Analysing a music video

Music video

Ed Sheeran - Give me love.






Location: A old ware house, with a bed on the floor. This signifies that this may not have as much money or privileges e.g. bed frame. Where this lady lives has got minimal furniture.

Blonde girl with wings is then being a will alone this connotes she is lonely. She is also looking over at another couple which she might aspire to be in. This fits in with the maslows hiarchy with the sense of belonging and feeling loved. This lighting in this part of the music video is also very dark this could represent her loneliness and that she is upset.

This photo represents she is isolated and alone. By having the ambient lighting from the lamp gives me the impression she feels that there could be a light at the end of the tunnel.
Props then used: weapons, chisels this could connote she is going to build something or harm herself.
"i just want to hold you" when this line is sung a marionnettes are representing holding each other.

There is along shot used to signify that the music video is entering the night with the use of a time lapse. This is very effective when trying to connote that time is going quickly and being waisted. By doing a time lapse over night as well also makes this music video have an gloomy affect.  

An effect is used 1.35 into the music video to make the blonde girl blurred out in the camera this could connote that the actress her self can not see clearly and is very confused as to what might be happening to her and around her.

Even though people are falling in love around her the blonde girl still remains on her own. This complements the title to the song "give me love". The message being represented in the song is that she might enjoy helping people fall in love to love her self and being happy from other peoples happiness.

Ed Sheeran is only spotted once throughout the whole music video this makes the audience wonder and also add a mysterious affect to the music video.

Strobe lighting is used 3.41 into the music video this creates a chaotic feel to the music video and could be used to signify the ups and downs in love.

Conventions and purpose of a digipak

A digipak is a CD case. It tends to be made of card and has several panes that are normally square, and a plastic holder or two for the CD. 

Digipak's are normally used for special editions or albums. Digipak's became popular in the 2000's. Digipak's are conventionally designed to fold into a square or come together like a gatefold but can have a different amount of panels. And tends to be made out of cardboard rather then a plastic shell.  Inside the digipak there will be information about the artist or album. The colours and theme will usually complement the artist or signify the genre of the track. 

For example: 

The loud vibrant colours complement and title of this digipak. And would also set the tone and give there target audience a feel for what the mood of the song. The colours and fonts used would also create the artists identity. 

This that would normally be included on a digipak are: 

• Title 
• List of songs
• Bar code 
• (Maybe) some extra information about the tracks
• Record label 
• Brand identity

The purpose of a digipak is to promote the up coming album that is soon to be released. To almost tease the audience by realising just one song. Some digipaks might also tell the audience some background information about the album. The use of picture or art can be very affective for a digipak to represent or signify a message. 

Question 4

How did you use media technologies in the construction, research, planning and evaluation stages?

• Blogger - I used blogger to share my blog posts on my progress and keep my teacher updated on how I was doing. This was useful because it allowed me to share my coursework throughout the year, and I was also able to know my grade all the way through the year. I wanted to use Blogger again like last year because I am familiar with the features and aspects of it.

• Prezi - Prezi allowed me to show my skills when using different types of media, and also make my evaluations more interesting to read.

• iPad - Not only did I use the apple macs, but I also downloaded Blogger onto my iPad as a way to blog on the move when out and about.

• Apple Mac - By using the Apple mac, I was able to research lots of things with various tabs open when working which was much easier. They're more advanced than PC's and more updated software. However throughput the process of completing my coursework, the macs weren't as fast as they usually are as of old software.

• Digital camera - We used the digital camera to make our evaluation videos and smaller tasks like filming our classes feedback on our final music video.

• SLR camera - The SLR cameras are more advanced, clearer screen, better features like more options for example an option which h makes it easier to film in the dark or light.

• Final cut express - Allowed me to edit and cut our music video. for example clips that were to long or that didn't fit with the lip sync. Final cut express allows you to change colour of a clip, cut, slow down the pace, make it faster. Overlap music with video.

