Evaluation

Media Evaluation

The real media products I had used to help shape my video were other music videos of the same genre; ‘Kelly Rowland- Work’. ‘Eric Prydz- Call on Me’. And ‘Lady Gaga- Pokerface’.

However I had initially decided on using a R’n’B type genre video, but when I had considered the conventions required for this genre, (afro-Caribbean men, guns, explosives, and scantily dressed women) and also considering the limited resources in relation to these conventions, I thought it would prove difficult.

I then decided on the pop genre, this, I felt, enabled me to show-off my postproduction skills most effectively. As most people in my A2 group had decided on using indie style video genre, I wanted to produce something different, and eye-catching.

After more research into the genre, I had decided on using green screen, I had found that most ‘dance/pop’ videos had used this as part of their conventions, however, I wanted to exploit this convention, and this resulted in my whole video consisting of varied green screen shots. The videos I had researched had consisted of minimal narrative, however, my partner in my group researched less ‘dancey’ videos and looked at ‘Lilly Allen’, ‘Coldplay’ and ‘Oasis’,

As these artists weren’t as relevant to the actual video, we thought that they might become more useful in connection to the ancillary tasks. The main conventions of the dance/pop genre are; dance based video (motif, minimal narrative), female models, high energy and lots of colour use.

Also the use of a band, if the song used was actually created by a band. The song that my partner and I had chosen was ‘Bodyrockers- I like the way you move’. I wanted to challenge the use of a band in my video, as I focused my aims into developing the other conventions, also I felt that the lyrics of the song enabled me to create a non-narrative video, as the lyrics were pretty self explanatory, I wanted my video to convey to the audience that it is ‘the audience themselves’ that are singing the lyrics to the females in the video. Hence the obvious reactions of the females to some of the lyrics, you can see this when in the video, the lyrics say:

‘ I like the way you look at me with those beautiful eyes’ and then a second later you see the females reaction, shown via a close up on her facial expression.

I think that way that the video is represented my the marketing products was done not completely to my satisfaction, as the advert and the digipack cover consisted of heavily photoshoped still frames from the actual video, the images aren’t quite legible, however, the use of bright colours and bold writing did create a link between the two.

If we had the option to do them again, I think I would ask my partner to tone down the effects, as she is an amateur photography student, and having edited the whole video by myself, I felt that a more clean cut, simplistic design would have done it more justice.

The initial impression I got from the feedback was that my video portrayed what I wanted to convey, for example, some people stated that the video made them feel as if they wanted to go out and dance, due to the high energy it conveyed.

The general emotions that people said my video made them feel were happy, excited, and energetic. There were some comments on the problems I had encountered during the editing process, for example, where I had cropped a person out of a group dance scene, there was still a hand left on the screen as it over-lapped the dancer, of whom I had chosen for this specific dance move.

Also, a fellow pupil had commented on some writing that was on one of the backgrounds, this was because I had downloaded it from Google to use as a background shot, as it was a bright screen shot of a strobe light, I have checked the copyright laws, and I am aware that I am within the guidelines to use this picture.

When getting the feedback, Roberta and I had found that using photobooth to record people’s reactions and views/opinions was convenient, it enabled us to retrieve the feedback quickly and efficiently.

The software I used to edit the video was predominantly final cut; I felt this software provided a sophisticated array of editing options/ techniques. As the video is wholly green screen, I had to use the chroma keyer excessively, and as well as this, to exploit the use of vibrant colours, I also lapped the colour keyer on top, this effect was inspired my Martin Parr, a high colour photographer/ artist.

I used the speed adjustment key also, as it enabled me to synchronise dance moves and lyrics to the beat. Towards the end of the video, I concentrated the visual effects to rely completely on the beat, I had varied the effects to keep the audience interested visually, however I used the same scene shots to create a sense of continuity in the film, as it does not consist of any narrative.

The lighting proved to be a problem with the production and post-production, as the filming we had done without the green screen proved difficult to edit with the same techniques as the rest of the film. Also, there were problems with the storyboards, as they were initially completed on time, however, a cleaner miss-placed them which then resulted in myself having to re-do the whole lot, in a short amount of time, and also, the scanner was not working properly.

