q1

When I was creating the video, I researched the conventions from the genre of my own music video which was a slow power ballad. I decided to follow and develop the conventions this genre which I noticed had a mixture of narrative and performance. Throughout Christina Aguilera's song she combined narrative and performance together to show not only her emotion but what had happened to her. Therefore I have followed these conventions and interpreted them into my own video. I have ensured that narrative plays a big role in my video however performance is significant as it shows the audience what has taken place for this song and by doing this you can clearly tell that its a break-up story, full of heartbreak. As the video was a power ballad I wanted the audience to see raw emotion in the video to make it more effective. For example in my video there is a scene in which the couple argue and he pushes her. The mise-en-scene in this scene makes the song more dramatic. In this type of genre there are constant close-ups to show different emotions and to make the audience connect with singer. I have also integrated cinematography in these scenes such as close-ups and mid-shots. The close-ups are there to show how the girlfriend felt towards the situation or her boyfriend. Within these genres there are normally a direct link between the lyrics and the visuals, for example in Lady Gaga ‘Just Dance’ video she says ‘we’re all getting hosed tonight’ as she pours a bottle of champagne onto the floor, showing the audience that she wants to get drunk. I have also made a direct link between the lyrics and visuals by using the lyrics ‘looking down upon me’, have used a high angle shot on the girlfriend (myself) to show that she is inferior and vulnerable. Secondly I had to create a certain mood and understanding between the video and audience by using the mood and setting. I did this by converting clips into black and white to show that it was in the past or dreamy to show that is what she wants. At the end of the video the boyfriend dies and so for this part I converted the clip into slow motion because its very sad and has slow tempo. This is a contrast to the quick pace of editing in the argument scenes within the bridge of the song. We tried to include the video style and iconography often used in power ballad videos by Alicia keys using shots of a playing the piano. The singer is normally the character within the video and it is typical of this genre and we felt that we had to include this. We also thought about what types of costume would be suitable whilst she was playing the piano so we chose something that was glamorous such as a long black evening dress and diamond earrings.

q2

The house style of my ancillary text was black with red and white. I chose this because the black represented the sad, vulnerable style image of the artist. The colour red was used as a connotation of the title ‘Hurt’ and was used throughout the text. However I made the title white as it would stand out against the black background more than red. The video also included this house style as some scenes are black and white however we didn’t use the colour red as we felt it would be to bright for such an emotional video. However we did incorporate a necklace which said love and used this to connote the colour red. Another form of conventions that I noticed was that digipaks and CD covers keep the same colours and fonts throughout the display. I also tried to do this, therefore my ancillary text and poster also unite together as they both have the same font. conventions that I noticed was that digipaks and CD covers keep the same colours and fonts throughout the display. I also tried to do this, therefore my ancillary text and poster also unite together as they both have the same font.Another form of conventions I noticed on digipaks and cd covers was that they often kept the font the same for everything. I tried to do this as much as possible to create an iconography look to her name itself. I also tried to do this with the with the title 'hurt' as I used an emotive font to show more feeling therefore makes it look more professional. I think that my video combined with the ancillary text was effective at showing the brand of the singer. This is because I kept to the house style of sad themes and editing as much as I could to represent the power ballad style of music.

Q3

When I finished the first draft of my video, I posted my video on a website called 'Youtube'. This website is the worlds most popular way to watch , share and upload videos and by doing this viewers were able to comment on my video. I recieved both positive and negative feedback from my audience. I took the comments into consideration when I made my final video and made adjustments to make the viewers satisfied and to improve my video. I have also learned that when you make a video you have to consider how the audience will react and feel towards the scenes.

L&A Evaluation q3

q4

The research and planning First, I downloaded the track of ‘mediafire’, which is an internet software which allows you to download songs. I began my research on my video and its typical stereotype by going on the internet to search the artist. This allowed me to watch the video and discover the ideas of the video. Next I analysed two videos which I found to have a similar concept and genre. I used this information to help construct my own video. I used a camera to take pictures of the locations we were filming at so it was easier to see the location and background of certain shots. I then uploaded all of my pictures on to a blog I created for my research and planning. Part of my planning was to create a shooting schedule for my video. This helped me to organise which days i was going to film. We used the information from earlier resaearch on the stereotype to decide what type of props, make-up and performance we were goping to use within the video. For my ancillary text, I used real digipak’s as well as images of digipak’s from online sources as research for my own digipak. The production As I was playing christina in the video I didn’t get to do much filming however i did help in deciding what type of shots were going to be used such close-up and over the shoulder shot. ‘. This was great fun and I loved playing with the angles. I also used a tripod which was very useful as it helped me keep it the shots steady. I uploaded these shots and the rest that my and began to edit them in 'imovie. After this I exported the video onto you tube and made it public so viewers could comment. For my ancillary text I used illustrator and Photoshop however I searched different sites (lunapic and picnik) for editing images so I could have more options for editing. Then I created the backrounds for the images by exploring different brushes on photoshop. After this they were imported onto illustrator where I was able to add text to the images.

