Evaluation Question 4: How did you use media technologies in the construction and research, planning and evaluation stages?

During pre-production I was told that all research and construction work was to be placed on my personal blogger profile. This benefited me in a sense that all my work would be organised and well presented. Plus, I was able to create my posts with a wide range of pictures and videos, therefore increasing my variety of media formats.

 


Upon gathering my ideas and inspirations for my music video, I consistently used Google as my priority search engine. This enabled me to discover many websites based on an R&B concept, such as *insert website for unsigned artists*, leading me to successfully find an artist who gave me permission to use her song. I was also able to search images that I formed into a mood board.

After listening to my chosen song, I began to accumulate ways in which I would present the artist and how the lyrics would be interpreted. I used Youtube to find music videos of mainstream R&B artists such as Mariah Carey, Jennifer Hudson and Brandy, this was an effective way to analyse these videos how and when I wanted to.

I used a still camera to take some tests shots of the locations and people I wanted to film, this gave me more inspiration as I was able to find great angles of London iconography that would be great within my music video, I was able to take in concepts of lighting and mise-en-scene. The still camera also helped me to create a detailed storyboard. I used a Canon Legria video camera to film footage for my music video, this device was very easy to use and adjust, especially because I had used it last year for my AS media portfolio. 

   

   
The Mac was extremely useful to me as it was the gateway to so many devices, such as the print screen shots and easy to apply data; the fact that I personally have a Mac at home, made this media technology easier for me to use, however, this did not prevent me from learning more skills. Compared to an ordinary PC, the Mac performs 50% faster, enabling me to produce more work in a short space of time.

Final Cut Express was the programme that I used to edit all of my footage. It involves many accessories that provide special effects and transitions, this came to be extremely helpful when putting my shots together. I had previously used Final Cut therefore I was familiar with some of the techniques I was required to use. I used Adobe Photoshop to create and edit my ancillary texts; there was a wide range range of colours and effects to make the finished products look professional. This was a software I had never used before, so I felt like I had been through a new experience and learned new skills that would come useful on a media basis. Once I had successfully completed both my music video and ancillary texts, I had used a social network called Twitter, in which I promoted my finished product to get feedback from a wide range of people. This was useful, as it contributed to my target group and how it had on impact on the audience.
  
Overall, I feel as if all the media products I have used had led me to complete my project as effectively as possible. I am happy that I have been able to improve my knowledge upon these devices.

Evaluation Question 3: What have you learned from your audience feedback?

What have you learned from your audience feedback?

Here is a storyboard of feedback from my focus group:

Evaluation Question 2: How effective is the combination of your main product and ancillary texts?

 Album:

-The front cover of the digipak is a close-up of the artist, the audience therefore link the importance of her and the music lyrics within the video.  The fact that the artist is looking down represents her vulnerability and thoughtful ways, which is the main focus of the video. This is shown within her lip-syncing and close-ups, also emotions are channelled through the protagonist which suggests to the audience that this experience is universal. However, I decided not to include her in the digipak because I felt that the artist was the one to be promoted.

-Within the songlist, again the artist is looking away from the camera which signifies her insecurity, in contrast, the music video involves a lot of the artist singing towards the camera, however, is it easy to see how defenceless she is in this situation. The flowers in the background promotes this sense of growth which is something the artist is looking towards, similarly in the music video towards the end both the artist and protagonist realise that their relationships are bound to work out; hence the note that states ‘I STILL LOVE YOU!!!’ The colours of the text connote nature, which is parallel to the growing flowers in the background.

-Within the disc tray: the artist is in the middle of the picture so the audience are instantly emerged into her appearance and body language. In the music video the protagonist represents the down feeling of not knowing where your relationship is going, she stands as the presenter of what the artist is talking about. There are similar shots in the music video of contemplation. As the music plays, the audience can ponder on how this is affecting the characters in the video and how it is developed in the digipak. I have used nature in the background to keep that notion of growth consistent., a subliminal message that happiness is inevitable. It also signifies isolation which is similar to the ‘rule of thirds’ I used in the video; the amount of space that is left for another person, reflects the lyrics.

-In the lyric booklet there is a use of an artificial background to connote this utopian and ideal world, which is shown within the lyrics of the song. The journey through London is indication of finding that destination. The camera is way of the artist looking at herself through the looking glass, this element of reflection is what the music video touches upon, hence the use of another protagonist.

Poster:

-As for text and colour on the poster, the name ‘Xaviera’ is written in a very sophisticated and slanted font to represent her delicacy, this is parallel to the picture of the artist with her head down. The colour represents power and independence as well as frustration and a high volume of emotions. In the music video this feeling is a constant catalyst to the narrative. This encourages the audience to feel sympathy for the artist, and ponder upon their experiences in the same situation.

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

I have produced a music video that develops and challenges many elements of a slow R and B genre to suit the narrative of the lyrics.

I started my opening sequence with some close-ups of the artist, this is used to establish who the musician is as well as signifying that there is connection between her and the lyrics. Yet soon the audience will find out that she is not the basis of the narrative. There is some form of story-telling action at the start using jump cuts to grasp the audience's attention and keeping on track with the tempo of the song. R & B female artists are stereotypically known for singing about being in love or heartbroken. This is the path I chose to follow during my planning. In order to indicate this message the opening setting is within a bedroom which represents domestic closure, something personal and intimate.  This relates to the emotional subject matter.

<<< The artist is not over glamourising with her dress sense in order to eliminate that notion of a male gaze. The female body is used to promote purity and innocence with her white shirt and blue scarf, this is unconventional compared to music videos such as Pussycat Dolls - Loosen Up My Buttons and Beyonce - 1+1; in which I have studied/analysed and found to be inappropriate to my choice of music.

