Evaluation Part 1

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

Real Media:

Actor - Storyline is based upon this character

          - Tends to be the singer or artist who produced the song

Sounds - Usually diagetic sound for lip syncing from the artist

Teaser Trailers - A short consumption of clips to keep the fans excited and enticed in

                         - Tends to use a part of the song as the background music

Camera - A variation of eye catching shots to entice the viewer in

             - Dog eat dog industry so always looking for something new

             - Range of different shot angles

             - Tracking shots

Editing - Indie genre have unusual edits which are bold and eye-catching

            - Minimal transitions between clips if any 

My Video:

Actor - Storyline develops the idea of using a character within the video. Mine uses the lyrics within the song to link to the visuals such as 'all I am is the bones YOU made of me', I highlighted YOU and showed visuals of the model within as this acts as her and she is the reason what the song is about. But I challenged this stereotype by making a abstract video where there are several random clips but yet they still manage to intertwine and link in together. 

Sounds - The sounds within my video are non-diagetic for the model isn't lip syncing nor is she acting out anything that relates to the song itself. Its the editing process which makes the link between the two. I challenged again the typical convention of using lip syncing within my video as I felt the age of lip syncing had reached its mature date and it was far too over used in modern society. In order to relate to my target audience and genre I felt by not including this was a correct choice. 

Teaser Trailers - I believe with the influence of other celebrity teaser trailers I successfully complied to a typical convention within a real media product - teasers such as Justin Bieber's boyfriend influenced this. I kept the same idea of using a sectioned part of the song as the background music, and because the clip is so shot, it allows the background music to become a different version of the original song in a way. 

Camera - In my music video I believe I have used a excellent variation of camera angles and shots to really emphasise the song. I believe I used close up shots repeatedly to show detail and to draw the viewer in to this and then long shots to show of the location and scenery. I however didn't keep to the typical conventions of POV shots and tracking shots as this was irrelevant to my storyline so was unnecessary. I then used a variation of effects which were hand crafted by the kaleidoscope lens and diamond filter which shows my understanding of it being a dog eat dog industry and finding inventive ways to portray my work. 

Close up of the models face 

Extreme close up which shows the detail of the spiders web

Long shot of the location and british heritage

Kaleidoscope lens 

Editing - Within the editing of my clip I kept to convention of commonly used real media of no transitions between clips as for my genre it just wouldn't fit and would look tacky along with no rhythm to flow. I then also used a variation of editing techniques inspired from other videos which is seen in a post further down. I created some subtle bold eye catching edits which I felt went with this song rather than having editing material which didn't look right. 

Niggas in Paris influence

Eye level fade into focus 

Audience Feedback Questionnaire

The below questionnaire with feedback allows me to conclude that my project was a success. All three correctly guessed that my target audience was a mix of teens/twenties along with the clear understanding of the genre of the music video. Everyone said that my ancillary tasks linked to my music video in one way or another and the majority loved the simplistic look. 

Can you tell the genre of my music video?

Yes you can its extremely clear that this music video is part of the indie genre!

How well do my ancillary tasks work well with my music video as a whole project?

You can see clear visual connection between the poster and the the video itself aesthetically straight away from the black and white colour scheme along with the use of images within the video itself being used as the poster. 

Does my advertisement interest you to buy Ben Howard's album?

Yes it does, a bit too minimal for my taste but I can understand how it links into your genre. 

If you saw my digi pack on iTunes or in a shop would you be interested in buying it?

Again yes, it displays understanding of the indie genre as well as what is enticing from the viewers perspective and how it can portrayed in a alternative visual. 

What age group would you say my music video and ancillary tasks are directed towards?

I would say mid teens - early twenties. 

Charlotte Young.

Can you tell the genre of my music video?

Yes

How well do my ancillary tasks work well with my music video as a whole project?

You can see visual connection between them clearly

Does my advertisement interest you to buy Ben Howard's album?

