Published on February 4, 2014
+ How effective is the combination of your main product and ancillary tasks?
+ In the real media world, all aspects of promotion would be completed by the same record company marketing team. It is important that each part share strong links, in the form of themes and style, in order to create a strong representation for the music artist, and carry this identification throughout. This is important to give uniform and a coherent identity. With this in mind, I created all parts of this task, the digipak designs, magazine advert, and the final music video, with strong visual links, each portraying the artist in the same light, carrying similar media language and connotations. I feel this is a key role in promoting the artist.
+ Roland Barthes - Semiotics Roland Barthes was a French literary theorist, who is credited with developing the field of semiotics. Semiotics is the study of signs and symbols, and the idea that everything has denotations (what it actually is) and connotations (what it may stand for). Throughout my media project, I have encoded my main task and ancillary tasks with many connotations. This presentation will go on to explain in depth, the variety of connotations featured.
+ Colour Connotations: Lots of greens and browns were used in the scenery to connote nature. This connotes the ‘natural’ music artist, with her ‘pure’ and ‘natural’ talent in music. It also links to the fact that the artist is 100% real and down to earth. Her music promotes the real her.
+ Clothing: This adds continuity and also helps familiarise the audience with the artist. The artist is featured wearing the same white coat throughout the music video, digipak covers and magazine advert. This would help the promotion and sales, as the audience would recognise the products in shops, online, on the television etc… The colour white also connotes ‘innocence’ and ‘purity’. This relates to the artists ‘pure’ music style and talent, and the innocence, as she is young. She also appears innocent in comparison to many other pop singers who are represented in a highly sexualised way (Mulvey’s Male Gaze Theory).
+ Style (Clothing and Make Up) The outfit and style of the artist is quite covered up and simplistic, creating a huge contrast between the usual representations of female pop artists according to Laura Mulvey’s ‘Male Gaze’ theory. Mulvey’s theory suggests that females in the media are usually represented in a ‘revealing’ ‘sexualized’ manor, in order to attract the attention of the male audience. My artist challenges this common convention by appearing more innocent and natural. I feel the ‘natural’ representation is a much more suited one, to portray the very mellow, serious message within the track. It also gives my artist the ‘girl next door’ look, beautiful, but never centre stage.
+ Graphics: Whilst creating the digipak, I used a ‘handwriting’ style font to write the music artists name. This makes it appear like the music artists own writing/signature, adding a personal touch. I have used the same font throughout every aspect of my tasks for continuity. It is featured on the CD front, inside (with the personal message) and on the magazine advertisement.
+ Objects/Props/Iconography I tried to limit the use of props, as to strengthen the ‘natural’ feel, and simply emphasise the focus on just the artist herself. The only props were the swing set and roundabout, but even they were used in a very natural looking environment, and the guitar. The guitar connotes the organic artist, who writes, sings and plays her own music. Nature is simple and beautiful, like the message told within the song. Artist stands out against natural, simple environment. Playing the guitar shows the artists raw, singersongwriter, musician, natural talent. It also adds to the simplicity of the track, and how the artist has done everything herself.
+ Facial Expressions The artist shows quite dreamy and relaxed facial expressions, linking with the relaxed feel and beat, theme, and style of the song. Eyes looking into space create a dreamy expression.
+ Body Language and Facial Expressions There are a few scenes in the music video that capture the music artist with her love interest. The ‘love’ is shown through the happy, smiling facial expressions and the laughter they share. It is also strongly portrayed by the holding of hands. The scenes then reverse, and show the music artist alone. The sadness is shown via the unhappy, withdrawn facial expressions, and the feeling of being ‘alone’ is shown by the artist being on her own. These themes directly portray the message I interpreted from the song lyrics, of a love story that didn’t work out as planned.
+ This shows the artist and love interest literally going separate ways’ which hopefully reflects the feeling of them wanting different things in life, causing a seperation. Holding hands, and arms around each other connote love. Compared with the sadness portrayed by being alone.
+ Camera Angles Lots of close ups were featured throughout my music video and ancillary products. I feel that by including close ups of the artist herself, it helps the audience familiarise themselves with her, therefore making the artist more noticeable for example when the target audience are looking for albums to purchase in stores. It also makes the video more personal to the artist, hopefully making the audience feel more connected with her.
+ Camera Angles and Shots Arty shots were also featured throughout my music video, and arty photography featured on my ancillary products. By including this throughout, I feel it helped establish the ‘alternate’ feel to the music artist and the song, linking in with the ‘indie’ ‘alternative’ pop style song, and the quirky identity of the music artist.
+ Conclusion Overall, I feel that I have effectively used media language to carry the same themes and conventions throughout my main and ancillary tasks. Through doing this I have constructed a strong representation and identity of the music artist and her style.
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