A2 Media Studies Advanced Portfolio

For my A2 media coursework I first chose the brief; to produce a promotional package for the release of an album that includes a music promo video, together with two of three options. These options were a website homepage for the band, a cover for its release as part of a digipak and a magazine advertisement for the digipak. I chose to complete the digipak and magazine advertisement as part of my ancillary texts. The brief also stated that the product created must have it's own 'identity' for the artist or performer. We were, however, able to use to title of the track but must have produced a new, original branding for the artist or band. This must be constructed to reflect the genre and appeal of the performer.

Before planning my media product I first had to find the codes and conventions of existing products that had the same genre to the track I had chose. Initially I chose the song 'What's My Age Again' by the pop punk band 'Blink-182" (1999 - MCA Records), and was going to follow the idea of a group of teenage boys, how I was also having as the performers in my video, who are reluctant to grow up and so, play continuous pranks on the same girl. However, after attempted filming I soon realised that this idea was not going to work and, therefore, with a new idea in mind, changed my song to 'I'm Lost Without You', also by 'Blink-182'.

The predominance target audience for my music video, I decided, was going to be late teens and people in their early twenties (15-24 years old). They will be both male and female and will predominantly fall within the demographic group C2-E as many of my target audience will be unemployed (due to still being in education) or in a small part time job. Therefore my target audience will be people who are either unemployed/students, semi-skilled and unskilled manual workers and skilled manual workers as some people in their twenties are in full time jobs but are not skilled enough to be classed in the C1 (and above) group.To ensure that my music video targeted my chosen audience I included three characters all of the same age, who were in the middle of my target audience, therefore 18 years old. This helps attract a wide audience as they do not fall within the bottom age range or top of my target audience. I also chose to have all these characters as girls as, due to the idea that the song is by a male artists, I thought that having female characters it would, once again, help attract a wider audience as more people can relate. I chose to aim my music video at this age range as they are not too young, however, old enough to understand and be able to relate to the issues raised throughout my promotional package.

After researching the conventions of music videos of the pop punk genre I soon found out that the predominant conventions is the performance, however, as I could not get hold of a group of people who were able to play instruments, I decided to have my performance element as one person singing. This, therefore, challenges typical conventions existing media products that fall into this genre.
A further conventions of pop punk tracks is to have a narrative being told cut into the performance shots. I, therefore, decided to include this in mine and have the story of two girls who are lost and don't know where their life is heading until they meet each other and their lives start to work out for them, therefore following a conventional narrative structure and character progression. This is where the narrative follows a cause and effect structure and runs linear. As I have included a narrative structure that follows typical conventions I felt it was suitable to have the performance element as just one person singing into the camera and not a group of people.

Another convention that is seen typically throughout music videos is edits to the beat, whether it fast or slow. Therefore, whilst editing my music video I was sure to make sure that, with the beat, my shots also changed. This, therefore, helps to create a successful and real looking media product while helping the audience keep up with the pace of the video.

A further convention of music videos, and predominantly in pop punk tracks, is the idea that the performer puts themselves into the narrative and appears in the story being told i.e in ‘Paramore’s’, ‘Misery Business’ (2007 – Fueled by Ramen) and ‘All Time Low’s’, ‘Coffee Shop Soundtrack’ (2005 – Hopeless Records). Therefore, I chose to feature within my music video and have the final shot as the two girls who story the audience are following throughout the music video with the performer on a beach looking out into the sea. As this shot is shot from the back it connotes that the three girls have turned their backs on the past and the bad things within it and are looking out on to a bright future. The idea of having the characters facing out into the sea connotes endless opportunities as the sea is vast and open to anything.

When shooting and editing my video my initial idea was not the same to my final product. At first, I chose to have no performer in my video, however thought that this did not make it instantly recognisable as a music video and therefore shot lip syncing shots to cut in with the narrative part of my video. Also, initially, I did not have the stop motion photograph sequence that runs throughout my video. However, I chose to include this as it makes my video original and helps it stand out from others. It also links with conventions of pop punk music videos as they are predominantly quirky and do not follow typical music video conventions. Initially, I just had the three girls acting out the scene that is shown through the photographs, however, I believe adding the photograph idea gives my video the extra element to make it a pop punk video whilst also creating an individual and different video.

