Video showcase

This is the penultimate version of our music video to which we have show are peers and teachers to evaluate the strengths and weakness in the editing, costume,lighting performance and overall feel of the narrator, and how effectively corresponds with the genre and audience of our constructed artist. they were asked to fill out 'Audience feedback' questionnaires in order to review any changes that needed to be made, and aid in giving a final evaluation of our final video.

The positive feedback that we received was predominately of shots such as the costume change and quality of styling to elude a glamours atheistic that then juxtaposes the disheveled and rebellious other side to our artist character.  Further more the audience felt that the fast edits on the shopping bags look authentic and echoing the shallow and materialistic image that we are exposing, as well as enhancing the characterization of the artists role in the video.

Moreover the spoof like shots that appear hyperbolically speeded up creating a fun and 'pop' tone to the video were received well as they aiding in conforming to the pop genre which portrays woman in a sexual and playful light. Finally Elements such as good saturation, lighting and mise-en-scene was evaluated as extremely high quality and aided greatly in the overall authenticity.

However we also asked for the audience to include positive criticisms to improve our video and appeal to target audience most effectively. Firstly it was raised that the the start f the video appear too abruptly and there was a lack of a title sequence, was suggestion me and my group had thought of was taking inspiration from Beyonce's 'why dont you love me' which syncoriseds with the exream sexual and playful feel of our video, where at the start the name of the song appears in a 1950s style to add a parody feel to the exploitation of woman in the music industry, which we we also depict with motifs such as fashion magazines. this would also aid to conform to conventions as many pop videos also include the artists name and song title visually before the song starts.

Additionally as there is not a clear narrative or progression it may seem slightly unconventional, however the style we have gone for is not a clear story but a message instead that strives to portray the extreme level that music videos take woman sexuality, and how the media and fame can cause a side to destruction that is masks by the facade of glamour. As this is most clearly highlighted in the lyrics, which is what we want the audience to focus on, and have given a platform for the music rather than a literal journey of a character.

Another element that was raised was the repetition of shots of the artist on the bed, which also ties in with common conventions and is a angle used in many female pop music videos it may become monotonous so we will try to cut them now to keep up interest and visual appeal.
From this exercise we have learnt which point are most effective and what to improve in order to improve the video further.

Changes in the music industry

When looking at promoting to the music industry and understanding how to construct a brand for the artist one must evaluate the effect different elements have and how one can manipulate them to the artists advantage. The impact of the vast advancements in technology, weather it be the global influence of internet culture, the development of free downloading software, or the instant availability of music videos all impact the industry phenomenally. Firstly the increase in music downloading software such as lime-wire, and the hundreds of alternative available at the click of a button, forces artist to find new ways to gain revenue that is lost through the loss of interest in physical, tangible CD sales. One way of doing so is, instead of trying to fight a already concrete way of accessing music, is to follow suit in a innovative way such as allowing artist to listen to samples of new music through websites such as myspace, Vevo ect gaining interest in the music and intern the artist. This will further increase in fan base and artist loyality and therefore using techonolgy to further increase brand strength. This can be inplimanted also through video realses on youtube, and promoted through incredibly popular social networking site such a twitter that can broadcast information to the mass's in seconds, free of charge. Previously artist would rely on radio play or public performances to predominately promote them selfs of new music however now the avalbilty the synergy of the internet with innovative PR strategies allows audiences to asses not only new information about the artist, be that music, gigs, appearances or personal information breaking down the boundaries between consumer and producer, and manipulating technology to not only the advantage of the artist but also the audience.

My artists website

PRINT SCREEN AND LINKS TO COME

Website research #2

In addition to looking at myspace pages that although are very effective in targeting the appropriate audience and channeling the huge impact such social networking sites have, the format may seen slighting generic not just in terms of layout but also lack of additional elements that the artist own website contain, which I have addressed below. 

Here on Rihannas own personal website fans can purchase not just music but merchandise such as exclusive clothing and accessories which allows fan to have unique items that echo the style of her brand and music. The availability of such products not only promotes the artist to the consumer of the products, but also friends and family that see it, expanding the artists publicity further.

