Evaluation Question 1

Transcript:

The music video that I have created uses conventions of a real media product as it is demonstrating to the audience the band's music. My video advertises the band and the song as it presents the song visually in order to emphasise the lyrics, which is what my video does. However the usual conventions of a rock video would mainly be performance based, with the band performing and having close ups of the instruments and the band members, mine does not. Instead I challenged these conventions by making my video simple, it does not feature any performance in it at all and does not show the band members. Also it does not have a particular narrative yet shows a performance of a different kind, as it relates more to the lyrics of the song than the image of the band, because usually rock music videos can be more style over substance. My video relates to the lyrics in a more metaphorical sense as the lyrics are about freedom and moving on from the past to a better healthier future, the video shows the model moving on as the water represents her washing away her past troubles and feeling good that she has moved on. The use of the slow motion and reverse effects make the video more interesting and emphasise the point the lyrics are making of her becoming free. Also the lyrics adopt a lot of naturally imagery, the video appears quite natural and organic as it is simple and shows the nature of the water and the model herself acting natural with natural movements, yet the reverse effects make the organic simple idea more unique and interesting for the audience to watch.

Furthermore the video links to Andrew Goodwin's Music video theory in many different ways. For example this video promotes the song by Illustrating, Amplifying and Disjuncture as the lyrics are illustrated by the visual and these emphasises the meaning, then this meaning is repeated and with the use of the reverse effect the viewer can see this meaning more. Secondly the video meets the technical aspects Goodwin's theory mentions, as the cuts and edits are in time and go to with the beat of the song. Also as the video is in black and white it makes the video more moody and again more simplistic in order to not to detract from the lyrics meanings. The video can also be linked to Goodwin and Laura Mulvey's theory of Voyeurism. This because the model in the video is being watched as if she does not know this because she makes no direct eye contact with the camera, also there are the occasional close ups of her lips, chest and neck, suggesting voyeurism.

Additionally my magazine advert and digipak all use typical conventions, such as the digipak has the album title on the front, features institutional information and has the song listing on the back of it, this is so the consumer knows what the album consists of. Furthermore my magazine advert contains familiarities to the audience and zeitgeists. For example the advert features reviews from well known magazines on it in order for the consumer to feel more familiar with it and trust it more so they therefore feel more inclined to buy the album. Also the advert features a QR code on it, which intrigues the consumer as they will want to find out what it will lead them too.  Moreover after researching into already existing digipak and adverts I was able to identify the key conventions of them so I could include them into my products. For example on the advert I included the front cover of the digipak and I added on the album information such as the release date, band website and Reviews. These were all common features that I noticed on the two adverts that I had annotated. Also when I was creating my digipak I made sure that the front image was striking in order to attract more buyers, I also wanted it to relate back to the album name therefore I decided to make it all symmetrical and I made it black and white in order for it to stay within my chosen house style.

Evaluation Question 2

Transcript:

The purpose of my music video was to appeal to the artists audience through a visual style in order for them to use this as a form of escapism and for the audience to identify with the artist through a visual medium. I believe that my music video does this well, as it advertises the artists song and appeals to the audience by presenting their song in a different way and using the video to emphasise the lyrics in order to connect with the audience. I believe that the video portrays the lyrics well and also advertises the band well, as although in the video the band is not present the audience are intrigued and become more interested in the band.  My video takes on natural themes linking to the lyrics as it is a simplistic idea and the video does not allow for any distractions, appealing to the audience and allowing them to escape their lives and connect with the band, also adding to this is that the video is easy to watch due to its simplistic nature. All these factors allowing the audience to be entertained gain enjoyment and to also feel as if their feelings and emotions are being enlightened by watching and listening to the video, this meaning that the artist has gained another supporter.

Furthermore I feel that my other tasks being the Digipak and Magazine Advert all achieve their purpose. The Digipak contains images that represent the album and the band as the images are bold and stand out meaning that they catch the eye of the consumer and interest them. My Digipak contains four sides; Front, Back and the two inside sections. I believe that this Digipak fits its purpose as it is informative to the audience as it features institutional information, gives track listings and includes the album name. As well as this I made sure that the 'Muse' Logo appears on the top left corner of the front as I found that this is a common trait to all of their album covers.

