Research Into similar products

Similar product to our video of the indie rock genre would be music videos such as oasis as they are a similar rock band and their video supersonic has the typical conventions of a rock video as they would have the camera shot of them playing the instruments such as guitars and the drums, this conveys to the genre and creates an aspirational feel to the audience which also creates a sense of belonging (Maslow theory). For our video this is the conventions that we should be following in order to connect with the audience the most effectively and create a sense of aspiration, the muse en scene of the video used in terms of the clothing is very simple which conveys to the genre as they are using mostly simple clothes such as jeans and a jacket for the rock genre is the conventional look.

The video also has a narrative story which for our video we plan to have so we are portraying a story to the audience as our video is about going against the government and corruption which is a more serious narrative, whereas the oasis video is a more love theme focused song and is basically expressing his feelings for her.

The video of oasis gratifies the needs of the audience as it conveys to the stereotypes such as the way they are and the fact that they play their instruments as well as their rock lifestyle, so this in our video is something that we would be intending to create an effect of so that the target audience can relate to and have aspiration to.

                                                                                                                                                  

Analysis of Digipack (Coldplay)

This album cover shows the basic conventions to the indie pop genre as it shows the band members posing in a hipster manner to the audience, the camera shot used is a long shot used in the album is used effectively in order to make the audience identify the band members effectively. The band’s name is also clearly show in the centre of the album cover quickly identifying to the audience the band name and then the album name underneath in smaller writing whereas the bands name is bigger which could signify the importance. The typography of the writing is basically used to create an identity of the artist as well as connecting with the relevant target audience.

The colour of the writing also contrasts with the edgy background which makes it clearer and more eye catching for the target audience this is a conventional aspect to the indie rock genre. The image used convey to the techniques of direct mode of address so they are having a connection with the target audience and with the look that they are giving they are conveying to the rebellious and wild portrayal of people within the indie rock genre. The muse en scene used with their clothing etc is conventional to the genre as they are dressed mainly simple so they are using things such as jeans and jackets and shirts. This would be aspirational for the audience and also would be engaging as this is the conventions of the genre. The framing of the album is simple as it just shows the background and the band’s name and album name which keeps it simple and doesnt give anymore distractions.

The gatefold opens up and shows the artists and informs them about them individually and also what they have achieved as a band and then also has the different signatures of them as well this all is effective to the audience as it creates a sense of belonging for them and makes it feel more personal to each and every fan. There is also a thank you message at the end to all the fans for supporting them this again makes it feel more personal to the fans and creates a sense of belonging.


 

The images of the artists are individual so they concentrate more on them in the framing of the shot and portrays the according to their role in the group so lead singer etc and the backgrounds shown are kept similar thou and reflect the genre so graffiti walls and rough run down areas etc.

 

Analysis of website (Tinie Tempah)

From the homepage of Tinie Tempah the main purpose of the website is to provide information and inform fans about any information on Tine Tempah and anything that concerns him such as latest singles or concerts etc. The shot type is a star image, midshot so it shows trademark aspects to it such as glasses and the image therefore conveys him in a powerful and aspirational manner. The shot type is a studio shot so there is editing used to present him in a conventional manner to the genre, so he’s aspirational to men and desired by women.

The images around the website provide recognition by the audience and also show the genre through the dress code e.g. Ray bans, leather jackets so it conveys a stereotype of a pop/hip-hop image.  It also provides engagement for the audience through the techniques such as direct mode of address in the shots used.

The logo used is very simple as it is just the name of the artist along with the album name, but the font is kept in a san-serif font which makes it more masculine as well as a more edgy pop feel to it. The use of colour is just white to contrast against the dark background. This though would help create branding and recognition for the artist to build from and helps create a relationship with fans through the recognition. The homepage also contains moving images which help promote the artist and sell the artist through many different aspects e.g. album, t-shirts this expands his appeal and effect on fans as it can make them feel part of a community through things like shirts etc or different forms of media convergence e.g. Facebook, twitter, this provides further engagement of the fans to the artist.

The typography of the website is mostly san serif but for information under subheading etc it is serif to be more appropriate but this generally shows a more masculine, informal look which could reflect the target audience. The colour is again mostly white which contrasts to the background which gives a more pop feel to it and not too serious either. This helps to be formal to a younger audience and appeal to them as they re not very serious, so this will make it more effective and engaging to them.

The features and links are mostly to do with media convergence and things like newsletters sighs so it helps create belonging, loyalty and community but also helps promote the artist. So this keeps the audience continually returning, plus the interactive usage can attract all users to the website. The navigation bar makes it easier to use and access the different things and separates the site into relevant different areas making it organised. This makes it easier to use and also more engaging. The promotional features, such as the moving images advertisement is just a form of persuasion and making then engage with the artist and sustaining their attention.

