All Evaluations

Evaluation Question Four

How did you use media technologies in the construction and research, planning and evaluation stages?

Research:

The purpose of my research was to present my findings. Some of the programs I had use to present my findings included Powerpoint, Prezi, Video, voki, word and YouTube to present my findings. It was important to use technology to present the information I had gathered so that large pieces of information did not seem intimidating to dissect in terms of using to help create my music video. Examples of this is the “Analysis of an Existing Director”, “Existing record labels” and “Analysis of an existing music video”.  I chose to use PowerPoint to present the “Analysis of an Existing Director” to break it up into catergoires like who the director has worked with, his iconography and the background to the director. I think it was effective as it reminded me how I would analyse my own work. I decided to use Prezi to effectively communicate my research in a way that it is clearly separated and did not look boring to read. For my “Analysis of an existing music video”, I decided to use InDesign because it breaks up my analysis of shot coherently. Overall using different programs to present my research in a variety of different formats helps give my research aesthetics.

Planning:

The purpose of my planning was to help plan my music video. Most of my planning consisted of images to iterate the direction for my music video. This consisted of mouldboards and sketches. It also consisted of me using Youtube to find covers of the song. This helped me visualise my target audience and how they would want a video to be constructed. This idea came to me in the way that they performed the song. Overall using image – based ways of setting out my planning helped explain my ideas in a way that I can deconstruct my visual ideas.

Construction:

The purpose of the construction stage was to construct my music video, my digi pak and my poster. Some of the programs that I had used to create my products were Adobe Premiere Pro, InDesign and Adobe Photoshop. They were a variety of different technologies that I used when making my products. One technology that I used to make my product was that I filmed was the Canon 550D. To get clearer footage, I changed the ISO balance to 100 on the camera to get clearer, defined footage. The white balance on the 550D canon captures the ratio of light and dark. This showed when I put the black and white filter on my footage and it did not give me true white and blacks. When I was constructing my music video, I used Adobe Premiere Pro CS6. This program is of a professional standard. One feature of the program is the Adjustment Layer, which gave the video a clearer defined aesthetic. Adobe InDesign is a program that I used for the creation of my digi Pak. It is an industry used program to create document. One feature that I used was using the lines that lined up everything. So nothing on the digi pak look disorientated.
Abobe Photoshop is a program where you can edit photos in terms of filters, scale and proportion and transparency for example. Adobe Photoshop CS6 is also a program used by the industry. I think that this was effective because it helped heighten the overall quality of the photos and make them look like they were professionally done. One example of where using Photoshop was making the photos on my digi pak transparent. I selected the filter and changed the percentage to 50%. I think I benefitted from using these programs as I feel that they are at a standard where they can compete with competitors in the real world.

Evaluation:

The purpose of using technology to present my evaluations was that it broke up large pieces of texts. Some of the technologies I used was Soundcloud, InDesign, Adobe Premier Pro CS6 and Prezi. I thought that using apps like Soundcloud is that I am now incorporating media that my audience would use. The reason why I used InDesign is because of the way it presented both images with text and presented in a document. Overall I benefitted from using technology to present my evaluations because it showed my confidence and progress in using the technologies.
Overall effectiveness:

Have they done their purpose?

I think that using a variety of technologies has helped me – especially in the construction phase – because I think that using industry programs has improved the overall quality and aesthetics of my product. Thus, making my products able to compete in the real world.

Evaluation Question Three

What have you learned from your audience feedback?

Planning and how it was affected by audience feedback.

My target audience is ABC1 reformers aged 15-30. I decided to aim my music video because this is the target audience of the indie / alternative genre. To define what constitutes as a reformer, it is the idea that this psychographic believe that they can ‘reform’ society into having the same beliefs as people in this category of people. Therefore when I was making my product, I was mindful of the fact that my media products will be perceptually criticised. It is important to receive audience feedback, as it is the people who will consume the media products that are giving feedback. There are two forms of audience feedback that I could have used. These two forms of audience feedback are qualitative data and quantitative data. Qualitative data is asking people for their opinion and using opinions to better your work. Qualitative data is much more personal than quantitative because the person being interviewed is asked for a commentary of the conventions of the media that they have consumed. Whereas, quantitative data is asking people in big groups of people and asking them simple questions such as “what type of clothes would you see subjects of the music videos to be wearing?” I think that quantitative is effective when you measuring success in terms of sales. Seeing as this genre is the ‘rebellion’ of popular music – a complete disregard of the Hypodermic Needle Theory, which suggests that the audience has no perceived opinion of the media product and that the media are able to manipulate the message of the product.

Why is feedback critical and how my media products would be different without them?

