Evaluation task 3 /What have I learned from my audience feedback?

What have I learned from my audience feedback?

Throughout the entire production process of the music video, CD DigiPak and Website I have relied on audience feedback. As Kaz and Blumler argue the media product should provide the viewer with gratitude (Gratifications Theory) and more specifically our music video shall be an escape to the viewer, as well as a form of relaxation and entertainment. And as the audience is the final user of the products, I worked in co-option to full fill their needs and tailor the products to their needs. 

My Target audience is primarily Teenage girls and secondary target audience is boys aged 16-21. Both from a western society and fans of the indie genre.

More in depth analysis of the target audience values...
Audience Profile for Glory Box-Blog Post

Teenage girls:

• Strivers: who seek motivation and approval from the world around them.
• Trendies:they crave attention and admiration of their peers.
• Innovators: Who wish to make their mark. 
• Groupies: who just want to be accepted.

Teenage boys: 

• Trendies: they crave the attention and admiration of their peers
• Innovators: who wish to make their mark
• Experiencers: Young, enthusiastic, impulsive and rebellious. They seek the adrenaline rush and find outlet in outdoor activities, like sports.
• Rebels:who wish to remake the world

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Focus Group

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You Tube statistics

The You Tube statistics revealed that the gender divide of our intended target audience was accurate as the viewers are nearly split equally between male and female audience. However, the age range was unexpected as we predicted a male audience group in the of the age18-24, the large group of 45-54 year olds does not suit our star image and can only be explained through parental interest in our coursework or a very strong USP of her sex appeal. 

This shows that our audience is building and increasing as the music video is contemporary content, that is popular in modern society.

This statistic reveals that our target audience watches the first minute of the music video before turning it off, which suggests that throughout the editing process we should have introduced the male character earlier on to create a more interesting aspect that will hook the audience's attention. As the viewers clicked away at 1:02 on average, while our second character was introduced at 1:23. Our target audience being teenagers; are intrigued by the character's sexual tension and want to see what happens.  

The geographical location of our audience fits our expectation. With 86% of our viewers being from the United Kingdom, where our artist is located and marketed they are our key viewers and major audience group. the 6.4% of viewers from Russia reflect Sasha's Russian background and the elements of Russian culture we have incorporated into the campaign, such as the Russian letter in her name and the red colour. The third location which is very eager in watching our music video is france, while we did not consider this audience in advance the video might have been so successful due to the artist's femme fatal nature. The dangerous and intriguing charisma of the femme fatal originates from the french film noir movies; which links Sasha to the french audience. In general our expectations of Sasha beeing appealing to a western/European audience have been proven. Sahsa being the modern, European beauty ideal, only attracted little attention from non-european countries, in which the audience only watched 34 seconds of the video, such as in Malawi.

Unfortunately due to copy write reasons our video was not available on Mobile devices such as smart phones, which had a big effect on the view numbers. As teenagers are mainly using their phones to view content. However as expected the majority of content is viewed on a computer.

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Evaluation Task 3

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Evaluation Task 4/How did you use Digital technologies in the construction and research, planning and evaluation stages?

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

Digital technology is a vital part of the film production process, which I have experienced first hand in my A2 year. The proliferation of digital technology has allowed the success for low budget productions, such as Gareth Edwards' 'monsters', it also allowed prosumers like myself to produce a a semi-professional product.

In the preproduction process technologies such as:

• blogger 
• Slide share
• Pinterest
• YouTube 
• Prezi
• Hyperlinks 
• iPhone 

In Production the most vital elements were the:

• Digital Clapperboard 
• playback 
• The black magic

In Post-production digital technology was necessary for the campaign to come together:

• Wix 
• Photoshop
• Adobe Premiere Pro 

These digital technologies allowed me to improve and build on my skills, build up in my AS media year. While hardware such as an iPhone provided easy access to communication and visual documentation through the use of the camera, other technologies such as Adobe Premier pro required more in-depth attention as it is the main element of the content coming together as a final product.

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Evaluation Task 4

This is a director's commentary we made to our music video, analysing the use of Digital Technology in the production and post-production process. 

