1). In what ways does your media product use, develop or challenge forms andconventions of real media products? The song chosen for our music video was „Move it 2 the drum‟ by DJ Chuckie featuring Hardwell. This is of the techno dance sub-music genre. After analysing various music videos of the dance genre we noticed a correlation between the genre and a narrative format of having a mixture of performance and an abstract basedvideo. This has been repeatedly done for the majority of dancevideos. An example of this particular convention is shown in themusic video „Flashback‟ performed by Calvin Harris; it confirmsthe typical format of having the artist perform the song in differentscenes with abstract elements. We chose to challenge the typicalformat instead of following it. We developed and played with theconcept of creating a narrative driven music video as opposed tothe conventional performance and abstract based videos, as wefound it would give us more opportunity for creativity.Another aspect of the form and structure of the video which we deliberately constructed wasthe idea of a multi-stranded concept. We found that the bulk of dance videos had a singlestranded concept which we found interesting, because it created a sense of simplicity to anupbeat busy tempo. However, we decided to develop the idea of having a multi-strandedconcept, which was still simple and relatable to our target audience of the age 14+. We didthis by using more than one character to play a crucial part in the video. Additionally, we also played with a non-linear structure by using the idea of a dream sequence, flashing forward into this imaginary world created by the main character of our video “Jignesh”. We chose to do this as we learnt many other music videos that went against the typical conventions of their genre are what gained viewers and made the video a success. It also created the concept of branding and gave a unique stamp, which differentiated the artist from the rest; an example of this is Madonna‟s video “Justify my love” known for itscontroversial sexually explicit scenario. A more current example of a mainstream artist whois not a follower of the crowd is Lady Gaga. Their un-abidance to the conventions cultivatedtheir fascinating and creative public personas and is a main component of their globalsuccess.The style incorporated into dance music videos varies; typically each music video has adifferent core emotional representation. Therefore there is no outlined convention as to thepresentation of any sub-music genre. Our music video integrates the loud upbeat pace witha humorous effect. This is done by using three stereotypical characters – „Sexy girl,Bucktooth geek and Transvestite‟ – to be part of “Jignesh‟s” dream of becoming a DJ andgetting the girls. Each character worsens the scenario, stimulating a comic effect.
When looking at camera shots, a main convention which stands out is the use of simple longshots and extreme/close-ups. This is because they are constantly used as a method ofconveying emotion to the intended audience and because songs are made up of emotionand meaning, therefore this seemed to hold great importance for flourishing videos. This isthe main reason why we included a variety of close-ups of the characters to portray theiremotions and reactions. For example “Jignesh” had a variety of close-up shots to emphasishis reaction to each character and scenario as it increasinglyworsened. This creates a dramatic effect and adds to the mainobjective of humour. However, I found that there was notenough close-up‟s to stress the portrayal of the dreamsequence. Therefore, if I was to film again I would make surethat this was included. Another typical convention is a close-upof the artist‟s face for promotional reasons and their lips toestablish them lip-synching. We did not follow this conventionbecause the song “Move it 2 the drum” does not have manylyrics therefore it didn‟t seem like a priority for our production. Similarly to the objective of close-ups, camera movements are used, for example pans and dolly tracks. These are used in typical dance music videos to mimic the artist‟s movements for dramatic effect. In our first take of filming we did a number of dolly shots, however this did not seem to positively affect the making of our video and so we decided to deviate from this conception. Furthermore, since we didn‟t follow the typical format of a performance based video we found it incoherent to include these.Most of dance music videos are set in a nightclub or lively location, and we followed this byshooting our video in a nightclub. This is because the atmosphere was similar to that of thebeat of the song. This tied into lighting as naturallynightclubs consist of colourful artificial lighting toenhance the mood, creating a bright and upbeat feel,which is an „ageless‟ convention. This is shown in avariety of music videos such as, Cheryl Cole‟s video of“Fight for this love” which uses the lighting to show herflawless complexion and create a more dimensionalvideo. Props are another main element as it reflects the music genre and style of the artist, For example, Lady Gaga has specific clothing to show off her fashion, this is evident in any of her music videos such as „Telephone‟ or „Poker face‟ . This is an essential convention especially for our production as our objective was to create a comic effect and so props were essential, for example we used buck teeth for the “Bucktooth geek” and a wig and moustache for the “Transvestite”.
