Music Video

This is my final music video;

http://www.youtube.com/watch?v=Vvle2LTL7Vo&list=UUHQ_K30fHMoxSQvSsFaQKYg&index=1&feature=plcp

Evaluation 4

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


I created a short video to answer this evaluation question. 

Script from video.


The research process for my media product relied heavily on media technologies. Through using the web browser 'Safari' I was able to gain access to websites such as jcgmedia which was created by our media departments. I also used the software iCal to create a calendar that I could personalise with specific deadlines and targets allowing me to use time management. I did these for every month of my course. 


I also used youtube, which allowed me to view a wide range of music videos from different artists, and then more specifically indie artist, the 'suggestions' options on the youtube video allowed me to have a firm grasp of the types of indie genre artist. Using the Mac G5 computer also helped me to record my research, as using the screen grab option of 'cmd' + 'shift' + '4' I was able to crop an image such as a specific type of shot used within the video. I then presented these onto documents and uploaded them onto my blog, allowing me to have a database of conventions and inspirations from other indie music videos, this is as well the program i used to present all of my research.


Using the website surveymonkey.com I created a survey to gain access to information about my target audience, including their music listening habits, favourite genres and what conventions they associated with these. The website was very useful as I was able to share the link and then analyse the results and applied these responses to the planning stages of my music video. 
This was particularly useful in my storyboard and animatic, as I was able to use settings that my target audiences had recommended and enjoyed in previous music videos.


To create my animatic I used the program iMovie, This allowed me to import my scanned images onto the timeline and edit together the shots choosing duration, crop and ken burns on each, to recreate the basic format of my music video. 


In the construction on my music video, I used the Cannon 7D camera. I believe this piece of camera equipment was one of the most vital parts of my media technology. It allowed me to capture my footage, in a easy to manage and control setting, as well as their high quality which provided me with detailed and in depth shots. It also allowed me to adapt to my surroundings, such as through the ISO settings and Aperture, where it was too dark I could allow for more light to enter the lens so that my actress could be seen in detail still. 


I then used the Mac G5 computer to upload and store my footage on, and using the program 'compressor' I imported my footage and then compressed it to a suitable size to work and use on my editing program. This media technology allowed me to manage and prepare my footage. 


I then used the program 'Final Cut Pro' to edit my final music video. For this I imported all of my footage and using the 'timeline' feature I dragged in my selected clip and using the 'marker' tool was able to easily match the actress's lip syncing with the artists lyrics. Which was a helpful feature within the editing of my music video. I was able to use multiple layers to control and place my footage so that I could cut from clip to clip without having to import and match it repetitively. I also used   Final Cut Pro to create the 'light leak' effect within my music video. I imported a pre-made light leak footage on top of my selected shot and then pressed 'cmd' for settings of the clip, where I changed the 'composite mode' to 'overlay' and then double clicked on the shot and onto the 'motion' tab on the viewing window, there I was able to change the opacity of the shot so it was less contrasting and more natural with my footage. 


For my ancillary tasks I used the Cannon 7D camera to take photographs for my digi-pack and poster deisgns. I then used the program InDesign to edit these photos into a suitable template I was able to use this media technology to recreate a conventional album booklet and poster, by using different fonts available to me in styles that suited conventions of the indie genre. I was also able to edit the size and colour of these to create a type of fluency and style that would be recognisable throughout my products. 


I also used photoshop to edit my images, applying brushes and filters across to show diversity and creativity through media technology. 


I then uploaded my final products onto my youtube channel and gained feedback that I could use for my evaluation on the social network site facebook.

Evaulation 3

What have you learned from your audience feedback?

Within my media course, audience feedback has been a crucial part in making my media product successful, as the response it gets from my target audience is crucial in the understanding of strengths, weaknesses and opinions. 

During my class feedback session where my first draft of my music video was projected onto a large screen for the rest of the class to watch was invaluable in my feedback collection. 

