Q4) How did you use new media technologies in the construction, research, planning and evaluation stages?

CONSTRUCTION

In order to create my promotional package I used a variety of media technologies. The main software I used was iMovie in order to edit my video which I filmed using a Panasonic Camcorder. I uploaded my footage onto the iMac and used Quick Time Player to convert into into the suitable DV format. In order to create my advert and digipack I used a digital camera and then uploaded them to the computer and used InDesign to add graphics and fit them to a template. I also used Photoshop in order to create a fade out into black for my magazine advert. Throughout the whole process I have been using Blogger to blog everything I'm doing.

RESEARCH

In order to conduct my research I mainly used the internet. I went on sites suck a Wikipedia and Googled things such as theorists and existing artists. I observed videos of a similar genre on YouTube and analysed them for techniques I could use in my own work. I used PowerPoint to create a slideshow and then uploaded it to SlideShare in order to present some of my research in a different way. I looked at websites such as MTV and Viva in order to gain a better understanding of audience needs and also watched the music channels on TV get inspiration and look at conventions and forms of pop music.

PLANNING

My planning involved a lot of pen and paper. I created storyboards, spider diagrams and sketches of my work. I also used iMovie to create an animatic. I photographed my work using a digital camera and uploaded it to the iMac in order to create a rough idea of how my ideas would match with the music. Additionally, I used a Panasonic camcorder and a Steadicam to record a lip synch video and test shots, I edited these using iMovie.

EVALUATION

For my evaluation I used social networking sites such as Facebook, Twitter and YouTube in order to receive audience feedback from peers which I then print screened and cropped in PhotoBooth. I used Worlde to create a summary  of my feedback. I also used PowerPoint and SlideShare to create a slide show evaluation to add variety to how my work is presented. I also used a voice recorder to create a director's commentary, I then used iMovie to edit this by adding the voice, images and clips from my music video.

Q3) What have you learnt from your audience feedback?

I posted my music video on my Facebook and received the following feedback:

I also received a comment on Twitter after tweeting it:

I also received a YouTube comment:

I then created a 'Wordle' to summarise the opinions from the audience feedback I had gathered:

Uses and Gratifications Model

This media theory is a popular approach to understanding how audiences use the mass media. Audiences take active role in interpreting and integrating media into their own lives.

• From my audience feedback I have learnt that more focused on the visuals and image created by the artist rather than the lyrics. When asked what they thought about the video most were attracted to the fire scene and the outfits and props used by the artist. This shows that I have satisfied the audience's personal integrative needs (understand one another through representation).
• Boys tended to find the performer attractive which implies I have satisfied their affective needs as they were entertained they got pleasure and emotions from the enjoyment they got from watching my video.
• In my promotional package the visuals represent the crazy style of my artist and reflects on how they life their hectic life, this satisfied my audience's cognitive needs.
• Music videos are a very important part of our culture, especially as more and more new media develops. The social integration need of my audience is satisfied as there was discussion of my video between friends after viewing it and the need to communicate thoughts about it.

Overall, I learnt that my audience enjoyed the visual representation and mise-en-scene used in my promotional package. Many thought it was very professional looking and used a variety of different ideas to make it an effective product. The things I should improve is the variety of locations, making them more specific and relatable to the lyrics of the song.

Q2) How effective is the combination of your main product and ancillary tasks?

My music video and ancillary products combine effectively as they both appeal to the same target audience, mainly female teenagers and fans of pop music. The genre largely determines who the target audience is and therefore how I needed to appeal to them

Q2 Evaluation

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Q1) In what ways do your media products use, develop or challenge the forms and conventions of real media products?

Here is my Director's Commentary. It involves me discussing and highlighting key aspects of my project in relation to forms and conventions of music videos.

New Version of Music Video

I refilmed some shots involving showing a darker side of the artist. I'm now slightly happier with my music video as I find the new footage relates better to the track as the mise-en-scene better reflects the lyrics and cannibalism of the artist.

