FINAL PRODUCT- website

Website

FINAL PRODUCT- home page website screenshots

FINAL PRODUCT- Merch page website screenshots

Easter eggs

30% discount with code when someone clicks on the Vinyl CD

This isn't exactly hidden as it appears as soon as you click on the website, as I want people to follow extinction rebellion not have it hidden away. The social media links work too and they bring the user to the extinction rebellion Instagram and Twitter page, 2 major social media's used by the 16-25 demographic.

FINAL PRODUCT-Music Video

FINAL PRODUCT-MUSIC VIDEO

Statement of Intent

How do you intend to use the four areas of the media theoretical framework to communicate meaning and meet the requirements of your chosen brief? (approx. 400 words) 

Product 1 

For my music video, I intend to create an environmental music video which contains a linear narrative with a time hop and performance elements, which clearly follow ‘Todorov’s narratology theory’ and hopefully motivates the audience to take an active role in saving the environment.
Firstly, my music video will follow the demands of the industry ‘Sony music’, as there will be lots of close ups and medium shots of the artist. I will also ensure my music video has a professional look, through the mise-en-scene, camera movements, angles and shots which will follow the respective codes and conventions of music videos.
I must also appease the 16-25, fun-loving, mass-market demographic, by using certain media language that they can identify and be engaged with.
In order to do this I will use intertextuality of ‘extinction rebellion', which many of the Youth are involved in, as a motif throughout the video, notably present through the notions of looking, where the artist Jude will be on the TV, holding up the sign ‘Join the Rebellion’ and also through an over the shoulder shot, where the actress will be seen following extinction rebellion on Instagram and twitter, this will identify well with the demographic, as they’re 2 major social medias they  use regularly. Intertextuality will be also be incorporated throughout the music video, as Jude will clearly hold up paper displaying key parts of the song's lyrics, which will reflect Bob Dylan’s Subterranean blues music video, an iconic music video, which is known as the first ever lyric video, the demographic although young, should recognise this, as they often listen/watch older music and videos.
Moreover, I will also be drawing influence from Andrew Goodwin's theory that lyrics should reflect the visuals, as when the lyrics say ‘wake me up’ in the 1st chorus, the actress Joanna will be shown to physically get out of the bed, but also ‘metaphorically’, she will be waking up to the realities of climate change and the environmental issues surrounding us.
 Representation will also form a core part of my video, as various representations will be constructed using media language. Through Andrew Goodwin’s theory ‘the reference of the notions of looking’, the artist Jude will be shown to be on a TV holding up a sign about the earth ending in 2050 and also while Joanna is sleeping, he will be shown to be in her dream. This will represent the artist as a heroic figure, as he is trying to alter the actress’ opinions, but will also keep the audience engaged as they will feel more involved in the video.
Also through the mise-en-scene, where Joanna will throw plastic into the sea, the actress will offer a negative representation; however after she awakens to environmental issues, the media language mixed with Mise-en-scene will give her a positive representation.  .

 Product 2  
For the working website of my artist, I want to be both innovative and creative in my approach, in order to fit industry standards of Sony Music and engage the specific target audience.
In order to do this, I will have to maintain a clear and consistent house style across my website, with the masthead effectively setting the colour scheme of yellow, black and white. The key colour ‘yellow’ connotes happiness, positivity and energy, which will resonate well with a fun-loving audience
Establishing an artist’s identity is also very important, therefore I intend to create a logo for the artist, that reflects his ideologies and values and throughout the website, there will be various images of him and a bio which allows the audience to see his achievements and learn more about him. 
His identity will also be reinforced further through his environmental campaign ‘wake me up in 2050’ which is a campaign to make people become more environmental, so the world can be a better place in the future. This clearly reflects the mass-market 16-25 year old demographic as environmental issues mainly affects them.
Audience interactivity is key in captivating this demographic, therefore I intend to enable the audience to participate (Jenkins fandom theory) through tracking the artist via snap maps, in his upcoming tour, where he will only be using public transport and they will also be able to click on an interactive map, which will enable them to see exactly where in the UK the artists tour will be. Moreover, they will be able to take part in a competition where they can win a unique ‘mystery box’ by finding it in a hidden location. The Artist will also repost Fan’s tweets on the music video, which reflects Jenkins theory, as the artist will be engaging with Fans on a personal level.
Moreover, tour dates clearly displayed on ‘the home page’ mixed with the ability for audiences to sign up to a newsletter to find out more important information on the artist, will further enable the audience to have opportunities to interact with the artist and keep engaged and updated.
I plan to have a total of 2 linked pages on my website. These will be a home page and a merchandise page

