Plastic and Flashing Lights

Professor Kliq

Basic Information • Artist Information • I found my chosen artist on the website Jamendo;Jamendo offers that of a wide

variety of copyright-free tracks, available in an array of genres and regions. This is due to the fact that it is tool used globally by both musicians, and listeners. My Artist – Professor Kliq , is a composer of electronic music, and rarely includes lyrics in his music. When listening to his music, I really enjoyed the constant association with the season of summer, and that west-coast feel’ good vibe. Alongside this, I was also impressed by the Artist’s desire to produce a constant batch of tracks, which were met with constant praise from listeners.

• Ideas And Concepts

• When Listening to ‘Plastic And Flashing Lights’ the sheer pace of the tempo encouraged me to compose a video that was slightly abstract, and out of the norm. Firstly, I felt the need to construct something in an urban environment due to the ‘techno’ genre. This combined with the fact that I have a few friends that are passionate about the sport of ‘free-running’ simply added to the idea of filming in a variety of locations. Including, Beccles, Southwold, and Norwich.

In What Ways Does Your Media Product Use, Develop, Or Challenge Forms And Conventions Of Real Media Products

• Firstly, I do believe that, my music video does manage for convey certain aspects of Andrew Goodwin’s Forms And Conventions. Goodwin states that the media product must include effective images that are edited in time with the beat. My Music video achieves this, which is evident within the Bridge scene, where there is a slight bridge/ gap in the music, adding suspense to the video.

• Although, in contrast to Andrew Goodwin’s conventions, ‘ The Artist May Establish Their Own Star Iconography’ there fails to be any footage of my artist within the music video. I felt the need to avoid using the artist because of the type of music genre he represents, Techno. As this form of music does not include any set lyrics, I felt it would be inappropriate to include anyone representing ‘Professor Kliq’ in the final product. Not only this, but the lack of images of the artists assists in adding a certain amount of mystery, and wonder to the overall project. Finally, constructing the type of video that I eventually did, it would be unrealistic for the musician to be performing something outside their profession ;such as parkour. This particular motive also challenges Goodwin’s theory ‘There Is Demand On Part Of The Record Company for many close-ups of the artist’ Although there fails to be any close-ups of the artist in particular, there are many of the actor within the video, which adds to the storyline, and direction of the product. Also, even though the artist fails to appear in my video, I have created a video with urban athletic imagery, that would appeal to the target audience, and produce an energetic, urban, edgy representation of the artist, and his music.

In What Ways Does Your Media Product Use, Develop, Or Challenge Forms And Conventions Of Real Music Products?

• On the other hand, my music video does abide by one of Joe Gow’s ‘Central Genres of Music Videos’ as it is a prime example of a video possessing that of an ‘Anti-Performance’ a production that which fails to contain a performance of the song. This type of format has been used by artists such as Bruce Springsteen, during the production of his music video for ‘Atlantic City’ . http://www.youtube.com/watch?v=M3eu1gW-bQ8&ob=av2e Also, there may be elements of a ‘Special Effects Extravaganza’ as there is some use of simplified special effects, which may overshadow the performance of the actor.

• Finally, Theorist Steve Jones identified three narrative forms of music videos, a mimetic narrative, analogue narrative, and Digital Narrative. My project challenges the first of these concepts, as it fails to include any form of a live performance. Although, it does conform to that of the digital narrative concept, as my project includes a performance that appears impossible, and daring, something that makes the video rather unique, beings the audience may not have witnessed this type of approach before. Also, it conforms to aspects of an analogue narrative, as it involves a non-concert performance, inter-cut with other material, to create a rather abstract vibe.

How Effective is the combination of your main product and ancillary Text

• My music video was specifically designed to promote the release of my DVD Digipak, in conjunction with the digipak advert.

• During the early planning stages of my music video, I was forced to think of how the video would portray the artist, coming to the conclusion that in a dance/trance music video, the artist does not dominate the video, much alike The Black Keys music video for both ‘Howlin For You’ and ‘Next Girl’ these two videos include little, or no footage of the artist, and works to great effect, as it produces a storyline for a particular character respectively. Therefore, My artist simply appeared on the Digipak, with the ‘actor’ portraying the main character in the video taking up a position on the inside of the booklet. I felt the need to include the actor in the print due to the fact that a clear link had to be made between both the music video, and the promotional material. Doing so, allowed me to maintain a continuous brand identity throughout. Placing the actor within elements of my digi-pak, as well as repeatedly using the same font for both my digi-pak and the advertisement, created a highly recognisable vibe for the audience; so that they were able to familiarise themselves with the style, and representation of the song. Furthermore, there is a constant semantic field of urbanisation, and youth subcuture throughout the whole project, this is displayed within the images used for the Digi-pak, and the free-running that takes place during the music video. It was of great importance that I maintained a link between the stylistic imagery, and representations of both youth, and youth culture, and appeals to the values, and aspirations of the target audience.