I hate my music video

I absolutely hate my video. I think the bits where I am cooking and eating are alright because they reflect on the cannibalism and show mise-en-scene. I also like the extreme close up of my lips. Otherwise, I hate it. And for the genuine reason that I just hate it, I've re-filmed a lot of my clips and I am going to create another version. I find certain shots not very convincing and believe I can do a lot better. I don't feel like I show the cannibalism and the dark side of the song as well as I could have done. Therefore, I am re-filming a darker clip that shows the sinister side of the song with more objects and a better location to reflect the mise-en-scene.

Audience Research - What do you look for in a music video?

Test Footage

I decided it would be a good idea to make sure I could achieve the shots I wanted. So me and Rachel went out and tested out match-on-action and fast paced editing. It has better prepared me for the real thing. I just need to remember to mute the sound next time!

Steadicam Test Shots

College has recently purchased a Steadicam. We were taught how to set it up, hold it properly and use it to film moving shots. So me and Rachel Chadwick went out and developed our skills in preparation for filming. I will use the Steadicam for performance aspects of my video as there will be no shakiness and will instead by smooth and steady. I found it hard to grasp how to use the camera at first but I then got use to it and has some much needed practice and skill development for the real thing. Here is the footage we shot...

Magazine Advert

And here's the real thing...

For this I used photoshop to edit the main image so that it fades in to black. I then saved that and used InDesign to add all the graphics.

Magazine Advert Design

From looking at other artists magazine covers, I found that many used their album image and altered the graphics to suit a magazine cover. My design contains review quotes, release dates and artist information such as the website and record label.

Digipack

My album feature my artist in every pane, this promotes the image of the artist and gives the audience a feel of her style and music. I used the software called InDesign and simply placed my pictures in and added the graphics.

Digipack Design

This are my designs for my album 'Luminosity'. The theme of the shoot will be colours and will feature me as 'Zara'.

:(

Sad news! My media partner, Katie Smith, has moved to a new college. I'm now going solo. 

Animatic

Here is an animatic showing the general gist of my music video. It has given me a better idea of what will and will not work. It shows camera shots, angles and timings. I can refer to this throughout filming of the real thing.

Storyboards

These are the storyboards I have drawn for my music video. It states the shot and the lyric that will be sung for that image. I have included both black and white and coloured versions.

Permission from the artist

I have emailed Ke$ha's record label asking permission to use Cannibal.

Lyrics Analysis

Rawr! Rawr!

I have a heart, I swear I do

But just not, baby, when it comes to you

I get so hungry when you say you love me

Hush if you know what's good for you

I think you're hot, I think you're cool

You're the kind of guy I'd stalk in school

But now that I'm famous, you're up my anus

Now I'm gonna eat you, fool!

[chorus]

I eat boys up

Breakfast and lunch

Then, when I'm thirsty, I drink their blood

Carnivore, animal, I am a cannibal

I eat boys up

You better run

I am cannibal! (Cannibal, cannibal, I am!)

I am cannibal! (Cannibal! I'll eat you up!)

I am cannibal! (Cannibal, cannibal, I am!)

I am cannibal! (Cannibal! I'll eat you up!)

Whenever you tell me I'm pretty

That's when the hunger really hits me

Your little heart goes pitter patter

I want your liver on a platter

Use your finger to stir my tea

Then, for dessert, I'll suck your teeth

Be too sweet and you'll be a goner
Yep, I'll pull a Jeffrey Dahmer

[chorus]

I eat boys up
Breakfast and lunch

Then, when I'm thirsty, I drink their blood

Carnivore, animal, I am a cannibal

I eat boys up

You better run

I am cannibal! (Cannibal, cannibal, I am!)
I am cannibal! (Cannibal! I'll eat you up!)

I am cannibal! (Cannibal, cannibal, I am!)

I am cannibal! (Cannibal! I'll eat you up!)

Oh-whoa-whoa-oh!

Oh-whoa-whoa-oh-oh!

Oh-whoa-whoa-oh!

Oh-whoa-whoa-oh-oh!

