EVALUATION Q1.EVALUATION Q1.EVALUATION Q1.EVALUATION Q1.

In what ways does your media product use, develop In what ways does your media product use, develop or challenge forms and conventions of real life or challenge forms and conventions of real life

media?media?

In what ways does your media product use, develop In what ways does your media product use, develop or challenge forms and conventions of real life or challenge forms and conventions of real life

media?media?

MUSIC VIDEOMUSIC VIDEO

What main ideas did you follow in your own What main ideas did you follow in your own video from Vernallis, Mulvey or Goodwin?video from Vernallis, Mulvey or Goodwin?

Lets remind ourselves first off what were their theories? Carol Vernallis’ theory - Within a music video continuity of shots are broken down into sequence to reel in the viewers, effects and transitions are also used. A main component within a music video is Jump cuts this also helps attract viewers when it cuts in time to the beat; it creates the feel of the track being catchy.

Laura Mulveys’ theory - Known as the ‘Male Gaze’, when one is viewing a music video the women are shown to be objectified. Women are mainly used for male enjoyment within music videos; this is mostly within the genre of grime/rap/R&B/pop etc. When lyrics are based on a woman, the music video shows focus mainly on her assets. Sometimes edited to show just her figure/assets on screen, girls in music videos are dressed accordingly; always in costume of something revealing or provocative for the male viewers enjoyment.

Andrew Goodwins’ theory - Andrew Goodwin believes that traditional narrative music videos do not apply to pop music videos; this is because pop music is very repetitive and often repeats videos as the chorus or lines are repeated. However, some music videos provide pleasure to the audience that encourages repeated viewing; promoting the music/song. The music video also contains the artist which will often look into the camera which reaches out to the viewers, which create fans.

From these theories and ideas from our music video we followed Carol Vernallis’ best as we used a variation of effects and jump cuts editing to the beat very clearly. We used her theory most as it would only be right to reel in audience especially for a new

comer to the music industry. However we also used Goodwins theory of looking into the camera having a connection and breaking the 4th wall with viewers, which we attempt to create fans this way.

We’ve used these two ideas from Vernallis and Goodwins theories and shows we are using normal forms and conventions of real media, we haven't developed our music video much within conventions and forms as we have kept it an Amplification music video. Amplifying the theme of lights as in the title and whole idea of the song, we aren't challenging real media conventions

within our music video and feel it is safe as a new artist to not break the forms and conventions of a music video just yet.

What music videos were you influenced What music videos were you influenced by and why?by and why?My main influence was Ellie Gouldings’ songs ‘Burn’ and ‘Lights’, I was influenced by

her music videos through camera angles, editing, and also props of lights.

From the song ‘Lights’, I was very much influenced with the use of props; being lighting, also the camera angles and effects used. Effects at the beginning being out of focus lights which is really effective and I was very eager to make this effect apart of our music video. Also the use of the light she sways about is very effective as we could use this style of playing with the theme of light within our music video. The camera angles of her face looking into the camera are engaging with the audience which we also wanted to capture as it related well to Goodwins theory. There is also good camerawork of panning which is very effective. The use of different coloured lighting is also effective very playful and intriguing to look at, makes an interesting music video; especially as my groups music video based on lighting too.

The song ‘Burn’ also played a part of the influence behind our music video as the wide range of shots but also the interesting use of the lighting at the end. Wide range

of close ups and mid shots just like the song of ‘Lights’, a variety of shots and effective editing to the beat. The shots of looking into the camera is also what we

were inspired by. Singing into the camera trying to engage audience is what was the most appealing to this music video.

We chose to follow the use of conventions and forms within music videos like these examples we were influenced by. We developed it in our own way adding in a dancer and skate boarders to enhance the movement within the video which is what you will see in a real music video to

enhance movement and upbeat feel to atmosphere.

Did you challenge the conventions of the Did you challenge the conventions of the genre of video?genre of video?We didn’t really challenge the conventions of the genre as it is quite typical in a

real media product. Having genres of Dubstep and Electronic Pop, they both are urban and trendy to the modern day we live in. It is very popular with our target audience of teens to young adults, as this is our audience we want something they can relate to; something appealing to youngsters all around the world. The streets and urban life appeal more to them, as youngsters are more relatable to the surroundings of graffiti, night life and just having fun. Especially with the genre of the song it works really well. We didn’t challenge the conventions over all as we wanted to have a fluent flow, the visual style follows conventions, the editing to the beat, the camera work, it is all very typical in a real music video which is what we aimed for. As the genre is mainly based on the beat it would only make sense to edit to the beat having jump cuts and lots of it! Our advantage of this was having skaters and dancer to edit to beat also which is really effective.

Overall conventions in the Overall conventions in the Music videoMusic video

The overall conventions within the music video were followed really well and came out to successful from the initial idea of Vernallis and Goodwins theory. The camera work we had carried out was really effective when came to editing and followed forms of conventions of a real music video really well. Adding a dancer and skateboarder enhanced the atmosphere of urban and the genre which follows conventions. Our motif and theme being light was really successful as we captured a lot of lighting and added sparklers and related it well to our influence of Ellie Goulding also follow conventions. The music video as a whole doesn't challenge forms and conventions of real media products as it follows to be the same as one.

ANCILLARYANCILLARY

Main ideas you’ve followed?Main ideas you’ve followed?Creating the music video I knew what sort of Ancillary I could come up with. My ideas were based on graffiti as that plays a big part of visual style in our music video so why not carry this on. I created a mock up but also looked at other ancillary: digipaks and advertisements. See real artist ancillary but also previous student work and try work around following those conventions.

Which Ancillary were you Which Ancillary were you influenced by?influenced by?

I was mainly influenced by Jessie J as her digipak is very simplistic yet effective. Her ancillary uses a really stand out font for artist name, and a simple second font. The image is really making a statement for viewers to identify this is who she is with the hair and makeup and nails which is also enhanced with genre. I followed this through my digipak and poster keeping it simple following conventions of a digipak. However, I slightly challenged the convention of not looking into the camera breaking the wall to viewers as I felt it add mystery and looking up at the name of artist maybe intrigue viewers to want to know more about KYM. Apart from looking away from camera in both digipak and poster I was consistent like real media product in using same image and adding the cover of the CD onto the advert. I also challenged the convention of real media by adding the back cover to the advert. I did this to show the track listing of song which may intrigue viewers and public to want to listen to them. Really selling the artist as a newcomer.

Overall conventions within Overall conventions within AncillaryAncillary

Overall my Ancillary has challenged the conventions of real media products a bit through the main image of the artist not looking into the camera and also adding the back of the cd cover onto the poster. I have followed the rest of the conventions of a real media advert and digipak by keeping minimum of two fonts, legal rights, barcode, record label, track list and spine and cd no. I also followed rest of conventions within the advert by adding same font as digipak and image showing consistency and also adding cd cover and I also added reviews as my original plan was to do so. Overall challenged convention of real media products a little but not so much, still successful just as the music video. I incorporated the same costume unfortunately not the motif of sparkler and light due to time constraint in making it.