Evaluation

Media Evaluation

In my second year of A-levels I completed a media music video project. This included the need for research and the production of the main text which was the video, and ancillary texts including the digipak and magazine advert.

Question 1

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

In my media project I feel I have effectively produced a video which both develops and challenges the conventions of real media texts within my genre – Electronic dance music.

Firstly, my music video. Through research into existing real texts, I gained knowledge of the characteristics involved and associated with my chosen genre. Looking at media language and technique, I analysed the use of lighting, camerawork, editing, mise en scene and sound and how it is used in EDM productions. For example, the use of colour scheme within an EDM style video is usually a very bright and has lots of variation. These brighter colours are associate stereotypically with happiness, freedom and adventure, thus relating to the semantic elements that help to portray this to an audience – Rick Alkaman Theory.

 As well as the mise en scene in the video, the camera work used replicates the same concept. Commonly within EDM the associated themes are adventure, exploration and fun and the shots appear not to be ‘staged’ and have a natural feel to them. The idea of adventure also suggests there is not a clean cut video plan thus provides room for exploration and variation in my interpretation of the theme when filming. To show this common feature within my genre I used a lot of Tracking shots with few still frames. By using a hand held technique as a posed to relying on a tripod, this gave the shots an almost, ‘sketchy’ and ‘relaxed’ feel. This was one way in which I used and develop a convention of real media products in EDM.

Again using and developing the forms and conventions of my chosen genre I used a concept based video. Conforming to the style of a concept based idea means focusing on the creative aspect of the shots as a posed to creating and portraying a narrative. It is rare within EDM that the focus of the video is to represent a story to an audience. Through mise en scene in particular, i was able to emphasize my concept and theme. Deciding to use bright colours, interesting locations and use of props such as a smoke grenade.

The smoke grenade added colour to my shots which furthermore showed the audience i was particularly trying to focus on the creativity of the video. Also, props commonly seen in EDM videos associated with freedom and adventure are those such as skateboards. A stereotypical association made to this theme and used within my chosen genre. I did not use a narrative based idea with creative elements as i believed this would cause a disassociation from stereotypical EDM music.   

Looking at the theorist Andrew Goodwin, he suggests that there is a relationship between the visuals and sound. Commonly within EDM such as Afrojack - Summerthing! ft. Mike Taylor, a clear EDM song in which the visuals have a relationship with the song. 'Summer' suggesting fun, love, and adventure, the mise-en scene as an example of the songs representation. Bright colours, summery, bright clothing, party setting and warm locations have all been used to contribute to this link. 

As i found this theory acts as a convention of my genre, as i used the song title – if I go, which instantly suggests a theme of adventure and freedom, inspired me to use the shots and mise en scene to portray this.

One way in which i did challenge the normal convnetions of an electronic dance music video, is through my use of location. Generally, more exotic locations are used, however i used more rurual and city based sets. 

Initially i filmed in Barcelona to the song 'Is this love', however after my clips deleted from my underwater camera i found there was no real connection between the visuals and lyrics. Therefore i filmed and shot in London and Berkshire as took a different take on the theme of freedom and exploration.

 

 I interpreted this idea of freedom and exploration in a different way to suit the locations around me. I felt this continued to allow me to develop the relationship between the visuals and the sound in order to provide the audience with a clear meaning and direction in the video. 

By using these locations, this challenges the genres stereotypical conventions however still links to the theme and concept. I also think that by using locations surrounded by creative art, enhances the creative concept and drive within the video. The information from for example the graffiti at Southbank, and at the work from gallery also gives as well as signs and receipts i included when filming, also gives the audience some context of where it is that is being explored in the video rather than a random, unrecognizable space or city.

Moving on to my magazine advert, i generally captured and used the stereotypical conventions of a magazine advert for the EDM genre. 

through research from the previous year at A level i had a good knowledge of what should be included within a magazine, for example on a cover, there should be a main image surrounded by cover lines, with smaller text, a barcode and a main heading in which consists of the magazines name. 

Although having analysed magazine advert products from other genres as well as the EDM genre, this has provided me with a detailed knowledge of the different conventions used within magazine adverts in which i would need to incorporate into my own. For example, use of colour schemes within certain aspects of the page, style, font and page design and how this affects how is it not only viewed by an audience, but the appeal in which is gained by it.

