Task Seven- Music Video Analysis- Task One

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Codes and Conventions (By Genre)

Rap/Grime (Kano)

• Casual clothing (often hoodies/jeans/tracksuits)
• Fast cuts (suitable for tempo of song, helps to build an effect)
• Handheld/Off Tripod (gritty and low budget look, similar to target demographic)
• Working Class locations (relevant to the genre and lyrics) e.g. pubs, clubs, football stadiums
• Variation of camera quality (often referring to hardship so phone footage used, also adds personal touch from artist)
• Some diegetic sound used (particularly a scene from filming at the end)
• Low key lighting (Mystery, crime, danger etc)
• Props relevant to lyrics e.g. broken TVs, drugs, alcohol etc
• Lack of narrative- main focus on artist lip syncing

Soul/Pop (Adele)

• Slow cuts (emphasis on the emotion/stress)
• Low key lighting- dependant on topic- (saddened tone, sombre)
• Focus of the artist performance (emotional and real)
• Crosscutting (to the relationship/topic to visualise for the audience)
• Costume- normal clothing, non-revealing
• Shift focuses (show change etc)
• Long takes of the artist face (significance, brand identity)
• Special effect to desaturate the lighting

Pop/EDM (The Chainsmokers)

• Focus of the artist (Many close-ups and mid shots used)
• Fast editing to build up the drop the the music
• Abstract/entertaining MES e.g. car floating (targeting younger audiences)
• Bright weather/high key lighting
• Product placement e.g. Spotify
• Advanced editing to keep people engaged/stand out
• Artist involved in the narrative, not other characters

Indie/Pop Rock (The 1975)

• Low key lighting
• Dark coloured costume e.g. Black leather jackets
• Cheap/realistic costing props e.g. the old ford
• Main focus around the song, not narrative
• Abstract meaning e.g. quote at the end of the video
• Scenes for a mature audiences (Drugs, alcohol, sex)
• Few locations 
• Main performance is lip syncing

Learning Comment

This task has helped me develop a knowledge of the codes and conventions and how they vary between genres. For example, the pop genre will often have a engaging video, as it is seen as a more important element to the industry. The importance of the video is lessened in the indie genre, with a darker and less interesting narrative presented. In addition, my attention to the 4 micro elements (Editing, Camera, Sound, MES) has improved and will help me consider what works well in music videos and what to avoid. This consideration will be vital. These elements dictate who the band/artist is represented e.g. costume. 

Task Six- Analysis of Student Videos, Digipaks and Adverts

WATCH DIRECTORS CUT AVAILABLE ON PREZI OR DOWN BELOW (PREZI CONTAINS EXTRA INFORMATION)

Learning Comment

This task has shown me the standard and quality expected to a successful video. I have judged videos alongside the mark scheme, judging 'technical skills' and 'appropriate effects' etc, to grade the projects. Through the varying qualities of the videos, I have learnt what makes a video of a high grade and why some videos are limited to lower grade bands. For example, the choice of location and mise en scene such as costume show the thought and preparation which has been taken into the video. It is likely a video in a house will achieve less than one of various places. Another example is lip syncing. It is very important that this is performed well as if out of sync the whole video is out of place. When producing my video, I will be considerate of our ability to perform in front of the camera and try to choose someone who is best suited to the role. Furthermore, I will need to have a clear narrative in the video, linking to the genre or lyrics of the song. We will have a broad options as many videos are rather abstract, but the lack of restrictions may make the decision harder to us.

Digipak Advert/Poster Remake

Task Five- Branding

https://tomcornock8.wixsite.com/brandresearch

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Three Sections- Drake, Catfish, Ed Sheeran

Learning Comment

This task has helped me understand the importance of branding. As an artist, it is vital for a wide audience to recognise your music and other projects so they gain success and consequently fame. It is shown in my research that their is a definite link between products produced by artist, particularly for an upcoming release. For example, Ed Sheeran's albums share the drawn effect and font, while Catfish & The Bottlemen use a black and white background. This helps demographics identify releases from shelves or online streaming sites as a specific artists work, also reminding them of it's previous success. A significant element alongside consistency was public image. Dependant of the genre, a clean or respectful image may increase listeners as they like the artist. In contrast, rock fans may like controversy and a abrupt run ins with the press to add authenticity to their music. Similarly, interactions on social media work in synergy, with the proliferating platform allowing fans to 'like' posts or share future work with fans to engage the widest of audiences. Lastly, what artists wear can create a large amount of hype, meaning the clothing is associated are worn by fans and later noticed by others who my be reminded to listen to the music.

