CD Digipack
Music Magazine Advertisement
Music Video, Cd Digipack and Music Magazine Advertisement
Music Video
CD Digipack
Music Magazine Advertisement
CD Digipack
Music Magazine Advertisement
Evaluation
Q1 - In what ways do your music video, CDD and MMA use, develop or challenge forms and conventions of real music videos, CDDs and MMAs?
Q2 - How effective is the combination of your music video and ancillary texts?
Q3 - What have you learned from your audience feedback?
Throughout the process, I thought it significant to consider opinions from my target audience to ensure that my music video and ancillary texts appealed to an indie demographic. During the initial stages of research and planning, I researched into the age groups that listened to indie music, the most popular being between the ages of 10-20. I then created a survey, for the people within the age range, to establish a group of target audience members who were fans of the indie genre.
Additionally, I generated a case study of the archetypal member of EDEN's audience, who consequently was a fan of indie music and culture. Here is the case study:
Music Video
I first initialed audience research during the planning stage of the process. I wanted to discover other peoples views and opinions on the lyrics of my chosen song to gain an assortment of differentiating ideas from fans of indie music. Therefore, I asked a selection of people to, on camera, analyse the lyrics of 'Fumes'. The purpose of this was to ensure that my ideas were similar to a wide spread of target audience members so that the music video would appeal to them as well as inspiring further concepts. Here is the analysis:
By doing this activity, I was inspired to include these elements withing my music video:
From the analysis', I then formed a 60 second pitch entailing the plot for my music video. I presented this to the three members of my target audience in order to gain both positive and critical feedback.
- Multiple locations due to the tone changes and gradually increasing texture audible in the song
- Nature to be included
- Create a contrast to convey the different emotions addressed in the song
- Have the protagonist waking up at the beginning
- Experiment with speed in post production
- Protagonist is in a relationship which is falling apart - burning out (fumes)
- Flashbacks of memories of the couple
- An illustrative format and perhaps performance too
- The girl wouldn't be included much in the music video as she is rarely mentioned in the song
- Protagonist is reminiscing on the past
- A mental health aspect - it is hinted at that the protagonist has depression
From the analysis', I then formed a 60 second pitch entailing the plot for my music video. I presented this to the three members of my target audience in order to gain both positive and critical feedback.
Through this target audience, I was able to establish that my idea was suitable for the indie genre as it included themes that indie music usually addresses, such as love - a relatable topic for my target audience. All of my target audience members also liked the fact that I included taboo topics within my music video, such as drinking problems and mental health related issues.These are becoming increasingly popular within young people, my demographic, therefore I thought it important to raise awareness surrounding these problems. Moreover, they enjoyed the dramatic story line with the huge juxtaposition between the start and the end of the music video.
The feedback provided me with enough confidence to proceed to pre-production. I relied heavily upon my target audience group when it came to decisions that I found difficult to make. For example, my target audience chose which filters worked best in symbolising love and heartbreak, unanimously deciding that the pink and blue shades worked best at expressing these feelings.
I found audience feedback extremely useful during the post-production stage; after each day of editing, I composed a rough copy of my footage in which I would show my target audience. From this they would give me feedback of things they liked and things for me to improve on. Here is the feedback from day 1 of filming to day 4:
This allowed me to make changes to my video dependant on what my target audience members states, ensuring that the music video appealed to an indie demographic.
CD Digipack
I wanted to involve my target audience within the designing process of my digipack as much as possible, therefore I turned to them to establish the logo and graphic element on the front panel. I handed them a sheet with different designs on in which they discussed and selected their favourite.
I chose to let my target audience decided as this would become one of the main images representative of the album, also becoming a recognisable feature that would appear on the music music magazine advertisement too. As well as this, one of my audience members inspired me to feature the lettering within the actual design of the heart, a key design point to the finished item.
Moreover, my target audience assisted in selecting an appropriate font to use. Gradually, as a group we narrowed down the choices until we had a final font.My target audience was really useful during this activity as they were highly aware on which fonts were reflective on the indie genre. The majority of these consisted of simplistic, thin lettering which conveyed a stylish, effortless finish.
