Evaluation-Question 1

We decided to make our music video within the Electopop/Dance genre convention. Before we have started even planning what music video we are going to do, we all have agreed that we want it to be colourful, lively and unique. When we realised that the song made by Calvin Harris-Feel So Close perfectly fit in to our own personal expectation, we were happy. Moreover because we all wanted it to be full of colour, energetic and modern this gave us one more advantages to follow the genre convention without any problems from the start till the end of the project including music video and and digipak. 

In the music video DJ Fresh-Louder the beginning starts with the establishment shot of the sunrise in the city. Straight away audience receive a message that this video is going to be warm, sunny and probably contain lots of half-naked people to emphasis the idea of fun, freedom and paradise-like place. We decided to go with something similar. We filmed sky with clouds. We also decided to film tree to draw attention of the audience, and to show the rapid movement. This create an obvious editing to the audience, but also tells them that this video is going to be bright, have lots of colour and want to wake up feelings like- passion, freedom and positive energy.

Goodwin theory

He stated that the traditional narrative analysis doesn’t apply to the pop videos.  Music video has such a different structure

Theory

1. Pop videos are built around the song. Most of the music videos don’t not carry the narrative structure
2. Artist can plays many roles in the music video – be a singer and character at once
3. The singer looks directly at the camera. This builds a strong relationship between the audience and the artist.

Our video

1. We did not follow the narrative structure of normality-problem-resolution.  We have presented our idea in much more simplistic way. We focused on performance rather than a story. In the video each of our character is progressing in their activity. We can see this improvement as the music video gradually goes in to end.
2. Robert as an artist has played role of singer and narrator. In the video he doesn’t have a relationship with any of the other character. All of them are showed on their own, like they have a separate life. However Robert beside his singing part he also played a good role in the entertaining the audience. His attitudes as the performer was stunning, especially in the projector scene. This make the audience feels more engaged. Moreover because Robert is really enjoying himselve and having fun this help us to promote him more.
3. Most of the time Robert is looking directly at the camera, which build nice relationship with the audience. They get a scene like he is singing to them. Also other character like a skateboarder looks into the camera which draws attention of the audience.  

In order to other point of the Goodwin theory, pop video rely on repetition. I must say that we keep up with it. Most of the base tracks are repeat over and over again to make the audience become more familiar with the image of new artist. But what is more important the audience starts to recognize particular image and fit them with each particular genre. This let the audience build up the certain expectation of  each of them. For example by repetition of the projector scene the audience associate the bright and lively colour as well as energetic performance with the electropop genre.    Also the repetition bits set up the structure of the video.

In the Goodwin opinion, we can classify 3 different types of music video.

Illustration –video tells the story

Amplification-introduce new meaning that don’t contradict with the lyrics but add layers of meaning

Disjunction- little connection between the lyric and video

I believe our music video is a mixture of both amplification and disjunction.  The lyrics of the song talk about the relationship between man and woman.  However we used it to present the love of each character to their particular passion eg. skateboarder to the skatepark/skateboard, the piano player to the piano and  the dancer to the dance itself etc. This emphasis the feeling of teenager to their hobbies but also show them as very talented despite their young age.  We are amplifying  a different meaning of the words but also present the level of disjunction because we actually created them in our music video.  Without even realising, in one of the scene during the transition from one clip to other we could actually agree that we have carried an 2 different idea about love. Just before first chorus when Robert is singing ‘'I feel so close to you right now', 'your love pours down on me', 'there is no stopping us right now'.  Suddenly an image of Evie blowing the glitter comes up on the the screen. It can be seem as Robert is singing to her, as she is his lover. However this is a small exception, because throughout the rest of the music video it is clearly to see that we did not carry out any relationship theme.

Transition between one scene to another

Dj Fresh-Louder

Our music video

       comparison

Skatepark and skateboarder scenes from DJ Fresh -Louder has influenced us to create something similar. We shot lots of different jumps, moving along the ramp etc. We also have mixture of close ups, mid/long shot to emphasis the real atmosphere of skateboarding. The audiences are more excited and can actually feel like they are in the music video. The establishment shot let the audience see and recognize the setting of the location- skatepark. I think that our final outcome is good as the original real media product. 

MIC CTRL in front of the projector

The idea about of using projector in one of our base track was influenced by the Calvin Harris ft Rihhan- We Found Love. We really like this idea and had lots of different ideas what image we can use behind the artist. We have found out lots of different thing on YouTube like: city, psychodelic images etc. However we decided to put something colourful. We have put 'electropop' text on the projector which really emphasis the  genre but also gives a 'flow' and build the postive and funky atmosphere into the music video. 

However the biggest influeced has a real media product Calvin Harris into the final outcome

Calvin Harris-Ready For The Weekend

The colours are simple. It is kept in black&white atmosphere. But props like shiny goggle add a party and disco mood as well as the funky font. This very attractive woman can not see anything through them, but the idea of goggle imitating the circle to indicates CD or Vinyl image come through out the artist's other CD cover as well as in music video later on. There is no any special effect. A good picture plays very significant role. It has very strong impact on the audience. Moreover the title 'Ready for the weekend' emphasis the genre of the music - disco/electro pop which is very often play in the clubs during the weekend. It gives a sense of people waiting and being ready for having fun and just enjoying selves and free time with accompanies of good music. 

I have decided to create a 3 panel, which is very unconventional in this type of genre. However the rest of the composition and design I decided to keep with the same conventions' pattern. I chose picture from the side. The most important thing is the hat and the outfit because it comes through all media product ( music video and ancillary products).  

The album title ' Disco Never Dies' also refers to the electropop genre conventions. It suggest that whatever we are doing we also can find time to enjoy and have fun, and this album will help us to find it in our busy life.  I did not use any special effects. I concentrated on the quality of the pictures. I think they fulfill my aim of having strong impact and drawing interest and attention of the audience.