CCR

 Q1. How does your product represent a social group or issues?

The social issue represented in my music promotional package is the constant urge to escape from your thoughts, problems, and situations. It is about people struggling to find a way to feel okay, even if it means disconnecting from reality by running away. In my music video, I portrayed a girl having a manic episode where she’s filled with sudden bursts of energy. She’s seen to try a number of different things to escape the thoughts in her head such as dancing and playing with fire showing her ability to do anything for escapism. The use of red lighting and blank stares conveys the girl's state of tension, which many viewers can relate to, especially teenagers who are increasingly affected by mental illnesses. The first girl's manic episode can be seen as a representation of mental health issues, particularly those related to bipolar disorder or other mood disorders.

 At the same time, the second girl is shown skateboarding away from her house, trying different things in different locations to escape her situation. Many people, especially young women, find themselves in situations where they feel trapped and powerless, and the only option seems to leave everything behind and start over. However, we let the reason remain unknown so that the audience can interpret it in their own respective ways.

The video concludes with both girls sitting at the same table, heads down, conveying the feeling of hopelessness that arises from trying to escape one's reality.

 

 

Q.2 How do the elements of your production work together to create a sense of ‘branding’?

Since our product was so unique we decided to create a sense of cross-branding between our digipack, a social media page, and a music video. Throughout the production process, we focused on the lighting to portray the different vibe and aura of each scene and the emotion that it encapsulates. Since our lighting especially makes this music video more of an experience for the audience, we decided to make it a key element in our branding. The changing lights in every scene make it emotionally more charging for the audience. For example in the blue light, the girl goes hyperactive while in red she goes blank signifying the upcoming danger. We also made sure to wear minimal makeup and dark clothes to signify the theme of depression and sadness. Throughout the music video, all shots taken with the actress’s face in the frame showed anxious or numb emotions to signify she was in pain and agitation, again supporting the theme of the music video.

The purpose was to maintain consistency throughout the branding process in such a way that it reinforces our idea to the audience. We integrated the same color tones and aesthetics across all the platforms to provide a sense of continuity. Moreover, we added the skateboard and lighter to our digipack and also included the social media handle to create a strong link between all our products. On our social media page, we included snippets and stills from our work to generate excitement within our audience and also as a reminder of the music video dropping in.

 

  Q3. How do your products engage with the audience?

The target audience for my products was teenagers. Especially teens between the age group of 13 and above and those who struggle with mental disorder or suffer from issues where their only solution seems to escape from the situation. This is a problem increasing among teenagers.

The narrative of my music video is compelling and relatable, allowing viewers to follow and invest in it. It engages the audience by creating a sense of empathy and connection with the two main characters, who struggle with challenges that many viewers may have experienced in their own lives.

The products that I prominently used were red and blue lighting. This not only looks aesthetically pleasing but also connotes danger and sadness. This lighting catches the eye of my audience and combined with the shots, creates a sense of emotional connection while also highlighting the intensity and emotion of the characters' struggles. The trippy lucid haze element can also add an element of surrealism and dream-like quality, further immersing the viewer in the experience of the characters.

Furthermore, the juxtaposition of colors in the digipack creates a vibe that is captivating and also creates curiosity as to what the music video is about. Our poster was also edited to match the same vibe as our other products

Lastly we uploaded our music video on youtube where a large majority of my audience is found.  By appealing to a diverse audience, the video can potentially resonate with a wide range of viewers who may see themselves or their own struggles in the characters. This can create a sense of inclusivity and relatability that can foster a deeper connection between the viewer and the video.  

 

 

Q4. How did your research inform your products and the way they use or challenge conventions?

The genre of my music video was R&B/Soul. During the process of pre-production, we researched multiple aspects of our music video and its genre i.e editing, narrative, cinematography, etc. Typically, R&B music videos involve a narrative and a glamorous portrayal of women and their lifestyles, with the use of expensive props and dramatic makeup and clothing. We challenged this convention by keeping the makeup and dressing minimalistic to present our narrative in a relatable way. For the relatability factor of our narrative, we further researched and drew inspiration from several music videos, movies, and seasons

We drew inspiration from the film “Young Adult Matters” for the skateboard and fleeing scenes and her eventual arrival at a sanctuary. We also incorporated visuals from music videos like "Dancing in the Dark" and "Will He" by Joji, which used visual elements to portray feelings of being trapped and using the environment as a distraction. We used conventional lighting techniques including blue, purple, and red hues, and bright and colored lighting.

Since our narrative dealt with social issues and mental illnesses in teenagers, we looked to other products that created a trippy effect in their scenes, such as "Euphoria,". We added technical elements like fast-paced editing and cuts to match the tempo of the music and also also used mid and wide shots

Additionally, we researched the digipacks and social media platforms of various artists, such as "Original Pirate Material" by "The Streets" and "Ultraviolence" by "Lana Del Rey," to create a unique and diverse music video that adhered to traditional standards.