In what way does your media product use ,develop or challenge forms of

conventions of real media products?

My Music Video

As you can see to the left there is a series of screen shots from each minute of the video spanning from 1 minute to 5 minutes as you can see each shot incorporates a different shot type , angle , mise-on-scene and location. Throughout the consecutive slides I will be exploring my used of conventions as well as challenging these conventions throughout my video. As you can see from the on set my video in terms of location , characters , and mixture of life action and stop motion is evident.

Mid-shot to long shot which formulates a establishing shot.

Mid-shot to long shot which enables you to see the emotion of the band as well as everyone's actions.

As you can see the location has changed and therefore the role of lighting.

As you can see this is the element of live action which exists in my video

As you can see this is two locations which is subvert

to reality yet creates his alien reality .

Mid-shot to one specialised point to show the variation of roles of each band member conceptuality.

Analyse Via The Use Of Theories

The main theory I am going to be focusing on and evaluating against a number of criteria of my product against is , Andrew Goodwin theory of music video stereotypes I have used to analyse the conventional aspect of music video. Andrew Goodwin encapsulates his theorem in the article ‘Dancing in the distraction factory’ from 1992. The angle in which I have taken is the analyse of my video in the principle 6 sections which will follow.

1. The music videos demonstration in terms of it genre for example using typical life action for a rock band and dance routines for pop videos.

2. The relationship between the shots and storyline used in relation to the lyrics and visuals.

3. Does my music video represent a keen relationship between music and visuals. (amplifies, illustrates or contradicts the visual presence or lyric egg. Abstract genre.

4. Does my music video conform to the convention of the needs of a record label to include a colossal amount of close ups due to the artist which has been made more of a motif than the storyline in terms of the aesthetically pleasing visuals of Britney spears.

5. Does my music video use the stereotypes of reference of notions of looking ( screen shot on screens or telescopes), and particularly voyeuristic treatment of the female body.

6. Have I used throughout my video reference to intertextuality in terms of existing products such as my digi pack (poster, CD cover and back , inside sleeve etc.) or existing music videos.

Does my music videos demonstrate it’s genre in terms of stereotypical camera shots ,mise-on-

scene ?

My music video is complex and conflicts stereotypes and in the events it begins to replicate conformity there is rebellious elements . There occurrences of such examples within my music video sectioning this up will highlight the issues more clearly. However subvertidly it fits with Daft Punks stated genre in terms of the genre which is electronic which is stereotypically a genre which encourages abstract representation which in turn compliments the music and is successful which I hope to have achieved.

Conventionally my music video due to the ridged structure of my band members being Lego figures they are easy to manipulate to the music's robotic beats and melody repetitions even down to the lyrics ‘one more time lets celebrate’. This is very useful when creating such a music video as it has enabled me to create a sequence of quick cuts and shots which easily fit to the beat of the music. This is replicated by my conventional use of dance routines to show continuity and highlight its repetitive nature. However the nature of the band subverts this on view and mise-on-scene almost instantaneously in terms of visual representation of my genre convention appears very limited. Yet this does not deem it unsuccessful to it audience just interestingly subvert and due to the abstract and niche target audience already established conformity isn't a paramount issue. This enables me also to be inventive and manipulate the genre and lyrics to my own advantage without the stronghold of conformity.

In terms of shots they are very conventional into my repetitive use of quick cuts and close ups on the lyrical areas of ‘one more time’ yet this adds to this almost sequenced and linear construction creating this desired robotic effect I desired to fit with the tracks genre. Also I have used conjunctively to tell a story.

The mise-on-scene in terms of location flows no conventions and limited lyrical representation, however this is the part of its charm and nature of the music being abstract so by defying convention in terms of location as in the car. Also this is added to by the band members type and dress and image yet the bright colours fit with electronic genre.

