Poster

Convention and Representation Notes

Representation

Initially an idea we wanted to involve was the traditional representation of our male character and our audience to idolise him. This is typical of the hip-hop genre, we achieved this by using a low angle shot and the large proportion our male is in shot. This was done consistently we used a costume in our digipak of a large coat and enlarged our performer to be physically larger than the female showing a power balance.

In the early stages of production we decided we wanted to include the idea that the line between good and bad is very thin and this something our performer has to deal with, this was achieved with different colour lighting red having connotations of evil and green of good. We position our performer in the same place in two shots with differing light then cut to the pace of the music. This was also achieved in my magazine advert as the artist is light in green being consistent with the themes of a binary opposite of good and evil.

With our female character we wanted a traditional representation we done this by sexualising her subtly; this was done through slowed speed duration of a close up of her mouth in black and white. However we did wanted to challenge convention by involving the idea that the female does pose a threat this was done in our digipak by the eye line of the female matching the males but the male choosing to face the other way.

The Weeknd often draws inspiration from his surroundings therefore we decided to draw inspiration from the place we filmed being Bristol. This idea of people being shaped by their surroundings was achieved by the locations being semi-iconic in Bristol being Cabot circus, the famous bear graffiti in our digipak.  The idea of urban lifestyle was incorporated through a fast pace created by quick cuts to pace. The urban theme was continued in the poster through the involvement of blurred green lights.

Quite obviously the ancillary tasks are much different because they are more likely to reach an audience who haven’t previously consumed products from The Weeknd therefore we contained a lot more of the female character to appeal to the male target audience.

 

Convention

I produced a music video for The Weeknd’s ‘Often’; I adopted, used and developed convention when creating both the advert and the digipak.  During my research I understood how a female performer could be used and how it was demanded by a male audience for female gaze. A convention I have used is a female influence in the digipak; I have used a female model similarly to convey the themes of lust and love. This was achieved sexualising her subtly; this was done through slowed speed duration of a close up of her mouth in black and white.

 Another convention I have used is a central frame on the front of the digipak with a two shot this shows the relationship between both performers. Another convention I have used is black and white in the digipak this is because it was favoured by our audience in research.

A way I have developed convention is having  more a female influence in the digipak, She is on three sides of the digipak instead of one also we have been less suggestive and provocative as we didn’t use a female performer for the female gaze as typically women would have more . 

The Weeknd often draws inspiration from his surroundings therefore we decided to draw inspiration from the place we filmed being Bristol. This idea of people being shaped by their surroundings s was achieved by the locations being semi-iconic in Bristol being Cabot circus, the famous bear graffiti in our digipak.  The idea of urban lifestyle was incorporated through a fast pace created by quick cuts to pace. The urban theme was continued in the poster through the involvement of blurred green lights.

One way I have developed convention is the interesting use of coloured light which already existed within The Weekend’s music video but also as a background in one ‘Vibe’ magazine advert. 

Initially an idea we wanted to involve was the traditional representation of our male character and our audience to idolise him. This is typical of the hip-hop genre, we achieved this by using a low angle shot and the large proportion our male is in shot.

Evaluation - convention

Evaluation - Use of technology

Pinterest - Use of Technology

Evaluation - Representation

Evaluation - Audience Feedback

Summary of audience feedback
- Inconsistent font.
- Too much grain, adjust ISO.
- Greyscale and Saturation was out.
- Pace was good, flashing lights were good possibly more of.
- Nice use of symmetry, City lights.
- More female, more lights and urban locations.
- Smoother camera movements. 

Digipak Alteration

After receiving feedback from our audience, there was an issue with the consistency across our media products. The main issue being font and colour. To address this issue I decided it was best to change the font on the album and add a green gradient to the text. This cover now creates consistency in our pieces and allows us to full fill and create the right expectaions.

Digipak and Poster V1

 

Final Screening

Digipak Experimentation

Our plan was to have a contrasting color effect on the two performers

in our digipak, so we experimented with two different images

on adobe photoshop to see how and what the effect would look like.

Initial Screening

Digipak Net design

We decided to have a six window album pack, this was because it was conventionally done by the weeknd and 6 sides would incapacitate our intentions.

