Georgia's Evaluation
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Question 1
In what ways does your media product use, develop or challenge forms and conventions of real media products?
For our music production video we decided on using a grime hip hop artist Dizzee Rascal that aims his music in the same age group as us so we could relate to the type of video we wanted to create. His usual use of lyrics on his other songs within the album was based on sex money his life style and girls however 'Bonkers' with producer Armand Van Helden had a more electro/house beat and lyrics took a more pop style with a fun vibe which we could experiment different camera techniques and editing styles.The music video we created does not show the follow in conventions which the usual rap/grime artists we researched many videos such as Ndubz, Lethal Bizzle, Wiley Etc however our lyrics did not link to the usual showing of money that they have drugs or surroundings linked with street crime.
We began by researching other artists by watching the usual technique of the same genre whether it looked successful and if different techniques would fit well with our own music video. and studied theories based on conventions that usually happen during music videos e.g. Andrew Goodwins. Researching artists and learning how to analyse music videos through theories helped us to gain a better understanding to how they work.
We also analysed digipaks which also gave us a greater knowledge of the type of digi pak to produce by helping to create rough ideas around our artists star appeal.
We therefore took a different approach as there was a part of electro and house linked in to the song. Our video is lyric performance and narrative driven. The performance we used throughout the video we believe created more of an interesting concept relating our artist video and the consumer with a typical day. We were inspired by many artists videos throughout our video expanding on each idea which would flow with the lyrics the song using intertextuality.
'Barbara Streisand' and 'Rockstar' where we would approach different people and get them to sing part of the lyrics making it more affective as the video was aimed at all ages and them two videos were proved very popular.
We also used the video 'all of the lights' by Kayne west and Rihanna to add in certain buzz words as throughout that video the only use they use was text flashing which we believed looked very affective for parts of the video which we needed to fill.
We also used a male character as the main artist substitute this created a less 'random' look other than the 4 girl characters and also relates to Godwin theory of star power. By using Goodwin 6 point plan analysis on our music video which was inspired by watching low budget videos on Youtube 'Basista Skank' he music was the same upbeat tempo as ours and included a bedroom scene at the beginning which was incorportated hugely in our music video.
We created a narrative relationship by using the lyrics to create a story line of a person waking up ' wake up everyday is a day dream' of our four main characters waking up in the bed creating an effect between lyrics and visuals.
We then created a effect between the music and lyrics as the speed of the song increases the cuts of the editing the video was more frequent building a suspense as well as using stop motion at the slower parts of the song.
We began by researching other artists by watching the usual technique of the same genre whether it looked successful and if different techniques would fit well with our own music video. and studied theories based on conventions that usually happen during music videos e.g. Andrew Goodwins. Researching artists and learning how to analyse music videos through theories helped us to gain a better understanding to how they work.
We also analysed digipaks which also gave us a greater knowledge of the type of digi pak to produce by helping to create rough ideas around our artists star appeal.
We therefore took a different approach as there was a part of electro and house linked in to the song. Our video is lyric performance and narrative driven. The performance we used throughout the video we believe created more of an interesting concept relating our artist video and the consumer with a typical day. We were inspired by many artists videos throughout our video expanding on each idea which would flow with the lyrics the song using intertextuality.
'Barbara Streisand' and 'Rockstar' where we would approach different people and get them to sing part of the lyrics making it more affective as the video was aimed at all ages and them two videos were proved very popular.
We also used the video 'all of the lights' by Kayne west and Rihanna to add in certain buzz words as throughout that video the only use they use was text flashing which we believed looked very affective for parts of the video which we needed to fill.
We also used a male character as the main artist substitute this created a less 'random' look other than the 4 girl characters and also relates to Godwin theory of star power. By using Goodwin 6 point plan analysis on our music video which was inspired by watching low budget videos on Youtube 'Basista Skank' he music was the same upbeat tempo as ours and included a bedroom scene at the beginning which was incorportated hugely in our music video.
We created a narrative relationship by using the lyrics to create a story line of a person waking up ' wake up everyday is a day dream' of our four main characters waking up in the bed creating an effect between lyrics and visuals.
