Evaluation One
Question One: In what ways does your media product use, develop or challenge conventions of real life media products?
(Done by Mackenzie Dickey and Lola Gray)
Here it is evident how our music video uses, develops and challenges conventions of real life media products:
Performance Shots In a typical music video of the pop genre that has a lot of use of performance shots, the focus is on the main star of the music video which helps to make the star image profile. In our music video to the song 'Crazy In Love' we thought that have most of it made up by performance shots would help to connote the lyrics to how the star is emphasising her emotions through her lyrical ballad movement. When looking into different types of performance shots that we could do, the ones that stood out the most to us were the simplistic ones that just had one solid lighting colour and a plain black backdrop; which helped to highlight the actress that was delivering pure emotion and commitment to the song, by letting her lyrical mind slip away into the music. In my opinion, these performance shots that we have done contrast nicely with the rest of the music video. This is because the rest of the video has been filmed with natural lighting, which makes the shots more varied and a lot more clarity has been put into it. By also creating a few silhouette shots of the dance in the dance studio, it has allowed us to portray the star in a desirable way and create a strong image in order for the target audience to feel and relate with what she is feeling.
Cutting to the beatEvery high quality music video that is produced has cutting to the beat, whether the music is fast, slow or has a varied amount of crescendo's; it is done in order to fit with the emotion and theme of the song, in order for the continuity to make sense. In our music video, we used cutting in order to build a suspense especially as the chorus crescendo's and the music builds up and is very dramatic before the actress sings 'Got me looking so crazy right now'. We didn't do this every time this appeared in the song, since we wanted to show a variety of performance shots that fit well with the narrative shots that we are also trying to portray throughout the song. Even though the narrative shots seem longer than the performance shots that are shown, when editing, we tried to make sure that each shot was an even duration of four seconds long. However, some of the narrative shots are a second or two out of that range that we had set.
Couple Shots The couple shots shown are not your stereotypical love song couple shots. This is because we wanted to make this video a different pop love song, and more unique to ourselves. We didn't want the shots to be stereotypically what a couple would do such as; hold hands, hug or kiss because we both thought that it would just make our target audience cringe, as well as ourselves. By adding in our own interpretations of how the couple scenes needed to be shot, it shows how we were challenging ourselves against the normal stereotypes in order for this video to be unique and stand out. The love story wasn't the most important aspect either throughout our music video, which is also what makes it different within the pop genre. This is because normally, the audience would expect the love narrative to continue and have a meaning, whereas in ours, the shots are varied showing that they are different, and the majority of the main focus is on the performer that is lip syncing and dancing with free lyrical movement. All in all, it fits perfectly within the style of how the song is sung, and how we put our own interpretations on how the narrative was going to be done.
Ancillary Products The digipak that we produced really fits in well with the music video that we have created, and has most definitely helped us to develop our final idea on how 'Crazy In Love' has been produced in the final edited version that is shown above. In order to make sure that the digipak included continuity and was consistent and made sense to our target demographic group, we included images that we took whilst we were filming at our different locations, in order to create a difference between our media products. The CD case enabled us to use six different images, which on one of them we included the lyrics to 'Crazy In Love', another had the track list of the album on the back of it, and the other four were just plain photographs that relate to the music video itself. We also made a poster which included a completely different image of the main actress / performer in our music video. The photograph taken for this was done in the dance studio with a very low lit backdrop in order to create a hazy atmosphere since most of the shots within the dance studio come across as a little bit hazy which is effective. The actress is looking down which shows her daintiness and how she is thinking about how 'Crazy In Love' she is. This fit our theme the best out of the two ancillary products that we made. The poster includes when the debut album is being released, the title of the album and the title of the song that we have made the music video for. This is very common and is used on many different posters that artists have made for them in order to promote their new single, tour or album. Not only is it informative, it ensures the target audience what to look out for so that it is recognisable and that they are desirable for the launch of this product.
Promotion of the Album Alongside the making of the digipak and poster, we wanted to make sure that is was comparable to the music video that we have created. In order to do this, we made sure that when making the poster advertisement we included in the bottom right hand corner the front cover of the CD 'The Lights'. This is to promote the CD and raise awareness for the products that we have created. This is very common with most artists within the pop genre that have these made for them. This is because it is potentially the best way to sell two products at once for a cheaper outcome.
