My media products have followed many code and conventions of many other media products that fit into the same genre (pop). this is not only by the chosen song, but also by the ancillary product design that develop forms and conventions of real media products. However, not only have we followed the ideas of real media products, we have also challenged many ideas.
Theories that we have challenged
Andrew Goodwin
Ways that we have challenged Andrew Goodwins theory.
An idea that our media products have challenged are the ideas of Andrew Goodwins theory - Dancing in the distraction factory.
"Music videos ignore common narrative as they are essentially advertisements As consumers, we make up our own meaning of a song in our minds. A music video can anchor meaning and gives the record company a method of anchoring meaning"
-Quoted by Andrew Goodwin
Andrew Goodwin states that music videos ignore common narratives as they are essentially seen as advertisements However, our music video has opposed this statement. The lights (our music video) consist of a main narrative. Although it is unclear as the main the narrative revolves around a mystery man who's face is only revealed at the end, it is still within the narrative field. Moreover, as it is the debut album of the artist we are promoting, the music video is seen as just a music video product rather than an advertisment product, due to the fact that our ancillary work which includes a digipak and more specifically, an advertisment poster are what is promoting the artist and album, not the artist promoting herself or her debut album.
Ways that we have followed Andrew goodwins theory
There is one thing that our music video is found to be similar to what Andrew Goodwin has said. He says that we make up our own meaning of a song in our mind, which is what was intended in the ideas and process of our planning. As the idea of the narrative is to be a mystery as the character is unknown, the idea of the narrative also remains a mystery as the end of the music video remains as almost a cliffhanger. Therefore, the way the audience interpret the video with their own minds through the sound and mis-en-scene is how it should be viewed, letting the audience interact with the video and also allowing the audience to be creative in the way they view the music video.
He identifies three way in which the music video can connect to the song itself. these three ways are:
- Pop videos are built around the song - Our music video is built around the song as the narrative gives implications of connection to the song. However, the narrative doe not give away it meaning, which relates to the form of amplification as the narrative and performance are connotations of its the meaning of the song.
- The main artist is usually the narrator and character - We challenged this as the artist is only the artist, separating herself from the character in the narrative.
- The singer breaks the fourth wall by directly looking into the camera - We have done this as the idea of the music video is to promote the artist as well as the album. Therefore, the best way in this sort of promotion and recognition is to for the artist to engage the audience.
Carol Vernallis - Experiencing a music video
The music video that my group and i created, The Lights has mainly followed the ideas that Carol Vernallis theorized about music videos. It follows Carol Vernallis's ideas about music videos further than the ideas that Andrew Goodwin had concerning the main aspects of a music video.
Reasons why The Lights follow Carol Vernallis's ideas
Firstly, She states that music videos are built up around a base track and a master shot. The base track is something that we used in order to help us sync the recorded videos in time with the music. Not only does it make it easier whilst editing and filming, it is a common way of creating music videos in the music industry. Also, the base track allows enough time for a perfect master shot which is crucial in a music video.
The base track helps a lot in the editing stage which Carol Vernallis bases her theory about. She suggests that a music video revolves around the editing and camera work. Her theory was something that we focused on as a group, as she mentions that a music video would tend to have a consistency in edits, such as jump cuts. Jump cuts is one form of editing that our product revolved around. For instance, a jump cut from the artist to the character in the narrative.
Lastly, the timing of the camera movement and edits can be in time with the beat of the music. This is similar to our media product because throughout the video the edits continuously match the beat. for it to have an effect and for it to be engaging to the audience. The distinctive camera type of framing is what makes our music video unique.
An example of a music video that follows the conventions of this theory is clearly show in Tinie Tempah - Pass Out. For instance, the editing effects at the start of the video is what engages the viewer, with an orbit ring surrounding the artists head in the master shot. Further more, the beat starts of slowly and the camera keeps the slow movement in time with the slowness of the beat. However, as the song gradually goes along, the tempo of the beat goes up aswell as the speed of the camera and edits, which prove that they have followed the ideas of this theory.
Although this video is not in the same genre, it contains many similarities of the pop video we created. The camera speed, movement, speed of the edits and other such things that are seen in Tinie Tempahs Pass Out is something that we also used whilst planning and during the process of filming and editing. This goes to show that the pop genre does not have its own style of editing and camera work, as the comparison of edits and camera work of our music video The Lights and Pass out can compare in many ways.
Have we challenged the genre in the music video?
The music video 'The Lights' did not challenge the conventions of the genre that it fits into (pop). We followed the typical style of a pop music video as research suggested that not only would a change be difficult, but would also change the style and theme of the video which would take it out of the pop genre field. The music video is rather simple, with simple edits, shots and effects which is usual of a pop video. Although it is simple, it is entertaining and does appeal to the audience like other pop videos would.
