Sunday, 17 September 2017

A2 G324: THE PURPOSE & CONVENTIONS

THE PURPOSE OF MUSIC VIDEOS:
This is a mind map to show the different reasons why musicians create music videos.
Music videos are also used as Synergy. One big example of this is when music videos feature scenes from a Hollywood movie. Usually the song will feature in the trailer or credits of the film therefore, the music is promoted both ways. 

 KEY WORD - Synergy
the interaction or cooperation of two or more organizations

Ellie Gouldings 'Love me like you do' and Adele's 'Skyfall' were the most popular songs featured in the mainstream hollywood movies, 'James Bond Skyfall' and 'Fift Shades of Grey'.
MUSIC VIDEO PRODUCTION 'IN THE MAKING':


I edited a video of me on Adobe Premiere Pro CS6 browsing through the internet trying to understand more about the fundamentals of a music video. I look at the various stages required for the production, and what makes a good final video. 

GOODWINS THEORY:
Goodwin's theory states that there are 5 key aspects to a music video -
  • Thought through beat (what they lyrics mean to you).
  • Relationship between the visuals and songs. 
  • Narrative and performance of the song. 
  • Technical aspect of the music video.
  • Star image, the use of camera shots and angles to make the individual centre of attention.

THOUGHT THROUGH BEAT - 
The first step is to take a look into the music itself. The structure of the song must be taken into account for example, the chorus or verse. The second step is to recognise the voice of the song as it is very distinct and unique. Roland Barthes theory of the Grain of voice can be related to this, as he sees the voice as an 'expressive instrument' and therefore, able to make associations of its own. Thirdly, Goodwin also points out the artists mode of address, as songs can be seen as stories. Therefore, the artist is the story teller and the audience are listening. 

RELATIONSHIP BETWEEN THE VISUALS AND SONGS - 

These are the three ways a visuals is used to promote a song.
NARRATIVE AND PERFORMANCE OF THE SONG -
Goodwin thought it was important for the artist to be involved in the music acting out as the main character or singer. This helps connect the audience with the artist and makes the song look more realistic. A good example is Katy Perry's song 'ROAR' because she is acting and singing thus, engaging the viewers. 

TECHNICAL ASPECT OF THE MUSIC VIDEO - 
Technical aspects hold the music video together through the use of camera work, movement, angle, mise en scene, editing and sound effects. Lighting and colour help set the mood for the music video and emphasise key movement for a dramatic effect. Mise en scene is a very important part as it can help the work look more professional. 

STAR IMAGE - 
Goodwin referred to the star image as a vital aspect of the music video. The star image is always presented very uniquely by the use of costume, makeup and moves. This helps to promote the artist in public and also helps to create a strong reputation for the musician.

 DIGIPAKS & MAGAZINE ADVERTISEMENTS
WHAT ARE DIGIPAKS?

 Digipaks are a type of CD and DVD holder made from cardboard with an internal plastic holder for one or more discs. Digipaks consist of a gatefold paperboard or card stock outer binding, the common digipaks are usually 4 panels (opens like a book), however, 6 panel CD digipaks are also very popular, which allows more room for the artwork and text information.

 There are many different finishes to digipaks including a matte lamination, spot UV or embossing, each offering a professional and clean finish. These CD holders are most popular in the music industry and have been around for many years however, are less utilised in the current day. The artwork of digipaks ranges between each artist as they tend to make it unique to their genre.

  
ENVIRONMENTAL CONCERNS:
As environmental concerns have become an issue for consumer, businesses and governments, sustainable materials such as recycled card stock could be put into consideration. A paper foam tray for the digipak can also be offered to replace the internal plastic holder with a 100% biodegradable tray made completely out of natural resources. 

This is a 4 panel digipak template and full preview


This is a 6 panel digipak template and full preview
These are different types of CD holders, that are primarily used to keep the disc safe from scratches. This style holder doesn't promote the artists artwork as clearly. 
MAGAZINE ADVERTISEMENTS:
Magazines advertising isn't as popular as it used to be a few years ago, rates are dropped from $23.7 billion to $19.5 billion from 2009 - 2010 yet it is still a crucial way for artists to promote their work. The benefits of magazine advertisements are that magazines have a 'longer life' than newspapers, people may pass magazines onto their friends and relatives therefore, connecting a larger audience and lastly specific magazine title target a certain audience which would help the artist become more recognised. The disadvantages of magazine advertising, are that colour artwork can be very expensive and the distribution can be a lengthy process. 

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