Evaluation task 4

Research and planning
For research and planning we used man different websites and different softwares. One that helped us greatly at the start of the project was YouTube. This was helpful as it allowed us to get and idea of other genre types and other songs in the same genre as 'Chris Brown - Froze'. For instance we looked a Ne-Yo So Sick and Ray-J - One Wish as these songs were both in the same genre, but also had the same lyrics, to and extent, and also same mood and tempo to the song. This helped us geta good idea of the kind of shots and editing we needed to be successful to match the video to the usual genre type and characteristics.

Construction
We used Final Cut Express to edit our music video. We found this very useful as this gave us the ability to edit on the beat to a good standard which is vital in a music video to achieve the correct mood and feel. It also allowed us t cut smoothly in and out of shots and scenes. For instance a the end of our music video we wanted to have quick shots to represent how things had changed ect. Final cut express allowed us to do this with ease and efficieny to a good and professional level. Final cut express also gave the us te option of putting in and special peffects we wanted. We sus this to our advantage to adapting the lighter shots, making some darker but also adding blue tint to the back ground to create a 'frozen' effect.

Evaluation
When it came to the evaluation stage of our project, blogger was the website we used. This was very helpful as you can easily post blogs to at any stage and have the opportunity to reflect on that post during the process as blogger allowed easy planning of your blog to retract your steps and find a blog with information that you may wish to use. Blogger also allowed us to post man types of technologies in posts, for instance YouTube clips, Prezi's and Final Cut Express videos. This became helpful as this enabled me to use different applications on the same blog, restricting confusing and loosing any work I had done.

Evaluation Task Kieran Brook

Evaluation 1



Evaluation 2

How effective is the combination of your main product and ancillary texts? on Prezi


Evaluation 3

Evaluation 4
media evaluation
by: kieranbrook3

Evaluation Task - James Chivers

I uploaded this prezi through Teddy Fisher.

Evaluation - Teddy Fisher

Task 1




Task 2

Task 3

Task 4

Prezi draft

Consider to what extent you have created an effective promotional package for your artist.

In my opinion i believe we have created an effective promotional package for our artist. With the exception of a few things.

How have you used mise en scene, motifs, themes, composition etc to present a particular image of your artist? 

The mise en scene we used to present a particular image was to dress our artist in the  appropriate clothes that a normal R&B artist would wear. This being High Tops, Jeans Shirt and a Hoodie. Also the lighting we used in particular scenes and shots were used to exemplify the artists looks and character, making sure that he was the main attraction to the music video and digi pak. 
The theme we followed was that of the split up with his partner and how he felt and reacted after she went through with it. This theme of break up and a theme of love is very common with R7B. We expressed this through the magazine by having the artists head down with hands in pockets showing his sadness, this again having the attention on the artist.

What do you think the expectations of your target audience are for each of your products and the package as a whole?

I believe our target audience would expect to see our products to go with a sad and lonely look to each product and as a whole. They would expec to see the artist alone in each shots and pictures through out the music video and in the magazine and digi paks as this is what is represented in the lyrics and the flow of the song. I believe that they would also expect dark colours and lighting to yet again reflect the artist mood and feelings, so they can relate to what has happened. But, because of the traget audience age of being from 15-25, they would expect it t still have a young vibe to it. For instance the magazine advert should include modern style editing techniques rather than just a plain black and white or normal image.

Do you think you have met these expectations? 

I believe we have met these expectations as each of our promotional products follows our genre, what our target audience would expect to see and also to attract attention to the artist and make him the center of attention. 

Script For Task 3

Video Feedback

In this clip if you look closely there is a patch covering a torch that we accidently left in shot. Our teacher spotted this and told us to crop the clip. However, to have a wide variety of shots we needed a long shot, because this we selected a part of another clip and over-layed it onto the torch. We then asked our class mates if they saw anything wrong with the clip but they did not notice it.

Here you can see that we have used a blue filter over the clip. This remains throughout the rest of the verse. In our teachers feedback she suggested that this would give our video a colder feel after the break up. This also links to our ancillary products and the song title.

One piece of feedback that we received from our class mates was that we need a slight introduction to our chorus, instead of just going straight into it. From this feedback, we added a couple of short clips of our chorus whilst the verse is being sang.

Our teacher said that our video would benefit from more close-ups, so we added more. 