I think the element of 'NEWS' page on Rihannas website allows fans to access information about her synergy with other aspects of the media. Here this post gives exclusive footage of her extremely prestigious Vogue cover, widening her audience to not only her music fans but also tapping into fans that have interest in fashion and lifestyle. This is an aspect I will defiantly try to include for my artist and incorporate links to interviews, online blogs videos wether in be at fashion shows, music event or awards shows or any press publicity.

Lady Gaga's website that conformers to her edgy and mysterious aesthetic, additionally includes links to her own personal blogs and international websites allowing easy access to a diverse range of fans from across the globe. Such personal blogs increase artists personality, removing her from an un-relatable celebrity status to a real person which fans can identity with her views and interests. Moreover it synchronizes with modern audience's desire to know exclusive personal information about celebrities and conforms with the hyperbolic level consumers want information within celebrity culture .

This is intern is echoed in the 'info' section which includes a platform which fans can ask any questions they want through google, twitter and youtube.This innovative synergy with the worlds most popular search engine reveals her success and also integrates all extremely popular aspects on the internet. This feature again strengthens the artists relationship with her fans, and allows an interactive way for fans in her 'little monster' community to communication what they most want to know about the artist to other fans and directly to the artist. In my website I think this would be an extreme effect way to increase fan base, break conventions in the way in the ways fans communicate with artist and blur boundaries further between the artist and fans to strengthen loyalty.

Making a website for my artist - Research

Before embarking on creating a website for my artist as a important device in the promotion of new music/album releases/ tours, developing fan relationship, and increasing the strengthening of the brand as a whole, I have looked at my 2 predominate inspirations for my female artist -Rihanna and Lady Gaga that both emulate ideologies of female empowerment, sexual dominance, the exposure of corruption in the media and an unconventional challenging of the 'perfect female aesthetic'

Firstly I have begun looking at their myspace pages as the social networking site is extremely popular in modern music and establishing a platform for artist the post music, blog post and pictures directly to their fans free of charge. I believe its a great PR devise as it directly targets the medium in which the generation of technology and the internet responds to most. Such pages also incorporating synergy with other social networking sites such as 'twitter' which allows direct contact between fans and the the artist, and breaks down barrios between producer and consumer.

CONVENTIONS I HAVE FOUND
-Include background aesthetic that synchronizes with the album currently released and the currant 'look' and style of the artist, again the furthering the promotion of the new music. Links to websites to purchase said music is also found to be predominate on the page as well as information on currant tours.

-Navigation bars contain links to music, videos, photos, shows, friends and fans and advertisement of the websites sponsors also appear predominate on screen.

- Place for fans to comment on music, the artist ,their opinions, experiences of concerts ect , this builds the fan community and draws in a unified common bond between fans that strengthens the artist brand further.


I think that the striking and visually intriguing picture of the artist followed by the album names looks aesthetically appealing and is defiantly a convention I will work most proficiently on. Additionally artist to fan communication will be a key element on my website as I believe its an important devised in the success of the artist, and the internet, and such websites such as myspace, is a key factor in such crucial communication.

Editing update #3 - Screen shots and analysis

As we have been unable to upload a short segment of our video due to software restrictions I have print screened the beginning shots to explain the purpose and message of each carefully constructed aspect, such a the angle of the shot, the amount of edits, and also costume and styling choices.


Final cut has been a great help in aiding in creating a professional, well edited video with incorporated effects such a hyperbolic use of speed and fast motions with is reflected of techniques used in the industry today.

Our first shot is a extreme fast motion of are artist dancing in a tongue-in-check stereotypical pop-performance style however the extreme fast motion editing adds a twist which foreshadows the distortion in the narrative shown though out. Her hyperbolic glamours aesthetic, using common motifs such as red lip stick, fur coat and provocative reveling add a ironic, parody feel to the video with mocks the stereotype of overly sexualized woman and what 'perfection' 'wealth' and 'glamour' is defined as in society and the industry at present. 

