How effective is the combination of your product and ancillary texts?

With reference to Richard Dyer's theory of star image, demonstrate how elememts of the star image are sold through your creative choices in the video, digipak cover and poster. In particular, you should look to show how the three products work together to sell the artist and/or where there may be some contradictions in the images created. Make sure that you illustrate with images from your work and, where helpful, from existing products.

O:\Task 2

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In what ways do your media products use, develop or challenge forms and conventions of real media products.

Throughout our media product we tried to use, develop or challenge conventions from real media products. In particular, we looked at six main areas:

• Direct address
• Lighting
• Use of performance clips
• Use of concept clips
• Mode of address
• Use of special effects

Direct Address

One convention which is pretty much always used in pop promos is the use of ‘Direct Address’, this ensures that the performer performs directly to the audience, it gives them a sense of involvement – the use of this convention is to build a relationship between the audience and the performer. The direct address is used to give the audience an emotional connection to the band, the video presents itself based more on the style of the band image rather than the connotation of the lyrics, which contain a serious underlying meaning. Therefore maintaining direct address is an inevitable part of the music video, especially ours as the audience has to feel a connection with the duo in order to build up this fan based relationship which should follow. Above is an example, of a commercial artist, Lady Gaga – she is looking evidently straight towards the camera this entices the audience in to build up a relationship with them. Below, is a clip from our pop video where our lead singer gives the audience direct address to create this relationship. Also, we have decided to film at eye level as this gives a feeling of comradeship between both the performer and the target audience as the mode of address is on same level as audiences. When she looks away – it teases the audiences as it draws them in wanting more, as the star image is something they cannot have, they are then excluded if the star looks away making the audience hungry for more, it encourages repeated consumption. Even videos which are from Electronic Shamen use this convention, for example, ‘The Prodigy’ with ‘Warriors Dance’ and ‘The Chemical Brothers’ with ‘The Salmon Dance’, even though they do not have an actual person in their video it is still important for a connection to be made between the audience and the song itself, so therefore the performer, in this case the ‘salmon’ looks and sings straight towards the camera, therefore giving direct address, which supports this relationship.

Lighting

Lighting is a key aspect of all music videos, often depending on the light used depends on the way in which the band and the song is portrayed to the audience. In our video we used high key lighting to connote a happy, peaceful environment.
We decided to use high key lighting as it juxtaposes the bitter sweet lyrics and the upbeat sound of the music, as this helps to portray more of the stars image rather than the song itself. By using this type of lighting on both our male and female stars, it promotes a positive image to our audience, which is what they are primarily based upon. In contrast, The Ting Tings are a two person band, with their song ‘We walk’ the video is very darkly lit using low key lighting. This may be because they are trying to portray a darker underlying tone and meaning to either their video or themselves as a TV Bard band.

Use of Performance Clips

Throughout our pop video, a key aspect of our promo is the performance clips – like most music videos this is an inevitable aspect. The performance part of our video was a main element, although we wanted it to fit with the genre and style of the band, therefore, the performance shots were set up in this naturalistic environment. They are playing their instruments in the setting in which they feel most comfortable and which best suits their individual style. As Keith Negus categorized bands and artists, our duo come across as a more organic act, thus, these performance clips meet the needs of the band and their target audience.We decided Melena would not only sing but also play the keyboard. This was quite a key part which was ongoing throughout the video as we mixed both wide shots and close ups of her playing her instrument. Whereas, our male singer, William, played the base guitar – the colours of his guitar are quite rustic which are again to emphasize their organic, natural image. Also, we purposely chose to keep the amplifier in the shot, as it again connoted this rural feel and again highlighted this naturalistic environment and their normality as a band.

Not only did the performance aspect make an ongoing appearance in the pop promo, but we extended the use of performance into the CD cover. The back of our CD cover also used the image of the amplifier – we decided to use this as it clearly highlights who they are as a band and that they are primarily interested in their music rather than being just a commercialized group. Again, the colours used also draw attention to their organic style.

The performance aspect is a vital part in all pop videos, below is an image taken from one of ‘The Ting Tings’ music videos. As a group they are quite similar in terms of they are also made up of a male and female artist, however, they have very much been commercialized rather than being a TV Bard band which Faulkes are. Although, they too use this key aspect of performance clips, the image below is just of the female singer with her microphone but also throughout the video many clips are used of the drums and also the base guitar to try and reinforce this performance aspect. But for Faulkes, it is very vital to have performance as one of the main features as this is their style and this is what their target audience desires from them.

Use of Concept Clips

Our pop video consisted of two different concept aspects, one being the band riding on bicycles and the other being them out in a rowing boat. Both these features give a sense of getting and being set free – being a TV Bard band aimed at a more teenage, young adult audience the idea of freedom is inevitable and therefore, this clearly meets their audiences needs and makes them feel connected with the band as they seem to be like-minded.

Both these concept sections do not primarily fit with the lyrics, but again we made a conscious decision to make the pop video primarily based around their style and star image rather than the connotations of the lyrics. Also, both the above shots of the duo cycling and the below shot of them rowing demonstrates this sense of naturalist, rustic image that they wish to portray to their audience, which highlights their art school background. Due to them having this creative background these concept clips perfectly fit with their style and image, even though it does not connote the lyrics, it still works effectively.