Oh-whoa-whoa-oh!

Oh-whoa-whoa-oh-oh!

Oh-whoa-whoa-oh!

Oh-whoa-whoa-oh-oh!

I am cannibal! (Cannibal, cannibal, I am!)

I am cannibal! (Cannibal! I'll eat you up!)

I am cannibal! (Cannibal, cannibal, I am!)

I am cannibal! (Cannibal! I'll eat you up!)

I love you

I warned you

Rawr!

Mood and Representation

This song is very fun and creates a humorous representation of the artist in the unrealistic scenario it creates.

Specific Examples

Rawr! - a good beat for a fast edit between shots.

Use your finger to stir my tea. Then, for dessert, I'll suck your teeth - very easy to illustrate in the narrative of the video.

Oh-whoa-whoa-oh! - very fast beat in this section, lots of fast paced editing between shots. 

I am cannibal! (Cannibal, cannibal, I am!) - possible dance routine for chorus involving cannibalistic features such as blood and bodies?

Photo Shoot

Ke$ha - Take It Off 


For our photo shoot we thought powder paint! This is similar to Ke$ha's video for Take It Off. The shoot was very successful, we took lots of photos and are happy with the results. I am 'Zara'.

Creating the scene

NAMES!

We decided on an artist name and album name:

Zara - Luminosity

We chose 'Zara' because we thought of how many artists names end with a harsh sound. For example KesHA, ShakiRA, Lady GaGA, RihanNA. 'Luminosity' was because of the bright powder paints we used in the photo shoot, so we thought it would be a good idea to name the albu in relation to the theme of the photo shoot.

Digipack and Magazine Advert Analysis

The front cover, back cover, CD and inside booklet for 'Ke$ha - Animal'

Ke$ha's album promotes her image. The close up of her on the front cover and mid shot in the inside booklet focuses on Ke$ha and making her image appear different and unique. The use of glitter and sparkle connotes fun and pop music genre. The style of the album reflects the style of her music - it is slightly different to most pop people have heard. The album doesn't show her as sexy or promote her through sexual appeal but instead through her unique, 'kooky' style. The back cover simply lists the tracks and sticks to the dark, glittery theme of the digipack.

Magazine adverts in comparison to album cover

Albums and magazine adverts are extremely similar to each other, using the same image for both. The magazine adverts use the album artwork so that audiences are familiar with the style of the artist and know what to look for if they decide to buy the album from seeing the advert. The artists name and album is clearly shown to make it clear for audiences. There is also usually a release date and record label logo to make audiences more informed about the product.

Lip Sync

A lip sync video for Cannibal starring Natalie Tracey :)
In order to create this I filmed myself singing the full song in 4 different locations. I then edited it at home and cut the clips to fit in time with the music
This task has helped me with one of the most challenging parts of creating a music video - getting the words in sync with the artist. It has given me good practice for when I do the real thing.

Target Audience Research

Ke$ha's target audience is older teenagers/younger adults. Although, some of her songs such as 'Tik Tok' appeal to younger teens and 'tweens'. She appeals to both men and women as she is an attractive, global, well-known artists with catchy pop songs that appear in all high street shops and popular music channels.




MTV Audience Profile
Female 50.1% Male 49.9%
ABC1 - 74%
15-25 year old - 50x more likely to visit
25-34 year old - 19x more likely to visit


VIVA Audience Profile
Female 67% Male 33%
ABC1 - 50%
15-24 year old 221x more likely to visit






I created a questionnaire in order to figure out what different ages prefer.The results of my questionnaire were as follows:

• Most 15-24 males and females watch MTV and Viva
• Those above 20 tended to prefer Kiss and Q
• Younger people downloaded more music and accessed it online, whilst older bought physical copies
• Younger people prefer pop and dance, whilst the older people preferred rock and classical
• 10-24 prefer Capital FM, 25-39 prefer Radio 1 and 40+ prefer Magic or Radio 2

As a result of this questionnaire I have found that younger audiences are the ones who watch channels like MTV and Viva and prefer genres like pop and dance. Ke$ha's music fits into these genres and would be played on these music channels, therefore I know my target audience.

