Evaluation Question 4

Evaluation question 4

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Evaluation Question 3

Above is a video of me discussing our audience feedback from both our earliest pitch about our ideas and our final idea. Below is the script I used;

Before creating our music video, we did a pitch to our class who are our target audience already so this meant that we could get some feedback and find out what they think of our initial idea so we could adapt and rethink anything that didn’t come back too positively.

After doing our pitch we discovered that our class liked the idea of having a performance based music video because after listening to our song they felt it was right for our genre. They liked the fact that we wanted to use a variety of shots and that it would work well as we are only thinking of having one location.

The class suggested that we should rethink having one location, and as it was outside we may have problems with the weather, because of this we changed our location to an undercover hay barn. They also recommended that we used editing and transitions to make sure our video doesn’t get boring because of the one location.

Our finished video was then showcased in class, and we sent round a small questionnaire asking the class what they thought of it, we asked these questions:

·         What is particularly convincing in the music video?

·         Did the genre of music seem to match the visuals?

·         Was the use of camera angles and editing successful?

·         Did the video sustain your interest throughout?

·         What would you change about the music video?

The positive feedback that we got was that the lip syncing ‘looks like they are singing and is in time’, which we are pleased the audience noticed as it was one of the things that we were most pleased with in the video. They thought that the setting matched the genre of music and was original as there aren’t many videos with the kind of location we used.  The audience also thought that we used a good variety of different shots, which meant that they kept interested whilst watching the video.

However, the majority of the audience did feel that we should of used more than one location which I agree with as the video does come across as fairly similar throughout and because of this someone also said that they started to get bored near the end of the video.

If we created the video again, I would definitely say that we need to choose two locations at least to make the video more interesting for people to watch. I would also suggest that we chose to use more editing techniques such as colourisation and a better fast cut montage.

Evaluation Question 2

Evaluation Question 2

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Evaluation Question 1

In What Ways Does Your Media Product Use, Develop Or Challenge Forms & Conventions Of Real Media Products?

In our music video we both challenged and followed Goodwin's Principals so that it had the sense of a real music video and we made sure that the principals that we challenged were to the advantage of the music video and not because we didnt want it in our video.

This can firstly be seen in the genre characteristics of the video as our chosen artist was in the genre of acoustic music like artists such as Jack Johnson and John Mayer so we chose to create a performance based video as this seemed the most suitable for both the genre of the artist and the song. The screen shot to the right shows both artists, Tom and Jamie which shows that the video was performance based as we filmed them both playing and the majority of our video is both the boys playing like we have seen in other videos such as Green Day - American Idiot as rock bands and acoustic bands/artists do tend to use perfomance based videos more often than not. Acoustic videos do also tend to be more relaxed and chilled to mix with the music which is why we chose the location of the hay barn. We found that the location was original and the mise-en-scence matched the music better than filming in a room or the school etc. After watching other videos from the same genre I started to realise that the videos with the same kind of music as ours tended to have videos filmed outside, in fields, parks, beaches and in locations that are based around nature.

As we chose to do a performance based video and after analysing the lyrics to the song that we chose to use we decided that the video would follow Goodwin's principal that the music will follow visuals however the lyrics would not dictate what happens in the video. We used the beat of the song to decide how long we kept shots for and also made sure that when Tom's boot is shown, he is tapping it in time to the music which we managed to get in time with the song when we edited.

After researching other music videos and Goodwin's principals we knew that it was important to use the advantage of close ups in our music video because we decided to use our artist to promote the music/artist rather than creating a star motif. As it was important for us to use close ups we made sure that we had them of both Tom and Jamie. To the right are screenshots from our video, of two of our close ups that we used.

The image to the right also links to the fact that we have referenced to the notion of looking in our video. We purposely asked Tom to look directly into the camera whilst singing so that we could capture and use the idea of voyeurism. This means that when our audience are watching the video they will be able to connect with the artist more whilst watching and feel as thought they are almost being sung to personally.

We have created and developed a visual style and clear brand identity by matching the colours, images and typography on all three of our products. By using serif page plus I was able to use the exact colours from the photographs I took on the day of filming, and use them for the deisgn of the ancillary tasks. I also made sure that the typography was the same on each product, although to make the cd cover and magazine advert interesting and appealing to look at I had to use a few different typographys. However, I made sure that they were the same style of serif font so that they all had a link when on the products and didn't look odd.

