In what ways does your media product use, develop or challenge forms and conventions of real media product?
They vary depending on the genre
Codes and convention vary between genres, you will never see the same conventions of a indie and hip hop, as that's too confusing for the audience and that makes it harder for people to identify them if they're too similar. They also provide a structure for the music video
Technical- How meaning is conveyed used technical equipment, e.g the way the camera is angled, different type of shots, sounds non-diegetic and diegetic. The pace, the style of editing and the genre.
Throughout our music video, we have tried to maintain the influence of the use of camera work to help show the message we are trying to portray. For instance, we have used close up in scenes where the facial expression of the artists is critical in linking the performance to the music video. As it builds a stronger understanding to what we want to achieve. It is also for showing different elements of the music video to the audience, so that they see things from more than one angel. As angels are effective at giving meaning and significance.
Symbolic techniques- are the ways of showing meaning beyond, e.g facial expressions, body language.
We have used this throughout our work. We try to symbolise our lyrics with the emotional performance of our artists. So you can feel that connection with the lyrics and the video itself. Like you can see when the performance is presenting pain and heart ache.
Notion of looking- Stereotypes:
We break the convention of the females on this music video being subject to the male gaze "sex sells", as it doesn't match the type of song it is and it just degrades women. It subliminally means that in order for a women to fit in to society, she must allow herself to appeal to men the way they want you to. However, we do stick to the use of the 9 give or take base tracks, as it helps us to achieve a structure for our music video.
Mise-en-scene (Costume)
The use of costume was effective at presenting the combinations of genres that our artists were from. As the artist Estelle Da La Rose has taken inspiration from Emeli Sande, it's only right that we try to maintain her style. Emeli is know for always being so well dressed. She always looks elegant and she is a prime example of how women should represent themselves. Unlike so many female artists that are subject to the male gaze. She breaks free from that stereotype, and represents herself in a more lady like way. She covers are imitate areas accordingly. It is respectable, as she has a target audience consist of grown women, ranging from the ages of 40-55. So its prime that she is appealing to them, as they are grown women, that have experienced life and realise that one should dress accordingly. Likewise, it is also great for younger females to, as it shows that you don't have to show a lot of flesh in order to be seen as sexy. A women with class, is what is sexy. Don't degrade yourself to fit into the male gaze stereotype and lose your own self value.
Keeping the convention of the artist Emeli Sande, this is also evident in her own music videos
With the male artists Kwabz and Kapone. We also used the typical style that Krept and Konan use. In order to appeal to their audience, which are the youths, where girls are attracted to that danger they represent as well as showing true emotion, and where the boys can relate to via costume. That urban attire, shows the authentic-ness of the artists.
Keeping it in sync with their genre's stereotype. Sticking to the convention.
Mise-en-scene (Prop):Things such as the family photo are used to draw the connection between the lyrics and the music video. The glass of drink is to show it is a depressant, as Kwabz is going through a hard time and all he knows is to drink away his sorrows, though it isn't helping him because it dragging him into more depression. The use of iPhones, is to represent the latest gadgets that artists get, it shows their wealth and its also something that helps to appeal to the target audience of aspirers. Showing that, if you work hard, you can end up with all the materialist things you so deeply desire.
Keeping the conventions of this genre, as props like this are clearly seen in various real life music videos. As it helps to keep it authentic and ties in with the meaning very well.
Here you see the use of the family photo, as well as the prop of alcohol. Therefore, justifying my view of effective props to help signify the meaning of the song. As it makes everything more heart felt. At the same time, you could also justify that the use of alcohol wasn't used in its conventional role considering the genre. As whenever you see alcohol it is usefully used to present an artists wealth, because they will be popping bottles and having a good old time:
Nevertheless, the use of this prop we used was in the right context we feel.
