· In what ways does your media project use, develop and challenge forms and conventions of real media products?
While producing my music video, it was clear that the Indie genre had very particular conventions, which the majority of videos stuck to. The videos often had a split screen, with black and white or sepia tones. Furthermore if there was a narrative within the video, it was often fragmented, with the full story often not being told, or left on a cliff hanger. In an attempt to meet these conventions, I included all of the above; I began my video with a split screen and have desaturated a lot of my footage in an attempt to get a black and white effect without removing the boldest colours from the footage, as I believe they represented hidden messages within my work, such as the determination of the lead male to get his girl back. My narrative was thorough enough for the audience to understand without getting the full story, as it was left with only partial closure.
Very often, the videos contained footage of the band or artists performing the track. I attempted to do this in my video but decided against it due my male actor’s inability to lip sync. Furthermore, I believed I could make the video conventional to the Indie genre without such footage as some music videos like ‘First Day of my Life’ by Bright Eyes don’t even contain the band within them. On the other hand, I did include footage of the artist playing his guitar as it linked with lyrics of the song (“Just believe me girl, someday I’ll pay the bills with this guitar”)
For my Ancillary tasks, I annotated style models that would be considered Indie or alternative rock in an attempt to replicate the conventions in my work. I discovered that very often the digipak has overall house style colours that are consistent throughout each section of the CD. I therefore chose to use green as my main house style colour at first. I realised in time that although this matched the bold colour schemes of albums such as ‘White Blood Cells’ by The White Stripes, it did not suit the softer sound of my music video which was a cover of Plain White T’s ‘Hey There Delilah’. It was then later decided to use sepia tones as my main house style colours as it suited the sound of the artist. By using the sepia tones, I also linked the CD digipak with my music video, as the house style colours matched some of those in my video.
As for my album promoting poster, I tried to do the same thing by matching the colours to some of those from the music video. Furthermore, I met the conventions of my style models by featuring a representative image of the artist rather than the model himself, as can be seen in Blink 182 and The Subway’s posters. This appears to be a popular technique in the Indie genre, as artists like Ed Sheeran use their main musical instrument as their recognisable symbol (every fan of Ed Sheeran knows what his guitar looks like).
While producing my music video, it was clear that the Indie genre had very particular conventions, which the majority of videos stuck to. The videos often had a split screen, with black and white or sepia tones. Furthermore if there was a narrative within the video, it was often fragmented, with the full story often not being told, or left on a cliff hanger. In an attempt to meet these conventions, I included all of the above; I began my video with a split screen and have desaturated a lot of my footage in an attempt to get a black and white effect without removing the boldest colours from the footage, as I believe they represented hidden messages within my work, such as the determination of the lead male to get his girl back. My narrative was thorough enough for the audience to understand without getting the full story, as it was left with only partial closure.
Very often, the videos contained footage of the band or artists performing the track. I attempted to do this in my video but decided against it due my male actor’s inability to lip sync. Furthermore, I believed I could make the video conventional to the Indie genre without such footage as some music videos like ‘First Day of my Life’ by Bright Eyes don’t even contain the band within them. On the other hand, I did include footage of the artist playing his guitar as it linked with lyrics of the song (“Just believe me girl, someday I’ll pay the bills with this guitar”)
For my Ancillary tasks, I annotated style models that would be considered Indie or alternative rock in an attempt to replicate the conventions in my work. I discovered that very often the digipak has overall house style colours that are consistent throughout each section of the CD. I therefore chose to use green as my main house style colour at first. I realised in time that although this matched the bold colour schemes of albums such as ‘White Blood Cells’ by The White Stripes, it did not suit the softer sound of my music video which was a cover of Plain White T’s ‘Hey There Delilah’. It was then later decided to use sepia tones as my main house style colours as it suited the sound of the artist. By using the sepia tones, I also linked the CD digipak with my music video, as the house style colours matched some of those in my video.
As for my album promoting poster, I tried to do the same thing by matching the colours to some of those from the music video. Furthermore, I met the conventions of my style models by featuring a representative image of the artist rather than the model himself, as can be seen in Blink 182 and The Subway’s posters. This appears to be a popular technique in the Indie genre, as artists like Ed Sheeran use their main musical instrument as their recognisable symbol (every fan of Ed Sheeran knows what his guitar looks like).
· How does your media product represent particular social groups?