One advantage of having feedback is that the audience are able to pick out characteristics of the product that are not conventional/ do not work. This was most evident when I filmed my initial footage with my initial footage. One piece of qualitative data that I received was in the form of a question and answer session, where the person who watched the video has said that the attempt to go for an extremely alternative video does not look like it has been done effectively. It was overdone in terms of costume – that there should only be one distinctive piece of clothing rather than the combination of the cape, eye patch / head bow and bright red dress. One disadvantage of having feedback from people who will consume the media products is that it could have possibly turned into a question of preference rather than quality in the sense that it could manipulated into what they would want – regardless of how much it fits the conventions of the indie / alternative genre.

Types of interviews that I conducted:

One type of interview that I relied heavily on was the question-and-answer type. This consisted of me showing however much footage that I had done and asked them to provide a commentary of: what went well; what did not go well and what could be improved. I think this was effective as I was asking members of that particular demographic to detonate and connetate what they saw in the music video, in the same context that I had analysed the “Drumming Song” by Florence and the machine. Therefore allowing me to improve on the elements that were not so popular amongst the public. Having also other people watch and critic your work allows you to pick up on elements that were not successful that I would have not picked out. It is important to know that before the process of creating my music video and ancillary tasks, I had not had a sufficient knowledge on the conventions of the indie / alternative genre. Therefore relying on audience feedback to educate me on the codes and conventions of the indie / alternative genre. An example of where I had my knowledge on the genre expanded was that most conceptual music videos of this genre provide a platform for philosophical debates.

Did I go against my audience feedback and why?

Overall, it was imperative that I followed the feedback given because it was these very people that would consume the media products that I had created. Improving the products so that it was sufficient enough to compete in the real world. I think that in an era where people are not buying CD’s, many of the sales are physical – including more original sales. Reinforcing the idea that this genre is a rebellion against popular music. I also feel that my work is strong enough to compete the genre because recent times has seen a resurgence to the genre’s rock and roll roots. Where my direction is much more of a bohemian-esque view. Therefore differentiating myself from its competitors such as Jake Bugg’s Shangri-La and the Artic Monkey’s “AM” reinforcing the ideas previously explained.

Evaluation Question Two

How effective is the combination of your main task and your ancillary tasks?

The purpose of the production logs were quite simple. They were used to log what I had completed each week. Therefore serving a reflective purpose throughout the process of my coursework. It was the critical thread to me planning my media products. This is seen in my early footage when I decided to cast Gemma (my previous model) and attempted to create an 'artsy type' music video – a video similar to the nature of Florence Welch's – seen in videos such as "No light No Light", from her last album "Ceremonials" and "Cosmic Love". Where both videos are seen to be showcasing the unique talent that Florence and the machine has at incorporating inspirations such as Alice in Wonderland the biblical undertones, such as "light" being a simile for life. A theme that is somewhat concurrent in Florence's work. It was during the production logs that I was able to reflect on the quality of my footage and how successful it would be once I had collated and edited my footage into a music video. Having being able to reflect on this, I was unsure on how successful I was in being able to create a music video of that artistic nature. Therefore I was able to change the direction that my music video was going in. Therefore the production logs were crucial in being able to question how successful my music video was going to be and what I had to change in order for it to be successful amongst its target audience.

Have they served their purpose?

I think they have served their purpose in terms of me being able to reflect on whether my creations were successful or not. I also think that the purpose of the production logs showed the process it did to create my music video. I think that one benefit of being able to successfully log what you have completed shows progress in terms of being able to comment on the successes of what you have completed and how this will feed into your overall products.

How has my digi pak and poster linked in with the creation of my music video? How successful is it as a package?

Poster:

One aim for a digi pak and poster is that they should be linked to the music video. The demographic should be able to identify the iconography used in all three products. I feel that the iconography that I have designed is sufficiently concurrent throughout all three media products. I wanted to use natural settings – such as forest – as the backdrop in all three media products. I do think that I have presented in a slightly different way, yet I feel that I have not disrupted the overall house style of all three media products. In my poster, I feel that the picture presents a much darker persona of nature. It encapsulates the dark side of nature. Death is the after math of life. The way the branches peer into the focus of the picture acts as an intrusive reminder that death is 'looming over us'. I think this is effective because it follows the perception that other people who do not listen to indie / alternative music have of the genre. The genre could be misinterpreted as a dark, a rebellion against popular music. Whereas more often than not, it is a platform to host philosophical debates and educate their audience with unintimidating softer melodies. I think this sells the music video because it intrigues the audience into what the music video is going to look like. Creating intrigue, thus increasing the demand to see the video. Having a high number of views, creates a forum for discussion into what the symbol meant. One way of having success in this genre of music is creating a lot of discussion or 'buzz' amongst the target audience. This would be completely different to how popular artists would be deemed popular.