We were also given the idea that we should add a flash back before the break-up, we showed this by desaturating the shots to show that it wasn't the same time as the rest of the video. To get full effect we told them to act happy.

In our qualitative research, we were given the idea to have the artist walking down the street singing. We already had this idea when we gave our initial pitch and this feedback backed up this idea.

We received some on the spot feedback saying that we should include more side shots of the artist. We added these in the chorus.

Another part of our qualitative research outlined the idea of filming at night. We did this by, through each verse, progressively getting darker. This gave the narrative a more realistic time period. As time went on we gradually had to use more artificial light.

Ancillary Feedback 

The positive feedback that we received for the magazine advert was;

• Good use of effects
• Information is clear
• Right use of lighting in the background
• They like the main image 
• Connects all 3 products to the artist
• Image is good and memorable
• Relevance to the star persona

Negative feedback;

• Text looks unprofessional 
• Doesn't show the star persona 
• Genre isn't clear 
• The font doesn't match the theme
• Outer glow looks less professional 
• The 'limited edition...' is a block of text, doesn't look good

Positive feedback received for the Digipak;

• Good use of framing
• Like the overlapping pictures
• Like the inside panels being continuos 
• Use of the yellow in the black and white image catches the eye of the consumer
• Like the use of the continuos imagine from front to back
• Lens flare looks professional 
• Flowing imagine inside
• Link between the front and back panel is effective
• Front and back panel being in colour stands our from the rest of the Digipak

Negative feedback;

• The complete shift in tone to the third panel feels disjointed
• Feel like the fold in the slab looks slightly stretched
• The 2 inside panels where the CDs go seem pointless

What we'd change

If we did this project again we would change a few things. Firstly we would allow ourselves more time to complete the ancillary products as we only had 1 and a half lessons to do it. Because of this our text isn't how we would like it and seems out of place as it doesn't really fit our theme

We would also change the third image on the inside of our Digipak. This is because it doesn't relate to the other pictures and doesn't link.

For our video, we would cut out little mistakes such as the torch and the tripod which slightly got in some of our shots.

The performance of the artist could have been a bit more enthusiastic in places so that the visuals match the lyrics. 

We should of got a larger variety of side on shots as we had to use the same clip several times.

Feedback from Q1-24

Digi-pak:
Pros:
- The link between the front and back panel is effective.
- The black and white image of the artist stands out with the yellow seat
- The front and back panel being in colour stands out from the rest of the digi-pak

Cons:
- The 2 insides where the CD may go (?) seem pointless and non impacting.

Magazine advert:
Pros: 
- the image is good and memorable from the digi-pak
- the image has relevance to the artists star persona

Cons: 
- The text does not suit the image that has been used
- the 'limited edition...' is a block of text. doesn't look good

Evaluation Task 1 - James

Feedback from q1-19

Digipak

We really liked your digipak, we think the lens flare that you used really gave it a professional feel. We think that the flowing image on the inside of your digipak stands out because of the colour scheme you have used. but we think that the fold in slab looked slightly streched.

Magazine Advert

We like the main image of the advert looks really good and creates the connection between all 3 of your products with the artist. The font you have used at the top of your digpak looks good but then the text at the bottom doesn't match the theme of it and doesn't flow very well. The outer glow you have used makes it look less professional.

Feedback From Q1-21

Magazine advert

The magazine advert does not really show the star persona effectively. The information is all there and clear. The bright use of lighting in the background and that he is blocking out the light to make it darker infront of him is effective. The genre isn't clear from the image as there are no genre conventions immediately visible.

Digipak

Like the inside panels of the digipak as it is continuous, but the use of the image being slanted stops it from becoming overly repetitive. The use of yellow in the black and white image also gives it a visual pop that immediately catches the eye of the consumer. We like the use of the continuous image going from the front to the back cover, though the complete shift in tone to the third panel as well as the inside makes it feel disjointed.

q120 feedback ancillary

Good use of effects on magazine advert, different use of text would make it look professional

good digipak Good use of framing and I like the overlapping pictures over the spine.

Magazine Advert

Digipak final

This is our final Digipak, we feel this is of a very high standard and are happy that it fits with the magazine advert and the music video.

