Media Evaluation

First Prezi on Prezi

Script for Evaluation

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

When we had to research what genre our music video was going to be based on the internet was our main source of information. We were able to research through Goggle and Wikipedia what genres appealed to us and had interesting conventions to pull out and include in our product. We decided on Indie Rock as our genre as from researching, it appeared that many different genres had sub-genres such as Indie – indie pop, indie soul etc… this consequently aimed at a wider audience and attracted interest from both fan bases. YouTube allowed us to gain a clear understanding of what society deems to be ‘indie rock’ and also aided us in analyzing our chosen current bands and artists that fit our genre. Using YouTube we were also able to gage an idea of what our target audience would be like by looking at the amount of views received on the videos for example Paramore have received 52,755,866 views on one of their videos compared to Razorlight who received 1,918,424 both bands are considered to be Indie Rock however Paramore aim at a more mass audience compared to Razorlight that seem to attract a more niche audience. This finding allowed us to consider both aspects of the Indie genre consequently we concluded that we would like to follow a similar pattern and structure to Paramore’s music video but generate acknowledgement through a small fan base that promoted a sense of belonging to a community. After identifying a genre we had to look for a suitable artists or band through Unsigned.com; we were able to look at different songs, background information and reviews to aid us in our decision; we decided to choose a band named ‘Fancy Me Yet’. We then used a combination of Google and Wikipedia to search for independent record labels that would finance the production of our music video and found from this the type of artists and bands the company sign the audiences they attract and the ethos and specialties of the company. In able to envisage out products we used a camera to replicate and support our findings and gain an understanding of space costume and props etc… early on in the task. This allowed us to go into the construction process refreshed on how to handle a digital camera, edit pictures and piece together a flowing and engaging PowerPoint presentation. Blogger was used as an ultimate tool to store and present all the research information in a clear attractive way where videos and images can be uploaded to produce a multimedia result.

During the planning of our products we attempted to use people within our immediate group as this was convenient however when people from outside the group had to be used we planned this through facebook this allowed us to get an instant reply keep them updated on the process and alter or confirm sufficiently; dates, places, times and costume etc...   When planning most of our work was hand drawn which made it easier to transfer our imagination straight to paper and also made it easily changeable due to this we have had to use a scanner to get our images onto a computer therefore we have learnt how to lighten and darken the contrast and brightness level on images etc … in order to see how our ideas were going to look through a lens we took photos of some shots that were easier to visualize in real life and inserted them into our hand-drawn storyboard.

Our music video was produced on iMovie 9 where a lot of technical devices were used to create an effective well-edited video. For example we have continuously cropped some of our pictures in order to highlight the focal point to the audience and emphasize the preferred meaning through this action we have also made it easier to relate to the characters and band members by showing their facial expression hence emotions up close. We have also stabilized all our shots in order to minimize human error and maintain a smooth flow throughout our product. Having the rhythm and tempo of the music means that what is shown has to correspond to what is heard therefore we have sped or slowed down the pace at which action occurs doing this also heightens drama in response to angry emotions been felt or tension mounting and then slows down when hurt and upset is felt. At the beginning to establish going back to the past we have reversed a clip of the camera spinning this initially prepares the audience for a journey that they are about to embark upon alongside the characters.

 To gain the preferred meaning we have also manipulated colour we have shown the ‘park scene’ in a brown dream like tone this shows that for the character these were happier times that now are just a longed for dream.

After producing the initial visual video the sound had to be added our chosen song (A little bit of  ...) was yet to be published to YouTube therefore we had to use an online voice recorder to get the song into an mp3 format and then store it in iTunes then we had to precisely lip sync which required clips to be cut up and replaced and original clips re-used using clip-trimmer.

From our research we found that many videos show the band or artist performing in front of a projector that shows an extract from the narrative therefore we used a projector to play behind the band meaning we had to learn how to position the projector and minimize the glare that appeared on the characters face.

In order to create a quirky poster we decided to use the website Lunapic.com to produce accurate cubes with inserted images of the band members this allowed us to utilize space and create a simple yet abstract poster. During the production of our album we used Gimp the editing software this allowed us to manipulate original and unoriginal images to create preferred meanings for example we changed the sky on our album cover from blue to indigo to suit the name of our band ‘The Indigos’.

With both our digipack and poster we used a copy from dafont.com this allowed us to research many different fonts with connotations such as freedom, individuality, youth etc… and also keep the font persistent throughout the whole package.

I decided to produce my evaluation on a website named prezi.com this website makes sophisticated presentations that present work in an attractive and interactive manner. Importance is emphasized through zooming in and out of text/images and also copy size. I have been able to use a plethora of multimedia evidence to support my findings and analysis etc… and upload them all to Prezi. 

2)    In what ways do your media products use, develop or challenge forms and conventions of real media products?

Typically our products adhere to the conventions of the indie rock genre this is so that it is easier for the audience to relate to us as a ‘;new’ band breaking into the music industry however we have included some unconventional twists to show that we do stand out from the crowd.

The characters that appear in our video are split into the band and the narrative we decided to keep both groups styled in a typical indie manner by showing them to be wearing laidback individualistic clothing i.e. black jumper that has holes creating their own unique styling a convention of many indie videos we observed for example Ingrid Michelson clearly develops her own fashion style throughout her videos and also Mumford and Sons have a laidback fashion approach. Appearance is also left to the characters own interpretation make up is worn in the same shades and textures throughout to create a persona or trademark similar to Hayley Williams from Paramore’s ginger hair. As well as this hairstyles differ but are mainly left down to connote free movement and also can then be used to show a plethora of emotions for example when hair is used to hide a person’s face this may connote upset or shyness whereas pushed back hair may show confidence and tied back hair could show relaxed and laidback connotations.

