Monday, 19 March 2012

An in depth analysis of music videos; Rubber Johnny, and a brief analysis of Windowlicker

Chris Cunningham (Director)
An in depth analysis of music videos; Rubber Johnny, and a brief analysis of Windowlicker
These examples of Chris Cunningham's directing work showcases the best of his experimental style. Rubber Johnny features Cunningham's trademark 'experimental' style, and makes the video more engaging as he adds a storyline to the start of the film. The opening sequence is a 3 minute steady cam clip of a mutant with an overgrown cranium being talked at by a carer who has strapped him into a wheelchair and locked him into a basement. The idea itself for rubber johnny came from  Cunningham imagining a raver morphing while he danced. Cunningham's use of camera, light and speed are combined with a 'trails' effects to blur the light into different shapes as Johnny dances to the music. Goodwin's music video analysis suggests a relationship between the genre characteristics of the video and the music. In the media drum and bass is often cited with the use of hallucinogenic drugs, Cunningham uses the knowledge of this genre to influence his work on Rubber Johnny by adding 'trippy' effects and changing the speed of the video. Richard D. James (Aphex Twin) suffers from hallucinations and lucid dreams and has been said to have written his music at times of lucid dreams and periods of hallucination, so the idea of a morphing raver seems to fit well to the genre. If the idea of a mutant suffering in a basement with no company but his pet Chihuahua isn't enough to shock you, Cunningham adds an obscene image which features after the clip of a mouse running across a press sticker. The obscene image introduces the title of the video, and is a reversed shot of a condom with “Rubber Johnny” written in marker being pulled off of a penis.
A trademark from Cunningham's work is a unique responsiveness from visual imagery to musical techniques employed by the artist. The drum/drill and bass by Aphex Twin features many unique sounds which Cunningham features with visuals to showcase his weirdness and editing talent. Specifically, in Rubber Johnny he uses speed to capture the ultra fast tempo of the music with fast cuts and high speed video to capture the mutant techno dancing and morphing, which creates a narrative to the music, as there are no lyrics. Cunningham admitted to lying down next to his father's speakers as a child and imagining images that the music could represent. This comes across in this video when fast “shooting” lights are added to the video and deploy in time with the music. This is closely matched by movement of Johnny hitting the lights away with his hands, which happens so fast its hard for the eye to follow it. Within the fast edit there are single frames of the same shot in a negative, the effect on the video is that it appears to flash with the music however it happens so fast that you hardly notice the  effect itself but still see a flash.


The music video follows a narrative at the start of the song, which makes the video more of a story than a music video. Its hard to argue weather or not the narrative is incomplete or complete. The story (according to the director) is of a mutant that has been locked in a basement and strapped to a wheelchair who has the ability to morph and does so to amuse himself and his pet chihuahua, however this abruptly stops in such away the video appears to start over again and become a music video. I would argue that there is a complete narrative to the music. Similarly, the other video I’ve chosen to write about start with a narrative and then become a music video. This is one of Cunningham's trademark techniques.  Theories by fans suggest that Johnny suffers from Hydrocephalus disease, which is where fluids build up around the cranium and can't disperse or be absorbed by the lining on the inside of the brain, leaving the skin to expand and balloon. I think that Cunningham was aware of this and it maybe inspired the shot pictured to the left. If this is true then it adds a high level of Verisimilitude to the video, and as its filmed in a night vision it looks like its being filmed on a consumer camcorder, making the video more realistic.
This (pictured) happens when johnny is speeding towards the camera and then suddenly his head bursts against glass and fluid seeps out. This keeps happening in the video but the face changes and morphs into an unrecognisable shape.
The video is mainly performance based once the music starts, however there is a 50/50 split between narrative and performance. All three of the videos I've chosen to analyse have a near equal split between performance and narrative. All of them share highly conceptual ideas.
The video is not disjointed with the music as the sound becomes open to interpretation of the listener, there are no lyrics so imagination plays a big part in listing to the music itself. Chris Cunningham shows us his take on the music in this video, and shares the themes of the artists life and connotes drug use with drum and bass music.
The elements in the video that create the forward trajectory of the music is the speed of johnny raving in this wheelchair. This seems to intensify as new sounds are added, and johnny appears to be morphing more and more. This all builds suddenly after he takes a copious amount of cocaine and new sounds are displayed with more visuals, such as fast continuous replays on motions in the video to give it a 'skipping' effect. 
The end of the video sees no resolution or enlightenment, it leaves us where we started, looking at a mutant struggling to breath in a wheelchair. This makes the impact upon the audience much greater, as no questions about the narrative have been answered for the reader, instead he just goes full circle until the next time the audience imagines there will be.

