Combination of Main Product, Advert and Digi-pak

How effective is the combination of your main product and ancillary texts?

The combination of the main product (music video) and ancillary texts are linked together through intertexuality. Intertextuality is a postmodernism concept that defines the relationship between the products.

Each product shows intertextuality as we have used images on the advert for the music video as well as the Digi-pak. This is used to make sure the advert sells the Digi-pak , as the audience will recognise the Digi-pak from the pre-released advert. The intertextuality is important as it will allow the targeted audience to be aware of the Digi-pak once they have seen the advert, as the image from the advert would be easily remembered. If the audience were more likely to recognise the Digi-pak album it would increase sales revenue of the album and result in being more successful.

We also used the phrase “dance your cares away” in our music video Digi-pak and advert; this phrase is used to capture the attention of our audience. The slogan is used to sell the artist personality, as their personality is portrayed as being “care free”. The more we use the slogan the more memorable it will be to the audience so the audience will be less likely to forget about the music video and song. We chose this specific slogan as it portrays the artist to have an optimistic attitude which we feel will attract more of our target audience.

The colour red is bright and eye-catchy, we used red font for our phrase and on each of the products we produced. For example in the music video we have shots that include the “Dance your cares away" posters in red font. The use of colour is also another way we used intertextuality to increase the way in which the products compliment each other in making our product memorable and noticeable.

Incorporating intertextuality in our products increases the chances of our product being more recogniseable and attracting wider audience. We hoped that this would also help our product to be successful as more of our target audience will be aware and therefore buy our product.

How artist in the the R'n'B are represented

HOW R'N'B' ARTIST ARE REPRESENTED IN THIS GENRE.....

Representation Of Genre 1

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Representation Of Genre 2

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Narrative Theory

Narrative Theory

Narrative theory is a method of deconstructing the narrative of a text in detail.

Propp

Propp studied folk tales and legends from many different countries and noticed that they tend to have a similar trend. This trend being that they seemed to be about the same basic problems and the same basic character types cropped up in most of the folk tales. He focused on the way the characters appeared as types rather than individuals. Some of the types being :

-The villain (opposes the hero)
- The hero
-The donor (helps hero)
-The dispatcher (also helps hero)
-The false hero (tempts the hero away from quest)
- The helper (helps hero)
-The princess (who is the reward for hero)
- The father (who rewards hero for efforts)
-The victim (hero tries to help)

From looking at Propp’s theory I found the artist in my music video would be defined as the victim. The narrative of our story being a victim who seeks for a way to escape from her problems, this is then done by the character dancing to relieve the stress and free herself from her problems.

The narrative is also broken down by Levi-Stauss’ theory of binary opposites . The binary opposites being happy and sad emotions, the speed of the cuts being slow and fast is used to emphasise the emotions of the characters and create a more realistic narrative.

Barthes theory was also incorporated into our narrative, he believed the audience produces new meanings”. We wanted our audience to interpret our meaning correctly, this was achieved by using close-ups to show the victims suffering.

“There are five stages to a narrative”- Todorov’s theory
-Equilibrium
-A disruption of this equilibrium by an event
-A realisation that a disruption has happened
-An attempt to repair the damage of disruption
-A restoration of equilibrium

Researching Todorov’s theory we found that our music video is fragmented as it does not follow the five stages of Todorov’s theory. The narrative of our music video is broken down into 3 scenarios as we use camera cuts to show how each of the characters are affected from their problems and how it is solved, our story does not follow one simple storyline.

Goodwin's theory.

Goodwin's Theory on What Distinguish Music Videos:


1.Links between lyrics and visuals with lyrics either complimenting, contradicting or amplifying


2.Genre characteristics


3.Intertextual reference


4.Notions of looking (objectification of women)


5.Voyeurism (direct gaze, other people looking at artist, insight into artist life, screens and mirrors)


6.Demands of the record label i.e. Demanding a lot of close-ups of the artist.


7.Performance based, concept based or narrative based music videos.





Genre Characteristic & Objectifying of Women- Beyonce, Lady Gaga, Video Phone

These pictures so the common characteristics of a music video from the R'n'b genre, these images show how women are objectified by the way they attract their target audience. The target audience is attracted by the nudity that is shown on screen which is used to capture attention and appeal to the audience.

Links between lyrics and visuals

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Voyeurism

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Demand Of The Record Label

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Digi-Pak, Draft and Final Version Analysis

Digikpak 1

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Final Version Of Digi-Pak

Digipak Faded Version

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The reason why we chose this design to be our final version of the Digi-pak was because we found this version sells the artist. The draft version above does not include as many pictures as the final version.

As we found from studying R'n'B genres, the main aim of this genre is to sell the artist. Using our Digi-pak I think we managed to achieve this as we included close-up images of the artist.

Our front page design:

Conventions of R'n'B Album:

On the left inside panel of the Digi-pak we managed to merge together the artist picture as well as the slogan we used through out the music video. We found this to be an advantage as we were able to link the Digi-pak with the music video making the video and Digi-pak more memorable, as the audience is constantly reminded of the slogan. Because the audience will recognise the artist they will be able to instantly link the slogan to the artist, which is again shown on the left inside panel of the Digi-pak.

Front Page:
For the front page of the digi-pak we wanted to attract as much attention as possible. The front image is a large image of the artist with the name of the album “euphoria” this again is portraying the artists attitude, as euphoria means happy. We followed the common connotations of an R’n’b album cover, the close-up picture of the artist looking into the camera. This would appeal to our targeted audience, as this audience is familiar with the conventions of R’n’b albums. This would then attract more of our audience.

Back Page:
The image used for the back page of the Digi-pak, shows the artist to be fun and crazy, this is where my Digi-pak challenges the conventions of an R’n’B music album.

