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In what ways does your media product use, develop or challenge forms and conventions of real media products?
Throughout the production of my media products for Sam, I have used, developed and challenged conventions of the genre using techniques from real media products. I have taken ideas and learnt from these music productions and put that into practice with my own production.
When producing the video for Sam, I used: - fast cuts and lots of close ups of Sam, isolation of him – helps the audience identify with the artist easily - the atmosphere of the song, clothing, lighting etc. - to develop the genre of the artist - quick cuts – keeps the energy of the song - freehand camera – to create movement easier
“ One Way Ticket” - it connotes the sense of a journey, I related it to Sam's journey through his career, this will appeal to the target audience as the title reflects the song and this is also used by other artists when they produced their videos.
The production can be used as identification or aspiration, with the audience identifying/wanting to have the freedom and energy just like Sam has. One of the video's that has helped me is
Dizzee Rascal – Holiday, because:
- It was an energetic video - Close-up's of the artist, featured in every shot. - Techniques creating pace and excitement. - Visually pleasing, want to watch it all the way through. - Recognizable to Dizzee Rascal, straight away.
I wanted to keep the same visual effects throughout the music video, Digipak and Music advert. I thought this would be a good idea too as it would introduce coherence into the production. The codes and conventions of this music video follows suit as it is aimed at a particular audience which then lets the audience identify the look of a video.
Familiarity is a key, music producers use familiarity as it offers a house brand and it is a safe way to creating success with a band. Audiences also also like familiarity as it make the band easily identifiable and eye catching.
In my production, I have used: - Bright Colours - Energetic theme - Close up's of the artist - Title of the artist (on all work)
All these features create a relationship with the customers, so they can easily recognize the artist.
I wanted to make the video seem familiar and ordinary to make the artist easily
identifiable with the target audience. To create this I used the following effects:
Styled the artist in a specific way - Live performance, freehand microphone shots and humour - Studio shoot, following rap genre - Clothed in casual clothes, with bright colours, in-keeping with target audience. - Fun and fresh feel - Use of lighting and camera - Sam playing up to the camera
During the production of the ancillary and film tasks, I wanted to use the conventions of
the Rap genre, which Sam taps into. So I followed artists such as Dizzee Rascal, Tinchy
Stryder, 50 Cent are similar to my artist in their terms of image and style of music, I have
used these artists for inspiration too.
How effective is the combination of your main product and ancillary texts?
I believe that my video production and ancillary texts work well together to create a house brand for Sam, after finishing the
video production, I think it is important that all the texts link so therefore, I decided on:
- Same techniques - Implementing same style - Rap genre - Bright colours, creating energy & playfulness - Use of lighting - Sam featured on everything - Same style and design - Same colour palette (stored on Photoshop) - Adjusting hue and saturation (keep colours - vibrant) - Same fonts and texts, some aren't so they didn't get lost - Same selection of photographs, all very colourful.
I think it is key to have everything working well together and
associating with each other too. I think that this part of my
coursework has worked really well and has complemented
the music video too. Overall, I believe that all my production
work links together well, using a variety of techniques to
make sure the brand of Sam, Arkaic is recognisable and
catches the eye of the target audience through the music
video, Digipak and Advert.
Digipak Front Digipak Back Photo's of Sam, I've taken
What have you learned from your audience feedback?
Survey Monkey - Questionnaire
I collected some of my audience research through questionnaires on survey monkey, which were filled in by various friends (none older than 25) which I had messaged over Facebook.
I then also had a focus group which consisted of 10 girls and 3 boys, I showed them my music video, “One Way Ticket” and my corresponding ancillary texts. All of the focus group was aged between 16 – 20, which is ideal as my target audience is of the same age group, this means I would receive relevant data that I could use to improve.
Survey Monkey Here are my results from the survey I completed on survey monkey, this survey shows that everyone liked my video and there were a few points that I could improve on.
What is the genre of the band?
I asked this question to the focus group and 12 out of 13 participants thought the genre was Rap, while one person thought it was Hip-Hop. This shows that I have targeted the correct audience as I wanted to tap into the Rap market at the start of the project.
Why would the focus group purchase Arkaic's Album?
I asked the focus group why
would they buy Arkaic's
album, out of the 13 people
involved, 9 people would buy
the album, 4 wouldn't as it isn't
their type of music. The graph
shows why people would buy
the album. I can see that my
Digipak design was the best
reason for buying Arkaic's
material, with liking the song
(26%) and liking the video
(22%) in second and third
Where would you expect Arkaic's products to be sold?