The Style of the editing follows a close match to the music, with visual imagery matching the sound based upon what the director imagines the sound to represent. There are mainly straight cuts, with very few slide transitions that are barely noticeable, one is used when johnny exits the shot from the right and then appears to come into view at high speed towards the camera from an over the shoulder view of himself as he exits shot giving a paradoxical effect. 
Similar cuts are used throughout the video, these are straight cuts but a theme of overexposed white balance creates a flash effect before some of the cuts. This features to the beat and sound of the music and suits the genre of the music well as drum and bass when live is associated with heavy light shows and visual effects on stage. 
The pace of the editing isn't consistent throughout the video. The pace is fast when there is music in the video, when there is not the pace of the edit is slow. This creates a great contrast between two realities, the world that perceives Johnny, and the world that Johnny perceives. Johnny seems disabled, fragile and sick. He seems to have little intelligence and is kept captive in a basement, strapped to his wheelchair with nothing but a pet dog to keep him company. When no-one is looking Johnny's world changes to a morphing drum and bass frenzy where we see him in a different light, energetic and fast. However, we now feel that what we're watching is sinister in some respects and it still shocks us. The way the editing matches the musical phrases captures Cunningham's imagination well. Sounds we've never heard before are matched with nearly unimaginable visuals, such as when Johnny snorts a line of coke. When watching, the sounds almost sounds like what he's doing.
The ending of rubber Johnny puts the video off kilter, as we come full circle to seeing him struggling to breath in a wheelchair, like the beginning of the video. The audience are left wondering what he is, why he's locked up, and almost question what they've just watched. 
Classic Hollywood continuity editing is exploited in this video, we wouldn't see these images under normal circumstances and it plays with the viewer using trick shots and flashing lights constantly, we don't actually have time to focus and see every shot. This makes the whole video psychedelic.

When applying 'Auteur theory, it is clear to see how the director has exercised his creative talents for the finish product. This is through his use of montage and miss-en-4scene. The way the actor is placed in the shot which is in a dark space with shallow lighting , combined with the shapes and extent his body morphs form the idea, and the montage is based around an intricate and complex rhythm deliver the shock by moving faster than the audience can think.
There is a vast amount of camera shots used in rubber Johnny. The first one is made to look like amateur video, the shot is steadycam and the subject shakes about the frame, there is no obvious focal point, everything looks like its filmed almost by mistake, also the camera is using a consumer-looking night vision effect. This adds to the verisimilitude of the video, it looks like anyone could have filmed it, therefore the subject appears more real and even seems to have more of a personality because of it. We are scared of what we are viewing, but we also have great sympathy for Johnny at the beginning of the film, he looks like he is struggling, and the mise-en-scene looks cold and unwelcoming. When the music starts the shots don't necessarily look professional, however the editing does look very professional and this adds a new dimension to what we have just watched. The shots used are mainly medium shots and close ups of Johnny in fast motion, and the camera and editing reacts to every beat and sound in the music in some way shape or form. Its hard to spot a frequency of a type of shot, as the edit is so fast you can't count every shots as they happen, but I would say there’s at least 5 medium shots for every close up shot in the video.
The style attached to the framing is that Johnny is always at the focal point of the screen. This is common from the establishing shot of the music video when the music starts. He also appears in the majority of the introduction to the music. The sense of depth attached to the video makes it seem like johnny is in-between lots of unexplored spacial depth, the backdrop is completely black and we acknowledge the fact that he has lots of space to move, which makes the setting look much bigger. 
Cunningham’s diegesis is revealed slowly, but never revealed to the audiences satisfaction as the  ending is similar to the beginning and answers no questions for the audience. Ihe introduction reveals the fact that Johnny is kept captive but not until the very last bit where the unnamed narrator offers him an injection to calm him down as Johnny is having trouble breathing. This is a very sinister moment in the video as the narrators voice is calm like that of a doctor.
The video has a high responsiveness on the edit and camera shots with the music. Gaps in the video occur when Johnny is interrupted by his carers, we fill these gaps with the opportunity to study Johnny and his surroundings in the light, but we also hear how he is treated by the staff keeping him captive. Some important frames in the video are images of the chihuahua reacting to the movement of Johnny, this tells the audience how to feel as the thing the audience can mostly relate to at this point is the chihuahua as he is too shocked by what he is seeing. The Chihuahua forms an additional part of the audience. Important frames in the video add to the narrative. The most important ones tell a story of what Johnny does on his own. The first important frame is when johnny gets ready to start dancing, the second is when his carers open the door and say hurtful things about him, the third is when he snorts cocaine and the fourth is the end where he's sat on a wheelchair breathing heavily again. This adds to the experience of the video as the key frames seem to intensify the music and visual reaction. More effects are more cuts are used as well after these key frames. 
The video breaks the fourth wall between the audience and genre. The viewer doesn't have to like drum and bass to have a positive experience with the video. It has even introduced me to drum and bass music just by watching a few of Cunningham's videos, I now own the Aphex Twin discography; which I never expected to enjoy as its the sort of music I wouldn't listen to normally.  This concludes my analysis of Rubber Johnny. 

