Sunday 22 February 2015
Evaluation question 1
1.
My brief was to create a music video that was
for an artist of my choice, we made this production in a group and my group
included Jazz, Harry and Ben. We chose to make a music video for the song ‘it
feels like we only go backwards’ by Tame Impala. We also created ancillary
texts which included a digipak and a magazine advert.
My music video both developed and challenged
conventions of real music videos in our genre, the song we chose is part of the
psychedelic rock genre, this genre isn’t mainstream and the public are not
usually aware of the genres conventions, main artists from this genre are from older generations such as Jimi Hendrix and the Beatles. Therefore we feel that we was able to challenge the genres conventions in music videos, but the public are aware of
conventions of music videos from other genres such as pop, so we feel we should try and include some of pop music conventions to appeal to a larger audience.
Music videos in the pop genre follow many conventions but there is Goodwins theory which is a theory that stated the typical conventions that music videos follow or should follow to become popular, the conventions include 7 elements such as including close up shots of the artist, timing the shots to the music, relating the music video to the lyrics, including female voyeurism, the inclusion of other brands to advertise and promote. These elements of Goodwins theory set a way for music videos to be made, the audience of the videos enjoy the content and conventions for an artist to move away from this theory it leaves them a risk of being too different and not finding an audience that like the video.
My music video adapts conventions as we have chosen a song that’s part of an abstract genre where the music videos are very alternative, this allowed us to not strictly follow popular conventions and be more creative, such as using filters and editing effects such as a time-lapse. The main reason I chose to adapt conventions of my genre is to allow my music video room for creativity, I felt that the genre would be the best for this as it is abstract and fans of the genre like changes such as the ones I have implemented. My artist is called The White Rhinos which is a name for a band, although in the music video only the singer is seen.
The conventions of psychedelic rock are bright colours through filters, timing of shots usually slower timing to suit slower paced music, editing techniques such as phsycedelic filters and instruments, these are seen in videos such as The Black Angels- Don’t play with guns. I decided to mix the conventions such as timing of shots matching the song (when the artist is singing the lyrics) and using conventions of our genre such as psychedelic effects (kaleidoscope effect) that were added in the editing stage. I felt that by mixing these conventions of pop and psychedelic rock I would attract the largest audiences opposed to strictly following one genre or the other which some audiences would dislike, our target audience is fairly large as it is from ages 16-40, I feel this is the ages of people who would like our music video. I feel this challenges the real music videos made in our genre are usually mad specifically for the fans of the band and psychedelic rock which doesn’t get the artist the most amount of views as what’s possible when combining the conventions of both genres.
There was three main ways that I adapted the conventions of the psychedelic rock genre in my music video, I had my artist performing the song without an instrument, this is adapting conventions of the genre as my artist is performing for the fans, which builds the relationship between them, but there isn't use of a instrument which is very conventional of the genre, this is adapting conventions as it is taking the conventions from pop genres which often include the artist performing without instruments and implementing them into my music video, this will help my music video appeal to fans of the pop genre.
I included a time lapse which isn't conventional of the genre to adapt my music video from conventions of the genre. The main reason I chose to adapt my music video is to be creative, the time-lapse was very creative and added a different aspect to my music video, it also added to the narrative and made the audience more concerned for my character as he was acting strange and abnormal during the time-lapse, this is what I wanted to represent my character as. I was happy that this adaption of conventions enabled us to create a more engaging music video.
I used low key lighting which represents negative emotions from the artist to adapt from conventions of my genre. There was a use of low key lighting that was decided in the planning stage on purpose as it takes away the conventions of the genre which are that shots are bright, the low key lighting and added filters meant we adapted our music video and made it better. The low key lighting was specifically chose as it helped match to the negative emotions that the artist was feeling to the theme of the music video, as if we hadn't have adapted conventions of the genre and included bright colours and filters then it wouldn't have matched the artists emotions that we were using to build the relationship with the artist.
We followed conventions also so that our music video still appealed to the fans of the genre, the three main examples are Coloured filters, kaleidoscope and drug use.
I used coloured filters at various points in my music video, specifically when the artist had taken drugs, I applied them during establishing shots and shots of the artist singing and walking, this was conventional of the genre and helped give the music video the same look as a video from the psychedelic rock genre, this is important as the fans of the genre will want to see some conventions that they recognise.
We used editing styles including the kaleidoscope filter to make our music video more conventional of the genre this was important to show the music video as conventional and show that we adapted the conventions, the effects that we included were shorter than in the music videos that belong to the genre which choose to follow all conventions, we decided to include this effect as it showed the audience that are not familiar with the genre the conventions that come with phsycedelic rock and also shows them that the artist is on drugs which alter his mind.
