In what ways does our media product use, develop or challenge forms and conventions of real media products? By Jason Marshgreen
Transcript
1. Introduction In this presentation I am going to analyse
theparticular conventions we used in our music videoand ancillary
product. Using screen grabs from our music video, I will compare
our shots with professional music videos on the market why we used
these shots and how they illustrated the star persona of the band.
Compare digipaks and magazine ads with other Rock genre artists on
the market.
2. In this screenshot we see Me and Harry asguitarists and
singers, performing onCastle Hill just before dusk.Harry is lip
syncing to the song as well asplaying the guitar performing ,
whichfollows the convention of Rock/Indie rockWe see me and harry
follow theconventions of the rock genre imagethrough what we are
wearing. Forexample harry whereas a black t-shirt andjeans, with me
wearing a white shirt andunbutton waistcoat with black skinnyjeans.
Both these styles relate to genreand star persona of the band.We
also challenge the conventionsthrough our performance in these
shotson castle hill, as we shot only me andharry performing with no
mics justguitars .Conventionally you would expectto see a drummer,
a bassist and maybe apianist however In our video we focusonly on
the two main characters relatingto the narrative. This makes it
easier toidentify the story and link to the structureof the
video.
3. Lyrics and visual exampleHere is an example of how we used
the lyrics andvisual method from Andrew Goodwins theory. In
thisscreenshot it shows harry just left of centre frame,writing on
his hand. Here he is acting out the lyricswithin the song Ive bet
you got a list. This created aninteresting, engaging scene within
our music video, asit enables the viewer to interact with Harrys
bodylanguage, and highlight the line more clearly. Incomparison,
The kooks Nave music video describesthrough the lyrics Shes still
up to get me and as wesee in the screenshot, shes trying to get him
out ofbed.Here is another example of where we use the lyricsand
visuals theory. The lyrics illustrate the lights havegone and the
parties over and we see the light behindharry and him on his own.
Here we subtly use thiseffect to support Harrys independence and
lonelinessfrom the narrative story. As the shots we show of himon
his own, also represent him expressing his feelingsabout What he
said, may this be through bodylanguage, lyrics or performance. We
wanted to engagethe audience into feeling what the song is about,
andrelating maybe to some event in that may of happenedin their
lives.
4. Here is one of the examples of where wechallenged the
ordinary Rock Genreconventions. We wanted to be more uniqueand
creative in areas of our video as we feltit was getting to same
old, same old similarto other typical rock genre music videos. Soto
avoid this I created a motion track scenewhere by I stuck our
motion capture clip ofme and stevie walking together facingforwards
and one of harry and stevie facingthe same direction on the garage
doorwhich made it look like it was part of thegarage. This gave a
fascinating look, andhighlights the narrative story strongly
byHarry not being able to see this, only theaudience seeing. To
which way you mayinterpret these shots, is up t the audience,either
Harrys dreaming, reflecting back onwhat he said or thinking into
the future, welet the audience work at understanding thenarrative
and unlocking the clue towards theend.Furthermore by conjoining the
performanceof harry and narrative scenes it creates quitea powerful
visual description to which theaudience can compare both sides. As
inother Rock genre music videos, very few usethe same ideology or
effect in there videos.
5. One of the most iconic figures within our music video
andancillary product, this silhouette shot captures a
powerfulrepresentation of a rock genre look and feel.We used this
shot around for about 3 to 4 seconds in ourmusic video, along with
a photographed version for ourback cover of our digipak.From my
research into Rock genre music videos I foundthat lighting was an
important part into making the videomore engaging, expressive and
dramatic. It created thatfeeling of a live performance which we
wanted to have inour own video. So, with the use of our location,
(Man OnThe Moon and professional band stage) we used the
fixedlights and strobes to create different colours, flashes
andtimings. However this particular shot we used our ownportable
outside lights and got one of us to move the lightaround behind me
whilst performing. With a darkenedforeground and lit background it
enabled us to create thesilhouette look.In comparison to Bring the
light by beady eye musicvideo, it follows the conventions of
typical lighting forRock genre stage set ups, with lights
positioned inparticular places around the set. However we did
moveours around to get a variety of different looks to whichmore
challenged ordinary lighting effects.
6. For our performance shots, we focused a lot on getting close
ups of the guitar playing as we felt this is a strong connection to
other rock genre videos. The red/orange colour of the guitar
contrasts with the bluey background setting and creates am
interesting overlay effectIf we compare thiswith Beady eyes four
letter wordthey also use closeups of the guitarand cross fades
ofclips to which weonly done a smallamount of in ourmusic video.
Avariety of coloursare also visiblecreating anexpressive
artisticlike look.
7. Throughout the filmmaking process wemade it clear that we
all wanted to have amovement to our video. This being mostlyhand
held shots for our music video. Inparticular this example shows a
cantedangle which then zooms in to a close up ofHarry singing the
vocals at the camera,directly to the audience. Through researchonly
few Rock genre music videos adopt astatic, still camera look, and
the videoswhich did choose this method I foundwerent as effective
to maintaining interestas the hand held. Examples of these areU2s
Beautiful day which I found was shotto still and The black keys
little submarineswith interesting camera angles, shot typesand
movements.I think that by using this technique, we cankeep the
audience connected with the songand with the video allowing them to
feelthe beat of the song through the visualsrather than just the
lyrics.
