Thursday 11 February 2016
Evaluation: 1. In what ways does your media product use, develop or challenge forms and conventions of real media products?
Our brief this year was to create a music video using a song and artist from a genre in which we could choose. To compliment this product, I also created ancillary texts (a magazine advert and a digipak) to help promote the artist and their material. A music video is a visual moving image that compliments a single to portray a visual aspect to the music. Many music videos are different from one another, in order to create different intended effects on the target audience. I chose to create a music video for Adele's 'Hometown Glory' which is from the genre of soul. Our media product complies with the conventions of soul genre music videos from the particular aspects that have been included within the content. Music videos can be varied in relation to style, having one or more of the following - narrative, performance or concept style. My video follows the conventional style use of narrative and performance which I found in the soul genre music video of 'Not The Only One' by Sam Smith (where the artist also appears on stage in their performance scenes). By following this inspiration, this allowed us to portray the artist in different ways in order to show her as extraordinary and also ordinary, in relation to Dyer's theory. Having the artist be perceived in such a way makes her relatable to the target audience from the situation she is faced with in the narrative where she 'falls out' with her friends. This is relatable through the way that this is a common occurence that would have happened to members of the target audience. This relatable nature makes the artist seem more genuine and 'normal' to an audience member, which happens to be an appealing aspect of her. The performance scenes of the artist on stage and by the piano makes her inspirational, as it shows the audience that even 'ordinary' people can become successful and achieve what they want to. Therefore, audiences feel satisfied as they are more likely to want to buy into an artist who is perceived as genuine and emotive. This increases the views/sales of the artist and consequently makes the products more successful.
The song itself is very reflective of the artist's past and demonstrates a deep, personal meaning to the artist. This personal and reflective idea of the song's content is typically conventional of songs from this genre - soul. For example, during my research, I analysed the video for Amy Winehouse's 'Back to Black' where she uses the editing technique of a black of white filter to not only create a sorrowful, sombre mood, but to also illustrate how the video is reflective of her damaged life in which she lead. I wanted to replicate this reflective and nostalgic idea into the visuals of my music video. We have done this by using a black and white filter on the memories that the artist is reflecting on:
The monotone nature of the colouring not only illustrates events in the past, but also the negative and saddening emotion that the artist happens to feel. This helps to build a relationship with the artist from the way the audience can feel relatable to her but at the same time feel sympathetic towards her too, as well as making them empathise with her as best as possible. This makes the product more successful as the audience want to buy into something they can relate to. With this successful relationship being built between the audience, they are able to do this and are more likely going to increase sales as a result. Although we have complied with the conventions of the soul genre throughout the video, there are aspects that do not particularly, stereotypically comply and could be said to in fact challenge conventions of the genre. For example, soul genre music videos are very simplistic with the extent of most of their editing only ever reaching the use of a filter. However, in my video, I wanted to create interest and keep the audience engaged by including a couple of unexpected editing techniques. At the very beginning of the video, there is a layered effect used with the performance piano playing scenes and the scenes of London (the London Eye at this specific moment):
This shows how the artist is being reflective of her past, but also connotes a deeper meaning of portraying how the artist has many layers of feelings within the emotions in which she is expressing. Although the editing technique itself could be said for being unconventional to the soul genre, the meaning behind it being reflective and showing emotion is very much conventional. In other scenes of performance, the artist is shown playing the piano, which is layered by black and white filtered clip of the artist singing the same part but timed differently, making the artist appear to 'lag' themselves:
This use of editing here is unconventional as it goes against the simplistic idea of a soul gene music video, however, still portrays emotion in a different way. The black and white layered additional clip shows that even though the artist is in their element, performing, the negative emotions are still existent beneath the surface. Therefore, the video as a whole does mostly comply conventionally with the soul genre. I have mostly followed the typical conventions of the genre, however have variated my own ideas from a typical convention here (black and white filter). By adding the clip on top but shortly after in relation to the timing, it means that it variates my video and ensures that I can engage my audience. By having this slight challenge to the stereotypical conventions of the soul genre, it prevents my video from becoming predictable and boring. Therefore, by adding variation, I am able to still create a conventional video, however, incorporate my own ideas in a creative way.
I have chosen to mostly follow generic conventions throughout my products to give the audience some familiarity and engage them within conventional elements however, slightly adapt them in a creative way. For example, using the black and white filter to overlap the performance scene of the artist in the piano scene. This adds variety, but also engages the audience through the use of the black and white filter implemented within the scene. By following conventions, it can appeal to audiences who like soul genre music, as well as the target audience as soul artists relate to the audience and connect with them further. They are more likely to buy into the artist if they can recognise particular typical should genre conventions but also appreciate how they have been included within the production.
