A2 Media Studies - 'The Edge of Glory' Music Video Evaulation

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This is the evaluation for my A2 Level media studies project where I created the music video for the song 'The Edge of Glory' by Lady Gaga.

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A2 Media Studies - 'The Edge of Glory' Music Video Evaulation

  1. 1. In what ways does your media product use, develop or challenge forms and conventions of real media products? MUSIC VIDEOCOSTUMING When moving this into my own music video ALICEWhen researching the music industry I had to look at how I could integrate it toI came across the idea of costuming my costumes and make it appear that my This is the grungyas being a big part of the pop music costumes could be from a real music video. Alice outfit that Ivideo production. This meant that if I Created throughwas to create a realistic music video I I started mood boarding ideas after Using a traditionalwould have to think a lot about the finalizing my idea of using ‘Alice in Alice dress andcostumes that I got my artist to wear . Wonderland’ and thought about each Mixing it with a character that I wanted to use and a Leather jacket,I looked into many different music modern day representation of the Which is becomingvideos and came across this character. This was important because it Iconic in Lady Gagacombination of high fashion and the makes the story, and the video, more Music videos, andtheme of the video. This was very likable for the audience and they can easily Also military bootsapparent in the music videos by Lady relate to it. Which is a highGaga. In her videos Street fashionsuch as ‘Telephone’ After sketching my ideas for each character Trend and makes we see this mixture I looked at finding the items from different The video moreof prison wear and costume companies and my own Relatable to the high fashion with household. I started chronologically General pop elements such as the through the video and started developing Audience, both‘Caution’ Tape and the idea of a ‘Grungy lice’. Male and females.Fashion.
  2. 2. COSTUMING CONTINUEDCHESIRE CAT CATERPILLARFor this I did the same thing as I did The caterpillar was a harder design aswith the Alice outfit. I used it doesnt’t have any iconic fancyconventional fancy dress with the tail dress accessories. However I playedand ears but mixing it with fashion by on the idea of using a patterned dressusing a leotard, another iconic look of which emphasis the animals shapeGaga, and a fur jacket which is bang and also the blue colour, which is theon trend for the winter season. same as the Disney’s caterpillar. Also partnered it with leg warmers which is set to be the latest trend as well asWHITE RABBIT mixing it with a classic Christian DiorAs with the Cat I tackled the animal Jacket which is loved by celebritiescharacters in the same way. By mixing such as Gaga herself.conventional fancy dress, in this casethe rabbit ears and tail, with a ‘LeviStrauss’ white denim jacket which is QUEEN OF HEARTSknown as being a key piece within With the Mad Hatter I had to overfashion and celebrity culture. come making it original and still remain human. With this I mixed a lot of accessories to show wealth butMAD HATTER also tweaked a basic black and redWith the Mad Hatter I had the dress to incorporate some materialproblem of the character being with playing card symbols of. Thishuman however I used many modern gives the character across to theand older clothed to create a look audience but still makes the characterwhich shows the character but also seem fashionable and a modern dayhas an essence of fashion. version of the character.
  3. 3. In what ways does your media product use, develop or challenge forms and conventions of real media products? To challenge conventions of real MUSIC VIDEO media products I had to take the next step for music video production. I found that in Lady Gaga’s music video Rather than it just being a more plain video ‘You and I’ she played two charactersEDITING focusing on the artist. They now use special in the video, so naturally I felt theIn order to create a video which effects to frame the attention on the artist. next step up would be for my artist torepresents a real video I needed to I used a couple of special effects in my play even more roles in the video, inlook at what made a pop music video video such as the ‘Submerged’ effect and my case 5 other characters.so unique. I found many traits which I also the ‘Earth Zoom’ which help to makeneeded to utilize into my video in the video appear more spectacle.order for it to appear realistic. Also for some symbolism in the editing IThings I learnt was that there was used the idea of real life being black andmultiple locations for the video which white, with a ‘leave colour’ effect on youngwas edited together to make a quick Alice’s dress, nails and ribbon remaining This also emphasis the idea ofpace experience. This has to mimic blue, and Wonderland being colour wonderland and it’s connection withthe tempo of the song but with ‘The making it seem as if we live in wonderland. madness. It required a lot of editing,Edge of Glory’ it requires a fast pace To do these effects I used ‘After Effects’ and preparation, to fit together thein order for the audience to remain which is an industry product and helps to scenes to make it appear theengaged for the full length of the create effects which would realistically character are there together whenvideo. seen in a pop music video. really they were filmed at separate times.Recently there has been anintroduction of the importance ofspecial effects in music videos tomake it appear more of a spectacle .
  4. 4. In what ways does your media product use, develop or challenge forms and conventions of real media products? MUSIC VIDEOARTISTI did a lot of casting when decidingwho was going to play my lead artist,Lady Gaga, in my music video as I newshe would be key to it’s success andrepresentation of a real life,successful artist.I came up with a list of features that Iwanted the girl to have such assinging, dancing and acting ability tomake sure a realistic performancecame across. Physical attractiveness isalso important in pop culture as thereis a lot of money gained from themale gaze but also females who seekperfection.I managed to find a perfect girl to playGaga who looked the part and wasvery talented so was able to make anappealing performance on the screen.
