Within my project, my three media products use, develop and challenge the forms and conventions of real media products in a various number of ways. The products, a music video, a digipak album cover and a website, all use unique methods of reaching audiences and communicating information to them. A lot of influence was garnered from professional examples within the contemporary music industry and so I shall reference them alongside my analysis of each product.
Music Video
Our music video is a performance based video with a separate narrative running parallel.
Genre
Our track falls within the Electronic Alternative genre and in order to accurately reflect this, we followed the characteristics of established artists who also fall within the genre. This method also appeases Andrew Goodwin's theory on the genre characteristics within music videos, influenced via common themes, styles and iconography.
A relatively new genre, most artists belonging to it are still on their way up. In order to survive such a saturated music industry the most popular of this genre have had to push a unique and inspiring style in order to get recognised. A prime example of this is FKA Twigs, who is perhaps more known for her eerie presence as a performer and sub-future, sub-tribal fashion with heavy urban elements. In order for our artist to survive, they must attempt to capture a similar abstract feel. |
Representation
- Equality between the artist was of utmost importance, regardless of race or sex. This was a necessity as within contemporary Western societies, there are no clear boundaries of equality amongst either of these factors.
- Usually there is a lead individual within the band/artist so that the audience can develop a deeper connection with them, rather than attempting to do so with multiple people. In addition to this, the dominant individual is usually a white male. Both of these conventions are challenged by the fact that our white male artist is represented as completely equal to our black female artist. One simple way of achieving this equality is by giving both artists equal screen time and place them at an equal level, physically, within the video,
- A common occurrence amongst music videos, is that artists are sexualised in order to attract and sustain audience attention. In challenge to this, neither artists within our video is sexualised and instead both possess rather detached and indifferent personalities, creating a feel of mystery rather than shallow sexual interest.
Music Video
Representation
- Equality of artists and their represented demographics
^ White males usually most dominant with black/minority females least dominant
- Heavy representation of London
- Lack of sexualisation allowing audience to relate to them more and focus on unique characters
Genre Characteristics
- Goodwin' theory on character archetypes (?)
- Costume: influence from FKA Twigs and Telana
- Lighting: influence from AlunaGeorge and Telana
- Minimalist video style much like rest of mellow electronic music videos
Iconography and Visual Hooks
- Strauss' Binary opposites
- Richard Dyer's theory on construction of star image (unattainable)
^ Relateable due to not being sexualised but makeup like the dots and majestic jewelry elevates artist
- Influence from FKA Twigs and AlunaGeorge
Intertextual Referencing
- London and VHS footage
^Ally Pally, Tower Bridge, Brick Lane, Shard, China Town, Central
^Fish and chips at local, travelling by tube
Performance and Narrative
- Split of performance and narrative footage
- Strauss' Binary opposites between performance and narrative
- Influence from "Chase & Status - Blind Faith" and "JUCE - Call You Out"
- Influence from "AlunaGeorge - Just a Touch"
- Todorov's narrative structure: Equilibrium > Disruption > New Equilibrium - subtly present in narrative
Lyrics, Music and Visuals
- Lyrics guide the video, as Goodwin's theory states, both structurally and for choreography
^ "You give me more" - Vivian, so Josh looks up in shot implying it's to him
- Influence from "Sam Smith - I'm Not The Only One" and "Flying Lotus - Never Catch Me"
- Carol Vernallis' theory on video matching song beat
- Influence from "Hot Chip - Ready For The Floor"
Editing
- Idea of breaking conventions to keep video interesting, in sync with Vernallis' theory
^ breaking 30degree rule and cutting on beat and off beat in a random way so it isn't predictable and boring
- Strauss' Binary opposites to keep it interesting
^ black vs white infinity backgrounds
^ performance footage vs narrative footage
^ HD camera vs VHS camera
Camera Framing and Movement
- Eye level to empower artists yet make them seem human and not sexualised
- Use of master shots in contrast with close ups (Vernallis)
- Creation of unique feel via framing
^ Unusually using ELS a lot to differentiate from other videos
Website
Website
Navigation
- In flow with our artist, as simple and easy to navigate
- Minimalist/contemporary feel, whilst still retaining maximum functionality
^ ie. buttons are stylised yet are still able to link you to external and internal pages
- Clear information for a mature audience
^ recognise that audience that visit site will be committed and want to the raw info, not glossed up info
- Influence from FKA Twigs, SBTRKT, George Ezra
Social Interactivity
- Social media icons act as button whilst being synergistic with website image
- Influence Lewis Watson
- Use of Twitter feed, YouTube integration, Facebook prompts and Soundcloud links
- Ability to purchase merchandise on website from the store page
Institutional Information
- Page devoted to the professional aspect of artist
- Contact page has all means of professional communication with embedded map of HQ
Brand Image
- Background is image of artist whilst conforming to heavy theme of NTLS - foliage
- Album Cover acts as homepage
- Artist posed with similar facial expressions and body language - staple of artist for video aswell
Album Cover
Synergistic Artist Image
The album cover packages not only the album, but also the core of the artist image, as is the convention for an artist's debut album. Much like other debut albums, the focal image on the front cover is of the artist.
Examples of well known debut albums from Dizzee Rascal, Ed Sheeran and Skee-Lo are just a few examples of debut albums with a focal image of the artist staring outwards.
Although we wanted to follow this convention in order to get our artist's image imprinted in the audience's mind, we needed to differentiate our album cover. This is the reason behind the merged and dotted faces. On a practical level it one of the few ways we could have combined two faces into a single head shot.
Album Cover
Synergistic Artist Image
- Captures completed artist image
- Focal image is used on website
- Background of front and back is similar background to website background
- Inside image is ripped from music video style with tweaked costume
- Behind disc image shows logo that appears in website for home page button and merchandise
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