Final Music Video

Here is 'Drop The World' By Terek 

A TKT production

 

Question four: How did you use new media technologies in the construction and research, planning and evaluation stages?

Question three: Part Three

Video feedback on Printwork

I received some feedback from a member of my target audience on my digipak. This was extremely important because it let me have an understanding of how appealing my printwork was to my target audience.

This is feedback from a 17 year old male who fit my target audience.

After seeing the draft of my digipak, he was not impressed and gave me a lot of different improvements that can be made in order for my digipak to look more professional and presentable of my target audience. As he first stated my digipak being plain, I wanted to make sure that the things I changed would be effective. The colours I have used for my digipak so that the digipak stands out but also keeps it simplicity. The only bright colour I have used is the red. The reason I have used red is to give my digipak more colour so it stands out and as my artist is wearing it in one of the images, to keep the consistency I placed a strip of the same exact red on another panel. 

The title of the digipak is simple. The reason for this is because I wanted it to be intriguing for the target audience. The font is also unusual for it to be easily remembered. This is the same reason it has been placed on more than one panel, I have placed it on the front cover and the inside CD layer as they are the two most eye catching parts of the case and I wanted it to really grab the attention of the target audience.

The top right panel of my digipak is very appealing to my target audience as it is an image of the hammer used in the music video. This immediately hints to what song will definitely be featured on the album, enticing the audience to purchase it. The production logo has been put on 5 out of the 6 panels in the bottom corners as it is not as important as the main image but will still stand out because of the colours used (black, red and white). 

After developing the digipak, I asked to get feedback from the same 17 year old. As he fit my target audience I was intrigued to see if it was now more professional and appealing. 

Question three: Part Two

Part two:

Questionnaire and target audience feedback analysis:

Create your own user feedback survey

The embedded survey bove is the survey I created using survey monkey about my music video. This survey was created for feedback on my music video from my target audience and other members of the audience this video may attract due to the pop conventions that are featured.

Question One:

How old are you?

The age question is the best way to start this survey because it allowed me to differentiate the ages of people that my watch my music video and give their feedback. This survey has had a variety of answers as I expected. My music video has been able to attract an older category of people which is what I expected due to the typical conventions of a pop music video with elements of rap. The majority of the surveys have come from the age group 16-19. 

Question Two: 

Did you enjoy the 'earthquake' effect on the music video and why?

Finding out if the 'earthquake' effect I added from final cut pro was important because I wanted to find out if it had the effect on the audience that I was going for. One of the feedback was no which was interesting. The reason it may have been to long is because I wanted the effect to have it continuously through the chorus as it related to Goodwin's theory, the relationship between the lyrics and visuals. 

Question three: 

Did you enjoy the camera angles in the music video and why?

The camera angles I used were used to be more appealing. Using a variety of camera angle is enticing as the low angles show the artist as more prominent and the majority of the audience enjoyed the panning movement of the camera.

Question four:

Were you able to relate to the artist?

Finding out that the audience were able to relate to the artist is important because it shows the clear convention of a pop music video being showcased. As it shows, a higher percentage of the audience were able to relate to the artist. 

Question five:

After watching the rough cut, are you impressed with the changes made?

This was the best thing to find out for me. The reason is because I wanted to make sure my final video was the best development of the rough cut. The changes I made to my final vidoe were extremely important as this is where I added the effects, such as 'earthquake' and 'Bad TV'. 

Question six:

What was your favourite part of the music video and why?

There has been a variety of answers in this part, ranging from the start to the ending of the video. This is positive feedback as it portrays that the music video is enticing throughout.  My music video is able to maintain the audience's attention as the scenes develop and change. The on beat editing before the chorus drops is effective because it shows a progressive build up. 

Question Seven:

Do you think that the music video expresses typical conventions of pop music video? (E.G. stylish clothes, up beat chorus, vibrant colours)

The feedback at this point was mixed, from the feedback I can see that some people agreed that it expressed the typical conventions of a pop music video. The most interesting comment from the audience was 'it does but in a modern sense as i saw the clothing and lyrics in tune with what we see as pop culture in the 21st century'. This answer in particular stood out as this was the exact look I was going for. Being able to relate with the latest pop culture using the typical conventions of name brand clothing. Name brand clothing is a big part of my target audience's relation with the artist as the clothing is either similar or the exact same as to what they would buy. In addition, it is also seen on such artists as Chris Brown.

