Final Music Video

Final Music Video

Final Digi Pack

We've decided to go with this as our final digi-pak design. We shot the photos seen on the digi-pak with a Nikon D5100 camera, we used external lighting equipment to create a naturalistic scene. We manipulated the images with VSCO (iPhone application) which enables you to add filters and grain to images to give a professional look. The layering was done using Photoshop CS6 and GIMP image manipulator, these are two professional pieces of software. 

The main idea behind this was to represent a 'work in progress'. The cup of tea paints the idea that the band are at work creating themselves an image. The rustic work counter clear demonstrates the rustic nature of the band and how they fit into that 'indie rock/pop' genre. 

The inspiration for this design was fine art. We did alot of research into digi-paks that use fine art as the main for front for their album. 

The artwork used in our product creates a sophisticated environment for our audience and sets their expectations for an entirely new experience. 

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

EVALUATION TASK 4: HOW DID YOU USE NEW MEDIA TECHNOLOGIES IN THE CONSTRUCTION, RESEARCH AND PLANNING OF THE EVALUATION STAGES?

In class we created a spider diagram showing all the different technologies we have used along Media Studies course. I colour coordinated this diagram to make it visually clear how divergent we were with technologies.The process of using new media technologies has been a good experience. I have learned how to use many major software technologies for many different purposes. This included; Adobe Premier Pro for editing our music video, After Effects for developing the special effects in the music video, like the stop motion, and band branding in the establishing shot.

                                 

Using software like premier pro, was simple, easy and hugely beneficial. From AS to A2 I would say that the process of editing has been my biggest improvement. No only did i enjoy the process as a whole but i found that it was something that could really make a huge difference especially with the music video. 

                                                

We shot the photos seen on the digi-pak with a Nikon D5100 camera, we used external lighting equipment to create a naturalistic scene. We manipulated the images with VSCO (iPhone application) which enables you to add filters and grain to images to give a professional look. The layering was done using Photoshop CS6 and GIMP image manipulator, these are two professional pieces of software.

The Script

In this video we will be doing a directors commentary on our music video, Wasted Words, in evaluation of our promotional campaign for indie rock band Lion the Weak

The cameras used throughout the video were the Sony F3, Sony FS100 and a Canon 5D Mark 3

The F3 camera dominated a lot of our shots as it was the highest quality cinematic camera and allowed for a professional looking product. This is a camera used within the industry.

We mounted the Sony F3 to a dolly. This meant that we could track back and forth along the set when filming the performance element to create a flowing sequence. One of the challenges we faced was keeping the pace of the dolly to the beat of the music. However, with practise, this became very effective.

The FS100 was a more mobile camera and enabled us to take close-up shots of the band, such as the extreme close up of the bass player and guitarist. We also used this camera to focus on the props of our music video such as the light-bulb shots that featured in the opening 20 seconds.

The Cannon 5D is an SLR camera, that enabled us to complete our stop motion element to our music video. This featured a picture of a lion that developed over time. This was also part of the band’s branding. This artistic element featured in the closing 5 seconds of our video.

We used three different types of cinematic prime lenses in the production of our music video; these were 35, 50 and 85 mm. These different lenses were used for different purposes, for example certain lenses were used for high quality close ups and some were used for high quality wide shots. We changed these lenses every time we changed the position of the camera.

We arranged the shots in the postproduction stage using editing software Adobe Premiere Pro. The software used is semi professional and we were experienced with this technical piece of technology when cutting our animatic in time to the song, earlier on in the production stage.

Using the blade cut tool and we could crop shots, in order to create a structured meaning to the performance. We created two separate cuts, one performance cut and one final cut. The performance cut only featured the band whereas the final cut was the full package.

After cutting the video we added a strawberry filter using the colour-correcting tool on adobe after effects. We modelled our filter from Wes Anderson’s style of work. He was a big influence in the entire production process.

After effects was an extremely helpful programme that allowed us to manipulate image and graphics of the video. We also used this piece of software to develop the stop-motion element. This was originally a separate clip that we ended up laying over the top of the final cut of the music video. By making the image transparent the audience could see both the band and the lion image, creating an established band.

By uploading our video to YouTube, we became a prosumer because we created and uploaded our own content, in order to reach an audience and sell the band’s star image.

The Video

          

Conclusion:

By using digital media technologies I have used technological convergence to ensure that I have produced three products as a part of a successful campaign.  My use of the camera Sony F3 and the canon 5D and programmes/websites like Final Cut Pro, blogger, WIX and adobe Premier pro have enabled me to become a prosumer, a creator of media products to a near professional standard.  The use of Final cut pro as a piece of editing software has taught me how to select and organise a music video to a very high standard using semi-professional  media equipment.  I have also been able to share ideas and research global and industry standard products.  Digital technology has made available to me opportunities to upload, share and distribute my products using You tube as a free online broadcast platform.  It is also interactive – audiences have been able to feedback, like and comment on my products using features such as   , and other online tools.  These new skills learned on this course have enabled to gain experience not only as a user of digital technology, but also to also become a producer – important to an understanding of the media in an online age.

Evaluation 3: What have you learned from audience feedback? – Conclusion

What have I learned from my audience feedback?

I have learned from my audience feedback that I have constructed an intended star image and an effective campaign.  My target audience has informed what went well, for example, the transitions between the narrative dance element and the performance element with shots of the band, as well as area’s for development. The Digi-pack, website and music video were all connected through the colour scheme, font and vintage era/ rustic era meaning it was clear to our target audience they all belonged to the promotion of the same band. If I was to make any future changes to the campaign I would edit the music video, making the transitions a lot smoother, and including far more shots of the band to reinforce the idea of a new upcoming band.

