Final Portfolio Submission
26 April 2024
Major Task:
In case the embed does not work:
Minor Task:
Back Panel
CD Panel
Front Panel
Inside Panel
Social Media Page:
Critical Reflection:
How do your products represent social groups or issues?
The social groups represented in the music video are young adults aged 17-19. I believe that they are the appropriate age to portray this concept of "youth" because they are not necessarily children, but they are too young to be considered fully-fledged adults. This social group, itself, is my target audience because they are currently the ones who better resonate with the underlying bittersweet taste of a moment that could not last forever. The music video in itself is happy, upbeat, genuine, and easy-going. Friendship is a heartwarming theme, so I believe that anyone, even those who are not a part of the social group represented in the video, who appreciates their friends and relationships are able to watch the music and think about them in a nostalgic way.
Now, for the digipak, I placed more emphasis on the youthful approach. I took an image that was taken on film day and I doodled over it. I feel that these imperfect doodles are representative of the youth concept because children typically create these cute drawings when they are bored. They are imperfect but they tend to remind people that they used to doodle when they were younger as well, before they stopped because many have realized that they did not have the talent to produce masterpieces similar to artists like Bob Ross. The young adult social group is represented in this way because they are the bridge between childhood and adulthood. They can indulge in these cute activities while preparing to take on the expected responsibilities that come with "growing up." A similar strategy was used in the creation of the social media page as the Instagram profile picture as well as most of the posts consist of doodles.
How do the elements of your production work together to create a sense of branding?
Branding may be defined as how one would choose to market its products, as well as the methods used to advertise and express this product's brand to its audience. This is typically done through the development of a recognizable identity - usually called reputation or image - of a particular company or artist that differentiates them from other brands in the market that are in the same industry as them.
Branding is what links the three products that I have produced together. For the brand, I have chosen to use the consonants of the name of the music group, NewJeans, that made the song that was used in my music video: "NWJNS." This appears in all 2 out of 3 of my products. It can be seen in the CD of my digipak, and it is a consistent brand that can be seen throughout my social media page - in the profile picture and in 2 out of 3 posts.
I have also decided to use variations of "handwriting" style fonts and colors in terms of the typography of my products, which includes the logos for NWJNS. Committing to the theme of youth, as these fonts create a sense of familiarity.
How do your products engage with the audience?
Media contexts may be defined as the contexts that surround the production of media and how that affects the products themselves as well as its consumption. These contexts are typically the people - more appropriately, the institutions - who are responsible for our media consumption, as well as the environment in which the media products are developed.
There are three key parts in the process of media creation and dissemination: production, marketing and distribution. Production involves the process of making the media product, which typically includes planning and encoding, creating, and editing. In order to create my final products, I went through processes of storyboarding, incorporating elements of mise-en-scene, filming, and editing. Now, marketing involves the process of product promotion, essentially how one would sell a product. In the music industry, artists typically have pre-release parties, teasers and the official announcements made on their social media platforms. The marketing aspect of my portfolio lies within my social media page where I have posted the announcement for the release date of the music video, a teaser, and the official post that informs the audience that the song and the music video has released. Lastly, distribution involves the process of making the media product available for consumption. In the music industry, songs are distributed throughout music streaming services such as Spotify, Apple Music, Amazon Music, Soundcloud, YouTube music etc. The distributor's role is to get the media product out to its consumers, or better yet, its target audience. In the music industry, major music labels may distribute the song to these platforms, sometimes artists work independently and distribute their songs on their own. They also use the concept of synergy to work with other companies to produce different products to promote the artists and their songs which mutually benefits the music label and the company that they have chosen to collaborate with.
Distribution is typically one of the only ways for the audience to engage with media products. My target audience can engage with my music video by viewing it on YouTube, liking the video and commenting on it, and sharing it with their friends. With my digipak, a major music label would have to collaborate with a company that produces physical digipaks and CDs and then distribute the final product to its buyers. With the social media page, audiences could comment on each post, follow my platform, and share my account with others. Since my social media page was made to promote the music group NewJeans, it would be a way for them to engage with the artists.
How did your research inform your products and the way they use or challenge conventions?
The two most popular music video types are performance and narrative. Performance places emphasis on the artist/artists performing, while narrative tells a story that typically resonates with the lyrics or the vibe of the song. Other conventions to consider would be symbolic codes such as mise-en-scene, setting, color scheme, facial expression, and body language; as well as technical codes such as equipment, cinematography, the presence of diegetic sound and non-diegetic sound, and aspects of editing. My music video falls under the category of narrative.
Typical digipak conventions include the album track list, a bar code, the title, the artists name, company logos from production and distribution, images, artist information, and lyrics. My music video challenges typical conventions due to a few things that have been neglected. First, the digipak was made to promote a single song, so no track list was made, and instead I included typography of lyrics and doodle graphic to decorate the back panel. It also lacks logos from production and distribution companies, and artist information.
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