AUDIO COMMENTARY

Joe's Evaluation

Joe Peacock

In what ways does your media product develop, or change forms, and conventions of real media products?

Music videos are a principal method of media by which artists and their subsequent record labels can promote themselves in televised form, of which is often more appealing to audiences than streams of audio or promotional cd’s.
Our media product thus develops and amplifies on what is described in the music industry as ‘Indie’, a genre of music categorised for being independent, uncomforting to traditional genre constraints. For example, typical indie groups such as: the Kooks, Kasabian and Arctic monkeys often include visuals within their music videos of which are of an abstract nature i.e. ‘Thermals Pillar of Salt video’. We thus opted in favour of a 1st person viewpoint for the first segment of video instead of a traditional 3rd person perspective. This developed the ‘abstract’ form talked about previously; helping to solidify what convention was to run throughout our product. As a group we then decided, as a result of our research to also implement lip-syncing, a technique used universally in the music industry to create a seamless relational link between the audio and the visuals. We then resolved to accompany the lip-syncing with similar synced actions for example, whereby we included band members playing the keyboard were appropriate and also the drums and bass guitar. As with most music videos, the visuals only aid to compliment the audio of which is the most important media type in a music video, we therefore tried to augment the audio by accompanying visuals which were of an illustrative nature, personifying the tempo of the music. Again as with most music videos, we opted in favour of quick, abrupt, edits between clips to keep the flow of the product up-beat; it is also particularly good when the audio suddenly changes where a common fade would be too slow and inappropriate. Our product doesn’t have any underlying message as such and so doesn’t challenge any particular forms, it does however exhibit similar conventions stereotypically seen in music videos classified as ‘indie’ whereby their main intention is to be as out-going and non-representational as possible as possible, containing a majority of teenage actors, implying the audience should be of the same age group. Because our video is of an Indie convention we didn’t have to conform to any structured design of a typical music video i.e. where a pop video would need to include close-ups of the artist face, so to that extent we had relative freedom in what was produced. As a group we exploited this oppertunity by using an array of camerashots, for example, low angle shots, high angle, long shot and extreme close up, refering to Andrew Goodwin's analysis, we also included a few references to the notion of looking to conform to a general music video . To further embody this freedom we also made use the green-screening technology so as to expand our possible settings for our video. This was primarily done so we could replicate that of a high-budget video, however we were also trying to conform to the standard convention of the typical indie band of whom many, if not all make use of the same green-screen method. In terms of mise en scene our media product(s) develops the standard conventions of Indie paradigms i.e. dress sense were by one of my main goals was to make our products as believable as possible, consequently, authentic clothing was essential.


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

With regards to all the medias we produced as a group: the magazine poster, digi-pak cd cover and our video piece, I believe that we achieved a universal theme and style accross all products whilst still retaining individuality for each product. To justify this, in an attemp to solidify for the viewer a link between both the magazine poster and digi-pak we opted to use an image already used once in our digipak design, the intention was that viewers who had recognised that certain image in one of our medias previously would instantly realise, when seeing that same image again that the two must be related. This is then made even more obvious when the same characters in both images are present in our main video piece, cementing a link. Indie elements are instantly realised in all of our media products, such as the clothing and also even more so the background to which we based the medias, again personifying a correlation between them all. To make absolutely obvious the link we even edited both the magazine poster and digi-pak with the same colouring setting and contrast ratio, additional including Polaroid camera stills in both to further solidify similarities. The idea behind including NME’s notorious logo was not a hard one, as all in our group recognised it to represent and epitomise the indie sub genre. Most Indie groups will be rated by this company and thus there is an indirect link. The essentially ‘dark’/ ‘sombre’ fashion to both the magazine poster and digi-pak bears resemblance although this is rather contradictive of our video piece which in respect is the complete opposite, being up-beat, jump up rock/indie. In terms of effectiveness, with all medias working in conjunction to sell the artist I believe it would be effective as with the differentiating settings and styles this would entice both the older and younger generations of punk and indie to the band. Perosnally I believe all products expressed what we wanted to connotate, all represent what we, as a group invisaged to be 'Indie' and in that sense on a whole, our main product and ancillary tasks where effective in combination.

What have you learn from your audience feedback?

We received, as expected, negative but nevertheless constructive feedback for our main video, however we also received positive feedback regarding our magazine and digi-pak medias with which was somewhat expected as we better managed our time on the two projects. Personally I have learnt that video based projects should be met with much longer periods of planning and preparation as it was evident and also commented that our piece looked “rushed”, this was due to our green-screen not working as expected and also me being absent for one of the most important editing lessons. The most notable feedback was that we should have included sound into our preliminary rough cut; however we did try to implement it although evidently it didn’t come together when rendered and uploaded to YouTube. In general though we where told we had good ideas and many noted that it was obvious it was definitely of an indie genre. This was pleasing as it showed that our main product and ancillary pieces were effective and conveyed a strong constant indie theme. One of the many areas subject to feedback was the digi-pak design media. One such feedback was that it would have benefited the product on a whole if we had made use of items commonly found on real cd packs. These included bar codes, record label logos and company information as well as band details and references such as websites plus comments from individual band members saying their thanks to fans and friends e.t.c. We will no doubt make note of these feedbacks to utilise again when we are tasked with creating a similar product.


