EVALUATIONQUESTION1:Inwhatwaysdoesyourmediaproductuse,develop

orchangeformsandconventionsofrealmedia?
Malesoloartist,LewisJankelalsoknownasShiftK3ywhosings/DJsIKnowis
theimagewewantedtorecreate.Itwascrucialtodothisinordertobeabletosellour
musicaswellasthebrand.DifferentartistssuchasTinnieTempahandDuke
Dumonttsvideosheavilyinfluencedusontopofusingavarietyofmoodboardsto
helpuschoosewhatclothing,locationsandpropswewantedtousesowewere
preparedforfilming.Maxsrole(asthemainprotagonist)isveryadventurousandfun
andtheclotheswechosehelpedusdemonstratetoouraudiencehisuniqueness.As
ourgenreofmusicwechosewashouse/dancewewantedtocombinecharacteristics
ofpop/rapgenrethroughourmisensceneandothervisualeffectswithinourmusic
video.ThedresscodeforpopissignaturebrandssuchasNikeaswellasbikinisand
brightcolours(asseenonEllieandGrace).Combinedwithvariationsofblackand
white/neutralclothing,brighteyepoppingcoloursandlairydressesthroughoutthe
videohelpskeepitinsyncwiththedance/housegenrewehavechosen.

INITIAL IDEAS MOODBOARD

To
inspire
us to
produce
the
best
music
video possible we looked at videos by Duke Dumontt, SHM and Tinnie
Tempah. This was a key part of the planning of our music video as they
influenced our performance in the video and the style. They also aided the
characteristics of Max as well as the locations we chose to film in and the
clothes we decided to wear. They also helped when describing to Max
what we wanted him to do in a certain part of the video.

The use of voyeurism in the video allowed us to portray how women can
be so visually pleasing it becomes overbearing. We showed this in our
music video by having Ellie centre screen getting out of bed with just a
shirt on. However as we did not show her bottom it is very teasing to the
male eye. Another use of voyeurism was Ellie in various different Bikinis.
This allowed us to show womens sexual power combining with her
dominant role of the female in the music video.

The setting and locations of our music video was influenced by a variety of
songs from our genre. We used party/clubbing scenes to give a sense of
young and free as well as sexiness. The bright flashing lights portray fun
and the girls dancing shows manipulation of men.

The white wall we used in our music video was inspired from Swedish
House Mafia and Tinnie Tempahs video Miami to Ibiza. Although it is a very
simplistic look it fits in perfectly with our video and creates a sense of
freedom for our main protagonist Max. Having Max wear a white denim
jacket with a black hoodie underneath makes him blend in with the
background but not completely, showing a significant contrast between
the colours black and white. It therefore is visually pleasing for the
audience and keeps in line with the nature of our song.

Another music video that gave us inspiration was Aziela Banks video for
her song 212. Having a close up of Max singing against a brick back
ground is again very minimalistic however was very easy and cheap to

film in the time we had remaining to create the video. It added to the
urban feel of the video and allows the audience to feel connected with him
alone without anything else distracting him in the background.

The song we had decided to choose was called I Know; we thought it

would be a good idea to use certain shots from their video in our
reproduction. The shot we tried to mimic was of the girl walking away from
the camera not showing the front of her body. This shot was useful in
introducing the setting to the audience as they were able to see it on such
a large scale. It also showed a lack of identification which would make the
audience wonder what the girl was hiding. We were influenced by the
actual video from the song I Know as it featured this shot; however we
adapted certain aspects of it to fit in with our music video. An advantage
of using a similar shot type is so you are aware the music video fits in with
the genre of the song however you are not able to copy it exactly as this
would be plagiarism.

Due to the song being called I Know therefore are many references to the
lyrics throughout the song. The tittle was chosen by the artist and
production company and therefore we decided we didnt want to change
the title because it is obviously something that fits in with artist due to the
sense of adventure and we also wanted to keep it so we were able to
understand the song better. Furthermore, the lyrics I Know are repeated
many times throughout the song so it only made sense to stick with the
song title.
Camera work and editing are one of the most import aspects in our music
video. As we used low quality cameras to film the video it was important
we used good editing software in order to make the music video look as
professional as possible. Our drive to achieve the most professional
looking video was a huge advantage of ours and we
were determined to achieve this. We therefore took
our time when editing and made sure it was accurate
and precise. We were able to use new updated
software which enabled us to add effects and
alternate between different sections of the same clips
which were influences by the upbeat and fast paced
nature of the song.
Representation
We took a very modern stereotypical approach to gender in our music
video. Firstly, there were two relationships portrayed in our music video.
One of them being the friendship between the girls and the other being,
the two girls and one boys three way relationship. The girls friendship is
very conventional as in modern society the music videos show a close
friendship between two girls. This is shown in other house/dance music
videos for example Nobody to love by Sigma.

The other relationship was between Ellie, Max, and Grace. This was
unconventional relationship as most are now represented with a fairy-tale
ideology of a boy and a girl being happy and in love. However our modern
twist on relationships made the video appeal to a wider, younger audience
as some teenage boys may aspire to be like Max being able to pull 2
girls. It is not an everyday relationship as represented due to all three
characters having their own separate lifestyles throughout the video until
the very end. At the end there is a form of a stereotypical relationship as
they are all happy and think back about their lives. This shows we followed
the conventions of a house/dance music video because relationships like
this may be appealing to a young audience (15-30), fitting our
demographics, especially teenage boys. A music video that also portrays a
3 way relationship is Seek Bromance sung by Tim burg. This inspired us
as it worked very well and was unique.

For our album we used the production company logo we had created,
mainly for use within our ancillary tasks (featuring the label company
House Music Production), as the main feature surrounded by a fade to
black. We chose this as we think it really makes the logo stand out and
also we think that the logo is quite effective as it has a unique design. The
use of various colours, representation of the world and headphone and
volume changes it works perfectly well with our song choice. The logo
features on the front cover of the digipak and the magazine advert at the
bottom of the black strip alongside the company email and other
promotional information. Having them on a black background (strip at the
bottom) ensured these features stood out therefore allowing easy viewing
and understanding from the audience. The digipak also features a shot of
max crouched down with an urban background. The fact he is crouched
makes him look mysterious and as though he is not revealing all. This
would make the audience want to understand and learn more about him,

ensuring they will go on to view our video. Another feature of our digipak
was a 3 page spread of a close up side shot of max with a city in the
background. This is the inside of our digipak and therefore revealed more
too max than the original front cover. This would please the audience as
they would automatically believe they have gained more information from
their purchase. All of the above features help to crate the brand image we
are aiming for, relatable, yet abstract and fun.