Sunday, 9 April 2017
Saturday, 8 April 2017
Friday, 7 April 2017
3) What have you learned from your audience feedback?
When initially looking at this question, I felt that using a Survey Monkey to gauge my audience's overall reaction to my final edit would be a step in the right direction, and so I posted the survey that I had created on Facebook hoping that I would get a more varied response. When making my survey, I felt that it was important to include images of my final digipak, my final magazine advertisement, and my final edit. This was an important aspect to me, as I wanted to ensure that the audience knew exactly what they were responding to, and that they could simply scroll up to compare products.
My next question was a true test of whether my product used conventions correctly. Should the audience feedback suggest that my video belonged to any other genre than Indie, I would have known that I had included the wrong types of mise-en-scene and cinematography. However, upon collecting the results, it was a very positive response with the majority of my audience identifying the genre correctly, as 'Indie'. This in turn confirmed that I had used the conventions of indie music videos, in a way which allowed the audience to identify the genre.
Other aspects of my video that I felt were important was the mise-en-scene and, more specifically, the costumes. I felt that the opinion of my audience would be highly valuable here, as it would allow me to see whether my representation of an indie artist was an accurate one in the eyes of others. When questioning about how the clothing suited the genre, a high percentage of respondents acknowledged the use of denim and checked materials as a trait of the indie genre. However, without the previous information I had gathered from them regarding what they would expect to see in the video, I may not have chosen to dress my artists in denim and darker clothing. In light of this, I feel that I learnt something about the genre which in turn helped me to create my music video with the correct costumes. The also used the knowledge I had acquired about the expected locations in order to choose where to film my music video. This clearly worked well, as my audience recognised the use of urban settings and town as indie features.
I left the link for a couple of days, but after receiving ten responses, I was happy to begin analysing as I figured interest would die down as the link got older. My first thoughts when I saw the results of my survey were that I had managed to capture a good chunk of my audience, due to there being an equal amount of male and female respondents. I also felt that the age range was good as in my earlier audience survey, I managed to see that I was aiming my video at young adults with ages ranging from 16-21. I feel that the quantity of respondents aged 17-18 is good as it's pretty much in the middle of the range I had found.
On top of using Survey Monkey to gain knowledge about the thoughts and feelings of my target audience, I also directly messaged them. Through Facebook, I chose to message individuals aged between 16-21 in order to get a more personal response. Below are some of the responses I collected -
From these responses there were some very crucial points that I felt were established. Firstly, that the mise-en-scene (setting, props, costumes, casting), suited the genre very well, with members of the audience identifying clothes, and the smoking shots as conventional within the indie genre. However, this being said, I do agree that there are too many shots of the male protagonist smoking, and if I were to reshoot the video in the future, this is an aspect I would be most likely to change. I was also able to conclude that the use of cinematography made my video more interesting to watch, especially with regards to the more abstract shots and the point of view shots. It could perhaps be said that the point of view shots add to the narrative positively, and help with it's development as it's placing the audience in the shoes of the protagonist. Moreover, the use of establishing shots and abstract shots such as the lights which have darker tones also add to the narrative due to the way they are rhythmically edited in, a point which is made by the first individual I asked about the video.
1) In what ways does your media product use, develop or challenge forms and conventions of real media products?
When considering this question, I thought it best to an analysis of my video and ancillary products, in the same format that I analysed the Indie music videos in the research stages at the start of my blog.
I believe that the music video I have created for the song, 'I Wanna Be Yours' by Arctic Monkeys, displays conventions typical of the Indie Rock genre, and of a real music video. I feel that an example of these conventions being displayed is the use of the artist being presented as the protagonist in the narrative. This is a typical feature within music videos, as it is a way in which the artist can present themselves to the audience. In this case, the artist, Dysphoria, is presenting themselves as a Televised Bard. This is also a common feature within the Indie Rock genre, with artists such as Panic! at the Disco, often presenting themselves as the main character in a story which links in some way to the lyrics. However, with regards to the performance aspect of the song, I feel that it also defies conventions, as there is no performance from the artist. The reason I didn't put any performance in to the video, is that I felt it wouldn't have added anything to the narrative, and as it's such a slow rhythm, I felt that it would have been very hard for my artist to lip synch it well. I also feel that it would have taken the main focus away from the action, and more could be expressed through the narrative than through performance as it can be very hard to express emotion in songs which are so slow.
