drugs etc. however if you was to listen to the song without the video, the lyric content would suggest its targeted to a younger audience. It is also quite relatable to a younger audience, as the situation Rihanna is singing about is about love, in a ‘hopeless’ place, and without the video that does show things for a audience that could be started as 18 and over, a younger audience will still be interested.

MEANINGThe artist Rihanna is trying to convey the relationship between herself and Chris brown, which was her previous boyfriend. Showing, e.g., the arguments in the car. Which did happen in reality and her fans would easily recognise these events and be interested in the video even more.

NARRATIVEAs you can see in the image below, showing Rihanna and her male actor close and about to kiss, there are many scenes within this video like this, or just showing her reckless behaviour. Towards the end of the video she does leave her ‘partner, suggesting that she's done with the reckless and unnecessary behaviour that she was going through. This all shows stages in her actual life and I in my opinion she's that she wanted to get a video like this out to show that, yea she has been through a faze like this however its all done and over with and now she can move on. This would inspire her targeted audience and keep them interested to see what happens next. One of the reasons why I believe that Rihanna is such a popular artist.

Bob- both of us ft. Taylor swift.

GENERIC CONVENTIONSOne of my favourite videos is this one, I find it shows a variety of shots, angles and is quite realistic. This would help me produce something with a similar quality. It doesn’t include as many special effects, which I think I would prefer for my music video, just for the reason that I would find that realism of the video, that connects with the lyrics, rather then it solely being bright colours and flashing lights.

STYLEThis video doesn’t have a story line, but it has a clear concept. The lyrics relate to the video to an extent as a lot of the video is just showing random things, e.g.. The fan on the top right of the page. Showing things around the two main artists, the environment and the people they are around. I feel that my video should defiantly have this aspect even if it doesn’t have to same genre as this video. The genre of this is pop/rnb , and I love this genre. The normal conventions of those genres are being challenged here as there aren't many flashy colours or bright lights, its really stripped back and simple. This makes me question whether for my music video to challenge its genre characterises of to conform to them.

These snapshots are showing the different angles that are shown in the video, and what type of environment its in. this is one element I will be looking at very closely when deciding what and were I want to do my video. this video has inspired me a lot to think about all the different elements that go into a music video.

Andrew Goodwin, believes in 7 points of how music videos are constructed, or a formula in which they follow. These include:

• Music videos demonstrate genre characteristics • There is a relationship between lyrics and visuals• There is a relationship between music and visuals• The demands of the record label will include the need for lots of

close ups of the artist and the artist may develop motifs with recur across their work (a visual style)

• There is frequently reference to notion of looking (screens within screens, telescopes, etc.) and a particularly voyeuristic treatment of the female body

• There is often inter textual reference• Whether the video is primarily performance based, narrative based

or concept based and how elements of each are used in it.

Chosen genre: Faded- Tyga

General Examples Detailed Examples

Close ups

Company name said in the beginning-‘Colin Tilley’Mentions artists names after, ‘Tyga and Lil Wayne’.

Fast pace editing to go with the special effects used for their heads.

4. Motifs- close ups of the artist ^facial expressions

5. Conforms to the voyeuristic treatment to the female body^ showing the females in a very sexual way, the idea of tight fit clothing.

Swearing and inappropriate language- genre related

Music and visuals^in time with what's happening within the video^ for example the skull moving to the music, going along with the beat.

The video is quite concept based as it doesn’t really tell a story- however as the main artist is singing to the camera, it can also be classed as a performance.

Lots of gold's, expensive products items being showed.^matches genre, showing flashy things.

6. – non . Challenges.^ one of the only things that it does, other then that this video conforms very well.

Lyrics – video,^ pointing to the air when it says ‘air’.Taking about being faded ‘ a consumption of drugs, to get ‘high’ – showing oversized heads.

CONFORMING

Adele, someone like you

General Examples Detailed Examples

Narrative based, with a concept of black and white.

Shows the guy that she is probably singing about, or the ‘actor’ playing him, only at the end, walking away. Concept idea.

Challenges the voyeuristic treatment of the female body- the video doesn’t show any sexual references.^anyone could watch this video. – suggesting a very large mass audience.

Lyrics- music, she's singing the song as if it was a story, coming straight from the heart.

Music- video, no actions have been done.

Music- video, the video is going in time with the music, the editing is quite slow as it’s a slow song.

Close ups of the artist face^ based soul on her voice, black and while to show the emotion of the song. It also makes it more serious and realistic.

Whole video is black and while, suggests it’s a emotional or heartfelt song. Telling a story, making it look like a real life situations. ^ very relatable.

Video is very simple and calm.

http://prezi.com/mqbknds9jltl/analysis/

Most Music videos I have studied use a wide range of camera shots and angles, these would

include the following:

Long shot:

This allows you to

cover large areas or a

subject (for example, a

person) and usually

much of the

surroundings creating a

overall sense of the

atmosphere. It can also

show all the actions

being done within a

scene by using a long

shot.

