Evaluation question

1) In what ways does

your media product

use, develop or

challenge forms and

conventions of real

media products?

Setting

Dominating scene backdrop is blue/teal coloured

curtains with red backdrop underneath to signify the

pain the artist went through which are concealed by

tranquillities by presenting blue colour in front. In the

Katy Perry music video, red and pastel dresses are worn

by background actresses; I adopted the used of those

colour and divided them into two elements; setting (red

backdrop) and costumes (pastel costumes).

Fill lighting and back lighting is obtained to reduces the

amount of shadow which conveys gloominess,

contradicting with the theme of colourfulness which is

conventional in pop genre.

Setting

The concept of using projector is influenced from ” The Way”

by Ariana Grande. Nevertheless, I developed this idea by

using PowerPoint with different vivid colours on each slides

which alters quickly to emphasize the fast rhythm of “This is

how we do” and to illustrate pop colours to demonstrate Pop

genre.

Setting

In Katy Perry’s music video, black and white colour theme is transformed and display

in my music video with the inspiration of Rihanna “Unfaithful” music video’s setting. This mise-en-scene contradicts with the dominating setting, representing Levi Strauss’s theory of binary opposition. Binary opposition of setting allows the audience to be aware of different situation within the artist life as “This is how we do” suggest what the featured artist go through emotionally and physically.

Setting

Plain white backdrop with mid-shot proximity captures blank white background and allows close attention to the featured artist which is conventionally exhibited in most music video for audience perferrence.

Camera and editing

In most music video that I have research, orthodoxly establishing shots are exhibited. However, I challenged the conventions by beginning my music video with mid-shot as performance based music video focuses closely on artist.

Glowing effect is inspired by the music video, hence I manifest this

effect through developing the forms of only the subject glowing. I

enhanced the exposure to reflect the glowing effect on both the

subject and the background in order to indicate glooming

atmosphere to my audiences.

This is how we do- music video l

The element of these two imagery are combined; (first image) dark lighting and (second image)

comical dance. I united these components through editing the pace and increasing the amount of

level to darken the clip. I fasten the pace of this clip to incorporate comical effect which is

conventionally show in listen movies.

As I challenged the proximity in my music video through using mid proximity viewpoint for most of the section, therefore I developed editing technique of tilting the clip in iMovie in order to display lyrical demonstration music video.

Camera and editing

Camera and editing

Within Pop genre and performance based

music video, funky transitions are employed to

create a comical atmosphere and mood.

Additionally, I am also inspired by the glass

transition which is similar to a circle transition,

therefore I used circle transition for that

purpose.

Godwin’s theory of “Relationship between the music and visuals are applied as I used vintage coloured (“old world”) effect to illustrate the lyrics “vintage”

Camera and editing

Aerial viewpoint with crane movement is inspired by “Single Ladies” (Beyoncé). Despite having no crane equipment, I utilized tripod as an alternative, therefore it was

a challenge for me to smoothly move the camera for stabilising the clip.

In Katy Perry’s music video, it has long shot with back lighting tilt allowing shadows to form. I have used back lighting to use the conventions of the original music video. However, I developed the ending scene by zooming in and out then a mid-shot as a close scene. In order to compliment the lyrics of “Uh oh” (at the end) as Godwin's theory implied (relationship between music and visuals).

Camera and editing

Off balanced composition of the subject is inspired Lorde’s

Royals as I wanted to convey a sense of isolation of this

character as the lyrics is suggest a harsh implication of her.

Costumes

“This is how we do” statement (title) indicates about the artist’s characteristics in different situation. Through my case study of Katy Perry, I have gained inspiration from her persona (quirky themed costume and enthusiastic) and developed those imagery in my music video by presenting food themed pyjamas and leopard print (animal themed).

From the research phase, this

dress was inspiring me

because it suggest innocence and purity which I wanted to indicate to the audience about artist imagery.

Costumes

In my music video sophisticated costume is worn (fur and chiffon materials) from the inspiration of Katy Perry imagery within her music video as she mentions “Channel”, a prestigious brand hence why she makes a statement through her classy costume.

Asian costume is worn to

demonstrate the timeline

when Katy Perry got married

in India.

Costumes

Conventionally in pop genre music videos, artist are shown to have binary

opposition illustrated through costumes. Therefore, to use this convention, I

developed Katy Perry image (picture on the right) by choosing black laced

dress with light brown long sleeve top to neutralise the darkness within the

scene which relates with my artist identity (charismatic).

Props

Conventionally in Pop genre music video’s are visually entertaining, thus I have used balloons as props with the inspiration of Katy Perry’s music video.

Prop of fan and sunglasses are presented in my music video which is influenced from Katy Perry video as those suggests the hot weather.

Props

I applied Godwin’s theory through connecting the visuals and lyrics to please my audience and also from the creativeness in Katy Perry’s music video which is why I created a daisy using paper.

Lyrics; “Sipping on Rosé…. Slow cooking

pancakes… still fresh as a Daisy”

Chanel this, Chanel that, hell yeah

All my girls vintage Chanel baby

Big hoops, and maroon lips, my clique hoppin'

in my Maserati

Props

Artist wears geometric necklace on my music

video to draw connections between the

website and my music video. In popular music,

subliminal message is mostly presented with

the triangle shape (illuminati).

Pink nail-polish is influenced from Katy Perry’s music video (Roar). I developed this scene by capturing with high angle to view the action.

I shared my music

video on YouTube

where music video’s

are a conventional

platform to present.

Colour theme is consistent in conventional music video, therefore

from the Katy Perry’s music video, I selected a dominating theme

colours demonstrated above.

Digipak

Album

name

Artist

name Catalogue

number

Artist name

and album

name

Record

label logo

These elements are conventional for

digipak which I have stated below.

With the inspiration of Beyoncé's front

cover, I choose for my artist to make

eye contact to intrigue and capture

audiences. To develop this

convention, I place large text in front

of the picture to add emphasis on the

album which is not what Pop genre

usually display.

Digipak

Playlist

Record label

Extra information

Barcode

Web link for social network, artist

web link and record

label wed link

These components are conventionally presented on the back cover.

From this research, I

have gathered the conventional forms presented on the back cover.

I typed www.myspcae.com/katyperry as an alternative for “myspace” because to illustrate creativity.

Digipak

Personal message

Record label

Track list, Record label logo and Extra information about production

ca

talo

gu

e n

um

be

r

These element and layout of CD is inspired by Rihanna’s CD as I placed the information around the CD. However, I developed the idea further by placing all the written information on around the CD for audience to recognise the artist easily.

Inside a digipak images

of artist are mostly

represented in Pop

genre. Therefore I

developed my images

and repeated the same

image to visually appeal

my digipak to my

audiences.

Digipak advertisement

Highlight popular

music from the album

Availability date Availability place Price

Digipak cover

Album name

Artist name

Record label logo

I am inspired by the layout of Taylor Swift and

facial expression of Beyoncé. Hence, I

developed Taylor Swift’s advert and Beyonce’s

advert by combining the layout and facial

aspects together.