Taking note of the audience feedback I understand how the audience inform me the success of  the campaign is and indeed allowed me time to make adjustments to the campaign before it went to distribution.  Audience feedback is important market testing in post-production to see if I created the right star image and marketed this purposefully.  As Henry Jenkins informs us that we live in a ‘participatory culture’,  where fans and audiences are important in circulating meaning and the strength of media messages.

I also recognise that my audience has engaged with the meanings in my music video in different ways, bringing their own contexts to the reading of the star image – what Hall argues is reception theory.  I can understand how my audience can either reinforce or challenge intended meanings in the text.

Evaluation 3: What have you learned from audience feedback? – YouTube comments

Who is our target audience? 

Our initial target was young adults with a more mature taste in music, this is because 'Lion The Weak' have a very unique style that isn't enjoyed by everyone but is becoming more and more popular amongst the more alternative music listener. In this evaluation task we have to look at how the viewers of our video correlate to the original target audience. We can use YouTube statistics to help us find these correlations. 

We reviewed the comments of our YouTube video and found that there was only one external response to our video.

This is not a useful enough collection of feedback so we are going to forward the video on to as many friends and family as we can.

Evaluation 3: What have you learned from audience feedback? – Survey Monkey Responses

We received very limited responses to our survey, which obviously isn't helpful to our data collect. This provides us with information about our target audience. We have a very limited and niche audience who obviously:

1. Don't have a lot of time on their hands to fill out our 'Survey Monkey'

2. Are uninterested in filling out our 'Survey Monkey'

We did collect some minimal information about what this certain person thought about our music video, digi pack and website. 

• They thought our music video was entertaining and enjoyed our collaboration of actors and band. 
• They liked the storyline between the characters with the 'awkwardness of the relationship' being well established. 
• They found it clear that the artists were independent and upcoming in the industry. 

Evaluation 3: How did your audience gather information? – Presentation

Evaluation 3: What have you learned from audience feedback? – YouTube Stats

This screen shot presents us with an idea of how many views our video has received (despite the fact 136 is wrong, and therefore the rest of the statistics may also be incorrect).We now have 710 views on 'Wasted Words'.

Evaluation 3: What have you learned from audience feedback? – Focus group

Organising our Focus Group

We emailed possible participants for our focus group, we are going to give them questions around our video, digi-pak and webpage. 

Outcome of Focus group

We arranged 2 formal focus groups with 2 very different groups of people. Although the groups were both very similar demographically, they seemed to posses different opinions of our media products. For example, the first group of people we spoke gave quite constructive criticisms of our dig-pak. The majority of them mentioned that they would have preferred to see a picture of the band on the front of the album. Although they did agree that for the band we were working with, having the artwork like we did worked very well. The second focus group were incredibly positive about all three of our products, they did however point out that we were missing having the music video on the band's website which is what they would have liked. 

In conclusion it is very clear that the second focus group was alot more productive than the first one.n A lot of the constructive opinions reached by the focus groups were the challenges we found when producing our music video, digi-pak and Website. We found alot of difficulties around our idea with the video, we instantly felt that it would bore an audience, however we found that it didn't. The group of people that we questioned were the audience member we were trying to appeal our products to (Teenagers between 16-19).

Some quotes from our focus groups that I particularly found useful were:

"I really like how you've used the chair duet instead of some dance routine, its very unique" 

"I think some of the shots of the band were a bit to long, I wanted to see more of the actors" 

"By showing more of the band it gave a more organic feel"

"The dig-pak gives a sense of the band on a journey"

"Having the cover like this shows their style alot more than a photo-shoot style cover"

"I love the link between the digi-pak and the website"

"The lay-out of the website links with the style of the band"

THE FOCUS GROUP

We gathered some students to talk about our music video, digi pack and website and get their feedback- positive and negative.

Evaluation 3: What have you learned from audience feedback? – Email to our chosen target audience

    Email to chosen target audience. We aimed for an equal balance between men, women and ages.

Evaluation 2: How effective is the combination of your main product and ancillary texts?

Task 2 

Conclusion

I have been effective in communicating the star image as a part of a campaign – considering the distribution of the product and the brand image.  Ultimately the brand image I wanted to promote was a new band that possessed highly 'organic' and fresh values that were against the gain amongst other 'Indie-Pop' bands and artists. This is important for any campaign or concept for example, in the campaign for example this could be compared to actual artists like The Maccabees, Wild Beasts and Alt-J.  Emily Teadrake from Polydor records argues that the pitch for any concept had to be consistent and marketable e.g. making of the Ellie Goulding music video was key to the success of her song 'Goodness Gracious'.

Second, I feel that I have given the campaign a unique selling point through the star image.  The star image I have promoted is a laid back yet innovative young band who are prepared to work their way from the bottom to reach the top. A unique selling point used in a  coherent campaign will provide different opportunities to market the star image.  An audience who is able to spread word of mouth about a publicity campaign can ensure success through the engagement with the  text as a form of online media – helping spread, circulate and distributing meaning amongst fans.

Finally, I have technically delivered a coherent looking campaign (e.g Artistic Digi-Pak and Website) through the use of image and online social media.  The music video promotes a release from the album release whilst the website acts as an effective online toll which helps distribute and promote meaning for a fan base.  The circulation and spread of meaning by the intended audience helps with co-option (Boyd) amongst the fans and aids me with the marketing and promotion of the album.