Numerous YouTube vloggers will post their reactions to new releases and music videos, this whether positive or negative will show their growing audience and the production company of the music video what the audience likes or dislikes, they can then adapt their music videos to the new trends and audience preferences, submitting to the codes and conventions. Throughout the video Dante D'Angelo comments on how Demi looks and how she is also promoting all sorts of products. This makes it seem important and so the production company will continue following that path of marketing, making the artist even more popular. Because Dante is posting these reaction videos it is promoting and marketing the artists music video at the same time, however this is not always the case as the vloggers can either do a positive review or a negative review, which has the potential to ruin the artists career. We intend to create our own reaction videos with our target audience for our music video and upload them to YouTube to ensure that we are following the codes and conventions of what our audience expects.
This magazine follows the codes and conventions of magazine covers as it contains the title of the album and the name of the artist. However, the font used is the same and this challenges the codes and conventions. In fact the same font is used throughout the cover it is shown to be different colours and sizes. Furthermore, this also shows the release date of the album which is always shown on a magazine ad. The image of the artist being shown allows for the audience to relate to who the audience is and it also allows for the artist to be shown in a specific way that would suggest the indie genre. The shallow focused used in this image also presents the idea of the ad looking professional and brings focus to the artist. This is important especially with this AD as it from when Tom Odell was a new up and coming artist. This ad also shows the record label and creates customer appeal through showing the album have won awards. This is important as gaining audience appeal through showing awards makes the audience decode that this is something they don't want to miss as it is good enough to win awards that they know about, for example, knowing it has won a brit award. This would also appeal to the target audience as when people look at the artist they will be able to relate to him and understand his age and style. This means that people of similar ages and fashion style will want to listen to the album as they can relate to the artist and he may have similar views to them about the world and music. Finally, as with most ads this one also has an easy access website at the bottom of the poster in small print. This allows for the audience to be able to access information about the album easily and allows for the album in a way to sell itself.
From this feedback we have learnt that we need to improve almost every factor of our music video as it is of poor quality and their are no good camera angles and movements, this means that we will be re-filming almost everything and re-editing the parts that need the most work. This will make our video a success because it shows how we have thought it through and we will be evaluating all of our decisions in the future.
We can also see that our narrative theory does not come through clearly to our target audience and so we will be working on that so that it is shown throughout the music video and not just some clips.
Overall we need to make all of our shots a lot more creative with the mes, cinematography and editing.
I think that the CD's that stand out the most at the HMV store was the Ed Sheeran divide cd because it is bright blue and eye catching in its contemporary style. Another interesting cd case that stood out is 'our generation' by Tokio Myers since it is blood red and draws in the customers eye, intriguing them. X by Ed Sheeran follows the same design pattern as his divide cd. this is very interesting because they are both in very bright bold colours.
Beautiful Trauma by Pink - As seen in the image above, the graphological features of this Cd are very interesting because it follows the graffiti genre, making it seem rebellious and outstanding to the image behind it. The image of Pink shows her in a oversized pink lined white coat, this stands out and draws in the customer, as well as her studded bodice which contrasts to the oversized jacket since it is tight fitting. The back of this cd contrasts with the front because it is rather dark compared with the right light front. It is the pop genre so the audience would expect a light cover like the front so the back subverts audience expectations.
Reputation by Taylor Swift - This Cd cover clearly shows how Swift is sick of being swarmed by the media, and their opinions are slowly becoming part of her, this is portrayed in the overlapping newspaper articles merging into her image. Because the image is in black and white it conveys how Swift no longer has the joy of life, since her previous album covers have been very colourful and vibrant. The inside left cover shows a side portrait of Taylor swift. This could show her as trying to call out those who called her two faced. since this song genre is pop the audience would not necessarily expect to see it in black and white, subverting their expectations.
Human by Rag 'n' Bone Man - I find this Cd cover the most interesting because it interlinks his persona 'Rag 'n' Bone Man' into the image, making it seem sinister and a lot darker, drawing at where his humanity has gone. However because he has his eyes closed it could possibly portray that he is in a happier place than where he is in reality, this could be very optimistic for a potential customer. Because this is a rap genre the audience expectations have been fulfilled because of the dark cover and gothic lettering, similar with Stormzy's cover of gang signs and prayers.
www- This video is good in terms of editing as it shows how editing can be used to add interest to a video. Furthermore, it is also good because it uses simple costuming and makeup to put the focus on the image of the artist.
Ebi- The video could use more interesting locations even though this is not needed for this video as their is such a heavy focus on editing.
WWW- This video is good because it uses green screen throughout and shows how simple editing can make a video interesting and creative.