  5. 5. In what ways does your media product use, develop or challenge forms and conventions of real media products? MUSIC VIDEO I decided to mix this with an episodicNARRATIVE narrative so we get little snippets ofAfter researching I found a trend of dance and miming while we alsonot using a linear narrative however follow the story. This continues theGaga has started to develop almost audience attention and makes themini movies with her music videos audience engaged with what Israther than just montages of happening on the screen.attractive images. This is now beingpicked up by other artists such asRhianna.This meant that for my video to be atrue representation of real life videosI need to follow this trend and thismeant that I searched for a story andtheme for my video.I decided to use ‘Alice in Wonderland’as my story because it allowed formany takes on the story and also gaveme scope to use the long songdifferent sections and focused eachsection on a new character.
  6. 6. In what ways does your media product use, develop or challenge forms and conventions of real media products? PRINT MEDIAMy background There are manyphotography is of a industry logos whichfull shot of Gaga are a must, legally,(My artist) against a and conventionallygraffiti wall which is for it to bea continuation legitimate in thetheme of the music industry.video and emphasisthe lead artist. Such as adding a barcode so the product can beI use an idea of real brought.media cd’s byputting the tracks Record labelon the back and the industry logos.title of the album onthe side. This is forconsumer purposes ‘Anti-Piracy’and allows the campaign to showcustomer to see that the productwhat they’re shouldn’t be copied.buying.
  7. 7. In what ways does your media product use, develop or challenge forms and conventions of real media products? PRINT MEDIATo continue conventions of real In order for the dates and locations bemedia products I continued the realistic for a tour by Lady Gaga Itheme and photography into the tour looked at her 2010 Monster Ball Tourposter with the tour being called and copied many of the locations and‘Wonderland Tour’ and the routes that she took to make it appearbackground photography. realistic. I helped to make the writing more visible by continuing the graffiti feel and it helps to make it a brand rather than just tour poster.Social networking is key to an artistssuccess and with artists such as LadyGaga having over 40 Million friendson facebook means that she/we cancontact a huge group of people very HOMEeasily, cheaply and quickly.
  8. 8. How effective is the combination of your main products and ancillary texts? My main product was to create a music video and the two ancillary texts were a digipak and a tour poster. These texts needs to continue the themes, style and genre of the video in order for it to be a coherent marketing package for the album and video. When researching I found that many pop artists use the continuation of an idea to create a universal pack to advertise their product. The theme of ‘Alice in Wonderland’ is found throughout my project and this is linked to images within the video, tour poster and digipak. Such as the use of graffiti is found throughout and represents youth and also this ‘wonderland’ that I created throughout the series. The contrast of colours is also foundwithin the print media such as the contrast of white graffiti and the bright red text. I feel that my product is instantly recognisable as a unit and the audience can see what product is also by Lady Gaga. I used the same costumes and locations in sections of the music video for my print media to add continuity. HOME
  9. 9. What have you learned from your audience feedback? I spoke to 10 people who were of mixed sexes, ages and musical tastes.There are many positives that I received and could There are a few negatives that I received and continue to make another realistic product. could use to help improve my product(s). • “It represents pop culture and shows the key • “The meaning of the song kind of gets lost” – features of other videos” – This shows that my This is a valid point and If I were to do it again research has been correct and the conventions could think of another narrative to base my I chose to use were correct. music video on. • “The actress appears to be like the original • “Some locations appear unrealistic” – This is artist” – This means that my casting was understandable as I was limited to inside correct but also my direction on set as it spaces but if doing again could seek out effected how she appeared on screen. another location which has lighting facilities.• “All the products seem related to each other” – • “There is some continuity errors in the piece. This shows that I was successful in creating a – I did notice these and it was a result of the coherent marketing package and it related back video being filmed over 3 months but if doing to my music video. again I would make a note of each • “It is very modern and is pushing the prop/costume and how it was in the shot boundaries” – This shows that I have before to make sure there was no continuity successfully challenged conventions of pop errors. music videos. • “No backing dancers’ – My research showed backing dancers are popular and if I could find a suitable group of people I would use them. HOME
  10. 10. How did you use media technologies in the construction and research, planning and evaluation stages? RESEARCH AND PLANNINGBLOG RESEARCH Youtube and online video sites turned For my research I used a number of out to be a great help to my research asIn order to show my research and it allowed me to see other videos and different programs. In order to create myplanning I used the website blogger in analysis them in order to find traits to Questionnaires I used Microsoft Word. Toorder to create a blog. This meant make a realistic music video myself. create the results I used Microsoft Excelthat I was able to make posts for each and this allowed me to create visuallystage of research and planning and pleasing pie charts which helped me viewadd video and images to my posts to my results visually.demonstrate my ideas beyond thewritten page. I did not only used Youtube but also ’Video Co-Pilot’ in order to find tutorials to help create special effects as I found I used my Facebook account to send the that special effects is a modern Questionnaire to individuals who could convention of pop music videos. make up a variety of people or a more focused audience such as my 11-25 yearsThis allowed me to see who and how old Questionnairepeople were viewing my product andit was interesting to see whointernationally was viewing my blog.
