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Personal Evaluation
- 2. In what ways does your media product use, develop or challenge forms and conventions of real media products? In my group’s music video we attempted to converge contemporary editing and filmmaking techniques with authentic but ageless techniques of band representation. During the post production, we were heavily influenced by The Kooks, Arctic Monkeys and Jake Bugg on their works from their digipak and website. The band The Kooks was my main outlet for inspiration for my music video and digipak, I like that they used a noir colour scheme but in the digipak used the colour red in the title of the bands name, so red would be relatable to the band. It also gains attention if you were walking past it in the shop and looks attractive. Similarly, I really liked the Arctic Monkeys ‘AM’ album cover because of its minimal design and graphic on the front of the cover, it establishes the band is well known and does not need the bands name written across the front. By looking at other bands it helped me expand my creative interest and try to challenge the conventions of the indie genre. We decided not to use a band for our music video although our song consisted of four members, this allowed us to emphasise Jem’s character and the effect he can have on the audience.
- 3. In what ways does your media product use, develop or challenge forms and conventions of real media products? During the filming of our music video we tried to make it as easy as possible for our subject, Jem, to feel as comfortable as possible. This meant that we tried to be as prepared as possible and the filming process was smooth and meticulous, we did this by rehearsing some of the scenes prior to filming and making sure that Jem knew his lyrics off by heart so that we didn't’t have to keep stopping, we also rehearsed Jem by making sure he knew what to do in front of the camera and that he didn't’t feel awkward at any point; we told him to keep it casual and not to worry too much. We also prepared the camera and made sure everything was working and charged up so when we got to Brighton and our other filming locations we were ready to film with no disruptions. However, when we got there we had to experiment with different shot types, the places we were supposed to film in due to the harsh weather conditions and editing techniques so we could test the boundaries of the contemporary music video. For instance, instead we tried to cut to the beat so we could follow the pace of the song and to emphasise the lyrics so we could amplify the video and create a relationship between Jem and the audience. Also we used projections when we were filming to create a more diverse and different video, and to contrast with our scenes from Brighton and the roof top; this made the music seem more contemporary rather than dated and organic.
- 4. How effective is the combination of your main product and ancillary texts? Our main product and our ancillary texts stemmed from and linked through the main themes of our initial brainstorms and lyrics analysis; the struggle and climb to success in the music industry, self-promotion and self confidence, as well as the theme of youthfulness. Through visuals, as well as text, we tried to connect the two products in a clear and effective away. Our website was mainly used as promotional material for our artist Jem. This enabled the website did not have the have the prominent task of portraying the ‘real’ artist as the video and lyrics to the song that are already raw and exposing. The music video differs to the production of my ancillary texts, I tried to make the website and digipak more sophisticated rather than conventional of the music video. I wanted an audience to note that our artist has an experimental side rather than clinging onto the young boyband beach scene; the noir exterior for my ancillary texts is conventional of the indie genre but creates a variety for the audience. I looked at bands like The Kooks and The Arctic Monkeys for inspiration when researching into my ancillary products. The concentration on the colour black and white, such as bold large texts was taken into consideration and evident in the bands I had researched. These techniques helped to make my website look more clear, graphic and easily accessible.
- 5. How effective is the combination of your main product and ancillary texts? A similar colour scheme of black, white and red, taken from the artists I have looked at is used throughout the website and digipak. The consistent colour scheme enables there to be a connection and significance throughout our various products; it helps created a clear theme for the bands representation. The connotations of the colours black and white signify dominance and masculinity rather then having an ablaze colour scheme. This suits our subject Jem’s exterior, his rugged and manly appearance works with a darker tone of colours, but the use of the red signifies passion and desire which is spoken through the lyrics of the song. I wanted to highlight these colours as a way to emphasize Jem’s reliability in himself as he is a breakthrough act in the music industry. It is important to me when thinking about the representation that these traits were fully formed and noticeable throughout our products. I promoted Jem through the shop on the website, selling merchandise another materials to help sell the artist. I designed various different logos and designs which appeared on t-shirts and hoodies; having other items might not have fitted in with the indie genre and might not have sold well to the audience.
