Question 1 Essay format

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

The music video I created conforms to some of Andrew Goodwin's ideas on music videos, such as the fact that there is a link between the visuals and the lyrics. This is relevant to my product as I have created literal visual representations of the words in the song. For example, a close up of my models hand is used as she touches leaves on a tree, which could be linked to the lyrics: “give me your hand and I’ll hold it”. The pace of my music video might also link to Goodwin’s theory that music and visuals also intertwine at times. The song I chose “People Help The People” by Birdy is of slow tempo, therefore when editing my music video, I ensured to keep a slow pace, making sure the cuts of shots were on the beat, and didn’t contradict the melody of the song. The fact I filmed my music video with a slow mo effect might also be what made the pace so well fitted with the song.

Additionally, Goodwin states that music videos might also be used to amplify emotions and moods, without completely illustrating the song. In terms of this suggestion, my music video conforms perfectly, due to how the sad mood and sense of loneliness is displayed by both characters in my narrative, capturing the essence of the song, whilst creating a completely new storyline. This grasps the audience’s attention, keeping their interest the whole way through, until the two characters paths cross at the end of the video; where it is revealed they are mother and daughter. 

In terms of the representation, I attempted to create a sense of innocence and freedom within my music video. I did this essentially using mise-en-scene. For instance, by filming the majority of the video in the woods and in meadows, created a feeling of carelessness, which was essential to be portrayed as it fit into the storyline which hints that the young girl had been out all night/day, whilst her mother sat at home worrying. Another way this was portrayed would be in the costume and make up of my model. Dressing her in a flouncy dress, with small brown boots and a pale, clear complexion gives an essence of childhood, reinforcing the idea of the character being care free. This idea complements my song choice as within it are references to childhood memories that could make audiences feel nostalgic: “you kissed the girls and made them cry”.

My music video fits into the indie folk music genre, due to the footage within my product echoing many shots used in music videos for artists such as Birdy and Ellie Goulding. An example of this is my focus on nature. Wide angle long shots of the sun peering through the trees and bushes towards the camera are typical shots that are used in order to create a calm feel to the video, as the songs usually aim to make the listener feel peaceful and content – in contrast to perhaps screamo music that aims to make the listener feel aggressive and tense.

My focus on locations is what makes my music video so visually pleasing. Finding a country cottage to film my last scenes in helps to target my video at the right audience. Those who listen to Indie Folk music will enjoy the outdoors and will also have an interest in country music. Therefore, the locations within my video are easier for my audience to identify with. On the other hand, those who listen to Indie Folk music who live in city areas might find great joy in enduring within footage outside of their normal environment, creating a sense of escapism. My video would essentially appeal to young girls, those from 12-24. This is because the artist Birdy is in fact only 16 years of age. Although her vocals do not necessarily portray this, her lyrics do – therefore largely appealing to those of a similar generation. In result, I carefully picked my main actress to appear as a young girl, small in size and petite. This is so I could ensure that my audience would feel a personal identification with my actress, helping them to feel more engaged with the narrative – which also means my video applies to Bulmer and Katz' Uses and Gratifications theory.

My video reinforces the concept of how the actions you make have an impact on other people’s lives as well as your own, in the form of a linear narrative. The story begins at the start of the young girls journey home, in which we see her skipping and enjoying the walk in a playful manner – reinforcing my concept of childhood. However, the restrictive narrative ensure that occasional shots to a different location where an older woman appears to be worriedly looking out of a window are shown; accompanied by shots of the main character stepping out of the sunlight and into the shadows forebode the negative ending to her travel home. This could make my story slightly abstract, as it is not until the end that it’s revealed this woman is the young girl’s mother; who has been eagerly waiting her arrival home - The use of the sun reflecting through the trees and grass and onto her face gives the character a positive aura, making audiences feel sympathetic for her during her argument with her mum.

Magazine Advert

            Similarly to my music video, my magazine advert conforms to the conventions of real-media products in relation to the Indie Folk genre. The artists name is written clearly at top, ensuring to grasp the attention of fans Birdy. Her name is written in the same way it is on the Digipak – this creates a House Style and a common theme – so the artists products are easily identified each time. The title of the album is diagonally places across the page, so that it sticks in the readers memory. I featured five-star ratings and quote such as: “Quite Beautiful” and “Mesmorising Music” by popular newspapers such as The Guardian and The Times, in order to give the album a feeling of success, which audience members will appreciate as they will know spending their money on this album will not be of waste. The language I used to describe the album fit into the genre, as Birdy’s target audience will enjoy soft and atmospheric music, which I feel the words I have used represent. The image of the old 50’s radio also fit into the theme of my music video, as it is set in that era and also conforms to the ‘vintage’ fashion that my target audience will appreciate. I created one in portrait and one in landscape; this is because I wanted to ensure the album could be advertised I various places, for example, a bus stop advert in portrait and also perhaps a billboard in landscape.

Digipack Cover

            My Digipak maintains this vintage style with the application of tints and filter lights to the photographs I took when filming. Two of the images are of my main actress walking through the woods looking innocent and gentle. This conforms to the typical representations of Indie Folk artists, who are often portrayed as angelic. Another photo is of my actress looking into her reflection in the mirror, whilst wearing dark lipstick and a dark red fur coat. The concept of identity and reflection is something I have used throughout my project, as in my music video my artist looks at her reflection in a puddle. This is because Indie Folk music is often about identity and makes the audience feel self reflective and evaluative of their own impact on society; hence my continuation of this theme throughout.
            The CD holders and back page are all photos of trees/nature. This is because I am trying to convey the tone of the album, highlighting the soft type of music Birdy sings. Target audience members of Indie Folk will instantly associate themselves with albums of this look. The filters on these photos make the leaves and scenery appear sunlit and warm, making the album more appealing and eye catching. I also included a record label logo of ‘Manza records’ so that industrially audience members will begin to recognise the record label and associate it with this genre, helping to advertise the artist and the company at once. The copyright details are also included as well as typical generic conventions such as a track list and a barcode. These all contribute to making my product look as professional and as close to real-life media texts as possible.