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Our outfits that challenge Mulvey's theory

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Our outfits that challenge Mulvey's theory

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Just a short video outlining the influences I discovered for my band website. 21 Savage and RayBlk.

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Short video outlining how my website works.

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For our video influences, I decided to record some clips from the different videos and edit them together in Premiere Pro, creating a short video which explains our influences and the different reasons we felt inspired by them.

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Throughout the song, the band speak about 'The Sound' in somebody's heart, yet the lyrics seem to contradict the narrative of the video, considering they're trapped within a large cube, singing against statements that have been made about them; implying hidden meanings behind the video itself.

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Editing - Our Music Video: Cuts on the beat - Example

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Editing - Our Music Video: Cuts on the beat - Example

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A small example of how our music video is edited on the beat. This follows the general codes and conventions of a music video.

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However within the Holiday music video, the main female - her face isn't seen as often as her body. In multiple shots, viewers are shown her bottom upwards, possibly placing them in the perspective of a man, as that's where a males gaze tends to follow.

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The male gaze in Blurred Lines is easily recognisable especially within the first few seconds at the start of the song.

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Different Relation - Our Music Video Example

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Different Relation - Our Music Video Example

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Below is a gif from our music video, which is near the end of the song in which Tashaii's movements link towards the Amplification relation.

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A short video based on a technique I managed to create in my album advert. Program: Premiere Pro + Photoshop

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To relate Goodwin's theory to an actual relation I picked a real music video and created gifs to show the relation. For amplification I picked The 1975: The Sound, as the content within the video seem to contradict against the lyrics, including statements / questions that have been posted about the band before.

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Within Blurred Lines, there are multiple examples for the male gaze. The gifs below are the main examples I picked up, as the three girls in the music video are presented as the main subject, while the men dance around them.

This is also quite similar in Dizzee Rascal's music video for his song Holiday, the entire time the men within the video are portrayed as watching the women - trying to see if they're beautiful or not, presenting the women as objects.

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How we challenged Mulvey's theory in our video

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How we challenged Mulvey's theory in our video

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For our music video, however, we actually decided to not expand on Mulvey's theory, as there was no introduction of a male character, or even a type of gaze towards our artist

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In the video below, it outlines why I was inspired by both RayBlk and 21 Savage's website, as there are multiple yet similar reasons between the two. Within the video I also click around the website, presenting how things are introduced to visitors.

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For my album advertisement, I was mainly influenced by Jessie J's layout, considering a solid black colour was used against the image of herself, in order to create more space to include more content on the album advertisement. The way I incorporated this into my advertisement was by creating a layer with a black solid and then blending it into the picture of Safia P (Tashaii, our artist). This example can also be seen in the clip below.

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Ideally, our music video was a mixture between amplification and disjuncture. But after presenting the final result, it was noticed that our music video couldn't really fit under disjuncture considering the links presented in the music video (especially Tashaii's movements, implying that someone is 'On [her] mind'

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Examples of Band Website codes & conventions

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Examples of Band Website codes & conventions

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Some examples of websites that follow main codes and conventions are: The Neighbourhood's Website and Fall Out Boy's website. The two are designed differently, with The Neighbourhood's website being presented as a simple site (somewhat resembling a Tumblr Blog) while Fall Out Boy's website is rather similar to RayBlk's website, matching the design and colour scheming for their new album. The two are perfect examples as they match the main conventions stated (including sub-links to different areas/pages, images/videos of the band/artist, merchandise and social media)

Comparing the examples of codes and conventions to mine, I followed the same conventions, presenting images/videos of my artist, including various sub-links, social media but one convention I didn't include/develop on was merchandise and instead replaced that with 'BTS (Behind The Scenes)

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Examples of Album Advert codes & conventions

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Examples of Album Advert codes & conventions

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Some real life album adverts that follow main codes and conventions are: Jessie J's advertisement for her debut album 'Who You Are' as well as Lana Del Rey's advertisement for her album 'Born To Die'. Within both of these advertisements, the artist's name is presented as the largest font, with clear images of themselves so visitors can familiarise themselves.

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Andrew Goodwin wrote his theory based on the structure of music videos in 1999, when Pop music was described to be at it's 'all time high'. From his theory, Goodwin mentions that traditional narrative convention forms don't apply to pop videos considering they're trying to be 'avant garde' (i.e. different). However, theres also various reasons for different narrative structures such as: pop videos being built around the song, the videos use the artist as a narrator and a character within the narrative and lastly, the singer looks directly at the camera, extending the 'music hall performance' (i.e. live performance), attempting to involve the viewer.

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Our Music video is a hybrid mix between Garage and Neo-Soul (two genres that Jorja Smith mainly works within), so when researching into conventions mainly in the Garage genre, urban locations seemed to be a general convention which fit perfectly with the main ideas we had, some examples of this can be seen in Jorja Smith's On My Mind. In addition, a general convention that all music videos have is that within editing, there are cuts on the beat. To present this I created a small clip from our music video which presents 3 different shots that are cut on the beat.

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The gifs I've decided to pick out from our music video are areas in which highlight our editing and camera work skills the most. The two clips below were filmed at a faster pace before being slowed down on Premiere Pro to create a slow motion effect.

