Friends, I hope you have enjoyed this journey that I have taken to create a music video, digipak, and a magazine advert. Sadly, the journey ends with my final post, bidding you all a final farewell. Keep those creative minds flowing and in the words of John Keating…Carpe Diem.
To make my music video, I took inspiration from many different artists, and many different videos. For some videos, I used similar shots, for others I borrowed a concept or theme, however all the videos which I researched allowed me to create a video that I think attracts the audience and projects a distinct image for my artist, Jeyda Vendetta. There a many elements in my video that use the common conventions of a music video, such as the use of narrative and performance shots. However, myself and my partner, Leon, developed these conventions by combining the two and creating performance shots within the narrative, in which the artist is singing to the supporting character in the video.
Another common convention in music videos is that shot changes will usually occur in time with the beat, creating a video that flows from one shot to the next, instead of looking out of time with the music. A notable example of this is in Rihanna’s music video for We Found Love; at the beginning of the video, there is no music, only a calm voiceover, therefore the shot changes were very slow. However, when the beat starts, the shots change much faster with the music.
I also used this convention in my video; at certain parts of the song the beat would change significantly, so I would constantly be changing the pace of the shot changes in parallel to the beat. each part of the song seemed to have it’s own unique pace and beat, such as the instrumental at the very beginning, the bridge, the verses, the chorus, and the hook. Sometimes the beat would be solid and sharp, such as at the beginning (0:00 – 0:15) , in which case I would do a straight cut. However, during other parts of the song such as the bridge, (2:27-3:01) I was able to use different transitions such as the dip to black effect and the different variations of the dissolve effect. One of the most effective dissolves that I used was cross dissolve, as I think it successfully illustrates the way that the character was feeling on drugs, high and hallucinating. (3:22)
I have put together a grid containing nine different shots from my video, with each shot taking inspiration from another music video. For some shots, i have simply used the convention, in others I have challenged or developed them.
First Panel: This panel holds the shot in which the main character dies in the music video, and the camera pans out from her eye to this shot of her lifeless body. The inspiration for this shot was from the series finale of Breaking Bad, in which the main character, Walter White, dies; the final shot of him also shows the camera panning out of his body. This shows intertextuality, as I have paid homage to someone else’s work through mine. I have also developed this convention, as usually intertextuality only occurs within a same mediums, however, I have crossed two mediums together by referencing a tv show in my music video, instead of referencing another music video.
Second Panel: This is a shot that I borrowed from Beyonce’s video for ‘Rocket’. I used this shot as I felt that it projected the artists emotion better in the video; the shot represents her washing away the dirty feeling she gets after she does cocaine, when the high has worn off. As seen in the video, she tries to wash it off but later in the video she is seen doing drugs once again.
Third Panel: This clip also refers to another video, Rihanna’s We Found Love. The original shot shows a boy’s eyes instead of the girl that is in my video; I used this shot as I wanted to challenge the convention in music videos of heterosexual relationships, as you rarely see any videos centred around a homosexual couple.
Fourth Panel: This shot shows voyeurism, a technique named by Andrew Goodwin, in which the artist is sexualised; this can also be linked to “The Male Gaze” referring to a man entranced by the artist’s seductive behaviour in the music video. Many record labels use this technique for their artists to gain a bigger audience, Rihanna and Miley Cyrus being prime examples.
Fifth Panel: This shot shows a blurred effect that I used in my video; I felt that this effect illustrated the character’s drug inhabited lifestyle, that even when she is in the bath trying to wash away the drug, she is still constantly feeling it’s side effects, or maybe the “drug” is a reference to the intense love she feels for the other girl in the video. This is challenging the convention that the blur effect is commonly referred to as a mistake, when actually it can be used symbolically.
Sixth Panel: This shot shows a lighting effect that we used in which we positioned the light so that it caused the background of the shot to be completely dark, so that someone could emerge as if emerging from the shadows. I think this effect gives a surreal atmosphere and tone to the video. It also symbolises the dominance and influence the girlfriend has on our artist, much like the drugs.
Seventh Panel: Lana Del Rey, our chosen artist, performed this song as an Alternative Rock ballad, so our video was made with the intention of following the same genre. Alternative Rock is known for focusing on themes such as drug use, depression and suicide; we followed this genre’s conventions by revolving a lot of the video about drugs and depression. This shot shows one of many of the shots related to drug use.
