When making our music video I wanted to use real media conventions on doing that we took inspirations from diffrent music videos. I have taken inpiration from artist like Nero, Pixie Lott, Rihanna and Chase and Status who I have blogged about in my past post. As I took inspiration from real media products I am going to explain how I used, developed and challenged the forms of convention. When researching on the media conventions on exsisting videos I made sure to concentrate on the mis en scene, camera work and editing.
The first video I used for influence was the orginal video Nero's Guilt, as it has the conventions of what a dub-step video should compose of. One of theorist Andrew Goodwin's points on conventional music video's is that music video's are either Illustration,Amplification, or a Disjuncture. From Looking at our music video you can see that it has little to no connection to the lyrics nor does it contradict the lyrics.What I liked most about the visuals of the video was the the camera work used especially the diffrent angles of the female vocals face.
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These angles really signified the singer's presense and was a great way to introduce her to the audience as an artist. I adapted this into our music video by have three base tracks of close up shot's of Stephanie lip-syncing. From looking at the slideshow above just like in the guilt video we had shot's of her from different angles. Another convention we used was the use of Video Layering, a inspiration we got fro Pixie Lott's "All About Tonight" video. In the pixie lott video her face is emergaged and layerd ontop of an establishing shot of a city landscape, I used this technique in our video in the begging where I layerd the face of our artist with our locations. This can be through out our video and is fetured in many exsisting music video today. It was important to have Stephanie looking into the camera as this is one of Andrew Goodwin's theory of conventional music video's. Goodwin believed that pop video's use the singer as narrator's and characters and they look directly at the camera to try and get the viewers at home involved.
While watching the video for guilt I was impressed even more by the location selected for the clip. The guilt video started with a shot of the camera panning above a city scape with night lightes glitering. I infused this into my video near the end where I had shot's of picadilly circus at night, I then edited this shot and added a slow motion effect to stylise the shot and make it more effect then It already was .
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| A shot of my Video along side shot's from Guilt And All About Tonight |
We was also impressed by the editing and how the video featured some of the points of Carol Vernallis. Carol studied editing and camera work closely in music video's here are some of the point's from her observation.
- The usual riles of 'continuity' editing are broken in order to draw attention to what is on the screen.
- Edits may be really obvious to draw attention to themselves. Wipes and special effects are added.
- Jump cuts are often added.
- A master shot or base track is frequently used to give the video a structure.
- The camera may move in time with the music.
I made sure to pay much attention to some of her point's, you can really see how we adapted her point's into our music video as we used lot's of jump cuts from locations in the video into shot's of Stephanie's face. We used fades and slowed things down she also made clips rewind and move backwards which really drew our audiences attention and I tried to make the camera move to the beat and also have a structure in our video by using base tracks of Stephanie lip-syncing to the song.
(Our Music Video)
Creating our digipak is very important as this will be one of the things that helps sale our artist to it's target audience. I done this by looking at past and present digipak's and analysing there features and structure, I also learnt about the things that I should not include or do with my digipak e.g Written on the artist face, making the artist name to small to see. I made sure I followed the convention of using Three Colours based on my font image and background also Maximum Of Two Font's. It was also important for me to have a clear link between all my ancillary products so that the audience I'm trying to target will know that they are all apart of one promotional package.
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| The Outside Of My Digipak |
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| This is a collage of My Digipak Cover and Three other Conventional Cover's That I took Inspiration from. |
Following the convention codes of Albums such as Beyonce's I Am,,Sasha Firce, Rihanna's LOUD and Nero's Welcome To Reality I think I was able to create a vert effect digipak as I think It ticked all the boxes and I was consist throughout my work. I took inspiration from Nero as I liked the way he used the font in his promotional packages as they are very striking and are recognisable as them without having to second guess who it is. I did challenge some of the convention in my genre. When doing our research we took notice that most dubstep artist and groups did not use their faces in their digipaks or advertisements. At first I was also going to take that approach then I decided not too as I thought it was odd and I would want my artist to be recognisable and also to sell her as an artist people would have to see who she is and what she looks like. I done that buy rearching on Pop singer's such as Beyonce, Rihanna and Pixie Lott as they followed the conventions of female artist in the industry what I took from the was that most of their ablums cover's where close ups of their faces. So I made sure that my Digipak cover was of my artist face. All of my panels had a recurring colour scheme of purple, I choose purple as it stood out and was eye catching but without taking attention away from the images and information given.
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