Settings in the Indie Rock genre are often very urban, with the budgets mostly being quite low. It is suggested that the reason for choosing lower budget locations to film in is down to the focus on the music production, meaning that it is likely that settings such as houses and local venues will be chosen. I feel that my text definitely captures this aspect of the Indie Rock genre as it is filmed in the city of Hull, down streets and near the marina, and also in Elliot Docwra's house, meaning that shooting in all of my locations was free. I also feel that through using these urban settings, the music video is made to be more relatable to the audience because they are likely to visit locations similar to these in their day to day life. This, in turn, makes the artist become more appealing because the audience can draw similarities between themselves and the artist, making them feel as though they have a bond. Moreover, I feel that filming the water in the marina draws focus to the lyric, 'at least as deep as the pacific ocean', because there is a very clear link. This could be considered a feature typical of music videos as imagery is often used to create links to the lyrics, thus linking the two texts together. I feel in this aspect, my product does use conventions of a real music video.
The costumes used within this video are once again, very simple, due to the focus being more on the song than the actual narrative. I feel that this uses the conventions of an Indie Rock video, because quite often, the use of costume is minimalistic and in dark colours to reflect the overall tone of the song. Having used the results from my survey, I dressed the protagonists in denim jackets to create a clear link between them, and I feel this works well within the genre as it creates a very clear link. This furthers the narrative, whilst still using the codes and conventions set. I feel that this aspect of my video links to Pierce's theory that 'we think only in signs' as it clearly demonstrates to the audience that the protagonists have something in common which is deeper than their clothing. I also used a theme of checked materials (a checked shirt and a checked scarf) to further develop this link whilst following the results of my survey. Through putting my female protagonist in a burgundy hoodie, I feel this could reflect rage and anger, which in turn is using Pierce's theory as I have used colour in order to connote the mood. I also feel that the use of different outfits within the video mirrors the way in which a real music video is produced and presented as outfits are often changed to create a sense of moving time, which in turn creates a sense of verisimilitude.
Props within in this video are also, very minimalistic, with mugs of hot drinks and cigarettes being the main two which come to mind. I feel that this is fitting within the Indie Rock genre as there is very little need for props in the majority of narratives, yet cigarettes are highly suited to the genre. This being said, I also feel this slightly defies the conventions of music videos, as usually props are a main focus within the performance element, with the singer/performer, usually using a microphone or some form of instrument.
I feel that the narrative has a clear link to the lyrics in the song, with the focus entirely being on a relationship, and the dedication of both parties to one another. I feel that the use of this narrative links to the conventions of real music videos, as there is normally a clear link between lyrics and narrative. It can surely be said that the imagery used in my video is used to develop the audience's perception of the lyrics, and the overall tone of the music video matches that of the song. I feel that overall, my video adheres to the ideas of Sven E Carlsson as my music video fits into the narrative category of the music video genre, as opposed to performance or conceptual. Moreover, I also feel the narrative of my music video links to the structure which is suggested by Todorov within Todorov's and Propp's theories. I am able to identify my text as part of this theory as it begins with an equilibrium (the couple are happy), then there is a disequilibrium, (they argue), which is recognized during the protagonist's reflections. The female protagonist then tries to fix the disequilibrium as she visits the male protagonist's house. However, unlike a stereotypical narrative, the ending of my narrative is shown at the beginning in reverse, to indicate the narrative that follows comes before the couple driving away. This being said, my narrative still fits into the suggested order as there is still an equilibrium at the end of the narrative, it is just shown first.
Furthermore, I feel that the way in which editing is used within my video is clearly similar to the way in which real music videos are edited, due to the use of rhythmic editing. I feel that this really adheres to the Indie Rock genre, as there are usually no soft transitions due to the music focusing on harder beats. This being considered, I believe that the use of jump cuts within my video are also a way in which it adheres to realistic editing that features in real music videos. I believe this as jump cuts are often used to show audience the pace at which something is going, and in this case, I have used it to demonstrate how quickly an argument can be blown out of proportion.
