My music video uses the followingconventions of real media products: Shots Editing pace Sound
The shots are very similar to manyother real music videos and havebeen inspired by real music videos.Following are a few slides, firstlyshowing an example of a shot from areal music video then followed by anexample of a shot used in my videothat follows a similar convention.
The editing pace of my musicvideo follows the conventions ofmany real music videos as thepace changes every 3-5 secondsand to the beat. As it can not beshown through images pleaserefer to my music video on‘YouTube’ to see it.http://www.youtube.com/watch?v=6zl-96Sp1HQ
My music video developed theconventions of real music videos throughthe location as it was filmed outside anabandoned mental asylum. Some artistshave created a setting like thisbefore, however as my music video wasindependent and low budget I did nothave the means to create a set and filmedit outside a real abandoned mentalasylum. Following are images of thelocation in which my music video wasfilmed.
My music video has also developedconventions of real music videosthrough colour. Not many musicvideos are in grayscale however I feltit was necessary for mine to bethroughout as it fit with the genre ofthe music and the location. Somemusic videos have certain sections ingrayscale however mine is grayscalethroughout.
My media product challenges theconventions of real music videosthrough:•The use of editing and flashingimages.
My music video challenges the conventions of real music videos as rather than splitting between two types of narrative It contains just performance based filming with flashing quick images of the asylum all throughout the video. Following this are images of this unique editing technique I have used.
In order to maintain brand awareness forUndercurrent, throughout both the main task and print tasks Ikept reoccurring themes in order to enable easy recognitionof items that belong to the band. To achieve this I used thefollowing attributes:• A Greyscale theme in both the main and print tasks.• The same band logo throughout all tasks.• Consistent use of the same fonts.• Consistent use of the same shade of blue between tasks.
INTERVIEW QUESTIONNAIREPro’s Pro’s• Achieve more personal • Many people are more responses. comfortable answering• Receive more detailed questionnaires due to their responses. anonymity.• Interviews will enable me to see • Can be done quickly. audience responses • Can achieve both quantitative emotionally/facially to my and qualitative data. products. • The data can be processed• More reliable data will be quickly. received and allow the audience to reply any way the want. Con’s • The questions may not beCon’s understood.• Interviews are time consuming. • Boredom may take over and the• Achieving feedback through questions may not be answered interviews are difficult to process thoroughly. as the replies are open • Doesn’t allow the participants to questions. give long and detailed answers.
Opinions on my A2 project DigipakPlease take a few minutes to fill out this survey on the quality of the products you viewed today. Iwelcome any and all feedback and answers will be kept confidential. Thank you for your participation. How would you rate the quality of the poster and digipak?Participant Information Excellent Very Good Quite PoorWhat gender are you? good poor Male Female What typical features of a Digipak and poster do mine have/not have? _______________________________________________________________________________Which age range do you fit into? _______________________________________________________________________________ _______________________________________________________________________________ 10-13 14-17 18-21 22+ _______________________________________________________________________________ _______________________________________________________________________________The music video _______________________________________________________________________________Would you watch music videos of a similar genre personally? What did you enjoy about my Digipak? _______________________________________________________________________________ Yes No _______________________________________________________________________________ _______________________________________________________________________________Would this music video interest you to downloading it/the track? _______________________________________________________________________________ _______________________________________________________________________________ Yes No _______________________________________________________________________________Would you recommend this video to a friend? What would you change about my Digipak? _______________________________________________________________________________ _______________________________________________________________________________ Yes No _______________________________________________________________________________ _______________________________________________________________________________Do you feel the music video and the song worked well together? _______________________________________________________________________________ _______________________________________________________________________________ Yes No
What gender are you? Which age range do you fitin? Number of participants Age Ranges161412 10 to 1310 (4) 8 14 to 17 6 (9) 4 18 to 21 2 (10) 0 21+ (2)
Would you watch music videos of Would this music video interest similargenre personally? You to downloading it/the track? Interest in genre Interest in downloading the18 track1614 201210 15 8 10 6 4 5 2 0 0 Yes No Yes No
Would you recommend this video Do you feel the music video andto a friend? the song worked well together? Recommend Work well 25No 20 15 Work 10 wellYes 5 0 0 10 20 yes no
How would you rate the quality of the poster and Digipak? Quality of Digipak 12 10 8 6 4 2 0 Excellent Very good Good Quite Poor poor
What typical features of a Digipak and poster do mine have/not have?. (Pink is used for positive comments and blue for negative. Many comments were repeated and therefore there are not 25 comments below). ‘No hand written lyrics.’ ‘Details of the record ‘Lyrics on the images.’ company.’ ‘Posed images of the‘No separate images of band.’ ‘Information on theeach band member.’ band.’ ‘Backstage shots of the band.’ ‘Pull out poster in the inlay.’ ‘No tour dates.’‘Band’s website and ‘The bands logo.’Facebook page.’