Following general conventions of a music magazine advert, i used the main image of the skateboard and overlapped with the informative text. Making the artist name and album name central to the page, this ensures the audiences attention is immediately drawn to this. The variation in font also provides a suggestion of importance of the information on the page. Comparing my own advert to Jay Z's we can see the similarity in the amount of information used as well as the layout of the page. Using less text ensures the key, most important data is put across to the reader. I have included the artist name, album name, album release date, other singles in the album and a website linking to the artist. Using the Itunes logo to show where the songs can be bought/ listened to on.
In my magazine advert i did not challenge the general conventions of a music magazine, i used colour and props such as the skateboard in which are both associated with my theme and the EDM genre. By doing this allows a viewer to instantaneously associate the advert with its style and genre. 

I chose not to challenge the conventions, for exmaple by placing lots of information on the page and this would seem overpowering and would dominant the page. By researching into the style and layout of magazines i was able to produce a clinical, sophisticated advert in which showed continuity, for example through the use of the same fonts and house style in which helped link all of my products together. 

Before creating my digipak, i researched into the EDM genre, for example looking at 'Calvin Harris' and 'Major Lazer'. Through this i gained knowledge of stereotypical conventions such as colour, font, images, house style and layout. 
Through understanding of the features commonly used within the EDM genre, i found it was necessary to ensure the use of brighter, more eye-catching colours as this not only makes the CD cover stand out to audiences more, but is associated with a younger age bracket which it the target audience for my chosen genre.
 

Knowing the importance of the images required to attract an audience, i ensured mine didn't just link to the video, but that I successfully represented my genre. I was happy with the images i chose while following the general conventions of a stereotypical EDM cover. Using a plain graffiti background linked to the graffiti i filmed in my video at London Southbank and provided a clear space in which i could overlay the album information and song titles as well as the barcode. The colour i chose for my text,was dominantly white as i used darker images for my backgrounds to create contrast and make the font stand out. The other images replicated the different locations within my music video in order to build a relationship between the moving and still visuals in order to make the album easily recognizable. It also creates a clear link and connection that can be made to the audience.


Overall i feel as though the combination of conventions i included within my music video, magazine advert and digipak all link and have provided me with a successful product in which is not only relevant but appeals to my target audience. As the EDM culture is generally associated with the younger population, i aimed my media products at an age range of 10-30. A very common stereotype between visuals and younger audiences is that they are interested in the use of colour and themes such as partying, adventure and exploring hence why i decided to incorporate this. As the themes are more relatable to this age bracket my media products are more likely to appeal to its audience. 

  

Question 2 

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

Within any music video and its ancillary texts, it is vital to include house style and brand identity. This is used throughout the music industry and creates an effective combination of products to show continuity and connection. House style and brand identity are the generalized style of an artist in which makes them recognizable to an audience. 

Taking a small selection of screen grabs from my music video, magazine   advert and digipak, i demonstrate my consistent theme of exploration and freedom through the use of different media techniques such as editing, camerawork and mise en scene and how this communicates the EDM genre to an audience. 

A key example where i have created house style between my media products, is through mise en scene within my images. Having repeated the same locations within each of my products creates a link between the three, thus making it more recognisable to an audience. Using the same color schemes, font and sophisticated style and layout in each of my products shows a clear house style and brand identity which can be attached to my artist meaning this is what would help an audience to identify them. I included similar images within each of my products using a similar style of photography. Focusing on the creativity in my video and ancillary texts emphasizes the creative concept behind my video and my photography represents this. 

Having done research into magazine advert designs and the audience of the EDM genre i found it is dominantly a younger audience and in which we associate its appeal with more fun theme. Street art, skateboarding and exploring, are all common themes in which we affiliate with a younger market therefore, due to the similarities in products to the associations to its audience, my products are likely to appeal to its target audience and 'sell' my album. Using a skateboard as the main image, this suggests these themes and instantly draws the eye of the younger target audience. The use of colour and simple fonts shows my application of audience research and into my chosen genre. 

