Evaluation 5: How did I use new media technologies in the construction and research, planning and evaluation stages?

I used many media technologies in order to research, plan and create my media products as well as evaluate them. These consisted of programmes such as Adobe Photoshop, Final Cut Express, Any Video Converter, and online sites such as Facebook and YouTube.

During the research stages of for my project I used YouTube to view popular Indie music videos; this included many songs of Ellie Goulding, Florence and the Machine and Lana Del Rey as well as lesser known bands such as the Vespers and the Looks. I picked out features that were congruent throughout the various videos that would suit my selected song.

This included Costumes:

Along with the results gathered from my synaesthesia research, my findings of Indie music videos, including 'The Writer' and 'Rabbit Heart', led me to dress my artist in a long flowing pale coloured dress.

Settings:

Wooded areas appeared in many Indie music videos, including 'Your Song' and 'Will You Love Me', this fitted with the responses from my synaesthesia test and so I decided to include this setting.

Camera Shots:

Typical of most music videos, I found that facial close-ups were used frequently during the performance shots, thus I included such shots.

The artists of Indie music often played their own music, this is highlighted in their music videos with close-ups of the instruments, this is why I decided to include many shots of the piano during my music video.

Whilst planning my music video and ancillary tasks I frequently gathered feedback from my target audience so that I could adjust my designs accordingly before I created them. I did this using the social networking site Facebook, allowing people to comment on the scanned in images of my DigiPak.

My main usage of new technologies came during the production stages when I used Final Cut Express to edit my music video, and Photoshop to edit my photos for my DigiPak and Magazine Advertisement.

When editing my photos I used many of Photoshop's tools, primarily to adjust the colour of the image so that the tones weren't too harsh or bright as this did not appeal to my target audience in my questionnaire. Therefore I frequently changed the:  

•  Hue and Saturation

• Contrast

• Vibrancy

However, for the front and back cover images of my DigiPak I used more elaborate tools such as:

• Black and White

• Masking- this allowed me to transform the background, of the front cover into a brick wall, and to clear the window ledge.      

• Paint Tool - with this I blacked out the windows of the front cover image before referring back to the masking tool to add the bushes.

I used many aspects of Final Cut Express to create my final music video. Once each shot had been placed on the timeline and cropped to the required length using the 'sub-clip' tool, I began further editing of each individual clip.

I muted the video audio so that no background noises would distract from the song.

I slowed the speed of this shot to emphasise the moment when Cinderella does not get the Prince.

I added the titles at the beginning of my music video to state the artist and song name. I selected a font, Baskerville, size and colour, white as the scenes the text were overlaid upon were dark colours.

There is a wide choice of transitions in the programme, however, I kept to those that I found commonly in my research of Indie music videos; this consisted of cross dissolve transitions and fade to blacks. I used the fade transitions to open and close my music video, only including the dissolves between shots. Mostly I used these transitions to blend the narrative and performance scenes together because I wanted a seamless transition between the two. I also incorporated transitions into the titles texts, having them fade in and out so that their appearance was smooth rather than sudden as this would cause them to look out of place within the music video.

The final stage that I used such technologies was for gathering final feedback for my evaluation.

I used YouTube and Facebook to upload my music video and ancillary tasks in order to hear from my target audience as to what they thought of my products.

Evaluation 4: What have I learnt from my audience feedback?

Evaluation 3: How effective is the combination of my main product and ancillary texts?

Prezie~ Evaluation 3

Evaluation 2: In what ways does my media product use, develop or challenge forms and conventions of real media products?

Evaluation 1: How have I incorporated my research into my final products?

Although I planned my music video, DigiPak and magazine advertisement precisely, through storyboards and multiple designs, I still ended up altering my plans when it came to editing the shots and images together.

I decided not to conform to the typical male gaze style of music video; saying that, there are aspects of my music videos that may suggest otherwise. I deliberately avoided a seductive female actress sauntering through the music video as not only did I feel this was unsuitable for the representation of my artist, my target audience also felt that would have been distasteful. Instances where my artist fits the male gaze theory include the close up of the artist’s feet- although not a sexual area of the body, revealing the female character gradually is a feature of this theory. I deliberately cast my artist as someone who was not uncomfortably skinny, contrasting how the media often portrays ‘beauty’. This will present my artist as a role model to women of all colours and sizes.

I open my music video with by zooming into a fairytale book from a bird’s eye view shot. This zoom emerges the audience, suggesting they are entering the world presented in the music video. The intertextuality of the fairytale book introduces the Cinderella storyline as well as inferring connotations of the Cinderella tale such as love and happy endings, soon to be contrasted. I also use establishing panning shots to reveal the setting; the wooded area cross dissolves into the shot of buildings, implying the merging of nature and man-made (the theme present throughout my project). I have incorporated a large variety of camera angles in my music video. During the performance aspect of my music video I focus mainly on eye level mid shots. I chose this shot as it reveals the artist as well as framing her in shot with the piano. However, to restrain from a bland consistency I have also included the occasional high angle shot, as this angle beautifies the artist’s face as well as connoting vulnerability. I chose to represent this because the song portrays the life of a woman who loses her love, and is thus helpless- perhaps a damsel in distress. The shots of the piano being played are primarily angled from a bird’s eye view. This not only gives a clear framing of the piano, it also forces the audience to look down on the scene as though watching from above. I also make use of over the shoulder shots as this also dislocates the audience during the performance shots. I used these two camera angles when filming the piano because being the audience won’t relate to the performance scenes, unlike with the narrative, I wanted to position them as a voyeur rather than within the scene. The majority of my shots are edited together with quick cuts to keep a smooth run of shots yet I have included some cross dissolve transitions to blend the narrative and performance scenes of my music video; this creates a link between the song and story.