Performance Shots In a typical music video of the pop genre that has a lot of use of performance shots, the focus is on the main star of the music video which helps to make the star image profile. In our music video to the song 'Crazy In Love' we thought that have most of it made up by performance shots would help to connote the lyrics to how the star is emphasising her emotions through her lyrical ballad movement. When looking into different types of performance shots that we could do, the ones that stood out the most to us were the simplistic ones that just had one solid lighting colour and a plain black backdrop; which helped to highlight the actress that was delivering pure emotion and commitment to the song, by letting her lyrical mind slip away into the music. In my opinion, these performance shots that we have done contrast nicely with the rest of the music video. This is because the rest of the video has been filmed with natural lighting, which makes the shots more varied and a lot more clarity has been put into it. By also creating a few silhouette shots of the dance in the dance studio, it has allowed us to portray the star in a desirable way and create a strong image in order for the target audience to feel and relate with what she is feeling.
Cutting to the beatEvery high quality music video that is produced has cutting to the beat, whether the music is fast, slow or has a varied amount of crescendo's; it is done in order to fit with the emotion and theme of the song, in order for the continuity to make sense. In our music video, we used cutting in order to build a suspense especially as the chorus crescendo's and the music builds up and is very dramatic before the actress sings 'Got me looking so crazy right now'. We didn't do this every time this appeared in the song, since we wanted to show a variety of performance shots that fit well with the narrative shots that we are also trying to portray throughout the song. Even though the narrative shots seem longer than the performance shots that are shown, when editing, we tried to make sure that each shot was an even duration of four seconds long. However, some of the narrative shots are a second or two out of that range that we had set.
Couple Shots The couple shots shown are not your stereotypical love song couple shots. This is because we wanted to make this video a different pop love song, and more unique to ourselves. We didn't want the shots to be stereotypically what a couple would do such as; hold hands, hug or kiss because we both thought that it would just make our target audience cringe, as well as ourselves. By adding in our own interpretations of how the couple scenes needed to be shot, it shows how we were challenging ourselves against the normal stereotypes in order for this video to be unique and stand out. The love story wasn't the most important aspect either throughout our music video, which is also what makes it different within the pop genre. This is because normally, the audience would expect the love narrative to continue and have a meaning, whereas in ours, the shots are varied showing that they are different, and the majority of the main focus is on the performer that is lip syncing and dancing with free lyrical movement. All in all, it fits perfectly within the style of how the song is sung, and how we put our own interpretations on how the narrative was going to be done.
Ancillary Products The digipak that we produced really fits in well with the music video that we have created, and has most definitely helped us to develop our final idea on how 'Crazy In Love' has been produced in the final edited version that is shown above. In order to make sure that the digipak included continuity and was consistent and made sense to our target demographic group, we included images that we took whilst we were filming at our different locations, in order to create a difference between our media products. The CD case enabled us to use six different images, which on one of them we included the lyrics to 'Crazy In Love', another had the track list of the album on the back of it, and the other four were just plain photographs that relate to the music video itself. We also made a poster which included a completely different image of the main actress / performer in our music video. The photograph taken for this was done in the dance studio with a very low lit backdrop in order to create a hazy atmosphere since most of the shots within the dance studio come across as a little bit hazy which is effective. The actress is looking down which shows her daintiness and how she is thinking about how 'Crazy In Love' she is. This fit our theme the best out of the two ancillary products that we made. The poster includes when the debut album is being released, the title of the album and the title of the song that we have made the music video for. This is very common and is used on many different posters that artists have made for them in order to promote their new single, tour or album. Not only is it informative, it ensures the target audience what to look out for so that it is recognisable and that they are desirable for the launch of this product.
Promotion of the Album Alongside the making of the digipak and poster, we wanted to make sure that is was comparable to the music video that we have created. In order to do this, we made sure that when making the poster advertisement we included in the bottom right hand corner the front cover of the CD 'The Lights'. This is to promote the CD and raise awareness for the products that we have created. This is very common with most artists within the pop genre that have these made for them. This is because it is potentially the best way to sell two products at once for a cheaper outcome.
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