This is very similar to my digipak. Through research and focus group interviews and questionnaires, i identified the interests and appeal of a younger target audience in which my album is aimed at. Bright colours, and the themes of adventure and exploration stereotypically interests younger audiences, as well as colourful schemes and that the narrative is not as important to them as it is to older groups. Therefore by choosing these specific locations, text and themes, due to greater appeal as a result, it is likely to sell to an audience. 

Many elements of my advert and digipak communicate the genre of my music video and style of the band in various ways. 
Firstly, the photography and style of the page. Colour schemes, text, font, and mise en scene within the shot, all contribute to the representation of EDM and appeal to my target audience. As well as this, the images all associate with the genre and theme, for example; the skateboard in which implies a sense of freedom and adventure. These themes being closely linked to EDM i feel it effectively identifies and represents it. The use of bright colours in which we commonly see in electronic and dance videos, was used throughout my projects to show a continuity in my theme and make the audience aware and be able to easily recognize the genre due to factors  such as these. 


 Question 3

What have you learned from your feedback?

After showing my video on an online platform - Youtube - i gained feedback from peers, family and teachers. 
Firstly i gained a lot of positive feedback, examples of this are the following; the mise en scene- the variation in location and set kept the audience engaged, my viewers liked the use of interesting and quirky backdrops such as the graffiti skate park at London Southbank, and the bright colour scheme as the viewers felt that it represented the genre well.

"I like how the characters were on the skateboard lose to us and then gradually moved further back" referring to depth of field and the variation in the placement of props and characters when using jump jump cuts (within the same scene).

"I also thought the forward and reverse effect was clever and looked effective" - linking to the special effects i included in post production using the premier elements software.  

I also received positive feedback on my use of editing and camerawork. Firstly using jump and straight cuts to the beats of the music. My focus group felt this gave a clean and sophisticated finish to the clips and it created a link between the visuals and music. Lastly, the camerawork. My audience felt the hand held and tracking style was effective in cohesion with my genre and video content. They believed that including this provided an emphasis on the creative concept in which i hoped to represent in my video. 

However i also received some negative feedback. This consisted of points from editing and work in post production. I received comments about the ending of my video, the fade in the music did not work with the straight cuts. Also, some of the clips were too long when applying the reverse effect. The colour effect i overlayed onto all of the clips, when uploading to YouTube this was removed. In agreement with my focus group, i felt that by adding warmth to the shot would emphasize my themes and create the stereotypical look of a travelling video and in line with 

As i did not have a narrative, the information about the video had to be portrayed through my creative concept and by the images, locations and other aspects of mise en scene alone. Hence i received feedback suggesting that i make some of the clips longer. Those without special effects for example those from the art gallery were very short and didn't allow enough time for the audience to understand and appreciate the scene as some felt it was rushed. 

In future projects, using this feedback, i will ensure that if i am using a creative concept, i make my clips longer so that an audience has enough time to comprehend the information in the shot and understand the creative idea behind the production of the video. I will also be sure to ask for more feedback within the production and post- production process to be sure i create a successful product. 

I also believe that i should have used my storyboard more in order to film in a chronological order so that when editing my clips together they show graduation in exploration from start to end as a posed to lots of different clips in a small period of time with no order. From these comments i will also be more cautious not to use special effects such as reverse in an over bearing manner, to be sure my video flows well.   

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

Due to the continuing development in technology, there were many platforms in which I was able to display and demonstrate each stage of the construction of my work.

Initially focusing on the planning phase of my project, through blogger I created multiple posts highlighting my research into the industry and the variation between music genres. Within these blog posts I included GIFS I found of my music videos that I analysed. I found these through google images where I also located and used images of example work and artists. To further my analysis and research into music videos I used screen grabs from the Youtube based music videos.

To film and photograph my project I used my own digital Canon EOS100D camera. This allowed me to film clear shots in which for example showed the detail within the set. A key scene where this was key was in London, Southbank. Here I focused on the intricate detail within the street art and graffiti style paintings. The camera allowed me to develop the use of depth of field to create focus within the frame and make the audience more aware of the purpose of the shot.

