Wednesday, 15 December 2010

Commentary Final

This our evaluative commentary of our music video

Wednesday, 8 December 2010

Commentary Planning- Script

(Our commentary will be set in front of a green screen to give us the option of having an interesting background behind us such as stills from our music video)

Ben: (Introduce Commentary:) This is our commentary of our own take on the song To Catch a Thief by  Lovage.

Lydia: (Introduce first question:) Our music video is quite unconventional it is very unlike mainstream current music videos. It has a very strong narrative that we have focused heavily. With this narrative, it gives the video the quirky feel we want, to reflect the style of the band and genre of the song, Trip Hop.

Fli: (Comment on first question:)  It does not represent the artist with any sex appeal or "notions of looking", not to mention its quirky editing and inclusion of a narrative throughout the piece. However when talking in terms of other music videos within the same genre (trip-hop), it is very much conventional, since other artists of the same genre very often have the same un-conventional approach, and include themes that would not be seen in videos for other more mainstream genre's.


Grace: (Comment on first question:) The digipak and Magazine advert are more conventional however, yet they still link very well to the music video itself with the symbolic image of the bunny included in both. 


Ben: (Comment on first question:) Our genre is not that typical as it is quite abstract, so the music video could be seen as conventional by people that know the genre to be quite different from general music videos. Our digipak and magazine advert on the other hand, appear as quite conventional. They are simple but effective containing just pictures with writing over the top, with very few added effects, much like a lot of magazine adverts and digipaks that would be seen in high-end retail stores.




Grace: (Introduce second question:) Our 3 pieces of work, the video, digpak and the magazine advert all centre around our main focus of the bunny. The bunny is the main character so we thought it would be a good idea to have the bunny as the main object of the other parts of our work. 


Lydia: (comment on second question:) All three of our ancillary products have a quirky theme to them and they all feature the Bunny as the trademark, iconic image for the band.We have thought very carefully about how we want these products to portray the band yet also reflect their style and appeal to their target audience. I believe that its important that they are all linked and connect from a marketing perspective so that the audience that link the three. This will sway them more to invest in the digipak for example, as they seen the music video and can connect the two visually which may lead to a quality connection also.


Fil: (comment of second question:) There are very clear links between our ancillary product and the music video. This is due to the fact that the images incorporated into the ancillary product came from locations featured in the video. There are some key differences which mark our the ancillary products as their own piece of work. Once such example of this is that while our music video is entirly in black and white, the digi-Pak is in colour, and is even photoshopped to give some individual colours a more vibrant hue. This was a conscious decision made by us, since we believed that the digi-pak would be of more interest to an audience if it had some differences to the video in terms of aesthetics. 


Ben: (comment on second question:) The only main contrast between all of the products is that the music video is desaturated and the ancillary texts are in colour. This is because we thought that the two texts wouldn't grab people's attention unless they were full of colour and therefore, attractive to potential fans of the band.




Fil: (Introduce third question:) The feedback from the rough cut of our music was very positive, and because of this we were not inspired to make changes but instead decided to move forward with our existing ideas. Despite this however we did get some opinions on things that could be added to make our video stronger. For example our teacher had advised us in perhaps putting in words in between some shots in the style of some older films, so as to highlight the comedic segments of the video.


Grace: (Comment of third question:) From our feedback we learnt not to use a lot of fades. We also were told to make it more comical by just cutting than using fades. We got a lot of positive feedback and this boosted our confidence and it encouraged us to carry on editing just as we were. 


Ben: (Comment of third question:) One criticism we received was that some of our peers did not understand the concept of having "the bunny" as the main focal point. This is because we had not finished the video so they did not have the whole narrative to think about. The idea behind having "the bunny" was that he is the narrative story as he is symbolic to a "thief" who needs to be caught.


Lydia: (Comment of third question:) Attaining feedback from three different levels of experience in music videos was extremely helpful as we were able to gain criticism from a target audience perspective being our peers, from a technical and knowledgeable point of view from our teacher and also a professional view on our music video from Amar who a an expert in the field of music video production.From receiving this feedback I have learnt that critical feedback is sometimes the best feedback opposed to all positive because it enables you to improve your product and see the weaker aspects.


