Our music video that we have created and used a number of different forms and conventions of real media products. After looking into a number of different music videos, digi-paks and magazine advertisments we were able to distinguish between what was neccessary and what wasn't. Studying 'Goodwin's Theory Of Analysis' helped us to identify key features from other music videos from the genre that we have been looking at, and help to place them into our music video such as; key relationships, lip syncing, and also to identify how we could get a relationship between the lyrics, visuals and the music. Also looking through a number of different videos from the genre that we have been looking at (alternative-rock/folk), especially looking into a number of videos from the script, we were able to identify other convention that we would be able to use in our music video such as camera angles and transitions which would enhance the emotion and also sexualisation of our main character (Ally).
One convetion that we have worked especially hard upon is to keep the genre clear through-out. Helping us to maintain this through our music video, we have had a lot of inspiration from musicians such as 'The Script' 'The Fray' and also 'James Morrison'. The idea for the use of the guitar came from 'The Scripts' video 'Before The Worst', after analysing this and a number of others from themselves we saw that the use of instruments was a convention of this genre from this we decided that we would use a guitar to show our character expressing his emotion at the beginning of the video.
Another way that we have tried to keep the genre clear is through the use of costume, we have used costume that would be common to see in alternative-rock videos including; jeans, chino's and shirts. We felt the genre of alternative-rock/ folk would be correct for our song choice of song 'Erick Baker - When Will I Be Loved' because the majority of their songs are about heartbreak and sad emotions therefore we continued to get our inspiration from these artists.
Lip syncing was also very important to us whilst creating our music video, as it is one of the most, if not the most important convention. We filmed Ally from a number of different angles lip syncing the song the whole way through, and chose the sections that we wanted to use. The amount of editing was phenomenon, and before hand i think we had overly underestimaded the amout of time and effort it takes to make the lip syncing perfectly in time. Whilst Ally is lip syncing, in the background we decided to play images from the past whilst the two are happy, contrasting the words of the song. We created a video on iMovie and played that off a projector to create the images reflecting onto ally and onto the back screen similar to The Scripts video 'Breakeven'.
Camera Angles and Mise en Scene were also kept as realistic and genre like through-out the video as possible also. After planning and research we had found that they use a majority of close-up's and extreme close up's. We have tried to implicate this as much as possible using this to help create an interest into our proganonist and a sense of sexualisation. We have also used the close-up's to show the emotion created in his face, and the strain and heartbreak the situation has put upon him (Ally). We have also used a number of long shots, these shots allow us to create a sense of lonliness and seperation (in this case from Shannon, myself) and also seperation from the audience watching so he will feel very alone, this is also another convention of alternative-rock/folk genre music videos.
^ Above is an example of a close up shot.
^ Above is a example of a long shot used.
2. How effective is the combination of your main product and your ancillary task?
Our ancillary task's also uses conventions of the same media text's. the digi-pak uses the same colour scheme of black and white through-out, and uses a four way fold and also includes a spinal image. On the tracklistings on the back we have also included an instrumental version of the song and also a live version which you would also find on typical single digi-pak's you would find on same in shops such as HMV. We have also choosen to include lyrics which is another typical convention of digi-pak's. The magazine advertisment also uses a number of typical conventions such as including 'who' the single is by, in this case Erick Baker, 'when' the single will be released, 'where' the single will be available from and 'what' the single is called.
Both ancillary task's (both the magazine and digi-pak) follow the same style as the video, using black and white imagery throught-out keeping in line with the emotions of heartbreak, lonliness and hurt. We have decided to keep all three the same as so the audience are able to recognise that all three are linked together. When we made the first draft of our ancillary task, there was no similarities between the magazine and the video and digi-pak, after looking into this we decided that it was necessary to completley change it to find in with the image that we was after. The images we have choosen to use reflect the emotions show in the video such as that on the magazine advertisment. We have also used images that are taken in the same locations as the video was shot to create a sense of realism.
We believe we have created a brand between all three of the products that we have created. Becuase we have choosen to use the same themes through-out including the same black and white imagery throught all three, we have also choosen to use the same text font, this can be seen on work by artists such as Adele and The Script. Location has also played an important role on keep the brand of Erick Baker clear through-out, we have made use of the autumn scenery and played upon this for the single between the magazine advertisment, music video and digi-pak. We also believe that we have worked hard to create a brand that could be seen in 'NME', 'Q' or 'Kerrang' magazine, believing that it could also be seen on the 'NME' website under featured artists with the level of video that we believe we have created.
^ relavent to the website which we would wish our video
We believe that both ancillary tasks are direct and understanable to our choosen audience. We have not tried to over complicate neither the magazine advertisment nor the digi-pak as we want it to be available for everyone to see, use and buy. Both elements involve the protagonist, the same black and white editing and location to keep them entwined and relevant to one another.
3. What have you learnt from your audience feedback?
Audience feedback has played an important role on the creation of our media products. We have gained the majority of feedback from the questionnaire that we have created but also through feedback from posting our rough cut video onto facebook (a social media site). From our questionnaire we gained feedback that the song should be aimed at an age range of 16 - 30 and mainly women, although we didnt want to not allow anyone out of this category not to be able to watch and enjoy what we have produced.
Creating the questionnaire allowed us to ask people what they believed the song was about, and what emotions and feelings it made people think about. It also allowed us to change and make improvements to our rough cut. We gained back information that we should base our video around the emotions of; heartache, lonliness, rejection and reminiscence and tried to incorporate actions that this could reflect this feelings. you can see this during the final cut between 0.59 and 1.11. This is a clear example of including the sense of rejection that we had gained through the feedback. Below is an example of a moving shot, of Shannon (myself) rejecting Ally's call and throwing the phone away.
After the feedback we also wanted to bring in some lighter parts to the music video rather than it being dark and miserable through-out the majority of it. We wanted to include more than we had done originally done and so decided to this, and also made the lighting in the background brighter, to make them more uplifting.
From posting the video onto the social networking site facebook, it helped us to establish a number of elements that we should correct and fix that we had no previously noticed whilst looking at it as a group of four. We established that the lip syncing was out of time, we fixed this by sitting down and taking some more time editing in the scenes, we also re-filmed a section of the song to the lip-syncing looked clearer. We also felt that there wasn't a clear enough narrative structuring through-out the video and therefore decided that it would be beneficial to change some of the order of the video around making it more clear, and also making the sense of rejection a lot more clearer to the audience.
Feedback to our ancillary tasks was less than we had of hoped, although we still managed to keep the brand we had hoped for. We gained the majority of feedback from our own perspective, although we did show a number of people both the drafts of the magazine advertisment and the digi-pak. The feedback that we gained from the original advert was that there was no resembalance between that and the other two media products. We therefore decided that we wold change the image from the artist Erick Baker to our own actor, to be able to keep the imagery the same. The feedback that we gained from the digi-pak was espeically about the red writing on the lyric page, and the placement of the back cover. To fix the red lyrics we decicded that it would be best to change the colour and size of the font to make it easier for everyone to be able to read, by doing this we were also taking away the feeling of love and seductivness as that it what red symbalises, as this is a lost part of our video. We also changed the backcover, by adding a barcode to make it see more realistic.
4. How did you use new media technologies in the construction, research and planning and evaluation stages?
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