Question Eight:

Overall, did you enjoy the music video and why?

Overall, the feedback that I received was very positive, this showed me that my changes from my rough cut were significant in order for my audience to enjoy the music video more. Adding more effects and filter add to the overall fell of the music video, grabbing the attention of the audience at all times. IN addition, I think the artist using direct address for the most of the video made it seem as if he was talking directly to the audience, leading them on to really listen to what the artist had to say. 

Question three: Part One

Question three: Part One
Youtube comments with analysis:

Mobster:
I made sure that the lyrics and the effects used in my music video were complimentary to one another as it would emphasise the meaning behind the lyrics. For example "So I pick the world up", using the earthquake to make the video reality like.

Another reason this was important is it supported the flow of the video. The video was able to have a better feel overall because of the link between the lyrics and effects. I used a wide range of camera angles to portray the way the artist is feeling in different scenes. One of the scenes, I use a high angle shot to show that my artist feels subjected by the world around him. This then leads on to my artists emotions building up, coming to the chorus where he is aggressive through his gestures and the lyrics.

Khaleem:

Making the artist relatable was one of the main objectives that I wanted to achieve. This was possible through the type of clothing and actions of the artist. One of the ways this was possible is through the constume changes. The costume changes enable the artist to relate to the audience from the different items of clothing, for example, in the begining, he is wearing a leather jacket to portray he has his own style of stressing and depict his individuality. as the video continues, he is wearing a hoodie made by the well known company A Bathing Ape, because of the brand, it makes this hoodie not an ordinary hoodie as it is expensive and the majority of people that wear it are artists in the same genre of music. 

Kenzi: 

The differen colour scenes were used to convey the different emotions of the artist, showing the audience how he is feeling at different times in the music video without the artist having to say anything directly. This was done using direct address from the artist himself and the lyrics used show that he is talking to the audience, the use of words like 'you'. Kenzi is right, using the different coloured lights meant to be authentic, it was a better way of appealing to the target audience then just by the lyrics . 

The choreography of the video and effects were timed perfectly together using the marker tool on final cut pro, allowing the gestures of the artist to look as if they are really effecting 'the world'. The reason I didn't place the shots with the coloured lighting all in one part of the video is to show the change in the artist emotions as the song flows.

Referring to what kelz said about scenery, I think I had just enough scenes as it keeps the same theme to the music video and ties in with the song. To many different sceneries could cause a clash between the lyrics, song type and the music video. 

Question two: How effective is the combination of your main product and ancillary texts?

Question one: What ways does your media product use, develop or challenge forms and conventions of real media products?

Question one: What ways does your media product use, develop or challenge forms and conventions of real media products?

Throughout my A2 coursework music video 'Drop The World' by Lil Wayne, I have developed, challenged and followed existing conventions of a mainstream rap music video. Andrew Goodwin's theory states that there are seven key aspects to music videos, some may have more than one, it will also either be complimentary, contradicting or amplifying.

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The first key aspect that I have used in my music video is the relationship between the lyrics and the visuals on screen. The visuals that I have used are to convey the feeling of the world being moved by the artist. The main lyrics to highlight at this point are 'pick the world up', the artist uses hand gestures to portray the world being picked up as the camera also moves in the same direction as his hands. In addition, using the 'earthquake' effect also helped illustrate the anger and frustration the artist was trying to show to the audience.

The close ups of the artist are also complimentary of the lyrics used as the artist uses direct address to connect with the audience. For an artist, using direct address is important as it lets the audience understand how serious the concept of the song is. This allows the audience to become more engaged with the song as they will feel as if the artist is talking to them specifically, making the audience feel as if they can almost relate to parts of the song.

It is important for a music video to create a relationship between the lyrics and the visuals on screen as it allows the audience to understand the theme of the music video and what the message or point the artist is trying to get across, this is easy to achieve when the lyrics and visuals are complimentary or amplified.

An example of this is from 'Last Friday Night' by Katy Perry, in this music video the lyrics are complimentary of the visuals as she explains all the mistakes and experiences from a party she went to, making it clearer to the audience by using her visuals as a flashback to last Friday night.