Some of the most influential comments I received were; 

"The shots do become quiet repetitive, maybe introduce a new location, totally different from the beach like a recording room, stage, or narrative type of shot."

"The most effective shots are the depth of field shots of the actresses legs walking through the water. It's different but really interesting to watch."

Pinpointing weaknesses within my music video, i.e the repetitive shots helped my learn how to improve my music video, which would ultimately result in a more successful media product. Also by finding out what my target population thought of my music video and commenting on it's strengths, i.e the depth of field shots, provided me with inspiration to film more of these types of shots, which would allow me to provide more of what my audience finds interesting whilst removing the repetitiveness with diversity of new shots.

Using Facebook, I was able to share my music video link with my peers, in the same demographic as my target audience 16-25, It was an easy way to show my music video to a wider audience and gain feedback. 

 Here are some of the comments I received after putting my music video on facebook;

From receiving these comments I have learnt that my music video has been received well by my target population, which is a great success. I have also learnt that the most successful qualities have been the location, go pro footage and light leaks, which were the main factors I looked at when researching conventions of Indie music videos. 


Another way I gained feedback was through posting my digi-pack and poster onto the social network site Twitter.

I believe this was a successful way of gaining feedback, as it made my ancillary tasks easily available to see, as the new twitter now has an option where the user does not have to open a new window to view an image instead it comes up on the timeline, making it quicker and more accessible. 

I gained positive feedback for my ancillary tasks, with comments focusing on my colour scheme and professionalism. 

However there were mixed comments on my CD disc, as the basic format was not as interesting to look at as the other items, however other comments disagreed saying it made a nice change from the conventional images of the artist and the 'stained' effect was very effective in creating a bohemian and indie vibe.

Overall I am very happy with the feedback I gathered, and have learnt an awful lot in the way my media products are received by my target demographic and by others.

Evaluation 2

How effective is the combination of your main product and ancillary texts?
Using the website www.prezi.com I created an online presentation to answer this evaluation question.

Evaluation 2 - Media Studies on Prezi


Link: www.prezi.com/zrplw-jzqosu/evaluation-2-media-studies

Evaluation 1

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


Using the website www.prezi.com I have created an online presentation to answer the evaluation question 1.

Evaluation of my A2 Media on Prezi


Link to Evaluation 1: www.prezi.com/wp3oqnpav59s/evaluation-of-my-a2-media/


Links to videos included in this prezi
Goodwin Theory - http://youtu.be/3m9LXNNC0U4
Underwater Footage -http://youtu.be/r6KOHxIUhSw
Lissie - When I'm alone - http://youtu.be/7G0_eN36QVc
Ben Howard - Underwater footage - http://youtu.be/PrzJ4VXjm-g

Feedback from Media Products

This is the first draft of my music video, I uploaded it to youtube so that I was able to gain 'comments' on my video which would allow me to see what a wider population thinks about my video.


 


I then used the social network site Facebook to share the link to my video. This was a good way of sending my video to those within my same age group as me and then would be in the target demographic that my music video is designed for. 

I also took part in whole class feedback, where my video was shown on the projector and the whole class wrote down strengths and criticisms of my video.
Some of the comments that were the most useful were;

• Really good use of locations, a clear pattern of the natural environment which works well with the indie genre. 
• The close-up shots are very nicely used, as it shows clear lip-syncing.
• Nice variety of shots used of medium to close-up to long, this could be further developed through the use of shots not of the main actress. 
• The shots do become quiet repetitive, maybe introduce a new location, totally different from the beach like a recording room, stage, or narrative type of shot. 
• The most effective shots are the depth of field shots of the actresses legs walking through the water. It's different but really interesting to watch.  

After gaining feedback I have noticed that my main problem is the repetitive shots, and therefore from this I will film in a different contrasting location to address this problem, this will then encourage a diversity within my footage with more engagement and excitement for my audience. 
Strengths were my depth of field style shots, as this went down well with my target demographic as well as it being recognised as a convention of the indie genre. This may be an idea to film more footage like this with a more in depth lens to really utilise this aspect and feature within my clips.

