Music Video

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Evaluation Question Four

As I started A2 coursework consisting of a music video magazine advert and digipak I knew that I wanted them to all link with the same house style running throughout all of my products. I believed this would not only make the products look professional but also allow them to be easily recognisable to consumers. Despite this, all the products have different purposes and I aimed to fulfill each different purpose by the end of the course. The conventional main purpose of a music video is to entertain the target audience, which is what my purpose was with my music video to “The noose of jah city”. The target audience can watch the aesthetic experience i’ve collected through many landscapes and scenery that i’ve collected and placed in my music video. My audience can also interact with the video itself as the actors in the video look directly at the camera multiple times in order to allow the audience to feel as if my actor is looking directly at them. This allows a  personal identity aspect of my music video as the audience can personally connect with my artist and understand how she is feeling emotional whilst also following the narrative of the story. My music video also uses a variety of locations during the narrative, all my locations are part of every lifestyle so are therefore relatable to my target audience with allows them to establish a connection with my performers lifestyle. Therefore the settings I have chosen in my music video all appeal to a variety of audiences providing entertainment as well as allowing them to follow the narrative, it serves as a purpose of a music video and is very effective as the main product that my ancillary products were created upon.

 

A magazine advert should advertise a product, such as a music album in the case of my A2 coursework. It should sell the product as well as informing the audience(uses and gratifications theory~) about the artist. I didn’t have an actual idea of what I wanted my final magazine advert to look like at the beginning of the course, so during the course I allowed my ideas to develop whilst making the music video through the creation of my research tasks such as my mood board and research into existing products, I think this enabled me to be more creative as it meant I was not having to stick to a plan. I knew I wanted to reflect the same theme as  my music video as it would allow them to be recognisable as promoting the same product.

Evaluation Question One

For my A2 coursework I created a music video for King Krule’s “The noose of jah city”. This song is of the indie/alternative genre and thus it was not difficult to conform to the codes and conventions outlined by this genre.

In terms of camera shots, I first created a detailed blog post on the different kinds of shots in indie rock/alternative genre. From this blog post I understood that there are often lots of close ups and extreme close ups and also lots of wide panning shots of nature. Nature is an important aspect of the indie alternative genre as many of the artists value the down to earth, green feel of the videos. Many indie artists reject the metropolitan and club scenes of pop or hip hop videos. In my own video I conformed to these conventions by including lots of extreme close ups of the mise en scene in my video. This was an important aspect of the narrative as it drove the story line however it also was integral in producing a media product which was recognisable as the indie genre. I also decided to film in a way which was not surreal or hyper realistic. While my shots were varied and interesting, having a naturalistic style did not challenge the indie genre.

Another way I conformed to the codes and conventions of indie music videos was through my choice of setting. I could have set my narrative in a city or busy town but in order to emulate the rural feel of indie videos I chose wide open space, abandoned houses and deserted landscapes (Ruislip Lido when it was snowing) . In some indie rock videos however it is common for artists to perform in places such as subway walks, train stations and woods. This is telling of their rejection of the “glitz and glamour” of the modern pop and hip hop industry. In this way I did not subscribe to the gritty and inexpensive setting of indie rock videos and instead aligned more strongly with alternative indie genres. In the same respect, I did not have any scenes in the black box, which imitates an expensive film studio.

My music video is purely narrative. Often indie and alternative indie music videos feature a considerable amount of performance as they believe the focus should be on the music and not the mise en scene. In this way I did not conform to the codes and conventions of the genres as I did not include any and in this way I challenged them. This was a choice I made as I wanted the audience to focus solely on the narrative, I believe however, my video is still recognisable of the indie genre.

Similar to my research of music video genres, I created an in-depth analysis of several digipaks previously released. In this post I analysed the key elements of the digipak and considered what made these successful. In my own media product I chose to include a song list for the album; this is a common inclusion as it provides the audience with important information about their purchase. Another code and convention of digipaks I conformed to was the inclusion of the artist’s name and title on the front cover. This is a smart business decision as it allows customers to see what they are buying. Often digipaks do have people on their images in order to entice customers.

 

Evaluation Question Two

What have you learned from your audience feedback?

Audience feedback was crucial in the course, as it allowed me to appeal to a larger target audience. My target audience for the products were teenagers in the 14-25 age group with indie taste. I conducted a survey on survey monkey, in which I asked for people to state their age group from four different categories and music tastes. ‘The outcome showed that most internet based people are in the age group of 12-20 and 21-25. This was useful when creating my music video because I ended up using effects and trends that appealed to that age group, thus increasing the amount of views on my music video. My music video appealed to males alike, as it has male protagonists with several clips of some other females, and thus creating a situation and storyline in the video which they could understand. Whilst creating my products throughout my drafting stage I asked different people on their opinions on the drafts as I wanted to have a larger target audience. Their feedback was constructive and helped shape my music video to their liking. The draft I did for the music video was asked for by many people who appreciated the genre of it.