All three of my products - music video, magazine advert and digipak work successfully together to represent my artist in such a way that enables the audience to build a relationship between themselves and the artist. The use of black and white is a common theme throughout all three of my products, consequently creating a clear link between the products. Although the effect is used in all products, it has been used to convey different emotions in some cases, for example, in the music video is it reflective and nostalgic of the memories with the artist and her friends. However, in the magazine advert and digipak it is more to convey negative emotions and connect with the emotion of the artist, rather than the narrative that is being emphasised in the video. Having a clear link between all three products means that the audience can familiarise themselves with the artist and their current but also future products. This is because they can then associate the links between the products in future reference, making the artist more recognisable.
The song itself is very reflective of the artist's past and demonstrates a deep, personal meaning to the artist. This personal and reflective idea of the song's content is typically conventional of songs from this genre - soul. For example, during my research, I analysed the video for Amy Winehouse's 'Back to Black' where she uses the editing technique of a black of white filter to not only create a sorrowful, sombre mood, but to also illustrate how the video is reflective of her damaged life in which she lead. I wanted to replicate this reflective and nostalgic idea into the visuals of my music video. We have done this by using a black and white filter on the memories that the artist is reflecting on:
The monotone nature of the colouring not only illustrates events in the past, but also the negative and saddening emotion that the artist happens to feel. This helps to build a relationship with the artist from the way the audience can feel relatable to her but at the same time feel sympathetic towards her too, as well as making them empathise with her as best as possible. This makes the product more successful as the audience want to buy into something they can relate to. With this successful relationship being built between the audience, they are able to do this and are more likely going to increase sales as a result. Although we have complied with the conventions of the soul genre throughout the video, there are aspects that do not particularly, stereotypically comply and could be said to in fact challenge conventions of the genre. For example, soul genre music videos are very simplistic with the extent of most of their editing only ever reaching the use of a filter. However, in my video, I wanted to create interest and keep the audience engaged by including a couple of unexpected editing techniques. At the very beginning of the video, there is a layered effect used with the performance piano playing scenes and the scenes of London (the London Eye at this specific moment):
This shows how the artist is being reflective of her past, but also connotes a deeper meaning of portraying how the artist has many layers of feelings within the emotions in which she is expressing. Although the editing technique itself could be said for being unconventional to the soul genre, the meaning behind it being reflective and showing emotion is very much conventional. In other scenes of performance, the artist is shown playing the piano, which is layered by black and white filtered clip of the artist singing the same part but timed differently, making the artist appear to 'lag' themselves:
This use of editing here is unconventional as it goes against the simplistic idea of a soul gene music video, however, still portrays emotion in a different way. The black and white layered additional clip shows that even though the artist is in their element, performing, the negative emotions are still existent beneath the surface. Therefore, the video as a whole does mostly comply conventionally with the soul genre. I have mostly followed the typical conventions of the genre, however have variated my own ideas from a typical convention here (black and white filter). By adding the clip on top but shortly after in relation to the timing, it means that it variates my video and ensures that I can engage my audience. By having this slight challenge to the stereotypical conventions of the soul genre, it prevents my video from becoming predictable and boring. Therefore, by adding variation, I am able to still create a conventional video, however, incorporate my own ideas in a creative way.
I have chosen to mostly follow generic conventions throughout my products to give the audience some familiarity and engage them within conventional elements however, slightly adapt them in a creative way. For example, using the black and white filter to overlap the performance scene of the artist in the piano scene. This adds variety, but also engages the audience through the use of the black and white filter implemented within the scene. By following conventions, it can appeal to audiences who like soul genre music, as well as the target audience as soul artists relate to the audience and connect with them further. They are more likely to buy into the artist if they can recognise particular typical should genre conventions but also appreciate how they have been included within the production.
All three of my products - music video, magazine advert and digipak work successfully together to represent my artist in such a way that enables the audience to build a relationship between themselves and the artist. The use of black and white is a common theme throughout all three of my products, consequently creating a clear link between the products. Although the effect is used in all products, it has been used to convey different emotions in some cases, for example, in the music video is it reflective and nostalgic of the memories with the artist and her friends. However, in the magazine advert and digipak it is more to convey negative emotions and connect with the emotion of the artist, rather than the narrative that is being emphasised in the video. Having a clear link between all three products means that the audience can familiarise themselves with the artist and their current but also future products. This is because they can then associate the links between the products in future reference, making the artist more recognisable.
