Monday, 26 June 2017

R&P Post 5: Preliminary Task Evaluation

Hello there! Welcome to my evaluation post for my preliminary task!




Evaluating our Preliminary Task:

For our preliminary task, what we had to do was create a swede which involved choosing a music video that had already been produced and then create our own version of the same video and it had to be one minute to one minute and 30 seconds in length. The video that my group decided to do was 'You Belong With Me' by Taylor Swift. Just below you can see the storyboard that we created for our swede:


You can watch our swede just below:



1) How have you constructed key shots and included camera shot, movement and angle?



Above you can see some of our very beginning shots which were successful in matching the shot types and timings of the official music video. In this GIF you are able to see the medium shot of the boy talking angrily on the phone which then cuts to a wide shot and matches the timings of the official music video.



Here you can see another GIF which shows other key shots that we constructed. In this sequence we included two medium shots and a medium close-up shots. It begins with a medium shot of the boy walking past the window and the camera then cuts into a medium close-up, showing the girl's face in more detail. Although small, this detail was key in constructing this specific part of the video which we successfully created.

On the other hand, we had some difficulty creating some of the shots which were filmed through windows. For example, in the shot below you can see that it is not exactly matching to the same shot from the official music video.


Because we were shooting our swede at school we were relatively limited in what we could do and we were unable to find a two buildings which were next to each other and had windows on the side facing directly each other, which is what is seen in the official video. As a result of this we had to improvise and film some scenes inside, without a window in front.

In terms of camera movement, there was not actually much camera movement needed for this video, with the only shot significantly needing some movement being the very first shot.



This is the shot of the two houses (just one building in our video) in which the camera zooms in on the houses. In our video we accidentally zoomed out instead of in which is not very noticeable but it is definitely a mistake we have picked up on and will ensure that it does not happen again.

For camera angles, we mainly used eye-level shots and no extreme angles were used.


2) How have we used mise-en-scene?
Our main use of mise-en-scene was through props and décor. We used a variety of props, mainly for the shots showing the girl's bedroom, such as books, magazines, jewellery, deodorant and a blanket. The blanket, along with a table, was used to create a makeshift bed as, because we had to film our preliminary in school, we did not have access to an actual bed so we had to improvise. 


Above you can see an image of our makeshift bed in comparison to the same shot from the official music video

For lighting we used mainly quite light and kept the lighting the same as the music video. In terms of costume we had a range of different outfits because during the beginning of the music video, there is a sequence of the girl singing into the mirror but lots of different shots are used to show her in different outfits. Below you can see this sequence which shows the number of outfit changes that  we had to make:





For these range of costumes we tried to make them look as similar as possible to the actual musk video by using similar items of clothing and similar colours. 

3) How have we edited our preliminary task?
We have edited our preliminary task primarily by making sure that our own shots match the timings and lengths of the official music video. However, we have also made use of editing through shot transitions. For instance, the first shot of the two houses then fades into the second shot, so for our video we applied this transition through the use of the editing software Final Cut Pro, an image of which you can see below:



Other than transitions, there was no major editing needed for our swede, making it relatively easy to edit. 


4) Performance-wise, how important is this? Is the acting or performing convincing?
The acting and performing throughout the music video is convincing and well-portrayed for the two different characters. However, as we were limited at times for props, at times it was difficult for the actors to give convincing performances.



You can see an example of this above. For these shots of the official music video the boy peers through the window behind his curtains but unfortunately we did not have access to any curtains and had to use a white board instead which was difficult for our actor to use as a curtain, making his performance at this time a little less convincing. 

5) How well planned were you? Are there any ways in which you could have been more prepared? 
In terms of mise-en-scene we were very well-planned because we brought all the props we needed on filming day, including costumes and accessories. On the other hand, we had only vaguely discussed the different locations that we were going to film in and when it came to filming day one of the locations that we had planned to film in was being used so it was not available. Eventually the room became free but it meant that the filming process was delayed slightly. When it comes to our final product, we will discuss the various locations that we will use and make sure that they are available for us to use when it comes to filming. 

6) What have you learnt from completing this task?
One thing that I have learnt from completing my preliminary task is that music videos require many, many different shots which means that they take a lot of time to film, telling us that we need to plan ahead when it comes to our final product. Because music videos require such a lot of planning, my group will need to ensure that we have done our research ahead of time and that we have planned the various different aspects of our music video, including storyboarding, different camera shots, angles and movements, editing and mise-en-scene. 