Eighth Panel: The line corresponding with this shot is “diamonds, brilliant and Bel Air now”, in the shot it shows her touching her diamonds fondly; this shows a link between visuals and lyrics in the video.
Ninth Panel: The ninth and final shot I have included in the grid is illustrating my use of mis-en-scene. We made a shed look like a run down, trashy basement turned bedroom by scattering paint cans and pizza boxes around the floor, putting a mattress on the floor, without an actual bed, and by sticking newspapers over the windows. Also, we stuck up pro homosexual photos, to promote gay rights in the video, which is an obvious theme that we tried to tackle.
First Panel: This panel shows the extract that I took from Breaking Bad for the death of our character in the music video. The two shots are very similar, even cutting off the body at exactly the right length.
Second Panel: The second shot in the grid is from Beyonce’s video for Rocket, one of my inspirations for the video. however, when I used it in my video I meant for it to symbolise something different than what it symbolises in Rocket, which is themed more around sexual nature than drugs.
Third Panel: This panel shows a close up of the boy in Rihanna’s We found Love video. This brief close up of his face allows the audience to connect with him and makes them feel as if he is staring at them,
Fourth Panel: In this shot for Rocket, Beyonce is using voyeurism by touching herself around her breasts; Although I believe that she does this as her and her label know that it will gain a wider male AND female audience, I think she uses voyeurism and the male gaze in a more artistic way than other artists like Rihanna and Miley cyrus. She seems to be sending a message to pregnant women saying that you can get back into shape even after giving birth.
Fifth Panel: This shot is from Tyler The Creator’s music video for ‘Yonkers’. I chose this video and shot as I felt that Tyler uses the blur effect to convey him message perfectly; he is using the effect as a reflection of his fragile state of mind, also visually parallel to the his psychotic lyrics in the song.
Sixth Panel: In this video for ‘1+1’ by Beyonce, Beyonce uses a certain positioning of the lights to illuminate her body, with darkness surrounding her. This effect helps get Beyonce’s message of vulnerability in this video across, however also highlights her beauty.
Seventh Panel: This shot from We Found Love by Rihanna shows an almost identical shot to the one I have in my video. I used the shot as although the song I have chosen is Alternative Rock, and We Found Love is more Pop, both videos use the same theme of drugs and intense love/lust.
Eighth Panel: This is a shot from ‘Beautiful’ by Miguel featuring Mariah Carey. This shot visually links with the lyrics of the song, which are “hop on the back of my bike”, essentially giving the audience a better understanding of the song itself, as well as the video.
Ninth Panel: The final shot, from Ed Sheeran’s video for ‘Give Me Love’ shows mis-en-scene in a similar way to mine, with a mattress on the floor and a very trashy looking room. I developed this convention in my video by putting up posters supporting one of my video’s themes of gay rights.
Here is a comparison of my magazine advert, to one for Jessie J’s album ‘Who You Are’. From my magazine advert I have followed the basic codes and conventions of a common magazine advert. the layout of my advert is pretty similar to the Jessie J advert, however mine has much more, such as a quote from a review and links to my artists social media pages. I have also followed the conventions of putting the record label logos on there, as well as the name of my artists website. I have also separated the ams of the artist away from the rest of the information and made it bigger so it will stand out to audiences; this is important as it is her debut album, therefore people will still be getting to know her as an artist.
Here is my album cover next to one of the album covers that inspired mine, Perfectionist by Natalia Kills. Much like Perfectionist, I tried to keep my album cover as simple as possible, and let the visual speak for itself. I think I have challenged the codes and conventions of a debut album by making the artist’s name fairly small and in the top left corner, instead of a more eye catching place. I did this as I had seen that Kanye West and some other artists have released albums with no name at all on it. Obviously, Kanye is one of the biggest artists in the world, however I feel that the size of the name doesn’t matter as much as that is not the element that is going to capture the audiences, the visual will. Someone will see the artwork of an album, then proceed to look at the name of the artist anyway. I think I also challenged the conventions by not developing my own font for my artist or using anything fancy, but sticking to something I found on photoshop while creating it; I did this as I felt that the simpler the album cover was, the better.