My Creative Critical Reflection is presented in the form of an essay, guided by the four questions which we were provided with.
1. HOW DO YOUR PRODUCTS REPRESENT SOCIAL GROUPS OR ISSUES?
2. HOW DO THE ELEMENTS OF YOUR PRODUCTION WORK TOGETHER TO CRAETE A SENSE OF 'BRANDING'?
3. HOW DO YOU PRODUCTS ENGAGE WITH THE AUDIENCE?
4. HOW DID YOUR RESEARCH INFORM YOUR PRODUCTS AND THE WAY THEY USE OR CHALLENGE CONVENTIONS?All the media products I've created, from the music video and Instagram page to the digipak are very complex and impactful. My attention to detail, in depth research and planning has lead to the outcome of 3 media products that focus on engaging with the audience, representing social groups/issues, while creating a sense of branding, all of this while challenging the conventions of media products of this sort.
AUDIENCE INETRACTION
Creating products that can engage with the audience was something I've put lot of thought into throughout this portfolio. Audience engagement does not only provide you with accurate insights into how well the content is resonationg with the consumers, helping you further improve the media products, but it can also stimulate consumer loyalty. As an artist such as Peggy Gou, having a loyal fanbase is crucial to growing and producting more & better music, and through engaging with them, the artist can make sure that they are indeed loyal. This is exactly why I've chosen to opt for a more personal approach towards the Instagarm account, by doing this, the fans can feel that the artist is being authentic, genuine and most importantly, vulnerable with them. Thus, it is crucial that the artist shares personal insights into their daily life, as well as their upcoming projects.
Since the target audience for this music video are mainly people that already appreciate this type of music, they would most likely already be familiar with enjoying a song so much that nothing else matters. Through this clip, they could relate to the feeling of being one with the song, feeling every single subtle beat and sound. To the feeling of living in the moment. By making sure that the media products I've created are relatable to the target audience, this can give them a sense of belonging, contributing to the engagement and their overall loyalty.
BRANDING
Having successful branding methods is crucial to succeeding within the media industry. Once you have made people aware of and created a great image of your brand, you will notice your targeted audience relating to your brand, or the content you create more often. Thus, not only increasing engagement on your social media profiles but also creating more chances of potential customers becoming buyers.
When creating the three media products, I constantly focused on making sure they have a sense of branding. Having a strong connection between them is very important within branding. All three products are correlated with each other, one promoting the other. For example, through Instagram (which, in my opinion, is one of the best branding tools an artist can have) the artist posted snippets of the music video, that then influences the viewer to check out the full music video, which then could convince the viewer that the song is really good and buy the digipak online.
Moreover, through not respecting conventions in totality, for example with the digipak, as it has very few elements compared to conventional ones, this can spark curiosity within potential customers, by not giving away too much.
REPRESENTATION OF SOCIAL GROUPS/ISSUES
In terms of representation, through this music video, it showcases mundane activities such as commuting, that young adults do, and how these activities can be transformed into something special. In today's Europe, people no longer have problems as they used to, life is much simpler in theory, yet we can not seem to be able to connect with ourselves, to live in the moment. This music video emphasises that if we let go a little, and let ourselves live in the moment, we can actually feel good.
RESEARCH AND CONVENTIONS
By doing very thorough research into conventions, different approaches upon media products and what the market of music videos and supporting products has to offer, I've learned a fair share of useful information that I'v later used in the creation of my music video, digipak and social media page. When creating the "Peggy Gou" brand, I kept in mind the conventions of this music genre, as well as all the other conventions. While I did want the media products to be somewhat conventional, I wanted them to be more out of the ordinary in comparison to what is mostly consumed these days in popular culture. This is why I've decided to opt for a more influential approach towards the instagram page, a more minimalist and unique approach towards the digipak, and a somewhat unique approach towards music videos, combining text with visuals and transitions. All of these decisions were made after researching each aspect.
CONCLUSION
In conclusion, I believe that the media products and social media platform effectively transmitted the messages I aimed to both in terms of emotions and relationship to the audience. While in a real life situation I would expand the use of social media platforms to applications like Twitter, Facebook, Youtube, VSCO and Tumblr which I have seen other artists tend to use as well, I kept in mind the fact that this was a representation of an artist and not a real one, so I didn’t want to go too far with the audience engagement.
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