I believe that I have successfully represented the Indie music and fashion scene within my tasks. In both my main and ancillary tasks, I have represented the Indie social group through the clothing that my models / actors wear. I have also represented my target age group as the artists and actors are all within my target age range of 16 – 25. By using this age group of people in my video and ancillary tasks, the social groups I am representing can relate to what the characters go through and the emotions they are feeling. Finally, the mise-en-scene within the main and ancillary tasks represent the working class social group as the colours are all implications of living in conditions that would not be seen in upper class life (the brown sepia tones of the digipak mixed with the grey and black in the video). This idea of the urban setting where things are a little worn and used will be recognisable to my target audience as it will be included in their everyday life.
I believe that I have successfully represented the Indie music and fashion scene within my tasks. In both my main and ancillary tasks, I have represented the Indie social group through the clothing that my models / actors wear. I have also represented my target age group as the artists and actors are all within my target age range of 16 – 25. By using this age group of people in my video and ancillary tasks, the social groups I am representing can relate to what the characters go through and the emotions they are feeling. Finally, the mise-en-scene within the main and ancillary tasks represent the working class social group as the colours are all implications of living in conditions that would not be seen in upper class life (the brown sepia tones of the digipak mixed with the grey and black in the video). This idea of the urban setting where things are a little worn and used will be recognisable to my target audience as it will be included in their everyday life.
· What kind of media institution might distribute your media product and why?
I believe a record company like Hollywood Records would distribute my media products, as they currently distribute a wide range of artists from various genres. Owned by the Walt Disney Company, Hollywood Records distribute music from bands like Queen and Breaking Benjamin, as well as the other end of the genre scale, with artists like Selena Gomez. They also currently the distributers of the Plain White T’s, the band of whose song I have covered. As the Plain White T’s are of the Indie genre, there would be minimal reasons why they would not distribute another Indie artist like Tom Holton.
I believe a record company like Hollywood Records would distribute my media products, as they currently distribute a wide range of artists from various genres. Owned by the Walt Disney Company, Hollywood Records distribute music from bands like Queen and Breaking Benjamin, as well as the other end of the genre scale, with artists like Selena Gomez. They also currently the distributers of the Plain White T’s, the band of whose song I have covered. As the Plain White T’s are of the Indie genre, there would be minimal reasons why they would not distribute another Indie artist like Tom Holton.
· Who would be the audience for your media products?
- The audience of my media products would be Indie music fans who like artists like the Plain White T’s, Bright Eyes and Coldplay. This genre of music is deviating but the consumers appear to enjoy the variation that can happen in one album. I therefore believe that if I were to record the entire album, the songs feature would range from upbeat tracks to a softer sound in an attempt to satisfy the entire target audience.
- The audience of my media products would be Indie music fans who like artists like the Plain White T’s, Bright Eyes and Coldplay. This genre of music is deviating but the consumers appear to enjoy the variation that can happen in one album. I therefore believe that if I were to record the entire album, the songs feature would range from upbeat tracks to a softer sound in an attempt to satisfy the entire target audience.
· How did you attract your target audience?
I have attracted my target audience through the use of familiar Indie music conventions; by relying on existing style models to give me inspiration I have been able to create what I believe my target audience would want. This has been achieved by using similar shots to those in existing Indie music videos (it appears close ups are vital for this genre), as well as posing my model in a way I find appropriate in comparison to existing CD digipaks and posters.
I have attracted my target audience through the use of familiar Indie music conventions; by relying on existing style models to give me inspiration I have been able to create what I believe my target audience would want. This has been achieved by using similar shots to those in existing Indie music videos (it appears close ups are vital for this genre), as well as posing my model in a way I find appropriate in comparison to existing CD digipaks and posters.
· What have you learnt about technologies from the process of constructing this product?
During the production of my music video, I have learnt to use Final Cut Pro from scratch. Before the tutorials I received, I had never used this programme before. After a bit of practise I found it quite easy to use, finding that I could use various video filters and transitions to make my product look more professional.
For my ancillary tasks, I used Photoshop. I had prior experience of this software due to my AS coursework. However, I learnt to develop my previous skills and furthered my knowledge of unknown tools to create a more professional appearing product in comparison to last year. I have learnt to use techniques such as colour popping and edge feathering to make certain aspects of my ancillary tasks stand out and to change the overall appearance of the poster and digipak.
A concept I have learnt overall is that to receive the audience feedback I need I must use technology like YouTube, Facebook and blogs as it is easier for my audience to access instead of finding my audience and requesting it in person. This also gives my target audience an option to remain anonymous if they so wish, removing the pressure to be entirely positive about my products, which they may feel pressured to do if I am there asking them myself.
