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The camerawork in 'Summertime Sadness' uses a wide range of shots from long shots to mid shots and close ups which we tried to take influence from or recreate. Lana Del Rey focuses on close-ups in her work to pay attention to the intricate detail of props or her natural beauty appealing to the make gaze. Another common shot is the mid-shot, this also keeps the actor as the main focus as well as allowing for some of the aesthetic surroundings to be seen. In our video we used lots of both types of shot as well as varying others to keep it more diverse and interesting. We used focus-pulls, pans, tilts, birds-eye-view and tracking shots.

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The mise-en-scene within our video has been noticeably influenced by Lana Del Rey by using her costumes as inspiration to build up on. In her videos she is often seen wearing a flower crown which piqued our interest as it is becoming increasingly popular in fashion trends and also gives the overall outfit a more unique look. We also liked her idea of having two contrasting outfits where one is more pure and the other is edgier and darker to create juxtaposition within the performance and a change in attitude within the actor. Another inspiration was through Lana Del Rey's use of locations, with a very picturesque botanical garden looking location we were very fortunate to have access to Grimsthorpe Castle Garden's which greatly resembled her surroundings.

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The advert again uses a close up with direct contact, making that powerful presence even more exaggerated, the pose we have the model in is with the finer on the lips which is perceived as secretive, connoting the theme of the album and the title song. Again there is continuity with the black, white and red colour theme to create a synergetic link across all our media products with the red rose theme. The background of our advert is a forest which is a natural environment that is featured in the video and is not as busy as the other locations we filmed in, we wanted to keep relevance to the video so we found that this was the most appropriate to use as a background. Instead of roses in full bloom, petals have been used to subtly represent the relationship falling apart, as roses connote lust and love, but the petals aren't completely dead so as not to give away the ending to the relationship. The text presented on the magazine advert is factual information on release dates and websites related to the artist so that those interested can wait for the release date or look further into it at a later time, it also offers the new media sites that the album would be available on. The rule of thirds is followed in the composition of this advert as there are specific points of interest at each intersection; there are synergetic links made throughout the ancillary products and the video that tie them altogether in an appropriate fashion to create our final products. When compared to Lana Del Rey's 'Born to Die' advert it can be seen where we have drawn inspiration from as the composition is fairly similar with the main focus being the model in the middle making direct eye contact with an airbrushed look to epitomise their beauty.

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In the digipak we have represented the model with close ups to make it more personal and detailed, she is making direct eye contact with the camera which makes her seem to hold the power, this supports products by Lana Del Rey as she is thought to be an empowering and independent woman with her own ideals. We have a visual theme with the roses running throughout our products as we represent the relationship in the video through the life cycle of a rose; as it blooms, the relationship grows stronger but as it dies the relationship slowly gets darker until it is no more and the girl is free. We have converted some of the images into polaroid looking images to enhance the vintage atmosphere we wanted present in our products with white wash floorboards acting as our background so as not to be too busy but to also not be too plain, again adding to the vintage rustic look. The text used was found on a website called dafont.com and we used different typography styles for the artist name and the text related to the album as we wanted a font that would suit the artist in general that she can use across all her work and also have a font that is specified to the particular album's genre and style we have created; the album's font is considered delicate as we wanted it to represent the delicacy of secrets. A panel of the digipak is dedicated to providing a small portion of biographical information about the artist. The colour theme is strongly present throughout all our media, being mostly black and white to symbolise the haunting melodies of the songs and to make it more subdued on the busy composition of the digipak, red is the only colour present to enhance the strong rose theme. As it can be seen in Lana Del Rey's digipak we found inspiration in the visual theme of the roses which we thought was subtly connoting the idea of love within the narrative, we also like her vintage and retro style which influenced the production of our digipak to include polaroid looking images.