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

During the process of creating our media products, we made subsequent use of an array of different media technologies, all of which intertwined and were utilised in all medias. The primary media technology which was most important throughout the creation of our products was undoubtedly the Internet. The internet provided our group with essential research which was to prove most beneficial for finalising our video, magazine and digi-pak. Referring to the internet, of all sites available, the most notable one of which we made use of was YouTube, mainly for inspirational ideas for our music video, but also to watch professional videos of the same genre to give us an idea of how to structure our own video. In terms of technology, the two predominant pieces of software employed for all three pieces of media were Adobe Photoshop and Final Cut Express. Photoshop enabled us to apply affects to a relatively bland stock image so we were able to manipulate it to our tastes, this was also the same function for Final cut express ultimately, however instead of being designed for Images it was meant for video. The functions of Final cut express do extend further however, for example it was also utilised for separating unwanted video footage, implementing transitions such as the dominant cross-fade used to soften the change from one scene to the next, and also adding in the audio track so we could sync and create an illustrative bond between the audio and visuals. ITunes was also made use of, as was the artists MySpace, blogger and web domain. ITunes provided our group with samples of the artist’s tracks and previous works as well as the media to use in our product. MySpace and the artist web domain gave us the ability to easily find images to extract and play with in Photoshop as a test in creating an indie-esque image which would be important when creating our magazine and digi-pak. During the evaluation period blogger.com was exceptionally important as it enabled our group to not only view other groups work and use their ideas to adapt our own, but also much needed feedback through comments which was to prove invaluable when finalising the products.

Josh's Questions

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

Music videos are a good way of promoting the artist and their record label; they will usually include a motif that is known to that artist. The genre of the music video chosen by our group was of the indie genre, a few well known bands who are also of this genre are the kooks and the killers. We looked at these bands and researched such this as what they wore, which colours they wore and other conventions of the indie genre. Performance based videos are a common convention of an indie video also, there is also usually a story going on and lyrics and visuals are very strongly related throughout. Our video was mainly the band, playing instruments which is also very common within indie bands, playing looking at the camera, which is a form of performance based even though you could not see a audience, There was a few moments where lip syncing did occur, but the video could of been a lot more effective with the help of better resources including an input of money, a proper green screen, lighting for more effect on the video, which is what signed bands have access to which is how they enhance their videos. Our video does not really have any links between the lyrics and visuals or visuals and music, i think with more time and better planning we could of made it so some of these did take place. We used the green screen so we could be in any location we wanted, and we could choose somewhere that related to the genre and out video, we finally decided on the inside of a speaker as it was a weird and original idea, which a lot of other indie videos include.

2.How effective is the combination of your main product and ancilliary texts?

Between out ancillary tasks, the digi pak and the magazine advert, there is a slight correspondence that could of been taken even further if more time was available. The correspondence comes with both tasks using similar pictures, also the editing done to the two pieces were also similar, both pieces use the colour grey quite a lot and there are also blurs around the edges of pictures on both pieces. The digi pak consists of some stills from our actual videos and a few pictures used from a photo shoot where there were members of the band posing wearing conventional indie clothing, just like famous indie bands do to try and promote the band and also the record label. Both pieces of work include notions of looking with the band members looking directly at the photo in certain pictures. Our video is off the indie theme so this links into our ancillary tasks in a few ways, these include what the band are wearing, in both the video and the two ancillary tasks they are wearing indie clothing, skinny jeans waistcoats etc. The main picture on the magazine advert is also present on the digi pak, with the colour of the back ground being quite low toned it allows the pictures to stand out more which is what the record label will want because it is all about the artist and this will help promote them. Also both pieces are all about the band with everything always focused only on the band. However there are also a few contradictory factors between the pieces, the music video is a very laid back thing with the band looking to have a good time, and the ancillary products are a lot more serious, I think this is a good thing as it allows the band to relate to more audiences, the music video will attract younger audiences, where as the digi pak and magazine adver attracting the older population, who will read these magazines or they may be collectors of digipaks.


3.What have you learnt from your audience feedback?

Our group received both positive and negative feedback as expected as we did not think the video would appeal to everyone, We did not mind receiving negative feedback as we knew that it would be helpful in improving our overall tasks. In coming up with ideas for our video, we would all right down what we think would fit in good here, people commented on there not being a huge relation between lyrics and visuals, we knew this would be the case as it was going to be a performance based video so it would be hard to do we took this criticism on the chin as there was not a lot we could do about it. Positive feedback was also received throughout the project saying how that we had good ideas, the feedback we received on our rough cut was very helpful as it allowed us to make minor but noticeable changes to make our piece more appealing. We got told that the camera work was very good with good, We had the king of final cut to do the editing so the feedback on our editing was all very positive. In relation to our final version the feed back we got was The music video fitted the conventions of the indie genre as it was a performance based video. Some of the criticism was that we needed sound, which we could not get on final cut in time, more footage, more variety of shots and also we needed to use actual instruments rather than pretend ones. The ancillary tasks also got very good feedback being told that there was good consistency throughout the two pieces, they also received negative feedback saying it wasn’t very appealing and boring, but all in all it was rather good feedback

