Final evaluation

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Final evaluation

  1. 1. A2 Media Music Video Evaluation By Luke Tanner
  2. 2. My media product is a concept and narrative music video for the Coldplay song ‘The Scientist’. Because of thesongs slightly depressing tone and romantic lyrics I used most of the conventions for the music video genre but Ialso used other different techniques to make the video unique to most. According to Andrew Goodwin’s ‘Dancing in the Distraction Factory’ theory generally most music videos forpop/rock songs show a strong narrative which link to the lyrics of the song and they also often have a uniqueconcept to stand out from other videos. Because ‘The Scientist’ is a pop/rock song and these conventions are sofixed I chose to include many of the same conventions for the music video. The narrative of my music video is of a young couple who break up and focusses on the effects of this on theprotagonist (the ex-boyfriend) which is a very common element in that genre of music, so I just used thatconvention. Another convention that I used was focussing on the narrative as a very significant element of themusic video to be used as the basis for the entire thing, which is often the case for most music videos with aromantic narrative. To adhere to the depressing tone of the song and the narrative, the editing was kept quite simple; fades wereused between some scenes which suggests a loss of time and to fit with the slow tempo of the song, cuts wereused on the beats of the music to show a relation to the song and some flash effects were used to suggest aflashback to the past.
  3. 3. Despite mainly using conventions of that specific music video genre I did include a concept idea that is quiteunique and challenges most conventions for that genre. Most pop/rock music videos are solely live action videosbut I included a few stop motion scenes where there was a very literal interpretation of the lyrics being drawn in abook. This concept broke the conventions of the genre that were established earlier in my music video and usedto give a more understandable display of the lyrics and the narrative of the video to the target audience. This stopmotion concept is quite unique to the pop/rock music video genre as it is something that you would expect morefrom the indie genre, so it challenges the conventions of the genre. I also went against Todorov’s narrative theory with the story of the video, rather than beginning the video withequilibrium between the couple it begins with the disruption of the equilibrium and the equilibrium isn’t regainedby the end of the narrative. I chose to do this in order to challenge the audience and make them slightlyuncomfortable as it will be more memorable, this is because Todorov’s theory can be applied to most musicvideos of this genre. In order to appeal to my target audience who often watch music videos, I mainly decided to stick to most of theconventions of the genre but added a unique feature to stand out and make it memorable.
  4. 4. The effectiveness of my main product which was the scientists by Coldplay music video and my two ancillarytasks in the form of an album art work design and a magazine advert to advertise the album went really well. Forthe ancillary tasks I tried to keep similar conventions and themes in the forms of colours and images so that itwould make the products more recognisable to a consumer and make it look more professional. Below you cansee two images, the one on the bottom left is the front of my album booklet and it is of our galaxy and the one onthe bottom right is the magazine advertisement.To get a similar trend throughout my design work I used the colours in the Milky Way on my advertisement in themagazine as I thought the colours made it look eye catching and I was still using the same colours throughout mydesigns. These colours are used throughout my ancillary tasks. I also came up with the name Fluke records in the bottomright of the magazine to help add realism.
  5. 5. With the continuous trend in my ancillary tasks and main product but similar lighting and colours it helps tocreate an effective combination. I also used one of the props found in the video and in the ancillary tasks to createa good link between the products.Another key convention used in both ancillary tasks is the tape seen on the magazine in the picture above as it isalso used in the album artwork as it’s my front cover for the album, this is good effective combination as it makesthe products look connected and helps to create a brand identity for our record label Fluke records so that if thiswas really being sold it would make the album easily recognisable by the fan, by similar use of graphics and styleand also the use of the records.
  6. 6. Audience feedback was an important part of my project because without it doesn’t think I could have created amusic video and Digipak that would suit the audience so well and be so successful. As part of our research into our music video we produced a questionnaire which was to highlight what targetaudience and age range our music video would best suit from this feedback, I established that our music videowould be aimed at teens to early 30`s from the mixed group of people that we got to complete the questionnaireon our video idea. From this I produced an effective music video aimed at this age group and both genders. I then used audience feedback to tweak our video before fully publishing it which helped a lot as the audiencesaid the flashbacks were not clear enough and were not long enough and from this we changed the flashbacks tomake them clearer this then meant 96% of people understood the concept of the video after one watch ascompared to nearly half the test group didn`t understand. This was vital to the success of the video because itwouldn`t be good if most people didn`t understand the concept.
  7. 7. Before I began work on the Digipak and poster I did seem preliminary research into existing album artwork andposters to get a rough idea of what our target audience and age group would expect, this helped me because Icould then ask I selection of people from our audience of what appealed to them, and gave me some examples oftheir favourites, from this I was able to produce a Digipak and poster that appealed to a wider audience. I also showed them some examples of existing poster to get an idea of what stood out to them the most and tosee what layout they liked so that I didn`t miss out on key conventions used in posters to catch the audiences eyewhich then led to the Artist name and album title as the main features as well as a seller as a key icon so theyknow where to buy it I used the Kooks magazine cover as a rough basis as a lot of the audience feedback said thatthey liked this one as it was simple, told them what they needed to know and had a good image, also the HMVlogo was good as it gave them a strong recognisable brand behind the band. Without audience feedback I don’t feel that our Digipak or especially our poster would be successful becausewith them we wouldn’t have been able to differentiate the different music promotional adverts and which wouldsuit our audience the best so that we could get maximum appeal.
  8. 8. Throughout the project I had to use quite a few different types of technologies to create certain things. Most ofthose media technologies that I used were used during the construction stages for the music video and ancillarytasks. The most important media technology that was used for creating the video was a Sony HD digital video cameraas it was used to film the footage that would be used in the music video. The camera was used to create manydifferent types of shots and used with a tripod in order to achieve steady shots that would be clean and appearprofessional; the footage was then uploaded onto a video editing program for the post production stage. Sony Vegas Movie Studio HD Platinum 11.0 was the most important program that I used as it was used in thepost production stage to edit the music video. I had to learn how to use the program from scratch with usingeffects, cutting and splitting clips and many other features. Audacity 1.3 was also used in the post productionstage to edit the audio of the song by cutting a long instrumental sequence and create a fade at the end; thiswould make a seamless and shorter video to appeal to the target audience.
  9. 9. For the research and planning stages Microsoft Word and Internet Explorer were the main things I used. Internet Explorerwas used to research many things such as other music videos which would be used for comparisons and inspiration whileMicrosoft Word was used to analyse different things and to record the production stage which would then be uploaded toBlogger. For creating the ancillary products in the production stage quite a few different programs were used. Adobe InDesignwas the main program that was used for creating the CD case and booklet as well as the magazine advert; it was used forediting text and images in a way to make it look professional. Adobe Fireworks was also used when creating the ancillarytasks. It was used mainly for editing images to fit in with the designs and resizing. During the evaluation stage I used Microsoft PowerPoint as I would later upload it onto SlideShare with would then inturn be uploaded onto my blog. Blogger is a very important part of the project as everything that I have created will beuploaded onto it. Images, videos and text are all uploaded onto my Blogger account to show a complete project and showthe process of production.

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