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| A target audience member looking at the fonts |
To decide between the two designs for the front cover in my digipack, I recorded a sound clip of a member of my target audience in order for him to share his own opinions.
From doing this, I established that the second design fit more into the indie genre due to the simplicity of the design. As well as this, overall it was more appealing to my target audience member, therefore it became the final design.
Music Magazine Advertisement
Here is the initial design I created for my music magazine advertisement. In order to gain feedback, I presented the image to my target audience. From this I was able to make the appropriate changes to the design to create a finished product which appealed to an indie audience.Here is a transcript of a discussion that I had with my target audience members regarding the design of the initial advertisement:
From this I made changes to my advertisement necessary including adding a blue element to the image, social media and an album release date.
Q4 - How did you use media technologies in the
construction and research, planning and evaluation stages?
Editing - Brightness and Contrast
Whilst filming, I attempted to achieve harsh lighting through the use of natural light sources and the positioning of my actors. In some scenes though, this wasn't evident on film, therefore I had to adjust certain settings in post production to get the required aesthetic that I desired. I began to experiment with a variety of levels withing brightness and contrast; this enabled me to fix shots that were too dull and allowed me to create a more dramatic colour palette by heightening the contrast.
Here are clips from my music video, half consisting of clips in their original format, the other half being edited, with the brightness and contrast adjusted.
The adjustment of the brightness and contrast gives the footage a more dramatic, well defined edge similar to hard and low key lighting. I believe this will be effective at representing the present scenes as it creates a tense ambience reflecting his deflated emotions.
These are the settings I used for the clips within the video above. Only some clips within my music video will have the brightness adjusted, depending if they are predominantly shadows, however, all of the other present clips will have the contrast raised by 19%.
Here are clips from my music video, half consisting of clips in their original format, the other half being edited, with the brightness and contrast adjusted.
The adjustment of the brightness and contrast gives the footage a more dramatic, well defined edge similar to hard and low key lighting. I believe this will be effective at representing the present scenes as it creates a tense ambience reflecting his deflated emotions.
These are the settings I used for the clips within the video above. Only some clips within my music video will have the brightness adjusted, depending if they are predominantly shadows, however, all of the other present clips will have the contrast raised by 19%.
Editing - Dream Sequence
At the beginning of the song, I want to create a montage of shots in order to reflect the fact that the protagonist is dreaming about better times. Here is how I devolved and creates the montage sequence:
1. I placed a variety of shots, which featured the happy couple in, next to one another in order to display a general sense of happiness. However, I didn't think it was obvious that I was trying to create a dream sequence.
2. To try and replicate the sensation of a dream, I added a cross fade transition in between each cut. Unfortunately, I still thought this looked to simple and didn't have the confusing nature that dreams often come with.
3. I layered up the different shots as well as adjusting the opacity of several layers to make the layers underneath visible. I am happy with this as it creates a happy atmosphere which is also reflective of a dream due to illusory feeling of it. On the other hand though, it looks rather choppy and isn't very smooth.
4. To make the sequence polished, I included cross fade transitions. This made the sequence more tranquil and expressed how the protagonist is moving on to one thought to the next in his dream.
5. Lastly, I experimented with the order to shots in order to achieve the most effective sequence. I made sure to build up to the end, including more shots that overlapped each other. This creates a dramatic build up in contrast to the stillness to when the protagonist wakes up.
1. I placed a variety of shots, which featured the happy couple in, next to one another in order to display a general sense of happiness. However, I didn't think it was obvious that I was trying to create a dream sequence.
2. To try and replicate the sensation of a dream, I added a cross fade transition in between each cut. Unfortunately, I still thought this looked to simple and didn't have the confusing nature that dreams often come with.
