Question 4 - SoundCloud format

Question 4 - Essay Format

Question 4 – How did you use media technologies in the construction and research, planning and evaluation stages?

Before beginning any of my research and planning, I had to create a blog on www.blogger.com, so that I could keep note of every element within the process of creating all three of my products. At first, this was difficult for me to understand, as I had never worked using a blog before. However, it has proved to be extremely great in displaying my multimedia skills and portraying my work in a visually interesting way. It was essential for me to find a variety of ways to showcase my media work, not just in essay format. I began to familiarise myself with Prezi, which is a web based presentation application, which helps to present work in abstract and entertaining ways. The embed tool on Prezi is what allowed me to put a copy of any presentations I created onto my blog – meaning a copy of my work was always accessible online.

When presenting videos and copies of my music video drafts, I found Vimeo was particularly good as it allows you to host videos in HD. Often after exporting my music video drafts, which were made using Premier Pro, I would discover that uploading them straight to Blogger was not possible. This is because the file size of my music video drafts were generally over 100MG as I would convert them in high quality, and files over this size would often be disallowed on Blogger. Therefore, finding alternative ways to showcase videos was something I taught myself to do. Other methods might include placing my video into Windows Live Movie Maker and converting it from that, as it would automatically reduce the file size, however visually the video didn’t look bad.

Using Microsoft PowerPoint was often a route I took, especially when analysing products such as my similar product research for music magazine adverts. This is because using the Text Box Tool and the Shape Tool (when drawing arrows to parts of the images), meant I could analyse products quickly and easily, as I am familiar with PowerPoint. However, adding a PowerPoint presentation to Blogger is not simple. There are two ways it can be done, you can either save the PowerPoint as individual pages and upload them as JPG files, so that they are viewable from blogger as images. Or, you can use Scribd – which is the method I used more often. This is a digital documents library that allows users to publish presentations and then access the embed code, enabling you to post it on blogger by pasting the embed code in the HTML section. SlideShare was also used, but as a provider of information when carrying out research on the Indie Folk genre, this website displays presentations created by people around the world – meaning I could access different views and opinions of my research topics such as “Who are the Indie Folk target audience?”

I also used a website called SoundCloud in order to upload long essays, which might be appreciated when being read aloud. By using this website meant I could upload audio files to Blogger by embedding them into a post. Social Networking websites such as Facebook and Twitter were accessed when carrying out audience feedback. The options to have conversations online meant that I could receive criticism and advice on my products quickly and also meant I could post my work and have many different people view all it at once.

When shooting photos for my ancillary tasks I used a Cannon 550D. This camera was equipped with a cinematic shutter speed with a 1.8 aperture lens. This meant I could take photographs in shallow focus for a more creative and artistic look. When editing these images I would place them into Adobe Photoshop, which allowed me to use the Crop Tool to make images the size I wanted for my digipak or magazine advert and the Magic Wand Tool is what assisted me in cutting out particular parts of an image in a professional manner. The Brush Tool also came in handy when making my magazine advert look more interesting, as it meant I could scroll through a selection of shapes and images and print them onto the background of my advert. I chose a 3D swirl, in black and in white, which added to the simplistic and pretty theme of my product. When editing the photos for my digipak, experimentation with colour was key as I wanted to try and portray the 50’s era by adding a sepia like tone to all the photos. To achieve this look, I would create an Adjustment Layer and edit the Brightening or Contrast of the photo – choosing a more yellowy and orange tone.

In production, I shot my music video using a Sony HVR-Z1E Professional 1080i HDV / DVCAM Camcorder; this is because I wanted to ensure my footage was of the highest possible quality. Using this camera provided a cinema-look to my production piece as it uses CineframeTM 25 Mode and 2-mode Cinematone GammaTM which creates a progressive-look effect. The slow motion feature accessible on this camera meant I could create the slow paced shots I needed to compliment my song choice. To light the shots of the mother character, as she was indoors I used 2 Arri 650 watt lights that come equipped with barn doors, meaning you can control and create the shape of the light you want. I chose to make a straight slash of light across the wall and window inside, creating a tense and negative atmosphere.