In many of the real products we looked at it was key for the audience to identify with the audience therefore we have used a lot of close ups to show emotion and passion behind the music being produced and we have also used long shots in order for the audience to establish attitudes through the body language of the characters.

Throughout our video we have used numerous settings the majority of which have been outside for example on our album cover we have used a consistent brick background; the setting being outside creates an element of freedom that is present in all indie products therefore we have also carried this through to our music video and shot scenes in a park in the street and outside a restaurant all of which connote freedom and also an enigma in accordance to sense of place as by having no ties the audience are never sure where the artist belongs. Outside settings are a common factor in our current existing products too for example Mumford and sons the cave shows them riding through the dusty lanes on motorbikes and Edward Sharpe and The magnetic Zeroes use an outside setting for their promotional poster. The park setting maintains a sense of youth which is an aspect constantly attributed to Indie music for example in our questionnaire the target audience was 16-18 year olds and when asked for three words that best described the genre the words chosen were original independent and youth.  Another setting that we have used which does not seem to appear in many other Indie videos and therefore challenges the conventions is a bedroom; many issues in Indie Rock Videos are personal and therefore we developed an abstract view of this and as well as having personal themes also bought the audience into the most personal setting ‘the bedroom’ this will allow the audience to relate to the character and create a bond that will remain loyal.

In many of the videos, posters and digipacks that we looked at lighting was kept low key creating a realistic atmosphere, apart from this minimal spotlighting is used to highlight the singers. In our products we have adopted the same attitudes and kept daylight constant in order to create verisimilitude therefore we were required to film at similar times in the day as can be seen from our shooting schedule. We have also used some forms of lighting to create particular moods and tones such as candles at the romantic dinner to show relaxation and enjoyment.

When looking at other products we found that the colours used were of two extremes either nude/grayscale which are neutral colours that provide a blank background for example Adele’s poster and KT Tunstall’s Digipack this allows the audience to begin with a blank canvas and interpret the music in their own way. And also bright colours are used in the products, particularly in shades of green and blue to connote a sense of freedom and outdoors. Form our audience research the two main colors that were highlighted to be a favored aspect of Indie Rock were bright colours and dark colours this reflects the diversity of the genre and left the group with an open choice it what colour scheme we decided to follow. As a group we decided to use a colour scheme that suited our band name this would make us more recognizable being ‘new’ artists.

When researching existing posters many of them featured the band shot in black and white and also all of them had a quirky individualistic tone to them in our music poster we have decided to take this and create something simple yet abstract and artistic to attract the audience (reformers). We also decided to use a font that stood out as different similar to those used in the posters we looked at for example the font used in Florence and the machines which is a complete contrast to the one used in Ellie Goulding showing that even though both are considered to be form the same genre there are major differences in interpretation.

In our video we have challenged the dominant ideology of the indie genre being mainly male by featuring a female lead this allows us to enter a new market and attract a different audience that can be empowered through our music. We have also challenged the ideas of having the band members play part of the story line by casting different people to play the roles this means that the vast amount of people included caters for a lot of the audience demographics therefore at least people will find it easier to find someone they can relate to however we have not made this too complicated and provided useful links to tie all the characters together.

We have also developed the idea of having a niche audience by using an independent label named Drowned in Sound. The company focuses all of it’s attention on providing for the fans of the artists and bands they have signed in order to bring people together DiS act as a community foundation for forums and discussions regarding music, gigs etc.. They also frequently feature updates, reviews and album releases etc… Fans also have the opportunity to become a member. All of this collectively really highlights the true meaning of indie a group of people that are purely connected through music and an artist that is promoted through their fans.

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

Through the combination of our music video, digipack and album advertisement we have attempted to maintain a similar meaning, message and values. This means that are audience will have a clear idea of the band and find them instantly recognizable keeping the same type of themes will also allow for strong ‘brand’ loyalty the audience will find it easier to relate to and promote the band at all times.

We have also tried to maintain the same representations of our band members throughout the three products for example even though there is a lead singer in the band we have preferred to show the band as an entity – a united group that come together against all odds. We have also portrayed the group as a laidback band that don’t conform to the norms of society, this appeals to our reformer target audience and is a continued theme throughout.  

 

Throughout all three products we have kept our chosen institution the same this means we will have a consistent scheme in all products. The company we have choose is Drowned in Sound they specialize in working with Indie bands and have a pre-generated fan-base heightened and expanded through forums and discussion pages in which one can comment on recent releases etc…

As a group we thought it was important that we followed what are target audience requested therefore in order to keep the products consistent and clearly part of a package we adhered to some of the results from our questionnaire; for example when we asked what aspect of the indie genre attracts you – the most popular answer was that it was something different and outside the box therefore we have tried to utilize this by displaying some quirky features such as the lead singer moving from box to box the projector being in the background and the transfer of people under water in the bath.

4)    What have you learned from your audience feedback?

From our feedback we have received numerous positive comments regarding our unique ideas and the aid the understanding of the music video; for example our target audience has said that the band set up is effective as well as the fast cuts of the singer moving from block to block. People also like the use of the projector to highlight that there is a narrative that is different to the band. Through our multiple characters people have also commented on the engaging concept that was clearly understood through good establishing shots.

Some people have commented on the last clips preferring the lead singer to be shown at the end rather than the band however as a group we felt we wanted to highlight the sense of equality and unity so showed the band as a whole at the end

Also some people found the narrative confusing and did not grasp the relationship between Amy and Leah being the same person therefore we took this advice on board and attempted to use dissolve edits in order to merge the two characters together to seem like they are one.