Friday 12 February 2016
q1
The media product we
were asked to produce was given along with a brief that dictated what type of
music video we were able to make. The brief consisted of creating a music video
that was between 3 to 5 minutes long and could be from any music genre. Once we
were given this information after discussing various ideas with my group we
came to a conclusion that the dance genre was our chosen genre and we had
specifically decided on a song called "I Know" by Shift K3y. The
media products of our chosen genre must include advertisements, a storyline of
some sort and a way in which it represents the artist. The music video for Club
cant handle me by Flo Rida was chosen by myself to take various pieces of
inspiration and for further research into the genre. When analysing this media
product it was clear that there was in fact elements of the music video which
advertised heavily for the movie "Step Up 3D" as the audience were
able to see various dance routines from the movie fitted to the music video
therefore making the movie seem far more appealing and thus creating for sales.
The storyline for the music video showed that the artist was too extravagant and partied too hard for the club in which he was in to control him which also makes the rest of the crowd very excited due to his presence. This music video makes the artist appear to to have a very lavish lifestyle which is evident as at the beginning of the music video he shown to arrive in a very expensive car and throws large sums of money in the air as he enters the clubs. The evidence of the lavish lifestyle continues when the artist is in the club and there are lots of champagne bottles brought to him by women. The music video also shows the audience that the artist likes to lead a fun party lifestyle as he is seen to be dancing in the club and enjoying the music along with his friends.
The storyline for the music video showed that the artist was too extravagant and partied too hard for the club in which he was in to control him which also makes the rest of the crowd very excited due to his presence. This music video makes the artist appear to to have a very lavish lifestyle which is evident as at the beginning of the music video he shown to arrive in a very expensive car and throws large sums of money in the air as he enters the clubs. The evidence of the lavish lifestyle continues when the artist is in the club and there are lots of champagne bottles brought to him by women. The music video also shows the audience that the artist likes to lead a fun party lifestyle as he is seen to be dancing in the club and enjoying the music along with his friends.
Based on this real
media product I had decided to take various conventions that i found, for
example showing a club atmosphere was a major convention that would be included
as throughout research this was a reoccurring scene within every dance genre
music video and seemed to have high appeal to the target audience. While researching the dance genre in almost all music videos analysed there were a large amount of scenes that either showed a party or club atmosphere which meant that in order to make my own music video more conventional it was essential for me to include shots of clubs that i have shot myself. The club atmosphere was conventional as it also includes as conventional aspects such as green strobe lighting and colourful lighting which can be found in every club or party atmosphere therefore add's more connotations of the dance genre into my music video and making it more appealing to my target audience. I have decided to include this scene into specific parts of my music video in order to show the audience how the artist has a different side of my professional life which is shown in the first quarter of the music video, it also demonstrates to the audience the artists choice between his girlfriend and the part lifestyle.
I also decided to include the convention of showing a party lifestyle as I felt that this was another important connotation of the dance genre that the target audience would like to see as the demographic are able to relive their own moments of partying when watching my media product which therefore creates a greater relationship between the audience and the artist. The party lifestyle also links in with club atmosphere previously mentioned as through the club atmosphere the audience are able to see how the artist is leading his party lifestyle by going to different clubs and bars which is evident throughout my music video. The party lifestyle can also be very relatable with audience as they too would have a wide interest in leading a similar lifestyle, so when the audience see that the artist is partying this will immediately create a deeper relationship and will seem more appealing.
There were also relatively large amount of strobe lighting used within the Flo Rida music video which again seemed to be very conventional when researching dance genre music videos, this was again used to mimic the environment of a club which seems to very popular among the audience. As there was strobe lighting used within my inspiration i also decided to include it within my own music video, this was evident in two of club scenes which show both red and green strobe lighting. There was also strobe lighting included in both my magazine advert and digital, in order to create this I had to use Photoshop CS6 and use the line tool to create lines which resembled the other existing strobe lighting, in order to make It seem more realistic I then used the blur tool the make the lines less defined.
I also decided to include the convention of showing a party lifestyle as I felt that this was another important connotation of the dance genre that the target audience would like to see as the demographic are able to relive their own moments of partying when watching my media product which therefore creates a greater relationship between the audience and the artist. The party lifestyle also links in with club atmosphere previously mentioned as through the club atmosphere the audience are able to see how the artist is leading his party lifestyle by going to different clubs and bars which is evident throughout my music video. The party lifestyle can also be very relatable with audience as they too would have a wide interest in leading a similar lifestyle, so when the audience see that the artist is partying this will immediately create a deeper relationship and will seem more appealing.
There were also relatively large amount of strobe lighting used within the Flo Rida music video which again seemed to be very conventional when researching dance genre music videos, this was again used to mimic the environment of a club which seems to very popular among the audience. As there was strobe lighting used within my inspiration i also decided to include it within my own music video, this was evident in two of club scenes which show both red and green strobe lighting. There was also strobe lighting included in both my magazine advert and digital, in order to create this I had to use Photoshop CS6 and use the line tool to create lines which resembled the other existing strobe lighting, in order to make It seem more realistic I then used the blur tool the make the lines less defined.
Using Final Cut Pro X I decided to implement montage editing in order to introduce my conventional editing techniques into my music video. In order to create this
style of editing I used Final Cut Pro X and the various tools it has. The
montage editing was produced placing my scenes into the music video and then
using the blade tool to cut them down so that each scene only lasted for a
couple seconds, I also decided to increase the speed of the scenes to 120% in order
to further achieve fast paced editing. The montage editing also matched the tempo of the beat which meant that after each beat the scene changed, this is another common connotation of many dance music videos which shows that I am further developing the conventions of the genre.
I decided to implement effects into my music video through the use of Final Cut Pro X. There is a large use of the flashing lights effect used in scenes such as the office and club scenes, in order to implement this effect I dragged the effect to the desired scene and then changed the intensity of the effect depending on the scene. I also added tints that included colours such as red, blue, green and yellow in the office scenes and in other scenes such as one of the club scenes in order to differentiate it from the other scenes, in the settings I was able to choose the exact colour I wanted for the tint.There were other filters such as Vignette and the 8mm filter which were included in all of the bar scenes, these filters made certain parts of the scene black in order for the audience attention to be diverted to a specific part. Letter boxing was also used which created a border on the top and bottom of all scenes in order to make the music video seem more cinematic.
On the other hand i have also decided to challenge conventions by showing a large amount of narrative within the my media product, it shows the artist life and the various situations that he is in however although the conventions are challenged it is conventional at the same time as when following the artist's life there are large amount of club environments shown as well as other various aspects of the party lifestyle.
I decided to implement effects into my music video through the use of Final Cut Pro X. There is a large use of the flashing lights effect used in scenes such as the office and club scenes, in order to implement this effect I dragged the effect to the desired scene and then changed the intensity of the effect depending on the scene. I also added tints that included colours such as red, blue, green and yellow in the office scenes and in other scenes such as one of the club scenes in order to differentiate it from the other scenes, in the settings I was able to choose the exact colour I wanted for the tint.There were other filters such as Vignette and the 8mm filter which were included in all of the bar scenes, these filters made certain parts of the scene black in order for the audience attention to be diverted to a specific part. Letter boxing was also used which created a border on the top and bottom of all scenes in order to make the music video seem more cinematic.
On the other hand i have also decided to challenge conventions by showing a large amount of narrative within the my media product, it shows the artist life and the various situations that he is in however although the conventions are challenged it is conventional at the same time as when following the artist's life there are large amount of club environments shown as well as other various aspects of the party lifestyle.
Monday 8 February 2016
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