Critical Reflection

How do your products represent social groups or issues?

The song that I have chosen for my music video is “Pareja Del Año” . This song belongs to the “Reggaeton” genre. Through my music video, I decided to meet the codes and conventions in which my song is directed. The main convention of reggaeton songs is that they are directed to young adults. In my music video, you can appreciate how there is a clear representation of this social group, one of them is by all the actors belonging to this age range or being very near. When I was thinking of the actors I was going to use for my project, I thought that Gonzalo, Jacobo, Amy, Bety and Cassandra would perfectly represent the conventions of this social group.

Another way in which my product represents this social group and the issues which this social group is attached is through the use of “Fake Alcohol” in some of the scenes of my music video. Alcohol consumption is increasing at an earlier age, this means that young adults when they are at a problem like a rupture or stress they access to alcohol to try to solve their problems. This is a prop that is constantly repeated on reggaeton music videos.

Finally, how my music video also appeals to represent my audience is through the lyrics of the song, (Pareja Del Año) the message transmitted is of being the best peer of the year and how good it would be for both to be together, young adults tend to experience this process throughout this age and in most scenes of my music video I tried to represent this message with the actors in which we can see a representation of women and men being together.

How do the elements of your production work together to create a sense of “branding”

Throughout this year, I have been creating different pieces of work with the aim of helping promote my final project. Branding is a very important process of my production stage that enables the consumers to know what to expect of my music video. I have created a sense of branding through the creation of merchandising, a social media page, poster, a digipak and finally by completing and uploading my music video.

Throughout the stage of producing a social media account I have been constantly uploading content to my Instagram page. This was done in order to create a brand "Jaloma Records" . In this social media page I have been uploading so many different types of content relationated to the music video, in order to try to be noticed by my target audience which is constantly using Instagram.

Lastly, some of the important elements that I used in order to create a sense of “branding” was through the use of a Poster and Merchandising. I did this in order of promoting my brand as I think that nowadays a very good way in which you can promote your product is through a good marketing campaign in which fans get to know you through the use of stylist clothes that engage them to wear it and through a poster that can be very easily announce through Google Ads, or through the streets using bus stops.

How do your product engage with the audience

My product engages with my audience throughout the use of a mind-blowing location, fireworks and luxurious cars. These are some of the conventions that appear on a lot of Reggaeton music videos. After knowing the location conventions I tried to represent them in my music video.

The use of the location I chose to record my music video already engages with the audience as this is something that is not very commonly seen, I use it as an opening scene as I followed the conventions of reggaeton music video an example of this is the song “Este Loko” from Ozuna a very well recognised artist from the genre. This is a typical convention of music videos in which the artist sets the audience on the location where the majority of the music video is going to be recorded.

Also my music video engages with the audience with the use of quick shots at different angles and at different settings. Following the law of a maximum of 6 seconds for each shot this makes the audience being attracted to keep looking where the next shot is going to be recorded.

How did your research inform your product and the way they use or challenge conventions

The way in which I did research in order to inform my product and the way they use or challenge conventions was through the beginning months of this project at the end of 2021 I did research on many different music videos and analyze them in order to have a clear idea of what are the conventions of reggaeton music videos. Two artists which I analyzed in more detail their music videos were Bad Bunny and Myke Towers. These two artists are key individuals in the genre and I thought their music videos would help me in order to produce my project.

Also through an analysis of my artists social media I understood and identified which type of content the artists of my song upload to their main social media page that is Instagram. After this research I portrayed the content they upload into my Instagram page where there is constant promotion of the music video and the followers having the opportunity to purchase merchandising in order to support the artists.

Lastly, throughout my research I found how different artists from the genre include something that differentiates them from the rest, following a style in which they are identified. This is something that is created by following the same style in more than one music video in which the fans without knowing the song they already know that the music video belongs to that artist.