When it came to the editing process jump cuts were the most commonly used in real mediamusic videos therefore we continued with this form. The purpose is to jump from the sceneof the empty club to “Jignesh” to the dream sequence and vice-versa. We also used avariety of reaction shots to express the relationship between “Jignesh” and the threecharacters. In real media music videos the pace of the editing is always in synch with thebeat of the track and this was no different for our production.We also included diegetic sound at the beginning of the track this is similar to films using ashort acting scene to establish and set the scene. This is a form and convention in somemusic videos; however it is dependent on the music producer and is not always a priority.With reference to intertextuality we were influenced by thecolour represented in Kylie Minogue‟s music video “Inyour eyes” as it creates a „feel good‟ atmosphere which isan element we wanted to represent, but showcased it in amore modernised way. We also were influenced by thefilm “Saturday Night Fever” with John Travolta – a care-free character who danced on the weekends to help him temporarily forget the reality of his life – which has the same concept of our music video. This was effective as it gave us ideas for our music video because “Tony” John Travolta‟s character is occupied with thoughts of his dream to be a dancer and once he succeeds and gets a girl he seems to dump her when another one comes around. This is the same idea as our music video which is why we had more than one female character to play “Jignesh‟s” counterpart. Therefore, these media references were useful. In conclusion, dance music video‟s have a variety of forms and conventions that need to be considered. However, not copying all of them created a more imaginative and original final product. Overall, this seems to be more effective as it builds the artist as an image setter rather than an image taker, which is what sells in today‟s music industry.2). How effective is the combination of your main product and ancillary texts?The combination of our main video product and ancillary textswork well together. We managed to adopt a style throughout itand develop some key elements of branding. When designingthe print work which consists of the digipak front and back.The inside leaflet to accompany it and an advertisement whichaims to sell the product. I wanted to convey the eventful and busy aspect of our music video without making it look cheap and overcomplicated. Therefore, the background incorporated is colourful and bright, this has been kept similar throughout the print work to create the continuous theme over. It also helps make our product noticeable
and stand out from the rest; this is a form of branding as it creates an overall theme for our audience to retain and keep in memory. When researching various artists ancillary products I was able to gain a better perspective on what is striking and visually psychologically memorable. When looking at certain artist‟s advertisements and album covers I noticed that differentiation was a main element to consider. Many mainstream artists had creative and unique ideas and visual effects which identified the artist and created a focus over all their products. An example of this is Lady Gaga, Nicki Minaj and Katy Perry. In addition I realised that they kept links with their music videos, which created an identity and image people can remember which is whatmade the combination effective.Furthermore, for our music video we tried to adopt these elements keeping the same background which related to the busy a lively mood of our video and it reflected the colourful characteristic of our video‟s setting and location of a nightclub. It reflects the use of artificial lighting and the concept of the different stereotype characters and each piece shows the different character, but keeping the main focus on the main character tocommunicate with our audience that he is the artist in all respects. By doing this we wereable to interlink our video and ancillary texts effectively as they complimented each other. Bykeeping the mise-en-scene elements the same for example the mop and bucket (back coverof the digipak), it continues the theme of dreaming and the sad emotion painted on this faceportrays his dislike for the job he currently has as a cleaner of a club when he actuallyaspires to DJ as shown on our front cover of the digipak.Our digipak follows established forms and conventions such as keeping once imagethroughout the production to avoid confusion. By incorporating a track list, name of the mainsong and artist name to display a brand identity that we want the product to have. It createsa name which our audience can look out for and become familiarised with, providing a communication link for the artist and audience. A main inspiration when considering