EBI- It could use a wider variety of shot types to make the video more visually pleasing.
The music genre our music would generally follow is narrative/ concept narrative. Examples, of narrative videos are:
This video follows narrative conventions as it starts by trying to tell a story. This story thus gains the audiences attention. This follows Todorov's theory in a sense as it begins somewhat happy and then audience sees the boy lose his brother. This music video shows genre through the use of shots that highlights the importance of the boys in the story. This is done by them commanding the edit and the camera movement.
Editing, Cinematography and M-E-S:
How is this video creative?
This video is creative as it uses a number of post production effects to highlight the importance of the storyline, for example, the ghost like reflection in the Mirror. The use of these effects are important as it adds continuity to the storyline and helps with audience understanding. Furthermore, the creative way in which the focus on the boys is created is also important as it allows for the audience to follow their story in a interesting way. The special makeup used in this video is also creative as it brings the M-E-S forward to the audience and makes it more interesting as well as creative. In my music video I could also use post-product effects and editing to make the video more visually interesting to the viewer.
A narrative music video also tries to provide an emotional connection for the audience. Usually through the use of children or young people that the audience may be able to relate to. For example, the audience in this video may be able to relate to her inter conflict of wanting to be powerful. This video shows genre of the concept of her wanting power through the use of her not commanding the edit, but in a sense she is allowing the camera to follow her rather than commanding it to. This allows for the audience to understand the genre as they can decode she doesn't have enough power in the shot to command it, which suggests why she needs the costume in order to feel powerful.
Editing, Cinematography and M-E-S:
How is it creative?
This video is also effective in the way is uses bright lighting to suggest the girls innocence, which further supports the concept of her fighting for power. Furthermore, the M-E-S, such as, costuming also supports this idea as it allows the audience to decode the idea that she wants to have the powers of a superhero. The lighting is also effective as the glare on the camera lens makes the video more visually appealing and adds depth to the shot. Finally, the colour isolation that is used on her eyes is also effective as it shows her inner emotions. In my music video I will also use colour isolation and it brings more visual appeal to a shot and highlights key aspects.
Narrative videos also tend to have direct connections between visuals and lyrics, however, if these connections aren't direct then they can be inferred. For example, in this video the idea of being far away can be seen through the fire fighter who does not get to spend a lot of time with his loved ones. This video shows genre through the concept of fighting for love. It is shown through acting that even though the firefighter knows that his loved one does not what to see him go that he still goes because he wants to save lives.
Editing, Cinematography and M-E-S:
How is it creative?
This video is creative as it uses natural sources of lighting throughout the video. This includes the use of bright sunlight, but also firelight, which makes the visuals link to the firefighter at all times. This also makes the video more aesthetically appealing. Furthermore, the use of a focus pull allows for the viewer to see the importance of the phone call at the beginning of the video as this focus change directly diverts the visuals in the video. The video also uses an effect which makes the edges of the screen faded. This is creative as if it gives a softer look to the video and provokes the viewer to put thought into what they are seeing and decode it. I will use these ideas in my music video by using natural lighting from flames also to make the visual look truly effective.
Facebook Page - This feedback will help us develop our thoughts on what should be included in our music video, including the new creative ideas that our audience comes up with.
1. Firstly I'd use the tools available directly through YouTube. For example, provide a detailed and accurate title and description to each of my videos, and associate tags (keywords) that are directly relevant. 2. Or I could use a call to action within one of our videos to encourage people to like, rate, comment on and share your videos. 3. I could begin by promoting our videos to the people we know, including real-life friends, relatives, customers and clients. Asking them to watch our video(s) and share them with their online friends. 4. I'd take advantage of the power and capabilities of the online social networking sites to promoting our videos. As a spokesperson for our company, for example, become active on Facebook, Google+ and Twitter, as well as other relevant services. But I must be sure to create an online presence for our business on Facebook and/or Google+, and then use that presence to promote our videos. 5. Incorporate our videos into our own company’s website and blog. 6. Share links to our videos with our existing customers or clients via opt-in email. 7. Use public relations techniques, such as using press releases to contact bloggers, editors, reporters and producers in order to generate free media coverage for our videos in mainstream media, as well as in blogs that cater to our target audience. 8. Get our videos (and our YouTube Channel page) listed with the major search engines, including Google, Yahoo! and Bing, and then focus on SEO strategies to get the best possible listing placements. 9. Try to collaborate on videos with other companies that are already utilizing YouTube effectively and that are targeting the same audience, but that are not in direct competition with us. This will allow us to capture the attention of our collaborator’s viewers and subscribers. 10. Start promoting our YouTube channel within our company’s printed catalogs, brochures, and sales materials, as well as within its existing traditional advertising. 11. Consider paying for keyword advertising on Google, Yahoo!, Bing and Facebook. Google AdWords for Video is also a very cost-effective and powerful tool for promoting YouTube videos. 12. If we have the budget, hire a YouTube video marketing company to help us plan and implement an online promotional campaign for our videos.
