Music Video
Our music video ended up being a in my opinion a hybrid
between a concept and performance based video, which differs a lot from the
original idea of the video being a narrative based video. This is because
instead of telling a story, the resulting video instead shows the artist
performing while ideas and themes; a common style placed in concept based videos,
overlay the video. This change means that the video does not fall into
the category of the narrative theory, where it would possess
“characters” in terms of the actors in the video. The concept aspect comes from
the non-performance based scenes as well as overplayed scenes,
for example the scene of the artist playing Fifa. This part both links to the
lyrics of the song as he speaks about playing football but we use a video game
to show a more modern aspect. It also shows the artist to be represented as an
“ordinary teenager” which was one part of a representation we were trying to
achieve with our artist, because his genre of being Grime/Hip Hop. Part of the
grime genre is about remembering “where you came” from and by representing the
artist in this way fits this part of the hybrid genre. The performance based
come from the studio scenes which run throughout most of the video. It more
adheres to both the style and forms present in both a performance based video
and a concept based video in addition to the codes and conventions of being a
hybrid video.
The final music video uses general effects, such as fades
for transitions and the ghost effects of the footage to create blurred visual
to create the look of a dream. While the fade is a more common technique the
blurred created from ghost effect is not as it is not always applicable, but is
seen in some videos like Swimming Pools by Kendrick Lamar. The use of this
affect was to create a dream was part of the original idea where audience would
question whether what they have viewed was a dream or actually happened to the
artist. As stated before the idea changed and it became to focus solely on the
concept of it being a dream and partially life for the artist. This
is why the blurred effect lent itself well in the concept. The mise en scene of
the video subverts from both genres. The first aspect in which t subverts is
the look of the artist. In order to create the realistic, mature and real
representation of the artist we subverted from the dark tones of grime genre
and the bling, gangster look that most artist in both genres usually present
themselves as. We felt that because our genre was more niche, we had more
freedom to make the artist different. This is where the idea of create an
ordinary guy that the audience could relate to as the artist connecting the idea
of his dreams, still remaining a real artist. This idea is also placed within
the camera angles. We refrained from using any high angle or low angle shot as
these usually connote a form of power. In order for him to be seen as just as
“ordinary” there is no ideas of a power shift in the video. This is also why we
also had the artist perform directly into the camera, as if he is directly
talking to the audience.
To conclude, the video more adheres than subverts. This is
because while aspects subvert like the mise en scene and presentation of the
artist, in general as a hybrid video; both the concept and performance styles
are present throughout the whole music video. Hybrids are s becoming a more
popular form of video in the current age within the media, however it is less
common to see a concept and performance based video in the way we have
represented it in regards to the niche genre of Grime/Hip Hop.
Ancillary Tasks
The Ancillary tasks all convey the same theme. They all
suggest an urban look of grime genre/hip hop through the look of the physical
photo image, the effects used to layout the design e.g. the city scape-silhouette
and the colour scheme of cool blues, greys and purples. Firstly the music
poster, this device is used to promote our genre, album, artist and in some
cases specific singles. All of these features have been incorporated in to the
creation of our music poster. In this sense this media piece conforms by using
similar devices. As stated before the forms and structure all fit the genre,
the typography is not rigid but more freestyle to convey the urban feel of the
genre however appropriate clear block font has been used to present the
information that needs to presented to the audience. In addition the poster
develops utilising social media; the Facebook and Twitter links, which is
alternate, easy and popular form of advertising. Furthermore in keeping with
the development of media types instead of showing that it is sold in record
stores we have used the digitalised technologies of iTunes. This is a popular
distributor of music so will reach as much of our target audience as possible.
The Album pieces similarly convey the same motif throughout.
Even though the use of album covers has seen a decrease in popularity, as
suggested by the explicit use of digital format on the poster, creating one
also allows for our text to appeal to the audience that like the authenticity
of the hard case product thus a wider audience altogether in regards to the
fact that it is already a niche genre. The cover uses conventions similar to
ASAP Rocky LoveLiveAsap with the use of grey scale against specific parts of
the CD coloured. This is also a play on words of the album title “True colours
suggesting we arguably are shown the artist’s “true colours”. This is present
on both the front and back cover as the lighting effects used to highlight the
artist specifically also convey this theme.
No comments:
Post a Comment