YouTube, is known for promoting big artists, who are very successful, gaining much of their success and fame through YouTube. It releases the video, to YouTube which can be seen around the world, international, targeting a mass audience as well as, our target audience, gaining more success than expected.
The music genre we have dedicated our music video too, is Pop, focusing our coursework around 'Fifth Harmony' and the song ' Write on me'. to understand the band further, we looked at different songs and music videos, that they have produced. gaining inspiration on different shots and camera angles used, so create something stereotypical to the format and design they do as a band, but also conventions of the generic pop music video. We it came to the choice of locations, we decided to use local places, due to time and convenience for the music video. We found we had easy access to a studio setting and outside areas. To find the right locations however, lots of research was needed, looking at different areas like for the studio if lighting was available, if so what was the quality and accessibility to the location.When viewing chosen band, that multiple can shots and angles were used, captures a studio idea, taking this as inspiration in order to produce our music video.Using a studio environment, made our video appear more professional and link to the traditional image of the made.
Another factor for using the studio location, was a contrasting location compared to the other choices for our other locations, varying in scenery. we wanted a fun area for the date, using a arcade to provide this. The arcade is stereotypical to the idea of pop, being big and bold with lighting to achieve vibrancy in our music video. showing contrast in location, with having a simplistic and minimalistic location, with a bright lighting location to balance out the design. In some of the studio shots we did use inspiration from artist 'Goyte' as further discussed in question 2. We used his idea of shots and camera angles, following the close-up template as he does, but his use of shape included upon the faces of the band in segments of the music video. Using the colours, pink, purple and green the same colours as the powder paint, each representing a character and colour for each personality in the band. showing a connection between the three, interlinking into one, like they are sisters. we applied this section to the chorus, repeating again at the same lyrics, linking to the lyrics when editing. This introduces Goodwin's theory making a relationship between lyrics and the story line of the music video.
for the paint throwing, we began to look at field locations with open spaces, having room to throw the paint freely, without disturbing others. This is to express the fun and youthful feel of the band, showing their range of emotions that they have this emotional female, a very stereotypical idea. sticking with the same colours and themes demonstrates a good line of continuity and makes them relatable to the audience through colours.
Referring back to the date, we decided to keep to stereotypes conveying a mixture of both, adhering and subverting the stereotypes. The arcade shows their youth, but the walking fragment time to themselves, being peaceful and calm, showing the serious love forming between the pair. Throughout the video, moments of lust forming into love, with touching and kissing and playful indications, like placing the tickets around him and hugging. However, they grew in closeness throughout the video, slowly with kissing more towards the end of the video. Allowing the audience to know that love shouldn't be rushed, a positive relationship and how they should work for those who have never been in a relationship before.
Throughout the video, we chose to switch back and forth locations, transitioning from one shot to the next. keeping it fun and interactive, making the audience think in each and every shot. This also builds the suspense over time, instead of releasing the story straight away, not really what happens in a music video. the mixture of camera shots and angles with close-up and mid-shot being a favourite throughout, was in place to focus on the purpose of the character in the video and specifically that section. The mid-shot and some long shots like in the arcade segment. indicates body language and their attraction to one another, but also setting the surrounding location, helping the audience to form a bigger picture of location. We found that as the pace of the song increased the shots would become closer and more fast paced, cuts matching the speed on the song, following the stereotypes of Pop, the notion of Goodwin's theory and our target audience, creating the foundation to our music video.
The costume throughout, wore clothes that would make the audience want to wear them, taking them as inspiration, and being a role model for the audience. We also matched the clothes to what is typical for our target audience. including a range of both branded and high street style clothing, ranging in price, items that the audience can afford, a mixture between the two. we research various stores, with designer trainer brands present, a causal look that our target audience would were on a daily basis.
To create the a good advertisement and promotion factor, we decided to create an ancillary text, this including a magazine advertisement and Digipak. When looking at ways that they promote themselves through social media, including Facebook, Instagram and Twitter, advertising tour dates and key information about the band. We found this was key, but having a magazine advertisement was better, yes traditional but we found that still a lot of teenagers buy magazines, making it personal and materialistic for them to view as an audience.
