A2 G324: Final Music Promo

Final Music Promo:

This is my final Music Promotion.

A2 G324: Final Magazine Advertisement

Final Magazine Advertisement: 

This is my final Magazine Advertisement.

A2 G324: Final Digipak

Final Digipak:

This is my final Digipak. 

A2 G324: Evaluation Question 1 - 'In what ways does your media product, use, develop or challenge forms and conventions of real media products?'

Draft 2 - Evaluation Question 1:

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

In order to convey how our media product, uses, develops and challenges forms and conventions of real media products myself and my partner decided to create a directors commentary. A directors commentary consists of a number of narrative interjections that feature over our final music video, which can be evidenced below:

The Director's Commentary Extended Version:

How does our media product adhere to and subvert Andrew Goodwin's Music Video Theory?

A2 G324: Evaluation Question 2 - 'How effective is the combination of your main product and ancillary texts?'

Draft Two - Evaluation Question 2:

  'How effective is the combination of your main product and ancillary texts?'

Transcript:

• In order to ensure the effective combination of my main and ancillary products, it was of vital importance that they shared similarities in order for our target audience to associate them with one another.

• From the RMA research, I conducted in the research phase, it is notable that most indie music videos utilise a dark mise-en-scene/colour scheme throughout; a convention that is then continued and exhibited within several artists supporting advertising and on the digipaks. We decided to employ synergy, linking our advertising and our main product through the linked colour schemes, which consisted of black and white (monochromatic colours) with a slight low-opacity acid wash effect and scratch overlays. The scratch overlays and slight acid wash effect can be exhibited in our music promo through overlays on certain footage (particularly the location of the underpass within the opening of the music video which is the location of the photographs from/basis of the ancillary tasks), and I have utilised a HD still of an acid wash that is overlaid on each of our Photoshop ancillary tasks/ designed digipak and advertisement.

• What ideology or message is conveyed through the use of scratch overlays and light leaks? - The scratch overlays convey a ‘raw’ feel to the music video, making it appear like old footage filmed on 8mm. The use of vintage footage is very much associated with the indie genre as in today’s culture the footage would appear ‘homemade’ and ‘rough and ready’, which is associated with the rebellious and carefree values of the indie genre. This conveys that the music is of more importance than the music video, as it doesn’t matter if the music video appears homemade because this makes the artist seem more authentic and passionate about their craft. The effect this has on our audience is that it makes the video more accessible, as the homemade vibe makes it seem as if they are watching personal videos of the artist, which they can relate to the experience of watching home videos.
• Brand image is how consumers perceive or think of a brand. (The perception of the brand or artist in the mind of the listener or customer). I believe our brand image is characterised by the messy, handwritten typeface of our logo, which reflects that the band has a raw, authentic sound that most likely is from the indie genre. It is notable that typeface or logo often depicts what style of music an artist produces, for example, pop-artist Katy Perry has a highly feminine logo made up of a red cursive typeface with a blue outline; this conveys that her music is perhaps aimed at both females and males due to the mix of colours, with the brightness of the colours connoting the upbeat pop genre. In contradiction, Beyoncé utilises a black, bold, capitalised typeface inferring her feminine strength and powerful R&B vocals.

• We generated our chosen artists individual brand identity –USP through the creation of a logo. A logo makes our band easily identifiable, as it can be featured in music videos, promotional material, and on the line up for indie festivals. This features upon each of our individual products (music-promo, magazine advertisement and digipak), notifying the target audience of the band’s identity within the indie genre, and ensuring memorability. The contrast between the black background and the striking white scratch typeface featured in the band’s logo, makes the logo stand out. The Polaroid originally was our concept motif featured on all of our branding, however, we received the feedback that our digipak needed to represent the band as an entity, and contained other songs, rather than being solely focused on the single New Religion, as the picture directly correlated with this single. This meant our digipak appeared to be more of a single.

A2 G324: Evaluation Question 3 - 'What have you learned from your audience feedback?'

Draft 2 - Evaluation Question 3:

'What have you learned from your audience feedback?'  

Throughout the pre-production, production and post-production phases audience feedback has been vital in allowing me to improve my Music Video and Music Promo in order to produce products with a high production value, which cater to the desires of our target audience; therefore, making our product commercially viable.

Audience Feedback on our Final Music Promo:

Transcript of what I have learned:

• The purpose of our music video is to entice and engage our audience through the creation of a music video which adheres to genre conventions. It is evident from the reaction we received from our focus group that we were successful in this endeavor. It is notable that Charlotte asked us ‘Whether Ben was actually signing’, accentuating our success as she assumed the lip-syncing was real, which means it was executed to a professional standard.

• We also learned that the balance between narrative and performance was successful, as it kept an upbeat pace which linked to the happy and energetic nature of the song. It is clear that the universal themes (that would particularly resonate with our target audience, such as young love and rebellion) we tried to interweave into our video were recognised by our focus group. Izzy guessed our target audience was 15-25, due to the exploration of the “universal theme of young love and relationships.” The variety of shots used made our video successful as it evidenced our incorporation of conventional indie shots that we had researched in our initial stages.

• Adversely, we also learned about the potential methods of improvement if we were to re-produce our music video. Abdullah, in particular, stated that ‘in the couple montage scene at the very beginning’ we could film ‘more shots during the nighttime, to exemplify the passing of time before they go back to his house’. This would ensure complete clarity of the budding relationship between the two protagonist’s and would allow us to take a more literal interpretation of the lyrics as we could have shown them walking to the male protagonist’s house and ‘dancing in the kitchen’. This lyric is repeated several times, therefore we could repeat these shots multiple times during the video as he has flashbacks of her.

A2 G324: Evaluation Question 4 - 'How did you use media technologies in the construction and research, planning and evaluation stages?'

Draft 2 - Evaluation Question 4:

'How did you use media technologies in the construction and research, planning and evaluation stages?'

To answer this Evaluation Question I created an Emaze Website. One can either view the website below or online through the following link: emaze.me/rhiannonmillarda2mediastudies