Evaluation: Question 2

 

Evaluation: Question 3

Question 3: What have you learnt from your audience feedback?

I wanted to ask a variety of audiences their opinions on my music video (mainly from outside the genre, to have a variety of answers. I had several questions whether or not my music video was ambigious and vague in terms of genre lines, and whether or not it would appeal to different audiences. I have been surrounded by the genre for years, and I know what I would expect to see, however, a music video has to be accessible and interesting to all audience in any manner of ways.

Whilst asking the band to share the video returned little feedback, the comment I did receive was a contrast to the feedback I had initially been given. 6 of the questionnaires I handed out returned , that the 4 way split screen was the most popular aspect, giving a contrasting and original shot to the video. It was in sync to a bridge, where I felt I wanted to show all members playing at once. However, upon hearing feedback, I feel that it was a random shot style to include - if it was a recurrent shot, maybe it would hold more of a place in the video, however with the music video itself the way it is (one shot on screen) it would not make sense to have the 4 way split, and instead looks more like filler. However, the 6 questionnaires were given to people who don't particularly list this genre as a genre of choice, showing that that followers of the genre, who exhibit media like this regularly felt it had no belonging in the video.

This was the questionnaire I sent out. It was deliberately vague and ambiguous to allow for a more open opinion. My audience questionnaire allowed me to find out some interesting things;  the main question surrounding mine was the narrative (or lack of) - whether people enjoyed a performance based music video or felt that a story line was vital.

One questionnaire returned, saying that whilst the viewer felt that the music wasn't their usual genre choice and they usually prefer narrative based videos, they felt that the video reflected the genre. Therefore, aligning the video to genre conventions shows allows the music video to appeal to outside-Zener audiences, making it accessibly and non-exclusive.

Another questionnaire (also outside the genre) claimed that whilst they would not actively exhibit the genre, the simplicity of the video and the differentiation of shot mixed with the portrayal of the band allowed her to stay intrigued in the video, further proving that showing the band playing can be more captivating or involving that a story based video. The same person also felt that the band had been glorified in a manner that showed off their image rather than musicianship, raising questions of 'Gaze' - one of Goodwins theories of genre expectation and conventions. I explained in a previous blog post about Pop Punk how to draw audiences in wasn't to outright advertise appearance, but to focus on them in a non-voyeuristic or non-sexualised manner, allowing the music to retain good taste and accessibility from both genders; one may consider them attractive, whilst the other may admire them etc.

A fairly unanimous opinion for improvement was the idea of black and white, thus enhancing the aesthetic visual elements of the video- a strong contrast between B&W and performance videos is noticeable; the lack of substance in the video is made up for with a particularly modified after-effect. The audience felt black and white would benefit my video, enhancing shadows, lighting and giving it a nicer finish.
From my feedback, I have learnt that my genre isn't for everyone. However, with different genre conventions (some omitted, some enhanced) the video can be accessible by nearly anyone, make genre barriers irrelevant.

Evaluation: Question 1

In what ways does your media product use, develop or challenge forms and conventions of real media projects?

With both my music video and my print productions, I have both aligned with many genre conventions, acknowledged some of Goodwin's theories of genre and protested some ideas of mainstream pop punk.

I chose the band Dying Breeds, because they are a great example of local city-based pop punk. 4 friends who love old school punk and like to play the music they feel. They show the upbeat carelessness of the emotional side of the genre, and the youthful energetic physical side.

The location was unimportant, but it needed to remain appropriate. Therefore, a studio was the most appropriate. Mise en scene was ideal: instruments, guitar amps. I wanted to film them performing in a natural musical environment, so there was little visual emphasis on trying to look good. (The only exceptions being the occasions were they jump)

However, lots of the mise en scene comforms with genre conventions. Pop Punk and beer often goes hand in hand. You can clearly see a beer can atop the amp, and various other possessions. This makes the music video simple, but relatable, and removes any elitist/superior celebrity status from them. For example, you watch the video and see four guys. You don't watch the video and see four musicians glorifying themselves; modesty is a huge motif of my music video.

The inspiration came slightly out of genre for my music video; I saw a metalcore band called Parkway Drive had uploaded a studio video and I loved the simplicity. It was just them - nothing more. It showed me that music videos didn't need to look amazing, because essentially you are listening and watching the song. The omitting of a narrative allowed the focus that I desired. Everything I said I was going to set out to do, in terms of simplicity, I achieved.

The original inspiration was this video.



The only emphasis in the video is in after effects, with high contrast and black and white. I also achieved this in my music video by using heavy flood lighting in a small room. This was picked up by any metallic in the room - namely drum equipment and polished guitar surfaces and created a pristine and polished look on their performance. Then I played with levels to create a soft, warm feeling in the room.

