MEDIA STUDIES-EVALUATION

Sibora Sokoli

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

Group 22 has created a music video originally by Naughty boy ft Emile Sande. This a short music video that features the song Wonder and imagery to promote Athena our artist. Sometimes music videos also have artistic values. We are trying to extend outlets. And create a source of income and to try extend synergy. In essence it is our marketing device that is also promoting the sale of music records.

In order for our music video to be successful we would have to follow a few important conventions. These are to show of our artist Athena, invoke a reaction of viewers so that the song is memorable, to show what Athena is all about- we would do this through showing her personality. And without a doubt to show Athena in a positive light. Make the genre of Athena's music clear.

Forms and conventions change depending on the genre. For example in Pop the performance is based around choreographed dance or narrative story line that connotes the lyrics. The tone tends to be up beat, fast paste and bright. Artist tend to be trendy. And pop videos tend to be fun, lively, energetic. Who tend to attract a young audience. An example of a pop group are The Saturdays.

Mise-en-scene in our music video is was used effectively. Firstly our locations were a pub and a park. These places indicate that the artist is a free spirit who uses the art of music to express herself. This then indicates that our targeted audience are young people aged 16-22.

Group 22 has not used much props but those we have used are; a piano- shows the artist to be talented and is passionate about music and is not involved in the music industry based on the profit alone. Lit candles are used in the opening it illustrates ‘truth’ the sincerty of Athena. It also indicates new life. Athena is a new artist and this is a good way showing the audience that we should follow her ways as she will lead them and be a good influence.

Most importantly Athena wears various of dresses showing her feminine side. We represent her to be innocent and gentle, angelic. Compared to other artist who are extraverts.

The use of forms and conventions

These two pictures are part of Athena's Mise-en-scene. The wrist bands are of concerts Athena, showing her personal experience with music and a fan of other artist she adores.

The candles represent so much and viewers can interoperate in their own ways. One being to believe in yourself and there is always a light to lead you, as people trust their eyes more then any sense.

Varied Instruments are used to show Athena's Talent. And emphases her environment- The pub. Lights are used for effects

EDITINGWe followed certain conventions of editing Using Vernallis theory. The editing matches the musical beat. Some of our edits are foregrounded , which the edits are obvious as opposed to continuity editing. Group 22 video is driven forward by the music itself and Athena's performance.

The edits that are in our video are; Jump cuts, slow motion, cuts to the beat. Even pace throughout. Her concept centers around four concepts: Narrative, Editing, Camera Movement and Framing and diegesis. There is a theme running through with colors and the representation on music.

Our video is more of a performance and showing off Athena rather then a narrative. So there is no balance between narrative and performance. No Complete Narrative. And the structure of the video is disjointed. Because of this it has no clear resolution and may pose questions that actually be answered. For instance, how effectively does Athena show what the lyrics mean? This is hard to answer because everyone has their own interpretations of what they find wonderful and meaningful to them. In this case for Athena it is her music.

In terms of following Goodwins conventions there is a link between lyrics and visuals for example where Athena throws the leaves into the air, “Go go tell your neighbors, reach our and pass it on.” Also she uses a lot of facial expression. Most significantly in our video there is link between the music and Visuals. The piano opening which amplifies. Our video does use intertextual reference of ‘Jessie Ware ’ music video. We looked at different editing, camera and framing she uses on the scene of her being on stage. As Athena is. In order the video to be successful we had to follow the demands of the record label. However not all of us in the group have used the same label. I have used Dramatico who has direct control marketing and sales throughout the world from London. And that our video as mentioned is performance based.

On the contrary there is no notions of looking by objectifying Athena like most other artist such as ‘Beyoncé- Single ladies.’ Although there is some voyeurism used by making our viewers look at the video and our artist through their point. We are giving insight to Athena's life which mirrors her personality. Which is Mulvey’s theory.

Camera Movement and Framing

Going back to Vernalli’s theory we follow the conventions in using different shots that have different purposes. It is common for music videos to use extreme close ups as we do, because Athena in this case is a new artist and we have to show her off to the viewers and create that intimacy between Athena and audience so that they are then to recognize her in up coming videos. Our style of framing and movement is distinctive, we usually frame Athena in the middle and the camera is always following Athena movements. Establishing shots are also used to show her surroundings Athena's hang outs and hobbies. And again close ups. On the other hand we don’t follow other conventions such as camera moving on to lyrics and the camera not necessarily moves in time with the music.

Influences from other existing videosWhen group 22 was planning how to create a music video. As part of research I looked at a couple of music videos from Jessie Ware, Rhianna but my main influence was Alicia Keys.

http://www.youtube.com/watch?v=J91ti_MpdHA

The reasons for using this music video is because its creative very imaginative. And colorful, it has reference to lonney tunes. It shows the artist in different light.

Visual Style

In our video there is obvious visuals that are recurring through out my work. Firstly there is use of the red dress and the location. The appearance of Athena is distinctive also. Digi pak and advertisement

My ancillary work is very conventional. You have a clear close up of the artist. There is a use of only three color; red, yellow, white. The font is clear