In what ways does your media product use, develop or challenge forms and conventions of real media products?
When we finished making our music video we decided to upload it to YouTube, we did this because it allows other people to view it as it has a large social media platform where many other artists have been discovered and where very successful musicians have started their career like Justin Bieber. We used YouTube instead of other social media sites, because it is extremely popular and the number of people in total that have views this one site in the first 6 years was over 1 trillion people. This means that there would be a much higher chance of it being viewed the song being progressed into a bigger song just like what the artists discovered on YouTube would have done. By uploading our music video to YouTube we are not challenging the usual uses of a media product, instead we are conforming to what most musicians do with their music videos because if we challenged it then we wouldn't have the feeling that it is a professional product.
Advertisement
The advert that we created is shown on the right and it will be shared around on social media platforms because the audience will be much wider than the audience we will get from a magazine because its much more accessible to see an advert on a social media website than go into a store and see a magazine cover with our advert. This is also more suitable for our target audience which is the ages 16-22 and most of the people this age would have at least one social media platform where they would be able to see our advertisement of Mikah. The colours that we used are very feminine colours like pink and purple but they are cool tones so they still show a bit of the darkness that we want Mikah to portray as her character. As we have shown other social media websites like Twitter, Facebook and Instagram where our audience can follow our artist which is an idea we got from looking at other music advertisements because it will allow the fans to have more contact with the individual and they will be able to see more information about the tour. Another feature we included for our advert that we saw when researching was that we included our record label logo, this will allow people to know who the artist is signed with and if our audience like our artists then they would be able to do further research into who else we have signed to our label if we were a real record label which would widen our audience for the other artists. We chose to write at the bottom of the poster 'Album now available on iTunes and in stores', we did this because it makes the advert look like an official advertisement because most artists have their music on iTunes. This also widens our audience because they are able to either by it on the app or if they prefer a material copy then they can buy it in a store. This shows that we don't want to exclude anyone from being able to buy the product.
Music genre
The music genre of our video is RnB soul and throughout our video we have both challenged and conformed to the conventions of our genre. As the genre incorporates both RnB and soul music, it means that we are allowed to show the sexiness of RnB with the emotional and story side of the soul. In our video we have challenged the conventions of RnB artists like Rihanna because even though Mikah's body is not fully covered up head to toe, her body is not being sexualised with her clothing or costumes. This is because we went for the style of Kehlani herself who in some of her videos is dressed in seductive clothing but we decided to have the urban and stylish side of her as oppose to sexy. The clothing that we used in the video consisted of a dark tops, ripped jeans, black jeans and black long coats. These neither show or hide her body because with the ripped jeans they showed a lot of her legs and they were paired with a white and black top with a long black jacket. This collaboration allows for Mikah to look urban with the subtle bit of sexiness with the upper thighs being shown through the rips. The locations that we chose however does fit in with the RnB style because she was filmed in very rough and urban areas because we went to London and filmed in places that showed graffiti which is a key when giving off the impression to the audience that we are in a modern city. Another location that is featured in our video is in an abandoned warehouse that has been destroyed and vandalised throughout the years. This location challenges the conventions of the RnB genre because even though there was graffiti and vandalism in the warehouse it was very dirty and abused which often in music videos for RnB they are filmed in lavish places with a lot of money, or in an urban area, to which this location was neither of them but it still looked like an RnB music video even with a completely different setting.
The other location featured in our video is Mikah driving in her car, we used this because we wanted our artist to be relatable to the audience, so by having her do a daily job in the video would make that connection and form a bond between the artist and the audience. It also allowed us to have the dark lighting because we were filming at night so the darkness worked well with the street and car lights, which is a theme in many RnB videos, to have the dull lighting with the bright colours of light for example the previously analysed Bryson Tiller ' Sorry Not Sorry' music video. He used very dark scenes at night and made the red lighting and the yellow lights stand out which we did when we had the scene of Mikah' hand moving outside of the car, in the background you can see the car lights in front and the street lights because it lights up the scene whilst still having it dark.
As we were editing the music video we wanted to show the beat through the images so we decided to create a jumping motion of one scene because the beat makes a jolting sound so by editing this effect onto the shot it showed the video being in sync with the song because they are both doing the same motion. This is the scene when we did this editing technique.
