Q1: In what ways does your media product use, develop or challenge forms and conventions of real media products?

Kiran Dhillon & Amarah Qayyum

Digipak analysis and what we want to include in ours Conventions of a music video How do we intend to use existing conventions How do we plan on challenging existing forms

In our presentation we will be speaking about…

Digipak research.. In order to know what the conventions of a Digipak are we decided to research into them and presented our findings on our blog as ‘Digipak Analysis’

• We found that the conventions of a Digipak is as follows: • Images • Artists name • Details of tracks • Track listing • Song produces • Song writers • Lyrics

Digipak Conventions..

• Digipak Conventions that we have used..

• In the next slide convention's of what we have used are displayed. Majority of our influence came from Rihanna, Ashanti and Jay Sean.

• We were influenced because of its simplicity and we thought taking certain elements from all of them would fit in well with our Digipak. We used conventions that have used to create successful Digipak that will sell if sold in the real world.

Digipak Mock up.. • This was our mock up of

our Digipak, this is what we used to create our first draft. However over the process we may find our original idea has changed.

• The conventions we followed for the romantic genre is using high key lighting as well as colours such as red and back to create mystery and suspense but also passion(red).

• Existing Digipak layouts we tried to followed is Rihanna’s album. This is because she has used colours such as red and is laying on roses.

• We also used a planning sheet for our Photo-shoot for the Digipak.

Costumes used in our Digipak.. In our digipak both the female and male will be

casual but smart and elegant dress. The girl will be wear a grey sparkling dress to

emphasis her glamourous side to her also heels to match her dress will be worn to emphasis the glamour in the music video. The male will wear black jeans, A designer Polo and casual smart trainers to relate to our target audience age group of fashion.

We tried to choose our background suitable to the costumes used as this creates a link between the two, making it easier to be remembered and associated with the music video. Therefore we kept the same house style of colours and clothes through all three products.

Existing productions that have done this successfully is Zack Knight – Looking for Love In this video both artists are seen in casual wear so others are able relate.

https://www.youtube.com/watch?v=PX4t9T0t2Bg

Final Version of our Digipak… This is our final version of our Music Advert and Digipak. In this we have to tried to keep the

house style the same throughout as well as out music video. Our music advert and Digipak develops on the existing codes and conventions as we use typical codes and conventions such as the dress, flowers, the video based on a proposal. We have not challenged real lie products as we wanted to play it safe. Following existing Music adverts and Digipak’s such as Rihanna on the previous slide. As well as typical technical conventions.

Track listing

Barcode Album name

Artist name

Image of

artist

Logo

Small print

Digipak Music Advert Research..

In order to know what the conventions of a Digipak Music Advert were we decided to research into them and present our findings on our blog under the post names ‘Music Advert Analysis’

We found that the conventions of a Digipak Music Advert is as follows: • Artists name• Image of the Digipak Front cover • Album name • Legal information (small print) • Information about the release date

Digipak Music Advert conventions..

Digipak music advert conventions we used..

In the next slide I shall show you the conventions that we used within our Digipak Advert. As we were influenced by simplicity to create our music advert we decided to carry on the theme however added a element of brightness just like Rihanna does with the hint on red.

We were influenced by Rihanna’s cover as she uses connotations of roses and the colour red this highlights youth. We hoped to represent this similarly in our music advert.

We also planned out how we would shoot our music advert and what ideas we had, presented on the right.

Final version of our Digipak Music Advert..

Release date

Artist name

Album cover

Image associated with the Digipak

Album name

Logo

Website

Other forms of

purchasing the album

Mickey Singh - Ho Gaya Pyaar (music video)

Setting and Location: 1) Our first location for our music video will be filmed

around the London eye where a panoramic view of London city will also be shown, this gets the audience intrigued and are likely to expect more romantic gestures to occur, therefore hooks the audience in right from the start.

2) The second location will be filmed inside a glamourous bedroom where a ‘fiancé’ is getting ready for her engagement, where she is sat looking at pictures of her fiancé. This will all be filmed in a close up as all of the attention has to be on her as it is her special day

3) Our third location will be a living area where the male is preparing for the big moment, he will be shown setting up, making the house look warm and comfortable and pouring wine into glasses.