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Jacques Derrida states that "a text cannot belong to no genre, it cannot be without a genre. Every text participates in one or several genres, there is no genreless text" this is alluding to the idea that all movies took concepts and conventions from all kinds of genres and not one movie sticks to one genre throughout. That is similar to what we have been producing for our video, taking conventions from genres such as pop with the female biased, indie with the natural locations and soul with the slower pace. Another theorist, Roland Barthes, stated that a text is just "a galaxy of signifiers, not a structure of signifieds; it has no beginning; it is reversible; we gain access to it by several entrances' none of which can be authoritatively declared to be the main one; the codes it mobilises extend as far as the eye can read, they are indeterminable... the systems of meaning can take over this absolutely plural text, but their number is never closed, based as it is on the infinity of language...". This means that the story has to be unravelled to be fully understood and to view the bigger picture, we took this into consideration by creating an enigmatic narrative to our video, the lyrics and actor we have used hints at a relationship involved in the story however we don't implicitly exhibit it within our music video allowing the viewer to interpret or unravel it in their own way. However there are different ways a narrative can be unravelled in order to tell a different story. He also said that texts can be "open" or "closed" meaning that they can leave questions to be asked or they can provide closure. Barthes theorised that narratives can be narrowed down to five codes, these being: The hermeneutic code which is where the story avoids giving away all the facts, instead dropping truths throughout; The enigma/proairetic code is the way in which the tension is built up; The semantic code relies on connotations within the narrative; The symbolic code which is similar to the semantic code however provides a deeper meaning often with opposing ideas; The cultural code takes into account the audiences cultural knowledge, morality and ideology; this relates to our video as we allude to events that have happened but the audience can take from it what they want and develop it into their own ideas. Levi Strauss' theory simply states that all effective narratives have binary opposites in order to have a strong storyline, the most common binary opposite being good and bad which is relevant to our use of juxtaposition in the relationship.

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Lana Del Rey - Summertime Sadness (Official Music Video)

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Our influential video that we took inspiration from was 'Summertime Sadness' by Lana Del Rey, this video caught our eye due to the editing effects that were layered over the footage to go with her vintage 'Americana' image. In the video she effectively used projections which was an idea that we liked and decided we wanted to use as it allowed us to project some found footage over our actor to create our own original footage.

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We have chosen to do a song from the trip-hop genre, this is a sub-genre of electronic music that incorporates the indie and soul genres as well, we found the style to be very much like Lana Del Rey so we took a lot of our inspiration from her and her music. Common conventions we picked up on for this style of music are quite retro and vintage we noticed that the videos we looked at are largely performance based but still contain quite a bit of narrative, we followed this convention by focusing mainly on the actor throughout the video this focus makes the product more personal to the artist; many close ups are used to view the detail and emotion felt by the actor, this was effective in our video as it brought the audience close enough to empathise with the actor and presented the intricate details of some of our mise-en-scene. There is a slower pace of editing in this genre to match the pace and atmosphere of the song but it was fast enough to keep the audience interested with vintage looking overlays edited on in the post production stages. In this genre there are predominantly female actors to suit the vocals with the possible male love interest making occasional appearances, we decided that the focus should all be on the female actor as using a male actor detracted from the professionalism and effect of what we were trying to create. The costume we used symbolised the type of person we wanted to portray, in one location it was pure and girly the represent her true loving nature and we also had edgier costumes that represented the darker side of her that had been manipulated by the toxic relationship; this follows the conventions we picked out in the videos we had been studying. We noticed that the lighting is mostly bright and natural but sometimes the odd dark and shadowy location was used to contrast between the good and the bad in the juxtaposing locations, we used this to our advantage as good and bad was a subtle theme we wanted running throughout.

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The task at hand was to create a music video promoting an unsigned artists song and also provide a complete 6 panel digipak and magazine advert promoting the same artist. Music videos are used by artists to promote their song; allowing a second sense, sight as well as sound, to be stimulated when listening to their music. Videos also provide a visual representation of the song, the bands image and what they are trying to promote so that their genre and style can be easily established; magazine adverts are found in appropriate corresponding magazines and can provide more information than music videos such as official releases, platforms to be released on and official websites. Digipaks can be used to further promote information on an album and artist whilst being a part of the album itself, they are usually bought as a collectors item as the streaming of music becomes more digitised; each of these three products usually have synergetic links between them.