Yes

If you saw my digi pack on iTunes or in a shop would you be interested in buying it?

Yes because it is unique

What age group would you say my music video and ancillary tasks are directed towards?

Teenagers

Matt Dunnington.

Can you tell the genre of my music video?

Straight away yes! Indie all the way!

How well do my ancillary tasks work well with my music video as a whole project?

Very good, looks so professional 

Does my advertisement interest you to buy Ben Howard's album?

Yes it does, I love the simplistic layering which really draws you in

If you saw my digi pack on iTunes or in a shop would you be interested in buying it?

Yes 

What age group would you say my music video and ancillary tasks are directed towards?

Mid Twenties maybe?

Holly Arnold. 

Final Video

Since my last draft I adjusted the speed of certain shots to really emphasise each camera angle or edit, an example of one that had been slowed down was the effect of the eye line matching where I made the ferris wheel out of focus then adjusted the movement from out of focus into focus slower to really emphasise the effect. 

With the help of the audience feedback I was able to achieve the best outcome for my target audience. This is the final music video and although I started off with the intention of making my video completely abstract using visuals such as props and camera lenses to refer back to the lyrics make it seem more professional which is something I decided to later incorporate into my final outcome.

Inspiration of shots from other music videos

NICKI MINAJ - STARSHIPS

 

As you can see I was really inspired by this kaleidoscope effect within Nicki Minaj's video as it portrays the post modern work within this generation and really stands out as it is extremely captivating. With this inspiration I then felt the need to show a more simplistic, more minimal approach by making it my own. I was so inspired in the end result you can see the effect being used in different forms but in several different illusions and ways which don't bore the viewer or become repetitive.  

I made the lens with three triangular shaped mirrors hand crafted to go around the lens which I then added in more pieces to create the different effects. Which you can see throughout the video.

 KANYE FT. JAY Z - NIGGAS IN PARIS

After recently seeing the new video from Kanye and Jay Z I believe that by creating a mirror effect it becomes part of the future generation of modernism. Although my music video isn't in the above genres of the previous artists being inspired by their work and portraying it in my own form shows my development and understanding of what sells and what is important as well.

By following a tutorial I was able to create the effect by layering it upon the original video then using the side by side layer effect I was then able to edit the second copy with the video effect of flip, which created this mirror effect. Although this was all well and good the movement from me holding the camera meant that the mirror line moved, therefore using the stabiliser I was able to achieve a steady and secure edit. 

 ELLIE GOULDING - FIGURE 8 

I was really inspired by the start of the Ellie Goulding video after researching artist of the similar genre. The alternative approach Ellie had in her video influenced my work, the reversed effect of the feathers going back up really stands out amongst the worn background. I chose a similar setting but didn't want to use the same props as it would seem like I'm copying her where as Ive just been influenced. I used shells and water instead, I felt mine wasn't as good as hers as I didn't obviously have a good of camera which would effect the detail which was captured which was clear when I attempted to slow down the video therefore I kept majority of it to the same original speed. 

The above print screen shows the production of my influenced version, by using the reverse tool as well as changing the speed of the clip.

Also inspired by the Lady GaGa research I included some subtle product placement of the converse seen in the above shots. This was subtle as I felt it wouldn't fit in with the rest of the music video. Converse considered as a indie fashion shoe option as well.

Advertising of my Ancillary tasks

Using both iPhoto and Adobe Photoshop I was able to create a insight into what my ancillary products would look like if to be advertised within this day and age. Below is the iTunes album artwork which you can see fits in with the surrounding others and I believe presents a professional form. Along with my poster advertisement making a debut in the picture below that and using the distort tool I was able to create the correct angle to fit the page. I then made the poster advertisement into a billboard sign in order to mass advertise it which again was created using the distort tool in photoshop. By making these advertisements it allows me to see how my products would compete in modern society. 

