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media evaluation

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Lauren Kirby

on 29 March 2011

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Transcript of media evaluation

EVALUATION In what ways does your media product use, develop or challenge forms and conventions of real media products? I believe my music video uses typical conventions of an ‘Indie’ music video such as the shot types used; for example close-ups on the faces of the band members whilst they are singing and playing their instruments. These types of shots are seen in videos by many popular bands such as The Kooks, and the Arctic Monkeys. I did however challenge the conventions when editing my video. Many videos are filmed in black and white to show the singer reflecting on unhappy events. Although the lyrics in my video do have a negative element, I chose not to use this device as I wished to keep the video upbeat. I had decided to use a colour-wash effect on screen to highlight key instruments and riffs during the video. If I had used the black and white effect, it would have lessened the impact of this and signified sadness, opposite to the lively, engaging, energetic mood I wanted to create. This also applies to bands from different eras which I incorporated into my researchsuch as Joy Division. This research will benefit Mox Pox as they are quite retro and share a similar sound to Joy Division. Other conventions include the band being shown singing and performing the song throughout the video, a convention I have followed. There also tends to be extreme facial close-ups of instruments and the lead singer, another convention used by the Arctic Monkeys. A final convention I wish to mention would be that the shots are very fast paced, and often pan around the band to create movement and a more dynamic viewing experience. I also tried to synchronize the track with the shots the audience were seeing on the screen for example the introduction. Every time a new instrument was introduced the shot changes to keep interest. I added vibrant colours using the colour effect tool on Adobe Premiere Pro when editing my video to challenge the conventions. These colours being frequently seen are not perhaps a typical convention you would see in a music video, however the colours are quite diverse and original just like Mox Pox themselves. Another factor of my video which challenges conventions is the interview section. During the process of filming I conducted a short interview with two of the band members, guitarist Josh Harbord and bassist Jack Evison. I asked them a series of questions about how the band was formed etc, and added a couple of short clips into the video. I think this was a good idea as it added breaks to the music and engages the audience whilst also giving them more of an insight into the band members’ personalities and character. I developed these ideas by putting a finishing title at the end of the piece stating the bands local gigs and events and also giving a link to popular social networking site Face book. This will give Mox Pox some publicity and intrigue and draw in their teenage target audience. •How effective is the combination of your main product and ancillary texts? When put side by side I believe both tasks complement each other perfectly as I tried to include elements from my video in my ancillary task. For my ancillary task I chose to create a magazine advert to feature in a popular monthly music magazine such as the ones I researched; Kerrang! and NME. I thought it would give me some inspiration if I based my advertisement on a magazine advert I liked and had annotated. I chose to use one of Alex Turner from infamous Indie band ‘The Arctic Monkeys’ as I liked the font and layout of the advert. I found it easy to create my advert on Photo Shop. Whilst creating the ad, I took print screens from my video to use as the background picture for my advert. (Please see ‘DVD advert’ post on my blog!) Although these pictures did include pictures of the band members they were slightly unconventional as usually the still is in black and white. However the poses of Alex Turner and Josh Harbord are very similar as they are both singing and playing guitar. This is seen as an iconic guitarist pose in the music industry. It exudes sex appeal and confidence, creating another aspect to draw in their audience. I think this advert will appeal to the selected target audience as it is simple, yet bold and something the eye would instantly be drawn to. For my second ancillary task I also created a prototype album cover for the band’s first CD. All three tasks complement each other as I have used the same four colours; red, yellow, blue and white. This creates a perfect brand image for the band as the audience can then associate Mox Pox with these colours making them more recognisable to their target audience and fan base. Referring back to the magazine advert and also the album cover, these colours and fonts and the reversing of yellow on black/black on yellow reinforce the brand image making Mox Pox quickly identifiable.