>>>The song lyrics depict that the artist is going through an emotional journey, just like any other heartbroken girl is. It is preparation for the audience to know that the artist is merely a victim but not the portrayal, she will allow someone else to portray it for her. This suggests that what she is feeling is not just within her but is universal. This is similar to Christina Aguilera's music video Beautiful.

<<I used a rule of thirds mid-shot during the lip syncing to create an isolated atmosphere, it also signifies that there is space for someone else who is not there. Every now and then the artist promotes deep emotion in her facial expressions while singing, to keep the audience aware of this R&B flow. Lip syncing in almost all music videos to inform the viewers that the sequence is music video and not a short film. This was an issue I could've run into had I not discovered this.

>>>I added a a female character who acted as the protagonist of the narrative, her introduction is very singular and detached. The space on the bench is the same connection she is having with the artist; subconsciously wanting a special someone to fill that space.

<<<The involvement of the male partner promotes flashbacks and helps express emotions. This element will attract many teenage girls and young adults which is my focus target audience (16 to 30 years of age). The black and white is an indication of dark emotions, yet happy memories; this contradiction connotes that the protagonist and artist cannot be certain or not whether this heartbreak is good or bad. Dancing within the black and white flashbacks is not seductive but traditional, this challenges the use of upbeat and provocative choreography. It lso raises the idea that maybe the characters' way of loving each other is too backdated for a modern and diverse society.

 

There is a sequence of establishing shots of iconic London figures, this depicts a story and where it is located. It also connotes the emotional journey that both the artist and protagonist are going through. Urbanisation of London promotes how even loneliness is inevitable, carving the thought of a small fish in a big tank. The audience wonder where the journey is going to end, but more importantly where the narrative is going to end. However, this contrasts the artist at home, which in a sense is unconventional because she is meant to be the focus of the journey, and the important figure in breaking free towards the end of the song.

The artist in not frequently involved within the music video because I wanted to establish the narrative first, this is unconventional of a slow R&B music video as it is usually the artist who is the main focus. Although, I made sure there was still a strong bond between the artist and the protagonist to suggest that all emotions were being channeled through her and her music.

 

 

To amplify the narrative, the protagonist hangs onto a bracelet; this is a romantic reference toher partner. Personally, I believe this shot is one of the most powerful of the music video. It signifies that the protagonist has something to hold onto, something that reminds her of her past. This bracelet is more like of a security blanket rather than a piece of jewellery. There is the first and last shot of the bracelet in the sequence, which creates an enigma as the audience wonder what is means, I believe this gives the viewers a chance to make their own interpretation  of the meaning.  This convention has been used in a lot of music videos of female artists such as Jennifer Lopez - All I Have, however, she chose to through the romantic object in a fire to connote the termination of her love.  Again, there is a subtle use of the female body for example, there is no minimal clothing; fashion is simplistic to parallel the meaning of the lyrics. natural/nude make-up is used to convey natural beauty due to close-ups used. Also, the emotional effect of the character is stronger. Seeing as the lyrics are quite deep, there was no need to be so provocative.

The snippet of the protagonist running her fingers through a selection of poetry, takes us back to the traditional ways of love. Just like the dance, the books connote that she is different in terms of love.

 I decided to add an establishing shot to remind the audience of where the journey is continuing. It constantly creates this urban atmosphere, it adds to the interest element as well. Throughout the music video I used naturalistic lighting to mould this sense of reality, and non-artificiality. I kept sympathetic emotions consistent by coming back to flashbacks and contemplating shots of the protagonist, this adapts to the conventions of  a R&B music video. The editing was adapted to the tempo of the song which allowed the audience to feel more engaged within the music. It also helped to keep the narrative interesting. There is an overall balance of the conventions I developed and chanlleged, which helped create my ideal slow R&B music video.

Ancillary Text, Question 1.

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Digipak Poster

I have been able to successfully complete my digipak poster, which promotes the album 'Beyond The Sunshine'. I have decided to go for a very simplistic notion, whereby, I have moved away from any use of visual effects. The title has been printed in purple to signify outstanding emotion; it represents power, ambition and independence but it also depicts frustration and gloom. There are contrasts and similarities to how it plays with the picture used; a juxtaposition. The picture shows vulnerability as she is looking down as if there is a conflict between the artist and the camera. Her costume consists of dark colours which in itself adapts to the winter, bleak background of trees with no leaves. This is a sense of loss and deprivation. The font promotes a sense of femininity and elegance, which is a hidden element of the artist. I decided to use sharp and black font for the advertising phrases to catch the audience's attention but also to provoke them to buy the digipak.

Digipak Completed!

My digipak is now complete. I have been able to create a net of simple yet vibrant layouts. For two of the layouts I took a very incomplex approach to suit the style of the artist more, also it does not distract the audience from the artist; allowing more of a promotion to take place. For the front cover I used bright colours to contrast the background, therefore the titles become a focus for the viewer. I chose not to use any effects on the picture because I wanted the artist to be projected naturally, which relates to the image and music she is advertising. On the other hand, for the CD insert I used a watercolour brush effect to signify distortion and isolation. Photoshop allowed me to balance the watercolour effect with the picture.

The other two layouts have purposely been edited with artificial effects to depict this creative sense of surrealism. This juxtaposes with the subdued and mellow of the other two layouts. The message is that the artist is caught between two worlds of reality and fantasy that is having an effect on her life.

 

The finished product:

Digipak

I am currently working on my digipak. I have chosen four pictures that I have taken myself, to promote the artist. I decided that I wanted a very simplistic and calming look but also a burst of colour to make the album visually appealing to the audience. Therefore, I have used photoshop to edit and re-arrange some of my pictures. For example, for one of the pictures, the background was not to interesting so I decided to cut it out and replace it with a picture I had found on the internet.