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

We used numerous amounts of new technology in creating our piece. In the construction phrase we used programs like final cut where it is able to edit your clip and add numerous different shot transitions enhance the quality of the final piece, photo shop is what is used to create the ancillary tasks such as our digi pak and our magazine advert and we could use different filters and change colours etc which will make the quality of our work better. Video cameras and still photo cameras, to collate work, which were then modified in these programs which made it possible to create our final piece. The main research that took place, was about the band looking closely at what they wore whether they had certain motifs etc. Most of this was done using Wikipedia or by using Google as a search engine to search for other websites, then navigating through these websites to collate extra information on the band. We also looked at other indie bands and their videos to get a good idea on what their video’s were like to give us a good idea on what would be needed in our video to make it into a good video. To plan our work we used story boards to illustrate our ideas, pictures where then taken of these images which were then put onto our blog allowing others to see our work and allow them to give us feedback. Furthermore, the impact of these new technologies on amateur film makers makes it easier and more accessible to create their own films. The range in software and equipment available through these technologies has been adapted through the modern era and one that is beneficial to film makers across the spectrum.

WILL EVALUATION

Will Morrison Ayton

Media product evaluation

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

Music videos are marketing strategies from different music labels that sell the audience their artist in a way that is both attractive and entertaining for the consumer. The main conventions of the music video are to promote the artist, create a brand, as well as promote brand new singles. Our group chose a music video of the indie genre, and initially we looked at different examples in this field, such as the Arctic monkeys, Snow patrol and The Kooks. This research enabled us to identify the conventions within this music genre. Some of the conventions related to the indie/rock genre include performance based video, often audience based, lyric to visual relationship often strong, which can be contradictory or amplified. Our group used some of these conventions in order to enhance our music production. One of them included the performance based aspect to it. This is evident with the band performing to the screen, with lip syncing. Also, the instruments, such as guitar and drums, are used which furthermore reiterate this convention. A real media product in contrast would use lip syncing significantly more effectively and through the vast amounts of money being poured into the music industry, there would be an audience of more significance along with better lighting and sound. Real media products would show more literally the relationship between lyrics and visuals, as opposed to ours that challenges this form. Our music video is rather contradictory as it does not show this relationship clearly. We have developed normal conventions to an extent, this is shown through our green screen technique. By using green screen, it enabled our group to choose a location that we think related to the music video. As we have identified this location, it shows we have developed normal conventions of a location/setting and altered slightly. We chose the setting according to what we felt the music meant and signified.

2. How effective is the combination of your main product and ancillary tasks?

There is a slight correspondence between our main product and our ancillary tasks however it is one that could have been developed more effectively. They combine well as the magazine advert as well as the Digipak shows the band members, displaying both the band performing as well as some posing pictures. Some of the indie genre elements are also evident and come across in our ancillary task. The mise en scene of the indie clothing is a factor that is obvious in both. The composition of the Digipak consists largely on similar photos set within a notion of looking such as camera film. However there is a difference, as from one side there are stills of the band posing, and the reverse side shows the band performing. Secondly, the magazine advert review is one from NME and their reviews consistently identify indie/rock music. The genre of our video is indie/rock so this bares some resemblance to the ancillary product. The concepts behind our final media product were not as evident as our group would have planned initially during the planning stage; therefore there are many differences between the product and the final ancillary tasks. In relation to the audience, there is no real combination between our main product and ancillary tasks as I feel that the Digipak has a very formal and mature style to it, whereas on the other hand the main product would appeal to a predominantly younger audience. There is a slight comparison between our music video and ancillary texts, however there is a very clear combination within the two ancillary tasks, the Digipak and the magazine advert. The colour and style of our advert is very similar to the Digipak. The very under toned colour, which does not immediately jump out at you, is evident in both ancillary tasks. The use of one of the Digipak pictures used as the main picture of the magazine advert is evident, and the subtle, mature style we have chosen is clear between both ancillary tasks. The whole package portrays the artists in a mature light and as sophisticated as our approach to it was down to earth and subtle and nothing that jumps out in your face.