However, the aesthetic look of the music video protested how pop punk should look. Pop Punk usually has stupid story lines in which the band promote them selves as the fun guys that their audience is familiar and comfortable with. Denying that, then prevailing as an attractive or fresh young band in which they look great, and look like they connect internally. The relationship with the band members is something which is then transposable to the crowd. The closer the band feel together, the more they can connect with their audience. This is greatly important, but I wanted to achieve this convention a different way. I challenged this convention by showing them as the band that practice for hours on end with instruments they've owned for years, and friends they've known all their lives. The music video for Decade - Brainfreeze does so, but I felt the emphasis on visuals conformed in a way I wanted to challenge.

Whilst they are indeed having fun together, they do not appear to be interacting with each other in a way I wanted to convey. Pop Punk genres dictate that music is shared, and I really wanted to exaggerate that idea.

This is visible here. Interaction is something I felt needed to be displayed strongly. This creates the link with the target audience I had intended earlier. There is no celebrity status; the fans are between 15-28 (approximate) of the same situations, who dress the same, listen to the same music and live in similar places.

The costume isn't particularly important, but is something to note. A lot of pop punk is how you dress, and what band or brand you're promoting. For example, Tom and Andrew have PAF t-shirts on. PAF are a typical Pop Punk label, and to wear their merchandise in their own music video. Fashion and advertisement is often a huge part of Pop Punk, showing how much it has progressed from the raw anger of Punk, anti-political motives and hatred of the 90s Punk/hardcore bands. To continue with this promotion (endorsement) I featured them in the digipack and print productions. The bassist Johnny is wearing a festival t-shirt, from Reading festival 2011. Memento clothing to events is worn with great sentiment in the genre.

 Following the idea of tattoos, I wanted to add an element of tattoo culture into my print production. From my previous ideas, I produced a 'Sailor Jerry' traditional style artwork, with a sword going through a crown, and traditional tattoo writing. However, I found that this really didn't fit with my other ideas. It was genre-breaking in conventional appearance, but it was genre conforming in taste. However, I felt it made a great addition to the pack, by becoming a poster.

However, for my main pack, I felt it was more appropriate to have a variation of the original album art. I reversed the initial cartoon art, and replaced it with my own photoshopped equivalent; them in real life with the real life animals photoshopped onto them. This was 'over the top' silly, and denied all seriousness to the piece, which is important to the idea of the genre. The genre is not to be taken seriously, and the band incidentally stress that. Therefore, the face and back of the singer comply with genre conventions.

Back to Front

The animals somehow give it more character than the actual band photo managed to. It was important for me to keep the backgrounds very simple. This created the stark contrast between the ridiculousness of the animals, and the bold, unimaginative backgrounds.

The inside however, is a different story. It denies genre conventions in the sense that it is not a reflection of the band and genre, however it complies in the reality that the band's record label would get recognition and ultimately have a choice in the way they are portrayed. However, I feel the black and white works well, as it creates a simplistic interface that isn't paramount to the appearance of the digipack (as it is the inside feature) but creates an appearance that gives away a lot more information; it reduces the band simply, it shows off both their endorsement/website and also shows off quite simply their record label.




All in all, I have followed genre conventions where it is appropriate. The idea of gaze is not particularly important in regards to my pack, that was only applicable to my music video. The idea of expectation is important though. I feel my pack creates the steady balance between the two; the serious and silly. The inside (the core) is essentially the band, and the outside (the shell) is how the band wish to be viewed.

Evaluation: Question 4

Final Music Video

Digipack Final designs

        
                Back                                                                                     Front

             Inside Left                                                                              Inside Right

                  Poster                                                                              Disk

Magazine advertisement 

Fonts

These are all the different fonts I've used over the process of my print production. The first two styles are very common, traditional tattoo fonts. They were appropriate for any tattoo related designs I had, which isn't many. Whilst tattoos and pop punk go hand in hand, the tattoo idea didn't fit in with anything else I had created, or the theme that I had. It then became a small addition to my final piece as an external extra.

The first two tattoo styles were found online and edited and modified on photoshop.

The style I was looking for was from Da Font, but recreated on photoshop.

The aim was the traditional sailor jerry style.



For the next font, I wanted something which was reminscent of the bands original logo. The font I used was Bebas, which I then fragmented and disordered like the original logo. From then, I decided to remove sections of the letter, to create the cartoon disorder I felt was applicable to the genre of music.

The second regular font used was Orator STD. It was a simplified title font, and I have used it for everything else. It is clear on my magazine advertisement.



Orator STD looks like a standard titling font; its simple and accessible. In the advertisement, it's been outlined for emphasis, but simply states the titles to reduce the emphasis away from the visual elements like the background and the band logo, which are far more important.