CCR 4

 HOW DID YOUR RESEARCH INFORM YOUR PRODUCTS AND THE WAY THEY USE OR CHALLENGE CONVECTIONS?

Research played a significant role in shaping the direction of my product and how it engages with, uses, and in some ways overturns media conventions. Through an analysis of diverse acoustic and Sufi-influenced music videos and digipaks—such as those by Arijit Singh, Noori, and Coke Studio—I noted the repeated application of natural locations, earth tones, and minimalist visuals to convey emotion and authenticity. These conventions informed the visual aesthetic of Challa, where I used natural lighting, muted palettes, and a handwritten-font style to create a grounded and soulful brand aesthetic. While I also chose to overturn some conventions by limiting performance-based moments in the music video. Instead of presenting the artist singing directly to the audience, I prioritized narrative-driven imagery and introspective moments of solitude, allowing the emotions to speak through imagery and mood. This aids in creating a more contemplative tone that invites the viewer to think rather than simply look. The research also stressed the importance of cross-platform presence, which led to the incorporation of social media details in the digipak to assist in supporting artist branding beyond the song itself. Overall, my research helped me to choose and rework genre conventions to create a product that is authentic, emotionally resonant, and visually distinct. From a media theory perspective, my research was also informed by such notions as mise-en-scène, narrative enigma, and positioning of the audience. The mise-en-scène of the music video—namely the natural landscapes, soft lighting, and the artist's plain costume—was deliberately made realistic and emotionally resonant, in line with the aesthetic of acoustic and Sufi music. Following the lead of scholars such as Roland Barthes, I employed narrative enigma with the recurring motif of "searching" without ever providing an answer, which compels the viewer to create their own version of what Challa is searching for. This strategy engages the viewer and provides a more poetic, open narrative structure, as opposed to conventional music videos with clear narratives. Furthermore, by not using conventional performance shots and by breaking the fourth wall, I positioned the viewer as a quiet observer rather than an active participant, as opposed to mainstream pop trends that rely heavily on artist-fan eye contact and performance. This minor adjustment alters the viewer's role from passive consumer to thinker, and the emotional truth of the piece is made more robust. Overall, my research not only informed visual decisions but also provided the theoretical underpinning for how the video conveys meaning and resists conventional norms.