A2 Media studies evaluation Music promotional package Ruth Heffernan
How did you use new media technologies in theconstruction and research, planning and evaluation stages?Apple MacsThroughout our whole project we used the Apple Macs. We chose to usethese, as they not only have a lot more programmes on but they allow usto use software that can’t be used on a normal Microsoft computer.The program that we mainly used was called iMovie. This allowed us toupload of our videos directly from our camera straight onto the computer.Once our footage had been uploaded, we were able to edit and cut ourclips to help us to develop a music video.
iMovie allowed us to change the colouring of clips for e.g. we chose of musicvideo to be in black and white which was achievable on this program, by eitherreducing the saturation to 0% or pressing the black and white button under clipadjustments. We were also able to get rid of the sound on our clips as thissound wasn’t at the same tempo as our song. To do this we hovered over theclip we wanted to edit, and then clicked the blue arrow that appeared andclicked on video adjustments. We were then able to reduce the sound to 0%and put the ducking up to 17%. We chose 17% as this meant that oursoundtrack wasn’t too loud but at the same time it wasn’t too quiet.
For our music video, we decided during our planning that we wanted to havea split screen within our video. For this to be successful we need the use ofthe programme Final cut express. This software allowed to import our clipsfrom iMovie. However to do this we had to first save them as a new projectand export them from iMovie to allow them to be exported and then importedonto final cut express. From the image below your can see that import isunder file and this is also an example of what final cut express looks like.
Below is an example of where the imported clips can be placed and orderedinto a sequence.The screen below is where we could see the changes that we had made.This is the screen that allowed us to see our split screen in action. Thisscreen is one if two and was shown on the right of our screen.
This is the second screen, where we were able to make the alterations toour clip for e.g. changing the length. We were able to see our clip playinghere but not the whole clip as a whole. We could only see the clip we wereediting.Below is an example of our split screen.
BloggerThroughout this whole project I have updated my blog at regular intervals toshow my progress. This was mainly used to show my planning as this was abig bulk of the coursework. However, it also allowed me to post up our musicvideo , digipak and poster. This allowed me to view my own progress and seeany mistakes that I had made so I could correct them. Internet The internet contributed in my planning a lot, as it allowed me to view existing indie videos, CD covers (digipaks) and band posters, which helped to develop my knowledge on the generic conventions on the indie genre as this was our chosen genre. The main sites that I used were google, slideshare, blogger, facebook and youtube. I used google to help me research existing digipaks and posters to help me in not only making my own but developing my knowledge within the genre.
I used slide share mainly when transferring PowerPoints onto my blog suchas the PowerPoint I made on the generic conventions of the indie genre.Below is an example from my blog of my use of slide share.I used facebook to help me to receive audience feedback on my video bysending my video out in a message to friends and family.
I used youtube a lot when doing my planning, as not only did we needto analyse three music videos, but I needed it to help me learn thegeneric conventions of a typical indie genre, which helped in theplanning and making of my own. Below is a link to an example of oneof the many videos that I watched within the indie genre. http://www.youtube.com/watch?v=jkaMiaRLgvY&ob=av2eFilming, Digipak and poster equipment-Video camera – Used for filming The footage needed for my music video-Tripod – Needed to help keep the video camera steady and straight whilstfilming-Camera – Used to take photos of the band for use on the digipak and theposter-IPod and IPod speakers – Used when in rural location to allow the band tolisten to the soundtrack whilst filming-Lighting – Needed when taking photos for the digipak and the poster toensure that the photos were the best that they could be.
PhotoshopThe was used mainly when editing the photos we had taken for our digipakand poster to make them look better. We Removed the saturation to makethe photos black and white to match the video and made only thepictures/logos on their tops in colour and we thought that this lookedeffective and went with the style and genre of the music. Below is thephoto that we used on out digipak and poster.
In what ways do your media products use, develop or challenge forms and conventions of real media products?In the first phase of our planning and research we worked on the textualanalysis of 5 music videos in the genre that we were planning to use, whichin our case was the indie genre. This was in order to help us to develop ofknowledge of the generic codes and conventions of the genre we wereinterested in using for our own music video. From watching and writingtextual analysis’ of these music videos, we were able to take note of parts ofthe videos that we liked, so that we could incorporate what we liked into ourquestionnaire to find out whether our target audience would also like it. Wealso did this so we could incorporate some of the same shots, edits andlighting into our own music video.
Throughout our video we used a lot of mid shots, which from our researchare generic to the indie rock genre. This uses the codes and conventionsfrom real media products as we thought that this looked the best. Our production The Kooks - Naive
We also used a lot of mid/long shots throughout the video as this enabledthe viewer to see not only the character but their surroundings also. Our production The Kooks - Naive
Below is examples of the uses of long shots in Indie music videos, which asyou can are frequent and generic to this genre. These clips show that arevideo uses the codes and conventions of real media products Our production Arctic monkeys – when the sun goes down The Foals – Spanish Sahara Kings of Leon – Sex on fire
Split ScreensOasis - Wonderwall Our production
Mise en scene and location – outside places such as streets and parks and generic tothe Indie genre, due to their simplicity. As you can see that we have chosen to use the codes and conventions of real media products. Our production Arctic Monkeys – When the sun goes down Oasis - Wonderwall
Performance – We have chosen to challenge the codes and conventions of real media products when it came to performance, because not only did we feel this looked better, but it was more convenient and we didn’t have the correct equipment for the performance part of our video to follow the codes and conventions of real media products. Oasis – Don’t look back in anger Our production The kooks – She moves in her own way
Props –The three main props that we used were guitar, drums and microphone, whichfrom our research are generic to the Indie genre. We chose to the follow the codes and conventions of real media products as we thought that not only the appearance of the band was important but we thought that it would help to promote and improve their popularity.
Ancillary TextsWe also did a similar thing for our ancillary task. We did 5 textual analysis’of a CD front cover/back cover and the inside inlay left and right. This againhelped to develop our knowledge of the generic codes and conventions of adigipak, which helped us in developing our own in the same genre. Beloware a few examples of the CD’s we chose to analyse.
How effective is the combination of your main product and ancillary texts? CD digipak Our Poster
What have your learned from your audience feedback?