Furthering my research into music videos and the typical conventions of them, I used Youtube to focus in particular on the artist Mura Masa and their video ‘If I go’ which I used to compliment my film clips. This is the non- diegetic soundtrack I used in my final project. After analysing other artists projects I gained knowledge of the conventions and stereotypical associations that can be made between genres and for example camerawork, editing, mise-en-scene and sound. An example of this within the electronic music genre is the fact they commonly use jump cuts and short frames whereas perhaps a pop video with a narrative concept may use longer takes and cuts.

When completing my planning for my music video, I used a programme called Prezi to display my work. A presentation based design provided me with an alternative, interesting informative display of my research and planning. In each of the branches in the design I chose, I used each to spread out each section of information. For example, mise-en-scene, location information, song choice etc.

In post-production, when editing my clips together, I used a programme called ‘Premiere Pro elements’. 

I downloaded my clips onto my software and after using an online Youtube converter I changed my song into an mp3 file which I imported into the programme. Within the software I was able to add effects, merge clips and add cuts. In parts of my video I also used reverse effects to enhance the creative element and concept. Furthermore to reflect the stereotypical style and conventions, I added tint to the shots to make them looks more ‘indie’ and stylish.

Again, in post-production, in my music magazine advert and digipak, I used software called Adobe Indesign. This provided me with a frame in which I was able to add my photography to create a digipak and advert to. Firstly focusing on my magazine advert, I used photoshop to edit the Itunes logo – a typical convention within EDM and music magazines in general. Including conventions of adverts such as the main image, coverlines or secondary information and artist names and dates, this made my advert more realistic and identifiable to music fans and readers. In my digipak, I also used Indesign with a pre made template consisting of a front cover, back cover, cd cover and booklet cover. I found this programme easy to use and thus enabled me to create a product that linked with my previous work and was effective in coordination with my planning and research. Due to the layering I was able to use, I posted text, secondary images and logos over the main images.

The large range of media platforms and research I was able to gain, helped me to develop my creative concept and complete a blog in which was fit with my music genre and which fit the brief. I was happy with the overall result and the information I gained from these sources and thus feel my post was successful and professional. 

Music video

This is the link to my music video

https://drive.google.com/open?id=0BwtQ7AN5CCsrb2tOWVJVTUlsc2c

Digipak and magazine advert

CD DIGIPAK AND ADVERT MOCK UPS AND IDEAS

Front cover initial ideas

I was happy with the front cover mock ups because I thought that the photographs I took from the varying settings and locations provided the audience with the ability to easily construct links from the design of the cover to music video itself. This shows continuity from the ancillary texts to the main product which makes it simple for the audience to understand the creative concept of the products. 

I ensured I used interesting angles, shots  and colours within the images to make the cover much more engaging  and therefore making it more likely for an audience to approach my CD. The colours relate to the EDM/ electronic music genre as this is associated with fun and adventure and these bright colours reflect that. My photographs are of very good quality giving the cover a more professional look. The detail of the images is very clear and therefore makes the overall look of the digipak very clean and sophisticated creating a wider appeal to audiences. 

These were my initial digipak mock up. I focused on the urban graffiti style of the video and incorporated this into the four aspects of the design. I used a Franklin Gothic style font and adapted using the tools on Indesign in order to make the text bolder and taller and to separate the album name from the artist. I was happy with the text and I liked the images I used, however felt I needed to include more of the  video to enable an audience to create clear links between the digipak and video. 

In this design I liked the use of colour and the detail within each of the images. I also felt that the images from the digipak and video showed a strong coherence allowing an audience to draw links between them both. The CD cover was my favourite design from my initial ideas, although I felt that the back cover was over powered by having the text 'HOMIE' at the bottom of the page as well as song tittles as it took the attention away from the important information. I incorporated the barcode however needed to add copyright information. The white text was drawn out and hard to read over the light beige wall in the background. The text was also unclear on the front cover and the 'FREE' from the artist name was placed over the white area of the jeans. Hence, this made in difficult for a reader or audience to quickly identify read this title as the cover lacked contrast to make it stand out.

Final Digipak design

This was my final digipak idea for the album. By changing the front cover image, the contrast between the image and and text was greater, thus making the title bolder and stand out. The darker, white shades/ grey's and greens allowed the solid white album and artist name to overlay on top of this image as an eye-catching heading in which the audience will be able to identify easily. By changing this image, I also felt that the colour scheme linked and combined much better to create a sense of continuity in the product which carried through into the video. 

