Creative Critical Reflection
Critical Reflection
• How do your products represent social groups or issues?
• How do the elements of your production work together to create a sense of ‘branding’?
• How do your products engage with the audience?
• How did your research inform your products and the way they use or challenge conventions?
My music video uses symbolic figures to represent broad issues focusing on three key themes: the cyclical nature of online outrage, the fragility of power in the digital age, and the apathy that sets in when there's no real change. The first symbolic figure is our protagonist who connotes all those social groups who can be targeted by online attacks. Her decline as she "goes out of fashion" and symbolic death depict the potential consequences of cancel culture. Similarly the journalist represents the fleeting nature of power and influence, while the dancer performing a traditional dance in modern attire becomes a symbol of how anything new or innovative can become the target of online outrage. This open-ended approach allows viewers to draw their own connections to social issues. The representation of social groups and issues is rather vague as the video does not portray specific groups instead is dependent on the perception of the audience- someone might see the protagonist as a celebrity, an influencer, or even someone they know who has been ostracized online.
Elements of my production work deploy a sense of branding through using deeply integrated motifs and symbolism via visuals and names. "Medieval" critiques cancel culture, aligning with Veritas Records' potential focus on artistic truth and freedom connoted by the word "Veritas" literally meaning "truth". The meanings behind the video's symbolism (black and white projection, red pool) reside to further emphasize these values by highlighting the dangers of online negativity and the importance of authentic expression by creating a unique visual style that sparks curiosity and thought aligning with Veritas' potential brand image as a label that values artistic depth. The choice of colors throughout the branding of "Memento Mori" (green and red) are strategically employed with the abundance of green reflecting the primary green tones through the music video connoting decay and mold- something spoiled or past its prime, reflecting the potential destruction of a reputation through cancel culture. While the slight hints of red throughout the branding, such as in "Mori" on the album cover, draw attention to the pool scene and the passing of the protagonist leading to drawing the audience's attention towards the actual music video and its themes to create a brand image.
Our music video engages with audiences in numerous ways. First of all due to the subjective meanings of the video which lead the audiences to engage with the media text at their convenience, audiences can interpret it however they like creating engagement with the plot. Then I created numerous social media for the music video. Instagram to post stories on updates, have links and bio and commercially exhibit the merchandise. Twitter to engage with audiences first hand by asking them questions, giving updates and sneak peaks of what's up and coming. TikTok to engage in a playful manner by giving comedic behind the scenes videos and using the platform's ability to make new creators viral quickly to reach larger new audiences. I also did an entire photoshoot for the merchandise of Memento Mori at Lahore Heritage Club which itself has a niche following of people who enjoy literature and young adults/teenagers. This photoshoot at a trending location which our target audience regularly engages in is another source of engaging audiences. This photoshoot was then posted on our merch website where audiences can purchase the products at reasonable prices.
Our music video breaks the convention of a linear narrative by using flashbacks and symbolism to tell the story. Most pop music videos follow a linear narrative structure, often mirroring the song's storyline. "Medieval" intentionally breaks this convention by using flashbacks and symbolism to tell a fragmented story serving to reflect the disorienting experience of cancel culture, where accusations and outrage can erupt suddenly whilst leaving lasting consequences. Viewers are left to piece together the protagonist's story, mirroring the confusion and lack of clear explanations that often define cancel culture. Pop music videos are also typically celebratory, focusing on the artist, the music, and creating a positive atmosphere. "Medieval," informed by research on cancel culture's negativity intentionally subverts this convention. The video's critique of cancel culture and its exploration of decline and harm create a more serious and thought-provoking tone. This shift in tone reflects the real-world consequences of cancel culture, pushing viewers to consider the human cost of online outrage.