Evaluation

Below is a powerpoint presentation evaluating my poster, digipak and music video. However question 2 was answered in an interview with both me and my co-worker Ryan and then placed on the DVD we created

Final Music Video.

• The plot to the song is that a man gets his heart broken by his girlfriend and then goes out and tries to drown his sorrows by getting really drunk.
• To get the point across that he has just had his heart broken I plan to have a cut scene, no longer than 15 seconds in which the girlfriend clearly states 'its over'.
• Then when the music starts- cut to band singing.
• Cut- main charater walking home depressed, getting changed, and going back out.
• Cut- Shot of band singing
• Cut- main character drinking and crying on street corners
• Cut- Man comes to ask if main character is ok?
• Cut- Band singing
• Cut- shot of main character on the floor, slow fade out
• Fin

Purpose of Music Video.

Music videos are an important way for music producers to promote and market their musicians. The music by itself can sometimes not effectively convey the message that the artist would like to portray through their music. The music video is also a good way for the artists image to be showcased to the audience as well as to attract a variety of new fans. Music Videos can often be seen as silent movies with music played over the top. The first man to do this was michael jackson with his music video thriller which revolutionised musc videos today. This helps the music video, along with the artist and the song itself, to become more memorable for the viewer.

Final Poster

Poster Draft 2

This draft of my poster successfully advertises the artist as it is a mid shot of the artist with his name written in clear letters above his head. However the information about the album is very unclear and it has very little connection with both of the other products I have produced

Poster Draft 1

This poster relates to the title of the album and also combines well with my draft digipak, however from a record label's point of view it doesn't give the artist enough exposure and doesn't help to promote him.

Final Digpack including lyrics pages

Digipack Drafts

This Digipak is good as it links the title of the single to the imagery used whilst also having a midium close up of the artist which helps to promote his image. The way he is standing gives him a nonchalant look and helps to promote his image as cool and relaxed. The layout of this album is very simple and basic which will help the audience understand what they are seeing as it is not over complicated.

Our Track

We found an independent artist who has written and produced his own backing track. We will use this track for a majority of the film. As the lyrics tell a story we thought it would be a fantastic idea to introduce the song with a bit of dialogue. The song's story is about a man's depression after being left by his lover. We have a range of ideas for our music video and we have made a storyboard to give us a general guideline of what we would like our video to look like. However the artist is an soloist and i think this song would look better if it was performed by a band, so we have put together a band using people from school and using Will (the original artist) as the lead singer. I've talked this decision through with Will and he agreed that this is a good idea

Sven E. Carlsson's music video theory

• Music
- Sometimes the musical elements such as the tempo and the rhythm of the music shape the moving pictures.
- To create a link between the visual image and the music movements are often synchronised to the beat, such as footsteps and clapping, so that people in the music video seem to move in sync to the music.
• Lyrics
- The lyrics and the visual imagery on screen interact and create meaning.
- The lyrics of the song can take on new meanings through the use of metaphors, similes and other linguistic techniques.
- The greater the distance between the content of the lyrics and the visual imagery in terms of the linguistic techniques used, the more difficult it becomes for viewers to understand, and the harder it becomes for the audience to connect with the musician
- The environment is made to mirror the feelings of the lead characters, (pathetic fallacy)
• The image
- The visual imagery is supposed to represent the musician and his appearance. By manipulating colour, motive setting, story footage, clothing, etc the music video director is able to create ideas which are repeated and varied throughout the music video.
- The concept is to rearrange visual motifs so that the work forms a whole.

There are three forms of visual tradition in music videos they are: performance clip, narrative clips and art clip.
• Performance clip
- When a music video is mainly live filmed footage then it is a performance clip, which shows the vocalist in various scenarios such backstage at a concert or on stage or dancing or singing in a studio. There are three types of performance clip; song, dance and instrumental.
• Narrative clip
- A short silent movie to a musical background, a visual story that is easy to follow and usually relates to the lyrics of the song.
• Art Clip
- An art clip includes no visible visual narrative or connection to the lyrics and contains no lip-synchronized singing. This style of music video is usually stylist and is generally used in specialised genres, such as electro-acoustic

Andrew Goodwin's theory on music videos

Andrew Goodwin has identified some key features which differentiate the music video as a form:

• There is a clear relationship between the visual images and the lyrics of the song, with the visual imagery exemplified, strenghtened or contradicting the lyrics.
• The genres in music videos are complex and diverse in terms of music video style and iconography
• Record companies usually like to see lots of visuals of the main artist or vocalists as it helps to promote their image.
• A common feature within music videos is voyeurism, especially in the treatment of females. Examples of this are screens within screens, cameras, mirrors, photos etc.
• There are likely to be intertextual references, either to other music videos or to films and TV texts, these provide further gratification and pleasure for the viewers/fans.

Music Video Design Breif

The common themes within a music video are:
• The production is often a narrative or a performance

• There are often intertextual links. The best example of this is telephone by lady gaga. The links are usually things such as other songs (paper gangster, playing in exercise yard), films (kill bill, the intro font and the car they drive is the same as in the film) or other artists (Michael Jackson, Gaga performs a trademark dance move of Michaels as she leaves the prison).


• The visuals that we see on screen are often synchronized to the music to make it easier for the audience to understand, such as in ‘hey ya’ when the lyrics of the song correspond with the people on screen shaking poloroid pictures, as well as the dancing being in time with the beat.



• In nearly all music videos there are frames within frames, for example in Paramore’s video ‘hallelujah’ the use of a collage helps journey the audience from one scene to the next.

Music Analysis... Outkast- Hey Ya

This music video by the band Outkast is a narrative about a band’s first time performing in England. One of the most outstanding features of this music video is the fact that all members of the band are the same person. This is because it gives the artist maximum exposure on screen and will help to promote his image. Throughout this music video there are many shots shown within other frames, such as a television or a Polaroid. This feature helps the audience to relate to the things they are seeing on the television. Finally this music video successfully relates the lyrics and rhythm of the song to the moving images on the screen. An excellent example of this is when the lyrics say “shake it like a Polaroid picture” whilst the audience is shown a woman shaking a Polaroid. This makes the music video easier for the viewer to watch as all the words of the song are backed up by the moving images.