The next shot continues this hyper realism feel though extreme fast passed editing, and shows the artist frantically flicking though fashion and celebrity magazines, portraying societies obsession with money and fame, which again is conveyed in the lyrics of the song. We have chose to shoot this low to the ground to symbolize the artists low self esteem when viewing such images as it creates an inferiority complex bring confidence down also. We have kept costume and makeup simple to highlight a contrast in the character, implying that she is physically and emotionally stripped down but this capitalistic fixation.

We then change setting again, conventional of music videos of the period, to engage audience and also to show artist dancing holding Christian Louboutin's -another motif of wealth and materialistic ideologies-, again this juxtaposition reveals to the audience the multiple sides of this lifestyle, and undercuts the surface level of 'perfection'.

We then used three sharp cuts on 3 still images at different camera angles, the stagnant feel of the shots conveys the paralysing effect this destructive way of life has, echoed by the disheveled hair and makeup, and the juxtaposition of the Moet champagne bottle - another motif of hyperbolic wealth and idealized glamour.

We then have used a shot in which the artist is holding the camera, again a devise to make you aware that you are watching a video that is 'constructed' just like society. this can also be used in music videos through the used of defocusing. 

The motif of a bath is used in our video to again follow the juxtapositions of desire and destruction. The use of the artists placed in the bath symbolises her need of purity and to be cleansed back to innocent, however can also represent the cold, blank and emotionless way the Media and society deals with how they impact young women to such a extream extensent, again echoed in her hyperbolic styling.

Here we have used a birds eye view of the artist lying on a bed, which is synchronous with conventions in currant music videos. The close up not only adds emphasis of her artist glamours aesthetic but also highlights under lying vulnerability convey though the high angled shot, stereotypically lowering status. This paradox create questions from the audience and raises ambiguity causing one to intern think deeper in to the lyrics of the song.

Pictures from shooting - further album cover ideas

Here I have uploaded images from one of the scenes from our video shoot, the motifs used such as moet champagne bottle and Christian Louboutin heels symbolize societies desire for the wealth and glamour, juxtaposing with the artist disheveled, distorted ascetic which exposes the irony behind this capitalist facade, and revels the harmful impact it can have. The forceful sexual image also has elements of how hyperbolic female artists are increasing getting to, such common motifs are used in outrageous artist Kesha, which can be seen on the one hand as a postmodern devise to mock the over use of such symbol in the media and music, or conform to stereotypes embodied in the industry today. 

I believe such images could also be effective for an album covers, and following the same theme that i originally began planing, the artist here looks very doll like with heightened make up, costume and body language, all at extreme levels coinciding with her rigid and disconnected body language again echoes the idea of passive doll, conforming to the conditioning of a fame, money and sex obsessed culture, all of which the artist addresses in her music. this intern creates a spoof like, ironic edge to her music, satirizing images of artists like kesha who take this serial, hyperrealistic character too seriously. 

Further research into postmoderisum

I have begun looking further into postmodernism contextualised in the music industry, which looks deeper into the use of genre synergy, pastiche and the use of parody and irony in music videos today. 

Postmodern music culture is a hybrid of intertextuality where resonance from every era can be seen, in the case of music past ,present and future themes are merged in to one, boundaries of genre are broken and clear ideas from different eras or artists can be seen to convey a message, weather it be applying homage to them, or used in a spoof like way to mock them. The production of music can be seen to be combining and alerting already existing imagery and sounds may convey that music with post-modern essence holds entertainment as its ideologies, which can be seen predominately through MTV, which fuses all aspects of popular culture together. As the 'image' culture grows in conjunction with the constant stream of information bombarded and the dominance of the TV screen, music videos implementation of a saturation of the real and a use of 'hyperrealsium of sitimulation' which can on the one hand be an escape to the monotony of normal life, or a reflection of our extreme exposure to the media, politics, culture of all times ,ages and perspectives, echoing to fast passed nature of such postmodern videos. Further more Goodwin predominately describes postmodernism in music as ' an abandonment of the rational'.