This graphs shows preferred music magazines. You can see that NME is the most popular, its contains all genres of music so is suited to all ages so any artist can advertise their products. Kerrang is a rock genre magazine, therefore Ke$ha would be unlikely to have an advert in it. Q is like NME as it contains many genres of music. However, NME is more popular among younger audiences.




Other magazines that aren't specifically of a music genre such as Sugar, Heat, OK! and Cosmopolitan can also contain adverts for artists and will be read by mainly women. Therefore, Ke$ha would be appealing if she featured in one of these magazines.

Form and Genre

The form of a media text is its structure. The form of a music video includes:

• length - approximately 3 minutes
• aim - to promote and express the song and the artist
• narrative - story and lyrics dual structure

The genre of a media text refers to the expected content according to established expectations. The genre of a pop music video, as we will create, includes:

• mise-en-scene - vibrant costumes, props, interesting locations, lighting, exaggerated facial expression and body language (dance routines)
• camera work - varying between types of shot, close ups of artist
• editing - fast paced editing to match quick beat of the song
• special effects
• sound - interpret lyrics, consistent volume throughout

In Beyonce's video for 'Run the World (Girls)' forms are followed as the video is of typical length, Beyonce is the main focus and expresses the lyrics about girls running the world and throughout the song the lyrics are interpreted by showing girls being dominant and attractive over males. The genre of this video is pop, as Katie and I will be doing. In the video particular pop conventions are used such as exotic, unusual outfits, choreographed dance routines and an interesting location. There is also a wide variety of camera shots such as close ups of the artist, long shots of the locations and dance routines and fast paced editing to match the fast beat of the song. The props, outfits and visuals relate to the narrative of the lyrics and make the video eye catching and appealing for the audience. It focuses on Beyonce making her attractive and appealing to both male and female audiences.

Conventions of Music Videos

Style

Music videos can be categorised in terms of style:

Performance - the band or artists performs their song in sync

Narrative - includes a story to illustrate the lyrics on-screen

Mixture - combining performance and narrative cutting between the two

Cameo - the band or artists features in the narrative but doesn't perform

Animation - the use of CGI or stop-frame to create an animated music video

Camera

Variety of shots depending on the style of the song

Lots of close ups especially in performance videos to promote iconography, visual trademarks and motifs

Extreme close ups of lips, guitars, eyes etc.

Crane shots to hover over the stage

Low angles - make the artist appear more glamourous and famous

Long shots and extreme long shots - typically used to show the location

Panning, tracking and tilting to move to different performers

Editing and Sound

Footage usually edited to match the beat and style of the music

Fast paced/ slow paced editing depending on the tempo of the song 

Split screens - to show different pieces of footage

CGI - enables the band to feature surrealistic elements in their videos

Diegetic/ non-diegetic sound

Change in the levels of sound

Mise-en-scene

Mise-en-scene can vary greatly depending on the genre of music and the type of music video

Props - performance equipment, band merchandise, to tell the narrative

Costume - reflects music genre. For example rappers may wear gold chains and the band 'Kiss' has their own specific look through the use of their costumes

Location - stage for performance or to tie in with narrative

Lighting - shows mood and atmosphere of song

Body language and facial expressions - rock stars will act aggressively while pop stars will be more positive and happy. Female solo artists also appear sexy.






Our chosen track, 'Cannibal' by Ke$ha', is very upeat, fast tempoed and has a narrative in the lyrics. Therefore when creating our music video and using conventions we will use such things as:
-fast paced editing to match the quick beat
-props to portray our narrative as well as show the style of our artist
-close ups as it is a solo artists

Brief History of Music Video

Music videos were introduced by record companies to help promote the artist and their track. 'Queen' were the first band to create a music video for their song 'Bohemian Rhapsody' in 1975. However, as early as the 1920s animators created 'visual music' to accompany a musical score. This can be seen in the Walt Disney film 'Fantasia'. 
Creating music videos was soon picked up by record companies. Artists often create footage that reflects their image and style or narrative sequences to tell the story of the lyrics in the song. Michael Jacksons' 'Thriller' music video took the music video format to a whole other level with extravagant make-up and dance routines. This video frequently tops countdowns of the best music videos ever created.


