Evaluation

In what ways does your media product use, develop or challenge forms of real media products?

The whole point of my music video was to represent the band in the way they wanted, while also being able to target a specific audience effectively. The best way to do this was to research into other bands within the same rock/metal genre. For example bands such as Slipknot, Drowning Pool and Metallica have really helped me by influencing the shot types, editing techniques and narrative layouts. After analysing a range of rock videos I felt comfortable planning my own. I noticed that many Rock/Metal videos borrow conventions, especially shot types, from the horror genre in film. This is shown through low angles, symbolism and extreme close ups. This became apparent when watching the Slipknot videos. However I also noticed that although, not exactly rock, "Break Stuff" by Limp Bizkit helped me to see that generally any music video tends to link into culture and even an ideology about whatever that culture might be.

I thought that it would be best to show the band in a live performance setting, singing and playing synchronously to the music. This way the audience have an idea of what they are like to watch at a gig. However this would not be enough and would lack a strong narrative. Therefore I stated in my treatment that it would be best to take an amplificative approach to the task when concerning the narrative, linking to Goodwin's media theory. This way I thought it’d follow the conventions of other music videos of the genre, such as “Slipknot – Left Behind” and “Metallica – I Disappear”. I knew that I would also be able to link into culture by focusing on the gambling, and help portray the anti gambling ideology that the lyrics themselves are trying to tell the audience. Therefore I was able to create a combination of amplificative narrative and live performance which created a dual narrative and hybrid video.

After creating my initial plan, I considered different types of media theory and how I might be able to follow or challenge them. I decided that I would challenge Todorov’s theory of narrative (Equilibrium / Disequilibrium / Re-equilibrium) by finishing the video in disequilibrium. Therefore my narrative is a lot more focused on the transition between the states of equilibrium at the start, to the disequilibrium at the very end. This could be accomplished I feel, by the speed of editing according to the build up of the song itself. This fits in perfectly with Goodwin’s theory of taking an amplificative approach, as the narrative could be purely based around the band members within a casino setting. The disequilibrium also mirrors the rebellious representation within this genre shown through my research into videos by bands such as slipknot and drowning pool.

The representation of the band is influenced strongly by the mise en scene. For example lead guitarist without a top on, according to Barthes, connotes a rough and aggressive portrayal of the band. This is ideal as it marries well with the genre. This can be shown in other video’s such as Airbourne – Running Wild. The lead guitarist also acts as a dominant male and member of the band who is portrayed as the antagonist rebel.

However in the casino setting it would be inappropriate to be topless, therefore other materials such as denim and leather are used to connote a rough and intimidating image. Other shots such as the close up on the lead singers disturbing face also connotes a hint of insanity which also has been used in other metal videos, such as Drowning pool – Bodies. This relates to "Barthes semic-code" as it presents a particular connotation of a character place or object. Another example where this is used, is through the gambling motifs such as playing cards and chips, as it connotes an idea of the gambling culture within society.

The establishing shot before the track starts, gives a strong impression of the setting and narrative. This use of foreshadowing creates an expectation of gambling later in the video for the audience. The beginning of the video starts with a birds-eye view of the roulette wheel. During the song and video the roulette wheel is referred back to, spinning in the guitar solo for example. This is to give the impression that the whole song takes place, in one spin of the roulette wheel. This also emphasises the thrill of gambling, as it's as if the song itself is a representation of the adrenaline and 'buzz' from one spin of the roulette wheel. Finally this ends in an abrupt use of symbolism, as the ball lands on '13', connoting being unlucky. This can be linked to the anti gambling ideology as it supports the idea that you will at some point, lose.

The video itself keeps a strong sense of gambling throughout. The ideology is very much anti gambling which is shown through the video as tension rises and eventually ends in disequilibrium. This is meant to show that sooner or later, you will lose in the casino. This is connoted through the smiling faces at the start, and also the throwing of the chips at the end and aggressive actions as one by one, their luck runs out. The use of gambling motifs is used to emphasise this gambling ideology, but also the adrenaline and thrill it brings well. For example in the guitar solo, the fading in of the roulette wheel spinning and the fruit machines flashed in show the whole gambling experience and how it also may seem appealing, which relate well to the lyrics themselves. Obviously the symbolism created by chips also helps to highlight this.

Critically, if I could make the video again with more time, I would have found a better venue to film the 'casino' part of the narrative as it seems bland and colorless. In my plan I wanted the dark grittiness of the live performance to contrast with the bright colours of the casino, yet I think that this could have been improved. Even after experimenting with the contrast, it didn't make enough difference for me to be completely happy with it.

Overall my product matches other devices used in similar music videos of the genre, but also challenges some media theory such as Todorov's theory of narrative, as the video ends in disequilibrium, so the band can be shown to be extremely rebellious, and the audience is left with that representation when the video ends.


How effective is the combination of your main product and ancillary texts?

I have tried to make sure that all three items produced are complimentary to each other by using similar conventions to the ones used in examples of real media products. I have done this through the use of a 'house style' to make sure there is a running theme through all of the production. For example the Destruction Preventer magazine advert I have created, uses the same conventions as the Slayer advert used in Kerrang. The use of only three colours, one for text, and two for the background. In this case I have even used the same colours (black, red and white) because I have used the same colours in my digipak. This gives a fiery look, which connotes danger and “destruction”. This helps to represent the band as a rebellious group of individuals. This is supported as an image of them is shown at the top, fading into the background so as not to distract the eye of the audience away from the writing which holds the most vital information the advert is trying to give. So I have effectively used the same conventions as the Slayer advert. Even the font used is jagged and sharp to connote danger as well. I thought that there was something missing however after I had created my draft. I realised that the advert itself needed some kind of gambling motif that reinforced what the advert was about. Therefore the image of the ace of spades fit perfectly into the advert and the colour scheme.

Linking to my digipak, the colour scheme of black, reds and whites are used again, which seem to be running as a theme throughout all the work I produce for Destruction Preventer as it represents them in a powerful and aggressive way. Even the black and white barcode, parental advisory and band member pictures in the background all fit into the design I wanted to create. The red text over the black and white is suggestive of blood.
After researching into other DVD and digipak covers, I found that the most effective cover designs for the metal/rock genre were ones with the use of pictures, instead of graphic designs. Therefore I have used images of band members, and a gritty background and layered them over each other. Then I have used red text to put emphasis over the background, and make it stand out so it’s clear for the viewer to read.

All together both the magazine advert and the digipak design are very gritty and rough looking. The use of a house style using black, white and red, with a gritty filter really helps to represent how the band are together. This however also seems to be how products are made within this type of genre and is effective in reaching the desired rock and metal audiences. This is also shown within the video however, especially in the live performance clips, as you can see the sweat, and gritty colours used by increasing the contrast slightly.

The overall effect produces a valid promo package designed to represent my band as true rock rebels.