With regards to the cinematography within my video, I used a range of shots in order to reflect the Uses and Gratification Theory by Bulmer and Katz. This theory suggests that media texts offer the audience a sense of escapism, thus explaining why a range of shots are used within different media texts. Through the use of shots such as over the shoulder shots and close ups which are from the protagonist's point of view, I feel that the audience may feel that they are part of the video, thus offering them the escape they sought after. I also feel that this is typical of a music video, as a range of shots are used in order to show the audience the diegesis, and further develop the narrative.
Looking at my ancillary texts, I used all of the conventions I had previously discovered in order to piece them together. I feel that this means my products conventional, as I looked at the features of both digipaks and magazine advertisements, and included all of the elements within my own. For example, the back cover of my digipak houses a list of the tracks on the disks, but also includes copyright information and the recording label logo. I feel this is a crucial feature of regular digipaks, thus meaning my digipak mirrors a real text. Similarly, my magazine advertisements features key aspects of a real product, with the album name and date being prominent features that I have chosen to include. I feel these are important as they are used to inform the audience, hence why I chose to include them in my own product.
I believe that the music video I have created for the song, 'I Wanna Be Yours' by Arctic Monkeys, displays conventions typical of the Indie Rock genre, and of a real music video. I feel that an example of these conventions being displayed is the use of the artist being presented as the protagonist in the narrative. This is a typical feature within music videos, as it is a way in which the artist can present themselves to the audience. In this case, the artist, Dysphoria, is presenting themselves as a Televised Bard. This is also a common feature within the Indie Rock genre, with artists such as Panic! at the Disco, often presenting themselves as the main character in a story which links in some way to the lyrics. However, with regards to the performance aspect of the song, I feel that it also defies conventions, as there is no performance from the artist. The reason I didn't put any performance in to the video, is that I felt it wouldn't have added anything to the narrative, and as it's such a slow rhythm, I felt that it would have been very hard for my artist to lip synch it well. I also feel that it would have taken the main focus away from the action, and more could be expressed through the narrative than through performance as it can be very hard to express emotion in songs which are so slow.
Settings in the Indie Rock genre are often very urban, with the budgets mostly being quite low. It is suggested that the reason for choosing lower budget locations to film in is down to the focus on the music production, meaning that it is likely that settings such as houses and local venues will be chosen. I feel that my text definitely captures this aspect of the Indie Rock genre as it is filmed in the city of Hull, down streets and near the marina, and also in Elliot Docwra's house, meaning that shooting in all of my locations was free. I also feel that through using these urban settings, the music video is made to be more relatable to the audience because they are likely to visit locations similar to these in their day to day life. This, in turn, makes the artist become more appealing because the audience can draw similarities between themselves and the artist, making them feel as though they have a bond. Moreover, I feel that filming the water in the marina draws focus to the lyric, 'at least as deep as the pacific ocean', because there is a very clear link. This could be considered a feature typical of music videos as imagery is often used to create links to the lyrics, thus linking the two texts together. I feel in this aspect, my product does use conventions of a real music video.
The costumes used within this video are once again, very simple, due to the focus being more on the song than the actual narrative. I feel that this uses the conventions of an Indie Rock video, because quite often, the use of costume is minimalistic and in dark colours to reflect the overall tone of the song. Having used the results from my survey, I dressed the protagonists in denim jackets to create a clear link between them, and I feel this works well within the genre as it creates a very clear link. This furthers the narrative, whilst still using the codes and conventions set. I feel that this aspect of my video links to Pierce's theory that 'we think only in signs' as it clearly demonstrates to the audience that the protagonists have something in common which is deeper than their clothing. I also used a theme of checked materials (a checked shirt and a checked scarf) to further develop this link whilst following the results of my survey. Through putting my female protagonist in a burgundy hoodie, I feel this could reflect rage and anger, which in turn is using Pierce's theory as I have used colour in order to connote the mood. I also feel that the use of different outfits within the video mirrors the way in which a real music video is produced and presented as outfits are often changed to create a sense of moving time, which in turn creates a sense of verisimilitude.
