Scart 12 & the Blur “Spiracle” Out of Focus ROUGH TRADE RECORDS Director: Tara Costello
In what ways does your media product use, develop or challenge forms and conventions of real media products? <ul><li>My media product to some extent conforms to the </li></ul><ul><li>hegemonic values of a music video through it’s use </li></ul><ul><li>of matching editing and pace. </li></ul><ul><li>However, it also challenges the conventions by: </li></ul>
- Having very little miming, and no clear storyline. I wanted to completely ditch this perception of experimental music being ‘weird’ and I wanted to subvert the conventions of music videos. I feel I have successfully done this. I created a very ‘filmic’ piece, which is quite common in the music industry now. My actress did not wish to mime and I did not want a performance based video. Once I heard the lyric “When I was a child..” I decided I wanted to incorporate child footage, and a narrative was born out of this.
Looking very cinematic, considering it’s genre (experimental) is usually considered very low-budget.
It’s use of time lapse photography. <ul><li>Time-lapse photography is a technique where each frame is captured at a rate much slower than it will be played back. When replayed at normal speed, time appears to be moving faster (lapsing). </li></ul><ul><li>Throughout the video, there is several, brief sequences where this occurs. </li></ul><ul><li>Two sequences of Hannah: </li></ul><ul><li>Two of traffic, one being out of focus: </li></ul>
How effective is the combination of your main product and ancillary texts? <ul><li>I believe my advertising campaign as a whole successfully works. I tried to make it as intriguing as possible. It is consistent and the motifs present in the video are also present throughout the digipack. </li></ul>There is also a strong blue theme. Front cover: I used a frame from one of the time lapses to attract the audience. Something familiar from the video. Back: I used a shot of Hannah with a television. This is an early idea I never used. This is a similar shot, keeping the audience engaged. Inside: I used a shot of a piano with a blue tone as the song is very piano driven.
Album poster <ul><li>I wanted to keep the poster as simple as possible. My aim was something simple, yet memorable. </li></ul><ul><li>I used this photograph as it is one of my favourite shots from the music video. </li></ul><ul><li>The shot in my music video is not as clear this one. Again, keeping the audience engaged with something familiar I felt this was a good technique. </li></ul><ul><li>Together, the video, the poster and the CD cover work together quite well. Each advertises the artist. There is a strong, consistent theme running throughout. </li></ul>
What have you learned from your audience feedback? <ul><li>When making my music video I was worried people would not appreciate it. I was reluctant to have a clear narrative and plot. I wanted to create something really abstract. Throughout the editing process I received feedback along the way and learnt that people did not want to watch something they did not understand. I had so many different ideas and so many new things I wanted to try. I thought I could condense them all into a three minute music video. I had to conform slightly and produce something an audience would understand and love. The song alone is a very acquired taste and may be a lot to take in. I learnt that every video needs some sort of narrative. I was not comfortable at first and was very reluctant to create a 'story'. I am now happy with the final product. </li></ul>
How did you use new media technologies in the construction and research, planning and evaluation stages? <ul><li>Research: NMT did not play a huge part but I regularly used youtube to watch and analyze music videos that I could not access via television music channels. I briefly looked at Soap & Skin’s website to read lyrics in order to trigger ideas. </li></ul><ul><li>Planning: I used blogger to document all planning, changes or general thoughts/comments. </li></ul>
<ul><li>Evaluation: When collecting audience feedback I used youtube, but mainly facebook. This allowed me to access a diverse collection of opinions ranging from friends, colleagues, relatives and teachers. </li></ul>