Construction of my media products

I have made a short construction video of the processes that I went through through when creating my digi pack, poster and my music video. 

Poster

This is my promotional poster for my album's artist.

Digipack

This is my final Digipack product, I have created an 8 page booklet including a Front Cover, Back Cover, CD Cover and inside sleeve, as well as a 4 page booklet.

Ideas for my final music video

I really like  this video of Ben Howard for his album teaser 'Every Kingdom'.

The underwater shots work really well and the freedom associated with the water emphasises the cool and relaxed vibes of the indie genre of music.

Another video I have recently found that I would like to recreate is, from Rizzle Kicks, in their cover of Foster The People - Call It What You Want

The use of split screen here is very effective, I like the way it has been used with different actors from a close up to a medium shot. The different perspectives I believe is very effective, as it allows the audience to feel they are at two different places, they are able to see the difference between the clear lip-syncing and still see there full body.

I believe this would be very effective on my stage location, as it will provide an interesting shape of the figure in a long shot, compared to the lip syncing into the microphone.

I also like the way that the split screen is also effective with the same actor in different locations. This encourages fluency within the music video between the two different locations. 

It is also a very effective way of using depth of field, as the focus is on the two shots of the actors. 

I have decided to experiment with this effect, Using the Cannon 7D camera, I have filmed within the studio some footage that I can apply  the split screen effect too. 

I then imported the footage into After Effects, and using the mask tool was able to split the screen, and edit the split so that no overlaying elbows disrupted it.

Here is my first attempt at using split screen;

After using After Effects and split screen, I believe this could be very effective within my music video. I will try and recreate this with the same background, as well as with two separate backgrounds as that may be even more effective.

But I know understand the importance of not overlapping the line with any body parts, and therefore when filming will pay extra attention to this. 

Andrew Goodwin's theory - Lana Del Ray

Andrew Goodwin in his book Dancing in the Distraction Factory writes about what he defines as the characteristics of music videos. I have decided to apply these to the music video for 

1. Music videos demonstrate genre characteristics/conventions (e.g. stage performance in metal video, dance routine for boy/girl band)

Shots that show the narrative of romance, and some type of relationship are a convention within female music video. Also the focus of shots, that show the solo artists costume highlight the convention of fashionable and individual style that is seen within the indie genre. 

2. There is a relationship between lyrics and visuals

(either illustrative, amplifying, contradicting)

An example of when  the lyrics seem to relate to the visuals, is where it cuts to the medium-long shot of the main road, when the lyrics say 'The road is long'. The way the camera seems to be travelling along the road as if a shot from the bumper of the car emphasises the journey both physically and metaphorically. Also how the shot shows nothing but the road, implies the vast mundanity of the journey and it's length. 

As the sequence cuts to this close up shot of Lana shows her doing a stereotypical hand movement of her running her hand across her neck, which is often associated with death and a threatening sign. As this is seen the  vocals reach the chorus of, 'We were born to die'. This is therefore highlighted as the climax of the song through the hand gestures which is clarifying and illuminating the songs lyrics. This is very effective, as the shot is very delicate which contrasts the harshness and blunt implications of the words, which have connotations of death.

The shots within this location, provide the opportunity for Lana to lip-sync to her song, and therefore there is a strong relationship between her actions and her lyrics. 

As she sings the line 'Oh my heart breaks', she gently raises her arm and places it across he body on top of her heart. This emphasises the meaning of love, pain and heartbreak, as her delicate movements in her white dress portray her as vulnerable and easily hurt. 

3. There is a relationship between the music and visuals

Born to Die, has a very powerful and rich sound, it uses instruments such as harps and layers of string instruments creates a romantic and luxurious sound. This is highlighted by the majestic and symmetrical opening shots, along with the low angle panning shot of the ceiling which represents the art work's beauty and delicate craft-man ship. 


