A2 Media Blog - Bela Walter

We started with researching music videos through YouTube such as Azealia Banks 'chasing time', Nicole Scherzinger 'Whatever you like', because we wanted an original product we gathered a number of ideas that triggered our creativity. When choosing a song 'Let Go' by Isis Salam we were inspired by these music videos' ideas. Afterwards we made a timeline that highlighted our main ideas. Then we made an animatic storyboard that was shot on Sony NX5 in order to have a clearer overview of a final product. The use of IPad playback gave us the opportunity to sink an image with the sound to make the cutting easier. At the beginning of every shot we had the IPad in of the camera so the time of the song can be recorded. When started shooting, we included materials that were hanging from the celling to create an illusion of a larger space. We got close up shots of bits of materials so we left some materials in focus while other were out of focus. Moreover, we used bright lighting to draw audience's attention to the action. The lighting was crucial to highlight the main elements on the black background. Shots were taken from different angles of the same scene to create a certain atmosphere and to introduce the audience to our powerful settings. Furthermore, in order to elaborate on shot types more we used a crane bird point of view shot afterwards to engage the audience in to the concept of 'dominance'. Moreover, we used Hashing lights to match the rhythm of the music, which is energetic and fast paced. Beams of light were placed at the back of the studio in order to create a club atmosphere that reinforces the dance genre we were aiming for. The use of Sony FS100 with prime lenses that give a sense of depth of field and better quality image was beneficial of making close ups. Also we used things like dolly, tracks, crane and crib in order to have a great variety of shots from different angle. During editing, the wide shot of the protagonist lying on the floor was changed in After Effects because the shot was not very clear and the surface was reflective so the lights went weird. Therefore we added a colour effect because we did not want to loose the scene as it had a good potential. Moreover, saturation was adjusted in order to produce a heavier contrast between the artist and the background. Therefore she stood out more to be in the main focus. Additionally, for the chores we edited shots on the bit to emphasize the rhythm of the song in the program called Adobe Premiere. In fact, the pace of the editing increases as the music continues along with the introduction of a new scene to built on the existing atmosphere and to reinforce the concept of 'escape' more. While editing, we used multilayers from 5 to 10; and we used markers to indicate cutting points to cut to the beat and then shots were cut into continuity. That was done to adopt the technique of successful media products. Furthermore, we used letterboxing to make a more cinematic view. We chose boarders from Photoshop files and made them deliberately wide, so we dragged bars through out a timeline to achieve what we have achieved.

Task 2. How effective is the combination of your main product and ancillary texts?

In order to understand the relationship between the music industry and its audiences, it is important to consider the roles of music stars. Richard Dyer has written extensively about the roles of stars in film, TV and music. Irrespective of the medium, stars have some keys features in common – a star is an image, not a real person, that is constructed out of a range if materials. Stars are commodities produced and consumed on the strength of their meanings. Our star reinforces to Dyer’s definition in a way that although she is an existing person which her own style that is carried throughout her work, we cannot deny that Komali is not affected by advertising. In order to be sellable she has to be attractive to the target audience so she is a commodity that is consumed on the strength of her stylistic elements which are represented in the music video. Everything Komali does is channelled to the public and media recognition. Therefore, some common values that her products emphasize are youthfulness, rebellion, creativity and talent. As regard to the music video, we focused deliberately of the close ups of her because she is the main image that we are trying to sell and make it appealing to the target audience, which are young, creative, enthusiastic young people who think differently about the world. Moreover, we combine her image with stylistic elements such as materials and designer clothes. These are highlighted throughout the whole music video in mid shots mostly to draw audience’s attention to the fact that the star and her style are inevitably linked together in order to provide a full picture. An example of a real media product would be the star image of Azealia Banks. She is the main focus of all her products because her image is very sellable – she is young, attractive, motivational and talented and with remarkable sense of style. By looking at her, you are engaged in her reality and are encouraged to follow her way. This was achieved mainly through the emphasis on close ups of her. The recent music video “Chasing Time” would be the perfect example of this – white plane background with her and dancers only. So, again, the audience is involved in the dance atmosphere with the reference to the star and her style. In fact, she was the great influence for us as we followed the same pattern – one performer who gets most of the screen time and dancers representing the club atmosphere and being fashionable. Both Komali and Azealia Banks are fashion icons that have an outgoing and forever-young lifestyle. The same massage can be seen on a digipack. We made it completely black not only because it is stylish and contributes to the star image, but because black stands for mystery and unknown. Thus you do not know where Komali is going to be tomorrow – may be in Milan, may be in New York. All you know is that she in unpredictable so this engages the audience even further into the concept of the artist. Although it is mentioned above that Komali herself represents the concept and the sellable star, we did not put her on the cover of digipack because whereas the music video aimed to attract the target audience, the digipack reveals the style. When it comes to music, lyrics are all that matters, therefore, when you open the digipack there is a picture inside where you can see only Komali’s face at the background – this implies that she is behind all this. As a result, we there is a girl on the cover covered with the material from the music video, you can barely see her. The hidden meaning is that everyone can be Komali in their own way – and that was sells the most. It makes the artist stand closer to you and guide you. Regarding the website, it is a portal to Komali’s world that helps to advertise her. There fans can find the recent news, listen to her music, watch the video etc. The website really come as a last piece that sums up all mention above. Slideshow on the homepage adheres to selling the star image. Komali is an idol and the website is the way to worship her (for fans, obviously). Moreover, the website represents the paradoxes described by Richard Dyer – the star must be simultaneously ordinary and extra ordinary of the consumer. In fact, on the homepage we see Komali quite ordinary, wearing normal clothes. Moreover, you can watch her on Ellen’s show where she is closer to the public. However, do you really know her? She appears in all her versatile image, she is like a star you cannot reach – that makes her extraordinary. Additionally, she is simultaneously present and absent for the consumer. Although you can see her upcoming concerts and watch her live, however it is always ultimately unsatisfying so fans feel they want more so they will continue to demand her products. Overall, the website is the crucial element of the whole picture because it tells the story of Komali and it is an excellent commercial tool. The example form the real media product would be Rita Ora’s website. We can see her image in the front page and there are underneath Tweeter posts so automatically we are encourage to fall for her style and star image and also to feel that she is a real person and we can communicate with her. To conclude, the music video, the digipack and the website work together perfectly to advertise the star image. The incoherence of the star image ensures that audiences continually strive to ‘complete’ or to ‘make sense’ of the image. This is achieved by continued consumption of the star through her products. Fans will go away determined to continue consuming the star in order to carry on attempting to complete the image. Therefore, all 3 things are aimed to target a specific audience; all aimed to embrace creativity and talent of the artist and all aim to highlight the style.