To create a succesful music video you must correctly use the platform you choose to upload the video onto. The most important element that is needed is an effective title and description as this is how the audiences attention is first grabbed. Secondly, creating a partnership with YouTube may be useful as this will mean they will directly promote your videos on videos that are similar to yours. This is the same with making the most of your connections with people that are creating similar content to you as those who post similar videos may be willing to swap promotions with you. Promoting on other social media websites is also important as this allows for the video to meet audiences that don't just use one social media. This also allows for free marking and promotion as people share the video. It is also extremely important that any video posted shares a similar logo or icon as this will allow for people to easily see connections between different videos by the same artist or director and if they have enjoyed one video they may be willing to also what a similar video by the same person as they know they successfully entertained them before.
Todorov's three stage theory - Equilibrium - everything is happy - Disruption - there's an issue - Resolution - everything is resolved For our music video - Equilibrium - In a relationship before the music starts - Disruption - get into a fight as the music starts and drowns out into the lyrics, he 'needs something new'. she runs away and gets lost... drowning imagery- blindfolded 'why cant you see' - Resolution -they find each other since he realises that they 'cant fight on their own'
The equilibrium in this video is until 3:11 where it shows the 2 girls just enjoying themselves. The longer takes imply a sense of calm and rest. The disruption then comes when the 2 girls end up kissing and the boyfriend sees this. The resolution begins at 3:58 when the boyfriend is knocked unconscious and the 2 girls then make out and accept their feelings for one another.
Levi-strauss' binary opposites theory - male vs female - good vs evil - black vs white - These opposites create conflict - he was not interested in the order of events - he looked for deeper arrangements of themes For our music video - sight vs blind - they're both at crossroads - she is blind but he can see - tonnes of extreme close ups of people with blindfolds - at the end of the song they slowly take them off in realisation
This music video portrays the Levi-strauss' theory, the use of black and white shows how he is stuck in his own thoughts.
A music video that uses this theory will start out in the equilibrium phase. This involves the narrative being at peace and everything being seemingly happy. For example, a couple before they are about break up. Next there is a disruption to the narrative and an issue arises. In this example, that would be the break up itself. This disruption creates the main body of the music video and usually is responsible for making a storyline creative of interesting. Finally, the problem is resolved and the video enters the resolution phase. This brings a 'happy' ending to a video and eases the views emotion. The resolution brings the video back to the equilibrium phase. A music video could possibly go through this cycle a number of times, but usually it only noticeably happens once. In this example the resolution would be the couple getting back together and solving their issues. In summary the three stage theory is:
- Equilibrium - everything is happy - Disruption - there's an issue - Resolution - everything is resolved
For our own video: We could show the disruption through a home that becomes broken and this family break has an effect on everyday life. By the end of the video everything could have been resolved and shown that the break down didn't effect the person future as they now have their own happy family.
An example of a music video that follows this theory is:
The equilibrium in this video is the first 53 seconds of the video where it seems like the two men are just searching for something with the touch. This is also shown through the use of longer takes, which imply the idea of calm. The disruption then comes after this point when they try to abduct the girl. The disruption then is shown through hand held cameras and short shots which quicken the pace of the video. The final resolution begins at 3.46 where the man and women get away from the older man once they have knocked him out.
Levi-strauss' binary opposites theory This theory creates a conflict in a music video through the use of opposites. This theory is not focused on the events being in order and it looks for deeper arrangements of themes. Not focusing on the series of events allows for the conflict to be focused on and easily be decoded by the audience. Examples of opposites that can create tension are: - male vs female These opposites usually focus on a power struggle between a women being less powerful than a man and the man being able to command the edit while the women is submissive to the editing. - good vs evil These opposites usually focus on the fight between right and wrong and tap into the moral standing of the audience to create interest. - black vs white These opposites are usually used to represent deeper ideas for example, black and white can also be used to signify the past vs the future.
For our own video: We could show through male vs female how life is different for either gender and that the other "can't see" the hardships of living either life. An example of a video that follows this theory:
This video shows the idea of binary opposites by presenting the binary opposites of two different body types together in one video in order to create conflicted between the thinner people and the other people in the video. This conflicted is created through dance choreography and the way in which the two body types are dressed. The audience decodes this as the people who are dressed in plastic as fake and the others as genuine people which causes conflict in the viewers mind.