The video also follows the convention of music and visuals relating through the use of sequence, as shots are relevant and either held or cut in a way that compliments the music. 

The pace is relevant to the song, as shots are held for a medium amount of time, which fits with the luxurious layers of harmonies within the song. 

It would not fit for her to have fast cutting clips as it will distort the viewing experience and cause confusion for the audience, whereas these fluent and gentle clip transitions, take the viewer on a journey with the artist and experience a more relaxed and sensitive song. 

4. The demands of the record label will include the need for lots of close ups of the artists and the artist may develop motifs which reoccur across their work (a visual style)

There is a constant use of close up shots of Lana, This makes it very clear to the viewer that she is the main feature of the music video and representative of the music label. Through the close-up shots there is clear use of lip-syncing and use of facial expressions to highlight song lyrics and style. 
It also draws attention to her white dress, which has association with virtue and innocence, which could also been seen as the 'born', and new born qualities, within the song, which is further emphasised through the church setting. Which is contrasted with her dark red lips, which have connotations of lust, passion and blood. Highlighting the chorus of the song, 'we were born to die', the reference to death, seems to be influenced by the dark blood lips. This provides a clear image of the singer as, passionate and strong due to her contrasting images. 
It also draws attention to her floral band, on top of her head, this presents her as a romantic figure, and keeps into the conventions of the indie genre. 
This will provide the record label with audiences recognising Lana Del Ray, and her close up highlights her grungy-romantic style of song, which they will be able to develop and use within other of the artists music video.

5. There is frequently reference to notion of looking (screens within screens, telescopes etc and particularly voyeuristic treatment of the female body)  

This shot is shown from behind the seat of the car, where the 'action' is happening. This encourages the viewer to feel as though they are looking on to the action, and that they are within the perspective from the back seat of the car. 

It is also interesting that it combines the notion of looking with the voyeuristic treatment of the female body, as the shots within the back of the car, are where the female is seen as being lustful.

These medium shots of the female and male on the car bonet, show her in a very sexually suggestive shots of her, as lustful and passionate. This encourages a more passionate response to the song, and uses this to be highlight the dramatic and encourages an emotional response from the viewer. 

6. There is often intertextual reference (to films, tv programmes, other music videos etc)

The opening shot of the female and male embracing in front of the american flag, could be seen as an intertextual reference to similar american artist and patriotic films. As the two are having an embrace it highlights the unity and patriotism between them, symbolising the whole of america as a solid state. 

The long shot of the opening location of the church with the two tigers and Lana sat on a throne with a floral crown on her head, holds lots of old testament references. 

The tiger itself represents fear and evil combine with its contradictory form of beauty and majestic appearance. 

Whereas the floral headband, could be seen as a reference to the crown of thorns worn, highlighting the power and authority she has, which is further seen through her symmetrical layout and her being in the centre of the image.

Light Leaks

I came across some videos of people using light leaks to add a type of indie, quirky vibe to their footage. http://vimeo.com/31985906
http://vimeo.com/31352927


So I have decided to use some of my footage that I have filmed in India to experiment with this type of effect in Final Cut Pro.
The process to apply the effect uses the program Final Cut Pro, I imported software plugins to my computer and using 'leaks' 'leaders' 'end burns' and 'flashes' imported this footage to my Final Cut Pro sequence. I then dragged the selected effect onto my footage and changed the composition mode to 'overlay' I then used the motion tab to edit the opacity and scale of the effect. I then rendered all of my clips and saw my effect. 

Here is a video of my first attempt to use this effect;

I then began to carry on using the effect and created another video, I was able to develop my skills and use them in a creative manner. 

I then decided to go to one of my locations, the beach, with my friend megan, where we decided to take some footage using the Cannon 7D camera. We tried to capture the sunset in a peaceful and tranquil environment, as I have found that these type of shots work particularly well with the light leaks effect over the top.