Although, most pop videos have a balance of both performance and concept clips – the concepts are often very contrasting. For example, looking at Lady Gaga’s video of ‘Bad Romance’, it is extremely abstract and creative. Everything she does is very peculiar, for example, one of the concept parts was all these ‘alien creatures’ coming out of white body boxes, this just proves her wacky style. Although this is so contrasting to our bands video, it is likely that they may somewhat appeal to a similar audience, as they are both artistically creative and abstract – this could be what our target audience may like. However, our video has a more natural approach to creativeness in both the concept aspects of the video.

Mode of Address

Clearly, the mode of address is a very key element of most music videos. Our video portrays a clear, happy, upbeat style and mode of address. Although, this does not necessarily connote the lyrics of this particular song, as a band – they have this happy persona.

Throughout the piece, we have used autumnal rich colours which give the music video a soft, organic feel. There is a wind of change in public consciousness leaning towards a distrust of the synthetic nature of commodities, for example becoming and being more environmentally friendly – now even food companies are advertising more economic ways of packaging. Therefore, at present, this type of organic and natural environment is likely to appeal greatly to a wider audience as it is likely to fit these organic needs of the audience. The mode of address in our video shows an organic integrity that mirrors this public attitude, so appealing more to ‘trendies’. We have this alternative approach from the mass culture commercialized acts, and therefore, targeting and appealing to our specific target audience as it reflects their mind-set.
However, our video does also challenge some aspect of this convention. A common mode of address would be to have to female lead singer to be in the middle of the frame, if using the rule of thirds, as this is purposely design for the male gaze. Even, if the band is only a duo made of just a male and female then this convention is still used, for example, in the above still shot from one of ‘The Ting Tings’ pop videos – the male is not even in this shot, reinforcing this element of trying to appeal to the male gaze. By challenging this feature it reinforces this creative, artistic approach we have tried to create. Below is a still from our video, both singers are in the frame but Melena is to the right of the shot and in front of William, even though this challenges this convention, the shot still appeals to the male gaze as she is the one pulling in the focus even though she is not in the centre.

Moreover, the finalized product clearly demonstrates this organic image and style Faulkes are trying to create. Their positive and upbeat attitudes are evident throughout the piece which reinforces their band image.

Use of Special Effects

Special effects are a key feature that we have continually used throughout our video. For two out of the three different sections we used a blue screen, for the performance clips we had this artistic, textile piece in which one of our members of our group created which we used after affects to project it in the background. This created this natural, organic, arty environment we wished to create; it is a perfect mix with the autumn leaves covering the studio floor.
Whereas, the second use of blue screen was to create this sense of cycling, we shot them on bikes which were on frames so they were still, and used to blue screen and had a combination of pictures from a country lane to show them moving and cycling. It is quite clear that it is a fake scenario – but that was the idea. Also, by using a setting of the countryside again reinforces this organic, natural environment.

However, we did have some problems when it came to editing with the blue screen, as at times the image was slightly fuzzy due to the quality of the screen. But overall, it defiantly created the effect we wanted to.

Moreover, we also tried to challenge this stereotypical convention; we tried to create our own special effects, with our third concept section we wanted to create this scene where they were out rowing. Although, we could have used the blue screen again to create this, we decided to make these ourselves, again emphasizing this artistic environment, in which the target audience would greatly like. The whole approach to our special effects had this organic, natural setting – we wished to create this arty environment and it was defiantly highlighted throughout our pop video.

CD Cover

Our CD cover, clearly demonstrates the bands star image, as we feel it very much fits with their style. Again, we either used or challenged forms of conventions or real media products. Take direct address to begin with, originally we thought it was vital that our band had a really strong image on the CD cover, but we began to realise that this was not the right look for the band. Their approach was much more rustic and natural; therefore we decided to create something based more on their talents and their creative flare, choosing to not have them as the main focus on the cover. Although, they are looking towards the camera because it blends in with the cover as a whole it fits more with their organic star image. Also, the colours we have chosen to use are there to highlight the bands image, reinforcing this artistic, naturalistic, organic style. This would also appeal to their target audience as they are likely to be eco-friendly, artistic and creative people and this cover would defiantly appeal to them. Another convention we have incorporated is the use of symbolic material, the leaves are a very clear piece of imagery for the band, we have used them in our main product as well as both the ancillary texts, the leaves are there to continually reinforce their organic, natural image. Lastly, the lighting used is very dark, we wanted to give this image a real sense of naturalism, and keeping it dim and all blurring into one image enhances this.

Above is the back cover of our CD, again we are clearly illustrating this sense organic environment using autumnal colours throughout. However, by combining both the natural setting with the amp from the pop promo helps to clearly identify the bands image and their love for music. Using Keith Negus’s term, Faulkes would be seen as an organic act and therefore, this whole image and the combination of performance and concept work really well together – it very simply yet clearly conveys the band as they wish, truly showing their rustic, natural sense of originality and creativity.