3. What have you learnt from your audience feedback?

On receiving both critical and positive feedback from the rest of the group we were able to draw conclusions as to where our group went wrong and also what was positive and worked to our advantage. On receiving blog feedback early on in the construction stage, it was helpful in identifying weaknesses as well as reinforce positive ideas. One of the criticisms we faced was that there was not a strong relationship between lyrics and visuals. This is clear in our music video as we were not so intent on showing this relationship clearly, instead we listened to the music and jotted down notes that we felt related to the music itself. I can understand how this approach will not always work and therefore accept this criticism and in future will use it to improve the product. One of the conventions of a music video, identified through the Goodwin criteria, is showing intertextual reference. This is something we missed out and we have now learnt from this criticism that it can be used to expand and improve the music video. On the other hand, positive feedback given to us by the rest of the group has enabled reinforcement of our ideas and has highlighted our strengths in certain areas, such as different shot types with each band member shown individually as well as combined within the group. Feedback on the rough cut was very helpful for our group to enable us to make alterations to improve our product. In relation to the camera work, the feedback was positive, saying ‘there’s no shaking of the camera’ and the ‘shots are good’. In terms of editing, the transitions were successful and there was a good use of editing at the start. The music video fitted the conventions of the indie genre as it was a performance based video. Some of the criticism was that we needed sound, which we could not get on final cut in time, more footage, more variety of shots and also we needed to use actual instruments rather than pretend ones. These criticism were very helpful feedback before we started our final cut. There was mainly positive feedback from the group concerning our ancillary task. Firstly, the use of our band playing showed good consistency and the back of the gateway CD album was very effective and attractive. AS well as this the Polaroid’s were very effective. The criticisms included that one of the fold out’s was rather bland and boring, and a bar code could have been added for greater effect. However we received largely positive feedback which reinforced our own thoughts on the ancillary tasks.

4. How did you use new media technologies in the construction and research,

planning and evaluation stages?

Before, during and after the production of our media product we used many different media technologies to enhance the music video. The duration of the process required many programmes, such as Photoshop and Final Cut along with websites and media equipment. Firstly, throughout the duration of our research stage, YouTube was an important technology for us and this element of research enabled our group to develop understanding of other music videos that corresponded with the indie genre. We identified Vampire Weekend’s A Punk as a video that fitted our genre of music, which we could embed onto our blog enabling us to evaluate it and draw comparisons between its conventions and our own conventions. During the construction stage of our media production, we used Final Cut Express to edit the music video. By using certain shot transitions we could use variety and it was also largely helpful for cutting out unwanted footage efficiently. Constructing the Digipak and the magazine advertisement required the use of Photoshop, and the ability to use a range of filters and colour variations, enabled a more effective final product. Blogger.com is another website that has proved advantageous as it has allowed our group to evaluate other work as well as exhibit our construction stage of the media production. Blogger is a new technology which impacts on film makers work. The general availability to post comments, other videos as well as feedback is vastly important and the accessibility to the whole group has proved very helpful. All the way through the media industry, from production, distribution to exhibition, new media technologies play a huge role in film making. Furthermore, the impact of these new technologies on amateur film makers makes it easier and more accessible to create their own films. The range in software and equipment available through these technologies has been adapted through the modern era and one that is beneficial to film makers across the spectrum.

THE MAKING OF THE AUDIO DOCUMENTARY

The process of making the audio documentary

We have chosen to film our audio documentary with all of the group talking as we feel a variety of this dialogue will avoid boredom as well as display all of our ideas and opinions. We have done this very ordinarily and just read out the questions and answers, as variety and depth was added once it was edited.

Firstly, our group had to cut out any unwanted footage, and order it correctly in relation to the questions.
Our group then planned to synchronise this with stills of the programmes and technologies that we used. An example of this is when we mentioned the ancillary tasks, there was a still of the our Digipak layout. This avoids boredom and we found this was effective as it corresponds with the audio documentary. as well as this the visual style enhances the documentary.
Secondly, we have added actual footage from our music video. When talking about the video and conventions in the audio documentary, actual footage is useful in supporting this and displaying what we have said.

Ancillary Feedback

Outside cover of gateway CD album: It was very attractive, very effective. They used negative strips which were nice and used stills from the video which created good consistency. We liked the track list and lyrics in the old vintage style, even though it challenged the consistency and genre it was very good and we liked it. However it needed the barcode and logos to make it feel "real"

Inside cover of the Cd gateway album: It fitted with the indie genre, the different polariods making up on whole picture was very good and well designed. The right hand side design was good but could of used the different polariods idea again or maybe more colour as it seemed abit bland.

Magazine Advert: worked really well with the rest of the media products the same photos and writing font was used kept it consistent. Got a good quote which added to the "real" feeling of it. however extra info and logos were needed.

Well Done from Liv,Lucy, Derek and Rosie :)

Magazine Advert Final

FINAL DIGIPAK

MAGAZINE ADVERT IDEAS

Name of Band- Supergrass
Release Date- 28th December
Whats on it- Brand new hit single- La La Song, plus other 10 tracks
Album Name- Supergrass
Reviews from Magazines-

TO INCLUDE: PHOTOS FOR THE MAGAZINE

MORE DIGIPAK PHOTOS

Here are some more pictures that our group have chosen to enhance our Digipak. These include stills of the band performing as well as action shots:

TO INCLUDE: ACTION SHOTS AND MESSING AROUND SHOTS

DIGIPAK PICTURES

For our Digipak we have used a number of images of the band members.

Firstly, we have chosen to use film strips and polaroids so its a bit different and quirky and enhances the style of our Digipak as well as correspond with the indie genre:


































Secondly, here are a few images of the band posing:

TO INCLUDE: POSING PICTURES

FONTS

DIGIPAK FONT IDEAS

Here are some ideas of the fonts we will be using.