Much like my Digipak my magazine advert is fit for purpose as it is informative and appeals to the consumer as it is advertising the album. It does this by including the front of the album on it also having reviews and including information such as: 'Including Bliss, New Born and Feeling good' this advertises to the consumer songs that they may have heard and that feature on this album. Also the advert informs the consumer of the formats the album can be bought it such as: 'Vinyl, CD and Digital' this allows the album to appeal to a wider market. Additionally my magazine advert is clearly advertising the digipak as it stays within the clear house style of the black and white. As the magazine advert contains no colour and the digipak has no colour on it, as well as this they both use the same font, this is to emphasise that they are advertising the same product, also both of these products are presented in a simplistic and clear way, this emphasising the symmetrical theme running through out all of my products as the digipak is made up of symmetrical images and the magazine advert features this on it as well. Moreover this clear house style is present in my main product as the video has no colour but is all black and white, it also uses the symmetrical theme due to the use of the slow motion and reverse effects, the audience are able to see the footage twice yet the second time being played in reverse, this signifies the symmetry and the clear house style between all of my products, and also how they all serve their purpose well.

Evaluation Question 3

Evaluation Question 3 by

Transcript:

The audience that I decided to aim my media products as is mainly females in the social class B-C2 aging between 16-25. I identified that their interests involve attending festivals/gigs and listening to indie/alternative music. Knowing this I wanted to make a music video that was unusual and did not follow the norms for a music video, therefore I made something different and unique in order to appeal to this target audience. I feel that my audience would like this video as the model in it wears simple clothes and does not portray any particular personality or idiosyncrasies, this enabling my audience to identify with them as they fell like they could be that person because they can forget about themselves and relate to the lyrics of being free and feeling good.

After making the products it is important to gain audience feedback and to understand the consumers needs and wants, as if I do not appeal to them then the audience will dislike the products I made and then they will therefore not serve their purpose correctly. It is key that the audience is understood, signifying why the feedback of these products is important, because if there are nay issues with my product such as it does not appeal to my audience or it does not satisfy them I will need to change these, therefore taking this feedback and using it to help me create media products that are suitable.

To generate this feedback I made drafts of my digipak and magazine advert. For example I had created many different versions of my digipak front cover, I was unsure of which one was best therefore after asking my audience they advised me on which ones they preferred, this enabling me to create a digipak that now appeals to my audience, because if I did not do this, then my audience would not want to buy the digipak. Also once I believe I had finished my digipak front I asked some of my audience members if they would write feedback on the Photoshop document of my digipak, I also asked the same for my magazine advert. I received mostly positive comments about them both but one comment that I found useful on the digipak was to change the presentation of the album title, therefore it lead me onto changing the font to a smaller modest font in order to go better with the simplistic theme. After this I also felt that my digipak cover looked a lot better. Furthermore for my magazine advert the feedback that I received was to get rid of the Twitter and Facebook logos as these added colour to the advert which broke from the black and white house style of my products. Feedback like this enabled me to know what things my audience like and dislike as they told me, this helps me to appeal to them more.

Additionally after I had finished my music video and my other ancillary texts I interviewed two members of my audience, they are two females both of ages 18, they too gave back positive feedback, comments such as they liked the unusual idea as they had not seen this done before and that they liked the clear house style. This emphasising that due to the research of my audience I was able to understand them better enabling me to create products that appealed to them and that catered to their needs and wants of a music video. Overall signifying that I was able to learn what my audience wanted also how to gain this feedback and what types of things I should change in order to appeal to them more.

Evaluation Question 4

Transcript:

Throughout the planning, research, construction and evaluation stages I have used many different varieties of media technologies to assist me varying from computer programmes to websites.

Firstly during the research tasks that I have completed I used the internet to help to me to gather information. Such as in some tasks such as Research into existing music labels and tracking an artist throughout their career, Internet explorer helped me to use search engines such as Google and Bing in order for me to gather information, also I found that Wikipedia was a useful website as it helped to give information about research tasks like Music Channels. Then when I wanted to present this format on my blog I used different mediums such as Prezi and Scribd. I found that Prezi helped me to create a presentation that was interesting and that portrayed my findings clearly also Scribd is a website that enabled me to turn PowerPoint documents into an accessible material on my blog, by the use of embedding them into my blog.

Moreover PowerPoint assisted me in other ways than just for the use of Scribd documents but also acted as a platform for me to collect a variety of images for my main mood board and my audience mood board, I then used these collection of images to act as one image to use as these boards. Emphasising how PowerPoint enabled me to collect research and to help me make my research compatible with my blog.

Furthermore did not just use the computer programme PowerPoint for my research and planning tasks but it also assisted me with the construction stages. For example after using the Canon MG5350 to scan in the drawn drafts of my digipak and magazine advert, I uploaded them into PowerPoint and started to edit them from there. Such as using the Crop tool and inserting in text. This helped me to view my ideas better and more clearly enabling me to create my final products more successfully. Also I used PowerPoint to add in text into my storyboards to make it clearer and more helpful for when I was filming. Then after my storyboard was complete I used Windows Movie maker to help make the animatic. This consisted of importing the song and images into Windows Movie Maker then placing them into the correct order, then when it was finished to complete it I published it to the computer. By using Windows Movie Maker and creating the animatic it let me see my idea better and helped me when I started filming as I knew what kinds of shots and how many I needed.

