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i was influenced by a music video by Ed Sheeran called 'Drunk'. The reason to why i was influenced by this was due to the fact Ed Sheeran is an artist who follows the pop genre therefore his content will be relevant to our artist. This specific video clearly follows a narrative of a young males struggles throughout the day but deciding to make a change to that by going out and enjoying himself. The main thing i liked in particular is the fact that he video is a clear representation of the lyrics therefore this makes it easy for viewers to understand the meaning behind certain shots and what is actually going on in the video.
Another thing which i liked about the Ed Sheeran video is the natural feel to the video as there wasn't many special effects which made the video enjoyable to watch.

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Technical techniques are used in terms of the filming and editing of the video. For example, how the camera is positioned can determine strength or weakness, or diegetic and non-diegetic sound can easily change the mood of a video

Symbolic techniques are used to show meaning but going beyond the typical facial expressions and body language, but they will analyse the colors used and the meaning behind them for example

Codes and conventions are used in order to make a connection with the audience. Codes and conventions can create some sense of familiarity as various genres of music videos will use different conventions

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Goodwin believes that traditional narrative analysis do not really apply to pop music videos. This is because a couple of reasons:

- They do not pose traditional music structures.

- The video usually uses the artist as the narrator and the character.

- The artist often looks directly at the camera whilst singing in an attempt to engage with the audience through their performance. It is also called "Breaking the 4th wall".

There are 3 types of music videos - Illustration, amplification and disjunction.

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Illustration is when the video tells the story of the lyric, for example - dance is often used to express the feelings/moods in the song.

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The similarities between our video and Ed Sheerans video was that it both followed a narrative linking to the lyrics and they both did not consist of many after effects.
The differences between the two music vidoes is that the one by Ed Sheeran did not consist of any lip syncing whereas our music video had lip syncing almost throughout the whole video.

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There was two scenes in the Ed Sheeran video which me and my group attempted to replicate which was basically the main artist in a pub being thrown out of a pub and the main artist being present in a pub.

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Scene of main artist being thrown out of pub.

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Scene of main artist being thrown out of pub.

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During our planning and pitching stages, we all agreed that our music video was going to follow the theory of illustration whereby our video tells the story of the lyrics. Our song choice was Mura Masa - Helpline which doesn't have a video but through the lyrics, we inferred and discovered implications that the supposed artist needed physical help due to their struggles which have appeared because of drinking and a lack of funds.

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How we followed the theory of illustration

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How we followed the theory of illustration

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https://media.giphy.com/media/3o7WIoRm819quhenQI/giphy.gif
This gif follows the lyrics of the song. The lyrics in this particular state "Got no money left in my Natwest" which we decided to further emphasise on by showing the lack of funds thereby expressing the fact that Marlo needs help which again refers back to the song name: Helpline.

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https://media.giphy.com/media/xUOwGiV7UvODpF4gQo/giphy.gif
This gif highlights Marlo's physical condition being poor and drunk. The gif displays his dizzy, fazed moments due to the drinking which goes back to the opening line of the song: "One more drink and I might be dead". We also decided to shoot in the toilets because we thought that would perfectly capture his attempt to bring sanity and stability to his physical state and again, it would imply that he is in need of help.

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The artist in our music video (Marlo) is in the role of a narrator as well as the character and often breaks the 4th wall. Similarly, in the video "I'm the one" by DJ Khaled and Justin Bieber - https://www.youtube.com/watch?v=weeI1G46q0o the pair tend to look directly at the camera to engage with their audience. (https://media.giphy.com/media/xThtanfUQavlcrlg64/giphy.gif)

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To conclude, our video follows Goodwin's theory of illustration through the narrative linking with the lyrics as mentioned through the ATM machine scene as well as the scene of Marlo progressively becoming drunk due to the lyrics mentioning how drinking takes on toll on him.