Task 1

Music Video's include a variety of different shot types to maximise the artist the location and emotions shown in the video. We knew it was important to show the artists emotions throughout the video so the audience could understand, to an extent, what the artist is going through. We achieved this with the different shot types, and in particular close ups. This then uses the conventions of an R'n'B music video by following what is usually perceived to be seen in the same genre video.

Yet again, the panning shot in this case, is to show the artist's emotions as we get a full prospectus of how he feels about the situation but in camera movement form. Just like the previous comment, this follows the conventions of a typical R'n'B music video.

This screen shots represents the mise-en-scene of the video. In the video we first see the artist with his hood down before he knows his girlfriend is splitting up with him. Then as soon as she walks away, the hood goes up. This reflects the artists mood and vulnerability that he feels at that moment. Also, the shot being dark lighting through ally ways as such through town shows how he wants to distance himself from others and wants to be alone and reflect on proceedings. This also follows conventions of this music video type and likewise with the clothing. High tops, black jeans and a hoodie is typical fashion of an R'n'B artist.

Jump cuts are used mostly in music video's as the editing technique that can provide the sudden change of location and change from one scene to another which is important to give the audience a better prospectus and to keep them entertained. Here we also used de-saturation to use another effect, and so we gave another view of the relationship. I feel that we challenged the form of editing in an R'n'B music video as there is not often flashbacks of the 'happy days' but often just on how the artist is feeling at the time.

Here is a screen shot of a dark setting representing the colour of the video, and the mood of the song which can be represented as dark and sad. But this is not the usual colours seen in a R'n'B video. This is because we normally associate R'n'B with bright colours, mainly white, and more Rock styled video's to be of a black/darker background. Here i think we are challenging the normal conventions of this genre.

This screen shot shows how the video consists of a narrative by the use of the dialogue from both characters. This narrative is present throughout the video, as shown by the flashbacks referring to 'happy times' and then back to 'reality' and the present day. When first listening to the lyrics i knew we had to stick with a narrative to allow the video to make sense. This then doesn't follow the normal conventions of an R'n'B music video as they do not usual follow a storyline, but mostly follows the genre.

We decided that we should sell the artist as much as possible. This is because it is a typical convention of an R'n'B video. But at the same time we also wanted to draw as much attention to the lyrics and narrative. However, we used a range of different shot types i.e close ups and long shots of the artist centralised. We did this to show that the video and song was all about him and for the audience to focus on him and his feelings.

This is an example of voyeurism. The way the artist is walking away and the camera following represents him trying to walk away from the situation but the feelings and thought (camera) following and that he can't get away from them this easily. I feel we challenged the typical form as usually the camera is constantly on the performer as with R'n'B they are focusing on the artists wealth and fame rather than the song, usually.

The lyrics of the song are shown to be very illustrative during the video, as the video relies on the lyrics to shape what happens and what the scenes are in the Music Video. In this screen shot, he realises that what they had is over. The artist shows this by shaking arms and walking off as if he is walking away from the girl. in a way i believe we are challenging usual conventions and forms as not often does the video concentrate so much on the lyrics of the song.

Throughout the song, it sticks to the same beat and tempo so this is then represented in our, to a point, slow cuts. this is because we usually associate quick cuts with up beat songs like 'One Direction -Live While We're Young' as this video shows them having a good time at party etc. Whereas this song is slow and upsetting so we had to cut to reflect the mood. But towards the end we Incorporated a section of quick cuts as the song came to a close to show how quickly the relationship had come to an end.
We also changed the location as the chorus came in. This was when the flashbacks were used as this was when the mood changed in the song. But when the chorus had finished, the artist got back to the present.

This magazine is in the same location of where the first few scenes of the music video was set to show a link between the two. We also gave the magazine a blue tint as we believed this gave a 'frozen' look this to link to the title of the song.

the inside of the digi pak shows the artist sitting alone with a dark scenery and dark lighting around. This then links to the mood of the song with the darkness. This also links to how the artist feels during the video, alone and vulnerable.

Photoshop Progress Magazine Ad/Front+Back of Digipack

This is part of our digipack, we are going to use this image, cut it in half and use it for the front/back/spine of our digipack. we are also going to use this for our Magazine advert.

We have modified this image on photoshop. We have cut around James and put a blue tint on him. We have blurred the outside of the image. We have adjusted the brightness and contrast levels on the photo as well. we have also included a solar flare in the image to make the light look brighter. The main effect we have gone for with this image is to make it look colder as our song/album is about cold emotions. We did play around with putting an ice image with no colour in the background to add texture but we decided that it didn't look good enough. 