Props within in this video are also, very minimalistic, with mugs of hot drinks and cigarettes being the main two which come to mind. I feel that this is fitting within the Indie Rock genre as there is very little need for props in the majority of narratives, yet cigarettes are highly suited to the genre. This being said, I also feel this slightly defies the conventions of music videos, as usually props are a main focus within the performance element, with the singer/performer, usually using a microphone or some form of instrument.
I feel that the narrative has a clear link to the lyrics in the song, with the focus entirely being on a relationship, and the dedication of both parties to one another. I feel that the use of this narrative links to the conventions of real music videos, as there is normally a clear link between lyrics and narrative. It can surely be said that the imagery used in my video is used to develop the audience's perception of the lyrics, and the overall tone of the music video matches that of the song. I feel that overall, my video adheres to the ideas of Sven E Carlsson as my music video fits into the narrative category of the music video genre, as opposed to performance or conceptual. Moreover, I also feel the narrative of my music video links to the structure which is suggested by Todorov within Todorov's and Propp's theories. I am able to identify my text as part of this theory as it begins with an equilibrium (the couple are happy), then there is a disequilibrium, (they argue), which is recognized during the protagonist's reflections. The female protagonist then tries to fix the disequilibrium as she visits the male protagonist's house. However, unlike a stereotypical narrative, the ending of my narrative is shown at the beginning in reverse, to indicate the narrative that follows comes before the couple driving away. This being said, my narrative still fits into the suggested order as there is still an equilibrium at the end of the narrative, it is just shown first.
Furthermore, I feel that the way in which editing is used within my video is clearly similar to the way in which real music videos are edited, due to the use of rhythmic editing. I feel that this really adheres to the Indie Rock genre, as there are usually no soft transitions due to the music focusing on harder beats. This being considered, I believe that the use of jump cuts within my video are also a way in which it adheres to realistic editing that features in real music videos. I believe this as jump cuts are often used to show audience the pace at which something is going, and in this case, I have used it to demonstrate how quickly an argument can be blown out of proportion.
With regards to the cinematography within my video, I used a range of shots in order to reflect the Uses and Gratification Theory by Bulmer and Katz. This theory suggests that media texts offer the audience a sense of escapism, thus explaining why a range of shots are used within different media texts. Through the use of shots such as over the shoulder shots and close ups which are from the protagonist's point of view, I feel that the audience may feel that they are part of the video, thus offering them the escape they sought after. I also feel that this is typical of a music video, as a range of shots are used in order to show the audience the diegesis, and further develop the narrative.
Looking at my ancillary texts, I used all of the conventions I had previously discovered in order to piece them together. I feel that this means my products conventional, as I looked at the features of both digipaks and magazine advertisements, and included all of the elements within my own. For example, the back cover of my digipak houses a list of the tracks on the disks, but also includes copyright information and the recording label logo. I feel this is a crucial feature of regular digipaks, thus meaning my digipak mirrors a real text. Similarly, my magazine advertisements features key aspects of a real product, with the album name and date being prominent features that I have chosen to include. I feel these are important as they are used to inform the audience, hence why I chose to include them in my own product.
Thursday, 6 April 2017
Friday, 3 March 2017
Friday, 10 February 2017
Friday, 3 February 2017
Analysis of Existing Products
This advert by Florence and the Machine promotes the release of their debut album Lungs. The use of this medium shot allows the audience to see the top half of front woman, Florence Welch, which would immediately alert them to the fact that the advertisement is promoting this artist. The placement of the lungs on her chest creates a more literal representation of the album title, and it showcases that her lungs are like her instrument, and a crucial element of the album's creation. Moreover, the artist's outfit makes her appear to be a pre raphaelite, thus presenting her as a romantic. This may have been an impression which was purposely created by the record label and the band themselves as the album is mostly about love and romance. It could also give the audience the impression that Florence Welch is a more sensitive individual, which in turn could help them to relate to her. To add to this, the background is quite neutral, which in turn creates a very relaxed and natural feel. This might imply that singing and performing for the band comes naturally, and that creating music is what they were meant to do. This kind of rustic vibe is quite common within the indie genre, as it gives the artists themselves a very raw, and realistic image, which in turn makes them appear to be more genuine.