We then created a effect between the music and lyrics as the speed of the song increases the cuts of the editing the video was more frequent building a suspense as well as using stop motion at the slower parts of the song.
We decided on shooting our video in different locations for a more 'Bonkers' affect however we could not find many places which would have the graffiti on brick wall affect that we wanted we there fore used green screen a lot of the time whilst shooting for our music video. The filming was shot in 3 different angles for most of our shots as we wanted variety and the ability when filming to choose the best place for this. Most our shots of quick editing was inspired by electro house music which we found would benefit the beat of our song we chose.
Our style of video we had to chose was wild and comedy as our lyrics were humorous and we would not been able to create a serious or boring video with the lyrics and beat of the song which usually goes against usual grime artist videos however I believe this made our video unique and interesting to watch.
Please look at my Multi Media Evaluation on Wix
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Question 2 How effective is the combination of your main product and ancillary texts?
We have used branding to create a image for our production company and create a unique look and consistently used a theme throughout so that our brand is instantly noticed within the Digipak and poster. By researching different types of digi paks in the same music genre as Dizzee Racal this helped us to distinguish a type of look we had to aim for that would attract the same audience. I researched rap artist Lil Wayne this digi pak and analysed the approach they took I also looked at..... That helped to give an insight of what direction we should do our own Our music video is directly linked to our branding of using the brick-wall and bright colours which were insisted throughout the music video, as Dizzee rascal has been known as grime and urban feel to the song we believed that a casual brick wall can become a statement as being bland to 'bonkers' by changing the colour to bright and in your face to attract the consumer. We also used graffiti style text in our branding which also connected to our video as a parts in the background was graffiti based walls and flashing text which helped to expand our own branding to create a more grime artist feel to maintain the audience which Dizzee rascal wants to attract. We believe that the brickwall urban feel can become a trademark technique for Starlight Productions.
Our digipak incorporated many ideas which we used for our music video so that the audience can easily notice that the digipak belonged to the artist. We used the brick wall theme as the main background to every part of our digipak in different bright colours to make sure it was different and stands out. In the clothing which we wore for the filming of the music video we also took pictures during the days of filming which we could embrace into the digipak by standing a certain way pretending to hold something which we could then replace with a graffiti letter which I believe looked different to most digipaks I've seen and is interesting It caught my eye and which the audience we aimed is my age group. We included a split screen which we had also used in the music video of the four main characters which the brick wall background of them pulling wacky faces which also went well with the theme we have incorporated, we was inspired for this idea with the well known artist Andy Warhol and The Beatles album covers which we believe looked affective and could fit into our theme of digipak. Intertexuallity helped us to elaborate on our own ideas and methods which have already been created but had a huge affect on us which stood out and made us want to create similar features.
Our magazine advert also used the same techniques as our digipak so that the audience can instantly notice the similarity between the two. By using the same graffiti text, bright colours and the 4 main characters this is easily noticeable and creates a big affect to our brand image of starlight productions keeping the consistency of 'bonkers' throughout as the main focus using facial expressions use of colouring and feel to keep the audience linked between the music video digipak and magazine.
Please look at my Multi Media Evaluation on Wix
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Question 3 - What have you learned from your audience feedback?