Mood BoardThe basis of my project revolves around the subcultural group of free-runners. This particular mood-board is an indication of what I have attempted to create, all the images symbolize acts of both urbanisation and a sense of rebellion, hence the inclusion of the phrase ‘No Future’ . This played a part in the settings featured within the video (most of which are filmed within urban locations) and the attire worn by my main character; all of which hopefully, Reinforces the freedom, and creativity of the ‘free-running’ sport.

Digi-pak• When thinking about the presentation, and layout of my digi-pak, I did not

wish to present a grand amount of detail, which would drown out the mysterious concept based around the artist, and the music video. Therefore, I decided to use only two images of the artists, both of which presented ‘him’ as youthful, and energetic. Also, the use of ‘photo-shop’ allowed me to darken and dim the images that I had taken, I was then able to emphasise the youthful representation of the artist and his music, by brightening the clothing sported. Furthermore, I created a small artist logo, so that the work of my act could be easily defined. Although only small and simplistic, this logo appeared on the digi-pak, the advert, as well as the booklet.

Digi-Pak Main Cover

There is a correlation between the images used within the Digi-Pak Booklet , and the overall project. Firstly, the image of input leads, is symbolic of the type of music Professor Kliq produces, and the other two positioned in polaroid's, display the actor, and one of the settings used in the video.

Digi-Pak Booklet

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What Have You Learnt From Your Audience Feedback?

• For a feedback on my music video, I produced a questionnaire through the use of ‘Survey-Monkey’ and from my original research questions, re-worded them in which to make it less time consuming, and more intriguing for my audience. The questions in general, included important requests and details concerning their view on the use of ‘mise-en-scene’ ,editing, and also if they were able to recognise any elements of my music video that could be affiliated with conventional music videos, or other media products. From my results I was able to establish that, the music video appealed to an extremely selective audience, and would be accepted as a widely as a dance track.

Qualitative/Quantitative DataThe majority of people that took part in the survey, felt that the music video was aimed at ages 18-21.

Surprisingly, a percentage of the audience felt that the video could appeal to both males and females, despite the fact that it involved a mainly male orientated sport.

In general, according to the audience, ‘Q’ is most likely to display the video.

As the song fails to include any form of lyrics, it was inevitable that the audience considered it to be of the ‘techno’ genre.

60% of the audience felt that the video reminded them of aspects of films/videos, those that declared so, stated that the video had certain links to British urban films such as ‘Kidult hood’

60% of the audience felt that the video reminded them of aspects of films/videos, those that declared so, stated that the video had certain links to British urban films such as ‘Kidult hood’

It is thought by the audience that, the video lacks an overall story. This is most certainly true, mainly due to the way in which the video was shot, and the sole focus on an individual, and their performance.

The sole criticism of the video was it’s lack of focus on the artist. This particular criticism is highly accurate, although, as found with the large majority of dance/funk music videos, artists tend not to include themselves, or simply incorporate themselves within a DJ booth.

The majority enjoyed the acrobatics of the leading man throughout the course of the video, as well as the use of an extended time change, which took place. There was also use over- cranking (slow-motion).

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

• Planning • When preparing to shoot my music video, I was extremely conscientious about the

camera quality, as I wished to complete my music video to an extremely high standard. Personally, I feel it is easier to plan using handwritten material rather than create a form of storyboard.

• Construction • Previous to beginning my music video, I was already aware of how to use the

camera equipment, simply because I had constructed rookie videos with friends during my school years. Although, a new experience that I did have difficulty adjusting to was the use of Adobe Premier; because of this the overall editing process became rather time consuming, to the extent where I was forced to conduct my work outside of college hours‘. Through constant work on the project at the weekends, I do believe that, I was able to develop a few editing/camera techniques such as the ‘Time- Lapse’ and ‘cranking’ in which to evidently create an overall superior project.

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

Research For both my ‘Digi-pak’ and Magazine advert, I spent a grand amount of time researching my desired target audience, their sense of style, and what they had come to expect from existing media products. I gathered results by using social networking sites such as both ‘Facebook’ and ‘Twitter’, in which to gain reliable, and accurate responses. In addition, when considering how to manipulate my images into ‘photoshop’ for my Digi-pak, I was forced to consider the type of clothing that my artist would wear, and how they could maintain a constant link between the type of video, and the photos. Therefore, I dressed my ‘Artist’ in urban clothing, and placed him in a diverse environment.

Evaluation During the evaluation stages of my work, I enlisted the use of ‘Survey-monkey’ and ‘Facebook’ in which to receive accurate responses. Although, due to the lengthy period of time in which it took to edit my video, the time I had to collect responses was regretfully, rather limited.

Screen-Shots.