This advert, created to promote Jay Z, focuses on an abundance of white instruments, piled on top of one another to create what appears to be a sculpture. This immediately creates a message for the audience that, perhaps, this album is a work of art and everything is purposefully crafted and balanced to create the music. This could in turn imply to the audience that a lot of effort went into the creation of this album, thus encouraging them to purchase it. The way in which the majority of the poster features the colour white could by a purposeful move by the label, and Jay Z himself, to tell audiences that he is a simple man, or maybe that he is a blank canvas, and the way in which he uses these instruments allows him to develop himself as a person. The way in which the three red lines are placed in the centre of the image could be strategic, as the album is called 'The Blueprint 3', however the use of the red is a clear opposite. This advert follows some conventions of magazine advertisements as it features some of the tracks on the album, and the release date.
This is AM, an album created by the indie band, the Arctic Monkeys, who incidentally sing the song I have chosen to put my music video to. The graphic on the front cover of the album is a very simple, white sound wave on a black background. The album title is embedded into the centre of the line, however the general message that this could give audiences, is that the album is very simple, and focuses on the sound and the feel of the music. The back cover is also very simple, with the track names being listed in a straight line, separated once by a straight white line. The white line could simply be separating the songs which have been released individually from the songs which only feature on the album, making it more about function. However, the white line could also be like a heart beat, and on the back, it could possible be perceived as a flat line, which in turn could suggest that the songs below it are a new sort of tone, as the Arctic Monkeys are 'reborn'. The image inside shows the band members all wearing the same outfit, in black and white. This is a convention of the indie genre, as it is very simple, but shows them as a collective. The band may have been dressed in this way in order to remind the audience of another famous artist, such as the Beatles who also dressed in a similar manner. The label could have done this purposely in order to imply that the Arctic Monkeys have a very classic sound.
Thursday, 2 February 2017
Wednesday, 1 February 2017
Chosen Ancillary Text Briefs
A promotion package for the release of
an album, to include a music promo video, together with two of the following
three options:
a website homepage for the band;
a cover for its release as part of a
digipak (CD/DVD package);
a magazine advertisement for the digipak
(CD/DVD package).
The pieces of text that have been put into a bold format are the two ancillary texts I have chosen to accompany my music video.
Saturday, 28 January 2017
Setting and Locations
Setting
In order to support the decisions I made with regards to the setting of my music video I created a mise-en-scene survey which I posted onto my social media. Members of my target audience completed this, giving me an idea of what they would expect to see in an indie music video. From these results, I can gather that the settings they would most expect to see are abandoned buildings, forests, and streets. I expected that streets and abandoned buildings would be popular as these are typical settings in the indie rock genre due to their urban nature. Considering my narrative and the response of my target audience, I have decided to set my music video in:
City Centre/Streets of Hull
Considering that most indie music videos feature quite urban settings, I feel that featuring the city centre and the streets of Hull would play up to the conventions of an indie music videos. The overall atmosphere and mood created by the streets can vary immensely depending on where abouts in the street you are stood. I feel that standing in a busy place where there is lots of action can create quite a tense atmosphere, whereas filming the streets at night can give a relaxed tone. I also feel that using the city centre makes my text more relatable to the audience as most of the individuals I will be targeting will have surely been out into the city with their friends or loved ones.
House
Considering my narrative, I feel that filming at the house of one of my protagonists would give the video a sense of verisimilitude, as it then appears that the narrative is a personal account. I would certainly want this sort of vibe from the video, and so I will most likely use Elliot Docwra's house in the sequence. I feel that using a house will allow the audience to really believe the relationship they are watching, and perhaps make the entire video seem more personal, as it could be suggested that home is the place where individuals are most vulnerable. I feel this also ties in with the lyrics of the song as the vocalist is completely opening up to the one they love, and so it would only make sense that they spend a lot of time together in what could be their own home.