This is our original image.

Feedback

Overall our feedback was positive that we received from our peers. From what the other groups had out we had answered all the questions asked with a positive and what was expected.
One of the comments we received was with the question of 'Is there appropriate use of transitions and other affects?' was that from Q1-20 they said we could have used more effects but was still good.

In the overall summary of our video most of the comments were that the video gets the story across well and that it has a good narrative. But two groups disagreed with each other over the different angle types and shots. One had said 'lots of angles and us which makes it flow' whereas the other group disagreed by saying 'could use more creative angle and shot types'.

So overall our feedback was positive from all groups.

Ideas for branding our artist in our digipak and magazine advert

We want to show our artist in a way where you can see the emotion of the song, this will give an indiction of what the song is like and the message behind it, we want to show our artist clearly and use his popularity to sell our products.














We want him to look quite vulnerable and this will make the audience feel sorry for him and because he is a popular figure among women we are playing on their need to nurture.

Evaluation of the Final Cut

Our final Cut of our video met my expectations and more. Our first thought of how we would approach making our own version of the video was to make the video appealing to our target audience, of 15-25 year olds who have experienced heartache or who know and understand what the artist is feeling. I feel we have done this by using the dialogue at the start of the video to represent what has happened, and to allow the audience know how she had broke up with him and how the artist felt directly after this, showing his emotions and attracting the audience into knowing the rest of the story and the words he describes what has happened. We have also helped to link to the audience with the amount of close ups. Although we could have added more, we still have a substantial amount so the audience can understand the hurt he going through because of the facial expressions as well as the words, the close ups allow this to happen. another way that we believed we achieved this was with the slow tempo of the different shots and the sharpness of the cuts. The slow tempo represents how the artist feels at the present time, slow and sad. Whereas the sharpness of the cuts reflects his heart racing and how fast the time went between them in the past. This, yet again, shows feeling and emotion and pulls in the audience.

I also think we have reached our expectations as we have changed the way our chorus was intended to be set out. We had initially planned to just have the artist singing the lyrics whilst at a random location. But as we thought about it, and how the filming went with already having locations with just singing, with feedback from others we took on there advice and filmed 'Flashbacks' of when time was good between the couple to give another convention and so the video would not become repetitive and boring. This gave us another dimension with the editing process with making the shots black and white to show coldness when reflecting what had happened. This then met and exceeded our expectations as it gave the video another edge and something that isn't included in the verses, which was one thing we wanted to achieve.

Final Version Music Video

This is our final cut of our music video.

Progress with editing

Today we have finished a full version of our music video, we are open to change on the video if someone outside of the group has any issues with it, but if our feedback is good our video is finished and editing is done.

Since them we added blue tint to the daylight shots to add a more 'colder' look to the shots. We also realised that in one of the shots when the artist and his girlfriend were discussing their relationship there was a prop, light, that was on show. We dealt with this by cropping it out and blending it with the background. Another thing we felt we had to edit was to put more clips in the chorus. We did this so it wouldn't become boring and add a new dimension to the chorus and not to make it repetitive.

Digipak Conventions

A digipak is a compilation of  number of different by an artist- usually featuring songs, videos, interviews, live courage and behind the scenes coverage. To encourage fans to buy the digi pak they usually include exclusive 'extras' such as posters, free exclusive downloads, t-shirts, gig tickets, competition entries or other free band/artist merchandise. This is to make the physical copy of the digipak worthwhile, so the fans feel they are getting there money's worth. The advert needs to be appealing to the fans, there needs to be  a reoccurring aesthetically theme between the digipak and its advert, as well as between both these things and the music video itself.

A Digi Pak needs to include:

• A recognisable font used across the digipak, posters, magazines
• The colour scheme would stereotypically be simple and used throughout the campaign with little or no change.
• Usually there will also be symbolic objects, pictures, ect. Things that link to the artist or the video and give the audience a slight hint and arouse interest. 

Digi Pak analysis

The Digi Pak that we looked at was by the 'Arctic Monkeys', the album is called Favorite Worst Nightmare. In the Digi Pak there are no pictures of the band at all.

