Critical Reflection

The totally rockin’ music video for Jaggn's new single "Top This" speaks to many different social groups and issues through its visual components and themes. “Top This'' represents values that include: creativity, individuality, and expression. The band's aesthetic and the products I created exhibit these values. They are especially demonstrated through the use of unconventional imagery and props within the music video, the unique design of the vinyl record digipak, and the indie/rock and roll vibe of the social media page.

One form of representation in this project is the challenge of gender standards, as all band members are seen wearing red lipstick all through the video. This challenges the routine idea that makeup is only to be used by women, and promotes self-expression and individuality regardless of gender. This representation is especially significant to young people, who may be exploring their own identities and battling with societal expectations. The use of red lipstick throughout the video could also be seen as part of branding, speaking to the band's boldness, confidence, and refusal to comply with conventional gender norms. The band's choice to challenge gender norms by wearing red lipstick also engages with the audience by promoting inclusivity. This could resonate with struggling teenagers who may be battling with their own identities and truly figuring themselves out.

The components of the production, counting the choice of location, props, and outfits, all work together to create a sense of branding for Jaggn. The use of an abandoned parking lot and tires, and the saturated blue tarp backdrop within the video makes a grungy, defiant aesthetic. This aligns with the rock and roll genre of the band's music. The video's style and props, such as the red lipstick, rubber ducks, and chattering teeth, are unusual and peculiar, representing the band's personality as an alternative rock group. The video moreover shows a playful attitude, which is regularly associated with youth culture. The band's Instagram page is exceptionally representative of Jaggn's brand. It gives that same rock vibe given in the music video.

The way in which the music video engages with the audience is through its visual components, themes, and overall tone. The grungy, rebellious aesthetic of the video, combined with the playful and quirky elements, makes an engaging and memorable experience for watchers. The band's use of unconventional props adds an element of shock and interest, keeping the audience engaged and captivated. The video's unusual components convey a feeling of enjoyment and playfulness, making it appealing to a younger audience. This lightness is also visible in the design of the vinyl record digipak, which incorporates vibrant images that complement the video's look. The social media page also allows Jaggn's audience to engage with the band. The utilization of promoting a live show on instagram, makes it so audiences can feel like they are truly a part of the release of “Top This”. The page also highlights a day by day countdown for when the music video will come out to increase anticipation for fans. By promoting live concerts, countdowns, and behind-the-scenes content, the social media page interacts with its audience in a way that encourages inclusion and a feeling of unity. The usage of social media by the band as a promotional tool emphasizes the significance of technology in contemporary music marketing and its ability to reach a larger audience.

Research played a critical part in making the production of Jaggn's music video and the way it challenges conventions. I conducted research on other music videos, especially within the rock and roll genre, to assemble inspiration and ideas for my own video. The Red Hot Chili Peppers' "Can't Stop" music video is evidence of this research being that the “Top This” video is heavily inspired from that video. This can be seen specifically in the bright colors and complete absurdity that are present in both videos. The band's reference to the "Can't Stop" music video by the Red Hot Chili Peppers in the “Top This” video might also engage with fans of the Red Hot Chili Peppers and fans of similar rock groups, because it creates a sense of recognition and familiarity. This has the potential to also attract new listeners who are fans of other bands, and are interested in similar music and aesthetics. I also (as previously stated) conducted research on gender norms and societal expectations, particularly related to makeup and self-expression. This research shaped my decision to have the band wear red lipstick in the video, challenging conventional gender standards and promoting inclusivity and acceptance.

In conclusion, my multimedia project for Jaggn's new single “Top This” speaks to a social group that values inventiveness, individuality, and expression. The use of unusual props and scenes in the music video, the campy design of the vinyl record digipak, and the indie/rock and roll vibe of the social media page all work to form a sense of branding for the band and engage with the audience. "Top This" is an excellent example of how music can encourage self-expression, inclusiveness, and social awareness. The band's dedication to social responsibility and artistic expression is shown by the project's attention to detail, which ranges from the unorthodox props used in the music video to the funky design of the vinyl record packaging. Future bands can use this effort as a model for how to produce and promote music videos in the time ahead. It is my hope that upcoming bands challenge convention and rock out just as hard as Jaggn.