I used long

shots in my

video to set

the scene

and show a

lot of the

location.

Close up:

To show the actors facial

expressions, this directs

attention to the significance

of what the individual is

feeling and to get the deeper

emotion from the main actor.

This also draws attention to

an object which is

significant to the narrative.

I used many close ups of

my artist in the individual

singing parts to express

her emotion and build a

connection with the

audience.

Over the shoulder:

This type of shot

that would show

the relationship

between two

people, this was

important for me as

I had more than one

person in my video

plan. The shot

allows you another

point of view, but

not the person that

may be looking at

the other actor in

the scene.

However I did

not use this

shot type for

my video as I

found my artist

needed to be

the main focus

of the video. So

I used many

close ups for

the audience to

be able to relate

to my artist.

Eye-level shot: this type of shot puts the

audience at the same level as the artist

or actors in the video. This will allow

the audience to relate to the video and

have a deeper understanding of the

video. I think this is important in

understanding the concept of narrative

as it gives a personal connection and

thoughtful insight to what's happening

in the video.

Two shot:

This show will allow me to

show two people together

and that will allow me to

show the relationship

between them. Which

allows the audience to have

a better understanding of the

meaning and story.

Two shots were

used for the home

videos I made, to

express the

relationship between

the main artist and

her friend(s)

The diversity of music videos and the implications they may pose to an artists promotion and

audience reaction.. Directors like Michel Gondry and Chris Cunningham are known for there

weird and wacky music videos and ideas and they specialise in this area. Artist may choose a

director like this to see what other audience they could reach to or just want to do something

different they get there ideas from not what they have seen already in music videos, but

something unusual that inspires them, like a dream or jus a thought that comes to mind. From

this one idea they can create something so spectacular but the question is why would artist want

something so diverse. If artist ask for directors as such, expect the directors to have all the input

and the directors have expect the artist to have none whatsoever.

The things you look for in a video as such would be:

• Presentation

• Form

• Structure

• Additional information

This is something I didn’t follow through for my music video; choosing to challenge these

conventions was because my target audience is quite main stream and I wanted to target my

video to a large scale audience, rather then such a niche market, like that these diverse music

video’s are aimed for.

Conventions : Front

Covers

- A simplistic colour

scheme

- A simplistic design

- Few or no characters

- Use of a different colour

for the band name

compared to the rest of the

cover

- Hidden meanings

A title that explains to the

audience what the album

will be about

- Bold, simple fonts for the

band name

- Similar or entirely

opposite font for the album

title

2. Conventions : Back

Covers

- Name of band at very top

- Name of album beneath

this

- List of song

titles, usually centred

- Barcode in bottom right

hand corner

- Name of record company

- Copyright and year

- Who owns the

copyrighted material

- Who the album has been

distributed by

3. Conventions:

Insides

- Colour scheme that is

the same as the rest of

album

- Blank, plain

background

- No characters

- Few or no text

A Digipak is a packaging which folds out

like a book rather than open like a

conventional case. You can have a 4 faced

or 6 faced Digipak, which normally

involves:

• The face (front) album cover

• the back, listing the songs and a barcode

• Plastic round insert, were you put your

cd.

• The middle then varies depending on

what artist it is. Common conventions

would be, having photos, quotes, lyric

contents, interviews or just a simple

signature.

• People sometimes have a insert within

their albums, which can contain, either

more pictures, or a note, or whatever the

artist feels they need to put to portray

the message they wish too.

• Very often a Digipak is used to tell a

story, either of the past to the future or a

story that is told through one of their

songs.

• Twitter and facebook

Codes and Conventions looked at when I was doing my Album Cover, Digipack, Advertisement:

- The image of the main artist is one convention that is recognised through all the album covers. However, there are some artist that choose to use edited or graphic designs as their album cover image, as they feel that they are well established enough to be recognised without a image of themselves. Or could just like to challenge the normal conventions.

- The Artist name, Title, Album Name are the three things that I have recognised the most for album covers and advertisements. I feel these are the most important to consider as it tells you who the artist is and what album is it. These are key elements of the whole product as without these, it will be hard to tell the difference from album to album apart from the imagery telling you any different. However I have realised some artist do tend to challenge these conventions.

- I have recognises the colour scheme being used is really important , especially what our trying to portray through your album cover, as that’s what gives you the first taster of what the music is going to be like. Another reason as to considering this before hand is, over crowding a album cover with a overload of colours may lead the audience to be confused as to what is happening within the album and what type of artist they are.

- The back of the cover will have a barcode, with the price closely near by and a list of all the songs that are on the album. These are conventions I have seen in all the album backs I have researched.

- I have recognised a lot of albums would have a logo and/ or a motif to represent them, which is then recognised by their consumers, whether is on a poster, album cover or a item of clothing.

- Album covers and Digipacks usually have an insert which usually involves pictures of the artist, lyrics, signature or a little comment from the artist.

- Another they some Digipacks include are websites, were they could get more information about the product or the artist their self. This brings an audience closer to a artist and develops a more personal connections (to what a audience feels).