DigiPak

The information needed to go on to the digipak is the track list, the album title and a picture of either the artist or the band. It will also include information of which record label the performer is a part of.

Final Cut Comments

W struggled to edit our video as joe our final cut king was ill throughout the editing lessons. The green screen did not work as well as planned as there were bits of green around the performers and also one of them turned see through. The scene in the field went as planned and gave a serial feeling to the video

peer goodwin feedback

1. Band performance was used throughout the video which demonstrated the genre well.

2. There wasn't a strong relationship between the lyrics and the visuals.

3. There is a strong relationship between the music and visuals because the characters in the video play the instruments to fit in time with the music.

4. The different members of the band are given separate close ups during the video playing their different instruments to show their different parts clearly.

5. There is no real proof of the characters looking at the camera although the piano player does show a clear notion of looking at the camera.

6. There's not any intertextual reference.

Well done :), good use of green screen the effects all the way through are really good and the ending of the video is really well edited. Lots of love group 26

FINAL CUT

Final Cut

OUR RESPONSE TO THE ROUGH CUT FEEDBACK

REACTION

All of our positive feedback and constructive criticism has been taken into account and there are certainly areas that we need to change/alter and ideas that need to be included in response to our rough cut feedback:

• One factor that we were missing in our rough cut was more green screen locations. However, over half term our group did shoot another green screen set. As well as this, we filmed with instruments, that are predominantly used in indie videos, and that were missing in our rough cut.
• A variety of shots and a lack of close ups was indicated in the feedback and was apparent in our rough cut video. However, a range of shots will now be added to our video to provide more depth and variety.
• The performance based aspect of a music video was mentioned when singing to the camera was missing from our video. However, in response we now have footage that includes that performance based style as well as the lead singer singing to the camera.
• It was obvious in our video that sound was missing, and the teachers feedback included that we correspond the music with the editing well. With the availability of one more filming session, our group plan to synchronize the slow start with long editing transitions. In contrast with this, when the tempo increases, editing will be much quicker and sharper.
  

TEACHER FEEDBACK

FEEDBACK

1. Generally well framed. see number 4 to see what needs to be added. Mise en scene needs to be branded/themed, to promote the band, a visual motif?
2. Difficult to see how edits work with the sound. However, the jump cuts with Josh are effective. Make sure that your edits reflect concept and band.
3. Frame within a frame effect consistent with expectations of 'indy video'. Special effects section of green screen with speakers etc behind will be particularly good.
4. Missing. Re import the track. Make sure that you have enough close up's of the lead singer and band. You need a 'master ' that is cut back and forward from.
   

PEER FEEDBACK FOR ROUGH CUT VIDEO

Note: Our rough cut was designed purely to test the green screen capabilities as we hadn't filmed any actual footage prior to this. The music also didn't render as the audio source was on a CD which had been removed thus it couldn't find the music on the computer.

CLASS FEEDBACK

1. Quality of footage: Camera work, mise en scene etc.

• The camera work is very well done, theres no shaking of the camera and the shots are good.
• Good use of green screen/good idea but needs to be put on background better.

1. Use of transitions: edit types.
   

• Good use of transition, the editing at the beginning is very effective.
  
• Good use of editing the opening of video where it shows Josh then he goes into cartoon then back out- very effective.

1. Evidence of Conventions, which ones? Which genre?
   

• From the footage you can tell its a sort of indie band from the way they pretend to play instruments.
  
• Quite typically indie with the band members actions.
  
• Performance based video.

1. What is missing? What needs to be added/changed?
   

• The music needs to be added so you get an idea of the genre and whats going on.
  
• Variety of shots could be included-hard to analyse as you have a very rough cut with little to feedback on, however, what you do have is well edited-could put in different/more camerawork in (close up's etc).
• Hard to judge without the music but needs some more variety of shots and obviously the newspaper footage part needs finishing.
• Lack of instruments looked a bit weird.
• Music is missing.
• More footage needed.
• Maybe some instruments needed.
• Another green screen location.
• More close up's of faces.
• Are you going to sing? If so some shots of that would be beneficial to the group.
  

ROUGH CUT VIDEO

EVALUATION OF ROUGH CUT

ROUGH CUT EVALUATION

Our rough cut includes many factors and techniques that we plan to use in our final idea. For example, it was beneficial to see how the green screening turned out. Fortunately, it turned out really well, so it gives us confidence in performing the same technique in the final product.

However, our rough cut is no where near our final ideas, as it contains only around a quarter of the footage we will use. We have not managed to film out of college yet and thats the reason we are light on footage. There are also certain technical ideas such as editing that will be used during our final idea.

There are many things that need to be done during half term to enhance our final idea, these include:

• Full green screening of the band playing, along with all the instruments and props.
• Footage of a random man turning on the speaker in a room, it then zooms into people playing on the speaker.
• Man walking in a field to the speaker, who then looks into it and is followed by the band playing once more.
• Man in weird costume in a small room holding up signs and props that correspond with the lyrics.
• Shot of mum saying turn that music down! It then zooms into speaker and band drop their instruments and lie down.