How do you intend to link your media products to demonstrate your knowledge and understanding of the digitally convergent nature of your media production? (approx. 100 words) 
My music video and Website will link, as both will target the specific demographic of 16-25 year olds, who will be most affected
by the environment, to call them into action in order to save the world by 2050
The #wakemeupin2050 which will appear at the end of the music video will shape the direction and content of both the music video and the website, as the hashtag will form the basis of the wake me up campaign, which is a campaign that wakes people up to the environmental issues surrounding us, thus referencing Jenkins Fandom theory.
Fan tweets which will be shown on the website using this # to get people to watch the music video and the fact that this # will be shown as viral, demonstrate that this is a mass-market problem and the fans want more people (not just Jude’s fans) to be motivated to make a difference to the world.
Moreover, the call to action at the end of the music video that will be on a sign stating ‘now go and save the world’, will reflect the artists website which will offer the targeted  demographic multiple opportunities to do this. For example, as soon as the audience enter the website, the sign ‘Join the Rebellion’, which Jude held up in the music video will appear, but extinction rebellions linked social Medias will be shown. This therefore will give the audience the ability to replicate Joanna in the music video and physically join the rebellion. The inclusion of statistics and facts on using plastic will also inform the audience on the dangers, reflecting why Joanna using plastic at the start of the music video is wrong and through the selling of flasks, will enable the audience to buy an alternative to plastic bottles. The audience will also be able to purchase the eco-friendly T-shirt which will be worn by the actress Joanna in the music video to inspire and motivate them to become environmental. Furthermore, the audiences' ability to purchase a hoody with the #wakemeupin2050 and a flask with this # too will allow them  to spread the campaigns message on a global scale.
As all the merchandise profits will go to the charity ‘wasteaid’, the audience will further have the opportunity through purchasing these products to actively save poorer parts of the world with their environmental issues.
Overall the environmental campaign wake me up will be clearly linked between the 2 products and the audience will be perspicuously given the ability to follow the ideologies of the music video, through entering and interacting with the artists website.

Audio Visual content for Website

PRODUCTION-Changes from Draft 3 to final product

The changes I made from draft 3 to final product:

       
          Changed opening Title:

• Changed song name to Wake me up 50- as that's what the video is all about, 'waking up in 2050' to a saved unaffected world and also made this song title black and in a certain font which reflects the one on the website
• I also only included Jude's name and not Joanna's and mine, because from my research, I found out that all singers only put their name to establish their identity and show that it is their Music video. I further did the colouring of Jude's name in yellow and white as this is the colour scheme of his website
• I also put Jude's logo that I created for him, which is present on both the album cover and throughout the website
• Overall the 3 colours of this title-match the website colour scheme presenting a clear link between website and music video.

