Advanced Portfolio: Evaluation.


         My project is a music video for a pop-punk band in the local area called
Middle...
same, but different” – G.Burton. We also decided against including a narrative
in the video as we wanted to break the usua...
show that the band is rebelling against society and they are not taking their
music very seriously.
       [SEX PISTOLS AN...
[SHOW IMAGES OD RECORD LABELS]
       They may believe that the product could make a profit because the
band has a similar...
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Advanced Portfolio

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Advanced Portfolio

  1. 1. Advanced Portfolio: Evaluation. My project is a music video for a pop-punk band in the local area called Middle Finger Salute, I worked with two other people to make this video they were Beth Owen and Stephannie Soloniewicz. We originally started with four members in our group but due to unforeseen circumstances one of our members had to leave college, forcing us to reorganise the allocated jobs. As a group we shared the work load fairly evenly. I contributed to the locations, filming, editing, ancillary tasks and I was also responsible for finding a band to create a music video for. Our target audience are White, British males aged 16-25. Using Young and Rubicam’s approach of Cross-cultural Consumer Characteristics we are aiming at the group named ‘individual’ which is a group of people that do not want to fit in and want to be different. I also researched the UK tribes and saw the band would appeal to the group called ‘indie kids’. Here is a picture link to the UK tribes website. I think our product will appeal to these groups as it is a pop punk band and the music is trying to be different as that is what the whole punk genre is about. The genre of our music video is punk/rock/indie. The conventions that we used were the use of the band in the video and the use of the band performance in the video. Here is a pie chart to show the favourite genres of music it is clear punk isn’t the most popular genre so we are appealing to a niche market. [SLAP PIE CHART HERE] . We also followed the typical conventions of focusing on the lead singer with several close ups of him and many shots focusing on him singing. It was vital to use some of the typical elements in the video as the product does still need to look like a music video. I think we did do something different in the sense that we made the footage very jumpy to give the video another layer so in a sense it was not just a band performance and it entertained the viewer. As well as this used the desaturate effect to put the video into black and white as we mixed the video up with black and white and colour throughout. This was used again to give the audience something different as the audience want something that is “the
  2. 2. same, but different” – G.Burton. We also decided against including a narrative in the video as we wanted to break the usual conventions of a music video as the punk image is about breaking conventions, we knew that if we were to create a video that was just a band performance without a narrative we would have to entertain the viewer with some other techniques and that is why we decided to use the black and white filters and create the jumpy effect to entertain the viewer. One of my main inspirations for this video was the Arctic Monkeys video for “I bet that you look good on the dancefloor” [SLAP VIDEO HERE] We were confident that this technique would work and entertain the viewer after being told several times that a narrative would probably be needed we stuck with our decision and in the audience feedback we got some very positive responses about the use of editing in the video and nobody commented on the lack if a narrative which shows that the video worked well without a narrative. [SHOW SOME FEEDBACK HERE] I felt the ancillary tasks followed the requirements of an advertisement and a CD cover in some ways. For example the CD cover had the name of the band on and the name of the album with the track listings on the back of the CD. Here is a slide show showing how the ancillary tasks are following conventions. The music that we were making products for is pop- punk so we had to create an image that linked to punk bands for example The Sex Pistols and The Clash. We researched the bands and we decided we wanted to use bright cartoon like colours with contrasting black and white to show the punk brand image that we wanted to portray for this band. This was used to try and
  3. 3. show that the band is rebelling against society and they are not taking their music very seriously. [SEX PISTOLS AND CLASH PICTURES] Our logo is a ‘pop art’ pink gorilla that I drew the outline of then scanned it into photo shop until we found the most suitable colours that fitted into our brand image [SHOW GORRILA ALBUM COVER] I think that the gorilla fitted into our brand image because it is rebelling against usual album covers and we have used the bright colours on a contrasting background. The humour of the gorilla wearing sunglasses to show the band does not take the music really seriously and they just enjoy the music and have fun. We maintained a brand image throughout the products by using the black and white with colour theme our music video consistently switched from being in colour to black and white and vice versa. [SHOW ALL PRODUCTS] Throughout the products we maintained the brand image by using the same font which was called VARSITY from dafont.com with all of the products giving fun and exciting connotations which links in with the branding that the band just enjoy the music and don’t take it too seriously. The images were edited on photo shop with a consistent use of the layering technique to pick out certain things in the image to make them show colour in particular places for example on the inner sheet one of the images just picks out the colours of the instruments. [SHOW IMAGE] A record label that could but their money behind a band like ours could range from a major label to an independent label for example Sony BMG have bands like AC/DC and Franz Ferdinand. Our band is pop punk so they are liable to be signed by a major company. In contrast they could be signed by an independent label for example Domino Records who have bands like the Arctic Monkeys signed to them.
  4. 4. [SHOW IMAGES OD RECORD LABELS] They may believe that the product could make a profit because the band has a similar sound to several successful bands for example Rancid although it is different in ways which could attract a large audience. [RANCID PICTURE] Our target audience are White, British males aged 16-25. Using Young and Rubicam’s approach of Cross-cultural Consumer Characteristics we are aiming at the group named ‘individual’ which is a group of people that do not want to fit in and want to be different. I also researched the UK tribes and saw the band would appeal to the group called ‘indie kids’. They are a good audience to target as they are a loyal niche audience that will stay faithful to the band they are financially right for our band as they are not a big popular band and would be playing only small venues for cheap ticket prices which will please the loyal fans. The band is likely to have a secondary target audience of white, working class males aged 40-50 as in the 1970’s when these men where teenager it was the beginning of the punk genre and the uprising of punk with bands like The Stiff Little Fingers and The Ramones being the most popular bands at the time [BAND LOGOS] We used audience feedback throughout our product by giving out questionnaires to our target audience (16-25) and showing them our products so they can comment on the things they like/ dislike in our products. This gave us the chance to change or product for the better for example someone would comment on a part of the lip syncing being out of time and this prompted us to edit that part here is a video of some audience feedback and a scanned in example of our questionnaire.

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