I incorporated various means of intertextuality to ensure the audience relates my music video to the story of Cinderella as this creates shock when the climax of Cinderella losing the Prince is revealed. I use explicit references to Cinderella such as the fairytale book and invitation addressed to Cinderella, as well as the subtler close up of the artist’s shoes- Cinderella losing her shoes is a key moment of the fairytale. However, I introduce the concept of a skewed fairytale by including a close up of Cinderella’s bare feet scenes before that of her in shoes; in the fairytale Cinderella loses her shoes toward the end of the story yet in my music video she is without shoes to begin with thus suggesting my music video is a twisted fairytale.

Music Video - Almost Beautiful

DUE TO THE ARTIST BEHIND THE SINGLE NOW BEING SIGNED AND RELEASING HER DEBUT ALBUM, I HAVE HAD TO REMOVE THE MUSIC VIDEO FROM ONLINE.

DigiPak - Ancillary Task

Front Cover

Back Cover


















CD

Behind CD

Inside Left

Booklet Images

Magazine Advertisement - Ancillary Task

Creating the Magazine Advertisement

Every magazine advertisement I researched consisted of:

• The front cover image of the DigiPak

• The release date of the album

• What format you can buy the album on

• The artist and album name

• The website address of the artist

Therefore I ensured I included each of these. However I also found some advertisements which also included a rating, comment or popular song- thus I decided to incorporate the title of the track I used for my music video as this highlights the song that I chose.

I used a black background as this wasn't too bold or made the image of the DigiPak appear alien on the advertisement. As well I used a border to surround the advert, excluding the website address, as this gave the advertisement an elegant look which is consistent with my DigiPak and music video.

Editing

The editing stages of producing a music video are vital as this is the stage where not only are the shots complied but the sound is overlaid, this is why I used the Final Cut Express software as it allowed me to use many techniques to edit my music video together.

The first steps I took in editing was to chronologically compile my music video together; however this proved problematic when I began creating my music video with still some shots to film. Secondly I added the soundtrack. I ensured that each shot was the correct length, most importantly syncing not only the lyrics to the artist's mouth but also the instrumental to the shots of the piano.

In my music video I have also used various transitions, other than quick cuts, between my shots. The first clip in my music video, the zoom into the fairytale book, cross dissolves into the panning shot of trees; I used this transition as it suggests the immersion of the audience within the story. I combine the pan of trees and that of buildings also with a cross dissolve as this introduces the concept of nature and man, ideal and real, which I portray throughout my music video. As it is essential to include the artist name as well as song title within the music video, I overlaid the text on the panning shots, having them fade in and out, as this doesn't break the flow of the music video. During my narrative I use a fade to black transition between shots of 'Cinderella' entering the room and closing the door; this creates the illusion of time passing, highlighting the dull and trapped life of her character. Often I simply cut between narrative and performance shots, however toward the end I dissolve these more frequently to bring together the storyline and song for the closing of the music video when the camera zooms through the window in the performance shot to the shot of the Prince and Step Sister kissing.

However, transitions aren't the only aspects of editing, I also used the speed adjustment tool within Final Cut Express to elongate certain clips, such as that of Cinderella spotting the prince talking to the Step Sister. This emphasises the moment and thus the emotions created, creating further sympathy of the audience for Cinderella. In contrast, I sped up the shots of the fairytale book opening and closing as this created a slight stop-motion effect with the book jerking in sudden movements as the pages turn. This works well as it suggests the book is opening by itself, inviting the audience in to the story.

I feel that my editing creates a smooth run of consecutive shots as well as creating added effects which contribute to the overall music video.

Shooting Schedule

DATE	SCENE
25/10/12	From 12 seconds - 3 minutes 12 second
26/10/12	From 0 seconds - 12 seconds
16/11/12	The opening and closing of a  fairy tale book to add intertextuality
22/11/12	An extra scene between shot 22 and 23 to create a smoother sequence of shots

Props List

I incorporated very few props into music video as I did not want to distract from the action on the screen. However, to construct my story I did require some props- this also includes those which were aspects of the setting and costume as they were interacted with in a way that subjects them to being props.

The first of my props seen in my music video is the fairytale book:

I also use an invitation:

This prop is also featured in a later seen being torn in two. This symbolises the end to fairytale romances; this controversial inference would create talk of my music video and thus contribute to its publicity.


I consider Cinderella's shoes to be a prop as she carries them for the majority of the music video:

During the performance scenes of my music video, I consider the piano to be a prop- an instrumental prop.

