Critical Reflection

1. How do your products represent social groups or issues?

My music video resonates with lots of different issues for example the LGBTQIA community, the storyline focuses on the main character starting off very unsure of himself he wears quite plain clothes that make him blend in. As the video progresses the main character becomes more flamboyant this can be seen in his bright outfit changes and the glitter makeup he has the confidence to wear, it can be seen in his body movements he feels more free, it can also be seen simply in the main characters face towards the beginning of the video he looks worried and sad. By the end of the video he is smiling and laughing. This reflects the struggle within the queer community with "coming out" it is a positive outlook on this subject as the main character is simply becoming more comfortable with his feminine side.

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

The overall aesthetic of this music video makes it very recognizable this can be seen within the mise-en-scene in the music video. The glitter across his cheekbones and the pearls above his eyebrows are bold making it a more memorable look. The use of lights towards the end of the video are very engaging for the viewer as they are quite harsh the red lights against the blue suit make an interesting contrast. The  costumes create a brand as they are iconic they are also from a small brand making the viewers research more into the video. The close up shots show intimacy with the artist allowing the brading to be the artists face, the close up shots also show us not being scared to show off the makeup look. The close up shots from the video are also used on the digipak this shows consistency which is key to creating a sense of branding.

3. How do your products engage with the audience?

The music video engages the audience mainly through the use of editing, the video has lots of quick cuts which draw in the viewer. The cuts also go along with the beat of the song making it more aesthetically pleasing, the audience can also engage with the main characters dancing/ choreography it is unique not simplistic he used all of his body to dance including his facial expressions. The music video also uses the camera focus to its advantage with some shots going out of focus on beat then focusing back on the beat creating an interesting effect, the set is also engaging for the viewer the urban area is more unusual with the colors matching nicely with the costumes. The set was also used in different ways with wide shots of the graffiti wall and also using it as a backdrop for extreme close ups this would be engaging for the viewers to spot.

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

The research from the audience helped us understand that people enjoy use of colour in music videos and also that narrative is an audience favourite music video type, it also helped us understand that abstract is a close second favourite. Taking this information we decided to create a hybrid music video, it appears to simply be an abstract video with lip syncing however it has an underlying storyline that is enticing for the viewer to unpack. We do have the convention of a pop genre video with it being an abstract video however we also challenge this with the quick cut editing we use and the fast and slow motion clips, the video also shines a light on the artists personality as he is naturally flamboyant.