Evaluation Question 1http://www.youtube.com/watch?v=MEHXtIpvuas&feature=youtu.be Evaluation Question 2 How effective is the combination of your main product and ancillary textsIn order to create a successful music video, digipak and magazineadvertisement a brand identity was needed in order to link the three productsand make them unique and recognisable. We made sure to make all theproducts is easily recognised as being connected through the use of elements/signifiers such as colour, design, lights and characters from the music video. Regarding the music video it was set in and around London’s Soho at night, knowing that there would be bright multi- coloured lights contrasting with darkpassageways. We decided to use this as a key component in our music video,symbolising the culture of the night life of London and its representation of aconcrete jungle.We also used the maincharacter of the music videoto help promote our brandimage by including him inmost scenes dressed inunique clothing style ofwearing all black and having ahood that covers most of hisface in order to symbolisedeath by having similar traits
to the image of the Grim reaper, for example thesimilarities in the hood and the all black clothing.Our music video also includes the brand image ofnight time settings connoting a more adultthemed music video and the feeling ofuncertainty. Something which he carried on inour Digipak with all of the photographs used areset at night and also with the magazine advertwhich also used a lot of dark colours.Another component of the music video whichmakes it unique and identifiable is the pool scenes, by incorporating the poolscenes a lot and as an integral part of the music video it becomes memorablefor the audience and makes our music video unique from other Dub step musicvideos.With the Digipak we decided to build on the brands that we developed in themusic video, such as incorporating the concrete jungle theme by using animage of a big grey building being lit up with a bright light with trees in the foreground, giving the connotation of a concrete jungle with the towering building having a link to trees that you would find in a normal jungle. We also included the image of the main character in the digipak to further promote him as the main focus of the music video, as a kind of mascot for the brand. Our Digipakfollows the forms and conventions of otherdigipaks with the use of a large photo of theartist on the front in order for it to make thedigipak easier to recognise and identify on
shelves and improve the star image of the artist something which was shownin the music video through the heavy use of the main character in the majorityof the scenes. We also followed the convention of having the same style andcolour throughout the whole digipak. The digipak was created based on avariety of different digipak designs such as ones by ‘TinieTempah’ and otherrap and grime artists’ digipaks. This shows through the use of the photo of theartist as well as centring of the text another form and convention we usedfrom analysing other digipaks such as the use of the parental advisory logo andincorporating aspects of the music video in the design by adding in an image ofa pool table as well an image of a street sign in SohoRegarding the magazine advert we included key branding elements that werepresent in both the music video and the digipak. A large image of the maincharacter was included in order to further promote the character of the musicvideo and make him become more memorable. The main character is seenpositioned on a street late at night which follows the theme we have of thenight life of a city.We followed the forms and conventions of magazine adverts, such as the useof a review given on the music video as well as the inclusion of where the digipak can be brought as these are important components that must be present in every magazine advert. However are digipak deviates from the norms and conventions of magazine adverts by using a photo that is different from the design on the digipak. I decided not to follow the normal convention on this in orderto make the magazine advert purposely differentfrom other magazine adverts to make it stand out.We did this to help establish our brand with aunique style for our magazine advert.
Q3. What have you learned from your audience feedback?From our initial audience research we found that our target audience would bepredominately male between the ages 15-20. We decided this would be ourtarget audience as the research into the Dub step and Grime music genreshowed that it was male dominated (60%) and our questionnaire confirmedthat Grime was the most popular music genre. By carrying out a questionnairewe learnt that our music video had to be narrative driven. However20% ofpeople also liked performance driven music videos so we decided on a fusionof the two. We also learnt that we could not use too many special effects aspeople do not like to see too much of this.We have learnt that we needed touse a song that had a fast upbeat tempo as that reflected the current musictaste for example Pitbull’s ‘International love’. From our questionnaire it wasalso learnt that a male artist would appeal more to our target audience andthat the race of the people involved in the music video was not an importantissue. We therefore incorporated both Black, Asian and White ethnicity.Our Questionnaires also taught us what to avoid when making a music video inorder to appeal to our target audience. We learnt that our target audience donot like it when the video is abstract or the story gets too in depth and hard tofollow. We also learntthat in order to attractthe target audience toour video would bebest placed onYouTube, as that iswhere the majority ofour target audiencewatches music videos.We also looked into rapand grime music videosto see if we could see any reoccurring elements that appear in the majority ofthem so that we could include them and create a successful music video.