Although I have only used one shot predominantly, a medium shot, the camera shots within the photographs are varied. For example, I have used a long shot when introducing the characters in the photograph sequence. This sets the location up and exaggerates how alone the two character are in the frame. The idea of using a beach/shore scene within the mise en scene was to show how small and alone the characters look compared to the background and setting. Both characters are dressed in normal clothes, however the colour scheme of their costume are similar. Both characters are dressed in black bottoms and cream tops. This connotes that despite being different people they are both the same in what they seek and how they are feeling.

When showing the characters facial expressions I have used a medium close up within my shots. This shows the characters expressions more clearly and gives the audience a clear view as to how they are feeling. This creates empathy with the characters and helps put them in the position of the characters. These were shot from a straight on angle to connote the blank feeling the characters are feeling; they are neither happy or sad, and therefore neither a high or low angle shot has been used. However, once the characters have met and are shown together, the shot switches to a low angle shot to show the characters in a better light and connotes power and the realisation that things are getting better. The final shots I have used have been the two characters smiling coming down a bridge, facing the camera. This creates parallelism with the first shots used however has positive connotations. The first shots show the two girls walking separately up a bridge, with their back to the camera connoting the idea that they are walking away from the world. However, towards the end of the video the shot switches and the girls are seen with their bodies towards the camera, walking together with a happy expression. This connotes that they are now content with where they are and are happy with the way their life is. This also reflects the idea that they are able to live in the world with no fear as they are coming ‘back down the earth’ via walking down the bridge. Cut into this end sequence is a shot of the performer laughing into the camera and therefore, shows once again that all the characters are happy with the way their life is and are certain not to take life too seriously.

This element could be a factor as to why my music video is post modern. This shows that the media text is self reflexive and aware of the fact that my music video is fictional and is only that of a media text. This is shown through the idea that the performer is acting out of character and could be classed as her being ‘off guard’ and acting in a way that would be considered unnatural for what the role that she is playing.

The lighting within the performance element of my music video has a strong spotlight coming from the left hand side of the frame. This adds to the connotations of contrast within my music video as one side of the performers face is being hit by the light and therefore connotes light and the happiness element that runs throughout my music video. The opposite side of the performers face, however, is not being hit by the light and therefore connotes a darkness and the unhappy and lost element of the music video.

Pop punk music videos have a prominent edits as cuts. This, therefore, was reflected in my own music video. However, during some shots I decided to use a dissolve effect to connote the idea of ‘going back in time’ and looking at the images. This creates a dreaming effect and lets the audience know that what has happened is in the past. I, therefore, added a sepia tone effect on top to connote an ‘old movie’ effect and ensure the audience were well aware of the fact that these shots reflected the past. To add to this further I faded the last shot of the photograph sequence into a shot where all three girls are stood with their backs to the camera in the location where the two characters ‘found’ each other. This connotes the idea that the three girls are revisiting their past, however the fact that they are looking out onto the sea connotes that they are looking out onto a bright future together and an endless amount of possibilities. The contrast of having some shots in sepia and others in colour, link with the black and white/colour contrast that runs through my ancillary texts. This helps create a link between all three products further, and brings the three products together as a promotional package.

When designing my ancillary texts, I was sure to make sure there was a link between them and my video, however, wanted to make sure that it was not too obvious and the connections where within the connotations of the piece. I also made sure that the ideas were simplistic and were kept minimal as this is common in pop punk album releases and therefore makes my product a recognisable pop punk product.

When designing my digipak, I was clear on the idea that I wanted the theme to run around the idea of addiction, specifically drug addictions, the strength it takes to get through them and the effect they have on people. This is also a big theme throughout pop punk music and therefore thought it would link well with my product. Although there is not a automatic link between the two ancillary texts (digipak and magazine advertisement/poster) the connotations behind them are the same. For instance, my music video is, ultimately, about struggles with life and how hard it is to get through when there is no one around to help you. Similarly, with my digipak the ideas that surround it are to do with struggles to get through an addiction and the effect it can have on you.