So overall my music video is unconventional in terms of mise – on –scene yet this is what complements the genre of electronic so therefore fits with the genre of the music perfectly. This is complemented by shot types is chose of quick cuts together with editing and lighting being conventional explaining its unconventional appeal to the niche target audience.

The relationship between the shots and storyline used in relation to the lyrics and visuals.

The shot types I have used go right across the spectrum from Ariel shots ( of the audience) extreme close ups (lead singer).Regarding to the lyrics there is little lyrical depth in terms of a storyline and a lot of repetition of these phrases ‘one more time .... Lets celebrate'. This gave me a huge opportunity and a wide breath experimentation and to manipulate the lyrics into my own storyline. I believe that statement sums up my angle on the project as principle with in reason that the storyline must incorporate this idea of the music videos result being some nature of celebration. So I created this idea that I wanted a gig like setting incorporated within a everyday scene which acted almost like a story telling in the side lines. I chose the car as it was very versatile and gave me the natural landscape in the back as a neutral yet colourfully diverse landscape. Also the presence of the normal car amenities such as the steering wheel and CD player in makes the shots more interesting shot and video and adds to this ‘individuality’ the genre provokes. Also out side of the car the visuals used in terms of seeing the video on the screen almost injects reality to the video and compliments the life action used at the beginning of the video so almost acts as a bridging agent. This shows the beauty of this electric genre to create abstract video which is driven by the role of visuals. However to instil the authenticity the lighting used is the same and realistically of natural light which still effectively extenuates the bright colours demonstrated.

The visuals in terms of the digit-pack are again abstract , yet on the other hand bright lighting is used to make the colours act as a huge impact in terms of a visual stimulant and attract the audience to the products. This is why I used a variation of shots such as close – ups and mainly mid-shots which also act as a compulsion of the eyes of the Lego people. The logo also acts as a direct impact with the diverse range of colours shown which is closely linked with the attire of the band members and acts a visual links which is very simplistic yet effective. And the stark white background and shadows increase the depth of colour and unlike other colours such as black it doesn't absorb the colours and therefore diminish them.

Does my music video represent a keen relationship between music and visuals. (amplifies, illustrates or

contradicts the visual presence or lyric)

My music video strangely represents a keen relationship between music and visuals as the lyrics do not actually tell a in-depth story and are open to interpretation which explains the angle I have taken in creating an abstract video which tell a story of a number of strands and interpretations yet has a few common consensus such as ‘celebration’ and ‘one more time’ in terms of repetition. Therefore contradicting the statement above by my video challenging conventions it fits with the genre. As for instance a Coldplay song stereotypically tell a story and the visuals represent this ,where as Daft Punk use simplicity in its lyrics and complexity in its visuals to tell an individual story to each audience member. However the reason for its success is that it has hints of realism such as the countryside , humans activation of the car to create the bridge from insanity to realistic yet slightly different this prevents contradictions and amplifies its realism and therefore success.

Does my music video use the stereotypes of reference of notions of looking

( screen shot on screens or telescopes), and particularly voyeuristic treatment

of the female body.

My music video doesn't depend on visual representation and one a whole Daft Punk as a group reject this method of success which artists of the pop genre such as Lady Gaga and Britney Spears utilise so successfully for there own advantage. The most obvious reason for my desire not to use this method is that the Lego used is overly aesthetically pleasing and therefore the target audience will not become fixated and more interested in them than other visual represents around in various shots. This is why my video is more of a around visual in terms of why I have used a subvert location , setting and band representation of Lego as the video become the visual power not the use of motifs over storyline. Also this creates a new strain of aesthetics as the differing elements used in terms of mise-on-scene , colouring , band type which still grabs the audience in the same way just not dependent on one factor but a conglomerate. This method I believe is more effective and versatile throughout my range of products and gives me a wide range of shots colours , editing techniques and originality which can be restricted used by the role of motifs such as looks as they are dependent on one variable.

Have I used throughout my video reference to intersexuality in terms of existing

products such as my digi pack (poster, CD cover and back , inside sleeve etc.) or

existing music videos. My music video to my digi-pack are riddled with intertexuality which is plain to see.

