Our media product challenges the typical conventions of a pop genre music video by not incorporating a male lead into it, and instead just concentrating on the female artist. This challenges conventions of a pop music video of this style, for example about a break up, which would normally have both a male and female in it. We also chose not to set our music video out as a 'story' because we felt it would look too cliche. We wanted to use more abstract scenes so it wasn't predictable by mimicking the lyrics.Our music video also uses conventions of a real media product in that it has a variation of different effects, such as slowing scenes down, speeding others up, change of colour filter etc. A lot of these features are used in real music videos. We also included a variety of cuts, some of which were in the middle of lines, which looks more effective compared to cutting all the shots after each line of the song. Another way that we used forms of pop music videos is by using many different angles, which made the video less repetitive. The fades that we used, made the video flow better and helped us to change the settings more easily. We also fitted the fades in to the beat at the beginning, which we felt gave it a more professional look.
How effective is the combination of your main product and ancillary texts?
For the digipak, the main theme throughout was our artist, as we wanted to really sell her. In order to do this, we decided to make the whole digipak black and white, so that her face would stand out. This then also linked to to the actual music video itself as we included monochrome scenes. Our album title also fits in with our pop genre because you would associate this with more of a pop genre song. We think that the album title of "say no more", which is a demand and therefore represents her as an independent artist, which she obviously is in our video. Our magazine advert continued the monochrome theme and also focussed on the artist. We used still shots from the music video itself, as once we had edited them, they looked as if they had been taken professionally. The pictures were like little 'snapshots' of the artist laughing. We also used 3 images, which fits in with the 3 word album title 'Say No More'. The use of bold yet simple text, fitted it well with our monochrome theme. It stands out well, yet isn't too fussy, which helps to draw the audience in. We also added some red font to make our text stand out further.
What have you learnt from your audience feedback?
From our audience feedback we learnt that our lip syncing was kept in time well, which is a necessity to make your music video look professional. This made it seem as if the artist was actually performing the song whilst we were filming the video. The audience also felt that the variation of colour filters we included throughout the video made it look authentic. We also learnt that some of the audience felt the amount of cuts we included made our music video interesting to watch as it didn't get boring, as there wasn't long periods of time with the same shots. We also learnt that the music and visuals fitted together well. In particular, the link between the lyric "Second Time Around" and the visual of Ciara spinning around which is repeated at different speeds. The lyrics that appeared on screen had a mixed reaction, the majority thought that they worked well along side the artist and highlighted the main lyrics, however some thought that they made the music video seem less professional and ruined the ambiance of the video. This could've been made better through using a different style of font and we could've placed the font in more interesting positions, to make our music video slighty 'different' to others.
How did you use new media technologies in the construction and research, planning and evaluation stages?
We used many different media technologies over our journey of completing the music video. In our research stages we used the website You Tube, this enabled us to watch many different music videos by a range of artist to gather ideas and analyse how they created their own videos. We used the social network Twitter to try and Contact Lady Gaga to inform her of us creating a music video and to see if there was any advice she could give us when creating a music video. When creating our video, we used the computer program 'Final Cut', we put all our footage together and added effects such as colour filters and fades. It also allowed us to speed up and slow down shots, such as Ciara spinning around in the chorus. This helped to give our video more variation and enabled us to make it original, whilst looking professional. To produce our digi pack and magazine advert we used the editing program 'Photoshop', this let us create a professional product with our own unique touch.
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