Q1. How does your project represent social groups or issues?
Ans: The song we chose for our music video, Mr. Kitty's "0% Angel," revolves around the idea of how heartbreak can drive a person to their lowest point and force them to act in ways they ordinarily wouldn't. We chose a social group that is representative of late adolescence and early adulthood for our music video. As I continue, some of the problems we raised included how melancholy and depression can cause a person to experience both mental and physical agony; to illustrate this, the main character's heart is shown bleeding at the conclusion of our music video. In addition, we highlight how even males struggle to understand their feelings while being portrayed as "strong," "masculine," and "nonchalant," and how betrayal, heartache, and disappointment may consume them from the inside out. When we zoom into his head and show the recollections of his memories, he is shown with his beloved, where he is depicted happy, ecstatic, and at peace. Our actor is seen in a permanent state of grief throughout the video. From the beginning to the conclusion, we used various types of lighting to make our concept come to life. When he is by himself, the light dims and he is surrounded by a depressing aura. However, when we look at his recollections of her, the lighting takes on a dreamlike quality, showing how comfortable, at ease, and peaceful he felt with her.
Q2. How do elements of your production work together to make a sense of "branding"?
Ans: To build a sense of branding, we had a choice of options. Throughout the entire process, both internal and external variables were at play.
About the interior elements, they revolve around the camera angles, editing, stances, and color scheme and are all combined to give us a feeling of branding. This was accomplished by maintaining a different yet consistent color scheme throughout our product as well as conventions to preserve the overall appearance. For example, the beginning used a variety of red and blue hues mixed together, while the forest used a filter-like green shade and the memories used a dreamy pink shade. Going on, we gave it a thrilling element and created an unusual atmosphere for it, drawing inspiration from the album cover of Mr. Kitty. Our team worked hard to give it our unique identity and recognition, something that clearly demonstrates our vision, and something that makes it stand out from other forms of media.
When it comes to the outside variables, we used our social media pages to promote our music video, released teasers and snippets, and published a lot of photographs leading up to the release of our finished product. This helped us attract attention and a lot of excited replies waiting for the video. To match our final cut, we kept our red theme throughout our campaign. Our product generated a lot of involvement on social media sites, which helped us establish the identity of our project and its creation.
Q3. How do your products engage with the audience?
Ans: Although there is no set age range for our product's target market, we highlighted how depression can result from heartbreak. Our product was aimed at late teens and early adults. It was intended to capture the spirit of bittersweet love and appeal to both the "relatable audience" and young people. Regarding the psychographic and demographic component, it does not place any particular restrictions or requirements on our audience despite the depiction of how a guy can experience several phases of mourning following a traumatic breakup or problems with depression. Although everyone experiences the negative aspects of love at some point in their lives, the concept of heartbreak cannot be generalized. Also, the conventions of our product stand out as an aesthetically beautiful video. We used various lighting and scenery to illustrate a plot and maintain the audience's interest. As a metaphor for how heartbreak may result in various forms of distress, we used a suspenseful build-up and final scene where the main character's heart bled. The color scheme was chosen to be eye-catching, but too light or bright for the eyes, and to maintain the viewer's interest. In order to serve a variety of audiences, we put Stuart Hall's idea of "Audience Reception" into practice. Our social media presence played a significant role in keeping our audience interested. It also kept them on the edge of their seats as we built up the excitement for the release of the final video.
Q4. How did your research form your products and the way the use or challenge conventions?
Ans: We used a variety of social networking sites and Mr. Kitty's look as inspiration for our project. We wanted to keep the dark, understated aesthetic in our theme. To avoid having an overwhelming or underwhelming project, we had to make sure that the results of all of our research added up. The subject matter of our music video falls within the alternative/indie genre, and in order to understand that, we watched a variety of clips and music videos. The Weeknd's song "Blinding Lights," which features the color themes of red and orange, served as our inspiration for the color grading system we used at the beginning of the video. We used Mr. Kitty's album cover as inspiration for our digipak because it features him holding a skeleton against a crimson background. We attempted to portray our digipak in a similar manner. We employed various editing strategies to give it the gloomy appearance we desired. To provide a sense of coherence, we also used several font types while maintaining the vibe of our music video.
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