Music Video

Evaluation- Question 3

I believe evaluating your work is very important as it shows you what you need to improve upon to make your products more successful. By evaluating my work audiences was able to give me feedback on what conventions and features I needed to improve upon in my music video for it to be more successful which was beneficial to me as I could make my video more successful and appeal more to my target audience. Also by receiving feedback I was able to gain a better understanding of what the audience expected to see in my music video therefore I gained more knowledge of the genre and was able to appeal more to my audience. Positive comments are also beneficial as you can see as a producer where you have been successful which shows your strengths.

I uploaded my rough cut of my music video onto YouTube. I uploaded my video onto YouTube so that I could receive instant feedback about my video and see how and where I can improve upon to create a more successful video and how to appeal more to my target audience. I used YouTube as my platform as it’s a very accessible site which millions go on each day therefore I could receive many comments about my music video which would tell me where my strengths are and where my weaknesses are. The comments I received from YouTube were from a global audience meaning that I could understand how to appeal more to a wider audience and how to make my music video more conventional therefore my music video would be more successful. The benefit about uploading my video to YouTube is that my music video could be seen in many different countries meaning that my music video is globalized and would receive many different unbiased comments. I also uploaded my video onto YouTube as people are able to share my music video therefore its more likely more and more people are going to view my music video and evaluate my production through posting comments.

I and my group mainly gained feedback through a focus group screening from a group who watched our rough cut. This was very beneficial to us as the screening was a group of people the same age as our target audience 13-25 which told us how we could appeal better to our target audience and what conventions we should add to make it more appealing. It was more beneficial than the YouTube comments as it was direct feedback from our target audience therefore we knew they wasn't lying in anyway.

As a group we received positive and negative comments. One negative comment we received was that the shots were too dark and could not be seen properly specifically at the beginning of the music video. This was easy to improve as we had advance software to brighten up the shots. We used Final Cut Pro X to brighten up the shots at the beginning of the music video. We clicked on the shots we wanted to brighten and increased the brightness by 20%. This greatly improved the visibility of the shot and the beginning of the music video became more clear therefore appealing to more audience as they could understand what is going on at the beginning straight away. This comment was very beneficial to me as I learnt how to brighten up shots if this was to occur again.

Another bad comment we received was that in some shots the lip syncing was out of time. First of all we tried to resolve this issue by re positioning shots on Final Cut Pro X so that the lip syncing shots were in time, this worked for a few shots however we couldn’t resolve it for all the shots we repositioned therefore we had to go and re film again. We went and re filmed again the shots that the lip syncing was out of time and made sure the artist said the words properly so we didn’t have this issue again. By improving the lip syncing it made my music video look more professional and appealing, it also built a relationship between the audience and artist as he looked more realistic.

Another negative comment we received was that some shots were shaky. There was no way of resolving this by using Final Cut Pro X. The only way we could resolve this is by re- filming therefore we had to re film once again the shots which were shaky. This comment was beneficial to because as producers we could now see that re filming again takes up a lot of time so that if we filmed something again we know to get it right the first time so that we don’t have to go back and waste time.

A positive comment we received was that our mise en scene which includes costume, lighting, setting, iconography, body language and facial expressions were successful. This was beneficial to use as we could see that our music video was appealing to our audience through the use of mise en scene. I believe it was successful as we conventional mise en scene such as realistic locations, simple clothing and different types of lighting therefore the audience could relate to my artist. It was also beneficial to us as we didn't have to change a location or costume which meant we would have to of start the music video from scratch.

Another positive comment we received was that our time lapse was successful. This presented to us that the audience was interested in our music video and our time lapse helped the audience understand the narrative better which is what we wanted as a group. It also showed us that our editing skills were successful which was beneficial to us. The feedback was beneficial overall as we would have had to re film the time lapse if it wasn't appealing to our audience or successful.

Another positive comment I received was that we used a good variety of shots. This was beneficial to us as it showed us that our music video shows creativity due to the amount of shots we used therefore the audience would engage more with our music video. It also meant we didn't have to film any more shots which takes up time. I was particularly happy with this comment as it was my responsibility for the cinematography which showed me my strength when filming a production.

Through receiving feedback it made me feel like a producer rather than a consumer as I was able to improve upon the negative comments without any issue. By receiving feedback I was able to improve the comments and make my music video more successful. The positive comments made me feel professional as I felt like my music video was successful. I accepted the criticism as its realistic you are going to receive negative comments about any piece of work however I used the negative comments to my advantage and improved upon them. I found it very beneficial to me when I received feedback as I could see clearly what I needed to improve upon and what was successful. I have learnt more about the indie genre due to the feedback and what audiences want to see in a indie music video.

Feedback would be beneficial to me if I was working within the music industry as it would ultimately help me make my music video more successful through improving the negative comments I would've received. I would also experience new technologies when trying to improve my music video. Through receiving feedback I would also have a greater understanding of what an audience expects to see within an indie music video. It would help me as a producer to make my music video more appealing to an audience. 

Evaluation- Question 4

Evaluation- Question 2

Evaluation- Question 1- In what ways does your media product use, develop or challenge forms and conventions of real media products?

My brief was to create a 3-5 minute music video of my choice for a genre of my choice within a group of 3 or 4 within our media class. I also had to create 2 ancillary texts which were a magazine advert and a digipak for my artist to work alongside my music video. The music video and ancillary texts could either be conventional or subversive of its genre whereas at AS I had to conform to the conventions of a typical thriller. My group members are Domenico, Blessing and Amber and we worked together as a group to create the music video. When deciding what song to create a music video for we looked at many different genres to decide what genre would be the most successful one to create a creative music video to. We annotated and interpreted the lyrics for different songs such as ‘Just give me a reason’ by Pink which is of the pop genre, ‘When a fire starts to burn’ by Disclosure which is of the dance genre and ‘Runaway’ by Ed Sheeran which is of the indie genre. By interpreting the lyrics of each song I could see what conventions I should have in my music video for it to be successful.

I chose the song ‘Runaway’ by Ed Sheeran as I felt that this songs theme of isolation was the most interesting to create a music video for and the audience would be able to easily relate to my artist as isolation is a common feeling therefore audiences will be interested in my music video. In addition I chose this song as the lyrics were meaningful as it tells a story therefore I could create the music video which a narrative concept which will create a strong relationship between the audience and the artist. I chose the indie genre as indie songs usually tell a personal story therefore I could create a narrative concept music video which I believe would be the most interesting to audiences. As a group we worked together to plan our music video and create out music video although we all took on specific roles. Amber’s role was to edit our music video as this was her strength and Blessings main role was to help create the ancillary texts as she enjoyed working with Photoshop. We took on different roles as we each had different strengths. My responsibility was to create the storyboards and film schedule so that our group had a clear understanding of when we was filming and what content we was going to film. Therefore we could film with no obstruction. I was also responsible for the cinematography within my music video as I took the lead in choosing what shots to use when I filmed my music video as I was the person who created the storyboards therefore I had the clearest idea of the shots to film. Through my responsibility I learnt that it’s key to be organised when working within a group and to have a clear understanding of what you’re going to film before you create your music video so you can film with no obstruction. I also learnt more about cinematography and understood that I needed to have different shots within my music video for it to be interesting and creative but also need specific shots to create certain representations of my artist for example a high angle would make my artist look small and vulnerable which will build a relationship as the audience will feel sympathy for him. Overall I learnt that from having a role within a group that we all need to share equal amounts of work which will we did therefore, I believe we worked well as a group however we had to change some dates of filming as not all members could film during those times.

 I believe that my ancillary texts and my music video are successful in relation to building a relationship with the audience as the representation of my artist is vulnerable and isolated which creates sympathy therefore builds a relationship. Also my music video and ancillary texts are appealing to my target audience 13-25 as they will be able to relate to my artist in the music video as its set in realistic locations such as within a city, fields and a house. 

- house scene

- field scene

- city scene.

The ancillary texts will appeal to the target audience due to the indie conventions such as plain simple font, simple layout and images of the artist which are mysterious and images of the artist holding a guitar which shows he’s a strong indie artist. My ancillary texts will also appeal to a wider audience as we have slightly subverted the indie genre through the use of bright colours such as pink and blue which may give off a different representation of him being fun and bubbly which will interest other audiences.

 Furthermore I believe that I have made a successful music video as I researched into the indie genre in depth by watching many different indie music videos such Ben Howard- Keep your head up, Sam Smith- Only one and Ed Sheeran – The A team to understand conventions of the indie genre to give me inspirations for my own music video. I also looked at many magazine adverts and digipaks to give me inspiration for my own ancillary texts, I looked at Jack Johnsons digipak which inspired me to create my artist representation as mysterious and use the images which are hidden which is evident on my magazine front cover.- 

 Magazine advert and digipak to show bright contrasting colours. 

 My artist also wore plain clothing such as jeans, top and jumper which the audience can relate to and build a relationship. Our music video was very conventional to the indie genre through the use of the mise en scene such as the realistic locations, lighting and plain clothing which will appeal to our target audience therefore my music video is successful. My ancillary texts were conventional to the indie genre but subversive due to the bright colours used however this would appeal to our target audience (13-25 year olds) as it makes the ancillaries visually appealing which made them successful.

Question 1) my production brief was to create a 3-5 minute music video of my choice that either followed the conventions of that certain genre or you could also subvert the conventions. I chose the indie genre. I also had to create ancillary texts to go alongside our music video, which included a digipak and magazine advert.