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https://media.giphy.com/media/xUOwG31e6Uok8R7FOE/giphy.gif This particular music video was one we were inspired by. As a group we were influenced by the constant mid-shots and close-ups throughout the music video. As a group we thought that the close-ups showcased the artists' emotion which usually was happy in order to portray a positive mood. Additionally, the mid-shot allows the audience to see the artists' costume and therefore this particular gif displays both the male and the female in a black puffer jacket which again, is a typical sort of costume in pop music. With this, we thought we'd perfectly be able to exhibit that positive vibe as well as portray Marlo as a typical pop artist.(https://media.giphy.com/media/l4pT4nQKZYYjwQV0s/giphy.gif)

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Mura Masa - What If I Go? (Official Video)

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Declan McKenna - The Kids Don't Wanna Come Home

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Declan McKenna - The Kids Don't Wanna Come Home

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https://media.giphy.com/media/26DMTaCo6p2wIudJm/giphy.gif
This gif shows the artist in the video riding a bicycle - a scene that we were specifically interested and intrigued by. The dynamism of this video is very good and will suit our idea, at times we wanted the performer to be moving and this works well in this video so it slightly did for ours despite the fact that our equipment of course, wouldn't be as high-tech as theirs.. The camera work is very good at capturing the movement here and staying stable and in frame, this was something we intended to achieve in our video (https://media.giphy.com/media/3o7WIGUDip6r0rCGpa/giphy.gif)

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Declan McKenna - The Kids Don't Wanna Come Home (Official Video)

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Carol Vernallis observed that edits in music videos come much more frequently than in film, that many stand out as disjuncture and that the editing seems to have a rhythmic basis closely connected to the song.Her main points are that the usual rules of "continuity" editing are not followed in order to draw attention to what is on screen; edits may be really obvious and jump cuts are frequently used.

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https://media.giphy.com/media/ZWUzOv64TUmqI/giphy.gif
This gif is from

G-Eazy & Kehlani - Good Life. The jump cut in the gif above demonstrates a change in time thereby drawing the attention of the viewer and the constructed nature of the music video. We attempted to do the same in this gif - https://media.giphy.com/media/l4pTr4lNhnnonYk7K/giphy.gif

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To conclude, we slightly followed Carol Vernallis' theory as we did include jump cuts however our video did not consist of a variety of edits due to our lack of time-management in the editing stage. To reflect on, I would've liked to have achieved and incorporated many more edits such as slow motion.

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“In a world ordered by sexual imbalance, pleasure in looking has been split between active/male and passive/female. The determining male gaze projects its phantasy on to the female form which is styled accordingly.

Looking at Laura Mulvey's theory, due to our artist being a male, we do not project any sexual imbalance in our video as there are no females present in our music video.

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In terms of the theories I have mentioned, we have mostly followed Goodwin's theory whilst slightly exploring Carol Vernallis' theory with our jump cuts. Regarding the influences from other music videos, we appear to have mostly conformed to the conventions of other pop music videos and rather stayed away from challenging it as pop is such a world-renowned genre of music and therefore our audiences would immediately be able to recognise that our music video is one from the pop genre.

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Inspirations from other ancillary products

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Inspirations from other ancillary products

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This Jessie J advertisement influenced my canvas in particular. I thought the white background was compelling in the sense that it goes perfectly well with the dominant colour of black. I also found the large font quite fascinating as it appears unique and elegant - traits that reflect Jessie J's personality and demeanour. I was also inspired by the mentioning of a particular song as it states 'Includes the #1 international smash "Price Tag" which I thought was a clever promotional tool as audiences may be entirely attracted to the album due to the one song it offers.

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Inspirations from other ancillary products

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Inspirations from other ancillary products

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Similar to Jessie J's advert, I was particular enticed by the background as it goes very well with the name at the top as well as her outfit. The big font used to display her name would immediately attract audiences. The white font also goes with the blue-sky background as clouds are usually white therefore creating a "summer" type feeling whereby it sets a jubilant and excited mood. he mid-shot also captures her clothing - a white shirt connotes innocence, purity and class which makes Lana look like a bigger star. Furthermore, the white shirt links well with the font at the top as well as the sky background.

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Inspirations from other ancillary products

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Inspirations from other ancillary products

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ThisDavid Guetta album cover was one I particular was intrigued by. The simplicity is what I found truly unique.

