Our media product does challenge forms of real media products of the same genre as normally the rap genre music videos a narrative is not normally displayed. Within an rap music video we normally see ritual celebration and the objectification of women but we have not included that in our music videos therefore we are challenging real media texts. As shown in the example below common rap videos show the artist showing off with jewellery and females trying to show that they are superior to everyone else as women are often subjected in these videos. If you compare that to our video you can see how we took a different route to the common video showing emotion that isn't normally shown in the rap genre.
Our video takes a more softer tone and to a certain extent a depressing feeling as it corresponds with the song. Also I believe our video challenges other music videos as it is of a longer length. Rap videos are generally about 3 minutes long due to their non-narrative content but ours is around 6 minutes long meaning it is of a significant increased length compared to other rap music videos. Moreover we had a significantly lower budget than normal rap music videos meaning we had to make do with the supplies we had. Because of the lower budget sets and props were not as elaborate as normal music video and we were not able to achieve effects that required specialist software. However overall I think our music video is similar to a lot of rap music videos already produced as we mostly tried to keep with the aspects of generic music videos.
During the project we created a number of texts that would coincide with the music video in order to make one piece of media text. During this process we had to make a number of texts including the album cover, the webpage and the radio spot. Having all these aspects together gives the whole media text more depth as if we just had the music video there will be nothing else to learn about the artist which is where the webpage comes in giving people more information about the artist. The album cover gives a visual representation of the song so you can already how all the texts go together making the overall text more real. We are not the only people that do this as other artists do this with their music videos. An example I am going to show concerns the cd cover. A Cd cover is a way to help promote an artist’s album release by intriguing the audience with album covers. Sometimes this is the reason why people buy albums. Our cover is similar to real life media because as you can see, covers from our era use more graphics than portraits due to the improvements in technology and improved skills, also musicians now invest more in albums covers designs.
Our album cover was inspired by Kanye West’s album called 808’s and heartbreak because the content of both are based on the concept of heartbreak which is why we decided to adopt a similar centre image of a broken heart. Another way in which our cover is similar to other media texts is by the use of the parental advisory logo. A parental advisory symbol printed on albums shows a level of maturity to the album and that parents should determine whether or not the material is suitable for their children to hear. So you can see how real artists use ancillary texts as well.
Our album cover was inspired by Kanye West’s album called 808’s and heartbreak because the content of both are based on the concept of heartbreak which is why we decided to adopt a similar centre image of a broken heart. Another way in which our cover is similar to other media texts is by the use of the parental advisory logo. A parental advisory symbol printed on albums shows a level of maturity to the album and that parents should determine whether or not the material is suitable for their children to hear. So you can see how real artists use ancillary texts as well.
Our audience consisted of a mixture of male and female participants in order to allow us to obtain a balance of responses to give us a better overview about the project. What we learnt from the audience feedback is that they appreciate that we took a different step from the average rap video as we tried to put a lot of emotion into the song and the video. We also learnt that the narrative we were trying to portray was indeed interpreted correctly by the audience as they were able to outline that the couple in the video were having problems with the relationship leaving him with heartbreak etc. until he comes back at the end. All in all I think from the audience feedback we are able to say that we achieved our goal in creating the music video as we wanted the audience to understand the narrative of the video.
For creating the project we used a variety of media technologies through every stage of production that ranged from iWeb all the way to Photoshop. The research aspect of the project didn’t require us to use any media technologies as it was simple reading from the internet however it wasn’t until planning when we starting using various technologies. For planning we mainly used Celtx to do the storyboard, master catalogue and calendar in order to prepare us for the project as locations, props and filming days would be decided beforehand. The construction stage is where we used the most technologies. In order to edit the video we used Adobe Premiere to take the clips and cut them down to our taste mixing them with different transitions making the video more interesting. Once the film was finished there was the need to export the video to the correct format which is where we used Adobe Media Encoder which allowed us to convert the file to an f4v file to enable it to be put onto YouTube. IWeb was used in order to create the website for our artist that was also accompanied by the radio spot that was created using Garage Band. Adobe After Effects was also used to create visual effects that we wouldn’t normally be able to do in real life which was actually implemented into the video. Creating the cd cover was made using the program Adobe Photoshop. Further use of Adobe Premiere during our evaluation stages enabled us to edit our podcast reducing risk of error. One of the most important media technologies however that was used was Blogger. His was used to allow us to keep up to date with ourselves and also the audience as they would be able to read certain events on filming days and also tips and tricks on programs.
-MICHAEL IKEJI-
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