Evaluation – Question 2

How effective is the combination of your main products and ancillary texts?

The main product I created was my music video which was created for the song ‘Time For Living’ by Dan Farber. The music video would be considered conceptual as it does not have a narrative, I have not presented a story line and my artist in the music video is not performing the song. The idea of the music video was to consist of shots of the model walking around London as well as looking around famous places in London such as Barbican center, London Eye, Tower Bridge and Piccadilly circus. The actress in my music video is the main focus of the music video, although she is not the artist. This follows the codes and conventions of indie music videos as music videos of this genre typically have an actor instead of the actual band. I edited my video to look like VHS tape as I felt that this idea fit well with the type of video I wanted to
create, I created an adjustment layer where I added grain and changed the colour scheme to look old as well as adding a glitch that rolled through all the footage. I believe this editing style would be more visually appealing to the viewers as this type of editing has become increasingly popular with people having an interest in the nineties, I also feel that although it is becoming popular not a lot of new music videos have chosen to create their videos in this manner. The colour scheme I chose to use in the music video is fairly broad as the video begins with a black and white countdown, however the rest of the video has a yellow and blue tones, this was due to the outfit the model was wearing which was a yellow jacket, a lot of the shots I filmed had a similar yellow hue to them as well as blue which was from the light shots I took, I also felt this colour scheme fit well together when presented in the video.

I chose to not create a storyline or performance based music video as I felt that a conceptual style video best fit the song and its lyrics. The song is about living in the moment and I felt that the majority of the shots show her looking out and thinking, I also used various different shot types such as close ups to show her looking out and thinking and long shots to show her surroundings and to show the audience her changing environment . I added something extra by having some shots of London to show the the different location she visits, I felt that this would help change the video up instead of the consistently having different shots of her. However, the shots of her are used to make the audience also evaluate their own situations as the lyrics are talking about how people think too much about the small things and are not living life to its full potential. It also shows the audience her own journey which is also reinforced through how I edited the video to show her transitioning from one place to another to eventually walking towards the camera at the end signifying the end of her journey.

Along with my music video i created two ancillary tasks the first being a digipak for the artists full album, I named the digipak Brainwaves, the cover of the digipak is of another girl and not the main artist, this is following the codes and conventions of the indie genre as they typically choose to not show themselves and instead have a model or actor represent the artist, I used a young girl in both the music video as well as the digipak and magazine advert as I felt that this would attract the target audience of young adults aged between 16 and 25 as they may be able to identify with the girls shown and aspire to be like them. The image i used on the cover was edited to look grainy and slightly imperfect as it is supposed to have a nostalgic element to it which I believe the colour scheme and slight distortion add. I placed the album name at the top of the cover as this is significant and so need to be placed somewhere visible and large, I also chose to use a brush font that is called ‘high tide’ as it was not too neat as I felt that this suited the overall look of the cover, it added some fiminity to it. I put the artists name in a smaller size font at the bottom of the cover so that nothing would block the majority of the image. The font I used was a bold italic font as I felt the contrast to the album title would be fitting instead of using the same font, it would also place a bit more emphasis on the artist name despite the font size.

The first inside page consists of three film strips, I inserted images from my photoshoot in them that I had previously edited to also be black and white however, I also wanted them to look like negatives so I made sure they were a bit darker but still visible to the audience as it is supposed to be an added extra for the viewers. I laid them out slightly skewed as it added to the imperfect vintage theme of all the products. The use of the film strips was effective in carrying on the theme of vintage nostalgia as it is not something that many people use now. The next page was where the CD would be places, I kept it very simple with a black background, I kept the CD white and had the album name written across it multiple times in the same font to tie it all together. I found using the font was more effective than placing an image as I felt the film strips was enough and that adding more images would be overwhelming, I also felt it stuck to the indie codes and conventions better.

The final page was also black and I had the track list places in the center, I used the same ‘high tide’ font as I placed the album name at the top to reinforce the idea of what the viewer was looking at. The song list was in the font trueno and was used as the boldness contrasted well with the femininity of the album name as the artist is male and is used in a way to show his personality as the album is more meaningful but the use of the bold font adds a bold touch, and this is what is shown throughout the ancillary products.

The reason I created the digipak like this is so that it would follow the theme of a retro vintage look which was first established with the music video, however the digipak is a bit darker with the use of only black, white and grey, however it is more fitting to a slightly older more mature audience. Therefore, I felt my digipak was successful as it carried out the theme well and stuck to the typical codes and conventions of a digipak but it still has its own look and I feel would stand out among others as it is easy to identify the vintage theme.

The next ancillary task was to create a magazine advert, as it was for the same album in the digipak, it was only fitting to follow the same colour scheme font and layout so that they were identifiable to an audience. I used the same image and placed it so that it took up most the page, it looked like the digipak cover however, I decided to place the album name and artist below the image due to having a larger space and more room to place things. I also placed the image in the centre as well as everything that followed.

The image used is the same one from the digipak and shows the model making direct eye contact with the camera which is different to the model in the music video who rarely makes direct contact. This is done because I wanted the digipak and advert to be more engaging for the viewers and having direct contact helps the viewer to make a connection with the model as well as feel more inclined to buy and check the album out. The model is also young and is not wearing a lot of makeup, she is supposed to represent a look from the nineties of being youthful and rebellious, which is implied in the way she is looking into the camera and not smiling, this look is becoming increasingly popular and attractive to the target audience of young girls aged between 16 and 25.

The font I used for the album name was high tide which was previously used for the digipak, just a slightly larger font due to the magazine advert being a larger space to work with and so it needed to stand out more. I also used trueno extra bold italic for the artists name which I also placed in a larger font. I then decided to use trueno light italic for the extra information, as it would still fit into the theme and would not look out of place. I wrote the release date slightly bigger as it is important for the viewer to know when it is released. I made sure to add what is included in the album such as the most popular songs so it would be more attractive. I also put the same record label logo and the parental advisory explicit content badge on the advert that is also on the digipak as it is necessary to have that information on both.

I believe the magazine advert was successful as it followed the theme from the digipak making them link well, it followed the necessary conventions of a magazine advert such as the image of the album, album name, artist name and key information such as the release date. The advert also remained simplistic as was the digipak as it resonates well with the indie genre and so would fit in well in magazines such as DIY and NME.

Throughout the three different tasks I maintained the theme of nostalgia and having a vintage look as the music video is filmed to look like VHS and has a the grain throughout. The digipak and advert also have a similar look although the colour schemes are different the music video is just one aspect form the album and so does not appear out of place as it still has the correct theme being represented. The magazine advert also has the song ‘Time For Living’ mentioned so the audience are able to make the connection providing the relationship between the digipak, advert and music video.