By Muslim abbas

Creative critical reflection for a2 advanced portfolio

The genre of my music video “fan” is mainly teen pop as I wanted my music to connect with the youth so that they could also feel the music that I'm trying to provide. My music video contains many conventions of pop music as in the video, the artist is in mainstream outfit he is portrayed happy and is enjoying what he’s doing and he is dancing along with the tune.

The music genre of my video is conveyed through the setting as it is shot on different locations like rooftops, gardens, pedestrian bridges and play grounds etc that and the background, the people depicts the sub continent culture .

My music video gives out a dancing vibe as it has a catchy tune and the actor in the video is dancing with such energy that the audience woud also want to dance with the beat that is why I have used bright and bold colors which is associated with a positive vibe.

How do your products use or challenge conventions and how do they represent social groups?

I’ve not used many different camera angles while filming the music as pop music usually have very mainstream camera angles like wide shots, mid shots and close ups at some stages so likewise I have also used these camera angles in my video but still the shooting was not easy as I had to shoot on roof tops and on swings which was not easy as I had a risk of hurting myself and my equipment

Pop music usually include beats that are very dance-orientated which I’ve tried to show in my video but again I’ve challenged some conventions of pop music too like for e.g nowadays animation is used greatly to create an exciting, loud and lively atmosphere in a pop music video but I’ve not used animation in my video instead I have used a variety of shots and shot at different locations, invented new dance moves to keep the audience engaged and excited on what could come next .

Pop music didn’t use any animation in the past. All the focus used to be on the main character and the main element of the video used to be dance choreography; I’ve used all this in my music video as the actor in the video portrays a fan that goes out of the box for his hero, idol or whoever he’s a fan of.

The purpose of making this music video was to tell the audience how a FAN actually feels from the inside as it is quite easy to mock them when they do crazy things for the people they’re FAN of but not many people know what a FAN goes through and what a FAN actually feels for the person he likes so I tried to show all this through dancing, the energy and the hilarious acts that the actor does in the music video.

I have learned a lot of new things while making my music video, I researched about improving my framework, my editing skills and innovative camera angles etc I brought a lot of variety in my video like there were more then 200 shots that I originally shot and used upto 150 shots in my video which was a very challenging task but it made my editing skills a lot better because I got used to so many things on the software.

I used different kind of shots like many low and high angle shots and also made use of tripod where there was a requirement of steady shots, I used panning in some shots because moving shots made the clip look better.

Branding is a marketing strategy that involves creating a differentiated name and image often using a logo and tagline in order to establish a presence in the consumer’s mind and attract and keep customers.

As my music video is quite colorful, full of dancing and energy the audience needs some kind of attraction to get their attention on my music video that is provided by the digipack of the music album which is colorful enough for the audience to get their attention on my music video as the front of the digipack shows the actor who seems as if he is in a dancing position pointing towards the word “FAN”

How does the elements of your production work together to create a sense of branding?

Indicating the audience that this song is dedicated to all the fans around the world which gives a sense of branding as it is related to the video. The back of my digipack is also very colorful and has the name of all the other songs in the album and the name of the artist.

front back

I have emailed yashraj films for accepting my request of letting me use their song in my music video named “ jabra fan” which is originally used the their film called “fan”. I emailed them to avoid any copyright issues in the near future because I am using this only for educational purposes and not for challenging their work.

I have created a webpage for the audience to get involved and find more about the album, about the character/singer and about the music video.

The webpage contains some stills from the music video, some exciting merchandise which is available for the audience to buy from the website. The webpage also consists of different quotes to keep the webpage a little bit exciting and for the viewers to get inspired.

The webpage also consist of the music video itself and is easily accessible to the audience which is why this webpage creates a sense of branding.

My music video directly connects to the heart of the viewers as it is based on FANS! Fans from all around the globe can relate to the video as I tried to portray the feelings and craziness of fans from all over the world and there is no place in the world where there are no fans present of any celebrity or sportsperson so my video engages with the audience in a very affective way.

To make it more affective and popular in the subcontinent as the backdrop and language of this music video reflects that of the sub continent, I sold the marketing and distribution rights to T-series as

How do your products engage with the audience and how would they be distributed as real media products?

T-series is a very popular medium of music in the bollywood industy and most of the music videos are distributed by T-series so this will help my video gain more attention and recognition.

Apart from that I would promote my video on social networking sites such as facebook, instagram, youtube etc because they have now become very popular among the youth and has become really powerful as a promotional hub. So it will be an advantage for me as my video can go viral through facebook pages and youtube channels!

I could also take help from twitter for promoting my video my creating hashtags associated with my video such as #jabrafan . Jabra is a hindi word and it means crazy so fans could use this hashtag to show their craziness for their idols and this could also promote my music video

I used my canon 550d for the shooting process of my music video and didn’t use many complex tools for the shooting just a tripod for steady shots were used sometimes other wise all work I done with the camera itself and with my bare hands

I have used a simple editing software in editing my music video named windows movie maker . It is very easy to use and very simple software but I still invested a lot of time in editing the video as their were a lot of variations in the video.

How did you integrate technologies-software, hardware and online- in this project?

I posted my video on vimeo for the audience to see and also to avoid any copyrights issue which made it easily viewable to the audience.

I used mobile apps such as picsart and aviary to design my digipack or poster for the video as today mobile apps are much easier to use and also very useful in providing better output. I upload all the links of my video, ccr, evidence and website on my blog on the website called tumblr.