Evaluation - Question 1
Within our music video we had to maintain the genre conventions of both pop an R&B while also ensuring it is evident that we have researched the general music video conventions as well.
Used:
Firstly, one of the main features in both pop/R&B conventions and music video conventions is having the combination of a close up shot, to mid shot of the artist lip syncing and looking directly into the camera. Having the close up and mid shots allows the audience to feel as though they are in the artists personal space while also witnessing them lip sync in perfect time - convincing the audience that they maintain genuine talent. This combined with the artist looking directly into the camera makes the audience feel as though the artist is singing to them (especially when words such as 'you' are used as it comes across as directly addressing the audience). All three elements work together to cause the target audience to be drawn further in to the 'convincing' video as they 'trust' and 'know' their artist. An example of this is the video attached to the song 'DangerousWoman'.
The video frequently uses close up shots to mid shots in order to engage the audience with the lip syncing. It reveals her body language while emotion is conveyed through facial expression which makes the audience feel as though they have entered into a personal relationship with the singer. The fact that she remains looking directly into the camera throughout the video indicates that she has an authoritative power over the audience in an almost seductive and hypnotising way. In our video, we used a combination of mid to close up shots from a variety of angles in order to convey convincing lip syncing. Having the range of shots with the artist looking directly at the camera throughout ensures the audience will be drawn in.
We have her looking directly at the camera when lip syncing words such as 'you' so it seems as though she is singing to her audience. This means our video complies to both music video conventions and pop/R&B technical conventions as well. Secondly. a strong convention of pop and R&B is the 'male gaze' concept. Through minimal clothing, bold make up and extreme close ups of body parts such as the décolletage, female artists are made to look 'sexualised' and be 'objectified' which in turn is appealing to the 'male gaze', This is a tool that can be used in order to broaden target audience. A more modern development of this theory is the idea of 'subverted Voyeurism' whereby the use of low angle shots and the concept of singing 'down' to the audience is used to suggest that the artist invites the male gaze and remains in full control rather than being subjected to it unwillingly. As our female's star image is independent and domineering we felt it necessary to have her inviting the 'male gaze' but still complying to the elements that instigates the 'male gaze'. The video attached to the song 'Lady Marmalade' displays the convention of 'subverted voyeurism' from the exhibitionism theory.
They use low angles and have the artists singing 'down' to there audience while using hand gestures to invite them in when it suits them. This is in spite of being dressed in minimal clothing with bold make up and heels to elongate their figures (all elements to attract the 'male gaze'). All women within the video are depicted as what society deems attractive but are in control at the same time. In our music video we used the idea of inviting the 'male gaze' as although our female is dressed in black lace, wearing heels that elongate her figure, has strong make up and is subjected to close ups of her stomach and bare shoulders, she still remains in control. She changes out of her lace dress when coming in contact with the male at the bar to a more sophisticated outfit (yet her décolletage is still emphasised as a small part of the lace dress can still be seen - this however, is done out of choice by our female character); her microphone covers and shades her décolletage in spite of the off the shoulder dress and choker drawing attention to it. Ultimately, She is teasing the 'male gaze' by both attracting it and then denying it.
Challenged:
A convention that is often used within pop/R&B is having clear crisp shots to reinforce the pristine, rich and colourful environments that the singer is situated in. It allows the idea of the audience fully comprehending what is occurring within the video whilst also drawing attention to the singers environment which can symbolise things such as social hierarchy ( for example, having a mansion in the background reflects the artists wealth). With regards to facial features, crisp shots enhance emotion and lip syncing as it allows the audience to perceive the artist as a genuinely good singer while also seeing the emotion being put into what they're saying.
An example of clean crisp shots on the face can be found in the music
video attached to the song 'Lips Are Movin'. These shots reinforce what lyrics are being sung whilst also showing the artist in a very personal light. It causes the audience to feel close to the artist as lips have extremely personal connotations. Furthermore, the image of lips enhance the song title and chorus which immediately allows the audience to remember the song visually - it ensures they remember the song.
In our music video some of the extreme close up lip and eye shots have a deep focal point and appear out of focus as we felt it reinforced the 'star image' of our artist accurately. While our close up to mid shots of our artist and direct singing entice her audience on a personal level, we felt that the extreme close up shots should be blurred in order to reflect her guarded nature and the fact that she has 'secrets that nobody knows'. It connotes that no one has the power to understand her fully and that she is totally independent, in control and one step ahead. Furthermore, the focal shift in the eye shot shows that our artist only lets the audience see what she wants you to see. Our artist is looking directly into the camera (and in turn at her audience) yet they cannot see her fully - she can see them but they cannot see her, she does not come across vulnerable. What we have also challenged is the convention of looking 'perfect' and 'desirable' consistently. In the majority of music videos when the artist is depicted as 'getting ready' or being in a relaxed environment they will still be wearing a full face of make-up so that they can be projected to the audience as consistently looking what society believes to be 'attractive'. This is a discreet way of enticing the 'male gaze' which in turn broadens target audience to all genders as males find the star attractive while females idolise them - wishing they were exactly like the artist. In the video attached to the song 'Bang Bang' Ariana Grande is shown to be getting ready to go out. It is clear that she already has a full face of make-up on with false eye-lashes yet she is still doing her mascara. This constructs the false reality that Grande looks 'perfect' without make-up on which causes her audience to idolise her and find her attractive (further enhancing the 'male gaze'). In our music video, there is a clear difference in what our artist looks like
when 'getting ready' and when performing. We felt that challenging this highlight the fact that our artist is just and 'ordinary' person which will cause the audience to feel as though they can relate to her more. Moreover, having her seem more ordinary magnifies the unusual aspect of her character - its as though she is trying to fool the audience as though they are one of her victims and in turn this engages the audience further.
Developed:
Within our video we decided to have one our master performance shots being in the mirror. A lot of music videos base there content around various shots to give a variety of perspectives on the character, artist and narrative. Mirror shots provide another dimension within the video and are often used as a convention to portray the artist as feminine however can also be used to indicate the artist has a split personality, double life that they are living or have something to face up too.
An example of this is the music video attached to the song 'Back to Black'. Amy Winehouse sings into the mirror as if she is singing to someone. The mirror reflects her facial expression to the audience allowing them to perceive the emotions that are being caused by the events taking place. The mirror indicates that she is in a private location such as her bedroom which reflects that the emotions she is experiencing are personal. In turn, the audience feel as though they know Amy more because of this.
In our music video we use a mirror shot in order to show the audience
the emotions of our artist that are a result of the narrative. Not only does it allow that audience to read her in a 'private' environment but it also exudes the concept that our character has a split personality and a side that not everyone knows about - again reinforcing the idea that the target audience are witnessing events that our artist doesn't want anyone to see. The audience are 'in the loop'. Within music video conventions the ideal of contrasting between 'desaturated' footage and coloured footage occurs to indicate a change in verse, atmosphere or can be used to show a flashback/alteration in events. Desaturation in itself can add a 'vintage' element to the footage while also plays on the connotation of 'good vs bad', inner turmoil or contrasting themes. For example, in the music video 'The Heart Wants What It Wants' the
desaturated footage reflects the lyrics and theme of the video which is Gomez's inner turmoil - she knows her man is no good for her yet she wants to be with him. It indicates that the narrative may also be set in past tense and that she is recovering from the relationship.
In our video, we used the 'desaturation' tool in post production editing
in order to differentiate between the narrative and performance. to indicate that the narrative events are in past tense while also adding in a 'vintage' effect. Moreover, we thought it reflected our female characters split personality and how she attempts to portray herself as a light pure person when actually she has a demented side to her as well.