I used Adobe Premier Pro CS5 when editing my music video, as it allowed to me to cut shots using the Razor Tool and rearrange them into the order I wanted and then add the song and any other audio I desired to have within my music video – for example the tweeting bird noises at the beginning of my video and also the ringing of the bell. The option to add titles came into use at the beginning of my music video, when the artists name and song shows on screen, as well as my own. To create this, I placed this title on top of the first shot in my video and used the Dissolve transition to make the writing fade on and off screen as it would on professional music videos shown on music channels such as MTV or VIVA. I also used Adobe Premier Pro to create short videos to present my ideas and evaluation process, using a Dictaphone to record my speech and then adding images and short video clips to illustrate what I was saying.

After Effects was used when adding a filter light to my music video – although I did not use this in my final product, it was experimented with in my second draft. To do so, I first chose the filter I wanted to use which was called Cinematic2. I would then add an adjustment layer over all of my footage and drag this particular lighting onto the layer. It gave my whole video a yellow tint, with extra defined shadowing. However, after converting it and watching it, I decided it decreased the quality of my footage, resulting in me deleting this layer and going with the lighting from my original film shoot. 

Question 3

audience feedback question 3 from Ria on Vimeo.

Question 3 Essay Format

 What have you learned from your audience feedback?

Gathering audience feedback was a fundamental element of my production process, as it informed me on what I was doing right and what needed to be improved. It ensured that I was creating products that would successfully appeal to my target audience and be of a high professional quality.

The primary target audience for my products are females aged 13-25; however there is also the secondary audience of males aged 17-23. Due to my chosen music artist 'Birdy' being of a young age with an angelic and innocent style, focusing on females as a main audience was expected. This was presented in the way I created my products in a delicate and pretty manner. Examples of this could be the twinkle effect I applied to a photo on my digipak, or the narrative in my music video following a female on her journey – allowing audiences to personally identify with the character.

I made sure to gather audience feedback for all products I was making, all the way through the process. I generated this feedback through social networking websites such as Twitter and Facebook, asking people to message me with their likes and dislikes. I also created a questionnaire, that was handed out to five members of my target audience, asking them questions such as “what does an interesting music video involve?” This guaranteed that I was going to create a music video that suited their interests, ensuring it would be popular amongst my desired audience. Other ways included, asking audience members directly and organising screenings, in focus groups, of my drafts so audience members could watch my video and I could note responses.

I found that some feedback was more effective than others, for example asking audience members directly was very helpful as I could indulge in greater depth of conversation about their views, allowing me to ask them questions such as “If you didn’t like that, what would you prefer to see instead?” I always wrote down people’s responses and posted it on Blogger. This meant I could refer back to the feedback later on in the process of creation, reminding me what to include and what to dismiss. Having said that, the questionnaires were extremely helpful, as they allowed me to compare particular answers and using these statistics to come up with the best decision. For example, when deciding what my narrative should include, the feedback I gathered was hugely relevant, as the question “What do narratives in Indie Folk music videos usually involve?” gathered answers that could ensure my music video was conveying my chosen genre in the right light. My concept of the sad narrative of the daughter being turned away from her own home was conducted through the responses I received – highlighting just how essential audience feedback really is.

Once I had done my first drafts for all three products (music video, magazine advert and digipak) I asked people on Facebook to message me their views. This is where I gathered very important information about my house style, as many people asked to see more of a vintage effect on my digipak photographs. Taking this into account, I interpreted that the vintage 50’s era look was obviously popular amongst Indie Folk audience members, which encouraged me to use the photograph of the old 50’s radio that is presented on my magazine advert. When reading the comments given to me on social networking websites, I couldn’t help but think that some people might not be the target audience of my products. This forced me to believe that receiving feedback in this way was not entirely effective, as some views and opinions were posted by people who were not in fact my actual target audience, therefore confusing my decisions. 

Regardless of this, my determination to gain criticism and advice was displayed in the way I sent copies of my music video and printed pictures of my magazine advert and digipak to family and friends. I found that the most positive feedback I received was surrounding the way I edited my shots to be in time with the pace of the music, in result depicting the sad and foreboding tone of the narrative. The mise en scene and lighting was also commented on as a success, as audience members were able to instantly recognise the theme of childhood and freedom due to the large open locations I used to film in and my focus on sunlight and nature.

