Evaluation

 

1.The music video to a song is the main way an artist can promote the song or them self, and so it can majorly affect a song’s success. To understand more about the codes and conventions of music videos, I analysed three videos from different genres and decades. This task helped me to develop my knowledge of these features, which I would show in my own piece. I followed the typical codes and conventions of music video, to produce a classic music video, which would not confuse my audience. The demographic for this song would be a majorly female 16-25 year old, working class audience. The lyrics of the song depict a girl reflecting on a previous relationship and then break up. This is a topic most people within my target audience could relate to, and therefore empathize with my female lead.

I used a mixture of performance, narrative and abstract in my video. The performance clips were a crucial aspect of producing a music video, as most modern videos use the artist lip-syncing. These direct shots also break the 4th wall between the artist and viewer, therefore enabling the viewer to relate. These are the main aspect of my video, including both medium shots and close up shots. I included medium shots as they were used in the majority of mainstream videos.The close up shots were used during reflective parts of the song. These shots allowed the viewer to focus on the singers face and expression. For example the video ends with a zooming close up shot, to show the girls sadness. I strongly considered the mise en scene of these performance clips, and creating a female lead, which the audience could relate to. I achieved this by showing familiar mise en scenes such as houses and parks. The narrative conventionally expands on the lyrics of the song, as does mine in the video. In this aspect I directly followed a typical convention of music videos. However I challenged the conventions by using some abstract shots of stop-motion, which although are not as common as the other features, reflect the indie style of my artist and her previous videos. For example in her video "Foundations" she uses a range of stop motion clips to liven the style.

Like any media text I use a range of different camera angles. The performance shots are mostly close up and medium shots, however the narrative scenes have a wider variety of shots such as long shots. I also use a range of different camera movements such as backwards tracking, and panning. These follow the conventions of any media piece, as they keep the viewer engaged. My mise en scene varies throughout the music video. Performance shots in front of white backgrounds are regularly featured in the video, as it is a common convention in many music videos, regardless of genre. These shots allow the viewer to focus on the artist them self, and therefore promoting them self as an icon. Some scenes are set in a typical working class home, again appealing to my target audience. I also used scenes in parks where the couple both enjoy themselves and subsequently break up. These outdoor scenes gave the video a bright, contrasting look, which many music videos want to achieve.

The clips in the music video are fairly short, and so the viewer stays engaged throughout. The mixture of both narrative and performance scenes meant I had to consider the order of my clips. I used linear editing to create a plot, which the audience would relate to. However narrative scenes are used frequently as these are a main aspect of music video. The film ends with fast paced editing to create a short somewhat montage, of the prior events, and the break up. This shows the female lead looking back at the relationship, and then choosing to end it. In this way I followed a convention of music video, as the ending is in some way positive.

The conventions of music video are looser than many other types of film, giving me the freedom to expand my ideas without limitations of the genre. I closely followed the conventions of music video, and so was successful in create a “Classic” music video.

2.The ancillary products work to promote, advertise, and define the artist. I decided to create an album cover and poster as I believe these to be a crucial part promoting a song or album. During this ask I attempted to create ancillary products which worked well with the main production.

Digipak

The album cover was fairly simple to design; however I decided to create a 6-panel digipak, which made the process more extensive. In producing a realistic digipak I looked at existing products. These usually featured writing such as song lyrics, pictures of the artist, and abstract designs. I replicated this in my own product, which included these features. Whilst my artist conventionally has abstract covers, her development into the mainstream pop genre allowed me to re-brand her. The album cover is a close up profile shot of my artist; which I found this to be a common layout of female singer’s album covers. I blurred the image giving it an abstract feature, key to my artist’s style. The back of the album lists the albums track, as typical of any modern cd. Inside the pack I used another image of the artist, and the lyrics of the main track. This again follows conventions of most contempory albums, which have a main song. Throughout the album the background is consistent, I used a simple background to make the artist and album the main focus.