• Pixelmator- was useful when producing my ancillary task. For example when making my digipak advert and digipak, this was very useful because it allowed me to edit by adding pictures, text, changing colours of pictures moving them around.

• Youtube- When uploading and sharing our music video you tube was very useful as it could be accessed by our teachers and anyone who was keen to see our music video we had produced. Not only did we upload our final piece but we also used youtube to share and upload our feedback video. With out youtube our media project would not be available for the public to see.

• WhatsApp- The use of WhatsApp allowed us to make a group chat to arrange times, dates of filming and any other arrangement as a group rather then texting everyone individually.

Question 3

Question 2.

How affective is the combination of your main product and ancillary texts? 

How have you created a "brand identity" across your music video, digipak and advert? similar images, colours, wording, style etc. 

The similarities between the digipak and advert is they both have the black and white (saturated) colour in there to connote the theme of the album. i decided to use a similar font for both ancillary tasks. Even though the words quote "the new album" this isnt using an imperative or forceful tone. i believe this creates brand identity. But not only did i use colours to create this but also font. For both tasks i used the same photos in order to follow the pattern. I also included the music logo in both tasks.

Its important to create a brand identity because it gives the audience an image to associate with the album. This makes the company more money because audiences know the album and are able to follow the trade mark. The emotion shown in the digipak adverts are sad and drained, which gives an in indication of what the album will be like. This will sell the song to the target audience mainly as they know to follow the pattern of previous albums.

Elaborating on the use of colour being dull and soulless, the target audience may have been through similar experiences to the people in the song, therefore they can relate to the album and also feel a part of something. This links with Maslow's Hierarchy of needs, showing people like being related to and part of something.

Digipak

• Strengths of my digipak were how I put all the features together using PixelMater.
• The clarity of the album information
• The use of various fonts which stop it from being boring and dull
• Portrays the general mood of the album. 
• Tells you who features on the album
• The way the pictures link with the colours and fonts..

• Wouldn't grab someone's attention
• Looks like every other album in that genre
• Not a lot of information
• Doesn't portray the exact genre
• Track listing too plain

Question 1.

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

There are lots of conventions of music videos, including some sort of narrative and the lip syncing or the singer themselves. Depending on the genre the conventions change, for example pop would have more choreographed dance whereas rap or grime wouldn't necessarily have a narrative or any dancing, it is usually just them rapping/singing. For my own music video, we decided to include lip syncing and to follow a clear narrative. We did this to make sure our audience was sure on what our overall message was.

We decided to follow the indie/soul genre conventions. The conventions of this genre would typically be slow paced, dark colours, breaking the 4th wall and showing a lot of emotion. We wanted to go against the theme of the original music video which supported love, whereas in the one we created, there was violence and upset, portraying the bad side of relationships rather than only the good side.

Digipaks typically have 4 panels, which have minimal information about the album that is being released, the artists name, what songs are featured, the title of the digipak, barcode, small print and production company logo. For my own digipak I followed most of the conventional features.

Digipak adverts are much like a digipak, but just include further information like when its going to be released and sometimes people who have been involved in making the album.

 

 

Digipak Advert

Digipak

When making the digipak for our music video we decided to use a black and white theme as this relates to our music video. Using back and white signifies to the audience the mood the songs are going to be. Using dark dull colours suggests that the album is going to be emotional. The font we have gone for is very plain to keep the audiences attention on Joshes mid shot. We also decided to add more then just one song to the digipak so there is more to offer to the audience. We made sure we added a company in order to make our digipak more realistic and professional.

