Critical Reflection on Component 3
COMPONENT 3 BRIEF COMPLETED:
A promotion package for the release of an album, to include:
– A music video (major task).
– A social media page (minor task).
– A digipak (minor task).
- How do the elements of your production work together to create a sense of ‘branding’?
- How did your research inform your products and the way they use or challenge conventions?
- How do your products represent social groups or issues?
- How do your products engage with the audience?
Branding is a set of values. All of the elements work together to create a sense of branding because of the use of representation and star image to portray my star as charismatic. De Saussure talks about language to be a collection of signs, signifying something. I did my digipak shoot in a ball pool so the balls are the sign which signifies my artist being carefree. Dyer uses the metanarrative of the star to say that a star is ordinary yet extraordinary, present yet absent. I did this by using ordinary locations yet extraordinary editing. My mission statement highlights this saying “using classic pop with her vintage tones and unique performances” because it shows she is pushing the boundaries and daring to be different through living her life to the fullest.
I have used the same colour palette to show branding in the music video and the Instagram page. I have used pink to reinforce cohesion. This will help my products gravitate towards my demographic because my artist is young and female like my demographic, showing unity. My mission statement says that “Using classic pop with her vintage tones and unique performances”. This manifests itself through the products because I have gone for a vintage look on my Instagram page and music video with a filter to add detail while I have gone for a modern look on my digipak. Hall talks about a producer encoding and the audience decoding a media text. This reflects my products as the audience can decode that my social media page is vintage.
Furthermore, my elements of my production work together to create a sense of branding because I have used the same theme throughout all three products: living life to the full. The ideologies of my star and product are making the most of every moment. My audience relates to it as a normal feeling. My artist is relatable as there is a connection amongst all of my products. This is demonstrated in the music video where I have portrayed three friends having fun on the beach.
I did some research before I created my music video as then I knew what conventions to include and which to challenge. Conventions of pop include the same artist in the narrative and performance as well as handheld shots making the narrative more intimate. I analysed Jess Glynne’s Thursday music video and saw that the conventions were an authentic music video in monochrome and natural make-up so the video looked raw with a strong link to the narrative. Altman talked about blueprints in media. Lacey talks about a repertoire of elements, so I can appreciate that all genres have specific ingredients.
I used my research to inform my products as I used different people to my artist in my music video. My music video challenges conventions as I have confused the audience and made it seem unique. For pop, it is conventional to have the artist in the performance and in the narrative. I challenged Lacey’s theory of genre as well as Altman’s idea of blueprints because I wanted to make my music video stand out. My music video is more relatable because the actresses don’t have any star image so it is accessible. My research informs my products because it is unconventional so the audience can enjoy it more. Through challenging conventions, it makes my artist seem daring.
Another example of how I used my research to inform my products is how I used handheld shots in my music video. An example of this is some close up shots of a kite. This highlights that my music video has a home movie look which everyone can relate to. I have used pop music video conventions so my audience can recognise what kind of video it is and don’t reject the text with it.
My digipak represents my female pop star the best, I have used lots of conventional and stereotypical mise-en-scene. As Barthes suggests, the balls use symbolic code to symbolise the fun and carefree feelings in childhood so representing my star as relevant and typical. Barthes talks about the semic and cultural code seen when my artist wears a white dress to convey her purity and angelic qualities. Dyer’s star image makes my artist seem ordinary and present as she is in a ball pool which everyone has experienced.
One example of this is through the costume. I have used a sophisticated dress which my target demographic might wear out to a party. This reinforces that my demographic can relate to my artist, therefore seeing her as ordinary. It makes my artist look youthful and confident. Making the audience think, if she can wear a dress like that, I can too!
Additionally, I have used my digipak for representation through the setting as the shoot was set in a ball pool. This makes the audience think back to their carefree days as a child where they played in ball pools. My artist is having fun, like my target demographic. Everyone can relate to this and connotes my artist as a fun person who is relatable. My star is represented as cheeky, not afraid to let her hair down. This is something I think it is really important to convey to my target audience because it helps young people not to worry as much. My digipak represents my young female pop star because it focuses on the representation of a young female pop star through colours, images, typeface and photoshop.
It is important my social media page engages my audience because it draws them in and fulfills the audience’s desires in an Instagram page: entertainment, personal identity, social interaction and information, spoken about by Blumler and Katz. The audience consumes media for these reasons. Through this, they gain satisfaction having achieved these goals. This links to the producer encoding a media text and the audience decoding that media text (Stuart Hall) to get a preferred reading.
My social media page engages my demographic because of the design coherence. It includes some of the same images and fonts used in my products. For example, I have used the same pink colour that I used in my other products. It allows my audience to see the cohesion and relate back to the music video and the key message from it, therefore gaining personal identity. – Making them feel like they know my artist. It engages my young, female demographic in a stereotypical way but a commercially viable way.
My social media page absorbs my audience’s attention by there being lots of teaser content like videos. I have done this because it leaves the audience wanting more and then they can go onto my artist’s website to buy merchandise. It reinforces a call to action therefore my artist makes money. It engages my audience’s attention as a sneak preview makes the audience feel special, making them want to see more. This links to the Uses and Gratifications theory because it provides opportunities for my audience to interact with each other in the comments. It gives entertainment as the audience can enjoy watching the teaser content, and provides opportunities to socially interact and reaffirm personal identity.