Location List

Creating my DigiPak

I shot all of the photos used for my DigiPak, however I then edited them using Photoshop. For the majority of the photos I simply adjusted the saturation, hue and contrast as well as cropping and resizing the images to suit the DigiPak. I also added lyrics to the other songs on the album on top of these images, using black bars behind white text to ensure the lyrics were readable. Below is an original shot, followed by the edited version which features in my DigiPak.

Original

Edited

However, for some of the images within my DigiPak I overlaid a translucent photo over another for a contrasting effect. Below is an example of two original photos and how I merged them to be used in my DigiPak.

Original

 

Edited

The most elaborately edited image is that used for the front cover of my DigiPak. I totally changed the background of the shot by removing the objects on the window pane using a masking tool, blacking out the windows with a filler, and overlaid a photo I took of a brick wall on top of the painted walls to give the image a more rustic feel. I feel this works well as the photo no longer looks as though it is taken in someone's lounge, but an old building such as a castle.

Here is the wall photo I edited in:









I used multiple layers and the masking tool to create the brick wall effect on what was a plain blue wall.

Mise en Scene in my Music Video

Costume

My artist, when in the narrative as Cinderella, will first appear in an ankle length skirt and blouse, this is a typical lower class 1800s outfit for women. I have chosen to dress the artist here as old fashioned to present the fairy-tale concept as out dated. The long skirt will be blue as this connotes innocence, and the blouse white to symbolise purity, thus portraying Cinderella as the perfect young woman so to heighten the contrast when it is not her that gets the Prince.

When at the ball the artist is wearing a high-low peach coloured dress; I chose this not only as it depicts what my synaesthesia participants pictured but also as it is a modern style thus contrasting the 1800s outfit seen earlier, creating a distinction between the fairytale opening and twisted realism ballroom scene. As well, the dip hem will create a flowing dream-like stream of material behind Cinderella thus enhancing the fantasy atmosphere. When the artist is performing the song whilst playing piano I will have her wear the same high-low dress as this will allow the audience to draw a distinct comparison between the performance and narrative aspects of the music video.

In the narrative, the other characters consist of the Step Mother, Step Sister and Prince. Firstly, the Step Mother will be wearing a similarly old-fashioned outfit to Cinderella, so to maintain consistency of this forged era- the Step Sister will also be dressed this way.

During the ball the Step Sister will wear a beautiful modern dress; rather than an obvious red dress to point her out as the 'villain' in my narrative I will use subtle hints such as red lipstick as only in Cinderella's mind is she the 'villain' whereas in reality she is just another girl. I have decided against the typical 'Ugly Step Sister' as I want to create a more honest fairy tale and thus will not use an unattractive actress for this role but a good looking girl. Finally, the Prince will be dressed in a smart suit and tie, portraying a tall dark and handsome dream guy, to reflect the ideal concept.

Lighting

I will be using natural lighting so to present my music video as realistic as oppose to fantastical. However when the plot turns and Cinderella is left by the Prince I will use darker lighting to symbolise the darkness of the events.

Action

As my synaesthesia participants felt that slow movement would suit my chosen song rather than fast action, I have decided to incorporate a slow waltz into the ballroom scene as oppose to modern day dancing as this is more upbeat. As well this will blend the two eras of modern day and 1800s together in this scene.

 

Make-Up

The make-up of all the actors will be natural to create realistic characters so the audience can relate to the music video rather than them appearing abstract and overly constructed. However as I have previosuly mentioned, the Step Sister will be wearing red lipstick to suggest the 'bad guy' role as red connotes danger; yet as well it can connote passion and love which relates to how the Step Sister and the Prince are truly in love.

Props

The two key props I will be using are a fairytale book and invitation. The book will feature in the performance shots within my music video to act as an intertextual link to the Cinderella fairytale. The invitation is used at the start of the narrative and will indicate, clearly, the story I am portraying by having 'Cinderella' printed on the front of the invitation.

 

Setting

Five sets are being used for my music video: the room where the artist performs the song, Cinderella's bedroom in the narrative, the woods Cinderella passes through, the Ballroom, and outside the Ballroom.

The first will be a bare room, other than the fairytale book and Piano as this will focus all attention on the artist. However there will be a large window behind the artist to symbolise the concept of being able to see what you want but being unable to touch or reach it. This metaphor is enhanced further when the camera zooms through the window to a shot of the Prince with the Step Sister as this is ideal that the artist wants but cannot have.

The narrative settings will contrast to the previous as they will have lots of objects scattered around the rooms so to look realistic and not set up. Cinderella's bedroom will bare the typical bed, dresser, lamp and books often found in a teenage girl's bedroom; as well this is where the invitation prop will feature as during this scene Cinderella picks it up.

I have Cinderella run through a wood at night to present both the beauty of nature yet also the scary and mysterious reality of it, reflecting the two concepts I intend to portray: ideal and real.

The Ballroom will be a combination of old and new with both modern dancing guests and an old fashioned waltz by the key characters; this will seporate the main roles and draw the audience's attention to them, as well as introducing the transition to modern day from the out dated fairy tale era.