Summary of Analysis - Magazine Posters

From analysing magazine posters I was shocked to see the minimal amount of context which is actually presented within the design. The Ben Howard design was the one that had the most text on it surprisingly, where as the other two had absolutely minimal text which was sup rising, it just shows pictures are the reason behind it enticing the viewer in.

I was inspired by the Lady GaGa advertisement for it was so simple, classy and elegant which is what I believe I have captured within my design. The simplicity of her poster is because of how big and outrageous the picture is which is again something which I interpreted into my own design. 

I learnt that majority of posters are portrait, therefore I was able to come to the conclusion that I wanted to create a double page spread advertisement as this would stand out even more which is what I did. 

Summary of Analysis - Music Videos

When considering what I have learnt from the analysis of the Music Videos I believe I have greatened my understanding and knowledge of what works well within the industry and what doesn't. I have in my own work presented the use of homage and greatened my intelligence on post modernism through my video. 

I was influenced by Lady GaGa's constant use of product placement throughout all of her music videos. I incorporated this into my own work in a new form which I believe hasn't been done before - Subtle product placement. As if it is unintentional however this was the only placement I used for I didn't want to over do it. 

I realised I would be able to incorporate more editing effects than I originally thought. When you think of a professional music video you don't think of editing to the extreme, however after I broke down both Rihanna's and M83's videos it hit me that there is so much you don't realise, its just done subtly which is what I tried to achieve within my work. 

I discovered that you can combine abstract videos with non-abstract in a sense that it is relatable to the song but yet still has a unusual and unknown theme to it which is what my video represents. 

Summary of Analysis - DigiPak

When considering what I have learnt from the analysis of the DigiPak's I believe I have greatened my understanding and knowledge of what works well within the industry and what doesn't. Its a dog eat dog market therefore designers are constantly thinking of new and alternative aspects which will give the product a unique selling point, some work better than others.

I was influenced by the Fantasea back cover NOT to list the tracks just by number. I felt it was boring and had been done repeatedly and this was a shame as the front cover itself was extremely unique and eye catching and the back just let it down which was something I believe I was influenced not to do.

I was intrigued by how none of my chosen DigiPak's didn't use a QR code which is something I felt they missed out on which is why I included one within my design. 

I found out how successful colour schemes and branding which is created improves the success of the design along with making it easy to recognise an artist why is also something I was influenced by with my design of underwater and black and white. 

Final Outcome: DigiPak





Design of my DigiPak

This is the mock up for my digi pan. There will be a variation of filters and different opacity levels to create the final outcome along with text over the CD and under the circle on the front cover. 

THE COVER

This is the above photo I started with from my shoot. I used a fish eye lens on my camera to create the circular effect which you can evidently see. I chose this image as when considering the name of the album - Every Kingdom I straight away thought about a underwater kingdom like Alantas therefore creating this shared knowledge through visuals as this will entice the viewer in. 

I then using the circular marquee tool selected the circle and cutting a galaxy secondary image I then pasted it and adjusted onto the original image/layer using CTRL+T to adjust the sizing. I then changed the opacity and it led to this outcome. I then cropped the circle itself and fitted it onto a new document. A 600x600mm document as this is the size of a DigiPak cover. I then using the sphere tool made it look more round and adjusted the size making it smaller.  Then using the blur tool to go around the edges to make it look less sharp. Then simply adding the text underneath. 

This was the original final design for my front cover. After speaking to my target audience about what they thought and the development process of the design they all preferred the blue colour before it was inverted as it linked into the idea of an underwater kingdom, where as the current cover made it look more sic-fi and space like. Therefore I changed it into blue which then inspired the rest of my design for the digi-pak. 

THE BACKCOVER

Using the same size document I was able to construct the backcover with ease. I made the song list in a individual form as from my format research I was influenced not to do the generic style of just a numbered list. Which is why I produced the set list as a piece of art more than just writing. Using both a bar code to scan the album and a QR code enables the target audience to get content from the album as this is an increasing form of advertising and promotion.