the different possibilities for our ancillary products was Nicki Minaj and Mika because of their colourful and unique yet done in a simplistic manner without overcrowding the page is what stands out for me. It easily catches your eye and draws you in making you want to watch the video and see what it is all about. In my opinion the advert and digipak gives the audience a sneak-peak on what to expect in the video.Therefore, by making the supporting print work appealing it entices the audience to want togo away and watch the video.We tried to keep the magazine advertisement closely linked to the digipak cover and video,because we wanted to achieve an effective branding method and a consistent theme ofdreams. However, we did not want to make this too complicated, but wanted it to provide theaudience with all the information needed to purchase the video. It had to persuade anddepict the nature of the video. By following similar forms and conventions as the digipak butalso keep the significance between all texts and video in order to create a form of brandidentity. Therefore our overall advertisement contains vital characteristics which make the
whole final product and ancillary texts interlinked as easilyrecognisable.The software programme Photoshop allowed us to creativelyalter and play around with the images from our video to find thebest most eye-catching way to portray the characters. I foundthe colour alteration tool a huge aid for me as it was simple touse and allowed me to alter the atmosphere and insightful abilityto portray the feeling for wanting the impossible, having highaspirations and dreaming large. However from using PhotoshopI realised not all photos needed work on as some of themworked better with no interference in the brightness andsaturation. In conclusion, I am pleased with our overall digipak, advertisement and inside leaflet which gives a bit more knowledge on the characters and lyrics. It keeps that main themes the same throughout to ensure a branding image in created. As well as easily pointing out that they all are combined for the video, I think that by keeping the same background it easily recognises that they go with our video and also gives the video an identity and image that people can remember. Various links between our video and our ancillary work through the incorporation of screenshots allow a successful and effective combination.3). What have you learned from your audience feedback?Our target audience would be between the ages of 14and 40 years old. This is because the target audiencewe did showed that the audience that are mostlyinterested in dance music videos where between theage given above (14-40+) and most of them enjoyed thetype of music, giving the following examples of KatyPerry “California Girl” and Lady Gaga “Telephone”. Bothof which these artists have unique branding images anda well-known global star image created through theiroriginality. Therefore in order to captivate our targetedaudience we learnt it was essential to create our ownstyle and not stick to the typical forms and conventionsof our music genre of techno dance.Our target audience revealed that their favourite music sub genres were R‟n‟B followedshortly by pop and then indie. This told us that our decision making we need to carefullyconsider using R‟n‟B or pop since it is the most appealing to our target audience. However,as none of us had a passion for these genres we found that it would not be successful
without having that extra advantage of knowing the genre back to front. Therefore, wedecided to go with the dance genre which was the 4th most popular and based on the factthat the answer is purely opinion based; different people would have different preferredgenres.Most people enjoyed narrative videos as opposed to performance or a concept-basedformat. Even though the typical conventions of the dance music genre shows thatperformance based structures are the common and effective choice, we decided to breakthis convention. We used a narrative based video template to create a script which tells the story of one person using a multi-stranded element by having more than one main character as it depicted the main character desperate attempt to live in the make-believe fantasy world he moulded, merely because it was more interesting than real life. Even though his dream kept becoming worse it was still better than being a cleaner. This was risky and according to our audience who rated our video no lower than 8, it seemed to have paid off. Our main stylist inspiration was Lady Gaga‟s unique image andthe film “Saturday Night Fever”, we looked attypical dance genre artists such as CalvinHarris and David Guetta. However, wedecided to incorporate a few styles into our musicvideo and break a few conventions such as LadyGaga does and may other artists likeMadonna. From looking at the audiencefeedback we learnt