1. Evaluation Question 4
HOW DID YOU USE MEDIA TECHNOLOGIES IN THE CONSTRUCTION AND
RESEARCH, PLANNING AND EVALUATION STAGES?
2. Research
During the research section of the task we were set we used a number of technologies in order to make
effective use of the time allocated to this stage. We firstly used the internet to obtain information of the
band and what genre they typically fit into. We found this to be dream pop and indie pop and this allowed
us to the then further identify characteristics of the direct target audience. From here we went on to
complete a series of interviews and a focus group to allow us to gather in-depth research from our target
audience on their likes and dislikes. Conducting the interview we used a camera to record our research of
which was a HD Panasonic camcorder. From here we needed to edit the footage we obtained and so we
used Sony Movie Studio Platinum to cut and crop the footage as and where possible.
With the completed footage we uploaded it to YouTube so that we could display our findings and share
the video on to our blogs. The blogging software we used was called ‘Blogger’ and it allowed us to have a
hub for all of our work and display it one combined area.
3. Research
We obtained research from the internet as well by using software such as SlideShare and using old blogs.
These helped us understand our genre more and identify aspects of the genres in which would prove
useful in creating an effective piece of media from the video through to the ancillaries. Taking research
from online helped us to take inspiration for our own video such as getting an idea for the cast as well as
different locations we would potentially use and more importantly the camera and editing techniques
which we gathered inspiration from existing artist music videos from the genres.
4. Planning
We used only a handful of technologies in the planning stages however they proved vital in order to make
sure our video remained to a high standard. For example we used Microsoft Office Word in order to
produce our shot lists as well as our risk assessments. This not only helps us to order our shots and
consider what we film at each location but also remain safe when doing so and keep all cast and crew
members safe as well.
Prior to this however we needed to pitch our ideas to the class in order to gather feedback and criticisms
to make improve our ideas and to see what a real audience liked and disliked. To illustrate our ideas we
constructed a PowerPoint and displayed it to the class via the PowerPoint.
Another area of technology in which proved important during the planning was the use of mobile phones
for logistics purposes and in order to relay information between cast and crew members. This was a key
piece of technology throughout the planning and production and helped to ensure that all people
involved with the project kept up to speed with what was happening and/or was going to happen.
5. Construction – Video: Hardware
The construction of our video contained many hardware and software uses ranging from cameras to
editing software. The choice of cameras was narrowed down and made easy due to the availability of them.
The hardware we used consisted mainly of cameras and these including a Nikon D3200 DSLR with a 50mm
and 18-105mm lens. This was also paired with a Sony Xperia Z3 which was used to film the time lapse
which featured at the beginning and end of the music video. We chose to use this for this purpose as it
was more suited the filming a time lapse as it was easier and less time consuming to set up and gave
equally as good video footage as what the DSLR would have. On the other hand we decided to use the
DSLR to film the rest of the video as it produced high quality video in which you would expect to find in a
music video. The DSLR was the gear of choice due to the changeability of the camera settings and
functions such as the changing of the aperture and shutter speed for when filming in the dark i.e. the
night-time car shots. The frame rating was also changed in preparation for the editing process of slow
motion.
6. Construction – Video: Software
The software we used during the post production stages was relatively limited to only one type; Sony Movie
Studio Platinum. We used this software as it had the adequate functions and additions in which we needed to
apply our video in order to make an effective piece of media.
The idea was to make sure that the shots were framed perfectly and consisted of the right blending of light
during the filming processes and so this left us largely with only artistic touches to apply to our video. These
included things such as; chopping and colour correcting footage, followed by applying a variety of filters and
where needed slow motion to add an artistic and dramatic touch to the video to enhance the meaning of certain
shots and instil powerful imagery for the audience to visualise. In particular the filters we used included Magic
Bullet Filters; night time and black and white which made the video more genre appropriate and helped to
identify the themes and feelings of the video. Other editing techniques included focus pulls, a variety of cuts to
transition smoothly between shots and locations, and fade to black. Though with this, arguably one of the most
iconic pieces of editing from our music video was the finale in which showed an overlay of an array of images in
which acts as a climax to the video and draws the video together and leaves it on a cliff hanger.
The editing techniques we chose to use followed closely inline with the techniques you’d expect to find within
the genre and so this made it an effective piece for the audience to watch with adding a few blends of new and
challenged conventions.
7. Construction – Video: Software
The image on the right shows a
screenshot of one of the overlay
sections of the video whereas the
bottom two images show the filters
used.
8. Construction – Ancillaries
The ancillary tasks started off in a photo studio in which was set up in order to take photos for our album
art. The pictures in particular are that of the girl on the front and the artist photo on the reverse side. The
photo studio had a white background alongside two studio lights and the lights were remotely operated
by a flash trigger in which was attached to a Canon DSLR. This contrasted to the outside choice of location
for the advert in which we used the same Nikon DSLR as we did to film the video. The choice of cameras
used were as such because of the ability to change the settings in order to obtain the correct amount of
lighting and framing for example.
9. Construction – Ancillaries
For the editing of the ancillaries we used Photoshop CS4 as it was readily available and had all the tools
required in order to produce effective pieces of media. Within the editing stage we used this piece of
technology carry out tasks such as; crop images, apply a filter, colour correct and add text. We also used
the internet to find a barcode generator in order to have our own unique barcode for the album.
Throughout the two pieces of media we also adjusted the brightness and contrast as well as the saturation
and vibrancy to make the images more appealing. Everything we did within the editing stages was done to
ensure that the media pieces suited the genre and met the generic conventions.
10. Evaluation Questions
For the evaluation questions it has largely been software used such as; Powerpoin and Word which has
allowed me to produce large written articles to evaluate my work fully. Alongside this I used Blogger and
SlideShare to publish my work online and Blogger was also used to ensure it is all in the same place for
audience viewing.
With this I also used a camera for one of the evaluation presentations and this was to record audio and
later I edited the video file in Movie Studio Platinum and placed JPEG files over the top to back up my
reasons. This enabled me to use a variety of multimedia formats to produce effective evaluative work
which was then later distributed online to YouTube and further onto Blogger.
11. Conclusion
In conclusion I have been able to use a vast array of technologies to the fullest and ensured that I used a
different selection across multimedia platforms to ensure my work wasn’t all the same but was also able to
serve a function in showing and illustrating what it needed to.
I was able to use different technologies in all areas and stages of the music video project and this
enhanced my skills and has also added to previous knowledge of the technologies used to make use more
effective.