How conventional is my digipak and advertisement and how have i challenged the genre?
Ellie Gouldings ancillary products on the album Lights is the ancillary products that i based a majority of my research upon. As she is a famous pop singer, her products would tend to be typical of the pop genre. One thing i learnt from researching the ancillary products of her album 'Lights' and also an album by Pixie Lott 'Young foolish Happy' is that simplicity is the main concept of the genre. However, simplicity does not mean boring images and dull colours but means keeping the visual aspects simple for the human eye. Colours would tend to be bright and images would be simple and close up.
I followed the convention of simplicity by using one simple close up image of the artist, as done by Pixie Lott and Ellie Goulding in their digipaks. Both digipaks that influenced me consisted of simple texts which i also carried out in my production. Also, the advertisement tended to be similar to the digipak to form a use of synergy, which meant that a similarity between the digipak and the advertisement was common. I did not challenge the genre in any way through my ancillary products but stuck to the conventions of the genre to make it a pop video to be recognised, as challenging the genre could take the products out of its genre.
The music video that my group and i created, The Lights has mainly followed the ideas that Carol Vernallis theorized about music videos. It follows Carol Vernallis's ideas about music videos further than the ideas that Andrew Goodwin had concerning the main aspects of a music video.
Reasons why The Lights follow Carol Vernallis's ideas
Firstly, She states that music videos are built up around a base track and a master shot. The base track is something that we used in order to help us sync the recorded videos in time with the music. Not only does it make it easier whilst editing and filming, it is a common way of creating music videos in the music industry. Also, the base track allows enough time for a perfect master shot which is crucial in a music video.
The base track helps a lot in the editing stage which Carol Vernallis bases her theory about. She suggests that a music video revolves around the editing and camera work. Her theory was something that we focused on as a group, as she mentions that a music video would tend to have a consistency in edits, such as jump cuts. Jump cuts is one form of editing that our product revolved around. For instance, a jump cut from the artist to the character in the narrative.
Lastly, the timing of the camera movement and edits can be in time with the beat of the music. This is similar to our media product because throughout the video the edits continuously match the beat. for it to have an effect and for it to be engaging to the audience. The distinctive camera type of framing is what makes our music video unique.
An example of a music video that follows the conventions of this theory is clearly show in Tinie Tempah - Pass Out. For instance, the editing effects at the start of the video is what engages the viewer, with an orbit ring surrounding the artists head in the master shot. Further more, the beat starts of slowly and the camera keeps the slow movement in time with the slowness of the beat. However, as the song gradually goes along, the tempo of the beat goes up aswell as the speed of the camera and edits, which prove that they have followed the ideas of this theory.
Although this video is not in the same genre, it contains many similarities of the pop video we created. The camera speed, movement, speed of the edits and other such things that are seen in Tinie Tempahs Pass Out is something that we also used whilst planning and during the process of filming and editing. This goes to show that the pop genre does not have its own style of editing and camera work, as the comparison of edits and camera work of our music video The Lights and Pass out can compare in many ways.
Have we challenged the genre in the music video?
The music video 'The Lights' did not challenge the conventions of the genre that it fits into (pop). We followed the typical style of a pop music video as research suggested that not only would a change be difficult, but would also change the style and theme of the video which would take it out of the pop genre field. The music video is rather simple, with simple edits, shots and effects which is usual of a pop video. Although it is simple, it is entertaining and does appeal to the audience like other pop videos would.
How conventional is my digipak and advertisement and how have i challenged the genre?
Ellie Gouldings ancillary products on the album Lights is the ancillary products that i based a majority of my research upon. As she is a famous pop singer, her products would tend to be typical of the pop genre. One thing i learnt from researching the ancillary products of her album 'Lights' and also an album by Pixie Lott 'Young foolish Happy' is that simplicity is the main concept of the genre. However, simplicity does not mean boring images and dull colours but means keeping the visual aspects simple for the human eye. Colours would tend to be bright and images would be simple and close up.
I followed the convention of simplicity by using one simple close up image of the artist, as done by Pixie Lott and Ellie Goulding in their digipaks. Both digipaks that influenced me consisted of simple texts which i also carried out in my production. Also, the advertisement tended to be similar to the digipak to form a use of synergy, which meant that a similarity between the digipak and the advertisement was common. I did not challenge the genre in any way through my ancillary products but stuck to the conventions of the genre to make it a pop video to be recognised, as challenging the genre could take the products out of its genre.
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