          Extra things throughout video:

• I Put Jude lip-syncing the first line of the song, so the audience clearly know who the artist is
• Also when Jude holds up the words 'darkness' I used the vignette filter to add effect
• I also reshot and edited the close up of TV scene of Jude holding up the warning on paper, as I thought it was unprofessionally done, and the new way looked both better and brighter
• Added pop-up tweets that I created to look like their from the extinction rebellion's twitter account, this also aids the narrative and makes it clear to the reader why Joanna goes out and does the things that she does.
• I put Jude lip syncing in more areas of the video
• I also added my mum- which is Joanna later on  holding the sign #wakemeupin2050, a # which would go viral as shown by the website

         I completely changed the whole world in 2050:

• as I used my mum to play the role of an older version of Joanna and put more shots in to make more sense 
• I put a panning shot of the woods- trees, people and bikes all to show the sheer activeness of the people in this futuristic year and the green planet
• I also had my mum (Joanna later) walking and smiling
• I also put a nice silhouette shot of my mum (Joanna in future) doing a heart
• I further had my mum hold a sign saying 'save the world' so it really shows the clear purpose of my music video which was to fulfil the brief and by adding this I am targeting the mass-market directly, as a  large group of people will see my video and hopefully want to make a difference and environmental issues affect everyone, in particular the 16-25 age category

PRODUCTION-Music Video-3rd draft

Changes from 2nd draft to 3rd:

• When Joanna's dreaming, I have used a circular mask in order to make it look more like a dream bubble and have Joanna seeing him in her dream, however ideally I would want to have Jude in a cloud shape but the editor has prevented me from doing this
• As soon as chorus begins and throughout it, I have Jude lip-syncing the words, with a mixture of close-ups and medium shot types,  I believe this works more effectively, as he looks like the Pop star!
• The timing of Joanna coming down the stairs is also better, as her movements fit directly with the beat, which works very effectively
• I have included a panning shot of Jude playing the guitar on the 2nd instrumental
• I also put Jude lip-syncing with a medium shot against a white wall the words 'love is a prize' and the opening of the 2nd chorus

PRODUCTION-Music video- 2nd draft

         Changes from 1st draft
              following the feedback from my focus group I have...

• Added a title saying the song, who's stars in it and who made it 
• Added the main singer Jude right at the start playing the guitar with a green backdrop to reference the environment and to incorporate his presence earlier on
• Used intertextuality from 'Bob Dylan's subterranean blues' music video intertextuality with Jude holding up key handwritten core lyrics on paper
• I have also replaced the TV scene of the News-reporter, in order to have Jude clearly shown holding a sign about the dangers of the world ending, to avoid losing marks for not using original content
• While Joanna's asleep, instead of a high opacity of Jude in order to blend in with the scene, I have put him holding signs up relating to the extent of human damage on the climate, so it links to the narrative and makes clear why Joanna suddenly wants to be environmental
• However this scene doesn't yet look entirely like he's in her dream, so will have to edit this further later on
• Put Jude on the TV holding a sign saying 'Join the Rebellion' which clearly links to why Joanna proceeds to follow extinction rebellion on social media
• Incorporated footage of Jude holding blue # signs, which are meant to reflect twitter and are held before Joanna does something eco-friendly
• Replaced a  bad Gopro footage of Joanna riding bike on dark and cracked concrete with brighter better footage

PRODUCTION Music Video-first draft & Feedback

feedback from draft 1- from the focus group:

1.Do a tighter zoom on the guy lip syncing, perhaps jump between zooms

2.I like the shot of Joanna looking on twitter

bit confused at the lip-syncing of Jude

Great for TA-very Mass-market idea

3.Not sure about using videos of the news or the Simpsons

Some shots of Joanna on bike may need editing, as she stares at the camera at one point

Put it more Videos of Jude, as it is a bit sudden

4. I like the intertextuality/ postmodernism involved in it

very topical and culturally relevant

I was a bit confused as to who the boy was

love the shot of the laptop and twitter- very postmodern and an incorporation of Andrew Goodwin's theory - screens within screens.