So, all the aspects needed to be incorporated into are product. Firstly we decided on having the main character wear a hoodie, as we knew that hoodies are often related to youth and crime culture, an aspect, which relates to the song we used. We also used the convention of colours as we had the main characterdressed in black while the other character the antagonist is seen wearingwhite, which is a convention used in many other different medias and itportrays in a very simplistic way, a force of evil and good. We decided tosimplify connotation of objects, as that is what our target audience likes to seein music videos.Regarding the audience positioning we wanted the audience to put themselvesin the position of the main character as they follow him on a night out andcarry out some of the acts a lotof our target audience might.Such acts include excessivedrinking and drug taking andwe get to see the ramificationsof his actions. We also decidedto have the audiencepositioned from the maincharacters point of view as we get to see just how much of a mental impact ofkilling someone has on someone, something that is not really seen in othermusic videos making our unique.With the Mise-en-scene we tried tomake it as realistic as possible as ourtarget audience likes to see realismportrayed in music videos. So we used acombination of camera angle andpositioning to portray certain things andmake them look realistic. For example
for the scene where the main character flicks open a knife, we could not use a real knife as it would not be safe, so we used a flick out comb that had a metal back thatwe faced toward the camera so that all you could see is the glint of the metal.Another instance was the scene where the main character vomits; we usedvegetable soup mixed with flour in order to get the right consistency and look.Once my music video, digipak and magazine advert was completed I carriedout another questionnaire in order to get audience feedback and see how wellI succeeded in meeting our expectations. My questionnaire involved fifteenpeople all of whom were part of my target audience, and I asked them sixteenquestions each gathering both quantitative and qualitative data.From the questionnaire I found out that most of my target audience has thepreferred reading on my music video, where they were able to identify with the main character, and understand the emotions we are trying to portray for example when the main character feels remorsefor killing someone and could see that the video could fit the genre of musicand looked professional. The target audience was also able to follow the storyand knew what was happening.However we found that 48% of people believed that the characters were notportrayed well, for example some thought that the main character wasportraying young men as being extremely violent and having a short temper,while others felt that the main character was a bit reserved at times andshould have been acting more out of control. Some of our target audience alsosuggested changes that could improve the video such as including more drug
scenes, from this I learned that in order to improve the video I would have tomake it more explicit and have scenes that would shock the audience.Regarding the Digipak I found that most people would buy it as they felt itlooked professional and that its style represented the mood of the music videoand they said that this is beneficial for them because if they saw it in a shopthen the design would give them an idea of what to expect in the music video.On the other hand even though the majority of people said they would buy thedigipak, a large amount of people said they would not buy it as they felt thatlooked a bit cluttered and had too many themes going on all at once. The magazine advert was received generally well, our target audience felt that it was well constructed, for examplesomeone from the questionnaire felt that the photo of the main character wasdone well as it made him look sinister. However some people felt that theadvert looked a bit empty and that something was missing from it, but they didnot know what, so I looked more into my research and I improved mymagazine advert by including aspects to make it look more professional such asthe inclusion of a review from a famous magazine and a famous musician.Generally I believe that we produced some successful products. We made sureto have one main theme that was present in all our products and our targetaudience felt that are products matched the genre we were looking at. We alsomanaged to get 106 views of our video on YouTube and good reviews. I believethat our products would be promoted by a widespread record label for majorrelease as I found from my audience feedback that most people were willing topurchasing other Professor Green songs after viewing our music video. I also
feel as if it would be widely distributed based on the growth of popularity ofthe Dub step and Grime music genre it recent times and just how well areproduct were received with our target audience. Q4 How did you use new media technologies in the research, planning, construction and evaluation stages?In order to research the genre of Dub step I used websites such as Google andWikipedia in order to look up the history of the Genre and find any importantdetails to include in my music video and Digipak. I also used websites such asYouTube to analyse other music videos in my similar text analysis, YouTubewas helpful in that I could watch a variety of different music videos all in oneplace and for free rather than buying each individual music video in a shop.After completing my research into my target audience I used Microsoft Excel inorder to compile my data into easy to read graphs. This allowed my work to bebetter presented and easier for me to look back on for relevant information.For the Digipak and Magazine advert design I used search engines such asGoogle images in order to find an example of other Magazine adverts andDigipaks. I also used a search engine called ‘Tin eye’ which is a reverse imagesearch, it let me put in an image and then it would find where it came from; this was helpful in finding out more information into what I was searching for example when finding out what magazines the advert I was researching was published in so that I could findout the target audience of the advertisement.
During the planning stage I used a scanner for when I needed to input mysketches of the storyboard into the computer as well as the sketches I did ofwhat I wanted my magazine advert to look like.As the Director for my group I felt that it was my duty to learn how to use alltechnologies involving the shooting of the music video, editing and thecreation of the Digipak and Magazine advert in order to better explain what I wanted my group to produce. I studied the manual of the camera we used the Cannon compact HD cameras. I learnt to use many of its in camera functions such as controllingthe light settings and colour balance, which came in useful when we wereshooting night scenes. However we did encounter some problems with thefocusing of the camera, as the camera is has automatic focusing it had troublefocusing when we was in a dark place which was a lot as we have many nightscenes. However we resolved this buy shooting a lot of the night scenes undera street light or other bright source of light, which meant that the camera wasable to focus. I could of used the Cannon X2’s as they had an option thatallowed for a controlled focus however we chose not to use it as the Cannoncompact HD works better in the dark and we knew that the majority of ourscenes would be night scenes.I also carried out all of the editing, so I had to learn to use the editing softwareFinal Cut Pro. At first I found that some of the scenes did not flow togetherproperly so I learnt how to use transitions such as fades and dissolves. I alsolearnt how to juxtapose two shots in order to create the effect that someonehas disappeared in mid-air.When I had to create the Magazine advert for my music video I used a CannonEO1000D DLSR in order to take the photographs that would make up myadvert. When taking the photos I also used both tungsten light as well asnatural light. In order to construct the magazine advert completely I used the
software Adobe Photoshop CS5. I already had past experience with AdobePhotoshop CS5 so I did not have too much difficulty in creating the Magazineadvert, however I did learn some new techniques such as changing theblending options in order to make the photographs blend into each otherrather than overlap.I also learnt some crucial Blogger techniques such as how to change thebackground and design of my blog, in order for it to match the theme of mymusic video. Also I learnt how to upload videos to blogger which saved metime, rather than having to upload it to YouTube.