As we only shot in one location, we needed to make sure that the music video was as interesting as possible so that it keeps the audiences paying attention for the entire video. We started by using a small bit of colourisation to brighten up the hay in some shots as there were a few shadows which showed up in the corners. One of the main pieces of editing we did was use fast cut montage as this is typical in music videos, we carefully picked out a selection of shots that we had filmed and cropped them together with blurred transitions inbetween to make them flow. W did use a couple of transitions including dissolve and blurring however, we felt that too many would be over the top and make the video look too much.

When creating our cd cover and my magazine cover, I made sure that I followed the convention s carefully for each one so I had the correct industry information on each one and used the idea of visual clutter which means that there is a purposely busy design on the digi-pack and magazine advert. One of the most obvious conventions that I followed was the rule of having 3 main house colours, otherwise the products can either look too dull or too much for someone to look at. After looking at the images I took and the music video I decided that the 3 colours that I would definately use in the ancillary tasks were blue, brown and yellow. This means that when the audience looks at all our products they will be able to see the direct link between all of them.

Final Music Video

Above is our final music video of Tom Boardman's song 'Room To Breathe'.

Final Digipak Design

Final Magazine Advert

Digipak/Magazine Advert Design Inspiration & Creating A Brand Identity

Inspiration
After researching album covers from artists in the same genre as our artist, we have found one particular artist that we feel has an original album cover which we want to try to recreate in our own way.

The album cover for John Mayer's album 'Room For Squares' took both mine and Aaron's interest straight away as it is very original but not too much. The amount of white space means that the cover isnt too simple but matches the acoustic sound of the music on the album. We want to use the idea of having the photos that I have taken into squares or different sized sections and use the main house colours (which in this photo are earthy colours like brown and green which goes with the music as it is also natural etc) in the photograph used in different squares like on the cover to the left. We will use this type of deisgn on both or digipak and on the magazine advert and to make sure that they all link to the music video and together, the photographs that I took were on location of the filming of our video so the location and mise-en-scene match up. We will change the designs on each slightly so that they arent identical but have a similar feel.

On the front of this cover there is no industry information included, which means that it is likely to all be on the back because it would ruin the design of the cover. The only writing on the cover is the artist name and the title of the album which are both located at the top right hand cover of the cover, in a section of the photo that has been taken away so it fits in like asquare piece. As the album name is 'Room For Squares' and you can immediately link the name to the image as the image has been adpated and some pieces have been taken out so technically there is 'room for sqaures' in the design. Personally I have not yet seen an album cover with a design close to this one which is why we found it so unique.

Creating A Brand Identity
It is important that we make sure there is a link between all 3 of the products so that the audience can recognise each product and know that it is promoting our artist. To do this, when creating the two ancillary tasks I will use the following four things to link them;

House Colours;

I will use serif page plus to take exact colours from the photographs that I took from the day we filmed and use them for the tasks. The three main colours used will be yellow, blue and brown so that they match the images on the digipak and advert.

Typography;

After looking at different fonts, I have decied that I will use serif type fonts, this is because I feel that it works well with the genre and the products. The main font used will be 'Georgia', however using one font will make the products look repetitive so I will choose a variety of serif fonts to use so that the products look more interesting.

Images Used;

I have taken lots of photographs from when we filmed, for the digipak and the magazine advert so all of the images used are original and relevant to the products.

Layout And Design;

As I explained in the  text above, I plan to use the idea of an image being made into squares like John Mayer has on one of his albums, 'Room For Squares. I will change it so that the products don't look exactly the same and will vary how I use the deisgn idea so that each product has an original twist of the idea.

Magazine Adverts

As our second ancillary task we have chosen to create a magazine advert for our chosen artist to advertise their music and brand image. Before we could start designing our advert, it is important to do some research on existing magaizine adverts for artists in thesame genre as Tom Boardman, our artist. Below is the magazine advert for Ellie Goulding's album 'Lights'.

Digipaks

A digipak is a type of packaging for CDs, usually made from paperboard and in the folding style of a book. They have one or two plastic trays to hold the CD in and have a design on each side. We will be creating the design for a digipak for our artist as one of our chosen ancillary tasks.