3. I layered up the different shots as well as adjusting the opacity of several layers to make the layers underneath visible. I am happy with this as it creates a happy atmosphere which is also reflective of a dream due to illusory feeling of it. On the other hand though, it looks rather choppy and isn't very smooth.
4. To make the sequence polished, I included cross fade transitions. This made the sequence more tranquil and expressed how the protagonist is moving on to one thought to the next in his dream.
5. Lastly, I experimented with the order to shots in order to achieve the most effective sequence. I made sure to build up to the end, including more shots that overlapped each other. This creates a dramatic build up in contrast to the stillness to when the protagonist wakes up.
Day 4 - Editing and Evaluation
I have created a rough edit in order to establish the correct sequence and which shots will be removed from the final edit. As well as this, this rough edit allows me to get suggested improvements from my target audience and gives me an opportunity to refine my ideas and explore new ones.
TARGET AUDIENCE FEEDBACK
Positive
'I like how, when the other person walks into him, the main character is transformed back to reality. Also, it looks powerful how there is a slight disjuncture about it as it adds to the chaos that the protagonist is currently experiencing'.
'The part in which they are texting gives us as the audience more context behind the argument however still leaves us asking more questions constantly keeping us engaged'.
Improvements
'The transition that is achieved by the tree blocking the frame looks really effective however the separate shots are a bit jumpy so it could be smoother'. I will resolve this by adding a transition in between the two shots as well as trying to line up the different shots of the tree with one another.
'There a part in which the couple are walking however there is a pause at the start'. As this isn't good for continuity, I will cut the clip later on to ensure that they are already walking.
'The texting scene drags out a bit and isn't as fast paced and intriguing as the rest of the music video'. *
'I think its a bit pointless, at the end, to feature the different clips of him running because it just wastes time'. Taking this into consideration, I want to still use of the clips but intertwine them with each other so as he moves forwards the location changes behind him.
PERSONAL REFLECTION
I want to make the walking scene at the beginning look effectual by ensuring that they are continuous - that Ashley remains centralised with most nothing changing apart from the background in order to convey a sense of progression from one place to another.
To make it have a larger impact, I will make the transition at 0:22 more abrupt by cutting the singular shots shorter.
*During the phone scene, I fear that I may lose the attention from the audience as it is prolonged which could be deemed as dull and monotonous. To prevent this from occurring, I will increase the speed of them texting so its a shorter text. Additionally, I want to explore ways in which I can feature the two separate scenes (Ashley on the bench and Paula on her bed) to run next to each other concurrently. By having the scenes running simultaneously, I will be able to shorten the length of the overall scene.
Here is the journey I took in order to achieve a potent outcome:
1. Here are the shots situated side by side. My aim is to entwine the separate shots together to express the virtual conversation they are having.
2. I then placed the shots next to each other going from Ashley to Paula to Ashley again. Although the message is clearly expressed, it takes up a lot of screen time which I cannot afford to waste.
3. Here, I added a split screen by overlaying the sequences and cropping one scene so that it only fits in 50% of the screen. I will need to add transitions and rearrange footage in the screen to create an effective outcome.
4. By inserting a sliding transition, Paula smoothly and gradually appears on screen. I also positioned Ashley more to the left so that he is centralised in the middle of his half. I think that this is a powerful way to communicate the conversation that they are having as it enables the audience to witness the conversation and actions of the characters in real time.
TARGET AUDIENCE FEEDBACK
Positive
'I like how, when the other person walks into him, the main character is transformed back to reality. Also, it looks powerful how there is a slight disjuncture about it as it adds to the chaos that the protagonist is currently experiencing'.
'The part in which they are texting gives us as the audience more context behind the argument however still leaves us asking more questions constantly keeping us engaged'.
Improvements
'The transition that is achieved by the tree blocking the frame looks really effective however the separate shots are a bit jumpy so it could be smoother'. I will resolve this by adding a transition in between the two shots as well as trying to line up the different shots of the tree with one another.
'There a part in which the couple are walking however there is a pause at the start'. As this isn't good for continuity, I will cut the clip later on to ensure that they are already walking.