In the research stage, we used the YouTube website for researching the videos, this was helpful in seeing which videos had the most viewings (via the viewing status), and for the advertisement research, we used magazines and their websites, such as ‘Q’ and ‘Empire’ etc, these allowed us to develop out ideas into the typical conventions for the advertisement stages.

Finally, for my evaluation, I am using photobooth, yet again, the reason for this is, efficiency and convenience, and the shots are also easy to edit in final cut.

Audience feedback

Audience feedback

Teacher feedback

The feedback we received from our teachers was very pleasing, we did gain constructive criticism from it so if we were ever to produce a music video of this genre again we would be able to develop off what we already know to make it more dynamic and versatile to target audiences. As we purposely made our video to be specific to a specific type of audience as the above feedback concludes.

Student feedback

The feedback we received from our fellow students was up lifting and we were lead to believe that they thought our version of the music video was unique and stylistic.

Magazine advert for 'I Like The Way You Move'

My advertisment is very cycadelic in colour and composition, my general theme for the poster was electro and modern rave. By enhancing the dancing silhoutette on the poster it attracts more people and represents what our music video is all about.

The club back light brightens up the whole effect and makes the overall poster appealing to younger ages, it also stands for the night life young people tend to have.

The font of my writing is 'clubby', with the two tone effect. The font also stands out because of the boldness of the writing it has a 3 dimentional feel about it which is ironic as our actual music video gave that feel too.

This Is Our Final Video!

Here is our final video.

final digipak

Front cover

C.d Case

Track listings

Back panel

The reason for choosing this electro theme for our digipak is because of the bright cycadelic lighting we use in the music video, up tempo use of cutting and the pace of the song. All of which we feel could be reflected through this theme.

The front panel portrays the use of lighting, night life and young people. This is exactly what we intended to achieve. The neon outline i think is espiecally relevant to our music video as we use the fast cutting speed to indicate the realsim of a night out for young people in clubs.

The C.D. holder is eye catching and uses a flash light still frame from our music video over the top of the holder itself. This makes the case relevant to the video and the similarities evident.

The track listing's panel also uses a tableau from our music video, this specific freeze frame represents the fun young people have on a night out, and also represents the amount of people who are visible- indicating the amount of flashing lights that are evident. This panel also has the web address for the album and band, this is important because it shows that evidence has gone into making this digipak to make it more naturalistic.

Finally the back panel consists of the bar code, copy right information and legal rights and ownership of the song. This also helps to create the realism in the digipak. The pink back ground with the black silhouettes creates an enigma to who these characters are, this tableau is also from our music video. however, it isn't as predominant as the other shots in our film which is why i chose to use it, as for this panel it stands out and holds the diverse information which is needed on any other professional album cover.

The disappointment about this digipak is only minor however still as important and relevant. The quality of this digipak is not the same as the quality it was like within the programme that i made it (Photoshop). If i was to create another digipak i would make the dimensions of the pack consisted together (so it would look like an actual digipak, instead of being up loaded under different titles like i have done it). I did think that this method worked better for our pack as all of the panels are so individual and versatile, however, i think know having the pack representing the fold down dimensions of an actual digipak probably would have worked better.

Animatic

Due to the delay of our storyboards unfortunately our Animatic is late as well, nevertheless, we feel our animatic replicates the music video that we want to create. We want our video to be bright, colourful and attractive which will appeal to a wide audience. Hopefully, we will succeed in achieving our target aims.

Digipak design idea

Here is our digi-pack design, we decided to use screen shot from our actual video, and we thought that by using the bright colours, as a way of keeping the bright coloured back ground convention of the video genre, it would flow throughout the whole advertisement procedure, from our magazine advert, to our actual video we chose to use the two dancers from our video to appear on the front cover, also, we used a shot of one of the backgrounds from our video too. all these links we feel are enough to show the audience that there is a connection between the music, video, advertisement ect. We feel that our digipack design appeals to our audience, as we have followed the following conventions; we used good looking models/dancers, we used bright colours to make it attractive, we've used clear, bright font, which we feel is representative of the music, modern, and dance.

Storyboards

Here are our storyboards, there were some technical difficulty in uploading them, which resulted in them being posted a bit late.

Shooting schedule!