During the production of my music video, I have learnt to use Final Cut Pro from scratch. Before the tutorials I received, I had never used this programme before. After a bit of practise I found it quite easy to use, finding that I could use various video filters and transitions to make my product look more professional.
For my ancillary tasks, I used Photoshop. I had prior experience of this software due to my AS coursework. However, I learnt to develop my previous skills and furthered my knowledge of unknown tools to create a more professional appearing product in comparison to last year. I have learnt to use techniques such as colour popping and edge feathering to make certain aspects of my ancillary tasks stand out and to change the overall appearance of the poster and digipak.
A concept I have learnt overall is that to receive the audience feedback I need I must use technology like YouTube, Facebook and blogs as it is easier for my audience to access instead of finding my audience and requesting it in person. This also gives my target audience an option to remain anonymous if they so wish, removing the pressure to be entirely positive about my products, which they may feel pressured to do if I am there asking them myself.
· Looking back at your first drafts, what do you feel you have learnt in the progression from it to the full product?
Looking back at my first drafts, I believe I have developed my editing skills in progression to the full product. I have learnt to meet conventions to the best of my ability, and consider what the audience would want to see. I believe that for this genre of music, there are only a certain number of risks you can take when creating a product as the audience expect to consume something that is familiar to them.
Looking back at my first drafts, I believe I have developed my editing skills in progression to the full product. I have learnt to meet conventions to the best of my ability, and consider what the audience would want to see. I believe that for this genre of music, there are only a certain number of risks you can take when creating a product as the audience expect to consume something that is familiar to them.
· Looking at the feedback received for your main task; do you agree or disagree with the comments? Does the feedback change your opinion of your product?
Reading the comments I have received on YouTube and Facebook I agree with some but not with others. As mentioned on the YouTube comments, some of the shots are disorientating, possibly due to the speed of the zooms. However, the ideas for these shots came from style models such as ‘Dead Leaves on the Dirty Ground’ by The White Stripes, as the projections on the walls throughout the video make it quite disorientating in a similar way the shots in my video do. Furthermore, some of the shots, such as the clips of the heart shaped necklace, are meant to break up the main narrative, making it fragmented like my style models. These filler shots are implications of the messages behind my video, such as ‘Delilah breaks hearts’. By using a fragmented narrative, I have met the conventions of my style models; however it appears I have potentially confused my audience in the process as to why the narrative doesn’t flow smoothly.
It is true that some of my shots are too obvious, linking with the lyrics in a way that may be seen as cliché instead of conventional. It was difficult to find accurate locations and props for this video as I do not live in a city, which would be the ideal setting for this type of video. If I had more access to locations such as London or New York, I’d be able to keep the symbolism and implications in the video without making the imagery too obvious.
One comment I completely agree with is the mobile phone shot being at an odd angle. Due to limited time before the deadline, I reached a point in my editing where I had to use what I had as there was no more time to shoot footage. If given the chance, I would film this shot again, with a different angle and better lighting. The purpose of the shot was merely to show that the message Delilah sent was for Tom.
A suggestion I disagree with is the idea that there should be a shot of Delilah and Tom together, possibly arguing. By doing this, I would have removed the POV effect I intended to create – the shots of Delilah were meant to be what Tom saw and remembered (or imagined in the case of the shot where she sent the text to him). If there was a shot of them together I believe the Point of View shots would not have worked as effectively.
I am glad that the audience liked the contrasting saturation in the shots, as this was meant to represent the past and present. The sepia tones relate to feelings of nostalgia as Tom looks back, and the shots of Tom being desaturated are an attempt to imply that the present is grim and dark.
The feedback from Facebook suggests that the female character should not have been talking in some of the shots. However, I did this intentionally; as mentioned before, the shots of Delilah were meant to be from Tom’s memory, it therefore makes sense for her to be talking in some of them, saying things like ‘I love you so much’, even if the consumers can’t hear her voice.
Reading the comments I have received on YouTube and Facebook I agree with some but not with others. As mentioned on the YouTube comments, some of the shots are disorientating, possibly due to the speed of the zooms. However, the ideas for these shots came from style models such as ‘Dead Leaves on the Dirty Ground’ by The White Stripes, as the projections on the walls throughout the video make it quite disorientating in a similar way the shots in my video do. Furthermore, some of the shots, such as the clips of the heart shaped necklace, are meant to break up the main narrative, making it fragmented like my style models. These filler shots are implications of the messages behind my video, such as ‘Delilah breaks hearts’. By using a fragmented narrative, I have met the conventions of my style models; however it appears I have potentially confused my audience in the process as to why the narrative doesn’t flow smoothly.