  11. 11. How did you use media technologies in the construction and research, planning and evaluation stages? RESEARCH AND PLANNINGPLANNINGWhen planning my music video I hadto storyboard my video in order tomake sure that I used the full extendof the song but also that it wasconsistent in cuts and clips. My videocontains over 80 cuts so to create astoryboard for this would have beentoo time consuming. So I used theprogram to give me the template ofwhat I needed to film.When I decided to use a specialeffect, that required other content Ineeded to use the internet to searchfor the OCR Specification to find aloop hole in the system.
  12. 12. How did you use media technologies in the construction and research, planning and evaluation stages? CONSTRUCTIONMUSIC VIDEOMy music video required 7 programsto create it. Each of these had adifferent part to play in theproduction of the video. The mainprograms I used to edit the clipstogether were the new Final Cut Pro Xand Adobe Premiere Pro CS5.5. Thereason I used both programs wasbecause I used a trial version of Finalcut and edited together 4/5 of myvideo in there however I had to moveit to Premiere because of my trial The program allowed me to see exactly what I was working with as it rendered it while Irunning out. Also I did have some was editing it which allowed me link the miming easily with the song. I was also able toproblems when I exported what I had put in markers which would let me rejig the clips back to where they were meant to be iffrom Final Cut and resulted in me they got out of sink which often happened because of it’s ‘magnetic’ time time. Thehaving to rebuild sections of the video program also offers basic time changing and meant I was able to make clips twice as fastin Premiere. I decided I wanted to use in order to create a fast pace effect. It also had basic special effects and editing such asFinal Cut Pro X because I saw a review ‘Spotlight Lighting’ which is used to emphasis the artist when she is kneeling, andonline which raved about it’s user clicking, on the large deck of cardsfriendliness and I felt as an amateureditor it would be helpful to have aprogram which was pleasant to use.
  13. 13. How did you use media technologies in the construction and research, planning and evaluation stages? CONSTRUCTIONAdobe Premiere Pro CS5.5 I found to be less easy to use than Final Cut Pro X and it was also a a lot slower when previewing theclips and meant that editing became a lot more drawn out and a slower process than before. However I do feel that it was better inthe fact that you could select what clip, out of a larger clip, easier and you could be more precise rather than on Final Cut Pro X.There was one huge advantage however with using Premiere and that was that it had the Adobe Media Encoder to export themedia which resulted in a high quality export, unlike Final Cut Pro X, which failed to properly export the video and got the videobecame disjointed and almost stuck like a visual comic record player being stuck!
  14. 14. How did you use media technologies in the construction and research, planning and evaluation stages? CONSTRUCTIONAfter effects was needed in my video production as I neededto create special effects in order to shoe conventions ofmodern pop music video production. I used the program tocreate the ‘Submerged’ special effect, along with Photoshop,the ‘Earth Zoom’ special effect (Both of these are fromtutorials by Video Co-Pilot) and also the ‘Sin City’ effect used atthe start (Tutorial from YouTube). The program was veryeffective, when editing more clips. It enabled me to easilyimport, and export, clips from QuickTime formats and meant asmooth transition between programs. I also used the newstabilizing too to stabilize footage. In order to create the ‘Submerged’ effect I also needed to use Adobe Photoshop CS5.5 to create the linking sections of brick to create the effect that Wonderland and the real world are joined. To do this I used tools such as the clone stamp but also the new ‘Content-Aware’ fill option which is a clever new feature in CS5.5 which allows you to select a section to fill and it automatically asses what is around it in order to fill the section accordingly. In order to create the ‘Earth Zoon’ effect I also used Google Earth in order to get the aerial footage but then mixed this with after effects in order to get the spinning and cloud effect seen on the final clip. In order to get the Google Earth Footage I used ’QuickTime’ in order to record my screen.
  15. 15. How did you use media technologies in the construction and research, planning and evaluation stages? CONSTRUCTIONPRINT MEDIAIn the print media sideof my video production Iused less programs in itscreation mainly AdobePhotoshop CS5.5 andAvery DennisonCorporation’s ‘CDStomper’ software. Thiswas a kit I had that hadlabels for both the discitself but also a jewelcase sections. I usedPhotoshop to create allmy print media but thenexported some of it toprint onto the labelsusing the CD Stompersoftware. I also had astomper system thataffectionately seals thelabel to the disk
  16. 16. How did you use media technologies in the construction and research, planning and evaluation stages? EVAUALTIONTo create my evaluation I used Microsoft Powerpoint 2011 (for Mac). This has allowed me to use a mixture of screen shots, imagesand texts in order to demonstrate the process in which I have gone through in order to create my music video. I carried on the themeof my music video by using the graffiti image and this makes the evaluation part of the project and adds continuity that all thedifferent pieces are part of the same marketing package. I have also used a series of Hyperlinks in order for the evaluation to beinteracting and allow the user to make their way around the slides themselves resulting in always going back to contents page untilthe last slide…which you are about to see!
  17. 17. Thank you for using my slide show and I hope that you enjoy my products as much as I did making them. Thank You

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