Evaluation Question 2

During my A2 coursework I created a music video for Fink’s “Looking too closely”, an album advert for the album, “Awake and Wishing”, and the digipak of the same name. In order for these to be effective media products I believe there needed to be consistency across all three. As I began planning and creating my media products I further understood that this would not be considerably easy as they all have different purposes.

My music video’s purpose was to entertain first and foremost. Additionally a music video promotes the music included. If the music video goes viral or becomes really popular then it will be shared by fans and gain a bigger audience. Another purpose of the video is to convey the artist’s values and ideas. I think my music video was effective in its aim to provide entertainment as the narrative is engaging. In order to achieve this I planned my story line in detail through story boards and mood boards. This way I was able to produce a video with a strong narrative that the audience can relate to. I also engaged the audience through my use of camera. The video has numerous close ups and extreme close ups of details. These are appealing to the eye and built tension as the audience question what they are looking at. In terms of conveying the artist’s values and ideas, I included a moral message in my video. My video featured the themes of regrets and reminiscing. From the video you can gain a strong sense that director wanted to suggest that we should value our happy memories. I achieved this through my use of close ups of the protagonist’s facial expressions and the juxtaposition of her happy and sad memories.

My album advert’s purpose was to advertise the album to the general public. My design was A4 and was created to be placed in a magazine. Additionally however I created an image which depicted the album in real life situations such as a bus stop and a billboard. I included the name of the artist in a large, unique font to attract the audience. I included the details of the album such as the featured singles and name in order to entice the audience. Furthermore, I employed a common feature of album adverts- reviews. I included reviews of the album in order to encourage its sale. I used refutable brands such as NME and Q as these are trusted by the public.

My digipak included striking images which were effective in their continuing of the brand across my music video and album advert. The use of a unique font on the centre of the digipak cover provided potential customers with information about the artist and their style.

Evaluation Question 1

For my A2 coursework I created a music video for Fink’s “Looking too closely”. This song is of the indie/alternative genre and thus it was not difficult to conform to the codes and conventions outlined by this genre.

In terms of camera shots, I first created a detailed blog post on the different kinds of shots in indie rock/alternative genre. From this blog post I understood that there are often lots of close ups and extreme close ups and also lots of wide panning shots of nature. Nature is an important aspect of the indie alternative genre as many of the artists value the down to earth, green feel of the videos. Many indie artists reject the metropolitan and club scenes of pop or hip hop videos. In my own video I conformed to these conventions by including lots of extreme close ups of the mise en scene in my video. This was an important aspect of the narrative as it drove the story line however it also was integral in producing a media product which was recognisable as the indie genre. I also decided to film in a way which was not surreal or hyper realistic. While my shots were varied and interesting, having a naturalistic style did not challenge the indie genre.

Another way I conformed to the codes and conventions of indie music videos was through my choice of setting. I could have set my narrative in a city or busy town but in order to emulate the rural feel of indie videos I chose wide open spaces and green parks. In some indie rock videos however it is common for artists to perform in places such as subway walks, train stations and woods. This is telling of their rejection of the “glitz and glamour” of the modern pop and hip hop industry. In this way I did not subscribe to the gritty and inexpensive setting of indie rock videos and instead aligned more strongly with alternative indie genres. In the same respect, I did not have any scenes in the black box, which imitates an expensive film studio.

My music video is purely narrative. Often indie and alternative indie music videos feature a considerable amount of performance as they believe the focus should be on the music and not the mise en scene. In this way I did not conform to the codes and conventions of the genres as I did not include any and in this way I challenged them. This was a choice I made as I wanted the audience to focus solely on the narrative, I believe however, my video is still recognisable of the indie genre.

Similar to my research of music video genres, I created an in-depth analysis of several digipaks previously released. In this post I analysed the key elements of the digipak and considered what made these successful. In my own media product I chose to include a song list for the album; this is a common inclusion as it provides the audience with important information about their purchase. Another code and convention of digipaks I conformed to was the inclusion of the artist’s name and title on the front cover. This is a smart business decision as it allows customers to see what they are buying. Often digipaks do have people on their images in order to entice customers. I decided not to include my protagonist from my music video as I wanted instead to have striking images that all linked to the theme of “birthday party”. This was the first scene flash back scene in my music video and thus linked both my media products.