Windowlicker – A brief analysis
The introductions to Windowlicker is a parody of black culture associated with gangster rap music videos, and features and intro of two friends desperately trying to pick up two girls in a convertible with the objective of getting drunk and having sex. This backfires instantly on them and an argument occurs in which the characters remain vulgar in trying to persuade the girls into getting into the car. The level of verisimilitude isn't especially high, but it gets much lower with a fixed image of the girls standing at the pavement while a limousine crashes into the guys car and keeps on driving. The limousine seems immensely long, and when it finally stops a fairly creepy looking man rolls down a tinted window and the music beings. He gets out the car and starts dancing, which the girls seem to find attractive and they get in his limousine. The verisimilitude is lowered even more when the camera focus' on their faces as it changes via a flash transition to the face of the man in the limo, with beards too. This is shocking, especially as the girls are sexually touching the man in the back of the limo, its a highly confusing image. The black guys in the convertible follow the limousine to the rich guys mansion, where he has many girls dancing in sequence. The guys find one girl who starts dancing for them, but her face is horribly disfigured, which shocks them and has this effect on the audience too as its not expected. The music gets heavier with  a fuzz effect in the bass, in which the visuals are more contrasted, this ends after a few clips of a bottle of champagne being sprayed over all the women including the hideous one, then the camera focus' on the sun glaring and fades out. 
There is no relationship between the lyrics and the visuals as the music has no lyrics whatsoever, the only association is at the beginning of the track, in which the music starts with a male groaning sounds. This is represented with a visual of the man in the limo rolling down the tinted window and looking at the girls, it fits very well and also adds a comic flare to the video. 
The music and visuals shares a very strong relationship. Like in all of his music videos, he invents what he imagines electronic sounds to represent. This is true throughout the whole of the video. A strong example would be at 8.18 in the video where the limo man pops open a bottle of champagne,  this comes in time with a fuzz effect on the music track and the contrast for the video changes to a 'darker' effect which ties in well with the fuzz sound. When the music starts the video always cuts to the beat, this is common of Cunningham's work. The effect of this is that there is a heavy emphasis on motion and editing, which creates more powerful shots. An example is at the beginning of the music where the actor is moving an umbrella and dancing to the beat. Here, every shot is cut to the beat with a heavy edit of the umbrella in relation to the soundtrack. When the actor opens the umbrella, we associate the sound we hear in the music with the sound of an umbrella opening, Cunningham uses sound association in lots of his work based upon his imagination. 
Star power is used in this video, the actor playing the limo man is Richard D. James himself (Aphex Twin) wearing prosthetics on his face to disfigure it slightly and create an evil/creepy smile. As this is a highly recognisable video, and the limo man has a recognisable face Richard had Cunningham create some artwork which features on the single Windowlicker. Also the 'grinning' face has become a motif for Aphex Twin, and features on many of his later albums. 
The image being offered suits the genre of 'acid techo' as an alternative genre. The sinister face on the artwork combined with experimental videos suit an alternative audience. 
The video for Windowlicker is another to add to the collection of aphex twin videos. Cunningham works very closely with Richard D. James to form more of a duo than a standerd music director. James' work is reflected by Cunninghams imagination. Since the videos Come to Daddy, Windowlicker, and Rubber Johnny, James has been creating sounds specifically for Cunninghams experimental work, such as monkey drummer. All these videos fall under a very experimental genre   but trademark Aphex Twin as more of an artist than a musician. 
Sexual imagery is used throughout Windowlicker, but not ordinarily. Women with mens faces are represented sexually in the video, making for a very disturbing video and practically unseen in the world of music videos. A glidecam is used in the limo when the girls are stroking Richard, and on the edit the shot is overexposed. Along with the costumes are white bikinis, which matches the white limo and his white suit. This colour is usually used to symbolised virginity or purity, however here it symbolises cleanliness which creates heavy juxtaposition as the women appear with mens unshaved faces which makes the whole image unfitting to what we're watching.
The video itself is performance-based and concept-based. Choreographed sequences  give the performance, but the very subject of what we're watching is conceptual as it comes direct from Cunninghams imagination.



