Magazine Research

Unlike a Digi-pack, a magazine advert is a lot more familiar in popular culture as a predominate and current form of media.

But most are probably unaware of the individual segments that make up a magazine cover as seen above, there are many parts that make up the advert.

 

The main aspects of a magazine advert are:

Song/ Cover title- The album or song the page is advertising

Main Image- Typically featuring the main artist or band

Artist name & Release Date

The release date• Album/Song title• Image of album cover• Artist name• Information about album• Where it is available to purchase• Record label logo

Digi-pack Research

What is a Digi-pack?

A Digi-pack is a type of packaging for CDs or DVD's, normally with an outer packaging made from cardboard with the inner being made from plastic. They are normally used on special edition album releases. They reached major popularity in the early 2000's as artists started more commonly using them but have possibly seen a decline in popularity due to online platforms like you tube and I tunes that make it possible for artists to cheaply distribute their product to millions with little financial investment.

Above is a typical design for a Digi-pack, usually with the same measurements and layout.

The 'front' and 'back' panels are usually the main focus as folded up and packaged, they are the two sides a potential costumer will see. The inside panels are more stylized and decorative, while also giving us extra information that may have been to much to fit on the back like song lyrics.

Front Cover

This normally was an eye-catching illustration or picture relating to the songs within, embodying the mood and tone of the product.

The title of the song or album, followed by the name of the band or performer are also on the front too.

Back Cover

The back usually has the track list, record label, a barcode and  extra information about copyright, ownership and trademark. 

Inside Panels 

The inside panels, like mentioned before are deigned to immerse the consumer evermore into the song and tone of the pack. This is normally done with more artwork. And most importantly, if the pack is a single song release then the insides may contain the lyrics to the songs to broaden the content of the product, and to give the listeners the ability to follow along to their favorite new songs.

Analysing Pop Genre Music Videos: Narrative

Now that we've chosen on a song to perform, 'Cops and Robbers' we can now begin to consider the narrative of our story.


It's important to be aware of the typical conventions of the certain genres we hope to work in as thinking about the audience who will want to watch it is one of the most important things producers of actual music videos need to think about.

Looking at most Pop music videos they all do follow a strict linear narrative which has a beginning, middle and end. It may cut quickly from shot to shot (to keep the excitement and momentum of a pop song) and may even cut between scenes like in Taylor Swift's 'Blank Space' where we can easily see the beginning of the story of her meeting the boy, the middle, in which they live with an enjoyable relationship; and the end where they go through a harsh break up.

As seen in the video there is another type of narrative that is very popular in Pop music videos- a Non-Linear narrative. This is typically set in one or two scenes that are not taking place during the events of the regular storyline and shows the artists performing as they reflect on the events of the song. With ‘Blank Space’ Taylor looks back on her troubles and strife. Typically the non-linear scenes take place during the chorus but this rule isn’t law.

Another good example of non-linear narratives is Shawn Mendes’ ‘Mercy’ where the linear narrative is him in the car about to drown and the non-linear is his performance in the music room.

So for our music video we need a strong, easy to follow, relatable and immediately recognisable plotline as pop music videos only have a very short running time to get the idea of a story across- so audience's expect a clear and quick to follow plot.
Applying this to our music video we should try and think of an easy to follow narrative with at least one non-linear scene that's removed from the main story.

Analysing Pop Genre Music Videos: Camera Shots & Angle

Music videos features a number of shots for various reasons, to relate with the audience by expressing thoughts and feelings, but also to show the viewer what is happening.

Camera Shots

Very Wide Shot-

This is where the artist is shown visible (barely) but the emphasis is still on placing the artist in the location or setting.

Wide shot-

This is where the artist is shown taking up most of the shot but the location or setting is still established in relationship to the performer.

Mid Shot-

This shows the artist from their waist line to head, and focuses mainly on the location or setting.

Medium Close Up Shot- 

This shot is half way between a mid-shot and a close up, showing the artist from chest to head.

Close Up Shot- 

This shot shows the artists face or can show an object that the artist is holding or looking at. It is whatever the camera is focusing on up close and in focus.

