JM - Evaluation Q4 - ICT

We used a blog to document and represent our work throughout our music video. Blogger.com allowed us to show deconstructions of other music videos, our own ideas and document any filming we did and to show any developments the group made to the music video, such as our Pitch and Audience Research. One of the key parts of Blogger was the interactivity available to the group, the blog enabled us to comment on each other’s ideas and developments, improving the communication in the groups, thus ultimately improving the production.  Furthermore the group were also able to embed clips from YouTube, this meant that if a group member found a particular music video they wanted to show to the group, we were able to do this quickly and easily.

Leading on from this we were also able to upload our presentations onto Blogger.com, through the use of SlideBoom. The online software, Slideboom allowed the group to upload presentations we created on Microsoft PowerPoint.  This meant that it was easier for the group to give our presentations throughout our stages of Audience Research.

We also used  Survey Monkey for our audience research. Survery Monkey provides a variety of templates enabling you to produce your own questionnaire. Once the questionnaire has been produced you can also embed  the questionnaire on a social networking site, for example Facebook. This meant that we could reach an increasing number of our audience through Web 2.0, improving our sample size. Once the questionnaires had been completed the results were collaborated and put into graphs were appropriate.

In the planning stages of our production we undertook selected stages of development. Firstly we constructed a storyboard. For this we printed off a set structure and began to hand draw the different frames. In the storyboard we attempted to represent the distance, angle, movement of the shots, main mise-en-scene and to show a variety of montage editing. After the storyboard had been completed we then underwent the construction of an animatic. For this we set up a Tripod and Camera from a high angle perspective and took a still of each frame. Once the stills had been uploaded onto Adobe Premiere, our chosen editing software, we time stretched the particular clips the selected duration of each frame. Through the use of the editing we constructed the animatic with the cutting rate adjusted to the track to gain a full understanding of the required shot lengths. The animatic gave the group an understanding of the amounts of shots required for a music video. However after the production it is possible to say that we may have become to dependent on referring back to our story board and not experimenting.

For our production we used  a HD handheld camera. We were familiar with this camera as we had used it the previous year for our foundation portfolio coursework. However we did come across and issue with battery life of the cameras, this was overcome by taking numerous batteries on each shoot. Furthermore we also found that shooting in a darkly lit area inside gave a grainy effect to the footage that we had not anticipated this therefore had to be manipulated in the editing stages.

To edit our footage we used Adobe Premiere 9.0 software. A technique of this software we used was for our CCTV shot shown below. To achieve this effect we used ’16 point garbage matting’, the effect proved to be particularly time consuming as each point had to be manipulated to fit each screen. 

Premiere also allowed the group to add transitions, for example fade to black, and cross dissolve to the next frame. As mentioned before we also used image control to manipulate the brightness and saturation, this was particularly useful for our Hippie Scene.

Blogger, Survey Monkey and SlideBoom are all examples of Web 2.0 and the increasing pluralistic landscape as the software allows the audience to become the author. This is an example of pull technology of media, and why our group chose to use the three types of online software.

In Adobe Photoshop, we manipulated our photos of the protagonist to use for our ancillary texts to match our video production. For the digipak we agreed on a four-pane CD case. Photoshop allowed us to manipulate each image separately, and then paste in the image to the chosen size of our digipak. 

Throughout of print texts a continuous ‘Cutout’ effect was used on the images. This effect gave a cartoon effect onto the image. Another motif of our print media was the dark red background. The link between the digipak, advertisement and tour poster construct a Star image for the artists. 

Group - Final Audience Research

Final Audience Research

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JM - Evaluation Q2 - Combinations of Texts

The brief was to create a promotional campaign in the form of print text to coincide with the launch of our music video. These ancillary texts took the form our music video into consideration with the aim of promoting the artist and song. The video is reminiscent of the ancillary texts and vice versa. Before we undertook this project, we studied other pieces of promotional material, gaining an understanding of size, typography and colour. Our promotional campaign consisted of a Digipak, Advertisement and Tour Poster.