The light blue graffiti shown on the back cover acted a very good background image for the song titles to sit on, as the white was able to contrast and stand out, similar to the front cover. I also included a small section dedicated to the copyright information that is a key convention of all CD's. The graffiti images from the scenes in Southbank in the video on the CD and front page of the booklet represent the urban style of the video. The front cover however representing the more rural, skating environment. The use of these varying images makes the audience more aware of what is in the music video prior to watching it and throughout it, will be able to draw links between that and the digipak. Varying settings and locations as I discussed in my planning of the video, reflect the idea of freedom and adventure and the colour scheme effectively links to the music genre of EDM and electronic which are too associated with the concept of freedom and adventure. Brighter colours such as; bright blues, pinks, yellows, oranges and reds in which dominate my design and video suggest the idea of fun which links to the creative concept of the music video. The cuts and short clips put together also suggest this creative fun approach to the short film.

I believed that the graffiti image I used for the booklet cover was appropriate as the photograph is very busy and therefore would not work on for example, the back cover with song titles overlaying and being overpowered by the graffiti style text. It would be difficult for the audience to ready and identify the information. 

The CD design relayed the essential information to the audience whilst providing an eye-catching image linking to the colour scheme which again allowed the audience to make links between the main product and auxiliary texts.

This was my initial design for my album advert. I felt that the image expressed the theme of freedom and adventure. although i liked the image, it was too busy to have text lie over the top of it as it would not stand out. For a magazine advert it is vital that the most important information is easily identifiable to readers and stands out and therefore felt that white, over pastel colours was not appropriate.

Final magazine advert

I changed the main image to a shot from the more rural of the scenes from the music video. The use of the prop - the long-board - establishes a clear link to the video making the advert stand out and easily recognisable in the magazine. The colour scheme also shows continuity to the music video, and digipak through colour scheme and mise en scene. For example, the blue jeans and vans and black jumper were seen within the music video, the colours blue, white and light grey also feature within the digipak. These links make this advert more recognisable and therefore more appealing to an audience. I like this images not only due to the fact that it fits with the rest of the video and digipak, but that the image is clear and of high quality in which gives a professional look to the advert.

I centralized the text and put the album and artist title in the middle of the page. This means that as a reader will read, left to right, and top to bottom the album. This means that the artist name will be the first, and most important piece of information that they will need to read and understood. Below this is the album release date and this is second most important. The white text contrasts to the darker background making it stand out and prevalent on the page. A typical convention of a magazine advert is the inclusion of the release date, album name and artist name, and songs included in the album which i have included. I have used the iTunes logo and the website for the artist giving extra information to the reader about the artist. Minimal use of text on the page directs the message to the reader focusing their attention on the key aspects of the page. 

Song change

SONG CHANGE

After filming through inspiration of my story board, I was concerned that my images did not match my song 'is this love', Bob Marley effectively and hence decided to change my song.
I changed the song to 'What if i go' by dance and electronic genre artist, Mura Masa. I felt this change was appropriate as it not only matched the style of the video but fitted with the timing of the shots combining and sitting with the beats and flow of the music. Maintaining the use of the same genre as my previous song choice has allowed me to transfer my planning and research into the production of this video. I will use the same plan previously created as I feel it effectively portrays the theme and style i want to achieve. Through MES and camerawork, they both act as typical conventions which would stereo-typically be identified in the Dance, EDM/ and electronic music genre. For example, colour schemes, would be very bright to show association and represent the theme of fun and adventure. Hence the use of bright blues, pinks, greens and white within the digipak plan and video plan all show the typical conventions of these particular music genres. 

The song title 'if i go' represents the theme of adventure and freedom i aimed to portray within my video. The idea of adventure is shown through the use of shots such as tracks which are associated with this style of video. It suggests the following of someone who is exploring and their sense of freedom and travel. 'What if i go' relates to the ideal of leaving or seeking freedom which my storyboard and ideas aim to replicate and represent.