A further theme that is also apparent in existing pop punk albums is one of contrast, and the idea that, despite how happy and fine people may appear on the outside, inside it could be, and most of the time is, a complete different story. This is also reflected throughout the music and the general pop punk sound; a predominant pop melody with guitar rifts, creating the punk element and a more rock and alternative sounding track. Therefore, I chose to use this theme in my own ancillary products.

The images I chose were, originally, all going to signify and be clear as images that were showing drugs and the different kind of drugs. I chose to use the idea of drugs as they are something that many teenagers (the target audience of my product) experiment with and are prominent in the teenage lifestyle. This will help with my promotional package as the audience will find it relatable and therefore be more obliged to purchase it as they feel it is being aimed predominantly at themselves. This idea, however, became too obvious and showed what I wanted far too simply, a convention that is not present in existing pop punk media products; the meaning’s behind the images and design are hidden and not obvious when first looked at. Originally, I wanted to represent the images in a way that would connote addiction getting stronger the further and more frequently a person took them. This was represented by, on the front cover (an image that I have stuck with throughout my construction of my digipak) a girl biting a pill (drug) and therefore showing strength and dominance over the drugs, connoting leisure use and something that is just done for fun. However, as the digipak is opened and more images become noticed, they became more darker, showing the drugs clearly and also showing them in use.

The first image I planned to use was one of various types of pills, however, some still visible in the tub, connoting that the addiction is not yes too serious as not all of them are out of the tub. This image was used in my final product, however not in the same way as I originally planned. This was shot with a high angle,, connoting that the person taking them is in charge of their addiction and they are still being taken leisurely. The image was shot in a bedroom and therefore connotes that drug taking happens in everyday life and to every day people. As the image is a medium shot it also allows the audience the see the location where the drug taking is occurring. This also links with the idea of contrast as it shows that despite someone’s addiction, they are still normal people and need help. Whilst editing I chose to change the background to black and white, however, keep the pills and the tub containing them in colour. This brings the audience’s attention to the pills, therefore showing them the most important part of the image and shocking them as they realise what is happening.

The second image I planned on using in my digipak was one of an ash tray with a lit cigarette in, surrounded by a lighter and a packet of cigarettes. This would represent the idea that the addiction is getting worse, as the drugs are shown in use through the lit cigarette. However, I chose to discard this image and smoking is not considered a hard drug and therefore I did not find that it was suitable for my digipak. However, whilst shooting this I chose to take the image with a head on angle, helping with the connotations that the addiction is getting progressively worse as the drugs are getting hold of a person and overpowering them, making them weaker and less prominent over the drugs. The shot is also a medium shot, allowing the audience to see the location and helping them note that it is shot in a different place to the previous. This idea adds to the idea that the addiction is getting progressively worse whilst also connoting that, as the image is shot outside, that the addiction is overpowering and the drug taking is happening in more and more places.

The third image I planned on using was one of a bottle of vodka with a shot glass, filled with liquid, along side it. This was showing how the addiction is getting worse as the drugs are in use and the bottle is not full. The idea that each image is shot in a different location shows that the addiction and drug abuse has spread from the confines of the bedroom and is progressively getting worse.

Each image was shot from a different camera angle, the first being taken in a high angle shot to show the dominance over the drugs. The second image was taken from more of a low angle shot, to show that the addiction is slowly becoming worse and over powering. The final image was shot from a significant low angle shot, to connote that the drugs have now completely taken over the girls life and is now ruling her and is the dominant one in the ‘relationship’.
I also planned to have the fourth cover of the digipak as a plain black screen to connote death and the effect that the drugs have had on the body.

