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Like with the poster we made sure that we kept
the newspaper conventions but replaced them with Digi pack conventions such as:
the main headline on the front panel (bottom right) is replaced with the title
of the band and then the sub-headline is replaced with the name of the song
underneath the main image what is again split into the two halves like seen in
the poster (again with the synergy). We have then made all the rest of the
panels look like articles you would see in a newspaper but in most of them they
have been switched out for Digi pack conventions such as the ‘about the band’
section and the ‘lyric’ section. We have then also included many pictures seen
in the top left and right that have the two personas of Kuziva showing like in
all the other main images we have used (with the ‘superstar’ Kuziva on the left
and the ‘depressed’ Kuziva on the right. We have also included one of the main conventions
seen in CD Digi Packs and that is the CD holder section, seen in the middle at
the top. Again the reason we included these conventions is so that it gives the
pack a realistic feel and look of an actual CD Digi pack as well as having that
cool and wacky newspaper theme.

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Then we moved on to creating our
Digi pack and for this we also felt that the newspaper theme would work very
well and that using it again would keep the synergy running throughout the
three productions (in which the task stated we do) so we had that covered. So
from the idea of newspaper themed again we incorporated the same kind of style
that can be seen in our poster into a six panel CD Digi pack and this was the
result:

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Once completed, we were all very
happy with it and in the process we made sure that we included all the
conventions of a music promo poster: we have the title of the band (situated to
look like the main headline of the newspaper), the name of the song (situated
to look like the sub-headline of the newspaper), a main image (in which we had
of Kuziva split in 2 halves; one on the left of Kuziva’s ‘superstar’ happy
persona and on the left Kuziva’s sad/depressed on the right (this another piece
of synergy relation to the promo), then we have included the paragraph of
information that normally contains small bits of detail like: band website,
band numbers and gig information. We have then included the ‘star rating’ seen
all the time on music posters at the bottom of the page that are next to the
logos of well-known music distributors and promoters. We have included all
these conventions so that it gives the whole poster a realistic vibe so it
looks like an actual music promo poster, all of this set into a newspaper theme
– which in my opinion looks great and really grabs the attention of the
audience and synergises so well with our music promo.

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This is exactly the kind of theme
we wanted to get in our music poster; how the whole poster is laid out like a
real newspaper with the newspaper paper texture on the back, the newspaper
name, a headline, sub-headlines and main images encased in articles that look
like a proper newspaper. So from this inspiration I set to getting to work on
recreating this theme but for our main poster and this is what I came up with:

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Our music poster and music Digi pack After completing our music promo it
was then time to figure out what we were going to do for our music promo poster
and our music promo Digi pack. From our task we knew that we needed to have
some kind of synergy between these two products and our music promo, so we sat
down to think what possible connection we could do and after a while we thought
it would be a good idea to keep this wacky newspaper theme running through our
pieces as there was a lot of use of it in our promo. So I went online and started
to research different music posters and Digi packs that kind of had a newspaper
theme, although I couldn’t find a Digi pack themed like a newspaper online I
did come across this gig poster:

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And lastly our first real inspiration, when it first
actually came to developing our idea for our video and what kind of narrative
we wanted in our video we did a whole lot of research into music videos from
every genre (and not just our chosen genre – funk-rock) for inspiration and
there was a couple videos that really set in motion our idea and narrative and
these were: Coldplay’s ‘Scientist video and another song called ‘bitter sweet
symphony’ both these videos had one thing in common and this was that both
showed one singular artist miming the song as he walked from one location to
the other – we really liked this simple yet effective concept so we ran with
the idea - it allowed us to adhere to the convention in funk-rock videos that
multiple locations are shown, while still having a good narrative. So we
decided we would have Kuziva walking/traveling from one location to another –
this helped put by the editing idea I talked about earlier – the graphic
matches of the newspapers as transitions for Kuziva to change location and once
he is in a new location that’s when he can be seen walking through it like in
‘scientist’ and ‘bitter sweet symphony’. We also adopted the much slower/medium
paced editing from these videos, this to make sure that we conveyed our
narrative properly and none of it was lost due to really fast editing. So we
did a compromise, it has more of a medium paced editing style but still quite
fast like funk-rock videos to make sure we got a narrative conveyed.

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After watching this video by Mumford and Sons
this split screen concept was something we were very keen on using – As the
videos are shown one by one we thought this would be an excellent way to
present our videos in the cutting to the beat sections, for example our
starting section of our video, the first four seconds consists of a shot of a
phone alarm going off, this being in the top left quarter of the screen, after
this we froze the shot in that quarter and then we have a shot in the bottom
left quarter starts playing (Kuziva putting on his scruffy coat) and then again
after the 4 seconds was up we then froze it like the first shot and then had
another shot come on but this time it wasn’t a quarter but was half a screen –
we did this so it didn’t look like we were exactly copying the concept of the
Mumford  and Sons but we had our own spin
on things. This different spin of things carried on throughout our video as
when it came to the middle cutting to the beat sections we had shots of just
Kuziva’s bottom half legs walking with boots on, we wanted to incorporate these
shots into split screens but we couldn’t do it in quarters as it looked a bit
weird so we played around with the shots and I came up with the idea of having
long, thin split screens that go horizontally across the screen cutting the
screen up into thirds horizontally instead, this giving a very cool and wacky
section of our video- something that will entertain the audience and keep them
interested more in what’s going on, as well as having a different spin on the
split screens seen earlier in the video.