Cunningham's Directing Style

Cunningham always likes to shock the audience, his work contain very disturbing images and motifs that appear throughout his work. He is fond of working with particular artists, and uses the same style throughout making the artist and his directing more recognisable. This is very noticeable in his work with Aphex Twin in particular as the style of cinematography always cuts to the beat and he reinvents objects, movement, shot types and motion when he associates them to the music.
Common of all of Cunningham’s work is the fact that he likes to break conventions of modern day music videos. He usually does this in a disturbing way. Cunningham also worked with robotics before he started making music professionally, this allows him the technical skills to transform his videos into another dimension. A good example is Rubber Johnny and Monkey Drummer. 
Windowlicker breaks every form and convention applied in Andrew Goodwins music video analysis, and is seen as a post modern work and his style of editing and visual effects usually ends up more important than the music in the track. In any music video by cunningham, the music allows him a reason to be creative and shock/stun us. Cunningham's videos usually feature a meta analysis, this means that there is a deeper meaning behind what we are actually seeing. He also likes representing stereotypes in different ways, a common feature in Windowlicker and even more so in All Is Full Of Love by BJÖRK, where he personifies human emotions into robots by having two lesbian robots kissing and touching each other sexually. This video was nominated for multiple awards including a grammy, and was the first music video to win a golden pencil award at the D&AD awards. Cunningham has worked with many artists and some mainstream ones including Madonna, and has created adverts for many successful companies including PS3, Gucci, Nissan and Levi's, but always applies a sinister, dark tone to all of his work. Cunningham's main objective is to get people to talk about his video   instead of watch it and have no effect. He wants a big impact on people and doesn't care who he offends in doing so, which is the reason why many of his videos are refused to be shown on mainstream music channels like MTV. Cunningham rarely uses vibrant colour in his music videos, most of them have a hue of black and white and blue which helps add to the sinister feel to what we are watching. Windowlicker does use vibrant colours but is overexposed with glare so we never see a clip for what it actually looks like, instead we see it how he wants us to. The main thing that makes a Cunningham video is the originality itself. The way he represents various sounds with camera and editing gives him his own trademark. Although there is never a straight narrative his film works well as a conceptual idea with the music. If anything Cunningham is an artist who breaks the barrier between music and video, making each video more of a performance than the music.

Friday, 3 February 2012

Max Davies: Music Video: Post-Production: Evaluation 4

4) How did you use new media technologies in the research, planning, construction and evaluation stages?


The use of technology is how we made our project to the best of its ability. We had to fully understand each part of technology, from school equipment and technology to equipment and technology we have bought to help our project succeed.

Overall production we used all types of technology. We used the internet frequently, without it out project would not of been able to start. We used search engines like Google, to gather pictures to create mood boards. We used websites like www.barb.co.uk to find out information about our demographic and what T.V shows are most popular. Along with websites we used magazines and books to find out example music adverts.

The main website used was YouTube, we used this to find our song of choice, find inspiration for our video and find the remix to the song which we use in the second part of the video. We also used social networking websites like Facebook to arrange when we was filming and to communicate within out media group, we also used it to promote our final video and get it around the world.