The main aim of the promotional campaign was to create a cohesive star image for Dr Syntax. Where possible, we have set out to create a cohesive star image, including promotional information in order to fit our brief; ultimately, to sell the artist: Dr syntax. For this we therefore had to gain an understanding of Dr Syntax’s previous advertisement material so we could continue in this style. We used the same costume of the protagonist character shown in the picture below, acting as a visual link; the audience reading the magazine and seeing the artists success and therefore linking to the album and music video.

In the developing world, where the internet is becoming increasingly dominant over the music industry with ‘Web 2.0’ and ‘YouTube’, a main aspect of our promotional material was created for the internet. With a combination of both our music video and print we have given the artist a postmodern theme. Nevertheless our tour poster is more suitable to a music magazine such as NME, this is because it was designed in an A4 format to attract the readers eye, thus promoting the artist and their star image.

Throughout our promotional campaign the group has used a similar visual motif to create a link between the material and video. The inclusion of a microphone in each piece of material allows the audience to associate the artist immediately with music. Furthermore the combination of costume and the microphone also connotes the artist’s Hip-Hop style as this style is often associated with live Hip-Hop music.

Another visual motif used throughout the campaign is the ‘Cutout’ effect placed on each picture of the artist. This playful attitude is also portrayed throughout the music video. This connotes to the audience that he has a playful attitude to everything, although still carries a serious message through his music.

In the majority of Hip-Hop music videos women are seen in ‘passive’ poses and males in ‘active’ poses, thus we conformed to the conventions of the genre and placed the protagonists in a active pose of singing into the microphone. This also creates a link between the promotional campaign and music video, further adding to the artists star image.

The front cover of the digipak is particularly illustrative with the combination of both the title and image. The title ‘Self Taught’ connotes that the artist achieved his popularity on his own. In terms of rule of thirds the image of the artist takes nearly the whole of the cover, this also connotes individuality relating the title of album.

Analysing mise-en-scene, we can see how we have applied to the rule of thirds on the front digipak with the artists arm holding the microphone acting as a leading line leading up to his head which is where the audience looks first. The ‘Cutout’ effect placed on the image also gives a bold effect to the artist’s eyes making them black, thus drawing the audience’s attention to them. The artist’s attention is then drawn to the typography due to the contrast of colours, white font on the black background.  

JM - Evaluation Q1 - Forms and Conventions

Primarily our video creates a fun atmosphere; the audiences comically seeing the artist meet a variety of different types of people, and not fit in.

The form of our music video is shown through a variety of Hip-Hop genre conventions of which we gained understanding through the study of similar videos shown below. 

Firstly we used bricolage, a video combining two styles of both reflects Performance and Narrative shots creating a non linear narrative which varies it from a film, and also gives a postmodern form to the music video.  

In terms of visuals the form can be shown through the use of first person mode of address, this is where an actor directly addresses the camera and therefore the audience. To produce a connection between the audience and artist the protagonist often breaks the fourth wall and sings into the camera, this not only creates an emotional connection to the audience but also gives the video identity as a Hip Hop music video. Furthermore the prevalence of the protagonist representing the artists through meat shots also shows that the form is a music video.

The use of lip syncing with a soundtrack is also conventional of a music video so we implemented this into our video, through the use of performance shots. Furthermore in many of our narrative we also include Lip-Syncing to create a link between the narrative and performance. Leading on from this the soundtrack is in the background throughout the video, and it is also linked to the cutting rate.  

At our editing stage through the process of amplification we created our video in time with the music so that each shot which was intended to by comical, such as the Barbie Dolls, sequence was emphasized by the music and lyrics.

Through the study of other music videos of our Hip-Hop genre we were able to produce our video which conformed to the conventions of the genre. One of these videos was: 

However we also challenged some conventions of the tradition Hip-Hop videos through the use of typography. It is uncommon for Hip-Hop style music videos to contain text of any type. However we used text to add to the representation of our ‘social groups’, as we wanted the meaning of our video to be clear and ensure a more focused viewing.

For example the lyrics “I tried to get friendly with some trendies. They tired to get me to get my hair bleached No what I thought of there fashions tip, you know what thanks, But I’m happy with the natural look I’ve landed with.” For these lyrics we had two extra characters along with our protagonist (artist) sitting in a dark room with the extras surrounding the protagonist attempting to bleach his hair.