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Script

J - Jemma

T - Thomas

H - Honor

A -Anne 

H: On the shoot day, we used a digital clapperboard, which is a software on an i Pad, that displayed a one-minute countdown leading up to the playback. This allowed all the cast and crew members to standby and the countdown is vital for the lip-sync in the post production. In regards to creating a performance element, which is a typical convention of a music video we synced up the countdown on the footage with the countdown leading up to the music track.

A: To film the footage we used a Black Magic camera, which allowed us to shoot in high resolution, in 4K. We worked with 5 different lenses to frame different shots. Shooting an extreme wide on a 85mm Carl Zeiss lens, wide on a 50mm, mid shot on a 35mm, close up on a 25mm and an extreme close up on the 21 mm lense. The closer the shot the more intimate and connected the viewer feels to the Sasha. As we are promoting a femme fatal image of a temptress we mainly used close up shots to create a sensual look.  

T: Once we entered the post-production process we used Adobe Premiere Pro to edit the video. Appealing to the conventions of a music video, we cut to the beat using the blading tool. Creating a  offline performance cut, through organizing selected shots on a timeline, helped us to get the order right and create a smooth flow to the video. 

J: Next we edited an online cut, in which we added the narrative element. Screening this rough cut to a selected group of the target audience, to see if it was fit for purpose. Hugo, 18, pointed out that the editing becomes repetitive in the second half of the video. In response, we added slow and fast motion to maintain the viewer's attention throughout the clip and make it more visually appealing. 

A: Adding fast motion in elements like the tracking shot around the cage, creates an optical illusion of the shot being 360 degrees, while the actual footage isn’t. In combination with the music this visualizes the change in beat, during the song’s bridge, through changing the editing style. 

T: After the bridge, the song fades out, which we echoed through using longer duration shots and a fading effect on the footage; bringing the music video to a harmonic end. 

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Evaluation Task 4/ Notes on preproduction

• In the pre-production process online platfroms such as Pinterest, or search engines such as Google were vital digital technologies as they promoted our creative process and research. While Pinterest allowed me to create mood boards, Google as a digital technology provided infinite research opportunities. 

• Online Softwares such as Slide share, allowed me to distribute my  power point presentations and share them with my group members. 

• Facebook, provided easy communication between the group members. 

• Blogger in itself promoted the organisational element of pre production as it provided a steady documentation of the process, making the development easier as it provided a clear display of the idea at the different stages. 

This is our initial mood board, which was very helpful as it allowed us to source images to visualise our ideas in a group. I used Digital technology in the preproduction stage to help me shape the concept and idea.

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Evaluation Task 4 - conclusion

By using digital media technologies I have used technological convergence to ensure that I have produced three products as a part of a successful campaign.  My use of digital technology has enabled me to become a prosumer, a creator of media products to a near professional standard.  The use of Adobe Premier Pro as a piece of editing software has taught me how to select and organise a music video to a very high standard using semi-professional media equipment. While also teaching me how to selectively apply editing techniques such as colour-grading, slow motion and fast motion.  I have also been able to share ideas and research global and industry standard products.  Digital technology has made available to me opportunities to upload, share and distribute my products using Youtube as a free online broadcast platform; enabling me to become a Prosumer. It is also interactive – audiences have been able to feedback, like and comment on my products using features such as the comment bar on YouTube and other online tools.  These new skills learned on this course have enabled me to gain experience not only as a user of digital technology, but also to also become a producer – important to an understanding of the media in an online age.

Henry Jenkins very interested in examining this ‘participatory culture’ and most specifically how the Internet has brought it to the forefront through offering opportunities for regular audience members to produce and upload their own products – something that I have achieved by becoming a prosumer, as I exported the footage and uploaded it to YouTube.

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Website Prototype

We are starting to design our artist's website. Honor has created this first prototype on wix, that will allow us to develop the campaign based on it. 

Website prototype

The website contains: 

• contact details 
• a gallery 
• the music video
• UK tour dates 

Things we might add: 

• social media links
• links to music/ download possibilities 

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Audience feedback on final outcome

We screened our final cut to and interviewed six teenage boys, with in the age range from 16-18, since they are our primary target audience. 

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CD DigiPak

Since working with Photoshop requires a lot of effort from me since I am still developing my skills and therefore limits my experimenting possibilities. I used a website called Canva to allow me experiment with different front cover designs, that I can then transfer on to photoshop.

