Sunday 28 April 2013

HELLO EXAMINER


Welcome to my A2 Media Blog, which consists of- research, planning, productionand My Final Product(s). The post below shows my final products that include: My Music Video, My Magazine Advert and my Digi-Pack. Finally My Evaluation Questions are on separate pages, situated on the top of my Blog.


Charlotte Lewin 1082
OCR A2 Media Studies
September 2012-April 2013
Video Brief:
To create a music video along with its ancillary products.


Final Advanced Portfolio:



FINAL MAGAZINE COVER


FINAL DIGI PACK


Tuesday 26 March 2013

CONSTRUCTION: Long cross dissolves


       -Long cross divisions serve as transitions throughout the video.
       -This editing technique compliments the pace of our music video, which for the majority is rap, therefore not fast paced. Rather than using jump cuts which would have been appropriate for a fast beat, we used long cross dissolves.






RESEARCH: Back of Digi Pack

Here are the back of Eminem, Mumford and Sons and Muse's albums, which we want to base the back of our Digi-Pack on since we find the simplicity effective.







We applied features we liked in these digi packs to our own, such as the clear font used for song tittles and washed out effect on the background image itself. 
However our album differs from the ones above, since we have lead singer's Jonny profile as the focus in the shot in order to build upon his star image. 

CONSTRUCTION: Magazine Advert and Album Cover Draft








For Fij's genre of Indie/Rock we looked at similar bands of that genre and analysed their album covers in order to determine what code and conventions are established. For all three album covers the artists themselves are seen on it often in a full body shot, however this differs from the Pop album covers where there is typically a close up. Often the band members are engaging in conversation or activity.

The band Mumford and Sons capture the essence of their band with the playful nature of the show which shows the band members dressed up and posing in shop windows. This implies the carefree nature of the band which will be mirrored in the tone of their music.

However, for the Indie gene it is hard to pin point code and conventions for album covers since as a "Indie" band they will often try to express their individuality. They will break boundaries which gives our cover for Fij many opportunity's in being creative in representing our image.

Our final album cover is similar to the other bands in the respect that it's primary focus is also the lead singer. It also presents a full body shop it order to show the urban style of Jonny. The brick wall contributes to the grittiness of the bands image whilst the font compliments this by also being sketch like. Through Jonny's styling and confident body languageit would be relatable to our target audience of young adults. 

Tuesday 19 March 2013

CONSTRUCTION- BARTHES SEMIOTIC FRAMEWORK

 In this sequence, were creating visual codes that symbolize our central characters rejection of school work and its burdens. For Roland Barthes, visual codes are signs with both denotative meaning and connotative meaning. Here, when protagonist of Fij knocks over the pile of books it stands for the his rejection of the whole process.  


Monday 18 March 2013

CONSTRUCTION: Bringing out "FIJ" in Album Cover

Work in Progress


After


After looking at our album cover in more detail we realized that the 'FIJ' didn't stand out as well as
 we liked and hoped. We wanted to bring make it more noticeable and by this we decided as a 
group to change the colour of the title. As of this instead we took the paint tool on photo shop,
 lowered the opacity and began to paint in between the gaps of the text. We decided on 
red simply because it worked well with the red of the shoes.  

We referred to the Killer's album when contracting the front of our digi pack, and we found their use
of the colour red in the font and in the picture itself effective. Therefore, we incorporated this technique
found in real media products and developed on it.



Thursday 14 March 2013

Evaluation Question 1 Script Draft



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

Our music video has one primary function: as a marketing tool, it sells the album. It is a crucial part of a package of products that together launch the album, address audiences and promote the brand, which is the artist Fij. Audiences have certain expectations of music videos, which usually adhere to genre conventions, as does ours, which uses similar forms and conventions found in other indie/alternative artists' work.  We believe that we have made Fij’s brand as part of this genre convincing.

The key to understanding our approach is bound up with Fij's low-key style and the indie genre. First, visual codes, such as Fij's clothes and the teenage world that he inhabits are conveyed through sets such as the skating park, sports field, bedroom and street. For Roland Barthes, all texts can be deconstructed as signs with connotations: for example, Fij wears bright red shoes, which connotes individuality and non-conformity. One key visual code is the suitcase, which the young man packs during the course of the narrative as he prepares to leave his teenage home, activities and friends behind because he is in transition between home and university. This visual code is a strong narrative element, which illustrates Andrew Goodwin’s theory about the relationship between lyrics and visuals.

Our music video observes this convention by delivering the narrative of the lyrics through our “rights of passage” story where 'we have one more year till we disappear'. However, we also amplify the lyrics through the use of stop motion to make shots more visually interesting. We believe that CGI, stop motion and a whole range of digital effects are now expected by audiences across many platforms, so even a simple narrative like ours is likely to have some. We did not have disjuncture between the lyrics and visuals since as a narrator Jonny tells the story of his “last year” before university so therefore it would seem more fitting to have the visuals illustrate the lyrics.

Our star image motif would be Fij’s style, which like other artists such as Lilly Allen becomes apart of the artists brand and trademark. Through his low-key individual style, which is alternative, unobtrusively edgy and clearly student-like, Fij achieves a clear brand image, which is significant for not only media product but also real media products to build upon the artists star image. In this respect our media product uses the forms and conventions of real media products from the indie/alternative genre.

Our media video also incorporates close-ups of lead singer Jonny, which is a common form and convention, found in real media products. Close-ups allow the audience to form a relationship with the Star whilst lip-syncing authenticates the performance of the music video.

Jonny pushing over books: In this sequence, were creating visual codes that symbolize our central characters rejection of schoolwork and its burdens. For Roland Barthes, visual codes are signs with both denotative meaning and connotative meaning. Here, when protagonist of Fij knocks over the pile of books it stands for the rejection of the whole process.  

We also apply semiotics to the car sequence, where the car symbolizes the departure of Jonny and “rights of passage”. Not being treated in a sad way but instead exuberant. When we look towards the future, Fij is looking at the future through rose tinted spectacles.

Through the use of eye contact between Fij and the audience, our music video touches upon Goodwin’s theory, “Notion of Looking” which creates a link between the audience and artists. This theory is found in many popular artists music videos, such as Pink’s Who Knew, where her continual eye contact with the camera places in her in the role of narrator which again strengths the link between audience and artist. As a consumer, you want the artist wants to be relatable too and through incorporating this theory into our music video, we effectively created this link.

Barthes Grain of Voice sees the voice, as a unique instrument and often the vocal grain even possess trademarks that incorporate the star's image. We believe this theory can be applied to our lead singer Fij whose fast rap like verse results in the song having a unique grain of voice.

Finally, our album cover along with reoccurring shots throughout the music video take place in front of a brick wall which effectively gives the impression of an urban setting. As an alternative artist, Fij is seen in often-gritty environments where he expresses his individuality through style.

Long cross dissolves