My music video falls into the genre of RAP, there are many conventions attached to this particular genre. I have integrated the majority of conventions that go along with the RAP genre, the young black male rapper, the urban locations, etc.
I wanted to get across brand identity throughout my 3 products, music video, digipak and my magazine advert. This meant that I would be able to relate all the three products with one another, so that it would be easier for the audience to identify them against one another, e.g. if you saw the digipak in a shop, you would be able to look at it and remember the magazine advert and relate them to one another.
The way in which I achieved the brand identity was by using the same background for my magazine advert and my digipak, I had decided that it would be better to use the same background throughout because that way it would definitely be more related than completely different backgrounds. I also used the same photographs of the artists throughout the both as this would then also be more identifiable than having different photos.
I have also included the narrative theory of Levi Strauss; Binary oppositions, within my music video I have included the Past Vs Present Binary Opposition; this is a regular thing that appears throughout RAP genre music videos. This can be seen throughout the narrative parts of both male performers in my video, the ‘Eminem’ character and also the ‘B.O.B’ character, within the B.O.B character we can see that when he was younger he used to get bullied and to portray this I have made all of these shots black and white throughout the editing process, not only does this make it more understandable to the audience but it gives the effect that he is remembering his past when he is rapping, I have also used the same strategy with the Eminem part, here you can see that he didn’t get on with his mother when he was younger and also that he hated life when he was younger.
I decided that I wanted to use green screen within my video as I could make the background into the night sky, so I filmed all of my performers singing their parts of the song all the through, when it came to editing I then took the shots of them on the green screen and put a starry night back ground behind, this starry night background was made by myself by putting pin prick holes in a piece of black card, then pinning it to a door frame and covering up the rest of the door frame up with bed sheets, ensuring that I had placed a bright light the other side of the frame, then filmed the stars which gave of the effect that they were in the night sky.
The idea to have voices at the beginning of my music video came from the song Kid Rock - Care at the beginning of this video we can hear people’s opinions on what they care about. This gave me the idea to do a similar thing with people’s opinions on what they would wish for if they saw a shooting star. This was done with an Audio recorder and then cut down on the iMac’s it was an easy task to do as it didn’t take too long.
To the left you can find the device in which I used when recording the pieces of audio I wanted.
Below you can find a screen shot of the audio when it has been put on to the iMac.
My digipak has been represented in the same way as the video, the focal point of the digipak being the Yellow trails from the airplanes, I decided that I wanted to use these photographs as they were relevant to the lyrics; ‘Can we pretend that Airplanes in the night sky are like shooting stars’ I used photo shop to amend the colours of the trails to a yellow colour to represent the shooting stars.
Screen shot of the front page of my digipak
I decided that I wanted the titles of the songs on the back cover of my digipak to go along the trails of the Airplanes; this gave it a professional look and made it easy to distinguish each title.
Screen shot of the back page of my digipak
I then took a screen shot of each of the performers when they were on green screen and edited them in Photoshop this took me some time, but I wanted the outcome to be perfect. As Gideon was my main performer I wanted him to be in the spotlight more than the others, to do this I thought it would make sense to put him in the middle of the other two performers.
The magazine advert that I have created has got the similar layout as the front cover of my digipak, this was done so that throughout my products the ‘brand identity’ was kept.
With a magazine advert there are a few conventions that follow to make it easily recognisable, these are things such as, the record label, the iTunes logo, the release date, the song title, the artists names and also a picture of the artists.
To achieve the ‘brand identity’ throughout the 3 products I knew that it would take some time, therefore I spent as much time as I possibly could on all 3 products to accomplish the result I intended.
When working in Photoshop I had to create different layers for each little thing I had included, for the magazine advert I had altogether, 15 layers, this was so I could move them all around in the beginning until I had reached a conclusion on where I wanted everything to be positioned.
When I started my A2 advanced portfolio work I knew that I had to ensure that there was ‘brand identity’ throughout the 3 products, the music video, digipak & the magazine advert, I have tried to incorporate all 3 products so that they reach this standard. I believe that I have achieved this as much as I can with the use of colour and images throughout.
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