Advertisement
The advert that we created is shown on the right and it will be shared around on social media platforms because the audience will be much wider than the audience we will get from a magazine because its much more accessible to see an advert on a social media website than go into a store and see a magazine cover with our advert. This is also more suitable for our target audience which is the ages 16-22 and most of the people this age would have at least one social media platform where they would be able to see our advertisement of Mikah. The colours that we used are very feminine colours like pink and purple but they are cool tones so they still show a bit of the darkness that we want Mikah to portray as her character. As we have shown other social media websites like Twitter, Facebook and Instagram where our audience can follow our artist which is an idea we got from looking at other music advertisements because it will allow the fans to have more contact with the individual and they will be able to see more information about the tour. Another feature we included for our advert that we saw when researching was that we included our record label logo, this will allow people to know who the artist is signed with and if our audience like our artists then they would be able to do further research into who else we have signed to our label if we were a real record label which would widen our audience for the other artists. We chose to write at the bottom of the poster 'Album now available on iTunes and in stores', we did this because it makes the advert look like an official advertisement because most artists have their music on iTunes. This also widens our audience because they are able to either by it on the app or if they prefer a material copy then they can buy it in a store. This shows that we don't want to exclude anyone from being able to buy the product.
Music genre
The music genre of our video is RnB soul and throughout our video we have both challenged and conformed to the conventions of our genre. As the genre incorporates both RnB and soul music, it means that we are allowed to show the sexiness of RnB with the emotional and story side of the soul. In our video we have challenged the conventions of RnB artists like Rihanna because even though Mikah's body is not fully covered up head to toe, her body is not being sexualised with her clothing or costumes. This is because we went for the style of Kehlani herself who in some of her videos is dressed in seductive clothing but we decided to have the urban and stylish side of her as oppose to sexy. The clothing that we used in the video consisted of a dark tops, ripped jeans, black jeans and black long coats. These neither show or hide her body because with the ripped jeans they showed a lot of her legs and they were paired with a white and black top with a long black jacket. This collaboration allows for Mikah to look urban with the subtle bit of sexiness with the upper thighs being shown through the rips. The locations that we chose however does fit in with the RnB style because she was filmed in very rough and urban areas because we went to London and filmed in places that showed graffiti which is a key when giving off the impression to the audience that we are in a modern city. Another location that is featured in our video is in an abandoned warehouse that has been destroyed and vandalised throughout the years. This location challenges the conventions of the RnB genre because even though there was graffiti and vandalism in the warehouse it was very dirty and abused which often in music videos for RnB they are filmed in lavish places with a lot of money, or in an urban area, to which this location was neither of them but it still looked like an RnB music video even with a completely different setting.
The other location featured in our video is Mikah driving in her car, we used this because we wanted our artist to be relatable to the audience, so by having her do a daily job in the video would make that connection and form a bond between the artist and the audience. It also allowed us to have the dark lighting because we were filming at night so the darkness worked well with the street and car lights, which is a theme in many RnB videos, to have the dull lighting with the bright colours of light for example the previously analysed Bryson Tiller ' Sorry Not Sorry' music video. He used very dark scenes at night and made the red lighting and the yellow lights stand out which we did when we had the scene of Mikah' hand moving outside of the car, in the background you can see the car lights in front and the street lights because it lights up the scene whilst still having it dark.As we were editing the music video we wanted to show the beat through the images so we decided to create a jumping motion of one scene because the beat makes a jolting sound so by editing this effect onto the shot it showed the video being in sync with the song because they are both doing the same motion. This is the scene when we did this editing technique.
This effect is conforming to the RnB genre because many other music videos have used this technique because it emphasises the importance of the beat and as in this genre, the music is almost more important than the lyrics so the emphasis needs to be shown through the video.
Whilst editing we also decided to make the dancing fit with the beat and rhythm of the song and we made Chrissy come in on the beats which fitted the dance moves that she was creating. This again adds to the conventions of an RnB video because the type of dancing that Chrissy was doing was very urban and many Hip Hop and RnB videos show this style of dancing especially when the music has a lot of variance in the beat, it can be used to show a change of tone and feeling, without having the artist or main character show it. This is why many motions that Chrissy does actually fits with the way the lyrics are sung, for example if Kehlani is singing a line that might be slower or flow more than the others, then we slowed the clip of Chrissy dancing down, so that it fitted with the music and the relationship between the music and character was created. Our inspiration for this relationship was Beyoncé's Formation music video https://www.youtube.com/watch?v=WDZJPJV__bQ because from the beginning the beat is in time with the shots, every beat has a different shot and then whenever the characters are dancing the beat fits it perfectly, which is what we wanted for Chrissy's scenes. Also dancing is the main theme in this video so for it to be our inspiration I allowed us to gain better ideas for what we want our shots to look like. We chose Beyoncé rather than another artist with dancing in their music video because she represents the female gender very positively by being strong and powerful which is how we wanted Mikah to be shown.