When creating this project we frequently used software and applications. We used Skype to communicate within and have a group phone call, this was great as we can all discuss outside of school times. The two softwares we used for our project was Photoshop and Final Cut. We used Photoshop to create our digipack and magazine advert and used Final Cut to edit our video and add in effects. Dan also had Final Cut at home so we could edit round his out of school hours. We found difficulties when using these like not understanding layers in Photoshop and taking forever to render on Final Cut.

The final Website used was Blogger. I was constantly blogging, I set it as my homepage on my computer. I tried to do a blog a day, it was a place where we can write about our progression and what has been happening. 

In terms of camera, sound and lighting. Instead of using the school camera we used Daniel's new HD camera, which was a great size and had such a clear image. We also had a brilliant microphone and handle so we could get great swooping shoots and clear sounds. 


We also made some very D.I.Y equipment, we made two cranes out of wood, a scooter, pieces of metal and gaffer tape.
 


We also used a wheelbarrow to create a dolly effect and make a smooth run from a low angle. The strengths of this is that it was cheap however the quality wasn't the best and they fell apart after a while.


In terms of editing we used Final Cut Express and Adobe Photoshop. We split our group up, Daniel used Final Cut more and Me and Efosa used Photoshop. When I started creating the digipack and advert i had never used Photoshop. We had a few lessons on basic stuff by our IT technician Jack, he help me alot in understanding the software. 
                                
                                                     

I learnt about brushes and how to use them, I downloaded them from the internet then imported then to Photoshop and use effectively. 

The controls i learnt about the most was how to use layers, these are vital in making the project look good. They have to be in order and kept in control.

I learnt about adjustments like colour contrast and colour balance. This made the pieces look dark and distorted, to link with the video.

We also the tool of cloning, we was able to imitate a bush with cloning a bush and brushing over.

                      
                      

In terms of the digipack and magazine advert we had to make it look as professional as possible. Our friend Luca Green help us by taking photos of us before a day of filming. We meet early and had a photo shoot, he is a very good photographer and used different lenses and used the sun to make our pictures have a great colour.

View evaluation in WIX
http://www.wix.com/maxdavies11/maxdavies-avantgardeproduction


Max Davies: Music Video: Post-Production: Evaluation 3

3) What have you learned from your audience feedback?

Target Audience

For target audience profile, we thought our friend Robin Hirst is the first person we thought of, he is the perfect demographic through our music video. He is 17 year old caucasian boy from Loughton, Essex. A suburb of London, with his mum and brother. He works as a trainee hairdresser in a modern hairdressers and stylist in Camden, London.

He grew up listening to a lot of classic 1980's Rock as it was my parents favourite. So Rock music is always on my iPod, however when he got older, he discovered more Drum n Bass and Electro from parties and raves. So The Prodigy would be something Robin listens to.

Robin likes gigs, fashion, skateboarding, tattoos and piercing. He doesn't like rules and mainstream music.

From researching professional music videos we found some similiar videos to ours. The first is Sigur Ros - Vaka (A.K.A Untitled #1).

Sigur Ros are an Icelandic Post-rock band signed to XL. They are know for their incorporation of classical and minimalist into their music.

This video is about people being trapped by the gas mask in a location with low verisimilitude, it looks like hell. This video is aimed at ambient alternative people as the music is very underground, niche and individual, the complete opposite to main stream music. Our video relates to this as the plot and story is similar. The person in our video is trapped in the gas mask and is 'hunting' a new victim to trap with a gas mask.



The second is the official Spitfire video by The Prodigy. This relates to our video as we the editing is similar and the performance. The editing is similar with use of colours such as red and green. The editing is also quite destructive and distorted, something we used will editing our music video.



When creating the music video we had to consider many different elements so that it would appeal to our demographic or target audience.

The characters in our video are the girl being chased, the man with the gas mask and the band. When viewing we went the audience to identify the girl as a 'heroine' as she is viewed as the good, she is trying to escape and get away from the gas mask man who is viewed as the 'villain.'

Another element built into the production of our music video is social groups, examples are gender, age or ethnicity. In our video we have represented gender as the villain is male and has a powerful advantage over the girl, he is dominant.