These are my drafts and Ideas:

These are my favorite two designs:

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Website development

We are creating Sasha's website using Wix.  I researched star websites like ‘Amy Winehouse’ and ‘Lorde,’ as both artists promote a similar indie/ femme fatal star image that we are simulating, I drew inspiration of their website design. Using Wix I designed a website promoting the album. Throughout the process, I create a ‘copy’ of the website, which was a written version of all the text required. After I had edited the biography, band details and introductory message, I created a first draft of the website. After a screening to the target audience, we received the advice to “incorporate more co-option” and to “change the font used on the website, as it is too feminine for her strong image”, by a 18-year-old media student, Hugo. To prepare the make the product fit for purpose I responded to the feedback, by linking Sasha’s Facebook profile and Instagram account onto the homepage and changing the font to a straighter less curvy, however still delicate font to maintain a feminine touch without the girly/ childish factor. To link the products together I had made the decision to keep the colour scheme of red, black and white running throughout the campaign.

Instagram 

I created a fake magazine called 'Uncovered', promoting Sasha as an upcoming artist.

 Through posting casual pictures from performance dates, Sasha is presented as an active musician who is engaging with her fans on a laid back and personal level.

To maintain Sahsa's star image, I decided to keep the red colour theme. While I edited most of the pictures on the account to have a red tint to it. I also created a series of video clips, in which the images flashed in red.

  The sense of laid back, active rock artist is further extended.

A young, youthful, kind and cool image is promoted.

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Conventions

In my music video: 

Technical conventions-

• Close ups and ECUsto help build recognition of artists (build star image),  and also to emphasise link with music and lyrics (show singer’s face/mouth singing, guitarist’s fingers playing guitaring, etc.)
• MCUs and mid shots to show body language and costume of artists, this can demonstrate emotions and can connote values and attitudes. 
• Crane/tracking shots to add to movement and pace to the image to match the movement of the music
• Lip-synced, cut to the beat, jump cuts
• Artificial lighting is extremely common and often used to give the artist a glow of perfection (clear skin, glow etc)

Symbolic conventions-

• The instruments themselves are highly symbolic and fit into distinct categories that link to other bands that use similar instruments and have various connotations
• breaking the 4^th wall, creates intimacy 
• red lipstick- sex appeal 
• dim/ gold lighting- giving her the perfect glow 
• black long dress- elegance 
• Ashen’s tie changing colour to red as soon as he is with her, to symbolise passion 
• birdcage/ unconventional fro a music video. Found a similar use of the prop in a perfume add for Coco channel .
• office set is highly conventional, as it is supposed to represent the boring lifestyle . 

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Rough cut

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Editing progress recap

Having built my editing skills during the AS thriller edit and other projects along the way, I was comfortable with lip syncing the footage, organising the shots on a timeline, cutting to the beat and using fades to introduce the content and to fade out echoing the music fading out. I used Prelude in order to convert the media files from the exFat formatted card to a format which was compatible with the Premiere Pro CC flash settings. The editing session was programmed with multiple folders containing the rushers, which I put on multiple video layers on top of the time frame clapperboard base, so I could sync the footage to the song precisely. The editing process of the Music video was more complex and involved more cuts; as we edited a performance cut, rough offline cut, an online cut which was screened to a selected group of target audience and a final cut which had been altered to become fit for purpose. In response to the target audience feedback on the rough cut, we added a sequence of slow and fast motion. As Tony, 18, design student, said that “the editing style becomes repetitive towards the end of the video” and the alteration of image creates an interesting element, which recaptured the viewers attention in the second half of the music video. In AS, however, I used simple editing techniques on a ‘cut and crop’ basis, which resulted in a boring editing style and lack of aesthetics to the product. I was also completely incapable of using either lumetri of After Effects, which combined with the poor quality of the footage impacted negatively the final product. 

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Editing Process - Notes

• I have learnt that it is a lot of effort making a music video. If you're not passionate about the music video, then it is a much harder process. I am very passionate about my music video. I love the song and I love what image we have created. I have my basic Adobe Premier Pro knowledge to build on and utilise in the editing process. 