Our

ideas

Genre and how the opening suggests this…

The genre is Romance It is clearly identified from the early stages of the opening of the

music video as it shows the female getting ready to meet her boyfriend. We kept the female in casual but yet beautiful clothing as she is unaware of the proposal. However the male on the other hand is grooming himself and sorting out his collar, this suggests there is going to be a special occasion which will taking place further on in the story line. Also the male is presented looking at the wedding ring in a box, showing he is nervous but still excited, this instantly reflects perfectly to the theme of romance

How are the characters introduced? The characters will both be introduced through the opening scene as they are both getting ready in their own rooms for their special day. They will be introduce within the first 10 seconds. There will be only two main characters in the music video.

Images used in our music video.. These are screenshots of the location

where our music video starts. We insinuated the colour purple as it signifies love including a the canvas of a couple in Paris (the city of love)

Story and how the opening sets this up? The story for our music video is based upon a love story. The opening scene starts with panoramic view of London, allowing the audience to get ready for the number of romantic gestures about to occur. The following scenes will be off them both getting ready for their big day, it will lead to them standing in front of each other looking very happy with one another. The main artist will be shown preparing for the big moment. By the end of the song he will place the ring on the females finger, presented by a zoom to her hand. The happiness on the females face will also be showcased by a close up and a medium shot of the couple after he proposes to the female. We decided that the artist should wink when the female agrees to marry him, to showcasing his cheeky/fun side. Throughout the music video we decided to use a number of camera angles and special effects in order to present the best possible music video we could. Special effects used: Fade in Zoom in and out Blurred scene Slow motion – increases enigma Camera angles used: Medium close up Long shot Close up Wide angle shot Low angle shot

Screenshots from our music video to support the previous slide..

Audience expectations Asian R&B music video’s…

Expectations for a slow Asian R&B music video usually includes a grey scale or a sepia tone. This is because it makes the colours soft which adds to the tone of the song because dark colours suggest emotion and memories. This leads to conventions such as the genre which is conveyed, giving audiences clues that the video is likely to be a love story.

They are likely to follow a narrative which means having a co star alongside the artist is a common convention of slow Asian R&B music videos. Both male and female are usually well dressed and presentable. The videos usually focus on the two individuals rather than a location.

In our music video we will be using these conventions in order to show the genre of the music video so they are aware it is a love story

Inspiration.. A lot of our inspiration came from RnB singers who mix two

genre’s together, this reaches more than one audience which is the aim.

Such artists that convey this sort of genre’s include Zack Knight and Arjun artist. We also looked at RnB artists in other parts of the world such as UK and USA and one artist that produce and write their songs on the basis of love. For example Trey Songz.

We took inspiration of ideas used in their videos and altered them to suit our narrative. We did this buy taking the using London as a opening location to get individuals hooked and then buy using a series shots of the artist preparing for the proposal.

Zack knight – Nackre

We used this video especially as it uses a number of locations such as the mansion, bedroom and the bar area. it gave us some ideas of how we could present out music video and possibly alter some ideas so we could also add our own original touch. We analysed the type of clothes both the male and female wore and found it was mostly casual so we felt in our music video we should keep it simple but still trendy.

By doing this we will be developing on existing conventions of romantic genre rather than challenging them. This is because we did not want to introduce something new to the market as it may not work so we played it safe.

Link: - https://www.youtube.com/watch?v=vZAAHUT3RDU

Arjun – Khabi Jo Badal We took inspiration of the costumes used in this music video as the

female wears a beautiful blue dress and therefore we hand picked a gorgeous silver dress for the female in our music video to wear. At the beginning the artist kneels down to propose, we decided we would love to introduce that element and make the video based around the proposal.

We have used the same idea also in our Digipak and Music Advert so the audience will be able to associate the all three.

Link:- https://www.youtube.com/watch?v=ar-3chBG4NU

Trey Songz – Slow motion Trey Songz uses quiet and romantic places, for this reason we decided

we should use the living area in our Music Video due to the fact it is cosy and the female would be the most comfortable at. Which is what exactly Trey Songz tries to accomplish with the chosen locations so the female feels the most comfortable but at the same time romantic.