As well as this, I have also learnt that music videos need to focus on the identity of the artist and their portrayal in the video. For instance, with this Taylor Swift music video of 'You Belong With Me', she becomes an actress and plays a specific character during the video and the video is centred around the character that she plays. So if we decide to characterise our artist within our music video we need to focus the video around their character, in order to successfully sell the artist to the viewer. 


Lastly, one other thing that I have learnt from this task is that music videos use many close-up shots, primarily of the artist, again, in order to successfully sell what is on sale. Although I primarily learnt this through creating my own swede from the 'You Belong With Me' video, this feature is common to all music videos and is also a key point in Goodwin's theory. As the vast majority of music videos employ the use of close-ups, we will include several of these shots in our own music video as a way of using some of the conventions of music videos. 


7) Overall, how effective has your contribution to this task been? 
My personal contribution to making our preliminary task has been very effective. In terms of producing the swede, I was largely responsible for props and costumes which are key features of mise-en-scene and on filming day, I brought a range of props and clothes needed. Also, I helped assisting with camerawork and cinematography which ensured that certain shots were framed and angled correctly. 

R&P Post 4: Elements of a Music Video

Class notes on the different elements of a music video:

Camerawork:
  • As with any moving image text, the way how the camera is used and the order in which the images are sequenced will have a significant impact upon meaning. 
  • Camera angles, shots and movements will all also need to analysed. 
  • Camera movement could accompany movement of performers but it might also be used to create a more dynamic feel to stage performance by, for instance, constantly circling the band as they perform on stage. 
The Close-up Predominates:
  • Close-ups are used in music videos in order to create a sense of intimacy between what appears on screen (e.g. the artist) and the viewer.
  • This type of camera shot also emphasises half of the commodity on sale (not just the song, but the artist and especially the voice).
  • John Stewart states that he sees the music video as essentially having the "aesthetics of the TV commercial".
Editing and Digital Effects:
  • Often enhancing the editing are digital effects which play with the original images to offer different kinds of images to offer different kinds of pleasure for a variety of audiences. 
Goodwin's Theory on Music Videos:
1) Music videos demonstrate genre characteristics. 
2) There is a relationship between lyrics and visuals. 
3) There is a relationship between music and visuals. 
4) The demands of the record label will include the need for lots of close-ups of the artist and the artist may develop motifs which recur across their work (a visual style). 
5) There is frequently reference to the notion of looking (e.g. screens with screens) and particularly voyeuristic treatment of the female body. 
6) There is often intertextual reference, such as to films, TV programmes and other music videos). 

Applying Goodwin's Theory to...
'Kooky Eyes' by The Jungle Giants:


  • The music video for this song is an interesting example of Goodwin's music video theory because it uses some of the rules that Goodwin has set out whilst ignoring others. 
  • Firstly there in this music video there is a strong connection between music and visuals because the video has been edited to the sound of the beat of the song, causing frequent cuts which makes it a more exciting video and also helps to make the song sound 'catchier' as well. 
  • Although the band themselves do not take the lead in the video, when they are on screen there are many close-up shots of them performing, for instance there are close-up shots of the instruments, e.g. the guitars and the drums, as well as close-ups of their faces, examples of which you can see below:

  • These close-ups link in with Goodwin's theory because in this theory he states that the demand for the record label includes frequent close-up shots of the artist. 
  • As well as this, in the music video for 'Kooky Eyes' there is much reference to the concept of looking. This is achieved through the use of a celebrity as the main character of the video (as there is a consistent narrative throughout) who is frequently hassled by fans wanting her signature and photograph, suggesting that she is constantly being watched and paid attention to due to her fame.
  • Furthermore, the female body, as Goodwin states, is portrayed in a voyeuristic fashion primarily through the use of costume. The female character who plays the lead in the narrative for this music video is often wearing quite luxurious, glamorous and sexual items of clothing, such as slip dresses as nightwear and a tight leopard-print dress, for example:
  • However, this music video does not demonstrate obvious genre characteristics, a relationship between lyrics and visuals or intertextual reference showing that although most music videos do comply to the rules of Goodwin's theory, not all of them comply to each and every one of them. 
What I have learnt as a result of this task is that there are basic guidelines that a music video will usually always follow. There need to be many close-ups of the performing artist throughout the video to promote what is on sale and it is also useful to have a strong relationship between either lyrics and visuals or music and visuals. On the other hand, although music videos do often use these rules of Goodwin's theory, they do not always make use of all of them, either ignoring some or subverting them. 

