QUESTION 1:

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

The aim of this task was to successfully create, produce and develop a music promo video for our selected artist/band and their choice of genre. This project also entailed creating two forms of other related promotional material e.g. a digipak and a magazine advert to help advertise and promote the group along with their new single. When considering whom to choose to create a music promo video for, we went on the website www.unsigned.com to select an unsigned band that are of indie pop genre.

The purpose of the task I have been set is to produce promotional material for an album release. Therefore, it is essential that all formations of promotion; the music promo video, digipak and the magazine cover all are seen to be linked to one another e.g. through a logo or other element which all three have on each individual piece. The purpose is also to effectively hit their target market in a way that exposes them and broadcasts their individual talents, making the audience aware that they are actually a credible band which should ascertain some credit for their achievements. The promotional material such as the digipak and the advert should grasp the viewers’ attention and hopefully make them want to see more exposure and products from the band.

 



The elements required in a music promo video are diversification, which is what differentiates the product from anything else in the market at that moment in time. The artists/performers need to show the off their personalities and ideas which they have created to broadcast themselves from their competition of other bands/artists in that same style of genre. Their intended audience need to be able to watch their music promo video and instantly know these ideas have come from the actual artists as the context should portray everything the artist stands for e.g. the main characteristics of their style.

Other elements required that make up a music promo video are more visual effects that the audience can distinctively see and which are placed right in front of them for a significant reason.

 

 

Firstly, camera work used can create a vast variation of effects, music videos tend to use low angled shots/ high angled shots along with close up shots to extreme length shots also known as establishing shots. The type of shot variation is dependent on what image and effect the artist/band is trying to portray. An example of this would be many acoustic artists tend to include extreme close up shots of instruments in their music promo videos.

This is due to the individual artists broadcasting the talents and skills they have achieved through their music.

This technique is also shown through mid-shot cuts of actors performing solo’s to represent

their immaculate sync with the music which shows they are that skilled that they can perform under pressure.

 In the vast percentage of indie pop genre video such as the following below artist being Mumford and Son’s with their single ‘little lion man’ they use of shot variation is what is expected of this style of genre, and what when creating our music promo video, we should aim for.
 

 ESTABLISHING SHOT
(Used to show the location of the mise-en-scene and the relevance or non-relevance it has to the narrative and performance taking place. If the location is deserted it can create a sense of un-certainty and the location can have a big impact on the start of the narrative and the progression throughout the music video.)

 EXTREME CLOSE UP

(This technique is often used to show the skills of the band members when playing their particular instrument. However, this technique can also be used to show artists emotions and feelings they are trying to portray. In indie pop promo music videos it would be essential that the artists show a look of mystery)

 

 

MID SHOT
(It is essential that a vast amount of these are used, this type of shot shows three quarters of the band members body therefore, body language and their mannerisms can be assessed from looking at this type of shot)

 

 

CLOSE UP

(This technique can be used to show and focus on an object that has great relevance to the piece or even a ‘red herring’ that takes the focus of the actual message in the narrative and focuses on a new meaning completely. One significant object can show the real message behind the narrative which the band are trying to show.) 

Secondly, the editing techniques used also influence what style and feel to the music video the artist/band is trying to give off. An example of this would be if the tempo of music is upbeat and dramatic the artist may choose to use a montage of effects to represent the fast pace of the drama unfolding within the music video.

 

CALVIN HARRIS; 'LETS GO'

 

 

Another example would be if the lyrics and representation of the song were portrayed to be slow and meaningful this would guarantee the connotations of an acoustic style video. Therefore, as an audience we can guarantee that the editing effects used would be of either slow motion or reverse/re-wind as shown in the video bellow.

 

COLDPLAY; 'THE SCIENTIST'

 

 

The idea of disjuncture is shown through complete randomness of the view being set in re-wind. This is due to before I had seen the ending of the music video I was in awe and confusion as to what was happening until I realised it was back to front in order of narrative. The narrative is successful as by the end of the video, I had realised and gathered what had happened within the storyline.

 

 

When thinking of ideas for our editing on our indie pop promo music video, I found inspiration from similar bands such as The Script. After doing initial research on the band, I already knew what I thought worked well and what we aimed to try and imitate or replicate. This would involve trying to show Intertexuality through ‘Homage’, which is the highest form of flattery, while manipulating one text to show reference to another.

