For our A2 media project we had to produce a music video, an album cover with inserts and a promotional poster, these would all form part of a promotional media package. All 3 products link together using and developing existing pop genre media techniques. We have also challenged many of these codes and conventions.
If you go here you can see our performance and narrative pitch. By looking at other music videos from our genre, we found that most narrative parts focused on romantic relationships between a man and a woman. We decided that we wanted to keep the feeling of a close relationship, to link in with the lyrics.
instead of a romantic relationship we developed the normal codes and conventions and focused our narrative on a friendship between two girls. From feedback we received it was not always completely clear that we had created a friendship environment, but possibly a same sex romantic relationship. This still goes against the conventions of existing media texts, because most videos portray heterosexual relationships instead of same sex. We noticed that many shots in the original 'Hot 'n' Cold' music video, Katy Perry sings during narrative shots, this is very typical of the pop genre. We decided to incorporate this into our music video.When it comes to the performance shots of our music video we were more traditional, and used techniques from videos we had looked at. From looking at 'Ellie Gouldings - Starry Eyed' used similar techniques for our on stage performance, the expression in her face and directly looking into the camera singing.
During the video Ellie Goulding stays in one spot but dances with her arms and knees. We got Emma to do the same in our performance shots. By using a variety of different shots in the same location focusing on Emma, makes her the centre of attention, which is the case in many music videos from this genre. We also looked at 'Lily Allen - Smile' Throughout her music video she's in her own personal space in a bedroom, singing into the camera in different positions on the bed. We decided to do the same in our music video, as it connects the audience to our artist as she is seen as vulnerable.For our ancillary task we decided to use the original name of the artist and the album. When looking at existing album covers we discovered that quite often there was a picture of the artist with a plain background, generally black, white or other dark colours, with the except of the original album cover for 'Katy Perry - One of the boys' which is a picture of Katy Perry on a sun lounger in a brightly coloured garden. However most of these album covers didn't relate to the album name. However I also looked at singles covers and found these to be more elaborate and generally related to the song title. I decided to try and use the codes and conventions of existing media texts, and chose a dark blue/black background with stars to add that little bit of excitement similar to Ellie Goulding's single cover and Katy Perry's album cover. I also used very similar font and font colours to the original album cover on mine.
When researching posters pretty much all of them in our genre had white backgrounds and use one colour font. When looking at Lily Allen's poster for her tour 'With Natalie Portman's shaved head' she has used an animation of her our face and colour it pink. I decided to use the same technique. However instead of only using one colour for the font on my poster I decided to use two colours, the same as the album cover. I also noticed that posters were quite often very similar to the album cover. Challenging this I decided to use a photograph of Emma with curly hair instead of straight like in our music video and on our album cover. However you can still see the album and the poster are related.
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