•  I made a few key decisions in the music video. For example, we had an idea to make it black and white, however I was very against this due to the office scene. I wasn’t sure if it would look good in black and white, and I also thought it would look very weird if the cage was in black and white and the office was in colour. I felt that it wouldn’t go with the conventions of our artist, as she is a temptress, and red is her colour, therefore getting rid of it would've changed a lot. Another decision I made was to have less of the establishing shots in the music video. This is because I felt that it looked rather odd when it was next to any other shot. We did want to use it as it was a very pretty shot, however, I felt that it should've been used only once or twice.

•  The final product promotes the single release from the album. This is because we have used similar conventions throughout all of the campaign. We have given her a similar look in all of her pictures and she has similar outfits throughout.

•  I have been empowered as a prosumer as I have created my own product from one I have previously seen. As a group we have watched and adapted ideas from a song. We have used our own technologies and kit available to create this music video. We have done it independently and in a short period of time. We have asked other prosumers what their opinion is and we have taken their points on-board and adapted our idea.

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Editing

We have now entered the post-production process, which's main body consists of the music video's editing. The process of 'film editing is the art, technique, and practice of assembling shots into a coherent sequence.' 

We are using the editing software adobe premiere pro on a mac computer to edit our video, in the editing suit. Where we will be spending a lot of time in the next few weeks. We are aiming to complete the post production process in two weeks.

As a group we started off by watching all of our footage first, labelling the shots and brainstorming some ideas. We labeled the clips according to the shot type, subjects in the shot and lip-sync or non-sync to enable us an easier editing process and stay organised. 

We also synced up all the footage to the song. The process of syncing is a tedious process, but vital as the performance element is a convention of music videos. To sync the footage, with the original track, I used a base clip of the digital clapper board syncing up the time, to ensure the li sync is accurate.

Moving on from here we are creating a performance cut, that will then allow us to add in narrative strand. 

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Shoot Day

We finished shooting! The shoot day was a long and complicated process but we managed to get all shoots required!

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Preparing the shoot day

printed papers

• prepared files, by filling them up with papers 
• sourced costumes 
• talked through the plan
• who will do what:

Jemma: playbackand looking after cast

Thomas: directing and camera man

Honor: Producer & directing actors

Me: Camera & directing actors 

• finalised last questions like:

1. Are we going to film the band members in a spotlight individually? No. 
2. Will ashen trough over the table ? No .

• emailed cast -> inspiration 
• meeting with cast -> Max dropped, we got Guy to take his part 

We e-mailed the cast some inspiration videos, to help them visualise hat we are imagining and to enable clearer communication through out the directing process. 

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Suits for Ashen

Today we tried a selection of Suits on Ashen. They were all borrowed from the theatre department and Honor brought in one.

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However non of them seemed to fit right. We decided that Tomorrow we will have Ashen try one more suit which Thomas is going to bring in, and Ashen will bring a white shirt to go with it.
Incase any of the costume will be forgotten we are going to use this suit with a white shirt for the office and with a black shirt for the cage set up.
Ashen will also bring in black shoes and a belt.

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Second Fitting

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Shoot day is really close!

Today it is Monday the 21st of November and are shooting in two days!!!

Things that need to be done: 

• Ashen needs a suit
• we requirer false eyelashes 
• source instruments (base and guitar)  
• confirm lighting and set design
• gather props for Office Set up
• extras need to bring in their costumes 
• finalise & print shot list   

Originally we asked Ashen if he could source his own suit, since he owns one however he forgot to bring it in so we will source it for him. He requires two suits in a medium size. He will wear a nice black suit in the cage set up and will then wear a grey, run down suit in the office setting. 

Suit 1 inspiration: 

Thomas and Honor are both bringing in some black suits fir Ashen to try on tomorrow. 

Suit 2 inspiration:

I have contacted the school's theatre department to ask for some costumes. That we will hopefully have tomorrow to try during Ashen's fitting.

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Also Today Jemma did some last minute shopping for the shoot:

• false eyelashes 
• snacks for the cast, to keep a positive and cheerful atmosphere throughput the shoot
• a calendar (for the office set) 

We have also arranged a meeting with the cast tomorrow at 3:20, so have a final talk and make sure that we are all on the same page. We also asked the extras to bring in their black outfits already to avoid missing props and problems on the shot day. During the meeting we will also adress the sourcing of instruments and ask them to bring in their own.