 

The mise-en-scene used by The Script such as location and use of props including variation of costumes is exactly the type of direction I intend to go down when creating concepts and ideas for the selection of song we aim to mime for and the video I aim to produce. The reason for this is all artists are seen to be wearing casual but smart clothing which shows of their mysterious nature which will intrigue the viewer and make them pay attention.

The layout of all three individuals is set in a particular shot which shows, the importance/ hierarchy of the artists and the relevance they have to that period of time in the song. The band member situated in the back of the shot, could be used to being in the back of shot or he could have been placed their due to the fact he is more timid and shy that other members of the band therefore, the positioning of artists could also be used to represent their personality traits and characteristics.

 

The mise-en-scene such as location within the music promo video is set in a warehouse. The background is key, as it is set in a deserted warehouse therefore; this meaning all props placed upon the scene will be of significant importance. This choice of background looks affective due to the lighting and depth of the camera shots used which make the music video look so effective and professional. However, if we aim to produce a music promo video in a similar location it is essential we take into consideration issues such as lighting and reflections of the artists upon the floor such as there shadows, which could potentially need to be edited out.

This leads onto the issue of elements of props used within music promo videos which represent the selection of genre they are trying to portray. In the above video, the band are wearing casual but smart clothing, which by carrying out initial target audience research, is what they our target audience expect to see.

 

In The Scripts music video there is an element of theory shown and proved. This is shown through Danny’s actions of playing out the actions linked to the lyrics within the song e.g. Danny bangs on his chest to the lines ‘You can be the King Kong banging on your chest’. This is applied to Andrew Goodwin’s theory of ‘Relation of visual to song’. This also shows illustration, due to the fact the lyrics within the song are being emphasised upon which means the audience will realise there is a significant link between the lyrics and the overall meaning of the song.

 

 

When analysing other indie pop music videos this theory also applies to the majority of them. Therefore, we can reason that Andrews Goodwin’s theory is applied to the vast percentage of indie pop genre music videos due to their passion portrayed and the way they emphasises the lyrics to show meaning.

The below image is a screen shot from The Killers; Mr Brightside. The singer is covering his face so he cannot see, when he sings the line ‘I cannot look its killing me’. Therefore, by showing the lyrics to the song through action this is also emphasising on Andrew Goodwin’s theory and the theory of illustrating the lyrics to the meaning of the song.

 

 

 

In other music videos theories are also applied. One example of this would be Laura Mulvey’s theory of the feminist theory of ‘Male Gaze’ This theory is that females are only looked upon as sex symbols and there only aim in music videos is for the focus of the male gaze. This is represented in the video below of Cheryl Cole; ‘Call my Name’. This theory is mainly applied to ‘Pop’ videos.

 

 

The combination of narrative and performance within indie pop promo videos is of a mixed balance. However, in some cases it is actually just performance on its own, rarely narrative on its own. This is due to the fact the artists/bands in indie pop genres aim is to broadcast and show of their talents. Therefore, this is why there is an extensive usage of close ups on instruments, as in most cases these are the only props used within any music video.

The usage of theory applied to any music video is mainly consisted of illustration, amplification and disjuncture.

·         Illustration à Is when the lyrics within the song for the music video is focused upon. Illustration is used in most cases, when there is a minimal budget for the music video.

Therefore, due to our minimal budget we had when creating our music promo video this was a potential idea we had considered.

 

·         Amplification à This is when the use of an amplifier or artificial device is used to make a signal stronger to the audience. Therefore, this enables the audience to try and find the deeper meaning in the music video. This is due to the links from the lyrics of the song and signifier being portrayed.

E.g. within our music promo video there is one shot of Hannah (the girlfriend in the storyline) looking down at a watch and crying. Therefore, the storyline within the piece is that her ex-boyfriend has killed himself and now he is a memory of her past. Therefore, by Hannah reminiscing on the watch, the audience should be wondering whose watch it is, and why she is crying, which should potentially lead them to the outcome that Kingston (the main male character) has died. 

