1) In what way does your media product develop, challenge or use Forms and Conventions of real media products?
Links between the lyrics and visual are conventions of music videos however, there are few links between the lyrics and the visuals as our video is mainly based on a performance but the singer does gesture as if he is ripping up something when the lyrics repeat the line ‘rip it up and start again’. I believe this lack of connection between the lyrics and visual are challenging the more conventional modern video.
The visuals and music are more closely related, as the tune is very up beat and fast paced much like our editing style and overall video speed. We aimed to cut on the beat in order to keep the visuals in time with the music and give it that professional look, thus giving a more conventional style to the video.
Our video is fairly characteristic of a 1980’s music video; the hall gives a stereotypical high school theme to the video seen in films such as Ferris Buellers Day off. The costumes worn by the band are very reminiscent of that era, leather jackets, suit jackets and brightly coloured shades. All this builds a on the conventions of an 80’s music video however these elements challenge the standards of modern videos.
Because our video has no narrative there is little chance for intertextual reference. The only reference that could be established is the reference to the 1980’s era in terms of fashion and the musical instruments played by the band. Sections of our video are divided up using shots of the band messing about and having fun. These could be seen as voyeuristic as its almost as if we are not supposed to see the band doing this. It has been put into the video because the band wants to be seen as rebellious. We see the band perform sensibly in the hall then these added shot almost give a home video style to the piece, giving the impression the band are more rounded and diverse. This gives a more personal element to the video and the consumer might feel a closer relationship to the band.
The record label would want the video to be as conventional as possible in order to widespread appeal, however they also would want the video different enough to attract attention from customers and the media. I believe our video achieves this with a quirky mix of standard performance shots and a selection of voyeuristic fun shots.
2) How effective is the combination of your main product and ancillary text?
For our digipak we decided to focus on oranges as this was obvious play on the band name, I think that this provides a very effective digipak as its bright, bold, visually arresting and would make the consumer pick up the product from the shelves. I based the design of the digipak on the idea of cutting open and orange; therefore the two inside covers have two orange slices and the outside covers show texture from the skin and flesh. The consumer will relate the quality of the digipak to the quality of the music.
Our magazine advert focuses on being bold and in your face in order to capture the attention of the reader, for instance the bright bubbly background with the contrasting blue text give a very punchy image. The advert provides just the right amount of information but without overloading the image with text. To reduce the amount of text on the advert we chose to use logos such as the ‘HMV’ logo. The blue and orange ties in and makes links with the advert thus providing a link between the advert and the digipak. If I was a consumer picking up the digipak or looking at the advert for the first I would get the impression that band are entertaining but not too serious about themselves however digipak give the impression they are modern as the text is quite minamist and the use of plain colours is not particularly 80’s. Having said that the bold punchy letting and high contrast colours in the advert/digipak reflect the upbeat and positive music of the band.
Overall I believe the ancillary texts enhance the main product, as the advert does, to sell the product as upbeat and exciting to the customer. The digipak sell the band well as professional but also fun loving and I believe the bright colours would encourage the consumer to buy the album.
3) What have you learnt from your audience feedback?
Whilst in the editing stage we got some audience feed back from different sources and amount other things people said we needed to give our video more variety in terms of shots and visuals. We did this but going and filming some quick shots of the band ‘being themselves’ on the college grounds. Furthermore we chose to reverse some shots in order to create more variation without having to shoot more footage. Another method we did in order to increase the content of the video was the cut between the original footage we captured in the hall more this providing more variation without the need for more shooting.
We also got feedback on our digipak. We produced three magazine adverts and two digipaks with the aim that we would get our audience to choose. My design with the oranges was chosen as the best digipac because our audience said that they where most likely to pick up this version in the shop. People said it was eye catching, not conventional. doesn't link with the music video but does link to the band. blue bit looks good, contrasts well. ‘good photo, would make a bold statement on a shelf. looks very professional.
From our rough cut it was suggested that we needed much more footage to make it a viable music video however our lip syncing skills were good and we had some interesting initial ideas for shots. In order to counter this made two more video shoots and added costumes in order to add depth.
4) How did you use new media technology in the construction, research, planning and evaluation stage?
Throughout the production of our media product we’ve been fully reliant on technology, in the research stage we used the Internet frequently in order to gain inspiration, research other music videos and blog all our findings. This access to a wealth of information is very helpful and enables us to gain knowledge about who directed certain videos and gain information from the public/consumers via surveys and questionnaires, however having access to the Internet can easily lead to distraction and is not an effective use of our time. During the research stage I use a questionnaire from online software ‘Survey Monkey’ which enabled us to get and idea of what people thought was conventional for a 1980’s music video and where would be best to distribute our video.
During the research stages we used a website called ‘Find your tribe’. We filled out the series of questions as if we were a 1980’s music fan. The website proved invaluable for establishing a target market for our production and gave us a good base for researching further.
This year we had the option of using High Definition video cameras in the constructions stage, this was a vast improvement over the standard Mini Dv camera we usually and it enabled us to produce a more professional looking music video. Other essential software included final cut and photoshop. Photoshop was key in creating such a professional looking digipak and advert.
Youtube was key in allowing us to research ideas from other music videos and compare those with other 1980’s videos in order to gain knowledge of the conventions of modern and 80’s music videos. Furthermore it gave us an idea of what costume to wear, what location would suit and what kind of angles we should be using.