In what ways does your media product use, develop or challenge forms and
conventions of real media products?
The music video I created conforms to some of Andrew
Goodwin's media theories. For example’ his ideas on music videos, such as the
obvious link between the visuals and the lyrics. This is relevant to my product
as I have followed the story told in the song and re-created a literal visual
representation. For example, as the main characters walk off screen, a gradual
zoom to close up of a bouquet of flowers is used, which could be linked to the
lyrics: “Flowers laid out for you”. The pace of my music video might also link
to Goodwin’s theory that music and visuals also intertwine at times. The song I
chose “Say Goodnight” by Bullet For My Valentine starts off with a slow tempo
and towards the end the mood changes and builds to a fast tempo, therefore when
editing my music video, I ensured to keep a steady pace, making sure the cuts
of shots were on the beat, and didn’t contradict the melody of the song. I
specifically edited my narrative in relation to the tempo as well purposefully
showing the turning point of their relationship as the song becomes angry and
fast paced. The fact I edited my music video utilising a slow motion effect
also assisted in keeping my music video on the beat and ultimately what made
the pace so well fitted to my song.
Furthermore, Goodwin states that music videos might also be
used to amplify emotions and moods, without completely illustrating the song.
In terms of this theory, my music video conforms perfectly, due to how the happy
mood, and towards the end, the sad mood and sense of loneliness is displayed by
both characters throughout my narrative, capturing the essence of the song,
whilst creating a completely new storyline. This grabs the audience’s
attention, keeping their interest the whole way through, until the two
characters’ paths split at the end of the video; where it is revealed through
the use of an iconic signifier; a close-up of a dead end sign blurring to a
lens flare, that they are not destined to be together.
In terms of the representation, I attempted to create a sense
of love but also hate within my music video. I essentially did this through the
use of mise-en-scene. For instance, by filming in multi-locations I was able to
allow the mood and feeling to change throughout allowing the audience to relate
each location to a different emotion and more importantly allowing them to
follow the story and character emotions more easily. Another way this was
portrayed would be in the costumes of my actors; dressing them in dark
clothing, also signifying the impending doom or the quality of their
relationship, reinforcing the idea of the characters being trapped in a
dead-end relationship. This idea complements my song choice as within it are
references to past memories that could make audiences feel sympathetic; “I live
my life in misery, I’d sacrifice this world to hold you”.
My music video fits into the heavy metal music genre, due to
the footage within my product echoing many shots used in music videos for
artists such as 'Rammstein' and 'Rise Against'. An example of this is my focus on destruction
and generally dark matters. Close-up shots of the band members allows the
audience to get closer to their idols, and also encapsulate the codes and
conventions of heavy metal music videos typically shots that are used in order
to create an intimate feel to the video, as the songs usually aim to make the
listener sympathise with the bands emotions – in contrast to perhaps indie
music that aims to make the listener feel calm and mellow.
My focus on locations is what makes my music video so aesthetically
pleasing. Finding the right locations, such as a dark field, helps to target my
video at the right audience. Those who listen to Heavy Metal music will appreciate
the outdoor setting and be able to relate it to the characters’ lifeless and
empty relationship. Therefore, the locations within my video are easier and
more effective for my audience to identify with. Furthermore, those who listen
to Heavy metal music who live in city areas might find great joy in enduring
within footage outside of their normal environment, creating a sense of
escapism, whilst also maintaining the codes and conventions of a heavy metal
video showing the band playing on a proper stage with lighting. My video would largely
appeal to young, white, male, and blue-collar, however the group also includes those
outside its core demographic base who follow its dress codes, appearance, and
behaviour. This is because the band consists of young men who sing about issues
that others in their group can relate to. Although their vocals may not
necessarily portray this, their lyrics do; therefore largely appealing to those
of a similar social group. Due to this, I carefully picked my band members and
actors to appear as stereotypical metal types. This is so I could ensure that
my audience would feel a personal identification with my actors, as they
belong to that group of fans, also helping them to feel more engaged with the
narrative as they too may have been in the same or a similar situation. By
definition this means that my video is also applicable to Bulmer and Katz' Uses
and Gratifications theory.
