Joe Cooper Music Video


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

Throughout the process of creating my music video, I have used different media technologies to aid me throughout all the different stages which were:

  • Research
  • Planning
  • Construction
  • Evaluation

Throughout the research stage of creating my music video I used different media technologies to find out what music videos and are and to find existing examples. One way in which technology has helped me in the research stage is by using websites such as YouTube where I watched existing music videos which helped me to see the three different types of music video. By doing this it would then help me in the planning stage. I also used YouTube to watch documentaries about different music video directors. One of the documentaries I watched was the ‘Mirrorball’ documentaries in particular the one about Jonathan Glazer. I found that it helped me because I found that Glazer specializes in concept videos which is the type of music video I wanted to create. As well as YouTube, I did use the website ‘Wikipedia’ to help my understanding of the different types of music video. Although I did find it helpful I did find that it may not be fully reliable because anyone can edit Wikipedia which can make it inaccurate.

Throughout the planning stage of creating my music video different media technologies helped me to plan my music video by making the process quicker and easier. One way in which I used new technologies in the planning stage of my music video is because of the internet I was able to record all my planning e.g. Risk assessments, on my blog which could be accessed on any computer via the internet and also on the move on mobile devices.

Throughout the construction stage of creating my music video, different media technologies helped me to make a professional looking media product. One of the main technologies that was involved in the construction stage is the quality of digital cameras and editing software available. This is because high end almost professional standard cameras and software are available which means that amateur music video directors can record and then edit their work. During the editing process I used the software ‘Final Cut Pro’ which is a software used by professionals which is seen as advantage as I was able to make a professional looking video which worked as one of the comments about my video was that it looked professional. During the construction process of the two ancillary products, the digipak and the magazine advert, I used Adobe’s Photoshop software which enabled me to edit the pictures for the digipak and advert and then arrange them into a good layout.

New technologies have helped me in the evaluation of my music video. The main way in which technology has helped me to evaluate my work is the way I could get feedback from people from my target audience. I have found that due to the internet it was easier to find out what people from my target audience think of my music video. This is by posting my videos onto social networking sites such as Facebook and Twitter and on the video sharing website YouTube. One way in which this is an advantage is because I can ask more people from my target audience for feedback on what they thought of the music video because anyone in the world can see it which means I can get more feed. From doing this I have found that with new technologies like the internet producers can get feedback on their products quicker which in the industry can make a big difference.


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Q3. What have you learned from your Audience Feedback

Before starting my music video I decided to determine my target audience. I found that my target audience would be part of the Christian culture and would be for around teen age and above. By doing this I had a better understanding of what I could do to make the music video, digipak and advert appeal to the target audience.

After knowing who the target audience I then asked them what they thought of different versions of the products. I did this so that I would get a better understanding of what they liked and disliked about them.

After making the first draft of my music video I then showed it to people from my target audience to see what they thought worked well and what didn’t work. After showing the first draft to my target audience they gave me some good comments about what they thought about the video.

Great video with great message

Good video but the verses are too similar

Looks very professional and would definitely show to friends

With these comments in mind I made changes to the video by changing the second verse as they said that it was too similar so I decided to re film the second verse with the actor in the scene not lip syncing. I also found that when asked if they thought they could see this video on a Christian music channel they could but said that to make it look authentic I should add titles, so I added the artists name and the song title at the beginning and at the end.

After making the changes to the video I showed them the video again to see what they thought. After seeing this version they said that it was an improvement on the original as they thought that with the addition of the titles it looked like an authentic music video. They gave comments like

Great video and a nice contrast with the two verses

Better than the first version

I like the choice of music and the location shots were good

After making the digipak, like after making the music video, I showed it to people from my target audience to get their opinion on it.

Digipak

After showing them the first draft of my digipak they gave me good feedback by saying which areas they liked and areas where I could improve it.

Very good and authentic looking

The back image would be better as the front image

After hearing these comments I then made some changes where I retook some of the photos and used a better image as the front cover. I then showed people from my target group the new digipak and they gave me some good comments

Much stronger front image

Better than the first draft

4pg Digipack sra3

Like after making the music video and the digipak, I showed it to people from my target audience to see what they thought about it

Poster

After seeing the first draft of the magazine advert, the people from my target group gave there thoughts about it. They gave comments like:

Strong Image and well edited

Authentic Looking

Very good

After hearing what the people from my target group thought about the advert and the redesign of the digipak I decided to change the image used for the advert to follow the convention of linking the digipak and advert.

Advert

After redesigning the advert I gave it to people from my target audience to get their opinions of it. they gave comments like:

Better than the original because the image is better

Good idea having the tour dates as it makes it more authentic

 

Looking back over the whole project I have found that audience feedback is very effective in making a media product as it helps the producer to find out what people think of the product.


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Q2. How effective is the combination of your main product & the 2 ancillary texts?

After making the actual music video I made two other products as part of a promotional package. These were a digipak and Magazine advert.

After doing some research on promotional packages I found that a convention of promo packages was that the music video, digipak and magazine advert usually all link together in some way. The way I tried to follow this convention is by using screen shots from my video in my digipak and also use one of the same photos as the photo on my digipak.

I also found that in promotional packages use commodification to try to sell the CD by turning them selves into a product. A way in which they do this is by creating a logo.I found that a logo is vital to the sale of the package because it immediately identifies the brand. With this in mind I started to design the logo following a branding technique from Al Ries

Logos should be designed to fit the eyes. Both eyes. For maximum visual impact, a logotype should have the same shape as a windshield of an automobile, roughly two and one-fourth units wide by one unit high.

