Evaluations
1) In what ways does your media product use, develop or challenge forms and conventions of real like media products?
Our media product used a huge variety of development techniques throughout its creation and was made to best specify a real life media product to ensure that our final music video would be viewed by the audience with similar aspects to a real like media product. We analysed and evaluated a number a number of professionally created music videos, most being produced from our chosen artist ‘ne yo’ , these analysis allowed us to look at the different factors used in any traditional music video in comparison ‘ne yos’ videos.
After looking into the different productions created by our chosen artist ‘ne yo’ we recorded certain factors that were added into our music video such as the main topic of the video being ‘Love’. One video that gave us great inspiration towards how our feelings of ‘Love’ were going to be represented in our video was from one of ne yos number ones ‘Closer’. After specifying this important factor in our music video we felt we had to be very precise in the way we represented the characters to each other and make sure their feelings of ‘Love’ were clearly represented by the visuals in the production. To produce our music video with emotional aspects of love we interacted the whole video with only two people, one being the main artist (me) and another being his ‘dream girl’ (saffy) we allocated them with specific areas of romance e.g. having a meal together. Also from our research into our chosen song the lyrics have a change of storey at the end of the song and like many love storeys it includes a demoralising ending. The different emotions by each character throughout the music video are focused on and changed by showing a wide variety of different camera shots which specify the characters emotions e.g. close up to show upset at the end of the video. Lighting is also an important convention used throughout music videos, we used the lighting to our advantage and used different effects throughout e.g. when the flashback is used there is a colour change were a black and white gradient is used to indicate to the audience that is it a flashback and not in the present.
2) How affective is the combination of your main product and ancillary texts?
Our main product and ancillary texts communication enables us to pursue the artist and interact with the way he is represented as an R&B artist. All three of the promotional packages use a similar colour scheme, which uses only two different colours which our red and black. This basic colour scheme allows the images that have been allocated onto our promotional packages to be well visualised for our audience and positions the images as the main focus towards the audience. The images used throughout the digipak all include the main artist of our production(me) posing in a variety of different positions, each image on the digipak also include the artist wearing a hat which represents this style and interacts to the audience about the genre of music that is being presented which is R&B. The back of the digipack includes a photo frame around each image which was then rotated to give the images a style of snapshot frames.
Although the artist does not wear a hat throughout our music productions he is still clearly represented as an R&B artist from the clothes he wears and different dancing techniques that our presented. This combination between our main product and ancillary text uses a variety of techniques between the two and use a similar representation to link them together and pursue each other’s ideas and designs. I feel the visual aspects of our digipak and cover our of a good quality and would appeal well towards a target audience, I feel this appeal has been created from the images based around our promotional produce and also the different design lay outs that have been individually created by us as a group, e.g. the angled text that gives a visualisation of it being written on the wall itself.
3)What have you learnt from your audience feedback?
From our audience feedback we found out that our video demonstrated the R&B genre characteristics well and gave a clear understanding for ‘a typical love song’. The reversing technique at the end of our main product also proved to work well with the audience and gave a clear understanding on what this reversing sequence represented e.g. reality not actually occurring but it all being a vision from the characters imagination. Another beneficial factor that was given in response from the feedback, was the colour scheme used throughout our music video, this colour scheme included different colours that symbolised the time periods of the video e.g. colour was used to represent the present and a black and white affect was used to indicate to the audience that it was a imagination from the main character within the music video.
The feedback given on our rough cut also allowed us to make improvements in our main product, from this feedback given we realised that our shots were too long to signify the video to be a musically based video and also that there were not enough cuts throughout the scene to divide which would also up the pace throughout the video. Along with this it was noticeable that there were not enough variety of different shots, therefore to make improvements for our final video we used another filming day to pursue more shot types and different locations that would be added to the video e.g. walk along the river bank.
4) How did you use new media technologies in the construction of research, planning and evaluation stages?
Throughout the research, planning and evaluation stages of our final product the software used was a very important factor as our ideas could not have been carried out if we did not have it, as we would not have been able to include all the editing through our music video e.g. slit screens, reverse shots, colour change etc. to start our project we used HD cameras which were very beneficial as they were an upgrade to previous cameras that had been used for projects in the past and included a much higher quality of technology and image control.
When editing our footage the software used was Final Cut, this included a massive amount of technology in order to create edits to the best quality possible. Final cut also gave us the opportunity to include a slit screen to our product and also to increase, decrease and reverse the footage, all of these elements were used in our final product. The reasons for using these specific elements into our product were that we felt it would give the video a greater appeal towards our target audience which was R&B fans. Also different contrasts of colours were added using final cut e.g. black and white for the ‘Fantasy’ during our music video. Onto of this we were able to add an overlay of text using final cut which allowed us to add the title of our song ‘Future in you’ into the beginning of the video.
When creating and designing our digipak and poster the technology used for this was photoshop which have us the opportunity to add different elements of design patterns such as fonts and colour schemes. Another positive factor for our use of photoshop was that we had previously used the equipment therefore had skills on how to create our music videos with the complicated options of photoshop.
Conclusion:
Overall I feel our final product has been a success, I feel the whole structure of the video has been well presented to its audience on what the genre and subjects of the music video are and also feel that the technology have been used to fulfil the entertainment aspects within the video. If I were to re-produce this music video I feel I may include a number of new locations and shot type just to mix the different factors of romance up a slight more but overall I feel our final product was well designed.
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