Evaluation Question 1: “In what ways does your media product use, develop or challenge forms and conventions of real media product?”

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

I created a promo package that consisted of a Music video, Digi-pack and website for a local band. My local band was a heavy metal band called ‘Warhead’. I researched existing rock bands and deconstructed how they use techniques to represent their iconography to help me find ideas for creating my own music video.

I looked at Ac/Dc’s music video ‘Highway To Hell’, Iron Maiden’s ‘Run to the hills’, The Foo Fighters ‘The Pretender’, Gaslight Anthem ’45’ and Avenged Sevenfold’s ‘Dear God’. I chose to deconstruct these videos as they are performance based videos, which was what I was aiming to create for my band Warhead. This links with Goodwin’s theory that music videos can either be narrative based, performance based or a mix of the both. Goodwin also says that there is a demand on close ups of the main artist which I found correct when researching these bands music videos. To enable me to create a promo package representing a similar rock genre for Warhead, I needed to understand the key conventions of the Rock genre.

I looked into four main areas and these were Camerawork, mise en scene, representation and iconography. I found that the typical camerawork would be close ups of the singer, crowd shots of the audience and shots of the instruments. This links to Archer’s theory of the ‘repeatability factor’, if you see them play often enough in the video the audience begin to believe they can actually play. The mise en scene of the rock genre consists of ‘bad boy’ costumes for example leather jackets and tattoos. The lighting is usually a back light to create shadows to make the artist look mysterious and dark. The iconography of rock bands are that they are rebellious and this is shown through their make up and costumes for example black colours that reinforce a scary connotation.

After gaining knowledge of the key conventions I researched into the typical audience and institution for a rock band. I found that the audience are mainly male dominated and the music video would most likely be seen on music channels such as ‘Scuzz’ or ‘Kerrang’. I looked into what type of record labels rock bands normally belong to. I found that Avenged Sevenfold belong to ‘Hopeless Records’ which is an independent label. This is expected with a rock genre band as ‘The big 3’ usually sign mainstream bands.

After completing my research on the Rock genre I was ready to plan the music video for Warhead. I began by creating an ANGRILI Model for the band. The ANGRILI Model consists of the 7 main areas to explore when analyzing and developing a music video. The audience, narrative, genre, representation, iconography, language and institution. I believed that:

The audience are: Rock fans who like dark clothing and tattoo’s etc.

The narrative would be: Live performance and voyeuristic style

The Genre is: heavy rock

The representation is: very energetic, lyrics are meaningful and sometimes quite dark

The iconography is: the way they are dressed so dark clothing, piercing’s and dark lighting to create shadows

The Language used is: fast cuts and close ups of instruments and main singer.

The Institution would be: rock music channels for example Kerrang and independent record labels for example Hopeless Records.

When creating the promo package for Warhead, I worked with Joanna Hendy. My proposal consisted of the plans for the music video and how it would be constructed. I decided to film the band practicing in their home and also live at a gig. I also said about including some cut away’s of the band relaxing and being themselves to create voyeuristic context. My proposal also says that when editing the music video I will use lots of effects and fast cuts to keep up with the pace of the song. This again links back to Goodwin’s theory of there being a relationship between the music and visuals, and how the editing needs to be in time with the music and camerawork. My proposal then goes through the shots that I originally planned for the storyboard; this included using the Go Pro camera to film some shots of the guitars, low angle shots of the band, long shots, audience shots and close ups. The proposal also planned the live gig filming as working around an audience was going to be very difficult. I also planned the props and costumes that I will be using for Warhead when filming the music video. For example leather jackets, dark colored clothes and casual jeans. The main props we used were their instruments for filming the performances and relaxing shots. Once we had told the band our plans and they’d agreed we filmed the footage for the music video and then used our editing skills to create a heavy rock music video for Warhead.

The music video we created follows the key conventions of the Rock genre as it is performance based. The music video also contains the repeatability factor of the band playing their instruments and close ups of the singer, this links to Steve Archer’s theory on performance based videos. The music video consists of fast cuts that match with the pace of the music. Due to the music video having many cuts we could use a lot of different camera techniques for each member of the band and could create a variety of different shots throughout the music video. For example low angles, side angles, go pro camera footage, long shots etc.

Throughout the music video we have included close ups of the singer to link back to the key conventions of a music video outlined by Goodwin. These shots allow the audience to believe that the band is performing live and creates verisimilitude. The lead singer of a band is the main face that fans and audiences recognize, so including close ups of them helps sell the band. During the music video the footage switches between the band rehearsing and live performance of the band at a gig which makes the music video more interesting to watch and promotes Warhead as a live gig band for their fans to go and see. When the pace of the music lessens, we decided to add in footage of the band relaxing with each other and playing different instruments to what they do in the band. Including this footage allows the band to promote to their fans that they are nice people that get along together.

When editing the music video we made some of the shots brighter and with more contrast as this made the colours stand out and made the room look less like a bedroom. On some of the clips we decided to use a colour filter and add different colours such as purple, red, blue and green. We chose these specific colours as these are the main colours which stand out in the live footage when at the gig and we wanted to keep the colour scheme throughout. We also added the earthquake effect to the footage where the band members are head banging to the music. We felt this would give the audience the feeling that they were joining in with the band. Between some of the clips we chose to add in transitions to make the change between clips a lot smoother. These techniques we gained from the various music videos that we watched, for example Machine Head’s Davidian showed us that using the effect of different colours creates chaos that matches the pace of the song. When filming the footage for the music video we decided to film using the camera portrait, we borrowed the idea from Queen’s music video ‘One Vision’. By having footage both landscape and portrait it allowed our music video to be unique and create a bit of difference from existing rock music videos. This links to John Stewart’s theory that a Music video is “incorporating, raiding and reconstructing” from other media.

Overall our music video matches the rock genre as it uses the camerawork and fast paced editing to allow the music video to match to the Rock music. However our music video does challenge the typical conventions of a rock genre music video as it uses portrait footage that is allowing more than one member of the band to be on screen with their instrument at the same time. Our music video allows the members of the band to be portrayed in their own field of their instrument but also as a band together in their landscape shots. Using this technique allows us to represent what Warhead are about as a band.

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