To create a finalised idea of our magazine advertisement, we first began looking to other template and designs of other real life and famous pop music artists. Looking specifically at, into different artists, creating critical analyse and observations of their magazine advertisements. The first visible element was the fact that all of the advertisements we looked into display the artist, helping a new and old fan base link a face to the name. To create a more personal level, perhaps we could have introduced the name of each member, making the personal theme present in more depth and detail. We also found that the band are very open and exposed to their fans, making this clearer with an image of the band. We have made the design and format simple, not over crowding with typography or information about the band, instead just a hint of the band. This makes it simpler for the audience to see and read the information, not having to spent time thinking and finding, not challenging but instead easy to see and read. The typography of the bands name is large, as the key information we want them to notice, by doing this on purpose we obtain their attention, where we want it to be on the page, a clever promotion trick. The black bubble font, is bold and eye-catching for the audience, with the white background, keeping the sole focus on the text of the band. However, a gradual change of fonts to the bottom of the advertisement appears, allowing each line of the advertisement to be unique and state its own identity to the piece. the capitals throughout also does this, a subtle way to increase intensity and dramatic piece of the text. The same font is present on the Digipak, allowing the audience to link the Digipak to the advertisement, showing continuity and linking clearly between the two elements.
When looking at our target audience research, we discovered that technology like phones were a key part of their life, along with the majority having or knowing about forms of social media. Therefore, they will understand technology on a good level, by adding the website of the band, allows them to access merchandise but also the social media accounts of the band, following them throughout their music career, seeing exclusive elements that the bands have tweeted about or posted on Instagram of special events like meet and greets or tickets available for their concert. This was present on the advertisements I researched, another good promoting factor of the band, and their social media sites. It also give the audience to keep up to date with the band, but also research the band if they do not know the band that well, gaining more information on them, about their success, gaining more fans through promotion, earning more profit as a band, having the audience invest into the band. In conclusion, the way of promotion adheres the codes and conventions, as we know this works, from our research, making a well design layout that sells the band more to an audience, and gaining more fans to their status. We have obtained this adhering factor as our fans know and understand these factors from other advertisements, showing them what they expect from a advertisement. interesting the audience, and promoting the Digipak in a successful manner.
We also applied another format and foundation of advertising through our ancillary text , by creating a Digipak. To understand the key aspects we completed research, looking at different areas of the Digipak, including colour, typography, key information present on the Digipak and the generic cover layout of the Digipak's. We discovered that for a Pop album, big, bold colour were a key favourite, but i did find that the script preferred a much more monochromatic vibe through, a more serious and subtle side to the album. However, our final outcome is black and white, a much less preferred option by bands, therefore subverting the stereotypes. Its visible that a small portion of colour has been applied, being a purple tint and undertone, adding a small aspect of femininity. This also reflects the beginning and end of the music video, hinting signs of what to actually expect in the music video. We also found that the pace of the song is not typical for a upbeat, fast pace song, instead a gentle sound throughout the contents of the song, reflecting this pace in the colours of the digipak, this song is in fact slower compared to 'work' another track available on the album, instead we wanted to appeal in more sensitive manner, as the audience can link to the band on a personal level. Towards the chorus however the tempo increased, but no enough for us to change to a more brighter colour, instead the purple indicates this nature in a casual way. If this album was also present on a chart rack, compared to the coloured pop stereotypes, our would stand out and be different drawing the eye of the audience more. Another key area, was the artists image and presence on the band, a very important part that will sell the band and link to the audience, being the first aspects they are going to see on the cover. We discovered that most albums use close-up imagery of the band, displaying mainly their faces, and torso, we did use this factor, through the single shots displayed on the CD, but more of a mid shot for the image on the cover of the Digipak, sticking heavily to the stereotype as its a factor this instantly works and reflects the sensitive nature we wanted to apply to the Digipak. The film strip displays the nature of the music video, a traditional technology and concept, like the typewriter, hinting small fragments and sections of the music video, that the band are not intentionally aware of. By using the weaved effect, interlinks the characters, like they are sisters, but a unique piece of editing that would not be found on any other Digipak, making this specifically linked to them. This represents that they are all individual but, when as a band are one, a clever piece of editing to emphasis this.
The ancillary texts we designed and created, I feel are of much success, due to the continuity and connection between the three items at hand. As the group, we made the decision to keep the black and white theme consistent throughout, as well as, keeping the same photograph of the group, making it easy for the audience to identify who are members part of the group. Through the research process into the ancillary text we found that, a lot of the artists keep a theme throughout, subtle indications that this is them. Keeping to the stereotypes of pop artists, through the ancillary text, however we could have changed this through costume and location of the shots, showing a different side to the band instead of what is already present in the music video of the band. We discovered that overall does link well, forming a great outcome across the ancillary text. Although, the magazine advertisement is slightly unique, adjusting the colours and format, making this far less important compared to the Digipak, as we wanted, selling the album more than the poster, which is just informing the audience of the album that they have released as a band. Further, this continuous theme allows the audience to recognise the band, instead of being out of the ordinary which would make the audience far less recognisable. They can easily be distinguished as 'Fifth Harmony', we heavily relied on the codes and conventions, but did subvert factors through the typewriter, adding a vintage form of communication that the audience would not necessarily expect in the music video.
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