Monday, 19 June 2017

R&P Post 3: Andrew Goodwin's Theory on Music Videos

Hiya! Below you see a Prezi presentation that I made on Andrew Goodwin's music video theory:

Wednesday, 14 June 2017

R&P Post 2: Inventing a Music Artist

As part of my research into the music video, I have created my own music artist named M1LK. They are a indie music band with a hipster outlook. Here is the Pinterest moodboard that I created for them:

From this moodboard you can see the band M1LK's main traits such as:
  • The main colours associated with them are pink, purple and blue, with pink having a large influence in creating the band's outlook (e.g. pink is the colour most strongly associated with M1LK). 
  • They are portrayed as a cool and arty hipster band through their usually simple but stylish clothes and their creative marketing photographs, e.g. interesting and cool album covers, photo shoots of the band looking stylish. 
  • Connecting with their fans through insightful lyrics and also political issues, for example feminism/equal gender rights which gain support for the band and increase their numbers of fans. 

Furthermore, as part of inventing a new artist I also made my own album covers for the band which you can see below:




In order to produce these album covers I had to take photographs of things that suited the band and their style. One way in which I achieved this was by using colours heavily associated with M1LK, predominantly the colours pink and purple. As these colours are connected with the band, the audience and fans then identify with the colours as representing the band themselves. Also, as M1LK are known for their style and 'cool' outlook, I was creative with my photographs. In the first album cover (titled 'Before the Rain Comes') I blurred my photograph to make it a little more mysterious and unconventional, and with the second album cover I photographed a sunset from a rooftop, relating to the title of the album ('The Sunset's Coming for Me') as well as giving it a hint of danger, adding to the coolness of M1LK. 

What I have learnt from this task of creating an entirely new music artist is that you need to market you artist in a way that enables the fans to easily identify and connect with them. The artist needs to have some main traits and styles that they identify with, allowing not only their fans but other people as well to identify them, e.g. by consistently using a particular colour for the artist will make people think of them when they see that certain colour. You also need to monitor how your artist appears in public- if they are known to have a certain dress sense or behave in a certain manner by their fans they need to keep this up outside of performances. Lastly, it is important to establish a strong connection between fans and the artist as if fans feel connected to the artist, they will 'spread the word' about them, increasing their audience. 

R&P Post 1: Marketing and Branding

Hello and welcome to my A2 Media Studies blog! My name is Ruby and on this blog you will read about how I have created my own music video within a group as well as the key features and how to construct a music video. Enjoy!

Class Notes on Marketing and Branding:

What is marketing?

-Marketing is the process of promoting a product in order to gain recognition for it.
-The process by which a product is brought to market; how it is 'put out there' for a specific target audience.

What is branding?
-The process of a company marketing their product to such a large extent that the product itself becomes a brand.
-Developing the product into a concept (a series of usually aspirational ideas).
-From a business point of view, consistent and strategic branding leads to a strong equity; the added value your brand brings to the product that you are selling allows you to charge more.
-Consistent branding = customer trust = sales ££££

Features of a brand identity:
-Logo
-Typography
-Graphics
-Colour palette
-Imagery

Music/musician brands consist of:
-The artists' appearance.
-How the artist behaves in public.
-Where the artist is seen, e.g. which TV programmes, magazines, etc.
-The artist's tone in interviews.
-Which radio stations/online platforms the artist is heard on.



Case Study: James Bay
-James bay's USP is his focus on simple, 'back to basics' style which give way to thoughtful meaning. -Customers/fans buy into this type of lifestyle. 
-In marketing images such as tour posters and album covers, James Bay is always wearing a hat and looking away from the camera which suggest that he is part of a different world which draws his customers/fans into this other world to be part of his lifestyle. 


-The marketing images and album covers also have very similar typography with very similar fonts and font sizes being used.



-Also in these marketing images primary colours are used throughout which connects the graphics for his individual works. 
-The colour palettes used in these images are also seen in his music videos which creates a strong colour palette.