I also used windows movie maker in tasks such as the audience feedback video and the evidence of my Raw Footage, I did a similar thing again just by importing the needed files into Movie Maker then editing everything into the correct place, then publishing it.

After completing my drafts and storyboards I needed to start filming and to take my photos. After conducting my research I used the Canon XM2 Camcorder and the Canon 550D. I used this particular camcorder as I had planned to use slow motion effects on my footage, I discovered that this camera would film the footage already in slow motion, this helped me to see what my footage looked like with the slow motion effect. Then for when I was taking photos for my digipak and magazine advert I used the Canon 550D, this was because I found that it took photos in good quality and had a sports setting on it this helped for when I was taking fast moving pictures such as the shots where my model is flicking her hair, this helped to capture a clear image.

As all my photos and footage had been collected, I started using Adobe Photoshop to edit the images and to construct my digipak and magazine advert. I used many tools such as the magnetic lasso tool in order to cut out images, also the crop tool and the exposure, brightness and levels adjusters in order to make my images black and white, I also used Photoshop to place the images into my digipak format with additional written information and other images such as the record label photo, signifying that this media technology enabled me to create these products easily and successfully.

In addition when moving on to constructing my music video I used Adobe After Effects and Adobe Premiere. I had never used after effects before so in order to learn how to use and what I needed to do in order to create the effects that I wanted I used YouTube to help me find tutorials on how to complete these specific skills. The tutorials showed me how to add in the rain effect which I learnt I had to use the Dissolve tool then adjust the length, size and frequency of it. It also helped me to turn the footage into black and white as well as manipulating the time of it by slowing it down and putting it into reverse. Then once this footage had been adjusted I started to construct my music video by using Premiere, this worked by me importing the needed files into it which included the two different files of my footage one which played in normal order the other which had the reverse effect and then the song. I used to cut tool to edit the footage and to put into the correct order, I also had to change to brightness of some of the footage as well as manipulating the speed again this was done by using the speed/duration tool and changing it from 100% to 25% in order for the footage to play at the appropriate speed. Once I was satisfied and though my product was finished I started to export it and render it this took a while but then once it was finished it enabled my video to play well and clearly.

Lastly when my video was finished in order for me to upload it into my blog I had to upload it to Vimeo first in order for it to play off of my blog, this took some time for it to finish uploading but then enabled me to view it successfully via my blog.

I then started to evaluate my main product and its ancillary texts by writing it in Microsoft Word and then presenting them in different ways such as through a Prezi, Scribd document a Windows Movie Maker video or through the use of issuu. I used issuu much like scribd however I created the PowerPoint document first saved it as a PDF then uploaded it to issuu, this enabling me to present my evaluation like an online magazine that was viewable on my blog.

Over I believe that I have used many different varieties of Media technologies, in many different ways in order to present my research, planning, construction and evolutions on my Blog which has helped me to view this work clearly without any issue because I have used another media technology, Blogger to help me do this. 

Final Music Video

Here is my final and complete music video to Muse - Feeling Good


Music Video from Kat Howley on Vimeo.

Final Magazine Advert

Final Digipak

Here is my final Digipak, presented on an issuu file.

 

 



Audience Feedback

Here I have asked my audience what they thought about my finished media products, I then put their narration to examples of what they mentioned to help me to identify what they did and didn't like.

Evidence of Editing 2

After editing my footage in Adobe After Effects, I started to edit it more in Adobe Premiere. In this programme I had my footage on a time line and I was cutting the footage and selecting clips, and then arranging them into an appropriate order.

 

This shows the beginning of the editing stage as the footage has not been cut.



This shows how the video is being edited, with the many different videos, which is where I would find and select what footage to use.

 

Evidence of Editing

As I have filmed my video I have just been working on the post production side of the video therefore here are a few screen shots of my footage being edited in Adobe After Effects, before I go and edit it in.

Here I have added in the rain effect and am know positioning it.

This image shows how I am manipulating the time in the footage, as this is how I made it slow motion and made it so that the footage would play in reverse.



In this Screen shot I am editing the colours of my footage. I have changed it to black and white and at the left of the screen I am changing the levels and intensity of the colours.







 

 

 

 

 

Editing Software

After filming my music video I am now in the post production stage, therefore with the footage that I have I need to edit it in order to make the finished video. Firstly as I want my video to be in black and white with slow motion and reverse effects on it, I need to use the Programme Adobe After Effects. This programme is easy to use and if I need any help then there are many tutorial videos on YouTube. After affects will enable me to create the music video I vision as I can use this programme to enhanced my video. After using After affects I will further edit my video in Adobe Premiere.

