CCR

 This is the CR for the music video

Intro

We, as a group, chose the music package brief, and our music genre is RnB. We created a fictional artist called Thomas Wiradharma to cover a song called ‘MUTT’ by Leon Thomas. Our music theme is about relationships and breakups, which targets the audience from the age of 17 - 25 years old, where in this age they mostly experience what the actor feels inside the music video. We also make the digipak to look simple but has a deep meaning, showing the actor sitting alone in the dark, showing he is lonely and heartbroken.

CCR 2

Branding is when a music video uses visual and creative elements to build an artist's identity and make them recognizable by the audience. Our branding in the music video and artist is about sadness and cold, as there's a lot of orange and blue lighting, as well as dark lighting, giving the sign of sadness of the artist, the expression and gesture shown by the artist in the music video is really sad and quiet, as also theres only few singing scenes, showing he is really depressed with his break up with his girlfriend. The camera angle also helps to show the artist's branding, like the extreme close-up to the artist's eyes, showing his eyes were blank and looked like holding back his tears, and then from view Long shots in the video showing that he is an introvert and lonely and only has his girlfriend that acompanied him, as theres no other people shown like his friends. Then, the location of our music video is really quiet and dark, only supported by the street's light, showing darkness and loneliness that supports what the artist feeling where he is empty and heartbroken. Then the editing in the music video is really slow, showing every movement and expression of the artist, we also add a drunk filter editing when hes walking in the middle of the road, showing he uses alcohol to calm his mine and forget about what has happen for a while, also the edit where we overlay the photo of his girlfriend and his face, showing flashback of them and make audience to feel bad for the artist. The last product is from the clothes the artist wears, he use black jacket showing darkness and emptiness in his heart, and jeans showing he is messy. With all of these elements and product we can make the artist branding an introvert and lonely heartbroken teenager, from the way he acts and dresses inside the music video.

CCR 4

We do our research mostly from YouTube and Spotify, from artists like Frank Ocean, The Weeknd, Daniel Caesar, and Sza, as they have the matches with our digipak and music video. And the conventions in RnB that were looking are the unique outfit and music video style. For example, the digipak from SZA shows a lot of broken computer and just casual clothes showing like shes just an ordinary person that might feel heart broken just like the broken computer, and our digipak also not really look clear, where its retro and has a few lines in the digipak showing like its a broken camera, the same as the artist felt heartbroken. This will connect to semiotic theory, where it uses signs and symbols to make meaning, where the broken computer shows emotional damage, and the clothes show casual and just ordinary people breaking up, which makes it relatable to the audience. Then the conventions we connect for RnB in our music video is about love, but this is about heartbreak, where it is shown with a close up the expression, and also a long shot shows the actor is lonely and feels broken. Then we can see that the way the actor sings is emotional, we can see from his facial expression is so emotional and depressed after the breakup, and the scene on the road where he is singing while drunk just shows that he is so broken and miserable. Then from the digipak where showing signs just like what Drake's have, and then we show the actor's expression and not hiding his faces just like Joji's digipak, whose expression has a meaning behind it where in our digipak its shows that the actor is in the darkness and feels depressed and empty.

CCR 3

We want our product to attract audiences from the age of 18- 25, who are teenagers. This is teeanager, it's because this kind of case, which is heartbroken, often happen on teenager, so we want to make it relatable to the audience, and also our actor is a teenager; with this, our products will really engage with the audience, as they feel that the actor inside the video has the same case as them which could be relieving for the audience. We also have a lot of motorcycle scenes in the music video, which will really attract teenagers who like motorcycles too. In the music video, we also gives lot of close-ups showing the expression of the artist, which could make the audience feel that they are also inside the music video as they both have the same feeling, it also gives a deep meaning of loneliness, depression, and darkness in the music video. Also, we have our own artist social media, where we post content like what the artist is doing, which could be showing ordinariness, and the audience might also feel relatable when there's the same thing that they do with the artist. The artist also posts where he is with their friends, showing he is a friendly person who is open to their fans too. We also post teaser in the social media, like the Southeast Asia tour, showing that we want to make a relationship with fans all around the world and sing together in the concert. This also could connect to the theory of stardom, where we show our artists in ordinariness through his posts on his daily life, and also showing artists' love lifes in the music video. And we post some memes in our social media showing that the artist keeps up to nowadays memes and has fun with all of the audience.

CCR 1

Our social group will be teenagers from the age of 18 to 25 years old, that experiencing a broken heart and feel empty, in the music video we showing lot of expression from the actor through camera angles like Close-up, showing actor eyes is so empty after the break up, then he rides his bikes to relieve all of the feelings and get his mind off from his girlfriend, and it shows the flashback of him scrolling through old photos of him with the girl showing that he really love the girl. Then the mise en scene is gloomy and dark, also black outfits showing its sadness, and the actor is really empty, as he uses a black jacket and not a colorful jacket like red or white and then there is no jewellery and expensive stuff used by the artist showing taht not only being rich that can make people happy, but love and warm feeling that canmake people to feel happy and strong. However, the social media post is that we can see that he has some friends and posting his daily life. This could attract the audience to enjoy and be attracted to Thomas Wiradharma, as he is a fun person on social media, and is really open to his fans.