Evaluation Question 4

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

Media Technologies 

Media technologies, was a major use the the production of making a music video, magazine advert and also a Digipak. However the use and purpose of each media technology was varied depending on the task given. 

Photoshop

Photoshop is an image based editing software, it can be used for many purposes such as transforming pictures, creating additional images and in my case Photoshop can also be used when creating or editing images for a magazine advert or a digipak. 

When editing both the digipak and magazine advert, Photoshop was the centre use of technologies. This was my first time using Photoshop as in my other subjects when use a similar but alternative software called Fireworks. Although I had not used Photoshop it followed many similar concepts as the editing Fireworks consisted off, we was given a guideline lesson of which consisted of expanding or in my case getting familiar  with the tools that was provided in Photoshop and how we could apply this to both our advert and digipak. 

Photoshop was extremely useful when creating both media products as it gives the user the opportunity to freely access a number of editing tools such as adding layers, editing and combining individual images and I also found that Photoshop had a large amount of effective tools, this benefited both of my media products as I was able to add the effect that I believe benefited each image as a whole. 

Although through trail and error I was able to correct and understand how Photoshop works and understand each symbol along with its meaning, this could also be a disadvantage when reflecting back on the editing of both of my media products. In this case this case it could be considered as time consuming, especially if the user intends on creating and editing an image within a time limit.  Which can be applied in the production of my media coursework, although I was on a deadline time limit I was able to work around the issues which I may have faced in producing the advert and digipak.

Here is an example of how Photoshop is displayed on a mac screen, along with a few examples of the tools and what there individual purpose is.

Final cut express 
Final cut express is a video editing software, which allows a user to edit and create sort or lengthy videos, along with the tool of editing and transformations.  Final cut express was used when I was creating my music video, Unlike Photoshop I had previously used Final cut express for my AS coursework in which was creating an opening of a short film. Therefore when using Final cut express I did not have to go through the process of having to learn new tools in order editing of my music video but rather I could just get along with processing and editing my music video. 

Final cut express was extremely useful and beneficially for me when creating my music video as it had many tools and features which allowed me to change and edit each section of my music video.  As my music video consisted of having many different shots and filter shots, final cut express allowed me to cut and inter lock layers of film, which then allowed me to add effects such as fade in or change the pace and motion of the clip. As this task was to create a music video it was essential to ensure that each piece of clip was lip sung correctly in time with the pace of the chosen, this however was taught in a guideline lesson as needed to ensure that we had each clip and musical lyrics in time with each other.  

In creating a music video I strongly believe that Final cut express was the best software to use and understand throughout this task, never the less although I was use to the settings and tools which where provided, Final cut express could be seen as a weakness for other uses for many reasons such as the length of time it takes to understand final cut express, moreover this software could be seen as a weakness because it is only available for apple users, therefore if a user needs to access it, they must insure that they have a apple desktop or laptop to access it from. 

Here is an example of how Final cut express was presented when creating my my music video

Research planning and evaluation stages 

Research 
The research which was conducted throughout each stage and process of creating the advert, music video and digipak, was extremely essential and played a major part in each task. Firstly before filming each individual music video it was important that the correct research was done to allow the music video to fit in with its correct genre. For example my music video consisted around R&B and Gospel, therefore it was important for me to research not only R&B conventions but also Gospel conventions, so I had a clear guideline of what to follow.

Planning and Evaluation Stages
During the production of each three media piece's the ground basis's of the production was the planning. The planning allowed me to understand and familiarise myself with ideas and concepts which I then expanded when creating each production. My planning was mostly done through sketches and story boards which I then uploaded onto my blog along with all other research evidence. 

Evaluation Question 3

What have you learnt from Audience feedback? 

Once each three sections had been created it was important for me to gather a sufficient amount of audience feedback, this was to ensure that all genre aspects to the overall brand image had been successfully meet, this was also an opportunity to receive improvement feedback in ensuring that all needs had been met to fulfil both the audience and also each genre convention.

Questionnaire

In order to receive a useful amount of feedback, I created a questionnaire around each practical piece music video, magazine advert and digital pack.

Questions 

1. How old are you?
2. Do you find the music video easy to relate to? 
3. What is your favourite type of music genre?
4. Do you think the hybrid of genres in this music video work together? ( Gospel and R&B)
5. What comes across to imagination when you watch this music video?
6. What do you particularly like about this music video and why?
7. What do you not particularly like about this music video and why?
8. Further Improvements?
9. What are your first impressions of the digital pack and magazine?
10. Do you think the colours used work well overall in both the magazine and digital pack?
11. Is the representation of the two main characters presented well?
12. Further improvements? 

Gathering from the feedback received from the two anonymous questionnaires, both interviewees agreed that there was no further improvements was needed to be made for the digital pack and magazine, however interviewee 1 suggest that for the music video it may have been a good idea to have shorten some of the longer lengthened shots. Filter shots where added taken from this feedback in order to keep the viewer/ audience engaged.

Videos

Another method of which I thought would be affective for feedback consisting around my music video was to gather an audience of  which have not watched my music video in which allowing them to contribute both negative and positive feedback.