•What have you learned from your audience feedback? As well as receiving feedback from my teacher via my blog, I also asked a group of 120 teenage students from my school site to fill out a short survey to find out their opinions of the music video. 85% of the students gave me feedback and comments about what they thought of my editing skills on the video. At the end of the survey I gave my viewers a chance to write any comments they thought and anything they thought would improve the video. I received comments such as; “try using a wider range of shots, especially of the band’s faces.” I thought these comments were very constructive and would benefit me if I ever created another video. Some students also said the track reminded them of artists such as Oasis and The Arctic Monkeys. The majority of students that enjoyed this type of genre say they liked the video; this is evident by the questions I asked in my survey; ‘Would you be interested in attending a local Mox Pox gig?’ etc. As well as asking the target audience questions about the finished Mox Pox video I also asked them questions to gain background understanding of their own musical preferences, all that enjoyed the genre of music said they would be happy to support the band. I asked them questions regarding music magazines they may subscribe to monthly such as ‘Kerrang!’ and ‘NME’. This was also very useful when creating my magazine advert as part of my ancillary task. Basing it around the target audience proved to be very successful and I was able to create an advert based on one I had seen in an ‘NME’ magazine. I also asked the audience questions regarding the release of a single from Mox Pox and the possibilities of a gig. When researching into which sites I would post my video to to gain the most hits I found that sites like Lime Wire and Frost Wire are the most popular, students enjoy sites where music is easily accessible and likely to be free. You Tube is also a brilliant way of gaining publicity for the band. Free access seems to be a key method in attracting a fan base. Internet also seems to be a big hit with the fans. It is bands like the Arctic Monkeys which were discovered on the internet and similarly to Mox Pox have their own Face Book fan pages just like the Arctic’s on Myspace. Selecting the right Mox Pox track was a key element in attracting my audience; I feel the track was a success with the target audience I selected as it was upbeat, unlike some of the other Mox Pox tracks which are slightly more heartfelt and reflective. Although I was pleased with the finished video, there are areas in which I think timekeeping was my biggest issue, for example the lip synching of the leader singer. I am fully aware there are moments in the video in which Josh is singing and the audio and video footage are not in time with each other, I had minor problems initially with creating a separate recording for the sound track as the band and my self did not have the budget to record the track in a studio. I over came this problem by placing the camera next to the amplifier and creating a separate recording. We turned the volume levels down on the instruments making a clearer sound for my recording. This proved to be a success as I then extracted the soundtrack and laid it over my video footage. How did you use new media technologies in the construction and research, planning and evaluation stages? Whilst researching for my music video I was able to use You Tube to look at videos I thought were similar to the Mox Pox sound. I found many videos by artists such as Joy Division, Golden Silvers, Cream, and The Smiths. Our school technician taught me how to embed these videos onto my blog so I could annotate them. I looked at many fan base sites such as the official Joy Division site to get some idea of the target audience. Whilst planning I created 3 different proposals to decide the storyline for my video. After debating these ideas I decided to keep it simple and film the band performing the track I had chosen from different angles and add effects to enhance the video. To plan this fully I created a storyboard which I annotated and then was able to scan so it is now visible on blog. Another part of the planning was to pick a location for my video. I decided to use Earth Studios as this was the space in which the band often had their rehearsals and created their ideas. After much deliberation I decided not to stick to my original storyboard. Whilst planning I used my digital camera to take some stills of the band practising, the location and also the equipment in the studio to upload to the blog. There were often cases in which I decided to film and it was not possible for every band member to make it, therefore we had to reschedule. Given the time I had left and change with lighting conditions outside due to the seasons changing I decided to film the whole video inside the studio, almost as if the band were recording the single or performing live. When I first began filming, I came across a problem with the soundtrack. Due to my budget I found it hard to get a separate recording of the soundtrack I solved this problem by filming the band approximately three or four times. The first time I filmed I moved the equipment and set my camera up on top of the amp in the room. I then adjusted the bands equipment so that the sound levels matched and faced the camera at the wall. This successfully provided a separate recording which whilst editing I was then able to put over the top of the visual footage I had. Whilst constructing the video I was able to learn how to upload my video to Adobe Premier Pro, a program specifically for editing video footage. I was able to develop my editing skills and add in effects like sharpening and changing of colour. Once my video was finally ready to upload I used a program called Vimeo to upload and embed it to my blog, I thought it was interesting to learn about new programs such as these which can be viewed online, and this will also be useful for me in the future. To create my magazine advert for my ancillary task I learnt how to use editing program Photo Shop. By playing the finished video through media player I was able to take screen grabs of the video which included the brand image colours, red blue and yellow. I finally put these together and grabbing inspiration from an advert I had seen in NME magazine I used a yellow and black font to convey the details of the DVD release, I think using this technique worked quite nicely and created a perfect final effect to attract readers attention. watch my finished video! Here is an interview in which I discuss my audience feedback!
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