Evaluation - Ancillary

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

Poster:

I found that within my format research the typical conventions of a poster was to be minimal and let the pictures do the enticing in and talking. This is something I have incorporated into my own work as loads of writing will just bore the reader, and for it to be advertised on things like billboards its the branding and shared knowledge of the image which will advertise it more. 

DigiPak:

Within the digipak research I found that the best designs were also the most simplistic too but also the ones that experiment and aren't necessarily the best commercially but the best indie ones as they conform alternative ways of displaying work such as the 'In Between Dreams' one which I was then inspired to create my digipak using the repeated designs and minimal writing which we see on my design. 

Evaluation - Combination of products

All three of my final outcomes all link into each-other in some form or another. The black and white theme within the poster and video directly link in straight away along with the use of the same images between both which was important as the poster is advertising the music video/song directly where as he digipak design is for the general album rather than single. This meant that the album did look a bit different compared to the other two but this was a consideration which was influenced by other artists work. However in all three I wanted to incorporate a modernistic, minimal and simple design which is what Ive done in all three. 

I used the same font in all three as this was part of the branding process which is something that means as a viewer or a member of the audience you're able to recognise and think 'hmm thats Ben Howard's work' which you can see evidently within the three outcomes.

What have I learned from audience feedback?

I have learnt a lot from my audience feedback as it has helped me grow as a producer, director and designer. The positive feedback and constructive criticism gave me a better insight into what my audience actually want, rather than just my opinion I allowed others to help structure and develop the process. Using social networking sites such as Facebook, twitter and Instagram allowed me to reach out to my specific audience as these sites are also aimed at that audience. 

Some people mentioned how the video looked better in black and white rather than a variation of colour and not in colour which furthered the design into the final product which we now see in black and white. I was able to easily correct the aspects they were picking up which was helpful throughout the process. A variation of my audience picked up on how some shots didn't flow and how I should link the song lyrics more to the visuals, although I intended it to be completely abstract the opinions of my target audience made me realise this is what they want therefore I have to incorporate this some how subtly, which is what I did. One person picked up on the bad quality of some of the shots, this is something I was unable to control as I only had those resources to film it with, this is something I will consider for further filming projects.

Using New Technologies

Using new technologies have been extremely helpful in filming and editing my video, as well as planning it, getting feedback of others via the wen and promoting it too. 

To create 'hype' for the release of my music video I researched the current technologies my target audience would currently use, I came across photo editing app 'Instagram' where I released some pictures of the filming process to release only little bits of content which would keep the audience interested and giving them something to look forward too. As well as this I had help with planning with the use of 'Facebook' to quickly contact my model, and any other people I needed to borrow costume or equipment from. In promoting my music video I used both twitter and Facebook to promote both my blog and teaser trailers/ my final video. Again this appealing not only to my target audience, but other audiences in order to get feedback to help the development of my video as with Facebook I got friends and family to share the video itself so it would get around to different people. 

For my ancillary tasks I used photoshop to create the final outcomes, this was because I was familiar with the software and it being extremely professional too. It gave me more freedom to experiment with different effects which was important in my design process. I used tools such as merging, lens flare, cut and crop, CTRL +T, digital binding and desaturation to produce the final outcomes.

I used top of the range software to produce my final music video. I combined both iMovie and After Effects to edit it as iMovie strengthened in the production and combination of the clips but After Effects soared in the editing effects which is something I am proud to maintain working with both software through the duration of the project. The use of technology for the making of both the ancillary and music video such as SLR cameras and video recording cameras came at a struggle at first, but overcoming the start of not knowing how to use them I was able to produce some excellent shots. I also used a variation of lighting and camera lenses which helped create a unique selling point to my video.

Finally using a blog to keep regular referencing to my designs has been extremely important within the development and planning stages of the project. I have weekly updated it so that my followers have something to read and look forward too and keeps them interested.

Challenging Music Video Conventions

My video challenges the conventions of a usual music video in a form that contrasts with the usual music video of the 21st century, my video represents the development of my initial design ideas to the final outcome. Whats different about my video is that it is based around an abstract theme which isn't seen in this day and age. Ever since Michael Jackson's Thriller video, music videos haven't been around the song itself, they've been made into a story, or a fashion statement. I wanted to deter away from this commercialised outake on music as it moves the focus off the music itself and that is something which I discovered I didn't like from my format research as artists such as Rihanna and Lady GaGa are clear examples of this. The video however takes influence from other artists music videos which have shown the inspiration, but also homage in the Ellie Goulding inspired clip which the audience would enjoy as they would see a link between both indie artists. 

Although I wanted to simplify the video down to just the music, I needed to make something which would interest the viewer as well. Elements of postmodernism were incorporated into the video as well, for example the subtle use of product placement of the converse in the Ellie Goulding homage clip as mentioned above. 

Then also showing visual influences from post modern artists such as Nicki Minaj, Kanye and Jay Z, although not in my musical genre I am able to determine what the audience likes. And even though I have a particular target audience doesn't mean to say I cant aim to entice other audiences in as the whole concept is to sell the music video and to advertise the song which is something I have recently learnt. 

By keeping the whole video in black and white also challenges music video conventions for the contemporary age its all about bright colours, bold fashion statements to entice the viewer in where as by simplifying the video by putting it in B&W I had to rely on other conventions to have the same effect to draw the viewer in. The variation of camera angles, editing techniques and different camera lenses I made myself were the three aspects which challenges the music video conventions themselves for these three all draw the viewer in. The different lenses created an optical illusion, repeating the visuals several times which was inspired by films such as Pulp Fiction with the scene of the man glamourising the drugs and it creates this homage of this interpretation. i incorporated several different big edits within the clip as well but was able to make them subtle with the use of black and white which isn't seen in modern day music videos.