Drug use was an important element to include in our music video as it both showed the audience what the conventions of the genre are and it also shows them that the artist is reckless and doesn't care about his health, this is conventional of the genre and we found from our research that many artists are drug users and act reckless in their videos.
Music videos in the pop genre follow many conventions but there is Goodwins theory which is a theory that stated the typical conventions that music videos follow or should follow to become popular, the conventions include 7 elements such as including close up shots of the artist, timing the shots to the music, relating the music video to the lyrics, including female voyeurism, the inclusion of other brands to advertise and promote. These elements of Goodwins theory set a way for music videos to be made, the audience of the videos enjoy the content and conventions for an artist to move away from this theory it leaves them a risk of being too different and not finding an audience that like the video.
My music video adapts conventions as we have chosen a song that’s part of an abstract genre where the music videos are very alternative, this allowed us to not strictly follow popular conventions and be more creative, such as using filters and editing effects such as a time-lapse. The main reason I chose to adapt conventions of my genre is to allow my music video room for creativity, I felt that the genre would be the best for this as it is abstract and fans of the genre like changes such as the ones I have implemented. My artist is called The White Rhinos which is a name for a band, although in the music video only the singer is seen.
The conventions of psychedelic rock are bright colours through filters, timing of shots usually slower timing to suit slower paced music, editing techniques such as phsycedelic filters and instruments, these are seen in videos such as The Black Angels- Don’t play with guns. I decided to mix the conventions such as timing of shots matching the song (when the artist is singing the lyrics) and using conventions of our genre such as psychedelic effects (kaleidoscope effect) that were added in the editing stage. I felt that by mixing these conventions of pop and psychedelic rock I would attract the largest audiences opposed to strictly following one genre or the other which some audiences would dislike, our target audience is fairly large as it is from ages 16-40, I feel this is the ages of people who would like our music video. I feel this challenges the real music videos made in our genre are usually mad specifically for the fans of the band and psychedelic rock which doesn’t get the artist the most amount of views as what’s possible when combining the conventions of both genres.
There was three main ways that I adapted the conventions of the psychedelic rock genre in my music video, I had my artist performing the song without an instrument, this is adapting conventions of the genre as my artist is performing for the fans, which builds the relationship between them, but there isn't use of a instrument which is very conventional of the genre, this is adapting conventions as it is taking the conventions from pop genres which often include the artist performing without instruments and implementing them into my music video, this will help my music video appeal to fans of the pop genre.
I included a time lapse which isn't conventional of the genre to adapt my music video from conventions of the genre. The main reason I chose to adapt my music video is to be creative, the time-lapse was very creative and added a different aspect to my music video, it also added to the narrative and made the audience more concerned for my character as he was acting strange and abnormal during the time-lapse, this is what I wanted to represent my character as. I was happy that this adaption of conventions enabled us to create a more engaging music video.
I used low key lighting which represents negative emotions from the artist to adapt from conventions of my genre. There was a use of low key lighting that was decided in the planning stage on purpose as it takes away the conventions of the genre which are that shots are bright, the low key lighting and added filters meant we adapted our music video and made it better. The low key lighting was specifically chose as it helped match to the negative emotions that the artist was feeling to the theme of the music video, as if we hadn't have adapted conventions of the genre and included bright colours and filters then it wouldn't have matched the artists emotions that we were using to build the relationship with the artist.
We followed conventions also so that our music video still appealed to the fans of the genre, the three main examples are Coloured filters, kaleidoscope and drug use.
I used coloured filters at various points in my music video, specifically when the artist had taken drugs, I applied them during establishing shots and shots of the artist singing and walking, this was conventional of the genre and helped give the music video the same look as a video from the psychedelic rock genre, this is important as the fans of the genre will want to see some conventions that they recognise.
We used editing styles including the kaleidoscope filter to make our music video more conventional of the genre this was important to show the music video as conventional and show that we adapted the conventions, the effects that we included were shorter than in the music videos that belong to the genre which choose to follow all conventions, we decided to include this effect as it showed the audience that are not familiar with the genre the conventions that come with phsycedelic rock and also shows them that the artist is on drugs which alter his mind.
Drug use was an important element to include in our music video as it both showed the audience what the conventions of the genre are and it also shows them that the artist is reckless and doesn't care about his health, this is conventional of the genre and we found from our research that many artists are drug users and act reckless in their videos.
Thursday 5 February 2015
Final production post
West Hatch High School- 16807
Luke Durrance- 3224
I also worked alongside Jazz Chrystie- 3214, Harry Hyett- 3242 and Ben Yarwood-3184.
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