CCR

Working on this project was harder than I thought there were up and downs to it as well as moments that felt impossible.  This project challenged me as a director and media studies student, throughout everything I learned it felt as if there was more to add to it.

 The genre of Reggaeton is starting to grow among people at first it only was listened to in South American but now one can see people in the U.S. listening to this type of genre of music.  Before it was even listened in South America reggaeton was not a music genre widely known, people thought it was vulgar since it contains topics such as drugs, sex, and violence this genre challenges the way reggaeton music videos are commonly shot. This means setting and the mise-en-scene, most reggaeton music videos go over the top with setting and mise-en-scene.

The common things seen are a cool sports car, a huge crew, a specific setting, and different costume design throughout the video my music video does the opposite of all that. Originally the music video was supposed to have all the main items a reggaeton music video has, but the plan changed rather than having the elements that any reggaeton music video had I thought it would be good to switch things up and because it is on a budget having over the top items were not much of an option. So, what I changed was the focus on the setting and the artist. Rather than stay in one specific location for all the music video, we moved locations that were more isolated to bring focus to the artist and the setting only. Rather than have a huge crew we focused on the promotional part of the artist only.

The focus was to have the audience connect with the artist one on one rather than see all these people around him or have a setting that overpowers him. I wanted to create a connection between artist and audience in which it is only him being himself singing to his song, this did not seem easy at first, trying to find a way for the audience to engage with the artist as well as form a connection was hard. There is one thing that connected him to his audience and it was his music which was not only written in Spanish but also in English allowing both a Hispanic and English audience to listen to his music. The audience that is targeted is teens, creating a connection with this audience was done through social media. The post on the album's Instagram allows the audience to get an inside look at the artist's life and his process of album making. On Instagram I filmed an interview with Loiro, this gives the audience an inside look at his thought process on the album, and his single 305 the audience can engage and have a personal feel of what he wanted his album to represent. 

Loiro’s music shows how reggaeton is not only about drugs and violence but also about topics such as romance and things one likes. The music video along with the social media shows that Loiro is a free spirit artist who just wants to have fun making music, his songs and new album are all about things he loves and having fun with his crew making music. Trying to match a music video with the energy he gives up in his music was the challenging part, his music was about the affection of a girl and having feelings for her, at first I thought and planned a storyline for the music video but listening to the song and seeing that it was his first single coming out I chose to make it promotional, the single will be the opening to the album as a way to present it so the audience can look forward to more music just like it.

Loiro’s music might not show the problems in Latin America but it shows the good parts of the music coming from Latin America, the parts most people don’t see which is the strong topics such as love and singing about things people like. Reggaeton music is used a form for artist to express themselves which is what this album is about.  Which is also what his Instagram expresses him expressing his passion for music and becoming an artist.

Loiro’s brand was not very explanatory at the beginning with all his music, yet at the same time while listening to his album tracks and his single I’ve realized that the brand is about music that others can enjoy and have fun with, his form of reggaeton is not about drugs or violence but rather about some romantic songs and the fun of making the album. The setting is what shows his branding, the outside filming and the scenery is just him having fun filming around his surroundings and showing the fun he is having with his music. Creating the digipak was also a challenge trying to make it the same theme and idea of the album. Creating a brand of Loiro so his audience can look forward to his new album and have an idea of what its all about.

The music video also relies on old film editing, without giving out too much the album itself would feel like listening to a radio station I wanted to match that theme and make the music video somewhat like that. I used an old VHS filter for the intro of the music video and certain parts add to that old look, relaying on editing was a big part of my project, wanted to at least measure up to other reggaeton music videos.

this project has been a challenge but not impossible, I’ve was able to research about reggaeton and apply it to the project allowing the audience to connect with the artist and create a brand of himself as a reggaeton artist presenting his new album and music to look forward too.