Here I have highlighted conventions I found to be most common in postmodern music

- has aspects of both a break and an extension

-uses irony

-does not implement boundaries of the past and the present

-shows disregard for the often unquestioned value of structural unity

-considers music not as autonomous but as relevant to cultural, social, and political contexts

-includes quotations and clear references to music of many traditions and cultures

-considers technology not only as a way to preserve and transmit music but also as deeply implicated in the production and essence of music

-embraces contradictions

-includes fragmentation's and discontinuities within in the sound, editing and narration

-encompasses pluralism and eclecticism combining virtues of many styles

-presents multiple meanings and essences of ambiguity in ideologies and representations, no 'fixed' meaning

Editing update

Now that we have finished our first session of new filming after improving set, actress's and costumes as well as working further on different camera shots and interesting and engaging performance techniques. We have edited a rough cut of our final video and I am pleased to say my group and I are extremely happy with the way it is looking, even in its earlier stages! The fast pases serial edits we have used with in the first 30 seconds of the video that convey the warped disfunctional nature of video conforming to stereotypical hyperbolic editing seen in currant artist such as Lady Gaga and Rhianna. The implementation of this allows the start of our video to look authentic, interesting and the sharp cuts synchronizing with the beat aid in how effective the video would fit  in the industry today.

I will attempt to upload the finsihed first section of our video as soon as possible in order to compare to our first attempt and evaluate improvements.

Rihannas new post modern video S&M

Rhianna's new controversial music video S&M toys with the idea of sadism and masochism, which implies sexual gratification gained through pain or the degradation of others. The music video has been cencorsed and altered by many music channels and radio station. This exposes the hypocrisy of the industry as many music videos and songs show the exploitation of woman sexually, and lyrics include a variety of degrading terms, yet a issue such as this is attempted to be hidden away.

The video Rhianna has produced is a post modern parody of other music videos consisting of many typical conventions, for example the common use of phallic imagery such as the banana is a spoof of the overall sexual aesthetic that is so common is music videos today.

The videos hyperbolic editing is mocking at the extent of previous video's by making the edits so insanely quick it is almost vertiginous. This creates a serial, distorted effect altering reality echoed by the by de-focusing effects which makes the audience aware that they are watching a music video. This is re-uttered by the predominate close up shot using the effect of a fish bowl, which is a convention of many music videos. Throughout the video many effects are used such pulsing of the camera and the tilting in sync with the beat of the music, giving again the feel of a changing reality in a unconventional way, just like the music industry is.

In conjunction with this overly vibrant colours are used within the mise-en-scene to emphasize the reduced realism of the location, in doing this it also increases the hyper realism ideologies presented in the erratic and controversial issues in the narrative that are so exaggerated that’s its mocking how far music videos are pushing boundaries, such as lady gaga who has show issues such a mass murder, rape and prostitution. Here Rhianna is provoking the question as to how far they can go with these shocking and ‘original’ videos.

Finally the extreme costumes used signify a huge part of the video, here the director has taken costumes again to a hyperbolic level making them hyper real almost as if she is mocking other extremely creative artists such as Lady Gaga, she uses such influences such as the bondage aesthetic that echos that of lady gaga that portrays the postmodern resonance of the entire video. 

shooting update

This was our is first attempt at shooting and editing are video, however since reviewing the footage we have decided to take this as a first try preliminary task, and redo shooting with better costume, lighting and styling, all of which I will post screen shots of. However despite our first attempt not being as professional as we have hope it has enabled us to practise further camera skills, working on a variety of shots that are interesting, engaging and convey affectively the message we wish it to.

I think the effect of editing the lips from close up to extream close up on the chorus is a good idea however lips syncing needed to be tighter and edited on the beat , additionally the locations used were slightly limited so when shooting a second time we had changed to more locations such as outdoor again so that when editing the fast passed shots that are conventional of music videos today will be more appealing.

When we filmed again last week we had planned styling, makeup and props in greater detail, thinking of what each look would convey and shooting went much smoother. I will update with actual footage when uploaded and as had a rough edit.

How I created my artwork using Photoshop

Firstly I started out with the provocative image which connotes obsession with money, glamour, perfection and sexuality, but also the symbolism of a generation of passive woman who are mearly dolls at the control of the media and social expectations. I think this image is extremely striking and would appeal to an audience who desire ground breaking music that deals with such issues in a post modern yet humorous way. 