This question gave me some interesting
answers as 45% of the group thought that
Arkaic should be an internet sales only
artist. The means the artist would
advertise it's music through websites like
MySpace and iTunes, instead of shops
like HMV etc. I think the reason behind
this was because Rap isn't very
big in Norwich but online you can access
and publish yourself in places like London,
where the Rap scene is massive! However,
not everyone agreed with the majority, with a
third of the group thinking it would work with
mainstream shops and 22% say that it would
be suited to small independent shops.
When watching my music video, when did you get bored?
Here is a pie chart showing when my participants got bored of Arkaic's music video that I produced. As you can see, most people got bored of the video right at the very end when the light fades out (53%) with 31% of the focus group never getting bored. Only a few people got bored through the centre of the music video, I think it may have got tedious for the viewer as it was only featured in the studio. I can understand why people got bored towards the end, but the end has reflected the start of the video when the light was pulsating then. This shows that people liked my video but right at the very end people did get bored of the light fading out. If I were to do this project again I would change the end of the video, to keep it more interesting and maybe have more variety in location.
From my audience feedback, I have learnt that people liked my music video, the audience research shows that people only got majorly bored towards the end of the video. From my music survey that was posted on survey monkey, people thought I could improve location and narrative but the best thing about my music video is the camera work and editing which is what I spent most time on doing. Overall I think my music video has worked really well, however there are some points that can be improved.
How did you use media technologies in the construction and research, planning and evaluation stages?
I used the hugely popular social networking site to receive answers for audience research, I also used Facebook to communicate with the artist and update
him on what I was doing. Looking back, without Facebook I think it would have been hard to stay in touch with Sam and also I would have found it hard to
receive quality feedback and so quickly too.
This is a great source from the internet, web 2.0 as this as used to embed my own work, find new techniques and inspiration for the music video. I also used
YouTube to research more into Sam's commercial “”Rapping” background. You Tube was a great resource for all sorts of information.
Google is a fantastic source for finding out information, I used this a lot when searching for information
and looking at other artists work that has been published on the internet.
I used my mobile phone to communicate with the artist throughout the whole course, this was a great way of staying in
touch with Sam, using email, text and phone calls, on the move, 24/7. Without my phone I would have had to have a
computer at all times.
Planning and Presentation
Thanks to the wonders of the internet, sharing my work is now so much easier and can be accessed anywhere with an internet connection. Blogs such as mine can be used to showcase your work and this is reducing the gap between amateur and professional pieces of work. Furthermore, you can redraft work easily without starting again and it can be much more user friendly than an essay. You can cross different methods into each other. For the course, I have used a variety of methods including Microsoft Power point, Word, Essay with hyper links and Adobe Première Elements videos. Without the internet I wouldn't have been able to create my work, also with it being online I didn't have to worry above saving work and it not being lost on computers and so on. I think the use of the internet has been a great success to my whole course.
During the production phase, I used both professional and amateur software in this course.
I used blogger to publish my work, this kept it all organised and it was easily accessible to anyone,
anywhere in the world. This is the beauty of this social networking site.
Adobe Premiere was one of the key elements in the production part of the process, I used this to watch back all of my studio footage, and edit the footage to
create the final music video piece. Without Adobe Premier I wouldn't of been able to create my music video, it was the first time I had used it but I found it
easy to use. It also helped that I had a previous knowledge of Photoshop as the were some elements linked between the two.
This programme was used to create all my ancillary texts, with its range of tools and tricks it was
really useful and it allowed me to create exactly what I wanted to. Plus I had previous knowledge
of the programme so it was easy to use.
For my test footage and also final footage, I have used a High Definition camera, this gives the
full 1080p resolution which is ideal for putting the final video on TV, etc.
In the test footage, we did try some blue screen so that we could embed a different background onto it,
so it just wasn’t a plain studio, we tried this in the planning stages, but it just didn’t work!
Adobe Photoshop This advanced programme was used in the creation of my ancillary texts; Digipak and Magazine Advert.
Changing saturation and brightness.
Layering items on top of each other
Adding text and logo's
Used internet font
This programme is key to the completion of my ancillary texts
Adobe Première This advanced programme was used in the creation of my main production; Music Video
Changing saturation and brightness.
Cutting video clips
Syncing the video with the lyrics
Watching my video
Professional looking video
This programme is key to the completion of my music video.
Is there anything I’d do different?
If I was to re-do this course I would change a few things about my work:
- Have girls in the video, follows convention with other music videos.
- Use a location instead of just studio
- More communication with Sam
- Planned my time better, so its not a rush at the end.