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Andrew Goodwin also mentioned that a key aspect is the relationship between the music and the video, this can be achieved as the video will fit in time with the music. In my music video I have been able to accomplish this because of the fast paced beat of my music, I have been able to use on beat editing. On beat editing is having changes in the video in exact parts of the beat changing to give further effect to your music video. I have been able edit my video and fit parts of it in time with the music. This was one of the reasons my artist was able to use actions and hand gestures on certain drops of the beat. In addition, the shots leading up to the chorus are intentionally calm. This is to show the juxtaposition of the artists’ emotion. This is so the artist is able to get his message across without seeming angry about the situations that occur in his life. However, the chorus is very aggressive and upbeat to show that the artist feelings are coming out.

An example from 'Walks Like Rihanna' by The Wanted is where the video and choreography in the video have been structured to work with the song. This has allowed the music video to feature on beat editing and have smooth transitions between shots.

3

Goodwin also stated that another aspect that music videos featured was that a genre would exist throughout. In addition, he also stated that artists chose specific props and costumes to fit into an already existing genre. The typical conventions of a pop music video is following trends, the clothing will be quite fashionable and extravagant. In my music video I have used trendy and well-known brands to make the artist more appealing to the audience. Furthermore, using well-known brands also helps my artist become more relatable as the audience may own or wear similar items. This is done by many of today's artist. For example Chris Brown, Drake, Future and Quavo. I use this convention of real music videos as the artist wears hoodies from brands Hollister and A Bathing Ape, both known across the younger members, enabling them to feel as if they are able to identify with the artist.

 I chose to challenge the typical convention of rap music video as my video did not feature any women. the reason for this is because it would ruin the seriousness of the video. In addition, I also made sure my artist did not have on any jewelry on in the video as that is not the way I wanted my target audience to be able to relate to the artist.

4

Another important aspect is the several close ups that artists used during their music videos. This is seen as artistic branding. For an artist, it is extremely important for their face to be known to their target audience, the close ups allow the audience to pick up on the emotions and gestures of the artist. Within my music video I use close ups and extreme close ups for maximum publicity. This would allow the audience to connect with the artist, identifying themselves through the artists’ emotions.

A real music video example is 'Beautiful' by Eminem, where the close ups are used to develop Eminem's personality to the audience as the song is more sentimental and has a more meaningful message. The close ups in this video are used for an artistic portrayal. My close ups were also used to show the type of weapons that the artists are holding, immediately drawing in the audience as they will start to have unanswered questions. In addition, this will also show the target audience the anger of the artist.

5

Goodwin also suggested that an artist would have a signature part of their music video that will be featured in the majority of their videos, this can be done through their branding or their unique style. I have developed this idea as my artist uses branding to being outgoing and for the audience to relate to him as a normal individual who shops in similar places. Furthermore, the artists persona makes him more relatable.

An example is Michael Jackson. Michael would were extravagant and vibrant outfits as his unique selling point to the audience, along with a video that had an amazing story line. This allowed him to be more memorable and easily recognisable. Another style of star iconography is having a similar look to all your music videos. This allows the audience to instantly know who the artist is. This is done by La Roux as she uses unusual make up and songs in more than on music video. This portrays the type of unique selling point she is going for and is most comfortable using.

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Goodwin also mentions that an aspect that may be used is voyeurism. Voyeurism is something that is unusual for the audience to see that can be described as explicit or confusing. Within my music video I have included voyeurism as the CCTV effect makes my video look distorted and look as if something has happened with video. This will give the sense of the lyrics being put into action as the artist says ' I know what they don't wanna tell you', this effect portrays the artist being serious as if who he is talking about is trying to make the video malfunction. It also give the audience the feeling of privacy being breached as if what the artist is sharing with the audience could be incriminating.

A real music video example of voyeurism is from Rihanna in her song 'Stay'. In this music video, Rihanna is seen in another light as she seems to be vulnerable which an unusual style for her. Furthermore, there was also small parts of nudity used as the scenes take place in the bathroom. This added to Rihanna as an artist because it allowed her audience to see her in a different situation form her previous songs, appealing to a wider audience.

7

Lastly, music videos can also convey intertextuality as the music video may contain other forms of media, this is to appeal to a much wider audience as they some may be able to make sense of other situations that are mentioned and relate to them.

An example of this is We Made You by Eminem as he continuously refers to the news of people and makes a mockery of it. The main reason artist do this is to gather a larger audience because of the information that he may mention. This can range from news about other artists to problems going on in the world.

I did not use intertextuality in my music video as I wanted to challenge this concept and make all the work in my music video my own. I was able to gather knowledge and inspiration on the outfits used after doing research on artists with a similar genre.