PLANNING- How I will adhere to brief

PLANNING-shotnotes Part 1,2 and 3

PLANNING-initial storyboard

PLANNING-Feedback from pitch

Pitch 1

Pitch 2

This experience was useful in many ways. It firstly allowed me to develop my confidence skills, as I had to talk in front of a large group of people. Secondly, it helped me to solidify my ideas and know exactly what music video I was producing, because I had to explain the ideas coherently and clearly in front of the class. Furthermore, as you can see I redid my first pitch, because I didn’t express my ideas to my peers eloquently enough, due to a bad presentation/pitch  style, with too many slides, I also didn’t know my idea well enough and therefore couldn’t fully explain it. Therefore I decided to redo it. This was a very good idea, as it gave me the chance to limit down my pitch, to only the key points and therefore would fit the 3 min time limit. It also aided me in understanding my own idea. As seen by the reviews, people thought I was a lot more confident and coherent in my 2^nd pitch. Therefore, in redoing the pitch I have learnt key skills of presenting, which will definitely aid me in later life.

Moreover, people giving their feedback from my pitch has also helped me in this NEA. Many of them liked the ‘climate change’ idea and the intertextuality of the extinction rebellion. Although some questioned the idea of ‘climate change’ for a fun-loving audience, it means I have to reinforce the positive outcome at the end, and hopefully upon listening to the song, they’ll realise it is fun-loving. However, the  majority overall thought it was a very appropriate idea for the target audience listed on the brief.

PLANNING-Redone music video pitch

PLANNING-Initial pitch of music video

GENERIC RESEARCH-Andrew Goodwin's theory

What the theory is:
Andrew Goodwin's theory states that Music videos are essentially advertisements, so ignore common narrative
As the consumers, we make up our  own meaning of a song in our minds
A music video can also anchor meaning and give the record company/artist a method of anchoring meaning

The 5 key aspects of a music video- according to Goodwin
1)links between Music and visuals
2)Links between Lyrics and visuals
3)Genre characteristics
4)Intertextual references
5)Notions of looking
6)Voyeurism
7)Demands of the record label
8)Performance bases, narrative base and concept based music videos

Links between Music and Visuals
The links vary depending on the general genre of the music but also because of the page & rhythm of the music
e.g. speed of video could effect what we see, such as an upbeat rhythm being accompanies by a dance video

I will definitely follow this with an upbeat rhythm accompanied by actions and movement- e.g. cycling/running

Links between Lyrics and Visuals
This is where the lyrics of the music will have to make some kind of reference to the visuals of the video
The visuals will reinforce the meaning of the lyrics and will aid the viewer in their understanding of the lyrics

the words 'wake me up' will be in a literal and physical sense with the actress physically waking up but also waking up to the environmental problems surrounding them.

Genre Characteristics
This is when Music videos include particular characteristics in their videos which are specific to the genre of music that they are

I will use the a hybrid of the sub genres  'narrative and performance, in order to construct my music video

Intertextual references
When the music video is influenced by cultural references
These can be symbols to represent ideas to the audience

I will try to reference as many as I can in my music video

Notions of looking
When the audience is meant to feel involved with the video, when the artist does things, like look directly into the camera
Props can also be used in notions of looking, such as when the artist looks into a mirror or something similar

I will include this by having the artist Jude on the TV screen or the actress Joanna looking through the mirror. Also when the artist is in a dream bubble

Voyeurism
This is where a women is objectified by the use of camera shots in order to give pleasure to a male audience
E.g. Through camera shots which linger on the body as oppose to going directly to the face

I won't be including this aspect, despite my main actress being a women

Demands of the Record label
This is where the music video is altered in order to match the criteria of what the record label wants to appear in the music video
Either major or simple demands

Within my music video, I will have to adhere to the demands of the record label- Sony music

Performance based, narrative based & concept based music videos
Performance based
when the video is made up of a variety of shots of the band playing the music, or rapper performing their song
Could include all elements of the band
allows video to predominantly focus on artists themselves

Narrative based
When video has a story-line which runs through the video

Concept based
When lyrics focus on a particular idea
This concept could be one which features in the song lyrics or completely random and just important to the artists

I want my music video to be a combination of all 3 of these elements

GENERIC RESEARCH- the kids don't wanna come home case study

CONTEMPORARY CONTEXT-key players of the music industry