What is the importance of synergy when creating a brand for your artist?

When making my own brand and artist, I will carefully consider how I represent them. For example, from this task, the importance of consistency has been shown. I will use a similar colour way and structure on both so a distinct similarity can be made by audiences. This will include the same logo, fonts and the front digipak image is likely also to be the face of the poster. This will make the artist easily recognisable for primary demographics. Lastly, the mise en scene used on final products will convey the chosen genre. For example, a darker colour way/ costume would be suited to the indie genre.

Task 13-Extension Task: Advanced Editing Techniques

editing from Tom Cornock on Vimeo.

Learning Comment

The development of our editing skills will be essential to create a good quality music video. This task gave us an opportunity to play around with iMovie and possible techniques we could use. We tried to challenge ourselves significantly after researching some YouTube editing compilations, giving us inspiration for ideas of shots. We seemed to master a few but several were not as precise as we wished. For example, going through the door was considerably difficult due to the positioning of the door and lack of the right equipment e.g. a Tripod. Without a tripod, it was hard for continuity to remain as the camera would always change position however minor, affecting the overall finish. Parts of this and the car shot are slightly incomplete due to the difficulty of the shot, but the small jump didn't affect the outcome too much. Tools available on iMovie like slow motion and fast motion were very easy to use and worked very well, a consideration for future task as it gives a professional feel/look. Another feature which worked well was the change of location, this would work well on the beat of the music video to add tempo to the video. Jump Cuts could also be used to the same effect, adding a different dimension to replace continuously flat footage. In conclusion, the task has shown difficulties will are inevitably going to face (such as footage not matching or shaky cam), but these issues can now be resolved or reduced due to this experience. It has again highlighted the importance of getting someone comfortable in front of the camera to take part in the video, as we continue to lack expression.

Shots attempted-

Going through a door

Rewind

Fast forward

Slow Motion

Jumping into the car

Jump Cuts

Juno opening (car pack clip)

Changing location 

Water bottle transformation

Task Four- Digipak Advert Analysis

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Digipak 2 from Tom Cornock

Learning Comment

This task has developed an understanding in the consistency in advertising of an album and how the CD/Poster work in synergy. The poster digipaks contain the album image and share the same fonts to create a brand and clear link between the two products. Another realisation I faced was that genre dictated the style of the poster and elements included. For example, the pop posters are often very symmetrical and use an image of the artist due to their popularity instead of more abstract graphics or pictures. The date is often placed in the bottom half for easier reading purposes, crucial information for the demographic who may want to receive the album. Another significant feature is the listing of the singles pre-release before the whole album. This helps to show the standard of the album and imply that it will succeed such as other 'No 1 Hits', engaging audiences. Alternatively, it helps secondary audiences recognise the song and look deeper into whole produced and song and how they may like to listen more to the same artist. Lastly, website links are embedded so audiences can follow up and research the album further before purchasing.

List Of Conventions

• Main Image (Same as Album for consistency)
• Title
• Artist Name (Possibly a logo)
• RELEASE DATE e.g. Out Now, Oct 19th, 18/05/17
• Pre-released singles (to show chart success)
• Rating or reviews
• Two Fonts- one for information, other for album name
• Shop names or logos where it is available
• Website 
• Record label and other institutional information (may contain age)

Task Three- Digipak Analysis

Learning Comment

This task has developed my understanding in digipak research, which will be crucial when developing my own. I discovered a list of conventions and expectations of what a digipak can contain. The digipak allows audiences to engage deeper in the artists genre, including special features such as posters and lyrics. The stylistic features of a digipak are very important to portray an artist/bands genre, for example, less vibrant covers suggest an indie genre. From my research, I found that they cost more than traditional cases and Pop artists do not use the covers as much as other genres. I believe this may be due to their excessive appeal and lack of obligation to engage secondary demographics as they are already renowned by the charts etc. The layout of digipaks remain rather consistent, with a fold out booklet design used and track listing placed on the back. This convention helps audiences identify whether a CD is suited for their interests.

Digipak Checklist-

Front Cover- often use artist image

Back Cover- design remains very similar, inc conventions such as institutional info

Fold-out design- allows extra images/info

'Bonus' feature section

Tracklisting- numerated or not, same font as album title

Band logo

Consistent colour way