The front cover of the album has dark and simple colours in black and grey. this is regally used by such Indie/Rock bands as the Arctic Monkeys. The dark colours also reflect the title of the album and the lyrics of the songs in the album. 'Favourite Worst Nightmare' is obviously an unhappy topic and with songs like "If You Were There Beware" and "The Bad Thing" are not happy songs and reflect the mood of the colours used. The picture of the estate, possibly council housing, gives reference back to their roots of childhood growing up in Sheffield, which relates to the genre of most Indie bands coming from working class backgrounds. The rooms that include multi coloured drawings show that the album includes a different twist on the song lyrics. So for instance all the songs are not the genetic Indie genre. For instance 'Fluorescent Adolescent' is more of the pop genre than Arctic Monkeys usually take to, there is no heavy guitarist moments and the beat is more up beat to the other songs on the album.

The traditional inside of a Digi Pak usually includes pictures of the artist performing or of the artist in their videos but these pictures are of everyday things like folks and parts of tea mugs yet again in the dull colours to show of the style of the genre.

Pictures For Ancillary

This will hopefully be our front cover of the digi pak. we think the natural lighting works well to attract our target audience into looking at the digi pak. This will be the initial impression that the target audience will see.

We intend to use tis picture for the back of our digi pak. This shot will have the other songs on the album to the left of the picture.

Our idea for the use of this picture is to have this shot across the inside of the digi pak. We plan to not cut it ip, just the use the full picture.

Progress with filming

We have finished our second day of filming, our locations were Long Road Media room(the dark shots) and Long Road field for the trees. We have started editing these clips for the chorus. In the Black shots James is singing the words to the chorus. The shots in the trees are also for the chorus but these are flash backs, these will be desaturated to show that they aren't at the same time with the rest of the shots. We feel that we do have enough footage to fill the rest of the shots. And we considered the feedback given and produced more shot types.

Rough cut Feedback

You need more close ups/ extreme close ups of your artist


It's good that the camera moves + there are different angles but you still need a wider variety


Chorus- Flash backs to ''happy times'' with a change of venue to make it more interesting?


You need some cutaways to lyric references.

Task One- Kieran

Plan for another nights filming:

When we film again we will concentrate on filming the artist singing the chorus. We will also focus on filming the artist with the love interest to use as flash backs as we don't have enough footage currently.

I would also say to use a different location to show the change however we may use the same location but de-saturate to look like a memory.

Task Five- Kieran

OKGo

1.I would say that their star persona is being different, and being very artistic, they use very different techniques in their music video and to good effect, you want to see more of their videos because of this.

2. I would say that they definitely try and sell themselves in the video as you see them in all of their videos.

They do not live up to the genre characterisation although with indie music the videos have started to become more artistic like OKGo's videos ans i fell they have definitely started a trend. They also use voyeurism in the way that their videos are very entertaining and people enjoy watching them just for the entertainment not necessarily the music.

3. I would say their target audience is late teens, male and into indie music  they would also be quite intelligent and artistic.

4.They are attempting to appeal to an alternative audience by braking away from mainstream pop videos and starting their own type of video where they are artistic, clever and fun to watch.

5. I would say that our target audience is also late teens and male, however they would be into R&B and possibly be of lesser intelligence and more social.

6.WE are attempting to target this audience by showing the artist in the video, and by trying to connect to our audience on an emotional level.

Task Four- Kieran

Internet Channel

One music channel on the internet is YouTube, this would be ideal to show our music video on, it is free to use and anyone can watch the video, this would help us increase consumption and also on Chris Browns own channel so that people who like Chris Brown would see this as well.

TV Channels

One Channel that would definitely be suitable would be 'Flava' this music channel is for R&B music so people who watch this will like the genre and will want to watch our video.

One Channel that would not be suitable is 'Kerrang' This is a channel for rock/indie-rock music and our song would not be popular on this channel.

Task Three- Kieran

The Artist for our video, Chris Brown, uses Social media such as twitter to interact with fans, he also updates them on what he is doing and when new songs/videos are released.
A way we could use this to increase consumption of our music video would be for him to link the video or tweet about the video so his followers would go and watch the video.

Task Two- Kieran

Ancillary Product

Our idea is to use a panoramic picture of the artist on our Digi-pack and only the bit with the artist in for the poster, the idea was to use the picture at the bus station, it links with the music video as it is taken at one of the shots. The poster and digi-pack will clearly show the artist in the same costume as in the video.