HALF TERM FILMING

PROPS AND CLOTHING

Now we had finalised our video ideas, it was time to capture these ideas when filming in half term. A difficulty that we faced was that because we were using our own camera from home, there was no tri pod and therefore a steady shot could not be maintained. However, there were other props which were predominant in our filming:

• Big green sheet for our green screen footage
• Keyboard, guitar and drums played by the band.
• Bright lighting on the back drop so the green was more effective.
• Clothing- Polo shirts, cardigans and plimsolls that fir the indie genre.

LOCATION FOR HALF TERM FILMING

LOCATIONS

When filming in half term there were only two locations that were used as our video is not dependent on the variety of settings:

• My house- where the green screening was used.
• The field-where the man would find the speaker.

DEVELOPMENTS/CHANGES

CHANGES TO OUR FINAL IDEA

There has yet again been many several changes to our final idea. For different reasons such as accesibility and difficulty, we have made our decisions simpler and easier to do.

One of the changes is the start, as it begins now with a man whos turning on his speaker and listening to the track, Supergrass-La song. It then zooms out and the band are playing in the speaker. We then plan to use the green screening technique which will enable us to use the inside of a speaker as the background. Also, our plan is to cut in and out of this setting to avoid tedium, onto a random room with an actor in a weird costume, holding up signs when they are said on the song, as well as props. Then, when the tempo decreases, and it is melodic and slow, it will cut to the field, which was our initial idea, and this is when aman walks up to the speaker. They will then again play their instruments in the field, adding to the performance based theme.

DETAILED PLANNING FOR OUR SHOOTING TIME

There are many things that need to be taken into account when shooting our video footage. For example, we need to consider the props that will be used in the video, as well as the loaction and characters. Before filming on the night, we need to consider these key questions-

• Who will be the driver? And what car will we sue in our video?
• Finalizing location ideas?
• Band members, 5 altogether?
• Instruments?
• Where we will get a bizarre costume from?
• Where to get the speaker?
• Where to get the music?
  

Supergrass 'la song' lyrics

Track lyrics

Well we're... ruin of fables

As we drink ourselves right under the tables
Well you need an end to yesterday's papers
and tell us that they love us and hate us
...
Cos they're gonna kill us sooner or later
Yeah we really ran and ruined the fables
...climbing up the tower of ...

la-la, la-la, la-la, gotta get inside feeling
la-la, la-la, la-la, gotta get inside feeling

Well they meet in the ruin of fables
They see inside ourselves and what we are make of
Come along and stick on a label
We do the dance of the mashed potato
...
Cos they're superfragilistically-anus
...
... city of angels

la-la, la-la, la-la, gotta get inside feeling
la-la, la-la, la-la, gotta get inside feeling

la-la, la-la, la-la, gotta get inside feeling
la-la, la-la, la-la, gotta get inside feeling

TIMELINE

DETAILED PLANNING OF FINAL IDEA

FINAL IDEA

Our ideas have been adapted through the extensive peer feedback to make our final video more appealing to the viewers. One of the many changes made has been to the shot location. Initially, our setting was situated in/around an abandoned house or shed, of which would be performance based, however we realized that obtaining a big enough audience to have the desired affect would be difficult and therefore changed it to the countryside with no audience. Our planned story is as follows:

• The video starts with a man reading a newspaper, and the camera zooms into a picture within an article, which is a big speaker. The idea of a speaker would be effective in displaying emotion. Then, with the slow start to the music, the camera zooms out of the speaker and you see the band coming up from the grass in slow motion which synchronises with the gradual and melodic music. Then, we plan to use similar conventions to that of Vampire Weekends video of A Punk, and use quick, sharp movements, to correspond with the now upbeat music. our unique selling point would be the technique of the band members disapearing and appearing again and again, as well as the instruments. Then, we plan to shoot a man walking up a random country road, this man being the same man who reads the paper in the first scene, and as he walks forward, a car is coming towards him. The proof of this will be the same newspaper that will be in his pocket. Then, the band will be in this car, which will then tell the directions. Will end with the band playing once more.

PROPS AND CLOTHING

Instruments

Newspaper

Speaker

Car

Indie clothing - Skinny jeans, checkered shirts, plimpsoles

LOCATIONS

Old American Diner for the star

Countryside

Seaside/Beach

PERSONNEL

Only Four band Members and one other man

SIMILAR INDIE VIDEOS

JACK PENATE- SPIT AT STARS

EVALUATION OF SPIT AT STARS

SPIT AT STARS

Our group watched this video as we thought it corresponded well our ideas of the genre. We also really liked the way in which the instruments dissapeared in a shot and thought the cuts in and out were very effective. How the lead singer dissapeared to only his feet walking and tapping was also hugely effective. These ideas were all ones which inspired us to try and implement into our own music video.

Their video had a negative relationship between lyrics and visuals, however it was performance based with Jack Penate often looking at the camera and lip syncing.

SIMILAR INDIE VIDEOS

VAMPIRE WEEKEND- A PUNK

EVALUATION OF A-PUNK

A-PUNK

This video genre is similar to ours as it fits the indie/rock description. The music is really upbeat however, which contrasts with the slow gradual pace to supergrass la song.