·         Disjuncture à This is when the music video has no real relation to the lyrics within the performance. This including ignoring the content within the song and genre of music to help create a new set of meanings to the music video.

*This is a theory I am not aiming to include due to the fact I want my target audience to be perfectly clear on the genre of music I have chosen and I want this to be shown through using amplification and illustration within the content of the performance of my music video.

Example of an illustration music video:

MIKA- 'GRACE KELLY'

Example of an amplification music video:

OWL CITY - 'FIREFLIES'

Example of a disjuncture music video:

RADIO HEAD- 'NO SURPRISES'

The video below shows a mixture of all three types of performance within this one music video. This is due to the disjuncture of the performance being completely random and out there from anything else. This is then mixed to emphasis the illustration which is shown through the lyrics within the piece e.g. both actors standing next to each other but facing other way, to the lyrics ‘Now your just somebody that I used to know’. This showing that they used to know one another but by facing their backs to each other it shoes they are not interested with one another’s company any longer. This is also added to the amplification aspect of the music video, which is shown through emphasis of ‘taboo’ where the artists are seen to be naked minus the paint they are wearing. This could emphasise the sexual side of their relationship. The use of nudity is shunned upon in the music industry. Therefore, this is amplifying the message that this artist wants to take things to an extreme and therefore, maximising exposure and promoting themselves.

GOTYE - 'SOMEBODY THAT I USED TO KNOW'

Conventions of the indie pop genre:

 

 

Other bands which influenced our production were of similar style/genre and choose similar locations. One band in particular I did some initial research on was Mumford and Sons.

 

 

The following above band used a similar location for their mise-en-scene which was set within a warehouse and also used clothing which was of smart/casual vibe such as chinos, shirts and smart blazers.

Therefore, after doing this initial research it had confirmed in my mind that this was the right direction we should be aiming to do down to meet the connotations of our chosen genre while promoting and advertising them at the same time.

 

The costumes selected for our artists featured in our music promo video:

 

 

Therefore, when choosing the costumes for our actors to wear within our music promo video, it was essential we stuck to the conventions and what was expected of our style of chosen genre. Therefore, by putting two of our actors in shirts this re-enforced the smart side of this genre. By mixing these items with chino styled jeans it brought a more casual vibe to the smartness of the actors therefore, this leading to a balance between smart and casual. The main character within our music promo video wears a white polo shirt mixed with dark shade trousers. This technique is used to make the artists facial features stand out when his face is place above a bright t-shirt juxtaposed to a dark monochrome background.

 

The props used within indie genre videos are either objects that are discreet and subtle however, have maximum importance within the storyline. These objects can be used as signifier that represents a more important message within the piece.

The variations of shots expected in an indie genre video are a combination of close up shots of the artists face to show their emotions and emphasised passion for their song they are singing.

 

 <-- KAISER CHIEFS CLOSE UP

OUR MUSIC PROMO VIDEO CLOSE UP -->

 

 

There are also a vast usage of close up shots and extreme close up shots on pros used such as instruments. The use of close up’s on instruments being played by the artists broadcast the skills the individual artists have achieved.

 

<-- KAISER CHIEFS CLOSE UP ON GUITAR

 



 

 OUR MUSIC PROMO VIDEO CLOSE UP ON GUITAR -->

Pan shots are also used in indie pop genre videos to represent the movement of time and to focus on each member of the band, so the spotlight is not just focused on one member alone as each individual brings a certain aspect to the band which ultimately leads to their success.

 

 

(The image above shows a pan used in kaiser chief's video and two screen shots i have taken from our music promo video to show the pan used in our music video.)

The layout of the artists in the mise-en-scene is always the same formation for various bands in the indie genre.

 

 

(The following image above shows the mannerisms and layout of each various band, from analysing two existing indie pop bands such as Kaiser Chiefs and The Script, it was clear to see that the formation of all the individuals was almost in the same way as the next band. Therefore, the final image on the end is the layout of the actors for our band 4KICKS, by sticking to what I know works well and what methods other indie bands use, this hopefully will keep myself on track to understanding and producing a music promo video for my chosen genre.

 

Music promo video:

 

 

 

 

The digipak of my promotional package:

 

 

 

The magazine advert of my promotional package: