Group 29: EVALUATION: Question 1

Evaluation 1: In what ways does your media product use, develop or challenge forms and conventions of real media products?

Andrew Goodwin’s theory is based on 5 key fetchers, which include the narrative, relations of visuals to the song, seeing the sound and the star image. Initially we planned on using illustration whereby the lyrics of the song being told in the video matched the story. Our video was supposed to be based on young people having fun and enjoying life, as well as the artist liking someone. However through research and discussion we then changed it to amplification where the lyrics matched the aspects we used in the video for example for changed people and representing wonderful objects we used emos and flowers. The base track was essential in our music video as with this we were able to add the clips according to the beat of the music jumping from scene to scene, where we see our performer from the water scene to the projector scenes.

In addition Goodwin explains that the audience should ignore the narrative, as it is important in the role of advertising in any music video. According to Goodwin all songs have a clear narrative. This is linked to our video, as the audience is able to watch the video and make up a clear story as they go along. Goodwin overall concludes that narrative and performance are key, and tend to link together in order for the video to be more interesting and appeal to a wider audience. I feel I have done this by using a variety of camera work linking the action taken place with the lyrics of the words allowing the audience to generate a meaning/ story from this.

The star image of our artist was represented clearly; this was an important aspect of Goodwin’s theory as the star image/ artists help the production process when there songs are out. Without an artist / star image it could effect the way people see them. Through my music video I have clearly represented the way the star is portrayed, so that the audience know clearly who it is.

The visualization of a song could go further than its original purpose therefore this leads to the three types of relationship between songs and videos, which are illustration, amplification and disjuncture. Throughout my music video the audience will be able to see illustration whereby the artist illustrates what is being represented.

The song is about growing up from a child to an adult. This music video often uses dance moves in order to illustrate the mood of the song well. Using the dance moves to illustrate the song helps allow the audience to remember the song as the dance moves used in this are very entertaining making it apply to the audience.

Tulisa ‘young’, Rita Ora ‘how to party’ Angel ‘Go in go hard’ and also Rhianna ‘ We found love’ these were the videos which I looked at that were based on our genre and had the aspects which we wanted to include in our video. Most of these videos had the edits as well as the camera work which we wanted. Most of the edits used in these music videos were fast and caught our attention quick. We thought doing this on our video would also make it appealing to our audience as it appealed to us. When watching all these videos I found out that there were many visual aspects used which appealed to me such as in Rhianna she is shown to use a burning cigarette to go with the beat as well as the edits used in the video. The song in which we chose was also up beat and we thought would be a good idea if we also used an idea like this.

The editing technique of growing flowers and moving traffics was inspired by Rhianna we found love.

We didn’t really challenge the conventions of the genre of our video as we kept it simple our character wasn’t what you expected such as being represented as ghetto (dressed) but was seen to be ordinary dressed in casual cloths.

Looking at our artist we clearly see that there is no main prop however the clothing was used as an idea to illustrate a lot about the artist it self the genre was also represented in this way. Angel is shown to wear casual clothing such as tracksuits hats and trainers; this was relevant as this made our artist stand out from other music genres such as indie or Rock. We therefore made sure that our artist stuck to the casual look with an ordinary jumper and trainers clothing which you would expect our audience to wear and be aware off.

The casual look was inspired by many artists linked with our artists such as Rhianna, Dappy, Rita Ora and many more who also stick to the causal clothing matching the conventions they use.

The artwork is essential for any media product as it is important that when a artist goes and buys a product they feel they are getting there moneys worth it is therefore important for the product to look good as well as sound good. When researching a wide range of CD covers I was most influenced by Ceelo green and Chris Browns cover. The genre was simple and I didn’t want to over complicate things on the front cover, it was therefore important for me to keep it simple and not to complicated.

The close up of both these albums influenced me most; looking at the genre of the artists linked to ours I found out that most of the front covers were mostly based on a big close up. On the front of my album I based it on one main image of the artist with simple bold text of the artists name followed by the name of the album. I added an effect on the image, which was influenced by who the album was aimed at. As the target audience was aimed at females I thought that the ridged effect would have a great impact and make the artist look serious and more attractive. The colors were focused on 3, it was important I didn’t make it to complicated as I didn’t want all the attention based on the colors but wanted the audience to focus on the CD. It was also important I used a close up of the artist, as the audience needs to recognize the artist who they are purchasing, which on the original album isn’t clear.

The back of the album was influenced by Chris browns. The back of the album attracted me a lot , I thought the use of the image on the back made the album complete and said a lot about the genre of music and not made it too boring. I again decided to keep to the same colors, which I used on the front. From the original album we see how dull and boring it is where we cant really see the artist at the front as the font takes most space. I therefore wanted to make something different and more eye-catching for the audience.

FRONT