Evaluation task 2

How effective is the combination of your main product and ancillary

texts?

Style of music video

From the start of the video the mixture of a natural and urban setting occurs. Within all the clips the character explores landscapes which all have a distinct mixture of nature and urban structures, most notably the penultimate scene where the character runs in in a passage way.

You can see the vines and plants surrounding the pillars, almost a fight between and urban and natural setting.

Techniques like my use of tinting and filtering, creates an artificial feel , It enphesises the conflict between the natural and man made, which helps establish the theme.

Comparison to Mura Masa LxxxII album artwork.

• As well as Tyco another artist that composes some of his music in the ambient style is Mura Masa. However he leans to the more electronic side, similar to the song used in my video. As we can see from the artwork for his album ‘Lxxxii’, he instantly captures the calm ambience of the genre with the image of a woman sitting in a field, to create that polluted contrast, he uses a green filter and uses a fuzzy blurring effect, making it look like it was taken with a disposable camera. The font white and crisp, as not to distract you from the image. The whole package is very abstract and fits the music well.

• Taking inspiration from this, I felt my song and music video portrays similar imagery, and want to create something similar. I used simple plain white font, keeping with the abstract minimalistic view. The photo was taken in an urban setting outside of where the video was shot . It depicts a shadowy figure walking between two light sources, you get an excellent artificial contrast with the orange from the cars and the calming blue from the darkness, we can see the character seems impartial. Keeping with the blue tint seen in the video, I used a ‘Walden’ filter to produce a washed out colour with blue overtones.

Album creation.• Sticking with the minimalistic theme, I made

the rest of the sleeves black with the constant white font. The back consists of his song list and record label I thought that would fit the genre, since ‘Ghostly records’ have signed similar artists like Tycho. Once again the inside leave is consistent with the rest of the album. Plain black with the white text. I

• decided to name the album after the song, since its the focal point, is a good represent tation of the general ‘mellow ‘ sounds all his songs have. Creating this abstract, minimalistic brand should cater to the audience, I feel that the package should work together well with the music, and brand it properly, making sure it reaches the desired audience and fitting with the codes and conventions of the genre