that the intendedaudience enjoyed our overall music video andhad a main interest in its originality and thehumour portrayed which was our main objective, to create that „feel good‟ atmosphere. Wehave learnt that our use of actor, location and costumes were the most successful parts ofour music video. This was great to learn in our audience feedback as we had faced the immensity of complications with finding actors and a suitable location with the correct lighting. Our results imply that through the actors props achieved the objective to make people laugh and that the stereotypical nature of our characters shone through. An element identified through our research was the realistic and relate-ability of our main character “Jignesh”, as he didn‟t enjoy his current employment status and only wished to be a DJ often lost in the surreal world of his imagination. Especially due to the current situation of the economybeing in a recession and having to take any job to be able to provide and survive our resultsshowed that the majority of our audience could relate to “Jignesh”. Moreover, because ouraudience liked the typical location of a nightclub we used “Mansion” club which showed to beone of the highest successes since our video as it emphasised the „feel good‟ feeling due tothe brightness and colourful elements, never leaving the audience to get bored. From this wefeel that we have therefore managed to achieve the realistic and significant feel we planned.Our audience also emphasised the importance of having supporting print work tocompliment our video and play on its best elements in order to sell the product as awhole. Therefore our final adverts and digipak designs followed the same colourfulcomponent as was portrayed in our video with the artificial lighting typical of a
nightclub. This was shown to be a success as ouraudience feedback results told us that the posterssimplicity emphasised the effortless nature ofdreaming. We also found that the audience thoughtthe digipak had embedded links to the final video asthe front expanded on the idea of the dreamsequence while the back did the same just followingthe realistic approach of the sequence. Our intendedaudience said they liked this aspect as it portrayedhis split persona‟s effectively making them interested inwatching and later on if it was sold to go ahead andpurchase the music video. Therefore we see this as a success.Furthermore, through audience feedback we did not just want to receive opinions onthe good elements of our video and print work but also on the things that we couldlearn from improve on if we had the chance to re-produce our music video. Thereforewe asked the audience plainly “If you could change this music video how would youmake it better?” From this question I have learnt that the audience thought we couldhave added more close-up‟s of “Jignesh” dreaming and dancing with the mop toemphasise the dream sequence further. This is something we realised ourselves after having finished the filming and editing and the audience noticed the same drawback and thought it could be improved therefore we could have thought more about how we were actually going to produce this shot. In the future, If we had the chance to do this again I would rethink this process in more depth and make sure to take a variety of close-up‟s and backup shots to overcome this weakness.In respect to the print work our audience feedback we understood that it would bebetter to increase the accessibility of the video and state information on the advert thatwould not have the audience required to search for. Therefore it would create agreater sales result as the audience are provided with all the information they need tomake the process of purchasing the music video simple and flawless. However,people did like the use of our text and how we used the cut out technique ofPhotoshop to create a distinctive facet to the text and product overall. It is also shownthat the audience liked the idea of having one style of text and background throughoutthe print products to create a sense of branding and an image for people toremember.Our audience feedback suggested that people would go and purchase the musicvideo if it were possible. However, they think it would be suited to a smallerindependent label. This is what we were targeting because we didn‟t have all thetechnological feature a major record label would. This is shown by question as towhether or not they would purchase the video and what they thought of the overallproduct. Out of the 20 people interviewed for the audience feedback we saw 18 out of20 of them would purchase the music video. This shows to be a success as it isalmost all of our feedback. However, if we were to do this again I would makeup toask more people in order to create a more accurate and realistic estimate andfeedback on what a wider range of our audience thought.