In considering my target audience in detail I knew that I needed to get feedback directly from the audience I aimed to make my target demographic. By getting direct feedback during the process of making my music video meant that I knew my final product would appeal to them, as they were able to suggest improvements whilst also highlighting what I had done well in my music video. I gathered audience feedback in a couple of ways, one of the ways I did so was carrying out small individual interviews with my fellow students who were part of my target demographic male ./ females aged 17-18. I found that by doing this enabled me to get constructive criticism that I wouldn’t find too harsh as I knew that it was all helping me to create the best music video for my chosen demographic. I found that by doing a feedback interviews was a more honest and effective way of gathering feedback compared to online surveys.

The most beneficial audience feedback I received was from my media teachers as they knew and understood the criteria for music videos better than me and my peers did so they were able to give me in depth feedback on how to edit my footage and how to make it appealing to both the media expert and my target demographic. Although this was the most beneficial feedback, I think that the feedback from my audience played a main role in how my final product turned our because I valued their opinion the most as I knew they were the type of people who would be watching my video. Some of the feedback I received during the production of my music video was that I need to change my original narrative as it didn’t work when all the footage was placed together. Therefore I responded to this feedback by filming more footage which helped the narrative flow and whelped the storyline be more understandable. Therefore this piece of constructive criticism was extremely helpful as it allowed my music video to make more sense and appeal to my target demographic. When I had finished my music video I got individual feedback form my peers, and they said that I needed to colour grade my footage so that I was more visually pleasing as it was currently looking quite dull and unprofessional. I took this suggestion into consideration and colour graded my footage using the premiere software so that it was more appealing to my target audience. Overall I believe that the audience feedback was a crucial part of me creating a successful music video as it allowed me to be successful as a media student by also successful in adhering to my target audience needs and to what they wanted my final product to look like

production of my music video was that I need to change my original narrative as it didn’t work when all the footage was placed together. Therefore I responded to this feedback by filming more footage which helped the narrative flow and whelped the storyline be more understandable. Therefore this piece of constructive criticism was extremely helpful as it allowed my music video to make more sense and appeal to my target demographic. When I had finished my music video I got individual feedback from my peers, and they said that I needed to colour grade my footage so that I was more visually pleasing as it was currently looking quite dull and unprofessional. I took this suggestion into consideration and colour graded my footage using the premiere software so that it was more appealing to my target audience. Overall I believe that the audience feedback was a crucial part of me creating a successful music video as it allowed me to be successful as a media student by also successful in adhering to my target audience needs and to what they wanted my final product to look like.

Evaluation Question Four

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

Over the course of my A2 media coursework, I used a variety of different technologies throughout the different stages of production.

The second thing I want to cover when coming across this question is the research section, and this is due to the fact that this was the first of the three that I first used. Firstly, in order to gather all of my research, I had to look online for several magazines in order to help me with my first research task. This was the analysis of magazine adverts. The four that I chose had more or less the same vibe that I wanted on my own magazine advert, and this was the Kings of Leon, Eminem, The Arctic Monkeys and Lana del ray. I chose these four from different genres of music as well because at this point I did not have a solid idea on what type of genre my music video would belong to. I constructed this PowerPoint on Microsoft PowerPoint 2013, which is the latest software developed by Microsoft in order to help businesses, students and whoever’s using a Microsoft computer. Other than this and Google, I didn’t have to use much else when it came to my research tasks, however the variety of programmes I used increased certainly in my planning and evaluation stages.

Moving onto theses stages, whilst planning my music video in more depth, the first task of the pre-production stage in planning was to show your chosen location. The way I chose to do this was to firstly open my video in Adobe Premiere Pro CS6, before scrolling through my video until I found appropriate scenes in which my location looked the best. One way I did this was through using the effects of Premiere Pro in order for the different locations to fade into each other, therefore when one scene switched into another scene, the way it was presented had the right effect. For example when I was filming in the abandoned mansion and then switched to Ruislip lido, the contrast and brightness in both scenes gave off a vibe that represents the original song that I chose to cover. Comparing this to the Noose of Jah city, there is various scenes where the location is an empty mansion, where the artist stands alone, before being shown in another light with several other people, as if showing two different sides to the story.

I also used slide share which is an internet presentation software where you can upload your Microsoft power points online so that they could be displayed in a professional manner. I used slide share for most of my research posts such as for the task “analysis of previous students work” as I found the layout was the most presentable, furthermore I found slide share was easy to use and navigate around so was not too time consuming. Finally, I liked to display my work in a variety of ways on my blog as it made it more interesting and multimedia, so I also decided to incorporate some Prezi’s this is a presentational software which was a successful way to show off my planning tasks. This helped make my blog look more professional and interesting which is what I wanted my blog to be.

Moreover during the production of my music video I used physical equipment opposed to the media software. The main piece of equipment I used was the Canon 600D. I experimented with the camera before filming so that I had an idea of the different settings on the camera, I also referred back to YouTube to watch tutorials so that I had a wider understanding on what else I could do with the camera such as adjusting the aperture. By using this digital camera it provided me with far more advantages than using a traditional camera where by you would have to edit all your footage using the camera. Whereas with the Canon 600D I was able to transfer my footage onto the computer where I could then edit it using professional software (adobe premiere) and could edit it properly using effects such as image stabiliser