The concept of my video related more to the shots i took. Using Southbank graffiti, Tate Britain shots and skating shots all implicate the artistic, creative style of film. The artist Mura Masa's music aims to show this creativity through their music and own music videos in which i gained inspiration from to use short clips and cuts to give the audience a varying amount of different creative and exploratory imagery to gauge the concept of the video. I therefore felt this song was more appropriate than Bob Marleys, 'is this love' remix that suggested a more tropical and holiday theme. As i was unable to use my clips from Barcelona and had to use the clips from the UK it was consequently very difficult to recreate this idea.  

Shot list

Using example images from test shots and rehearsals, I have identified the main shots I will use throughout my music video

These are some examples of test shots I have taken in various locations. They consist of different styles in which I will incorporate in to my  music video.

Test shots in Southbank - Establishing shots

These are primarily used in order to give an audience an idea of the area and location of the image or video is being set in. From slightly raised and level angles I filmed shots such as these below. I used the graffiti to promote the idea of freedom through expression of style, colour and words. Also, a skate park is commonly associated with freedom and fun linking to my genre of EDM. 

I like the initial shots i have taken. The use of colour makes the shots very exciting and appealing to younger audiences. The range of location also suggests the idea of travel and exploration. 

Close up shots - taken in Southbank,London and Tate modern art gallery, Hermitage, Oare

Close up shots in my video such as these reveal the detail of characters, props or locations and provide the audience with an alternative view or perspective on a setting such as those shown below. This means that the audience will be more engaged as a unique and diverse range of shots will enhance the creative aspects of the video making it more enjoyable to watch. The close ups also allow the audience to feel more a part of the scene and closer to the setting enabling them to relate to and understand the theme of the video. 

Mid shots and long shots - example shots from Tate modern gallery,London, and Southbank, London

Mid shots such as those taken below, provide a view of the location as well as the object or image key image within the scene. I like the images I have captured below. They are able to replicate the full range of colours within the shot and varying angles provide the audience with the perspective of the characters in the scene. A mid shot allows more information to be read from a single image but can also include more props, characters and creativity in the scene. Effects such as depth of field can be used as well negative space surrounding and object, character or image to make it the focus and provide guidance for the audiences eye as well as giving the video a more sophisticated and clean edit. A long shot is also used to provide an audience with a view of everything surrounding an object or person, and can also include effects such as depth of field as their is more negative space or a greater area to be covered and used.

Call sheets

Analysis of Music Magazine adverts

Release forms for actors

 ACTOR RELEASE FORMS

 

I HAVE RECREATED AND COMPOSED A SHORT RELEASE FORM ACTING AS PERMISSION TO FILM, RECORD SOUND AND EDIT USING THE FOLLOWING INDIVUDUALS AS ACTORS WHIHC WILL FEATURE IN MY MUSIC VIDEO.  

 

Planning of the mise en scene in my music video

MISE EN SCENE- in each of the storyboards below I took a range of pictures from previous research and test shots for my music vido planning

SETTING:
   
London Southbank 

These are images I took when visiting and shooting scenes from London Southbank, this is one of the main locations for my music video.

London Tate Britain

 
Primary images I took at the gallery. The setting is very clean and tidy contrasting to the baggy, indie style of the character. As the video is concept based it focuses on creativity as a posed to the artist. Therefore these three settings are key elements to the video.

Streatley:

In Streatley the road is very rural and isolated therefore the coloured smoke grenade will contrast to the plain setting. This will make the set more eye-catching and unique and enhance the creativity of the scene as a result.  








COSTUME

The costume for the music video is very 'cool' and casual. There is a sense of an indie style through the use of backpacks, baggy clothing and jewellery. This provides the theme of adventure as these two styles are commonly associated. 
Female: ripped light denim jeans, with a baggy top and loose jewellery, neutral colours will be used as bright colours will be too overwhelming and will dominate the shot. The props such as smoke grenades, paintings and graffiti will provide most of the colour for the scene. 
Males: loose vests, tees and denim jackets with plain or ripped jeans. Gives an edgy and indie image. 
 

MAKEUP
 

Females makeup will be very simplistic and natural so that the character does not draw the beauty and creativity of the set and background. Vibrant makeup will distract the viewer from the concept based video focusing more on design of the set as a posed to the characters and narrative. Also, EDM as associated with the idea of adventure it is uncommon to see 'adventurers' or travellers with lots of makeup.

Storyboard

Intertextuality in music videos and research into the industry