Evaluatuion: How did you use new media technologies in the construction and research, planning and evaluation stages?

To complete the promotion package, I had to use merous amounts of different technologies, both hardware and software. Throughout the research, planning, constuction and evaluation, the software I used were; web 2.0 (Facebook, YouTube, Blogger, MySpace), Google, iMovie and Photoshop. The hardware I used were cam corder and a tripod, and the applemac itself. 

 

During my research I used the internet (Google) to look into existing music videos of a variety of genres, to get an outline of the different convensions. I deconstructed productions from Birtney Spears, Katy Perry and Lady Gaga. I also used YouTube to souce this information. Google was also used in researching into existing album artwrok and magazine adverts, look at Led Zeppelin and REM covers and adverts from magazines such as the NME. By using exisitng institutions I created the designs and ideas of the final product.

Planning the whole package meant a lot of drafting. I used Blogger, an online blog, to document and link to web connections, as well as upload designs and ideas which i had hand drawn and scanned into the computer. I also used the apple mac software to practice using the programmes i needed to use (iMovie and Photoshop). This was to ensure that the prodution ran smoothly. Another practice run i did, was using the head cam and getting it into the correct position for filming. During research and planning, we were able to experiment unsing the head cam. We were using it as part of the band live footage and incorporating different views into the sequence. Unfortunately, due to spilt of the band, the head cam wasn't used in the final product.

The construction of the video used the software of the apple macs and the hardware of a camera and tripod. By using a tripod while filming, made sure that we got a steady shot to keep a concentrated effect. This was because we wanted the focus to be on the storyline, and no be ruined by the unsteady filming. To upload all the footafge, I used a firewire into iMovie. This allowed manipulation and editing to the footage as well as the track itself. I used the Fast/Slow effect to create the time lapse. This was a long shot to film, but when it was sped up, it was really effective. The fast/slow can we adjsusted according to the effect desired. The opposite of slowing down the shot, was used as the two characters met on the stairway. This was to create a precausious atmosphere.To create the DVD Digipak and advert, I used Photoshop.

As both parts of my products were designed in connection, and the design is all computer generated, I was able to create the two pieces just through Photoshop. I used multiple layers, including text, photos and shape tools, which made the repetition of the image easier, from DVD Digipak to advert. The image below is an example of the layers which i duplicated in both parts of my package.

Evalating the finished promotion package used many different technologies. The video was put onto YouTube to gain feedback and some information on the audience. promotion of the YouTube upload was put on Facebook to help gain more feedback from different audiences. Another form of feedback we gained, was through a viewing and questionnaire. The Questionnaire was created using NeoOffice and the results were recoreded and displayed through blogger.

Evaluation: What have you learnt from your audience learned from your audience feedback?

For the video, we had a target audience of 15-22yr olds, of both genders. In my case, the production of the music video needs close attention to the target audience as the product is created for a purpose with a specific aim. The video which we produced had to appeal to the target audience for it to be successful. If the target audience didn't enjoy the video, then it wouldn't match the desired genre of rock.

To gain appropriate feedback, the vidoe was placed on YouTube and a link was pasted on Facebook. The image above shows the tags which the video was labelled with. Each tag was designed to increase hits and availablity through searches. I included tags which the video could be associated with; such as Led Zeppelin, Fall Out Boy, and Red Hot Chilli Peppers. These are similar bands which could help promote Vivid Sky and their own material and genre. I also tagged the video with A-level, media studies, Nikki Frost and Elissa Cosway, so that people who are looking for our video or a simlarly created video, would be able to access the video more easily.

This image shows where the hits and recommendations came from. The biggest amount of views we have recieved so far was from referrals from Facebook. 30/107 views were from Facebook. With our second highest views being 24/107 coming from "other" sources such as word of mouth and specific viewing. From the first viewer, I can see that the tags applied to the video were successful which is also shown through more recent searches of the band and song title itself. All these results show that Web 2.0 is the best promotion of the music video as a preliminary media promotions, but relies on effective tags.

The comment that video recieved on YouTube, was recieved by an 18 yr old female who, by the video she uploads, is into pop culture and as a result of this, she commented expressing a misunderstanding. From this, I read that; because it isn't her interested music genre, it is more difficult to interpret.

A screening of the video was done with viewers of our target audience. We created a questionnaire which helped us identify minimal information about the individual and more information about the video itself. The most common strengths identified by the viewers were the variety of shots and use of effects. These were two of the main things we wanted to acheieve in our finished product. From the feedback, we know that the storyline and clarity needed to be improved. The viewers enjoyed the video but when asked to explain the storyline, found it difficult. I think if the drug reference was stronger, the narrative would be clearer. Another area of improvements which was identified is the acting from the actors. The main issues was the actress' facial expression. Due to the delay in starting film prodcution because of the band disputes, we had to find an actress as soon as possible. The actress was unsuitable for the role of this character due to her "smiling" expression.

A question included in the questionnaire was asking about TV channels where the audience would expect to see the video. From this, 8/10 said MTV and 2/10 said Kerrang. Both TV channels were channels we previously aimed the video at.

The feedback which we gained from one of the band memebers was very constructive. The lead singer, Lewis Burks, had critically analysised the video to give appropriate comments and feedback. From a band members point of view, he felt that the video narrative told the story of the song. He was very pleased with the finished product and said it represented the genre and band effectively. As for the target audience, as Lewis informed me, Vivid Sky were aiming to increase appeal to the younger audience. He knew instantly that the music promotion video would appeal to the younger audience. Overall, the band are very pleased with the outcome and complete promotion package I have produced.