Ben (Introduce fourth question:) For the new technologies, we were given new HD cameras to film with. These were excellent as this enabled us to produce a better quality video, as we had shots that were crystal clear. We also had to re-use the Blogger. This as not so different from previous experiences of the device, so no real challenges were presented there. 


Lydia (Comment on fourth question:) For the creation of the Digipak we used Photoshop and all of us knew how to use this media technology, so we were bale to come up with a successful ancillary product with many technical, professional looking aspects.For the researching aspect of creating our music video we only used internet sites such as 'Youtube' and 'Wikipedia' which are not really new media technologies but were extremely helpful.


Grace (Comment on fourth question:) We used the green screen. This was the first time we used it. We had some problems with the "Chroma Key" while editing the video, but overall it was very effective because we were able to create many effects such as layering the band on to a montage of clips 




Fil (Comment on fourth question:) The piece of technology that helped us most to achieve our creative vision was final cut, since by this point we were very familiarised with the tech and had room to experiment with the effects. Much of our videos most striking or inspired sections were the result of experimentation, such as the running effect which causes frames to repeat and "stutter".




CONCLUDE


Everyone comment

Friday, 3 December 2010

Conventions of a Music Video Commentary/Evaluation.

The Conventions of a music video commentary include:

  • Either a voice over of individuals speaking over a sequence from the video, or filmed clips of the production team being interviewed about the different aspects of the film, or a combination of the two.  
  •  The Individuals speaking are always either directors or heads of production. However actors and the like can also be included.
  • There is a overlap in what a person is saying and what is being shown.
  • The main topics of discussion include the narrative, editing choices and themes, as well as how they wish for an audience to react to the film and explanations of a deeper interpretation of the film.
As a group we aim to fulfill all of these conventions in our won evaluative commentary. 

Magazine Advert Final

Here is our final Magazine Advert
13S2-36 Magazine Advert

DigiPak Final

Here is our finished version of our DigiPak
13S2-26 DigiPak

Individual Evaluation

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


Looking at our music video of the song 'To Catch a Theif' by Lovage, as a whole i would say that it is quite unconventional. It challenges the convention of having a lot of screen time on the main singer or band as most main stream current music video's do. We did not want t stray to far away from a conventional video so we have featured the band within the video. I believe that it is less conventional as it has a very strong narrative that we have focused on heavily which gives the quirky feel to the video in conjunction with the song.

By using a bunny (bunny costume) in our music video, makes it controversial to a certain degree, which i feel will capture an audiences attention more so than having all conventions met. The digipak and magazine advert continue this quirky theme but do meet the typical conventions and requirements such as track lists, band name, ratings, myspace addresses that are included.

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


As I have previously stated all three of our ancillary products have a quirky theme to them and they all feature the Bunny as the trademark, iconic image for the band. The music video is in black and white throughout, so it is not vibrant and bright which reflects the style and genre of the band 'Lovage'. as well as the song. WE wanted the digipak and magazine advert to follow this styles so, although they are not in black and white the colour used are dark and again, quite quirky.

We have thought very carefully about how we want these products to portray the band yet also reflect their style and appeal to their target audience. I believe that its important that they are all linked and connect from a marketing perspective so that the audience that link the three. This will sway them more to invest in the digipak for example, as they seen the music video and can connect the two visually which may lead to a quality connection also.

3. What have you learnt from your audience feedback?


Attaining feedback from three different levels of experience in music videos was extremely helpful as we were able to gain criticism from a target audience perspective being our peers, from a technical and knowledgeable point of view from our teacher and also a professional view on our music video from Amar who a an expert in the field of music video production.

As a group we were all very pleased with our peer feedback of our rough cut as the majority of it was positive. However, because the feedback was so positive we weren't able to get any get any constructive criticism which would have enabled us to improve our final music video.

Again, the feedback from our teacher was all very positive and we were able to look at our video in more depth and also analyse all of the micro elements within it. This feedback on our rough cut gave us the confidence to continue to edit and improve video as we had been doing.

Finally, Amar's feedback was extremely helpful to us as he was able to look at our rough cut critically which is just what we needed to improve the weaker parts of our video. He also was able to give us suggestions to enhance our video in the best way and we these on board to do so.

