When looking through the different products in which I had created such as the main product of the music video and the ancillary texts of the digipack and poster there were a variety of thoughts about the combination.
The music video, I felt was overall successful as a whole due to the codes and conventions used. The mise-en-scene I believe helped with this success as it made the video come across as being more professional. An example of this is the colour scheme, the black, red and white theme; which allowed the music video to have the slight effect of being more planned and organised as being consistent. The colours also had the connotations of being perhaps being rebellious and maybe the idea of danger, which we wanted to use as the narrative was about the girls kidnapping the boy at the beginning of the music video and then the crime wall at the end which showed them being arrested, generally representing the idea of them being ‘scandalous’ in the music video.
Another element I felt worked very well in the music video was the locations used, including the car park, the crime wall, the red wall and the street scene. These locations seemed to make the music video more professional, allowing more of a narrative to progress. However, one of the weaknesses of the video I felt personally was the understanding of the narrative to some as it wasn’t always easy for people to understanding what was happening in the video due to mainly the absence of the boy as the music video continues.
The theory of Goodwin was used throughout our music video as we planned around his key elements:
1.Relationship between lyrics and visuals
2. Genre characteristics
3. Relationship between music and visuals
4. Influence of record label and use of close ups
5. References to the notion of looking/voyeurism
6. Intertextual References.
The relationship between lyrics and visuals seemed to be a strong factor throughout as we planned that it would allow the video to progress more present one of the conventions in which pop/R ‘n’ B genre music does in other videos. An example of this is the continuous cut shots of different band members singing the lyrics by lip syncing. Another theory from Goodwin was the relationship between visual and music, the link of the music and the way in which the visual changed with the music itself made the video link up better. As a group, we decided from the beginning that it was a key element that we must include in the music video. We did this by mainly basing the changes of the shots and scenes with the change of the music, we also did this when the lyrics such as, ‘So, so, so scandalous’ was said, the split screen shots would appear at the time of the music change.
We also tried to include an intertextual reference to the video, we researched a variety of different products in which we felt the target audience would be interested in, in this case we felt that make up would be a very good intertextual reference. This was then researched and I found that Rimmel had created a ‘scandalous’ mascara, we felt that this would be a very good reference for the music video. I found the commercial and decided to try and find a key scene in which we could take from the commercial and then add to the music video in some way. When we thought of this we decided to create a scene with a crime measuring wall whcih was used in the commercial with the model wearing the mascara at the beginning; we also started the video with one of the band members putting on the mascara at the beginning of our own music video.
When it came to creating the digipack design for the coursework project, I wanted to link the music video with the design of the digipack. Due to this I decided to find an image in which I could use as a representation of the word ‘scandalous’, when doing this I felt that as a crime based scene was used, crime scene tape would work well as an image on the digipack itself as a connotation. I then started to think about the presentation of the band members as they wasn’t an established group, meaning all images of the band members had to be included. I decided to take four different images of the girls and add them along the tape of the crime scene. When I did this I used Photoshop to cut the images out individually and then edit with effects, this developed into making the images black and white as I wanted to keep the theme of black, red and white but in different outfits to show variety.
Naming the tracklist on the digipack was another element that needed to be added to the digipack that linked to the video. I wanted to base the song names on the theme of ‘scandalous’ linking them all to having a scandal theme with girls taking control.
The logo was a strong element to the development of the music video promotion to represent the music video and print based media. When producing the logo we wanted the typography to link to the band. This included edgy and straight typeface so that there was a connotation of the bands ideology; strong and in control. Then studs were added in the lettering to link to the name of the band as well as adding roses to the edges of some on the lettering.
Then, when it came to creating the promotional poster, I used the same image which I used for the front cover of the digipack. Keeping the theme of black, red and white, I made the images of the group members black and white again but then made the lips red, having a connotation of the girls being dangerous or even a sexual theme. The logo was then added and name of the album, including the release date; in this case Valentine’s Day as we felt it would link to the name of ‘Studded Roses’, as roses are commonly associated with Valentine’s Day itself. As it was a promotional poster for the digipack, I researched the different logos that needed to be added, I decided to add these onto the bottom of the poster as a base bar, which consisted of: copyright logo, DVD logo, HMV logo, CD rom logo and the website of the group. I found that both ancillary texts and the main product came out very similar as a whole and all linked to each other through different elements explained, allowing the combination of them all matching.
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