 To enhance the quality of the image I adjusted the auto levels in photoshop.

I then edited the colour levels to give the image a hyperbolic, serial aesthetic and also darken the edges of the image to create a mysterious, gothic effect to echo the darkness that can come with such ideologies.

I continued this theme by using the blur and smudge tool to distort the money around the doll, again creating the effect of an altered reality.

To tie in with conventions of an album cover I have changed the lip colour using the zoom and brush tool to a deep red, this is due to the recurring symbol of red lips to induce sexual connection's used though out music videos and album artwork.

I then added text to synchronise with the colour scheme however this is a temporary name till we come up with better more suitable options for the song and genre. Additionally I have added a parent advisory label, also conventional of controversial music.

Designing my own album art work

Before embarking on creating my own final album art work for my artist I have decided to first create preliminary covers in order to practise photo-shop techniques and play around with ideas and influences from currant inspirations that come from my industry research. I have used  pictures I have sourced from photography and music websites however for my finally piece will be using my own original images.

As I am particularly influenced by controversial and aesthetically provoking images on album covers that convey the synergy with grunge and glamour, encompassing the hybrid between destruction and desire i have chosen images to reflect this.

I came up with the idea of toying with the conventional idea of female glamour and beauty in a playful way which also makes a statement about the extreme that sex, beauty and destruction are taken too and how they are all interlinked. The lyrics to the song we have chosen include ' don't do love don't do friends I'm only after sucess'  ' i know exactly why i walk and talk like a machience' and 'tv taught me how to feel now real life has no appeal' this revels how from a young age girls are conditioned to think and feel that they have to aspire to be a embodiment of idealised perfection, conforming to to sociological boundaries and restrictions. The most commonly used motif for this is 'barbie' in which encompass's all that aspirational beauty, and the bases of most glamours ideals from which notorious pop artist such as Madonna, Britney, and currant such as Cheryl Cole and Pixie Lott stem from. However these image have a modern twist to expose what this obsession with perfection and the the media has, and its effect of young woman and artists. This theme can clearly been seen though the recurrence of drugs, money and most commonly sex in young female artist of today. Kesha for example consistently used lyrics such as ' love is my drug' ' lose your mind, lose your clothes' and 'boys trying to touch my junk' while dressed provocatively, yet still appear glamours, to younger audience this has the same idealistic effect as barbie does from a young age. I believe an album cover with such controversial pictures would highlight the extremities young artist are going to these days, almost spoofing them in a postmodern way to expose the hypocrisy of these 'feminist artists' and conveying my artist as ground breaking and innovative.

Here is a first draft of what the album cover would like,I have edited the picture my self in photo shop.
I believe the motif of the Barbie doll combined with American money symbolises the obsession, an intern destruction that idealised fame and beauty brings.

 I have been inspired by Nicki Minnajs 'pink Friday' cover which presents her as a armless Barbie conveys that the media engulfs woman, especially celebrity's in this ideal which they have no control or power over, they are just lifeless dolls which are passive to social and media expectations and demands.



My album artwork

Insperational Album Covers

I believe that it is predominately the synchronisation of a dominate, visually appealing image that provokes interest and intrigue into the artist and there ideologies, and well as a powerful and memorable album title that may comment politically, socially or sexually, conveying ideas behind the music and inspiration of the artist. These elements are key in gaining fan base, intern sales, and in standing out in an industry where, in the 21st century can appear to be extremely monotonous and  repetitive.

Here I have looked into currant albums covers which have a striking impact on the industry today, and effectinety portray their music message innovatively , which is defiantly my aim in producing a album for my group and I's artist.

The central message behind Lady Gagas 'The Fame' here is a clear statement about the facade of a fame obsessed capitalist culture, and the desires for wealth, perfection, and most certainly fame.
The motifs used in this image such as the glass's reveling the reflection of diamonds portrays the mask of glamour that society puts on in order to change their identity to idealized pure beauty. Additional sexuality is implemented here also with the recurring glossy open lips, a common symbol used increasingly in music advertisements which highlights the underlying sexual connotations in music through out the media.