Mise-on-scene: Costumes

As you can see throughout the band members are wearing the same colours throughout this is used to create a bridge of association for the target audience and in a way acts as a gimmick and also creates continuity which is essential with a series of products and links directly with the logo which can be used throughout a long range of product present and future. Also the colours are bright and aesthetically pleasing and draw in the audience due to there individuality.

Location

Throughout my media digi pack not so much the video but the digi-pack I have used the white background which is subvert to convention but works perfectly with Daft Punks genre of electro as it is mostly of bright colours and ideal is to ‘stand out’ and extenuates the role of shadows and gives this futuristic sense of a 3D effect. Where as my video is subvert to this idea however effective as the digi-packs acts as a piece of intrigue which doesn't give away the storyline of the music video and it’s simplicity due to it not being over bearing and in some was vague prevents misleading nature of the video and acts almost like a blank canvas for individual representative and widens the target audience base as it’s simplistic and wide range of colour provides a wider fan base which is versatile.

Shot types

In my entire range of media products it is evident to see that predominately I use mainly mid-shots and there is a number of reasons for this as it enables emotion still to be seen as well as the location still been taken in to account as well as you being able to visualise the group as a bank not individuals and throughout the video so is a common stereotype associated with the group.

Where as the existing digi-pack in terms of the CD cover and back sleeve just have present the logo and colour black , I have adopted the simplicity approach and made the logo a huge part of the CD case as a whole , yet have incorporate the image of the band mainly for colour to prevent there being to much of a empty white space. Also compared to the original video I have used this idea of robotic animation however I have used both realism and stop motion else animation sonly can create huge decline of target audience range into a niche audience , so this provides the ability for a wider audience base and therefore more success.

How effective is the combination of your main product and ancillary texts

?

Video effective use of my video and ancillary text.

In terms of my video there is a limit of the scope for ancillary text to compliment my main product. However I have done this by creating a introductory establishment of the

bands name and the title of the song. Besides this I have created a video commentary of the reasons why I have used specific shot types , location and mise-on-scene. As understandably there is little additional text to a video and so therefore

this is a very conventional aspect for a music video.

Main Products and Ancillary text

As you can see the conventional Electronic music products especially in terms of the CD cover the use of ancillary text is limited as simplicity to paramount to the CD covers success. As you can see I used no review stickers or quotes and the only text is that of the main text being the only text needed as it informed the public of the band and the single title. Therefore the use of ancillary text to compliment my music CD cover is unnecessary in terms of the products bellow as this applies and then acts as a form of intertextuality and continuity which is vital in a set of products.

Review of existing cover

To understand the unnecessary for ancillary text on a CD cover it is necessary to look at existing products to asses this. As you can see the existing cover of ‘Discovery’ doesn't even have present the album name or any image of the band. This is very risky for a band because they are entirely relying on there reputation for there target audience to recognise there music. This also shows success as it is almost like the band can choose there own audience. This also shows the power of the logo and its individuality and the black colour used adds to this mysterious element , but the fiery colours under the text and the solar mental colourer typeface refers to the genre of this futuristic electronic age. Using this angle I twisted it by keeping with the bright colour element surrounding the typeface , but due to my use of the white background more of a visual element was required. But I used the image of the bank to create intersexuality between the video and digi-pack due to its inviduality this element is required.

Promotions Poster As you can see on this product on the other hand ancillary text is vital as a poster acts as a source of information and assessment of the music and band alike. Therefore the presence of the logo acts as an introduction to the band and there music. Where as the ancillary text which is very informative and works towards the success of the music as it implies it achievements and credibility which is hugely important as the simplicity of the rest of the product which uses predominately visual representation makes the text stand out and then the audience take more note of it especially relating to why the quotes are short so not to overwhelm the audience. Also the salivary text acts as a bridging point from being intrigued and purchasing or watching a band. Ancillary text on a poster is also critical as target audiences listen to recommendations and praise from fellow enthusiasts. This is why colouring is vital because the logo colours and the colours used with the ancillary text are very similar so the eye creates an unconscious link between the two this also extends to the daft punk website to the bottom left hand corner. So overall salivary text is vital to the authenticity and success of a promotions poster as it is like a information hub.