Question 2

Question 2 Powerpoint by

Question 2 Essay Format

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

  

When creating my music video, magazine advert and digipak I ensured to make a recognisable ‘house style’ so that the theme of the album will be easily identified by its target audience, in result; working together to promote the album. The extended metaphor that runs through all my three products is the feeling of childhood and nostalgia. However, also how carefree actions reflect on other people’s lives – which is reinforced within the lyrics of my song choice.

          My music video has the purpose to entertain its audience and also, to create a character that fans of Birdy can personally identify with, therefore feel sympathy for when observing the ending of my music video. As well as this, it was also used to amplify the lyrics and message behind the song “People Help The People” by using a modern and interesting narrative to reflect how your actions impact others. The way the video is filmed; using slow motion and gentle slow cuts helps to represent my theme of childhood and innocence, creating a feeling of nostalgia amongst older viewers – encouraging them to remember a more carefree time. The artist I chose will naturally help sales and stimulate word-of-mouth, as she is of a very young age with such great talent.

            The purpose of the magazine advert is literally to promote the album and contribute to the image and style of the artist I wish to create. I feel my magazine advert successfully represents this as I chose to design it using very neutral colours such as beige and pastel green – which will appeal to the target audience of my artist as they will appreciate products representing a vintage fashion and that reflect nature. In terms of the image of the old radio; it signifies the era my music video is set in, which is reiterated within the mise en scene of all my products. It’s also a visual representation of everything my artist stands for – music. This will instantly assist sales of the album, as my target audience will appreciate artists with a passion and consideration for music. The mention of it being sold on Digipak will appeal to more enthusiastic fans of Birdy, as they will be able to buy a high quality product, that includes photographs of the artist; which might be used and kept as a collector’s item – making them feel as though they are getting something special and worthy of their money.

            The digipak I created also maintains to portray the vintage house style with the sepia and shadowed effect I have applied to my photographs. The darkened edges around each picture make the customer feel as though they are peaking through something, generating the feeling of exclusiveness; as if they are seeing something not many people are privileged to see. The title of my digipak “My Dream World” reinforces my theme of childhood and innocence – as children dream incessantly and are often referred to being “in their own little world”. I downloaded a font called RiotSquad, as I felt it was bold enough to grab a customer’s attention, without ruining the elegance and picturesque manner of the product. As this is the artist’s first album she has created, I felt featuring a wide selection of photos of the artist was necessary, in order to get her known and recognised by her potential fans. I tried to create an air of mystery about her, by applying brushes such as glitter and twinkles around her body. This will attract the younger target audience I am aiming for, as well as reflecting the magical and enchanting style of my music video.

Question 1 Essay format

In what ways does you media product use, develop or challenge forms and conventions of real media products?

The music video I created conforms to some of Andrew Goodwin's ideas on music videos, such as the fact that there is a link between the visuals and the lyrics. This is relevant to my product as I have created literal visual representations of the words in the song. For example, a close up of my models hand is used as she touches leaves on a tree, which could be linked to the lyrics: “give me your hand and I’ll hold it”. The pace of my music video might also link to Goodwin’s theory that music and visuals also intertwine at times. The song I chose “People Help The People” by Birdy is of slow tempo, therefore when editing my music video, I ensured to keep a slow pace, making sure the cuts of shots were on the beat, and didn’t contradict the melody of the song. The fact I filmed my music video with a slow mo effect might also be what made the pace so well fitted with the song.

Additionally, Goodwin states that music videos might also be used to amplify emotions and moods, without completely illustrating the song. In terms of this suggestion, my music video conforms perfectly, due to how the sad mood and sense of loneliness is displayed by both characters in my narrative, capturing the essence of the song, whilst creating a completely new storyline. This grasps the audience’s attention, keeping their interest the whole way through, until the two characters paths cross at the end of the video; where it is revealed they are mother and daughter. 

In terms of the representation, I attempted to create a sense of innocence and freedom within my music video. I did this essentially using mise-en-scene. For instance, by filming the majority of the video in the woods and in meadows, created a feeling of carelessness, which was essential to be portrayed as it fit into the storyline which hints that the young girl had been out all night/day, whilst her mother sat at home worrying. Another way this was portrayed would be in the costume and make up of my model. Dressing her in a flouncy dress, with small brown boots and a pale, clear complexion gives an essence of childhood, reinforcing the idea of the character being care free. This idea complements my song choice as within it are references to childhood memories that could make audiences feel nostalgic: “you kissed the girls and made them cry”.