Our main target audience for our music video was young adults and teenagers between the ages of 15-25. the Grime music tends to attract the main age group of teenagers as they look up to the role models of what they sing/rap about however we believed that the song 'bonkers' aimed at a larger age range as it was more open to a wider audience being an upbeat song which was also used in the dance/club genre which we used Armand van Helden club mix. We also agreed that the video would need to be appealing for both male and female genders as the song does. As Dizzee rascal is male we used a male character to sing part of the song within the video however 4 main characters of girls which also should aim at the female gender to balance the target audience. As we are in the aimed target age range we decided that the best advice we could get would be from our own views of what our age group would be attracted to. As our age group was easily accessible to get feedback from we first decided to inform our class mates our initial idea and see their views on it. We also gave out questionnaires to both male and female in our year and year below at school. Our statistics came back that mainly all students believed our video would be 'fun,interesting etc' and 8 out of 9 would like to see the finished video. This gave us confidence that our ideas would work as our group is based with 4 females we were unsure that the male gender would also be appealed to our video. We also took in a lot of ideas which they thought would benefit us as a whole. We researched a lot into the type of audience Dizzee rascal usually gets by viewing his previous songs viewing his websites taking into account peoples comments on his music videos on you tube which helped us to gain a better understanding of his fans expectations of Dizzee rascal music videos. We gained a lot of inspiration by looking at other peoples music videos such as 'all of the lights' Kayne west who also gains many of his fans from young adults and a popular song 'Barbara Streisand' which we incorporated into the song. Our main inspiration was 'Basisata Skank' which helped us to create a story line of waking up then becoming 'bonkers' we believed this video really attracted our age group and had the same features which we wanted to us. Comments from our target demographic after both viewings of the first trial edit and the finished reduction praised our finished music video and 100% agreed that they would watch again and that it made an improvement from previously watched and more suitable for there age group which benefitted our research of introducting our idea getting feedback and adapting to our video.
I believe our music video is a widely ranged target audience which would interest a lot of ages and both genders, I believe our digi pak and magazine also incorporates how we have targeted the consumer in the same way, our video is exciting and thrill seeking with no dull moments which would loose the interest of our consumer making it an easily watch able music video. Small independent record label would most suitable as we do not overly use the main artist and less of the star power convention. I believe our research we have done assured that our video was a success to the audience feedback and directed at the right target audience.
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Question 4
How did you use new media technologiesin the research, planning, construction and evaluation stages?
Throughout creating our music videoand digipak I developed and learned new uses of media technologies enable tocreate the best for our production company within the research planningconstruction and evaluation stages.
During researching on our targetaudience, artists, genres, make-up , clothing and current music videos whichare appealing today we used the internet on different websites to collect theinformation and ideas to develop the next part of our process to creating ourmusic video. Costume and make-up ideas were inspired through well known brandsof make up such as Mac, and clothing websites which were in the same type ofgenre that the artists wear. Dizzeerascals website helped to develop the main target audience, clothing he usuallywears in his music videos. You-tube was one of our main resources which we usedto collect most research on previous A2 videos how we could create a videowhich would be different to previous.
We used final cut express to edit thevideo using and developing our skills in editing this was one the main partswhich brought our whole project together by experimenting with different toolsand effects to create a music video which varied from others.
Photoshop was used frequently when creating the magazine advert and CD cover. As most of us had not used photoshop before to develop our skills on different tools we watched step by step videos on youtube and researched them on how to apply the skills on to the photos to create the best possible digi pack and magazine advert. Creating our digipak would have been impossible to do without the use of photoshop, as we decided we wanted a poster and digi pak which stood out this meant a lot of editing had to be done to every aspect. When creating the digipak for one of the sides we had characters pose pretending to hold letters there fore thorough use of photoshop we was apple to slecet the part we needed through magic tool creating new layers and adding text to make sure each lettering was different this become tricky as layers were confusing to control and being able to fit all characters into the sized area, this took a lot of time but however it paid of.
During the filming of the production we used the schools camera and tripod to film in our chosen locations, before filming we had to have lessons on using the cameras to make sure we could get the best quality footage, for each part of the filming we had to ensure that the white balance was set up there for the right coloring.During the planning of our music video we decided to implement the technique which we had learnt about 'stop motion' by researching videos we incorporated the method to do this and created a scene of someone on a roller coaster which was inspired by 'Peter Gabriel, Sledge Hammer'
The main problem during the filming process was the commitment to turning up for the filming days, we had to make sure that we were all available as we were the main characters in the music video. As well as the weather conditions made this a problem when filming in the forest we was unable to film on various days due to the rain as our filming was in the winter and it got dark early, our first few scenes of our video had to be re filmed due to the lighting problem.
Please look at my Multi Media Evaluation on Wix
www.wix.com/Georgiamariemahoney/evaluation
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