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This idea was influenced by the Mumford and Sons
video whispers in the dark. After watching the video we were set on including
some sort split screening happening in our music video, this is down to the
fact the use of split screens gives the audience something to watch ‘all’ of
the time in the video, keeping them interested all of the way through – in the
video the screen is normally split into 4 equal quarters and each piece of video
is played one after each other (they are staggered) – this good as if all of the quarters were
playing at the same time then the screen would be too hectic and become hard to
watch (also some of the narrative could get lost).

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Secondly, as I mentioned earlier we
had used a lot of split screens when doing our cutting to the beat scenes but
carrying on from this idea we also used it when doing the first chorus scene
and the last chorus scene.

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This opening is similar to a

funk-rock video as it has quite fast paced editing with the same kind of
musical instruments playing as it plays out, but the main thing that I liked
was how it uses a singular object/objects in conjunction with graphic matches
to show transitions from one scene to the next and this repeating for many,
many scenes. For example at the start with the man in the van looking at the
diamond and as the screen spins it uses a graphic match to then cut to a
different scene/location with the man looking at it with a magnifying glass.
This style is exactly what we wanted- something cool and wacky to fit with the
wacky style funk-rock has – so building on this idea, we wanted to use a
singular object that could be used in all scenes with a graphic match to allow
us to cut to other scenes seamlessly – with this idea in mind it was then time
to think of what object, after a bit of thinking we came up with a newspaper,
this because it is a big enough object to complete graphic matches with but it
also fits in well with our narrative – a person who goes from rags (the
depressed/sad persona of Kuziva in the first part of the video) to riches (the
superstar persona Kuziva has in the second part of the video) are normally
mentioned in newspapers, so from these ideas we had the newspaper as the main
way of transitioning from scene to scene; this normally involving Kuziva
completing a line of lyrics, putting the paper up to the camera, changing the
shot and location but keeping the newspaper in a similar position and then
removing the newspaper to reveal himself in a different location.

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How different promos and videos influenced our work

Firstly when researching different funk-rock videos we
found that they each had a special way of transitioning between different
scenes making it a more enjoyable, fun and wacky to watch but when researching
the different funk-rock promos we couldn’t see any promos that had a concept that
we wanted to take inspiration from so we were pretty stuck; we wanted to have a
lot of narratives in a lot of different locations and to have a fun way of
transitioning from one to the other. But then I remembered a video that I took
inspiration from in last year’s AS media studies and it was a thriller opening
titles for film called ‘snatch’

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The next section is editing; when it comes to
funk-rock videos it contains quite a bit of that technology we talked about
earlier – cutting to the beat (where the cut from one shot to the other syncs
with the beat that is happening in the soundtrack, this is usually by a
percussion instrument like a drum or most likely in funk-rock videos a base
beat. This is seen at multiple times in the video but not all the time (if used
a lot it could disorientate the audience and they could lose interest) so there
is conventionally a piece of cutting to the beat at the start of the song, in
the middle and towards the end. Because this is vital to have in a funk-rock
videos we wanted to include it in our video; and to our surprise there are
sections at the start, middle and end of our chosen song that can cut to the
beat; the start contains a 25 second instrumental with a very prominent base
instrument playing- this perfect for cutting to the beat, we worked out that
every 4 seconds the base note was played so we then based that first 25 seconds
in 4 second parts (these parts having Kuziva getting his scruffy clothes on,
including putting his boots on and then walking in different locations, just
showing his boots and not his full body – all in different panel split screens
(the split screen idea I will go into more detail with later on when I talk
about influences) , the middle also contained an instrumental section between
the two chorus’ this we again included the walking scenes where Kuziva’s boots
are shown only, these again in split screens which cut to the beat. Going away
from the cutting to the beat section of editing, we get to the pace side of
editing – with funk-rock videos and many other genres such as rock and pop the
pace of editing is quite fast, fitting in with the fairly fast sounding
instruments - but when it came to our chosen song ‘put on ya’ boots’ we found
that even though it contained the same instruments like normal funk-rock videos,
they were played a little bit slower than normal – so we subverted from the
normal fast paced editing to something a little more medium paced, this also
helping out our narrative – it allowed our narrative to be more clearer to
understand by the audience as in some funk-rock videos and pop videos the
narrative could get lost at times as it was too fast.