Lashmi Gemma Kaur Evaluation Q1

1. In what ways does your media product use, develop or challenge forms and conventions of real media products?

Andrew Goodwin has three theory's about music video's based on the relationship between the song and the video. There is illustration, amplification and Disjuncture. The main theory that my media video represented was Amplification. My video did not have a direct storyline however, the music was edited in time to the video, to show amplification. This also follows vernallis theory about the camera work and the editing all in time with the beat of the music. Below is a clip of the final chorus of our song. the whole idea of me putting it up, was to show the build up of the party scene. Many music videos always have a big build up before they show a party scene such as Pitbull's and Neyo's 'everything tonight.' The video didn't show the party scene straight away, as they wanted to make the audience wait, so that when they saw the party scene, the music would be moving fast with the music and they could show all the conventional motifs that would be used such as alcohol bottles, glasses, reoccurring strobe lights, cameras etc.

Following vernallis theory, this was not done intentionally. However, we did use some phantasmagorical body shots in our music video. It does not really look like I'm wearing anything on the top half of my body either than a bra. However, there was skin showing. Also, us dancing on chairs was not intentional, we just done this so that we could get a low angle shot of us dancing, but didn't really go that way. So we worked with what we had.

The main videos I found inspirational to me was J'lo's 'On the floor', Pitbull's 'Give me everything tonight' and "Skepta's Amnesia." These specific music video's were inspirational for three main reasons.
The editing of JLO on top of the crowd was great. The under layer of the crowd was faint, so that the viewers can see more of JLO. However, the crowd was in the background to show that a lot is going on. This was interesting when we done it for ourselves, as we were able to play with the opacity. The camera movement fit a variety of shots into every scene. Below you can see similar shots of JLO with a crowd behind her. However, they are all taken from different angles, which helps to show of her beauty.

Comparisons with JLO's music vid.

These two shots can be compared through the hand gestures, the same close up shot and the faded crowd dancing in the background. I particularly like this shot as you can see the artists facial expressions.

Both shots use and under layer and an over layer. You are able to see me, with one of the dancers in the background . Both me and the dancer are moving with the beat of the song.whereas, in JLO's picture, you are able to see a close up of her face and a shot of her from the side, this angle helps to show off her slim figure and her elegance.

Similar close up shot of singing into the camera, and similar hand movements.

Similar close up shot of singing into the camera.

Similar low angle close up shot. This shot was used to show off JLO's  beauty and elegance within her music video. Although she does a lot of dancing in her music video, it also allows her to slow down during the bridge of her song, to show herself beautiful self off. You are also able to see her swarovski earrings, which she was promoting.

Comparison's with Pitbull and Neyo's music vid.

Two shot showing the artists singing with woman next to them, suggesting their high sex appeal.

Eye contact to engage with the audience. With people partying in the background, you are still able to see a clear shot of the artists.

Party scenes compared to get that ecstatic vibe. Allows the audience to make them feel as if they were there. 

This shot of Neyo shows him spreading his arms out to match the lyrics 'give me everything tonight.' Shannon also done this as he was trying to get the glow stick in the shot and get everyone to hype up and dance.

The majority of Skepta's amnesia was inspirational because of the structure of the video.  There was a clear use of tracking of Skepta. I really liked the location shots of skepta, it helped to promote his whole genre of music in my opinion, as he does many party scenes in the majority of his videos.

Above you can see a clear shot of skepta promoting his name in his music video. We also followed this and put S.I.P in our music video, as we wanted to promote our artist as much as we can. 

Here our the location shots that both our music videos have in comparison with each other. I feel this is important to put in as we want our target audience to know the location of where we are. skepta clearly shows that he is in Ibiza. whereas, we clearly show that we our on Tower bridge, which is famously known to be located in London.

Shots of artists that promote them, but also show a bright background to keep the audience interested.

I wanted our music video to really have that ecstatic party feel vibe, which i got from watching skepta's amnesia. The party feel really allows the audience to make them feel as if they were there. Its young, fun and exciting, clubbing is a popular social activity that allow young people to have fun and let loose, and that is what i really wanted my audience to see. the whole idea of partying and getting drunk is exciting, and by watching this video, really helped me to get an understanding of how i wanted my video to look like.

These mid shots of the Artists once again show them at a balcony view. Skepta is on his balcony. Whereas, shannon is on Tower bridge. These two locations allow both artists access of a view of their located cities filmed in.

My digipak is conventional to these artists, as they all come under the same genre of music. My digipak has a black and white colour scheme. I felt that this follows conventions as some grime/ hip hop videos are filmed in black and white. It is very creative in my opinion. My ancillary work did not really relate to my music video as much as it could of.  My printed products have a dark colour scheme. However, my music video also has a dark colour scheme to it as it was filmed at night. I can relate my digipak to other artists digipaks such as wretch 32, Kano and Tinie Tempah. 

Wretch 32's album cover, advertisement for his black and white tour, and RWD magazine talk about him.  His whole black and white scheme is similar in comparison to mine. However my backgrounds are in black and my text is in white. Although, wretch 32 is a British hip hop artist, I believe he is capable of crossing over to grime. Although, wretch 32 falls under hip hop, Tinie Tempah has crossed over  as a hip hop, electro and grime artists, and Kano has crossed over from grime to main stream, suggesting Wretch 32's high capability of crossing over too. Both kano and tinie tempah have a similar and simple album cover. It has their faces, name and album name. The colour schemes on all three album covers are similar in comparison to my digipak. an example of a hip hop film that was
                                                           filmed in all black and white was Snoop Dog's 'Drop it like it's hot.