Another way in which we challenged Hip-Hop conventions is through our ‘Hippie Scene’ as it is uncommon to manipulate the colour of footage; traditional videos contain very little image manipulation.

Our playful take on the Hip-Hop genre is evident through signifiers such as the mise-en-scene, mainly of which is costume. For example the costume of the Barbie Doll clearly show a male actor dressed in women’s clothes, creating a playful message, however this is ironic for the genre, which is generally serious. This not only gives our video a postmodern twist but also makes the video easily recognisable to the audience. 

The audience would recognise our video and genre through our groups use of performance shots. Our video contains numerous different studio shots, where the protagonists  is centre of attention to the audience. The studio shots are also a large contrast in terms of mise-en-scene in comparison to many other shots in our video, meaning the audience can distinguish easily between our narrative and performance.  

For our narrative we attempted to represent the message within the lyrics. This meant that our video had to be particularly illustrative. The narrative of the video drew on social divide and criticised the use of stereotypes. Throughout our narrative therefore we represented numerous different social groups in different situations with our protagonist , ending with our protagonist criticising the representations throughout the video.

The reading of our music video is largely polysemic. This means that if our video is viewed in an ambient way the message gained is likely to be different to that if it is viewed in a focused way. However our video has been created to be viewed in a focused viewing.

 Unlike most videos which use the type of font to convey meaning, the use of text in our video is to reinforce the name and type of stereotype being represented. Moreover when the lyrics name the stereotype, the font appears at the same time.

Furthermore through the use of Mise-en-scene and the creation of visual motifs we attempted to convey the song genre and continue with the star image of the artist. The use of iconic signs has helped us to show the artists genre throughout the video. For example the New Era style cap that the protagonist  wears throughout the video expresses the artists genre as this style of clothing is often associated with Hip-Hop and its target audience. The protagonists wears the same costume throughout the video to make him appear normal in comparison to the social groups.

In terms of semiotics, we can see how the ironic use of costume throughout the video signifies to the audience that it is wrong to stereotype people on their appearance in a comical way.

The music video can also be seen as voyeuristic due to the large amount of time given to the protagonist. The voyeurism throughout the video represents the artists as somebody who cannot be taken seriously, however is fun to be with. This is shown through the jokey attitude of the protagonists and scenes he is placed within, such as with the Hippies.

Nevertheless our video challenges the dominant ideology of stereotyping. Through the illustrative nature of the video we were able to emulate the lyrics which convey this message. The ironic mis-ene-scene creating the playful attitude of the video in comparison to the serious message in the lyrics reinforces the direct challenge to stereotyping.  

JM - Final Digipak

This is the final design for our DigiPak. The Red background has been used throughout the design to make the CD cover easily recognisable and identity. However the Track listing has been giving a white background as contrast to enhance the typography, thus promoting each track. Furthermore the Web address on the back cover of the Digipak is in Red creating a large contrast to attract the audience's eye. The mircophone has been purposely placed through the design to create a Star Image for the artist giving him identiy as a musical artist, particularly a Hip-Hop artist who are often associated with raping into a microphone. 

JM - Digipak Front Cover Development

 This was our original image of the protagonist. The picture was taken in front of a Blue Screen, and therefore has had the background blue removed from the image.

 This second stage of the picture has had the 'Cutout' effect placed onto it. Furthermore the separate colour saturation and shadow have been manipulate on the jumper to give it a black effect. Whereas on the face and hair it has been lightened to give a large contrast.

 The third stage of the image has had its colour removed apart from the background. The contrast between the colourless image and red background worked well so we took this step further.

The final stage shows how we darkened the background red to give it a deep blood effect, giving large contrast between the black and white image. Furthermore the white text placed on the black sections of the image attract the audiences eye.

CB - Tour Poster Devlopment

I created the tour poster in the porgram photoshop, this helped me put in specific effects onto the image to portray the artist in an artistic way, maximising and celebrating his unique music. However I also wanted to keep the conventions of the rap genre, thus to help promote the product to the particualr target audience.  

These are the stages of it's development:

                    

1st

2nd

4th

3rd

5th

Final Draft