This blogpost will include my final CCR for the component 3 project Music Video
Our project for component 3 requires us to recreate any music video from a maximum of 5 years ago using our ideas to either subvert the conventions, conform the conventions or both. My team and I chose to recreate a song from the Indie genre that is well known to the global audience, ‘Here With Me’ by the singer D4vd. The jist of Indie is low-budgeted, minimalist, and mellow music made for those who enjoy slow and romantic tunes. One of the indie genre’s conventions is that it usually includes a romantic story in its music video whether in a good or bad relationship, in an Indie music video there will always be a love story being featured in the music video. Using ‘Here With Me’ as an example. In the music video, a man and a woman are shown in a romantic relationship but are having difficulty maintaining what they love the most. The song shows what it's like to be in a relationship, revealing the ups and downs of love and making the audience realise that in relationships, expectations should always be kept low. Our music video will represent the hardships of trying to maintain a serious relationship and how much effect love can have on an individual. The way we represent this dominant reading is by having a male Indonesian student who is deeply in love with his girlfriend and is committing to the relationship at such a young age. This sense of imagery will be done by having an up-and-down situation of the relationship, not only showing the happiness of our actor when he is with his girlfriend but also the anger and sadness he experiences. By implementing these elements inside our music video, we are hoping that our star’s persona and the dominant reading of our star is according to what we meant for it to be. Other than the music video itself, there are other ways to create an image for the audience, which can be done through branding. Branding is how we show our star to the audience to create a brand image that the audience can interpret. This includes the star persona, dominant reading, visuals and themes, as these features are all included when branding is done correctly. One of the ways a star persona can be shown through branding is including this with meaning into our digipak or the social media. This can be shown by the colours or design of the digipak, inputting hidden meanings that the audience can interpret, which reflects the star persona of our actor. For example, using a dark theme and dark lighting will create a sense of sadness, aligning with the song's mellow tones. Doing research of our genre was the first step that needed to be done when recreating the music video. We analysed similarities of several music videos in the Indie Genre and noted conventions of the genre. We realised that Indie is a genre where production is low budgeted and minimalistic, which means the music video does not need to be highly edited and does not require a studio to shoot the scenes, which is one of the conventions we conformed to. Another convention we decided to conform to is that the indie genre always involves a romantic story in their music video. In the music video we recreated, our star is shown in a romantic relationship with his girlfriend. We are also keeping the low-budget theme of an Indie music video and keeping our digipaks minimalistic with monotone colours to stay within the genre conventions. However, we didnt convert any of the conventions other than the concept of the original music video, which was recording the scenes on the beach. Our music video can appeal to different audiences as we represent high school students who fell too deeply in love with their significant other to the point where the break-up affects the student's physical activities and mental health. Our actor spending quality time with his girlfriend represents Indonesian students who are experiencing the highs and lows of commitment at such a young age. Relationships in an Indie music video are usually portrayed as emotional and often lead to heartbreak. Our music video shows this by having our actors having fun with each other in the beginning but slowly falling out of love, highlighting both positive and negative sides to love. This can be related to the cultivation theory by George Gerbner, where the audience’s beliefs are reinforced when they see the same belief on social media. Those young audiences that have experienced these hardships can feel more connected to our music video aligning with our goal of creating a relatable narrative/storyline for young audiences that have dealt with similar experiences. This also aligns with Stuart Hall’s Reception theory, which encourages different readings. Audiences can interpret different meanings from our music video and have the option to either agree or create their meaning. We also created a social media page that can engage with the audience using interactive content such as teaser clips, album photos, and behind-the-scenes footage. Giving teaser clips and behind-the-scene images will make the fans wonder how the music video will look and allow them to anticipate the full video. This aligns with the Hermeneutic code from the 5 narrative codes by Barthes, where a media product is created with a cliffhanger to make the audience wonder what will happen next. Teaser clips are as good as cliffhangers, which are designed to keep the reader guessing until the final reveal happens. The engaging content will keep audiences attracted just like the uses and gratifications theory of personal identity, relatable themes/plot allow audiences to imagine themselves being in the story where in this case the music video. Some technologies that have made this achievable are Instagram for short-form content and highly accessible records of audience interaction. The music video we recreated is meant to target the younger audience that has a relatable story recreating an Indie music video, following the conventions while including some of our unique ideas, which is the purpose of our project. Our strategy of branding and social media engagement through platforms like Instagram and TikTok, providing teaser content like behind-the-scenes, makes our project more engaging for the audience. Overall, our project turned out to be successful as we successfully targeted young audiences while still maintaining the Indie aesthetic, keeping the low-budget visuals conforming to all of the Indie music video conventions.
This is the link to the CCR docs in case in blogpost it does not look nice:
https://docs.google.com/document/d/1wx5m756Gr3vhOVuw33iZkx3nmFFD_P2tNVEr1QYhnO8/edit?usp=sharing
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