Half Term Blog Tasks

Rough Cut

This is our rough cut video.

New ideas for filming

We have looked over our footage and edited it, and come to the conclusion we will need to film more footage for our video.
Ideas for new footage:
One idea we have for extra footage is flashbacks, we would desaturate these clips to show they were flashbacks, we would film the artist and his love interest when the were happy before the break up in the song. We would use the same location as the break up and use similar costumes.

Another idea we had was that we would film on a black background with a spot light on him, the shot would be a mid shot and he would sing the chorus in these shots, the artist would be wearing just a black t-shirt.

Theoretical study into audience

Uses and gratification

 I would say that people would watch our video when they are trying to compare their life to the lyrics of the song, this would be when they have heard the video somewhere else and have decided they want to watch the video and they me just watch it to reflect their mood and feel like they are not the only one, this is Personal Identity, they may also want to watch it so they can see what the artist (Chris Brown) looks like and they may want to look like him as well so they want to see what he's wearing, what his hair looks like etc.

Others may watch our video as a Diversion, they will try and escape from real life if they are finding it tough, however our video is quite a dark and this may have the opposite effect on people.

They may want to watch the video because they have heard their friends talking about it and would want to know what they are talking about, this will give them more to talk about with their friends and they would be part of the group.

Some may want to watch the video for information, this is called Surveillance, they would watch the video so they can get information about the artist or the band, for instance we have watched a lot of videos to get ideas for our own because they are in the same genre.




Focus and Ambient Audiences

When people go to watch our video for focused reasons they will be watching it to look at the artist, our video sells the artist and as he is seen as attractive they may watch the video just to look at him. The audience may also watch our video because they want to see the story being told, they may like the song and want to see someone else's artistic view of what the song means. we have used a lot of cuts in our video to keep the audience entertained and it has a strong narrative.



  Some people may just watch the video in the background because they want to listen to the song, this is an ambience audience, our video has a strong performance from the main artists, it has quick edits so it flows. It has a simple narrative and we change locations a lot.

Qualitative Research

Did you like the track?
Dan - He loves it.
Connor - No, don't like slow songs.
Grant - No.
Anissia & Emma - It was OK


What type of person would like this track?
Dan - Young adults.
Connor - Male's in touch with their feminim side.
Grant - Teenagers, because its a relevant artist.
Anissia & Emma - Young teenagers, maybe young adults as well (mainstream)

Which age range would you typically associate with this song?
Dan - 15 - 20.
Connor - 16 - 25.
Grant - 14 - 17.
Anissia & Emma - Teenagers.

How would you picture the band/lead?
Dan - Prodomitely black, male, vest.
Connor - Stylish attractive.
Grant - good looking, tattooed.
Anissia & Emma - Young attractive guy.

What sot of music video would expect to accompany this track?
Dan - In depth.
Connor - Love story, a girl cheesy emotional shots.
Grant - night time, find someone.
Anissia & Emma - Some guy walking around in the dark, alone and singing.

If performance, where and what type?
Dan - Quite location, where the artist can reflect on themselves
Connor - By himself reflecting
Grant - City orientated, sitting on a bench.
Anissia & Emma - Him singing in the street.

If narrative, what sort?
Dan - Yeah.
Connor - Trying to win back the partner.
Grant - Did something wrong and trying to win them back.
Anissia & Emma - About a relationship or break out.

By doing this we have learned other peoples perspectives of the song, how they see the how the video should be shot and what the video should include. We have learned how other media students see the artist in their head, as a traditional R&B artist who's main passion is love and isn't afraid to show their feelings through lyrics and body expressions.
The answers we had been given have only reinforced about how correct we were about our creative process. this because we have aimed the video at teenagers between 15- 25 year olds and the feedback given has agreed with our aim. Likewise has occurred with the locations, shot selection performance type and mise-en-scene of the lead singer.

Ideal Audience Type

                   

'Behind the scenes'

This is us discussing the lighting in the shot and setting up ready to film.

This is when we were discussing what we are going to film in the shot.

This is us filming the shot.

This is us again assessing a different location, this location was too bright for the camera and we had to move

This is the shot ready to be filmed.

This is a shot being set up to be filmed