ONE MORE

EVLUATIONTIME

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

When a music video has to be made, it is very important

that it sticks to some sort of conventions. In the case of

this particular media area; theorist like Andrew Goodwin,

made the six guidelines to follow, to make it easy for the

audience to understand and learn to recognise. When I

came to studying these rules and patterns, I become

engrossed and fascinated at the similarities that all

videos had. This influenced my decisions, choosing the

genre that I did. I wanted to be different, when

constructing my music video and other materials, so I

could experiment with other forms of the same media

that did not fall into the set rules. This is the solitary

reason I chose the genre of dance music. I was the only

genre that combated the rules and has influenced some

of the best music videos to date. This choice was also

made because I wanted to make something that was

fun and new, that would make people think about the

music industry and how it operated. To ensure that my

opinion had the depth of meaning it needed to succeed,

I needed to make sure I had valuable research behind

me. Looking as similar artist and directors help me

understand the conventions but also how to successful

break them. The most influential artist I looked at in my

research was „Fatboy Slim‟ who had created some the

best dance music and videos to accompany them, the

industry had ever seen. This is the sort of impact I

wanted my video and various materials to do and to

make my audience have the same view. The brief I

decided to choose the easiest one I had to do, „DJ

BooSH‟ was now are artist. From this decision I had to

choose a song that would fit the brief and artist; that

Once me and my had the song, my ideas for what I wanted to accomplished start to pore out,

constructing different ways I could tackle the task of going against the conventions of music videos.

Our most obvious chose was spoofing, as it was an already proven hit by artists like; Eminem, Blink

182 and Fatboy Slim, which made it the top idea to follow. The initial concept that we began with

seemed to be a triumph, spoofing the most ironic music genre, „cheesy-pop‟. With this genre

become increasingly more popular with artist like PSY with Gangnam Style and the dances that

come with them, it seemed to be the perfect basis for a dance music video. The ironic fact that

cheesy pops are constantly being made, the dominate line in our song was “One more time, we

gonna celebrate” sort of reflected what this song where made for and doing to our music industry.

The idea was spoofing, which actually meant coping in a sense, so we had the task of replicating

some of the current year‟s most famous pop songs and there dances. This provided the lines “Oh

yeah, all right, don‟t stop the dancing” to fit nicely in our music video. The only real convention that

we have followed during the process of making our video is intertexualising, with references to

some of the industry‟s biggest artists and videos. Dance videos can be argued to have no

boundaries but I feel that spoofing has a big place in the conventions in this particular genre. I feel

that I have followed the correct conventions of real media products.

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

The digipak I wanted to make for my artist „BooSH‟ had to give him an identity that would be recognizable

across the music industry and also the audiences. As I was a lot freer with the conventions of this ancillary

text, I could create something that was striking, sophisticated and unique. This made me look back on

other previous artist who used these texts to build their identities. These included artists like Lloyd Banks,

who created a gangster image for himself through his album art and music videos. This is what I wanted

my products to do for my artist, build an image that his fans could look up to, love and buy his records. I

wanted my artist to be shown as a club DJ that has a deep passion for dance music. For this I used a lot

of references and designs featuring clubs in my digipak and also my video. You could say it is a

convention, but I feel it not that specific. When made my first draft of my album cover, it had various

positive comments, but the audience did not feel it linked at all with the other media texts, which was a

serious problem. To solve this issue I used shots from the music video in the designs which work very

well, and improved my work.

REVERSE: Digipak Design

I then had to create a poster that would sell

the album and most importantly the artist. I

made sure that I did detailed research in to

other artist to get an idea of what the typical

conventions where before I started to create

my poster. I found that in today media world,

downloading music is the most popular way

of buying music, therefore I made sure that I

featured iTunes and mp3 download options

on the poster to fit these new conventions. I

also had to follow the convention that the

poster had a strong link with the album itself.

Therefore I used the albums title font on my

poster, hence making it clear for the target

audience the link between the two medias.

Some of the other conventions included

release date, images relating to the digipak

and also singles name to act as U.S.P‟s, all of

which where used in my poster.

Poster Design

I consider that the combination of my main product and ancillary texts is very successfulas all of the majority of the images used for my ancillary texts have been taken from themusic video. I also find it effective due to ‘One More Time’ being the main song of thealbum. This means that it not only it introduces the album but the main song also. I amalso pleased with the fact of giving away the current genre, for people who areinterested and ‘into’ this type of genre both my poster and my digipak would be familiarand easy to spot. Overall, all three of my texts work really well together.

Combination

What have you learned from your audience feedback?

10/10

Screening

FeedbackWe also where given the chance to show our music

video to a selected group of people who fit our target

audience. This helped us get a first hand opinion of

what they actually thought about our music video.

The first piece of positive feedback was that they

like the concept of the video. This meant that the

idea we had was solid as it was easily interpreted.

They also made remarks to our camera work and

how they liked some of the camera movements.