Music Video:

One aim for my music video is that it should be a flow and visual symbol for the two print products. I think that I have successfully translated both interpretations of my music video – from both my digi pak and my poster. It was important that the video captured both elements of life and death, in order for it to be a true reflection of nature. One way I have done this is the black and white shots that I have done and the out of focus shots that I have used in my music video. I have intended to use the out of focus shots to represent the light, utopia, fantasy representation of nature. The out of focus shots also highlight the bright natural lights that I used. The black and white shots were in focus and I used the black and white filter on Adobe Premiere Pro to contrast the previous representation of nature and present in a dark, dystopia, nightmare reality. I think the music video would be proved popular because it uses religious beliefs in an understated, symbolic manner

Digi Pak:

The digi pak in essence represented the other side of nature, life. When planning this, I was careful that I did not emphasise many of the ideas that I had done for my poster. I was also conscious that I should feature Monique (my model for my music video, who plays the protagonist in my music video). This positive approach is best shown through the images. I think this sells the music video because it showcases the wonder of nature and re iterates the cycle of life in a conceivable manner. It communicates the common fear that most people have, the fear of death.

Effectiveness:

It could be said that the combination of both my music video and my ancillary talks work as a package because I have been able to market the three as a package, yet because I have a given different each one its own persona. Managing to not change the house style completely, making them identifiable to my music video and the artist. Re iterating the uses and gratifications theory, the idea that the audience identify with a piece of media.

Evaluation Question One

In what ways does your media product use, develop or challenge forms and conventions of real media products?

Text:

In order to for a music video to achieve success it must follow the conventions or defy them in a way that they do not even resemble the features. For me, there were conflictions of different directions that the music video could have gone down. Ultimately, I tried to combine all these features to create my music video.

The song that I have chosen to do is by Florence and The Machine is called “What the Water Gave Me”. The theme of my music video is in a very natural place. The reason why I did this is because of the biblical undertones that the song has – this is one element of Goodwin’s music video theory; the relationship between lyrics and visuals. He said that in order for the music video to be a success, it has to visually depict the lyrics of the song. An example of where I tried to make a visual connection between the lyrics and the visuals would be the forest setting that I chose. It could be said that the religious belief is that nature is god’s stage. This is highlighted by the third shot of my music video, the strut of Monique walking through the forest. This idea of nature’s stage is again amplified by the second last shot of a mid-shot of Monique’s legs walking towards the camera.  As an artist, Florence Welch is very well known for incorporating nature into her artwork and her music videos. This is where I took inspiration from. I think this is was effective in terms of the music video because this video uses the codes and conventions of the alternative genre. One of the codes and conventions of the alternative genre is that the video is meant to make its audience think – for example Florence and The Machine’s video that I took inspiration from. This ties in with the uses and gratifications theory. People need to identify with a music video and more importantly the protagonist of the video – this is one element of the Uses and Gratifications Theory. They need to identify with the protagonist – they need to know that she is “the common girl”. That she has the same hopes and aspirations that they have. This is where I got the inspiration for Monique’s makeup. We chose to have simple makeup – blusher, foundation and a slight bit of mascara to highlight Monique’s natural features .In the close up shot that we first see, I aimed for simple makeup, so that the look was attainable by young teenage girls watching the music video.

When I was making my product, I was very conscious of whether I was conforming or challenging conventions of the indie / alternative genre. The conventions of the indie/ alternative is that typically the subject of the video would be a white protagonist. One of the feedback that I got after my initial PowerPoint is that I was adamant on using a white young female to capture the message of my music video. Although race is not a key player in music videos of this genre, I was sure that I needed someone to show that they conform to the expectations of the genre. What I had not considered is using a black young female to capture the song. Florence Welch is known for having a strong vocal ability. A strong vocal ability that is often associated with black females in particular. This strong voice is often heard in gospel music or popular R&B music today. Therefore it was suggested that when casting the protagonist that I narrow my choices. I still followed my decision to cast a white female to play the protagonist for my music video.

Another debate which was prevalent in the making of my products was the concept of voyeurism. The act of sexually revealing a woman’s body in the interest of a media product. There are two conflicting ways in which females are portrayed in the indie/ alternative genre. One way in which females are represented in this genre is the provocative, subject that highlights the masculinity of the leader of the band. The other representation of women in this genre is that they are quite earthy individuals, usually seen with flowers in their hair and free fitting clothing. This is the representation that I have chosen for Monique. I think that this representation also matched the way in which Florence Welch video. Often described as bohemian, Florence Welch is known for in cooperating this into her fashion as well as her performance. This once again highlighted the biblical undertones of the song.

I also think that the way that I constructed my music video follows the conventions of the indie/ alternative. Most videos will have a significantly large number of close ups in proportion to the rest of the shots. This makes the video feel more personal as the song is usually accompanied by softer and slower melodies. I thought that following this convention was imperative to the success of the music video. This is shown as the first shot of my music video was a close up of Monique looking plainly at the camera. I also think that the use of black and white shots follows the conventions of the indie / alternative genre. Mainly because this genre is based on emphasising the differences between popular music and this genre. I think the fact that there are aren’t true whites and blacks gives it more of indie feel.

 Overall, I feel that because success is not measured in monetary success but rather artistic vision and direction, I feel that it was imperative to stick the codes and conventions of the genre so that the video was not too challenging to its audience.

Final Digi Pak

Alternate Version

Final Poster