I then added a official paper logo and writing to conform the licenses of the album as well as the copyright to make the back-cover seem more legit and professional. 

THE INSIDE BOOKLET

To create this I repeated the steps of the album cover but used different images. This is because I didn't want the whole DigiPak too look the same. I experimented with different filters and merging techniques the most with this design as I wanted something a little more fun and upbeat which is what I believe I have created.

THE CD 

I used this template to help me construct the design of the CD. As this would make it seem more professional and to a high standard rather than guessing size and measurements which could look rushed.

I repeated the process of the album cover to produce the CD cover. I chose to use the same image as it would show this clear link between the two and becomes this brand in a sense of this magical underwater kingdom.

Development of creating a brand

After collecting the format research results it was clear that each artist had their own type of branding which represented the artist. This is something I was influenced by which led to the development and further research into others work. 

I researched the original Ben Howard font as I believe this was a consistent aspect part of Ben Howards previous branding, but this was the only recognisable factor which you could relate back to the artist. The Serif style font is something I will keep in within my designs. 

I then researched into unusual and alternative forms of presenting my QR code which will also be included, however I felt it was important to keep to my brief and consider the artists branding which has already been created and this particular style which is from fashion magazine Vogue is too commercialised for the design of my digipak. Therefore I will use just a plain design. 

                                      

Due to me also being behind in my design schedule I am unable to take the time and effort of producing my own forest protection logo for my digipak. Therefore I will use one alike the one below as this will help create good press for the design as well as making it look more professional. 

Photoshoot Summary - Shoot Two

Contact sheets above of the second photoshoot as I felt this shoot was more appropriate to the name and songs within the album itself. 

What went well?

• The variation of camera angles meant that I had a wide range of experimentation of the same fish but in different forms. This meant the viewer could really concentrate on the colours or textures.

• The experimentation with the use of different lens' such as the fish eye lens meant that I was able to achieve a variation of different images which could essentially captivate the viewer. By constantly referring back to my format research and reminding myself of the indie genre in order to capture something which would represent this led me to the success of these images.

• By using top of the range equipment I was able to achieve the best quality images which were high in detail. This is because I have an interest in photography which meant I had an advantage within this photography aspect as I know what works well in a shoot and what doesn't. 

What didn't go too well?

• One thing I struggled with was the control and organisation of the shoot. My intentions and plan of what I wanted the outcomes were too look like didn't go to plan as when your on shoot you go with the flow and some shots come out better than others. Along with the lack of control over the composition of the fish and no control of lighting meant that I had to rely on the composition and angles I had to take for which was a challenge but believe overall it was a successful shoot as I overcame all these hiccups.

Below is a variation of images which I believe are successful and show my understanding of camera work skills and understanding of what works well within the camera frame. I have showed understanding of using colour to really stand out amongst the crazy detail within the image along with composition and lighting to higlight the work inside the frame.

Photoshoot Summary - Shoot One (Unsuccessful)

This was originally my first shoot for the ancillary tasks as when brainstorming I had the most perfect idea of capturing a variation of shots which used the technique of shutter speed (making the photograph take over a lengthy period of time) within the world famous city of New York. However as you can see in the video of images without a tripod the shot is actually shaken therefore none of the images were clear enough. Instead of using these badly constructed images I felt the need to re-think the idea of the photoshoot and do a shoot which links more into the album name rather than the single name. Therefore I aim to do a shot based around underwater kingdoms like Atlantis as the album name is 'Every Kingdom' which we associate with these previous things. When considering what I have learnt from the un-sucess of this shoot is to be more prepared for the following shoot to occur and be prepared with a tripod to get the clearest shots. 

