David: We have created a Music Video, Magazine advert and Digipack for the song ‘Friday Nights’ by the’ Pistola Kicks’ who are an indie/alternative genre. The Cinematography that we used within the video is very stereotypically conventional of the genre, and appeals directly to the target audience. We feel that the close ups of the protagonist’s face (such as when he is drinking the beer) mixed with the high angle shots of the instruments (guitar, bass, drums) are all very effective in attracting the target audience, as they are similar in relation to other comparable texts such as ‘The Killers’ video to their song ‘A Dust-land Fairytale’. Furthermore; black and white coloring is a very typical convention of the indie genre, many videos by ‘The Arctic Monkeys’ and ‘The Pigeon Detectives’ use this technique, and they influenced us to implement the idea into our own work. This is effective because it helps connote the Narrative of the song, and also denotes common themes associated with indie songs and/or videos such as lack of satisfaction, hopelessness and boredom.
Jess: We also over-laid some of the instrument shots over others, to help create the experimental style that the indie genre is typically known for. This is also very effective in attracted the target audience.
Mise-en-scène is also used effectively within our video and also linked into our Digipack and Magazine advert to help connote the protagonist’s emotions and character. His costume is very scruffy and represents that he is not bothered about his appearance, which is further denoted by his large beard. This all connotes that he is a very unkempt character, which is again typical of the characters within the indie genre, and would help attract the audience.
David: Our texts are also very effective in appealing to institutions. The institution we chose to market our Promotional pack was Sony BMG. This is because we researched into other music producers such as EMI, and Sony BMG was much more suited to the indie genre, having produced artists of a similar genre. This would also appeal to the target audience because they would recognize the associated logo with other songs that they like.
Jess: In addition to this; the inclusion of screenshots from the video used in the Digipack and Magazine advert is effective in relating all the packages together. Therefore there is a common theme throughout and the audience who have seen the video would instantly recognize the CD and Advert. The themes denoted are similar to other artists work, for instance dejection and loneliness. The link between the three texts is also effective in pleasing the institution. This is because the audience would recognize the link to the video and being more likely to purchase the product.
David: After uploading our video to Youtube.com and posting it on Facebook, we had some constructive criticism (which was welcomed) from our target audience. We uploaded the original video, but after the responses, we found it necessary to improve some of the scenes and add in some extra footage. The criticism was generally in correlation to the performance shots; the guitar, bass and drum scenes as well as the vocal scenes.
Jess: We discovered that not only was the performance not well executed, but also the mise-en-scene was not well planned and could be made better with different locations and well planned costume. After the changes we feel that the combination of the main task and the ancillary tasks is now much more effective, as we can implement the new shots in our research and planning of our ancillary tasks, as well as the ancillaries themselves; rather than images taken from the internet.
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