Our main representation for this female artist was to show her as a strong and powerful woman that wants love, but we didn't want to make her too feminine because this may make her look weaker but we didn't want to our gender representation to be of a weak woman. We did this through her clothing and poses. Within the video as I have mentioned before her costumes covered most of her body other than her thigh with the ripped jeans. We did this in a very masculine way as the outfit she wore was actually a men's top with a long jacket, so we included the sexiness with the masculine outfit so that we didn't show her to be feminine. In most of the scenes Mikah was standing up ad walking, this shows that she has power because she is standing physically on her own as well as metaphorically, this shows that even though she wants love from a 'gangsta' she doesn't need him to make her a woman. We wanted to show this so that we show our target audience a strong image of a woman that could be a positive role model.
Digipak
For the Digipak we wanted to conform to the usual CD cover with the little details but we did also challenge some of the conventions. For the front cover we decided to have Mikah sitting I front of a graffiti background with a bat in her hand, this is the inspiration from the Suicide Squad film, s the bat represents the crazy in Mikah that Harlequin has. This is conforming to the RnB stereotypes because artists like Beyoncé have used a prop like this before in a media product like her ' Hold up ' music video. So for us to show Mikah to have this bat in front of the very urban background it shows the audience that she is fierce. The colourful background allows Mikah to stand out because she s wearing very plain coloured clothes grey cropped hoodie and black trousers. We chose to have her wear thee plain colours so that the background could be colourful without overpowering the cover.
The inner section of the Digipak has an all black background which challenged the usual style of digipaks. We wanted to challenge it because out artist is very unique so we wanted o make some features of the lack unique as well. This is different to other female artists like Rihanna's Digipak because she has focused on the background as the main part but we have made the CD and the lyrics to be what we want our audience to focus on. For example Rihanna's Digipak for her album 'LOUD'. As you can see her pack I very different to ours, the inner section has a picture of her with red roses and a lot of colour, but ours is very plan because we wanted the CD to stand out. As we wanted the CD to stand out we made it have the same graffiti as is on the front cover because we wanted it to have continuity throughout. On the other side of the Digipak we decided to have lyrics of the song on half the page and then 3 images of Chrissy dancing in he music video. We chose these pictures because we wanted to give the audience a preview of what is in the video. Also because the colours in the clips are similar to the colours we have used for the back of the pack, as they are blue and purple lights from the projector. These colours on the images allowed us then to change the colour od the writing on the lyrics page because originally it as white because it stood out well against the black, but when we input the pictures we found that if we add this blue colour to the font then it will bring out the importance of the colour in the pictures of Chrissy. By having lyrics on the left side of the pack it conformed to the usual RnB packs because many artists put their lyrics to the songs in a booklet within the case which is what we also wanted to do.
For the back of the pack we wanted to have a picture or Mikah again as we had Chrissy in the middle section, so that the artist was the main feature. This picture is again with the bat because we want it to be like her trademark so that she can be identified in different ways. The colours that we used are challenging the usual colour that female use, because artists like Rihanna use very soft colours and bright colours like red and pink, but we have used this dark blue and purple scheme that fades into black because it suits our artist much better than feminine colours.
Overall I think our ancillary text have been very successful with showing alternative representations of the female artist in the RnB genre because many male artists show women to be sexualised in their music videos with seductive and sexual clothing and style, but we have made sure that our artist ha a more masculine approach with the style but whilst still looking feminine and sexy without the sexualisation that men often create. However we have also conformed to the way that female RnB artists like Beyoncé are represented with the powerful female theme that e created without using any images of men or with any theme of dependence.
