Final Cut

This is the final cut of our music video which we have produced alongside a digipak and an advert to promote a single from a girl band. The video has been created in order to post modernise the origonal video created by Cyndi Lauper. We have tried to include some similar scenes to those in the orgional video and made them modern by adding a current generation edge. Most of our post modernisation has been created in the post production of our music video. In order to match the conventions of a pop music video, we have included lots of bright colours and used extravagant make up. Certain theories are applied to music videos and throughout the process of ours, we have tried to manipulate them and also challenge them to a degree. For example, we have challenged Laura Mulvey's theory of malegaze by making our female characters not deliberately voyeuristic to males. Our target audience is females and so we want to stress this to a female group without deliberately attracting males to it. We have manipulated Andrew Goodwin's theory of each music video being created to either amplify, illustarte or contradict a text. Our music video uses amplification in order to stress the lyrics of the song to the viewer. In order to demonstrate this, we used aimated lyrics which appear on screen at certain intervals of the song. Alternatively, we have used actions from the actresses in the narrative sequences in order to illustrate the lyrics being sang. When the lyrics 'I wanna be the one to walk in the sun' are sang, the previous clip is of a girl putting her heels on, therefore illustrating what the artist/band is/are singing.
We used both lipsync and narrative within our music video, in order to make the video modern, edgy and intriguing to watch. The lip sync enables us to showcase certain skills that we have obtained through the use of Final Cut. It is also a convention of all videos, in particular, pop videos and so we wanted to stick to these conventions in order to attract our demographic audience. We also included a narrative which was split into different short sequences. The narrative helped to breakdown the long lipsync scenes which would have became boring had we not included some narrative. The narrative again is a convention of music videos which is usually more so a convention in pop videos. Our narrative was of girls getting ready to go out and the things that girls find 'fun' to do. Compared to the lipsync, the camera quality is not as clear due to a different camera being used, however the impact of the scenes remains the same.

digipak final edition

This is our final design for our digipak that we have created alongside our music video and an advert. For our digipak, we wanted to create a link between all three tasks and so used linking themes and colours between them as explained in our evaluation. Our main focus with the digipak was to advertise the band and the debut track whilst appealing to our demographic audience.