Wednesday 10 February 2016
Sunday 10 January 2016
Rough Cut - Miss Miller
To any production, audience feedback is vital because it allows a opportunity to improve the production and ensure that it appeals and satisfies the target audience. Audience feedback allows us to retrieve what was liked about the video and what wasn't so much, including how it could be improved. A better more audience satisfying production increases the chances of it becoming successful, and so having a rough cut ensures that in-particular changes can be made for the final cut. A rough cut also outlines from a producer's point of view what is liked and what isn't and what areas could possibly be improved in order to produce a successful and self-pleasing product. The benefit of a rough cut in relation to the music industry allows the producer to seek what could be altered in order to compete in the competitive market. It would also outline conventions of the genre and allow us to seek what target audience members want and expect to see - which could help others in the industry from the same genre. The rough cut ensures that the final cut can be as accurate and satisfying to the target audience as possible making it receive more attention and a bigger 'buzz' around its release. The more attention that is drawn to the video, the more successful it becomes for the production company and artist. The artist becomes more recognised and known in the industry and the production company becomes more valued and also known within the industry. If the video is to the best of its ability, it creates a good reputation for both of the production company and the artist.
Target audience feedback was retrieved in a number of ways. For example, we organised a screening in class where class members and teachers watched the video and shared their view with us. The general comments were that the video was good but there was the reoccurring feedback that the use of the overlapping editing technique was overused. So, from this being outlined by various members of the target audience through the feedback that was retrieved in this way, it has broadened our view on editing. It has highlighted that we need to include other editing techniques that could create a similar effect as to what we intend, but prevent the repetitive use of the same editing technique. We also managed to receive audience feedback through carrying out a questionnaire to discover the most favoured parts aspects of the video (what not to change) and the least favoured (things to improve on or change). This way of carrying out the feedback meant that people were more likely to be honest if they knew they could remain anonymous and wouldn't have to directly face group members, feeling pressure to be polite in their feedback. Getting honest feedback is important as it ensures the aspects that need to be changed are outlined and are taken notice of. Audience feedback was also retrieved through uploading the music video rough cut to YouTube. This allowed people to comment on the video, expressing their thoughts and feelings on the production and suggesting any ways in which it could be improved. The qualitative data from this type of audience feedback enabled us to recognise genuine feelings towards the video from a target audience member's point of view. This is vital in helping us make the video appeal to the target audience as this is what is going to make it a success. After uploading the video on YouTube, the link was shared to Facebook to reach a more mass audience type and retrieve further feedback. The general comments were positive ones which helped to highlight the good parts of the video and aspects that should stay present within the production.
Target audience feedback was retrieved in a number of ways. For example, we organised a screening in class where class members and teachers watched the video and shared their view with us. The general comments were that the video was good but there was the reoccurring feedback that the use of the overlapping editing technique was overused. So, from this being outlined by various members of the target audience through the feedback that was retrieved in this way, it has broadened our view on editing. It has highlighted that we need to include other editing techniques that could create a similar effect as to what we intend, but prevent the repetitive use of the same editing technique. We also managed to receive audience feedback through carrying out a questionnaire to discover the most favoured parts aspects of the video (what not to change) and the least favoured (things to improve on or change). This way of carrying out the feedback meant that people were more likely to be honest if they knew they could remain anonymous and wouldn't have to directly face group members, feeling pressure to be polite in their feedback. Getting honest feedback is important as it ensures the aspects that need to be changed are outlined and are taken notice of. Audience feedback was also retrieved through uploading the music video rough cut to YouTube. This allowed people to comment on the video, expressing their thoughts and feelings on the production and suggesting any ways in which it could be improved. The qualitative data from this type of audience feedback enabled us to recognise genuine feelings towards the video from a target audience member's point of view. This is vital in helping us make the video appeal to the target audience as this is what is going to make it a success. After uploading the video on YouTube, the link was shared to Facebook to reach a more mass audience type and retrieve further feedback. The general comments were positive ones which helped to highlight the good parts of the video and aspects that should stay present within the production.
We managed to retrieve a fair amount of positive feedback on the video from our target audience. The first comment was stated through Facebook. The audience member claims to have really liked the video, especially the variation in location and timing of shots. Having the artist being presented as normal and relatable, just like any other audience member, is important to come across in this way as this is a convention of the soul genre. This relatable nature that the artist has developed, means that the audience can appreciate the artist and understand them more easily in relation to them as a person and the emotions they are trying to convey. This particular audience member liked also the 'glamour' parts of the video, inferably because it shows the artist in their natural environment. It demonstrates the talent and glamorous lifestyle in which they lead, which inspires the audience - especially as they have seen her in a relatable state beforehand. The artist shows that even a 'normal' person can become famous and achieve their ideal career. This idea seems to have appealed to the audience and so we will ensure to show the artist in both states 'normal' and 'glamorous' in the final cut. The comment also refers to the location being London and at home - in a positive way. Because of the meaning behind the song, being very reflective of the artist's hometown, we needed to get this across through the visuals of the video which have clearly been achieved through this comment. The fast and slow timing of shots have also seemed to appear appealing for this audience member, most likely because it prevented the video from being uninteresting, as the viewer claims that they 'wasn't bored' and 'watched the whole video'. Positive feedback such as this particular comment gives us the confidence that reassurance our ideas are satisfying the target audience. Knowing how particular parts and the artist's representation is coming across to an outsider is very useful in making sure to achieve what we intend to.