How Digipack relates to song

My digi-pack in relation to fitting with the lyrics is hard to initiate as principally they constitute of this phrase ‘one more time ... Lets celebrate’ .Therefore this has given me a huge scope to work with in terms of diversity and therefore there was little barrier to my scope of the direction I wanted to use for my digi-pack. So therefore I took this angle of almost live photo shoots off the band so therefore related little to the lyrics and gave the audience scope for there own interpretation of what the music would refer to. As you can see to the left I used this theme throughout , except for the inner sleeve which as a acknowledgement page I used an image which almost formulates and infers creation. Yet what the digi-pack does relate to is the type of video which will be produced in terms of live action in terms of a gig and band which can be related to celebrations. Also the digi-pack introduces the band there mise-on-scene and there predominate role in the video so act as a form of intersexuality and as a focal point.

What have you learned from audience feedback?

Audience Feedback- Questionnaire

I used a number of different methods to gather information from my target audience from verbal feedback to a questionnaire, yet I found the questionnaire most useful as I created a in-depth questionnaire which required expansion and not just a ‘yes and no’ answers. This gave me in-depth and a wide range of constructive criticism and direction to improve all my products. After I collected all the information and collated it I found a number of trends began to show in terms of my targets audience desire for simplicity and intersexuality as well as there like for ambiguous shot types and giving the audience enough visual stimulant in terms of colour and Gig of band members together with the defying of conventions must be suitable else the audience will become confused by the over complexity and almost repelled by it. So the next consecutive slides are a review of existing products and the corrections made upon the advice delegated.

Changes Made To Digipack After Review

What have I learned from my audience feedback ?•The importance to act upon this as they are the individuals who purchase your product and determine it’s success. • That other input can give your product a new angle of success.

The following consecutive slides I will be analysing the feedback from my verbal feedback and questionnaire, I have received and what impact this had upon my digi-pack products in terms of mise-on-scene, location , shot types and the reason for the changes I made to the products in terms of my target audience and the genre of the music which I have chosen (electronic) .

CD Front Cover

After receiving audience feedback in a number of ways such as verbally but predominately my audience questionnaire there was a number of common features that were becoming almost a trend in my audiences opinions , these are such as :

• The logos sexual reference or incline towards the female sex

(I rectified this issue by keeping the type face of the Daft Punk logo the same as its fierce formation is soften by the colour used which is a deep reedy pink. But I complimented this choice with a variety of obscure rectangles in the almost a rainbow of colour which acts as a symbol of unisex.

The logo is very simplistic and leaves to much open white space.

( I rectified this issue by incorporating a number of Anglia boxes of a variation of colours as the rectangles unconventional shape reflects the genres individuality and subvert nature. Also the colours act as a stark contrast to the white background and create an interesting attractive feature. I then used the application of tapper to give a professional look and to give a glowing tinge to the logo to make it further stand out to the audience.

The CD cover looks more of that of an album not a single due to no indication of name or nature .

( I improved the front cover in terms of it asserting its reason without taking over its simplicity and making a complex cover which is didn't desire. So I applied the single heading into the logo so that there still was the precede of the white space and divide between the main image and the logo. Also by incorporating it into the logo it acts a central feature and extenuates its importance to the audience and makes it act as a masthead , in which its principle role is.

CD Back Cover

After receiving audience feedback in a number of ways such as verbally but predominately my audience questionnaire there was a number of common features that were becoming almost a trend in my audiences opinions , these are such as :

• The logos sexual reference or incline towards the female sex

(I rectified this issue by keeping the type face of the Daft Punk logo the same as its fierce formation is soften by the colour used which is a deep reedy pink. But I complimented this choice with a variety of obscure rectangles in the almost a rainbow of colour which acts as a symbol of unisex.

