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

Read More

Posted by : Anne Braatz Media

Share:

Focus Group

Read More

Posted by : Anne Braatz Media

Share:

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.

Read More

Posted by : Anne Braatz Media

Share:

Evaluation Task 3

Read More

Posted by : Anne Braatz Media

Share:

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.

Read More

Posted by : Anne Braatz Media

Share:

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. 

Read More

Posted by : Anne Braatz Media

Share:

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. 

Read More

Posted by : Anne Braatz Media

Share:

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.

Read More

Posted by : Anne Braatz Media

Share:

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.

Read More

Posted by : Anne Braatz Media

Share:

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 

Read More

Posted by : Anne Braatz Media

Share:

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. 

Read More

Posted by : Anne Braatz Media

Share:

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:

Read More

Posted by : Anne Braatz Media

Share:

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.

Read More

Posted by : Anne Braatz Media

Share:

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 . 

Read More

Posted by : Anne Braatz Media

Share:

Rough cut

Read More

Posted by : Anne Braatz Media

Share: