Analysis of Digipack - Eduardo Pereira

Analysis of Digipack (Coldplay)

This album cover shows the basic conventions to the indie pop genre as it shows the band members posing in a hipster manner to the audience, the camera shot used is a long shot used in the album is used effectively in order to make the audience identify the band members effectively. The band’s name is also clearly show in the centre of the album cover quickly identifying to the audience the band name and then the album name underneath in smaller writing whereas the bands name is bigger which could signify the importance. The typography of the writing is basically used to create an identity of the artist as well as connecting with the relevant target audience.

The colour of the writing also contrasts with the edgy background which makes it clearer and more eye catching for the target audience this is a conventional aspect to the indie rock genre. The image used convey to the techniques of direct mode of address so they are having a connection with the target audience and with the look that they are giving they are conveying to the rebellious and wild portrayal of people within the indie rock genre. The muse en scene used with their clothing etc is conventional to the genre as they are dressed mainly simple so they are using things such as jeans and jackets and shirts. This would be aspirational for the audience and also would be engaging as this is the conventions of the genre. The framing of the album is simple as it just shows the background and the band’s name and album name.

The gatefold opens up and shows the artists and informs them about them individually and also what they have achieved as a band and then also has the different signatures of them as well this all is effective to the audience as it creates a sense of belonging for them and makes it feel more personal to each and every fan. There is also a thank you message at the end to all the fans for supporting them this again makes it feel more personal to the fans and creates a sense of belonging.

The images of the artists are individual so they concentrate more on them in the framing of the shot and portrays the according to their role in the group so lead singer etc and the backgrounds shown are kept similar thou and reflect the genre so graffiti walls and rough run down areas etc.

Website In Progress - Ishmael Martin

Music Video Questionnaire - Ishmael Martin

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Sleeping Pills Lyrics - Ishmael Martin

Meeting Notes: Joe Wilkinson

Meeting notes
Items discussed:

• Narrative
• Setting of the video
• Iconography

Settings: Ishmael suggests that we should use derelict London to shoot our video on, this included such things as abounded train/tube stations, warehouses and unused streets early in the morning to gain a cool effect. whereas Eduardo suggests using central London for the majority of the music video, again in the early morning. meaning we could use such icons such as the London Eye and Parliament buildings. We have however decided to use a combination of these two ideas to show a contrast between the band and the man on the run.

Narrative: We have all settled on having a narrative and the band performing in the music video, we have decided to have 2/3rd s of the video as the band performing as an indie video primarily focus's on the band and the narrative will be there to try to compliment the bands performance. As the songs message is about being on the run government, out narrative is going to be simple. The front man of the band will be being chased by government officials. Although we want a solid, understandable narrative we have decided to concentrate more on interesting camera shots that are going to engage the audience.

Iconography: After watching many videos of the same genre, we've all agreed on certain objects that need to be in the video. Primarily is the instruments that need to be seen being playing by all the band members are the most important thing, as in every video we viewed the band were always seen performing  Also as Eduardo pointed out, as the songs focus is about the government, government buildings in London will be perfect for us to convey the message of the song, also these buildings will be useful for an establishing shot.

Indie Rock Genre - Eduardo Pereira

Analysis of existing products - Eduardo Pereira

The two music videos that I will be looking at are Kanye West`s Gold digger video and the TI live your life video. In this essay I will be looking at its conventions and subversions to its genre and what makes it appeal to the audience and also be relating these to my own creative choices. The Kanye West video follows the conventions due to the fact that it meets the genre requirements such as the use of objectification of women as this meets the audience theories of gratification as well as others such as belonging for the target audience.

There is also the use of Todorov`s theory used as in the video narrative there is an equilibrium, disruptor and a new equilibrium so this keeps the audience engaged throughout. The use of aspiration in the video is evident as it is presented in a manner to make it aspirational to men, for them to want to have that money and the lifestyle, whereas for women it creates generally a negative effect and image as within the hip hop industry they are viewed in an idealized and objectified manner and as gold diggers in looking for famous rap stars. The Laura Mulvey supports the fact that women are generally objectified and are at the centre of the male gaze, this also provides a sense of escapism from the target audiences own lifestyle.  

So for our own chosen music video of A Silent film – Sleeping dogs we are not looking to objectify women in our video as our genre differs in the expected content of the video, so we are going to be more focused on a more serious narrative as our video focuses on a corruption/Government element more.

The other video that I have chosen is TI Live Your Life; this is another song that is within the Hip-Hop/RnB industry, the conventions that the videos shows many type of aspects of the Hip Hop genre e.g. The clothes used, this is something that again in our video we will not be concentrating too closely on as in our genre as the target audience aspires to have a similar lifestyle of the artist in the video e.g. playing the guitar and being a musical artist whereas in the Kanye west and TI video the aspiration focuses much more on the lifestyle, clothing and women. The video of TI focuses much more on narrative so it ends up subverting in the fact that it does not objectify women in the video apart from at times they put Rihanna whose featuring in the video and focus her at the centre of the male gaze.

Due to the video being much more narrative based video it does not focus on money or women the conventional Hip Hop topic so for our video we are taking a similar approach as we are focusing on the narrative much more and sending a message in the video e.g. The effect of the government and corruption, whereas TI it is to live life. This also shows that the video is using the Todorov’s theory much more with the equilibrium in the video.

The video also uses elements of Dyer theory as it has a sense of belonging in terms of the lifestyle being lived e.g. Poor negative environment and having to be in gangs etc and sell drugs for a living, but it contrasts in that it shows a different lifestyle if you avoid the gangs and drugs etc, this is something’s that in our video can be effective as we can shows the affects and changes of corruption and not.

The video though still gratifies the audience even though it doesn’t focus on the bragging of their rich lifestyle or the objectification of women as it represents a lot of their lifestyles before they become rich so it relations to the Dyer theory of belonging. This is something that we intended to create an effect of, to make sure that we are able to make the target audience relate to the issue and have a sense of belonging.

The two videos that I have chosen have certain similarities to what our video has to include despite the difference in genre, so the use of clothing and typical features would have to be used effectively so this would include things such as instruments etc, these aspects symbolize the genre. There should also be things such as aspiration for the target audience to be used as well as the majority of audiences should be used in the video effectively e.g. Dyers Theory.