A2- The evaluationMusic Video

Amy Pass

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

• My music video uses the conventions and develops them as well, however it also tries to challenge these conventions of real media products on the media market. Research into the musician and the song I picked, Daniel Powter- Bad Day. I carried out further researched in to similar artist, but also explored the genre its self to see the variety of ‘pop’ there is and also to see what they all had in common and what they didn’t, this then allowed me to apply certain music video features to my own project.

• On the left are the first shots of my music video from 0 – 22 seconds to show that my music video has incorporated different shots of the actress but also different positioning of my character as well, locations has also changed as well and the mise- en – scene. Through my presentation I will showing you how my music video follows music video conventions but showing that it also shows that my music video challenges the conventions as well. As you can see from the first 4 shots that my video beings to follow the conventions but also at the same time challenging them.

Andrew Goodwin's music theory•I am going to analysis my music video products through the criteria of Andrew Goodwin's music video theory . Which is the main theory that I will focusing on and evaluating my own music video against the Andrew Goodwins theory . Which states that:

There is a relationship between the lyrics and the visuals used in the music videos, with the visuals illustrating, amplifying or contradicting the lyrics in the song.

There is a relationship between the music and the visuals, with the visuals illustrating, amplifying or contradicting the music. Such as the beats in a music video seeing the sound.

Genres are complex and diverse in terms of music video style and iconography

The record companies will demand a lot of close-up shots of the main artist or vocalistin the music video. This is called Star Image. The star image is another vital aspect of music videos. The narrative in which is a big story that describes the development of the star over time, it has an important part to play in the music video production process.

There are likely to be intertextual references, either to other music videos or to films and TV texts, these provide further gratification and pleasure for the viewers/fans. This also adds humour as well. Also throughout the video reference to intertextuality in terms of existing products such as a digi pack (poster, CD cover and back , inside sleeve etc.) or existing music videos.

Is there is a relationship between the lyrics and the visuals used in the music videos, with the visuals illustrating, amplifying or contradicting the lyrics in the song??????

• In my music video I have tried to tell a story through my music, song and lyrics. I have used the lyrics to lead the narrative of my music video and to link to the visual imagery throughout such as the mise-en-scene of my actresses. Also I used the lyrics ‘bad day’ although my music video as my actress is having a bad day so this amplifying the bad day theme through the situation and I used the visuals such as the letter, so that means that my visuals on the screen link to the lyrics that are being sung all through the music video.

• Throughout the video I have made the lyrics correspond with the imagery chosen, mainly to emphasise certain points in the song and also to add impact on the nature of the video such ‘Bad Dad’.

• However, I have tried to contradict the lyrics in my music video through my visuals as near the end of my music video my actress is having a good day when the song says ‘bad day’ which amplifies the heart warming scene at the end, so therefore it will be amplifying what I think the lyrics mean and how I have interpreted the lyrics.

• The lyrics and the visuals have a relationship all through my music video and they are used to first illustrate a point but in my music its further amplified both through the use of the locations and the weather when the music video is shot as it amplifies having a bad day but then is further contradicting by the fact it’s a lovely sunny day ad my actress is having a bad day on a good day. Showing that there is a direct relationship between the lyrics and the visuals.

• This shows that my music video is both conforming to the conventions of a music video but at the same challenging the conventions that Andrew Goodwin had set.

There is a relationship between the music and the visuals, with the visuals illustrating, amplifying or contradicting the music.??

• In my music video there is a relationship between the music and visuals as the actress and character are at a slow beat all through the same type of beat of the music until the end where everything comes together it becomes faster the story unfolds as at the beginning it slow staring and when everything is happier everything seems the unfold when the music becomes louder and bit faster so does the story it becomes faster. This is trying to portray that the emotions of both my actress build up throughout my music video and at the end it comes bursting through.

• Another link between the music and the visuals is that I have my actress is walking at one point which is in a slow beat and the music speeds up which is contradicting the music showing that the emotions of the actress and showing my music video is challenging the conventions of the ‘stereotypical music video’

• The lyrics are very much open to interpretations as the lyrics do tell a story but the story is a vague and it the story could be used for anyone and anything so this is why I took the approach I did which made me create a story video than an actual stereotypical ‘pop’ video.

Genres are complex and diverse in terms of music video style and iconography

• In my music video I have tried to break the normal pop conventions and also I have tried to break out from the original music video for this song as I did take some ideas from the original but added my own twist on to it . I was also going against what the artist normally does as he normally has shots of himself playing the piano and almost all the time and I wanted to show the music side instead of the artist himself. And I wanted to reflect more on the lyrics than the artist as well.

• The genre is pop is all about the glitter and glamour and dancers and the original music video of the song goes against this stereotype so it was already unconventional and this shows what Daniel Powter was all about, however I wanted to break away from the original and the genre as well to tell a story which is modern and actually relates to the audience something that is realistic.

Record companies will demand a lot of close-ups of the main artist or vocalist

• In my music video this is something that really challenged as the artist is never shown as the only the actresses character is shown showing that the music, song and lyrics are more prominent than close ups of artist. However the there are close ups of the actress which could show that my music is conforming to the record company as there are some ( not very many) close up of my actress to show the emotions of the story and its not the artist who is being shown and this shows my music video is challenging the conventions of the both the theory and the stereotypical ‘pop’ genre.

• Unlike the original music video of the song which has a lot of close up of the artist which is shown in the image below of the original music video which shows that the official music video conforms where mine doesn’t

There are likely to be intertextual references, either to other music videos or to films and TV texts, these provide further gratification and pleasure for the

viewers/fans

• There aren't any really intertextual references to any film or television but how the story that I am telling in the music video both male and female teenagers which creates the sympathy the audience have with the character and the situation she is in. So then the end is heart warming and will appeal to the audience.

• The only real intertextual reference is the fact that the actress is used in the video is on the front cover and poster, which makes all the products and digi pack products link together and all relate to one and other and so that when they watch video and then see the CD cover they will be ableto tell that the two products are together and not separate and able to actually recognise the products apart and together.

• However it can be seen that the video itself is an intertextual reference to the original music video as its in some ways similar to the original e.g. the beginning as the characters in both videos wake up and it starts of the story and both the characters have a bad day. ( seen below the orginal on the left and mine on the right)