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Evaluation Question 1
In what ways does your media product use, develop or challenge forms and conventions of real media products?
By Alisha Kaur
While gathering our thoughts and ideas we were going to inherit into our music video we had to look at previous artists work which we could use as an influence to enhance the changes and similarities
towards it. This meant that carefully thinking about individual ideas which we could carefully display in our own music video. To do this, we decided to follow the trend of pop video, as our genre is also pop
so by following the conventions to the same genre, it would be recognizable to pop fans and relevant to our target audience. Here are
some of the music videos which influenced our decisions.
Marina and the Diamonds – Primadonna
Female pop artist – Target audience: young females, 16 – 21 year olds.
Feminine, glamourous style (Big hair, pink lipstick etc.)
Music videos tend to contain a vintage/hipster theme which appeals to females
We chose Marina as one of our main influences for our video as ‘Valley of the Dolls’ is her song and which we knew that if we carefully analyzed her style, we would know what to expect from one of her videos. Marina’s style is portrayed as glamorous and feminine; we also noticed that her video contains the theme of pink in her location and costume wear. The hair rollers were Marinas main synergy in the video which is why we chose to reproduce the same soft of image. The closeup shots were also a key element when we were filming as the allowed us to capture the emotions and glamour of the artist. This means that this video supports Carol Vernallis’ theory of high angeled shots which allows us to capture the beauty of the artist. -Pink hair rollers
- Pink lipstick
- Stuffed animal
- Fairy lights
- Night robe
Props – stuffed animal
Cosmetic wear
Hair rollers
Location – Both bedroom scenes
Props – Lights/Lamp
Pink pajamasTheme of pink
Little Mix ‘DNA’
The idea of the music box intro and end was inspired from Little Mix ‘DNA’ video. Little Mix are a band which appeal to a similar target audience which is why I thought this would give something extra to our video; music boxes are usually associated with young girls so by editing it into video, were more likely to achieve reaching out to our desired audience. Both of the video’s use graphics to introduce the artists as you can see. By sticking to the pop genre, were able to interpret these ideas in our own ways. The colors for the video are the same used in my ancillary work which another reason why it works so well.
Rihanna – ‘Loud’ and ‘Only Girl (In the world)’ influence
We were hugely influenced by Rihanna. Rihanna, being one of the biggest pop stars in the world reflects her individual style – For example using the color red. Red is probably our main theme in our video which is also used on our ancillary
work. The first picture shows Rihanna posing in a natural setting - large field, which also similar to the one that we created, but instead our location is by a
canal. Both are kept simple, the idea of the location being simple is to emphasize the image of the artist – furthermore, the fact that the shots are centered to draw attention from the audience. The movements of the artist is used to express the
emotion/s of the songs in the music video. The bright colored theme allows us to enhance the star of the video which reflect on the genre of our song. I used the
theme in my ancillary digipak and advertisement.
How this has influenced my ancillary work
Rihanna’s Loud tour has several promotions of her albums. I have identified the main elements of her album cover art and
advertisements to influence my own. First of all the bold colors which are used in mine. ‘Loud’ is Rihanna’s 5th album and since mine is a debut album I knew that changes were vital. By differing mine to a new artist I used a bold font. This contradicts Rihnna’s Loud cover. One thing that I kept the same was the simplicity of the album. My
album cover photo has the artist face in order to appeal to people and for audiences to familiarize themselves with the face of the artist. I
used a bold font in a bright coral color – similar to Rihanna’s red. The idea of red lipstick is to make the artists face stand out. I noticed that Rihanna doesn’t have her name on the cover and even the ‘Loud title’
appears to be quite sutle – In my case I wanted the artst name to stand out which is why the scale is a lot larger ‘Dite Dolls’ – the album title.
Since my artist is new I want to promote the original source of the British artist who was born and raised in London; this is the reason
she is sitting on a stair case – the stair represent the street whilst the makeup and glamour of the artist and costume represent the pop
sensation. One of the scenes in ‘Only girl in the world’ shows a floral bed wall – this is also used in her digipak on the cd cover. I used a
similar idea- In my music video there is scene where the artist hold her floral scarf in the air – I thought this would be a great idea for
synergy to include into my digipak.
Locations – The Woods
Paramore
Leona Lewis
Evanescence
Sia
Taylor Swift
Katy Perry
Why the woods…
As you can see, doing my research I found that a lot of mainstream artists use the woods for one of their locations. Woods usually represent being lost, which tell us that the artist is trying to express their emotions – as this location usually appears in depressing or heartbreak songs; for example, Kelly Clarkson’s ‘Behind these hazel eyes’. Taking into account that ‘Valley of the dolls’ is an emotional song we thought this is the perfect opportunity to reflect on the pop genre. Mainstream stars like Leona Lewis and Taylor Swift use this location in their songs about heartbreak, which reach out to their target audiences who are young girls/teenagers.
Kelly Clarkson's ‘Behind these hazel eyes’ particularly stood out for me. The bridal costume use is significant to the meaning of heartbreak in the song
which leaves the audience wondering what happened. Both depressing songs, the woods tends to enhance the mood of depression which is why I think the
location works so well with the song. a majority of the songs filmed in the woods lead by strong female artists who are mainly pop or indie
I think it’s safe to say that I did follow the typical structure of shots in pop video’s. Carol Vernallis' theory suggests that edits appear frequently in music video’s and the frames have rhythmic base which means they move in timing with the beats – In this case, my video supports this.
Another theory associate with mainstream music video’s was Laura Mulvey’s theory. She expresses her idea on the different gender roles in music videos and their representations which is split into two categories - The male gaze and the passive women. Her theory consists of the idea on contrasting genders, with the male domination compared to the objectification of women seen as 'objects'. In my case I think that I certainly challenged this in a way. Due to the intense emotions of the music video, it tends to focus on the story of the song rather than the sexual reference of the artist. Furthermore the video expresses the artist gender role by use of color, props, makeup and dramatic performance – But not to a point where the camera focuses on the females’ body, so in conclusion my music video goes again Mulvey’s theory of the male gaze.
Shots and angles
What I have covered:
• SETTINGS – (WOODS, BEDROOM)• PROPS – (TEDDY, , MUSIC BOX, HAIR ROLLERS)• COSTUME – (BRIDAL DRESS, FLORAL SCARF,
PAJAMAS, RED DRESS)• SHOTS – (HIGH ANGLED, CLOSE-UPS, LAURA
MULVEY’S THEORY, CAROL VERNALIS’ THEORY)• ANCILLARY – (RIHANNA LOUD, ELECTRA HEART
ALBUMS)
