For our Advanced portfolio this year we had to work on a Music Video, Digipak, and Social media page for our given artist which was chosen to be Demi Lovato.
Our products actually represent quite a few social issues as well as 1 or 2 social groups. Because of the song we chose, it represents the issues of depression and drug abuse in hopes that it can help others not to go through those things. It talks about how the artist struggled with substance abuse and how she let down her mum and she was no longer able to talk to her. This outlines the problems that drugs and harmful substances can cause for people and their mental health as well as other various problems. Along with social issues, there are social groups being represented not necessarily through the music video but more through Demi Lovato herself and her Instagram which she is very outspoken on many social issues and groups, and at the moment she is talking about the homosexual community and trying to help them, she is doing this through numerous posts in her Instagram and bringing people in to talk about the issues around what is happening in the homosexual community.
I think the different elements of my production all work together to create a good sense of branding for (stand-in) Demi Lovato. I used colors such as blues and purples to give a cold deep and lonely feel just like how the music portrays that image of her as well. Because of Demi Lovato and how she is outspoken for the homosexual community, I also added a sense of this to the social media page in order to show an idea of how she brands herself as well as how we are trying to brand her. Also with our colors such as blues and purples, there were meant to be slightly brighter warmer colors that were meant to slightly almost shine through because the idea of the music video is that she overcomes rather than just being sad and kind of in sorts gets over it so the pinks, etc... were meant to symbolize that however, i did not add this feature in as I thought it would be nice to leave the colors the same way because some people don't always just make breakthroughs straight away and I wanted it to look more realistic in sorts and a bit more closer to some of those who are struggling with these sorts of issues.
I feel as though because of the big uproars in how we need to help with peoples mental health and other things going on recently I agree that most people would engage with our music video and show support around a social issue that is taking place in others all around the world so they would engage out of possibly being able to relate in a sense. Also, people will be able to engage with the whole homosexual awareness that is coming from Demi Lovato and we have tried to add slightly to it because there are a lot of people who are trying to stand up for this social group because they feel they have been wrongly treated. because it shows support this means people will engage with her products more especially those who support it or are a part of this social group.
To engage with the viewers we had to choose a target audience, the genre we chose gives us a group of around about 15-40-year-olds that are female. The song is slow in some places and has a melodic tune but is also quite touching, and to really grasp the concept I feel that the person has to be a bit more in touch with their feelings, something women are usually known for. I tried to keep the design of my digipak, not ‘girly’ but so that you could definitely say that it had more of a feminine touch with the colors and fonts. This was carried through in all the different elements both seen in the music video and my social media. On the Instagram page, there are different links that you can click on to take you to the music video on Vimeo, because of different copyright regulations, etc we aren't able to upload it anywhere else limiting the realism of the song actually being produced. Even though this may have restricted what we were able to post I still tried to incorporate a lot of different interactive hashtags and carried the slogan ‘#WOPS’ throughout my post adding continuity to the images and creating hype because of the acronym of ‘What Other People Say'.
Since doing the music video first, we had to learn a lot about the different types of conventions that were usually seen in a video from mid-tempo pop. A lot of them had a storytelling/ narrative theme where the audience was to follow along with the message being portrayed rather than just singing or seeing different images that had little connection to the song or the meaning behind the lyrics. Another convention was how nearly every music video from every genre had lip-syncing. In my opinion, a music video, depending on the way it is being made, can't be a music video without singing or some sort of lip-syncing. To make it look right we had to watch different tutorials from Youtube to learn how to overlay the original song over the lip-syncing in editing without hearing the original audio and making it look realistic. In different videos it had tips and tricks such as always getting your actor or actress to actually sing the song when you are filming and just cut it out later, it makes it easier to match up the mouth movements with the different words in the song. Having your audio always on is another helpful bit that we forgot at times thinking that we wouldn't need audio but then when we got to editing we didn't know what part they were singing.
Overall I thoroughly enjoyed doing all the aspects of this project, all the filming, editing, and designing of the digipak and I think it turned out really well.
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