My music video fits into the indie folk music genre, due to the footage within my product echoing many shots used in music videos for artists such as Birdy and Ellie Goulding. An example of this is my focus on nature. Wide angle long shots of the sun peering through the trees and bushes towards the camera are typical shots that are used in order to create a calm feel to the video, as the songs usually aim to make the listener feel peaceful and content – in contrast to perhaps screamo music that aims to make the listener feel aggressive and tense.

My focus on locations is what makes my music video so visually pleasing. Finding a country cottage to film my last scenes in helps to target my video at the right audience. Those who listen to Indie Folk music will enjoy the outdoors and will also have an interest in country music. Therefore, the locations within my video are easier for my audience to identify with. On the other hand, those who listen to Indie Folk music who live in city areas might find great joy in enduring within footage outside of their normal environment, creating a sense of escapism. My video would essentially appeal to young girls, those from 12-24. This is because the artist Birdy is in fact only 16 years of age. Although her vocals do not necessarily portray this, her lyrics do – therefore largely appealing to those of a similar generation. In result, I carefully picked my main actress to appear as a young girl, small in size and petite. This is so I could ensure that my audience would feel a personal identification with my actress, helping them to feel more engaged with the narrative – which also means my video applies to Bulmer and Katz' Uses and Gratifications theory.

My video reinforces the concept of how the actions you make have an impact on other people’s lives as well as your own, in the form of a linear narrative. The story begins at the start of the young girls journey home, in which we see her skipping and enjoying the walk in a playful manner – reinforcing my concept of childhood. However, the restrictive narrative ensure that occasional shots to a different location where an older woman appears to be worriedly looking out of a window are shown; accompanied by shots of the main character stepping out of the sunlight and into the shadows forebode the negative ending to her travel home. This could make my story slightly abstract, as it is not until the end that it’s revealed this woman is the young girl’s mother; who has been eagerly waiting her arrival home - The use of the sun reflecting through the trees and grass and onto her face gives the character a positive aura, making audiences feel sympathetic for her during her argument with her mum.

Magazine Advert

            Similarly to my music video, my magazine advert conforms to the conventions of real-media products in relation to the Indie Folk genre. The artists name is written clearly at top, ensuring to grasp the attention of fans Birdy. Her name is written in the same way it is on the Digipak – this creates a House Style and a common theme – so the artists products are easily identified each time. The title of the album is diagonally places across the page, so that it sticks in the readers memory. I featured five-star ratings and quote such as: “Quite Beautiful” and “Mesmorising Music” by popular newspapers such as The Guardian and The Times, in order to give the album a feeling of success, which audience members will appreciate as they will know spending their money on this album will not be of waste. The language I used to describe the album fit into the genre, as Birdy’s target audience will enjoy soft and atmospheric music, which I feel the words I have used represent. The image of the old 50’s radio also fit into the theme of my music video, as it is set in that era and also conforms to the ‘vintage’ fashion that my target audience will appreciate. I created one in portrait and one in landscape; this is because I wanted to ensure the album could be advertised I various places, for example, a bus stop advert in portrait and also perhaps a billboard in landscape.

Digipack Cover

            My Digipak maintains this vintage style with the application of tints and filter lights to the photographs I took when filming. Two of the images are of my main actress walking through the woods looking innocent and gentle. This conforms to the typical representations of Indie Folk artists, who are often portrayed as angelic. Another photo is of my actress looking into her reflection in the mirror, whilst wearing dark lipstick and a dark red fur coat. The concept of identity and reflection is something I have used throughout my project, as in my music video my artist looks at her reflection in a puddle. This is because Indie Folk music is often about identity and makes the audience feel self reflective and evaluative of their own impact on society; hence my continuation of this theme throughout.
            The CD holders and back page are all photos of trees/nature. This is because I am trying to convey the tone of the album, highlighting the soft type of music Birdy sings. Target audience members of Indie Folk will instantly associate themselves with albums of this look. The filters on these photos make the leaves and scenery appear sunlit and warm, making the album more appealing and eye catching. I also included a record label logo of ‘Manza records’ so that industrially audience members will begin to recognise the record label and associate it with this genre, helping to advertise the artist and the company at once. The copyright details are also included as well as typical generic conventions such as a track list and a barcode. These all contribute to making my product look as professional and as close to real-life media texts as possible.