From receiving this feedback I have learnt that critical feedback is sometimes the best feedback opposed to all positive because it enables you to improve your product and see the weaker aspects.

4. How did you use new media technologies in the construction and research planning and evaluation stages?


Within the editing of our music video we used Final Cut Express an editing software. Only a few members of our group we very experienced in using the software, so they did the majority of the editing whilst the others gave suggestions as to what to edit. This was difficult at times as we wanted everyone to be involved but the less experienced with Final Cut Express found the software challenging meaning that periods of editing were quite slow and not as efficient as we would have liked. However, Final Cut Express is a fantastic program and we were able to add many effects to our video that we would not have thought of if they were not available to us on the software. For example, a grainy effect in top of de-saturation.

For the creation of the Digipak we used Photoshop and all of us knew how t use this media technology, so we were bale to come up with a successful ancillary product with many technical, professional looking aspects.

When shooting the music video itself we had access to a HD video recorder which improved the quality of our video dramatically and the camera was new and very efficient. During the shoot we also had a stills digital camera which was of a very high standard meaning that our photographs were excellent, two of which we have used on our digipak.

We also had the great privilege of being able to use 'Green Screen' technology which meant we could integrate shots of the band playing over shots we had taken outside the classroom at our chosen location. Again, this took our video to a higher level and gave it that professional feel.

For the researching aspect of creating our music video we only used internet sites such as 'Youtube' and 'Wikipedia' which are not really new media technologies but were extremely helpful.

With all of the technologies we have used, they have allowed us to be creative with all of our products. In our video we were able to add effects such as layering one clip over another with the aid of fading. This effect helped us to embrace our ideas and achieve them to there fullest potential. An example of the creativity on our digipak was enhancing the the brighter colours in the photograph to give it that quirky feel we wanted to achieve. As for the magazine advert we were also able to import stills from our video and add the exact front style to match the style of the band and song. With such a wide range of creative options we were able to go above and beyond our initial ideas and create professional and successful products.

Thursday, 2 December 2010

Individual Evaluation

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

Our music video would traditionally be seen as unconventional as it challenges most stereotypes that would be found in a music video. Our genre is not that typical as it is quite abstract, so the music video could be seen as conventional by people that know the genre to be quite different from general music videos. Our digipak and magazine advert on the other hand, appear as quite conventional. They are simple but effective containing just pictures with writing over the top, with very few added effects, much like a lot of magazine adverts and digipaks that would be seen in high-end retail stores.

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

The three products centre around the main piece or symbolic image of the video, i.e. "the bunny". This figure is the main character in the music video, so therefore, we thought it would be fitting to use the character in the two ancillary texts as well. The only main contrast is that the music video is desaturated and the ancillary texts are in colour. This is because we thought that the two texts wouldn't grab people's attention unless they were full of colour and therefore, attractive to potential fans of the band.

3. What have you learnt from your audience feedback?

From the feedback, we learnt that fades are not to be used all the time as they suggest a change in scenery, rather than a shot change, which os what we used them for occasionally. We responded to this by changing some of the fades to quick-jump editing, to signify the change in shot rather than scenery. The other criticism we received was that some of our peers did not understand the concept of having "the bunny" as the main focal point. This is because we had not finished the video so they did not have the whole narrative to think about. The idea behind having "the bunny" was that he is the narrative story as he is symbolic to a "thief" who needs to be caught.

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

For the new technologies, we were given new HD cameras to film with. These were excellent as this enabled us to produce a better quality video, as we had shots that were crystal clear. We also had to re-use the Blogger. This as not so different from previous experiences of the device, so no real challenges were presented there. Re-using "Final Cut Express" was quite different, however, as we had to overcome the problem of the "green screen". To do this, we had to learn how to use the "Chroma Keyer" effect, which negates the colour background to the individuals are on. This can sometimes be quite tedious and time consuming as some of the green kept showing through. Another relatively new bit of software was "Photoshop". Having used the software before, the process was relatively straight forward. Some effects such as getting rid of certain elements of a picture, without ruining the overall effect, was a bit more troublesome. Saying this, the whole process was bearable and we encountered very few problems within "Photoshop".
To summarise, most of the new media technology we used was relatively easy to work with and we encountered very few problems, apart from the "Chroma Keyer" effect on "Final Cut Express".
 
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