Erik question 1

Erik question 1

• 1.
  The use ofmusic video conventions in our video
• 2.
  Andrew Goodwin • AndrewGoodwin suggested that all music videos have different purposes. • Some are used to tell the story of the lyric (illustration) • Some are used to add meaning to the lyrics (Amplification) • And others have very little connection the the lyrics and sometimes contradicts the lyrics (Disjuncture)
• 3.
  Which did ourvideo fall under? • In our video we aimed to have some images that linked to the lyrics in the video, while also adding what could be seen as a deeper meaning to the lyrics. • We went with Amplification! • We chose a very flexible storyline that can be interpreted as insight to a scenario that the lyrics could be covering (the right thing to do) in the end. Our lead singer ends up ‘doing the wrong thing’ (smoking) which could be seen as a slight element of Disjuncture.
• 4.
  Examples from thevideo. This is the shot where you could argue for some disjuncture as she is contradicting what we established the ‘right thing to do’ is. Here we have the lead singer looking very ‘different’ (top right) which, along with some other pictures, add meaning to the lyrics “walking alone” and “won’t mean I’ll come for you” especially because as time progresses throughout the video, she slowly starts to show signs of becoming more distant to the producer.
• 5.
  Laura Mulvey • LauraMulvey focused on the representation of women in music videos. She came up with a quote in 1992 “in a world order by sexual imbalance, pleasure in looking has been split between active/male and passive/female. The determining male gaze projects its fantasy onto the female figure which is styled accordingly.” • In our video we chose to go against this theory as our female singer wasn’t dressed, nor was she dismembered in order to appeal to any males watching. This is how most videos would have this theory proven right! We felt like it was more appropriate that the female was fully dressed to keep focus on the story and not her body.
• 6.
  Carol Vernallis • CarolVernallis studied the type of editing and camerawork in music videos, in comparison to films. She looked into how things like continuity editing are often forgotten about in music videos as they want the audience to focus on what's on the screen. The camera may move in time with the music oppose to being remotely still. She also found that jump cuts and a lot of really obvious edits are used frequently. And a base track is used to give the video structure. • Our video did have a lot of jump cuts, obvious edits and special effects. These are a few of the edits and jump cuts that we used in our video, and small influences of where we got the ideas.
• 7.
  Additional proof offollowing most conventions of a music video. We have the main singer looking into the camera quite often in the video. So overall, our video follow most of the conventions of a music video. And some of the conventions helped put together certain ideas for our video, for example Andrew Goodwin’s theory guided us into thinking about what message we actually wanted to get across to our audience. Also Laura Mulvey helped us distinguish the types of shots that are conventional to the male gaze such as dismembering, which we didn’t use, but we did have a panning shot not to show the females body in the shot, it was used for the movement and flow that we were getting from the song.
• 8.
  Conventions in theAncillary work • In my Digipak, I had started off wanting to use the colours Blue, Black and Yellow because they were colours that were used on the SBTRKT Album: SBTRKT. • But after actually working on the digipak, I changed my original idea from the drawn version to have the blue and the yellow on the front cover, to having just yellow and white. Also I opted to change the block-like font for something more underground because of the genre being electronic/garage, and go for a more graffiti type font called Road Crew because I felt it gave the front panel a much more natural feel for the type of genre influences.
• 9.
  Why I choseto have my CD the way it is • My teacher had told me that I shouldn't have the track-list on the CD because she had never seen a CD like that before, but I showed her that 'SBTRKT' who are of the same genre as our artist had the track-list on their CD and I like the idea. This is breaking some sort of convention for what is meant to be on a CD but I feel like I have a solid reason to have the tracklist on it.
• 10.
  For the Advert • Onmy mock up for the advert I was told that the chosen review's were not very believable for the genre of the album. As the biggest influence for our artist is SBTRKT I did some research into what type of websites and magazines were reviewing their album and chose two: Pitchfork and NME magazine.