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MUSIC VIDEO EVALUATION

QUESTION - QUESTION 2

DECEMBER 12-15, 2020


10:00AM ONWARDS
ROOM 123

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IN MY MUSIC VIDEO (BETTER NOW BY POST MALONE), I USED
CONVENTIONS FROM ANDREW GOODWIN’S THEORY. THE USE OF
TECHNICAL CODES BEING USED SUCH AS MISE-EN-SCENE WAS
USED IN ‘BETTER NOW’ AS THE USE OF LOW KEY LIGHTING WITH
DARK GREY AND BLACK BEING PRESENTED IN THE MAJORITY OF
THE MUSIC VIDEO. THIS WAS DONE IN ORDER TO SHOW THE
RELATIONSHIP BREAKDOWN THAT POST MALONE IS GOING
THROUGH THUS SHOWING SIGNS OF SADNESS AND DEPRESSION.
AT THE SAME TIME, THE PRESENCE OF AMPLIFICATION WAS
PRESENTED AS THE CLOSE UP SHOT OF DRUG IS TO SHOW HOW
MANY PEOPLE WOULD OVERCOME THIS KIND OF PROBLEM AS IT
WOULD BE THE EASIEST WAY POSSIBLE. ANOTHER WAY HOW
AMPLIFICATION IS PRESENTED IS THE USE OF LOW ANGLE SHOTS
OF POST MALONE SINGING WITHIN THE MIDDLE OF THE FIELD
SHOWING HIS DOMINANCE AND WAYS IN WHICH HE IS TRYING TO
GET BACK WITH HIS GIRLFRIEND. THE AUDIENCE CAN LOOK AT
THIS AS AN UNDERSTANDINGS THAT IN RELATIONSHIPS, MEN
TEND TO BE THE ONES DOMINANT. THE PRESENCE OF
DISJUNCTURE WAS SHOWN AS THE USE OF RANDOM ZOOM IN AND
ZOOM OUT SHOTS OF A FENCE WHERE PRESENTED OUT OF TIME
WITH THE BEAT. THIS IS DONE IN ORDER TO SHOW THE EFFECTS OF
DRUG USE AS WELL AS OTHER EMOTIONS THAT INDIVIDUALS
EXPERIENCE WHEN GOING THROUGH RELATIONSHIP BREAKDOWNS
AS THEIR MINDS DON’T FUNCTION PROPERLY.
RICHARD DYER’S THEORY WAS ALSO PRESENTED IN ‘BETTER NOW’
AS THE USE OF IDEOLOGY WAS SHOWN IN CREATING A MESSAGE
TO THE AUDIENCE THAT RELATIONSHIP BREAKDOWNS DON’T
NECESSARILY HAVE THE BEST OUTCOMES AT ALL. THE USE OF
CONSTRUCTION WAS SHOWN IN ‘BETTER NOW’ AS THE USE OF
QUICK AND JUMP CUTS FOLLOWED BY WIDE SHOTS OF POST
MALONE WAS TO SHOW THAT HE IS THE MAIN ATTENTION OF THE
MUSIC VIDEO.
WE CHOSE ‘BETTER NOW’ BECAUSE THE LYRICS WHERE REALLY
EASY WHEN COMPARED TO OTHER RAP MUSIC VIDEOS THAT WE
LOOKED AT. THIS WAS DUE TO THE FACT THAT THERE WAS NO
MUMBLE WITHIN THE LYRICS WHICH WOULD MAKE LIP SYNCING
SLIGHTLY MORE EASIER. ‘BETTER NOW’ WAS VERY DIFFERENT
COMPARED TO OTHER R&B AND HIP-HOP MUSIC AS THE USE OF
PROPS AND OTHER ACCESSORIES WHERE NOT NEEDED AT ALL.
OVERALL, I HAD GOOD EXPERIENCE WHEN FILMING IT AS IT WAS
VERY SIMPLE IN TERMS OF WHAT WAS NEEDED AND THE EDITING
WAS AS WELL. THE OUTCOME WAS VERY GOOD AS OUR MEDIA
CONVENTIONS THAT I STARTED OF WITH PLANNING BECAME
HANDY IN THE FINAL STAGES OF EDITING ‘BETTER NOW’ WITH
BLACK AND WHITE BEING PRESENTED IN ORDER TO KEEP IT SIMPLE
AS POSSIBLE.
WHEN I STARTED MAKING THE DIGIPAK, THE SAME CONVENTIONS
THAT I USED IN THE MUSIC VIDEO WHERE APPLIED SUCH AS THE
USE OF BLACK AND WHITE PICTURES. OVERALL, THE USE OF BLACK
AND WHITE WAS DONE TO SHOW THAT THE MIXED EMOTIONS
THAT POST WAS GOING THROUGH. THE BLACK WAS TO SHOW THE
DEPRESSION HE IS GOING THOUGH AND THE WHITE WAS A SIGN TO
SHOW THAT HE IS A SAINT AS WELL AS BEING HOPE. THE MIXED
COLOURS WHERE TO SHOW THE MESS THAT HE IS IN WITH ALL
SORTS OF EMOTIONS. THE USE OF LOW ANGLE SHOTS WERE USED
IN THE FRONT AND BACK COVER IN ORDER TO SHOW HIS
DOMINANCE AND THAT THE WORLD IS AROUND HIM.

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