HOW DID YOUR CASE STUDIES HELP YOU IN YOUR OWN VIDEO

AND PRINT PRODUCTS?

PRINT PRODUCTS

Print products: Frank ocean ‘Thinking about you’ – location ( a low

lighting location that also provides enough lighting to see the subject), shot type/mid shot: a main focal point to where the audience should look at/correlates with the text, colour scheme: colours of the galaxy. Blue: confidence, harmony, purple, sky purple: royalty

Taylor Swift ‘begin again’ – layout (simple layout, clear and presentable format), arrangement (all the text aligned to the left hand side so that the background image is clear)

Kendrick Lamar ‘ g.o.o.d. k.i.d. M.a.a.d. C.i.t.y.’ – (non related subject/object but relates to the colour scheme/theme)

MUSIC VIDEOJesse James ‘Came in the name of’ –

scenery of the location to build a portraiture of the London, dark shots of the artists where if you can see his face your still able to see him moving his lips showing him lip-synching.

Jesse James ‘Came in the name of Interior shots in a vehicle e.g. We did an interior shot on the bus.

Earl Sweatshirt ‘hive’ – dark lighting throughout the video and produces a feeling of aloneness.

TEXTUAL ANALYSIS: GOODWIN THEORY

Our video mainly links in with Goodwin theory which he explains that moving images use useful themes that are considered in a music video and in particular their relationship with the spectator.

Goodwin theory which was used in our video:

‘The mood of the video’ – The music, lyrics and visuals combine to produce a feeling of ‘solemnity ‘and ‘recognition’ of reality of the higher power and modern youth. The mood in our video was important to us to show that are artists are talking towards the audience letting them beware of the music industry, society and youth; it keeps the audience intrigued and adds distinctiveness to the characteristics of the artists.

‘Degree of realism or fantasy of the settings or environment in the video’ – the settings that portrays the realism of reality is the establishing shot which is a reflection of how London is and the vehicles are also a form of an action code as the red buses are a symbolic vehicle which represents London. Another setting that shows realism of urbanism is the scenes that we did in Brick Lane which had graffiti on the wall and cramped buildings. Urbanism is the characteristic way of interaction with town and cities that look urban, which is also a movement to the urban areas e.g. Brick lane is popular for street artwork and therefore artists carry on the movement by displaying their work on buildings.

‘Standard theme’ – standard theme is evident in our video as the artists is shown as a ‘mature’ or more ‘grown up’ teenager as he’s no longer seen as an innocent child and now has the ability and confidence to speak about political and social issues in society.

‘The music- what we hear relates to what we see’ – Initially we wanted the majority of our scenes to collate with lyrical content but the problem that we faced was that we were making it too over complicated. In addition to our final video we did have scenes where the artists body language correlated with the lyrics. E.g. the lyric that says ‘if I died right now would you still remember my name’ the artist points to the sky to symbolises that if he died right now, heaven is where he would go and then he looks at the audience to when he says ‘would you still remember the name’ to ask the question to the audience.

‘Importance of performance’ – The importance of the performance to represent black youth in a different light or lifestyle which is oppressed from the norm. Black youth would generally be considered as ‘violent’ ‘angry’ and ‘disperse’. In our video we show that the black youth take note of how society sees them and how they cope. E.g. ‘let the murder be the remedy’ an act of violence that ‘black youth’ are seen in the press when they have a disagreement with a person or a gang. Our music video also looks at another type of genre which is called alternative rap/hip-hop – it’s less recognised in mainstream music and not that popular in the black community. Therefore, our video has significance because it promotes another type of genre that modern teens are starting to listen to. The artist’s performance also separates from the body language and actions that other black music videos that are shown. Such as Giggs music video large group of people (a gang) standing behind the artists with their hoodies up representing black adolescents in a negative way. In comparison to our video it reinforces black youth in a positive way as they’re show being humble and modest.

TEXTUAL ANALYSIS: POST MODERNISM Post modernism is also a theory that both our video and print products represents. Post modernism is a theory that strinati made in 1995, that explores a mixtures of styles and conventions.

Post modernism that was used:

‘A breakdown of the distinction between culture and society’ - The music evolves around culture, religion, ethnicity, higher power and politics, all themes topics that are explored in the song are just as important as other more formalised structures such as the class system. These all expressed by metaphors and poetic speaking by the artist.

‘An emphasis on style over content’ – The look of our print products is just as important as the meaning of it. We wanted our products to have a marketable look with the some form of meaning behind of why we chose a particular element from the others. E.g. some spectators said that they couldn’t see the artists face on the magazine advert. The meaning of making the artist face unclear was to make the audience feel inquisitive into what the artist may look therefore they would go Google, look at our front cover of our CD or watch our music video to see what the artist looks like.

‘Hybridity’ – Hybridity is the mixing and crossing over of different kinds and levels of media material. Hybridity was predominaltey used in our research and planning for our print products. For our print products we researched on a range of genres that inspired our print products. Jessie j who is a pop artist inspired our layout for magazine advert and Taylor Swift who is a country singer inspired our back cover from her single ‘begin again’. For our video we took inspiration from films such as ‘wanted’, where we particularly liked the use of shot reverse shot and we recreated by the switching of the artist in our video.