Media Evaluation By Steph Bolton http://4.bp.blogspot.com/_e2iq59CilkE/TLMBuMMzfHI/AAAAAAAAABY/oJPvsaD_KBA/s320/Photo+6.jpg
Introduction “Sweet disposition” by steph, laura, keira and vicky. We aimed to create an indie genre music video which was different to other genres and stood out in a unique, positive way. We also created a digipak and a poster promoting our new album. http://2.bp.blogspot.com/_e2iq59CilkE/TTWLNLhZq-I/AAAAAAAAAis/T8esx4mqY58/s320/digipak+-+front+cover.jpg http://1.bp.blogspot.com/_e2iq59CilkE/TTmGo5XeCXI/AAAAAAAAAmo/fAi_Mxuumrc/s320/Final+poster+laura+keira+viki+steph+QQ.jpg
CONTRIBUTIONS TO THE PROJECT My particular contributions to the pre-production and the production of the music video were:
E.g researching genre’s and it’s conventions through Youtube and uploading onto the Blog through embedding links.
Q1. in what ways does your media product use, develop or challenge forms and conventions of real media texts? In order to demonstrate the similarities between our music video and a professional video in the same genre, below is the video “Fire” by Kasabian and my own video and the similarities are also shown below . http://www.youtube.com/watch?v=C4qk7fbN5NE&playnext =1&list=PLF8C1F64AF65521FD . Kasabian’s music video. http://www.youtube.com/watch?v=CWh7zEUev9M Our own music videos.
Both begin with a slow and mellow start. Helps the audience relax into the video.
Have random bits of footage in which is typical of this genre which link to the lyrics.
Contain natural lighting in order to promote realism.
Colour gradience in scenes
Consistency in pace and tune of the song.
Constant appearances of the artists in “Fire”.
We differed from this as we wanted to have random yet relevant clips in the video and have real public people in the video. This is because artists are generally glamorised in music videos.
Voice over in “Fire” to add to the scene to understand more of it.
GOODWIN’S NARRATIVE THEORIES During the pre-production of our video we had to analyse theories which would help us connect our visuals to our lyrics. The following features helped us with this:
There is a relationship between the lyrics and the visuals (with the visuals either illustrating, amplifying or contradicting the lyrics.
There is a relationship between the music and the visuals (again with visuals either illustrating, amplifying or contradicting the lyrics.
Particular music genres may have their own music video style and iconography (such as live performance in heavy rock).
There is a demand on the part of the record company for lots of close ups of the main artist/ vocalist.
The artist may develop their own star iconography, in and out of their videos, which over time, becomes part of their star image.
There is likely to be reference to voyeurism, particularly in the treatment of woman, but also in terms of “looking” e.g. screens within screens, cameras etc.
There are likely to be intertextual references, either to other music video, films or tv texts in the same genre/ label.
Ancillary task For our ancillary task, as a group, we created a Digipak and an advertising poster as shown. http://1.bp.blogspot.com/_e2iq59CilkE/TTmGo5XeCXI/AAAAAAAAAmo/fAi_Mxuumrc/s320/Final+poster+laura+keira+viki+steph+QQ.jpg http://2.bp.blogspot.com/_e2iq59CilkE/TTWLNLhZq-I/AAAAAAAAAis/T8esx4mqY58/s320/digipak+-+front+cover.jpg
Similarities with real music products
Cover shows a hint of what the album is about but doesn’t reveal too much therefore intrigues the audience.
Audience feedback Reflected through my audience feedback, I have learnt that audiences liked the products and thought that the branding of the products was thorough. They expressed this through the use of our colours and connection of the fonts. Ways to improve our products Through analysing the feedback we came to the conclusion, that audiences like to see the artist consistently throughout the product range.
Final reflection In my opinion for all the tasks in the music promotion brief we generally stuck to all relevant conventions for the indie genre. The only way in perhaps we slipped away from the conventions would be the lack of visual presence of the artist.
Q2. how effective is the combination of your main products and why is it important for a music artist? before I discuss the use of associated similarities throughout my products I am going to discuss the use of branding. Branding is essentially the identification of a product and it’s association with it’s fellow products within the same company. For example, the identification and association of the Coca Cola brand. It’s use of colour, logo and it’s well established product means it is well recognised. Since the brand was created, it has been consistent with it’d brand image of family, fun and happiness. It’s well established brand means customers recognise the brand and purchase the products repeatedly. This importance is also the same within music companies. For audiences to come back to a record label, the branding must be thourough .
Coca cola’s branding The Coca Cola brand has been consistent since it began back in the 90’s http://t0.gstatic.com/images?q=tbn:ANd9GcTuU4Y2qr5J75qlJNN9ZDKy298Eu7eVgYKoQicr7lb4uj-s9VUdPg http://t2.gstatic.com/images?q=tbn:ANd9GcSUWgn9_dauDjMUha5O5hH80So7QYBuFeJ4z6_Gy3TFaJElhnTMBw http://t3.gstatic.com/images?q=tbn:ANd9GcT5c_a1QkeOSE5jXGLR9rVPk45hcv9OYjSOHu79kSYO9CABh9ujKjJ0d_PV http://t1.gstatic.com/images?q=tbn:ANd9GcR21lwrQIk2BwjNbkoQIzL2EB3fQYcrImnVOXJrc4VNmEWlRldAOQ
Branding through my own product
Same vibrant colours.
Consistency in fonts.
Same image reflected through both products.
Leaf design used through both products in different colours to keep product exciting.
Q3. what have you learnt from your audience feedback? From my audience feedback I have learnt that audiences wish to see the band/artists featured in the products. I have also learnt that, for a product to be identified with another, the brand image needs to be consistent for audiences to appreciate the connection with the products. Audiences also enjoyed our bright colours and thought that through the bright use of the colour, the products stand out from other competition. This encourages more income.
Q4. how did you use media technologies in the construction, research, planning and evaluating stages? From the beginning stages of planning and research on the blog, I have used embedding technology in order to complete all research. We used this technology in order for the audience to view actual music videos in which we embedded from Youtube . This was so they could understand our perspective on the research and watch the videos themselves rather than just reading about them. In the production of the storyboard I used a video camera to create stills (hardware) to inform the audience of our planning stage of our video.
Q4 continued In order to produce a good range of research and planning, as a group we had to go on sites such as Youtube to analyse each music video. Overall, the internet was a very essential and useful tool as we wouldn’t have been able to gather research and to add it to the blog without the internet. Just using books alone wouldn’t have provided the same opportunity and up to date technology as the internets resources.
Q4 continued In order to edit our video, we had to use Final Cut Express. This software allowed us not only to add precise edits, but also change the colour gradient to edit the effects on our music video e.g. the section were the girl is upset we created a grey colour gradient in order to connotate her emotions. It also allowed us to experiment with the use of split screens, which allowed us to have four different stills on one screen within the editing process. To polish off the product we also used a black “iris in” effect to fit in when the cuddling couple walk away from the camera. This also symbolises the ending of the video.
Q4 continued For our ancillary tasks we mainly used PhotoShop . For the Digipak we created four panels and with the use of “layers” we created different vibrant on the front cover in order to make the product stand out. We also used the stamp tool to create a consistent leaf effect, which were used in different colours in order to keep the product interesting. This was used for both the Digipak and the poster.