It was the sharp cuts and the repetition of the band members movements that inspired our group. The simple yet effective movements drew our group to this indie music video and the

OUR REACTION TO THE FEEDBACK

Having viewed some of the constructive criticism through the pitch feedback, it made us queery our decisions about possible video concepts. Therefore we have altered a few of our ideas concerning location and audience to enhance our end product.

However, most of the criticism does not need to be taken into account, as our initial ideas has changed through the last week and through decisions made by the group. For example, our setting of the abandoned house has changed, to an outside countryside location. Also, our video is not now performance based as such with a big audience. Now it will play out as a mini film with a small story and with no audience.

Also, beneficial to our group would be to upload more indie videos that correspond with our video ideas. In other words, their style is similar and techniques such as editing and camera shots are also similar.

Group 29 feedback

blog explains initial idea, clearly and in order with the song, which tells the reader that they have a clear idea of what the music video is going to be like.

good choice of location, they're obviously thought about what problems they will have to be dealing with and have chosen a convinient location so that they don't have to come across any problems.

Blog feedback by group 30

After reading through your blog we thought that:

your general concept is very good. it fits with the indie genre of music video very well by being performance based. we also liked the editing techniques you have described and we think they will look very effective.

your research into location is very good. the choice of using a desolate building for the setting is a very good idea.

there isn't much about other similar videos. the one you have chosen is good but more indie videos would also be good.

maybe put more pictures of indie styled clothing.

you could put a post with your reaction to the feedback you recieved for your pitch, saying whether you will change anything due to peoples comments.

PITCH FEEDBACK

FEEDBACK

After we had pitched our music videos to the group, we received feedback, both positive and constructive criticism that would help our group produce a better final product. The following is the feedback that we received:

- We needed a specific technical choice to enhance our video.
- Gradual Revelation, in other words climatically leading up to a unique selling point so the audience don't get bored.
- Good location- Audience liked the performance based/band theme.
- Should have kept faces.
- The editing technique of zooming in/out was effective.

DVD cover

PITCH PACKAGE

Although the above video is not of the indie/rock genre, it still is similar to our initial ideas in the following ways:

1. It is a gradual start, which is resembled in our ideas, with a gradual and slow start to the narrative.
2. Main focal point is the lead singer/singers getting ready for performance initially.
3. Performance based which consists of a big audience with lots of lights, and a positive, cheerful atmosphere is created.
   

Ideas For The Video

Ideas for the story

• We intend to synchronise the slow start to the music with a gradual build up to the visuals.
  
• Initially, there is no guitar and drums playing for the first 40 seconds. We hope to occupy this time by having visuals on the band getting ready in the house with parallel editing with the lead singer preparing for the gig, all this whilst listening to the same song on his i pod dock. Then, for the 10 seconds with only the band playing, we would have them performing in the band.
• When the leads singer kicks in, that's when the audience start walking in, which will be synchronized with the band playing.
• Ending on the lead singer waking up, as if a dream, however with the abandoned house still messy and dirty.
• Lyric- visual relationships as lyrics are 'drinking under he tables'. 'Reading the newspaper'.
• More narrative rather than abstract.

Settings/Location/Prop

The location of our video would have to correspond with the genre conventions of an indie/rock music video. These conventions consist of a performance based theme, that is often a live performance, however usually at an amateur setting. Therefore, our location would have to fit the amateur gig style of the genre, so to achieve this, locations of a run down shed, a garage or an abandoned house would need to be strongly considered.

Here are a few locations that our group have strongly considered :

1. This location would be ideal for our video. Being an abandoned shed, we feel that it would benefit our video as it would create a good atmosphere and it links together with the conventions of the genre as an amateur gig style which is again performance based.
2. The garage is similar to the shed in that it portrays the qualities we intend to show, for example it is isolated, and also the setting is seen as amateur and therefore would be perfect for a band's location, to hopefully gain a climatic feel as the song builds up.
3. This abandoned house would be useful for the group, as it is isolated, and also the location could potentially include a huge audience, with its reactions to the live performance of the band. It would also aid the party atmosphere.

Prop

They will be wearing general indie clothing such as skinny jeans, waistcoats and check shirts. Beer bottles and instruments will be a significant part of our video. Also, strobe lights and glow sticks will be used for the audience as objects, which will enhance the performance based theme.

OUR CHOSEN TRACK; SUPERGRASS- LA SONG

INITIAL VIDEO IDEAS

For the initial build up of the track we intend to synchronise the slow and gradual audio with similar slowed down visuals, like that of Spike Jonze's signature style. As well as this we hope to follow Indie-rock genre conventions of production videos to seemlessly merge the cuts and editing also. Further initial ideas would consist of a performance based approach instead of a story-based/mini film. Our live performance would be apparent to our video, in a location such as a garden, shed or garage. Then, when the music finally speeds up and the instruments come in, this would signal the start of faster and more significant editing. Our group would also hope to include a large group seen as the audience in the video, this would correspond with the typical generic conventions of an indie/rock music video, being a performance based act.

