CCR Essay - Advanced Portfolio / A2 Media:

 Throughout my course work, I’ve made sure that each of my media projects represent social groups and issues. Which is represented in the relationship between two main characters of my music video, and the symbolisms of their love. Love, as a core aspect of society, plays a huge role in my music video and in most of Taylor Swift’s other works; as she is the artist whom I drew my main inspiration and techniques from. It’s displayed as a normality, as something that we should strive for, and ultimately desire as human beings. The ‘flashback’ elements of my music video present this form of pure love, something that the main character of my music video; ‘Taylor’, can be seen desiring in the more ’present’ moments. Symbolism, such as the wedding dress, the rose, and the red gown, can prove to display this in their own creative ways. The wedding dress symbolises the discussed desire that ‘Taylor’ has for ‘Joe’; Taylor’s portrayed lover, and how she wished that their relationship had reached that point of pure, undying love. The rose symbolises this love in a more generally known form, especially seeing as it portrays where their love for each other, both alive and dead, stands as the music video progresses. Taylor’s red dress in the earlier scenes of the music video can be seen as her ‘burning love’ for Joe, and how she herself has a ‘passion’ for him. As noticed, these things seem to ‘wither’ away, or come to portray a different meaning by the end of the music video, linking to the idea of evolving symbolism, especially as the relationship progresses and moves on, or 'passes away'. The rose makes an appearance of progressively dying, Taylor’s red dress comes to display her anger at Joe, and the wedding dress symbolises a delusion or ‘false hope’, one that lingers on in Taylor’s mind as she wishes and longs for that love. This is where the social issues of love appear to take their place, where the realities of love are ‘shoved’ in our faces, carrying the message that not all relationships succeed in the end. Which of course is a tough message to live and deal with no matter how much our minds would ‘will it’ to be true.

In order to create a sense of branding, each of my coursework elements; music video, digipak, and social media page, have remained consistent, especially when it comes to utilising certain images, fonts, and colours. Although it isn’t present in my digipak the rose makes its appearance throughout the music video, and in amongst the images utilised on the social media page, and shots of Taylor running through the forest in her wedding dress, and shots of Joe and Taylor dancing, are featured across all branding elements; these elements are clearly seen to represent pure love as a mentioned topic in my chosen song, ‘You’re Losing Me’. Taylor isolating herself becomes rather repetitive throughout the digipak, social media page, and music video, especially as the idea is created that she’s heartbroken and ultimately ‘lost’ in her thoughts. Shots of Taylor in the forest can also solidify this idea of being lost, yet comforted by her own desires of love. Colour schemes also ensure consistency throughout the branding and marketing elements. Inspired by the ‘Midnights’ album, by Taylor Swift, my branding carries blue and cold tones throughout majority of the used shots, which heavily assists in creating an ‘isolated’ environment around Taylor, especially when she’s lost her passion and ‘spark’ for Joe. 

My products engage with the audience through interaction, both tangible, metaphorical and emotional. When it comes to my social media page, audiences are given the ability and creative freedom to engage with, and comment on the artists announcements, music video or album teasers, behind the scenes pics, and fan interactions, this social platform can be used as a major form of advertisement and a communication point with audiences, something that fans will always value. My digipak can engage with the audience through the music it provides, and through the intricate and valuable details that the ‘artist’ has chosen to include. Such as, shots from the music video, a note from the artist, lyrics from the song or album, or even other interactive elements. On the original variations of the ‘Midnights’ album digipak by Taylor Swift, the back of each digipak design contained one quarter of what was made out to be a clock. Sure enough, a special kit was released where fans could place their Midnights digipaks into a frame and create their very own wall clock. Gaining inspiration from this I chose to incorporate the 9 to 12 quarter on the back of my digipak. My music video, on the other hand, proves to impact audiences emotionally, as the scenes and messages of love and dying relationships is heavily incorporated both musically and visually. In terms of tangible interaction, my audience have visibly shown their sympathy for each of the presented characters through either emotions of rage, or sadness, to which I can proudly say that multiple of my classmates shed many tears whilst viewing my music video.  

When it comes to ‘accepted’ conventions, I've chosen to utilise the narrative approach, creating a story and working to portray the artists desired messages through visuals, sound, lighting, and costumes, in order to effectively impact the audiences’ thoughts on the artists desired topic. Star Image is also strongly portrayed in my music video and branding elements, especially in shots where 'Taylor' is the main focus, or sings to the camera, very frequently breaking what is known as 'the fourth wall'. In terms of challenged conventions, the idea that a character, in this case Taylor, would be portrayed as ‘lost’ in an escape from her current situation is ultimately rare. Usually, a character would be seen in a place of comfort after experiencing a ‘breakup’ as such, yet Taylor is ultimately portrayed as enjoying this solitude in an environment that may not be so comforting. I also chose to challenge the feminist idea that woman 'don't need a man' in their lives, instead Taylor is portrayed as wanting a man and longing for romance. Instead of carrying on with her life as if nothing has happened, Taylor's breakup with Joe really proves to effect her; a contrasting point of view compared to Miley Cyrus' feminist anthem, and 2023 Pop Hit, 'Flowers'. I also chose to challenge the usual, technical conventions of after effects by utilising the lyrics of the chorus, having the words "You're Losing Me" appear onscreen in time with the song and the artists lipsyncing.