The logo is very simplistic and leaves to much open white space.

( I rectified this issue by incorporating a number of Anglia boxes of a variation of colours as the rectangles unconventional shape reflects the genres individuality and subvert nature. Also the colours act as a stark contrast to the white background and create an interesting attractive feature. I then used the application of tapper to give a professional look and to give a glowing tinge to the logo to make it further stand out to the audience.

The typeface used for the records name title and box doesn't reflect the genre of the music

To improve this problem I decided from the advice I had received to change the font into Gills Stans Light as it is very simplistic yet professional and aesthetically pleasing and easy to read. I chose to put the type face into black so it stood out and drew the attention of the audience and also so it didn't blend into the logo and central feature. I then chose to carry on the theme of the logo in terms of colour and the linear boxes as it replicates the abstract nature and neon inspired theme of electronic genre. Also it draws the audiences attention to the main centre piece of the back cover that of the song title and number.

The CD cover lacks authenticity except for the bar code

To address this issue I decided to incorporate the copyright blurb at the bottom of the general CD covers. Also I enforced the logos of the record label promoting the band to show its authenticity. I then relocated the bar code to fit in with this new lay out and then due to its positioning created a top banner of information which is also present at the bottom.

Poster

After receiving audience feedback in a number of ways such as verbally but predominately my audience questionnaire there was a number of common features that were becoming almost a trend in my audiences opinions , these are such as :

• The logos sexual reference or incline towards the male sex

(I rectified this issue by changing the Daft Punk logo the from black and green as it was very grudge as its fierce formation is softened by the colour used which is a deep reedy pink. But I complimented this choice with a variety of obscure rectangles in the almost a rainbow of colour which acts as a symbol of unisex.

The logo is very simplistic and leaves to much open white space.

( I rectified this issue by incorporating a number of Anglia boxes of a variation of colours as the rectangles unconventional shape reflects the genres individuality and subvert nature. Also the colours act as a stark contrast to the white background and create an interesting attractive feature. I then used the application of tapper to give a professional look and to give a glowing tinge to the logo to make it further stand out to the audience. I then added the single title within the logo to continue acting as the centre piece of the poster and by presenting it in a black colour it makes the name stand out to the audience.

The poster isn’t very authentic and lacks information.

(To sort this issue I applied the bands website address to the bottom left hand corner and then it acted almost as a label yet didn't obstruct the image and it wasn't formed into a bar but almost like a label. I then applied to the top band strip a review from the music company HMV I also used the stereotypical 5 star rating to evaluate the music's success ,however I used the principle colours of the band members dress as it creates continuity also it brighter and more aesthetically pleasing. This is then followed by a review statement which is always a winning point with an audience due to there reputation and public power. I presented this in a dark grey so it wasn't sharp on the eye but still in the white area stands out and draws the audience to read the quote. Also it acts as a band across the top dynamiter yet due to the break in the box doesn't act as a sharp barrier and creates intersexuality with the website name settings at the bottom left hand corner.

CD Inner Sleeve

After receiving audience feedback in a number of ways such as verbally but predominately my audience questionnaire there was a number of common features that were becoming almost a trend in my audiences opinions , these are such as :

The first insert interleave is very interesting due to its used of the coloured boxes as almost a background ,which at the same time forms intersexuality with the logo design and prevents extensive white space. Also the presence of the logo in the to centre is very stereotypical and the corner filler which is used on the back sleeve is very much compensates for the useful and creates more authenticity. However the bottom strip is empty as the information at the top is very useful and stereotypical but this doesn't compensate for the empty space.

