Final magazine advert

Evaluation question 3

http://youtu.be/lP8JabebG24

Final Digipak

Final screening

Evaluation Question 2

Evaluation Question 1

I produced a music video for The Weeknd’s song ‘often’. When I was researching into his work I noticed a common theme throughout was the emphasis on dramatic lighting, this convention was one we heavily adopted to our own video by the use of darkly lit studio shots that focused on the face and also working with a projector to display suggestive images upon the artists body during performance. Another common convention we used was within the mise en scene, his lack of props and plain costume was something we did by dressing our artist in all black costume throughout the video. The pace of the editing was another aspect we heavily focused on as his videos always change pace to the beat so we wanted to do this to intensify the song. The use of movement in the filming is something we also used as this was a common convention through the genre, we also used the same movement at the start as we did at the end just reversed as we noticed this within The Weeknds work so we wanted to recreate this effect.

                             

                                                               

     

When doing our research we noticed a lot of his videos would promote the use of drugs and that style of life. We adapted this convention but used it subtly as we didn’t want to show the use of any drugs, the colour green was used throughout the video to hint at marijuana and also the editing pace suggested the pace of his lifestyle with in the city and it would give the impression he may be associated with drugs without showing them. Also in several of his videos he puts emphasis on the city lifestyle and the night life of it, he seemed very inspired by places he’d visited so we wanted to adopt this and give our video a sense of night life with in a big city and communicate this idea that he was quite alone with in it. We communicated this by surrounding our artist with pictures of the city using the projector, this made him look very isolated and clearly communicate this city theme. We also focused on our artist the whole video there was no other people in it so this made him look very alone.

In The Weeknds videos he often objectifies women in traditional way by portraying them as sex objects. This was a convention we wanted to challenge by not including it in our video as we wanted it to focus on the city and the artist’s representation.

We also had to create a digipak for the artist’s album. I decided it would be best to rebrand his album name instead of using an existing one. The name we came up for ours was empire as we thought it suited the city theme and singled out the artist and portrayed him as a leader as his music is quite a unique style so this was suitable. When doing our research into the weekends exisiting artwork we noticed that there was always a consistent theme throughout them so this is something we decided to replicate in our digipak. We did this by having similar images and colour themes in all the inserts. We also developed our own font for the artist and replicated this across all the text. We looked at existing logos and noticed they were fairly simple so we created our own record label logo to present on all of products. A common convention for The Weeknd was that he would display images with in a border on his album cover so we used this in ours to help it fit in the genre easily and be recognisable. The use of dramatic lighting was something common across the genre within the videos and merchandise so we used this in our digipak as well as all other final products.

In my research i noticed that the weeknd would usually have 1-2 pictures of him in a digipak and the rest would usually be graphics relating back to the theme of his album or his influence. This was a convention i wanted to develop by taking inspiration from the style of photos he uses but have more frames in our digipak featuring the artist so in our final digipak 4 out of the 6 frames contain our artist and they all look very consistent next to one another.

The only convention I directly challenged was the feature of women as in some of his products I noticed the use of female models and also the way he portrayed them was very traditional but as we decided that through all our work we wanted to exclude this convention and focus on the artist.

When doing research for magazine adverts we found that the weeknd had a lack of them that promoted albums but he did have a few focusing on tours. From looking at those we understood that they were designed to be fairly simple but come across as his by using themes that he’d used before to give the viewers an instant understanding of what to expect. This is something we wanted to achieve so we made sure that our magazine advert was consistent with our digipak and that the important features were made very visible so you see it instantly and get the maximum information from little writing. I also noticed that through the genre and other artists that they often used darkly lit shots when promoting via magazine and gave a direct address so this was something we were inspired by and replicated.

I don’t feel there were any conventions that we developed I feel our magazine advert was very conventional of the genre and we didn’t to develop on any of the things we found in research. I feel the only thing we may have challenged is that often in The Weeknds work he used a cartoon effect and the use of graphics on his adverts but as we were making one for an album we wanted it to suit the rest of our ancillaries.

Evaluation Question 4

https://www.pinterest.com/aidanharrison29/xo-productions/