My video reinforces the concept of how the actions you make
have an impact on other people’s lives as well as your own, in the form of a
linear narrative mixed in with a band performance to demonstrate the emotions
that the artists have towards the events portrayed in the narrative. The story
begins by showing the main characters fond memories of a past relationship, in
which we see the female character smiling and often cuddling with the male
protagonist. However, the restrictive narrative ensure that occasional shots to
the main character, with a troubled or vacant expression, shot in a different
location bring to the attention of the audience that fact that he regrets what
has happened; making the audience feel sympathetic towards him and recognising
his issues. This could make my story slightly more abstract as the linear
narrative is intermittently interrupted to reinforce the message that he is now
unhappy. The use of the dark footage towards the end of my video show the
darkening mood and gives connotations of a depraved relationship making
audiences feel sympathetic towards him and the band in general but ultimately
still thrive for their success.
Magazine Advert
Similarly to my music video, my magazine advert conforms to
the conventions of real-media products in relation to the Heavy Metal genre.
The artists name is clearly written at the top left, making sure that it is the
first thing the potential audience see whether they read left to right or top
to bottom. Furthermore any fans will instantly recognise the advert as it’s
done in the same font that ‘Bullet For My Valentine’ usually use; and also
displayed the same as it is on the Digipak. This creates a house style and a
common theme, so that the products are easily identified and comparable with
each other. The title of the album is placed along the bottom to underpin the
rest of the graphic, so that it is the last thing that the potential audience
read. I did this as it has been proven in memory tests that when it comes to
short term memory people remember the first and last things that they read,
this means that it will stick in their minds. It features a five-star rating from
well-known and respected magazines "NME” and a five 'K' rating from Metal magazine “Kerrang!” intetextually referencing that it's a Metal Genre music video. This ensures the
potential audience that the album is good as they know that these magazines
carry prestige and they respect that. It also contains quotes such as: “Brit-metal
gold” and “This band's got chops!” in order to help promote the album and give
it that additional support that it deserves, helping to sell the album. The
language I used to describe the album suits the style of the band’s genre, as ‘BFMV’s’
target audience will enjoy the heavy but deep and distinctive music, which the lexis
I have used, help to represent. The effect of having the frontman and signer
holding a sledgehammer also fits into the theme of my music video, as it allows
the fans to feel closer to him with the smiling face but also shows his
rebellious side which attracts many of the fans thanks to the sledgehammer. I
created one in portrait and one in landscape; this is so that I could ensure
that the album could be promoted and advertised in multiple locations, for
example, a bus stop advert in portrait and a billboard in landscape.
Digipack Cover
My Digipak maintains this modern rebellious style with the
application of tints and filter lights to the photographs I took during my
first film shoot. One of the images are of my main actor standing against a
white background which I was easily able to remove, holding a sledgehammer to
reflect his dark side. The other one was an image of opportunity which I
spotted one day as I was walking around. ‘Bullet For My Valentine’ use a lot of
crows in their album artwork to represent darkness and the fact that crows fly
in small groups like their band itself. I noticed it sitting on a TV aerial
with the sun perfectly behind it and took a photo. The filters on these photos
make the scenery appear darker and more intriguing, ultimately making the album
itself more appealing and eye catching. These photos therefore both conform to
the typical representations of Heavy Metal artists, who are often portrayed as dark
and profound. The concept of identity is something I have played around with
during the course of my project, as the bands style is dark and therefore possibly
unapproachable but the fans want to be able to get to know the band better.
Therefore I made sure that the picture was inviting but at the same time kept
the element of rebellion in it hence my continuation of this theme throughout
my digipak, magazine advert and ultimately my music video. I also included a
record label logo of ’20-20 records’ so that potential audience members will be
able to recognize the industrial record label and associate it with this genre,
helping to advertise the artist and the company at once, also making sure that
any potential audience members who appreciate this record labels music know
that they would like this album. The copyright details are also included as
well as typical generic conventions such as a track list and a barcode. These
all contribute to making my product look as professional and as close to
real-life media texts as possible.
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