The audience feedback suggested our unique selling point isthe realism of the situation as everyone can relate to havingdreams and aspiring to be someone else or having anaspiration objective they hope to achieve. Therefore ouraudience seems to think that even people who do notnecessarily enjoy the dance music sub-genre would find someinterest in our music video and overall final product. Ouraudience also agrees that they would buy spin-off merchandise because their appeal to the video overwhelmingly matches their goals in a sense. Therefore 14 out of 20 would be willing to purchase coherent merchandise. However, the remaining 6 who wouldn‟t 4 of them said it was down to the fact they do not support the idea of purchasing these goods as it is solely a “waste of money” because trends change and they would never wear the product more than once or twice. Whilst 2 said they just wouldn‟t purchase the merchandise if it was to be sold. From this feedback it is suggestive that there is a lucrative possibility to provide spin-off merchandise, as it was appealing to over half of the audience feedback we received.Overall, from our audience feedback I can conclude that the video was a success,having the essential ingredient of being a must-see-again-video due to 13 out of 20wanting to purchase the album and 5 out of 20 wanting to download the track. Inconclusion, I feel it successfully suggested by our target audience that we met theOCR brief to create a music video and print work that typically would go with it, suchas a advertisement, a digipak back and front cover and the inside leaflet. Therefore Ifeel content with our overall product and believe it could certainly become viral.(http://ia601205.us.archive.org/35/items/AudienceFeedback123/Memo2.m4a )4). How did you use new media technologies in the research, planning,construction and evaluation stages?For the research and planning stage I had to use everydaytechnologies such as the internet, particularly search enginessuch as “Google” (www.google.co.uk) in order to conductsecondary research. A main limitation of this was having tomake sure the source was reliable and relevant to the sub-music genre of techno dance. An example of a websitewhich is not reliable is “Wikipedia”, this is because anyonecan create a page and therefore they may not enterinformation which is necessarily accurate. I overcame thislimitation by using trustworthy websites such as the artist,“DJ Chuckie‟s” actual website (www.djchuckie.com). I alsoused “Google Images” to search for various digipak coversand music album adverts to aid my print research and finalprint product works. In particular looking at the layouts andcreating various collages using “Microsoft PowerPoint and Word”. These everydaytechnology programmes also assisted me whilst creating graphs to see the patterns ofconsumer wants and expectations. This helped give a better idea on what else to research
on.In specific when researching music videos and the dance genre I used “YouTube”(www.youtube.com) to analyse particular music video such as for my similar textual analysisI analysed “Without you” by Usher and David Guetta. As well as this it was a good website to watch other music videos and films to get ideas from such as “Saturday Night Fever”. “YouTube” was also the method to share our final product with our audience. A various number of social networking sites were used to assist us, for example I used “Twitter” (www.twitter.com) to gain some perspective on what the public wants and expectations are of a dance music video.Another site used was “Face book” (www.facebook.com), this helped us as we were able toset up a post to directly communicate with “DJ Chuckie‟s” current fans and get their outlookon what would be expected and what they imagine when they hear his song “Move it 2 thedrum”. The use of technology aided our decision making, helping us meet the criteria inorder to get a positive reception from our target audience.In addition, “Hotmail” (www.hotmail.co.uk) was another main website used as it helped us asa group work more efficiently and keep up to date in order to ensure we were organised.This also helped open communication skills which developed our team working skills,making it simpler to meet our goals.
The camera we used was the Canon XM2 digital lenses. We were confident with thecamera after having used it for our foundation portfolio in AS. However we also hadthe chance to use a digital HD camera. We learnt and mastered how to use both bydoing our first shoot with the digital HD and second with the XM2lenses. In the second shoot we also used a dolly suitcase whichmade it easier to do track shots making them more fluid andcontinuous. However, once we were in the editing suite and roughlyplaced our shots on the timeline, we found most of the shotsunusable.During this second shoot, we faced the bulk of our difficulties, as thesound from the camera has disappeared which made us unable touse the footage as there was no way of getting the sound backcausing us to a third shoot. From this we learnt to constantly keepchecking our shots after shooting them to make sure that this didn‟toccur again. We also were inhibited by the lack of turn-ups for ourcharacters. This was a major difficulty as we found itdifficult to find actors and actresses that weretrustworthy and able to attend. We overcame this in our following shoot by making sure we had a solid main character actor and ended up acting ourselves in the video. This Grims Dyke showed to be a success. We also realised a main problem was our shooting times and when the location was available for our use, as we had to keep getting the actorout and this was quite impossible to do during the week days asthey had school. This was overcome by doing constantshootings over the weekends.For our third and final shoot we decided to use the Canon XM2.This was because it aided us when doing a blur to focus shot ascan manually change the exposure and focus capabilities.