8. Through my research I have also found thatmany music videos
either create a performancebased video or a complete narrative
musicvideo. However for our music video wechallenged the convention
by combining thetwo towards the end of the video. We decidedto go
down this route for our video mainlybecause we wanted to try
different and unique.So how we did this was shooting
someperformance and narrative in the samelocations, i.e. the
walking with harry and Stevieat the start and then me and Stevie
towards themiddle. In essence I perform a cameo role in
thenarrative, as I am also in the band performing.Another way in
which we challenged the rockgenre conventions was through our
location.Specifically our rural park location. Usually youwould
expect and urban location for a rockmusic video, but I feel it
contrasts quite well inour video due to the type of song, and way
inwhich we executed the relationship narrative.
9. Another media product thatfollows similar conventions toour
video is Green days Wake me up when Septemberends.The music video
consists of ashort narrative story at thebeginning which
introducesthe theme of the video andthen flicks betweenperformance
shots andnarrative scenes. However thenarrative does not cross
overwith the performance, insteadthe scenes stay separate andthe
song is addressed to thenarrative.
10. My final image, shows a screenshot from our middle eight
where the pace of the song slows down. This section contrasts to
the rest of thesong, as most of it is upbeat and fast paced. What
we did differently herehowever is focus on 1 location to fit the
lyrics and feel of the song, so we chose the castle mound clips.
Our reason for this was because we liked the idea of the stars line
in the song, and the shots which we took on location at castle
mound were just before dusk. This gave this section a dream like,
night time setting look.This I believe follows the music video
conventions as generally if the pace of the song changes so do the
visuals (cuts, fades, clip lengths).
11. Our magazine advert is closely conventional In terms of
composition and placement of text on the page. As you cansee, The
Killers (Band Name) at the top, below Man On The Moon (Album name)
and at the bottom the date,Facebook and twitter links, production
studios/companies and top special features. If we compare this to
thestereophonics magazine ad we see a similar layout and
positioning of the key elements. When we first see the magazine ad
the viewer is Immediacy drawn to the orange plectrum, a marketing
gimmick to try and sell the magazine. This would also be following
the conventions of other rock magazine adverts as you would
typically see this on an indie rock cover rather than a hip hop,/
pop cover. This is evident by the use of the greyscale colour theme
for the front cover. We see the sky is grey, and the characters
clothes almost black. This enables the free plectrum, twitter and
Facebook icons to be highlighted, again trying to sell and increase
the bands awareness. Furthermore the cut away look challenges
conventions of other magazine ads for the rock genre in the way its
not just a plain photo of the band. With the centre tear in the
paper running down the centre of the image it creates a definitive
broken apart look. This relates to the relationship in the music
video of a tearing feeling between harry and stevie. As well as the
relationship between the character its important to consider the
use of the instruments to which follow the conventions of a rock
groups image and star persona. We also overlayed the stars time
laps again to the sky which relates to the digipak and music video
linking all three mediums
12. With our digipak we wanted to base it on everything we
experienced through the making of our video and the what the
characters/Band may have felt during the making. For example,
visiting over 13 different locations within our music video some
gave us some incredible graffiti type art, so we used thisfor our
two CD covers, and the small panda on the back cover. This follows
media conventions as artists generally have pictures, themes,
colours relating to the making of there album and the story behind
why they made it etc. Most of the Digipaks I have researched
consist of a selection of artistic designs and photos relating to
the name of the album or hit song. We follow this also by our album
name Man On The Moon which is where we shot our performance scene
for the music video.In the making of the back cover, we challenged
the conventions a little in adding a little more substance to which
made the back cover just as interesting asthe front. Through
research, I have discovered that consumers when buying an album
tend to always look at the back, as well as the front. With other
back covers, such as the Oasis album stop the clocks (supported in
ancially post), I found only a blank colour on the back with the
song names and production companies. So instead we decided to add
the silhouette panda and fade these onto the pavement. Furthermore,
adding the Facebook, Twitter and YouTube logos to advertise the
band on the internet shows the up to date, practicality of the
product as consumers are bale to view the album online. For our
spine we followed the conventions of rock albums applying The
Killers band name and Man On The Moon album name, typical to what
you would expect in a professional well designed rock album spine.
Our Front cover is our main focus point to which we decided to use
only harry as the main focus. With him looking up at the stars and
the glowing moonlens flare behind the text, it relates to our music
video, and magazine ad as well as the album name Man On The Moon.
All these connotations are linked with the theme of the music
video, magazine ad and digipak. It follows conventions of other
rock albums which relate there front covers with either the album
name or band image to which illustrates the product. Overall I
believe our theme can be a good starting point in ensuring future
albums can be made similar or slightly different for the band to
brand themselves in whatever way they want to show there star
persona to there audience. For more about our digipak visit my blog
post named: Ancillary Product Anaylisis | By Jason