We will have Tuesday afternoon to finish the sourcing of props, build the set and print the updated shot list.

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Contacting the new make up artist

Today we received the information that our Original make up artist dropped out, however she suggested and organised a replacement. We then contacted Emma who will help us with the make up on Wednesday. Honor Email her a brief summery of our concept and the look that we want. We also attached pictures of the actors so she can imagine the final product better. Honor also gave her mobile number to make future correspondence easier.

...

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Sourcing Reasurch/ Shoes

For our lead performer we still require a pair of black heals in a size 5. We want a subtle, relatively small heel. Since we have out run our budget, we need to find a good deal. This is a selection of possible shoes, however  we are looking for some free options first until we order a pair.

Closed/ lace heels/£25.99

Thin heel/£24.99

Block heels/£27.99 

Lace up heels/£15.00

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Reference pictures & Research

These are reference pictures for our first DigiPak idea. They are all images from previously existing CD covers. While the concept of the reflection in the eye seems to be commonly used in a more sinister way, we like the look and think that we could apply it in a visually appealing form that fits into our star image.

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Research into the design for our music publicity campaign

Research done by Honor 

London Grammar is an indie rock and trip pop band. They have been active from 2012 and still performing today. Their debut EPMetal & Dust was released in February 2013 by Metal & Dust Recordings Ltd, while their debut album If You Wait was released on 9 September 2013. If You Wait has been certified platinum in Australia and the UK, selling over 70,000 and 300,000 copies respectively.

 Lorde is an art pop and indie pop singer songwriter. She has been active from 2009 and is still performing today. In mid-2013, Lorde released her debut single "Royals". It became an international crossover hit and made Lorde the youngest solo artist (and the only New Zealander) to achieve a US number-one single on the Billboard Hot 100 since 1987. In late 2013, she released her debut studio album, Pure Heroine.

The two websites contrast one another. Firstly, Lordes website focuses on her face. It is dark and she is looking down. London Grammers website includes the three members under a spotlight. They are all abit hazy, however you can still see their faces, but like Lorde, they aren’t looking at the camera. Lordes website is very bland, it only promotes her, there is only the name of her new album and there are no music videos. London Grammer on the other hand, has several music videos.

Both websites promote their new album name. Both album covers have similar fonts and white text. However, Lorde promotes her look and appearance as on her album cover she is standing there, looking straight into the camera. London Grammar on the other hand isn't promoting the bands image, it looks like driving at high speed down London’s high street.

Researched by Thomas

Star Image - La Femme 

La Femme is a French indie rock band, established in France, created in 2010. The Band's music and image can be described as organic. 

The start image is mainly base on the provocation they put in their advertising campaigns. They also play a lot on their comical skills and ironical sense of humor, in order to reflect the main vibe of the group. All of those initiatives are put together in order to form an original, different or even weird image. Here are a few pictures taken from their websites, which illustrates what he has exposed. 

The main page of their website is a piece of art, in order to reflect the artistic side of their music experience. The following pictures are very ironical, as they make fun of picture posing conventions in the music industry, which increases their provocation image. 

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Test Shot

Today we had a look at the bird cage build, which was faced us with a few surprises.

The birdcage is a lot bigger than we expected, which influences: 

• the proxemics of the performance 
• the location of the band members 
• the visual use of space

The birdcage is also a lot more insatiable than we expected it to be, there for the artists need to be less physical with it. However we discussed with Paul that we will add another frame to the top and  bottom to add stability. 

The top of the cage will not be added until the shoot day. This is the angel the top bars will be attached in.

 Next we experimented with a few shots and run through a few movements Alex can make in the cage. This helped all of us imagine what the shoot day will be like.

The New gained space in the cage allows us to also film Alex inside the cage.

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Initial Campaign Design

Initial Campaign design from Anne Braatz

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Madonna/ Website research

Madonna is an American singer, songwriter, actress, and businesswoman who as been majorly successful since 1987.  With pop culture jewels like 'material girl', 'Like a virgin' and 'Holiday' she has earned herself the title 'Queen of Pop'. 
Through intertextual references Madonna has associated herself with Marilyn Monroe, who is seen as one of the sexiest ladies of all time. Madonna  promoted this 'sexy' image by recreating Monroe's  iconic blond curly hair and red lip, as well as posing in similar forms. 