However, after completely my digipak with these images I realised that the idea did not flow and look the way I had planned and therefore changed my idea and opted for a more simple design. This included having a grey background to match the back cover of my promotional pack (this included a plain dark grey background with the track listing along the bottom of the page, in a simple white font), creating a link throughout the digipak. These two covers would be behind where the CD and DVD and therefore I did not feel that a big image was suitable for this cover. Therefore, I changed this cover to a plain grey background with the artist name on one and the album name on the other. This gives the right information to the audience, however there is not too much there to take the distraction away from the main product. By having the artist and album name here also creates a link throughout the product further while also reminding the audience of who’s album it is.

The final cover I added was, once again, a plain grey background with white text. However, this time I used a different font adding to the connotations of contrast and the idea that not everyone is who you think they are (a style present in Good Charlotte’s ‘The Chronicles of Life and Death' - 2004, Daylight Records). The text is a simple ‘F’. I chose this as it is the first letter of my artist name and therefore helps create the link of who’s product this is throughout the digipak. This is also the first inside cover that the audience see, and therefore the idea of contrast is present immediately, as it differs greatly from the from cover image and style. This will, hopefully, create an element of shock to the audience and, in turn, make the product one that they will remember.

When designing my CD and DVD design, I originally planned to have the image on the front cover, on each disk, however change the contrast of the image so the audience had a clear idea about which was the CD and which was the DVD. However, after planning this out and producing it, I realised that my idea did not work and therefore, once again, made my idea more simplistic, a conventions throughout pop punk CD’s.
After further research I decided to keep with the grey theme of my promotional package and have the CD in one shade of grey and the DVD in another. I also added a copyright notice, the track listing and the artists website to help make the CD look more realistic and mirror existing products.

When designing my poster I decided that the theme that ran throughout my digipak would be the same in my poster helping the product work as a promotional package through creating a link between the three products. However, I decided to use a different image to ensure that the product did not become too monotonous whilst still creating a strong link between the two. Therefore, the image I chose was one with a pill in the girls mouth, similar to the one used on my digipak, however on this image I ensured that there was space below her head for writing and promotional text. The text I chose to include was the artist’s name, Finn, in a large font, and the name of the album being promoted, Addict, underneath. Both texts are in black font, however surrounded with a white and red outline, helping keep with the colour scheme of my promotional package. Underneath the large text I placed information about what is included on the CD and DVD, for example the songs which have been released already and are included on the CD and what the DVD includes, such as where it is filmed and what tour it is from, a conventional feature of magazine advertisements. This also helps create want to the readers as it lets them know the songs that they like are included on the CD. To the right of the page, placed in the bottom corner is the release date (out now) and a website where readers/the audience can find out more information about the artist.

The choice to use my chosen colour scheme; grey, black, red and white was an instant one as the connotations surrounding this show confusion and an idea of something that is not completely there. It also links with the idea of contrast via the use of black (darkness) and white (light). This links with my video and also my promotional package and links with the video include the idea that the characters are alone with no one to turn to, leading to the idea that they are confused with their life and the situation they are in. However, the use of colour within my promotional package links with the idea that there is a light at the end of the tunnel. This comes in the form of the existing characters when they find them and becoming friendly with them.

In order to shoot my music video I needed to use a camera. The camera I used was a Canon MD205 to shoot my footage. After I had filmed my footage I uploaded it onto Adobe Premier for editing. This runs on a non-linear format and therefore allows the clips to be cut and edited without ruining the original. It also allows shots to be shot at different times and edited together to make the sequence run chronological. This could be classed as postmodern as the editing system can jump and cut between the order of shots. To carry out my research on existing music videos I used You tube. You tube was also used for uploading my video once the first edits were complete. From here I then uploaded it onto my blogger account. This allowed quick and easy access to existing music videos and therefore, allowed me to work from home with ease and, in turn, contribute to help me produce the best music video I could.

For the predominant use of my editing I used Adobe Photoshop. This was used for cropping images to ensure that they fit the right dimensions for my digipak. I also altered the contrast of my images to make them brighter and give the correct effect I wanted on the image. I also used Adobe Photoshop to edit my poster; I made the image black and white, however, via the use of the eraser tool, made the mouth area coloured. This makes it stand out and draws the audience’s attention to this specific area, helping them identify my magazine advert with my digipak (the image on the digipak also has a female holding a pill in her mouth). This same technique was used on the images used in my digipak on images of pills to make them stand out against the background and, once again, drawing the attention to the cause of pain.