 
The affects that I used in after affects included making a rain effect, this I had to learn to do by watching YouTube tutorials. The way I found to create the rain was to use the dissolve tool and play around with it in order to get the correct consistency and length of rain. I then had to change the colour of my footage to black and white, but to make sure that it wasn’t too dark or too light I changed the levels and brightness.

Furthermore I used After Affects to manipulate the time of the video, this included making the video slow motion and playing the video in reverse. This too I learnt from YouTube Tutorials. It was easy to manipulate the time I just had to left click on the footage click on time and then change it from there.

Once I had edited my footage I started to edit the music video in Premiere. I did this by having two sets of footage, the footage in reverse and the footage in normal order, I then picked the edits I wanted to use an cut them down. As some of the speed of the edits were not slow enough I edited the speed by highlighting the footage, right clicking it and editing the speed/duration, most of the footage is at a 25% speed, where as others may vary depending on the type of clip. Then to edit the clips and shots I used the cut tool and placed the clips in the correct order.

Then to edit my photos and to create my magazine advert and digipak I used PhotoShop. I used this to edit the photos such as turning them into black and white, manipulating the levels and brightness and making the images symmetrical. I also used it to add in text such as the album title and album information.

All of the Programmes that I used were easy once I had learnt what I needed to do.

Raw Footage

This is most of the footage that I collected when filming. This short video includes the main parts of the footage I captured. I will edit it this to make my video, however this footage has already been shot in slow motion due to the camera I used, but I may want to slow this down even more when editing.

Health and Saftey

In order for the filming of my music video I had to check health and safety and therefore fill out this Risk Assessment form, so I could avoid and health and safety issues.

Actor Release Form

Before I started filming I made Sure that my actor had signed this form, as this is what happens in industry in order to avoid any difficulties or issues.

Pictures of Location and filming

These are some pictures of what the location looked like and some photos to show how the video was filmed. 

A week before filming my video I made checks that the mise-en-scene was correct, allowing me enough time to fix any issues. I found that this white cotton dust sheet was not correct as the white meant that the water could not be seen and it was absorbing all water.

To solve the problems I used this blue plastic sheeting, as the water came up clearer and it didn't absorb any water. Also with it being blue this is not a problem as when I change it the footage to greyscale it comes out grey.

Now on the day of the shoot, before filming I am giving my model, Georgia directions of what I want her to do. 

 

These are key images of when I was filming my video. They show the variety of shots that I wanted to capture and how the equioment was set up and what the location looked like.



Animatic

After making my story board I made this animatic to go with it, this will show my idea better as it presents the shots to the music. This will help me to know what my final product should look like.

Story Board

Before filming my music video I made a story board, as this will act as guidance for when I'm filming and editing as I will know what shots to use and where to use them.

Story Board by

Analysis of song Lyrics

After contacting the Muse for the use of 'Feeling Good' I decided that I would look at the song lyrics and analyse them, to understand their meaning. After doing this I feel that they relate to the concept of my video.

Contact with the band

As I am using the song 'Feeling Good' covered by Muse, I emailed the band in order to gain permission to use their song in my coursework, unfortunately I have not received an email back but I will still use this song. Here is the evidence of my email.

Equipment Choices

The camera that I have chosen to shoot with is the Canon XM2 Camcorder, I chose this camera because I felt that this was the best camera to use in order to capture the footage that I wanted. This is because this camera has a slow motion record setting on it, and I want my video to feature slow motion aspects therefore I will use this setting. I will also need a tripod for the camera to sit on as it is too heavy to hold whilst filming. Furthermore as I will be doing a photo shoot I will use the Canon 550D as this camera is easy to handle and is also of a good quality as it has 18 megapixels therefore being able to produce photos of a better quality.

Props List

Here is my props list, Before filming my music video I created a props list in order for me to know what things I will need to include in my video. I do not have many props due to the simplicity of my music video.

1.       Water

2.       Long Plastic sheeting

3.       Black heeled shoes

4.       Black Wet look leggings and black vest

 

Artist styling/costume planning

On this Prezi I have shown and explained the costume that will appear in my music video.

Final Magazine Advert

After evaluating my magazine advert draft I improved it, such as in my final draft I removed the Facebook and Twitter logo, I decided this as they added colour to the otherwise black and white advert which has been the house style throughout all of my products therefore I removed this and added the record labels logo instead.

Magazine Advert Draft

Here I have created my magazine advert, this is the first version that I have made, it will most likely be improved once I have gained feedback. I created it in photoshop and I used the front cover of my digipak as the main image in order to advertise the album. I also included common things such as reviews, release date and information about the album. As well as including social networking logos in order to appeal to the audience through another medium.