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Inspirations from other ancillary products

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Inspirations from other ancillary products

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Similar to David Guetta's one, this one evokes a sense of elegance and simplicity.

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With my ancillary product I thought that the background of the blue sky went well with the main artists outfit due to the fact they are both similar colours. This is a form of synergy as the colour blue is present throughout the advert. Also to an extent is makes the main artist stand out as the background allows the main artist to be clearly visible therefore this means the artist will be the main focus point as he would be the first thing any viewer would notice. Since the background is a light blue, this makes the text ‘MARLO’ stand out quite well due to the large font and the fact that the colour is navy blue therefore the two colours differentiate which makes the text clearly visible. Overall the colour of the background is significant as this enables the key features, which is the artist himself, and the title to stand out in order for viewers/ bystanders to focus on those two things.  Also the light blue background compliments the huge text 'MARLO' because, if you look closely, the font shows buildings within the actual lettering therefore conveying that urban lifestyle of a typical pop artist. However, I feel as though I have challenged the conventional ways on advert as I have placed the main artist on the side of the advert whilst information of the album is placed on the right side with nothing really in the middle of the advert, which is not common in music adverts. I have also included that the song "Helpline" would be in the album and I feel that would be a pivotal tool in encouraging audiences to purchase the album. The social media icons are also conventional, as it would help boost the popularity and recognition of the artist. The front panel of the album cover is also visible which would help audiences know what the album they're intending to buy would look like. I've also incorporated the name of the album and it's release date to provide fans with the information on the album. The record label and the website is also clear at the bottom of the advert to inform audiences of where to find more information on Marlo as well as possibly inform music companies of ways in which they could collaborate with Marlo - this again, follows the conventions of a music advert.

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I decided to have Marlos name in the middle of the album, which uses conventions of an album cover, as it is common for artists to have the artists name usually in the middle or on top of the album cover. I also decided to put an effect on the album name and other relevant information - I did this in order to place emphasis on the album name and draw attention the album itself. I have decided to use a different image to the actual advert of the main artist due to the fact I feel that it allows there to be a sense of differentiation and excludes any from of repetition. The album cover is a picture of the main artist wearing a blue top in a dark room. The reason to why I felt this was significant was due to the fact there is a clear differentiation to the advert as the advert consists of s light blue background whereas the album has a dark background, this allows the album cover to stand out which means viewers/ bystanders would be able to recognise it easily. Also there is a form of synergy as the artist is wearing blue in the album cover as well as the advert. I have placed Marlo in the centre of the album cover which is quite conventional as I tend to see many artist's hold the central position on album covers in order to attract the attention of the audience instantly.

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To conclude, I thought that my advertisement challenged and conformed to the conventions of an advert whilst my album cover followed the conventions of a typical pop artist's album cover.

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Chainsmokers was one particular website that influenced my one as it had a large image of the two artists and had a very plan but unique background as it began with a white blank canvas and as you go down, it goes black.

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I decided to have a large, landscape image of Marlo which conforms to the conventions of a website as they tend to want audiences to immediately look at the artist due to the fact he is the main focus of the website. I have a number of pages for example the music page  and the tour dates page use the forms of a real artists website. Additionally the merchandise on the website is something that all artists tend to display on their sites as a tool of promotion.

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I've also given audiences a link to Spotify for fans to actually buy the album which is a typical element in music websites. i have also added links to the actual music video in order for viewers who rent familiar with the actual artist to get a taste of his music and potentially gaining a larger following.

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I have also added a gallery which is linked to the  artists Instagram which allows viewers to explore his content and follow / subscribe to his social media pages which enables the artist to have a larger following.

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i have also added an 'About me' section which allows his followers and new viewers to get an understanding of the artists life and interesting facts about himself. i feel this was important due to the fact this helps intrigue people in to finding out more bout the artist if they feel that he is an interesting character

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https://ab99364.wixsite.com/mysite

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Overall i feel that my advert followed the codes and conventions of typical music advert. Also my website followed the typical codes and conventions of an pop artists website but may have challenged the codes and conventions of an artist of a different genres website.