- 6. How effective is the combination of your main product and ancillary texts? I used hyperlinks to social media sites such as Facebook, Instagram, Twitter and Snapchat to direct our potential audience to a more personal and intimate level with the band. The main concern for my digipak was making sure it was not as similar as our music video, I wanted to base Jem in the future so we could have a more sophisticated approach to his music. There is a de-saturated indie look rather than the use of vibrant colours, I have had a much different approach to the rest of my group members because I wanted to keep it monochrome; more sleek and conventional of the indie genre.
- 7. What have you learned from your audience feedback?■ During the editing phase of your music video, we carried our multiple audience feedback sessions with several focus groups consisting of a wide range of people who had never seen the video before. This helped in giving us direct feedback during the editing process, allowing us to always be making sure our tailored decisions were towards out target demographic. Through different research into other indie-pop artists as well as researching more into the concept of our music video, we decided very early on that our target audience would range from 16 through to the age of 25. As a group we started the feedback process by interviewing a selected group of 16-18 year olds, whom gave us direct feedback and suggestions to change or improve; this will be important because they are positioned in the centre of our target audience bracket. Some of the first feedback that we received was really positive. Everybody loved the song and found it really catchy; even singing and dancing along to it which was a good reaction for the first time of listening to it. There were multiple words that were current throughout the questionnaire’s like “fun”, “happy” and “enjoyable” which helped us gain confidence in making sure the video was having the right desired reaction on the audience. Our older audience feedback members still had a connection with the song and compared to our younger audience feedback it was still similar. Most people compared our music video to the works of ‘indie-pop’ bands such as the Arctic Monkeys and Coats and Jake Bugg ,vwho were equally on their outgoing personalities. We wanted our video to strongly portray our subject ’Jem’ as charismatic and have no problem exposing their personalities on camera, this was a reassuring source of information too.
- 8. How did you use media technologies in the construction and research, planning and evaluation stages? ■ We used multiple technological devices throughout every stage of the production of our advanced portfolio. During the post production of our video we were certain that communication would be essential for us to put all our ideas together; we made a Facebook group chat and a google drive so we could use Dropbox so we could share and transport all our videos and into one place and decide plans for meeting. Our progress was very transparent and each member of the group was able utilise these social media formats to update on any of the new ideas that sprung in our head. During the construction for the music video we created an in depth story board that annotated specific camera movements and subject movement for our music video. We used a manfrotto tripod with which enabled us to get shots without the jolting movement which would have jolted our footage. We used a canon 7D, camcorder and Canon XF 100 and these cameras proved to hold unique footage from valid perspectives, with the former following more traditional music video conventions, such as establishing shots and still camera, later on enabling us to experiment with different camera angles and shots. We also used a shoulder mount so we had more control when we were filming and we could be more experimental with our shots; not having to worry about having jolted shots. This also enabled there to be amore in intimate feel with the audience and the subject, having it hand held could make the audience feel like they are more involved and there is more of a connection.
- 9. How did you use media technologies in the construction and research, planning and evaluation stages? ■ During the editing of our video we experimented with various techniques to enable us to make our video as good as we could. In certain scenes like the sea, we used slow motion to create an emotional connection with the music and the audience. Similarly, when the music quickened up, the pace of our editing became more rapid; so after the climax we wanted something that would finish the video well. Throughout the beginning of the music video there is a consistent speed which is used throughout, so we needed towards the end for it to be more upbeat. The production of my digipak closely followed the rubric we had set for ourselves once we had finished the music video. I used Wix for the production of our website, although I did not use the same colour palette as I used a more sophisticated monochrome look. During the fine tuning, evaluation part of our work we constantly kept recording our different audience feedback groups so that we could maintain an outside view on our work. Most people agreed my colour scheme and the design of the digipak didn’t match the video but agreed the design and layout seemed professional and excaimed you can differ your works.
- 10. By Sophia Musmar