Extreme Close Up Shot-

This shows the artists face extremely close, for example eyes, mouth to identify something it can have the effect of showing the audience the artists thoughts and feelings or even showing a lip sync commonly used in music videos.

Over the Shoulder Shot-

This shot is a good shot used, specifically in narrative based music videos usually when the artist is acting and speaking to another person you tend to see an over the shoulder shot to display the conversation, or to show something the character is looking at.

Cut In Shot-

This shot can be used in music videos to show something that the lyrics might be saying for example I will shoot you with

 my gun 'and a gun comes in'. It shows the object that relates to the subject or narrative.

These shots are the basic shots you expect to see in most music videos, however there can be some more creative ways of displaying a scene through different camera angles. 

Camera Angles

The way the camera is positioned determines the angle of the shot. There are many different camera angles used in the production of music videos to convey different images.

Eye level- 

This is a very common view being the real world angle that we are all use to seeing, it shows subjects as we would angle that we are all use to seeing, it shows subjects as we would expect to see them in real life.

High Angle-

This is were the Camera shows the subject from above, and the camera is angled down towards the subject, which has the effect of making them appear less powerful, smaller, weaker, and submissive.

Low Angle-

This is were the subject is shown from below, giving the impression of being more powerful or dominant.

Bird's Eye-

This angle is showing the subject or scene directly above, and can be from an unnatural point of view which can be used to add a dramatic effect or showing a different spatial perspective. It can also show the positions and motions of different characters and objects, enabling the viewer to see things the character might not be able to see.

Slanted-

This is when the camera is slanted also known as a Dutch tilt/ angle were the camera is purposely tilted to one side so the horizon is on an angle, this is creative in making interesting dramatic effects. Dutch tilts are also popular in MTV- style video production, where unusual angles and lots of camera movement play a big part.

Camera angles play a huge part in emphasizing the artist or to show emotions and expressions. Other camera angles that are simply most common in music videos, are close ups, showing the artist lip syncing, and extreme close ups were lyrics can be linked to visuals. The Camera never stays on one shot for longer than 5 seconds.

Audience Questionare

To get a better understanding with our target audience I did a questionnaire in an attempt to try and see where typical Pop viewers prefer to watch music videos from.

I asked friends and family, the many Facebook groups I am in and on Reddit, what the most popular mediums are that Pop music Viewers commonly use and I found out that the most popular platforms used based on my survey are-

Representation of Disability in Music Videos

Disability

Disability is a hard subject to explore, especially within a short music video where the director's methods of portraying a narrative are very limited.

It's not that producers and artists are worried that the 'Disabled Community' will be outraged or want to boycott any video made representing them. Rather, the difficultly of portraying this means it's not really been touched upon.

This along with the fact that many people haven't really seen a real need for music videos to cover this topic in great depth as there's no particular reason to seeing as film and television can do a much more realistic, honest and meaningful representation of disability.


Twenty One Pilots' 'Heathens' is the closest representation of disability that could be found. Although like discussed earlier, there was little reason for them to purposefully create a song to represent disability. Instead they produced this song with the permission of Warner Bros to connect with D.C's Suicide Squad.


We're able to analyse this music video thanks to the intertextuality of incorporating exaggerated, disabilities and conditions.

Staying true to the original comic book sources the main characters have many features that represent and explore the ideas of disability. Harley Quinn is shown as mentally insane, a condition rare in real life but unfortunate for the victim and all those around them. Killer Croc and his mutated, crocodile like skin, is a strong metaphor for ordinary people with skin conflictions. This has obviously been exaggerated through fiction but the emotions and consequences of looking different and forced to live away from society because of his defect portrays real disability.

