Generic Research: Language and Digital Convergece

Two questions that we have to ask are:
- How do media producers use language to communicate meaning?
- How do media producers use digital convergence to link their products?
These questions are a way to summarise the codes and conventions I have identified within my research and that theory works to weave in too.

So, how do media producers use language to communicate meaning?
Using language such as colour palette, mise-en-scene, camera shots and editing, media producers can communicate different meanings creating a sense of brand identity for the artist. The use of performance shots with close-ups of the artists, as seen in MILCK's music video for Quiet, adheres to Andrew Goodwin's theory of the Star Persona and is gratifying for audiences to see the artist themselves.

As well as this, intertextuality within media is used in order to allow the audience to notice it and receive gratification from this as it links to another media product that they are familiar with. This idea adheres to Blumler and Katz' theory of Uses and Gratification and allows the audience to fully engage with the media. However, audiences that do not have a level of cultural competency are unlikely to be able to recognise it and, therefore cannot necessarily point out intertextuality. For example, the intertextual references in Radiohead's Daydreaming relate to the other albums they have produced and unless the audience are long-term fans of Radiohead's they are unlikely to spot these Easter Eggs.
   
The mise-en-scene created in Til It Happens To You by Lady Gaga allows the audience to immediately feel the tone of the video with the black and white filter that had been edited over it. It creates a sombre mood and automatically begins to convey the message that this is a serious music video with a serious topic and puts the audience in the right perspective when watching it.

How do media producers use digital convergence to communicate meaning?
Digital convergence is the ability to put different tools, such and phone, computer, watch and many others, into one device. Digital convergence is used all the time by media producers and artists, especially when using their online platforms and website. For example, all of the websites I analysed has direct links to the artists' social media platforms, an obvious example of media convergence. As well as this, media producers use Easter Eggs to link to behind the scenes for music videos, taking the audience to YouTube to interact with the extra media, another example of digital convergence and also adhering to Blumler and Katz Uses and Gratification theory as they audience gets to find these hidden Easter Egg's only accessible through discovery.

Planning: First Ideas

I made a video of small sketches for the shots I wish to use in my music video. This is a base idea and may decide to change it due to circumstances on the day of filming, for example. It's a very basic idea surrounding what I wish to do.

(Please excuse the drawings, I am NOT an art student!)

Generic Research: Textual Analysis 3 (Website)

Big Thief is a small Indie band who are only recently starting to gain attention, despite having been active since 2016. Both their latest albums U.F.O.F and Two Hands received high reviews from critics and both got into the Top 10 in the US Indie charts.

Textual Analysis of Big Thief's website from daisyq2

Big Thief uses their branding to create a simplistic almost homemade aesthetic. Having been known to play in pubs and small venues around the globe, the band are low-key indie pop artists who have a neutral stylised genre in music, which is reflected through their website

- The website opens to an image of the band which allows for gratification for fans, is also recognisable for those who have seen the album and have come to the website from that
- The page introduces the band and their latest album Two Hands as well as mentioning it at the bottom and linking it with the Buy/Stream button. This allows audiences to engage with the website easily.

- The menu button at the side allows the audience to easily guide themselves through the website and gives ease of access with single page slides that some websites don't have (in favour of scrolling)

- The videos section of the website allows the audience to watch some of the music videos produced by the band and this allows audiences to easily access the information

- Here are written the tour dates which are easily spread out and each individual event links to the area where they are performing and place to buy the tickets, allowing for easily accessible content

- The music section links to the bands latest albums and the Spotify playlist of them are links so when you click it, it takes you to their app so that you can play the music for yourself.
- As well as this, on the front page, there is a small list of social media and included are Apple Music and Soundcloud, meaning that there is a wide range of platforms available for listening to their songs.
- It also is in keeping with the colour palette of the rest of the website, creating a strong sense of brand identity

- As well as being able to personally contact them, Big Thief have a section for business contacting, which are used for press releases, booking and management. Because they are a fairly small band, this section is important for them as it allows for people to get in touch if they are scouted and can make more money from being booked for special occasions, etc.

- Just like the artists I've looked at, Big Thief also has a way for their fans to get in contact and to hear more about their recent releases, album updates and personal stories to form more of a relationship with the band.

- From the store section, you are taken to another page where their clothing brand is advertised with different styles relating to their music.
- As well as this, the band also sells their music in CD, vinyl and cassette, the latter being very rare now as the demand for physical copies of music has decreased. This suggests that their target audience is likely to listen with old fashioned devices, maybe being more alternative.

- As mentioned before, the band includes multiple ways of listening to their music, allowing for a wider audience to engage

- The idea of brand identity is created through the use of the brand image across all social media (which means they are automatically utilising cross-media convergence) and lets the audience know that they're on the right account.

- They aren't very active on their band social media, using it mainly to introduce their music and merchandise. There are each individually active on their own personal social media platform, suggesting that their idea of the brand is more business orientated.