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.

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.
  

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?
  

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

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.

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.

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.