They also commented on the editing and use of

green screen technologies as it made the video very

fun and easily relatable. The areas that the audience

thought we could improve included the pacing of the

video, as some of the shots didn‟t quite match the

music. There was also lip-syncing issues and

structure problems. This allowed us to go away and

amend these problems, which make our video

become more of a success. Overall this way of

feedback is excellent for getting a first hand opinion

from our target audience. I have learnt that my

target audience have understood the references and

spoofs we where trying to put across which in my

eyes is an epic success. All we had to do was

complete the small minor changes.

Our main source of audience feedback came for posting our video

online via Facebook and YouTube. This allowed use to get

genuine feedback from our chosen demographic so we are getting

the right points for development. From the feedback I learnt that

our audience appreciated the inter-textual references, which meant

we were successful in spoofing the chosen videos. Another

positive aspect that our audience commented on was the mise-en-

scene used throughout the video was of a high standard, and

things like costumes help them understand the references to the

other music videos. One thing that people said could be improved

on is that it could have a smoother ending, but at the point of

posting the video it was not fully complete. We did take this

comment on board when we editing the end for the final video.

With regards to the other text feedback online I posted it on all

major social networking sites. I felt that if I wanted to reach my

target audience, I had to used a medium that would appeal to

them. I also did the same on Facebook to try and get the most

amount of people commenting on my designs. This method is a

easy way to get results as it doesn't take a long time to get the

necessary information. I collected all the data and tally up the

totals. This method proved successful so now all have to do is to

continue to develop the idea that was chosen. The first idea that I

made proved to be a hit with my audience as it had the most votes

with comments like; 'stylish, I like it!' and 'I really love the design'

which is the response that I wanted. There was also a lot of people

who liked the second design which was noted as 'fun' and 'comic

book style'. Although these are positive comments, this is not the

image I am look to target my artist at. I want to attract the more

stylised people (who generally have more money) than slight

'geekish' people who would be attract to the bubbly comic book

design.

Online Feedback

How did you use media

technologies in the

construction and research,

planning and evaluation

stages?

The main source of my moving image research in this task was predominately

via the Internet. This gave me access to websites like YouTube and Vimeo,

mainly for the research into other music videos. Google was my main port of call,

when it comes to researching into theorists as it had a wide range of useful

information that I could share on my blog (another media technology). New

technologies, for me, work to my advantage with things like Twitter and

Facebook. These sites allowed me to present my texts and get feedback from a

large group of my target audience. It help me collect lots of feedback that I could

then put back into my music video, poster and digipak to make it better.

Research

The predominate use of media technologies was

during construction side as different aspect had to be

used in order to make our video work. Our video,

from the start relied on the used of a chrome key set

up, which allows use to use a green screen to add

different backgrounds to our shots. Using the green

screen brought us the chance to us the broadcast

cameras „Sony HXR‟, which is very high standard

equipment. Due to the fact we where using this

professional equipment we where able to shot on a

16.9 wide aspect ratio, making the shot very high

resolution and clearer. Because we had such a an

ambitious task when making our video look good, we

made sure we had the best lighting that we could so

that non of the shots where wasted and look all the

same. We used umbrella lighting, on set, when

shooting with the green screen, as it is very essential

to have no shadows on the background. The idea that

we had for our video was; “it would be a high quality

spoof” and not one that shots looked amateur. This is

another reason why we opted to use the best

equipment we could. Using the dolly and tripod made

it very easy to accomplish some very sophisticated

shots in the hall scenes. Tracking and panning where

easy to do, making the already plan static shots even

Constructi n

PostproductionThe second most important stage of the process with regards to the use of

media technologies was our use of postproduction software‟s. For the main

editing we decided to use Final Cut Pro, as it was the most professional software

that we could get our hands on, that could offer some clever editing techniques

that where handy when compiling our music video. Because we decided to use

the green screen, we had to learn how to use Adobe After Effects, which allows

you to make high quality Chroma key effects. This was vital to the success of the

shots, because if that green does not work the shot is lost. We and to use

selected backgrounds for each of our shots because we had to input

backgrounds that referenced our spoofing videos. This allows the audience to

make strong links with our video and the ones we are „mick-taking‟.

Tech-specs for Ancillary

Texts

When designing the digipaks and posters, I chose to use Adobe Photoshop as it

was again reliable and professional software, but also I am studying graphic

design, so it was the natural way to make these texts. With this creative

background, I was able to use this software to the advance, making sure that the

pixels where right and the size of each of my products was the best it could be. I

was very dependent on my use of the internet at this stage two for things like

font hunting, as I needing interesting typeface to use in my designs. Websites

like dafont allowed me to access a library of different font to choose from for my

work. I wanted to make sure that the poster look professional as this is going to

be scene by the public first and it will be the first judgment the public make on

my artist. Overall I am very happy with my technical development through the

ancillary texts and my use of these professional software's.