Audience Feedback


Once our whole project was finished we conducted some audience feedback sessions. We finished our Digipack and Magazine Advert first, so we gathered the class around our computer and presented our digipack:



Everyone received the pack well, it jumped out to them and caught their eyes. Here are some quotes from our feedback:

"Excellent use of photoshop"
"Powerful Images" 
"The colours are dark, dirty and mysterious"
"Font doesn't look tacky"
"Professional Product"

Next we presented out magazine advert:



again here are some quotes from the feedback:

"Image is perfect in showing the members of the band"
"Branding is excellent"
"Font is prominent"
"Would fit straight into a magazine"

Finally we presented the class with our music video:

Here are some quotes from the feedback:

"Good job boy's"
"Really professional piece of media"
"Would see it on a music channel"


We are very pleased with our final product, it is better than we expected. everything just went together perfectly. From looking at the OCR brief we believe our product meet their requirements to obtain a high grade. For the video we read that the candidate must demonstrate 'a variety of shot sizes.' We think we meet this as we made sure we got as many shots which were all different and 'out side the box.' 

For the Digipack and Magazine Advert it says that the candidate must  have 'awareness of the need for variety in fonts and text size' we know we have meet this from our audience feedback, in our feedback we are told we use a 'good mixture of fonts.'

Once finished we compared our music video to professional products, by watching music channels like 'Kerrang' to look at videos, we also looked through magazines such as 'Q' to look at adverts and album covers. After we felt very positive that our product was something to be proud of an hopefully get a high grade. 

From our feedback we believe our product has the genres essential ingredients. We were told that from the audience that they would 'watch the video again' and 'buy the album them selves.' They thought the artwork was very 'eye catching', this is something which would be jump out from the shelf in a shop.

Our product is aimed at a mass market and would be distributed and promoted by a major record label, such as XL, The Prodigy are signed by XL at the minute a huge label which has global recognition. In our audience research we found that our product would be placed in magazines such as 'Kerrang' and 'NME', these magazines are sold al over the UK and other countries, with artists which are popular and are making hits which are played all over the radio and T.V. Our audience profile would appeal to our video as he will be aimed as the adverts would be in the magazines he read and the video would be in the music channel he watches.

When creating our product we had to have a USP (unique selling point), this is something which stands out and makes somebody interested in our product. When developing ideas the main idea was the gasmask, when we thought of this we instantly knew this would be the main focus of our product. We like this image and thought it would appeal to people because it is very chilling when you see it. It gives the video an inhuman feel effect, this is something that appeals to teenagers of this day and age, wanting to be different and rebellious. They want to know more as it is mysterious, 'what is under the mask?'

As this image is powerful merchandise would be a great opportunity to maximize profits. We would create t-shirts, Jumpers, iPhone cases, key rings and hats, all items which appeal to our demographic. As iPhones and smart phones are something which are common within society now. The gasmask is a perfect image for branding of the band, when people see the image on merchandise they will instantly think about the band.

View evaluation in WIX
http://www.wix.com/maxdavies11/maxdavies-avantgardeproduction


Max Davies: Music Video: Post-Production: Evaluation 2

2) How effective is the combination of your main product and ancillary texts?


"Branding is a name, term, design, symbol or any other feature that identifies someones good or service to a market. The term branding came from telling one person's cattle from another with a hot iron stamp. It is important because it is what makes your product stand out and make the customer want it."

In our video we developed many different elements of branding, to make our video unique and significant.

Our overall brand of it is quite dark, gritty with a nightmare/surreal feeling. We feel our audience appeal to this theme of branding. However there are features of the video which go into branding detail and helps create the image we are after. 

The first being the gas mask:
This is our main branding element of our product, we believe it is a striking image with a lot or presence. This will stick in peoples minds.

The second is the use of the heroine:
The use of a girl, helps the brand move to different markets, with an attractive character who teenage girls will look up to.

The third is the mirror:
This is something which pushes the unusual image, something not normal. The mirror is the certain of all of the destruction. 

Also we used an ident at the beginning of the video, we kept it simple with a creepy effect. This brands our company as it will be shown before every production.


In our digipack I feel our branding is very strong through out, with good colour scheme and pictures which will strengthens brand image.


To create a brand their are many elements within our digipack. 

