Compared to traditional conventions of the pop genre music video, we decided to challenge these conventions for example we decided to use natural lighting instead of high key lighting which when we conducted research we found that the majority of pop music videos use high key lighting. For our song ‘The Flood’ we also used hand held shots quite frequently to create a ‘real’ feel about the video, doing this we felt had more of an effect on the audience rather than bright colours and a fake environment. However we did follow a few conventions of a fully conventional pop music video such as we used a wide range of shots such as medium,high,low,close up, tracking , ect.Instead of having a straight forward storyline we decided to use a cross narrative between two different characters and their stories, we felt that using this narrative structure was more creative
The main product was a music video of ‘The Flood’ by Cheryl Cole. We used a variety of camera angles to portray the story, also using a variety of camera angles stops the video becoming repetitive. We edited the footage in two sections this is because our music video consisted of two storylines, the first storyline was a girl dancing in a dance studio, we did this because it shown her inner story of the girls dream to dance. The second section of the music video was a girl singing ‘The Flood’ this showed the story line of her singing the story, the contrast shown the struggle and the loneliness of the girls. We had to use premier pro to sync all of the song to the miming of one of the girls, this made the video appear more real. It also shown a contrast between the parts of the song where the girl is alone, walking and the music is non-digetic to the parts that show the girls feelings and emotions to the digetic song. For the chorus of the music video we had a girl dancing in a dance studio, the costumes used were an all black leotard this referenced the idea of dancing. Also she was dancing in the dance studio that symbolised the important to her as she takes it seriously, we made sure that you could see she was alone in a dark dance studio to make it seems as though she was there often and wanted alone time.
Here are our two ancillary texts, we have made a poster and a CD cover this is relevant to the advertising of our product. We used an image for our CD from the music video itself we did this so they were interlinked. Also the advert uses the album cover on the front which intergrates the two products together, showing they are from the same music video.
We agreed with our audience feedback 100%, we felt that we achieved the product which we planned.
When conducting Audience research, we emailed the questionnaire to the people and they then forwarded the message back once it had been filled in. This allowed us to keep digital copies of the answers easily and securely. It also meant we could access the questionnaires at any point anywhere as it was simply an attachment to an email. Another useful New Media Technology was the web, specifically Youtube. This allowed us to access a wide variety of Pop Music video from an online archive and also advised other similar artists and songs. This allowed us to gain a wide scope on different types of pop music videos in order to tailor our product to our specific target Audience. By being able to watch the music videos online, this allowed us again to access them at any time or place. When constructing the Music video we exchanged mobile numbers and used texting as a means of communication between the three of us. This made it easier to plan where we would film and explain ideas we had in the spur of the moment. It also meant we could organise meeting up, when we weren’t in class, and do it quickly and at any point. We used the video editing program such as Premier Pro. The advantages of using a computer program to edit such as this is that the footage can be uploaded and duplicated multiple times in a matter of minutes without losing quality. The footage can also be converted to different formats duplicate the footage which makes the music video accessible to people regardless of the computer they have. We can then upload the digital copy of the finished product to the internet and then integrate the online video onto the blog. We also used Photoshop, this was because Photoshop allowed us to manipulate the pictures in way that would not be possible by hand, for example the lighting. It also gave us the opportunity to undo any mistakes that we made. Overall Photoshop ensured that the products made looked professional standard.One the products were complete, Everything was uploaded to a Blog that was set up on Blogger in order to keep an online copy of all the work created. This meant the work was easily accessible and was presented in a clear and organised manner. We embedded videos and presentations onto the blog which shows technical convergence. Once this was done we presented the video to a group of people who fit the demographic of our target audience and asked them to give feedback. The video was easy to access as it was a digital copy on Youtube and meant that people could go watch it repeatedly and pass it on virally, meaning we could be people around the world commenting on the video in order to gain greater feedback.
Product Evaluation<br />The Flood music video<br />Beth Wright, Sophie Sheehy &Stephen Parker<br />
In what ways does your media product use, develop or challenge forms & conventions of real media products?<br /><ul><li>Used direct mode of address as well following a storyline
Used a range of medium,high,low,close up, tracking ect
Used natural lighting rather the convention of high key lighting
Used hand held shots to create a ‘real’ feel</li></ul>Two characters, Two Stories<br />
Q2)<br />How effective is the combination of your main product and ancillary texts?<br />‘Two Narratives’<br />
How effective is the combination of your main product and ancillary texts?<br />
What have you learnt from your audience feedback?<br />‘Good Narrative’<br />‘Continuity was perfect’<br />‘Transitions worked great’ <br />‘Camera was a it too shaky’<br />‘Camera was a it too shaky’<br />‘Video fitted perfectly with the song’<br />‘Nice Location’<br />
Q4)<br />How did you use new media Technologies in the construction and research, planning and evaluation stages?<br />