So to address this issue I added the Virgin logo to the right hand corner which acts as a necessary reference point. Yet I then applied the band images to the bottom as the use of a pile of Lego heads including the band members and the body parts and cast shooter this infers the idea of this section is about creation , which is very useful and attractive and again due to the use of shadowing is very authentic and compliments the space and colour enormously.

CD Spine

After receiving audience feedback in a number of ways such as verbally but predominately my audience questionnaire there was a number of common features that were becoming almost a trend in my audiences opinions , these are such as :

The spine didn't receive much critique in terms of the layout and typeface , also the use of colours was complimented for its intersexuality with the logo and also it prevented there being to much open space of boring white , the colours mimic the electronic genre. There was just one concern that the top section was quiet empty, so I decided to input the Lego mans head which is present on the poster and CD cover so acts as intersexuality and again draws in the audiences attention and almost completes the digi-pack and reminds the audience of the band type.

CD Inner Sleeve

Poster

After receiving audience feedback in a number of ways such as verbally but predominately my audience questionnaire there was a number of common features that were becoming almost a trend in my audiences opinions , these are such as :

This section I used the information I had gathered from all my other products that • Simplicity is the key yet intersexuality must be continued. • The layout of the image and shot type speaks volumes

So I decided to use the logo using the angular coloured boxes in conjunction and I then strategically positioned this around the poster depending on the shot type used as you can see to the left and each CD would have presence one of the four poster types to creates a personal element to the CD.

How did you use media technologies in the construction and research,

planning and evaluation stage?

The Range of technology I Used To Create My Series of

Music Products • YouTube – www.youtube.co.uk • Yahoo Music - Videos www.yahoomusic.com • www.daftpunk.com • Fireworks 2004 • Windows Movie Maker

Process of visual creation of my music video using Windows

Movie Maker

This is the first stage of my video production. As you can see you import all of the media in my case both video and images and then it formulates into a storyboard.

Secondly as you can see the pictures are then put into a strategic order and then formulated over a time span which I altered to a very small time scale as my video is mainly of stop motion and consecutive sequences of singular images.

I then imported the track and altered the images accordingly trying to keep within the conventional 3 second time span of each shot type why fitting with the beat of the music in conjunction with the necessary image.

After I did this I then created an introductory ancillary text to establish the band name and song which is also a conventional elements .

The Process of Movie Maker To Create My

Video

I then manipulated the images into transitions to fits with the tempo and beat of .The music and soften stop motions sharpness of cuts between images..this element is like the final touch to the video like at the slow motion stage of the song his technique is most useful in terms of fade.

After completing my project I then published it to turn it into a compatible model for blogger and distribution.

This above is the final product and I multiply compatible on a wide variation of software.

Using Fireworks To create my Digi-pack

As you can see there is a series of screen shots to the left of all the final products I have created via the use of Fireworks. He reason I decided to use this programme is because :

•It enables you to manipulate the image professionally in terms of extracting un wanted background colours to give the image a transparent layer, this also this applies to the logo which enables me to apply the taper to the logos angular boxes and for them to apply to the back of the logo without hindering it. •Also it enables you to easily reinvent and alter my products on the request of my feedback.•Also the layer system enables me to extract elements such as the logo and all its components.•Also it is proficient and has creative elements which cause authenticity towards regular music products in terms of digi-packs.

If I were to produce this product again I would... 1. Pick a location and shooting space which wasn't so reliant of the weather egg. Snow as

this was a huge limitation using a car. 2. Also I would even though this is a external issue try to complete the project another time of

the year as seasonal variations can be very limiting such as the early nights. 3. I would shoot all my life action on the same day to prevent brightness differences and

therefore more extensive editing. 4. I would also use a more sophisticated programme to create my video as specific stop

motion programmes are more adaptable in terms of software to my needs.

However overall I am very happy with the products I have created in the mid of my target audience and genre especially due to my use of techniques and equipment I am unfamiliar such as stop motion and tripods. As I achieved my aim of a authentic products which sensibly and successfully challenged conventions.