What did you enjoy about my Digipak? ‘Strong shade of blue throughout was ‘Band logo used in consistent and created different colours was a good relation to the good.’ band.’ ‘The band’s comments in the digipak.’ ‘Bold date on poster.’‘Bands thank you ‘Poster was not toocomments.’ crowded.’‘The greyscale bandimages.’ ‘Backstage band images.’
What would you change about my Digipak? ‘I would make the ‘I’d put in images more whole natural and less lyrics, not ‘Add more colour to the posed.’ random snips.’ poster.’ ‘Add ‘Add tour dates to the information ‘Exaggerate the poster.’ about the colour in some band in the of the images.’ Digipak.’‘The poster should be busier.’ ‘Add a pull out poster of ‘Add more backstage the band.’ images of the band.’
Additional information – The interviewees were then given the opportunity to verbally give me any other evaluations/additional information they wanted to add. This additional feedback is also from YouTube and Facebook .(Pink is used for positive comments and blue for negative.) ‘Striking ‘Slow motion on the end of the images in ‘Good the digipak.’ video is a good effect.’ unconventional setting for the ‘Quicker ‘Need to use coloured video.’ paced shots images in Digipak.’ needed.’‘Great video!Black ‘Some band ‘Flashing imagesand white, very edgy! members in the effect is great.’Great sound, well done video are badto the next big band actors.’out of Sheffield since ‘TheThe Arctic Monkeys! ‘wicked video guys, to pictures areLove it!.’ go with agreat song really love it!’ random.’
The feedback that I have received from both the internet sitesand the focus group has enabled me to not only reflect on thenegative and positive aspects of my project but to also allow meto improve my work and create a more professional lookingpiece.The diverse range of feedback I received from both genders ofall ages enabled me to also understand feedback from allbackgrounds and decide on which sort of age group to aimtowards as my target audience should I do a similar projectagain.Audience feedback is important as it aids me in seeing mymistakes as well as how my audience react to a piece of mediaput towards them, and therefore is ensures I follow theconventions I am supposed to in order for a piece of media to besuccessful with my target audience.
Construction andresearch contained a lotof information I gainedfrom Youtube and themusic videos currentlyon there as well asGoogle for informationon conventions of realmedia products andother bands I waslooking into.
I used an iMac to run the editing software on for the construction of mymusic video as the iMacs in the centre I edited the music video in have amuch higher RAM and the processor can run Final Cut Pro without‘jamming’ or causing problems. Final Cut Pro was my choice of editingsoftware as it is a professional software used to edit some blockbuster filmsuch as ‘fight club.’ The software also enabled me to add the effects Iused In my music video and edit the colouring of it.
Effects used on Digipak Image through Photoshop.
Both these programmes were used in theplanning stages on my project. Word wasused to save my research on (which waslater moved onto a blog) and PowerPointwas used to create this evaluation. I usedthese universal programmes as they aresimple and easy to use and I could easilytransfer my work to different computers tocontinue working on my project betweenhome and College.