2. In what ways does your product use, develop or challenge forms of conventions of real media products?
After watching the music video 'Mercy' by Duffy, we decided that the dress codes used in the video are ones that we felt would be suitable for our own video. We also felt that the subtle use of makeup that Duffy wore, made her look a lot more sophistcated and we felt that by using this style on our own artist would mean that both the look we were going for would be achieved as well as meaning that the audience would not be distracted from what is happening around them, which may happen if a vast amount of makeup was worn. It also added to the vintage look that we wanted to portray. We also decided that the look meant that the artist looked like a mature character and felt that this would be most suitable for our video. We wanted to emphasise the retro look in our video, so copied the idea of the dress and subtle makeup in which Duffy wore in her video 'Mercy'. We also felt that the dress that the artist wore in our video was one that represented the lyrics well, because of the star motif. We also liked the muted and simple colour scheme used in 'Mercy', so therefore went for a similar look.
After researching the different techniques that were used in lots of different videos, we noticed that a high emphasis is normally shown by using close-ups on objects or faical expressions on key lyrics or parts of the song. We felt that this was shown by the use of close-ups on the guitar in 'Black Horse And The Cherry Tree' by KT Tunstall. We incorporated this technique throughout our video, by using a close-up shot on the guitar when the artist tapped it in time with the beat in the song. This meant that the tapping of the guiatr could really be emphasised. This was effective, because it amplified the music and we found that Andrew Goodwin's theory said that close-ups should always be included.
We decided that after watching 'Black Horse And The Cherry Tree' by KT Tunstall, that the concept of two personalties in a video was an idea that could really be emphasised, especially when showing the narrative of our video. In the video 'Black Horse And The Cherry Tree', there were two different characters, whereas in our video the artist was both characters, however the change of hairstyle and clothing meant that they could easily be identified as being different. We felt that we needed to include a different look to the artist in order to incorporate the narrative of her life on and off of stage.
The star motif is one that we wanted to use after hearing the song for our video for the first time. We felt that the stars reflected the glamour of our artist as well as lightening the mood of the video in the parts that were not in back and white. It was also due to the amount of times that stars were mentioned throughout the video and we thought that this could be emphasised by using many different techniques when filming and preparing our video. The song 'Starry Eyed' by Ellie Goulding was a video that we researched when planning how we could portray the star motif and we felt that we could develop the concept of her video further. We did this by not just using 'Green Screening', but by the clothing worn by the artist and the fake tattoo on her arm. We felt that certain lyrics in the video, mentioning stars would be ones that we could amplify by using a starry background.
After watching this video by Katy Perry, it was clear that she did not use Green Screening in the video, but instead used natural looking settings. We found that this was also the case for many other videos withing the indie genre. We challenged this concept by using Green Screening' in our video, firstly because we felt that it would give us a backgroud that emphasised and brought out the lyrics in certain parts of the song and secondly because we felt that it would add another dimension to our video.
After watching the video 'Say You Don't Want It' by One night only and many other videos within the same genre, it was clear that a narrative was present. Most of the time, they would include a scene that it completely in contrast to the rest of the video, so we took this idea and then challenged it. We did this by changing our narrative to be in black and white. We felt that this would show clearly the change in the mood of our artist. Also when watching other narratives in videos, the colour on screen is rarely dull and normally show a happy mood. We challenged this again to emphasise the sadness and depression of the artist at being stood up.
3. What have you learned from your audience feedback?
After reading the feedback that we received from our audience, it was clear that many of them felt that we should have had more people involved in the video in order to make i more interesting. people also commented on the fact that the lighting could have been more interesting during the close-up shots. On the other hand, it was also complimented on about the Green Screening being 'very professional looking'. People also liked the black and white parts of the video as they said it showed a clear change in storyline. I felt that the feedback gained from the audience was very helpful and i think that if we were to make the video again in the future, then a lot of the ideas given to us when asking for feedback could be included.
4. How effective is the combination of your main product and ancillary texts?
When putting together our final digipack and advert, we wanted to make sure that the emphasis that we portrayed was mainly on the change of mood throughout the video, as well as the matching of the star image with the lyrics and the song itself. We did this through the colours and images that we used in the design. We achieved this by desaturating the pictures to give a melancholy mood and using natural lighting to brighten the mood. We used images of stars on each of the pages to again emphasise the motif of a star image and a glamourous artist.
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