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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. 

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