After doing our dummy filming i planned a date to completely shoot our film and finish it. i decided that this date was going to be:-

Friday 29th january 2010

We are filming in the media studio which is a black room with all media technology available to us. We used media equipment such as:-

• Camera
• Tracking tubes
• Green screen
• Tripod
• Three point lighting
• Audio player

I was aware that this left very little time to edit the film and finish off the rest of the work eventhough the final shooting date was met, however, most of the film requires technical changes to colour and background rather than the actual pace and structure of the editing. As it will be consisting of a green screen and changes of the green screen. i hope that finally we have all the material we need to edit!

Up To Date

At the moment, I am currently awaiting to upload the completed storyboards, and complete the Animatic.

We have a final shooting tomorrow, wich gives us the whole of next week to edit, and I/we will be staying after college to give extra time to edit, as we had a problem with our storyboards, of which resulted in me re-doing them, hence the delay.

Once the filming is finished, I can then move on the completing the digipak design, as it depends me using screen shots from the video for the front cover and inner deco.

Treatment For Our Video

In my treatment, I have studied in close detail the conventions and featured aspects that are most commonly used in the current pop industry music video. I feel that by incorporating these into my video, it will enable our group to create a successfull pop music video.
The music video will contain the following features;
Mosaic style camera editing (some repetition and fast pased editing)
Green screen,(based on the highly sucessful iTunes advert, which shows dancers silouhette completely blacked out, and the backround will be many colours, and in many settings) to acheive this effect, I will work on final cut, using a club backround with strobe lighting to give the audience a high intense feeling, as this is the emotion the song is portraying, and as with the lyrics, the song is insinuating that the male is singing of an attractive woman, dancing in a club.
The Lighting will be mainly focused on the dancer(s) however when the Green screen is shown, it will be the backround that will be main focus, and will be made brighter.
Pace- The pace will be very fast, as like other videos in the genre(such as ultrabeat, basshunter, and 3oh!3) we will make the video pace more intense as the music builds up, for example, in the chorous, the music is built up with few musical instrument that are gradually incorporated and the volume is slowly turned up as the lead vocal controls his voice to correspond with the music.
The Preformance- as with other pop videos (such as katy perry, or Pussy Cat Dolls) the performance is the main aspect of the video, as is dancing being the most important part of the video, as it takes up the most time, compared to the other effects that I will be using whilst editing.

Old Shooting schedule!

I made a shooting schedule that consisted of making our film and Digipak, after i met up with the other half of my group we worked out times and dates for when we could start dummy filming our decisions were made.

• January 12th 2010- I brought in examples of Digipaks which included 'Take That, Beautiful World,' and 'Greatest hits.' i planned out how we wanted the lay out of our Digipak and what i wanted it to consist of.
• January 14th 2010-  i booked out the camera, tripod, dolly, the studio and the tracks what i could use to pan with. i also decided on a day to film.
• January 19th 2010- We met up at 10.15 and set up our mise-en-scene which consisted of a green screen, and our dancer who had to dress up and do her makeup. It took us roughly an hour to get set up and ready to film, we finally started to film at 11.10. I carried out a handful of experiments for dance moves all being filmed, this resulted in a success and i found some dance moves that really portrayed what was going on in the track 'i like the way you move.' We carried on filming and organizing positioning. We called it a day at 1.15 when we had finished packing the equipment away. This was a good experience as i could see what our initial ideas looked like on screen, and i was  able to adapt to what we already had and make changes.
• January 22nd 2010- Whilst in our media lesson we discussed what we had filmed and we talked about what changes we could now make. i am going to make another shooting schedule for our final film.

conventions for magazine adverts!

The point of a magazine advert is to catch the attention of people, preferably the target audience:-

Adverts are used to publicize the following:-

• The artist's name
• websites= facebook, myspace and music press
• reviews

This is advertised where ever possible.

You also have to look at:-

The Image of the artist, there label, what does the artist represent, what type of audience are you targeting, and the relationship with other products.

Green Screen!

For our music video we chose to use the style of the green screen and alternate the colours of the screen, so that it doesn't appear to repetitive. We got our idea from the ipod adverts that were shown on television, i felt that this would work really well for the genre of our video.

Im not using the green screen for the whole of our video, I'm just using quick bursts of it until it gets to the chorus and i will use the quick pace of the song to match up with the club style dancing which will be happening as well.