Evaluation Task 1

Camera

Medium Close up

• This is a medium close up. This sort of shot is a conventionally used a lot within music videos.

Here we can see a close up of, chose to use this convention to show the audience the emotions the artist is conveying also helping to demonstrate the emotional side of the lyrics, and bring the audience on a more personal level.

This close up is shownSo that the audience build up Recognition of their star image,It also allows the audience to seeThem on a personalLevel, allowing them to feelCloser to the band member Of Haim.

Tracking Shot

• This is a tracking shot, where the camera moves along a set track on the floor while the artists stays still.

In this video it is used to add visual variety by adding movement and pace keeping the audience interested, also helping to match the movement of the music.

This makes sure that both artists are in shot and shows their equality as a band. It also helps to create depth to a narrow set

Props

Guitar

• Many bands play instruments and the band in our video plays the guitar, a convention that can be found in many music videos is shots of the artists playing their instrument.

Here the guitar is used a prop to signify her emotional connection to her music. The guitar here is representing her music and how it is helping her through a difficult time

Here we use the guitar to show off the talent of the guitarist, it also comes with convention of having a cool and ‘hip’ guitarist.

Performance

Equal positioning• A convention within band’s

music videos is the equal positioning of all band members.

We used equal positioning to show that there isn’t a front man or a leader. This shows the compatibility of the band and therefore fans will want to be a part of this strong group and therefore like their music more. It also means that it is easier for the camera to get all the artists in one shot without one of their heads being too high to be on screen. This can be sorted by the smaller band member to stand on a block leveling out their height.

Here Equal positioning is used to unify the band as one whole product rather than encouraging fans to like a particular band member more.

Breaking the fourth wall

• This convention ( breaking the fourth wall) means that the artist looks directly at the camera. By looking at the.

Here we used the convention of breaking the fourth wall so the audience would feel like the band are connecting directly with them, this put with slow paced editing creates a feeling of intimacy to a fan.

Here the convention is being used to help emotionally draw the audience into the songs feeling of sadness so they remember the song. As she looks at the camera in despair, it is as if she is crying out for help from the audience and they feel sadness and sympathy

Editing

Overlaid shots

• We used the convention to give the music video a mystical feel, as obviously this doesn't’t happen in real life to emphasize the floaty calm feel of the song. It also gives a visual variety, keeping the viewer interested and engages them. It also means that both members of the band can be seen at once doing their different things, for instance a close up of the guitar over a medium shot of lip syncing, shows the audience the two elements that make up the band equalizing them.

In this video the overlaid shot is used to give an impression of time passing, the camera is kept in the same place and the next shot starts to appear on top showing that time has passed, this creates the feeling of boredom, but also creates suspense as we do not know what she is waiting for or what will happen.

This is the convention Of layering one shot Over another and Using opacity to fadeDecide which shotsCan be seen .

Matched the pace of the music

click to viewThis means that the music and the video move together, it also makes it more satisfying for viewers. It also emphasizes the sad emotion of the song.

This convention means that the music matches the pace .

Click to viewIn this London Grammar music videoThe pace of cutting matches the slow camera Movement creating an eerie mysterious Feel to the video

Color

Black and white

Having the music video edited into black and white can emphasize the simplicity of a band, as there are only two of them. It also matches the retro style of music or style (as movies used to be in black and white).

Amy Winehouse’s music video also uses black and white to go with the older style of the music but prominently it goes with the lyrics of the song, ‘back to black’. Winehouse also had a retro image ( for example the sixties beehive), which the black and white signifies.

Set

Plain black background

• A convention of many music videos is the way in which they have a plain black background.

We used a black background because it showed up the silver glitter, which created a mystical world. It also means that the attention is completely on the artist as there isn’t much else to look at. It also gives a midnight like feel, again contributing to the magical atmosphere.

In this video the black background is used to create a large infinite space looking as if it goes on forever, it also gives the feel of a large warehouse because there are no visible walls. This video is probably targeted at teenagers, who often prefer a grungy dark setting.

Lighting

Dim lighting

• Dim lighting is used in Shakira and Beyonce’s music video to compliment they’re skin and bodies creating mystical shadows. The dim lighting is used here to create a sexual atmosphere, as they are supposedly ‘sex symbols’. The light also creates a midnight feel adding to their sexual star image.

We use dim lighting to create a night time feel, this makes the video more interesting as supposedly night is when exciting things happen such as parties, we hope that that subconscious excitement will be transferred into excitement for the record. Quite often teenagers prefer the night time more, therefore as our target audience is teens we chose night time lighting.

This is the convention where a video is lit with a low lighting.

Website

Selling Merchandise

Here on Lady Gaga’s official website, she sells a light up seashell bra. This is a recreation of her famous seashell outfit. This is a way for her fans to imagine themselves as Lady Gaga and therefore create admiration they will then feel a form of respect for her and therefore feel obliged to buy her music and concert tickets. Selling this seashell also makes her fans feel as though she is sharing a part of her life with them so they will feel connected to her on a personal level. Allowing her fans to connect with her will encourage them to buy her music and concert tickets.

We use the convention of merchandise to promote the band, as people who wear them will be advertising them. This is very important as they are a new band and therefore need to generate interest from people who haven't heard of them. It will also allow people to embody their simple basic feel when they wear the t-shirt as it is plain and simple and matches the bands minimalistic star image.

The Digipak

A Picture of the band on the front

Here the band has been put on the front of the digipak as it is the selling point for all their music as the target audience will fancy the band members and therefore this will fuel consumption. The bands image is also helped as they look natural and having fun, which another selling point for all their music and other products.

Here we have chosen to use a basic photo in black and white and minimalistic fashion choices for them, this keeps up their minimalistic, chilled, cool star image. Their face also needs to be on the front because they are a new band so people need to build recognition of their face, so they would be able to recognize them in the future.