For my year 13 media coursework, my aim was to create a music promotional package; a set of advertisements that support a band. One of the main factors needed in this promotional package, is a music video, as this represents and advertises the band largely by emphasing genre and who the band are. It is a large part of the promotional package as this is how people will see the band when searching for them on youtube, myspace and music channels.
For our promotional music video we firstly had to consider relevant possibilities, as we had to choose and find a local unsigned band to advertise and create a music video for. Fortunately me and my partner attend alot of a local bars promotional gigs, and were fans and good friends with one of the bands who played here on a regular basis. The bar we attend is a rock/indie bar and the band Chick Rides Artist heavily represent the rock genre with their metal/screamo oreintations, bands similar to them include 30 Seconds to Mars and You Me At six. Our first initial ideas were to film the band in action or just having the band present within the video itself. We felt this was a good idea, because if you look at other videos that fall within the rock genre, as unlike pop, the bands are usually feature playing with in the duration. This amplifies the live status of Chick Rides Artist. We were thinking of a local bar called Rude in order to do this, what made this plan fall thorugh was the fact that the band had some gigs to play up in reading and 2 of the band members were studying away at university, which made it extremely difficult to find time to film within the space of time we had. The alternative to this was to make a disjunctive video that doesnt include the band, this also fits the metal/screamo genre as it is not uncommon for rock bands to follow this disjunctive technique in there videos, an example of something similar as to what we wanted to achieve was Slipknots vermillion.
After looking at Slipknots vermillion this lead us to generate similar ideas in creation of our own music video. Therefore having our first ideas of a girls confused by reality. So basically creating a rock video involving a girl walking around unaware of what to do and what is going on in her life. The goings on around her are suggestive of her state of mind, such as the different lightening and references to past and present, images of violence and blood such as the bloody knives and also the construct of writing which appear throughout to explain the young girls feelings. This idea fits into genre in many ways, with examples of other bands in the same music category using this disjunctive narrative, and also with the video being synchronus with the feeling that the song is portraying as it is angry music in itself.
When looking and constructing our music video, we applied certain media concepts for example when analysing our finished video we have examples of Vladimir Propps character theory (1969). This theory relates to our video as it features the female who is the villain who through looking like intedning to kill her ex lover, she is breaking up with him, providing the implications of the knife, and the metaphorical writing such as kill, which are all symbolic of the things that she thinks he will feel when she leaves him. However to a certain extent our video also converts the sterotype to a certain extent when it comes to traditonal gender roles as the female is the villain in this scenario.
Our music video also follows Toderovs theory of narrative to a certain extent. Toderov suggests that there are 5 theorys a narrative can progress through in order for the human mind to process what is going on, for example everything has to have a beginning middle and an ending, it also must contain states of equilibrium or states of disequilibrium, or in most cases both. Our music video throughout has a constant disequilibrium as there is no solution at the end.
The Mise en scene throughout connotes a girl firstly in her room, the camera follows her movement through out. The mise en scene is in black and white to present ideas, of loss and lack of brightness within her life. The mise en scene through out connotes a girl full of pain and in order to present this angry vibe and fast pace that goes in sync with the song we have placed red flashes, and lots of short eye grabbing shots in which fit in with the disjunctive narrative throughout the video, this added pace to the narrative. Our media video uses alot of conventions of the gothic, which can be related to the screamo/metal genre of music as that is scene as a gothic form of art, it fits into the genre as it combines an influence from vermillion by slipknot,
The whole video is tracking a girl, and it doesnt present any of the band members throughout the video. Which is extremely similar to our music video:
It is also similar to Evanescene 'Bring Me to Life' in the fact that the whole video is dark, and oyscological with in the main members twisted mind, for example when she is walking along the edge of the building looking as if she wants to end her life. She is unsure. The song is of the same genre as Chick Rides Artist and therefore having a similar video to this is proof that it fits generic conventions.
The video does also challenge conventions in some ways, as many music videos presented for metal/screamo bands often feature the band itself. Our music video takes a different route, although alot of other bands have indulged in a disjunctive representation of the band and song within their videos, alot also prefer to be featured in the making, and are often presented with the whole band at stages throughout traditionally 'rocking out.' Obviously we were unable to do this because of certain factors, such as not being able to get hold of the bad at various points in order to do so. To add to the disjunctive theme of the video we have used certain Semic Codes (Barkes) .....
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