The darkness used in the background, and the fact that the majority of the artists face is covered also presents mystery and ambiguity and to what the artist is about, raising questions, and gaining interest, again a devise used to draws further fan base.

I believe that  this combination of such a strong message in-conjunction with conventions such as a large domineering image of the artist is extremely powerful in terms of visual and intellectual attraction something I wish to embody when producing my album cover.

The paradoxically nature of this album cover from Kesha demonstrated by techniques of the juxtaposition of destruction with desire. The symbolism of sexuality, again shown by conventions of young female artist with pouted open lips, here highlighted in blue to draw attention, reemphasised by dark sultry eyes conveys provocative lust and danger. The use of the effect of the tear down the middle suggest that this erratic, rebel lifestyle that is present by this image is literally 'tearing her life apart' , echoed by the symbolism in the confusion of colours mixed in with black and white to infer instability and an anti conformist attitude. This is extremely intriguing and invites audience to gain interest in the story behind the cover.



Album Cover conventions

Typical conventions that an album cover has includes
- A close up or mid shot of the artist in a provocative and visually enticing pose. Costume and makeup is reflective of the genre for example a rock band would have a grungy aesthetic, with a dark colour scheme to reflect the mysterious and anti authority rebel ideologies. Juxtaposing this would be a pop artist, which would traditional include bright playfully colours to echo the optimistic, feel good nature of the music.

- Name of the artist are clearly seen on the front, in a type face that coincides with the genre

- Conventionally the name of the album reflects the overall ideologies of the album and what messages the artist is trying to convey about society, music and the media to their audience. More challenging artist such as Lady Gaga named her album 'the fame monster' to encourage the audience to question their perception of the capitalist society they live in and the celebrity obsessed life one may lead today. However less boundary breaking artists with a more mainstream image, Such as Cheryl Coles album '3 Words' reefers to love, relationship and men, extremely stereotypical for the pop genre.

-Genre and lifestyle demographics can clearly be distinguish through not only the photography style of the album artwork but also what symbols they use to signify this , such as record label symbols to convey they are part of large established corporation, and may indicate to the consumer their mainstream music, and that they brand as a whole echoes this also.

Album covers and artwork are extremely important as even through the sales of tangible albums are decreasing, the artwork for the covers are still being used through downloading websites such as itunes or amazon and continue to be a important part in marketing a artist and signifying the theme, beliefs and ideas behind a album and the artist.

Press Pack preparation

Our press pack for the promtoion of an artist or band includes a promotional video, as well as websites such as music myspace pages or a homepage which fans can access new music, album artwork, gig information, photographs and the latest updates with the artist/band, this will increase fan base as well as positive publicity. We will also include a magazine article or an advertisement that synchronies with the audience one wishes to target, this should reflect the genre of the artist and conventions commonly used such a a striking and engaging picture of the subject, or a statement picture that represent ideologies of the album issues and will feature in a magazine that will most effectively promote to the lifestyle demographic of indented audience.

links to all of this will be posted on social networking sites such as twitter and facebook and well as music blogs and forums to communicated to technology medium of today, and directly promote the artist through innovative and forward thinking strategies.

Pre production planning

Before shooting my group and I have devised a list of of costume, props, make up and styling ideas and shooting schedule times to aid in efficient filming.

Props will include the juxtaposition of drugs and cigarettes and champagne glass's and luxury clothing to contrast the opposing spectrums of fame and the how desire to obtain in the 21st century manifests itself.

Styling will reflect Ideoligies of fame and pleaure seekers, by corresponding fashionable style that connote glamour sex appear with a edge, which are audience demographic will identify with. We will use the medium of make-up additionally to reflect this message, such a dark and mysterious make-up for drug taking scenes, to echo a representative of the darker side to fame and the media.

We have planned 3 shooting days in which we will use the setting of a house, bed and back seat of a car to productivly space out our filming time and enable a substantial amount of footage for us to edit in order to create a authentic and engaging final music video.