Evaluation: How effective is the combination of your main product and ancillary texts?

The promotion package contains the video, DVD Digipak and magazine advert. From the production of the video, I created the DVD Digipak based on ideas I got from the video.

The final design of the DVD Digipak came to after drawing a brief design of what I wanted. However, due to lack of artistic ability, I drew a stick man to represent a real man. After looking at the design for improvements, I decided to keep the stick man as a final design. I did this because it is simplistic, which fits in with similar album artwork of other artists of the same genre. Also, the stick man represents the fun that the video production entailed. The band members themselves are fun and like to have a joke, I felt that it was important to include band characteristics within the DVD Digipak.

The front and back cover of the DVD have a rule of thirds composition; vertically on the front and horizontally on the back. This was done to be easy on the eye and to distinctly separate the bold colours. From looking at other DVD artwork, I noticed that the rule of thirds is frequently used but in various different ways.

The title writing used on the cover is similar to that of the bands – cracked red writing. I felt that it was important to maintain the colour scheme of the band; of black, white and red. On the wall, bother front and back, graffiti writing is used. This was because I wanted to reinforce the appeal to younger people and relationship to both artist and target audience.

The last part to complete of the promotion package was the magazine advert. I for the idea for the template from an advert I had research in the NME magazine. However, the middle section of the rule of thirds is the same designs as the DVD Digipak; keeping a consistent theme throughout the promotion package. I repeated the wall and stick man as well as continuing the black, white and red theme. The whole advert was designed this way to be easy on the eye and give a quick, simple message that the DVD is out.

After much research, I think that the NME magazine is the right place for the magazine advert and that a TV channel for the video to be shown would be Kerrang or MTV. The video has been placed on YouTube and Facebook to see the feedback from the public.

The whole package represents “Vivid Sky” for their personalities. The editing is reasonably fast, thus synchronous to the track. The actors are young and dressed in a way that the target audience can associate with. The enjoyment and fun, within the video production, represents the band completely, which is also shown through the DVD Digipak and advert design.

Evaluation: In what ways does your media product use, develop or challenge forms...

The aim of the promotion package was to create a video, DVD Digipak and magazine advert for a local band.

The band I used was “Vivid Sky”, a group of 4, 17-20 year olds, who write and produce their own material. I estimated their target audience to be male and females, aged 15-22, with an average lifestyle but may enjoy gigs and live music more. From this information, I was able to construct a video which matched with the identified characteristics. The main storyline of the track is about a drug dealer; to try and make the target audience aware of the dangers of drugs, and understand the lyrics. The original plan was to use narrative.

The video itself is based on Goodwin’s illustrative theory. By using illustrative shots and acting we were able to connect the lyrics to the video. We decided to use an illustrative style as we thought it would help the audience understand the lyrics and meaning of the track. The lyrics to the track create a lot of mystery, and so we wanted to imitate that within the video. Enigma is an important convention where mystery is created. Barthes theory uses enigma codes and helps the audience to decode what is being created. I feel that the video we have constructed develops the enigma convention. Also, the video follows Todorovs’ theory of having a structure; however we created a new equilibrium [the woman in black] instead of a re-equilibrium. Propp’s theory of characters is not used to a great extent, we have the villain [man in black] and the victim [girl] but there is no hero present.

The mise en scene of the man in black is created around the target audience (age 15-22). The man in black is wearing trainers, a hooded top and tracksuit trousers. This was because this age range is more likely to connect with the younger dressed, danger of the man rather than a man in a long, black trench coat. The way that the woman is dressed supports the male gaze theory and she is dressed to look vulnerable. This helps create the potential risk and danger which the girl faces. The weather which the video was filmed in was a dull, windy day. This was to reflect both track lyrics and the genre of the artist. This band’s main colour theme is black, white and red, so we wanted the weather to match the alternative rock, darker atmosphere.

I think our video uses the same conventions to many other music videos of a similar genre.

Overall, I feel that the video develops current forms of conventions. Due to the amount of enigma created, I think that the video is individual to the genre and styles to usual videos of this genre. A lot videos of an alternative idea, nearly always still uses band footage. Due to the band having problems, we were unable to gain the footage we needed and therefore there was no band footage within the video. This challenges the typical convention of illustrative idea in terms of genre videos.

Final Magazine Advert

Final DVD Digipak

This is my completed design for my DVD Digipak. I am very pleased with the final product and I feel that it has represented both the track and the artists themselves. From my original plan, I have developed my ideas accordingly. I have only adjusted the design slightly, but I feel it was for the necessary affect.

The original plan was intended for an actual silhouette of a “man in black”, however, i substituted this for an stick man. As you watch the video you can notice the smiles throughout, I wanted to keep the “fun” within the cover so they are more synchronised. The brick wall is kept in the brick colour instead of the designed white, this was to keep the colour the same throughout the cover. I then repeated the wall and colour scheme [black, white, red] on the back cover.

The plan on the back cover has changed as I felt it wasn't quite right for the presentation I wanted. I kept the rule-of-thirds composition but just re-arranged how they were, moving the image to the top and track listings to the middle third.

This is the design for in inner of the digipak. I chose to use a band shot as this fits in with the research DVD Digipaks I looked into. This kept the band image present within the Digipak, and continued the simple band image from the back of the outside cover. Simple, yet effective.