The image below shows how our Digi-pak challenges the conventions of a R'n'b album.

The artist has her head tilted to the side, this signifies that the artist is not very serious and is more laid back.

She also has a part of her bra showing, this is to give of the impression she is of the rebellious type.

The posture of the artist i.e. the artist having her hand in a claw pose with her tongue sticking out shows the audience she is very out going and a vibrant character.

Evaluation - forms and conventions of real media products

In what ways does your media product use, develop or challenge forms and conventions of real media products?

My music video is in the genre of Hip Hop/R’n’B, whilst researching this genre I found that the common connotations found in a music video of this genre are often females

dancing in night clubs, being portrayed as "sexy" and promiscuous. This was found from analysing different digi-paks, album covers and adverts of the Hip-Hop music genre. As seen on the album ‘stripped’ by ‘Christina Aguilera’ the image on this album is of her centred in the middle of the album with her body being quite revealing, this is used to sell the album by attracting audience attention.

As stated above we found artist of this genre are shown dancing in night clubs, we challenged this genre by showing the artist dancing on the street. This was used because is gave the impression to the audience that you can “Dance your cares away” wherever you are and whenever you are feeling down, you don’t need to be in a night club to do so. This technique of challenging the idea of common setting of this genre was used as a way of relating the artist to the audience, making the audience more attracted to the artist shown on screen.

We have included some of the common connotations of the music video as we wanted to maintain the genre of our music being R’n’B/ Hip-Hop. In our music video we did include a lot of close ups of the artist as this is often found in a music video of this genre as another way of selling the artist. Although the use of close-up camera angles was used in our music video not only to sell the artist but also making the artist emotions obvious to the audience. From the audience feedback we received, we found that the audience had trouble understanding the meaning of our media video, however we chose not to change this because it kept the audience inclined to watch the video as they wanted to try and discover the meaning of the video as they continue to watch it.

In hip-hop videos you often find them to be quite serious, as our music can be seen as serious through some scenes, we tried to introduce some humour by involving the public in holding up “Dance your cares away” posters.

My music video challenges the ideology of having the artist miming the lyrics of the song whereas R'n'B music videos often include this connotation. Instead we focused on the way the artist showed meaning by her actions throughout the video. Focusing on this idea we thought we would be able to sell the artist more as the audience would be more interested in the meaning of video, rather than seeing the expected artist miming lyrics of the song in an average hip hop/R'n'b music video.

Although we did challenge some of the normal conventions of the hip-hop genre in our music video, we kept the common connotations of an album from this R'n'B genre similar to ours. We did this by having the artist centred on the album cover as shown on the album ‘I’m not dead’ by the artist Pink. We used this image of the artist in order to make the album easily identifiable to the target audience of the R'n'B genre and therefore result in selling more albums.

The main focus of our music videos is to sell the artist; we achieved this through our music video creating anxiety for the audience as they want to watch the music video more and more to understand the meaning. We also ended our music video on the artist being happy this was showed by a long shot of the artist shown dancing on screen with other her friends; the camera then zooms in to show a close-up of the artist smiling. As the artist is shown to be sad through previous scenes in the our music video as a way of the audience being able to relate their personal life issues with the character on screen, the close up of her smiling is used at the end so the audience remember this character as being positive. This may encourage the audience to buy the album as they are motivated by the personality of the artist shown on screen.

Evaluation on Audience Feedback

AUDIENCE FEEDBACK AND EVALUATION ON WHAT I HAVE LEARNT FROM THE AUDIENCE?

Link to Audience Feedback on YouTube:

http://www.youtube.com/watch?v=LGpz-iOnXcI

dyllanwright

0

Repl

"I really enjoyed watching this music video. I liked the suspense in waiting to find out the meaning/story behind the video. I think the meaning can be a bit more clear though. I also liked the message "dance your cares away" it sounds very happy and i must admit i wanted to start dancing. This video makes you feel sad and then happy, its very mood changing. :) "

Review of feedback:

Audience feedback is an important aspect as it allows us to cater specifically to the audience and enable us to attract more of our target. Audience feedback allows us to better our selves. YouTube has allowed us to obtain audience feedback from the audience, by the use of audience taking advantage of the blogging forums.

Music Video - Audience

We filmed an audience watching our music video; we did this in order to capture the reactions of our audience whilst watching our music video. We found that where we had the women holding the "Dance your cares away poster" this was found to be the most humorous bits in the video as it was so unexpected compared to the seriousness of the music video narrative.

Individual Feedback For Music Video

From these individuals we found there was a common trend of them finding the meaning not clear enough. However we chose not to change this aspect of the video as we found it to be a way of capturing the audience and keeping them interested, as it makes them want to discover the meaning as they continue to watch the video. Taking what the audience has said into consideration if I were to re-make this video I would change the way the meaning is delivered to the audience.

We also managed to find strengths and weaknesses of our music video, the weaknesses in our music video were that the audience found it hard to understand certain scenes, such as why there was the contradiction of happy people in one room and then the camera cuts to one of the main characters sitting in the toilet eating. We could have made this more clear by using more than one cut to show the binary opposites of happy and sad, which was used to create more of an emphasis on the characters emotions. However our strengths of our music video were the affects it had on the audience, i.e. at the start our music video creates sympathy for the characters this is also done by the long cuts on screen, then towards the end the audience feel happy for the characters shown on screen. The relations the audience have with the characters on screen is a main key strength in our music video, this was found from audience reactions of watching our music video as well as the individual commentaries.

Overall I think the our video was successful as I managed to obtain the attention of the audience, although it can also be improved by establishing the characters problems sooner.