Final Music Video

Evaluation Question 1. In what ways does your media product use, develop or challenge forms and conventions of real media products?

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

After conducting research into electro-alternative artists and their brand identities, we compiled a list of conventions that we aimed to retain during the construction of our music video and ancillary texts. We recognised the conventions by analysing real media products from artists such as The 1975, PVRIS, CHVRCHES and Charli XCX. These influences helped us construct our own music video, website and digipak. We also disputed some conventions such as the sexualisation of women (Charli XCX) in contemporary music videos and a blend of colour scheme (black and white and full colour).

I have used YouTube and Photobucket to present the music video and ancillary texts.

Music Video

Genre conventions:
The 1975 and PVRIS both market themselves with a black and white band image - they are both rarely ever seen in full colour. CHVRCHES are seen in silhouette during their 'Lies' music video and Charli XCX oozes a fashionable nature in her videos. We were inspired by all of these elements and tried to incorporate them into our own image and video. However, we twisted our band image by marketing ourselves in black and white but then subverting to full colour during the chorus sequences of our first music video to reflect the energetic and bright nature of the music. We like the idea of Alleyways presenting themselves with a dark visual aesthetic that juxtaposes the upbeat genre of music. This idea is similar to the concept for The 1975's 'Girls' video. The band were criticised with conforming to a major label for their prior video as it was in full colour which contrasts their slick black and white image. In response, The 1975 released their 'Girls' video in bright colour. We did the same except instead of making a statement, we reverted into full colour to surprise the fans. 

Style of Music Video:
After all listening to 'Fast In My Car', we agreed that we wanted to create a fun, energetic music video that fit the song's tempo and title. The song is very modern and so we all said that we would emit a 'trendy' style in our choice of dress. This style also corresponds with the current interests of our target audience and fits the stylish conventions of several examples of artists' of the electro-alternative genre. In our music video, we kept to a strict 'trendy' dress code and incorporated fairy lights into some some selected performance shots to conform to the electronic genre's classic sensibilities. 


We also created a steal-o-matic of our music video influences and certain shots that inspired us in videos of the alternative genre.


Music Video Narrative:
Music videos are conventionally edited between performance and narrative sequences. However, after investigating videos of the electro-alternative genre, we found out that the artists tend to perform throughout the music video - even during the narrative sections. We decided to mix this up a bit and feature narrative shots that included performance and others that did not.


Top left: PVRIS - 'My House', Top right: The 1975 - 'Girls'
Bottom right: CHVRCHES - 'The Mother We Share, Bottom right: Charli XCX - 'Breaking Up'

The above examples all include performance during their video however CHVRCHES' performance is intercut with narrative shots instead. We combined both of these elements together in our video so that we have performance during some narrative shots and shots of us performing in the drama studio spliced with the narrative.
Above: Performance
Below: Narrative

Andrew Goodwin's Music Video Theory (Dancing in the Distraction Factory, 1992)

Goodwin stated that there are five key characteristics of a modern music video in his 1992 study. We supported some of these conventions and challenged others.


Digipak


We analysed the conventions of digipaks in the alternative genre and applied some of them to our own Alleyways product. We also challenged some conventions such as displaying the artist on front of their EP/album cover. We aimed to stay mysterious and cause intrigue which would hopefully gain positive attention.

We were inspired by album covers that featured a simple image on the front. We felt that it would be more appropriate to display a photograph of the band on the front cover of a debut album rather than an EP. We managed to retain our brand image through the repetition of the font and colours used. The front cover of the digipak also relates to the 'Fast In My Car' music video through the fairy lights imagery and backdrop.

Website
Branding, Interactivity and Purchasing Opportunities

After more research, we found out that the three most important elements of an artist website are purchasing opportunities, interactive capabilities and consistent branding. Therefore, I have compared Charli XCX's official website with our own to see who's is more equipped in the aforementioned three fields. 

Interactivity:
- Charli XCX's site provides the viewer with a flashy 'enter' button positioned on a lollipop that cracks when clicked and directs them to the home page. When the lollies are hovered over by the mouse, they bump about in response. The site displays social media links throughout and allows fans to view all of Charli's music videos to date. A 'Sign Up' page allows the fans to keep up to date through regular e-mails.

- Our site gives the opportunity for the viewer to stream the debut single for free on the home page via a music player. Social media links are provided throughout. Our site has a merch store on its own domain as opposed to Charli's site. A 'Bio' page is supplied too to give the site a personal touch - something that Charli's also does not have. Video content has not only music videos but teaser trailers too to keep fans up to date. There is also the opportunity to sign up to the official monthly mailing list.


Purchasing Capabilities: 
- Charli's site links viewers to purchase her discography through iTunes, Amazon and Spotify links found on her 'Music' page. Her 'Live' page lists all upcoming tour dates of hers and their respective ticket links. However, her 'Store' link, found on the home page and header, redirects the viewer to an external site which lets her image down slightly.


- Alleyways' site supplies the viewer with iTunes links to pre-order the debut EP. It also provides GigsandTours, Ticketmaster and SeeTickets links to buy tickets to all upcoming tour dates. The 'Store' page allows fans to internally purchase official merchandise and in some cases even customise the colour of the chosen item. We felt that by establishing our merchandise store through the official site gave the situation a more personal touch.



Brand Consistency:
- Charli's site follows a strict pink colour scheme which relates to her latest studio album's design and its campaign. The repetition of lollipops further establishes this. These two elements also appeal to her target audience's interests. The use of overwhelming colour is featured in Charli's music videos too.

- Our site maintains a black and white colour scheme which is synchronous to the digipak and music video. There is synergy between all Alleyways media products aesthetically thanks to the colour scheme and choice of font used.


In summary, we used, developed and challenged the conventions of alternative music videos, websites and digipaks whilst also building our own brand image that fits the genre's target audience. We used and developed the traditional ideals of alternative music videos but also challenged them through changing colour scheme. We dismissed the idea that the artist should be displayed on the front cover of their album/EP and used the conventions of an alternative website in order to make it seem as legitimate as possible.