'The texting scene drags out a bit and isn't as fast paced and intriguing as the rest of the music video'. *
'I think its a bit pointless, at the end, to feature the different clips of him running because it just wastes time'. Taking this into consideration, I want to still use of the clips but intertwine them with each other so as he moves forwards the location changes behind him.
PERSONAL REFLECTION
I want to make the walking scene at the beginning look effectual by ensuring that they are continuous - that Ashley remains centralised with most nothing changing apart from the background in order to convey a sense of progression from one place to another.
To make it have a larger impact, I will make the transition at 0:22 more abrupt by cutting the singular shots shorter.
*During the phone scene, I fear that I may lose the attention from the audience as it is prolonged which could be deemed as dull and monotonous. To prevent this from occurring, I will increase the speed of them texting so its a shorter text. Additionally, I want to explore ways in which I can feature the two separate scenes (Ashley on the bench and Paula on her bed) to run next to each other concurrently. By having the scenes running simultaneously, I will be able to shorten the length of the overall scene.
Here is the journey I took in order to achieve a potent outcome:
1. Here are the shots situated side by side. My aim is to entwine the separate shots together to express the virtual conversation they are having.
2. I then placed the shots next to each other going from Ashley to Paula to Ashley again. Although the message is clearly expressed, it takes up a lot of screen time which I cannot afford to waste.
3. Here, I added a split screen by overlaying the sequences and cropping one scene so that it only fits in 50% of the screen. I will need to add transitions and rearrange footage in the screen to create an effective outcome.
4. By inserting a sliding transition, Paula smoothly and gradually appears on screen. I also positioned Ashley more to the left so that he is centralised in the middle of his half. I think that this is a powerful way to communicate the conversation that they are having as it enables the audience to witness the conversation and actions of the characters in real time.
Day 3 of Filming - Rough Edit and Evaluation
Here are some pictures of me filming during the third day of production:
I have created a rough edit in order to establish the correct sequence and which shots will be removed from the final edit. As well as this, this rough edit allows me to get suggested improvements from my target audience and gives me an opportunity to refine my ideas and explore new ones.
TARGET AUDIENCE FEEDBACK
Positive
'The close ups of the couple help to distinguish the love that they used to share between them. The closeness signifies an intimate vibe and connection that they had in the past'.
'The part when the couple put there hands over the camera makes for a visually interesting shot, making the sequence more interesting and intriguing'.
Improvements
'There is a shot in which someone is visible in the background which doesn't look very professional'. To solve this situation, I will select a different clip where the background is clear. I also noticed that there was another part where people were noticeable - this will be solved by selecting a different clip to take its place.
PERSONAL REFLECTION
Whilst they are spinning around, I need to pay attention to the positioning of the actors and the camera to ensure continuity.
When the pair begin running, I want it to look like they were already running, not that they have just started. To do this, I will cut the clip a bit later so it starts mid-run.
I will need to experiment with the last shot as I was unsure how to achieve this whilst creating my rough edit. Within this part, I want the main character to be featured in both his past and present form; his present self will be looking at his past self reminiscing on how him and his girlfriend used to be like. I want to accomplish this with a cloning technique, a method that I explored previously.
Moreover, I will need to find a way to transport the audience from the past scene back to the present through the use of a graphic match and transitions.
Here is the two outcomes that I created:
By discussing with my target audience we were able to establish that the first outcome would be best suited for my music video.
Although the jagged movement zooming into a close up of Ashley's face gave quite a contemporary, edgy feel we believe that it conveys a chaotic finish. On the other hand, the first edit provides a fluent, slick conclusion that effectively takes the audience from place to place.
Day 2 of Filming - Rough Edit and Evaluation
Here is the unedited version of my footage plus my filming from the second day of filming:
I have created a rough edit in order to establish the correct sequence and which shots will be removed from the final edit. As well as this, this rough edit allows me to get suggested improvements from my target audience and gives me an opportunity to refine my ideas and explore new ones.