Digipaks are one of the most recent types of packaging, only coming about in the 2000's. However, they are not used as regularly as the plastic jewl cases plainly because they are more expensive, do not last as long and are not as hard-wearing. Most digipaks that are created tend to be used for special edition CD's which means that they can also fit more information about the artist on so if used for a greatist hits CD for example, the buyer could read about the artist's history more than they could with a normal CD case.

In creating a digipak for our artist we will be able to use photographs and text to almost show off our artist and advertise their image in as interesting way as possible. We will be using Serif Page Plus to do this, so that we can take advantage of the software and use it creatively. We will make sure that it links to the magazine advert we are also making and the music video itself so that the artists brand identity is seen throughout all of the products and advertising that we are making.

There are different types of digipaks, for our ancillary task we have chosen to design a digipak with four sides like the one in the bottom of the photograph, this is because as our target audience is younger we feel that whilst they would like to find out information about the artist inside and see pictures that they will be more interested in the actual music so doing a digipak with a smaller amount of sides would be a better idea.

Lighting & Photographs

As we were so unfortunate with our lighting the first time round, when we filmed the second time we make sure that we had a different type of lighting to light up the barn. Luckily, we managed to get hold of two flood lights which lit up the barn perfectly which meant that as well as filming, we were able to take good quality photos for our ancillary tasks. Below is a selection of some of the photographs that I took of our artist in the haybarn.

Re-filming

Unfortunately, when we uploaded our footage the lighting was very poor which meant that you could not see our artist or the location very well. By filming later on in the year we are challenged by the light as it gets dark very quickly and as we have to film after school we will be rushed for time. However, as we have filmed before we will know exactly what we want to be filmed and wont need to experiment with angles as much because we know what worked well from last time. It also gives us the chance to film the footage of a better quality and film any extra bits that we didnt last time. We will also take this chance to take photographs of the boys for our ancillary tasks.

Below is our new shooting schedule.

Final Storyboard

Above is our final storyboard, due to the change of location if was important that we made it clear in this storyboard. The storyline of our performance based video has not changed much apart from the fact that there will no longer be a girl in the video and we will only be filming in the one location. As we are limited to one location we will use creative shots and editing to make sure that the video does not get boring.

Shooting Schedule

Above is our original shooting schedule, we planned to film on the 18th October but it was pouring with rain which meant that it was too wet to film and it would of been a waste of our time and our artist's time. Therefore, we filmed on the 19th October instead, the weather was still wet however we managed to find a change of location which was different and under cover.

Brand Identity

Paolo Nutini is an artist in the same genre as our artist, he plays mainly acoustic music and has the same target audience as who we are aiming our products and music at.

There are three main ways that his music is advertised, on his website, in shops and on tv. After looking at his website recently, I noticed that the font type of the album cover matches the font on the website which creates an automatic link between the two and also makes the website up to date with Paolo as it almost makes you notice the new album. The wooden picture frame shown on the cartoon image on the front of the album matches the six different pictrue frames on the website which move when your mosue is near them. It means that the whole time you are on the website, you are reminded of the album and his music.
I couldnt find a magazine advertisement for Paolo Nutini, for any of his albums, but I did however see a television advert for the album 'Sunny Side Up' which is the album that
links straight to the website as well. I think that Paolo Nutini has created a brand identity across all of the promotional medias by having them link to eachother so when each is seen by the public and fans you can tell that they are all from him and his is recognisable from it. For example if someone saw the website without his name on, they should be able to recognise that it is Paolo's from the similarity to the album cover.

Shot List

When filming our footage we made sure that we shot a variety of shots so that when we put the final footage together we had enough to choose from and could make the video as interesting and relevant to our song as possible.

The shots we shot were;
- Close up
- Medium close up
- Medium shot
- Two shot
- Medium long shot
- High angle shot
- 180 shot (did not work as well as we hoped)
- Low angle shot
- Over the shoulder shot

Our Target Audience

The target audience that we are targeting with our music video is both male and female teenagers to young adults between the ages of 16 to 24, which I would say is roughly the same target audience age for artists such as Jack Johnson and John Mayer, similar artists to ours.

It is likely that our target audience will be from any socio-economic group, and people that like listening to relaxing acoustic music, preferably at music festivals.