Poster
The poster is fairly simple, outlining the price and release of the album, however focusing majorly on the artist. The poster displays the artist walking, looking directly at the album title. Again the mise en scene is outdoors giving it a bright and distinctive look. The shot shows a typical street, which makes the artist relatable to a working class demographic. In creating the poster I strongly considered the font and colour of the writing, using a style similar to the album, and a colour, which would stand out. The writing intentionally contrasts with the background and so is highlighted. This is an important part of any poster, as its purpose is to promote the album.
I believe the ancillary products work well with my main production as they both focus greatly on the female lead. Both the main production and the digipak have some abstract features, giving them a similar style.

3. My audience feedback including results from my survey, and general feedback helped me in the design and editing process. The questionnaire allowed me to understand what my target audience would prefer in terms of genre and style. I decided to get my results via Facebook, as it appealed to my target audience and would be accessible to a larger amount of people. I was initially most interested in producing a music video, but this feedback showed that this was preferred by my audience as the majority chose this film genre. The general feedback of my film helped me see the strengths and weaknesses of my production, and see the progress I had made. I got audience feedback on both my production and ancillary products from peers. This was important, as they were the age group I wanted to appeal to and so it gave me a deeper understanding of my key demographic. In my audience feedback I gained important opinions on all my pieces. I found that most people enjoyed the stop motion effects used in the music video, however more could have been included to create a motif through the film. The mixture of performance and narrative scenes were fairly equal, although some people preferred the idea of more narrative scenes. My audience feedback also showed that my peers found my ancillary products engaging and realistic. The constructive criticism of my peers enabled me to make important changes and therefore refine my piece.

4. Digital technologies helped me in the planning, producing, and presentation of my piece. The development of technologies has enabled consumers to become producers, and it enabled me to create my piece.  I used YouTube during my secondary research of pre-existing videos, which helped me understand the codes and conventions of different genres, and types. For example looking at existing music videos, giving me a vast knowledge of typical conventions of music video, which I would show in my piece. The accessibility of these existing films were crucial in the planning of my production.   The Internet was a crucial aspect of researching the style of my own artist, and other similar artists. For example I looked at her previous videos, and tried to display a similar style. I then used the Internet in my primary research; a questionnaire on Facebook. This website allowed me to gain knowledge of the opinions of own peers conveniently, as it appeals mostly to a 16-25 year old market.

During the filming stage of my production I used digital cameras and DV tapes. The technology of these cameras allowed me to film in a convenient and precise way. The DV tapes made it able to view each single frame of my film, and therefore edit easily.
In creating my production I used Final Cut Pro, as this is a complex programme for developing videos. I then used the programme pages in producing a realistic poster and digipak. These technologies were easy to use, with the key features needed in designing professional looking products. My previous knowledge from AS media enabled me to create a production and ancillary products that were successful.
Within the presentation of research I have used the website Blogspot. This was easy to use and present my work on. This website allowed me to display my research, planning, and evaluation. I then used the website Prezi which enabled me to produce an evaluation which was engaging and unique.

http://prezi.com/mfxojxkafp8p/media-evaluation/

Final Proposal

In my piece I will use abstract, narrative and performance scenes. The performance scenes will be medium/close up shots mostly infront of white backgrounds, so that my artist is the key feature. The costume and camera angle in these shots will change as this is a convention of music video. The narrative scenes will show a girl and boy together in different places, to show a passage of time in the relationship. The film will end with a break up between the two. I will show the narrative scenes in a chronoligical order (linear) so that it is not confusing for my audience. I will use absract scenes such as the toast being eaten, and a piece of paper unscrunching through stop-motion effects.
I will use fast paced editing between the different scenes so that my piece is interesting. This editing will slow down in the break up scene, adding impact to this part. I will include different camera angles and movements in my film, such as backwards panning whilst the artist lip-syncs. I will use zooming in during important parts, to show the characters expression and feelings. I have a clear idea of what I hope to achieve in the video, and how I want it to look.

The Storyboard

In my music video i want to incorportate performance and narrative, as this is a typical convention of music videos. I think it's important i use a range of different shots so i will engage my viewer and as part of this I will also use close ups, extreme close ups and medium shots.
To guide the plot of the song i will show scenes of a couple together, arguing, and at the end of the film- seperating. I will show my performer in different situations, places and costumes as this is a convention of music video. I will also use abstract shots such as stop motion as this is a typical feature of Kate Nash's videos. This will also add a range of shots and interest the viewer.

