Question One
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A code and convention that Andrew Goodwin states is present in real music videos is a relationship between the lyrics and the visuals, for instance in Beyonce’s If I Were a Boy video there is a strong relationship present. As Beyonce is portraying this idea of her being the man by showing herself illustrating typically male characteristics for example ignoring a call from someone they love. Similarly in Chris Brown’s Yeah x3 video Chris Brown portrays Andrew Goodwin’s idea of a relationship between the lyrics and visuals by having the people in his video stand up when he sings the lines ‘get on the floor’. I have followed this convention by having shots of my artist singing the song for example when the lyrics say I am the one that you can depend on, I have different shots showing my artist singing this line.
The theorist David Buckingham believes that genre is not simply given that it is in a constant process of negotiation and change. I have carried forth this idea in my own music video, as clearly I have challenged the code and conventions of the R&B genre thus changing the genre. In my earlier research I found that a dominant code and convention of the R&B genre was expensive mise-en-scenes. The locations of the R&B genre specifically I found are very expensive and flashy, for example in Trey Songz and Chipmunk’s video ‘Take Off’ the location is exotic as there is palm trees, sand and sunshine and mixed in with this is the costume of expensive looking sunglasses and jeans. My music video challenges this modern day convention as the locations aren’t exotic or expensive, as they are natural and simplistic orientated. For example I have part of my narrative out in a bandstand, to connote to the audience how natural the relationship between my artist and the girl could be if she only gave him a chance. However this does fit into the codes and conventions of the R&B genre in the late 1980’s early 1990’s whereby the artist is mostly if not soley based in the outside for example R Kelly’s I Believe I Can Fly music video. Whereby he spends most of the music video outside in a field to make a connection of how natural and simplistic his music video and song were. I have incorporated this idea in my own music video through having all of my narrative scenes outside and having my performance being majority based outside, for example having my artist against a brick wall singing.
Theorist Steve Neale states that genres are not systems and that some conventions have to be kept whereas others have to developed to keep audiences entertained. I have taken this theory and incorporated it into my own music video, for example I have taken conventions from the 1990’s whereby the artist is up against a coloured background and I have placed my own artist against several coloured background’s. I have developed conventions also by instead of just having one coloured background which is typically found in music videos I have four (red, green, pink and orange). The way that I have edited my music video fits in with Neale’s idea of using certain conventions, as a typical convention of an R&B video is to have slow paced editing, I have used this editing technique in my music video by editing my music video in such a way that the change between scenes is slow.
How effective is the combination of your main product and ancillary texts?
Question two
I have represented my artist through the use of mise-en-scene and in particular costume as being a very down to earth and normal guy. Using the costume of either checked shirts or plain shirts in my music video I carried forth this representation by having my artist wear clothes that are in trend and popular at the minute. By having my artist wear up to the minute clothing I represented him as being down to earth as he follows the common trend therefore connoting a sense of normality to the audience. I then transferred this representation through to my digipak and magazine advert by having my artist wear a checked colour shirt underneath a plain jumper. As my artist naturally has the tall dark and handsome look because he is 6 ft with dark features I wanted to build on this natural image of him, through my cinematography. In my music video I have mostly used close up shots and extreme close up shots to illustrate the natural stereotype that my artist has going for him
The representation of my artist that I created in my ancillary texts is different to that of the one that I created in my music video. As the images I have used are black and white it connotes a sense of two different people to my artist as there are two different colours. Furthermore as white is linked to a sense of purity and graciousness and the colour black has a feel of darkness and a sense of power to it. I wanted these two combinations to be entwined into the representation of my artist to hint at a sense of mystic about who my artist is. I wanted to link this to the representation of my artists. This whole idea of black and white also connotes a sense of two different people and the representation that to be able to know one side of my artist you have to know the other. I purposely created a different representation from my music video through to my ancillary texts, as I wanted to show that my artist has many different sides to him. Hence why I have represented him as being a down to earth, naive young romeo in my music video but when it came to my ancillary texts I have represented him as a more vivid and powerful character. In my music video I have portrayed my artist as being a more submissive whereas in my ancillary texts I have represented my artist as a more dominating character.
However I have carried through some of the same representations of my artist through from my music videos to my ancillary texts.In both I have represented my artist as being romantic, in my anciliary texts I created this effect by having a black and white affect which can be associated with old black and white movies which were mostly in the romantic genre. In my actual music video I created this affect by having my artist play the guitar, which is typically associated with a romantic gesture towards a girl. From the use of the colour fonts in my ancillary I carried forth the representation of romance as I used a handwritten font, which can be linked to writing a romantic letter (love letter) which builds on the representation of my artist being romantic.