When collecting audience feedback for my promotional package I ensured to ask my questions to predominantly my target audience; 15-25 year olds. This group of people is my target audience as they are the people who are predominantly interested in music videos and, specifically, the pop punk genre, therefore, they will have a greater interest in my music and be able to understand the conventions and recognise the features more clearly and easily. However, I included all age ranges in my feedback to ensure I got an un bias result.

When asked what genre people thought my music video was they were able to identify that it was a pop punk video. Each individual also clearly identified and understood the narrative of my music video. When asked how my music video made them feel it was clear that the response was that it made them feel happy that the characters were able to find each other and become friends. Again, the predominant response when asked if the conventional techniques of music videos were used in my own was yes as there is a clear performance element cut into a narrative structure. However, some responses came back and said that the conventions were not present in my own product, but still liked the technique as it was original and had never been done before. Linking with this, the average score, from a scale of 1-5, 1 being the least and 5 being the most, was 3.5 when asked how well said conventions were used. Therefore, if I was to make my music video again, I would include a variety of conventions to ensure that the audience could easily identify them.

The top thing that would like to be seen more in my music video was a variety of shots. I agree with this point as I believe that, despite using different camera angles and shot within the pictures, the performance element is lacking shot variety and therefore could start to become boring to the audience. Therefore, if I were to shoot my music video again, I would make sure to shoot the performance scenes from different angles and have them cut into each other to create more effective footage. One person also said that they would like to see a different narrative being told as, although it is clear as to what the narrative is, it may not be clear to some people what it is saying.

The average score when asked how well my product sticks to the specific genre (pop punk) was 4. The comments that linked with this score was the idea that the footage edited to the beat in a suitable way and included both a variety of performance and narrative structure. Other comments also included the idea that the story told was one that would be featured within pop punk videos and follow the connotations surrounding the genre. I am pleased with this element of the feedback as I spent a lot of time ensuring that I stuck to the genre conventions, making sure that this element of the video was the way I wanted it.

When asked how my music video, comments varied from ‘I don’t think it can, I like it the way it is’ to ‘I think the performer could have acted in a different way.’ I think these comments are fair, however, the idea behind the performer acting the way she does is the fact that at the start of the video she looks sad and upset, and as the video goes on, she becomes more energetic and starts to enjoy the scenario. This links with the connotations of the narrative structure part of my video that at the start the characters are upset and don’t know where their life is heading, however as the video goes on and the two characters within the narrative part, find each other, they become happy and content with life. This is therefore mirrored within the performance element of the music video.

My feedback was split when asked about the ancillary texts and the link between the digipak/advertisement and the music videos. Half of my audience could see the link between the music video and the ancillary texts; that the idea behind it is a struggle in society and the reflection of teenagers in modern day society. However, some weren’t able to see the link clearly and therefore, if I were to produce these again, I would ensure that there was I clear link and the link between the two were not within the connotations as most people are not able to see these clearly and instantly.
However, when asked about the ancillary texts alone, the majority of the feedback showed that they were effective and the audience also rated these two as their favourite parts of the promotional package.

I chose to ask these specific questions to my chosen audience as I believe the information gathered allows me to see what I have done well, whilst also seeing what I can improve. These sets of questions also tell me the effectiveness as my single individual products, and also the three products grouped together as one promotional package.

Overall my feedback has shown that my video works well in following the codes and conventions of existing pop punk music videos; predominantly cutting to the beat whilst including both a narrative and performance structure. Although, some people could not identify the link between my music video and digipak/advertisement, other found the link and thought it was a strong and powerful connotation, reflecting modern day society and the struggles and peer pressure that teenagers encounter and are subject to. Therefore, if I were to design my promotional package again I would ensure that there was a more clear link between each product so it was clear the everyone that the music video, digipak and advertisement belonged to the same package.

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