Thanks to referring to the movie, by using clips from it, 'Heathens' is able to take from another media form that's capable of portraying certain types of disability in a sophisticated and relatable way.
The characters with these disabilities are shown and made sympathetic by there imprisonment. Another example of how they sympathetically represent these disabilities is in when Will Smith's 'Deadshot' is introduced we see the action from his point of view (P.O.V) and his motives, wanting to look after his young daughter before being arrested.




https://www.youtube.com/watch?v=UprcpdwuwCg

Representation of Race in Music Videos

Race

Like in all forms of media, race is a fragile subject and particularly in America where Black relations are a real dilemma.
In music race isn't tackled as an issue, to avoid uproar, but the topic of race is brought up when different performers from a wide range of backgrounds produce songs and videos.

Rap and RnB are the two stereotypical clichés of 'Black Music'.

These types of genres promote a 'gang' and 'bling' culture in society and arguably promote organised crime, drugs, violence and over luxurious spending.
Maybe due to the environment in which many 'Black Communities' are surrounded and saturated by the media enjoying this type of lifestyle. And so music videos of this type that contain; violence, drug using, crime endorsing and swearing have become very popular in society.

Representation of Age in Music Videos

Age

Today age is a very quite and overlooked area in the media. Especially music videos. Where as with gender and race there are groups of people who want to openly discuss the two- dimensional representations of there denomination.

Because music, especially pop appeals to a younger audience so an accurate representation of a wide variety of ages just isn't in demand and due to the business of media, focuses on the young.

https://www.youtube.com/watch?v=kffacxfA7G4

You would find it very hard to find old performers still in business besides classical music. There are some rare examples like Paul Simon but he is an exception from what is prodomently an absence of men in their 50's or above.

Women especially suffer from this. As previously disguised in 'Representation of Gender' the attractiveness of the women performing is nearly all that determines weather a good video becomes widespread and popular.

The notion that ' They're to old to be performing these days' Is an obstacle nearly none can overcome.

https://www.youtube.com/watch?v=9lJHVpH5v8Q

Representation of Gender in Music Videos

In music videos, it is very common to have a lead singer to be surrounded or engaging with a young, slim and attractive woman who will most likely dressed provocatively

Laura Mulvey's theory of the 'Male Gaze' is explained by her as such:

The male gaze is the way films, music videos and literature depict the world and women from a masculine point of view, presenting women as objects of male pleasure.

As mentioned before, only slim, attractive and young women are portrayed in most forms of media and if not there will always be a reason for the 'lack' of perfection-

Eg: the Ugly duckling or the Ugly Step-Sisters.

In order for a female performer to be successful in the music industry she must for fill all these qualities-

Taylor Swift and Miley Cyrus are two excellent examples.

Below we can see Miley Cyrus' 'Wrecking ball'- a very successful song and video and it ONLY shows Miley on her own but by using her sexuality she's able to captivate the male gaze and be successful.

https://www.youtube.com/watch?v=My2FRPA3Gf8

Taylor Swift's 'You Belong With Me' is another example of how beauty and an open sexuality is more appealing.

https://www.youtube.com/watch?v=VuNIsY6JdUw

The narrative follows Taylor as a high school student but she's purposefully portrayed as 'Book Smart' with glasses, 'sneakers' and through her mannerisms how a shy reclusive girl is always shadowed by open, revealing and 'popular' girls.

Taylor also plays the antagonist of the video, her crushes girlfriend. She is exactly like Taylor but with a wig to distinguish them. 'Brunet Taylor' is portrayed as very open with her sexuality, wearing revealing clothes, and trying to attract the male gaze.

Inadvertently the video actually suggests in the final scene when 'Blonde Taylor' decides to take action and pursue for crush that the way to go about it is to change her identity from what was previously deemed unattractive to a bride like outfit and make up.

Even in this innocent narrative we see the saturation of the male gaze and how only the attractive and slim are desired.

Apart from 'sexual objects' women are often portrayed as friendly, gentle, loving, innocent, young, peaceful and venerable.

The same could be said for men but only a lot less predominate. There is no male equivalent of the 'Male Gaze' where men show off their sexuality in order to satisfy women. But like the famous quote- 'Sex Sells' and a young, attractive male singer would be more popular among girls and in a competitive industry like music, this is used as a tool to gain in popularity.

https://www.youtube.com/watch?v=juN6xIKIvRk