Mise-en-scene (Location):
The location ties in with the Urban lifestyle we are trying to achieve. We use Joel's South London home to draw the connection of Krept and Konan, as they live in South London. And it also helps to represent that home is where the heart is, as even though they have made it, he will still go back to the ends as that's were he is still comfortable in. Though they have made it to the mainstream platform, Krept and Konan are great at still sticking to their roots, which is what lead us to decide to use the urban setting in the first place, as realistically it was easy for us to achieve, because we don't exactly have any access to lavish housings. That would have probably been costly and long to gain the access in the first place. The use of the church is to link the lyrics with the music video, when they talk about praying. As it shows that religion pays a functional role at helping people cope with hard times, you are more likely to be draw to religion is time of great loss and experiencing hardship. It is also a beautiful location, which is why we wanted to use it in the first place. The location of Alexandra Palace is to draw the audience to a familiar location. It is used in various music videos with artists from North London, such as Chip in "Are you really from the Endz". Likewise, it is a beautiful location and looks good both at day and night. It is easily accessible with no restrictions making it a useful location to use.
Keeping with the convention of the type of emotional song this is, but due to the fact that Kwabz and Kapone are meant to be grime artists, it should be based in the streets or more urban setting than what we managed. However, it is good in the sense that because they are mainstream artists, because it drifts them away from the urban like appeal because they are more shifted towards a pop audience.
Mise-en-scene (Lighting):The use of lighting is important within our music video. In Kwabz scene, we use a spot light, to draw all the audiences attention purely towards him. As it stops them from losing connection to what he's trying to say. And it helps to show that the only thing you must focus on is him. whether its the props he's holding or his body language and facial expression. Other than that we try to see natural lighting through out. As it makes everything present and specifically happening at that moment.
Camera: We range the camera angel and shot styles throughout the music video. The use of close ups are mostly used to expression a facially expression or a body gesture. The use of a wide shot is to show some of the mise-en-scene location. The bird eye's view is to create the impression that your loved one, though no longer with you, is still here in spirit watching down on you, so you are not alone. The use of tracking shot is to justify that you are being watched, whether that being watching by Estelle Da La Rose or by the loss one, its ambiguous in that way. The use of the POV shot is to symbolise that the performer felt the presence of their love one, which is why she looked up towards the sky. We took base tracks of the same scene but from different angels, in order to allow the audience to see things from different viewpoints and for them to gather different meanings from them.
I feel like we've kept the convention of the use of camera, as it works well with the meaning we have tried to portray.
Sound:
We purely use non-diegetic sound, which is the sound that is placed during the post production. That being the actual song we are using which is Krept and Konan ft. Emeli Sande- Roses. The sound is also parallel, as it matches the mood of everything going on within the music video.
Editing: In the chorus of when we have the birds eye view and the POV shot, we use the shot reverse shot to connect the two and make a significant meaning. The use of jump Shots is to give the music video structure, likewise it enables to see the action going on from different angles. This is achieved through the use of our base tracks that have been cut at particular points. We also use slow motion as it was effective to present what we wanted to achieve. To show that though it may be hard to move on from the loss, one way or another you have to let yourself heal and move on from it. Therefore at the end, the laying of the flowers represent that and when they walk away, it shows the growth we want to symbolise.
The performance- When a music video consists of the artist performing:
The music video we have created , does in fact consist with performance.
Narrative- Where the music video has a story line. our music video has a linear story narrative as it starts at the beginning all the way to the end:
The music video we have created, does have narrative as well, as it is our own interpretation of the meaning of the lyrics.
Mixture of both- both performance and narrative- we have that, as the music video is linear narrative, then at the end chorus its performance of all the artist and ends with a narrative like ending.
We can justify our music video as being a mixture of both, as it cause be described as having a fair ratio of both narrative and performance.
Cameo- we have this throughout our music video:
We have this throughout our music video, as our artists take of the role of being narrators and performers. Whiles Estelle Da La Rose is more on the narrative side, in the church scene where she is seen in the shadows of the performance going on, which is effective as she is still clearly present there in the scene. It also creates some sympathy for those have experience loss, because it shows that though you feel hopeless, one must remember that they are not alone, there is also helped when and if needed. Whereas, in the other scene with her fellow artists, she is performing, as you can only see the singing, there isn't any performance going on at that specific moment.
Ancillary?
There is a song connection between all our products as it has a synergy throughout. We have kept the code and conventions of it very strong. As well as the website looking similar to such artists as Giggs and Krept and Konan. Which will be great in terms of connecting with our target audience. We made sure that the ratio of the text and image was more towards the image, as its best for the audience to identify with the artist. We didn't really try to break any of the conventions as that would have complicated thing for us.
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