A music video is a promotion tool in which artists use alongside their songs to gain more publicity and therefore gain more profit. I believe artists create music videos to get them noticed within the music industry. Music videos can either conform to their genre or subvert the genre completely, its typical of music videos to follow the genre to appeal to their niche audience.

Goodwins theory states that music videos have seven typical characteristics which include a relationship between the lyrics and visuals which is where the shot in the video matches the lyric, Links between the music and visuals which is where the speed of the music matches the speed of the visuals, the music video to demonstrate genre characteristics which means that music videos conforms to that particular genre for example dance routines for girl bands, demands of the record label therefore meaning there will be a lot of close ups of the artist so that the artist is remembered, Frequent reference of notion looking a particularly voyeuristic treatment of the female body which is where there are many shots of the women to make her seem ‘sexy’, inter-textual reference of media products within music videos such as magazines and lastly music videos are either performance based, concept or narrative. They can also be all three.My music video is performance and narrative based as this is conventional to the indie genre.

 My music video follows some characteristics of Goodwins theory which such as a relationship between the lyrics and visuals for example ‘Tie both shoelaces’ and the shot is Nico (our artist) tying his shoelaces.This will engage the audience into watching our music video as it will make it easier to watch. 

 Links between the music and visuals is evident in my music video as the shots get quicker as the music gets faster. My music video demonstrates genre characteristics for example the realistic locations for example the house location and city. By having realistic locations a relationship will be built with the artist as they will be able to relate to him as the music video will be more realistic

. 

Codes and conventions  of the indie genre include plain simple clothing so that the audience can relate to the artist therefore a relationship is built. Iconography which is typically an acoustic guitar. Realistic locations are a typical convention also so that the audience can relate to the artist and build a relationship. Cinematography including close ups, high angle and low angles. Close ups are used so that the audience can clearly see how the artist is feeling which builds a relationship with the audience. High angles can make the artist look small and vulnerable whereas high angles can make an artist look strong therefore those shots relates to how the artist is feeling. Typical editing styles that are conventional to the indie genre are black and white filters, it can empathize the artists feelings and emotions which builds a relationship. It also makes the narrative more clear.

 

I have included some of the typical codes and conventions within my own production to create a conventional music video. I used conventional mise en scene to create a relationship between the audience and the artist. My artist is wearing plain clothing throughout the music video which the audience can connect with as he will look like an ordinary boy which will build a relationship. My artist is wearing a green coat and jeans which is very simple and plain which makes my video more realistic and the audience will be able to connect with him better. Also the jeans will appeal to the nice audience of 13-25 year olds as they will typically wear jeans therefore they will be able to relate to him better. The colour of the clothing is also conventional such as the green and the blue colour which will also appeal to the audience. The use of simple plain clothing is effective in building a relationship with the audience as the music video will seem more realistic therefore they will engage with the music video more.

Another convention I had within my music video was the use of conventional cinematography. I had many close ups of my artist within my music video, this is another feature of Goodwin’s theory present as he states that there needs to be close ups for the artist to be remembered. I had close ups within my production to create a relationship between the artist and audience as they will be able to clearly see his facial expression which shows he’s upset therefore they will sympathise for my artist and connect to him. An example of a close up I used was when he was walking in the city which shows to the audience that he’s upset that he’s leaving which will also make the narrative easier to understand. Furthermore close ups establish a relationship between the artist and audience as they will be able to see his emotions and will understand the narrative better from this.

Another convention of the indie genre I had was black and white filters. I had black and white filters which is evident at the beginning of my music video when the artist is in the house. I used black and white filters so that the audience can connect with my artist straight away as the black and white filters emphasises he’s vulnerable. The black and white filters make the video more realistic as it presents the artist as more upset that he’s running away which builds a relationship as they will sympathise for him. The black and white filters makes the narrative more clear therefore the audience will engage more with the music video.

Another feature is there are many performance shots of my artist performing with an acoustic guitar. This specifically appeals to the target audience as they will expect to see this within the music video. I also have a narrative concept within my music video. By having both makes my video creative and also entertaining. By having performance shots shows that my artist is talented therefore a relationship is built between the audience and him.

Therefore overall my music video is conventional to the indie genre however our ancillary products does challenge the conventions of the indie genre but also conform to them too. My magazine advert does conform to the indie genre through the use of the simple layout, the title at the top with images and information at the bottom. I have done this so that it’s clear to read and view the images. The font is also simple so that the magazine advert looks more realistic therefore the audience will be more engaged with the magazine advert. The images are also conventional as the images are in realistic locations such as in a city and down an alley which the audience will be able to relate to. However my magazine advert is subversive due to the bright colours used. I done this so that its more vibrant and appealing to audiences. My digipak is also conventional to the indie genre but also subversive. The simple layout and font is conventional however again the bright colours goes against the genre however this again makes the digipak more appealing.

Final group magazine advert

Final group digipak