The use of brushes:
We had to look through brushes on the internet, which are ready  made images that we can 'brush' on to photoshop images. Brushes are used in professional digipacks to make it look more professional, it is simliar to established forms and conventions.

The image choices:
We had a photo shoot to get images for the digipack. Doing this has increased our professional value, the photos came out so well and look so professional. We started at sketches and pictures from phones, but doing a shoot has made our images look much more appealing, professional photos are a convention of an album cover

Band logo:
I did some research into other artists digipack's and how the brand themselves, i found it is a convention in some genres. I found that the use of a logo is a good way of creating brand image. I then search for gas mask images to use for a logo. We will use this logo on all products like, merchandise and magazine advert.

Use of mirror:
We used the image of the mirror in the digipack to emphasis its meaning. The more you see it, the more familiar it becomes and it will be connected to The Prodigy's image.

Colour: 
The colours we wanted to use was dark and gritty, so that it links with the video. We thought dark reds and greens. Good colour scheme is a convention of digipack, the colours are always linked and look good together.

Text:
I think in an artists digipack font is the most important feature to make the product have a brand which will stick. I wanted a font which will link perfectly to the bands image, I searched over the internet to find fonts which will go. I narrowed it down to three, but i pick this one after all.

In terms of influences when creating the digipack, we did a lot of research into covers from artists in the same genre.

The fornt cover was influence by two images. The first is a image of a girl in WW2 wearing a gasmask:

We liked this as it showed the girls innocence and contrasts from the mask.

The second is from the game, we photoshopped her eyes with glowing lights.

In our Magazine advert, i think it is the most professional piece. I think the branding comes through strongly and can sit comfortably in a magazine.


Mirror/image:

In the advert we used the mirror again to link to the digipack and video. It strengthens the mirrors meaning and presence. The image is quite powerful with the band being in the reflection of the band looking significant as the shot is from a low angle. An image of the band is something which is in neary every mass market bands advert, seen as a convention.

Font:

The font we used in the advert is the same as the digipack, this follows the bands image and starts to make the customers recognise the band and their brand. The magazine ratings are in a bold font so that it stands out, however the font is slightly broken up, this links to the bands distorted and rebellious image.

Logo:

We used the logo of the gasmask, which is the logo of the band. Logos are used in professional adverts and is seen as a convention.

                                                    
Colour:

The colour in the advert is quite red and dark, these are colours which are used in the video and digipack.

Ratings:

Ratings are a form and convention of a magazine advert, it is to show the reader how the album is rated by magazines which are respected and a good judgement. 

In terms of influences we did a lot of looking through magazines and searching the internet. We took inspiration for the ratings and the small print. We was looking through our photos and saw this one, we instantly knew this would be our advert. 

Here is our  progression of our magazine:






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Max Davies: Music Video: Post-Production: Evaluation 1

1) In what ways does your media product use, develop or challenge forms and conventions of real media products


Our music video have taken on all of the formats, performance, narrative and concept. The performance is off the band singing, playing guitar and drums. The narrative is of the gasmask trying to catch the girl. The concept is off the nightmare feel. The style of presentation is a horror feel, with the dark use of colours and varied use of editing.

We done research into music videos to find out their forms and conventions, we took a few videos and analysed them in terms of camera,sound, editing and mise-en-scene and key media theories, such as Goodwin's 'Music Video Theory' and Dyer's 'Star Theory'. An example is Beastie Boys - Sabotage. We found that the conventions are the format or the video, close ups of the artists are used, theirs relationships between lyrics and visuals, and music and visuals, camera, editing, sound, mise-en-scene and representation.

In this video we found similarities to ours, we used close ups of the artists:


This helps build band image and the audience can distinguish who the band.

Relationships between the lyrics and music:


Fire is written on the back of the guitarist, this happens when 'fire' is sung in the song.

Representation:

The representation is majority masculinity, as the girl is being chased by a man. Also this representations conforms the Rock/Dance genre, as that genre generally appeals to males.

Camera, sound, editing, mise-en-scene

We looked at more professional music videos like Basement Jaxx - Where's Your Head At, this is more similar in terms of genre of music. We looked at the camera, sound, editing and mise-en-scene of the video to see the conventions of a music video in this genre of music.