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Question three
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Constantly throughout the production of my music video and ancillary texts I have learned, used and adapted my audience feedback. I used audience feedback right from the beginning of my production, when I was looking into my target audience and what they expected to see in a R&B music video. I learned from my audience feedback that my audienc would like the artist and anyone else in the video to be covered up as in typical R&B videos there is a lot of nudity. IHaving learnt this I made sure that in my music video and my ancillary texts that there was not any nudity whether it be from my artist or the girl in my music video. Furthermore from the survey that I created for my music video draft I learnt that the flashbacks were not clear enough for the audience. When it came to improving my music video to make the flashbacks more clear I added a black and white effect to the flashbacks to illustrate that this was the past and that they were flashbacks. Additionally I found out from the same survey that only 9 out of the 15 people who took my survey felt that they understood the romance genre, once I learned this I improved my music video by adding a romance effect both at the start and end of my music video to highlight that this music video was indeed part of the romance genre. From the survey that I created for my digipak draft I found that people thought the music video fitted in the Indie genre as well as the R&B genre, to improve this I included more R&B genre conventions. Such as a slow pace in the editing, close up’s and coloured backgrounds. When it came to my magazine draft I learnt from my feedback that the music genre of R&B wasn’t the most dominant in the magazine despite it having the majority of votes. I reacted to this by looking at other R&B genre magazine adverts and then making improvements to my own that made it look like it fitted into the R&B genre. From the survey that I created for my digipak draft I found that people thought the music video fitted in the Indie genre as well as the R&B genre, to improve this I included more R&B genre conventions. Such as a slow pace in the editing, close up’s and coloured backgrounds R&B genre more than it did before.
How did you use media technologies in the construction and research, planning and evaluation stages?
For the construction of my digipak and magazine advert I used both Illustrator and Photoshop. For the first drafts of my digipak and magazine advert I used only Photoshop to construct these. I did this because I had more experience using Photoshop and I felt not only more confident using it but I also felt that I knew the capabilities of using Photoshop and what could and couldn’t be done on Photoshop. However after I had done the first drafts of my digipak and magazine advert I decided to switch to Illustrator as I felt that the image that I was trying to portray of my artist wasn’t being achieved by solely using Photoshop. When I did use Photoshop I used a range of technologies such as cropping the image, distorting the colour, erasing the background (using the magic wand tool) and getting rid of the red eye of my artist. On Illustrator I used technologies such as feathering the image of my artist, having an effect of inner glow and outer glow on my artist and changing the greyscale of the image. For the design of my final digipak and final advertisement I found the middle ground and used both Photoshop and Illustrator, I did this because I liked different aspects of each technology for instance I liked the effect of feathering the edges around my artist on Illustrator and on Photoshop I liked the easiness the quickness but more importantly I liked the preciseness that I got from using Photoshop to erase the background of my image. Also in the creation of my ancillary texts I used a mixture of both technologies to create my titles, similarly to how I used both these technologies on my images I used Photoshop to edit the background and then I also used Photoshop to change the colour of my font and then I placed my title onto Illustrator where I was constructing my digipak and magazine advertisement.
However when I was filming the narrative for my music video I decided not to use a HD camera because the quality of the camera that I did use wasn’t as defined and clear as the HD camera was and I wanted to transfer this into the idea of uncertainty and the future not having defined or set in stone onto my narrative. I had already decided that I wanted my narrative to be flashbacks and the quality of the camera helped to create this feel of flashbacks as it set a tone and look of memories being revisited. I used I-movie for my animatic, my rough cut and my final draft of my music video, I did this because I knew the technologies that I wanted to use and I –movie had those technologies so I decided to stick to I-movie instead of switching to Final Express.
On I-movie I created effects such as making my narrative black and white. I did this by right clicking the clip I wanted until I was presented with a menu of three options: video, audio and clip. I then clicked on clip and went to effect where I was given a range of effect options and I clicked on the black and white effect. I used the black and white effect because I wanted to highlight that the narrative is flashbacks which sum up the relationship that my artist and the girl has. Also on I-Movie I used the romantic effect, to highlight that there is a romantic relationship between the artist and the girl. Furthermore I used this effect to illustrate the general romantic genre of my music video. To create this effect I right clicked the clip I wanted until I was presented with a menu of three options: video, audio and clip. I then clicked on clip and went to effect where I was given a range of effect options and I clicked on the romantic effect. I also used I-movie to pick specific bits and periods out of what I filmed to create my music video. For instance the performance where my artist is against the green background in total is 5 minutes and 25 seconds however using I-movie I was able to select and use just 9 seconds in my opening lyric.
Presenting my work on Blogger has been useful not only because it is on the internet so therefore I could easily access it anywhere e.g. at home or school as well as when I was on the go via on my mobile phone. Blogger also helped me to edit my work easily as it was computerised so I could easily delete and rewrite mistakes that I had made and place pictures. Furthermore using blogger has helped me develop my own skills in posting work on the internet, for instance I have learned how to post survey’s that people will be able to do on my blog for example the survey I created to get feedback on my draft magazine draft. Which I did by creating the survey on Survey Monkey embedding the code onto my blog and clicking upload.
Using Survey Monkey to get my feedback was very beneficial as it was not only quick and easy to use, in terms of designing the questionnaire and placing it onto my blog but also to see the results the clearly. As Survey Monkey not only analyses the results for you but it also lets you see what a person answered to all the questions. This makes it beneficial in terms of clarity i.e. the presentation of the results and the understanding of the results.
The use of YouTube has been very high in my production featuring in my research, planning and evaluation stages. I used YouTube firstly in the research stage to look at and analyse different R&B videos such as J-Lo’s Im Glad video and Usher’s U Got It Bad video. In my planning stage I used YouTube to research how an artist’s image is developed and changed through their music videos, this I did through my star image analyse of Usher. Lastly in the evaluation of my music video I used You Tube as the prosumer to post my music video as the producer and also to get feedback on my music video. Additionally You Tube has been a very useful tool that I have used when I have been stuck in how to post something on my blog. For example when I first started posting videos on my blog that I had watched in relation to my research, planning and evaluation I had no idea how to post those videos on my blog. So I watched YouTube tutorials to help me understand how to post videos onto my blog.
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