 

Conclusion 

From the feedback given from the audience watching the music video, it was clear to them as the target audience that they felt satisfied with not only the music video but also within the two actors themselves. The group as a whole said that the music video flowed smoothly and they felt as if the girls who where staring and singing with the music video felt comfortable and gave great life to the music video. 

When I asked the group what could I have done in relation to improvements they made it very clear that they where satisfied with the music video and all agreed that they found the music video easy to relate and they also stated that the quality of the video is something that they would find whiles watching MTV base. However a suggestion that was made from the group for improvements was that it may have been a good idea to have further shots of the church congregation, to add a full effect in relation to the Gospel genre.  

Evaluation Question 2

How effective is the combination of your main product and ancillary texts?

Directors commentary 

Evaluation Question 1

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

In order to create a successfully genre and audience represented music video, every music video has to take a form of many conventions to uphold its genre features and appeal to its target audience.  Andrew Goodwin's theory is an example of conventions through music types consists through every music video, with or without knowing. However there are many conventions which may not be represented in a music video and and this may be seen as a rejected or challenging convention. 

1.

Conventions of a music video form 

The music video demonstrates genre characteristics

Evaluation of my music video

My music video is a hybrid of genres therefore it consists around both Gospel and R&B elements. Therefore it does demonstrate both genre characteristics. For example the music video is of two strong ladies who want to spread the word of God around to both believers and non believers, It reaches its genre characteristics. 

For example the music video is of two strong ladies who want to spread the word of God around to both believers and non believers, It reaches its genre characteristics through having not only a gospel singer but also a urban modern street rapper. 

Evidence 

Suggested Improvements

 In relation to demonstrating genre characteristics, a long term improvement that I would take into consideration would have been to ensure that small elements of genre characteristics where not only shown through vocals however shown through small visuals such as having small symbolic factors such as rosemary beads to demonstrate gospel genre characteristics and items of jewelry to represent R&B characteristics. 

2.

Conventions of a music video
Relationship between the lyrics and the visuals.

Evaluation of my music video

There are many strong relationships between the music and the visuals within my music video. It is often important to have this convention as it allows the audience to understand and relate to what is being presented. For example in my music video the chorus consists of the repetitive line "Shout, Shout" of which the two main actors use hand gestures in making the idea of being active and joyful visible.   

Evidence 

Suggested Improvements

When displaying a clear relationship between the music and the visuals it may have been a good idea to show a narrative small visual in relation to one of the main case studies which are mentioned within the song. For example the beginning of the first verse reads " there was once a time I thought Id never make it"  a good way to effectively present this in relation to the music and the visuals would have been to have a narrative story of the journey that she been through.  

3.

Conventions of a music video form 

Frequent voyeuristic treatment of the female body.   

Evaluation of my music video

This is commonly seen through most R&B conventions, however as this music video is a hybrid of genres the gospel elements of this music video requires all visuals to follow a gospel convention of which is peaceful, humble and respectable especially in regards to the voyeurism of females. My music video challenges this convention as both females are always conserved which makes it suitable for all age related audiences. 

Evidence 

Suggested Improvements

As the element of a gospel genre interlocks with the R&B genre, it would be unforeseen to display the artists as proactive, when choosing a hybrid of genres it is important to understand and sympathize with both small factors and large factors with each individual genre convention.  Therefore in this case there would be no further improvements in relation to the female body. 

4.

Conventions of a music video form

There is a relationship between the music and the visuals  

Evaluation of my music video

When exploring the relationship between the music and the visuals within my music video, it may be a good idea to explore the R&B gospel rap element of the music video.  A clear example of when there is a relationship between the music and the video is when one of the main actors Elyon begins her rap. The second line of the rap goes as follows " we about to raise this roof no doubt", of which the camera is placed at a low angle and she points in confidence at the celling, with a smile. Not only is this one example of the relationship between the music and the visuals but it is also a good example of how the audience are able to relate to the music video effectively.   

Evidence 

Suggested Improvements

The relationships between the music and the visuals would have been successfully seen through if I had displayed more examples of this convention, this could have been carried out through again having more symbolic objects of which are visible for the audience.  

Final magazine advert

Advert sketches

Magazine ideas and sketches 

Below is a sketch of a few ideas that I have in relation to my magazine advert, through doing sketch drafts I have decided to follow through the idea of having a lit candle in my magazine advert not only is this humble and symbolic it also represents the idea of having a small glow to any element. 

Conventions of the magazine advert

1. What is a magazine advert and what's its function?

A magazine advert is a piece of advertisement of which is dedicated to producing a marketing source to enable its target audience to be drawn in, in order to be more likely to either no more about the product which is being sold or even simply to help promote the product.

What do we usually find on advert? Does it diff between genres of music?

R&B and Hip Hop

The image of the artist is more than often a close up showing facial expressions, the font colours often work against the colours of the image allowing all detailed information to stand out, The main artist name is large to ensure the audience knows who the magazine is about and does not miss her or her name. Genre characteristics are often shown through the poster, for example wealth may be reflected through a big symbolic piece of Jewellery.

Pop

The artist or artists are often in brightly coloured clothes, this often reflects a summer/ spring theme.
They are often happy and smiley which could then reflect togetherness and them joint as one.
The title of the band/artist is clearly identified, along with the album release dates reviews and stars.