Camera: we found that 'camera glides' are frequently used, we used this with our new equipment which allowed us to film form all angles and easy movements. The conventions should that the camera is rarely still, we rarely used a tri-pod, this gave the video a quick feel. Along with it being quick we found that videos used slow motion, this is something we endorsed when the music slows down we used slow motion. 

Editing: We found the editing is fast paced, like in the video the pace of editing quickens when the chaos begins. From the research we found visual effects are used, shots that trick the eye and give a vertigo effect, this is something we used when the person in the gasmask grabs the camera and throws it too the floor. Another part conventional editing is super contrast and overexposure, this makes the video seem inhumane. 

Sound: added sound is not a huge part of music videos as the music is what the video is about. But we linked parts of the song with visuals, to emphasis the visuals, like when a drum is hit, the baseball bat smashes the mirror.

Mise-en-scene: Mise-en-scene is a main part of the conventions of dance/rock music videos. We found that costumes is quite unusual and have a gothic feel,  this is something we did, the girl dressed up quite gothy and the gasmask is definitely something which catches the eye and draws people in. We also found the there are unusual objects and words in the background, an example is in the official 'Spitfire' video, strange words appear like 'sex.' We used this with painting words onto Efosa like 'War.'

Intertexuality 

When creating this product we was heavily influenced by all types of media forms. Our biggest influence and what we took stuff from is The Prodigy, From their videos we took editing ideas, costume ideas.

In terms of intertexuality, the gasmask idea came from two places. The first being Shane Meadow's film 'Dead Man Shoe's.' We thought the image is striking and truely chilling, we wanted this feel in our video. Here is a picture: 


Another piece of media which influenced the gasmask is the computer game 'Killzone.' It is a war/action game, but the people all wear gasmasks and the glowing is something which stood out to us, we used the idea of glowing eyes.

Here is a picture:

The idea of the mirror kind of came from the Stanley Kubrick's film '2001: A Space Odyssey.' The film is about encounters between humans and mysterious black monolith (fictional space rock) that are apparently affecting human evolution. Here are some screen shots from the scene which inspired us: 




When choosing costumes for the Chloe, she told us she had a bright red skirt. We thought this would be very effective as we thought of the significant scene in Steven Spielberg's 'Schindler List' when the little girl stands out in a red dress amongst black and white surroundings. The film is set in the war time, so the gas mask would be suiting as well.  



Key Theory

From this project we have learnt about all different Media Key Theory, we have learnt about Andrew Goodwin's 'Music Video Theory', Richard Dyer's 'Star Theory' and Laura Mulvey's 'Male Gaze Theory.' 

When creating our product we could see it conforming to different theories. Goodwin's theory states 6 points:

1) Music videos demonstrate genre characteristics 
2) Relationship between lyrics and visuals
3) Relationship between music and visuals
4) Close ups of artists
5) Notion of looking
6) Intertextuality 

Our video, comply with nearly all points. We show typic genre characteristics with gothy mise-en-scene,  rebellious theme and scary scenery. We show relationship with lyrics and visuals as we paint lyrics on to Efosa. We show relationship with music and visuals when drums are hit in the song a smash happens on the video. We show many close ups to make evident who the artists are. Intertextuality is evident with the gasmask. 

View evaluation in WIX
http://www.wix.com/maxdavies11/maxdavies-avantgardeproduction

Thursday, 2 February 2012

Music Video: Post-Production: 1.45 Rough Cut



This the cut we are forwarding to classmates for some initial feedback.
In brief;
The class were impressed over the quality with an emphasis on the editing style. Since its been on youtube many people have been commenting on how professional it looks but few people have offered constructive criticism's.
Some of the criticism's our group have agreed on is the consistency of the lighting, we think that we can make it look more professional by having all the clips with the same brightness and contrast. The visual effects in the film worked well with positive feedback about them, however I feel that it needs to be toned down slightly to make it more effective.

Filming is postponed for the moment after we discovered that Chloe took a random trip to new york and is not available for the shoot.
We could possibly re-write the narrative to not include her but given the small amount of footage we have left to shoot anyway we've decided to make  edits, one with the clips so far and another once Chloe returns and we can film. This will ensure we meet the deadline in case of any other unforeseen circumstances that could effect the shoot. This also gives us the opportunity for a directors cut.