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A short recording of the base tracks stored on our Video Drive. This recording links to Carol Vernaillis' Theory.

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Laura Mulvey's theory outlines her belief on how the world is sexually imbalanced. She states that women are the subject to be looked upon while males are doing the 'looking'. The male gaze present how males think of females - highlighting how they only have sexual thoughts about women. When linking to music videos, women are the represented as sexually pleasing, the subject in which the male sings/raps about. Some genres that this theory may be specific to are: Hip-Hop and even R&B.

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Originally, RayBlk's website inspired me the most especially for Layout Design. However, because I couldn't really find a template to work from, I ended up changing my design overall so instead of finding everything as you scroll down the page, there were multiple links to different areas of the website.

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For comparisons, I'll be comparing my album advertisement to Jessie J's 'Who You Are' advertisement and Katy Perry's 'One Of The Boys'. Jessie J's album advert was my main source of inspiration due to her using the black solid in order to create more space for text to be placed. While the black solid in her album advert doesn't really blend into the picture (the sides can still be seen) I decided to blend the black solid into an image of my artist, somewhat like a fading gradient. Unlike Jessie J's album, Katy Perry's seems to be more spaced out; she also included the front cover of her album into the advertisement. The placement of the front cover is what inspired me the most of this advertisement as it seems to be placed against the fence so after creating the gradient I decided to place the front cover somewhere between the gradient and where the black solid meet.

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Similar to album advertisements, band websites contain many codes and conventions, yet there weren't many comparisons between the two, aside from the way that each product is presented. The codes and conventions of band websites that I discovered are:

- Sub-links to different areas (for example 'News', 'Tour, 'Store')
- Images of the band/artist (perhaps from the tour or even behind the scene)
- Videos (Teaser trailers, music videos, or even snippets from behind the scenes)
- Merchandise (from the website's I've researched upon, the merchandise is either presented on the same website or directs visitors to a store website)
- Social media (directing visitors to the band/artist's social media.

Occasionally with band websites, they tend to be updated to match the theme of an upcoming release.

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Codes and Conventions Of Album Advertisements

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Codes and Conventions Of Album Advertisements

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There are many conventions to album advertisements, the ones I discovered while researching are:

- Artist / Band name is always included
- Name of the album as well as the release date
- Website links / purchase information
- Record labels
- Pictures of the artist or even the front cover of the album itself

In addition, there are some other conventions for album adverts, in which include songs (that are perhaps popular singles) and even featured artists.

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Comparing our own music video to Jorja Smith's, we planned to challenge many of the conventions she included. Within her music video, she only wore one outfit, had very few locations and the pace of editing was rather fast, changing on almost every beat. We challenged this by having 3-4 different outfits, a vast range of locations and slowed down the pace of editing in some areas.

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Generalised, music codes and conventions are used to portray the genre of a music video. They also provide help with the artist structure. Lyrics of a song influence what's presented in a video which then establishes a certain mood of subject instead of a specific meaning. Camera, Editing Sound and Mise-en-scene also affect this however editing affects the pace of the music, thus creating the overall mood.

Music Video's can also be categorised based on the styles rather than the codes and conventions such as: Performance, Narrative, Mixture, Cameo, Abstract and even Animation. Furthermore, music videos can also be seen in a narrative perspective, an artistic type of perspective, a performance perspective (either song performance, dance performance or instrumental performance)

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This video outlines the different influencers I noticed we had for our music video.

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In addition to the main points from Goodwin's theory, he also includes information based on the different relations music videos have - as there's a visualisation in which goes beyond the original meaning of the song. There are three different relations and they are:

- Illustration: where the music video tells a story from the lyrics, dance from the video is used to express the feelings/mood the artist wants the song to generate.
- Amplification: used to introduce new meanings that don't exactly contradict
- Disjuncture: barely any connection between the lyrics and the video or where the video contradicts the lyrics.

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Within Goodwin's theory as well, he mentions that pop videos 'rely on repetition' indicating that images are repeated to the way the song repeats choruses or verses.

For our music video, we achieved the use of repetition through the base tracks we filmed, as well as using the same scenes around the chorus of our song to continue the flow of editing. As the chorus appears twice within the song, we used the first chorus at the Graffiti tunnel and then used a different location for the second. These two 360 pans are shown throughout the chorus, with small overlays clips slotted in between where the artist isn't singing.

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Carol Vernaillis' studied the ways in  which editing and camera has a huge effect on music videos. From the points I've researched, her main ideas are:

- Normal rules of editing are broken in order to draw in attention
- Edits are usually obvious to bring upon that attention, special effects and various transitions are used
- Master shots or base tracks are used to give a video a certain structure
- The camera may move in time with the music

For our music video, we developed upon Vernaillis' theory, including areas in our music video where we included clips that are overlayed upon one another, slow motion, camera movement and even used the camera to create a transition like a 'flick' effect. In addition, we followed Vernaillis' points by using base tracks to give our music video a certain type of structure.

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In what ways does your media products use, develop or challenge forms and conventions of real media products.