TARGET AUDIENCE FEEDBACK
Positive
'The close ups during the dancing sequence are really effective in communicating the characters loving feelings for each other and create a powerful contrast to the previous time we see close ups of the couple, when they are in a heated argument'.
'I love how we are constantly travelling from past and present scenes by the use of clever transitions. It really helps us to identify how the relationship has changed dramatically'.
'The slap looks realistic from both angles. The fast paced cutting also helps to build up tension and anger between the characters'.
'Towards the end, the camera has a shaky movement which helps convey the sensations of panic and uncertainty. Personally, this helps me more able to connect with the artist on screen'.
'There is a shot in which the frame is drowned in a red shade signifying the raw anger that they are both experiencing'.
Improvements
'To express the main characters urgency to speak to his girlfriend, or ex-girlfriend, the shots at the beginning need to be of faster pace'. To accomplish this, I will make quicker cuts in between the knocks which also helps to establish a sense of time that he's been waiting there for.
'Although I like the transitions, some of them need to be smoother as they look a bit choppy'. To solve this I will make the cuts more accurate as well as cutting with the movement in order to secure a sense of continuity between past and present scenes.
'The first shot in the picnic scene, the female isn't smiling'. I will need to look through my other footage to find a shot in which Paula looks happier to promote the love within their relationship.
'The shots at the start of the dancing scene needs to be longer. They go to fast and it makes it difficult to keep up with what's going on'. To make the scene slower, I will make the takes longer.
PERSONAL REFLECTION
To add to the sense of urgency apparent at the start of the scene, I want to include movement within the first shot. I believe the a fast pan to the right would work best as this would add swift movement to the music video.
I want to create more emphasis during the strangling scene to highlight the pure hatred in that moment. I will achieve this by adding more shots to the sequence as well as making the takes longer.
To accentuate the main characters panic and hysteria at the end, I want to include slow motion.
I have created a rough edit in order to establish the correct sequence and which shots will be removed from the final edit. As well as this, this rough edit allows me to get suggested improvements from my target audience and gives me an opportunity to refine my ideas and explore new ones.
TARGET AUDIENCE FEEDBACK
Positive
'The close ups during the dancing sequence are really effective in communicating the characters loving feelings for each other and create a powerful contrast to the previous time we see close ups of the couple, when they are in a heated argument'.
'I love how we are constantly travelling from past and present scenes by the use of clever transitions. It really helps us to identify how the relationship has changed dramatically'.
'The slap looks realistic from both angles. The fast paced cutting also helps to build up tension and anger between the characters'.
'Towards the end, the camera has a shaky movement which helps convey the sensations of panic and uncertainty. Personally, this helps me more able to connect with the artist on screen'.
'There is a shot in which the frame is drowned in a red shade signifying the raw anger that they are both experiencing'.
Improvements
'To express the main characters urgency to speak to his girlfriend, or ex-girlfriend, the shots at the beginning need to be of faster pace'. To accomplish this, I will make quicker cuts in between the knocks which also helps to establish a sense of time that he's been waiting there for.
'Although I like the transitions, some of them need to be smoother as they look a bit choppy'. To solve this I will make the cuts more accurate as well as cutting with the movement in order to secure a sense of continuity between past and present scenes.
'The first shot in the picnic scene, the female isn't smiling'. I will need to look through my other footage to find a shot in which Paula looks happier to promote the love within their relationship.
'The shots at the start of the dancing scene needs to be longer. They go to fast and it makes it difficult to keep up with what's going on'. To make the scene slower, I will make the takes longer.
PERSONAL REFLECTION
To add to the sense of urgency apparent at the start of the scene, I want to include movement within the first shot. I believe the a fast pan to the right would work best as this would add swift movement to the music video.
I want to create more emphasis during the strangling scene to highlight the pure hatred in that moment. I will achieve this by adding more shots to the sequence as well as making the takes longer.
To accentuate the main characters panic and hysteria at the end, I want to include slow motion.
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