Analysing a music video

Analysis of a music video (2)



At the beginning of this music video there is a girl with her back to the audience with ambient lighting coming through the windows this signifies the girl as pure and fresh. We can also see that she is wearing minimal clothing which could attract more male attention. We then see the artist in a mid shot, looking away from the camera this could project the emotion he is feeling. A pond is then used to create a earthy look with a reflection of the sky in the pond. This supports the genre of James blunts music video. The room that that the girl was sitting in is then dark and no longer looks pure put looks sad and motionless. A cut is then used to show the narrative of the music video and what has happened for the two characters to be apart. The audience then see a empty white room this represents a fresh start again creating the storyline. The two characters are then seen being intimate with each other. while "you touched my heart, you touched my soul." is being sung this creates a link with the lyrics and story line. Throughout the whole music video we are represented with a montage of shots showing us what has happened, when the two characters are together the lighting is very light and the mood is happy whereas when we see the jump cuts back to James Blunt the lighting is very dark and miserable. This shows him with and without the girl and allows the audience to feel emotion towards the characters. 

A shot reverse shot is used but it is used unconventionally as the two characters are in different locations but are seen to be looking each other at the same time much like a split screen. A range of close ups and mid shots are used on James to project his emotion. The 4th wall is finally broken when James looks directly into the camera in order to connect with the audience. 

Genre Signifiers

The convention of a music video depends on the beat, rhythm, pace, costumes, make up, artist, lyrics of the song, etc. These things are what make up the genre of a particular music video. 

Pop:
Pop songs normally consist of bright colours, energetic performances and dance routines. For example in katy Perry. The band or artist also tends to lip-sync the lyrics so they can keep up with the pace of the song. Pop songs also tend to follow a narrative story line. They consist of a varity of camera shots. For example a close up of katy Perry looking innocent but this could also come across as a sexualised action. But there is also a long shot to project there costumes and perfom the dance. The location is very utopia, this fits the pop genre because they are trying to create a feel good music video. In this particualr music video it is fillied with candy and ice cream.

Rap:
The example i am using for this genre in 679 By Fetty Wap. Unlike most a narrative is set up fort his song. A shot reverse shot is used at the begginging to connote who Fetty is talking about. A women is used and she is being shows as a male gaze which supports Laura Mulvey. There are also two women in a path together. Fade shots are also being used which also goes against keeping up with the pace of a normal rap song. Fetty Wap is wearing a gold jacket which signifies he is rich and powerful. The location used is at a house of a party this enables the rapping to keep up with the pace of the beat.  Money is being used as a prop in this music video this does follow typical conventions of the rap genre.

Grime:
Grime music videos do not tend to have a narrative for the music video. Where as the lyrics regularly do have a narrative. Grime music is  much like rap music this is because the pace and beat to rap and grime is very similar. Conventionally the beat used will be one just repeated throughout the song this is because the grime artist can get used to the beat and use the beat so rap the lyrics in the correct place. Lighting always seems to be dark this could signify the mood. Ambient lighting is conventionally used as well this could attract the audience because they could feel like producing grime music is more or a reachable goal. Which leads me on the my next point, locations of most grime music videos are in ware houses, estates or a small music studio. This could make the audience feel more related to these grime artists. 

R&B: 
Costume, most men in music videos tend to be topless or wear minimal clothing this is to attract the teenage audience. following from that point, if the men are conventionally topless then they would normally be wearing jeans lower then there waist to show off there designer boxers and designer belt. By doing this they are becoming a sexual icon for there target audience. Women also tend to wear minimal clothing (this supports the Madonna theory and over sexulising women)  this makes these female artists to be seen as objects of desire. Conventionally female R&B artists wear heavy eye make up and bold lipstick. This is to show power and and independents. Females featured in the music video generally wear very high heels to enhance the shape and length of there legs. 

Slow pace R&B songs conventionally use  grey scale  editing or a sepia tone. By using the dark colours it evokes the emotions from the audience. As well as wearing minimal clothing the women are conventionally seen as goddesses. Conventions for R&B come from both ends of the scale but from research in R&B songs being seen as a "goddess" is only when the song is a love, song. In a fast pace R&B song there is conventionally expensive, popular cars. Props will also include other expensive things like champagne, outstanding jewelry.    

Country:
Country music conventionally follows a narrative story line. A montage of shots is conventionally used to signify this, medium shots are also used for the audience to establish the location.  And will generally have a soft melody. County singers conventionally wear cow boys boots, located in the country side with trucks.