Evalution task 1
- 1. EVALUATION TASK 1 Rhiannon Templeman-Horton
- 3. Narrative- ◦ Within our music video, we decided to have a very strong narrative running throughout the music video. I felt that it would grab the audience’s attention. The common method of consuming a music video is mobile, I wanted something that would take all of the consumers attention so they could watch it multiple times. This is alike to Ed Sheeran’s music video for his song ‘Perfect’, where the narrative formed the basis of his music video. I feel that this was very effective, as it was able to add another layer to the music, which is something I feel that a music video should do. A music video should reflect what is intended through the song, but is difficult to imaging without images.
- 5. Performance ◦ The performance style within our music video was very different, we tried to add narrative to our performance as well, to help showcase our artist. Our artist’s star image was that she was very dramatic and sophisticated, so to draw in our sophisticated audience, we developed the narrative to create interest. Our narrative contributed to the construction of an artist star image, is because we included her in the narrative and she was always present. At the moments when things were going wrong in the music video, we chose to use the close up of the artist looking directly down the camera, this showed the strength of the artist, which is a part of her star image. In Taylor Swift’s music video for ‘Wildest Dreams’ she used a lot of eye contact with the camera which we felt was really effective, so we decided to use it to highlight changes in mood throughout our music video.
- 7. Camera Work ◦ We utilised a lot of whip pans within our music video to help blend the narrative into the performance. The main function of the whip pan is to help transition between completely different moments. In our music video it was used to show the passage of time, as, with each whip pan, clothing and situations change. I feel that the whip pans were really effective in keeping up the pace of the narrative and making it interesting to watch. Because narrative forms the frame of our music video, I wanted to make sure it didn’t slow the music video down and make the audience become bored of it. ‘Artistic Camerawork’ is something that is routinely used in music videos, as, music videos ignore the conventional. Through the use of ‘Artistic Camerawork’ we were able to make our music video interesting to look at and grab the attention of the audience. This artistic camera work is evident in Kodak Black’s ‘Patty Cake’, with their use of whip pans and general camera movement.
- 9. Lighting ◦ Lighting was something that we heavily relied on throughout our music video. It was essential to show the passage of time, and to highlight that things were changing and moving forward. Lighting is essential in music videos in general, as it helps to fit an entire narrative/performance into 3 minutes. Because of our artists target audience being in their 30s/40s, we wanted something that matched their sophistication and understanding. The lighting highlighted the narrative that we created through the lyrics of the song and keep their attention throughout the video. In this scene, we used on set lamps to light the tables and actors, and some red lighting mixed with some blue for the stage to create a surreal red on the velvet curtain at the back. This showed that it was around night time and immediately tells the audience that they are in a jazz bar. Obvious lighting is evident in the music video for as ‘1234’ by Faist.
- 11. 3 minute length ◦ Music videos are usually around 3 minutes long depending on the length of the song and so that the audience don’t have to concentrate too long. We had a very complex story to tell due to the very narrative based song so we had to make the story very compact. To help us keep the video the same length as the song, we used stereotypes to show the different stages of romance. This helped the audience to identify what was going on, and helped us to keep it short and powerful. In this scene we used dim lighting through candles and a lamp to set the romantic setting and the man got down on one knee. All of these put together is a very stereotypical engagement- it is extremely easy to identify this as an engagement.
- 13. Costume and Props ◦ The costume and props within our music video were very stylised and theatrical to make our narrative as obvious as possible due to time constraints. It also matched our artist’s star image of being very dramatic and helped introduce the audience to our artist, which is extremely important as she is a new artist trying to break into the industry. We changed the clothing regularly to represent the seasons changing and to develop the relationship between the characters. Music Videos conventionally don’t pay attention to ‘time and space’ and we feel that through going through a year within 3 minutes was really effectively shown by the changes in props and costume. In this moment they are in the Jazz Bar, which is the first time they meet, so the costumes they are wearing in this image are worn in ‘the first night’ part of the narrative to show that it is in the same night, and then the costumes are changed from there to show the passage of time.
- 14. Digipack
- 15. ◦ For our digipack, I took inspiration from Amy Winehouse’s album as she was very similar to our artist: ◦ The black and white theme of my digipack are inspired by the 1960s origination of the song for my music video. I also designed the CD to look like Vinyll, again, to be similar to the 1960s format of music playing which was Vinyll. ◦ The pictures of our artist on the front and inside cover highlight the star image and adds to the dramatic look of the artist and to make sure that the audience see her face and know who she is. ◦ The font of our music video is also inspired by the 1960s, as it looks quite old fashioned and dramatic looking.
- 16. Website
- 17. ◦ My website highlights the star image of our artist through the use of the dramatic close up photos used throughout our website, to show her strong stage presence. ◦ We use her music video in the background of our website to show the importance of how the music video is in representing our artist. ◦ Our website takes inspiration from Norah Jones’s website, that uses the black and white colouring with a touch of colour that we thought looked really effective. The look that we felt Nora Jones had was very dramatic and, as this is a part of our artist’s start image, we wanted to make sure that this is able to be seen through the website.