On her recent website, Madonna promotes herself as the main selling point.

A sexualised image of her is the first thing a visiter of her website sees. While the picture doesn't look too provocative due to it's black and white colour scheme, the setting in bed provokes sexual connotations. 

The colour Scheme on the website is black and white, with red highlights. Presumably since red is a colour with connotations of passion and desier. 

At the bottom of her website she promotes  her 'News,  tours, community and store'

With in her homepage Madonna's secondary focus is promoting her social media, since she is Unique Selling Point is her own image as Queen of Pop all the focus is on her life. The use of social media also adds to the youthful image she wants to promote. 

Another thing that stood out to me and will be easily incorporated into our own campaign is the linking to her most recent music video. This allows fans to stay up to date, see more of the artist and take in the full campaign. 

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Amy Winehouse

Amy Winehouse was a world known and award winning English solo artist, with outstanding deep expressive contralto vocals and an eclectic mix of musical genres. She was a singer-songwriter and produced a mix of Jazz, Soul and blues. 

Her star image fits in perfectly with our prompted start image for our Artist. She is a sexy and independent women who  on her sex appeal and uses it as a power.  Therefore I decided to research her campaign as inspiration for our promotion campaign.

These are extracts of her top 10 most well known songs: 

Her album covers usually market her as a solo artist and sell her image. And promote her alternative/ indie look. The font used is not consistent throughout the campaign while it tends to be kept the same and similar on the individual album covers.

Her track lists are kept very simple as well to keep the focus on her.

While researching her album covers I stumbled across this layout which I thought was extremely interesting. There is a lot of mystery within the photograph since we can only see half of the artists face, however it also focuses on her iconic eyeliner style that is a symbol of hers. The large and dominating writing of the name/ Titel  adds the focus on her. Also the fact that the album is carrying the same name as the artist really emphasises the fact that they are selling the star image of a solo artist within the campaign.

The CD cover going along with the album is designed to appear as a unit by using the same colour scheme and the same font. I particularly like the design since it is extremely simple, but once again reinforces the star image. 

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Call Sheet

The daily call sheet is a filmmaking term for the schedule crafted by the assistant director, using the director's shot list. It is issued to the cast and crew of a film production to inform them of where and when they should report for a particular day of filming.

We created our call sheet based on our shooting schedule and will, hand a copy to everyone involved in the production in advance to inform every on of their time commitment and individual plan.

• Crew + Alex Beteeva meeting place: Studio
• Rest of the crew will come to the 2nd floor in the canteen. 

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Costume and Make up

This is a Google slides presentation Honor created to display our progress with the music video's Art direction. It focuses on costume, hair, makeup  and props.

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Shooting Schedule

We created this ideal shooting schedule. This helped us realise that we are running on a very tight time plan, so we will need to negotiate with the head of department and creative director that we might receive an extra shooting day or advice on the time management.

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Shot List

This is our shot list. It is still a work in progress, however since we used google docs to create it, the updated version will always immediately be republished here. Google docs also allows us all to contribute and add any creative shots that we want to film on the shooting day.

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Prop list

After our meeting with the art director we are now starting to think about sourcing some of the props we need. This is a prop list that Honor created that allowed us to fill in the sources.

For the office setting we are lucky since we have most of the props available in our school environment and have the permission to use them.  The list also helps us to see what else we need to source.

Next we will need to continue sourcing the props and costumes, while also keeping an eye on the budget. This process might take a while to complete since we want the right look to each prop.

via GIPHY

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Audience feedback

We selected a group of students that fit into our target audience: 

-Haydon 

-Jon 

-Kenneth 

We also  showed our animatic to India and  Jess to see how another audience (teenage girls) reacts to our music video concept. We were presently surprised. 

Target audience: 

How well did they understand our concept? 

What new information did we gain from the feedback?

secondary audience: 

How well did they understand our concept? 

What new information did we gain from the feedback?

Will we make changes to our video, based on the feedback?

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