TRACK CHOICES AND INITIAL IDEAS

INITIAL TRACK CHOICES

1. The Adored- T.V Riot
2. The Duke Spirit- Dark Is Light Enough
3. Supergrass- La Song

1. Our group initially thought that this genre, being indie/rock, uses conventions that can be easily implemented in our videos. One convention is that they are shot to give the impression of live performance, often on a stage, set up as an amateur gig. Secondly, in terms of editing, it is usually cut and edited to the pace of the music, and we could then use similar techniques to create a varied tempo within the video. Performance based videos create an imersive environment which we feel would benefit what we are striving to achieve in the video, also a live act would enhance the viewing of our music video.

2. Like above, this indie/rock music video conveys conventions that as a group we feel would benefit our style. There is a lot of individual guitar playing in the piece, and this performance related technique could be used by the group to great effect. Also, we could effectively use the fast pace to our advantage, to edit and cut around it, making the cuts quick and often.

3. This music video is similar to the above two in that it fits the genre of indie/rock. We liked the gradual start to the video, creating a climax, as this could be effectively used by our group to build up the performance and therefore provide the viewers with a contrast in tempo. Generally, the videos are low budget, with locations that are often in parks, garages and sheds. This appeals to us as it could easily be achieved by our group.

Group Analysis of : JayZ Fade To Black DVD Cover

Through careful anlysis of Jay-Z's Fade to Black Album cover our group concluded the following:

How the cover art represents Jay-Z as a singer-songwriter:

From the cover the viewer is immediately drawn to the main attraction of the image, Jay-Z. It is apparant he is displaying his signature move/pose of which many can easily refer and relate to. He is thus easily distinguisable and is not required to show his face. The bright spotlight centred on the artist and the substancial crownd watching him indicate his popularity and importance within the music industry, the large croud personifies his dedicated fan base of which are one of the largest of any artist. The list of songwriters and producers located at the foot of the cover shows that Jay-Z is at the top of his game in terms of reputation and demand, in a sense the fact the artist is promoting these other well known performers implies that his standing within the music industry is higher than all the others proving him to be a very well estblished individual. The bold characters of the title prominently display the artists name thus helping to symbolise his prevalence, the scale of the title shows that his is a universally known personality already well endorsed.

SPIKE JONZE- Auteur

Unkle- Heaven

Our chosen Auteur was Spike Jonze, and he was the director of this music video, Heaven by Unkle.
He approaches it in a movie like style, and the video is climatic, building as it goes on. The slow motion effect is employed, as well as this the shots drag on for ages. This emphasises his signature style that it is not performance based, but expresses emotions. This slow and melodic backshot contrasts with the active sport that is skateboarding, present in the video.

AUTEUR THEORY

AUTEUR-French for AUTHOR

• Auteur theory was first created in the 1950's by French cinema critics/directors.
  
• Le Cahier du Cinema was their publication that discussed who should or should'nt be recognized as an auteur.
• Someones work who has particular characteristics is Auteur. These characteristics could be stylistic (micro), structural, thematic or about process.
• Below are the following famous Auteurs:

Jonathan Glazier
Michael Gandry
Anton Corbijn
Spike Jonze
Chris Cunningham

You can use Goodwins criteria to analyse all music videos across the spectrum


Lil Jon- Get Low

This music video by Lil Jon employs many of the conventions of the hip-hop genre. These conventions consist of women dancing mainly half naked, lots of jewelery, and focuses on the artists performance based approach. There is lots of voyeurism of the female body included and an example is when they dance around the artist with little clothing. This encourages the viewer to see the women as commodities. Further notion of looking is apparent when the screen is portrayed as a fish eye camera, this focuses the viewer on the subject of the video. There is also an illustrative relationship between lyrics and visuals, this is shown in the over exaggerated acts of the female body in the video. By getting low, it emphasises the view that the females are seen as sex objects.

GOODWIN ANALYSIS

Chris Brown- Fallen Angel

Conventions of a RnB video includes both performance based acts such as dance routines, as well as a plot, present in this video is the artist falling in love with a girl he should not.
Some of Goodwins criteria occur in this video, such as the contradictory relationship between lyrics and visuals. This is displayed through the woman of desire who, unlike the description of an angel, is portrayed as having vampire characteristics. Further contradiction is that he is singing about love, however she portrays dark qualities. The song has a slow and melodic approach to it, and this is a firm comparison with the negative and dark atmosphere. The performance slant to the video, with the dance routines, engages the audience and maintains their focus and interest.
Chris Brown's motif that follows through all of his videos is that he wears a baseball jacket. Secondly, dance routines with his as the focal point are evident in his videos.

GOODWIN CRITERIA

• Music video demonstrates genre characteristics.
• Relationships between music and visuals (either illustrative, amplifying or contradicting)
• Relationship between music and visuals.
• Artists may develop motifs that reoccur across all work (visual styles)
• Reference to notion of looking (telescopes, mirrors, reflection etc), particularly voyeurism, treatment of the female body.
• Often inter textual reference (t.v, film references etc).
  

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Group 25