Brief history of pop video form 

In the recent history of pop video they change has been quite significant as it has adapted to the changing times of what people like and perceive as cool as within the 90s it had a cheesier feel to it whereas in the recent years there’s a more cool and club vibe to the videos. In the last ten years music videos have become more free in the way they present the narrative of songs into videos such as Lady Gaga`s music video Alejandro which received massive criticism for its religious content whereas in the years previous years videos have not been so controversial and so direct with their topics e.g. sex, religion etc.

Favourite Music Video

My favourite music is TI live your life this is due to the fact that it has a structured and effective narrative which portrays the two sides to the life of a famous rapper which is conventional to the genre of RnB as it shows what they have come from to what they are now another example that does this in a different sense is Lil Wayne how to love as it shows the different paths that you can through e.g. A person who studies and works hard or one who doesn’t and struggles in life.

Due to the video being much more narrative based video it does not focus on money or women the conventional Hip Hop. This also shows that the video is using the Todorov’s theory much more with the equilibrium in the video.

The video though still gratifies the audience even though it doesn’t focus on the bragging of their rich lifestyle or the objectification of women as it represents a lot of their lifestyles before they become rich so it relations to the Dyer theory of belonging. This helps to make sure that we are able to make the target audience relate to the issue and have a sense of belonging.

For me personally it creates a sense of aspiration as it shows that despite all adversity you can still be successful despite what it thrown at you.

Creative choices music video analysis

The two music videos that I will be looking at are Kanye West`s Gold digger video and the TI live your life video. In this essay I will be looking at its conventions and subversions to its genre and what makes it appeal to the audience and also be relating these to my own creative choices. The Kanye West video follows the conventions due to the fact that it meets the genre requirements such as the use of objectification of women as this meets the audience theories of gratification as well as others such as belonging for the target audience.

There is also the use of Todorov`s theory used as in the video narrative there is an equilibrium, disruptor and a new equilibrium so this keeps the audience engaged throughout. The use of aspiration in the video is evident as it is presented in a manner to make it aspirational to men, for them to want to have that money and the lifestyle, whereas for women it creates generally a negative effect and image as within the hip hop industry they are viewed in an idealized and objectified manner and as gold diggers in looking for famous rap stars. The Laura Mulvey supports the fact that women are generally objectified and are at the centre of the male gaze, this also provides a sense of escapism from the target audiences own lifestyle.  

So for our own chosen music video of A Silent film – Sleeping dogs we are not looking to objectify women in our video as our genre differs in the expected content of the video, so we are going to be more focused on a more serious narrative as our video focuses on a corruption/Government element more.

The other video that I have chosen is TI Live Your Life; this is another song that is within the Hip-Hop/RnB industry, the conventions that the videos shows many type of aspects of the Hip Hop genre e.g. The clothes used, this is something that again in our video we will not be concentrating too closely on as in our genre as the target audience aspires to have a similar lifestyle of the artist in the video e.g. playing the guitar and being a musical artist whereas in the Kanye west and TI video the aspiration focuses much more on the lifestyle, clothing and women. The video of TI focuses much more on narrative so it ends up subverting in the fact that it does not objectify women in the video apart from at times they put Rihanna whose featuring in the video and focus her at the centre of the male gaze.

Due to the video being much more narrative based video it does not focus on money or women the conventional Hip Hop topic so for our video we are taking a similar approach as we are focusing on the narrative much more and sending a message in the video e.g. The effect of the government and corruption, whereas TI it is to live life. This also shows that the video is using the Todorov’s theory much more with the equilibrium in the video.

The video also uses elements of Dyer theory as it has a sense of belonging in terms of the lifestyle being lived e.g. Poor negative environment and having to be in gangs etc and sell drugs for a living, but it contrasts in that it shows a different lifestyle if you avoid the gangs and drugs etc, this is something’s that in our video can be effective as we can shows the affects and changes of corruption and not.

The video though still gratifies the audience even though it doesn’t focus on the bragging of their rich lifestyle or the objectification of women as it represents a lot of their lifestyles before they become rich so it relations to the Dyer theory of belonging. This is something that we intended to create an effect of, to make sure that we are able to make the target audience relate to the issue and have a sense of belonging.

The two videos that I have chosen have certain similarities to what our video has to include despite the difference in genre, so the use of clothing and typical features would have to be used effectively so this would include things such as instruments etc, these aspects symbolize the genre. There should also be things such as aspiration for the target audience to be used as well as the majority of audiences should be used in the video effectively e.g. Dyers Theory

Diary of Creative Choices