Whilst editing we also decided to make the dancing fit with the beat and rhythm of the song and we made Chrissy come in on the beats which fitted the dance moves that she was creating. This again adds to the conventions of an RnB video because the type of dancing that Chrissy was doing was very urban and many Hip Hop and RnB videos show this style of dancing especially when the music has a lot of variance in the beat, it can be used to show a change of tone and feeling, without having the artist or main character show it. This is why many motions that Chrissy does actually fits with the way the lyrics are sung, for example if Kehlani is singing a line that might be slower or flow more than the others, then we slowed the clip of Chrissy dancing down, so that it fitted with the music and the relationship between the music and character was created. Our inspiration for this relationship was Beyoncé's Formation music video https://www.youtube.com/watch?v=WDZJPJV__bQ because from the beginning the beat is in time with the shots, every beat has a different shot and then whenever the characters are dancing the beat fits it perfectly, which is what we wanted for Chrissy's scenes. Also dancing is the main theme in this video so for it to be our inspiration I allowed us to gain better ideas for what we want our shots to look like. We chose Beyoncé rather than another artist with dancing in their music video because she represents the female gender very positively by being strong and powerful which is how we wanted Mikah to be shown.
Our main representation for this female artist was to show her as a strong and powerful woman that wants love, but we didn't want to make her too feminine because this may make her look weaker but we didn't want to our gender representation to be of a weak woman. We did this through her clothing and poses. Within the video as I have mentioned before her costumes covered most of her body other than her thigh with the ripped jeans. We did this in a very masculine way as the outfit she wore was actually a men's top with a long jacket, so we included the sexiness with the masculine outfit so that we didn't show her to be feminine. In most of the scenes Mikah was standing up ad walking, this shows that she has power because she is standing physically on her own as well as metaphorically, this shows that even though she wants love from a 'gangsta' she doesn't need him to make her a woman. We wanted to show this so that we show our target audience a strong image of a woman that could be a positive role model.
Digipak
For the Digipak we wanted to conform to the usual CD cover with the little details but we did also challenge some of the conventions. For the front cover we decided to have Mikah sitting I front of a graffiti background with a bat in her hand, this is the inspiration from the Suicide Squad film, s the bat represents the crazy in Mikah that Harlequin has. This is conforming to the RnB stereotypes because artists like Beyoncé have used a prop like this before in a media product like her ' Hold up ' music video. So for us to show Mikah to have this bat in front of the very urban background it shows the audience that she is fierce. The colourful background allows Mikah to stand out because she s wearing very plain coloured clothes grey cropped hoodie and black trousers. We chose to have her wear thee plain colours so that the background could be colourful without overpowering the cover. The inner section of the Digipak has an all black background which challenged the usual style of digipaks. We wanted to challenge it because out artist is very unique so we wanted o make some features of the lack unique as well. This is different to other female artists like Rihanna's Digipak because she has focused on the background as the main part but we have made the CD and the lyrics to be what we want our audience to focus on. For example Rihanna's Digipak for her album 'LOUD'. As you can see her pack I very different to ours, the inner section has a picture of her with red roses and a lot of colour, but ours is very plan because we wanted the CD to stand out. As we wanted the CD to stand out we made it have the same graffiti as is on the front cover because we wanted it to have continuity throughout. On the other side of the Digipak we decided to have lyrics of the song on half the page and then 3 images of Chrissy dancing in he music video. We chose these pictures because we wanted to give the audience a preview of what is in the video. Also because the colours in the clips are similar to the colours we have used for the back of the pack, as they are blue and purple lights from the projector. These colours on the images allowed us then to change the colour od the writing on the lyrics page because originally it as white because it stood out well against the black, but when we input the pictures we found that if we add this blue colour to the font then it will bring out the importance of the colour in the pictures of Chrissy. By having lyrics on the left side of the pack it conformed to the usual RnB packs because many artists put their lyrics to the songs in a booklet within the case which is what we also wanted to do.For the back of the pack we wanted to have a picture or Mikah again as we had Chrissy in the middle section, so that the artist was the main feature. This picture is again with the bat because we want it to be like her trademark so that she can be identified in different ways. The colours that we used are challenging the usual colour that female use, because artists like Rihanna use very soft colours and bright colours like red and pink, but we have used this dark blue and purple scheme that fades into black because it suits our artist much better than feminine colours.
Overall I think our ancillary text have been very successful with showing alternative representations of the female artist in the RnB genre because many male artists show women to be sexualised in their music videos with seductive and sexual clothing and style, but we have made sure that our artist ha a more masculine approach with the style but whilst still looking feminine and sexy without the sexualisation that men often create. However we have also conformed to the way that female RnB artists like Beyoncé are represented with the powerful female theme that e created without using any images of men or with any theme of dependence.
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