I edited the lighting to make the picture brighter and to enhance the lightness from the shadows.


















This is the result of enhancing the lighting. The picture clearly looks much clearer and more effective after editing.












I placed a picture on the back of the album an I wanted it to merge in with the background and make it look like to one picture instead of an image being added.








Therefor I changed the transparency of the image to make it blend in with the background.














Here is the result from using the transparency tool. It now looks like the image is part of the background.

Permission to use music

This is my email to sony music asking them permission to use the song.

Photos of video

In this scene I used a spotlight to make the audience focus more on the main image, in this case the singer. Using the spotlight it shows a clear image of the artist even though it the shot is taken quite far away.

In this scene the couple are shown to be happy and in love however this was all in the past as the lyrics describe. To emphasis the theme of the past we converted the clip into black and white to show this was her life before.

The shot you see here, has been print screened while cross dissolving into another shot. The reason why I have done this is because it more effective and it flows with the slow pace of the music.

feedback from the viewers

We have had some audience feedback to improve our video. We have used this information to adjust and improve our video. The feedback that we recieved for the video was crucial in making the video better.

Final magazine advert

This is my Final magazine advert. The colour scheme is a basic black and white. I have kept the same colour scheme in this advert the same as the digipak so the audience are familiar with how the artist is portrayed.

draft poster

Final digipak

This is my final Digipak. I have added extra songs on the tracking list and changed some of them to red. On my front cover I changed the whole image from black and white to a normal image and made the lighting brighter.

This is my inside final digipak. I have changed the colours of the text and changed the font so it will go better with the background pictures.

Digipak draft

This is my draft for the front and back of my digipak.

This is my draft for the inside of my digipak.

L&A final a2 video

Images for digipak

Analysis of magazine advert

The name of the artist Wretch 32 and is a new upcoming artist from north london. the word Wretch is used to describe a person who is vile or despicable person. This suggests that he wants the audience to think he is a relentless person and shows off his gangsta image .

The font and lettering is best described as simple,bold and white. The word 'wretch' on the article is in a graffiti styled font.

The artist is standing with his weight on one leg and looking towards the side.This connotes that the artist is 'chilling' and shows he is very laid-back.The camera angle is a mid-shot, allowing the audience to see the majority of his upper body.Wretch' facial expression is very plain and casual as we can only see a side profile.This emphasises the theme of being laid-back. he eyes do not make direct contact with audience suggesting he is distracted by something or just that he is not bothered which adds to him looking carefree. He is wearing a simple white t-shirt and jeans which fits in very well with the 'grime' genre and image.

The dominant image on the advert is wretch himself as he this is what the magazine advert is trying to promote. The smaller image on the advert is cartoonised typical tower blocks of east London which look like they have been graphitised as there is paint dripping from the buildings and onto wretch this connects the two together and suggests there is a strong bond between the 'hood' and himself. This shows audience where he has come from and even though he is famous he will never forget that part of himself. The image of wretch shows him looking to the side where the tower blocks are and the title 'wretchrospective' supports this as it means looking back on the past which in this case would be his neighbourhood.

The title of his album is 'Wretchrospective'. You can already see that he is not conforming and likes to add his own style to things. The artist has got his name from the original word 'retrospective' which means looking back on past events. this may connote that the artist whats to remind the audience of what has happened in the past or what has made him as a person. Dominant colours are black and white which show that he has kept it very simple and plain to go with the care free representation. Wretch 32 has signed with the record label Ministry of sound which is renowned for it dance music tracks productions and the 800 events they put on every year.

The target audience for this artist is young teenagers to young adults as the genre is grime. Grime is usually targeted at these audiences as it is a recent genre.