Car
I have chosen to film aspects of the video in a car, as I feel that the showing of movement is really important in this video. Using a car to show progression, or therelackoff in this case could be a crucial element of the plot relationships are all about developing as people together. I also think that I could create some really nice imagery using the street lights in Hull as the protagonists are travelling, and think it would contribute to the narrative to show where the couple end up at the beginning of the text as opposed to the end. This could be considered a post modern feature, as I'm clearly deciding to flaunt that this is in fact a fictional text, however, I feel that it contributes to the entire atmosphere and mood of the song.
Costume - Protagonists
Female Protagonist Outfit Concepts
I feel that using the colour black as a running theme throughout the outfits in the video is relevant to the genre, as the Indie Rock genre often uses darker colours to create a darker tone in order to reflect the mood and tone of their songs. I figured it would be nice to use blue eyeliner on the female protagonist as it's a more current trend, and I felt that it would appeal the the target audience. I also feel that the connotations of using blue eyeliner could imply to the audience that the female protagonist feels 'blue' (sad), or maybe that she doesn't quite fit in as her style is more out there.
Male Protagonist Outfit Concepts
Based on the responses from my survey, I decided that the male protagonist should be shown in a checked shirt and denim jacket. I also put the female protagonist in a denim jacket to show their similarity. When looking in Asylum Industries for outfit inspiration, I saw Doc Martens in the shoe section, but not many converse style shoes as suggested by the audience survey. Based on the products that were being sold in an indie/alternative shop, I figured that using Doc Martens would be a better choice. I also felt that giving the male protagonist a ring was a unique touch as it made him appear to be more unique, thus allowing audiences to identify him. I would also expect the artist to wear this ring, thus making a direct link between the character in the narrative and the artist himself.
Friday, 27 January 2017
Casting
Male Protagonist
Whilst casting my male protagonist, I considered the generic indie appearance, and deliberated on what sort of age range I wanted the actor to be. I decided that in order to appeal to my audience, it would be better to cast an individual of similar age, hence meaning they could relate easily and find ways in which they could link themselves to the music video. Bearing both of these factors in mind, I decided to cast Elliot Docwra. Though my other options (Lewis Spence and Jack Johnson), were equally experienced in acting, and had the availability, I felt that Elliot suited the overall indie genre better due to his tattoos and body modifications. I also felt that he had the right sort of style to suit the character, and that his age (19) was just right.
Female Protagonist
As the male protagonist in my music video is aged similarly to my target audience, I feel that it is only fitting for the female protagonist to also be in late adolescence. When considering who to cast, I thought about who would be comfortable acting as though they were in a relationship with the main actor, and who had the most availability. In light of these factors, I chose to cast myself, as I knew what sort of tone I wanted to create, what I needed and wanted from different scenes, and that I was available to film after college everyday. My other options, Bethany Harper, and Angel Emily Diamond White, would have also worked well, however, they did not have the availability, or the correct appearance for the genre. They were also not as familiar with Elliot as I am, and so when asking them to act in certain scenes the atmosphere may have become more awkward than natural.
Revised Synopsis
The video will now focus on the relationship of an adolescent boy and girl, who seem very much in love initially but have a big argument which leaves the audience unsure of whether they will stay together or not. At the beginning of the video, the narrative will show a car journey in which the couple are travelling backwards, implying that they are reversing time. At the end of the video, the female protagonist will arrive at the male protagonist's house with a backpack, thus implying that they will end up running away together.
First Draft Feedback
In light of my audience feedback, I have decided to keep elements of the mise-en-scene and cinematography the same, however, I feel that in order to have a narrative which works, I need to simplify it. Bearing this in mind, I plan to cut two of the characters from my narrative, and base it solely on a single relationship instead. This will minimise confusion between different characters and prevent the audience from experiencing confusion which could ruin the video for them.
Thursday, 26 January 2017
Monday, 23 January 2017
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