My pitch

I have chosen to create a music video for the song “Merry Happy” by Kate Nash. I decided to create a music video because I found in my research that it was the most popular, and it was the one I had most interest in.

I chose this song because it is very original, upbeat, and it has a past paced rhythm. I also wanted a song which involved a female lead, as this would be more interesting for performance clips. I also chose this song because it doesn’t have a previous music video. Kate Nash has a fairly original style, and her videos match that. I would like to maintain her interesting style in my music video, through both performance and narrative format. She is primarily targeted at my age group and gender, which makes it easier for me to relate to. The song is about being with a person, and the feelings a person has after a break up. This is an issue most people can relate to, and creates an initial narrative.

In making my music video I want to reflect Kate Nash’s style whilst also expanding on the narrative. I want to create a plot around that idea, showing a couples ups and downs, as well as incorporating various performance parts. Kate Nash’s music has a fairly sarcastic and light-hearted style, which I plan to portray in the video.

Audience Research

For my Audience Research I used a questionnaire on the social networking site Facebook. This website seemed an appropriate way to gain knowledge about my target audience, which would specifically be my own peers. The internet is a crucial feature in the media world, and I found it a useful tool in this task.

I wanted my questionnaire to be short, only asking questions which were relevant to the task. I decided style genre and type were the most important features I should research.

Analysis of "The Strangers"

Textual Analysis

The strangers is a modern American Horror film released in 2008. The films plot is about a couple in their vacation home, who are invaded by three people wearing masks. The covering of their faces creates a curiosity in the audience, which is obtained in the trailer. The trailer uses narrative credits to engage the viewer, and explain the plot. The eery music throughout gives an uneasy atmosphere, and builds tension. The trailer uses typical conventions up until the middle, where country music is played. This is an unusual convention of horror films in which the opposites seem strange to the viewer.

One scene in the trailer shows a long-shot of the woman standing making a drink, while the man in the mask watches her from behind. The audience sees this thought as unsettling, because it we have a common fear of the unknown.

Genre

The film is a thriller and this is shown through the way the film builds tension throughout, using both music and lighting for this.

Audience

As much of the horror/thriller genre is targeted at a younger audience, the target market for this film would be 15-25. Like many thriller films the movie was rated 15, because of the use of tension instead of gore.

Context

The film gained mixed reviews because of it’s great suspense but weak plot. However it was successful at the box office earning  $20,997,985 in it’s opening weekend, and with a gross profit of $82,391,145.

http://boxofficemojo.com/movies/?id=strangers.htm

Style

The style of the film and trailer is quite unique, mainly focusing on suspense and tension. The simple idea of being raided by strangers is frightening to the audience.

Analysis of "The Texas Chainsaw Massacre"

Textual Analysis

The film Texas Chainsaw Massacre released in 2003, is a remake of the 1974 original. It tells the story of a group of teenagers killed by a family, and is based on the serial killer Ed Gein.

The trailer opens playing soft music, and showing scenes of the people relaxing. The use slow editing and fading between scenes creates a gentle effect. The music then fades, and the editing changes pace. The silence and short scenes create tension for dramatic effect. Short clips from the film allow the viewer to understand the main plot, without revealing the outcome. Towards the end of the sequence credits are shown, whilst audio from the film is continued. The use of sound and music is a crucial feature for the trailer, because it creates tension.

Genre

The genre is a typical gore horror film, and follows many of the conventions such as murder, tension, and dramatic music.

Audience

The film classified under the horror genre, is aimed at adults only. However the horror genre is mostly targeted at people between 18-25. This is reflected in the age group of the main characters.

Context

Throughout the years the franchise has became well-known for its brutal gore and the iconic character Leatherface. The 2003 remake was a box office success, with a gross profit of $107,071,655. However it had a worse critical reception than the original.

Style

The trailer uses fast editing to build tension. The use of diegetic sound helps to engage the viewer, and add to the dramatic atmosphere.