Also from our previous shoots we came upon a few lighting problems, because bothlocations we used “Grims Dyke Hotel” and “The Masters Bar” did not have theappropriate artificial lighting to establish the location as a nightclub, we found that thiswas not a constraint we could overcome by buying disco lighting. Therefore, for ourthird shoot we decided to change our location. This solution turned out to bebeneficial as our new location was in South end-on-sea at the nightclub “Mansion”.Our new location had all the appropriate facilities which eliminated all our previouslighting constraints and helped us achieve the nightclub atmosphere we required forour music video.When editing we used Apple‟s Final Cut Pro software which enabled us to add alldifferent effects to enhance our sequence and create a better final product. Weintegrated the dream sequence by using a ripple transition to connote that this was notreal life. We also used black and white to show what reality was and colour to showthe vibrant imagination dreams contain. We also had a small film like clip at thebeginning which allowed us to set the scene. However, because we couldn‟t use theboom microphone at such short notice, we used the audio mix tool on Final Cut Pro toenhance the actor‟s voices making it more audible. However, we had to make sure it wasn‟t over powering and didn‟t because distortional. In future we would have to consider using an external microphone such as a fish pole or boom microphone pole in order to emphasise the actor‟s voices and make it more perceptible. We used a variety of cross dissolve transitions to create a smooth transaction to the different close-up and long-shots. As well as when itcame to the opening titles, “By DJ Chuckie...featuring Hardwell”,we used fade in and out to create a smooth movement fromeach shot to the other. For each title we tried out many differentfonts and sizes to see which would be the best for our musicvideo. From this we learnt that the fade in and outs and crossdissolve transitions create a more clean, neat, professional lookwhich makes all the difference for the final product. As part of this the new technologies I had to use Photoshop software to create the final print work products whilst still having input over the other areas, my particular focus was the back cover of the digipak. Here I demonstrated new skills in my ability to use Adobe Photoshop as I was a Photoshop newbie. I learnt a range of techniques using the many tools Photoshop consists of, for example I learnt about the noise and distortion levels and how to change them to create a realistic water reflection. I used this tool to make “Jignesh” - the main character - mop the floor whist looking his reflection in a puddle. Additionally, I used the brushes tool which allowed me to be creative as it removed the time lag of havingto use the line and pencil tools to draw the image desired. Using Photoshop diversified myknowledge and ability to use CAD software which will come in use in the future. While I wasgenerally satisfied with my final print production, I was a little disappointed that I couldn‟tcreate my own brushes due to the time issue.
Furthermore, I developed my blogging skills from using the website “Blogger” (www.blogger.com) as I learnt how to interrelate links and other websites such as slide-share into the blog. I learnt these skills byresearching and watching various tutorials and then putting the knowledge into action.Whilst blogging I learnt how to customise posts by adding borders and elements whichmake gave us a similar atmosphere to our video, showcasing the idea of a DJ anddecks. Nevertheless, we stuck to one style throughout the blog to make it look asprofessional as possible. We then learnt how to link YouTube videos and add pictures,changing the layouts and sizes to the blog as well as links to make references to othermusic videos or archive websites for our audio interviews. This helped people seewhere our inspiration came from and it made it possible to link our final music videoproduction of “Move it 2 the drum” for people to see. In addition, it created a moreappealing and attractive atmosphere to encourage people to want to read it and knowmore.Overall this was an overwhelming experience yet we learnt that working in the musicindustry would be a lot of hard work and isn‟t as easy as it seems. We realised that itwas no different from working in the film industry after comparing our AS Thrillerproduction and our A2 music video production. However by the end of the shooting wehad captured some good, strong shots due to all the skills learnt from having to re-shoot and editing three times. We learnt from all our constraints throughout theproduction process.