However in our Digipak and Music Advert we have kept a similar background to the female artist’s dress rather than a location.

Link: - https://www.youtube.com/watch?v=dXTBbM21plg

The scene where the proposal takes place the outfits of both the female and male will be casual but smart and elegant, the girl will be wear a grey sparkling dress to emphasis her glamourous side to her also heels to match her dress will be worn to emphasis the glamour in the music video.

The male will wear Black jeans, A designer Polo and casual smart trainers to relate to our target audience age group of fashion.

Costume and props..

A beautiful wedding ring will be used in a black box to help create the scene, it will also bring an element of romance to the music video as engagements and marriages are based around love.

A bunch of roses will also be used in the music video to carry forward the element of romance’s and passion towards one another, it will make the target audience to feel a positive way towards the male actor as he making himself seen in a positive light.

We will also use expensive wine and wine glasses to highlight fine dining and luxury life style. It also will emphasis the element of romance throughout the music video.

More costume and props

Props we intended to use.. We intended to use the following props for our music

video, however we were unable to do so due to a change of locations. The first outfit would have been a white long beautiful engagement dress where the female actress is wearing while she is getting ready in her room and is waiting for her fiancé to be. We chose the colour white as it emphasis purity and passion towards on another.

The second outfit we decided for the male in the first scene were traditional black and white suit as it goes well with the females outfit also black and white suits are very attractive and sexy, we wanted our audience to feel attracted to the male actor.

Title font and styleMickey Singh - Ho Gaya Pyar

Ho Gaya Pyar

o Playing around with different fonts and different colours it allowed us to decide what types of font we would be using in the music video as well as our Digipak and Music Advert.

o This is one style of font we both really like, we feel it will go well with the theme of romance and elegance as it is very posh and formal writing. It is ‘Edwardian Script’ size 60, we feel the colour white fits in well with the house style we want to go through the music video.

Ho Gaya Pyaro This is another one we became very fond of, it is

in size 60, in French script MT, we decided in having this in a grey tone with hints of white in as we felt if it was plain white it could clash in the music video meaning it would be very difficult to see as the background could was it out.

Analysis of Digipak and Digipak Music Advert..

The conventions we have used will appeal to the audience and engage them in terms of music videos our target audience look for a stereotypical music music video as this the case for the genre our music video falls into. So we followed the conventions of the genre so that would to the audience.

In terms of our Digipak and Digipak music advert we followed almost all the conventions which will appeal just normally to audiences as it would catch the eye of the audience due to the simplicity alongside the elements of red, adding brightness.

How do you intended on developing existing forms and conventions of real products?

Technical techniques that we will convey in our music videos include a number of close ups, medium shots with few long shots. A over the shoulder shot will also be used as this will display conversation between two people or to show that the guy is looking at the girl conveying the love for each other. Showcasing the surroundings and facial expressions of the main actors. E.G. when the proposal takes place.

The genre of music we have chosen is romantic therefore the pace of the video will be slow and the style of editing will involve various of short takes to create the feel of a montage, emphasising their memories together. The music video will be a narrative based video, it follows a story line. It will be a linear narrative as the story will start at the beginning, goes on through the middle and ends at the end.

The audience can become familiar of with this particular genre as they are use to recognising different conventions of a genre such as symbolic techniques such as mis en scene that we will include in our music video will be a establishing shot of a glamourous bedroom, forwarded to a fine dining restaurant which then it will skip to London (big ben) where the montage will be added. The lighting will include high key and low key lighting to create a romantic atmosphere. The girl in our video will be dressed in a long white dress, her make up will be simple yet beautiful and her hair will curled. All of these conventions, provides structure and makes sure that the lyrics fit in with the video. They can also establish the genre by the Digipak and the Digipak music advert as they all follow the same conventions and codes.

Screenshots from our music video to support the previous slide..

How do you intended on challenging existing forms and conventions of real products?

We didn't’t really challenged any existing conventions but we did play a hinge emphasis on the similar house style throughout the video, Digipak and Digipak music advert. However in many Digipak covers close ups were used we conversely decided to use medium shots and an image of th main artist but also featuring the female co actress which has not been conducted before.