Ancillary Task DigiPak - In Between Dreams

Album Artwork

I chose to analyse  album artwork for Jack Johnson's 'In Between Dreams' because it is the same style of genre as my chosen song choice. The use of colour is used on the artwork cleverly to draw and entice the viewer in, by using such a bright yellow against a black contrasting against each other means that a customer is more likely to stop and look at it. The yellow could also link in with this idea of neutral and mellowness which links in with the songs themselves along with the picture of a guitar and tree. Jack Johnson is an American Folk, alternative artist who is famous for his acoustic and mellow style and the colours also link into the shared knowledge of a bee, a calm creature which could link to some of his work, but passionate (which could link to it stinging and also Jack's rock side).

The only text that we see on the artwork is the name of the artist (Jack Johnson) and the album name (In Between Dreams). This is because a simplistic consistency is given from the album, and minimal text means you rely on visual conventions as we know from the bright colour, and if the album consisted loads of text along with this bright block colour we would have too much going on making it unsuccessful. The black text stands out the most which is because this is the most important text you need to know, by recognising the artist you are then drawn by the visuals for the whole concept of the album is for the artist. The album name is actually in white which makes it harder to read, although I believe this is successful as you are drawn to look closer at what it says I believe this convention isn't something I myself would like to incorporate for I like to see the text clear from a personal perspective. The font itself however is simplistic and this links in with the simplistic theme along with the minimal approach for the text. In this case minimal is better. 

I like the silhouette drawing on the cover as well as it combines two different methods together, the hand drawing technique is something which particularly stands out as its if the cover was hand drawn, making it more personal and rare than just a photograph or highly manipulated edit. This concept creates this better connection with the fans as it is more personal towards them, it also defeats the idea of an internet download as you will only be able to see it through the screen, where as the real thing again makes it seem like a drawing. The silhouette technique is starting to become a subtle consistency as you can see from his previous album before In Between Dreams, On and On uses the same silhouette approach which could be the start of an artwork brand. The silhouette could also act as this mask suggesting there is more behind his music other than a fancy airbrushed cover which could be why he opted for a simple silohette.

The tree drawing could suggest he is connected with nature as his work is shared with consumers of the world, his lyrics are very free and soothing which could also link to the tree being incorporated into the artwork. 

The picture of the man suggests it is Jack himself with his guitar, this image acts as a link towards Peter Pan for his stance is some what extremely similar along with the whole silhouette idea, as you can see the similarities to it below. 

The Inside

The inside of the album consists of the same colour scheme which keeps this earthy and mellow atmosphere going throughout. We see the repetition of the same image of the same technique of silhouette of a flower on both sides of the CD. The right side s in focus against the typical yellow background, where as the right side is out of focus with a variation of colours in the background. I believe this is successful for its using this branding, this repetition, but making it seem different and alternative. The flower can also link back to Jack's routes, his birth place hawaii can show a link between the image and his experiences, which could be portrayed as his vision of work, telling his experiences through music.

We then see the first visual appearance of the artist with a photograph with him and his guitar. The photographer has kept Jack, his clothing and background neutral in order to link in with his style of music, however they have then edited the guitar to link in with the colour scheme by changing both the saturation and contrast as you can see above. This appearance is an example of both intertextuality and self awareness, but also links to the In Between Dreams tour poster as they use the same image, linking back to the whole idea of making a brand for himself. The composition of putting the guitar in front of himself also really emphasises the importance of his music to him.

The mix between art and photography is something which inspires me within this DigiPak, and the small reliance upon graphology has worked extremely well as they have used shared knowledge of both the artist and the artists branding cleverly.

The Back Cover

When considering the media intentions of the back cover the use of rule of thirds is seen being used as the track listing is shown on the left side, and the image of a palm tree on the right side, then nothing in the middle which complies with the simplistic theme. This itself is an individual approach and draws the viewers attention in. 

Also on the back cover we see a visual link to the website for a charity saving the world. By using this logo it creates good press but also links into Jack's album linking into neutralness and plants.