Timeline
1963 - UK's first music TV programme 'Ready Steady Go!' starts on ITV
1964 - The Beatles' 'A Hard Day's Night' introduces music in a motion picture
1970s - Top of the Pops begins playing music videos

1975 - Queen create a music video for 'Bohemian Rhapsody'
1981 - MTV airs its first music video - The Buggles' 'Video Killed the Radio Star'
1983 - Michael Jackson releases 'Thriller'.
1984 - MTV Video Awards launched

2005 - Launch of YouTube and iTunes
existence
2006 - Top of the Pops is cancelled due to huge amount of music channels now in

Goodwins' Theory of Analysis

Goodwins' 6 Features of Music Videos

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Auteur Theory

Auteur Theory is the way in which a director uses personal factors in their creations as a standard of reference that continues and progresses from one film to the next the same way a writer uses a pen and a painter uses a paintbrush.

Star Analysis

I have decided to create a music video for a Ke$ha song therefore, I will be analysing other female solo artists in order for me to gain a better understand of how to be successful in promoting my artists and creating an effective music video.


Lady Gaga - Poker Face - directed by Ray Kay

Lady Gaga has a very unique image that is clearly shown in her music videos to represent her individualism. In 'Poker Face' Gaga uses a variety of angles, edits and camera shots in order to create an effective and fast paced music video. The shots vary from close ups to show her singing and long shots to show dance routines. The song is of a similar genre to my chosen song so by analysing this video I can gain better understanding of the features music videos for pop genre. The video also includes flickering shots to match the quick beat of the music, this is also a feature of my chosen song so I will use this editing technique to make my video more professional and to fit in with conventions.
In order to attract her audiences she wears a variety of outfits, has catchy songs and includes lively dance routines in her videos. Her album cover for 'The Fame' features her as the main image, this promotes her and highlights her style and genre of music, this attracts her target audience. Gaga is seen to be playing poker, this matches with the lyrics of the song. The lyrics '... a little gambling is fun when your with me' Gaga is seen to be laying down two aces, illustrating her skill at poker. Additionally, '... I'll get him hot, show him what I got' shows Gaga being provocative with a man clearly suggesting she will use different techniques to 'win the poker game' and distract him. At 0:04 and 0:11 there is a flickering shot cut in time with beat of the introductory lyrics 'mum-mum-mum-mah'. Throughout the chorus' there are fast moving dance routines matched with fast editing to match the pace of the dancing and make the video more lively and exciting like the song. There are many close up shots of Gaga to promote her style and sell the track. She is shown as a very unique dresser and vibrant performer to appeal to audiences. This is similar in all of Gaga's videos and is an image that people expect to see when Gaga performs. Gaga is displayed sexually with a notion of looking in this video through her tight latex outfits and sexual movements with long shots to show her full body for further appeal. For example at 1:06 and also at other points in the video we see the screen split in several places with each one showing Gaga, this makes you focus on her and her image, promoting her as sexy and making her appealing for audiences. The video is more performance-based as it consists of many dance routines and focuses on Gaga singing the song. However, there is the involvement of the game of poker making the video a little concept-based. To conclude Gaga heavily relies on her image to promote herself and creates lively, fast edited music videos that will appeal to many audiences.

Katy Perry - E.T - directed by Floria Sigismondi

In this video for 'E.T' Katy incorporates a story into it. This is a feature I would consider as the song I have in mind tells a story and has lyrics that are easy to illustrate such as 'use you're finger to stir my tea.' This video also uses very exceptional outfits in relation to the name of the song - alien like and extra terrestrial. As the song I have in mind is called 'Cannibal' I could also use this idea of having costumes and props to relate mise-en-scene to a cannibalistic theme.