Digipak Consideration

I took a screenshot from my music video which I feel represents the video on a whole.

The picture below that should have been the stage my digipak is at, however I haven't started to construct this yet so I put my sketches in to give people an idea of what I am looking for.

The large box on the right should have been my magazine advert, but like the digipak I haven't started to construct this yet.

People looked at this and gave me feedback and also suggestions about what they think the digipak and magazine advert could look like or themes it could include.

This picture is very unclear, however the main messages consist of

- The lighting from the screenshot look as if it should be a continual theme throughout my work

- Use the similar costumes and props (hat) for digipak and possibly advert

- One person who has seen the my current video has also said to use a blurred effect that features in the video on the magazine advert and also on a part of the digipak.

I think these comments are very positive and people have all said similar things showing that they are all receiving a similar message/theme just from this small task. The comments that have been made are actually similar to what views I have myself and I am looking to work towards these for my digipak and my magazine advert. 

Digipak Analysis

We Have For this task, I looked at the digipaks and magazine adverts of previous students work.

I had to pay attention to how consistency and the technical aspects of the digipak and magazine advert. I then spoke about what I expect from the video and see if the message I have perceived from the digipak and magazine advert matches with the video itself. I then predicted grades from the video digipak and magazine advert to ghain an understanding of what the standards are for each aspect of the coursework. I done this process for two students work and was on the right lines each time.

By doing this, it allows me to understand what a video, digipak and magazine advert looks like for the grades it got.I can use this process for my own work and try to predict what I've got and try to establish where I am at and what else I need to do to improve my work.

Studio Usage

We have used a studio to create a dark atmosphere (when all of the lights are off) and used spotlights to light up a side of the performers face. By doing this, the audience are still able to see the performers emotions which is a key theme throughout this genre. We will be using this location to get photos for the digipak and also the magazine advert.

To take advantage of the lighting, I decided to use green and red plastic and hold them infront of the lights so it is almost as if there is a green or a red spotlight focusing on the performer.

For this shot we need to create something which connotes smoking and drugs so we got a box and surrounded it with black paper to create the 'dark/gloomy atmosphere' again. Once we achieved this we got a beaker and put smoke matches in them. The smoke that came off was very thick and clear, just like in the actual videos from the drugs they are smoking.

Shot reconsideration

Lack of Shots

Me and my partner sat down after editing most of our footage and we found that the there was a lot for the same shots at the same location with the same costumes. Although this is conventional, we wanted more of a variety as we both decided it would be more interesting to watch. We also revisited our research and established the key things that we definitely want in our video that also occur in professional videos in our genre. We decided that a very important convention was a girl, especially as our song directly relates to girls we decided it was a definite. We discussed many different ideas to portray some of the lyrics in a way that it is acceptable. These are our main findings/ideas.

- Close ups of girl

- Pan up of body

- Focus on legs

- Pan up legs whilst putting stockings on

- Direct address

You cannot actually see what the writing says in the picture, put the paragraph above summarises what the paper consist of and showing that we have wrote done our ideas about the participation the girl in our video will have.

Editing Plan

EDITING

 

Before using the editing machines this year, I was very unfamiliar with it and didn't know how to work anything properly or what the effects did to my footage. However, now I have used it I feel quite confident with it and how to adjust the settings once I have applied the effect.

 

One of the main transitions I have used to link the clips are 'dip to black' as it makes the transition look very smooth, almost as if you are blinking. Another transition I have used is the 'Cross Dissolve'. This transition is effective and links to my genre very well as it gives a blurred effect which is actually conventional in my genre as it represents a drowsy effect as a result of alcohol or drugs.

Another tool which I have used a lot and found very beneficial is the 'fast colour correction'. This has enables me to adapt the colour of my footage so my performers face isn't patchy, as well as I have been able to change the brightness around the performer by adjusting the ambient lighting. I have used a spotlight effect to focus on the performer and I will eventually use this so it follows him around the frame. I have also been able to change the opacity so that I am able to layer 2 clips on top of one another and still be able to see each of them as one of them is almost see through.