Music Video CR

 This is the CR for my music video

Introduction

We as a group chose the music promotion package brief, and our music genre as RnB. We created a fictional artist called Thomas Wiradhrama to cover the song ‘Mutt’, by Leon Thomas. The theme of the music video would be breakups and revolve around emotion and relationships, this happens often enough to where it’s justified for us to make a music video about, targeting teens ages 13-20.

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The branding is used by artists and their producers to give intrigue and a niche for their artist to find an audience that would be interested in their music. Branding also makes the artist relatable and more marketable. For example the digipak our overarching goal with the digipak was to first entice potential fans to listen and purchase the music, 2 to convey the overall feeling of Thomas Wiradharmas personality with dark colors being used and the contrast of colors between the outside and inside of the album covers to give a more varied visual appearance this also correlates to the music video. The mise-en-scene used within the digipak shows locations that are important to the subject of the music video like his bedroom with a poster on the inside of the album cover this is to seem relatable to the target audience of the music artist, as teenagers often have merchandise of their favorite bands and or creators, this relates to Theory of Stardom by Richard Dyer, he states that celebrity personalities are crafted to appeal to the widest audience, or to a large niche audience in this case is the latter. This is to appear as relatable to the audience as they, presumably teens would be intrigued by Thomas Wiradharma as he does the same thing they do in this case purchase and display posters. For the Social Media we were really trying to go for a relatable angle, with posting a meme of the rabbit with the pocket clock this is to appeal to the audience with relatable humor. We also made his post screenshots from the music video as a sneak peek to build suspense and interest on his upcoming music video. The music video also followed the general color scheme of the previously stated aspects.

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We made a plethora of potential music video inspirations and pulled many small aspects from them. We used the internet to help us research our digipak from existing music videos relating to our RnB genre. We made a discovery that there are very clear patterns within the RnB genre for example, the use of dark settings and or lighting and color was instrumental in our process in finding the vibe for our music video and set the precedent for future creative decisions relating to the project. Another big inspiration was Blinding Lights by The Weeknd, our use of light streaks on the album cover and social media posts was in great part because of his music video and his creative use of it to convey confusion and create vibrant visuals. We noticed a pattern of messaging within the RnB genre of music with sadness relating to relationships and mental health being an important cornerstone for the genre, this has undoubtedly influenced our messaging within our own music video as we implemented a similar premise with our main character being a sad male teenager dealing with grief from a falling out with their girlfriend, this was partially inspired by the original music video ’Mutt’ by Leon Thomas. We challenged the RnB digipak conventions by not conforming to the norm of using graphics in our digipak as our use of graphics is very conservative with us only using the name of the song and the music artists signature, while in contrast many RnB album covers use a lot of graphics either to convey branding or the artists personality. Our research provided a great starting point as we had an idea to challenge conventions by using flashbacks overlapping the music video, as RnB music videos use flashbacks that usually change the whole scene.

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We had to take into account a lot of things when making our social media and what to post along with it, it really was a struggle for quite a long time since for me personally I have very little knowledge on what gets posted on social media, so I relied heavily on my teammates to help finish this part of the project. We ultimately settled on scattering our social media to 13-20 year olds, this was a great advantage since my teammates are well versed in the realm of social media so they only had to look inwards to find things to post about since we all fall within that demographic. We decided to post mostly teasers about our music artists upcoming music video to create intrigue and interest considering the fact that we established this previously during the classwork where we made a branding mindmap. We envisioned that our artist interacts with his audience semi-regularly to give the effect that he is very passionate and hard working to make the best music video for his fans so he does not have that much time to talk to his audience through social media but when he has the time he will. Another point of interest is that he posted a famous meme of the rabbit with a pocket watch with the caption saying something align the lines ‘all roads lead to Mutt’, the use of a meme here is to make our artist relatable to teenage audiences since they are the ones who mostly make and perpetuate these memes.

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Social groups and representations has been the biggest hurdle for all of my projects I’ve worked on since getting it accurate is very hard, but for this project I’d say it was pretty easy since Panji was head of creative decisions and we had no way of guaranteeing someone of a different demographic to play a leading role for our music video, falling back to teenagers from bali Indonesia is quite easy to do. First thing we thought of was how are we going to represent him in a way that is both interesting and convincing, we decided on an angsty teenager going through a rough patch with his girlfriend and trying to get his mind off the situation by going on a late night motorbike ride to the park. We chose to represent our artist this way because the stereotype of angsty teens being absolutely devastated by a relationship situation, as it’s a pretty much universal experience to people first getting into serious relationships, we also used the redlights visuals sprinkled around the music video to signify anger within him as he’s resentful and bitter for how his girlfriend treated him. We also gave lots of visuals about him being sentimental towards her and maybe regrets how he reacted towards her in the heat of the moment with him looking longingly at his phone. The social media aspect of it shows a very different side where his persona is created to be one of hard work and passion, where his posts about his upcoming tour shows that he’s beginning to be recognized by the wider population, and with previously mentioned trait where he only talks to his fans occasionally this also supports that idea.