It is true that some of my shots are too obvious, linking with the lyrics in a way that may be seen as cliché instead of conventional. It was difficult to find accurate locations and props for this video as I do not live in a city, which would be the ideal setting for this type of video. If I had more access to locations such as London or New York, I’d be able to keep the symbolism and implications in the video without making the imagery too obvious.
One comment I completely agree with is the mobile phone shot being at an odd angle. Due to limited time before the deadline, I reached a point in my editing where I had to use what I had as there was no more time to shoot footage. If given the chance, I would film this shot again, with a different angle and better lighting. The purpose of the shot was merely to show that the message Delilah sent was for Tom.
A suggestion I disagree with is the idea that there should be a shot of Delilah and Tom together, possibly arguing. By doing this, I would have removed the POV effect I intended to create – the shots of Delilah were meant to be what Tom saw and remembered (or imagined in the case of the shot where she sent the text to him). If there was a shot of them together I believe the Point of View shots would not have worked as effectively.
I am glad that the audience liked the contrasting saturation in the shots, as this was meant to represent the past and present. The sepia tones relate to feelings of nostalgia as Tom looks back, and the shots of Tom being desaturated are an attempt to imply that the present is grim and dark.
The feedback from Facebook suggests that the female character should not have been talking in some of the shots. However, I did this intentionally; as mentioned before, the shots of Delilah were meant to be from Tom’s memory, it therefore makes sense for her to be talking in some of them, saying things like ‘I love you so much’, even if the consumers can’t hear her voice.
· If you could change anything about your product, what would it be and why?
If I could change any aspect of my music video, I would firstly change the quality of camera that I used. I faced this problem during the creation of my first draft, as I had issues with pixilation. I moved on to a better quality camera; however this was still not sufficient for the quality of video I would have liked to create. If I had the time and finance to redo this video, I would definitely purchase a more advanced camera, such as the Canon XA10 or the Panasonic HDC-MDH1 pro camcorder, as they have full HD capabilities and less chance of pixilation when the footage is uploaded.
Other aspects of my music video that I would improve are the lighting and editing techniques I used. Although I used a high quality editing program (Final Cut Pro), I believe my knowledge of the editing tools and lighting were limited, making it harder for me to produce the video I had imagined. I intend to broaden my knowledge in these aspects for future projects, as well the smoothness of camera shots; some of the footage collected was not to the standard I wanted as I found it hard to pan and zoom without making it appear stuttering.
For my ancillary tasks, I believe I would develop my editing skills on Photoshop before changing my products, so that they could appear more professional. The main aspect I would change in my ancillary products is the images I took. Although I believe some them worked very well, such as the image I used as the front cover for the CD and the image for the poster, there are some of the inserts in the digipak where I had to compromise some of my ideas I had due the image being of poor quality. If I were to redo this project I would ensure I used a more professional quality camera in an attempt to gain better images.
If I could change any aspect of my music video, I would firstly change the quality of camera that I used. I faced this problem during the creation of my first draft, as I had issues with pixilation. I moved on to a better quality camera; however this was still not sufficient for the quality of video I would have liked to create. If I had the time and finance to redo this video, I would definitely purchase a more advanced camera, such as the Canon XA10 or the Panasonic HDC-MDH1 pro camcorder, as they have full HD capabilities and less chance of pixilation when the footage is uploaded.
Other aspects of my music video that I would improve are the lighting and editing techniques I used. Although I used a high quality editing program (Final Cut Pro), I believe my knowledge of the editing tools and lighting were limited, making it harder for me to produce the video I had imagined. I intend to broaden my knowledge in these aspects for future projects, as well the smoothness of camera shots; some of the footage collected was not to the standard I wanted as I found it hard to pan and zoom without making it appear stuttering.
For my ancillary tasks, I believe I would develop my editing skills on Photoshop before changing my products, so that they could appear more professional. The main aspect I would change in my ancillary products is the images I took. Although I believe some them worked very well, such as the image I used as the front cover for the CD and the image for the poster, there are some of the inserts in the digipak where I had to compromise some of my ideas I had due the image being of poor quality. If I were to redo this project I would ensure I used a more professional quality camera in an attempt to gain better images.
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