Camerawork and Editing

Whilst filming our footage we had to make sure that we thought about the use of shots and camera work, we also needed to think about the editing that we are going to do to the footage once we have put it on the mac computers.

Camerawork
- In most music videos, the most important thing is that the close up must predominate, this is because as the videos are watched on small screens the viewer must be able to see clearly who they are listening to. As well as that, the viewer is more likely to feel connected to the artist if they can see them for the majority of the time.

In Ellie Gouldings video for 'Starry Eyed' there are a large amount of close ups of her which lets the viewer see her and feel like they know the artist that they are watching/listening to. When filming we made sure that we got lots of close ups of both Jamie and Tom to ensure that we had enough for the video.



- We need to make sure that we create an intimacy for the viewer as we will be selling the music to them as well as the trying to sell the artist.

Editing

We will be editing our footage to create our music video on the apple mac computers in school, and whilst doing this we will need to ensure that our video s interesting and we show our knowledge of the editing that can be used in our video.

- Fast cut montage is soft transitions quickly cut together, when filming our footage we filmed different shots to use in a fast cut montage during the instrumental part to the song because otherwise the viewer may get bored or feel that the video is becoming repeatitive.

There are digital effects such as;

- Split screen
This is used a fair few times in the video for 'Bad Day' by Daniel Powter as it shows both the girl and boy in the video at the same time so that the viewer can compare how they are feeling and what they are doing. This allows the viewer to feel more involved in the actual video.

- Colourisation
There are different ways to use colourisation in music videos which could be having black and white scenes, like Beyonce in 'Put A Ring On It'. It is also possible to overexpose a shot or use tinted colouring which could be used to change the mood of a shot or to help match up any footage that was shot at different times and had a slightly differnt light.



To make sure that our video features what it needs to, in order for it to look realistic we will edit the following on the beginning of the video;
- Band/Artist Name
- Song Name
- Name Of Production Company
- Date Made

Change Of Location

On the day that we took out the camera to film, the weather took a turn for the worse and it started to rain heavily. We had thought of two other possible locations beforehand incase it was too wet to film in the field which it was on the day. We decided it was best to just change our location completely rather than waiting to see if the weather cleared up. Jamie's grandparents have a large house and and a hay barn which was covered and a perfect location as there was different heights to take shots and for the boys to sit on. Unfortunately Arthur was not available on the day, so we filmed with Tom and Jamie.

Problems With Lighting
As it was raining, and the lighting in the barn was fairly dim we thought that it would be too dark to get any good footage, however we found out that there was a light at the top of the open barn which meant that with Tom sitting at the highest point of the hay near the lighgt, it almost acted like a spotlight which worked with the performace based video.

Target Audience Feedback

In class, Aaron and I did a short presentation going over the general ideas and storyboard for our music video. Explaining the shots and location that we are planning on using to see what they thought and to listen to feedback so that we could adapt our ideas, taking into consideration what they said.

Below are some of the comments that we got back from the class after our presentation.

What works well?- 'Narrative and performace together is a good idea'
- 'Good use of shots and angles'
- 'Good exchange between scenes'
- 'Good variation of shots and angles'
- 'Great idea, very clever and original idea'
- 'Shot choice is very sensible, will work well'

- '360 shot will work well'
- 'Good location, works with music genre conventions'

- 'Good idea of having two cameras'

Even better if...- 'More editing effects'
- 'Make sure cuts dont get too fast for the video'
- 'Fast cut montage would keep it interesting'
- 'Think about colourisation'
- 'Will it work with bad weather?'
- 'More different camera angles and colourisation'
- 'Try to use Goodwin's Theory to your advantage'

After reading through the feedback and comments that we got on our music video idea, it is clear that the location was definately a good idea as it is a place that links in well with the music genre. The shots that we have thought about so far seem to be interesting and not the average ahots that are used most of th etime such as medium shot, close up etc. One of our best and most original ideas, personally I think is the idea of having two cameras and making it look like the girl is filming which seemed to go down well with our class.

It is obvious that like us, they did think however that it is impossible to plan around the weather because it could change at any second, for this reason it is even more important that we think of other places that we could use for the location. We also need to make sure that we use colourisation and editing to make sure our video is intersting, and we show our skills on the mac.