Below is another positive comment which has been retrieved from a different platform other an Facebook - YouTube:
Location is also praised again in this comment, likewise with the comment from Facebook. As well as location, the costume as part of mise-en-scene is favoured here, which pleases us as this shows that the costume is clearly helping to identify the intended representation of the artist - as the viewer has highlighted. They also state that these aspects are 'really conventional' to the soul genre - which is another positive remark that we intended to come across as. This particular audience member has specifically noted the timing of '2:12' in the video where the editing was particularly appreciated for the way it 'breaks up the shot of her singing and engages the audience'. Audience engagement is key, especially fgor a soul music video as the artist conventionally has to show passion and meaning when they are singing. The visuals have to be gripping and not become uninteresting, so knowing that the particular doubling editing technique that we have used here is keeping the audience engaged is satisfying. We have use tis technique elsewhere in the video also but we will not use it again, purely for the fact that we do not want to overuse the effect, for it would be at risk of becoming repetitive.
Another positive comment was also retrieved from YouTube:
This audience member seemed to like the style of the music video as a whole and claimed that it 'fits really well with the soul genre'. We decided to use a mix of narrative and performance style in our video to demonstrate a narrative but also show emotion within the song through performance. We decided to use some performance scenes at a piano and some on stage, as well as some in London. Using the stage as the most prominent performance setting is conventional to the soul genre as it shows the artist exposed in terms of emotion and allows them to genuinely perform the way they would to portray emotion to a genuine live audience. This appeals to the audience as they are able to see the artist as if they were genuinely performing to them. The secondary setting for the performance scenes are by a piano where it shows another side to the artist. It allows the artist to be shown as talented with more to offer than just singing to the industry. Their passion for music is reflected through this secondary performance setting as it also allows the artist to reflect emotion in a different way. The narrative is a relatable one, based around friends and reminiscing on how things used to be and reflecting on the changes that the artist may have made. Being able to relate to the artist is important for an audience member as they are more able to build a relationship with the artist in a more effective and genuine way. This audience member has suggested to add more narrative scenes to make the narrative clearer. If the narrative is not being made clear enough to our target audience, it is going to work towards decreasing the chances of the video becoming successful because the audience will not be able to fully engage in the production. We will ensure to include addition scenes in the final cut to reinforce the narrative in attempt to make the storyline clearer.
We also received constructive comments through YouTube:
The first comment seems to have shown appreciation on the music video as a whole, stating the favourite parts being the editing techniques that were used to show the reflection of the artist on her memories with her friends. However, they have stated that the narrative is unclear and that the addition of more scenes would help prevent this confusion by making the narrative clearer. Although we have managed to get across the fact that the artist is reflecting on memories with her friends in the narrative, because it is still said to be unclear, this lack of understanding would further lack the engagement that we intend our audience to have. Because of this, we will ensure to include more narrative scenes. The comment on the unclear narrative is mirrored by the second audience member's comment as they state to like the performance scenes but 'improve on the narrative because it was unclear'. Because this comment has been a reoccurring one throughout the feedback that we have received, it will definitely be addressed and worked upon, in order to satisfy the audience in the final cut. The editing is further praised in the second and last comment, particularly in reference to the transitions that seem to 'smoothly change scene'. Having good and smooth running transitions is effective in making the video flow well, so we will ensure that this is a consistent feature throughout as clearly the audience have seemed to favour the effect it has.
Overall, taking all the audience feedback that was retrieved into consideration, we will definitely make changes to the narrative. By doing this, we will ensure to add scenes to make the storyline more clearer, such as by showing why the artist is no longer close to the friends she once had. By showing this through an argument or something along the lines of this to show a hurdle in their friendship, will make sure to display the reasoning for their separation and therefore a more clearer narrative. This will make the audience feel more engaged in the video as they will have a better understanding of what is going on and a better chance to empathise with the artist and feel more relatable towards them. The final cut video will also be more successful, as we will have ensured to take on the feedback of the audience, complying with the suggestions that they have put forward and the improvements they have suggested.
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