In my promo package I made the font and colour of font the logo. One way in which I made the font suitable to the artist is the colour of the font which is a dark red which is reflected by the name of the artist which is ‘Shaded Red’. I used the logo in my digipak and my magazine advert which follows the convention that the digipak and advert should link together

Another method I found of successful branding is through the use of iconic images. To do this I wanted a photo with the main character in as the front of the digipak  and magazine advert. I thought that I would make him the iconic person which would help the CD to sell because people would see the character and know what band they represent and know what type of music they produce. I also used the symbol of a cross to also represent that this is a Christian album from a Christian artist.


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Q1. IN WHAT WAYS DOES YOUR MUSIC PROMOTIONAL PACKAGE USE, DEVELOP OR CHALLENGE THE FORMS AND CONVENTIONS OF EXISTING MUSIC VIDEO/ PROMO PACKAGES?

Throughout creating my music video and promo package I have found that it is hard to say what there are some conventions for music videos because they vary so much. To start to find the conventions for different music videos you first have to work out whether it is one of the three types because depending on what type of video it is depends on what the conventions are. The three types of music video are:

  • Performance
  • Narrative
  • Concept

In my video I tried to follow the conventions of a concept video where I wanted to tell a story on the meaning of the video rather than have people performing the song or telling the story of the song.

From watching existing music videos I found that one conventions was that the video should reflect the song in tempo which means that slow songs shouldn’t have cuts lots of cuts in a short period of time. The song I chose, ‘When God Ran’ by Shaded Red, was quite a slow song so I chose not to use cuts to different shots very often as I thought it would not go with the tempo of the song.

I also found that videos usually reflect the songs structure because there is usually a change of scene. I have followed this because in the verse the characters are outside whereas in the chorus and bridge they are inside with the scene changing.

For my digipak I wanted to follow the conventions of existing digipaks as I wanted to make my digipak look authentic and like one you would see in any music shop. One of the conventions that I followed was that the digipak should link to the actual music video as they are usually released together and so if it were released people would either see the digipak and think of the video or watch the video then see the digipak and see the link. I did this by using screen shots from my music video in my digipak. I made the font used in  the digipak  as the bands logo which is another convention as the artists use logos to signify to people that this is they’re style and people can recognise that it is made by them. On my digipaks I have used copyright information to give the digipak some authenticity.

For my magazine advert again I decided to follow the conventions of existing magazine adverts which is similar to the digipak where artists use pictures from or similar to their music video. I followed this by using the picture I used for the front of my digipak because then people would be able to recognise the album from the advert. On my digipak I put copyright information

 


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Creating a magazine advert

Today I started work on creating a magazine advert for the band I am creating the music video for. I started by looking for previous examples of bands magazine adverts to see what conventions the use which I will try to follow.

Like the digipak, I used the program Adobe Photoshop to create the advert. to make the advert I used the front cover image of the digipak so that people will recognise the album after seeing the digipak. I then added copyright information to give the advert institutional context. I also added reviews to the advert because from my research about magazine adverts I found that most of them have reviews so that people can see what other people think of the album which can make them want to buy the album if it has been highly rated by others.

Poster

After making the advert I found people from my target audience and I asked them what they thought of the advert. They said that they liked the picture but they thought that there was too much editing which made the advert look weird. After the redesign of my digipak I felt that I had to change the image to keep the convention of linking the image of the digipak with the advert. I also added tour dates to the advert as from further research I found that the artist usually tours after releasing a new album.


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Magazine advert research

Before making my magazine advert to advertise the album of the artist, I decided to research existing magazine adverts for bands.

I made a comparison of the Foo Fighters ‘Greatest Hits’ album and the advert to promote the album. They both had their similarities and their differences but I found that magazine adverts use the same image of the front of the digipak.

advert and digipak comparison

 


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Final Draft of my Music video

Today I finished editing my first draft of my music video following the feedback I received from my target audience.

From the first draft I made the changes of making the character in the 2nd verse just act the verse and not lip sync as my target group thought that it was just repeating what had gone on in the 1st verse. I also shortened the song by not including the bridge at the end as my target group thought it was one of the weakest parts of the music video. I also added in titles at the end saying the name of the song and the artist to follow conventions of existing music videos I found out about in my research so that it made the video look more authentic.

After making my music video I showed it to some people from my target audience to get their opinions on the final video.

Great video and a nice contrast with the two verses

Better than the first version

I like the choice of music and the location shots were good


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Draft 1 of my music video

Today I finished editing the first draft of my music video. After fininshing it I will show it to people from my target group to get their opinion on what they think of it.

I then showed this to some people of my target audience. They said that they liked the beginning and the end but thought that the middle was a bit repetitive as they thought that it was just showing what had gone before. I took these comments on board and will plan what I could do to make the middle section better which may require filming the section again.


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Editing my new music video

Today I started to edit my music video. To do this I used the editing software Final cut pro  which is a high quality movie editing software. I have used this software because I wanted to use effects used by professionals to make my music video look professional.

During this process I had to match the singing by the actor in the scene with the music to give a good sense of continuity to the video. During the editing process I did not use any post production effects this is because I thought that tey would distract from the music and the true meaning of the song and would make it more personal and intimate