Evaluation Question 4: How did you use media technologies in the construction, research, planning and evaluation stages?

We first used media technologies when researching into the task; through using the Internet we expanded our knowledge on the different music genres and what made each of them musically different from another.
When looking further into digipaks and music advertisements, the Internet, particularly 'Google Images', was really useful as it provided a large variety to look through. With the help from 'Google Images' we were able to create a unique idea which was applied to digipak and the music advertisement.

Also when researching into the music video we used popular video websites such as YouTube and Muzu, these sites enabled us to look at thousands of different music videos and this helped us to get an idea of how music videos appeal to people and get their message across. After deciding which song we were going to do, YouTube proved to be really useful when looking into videos of a similar genre of the OK GO - End Love which we had picked, we were able to see how they made their music videos more musically diverse compared to the average pop video. We also did research into the band 'OK GO', and gathered background information on the band and why they are different compared to bands like Take That and the Black Eyed Peas.

When planning each of the tasks; music video, digipak and advertisement, we first posted onto our blog, our initial ideas for each task and then expanded on them as our ideas developed further.
Also when planning into the music video; we went around the local area (Manchester and college) and took suitable location shots where we could film or use for the green screen. The pictures which we took; were taken by a digital stills camera as this was easily portable and would provide good quality shots. After taking the pictures as a group we discussed which of the different locations would be the most beneficial for our music video.

The construction of each of the tasks was probably the hardest part of the whole task, however creating the music video was a difficult task and we used many different media technologies to construct the music video. The whole video which we created was done by using the green screen, as we felt this would be better suited for the video which we wanted to create. We filmed our music video using special green screen cameras in the editing sweet. We set up lighting within the editing room so it would minimise our shadows and create a effecting video.

To edit the filmed music video, we used the program called 'Final Cut Pro' on the Apple Mac. We had over 60 hours of clips to choose from and this was a very time consuming task, the clips were cut down using the razor tool which allowed us to precisely cut our clips, after cutting down the clips to around 3 minutes we had to make sure out lip-syncing was in time and slow move the clip into position with the music. Background then needed to be imported into final cut pro so they could be put as 'backgrounds' within the music video, this was quite tricky to do as sometimes we could not chroma key the background to perfection. Effects such as fades were finally added to music to finish it off. We also had to speed up a clip; within the music video there is a scene where the two singers are rotating , we decided it would look more effective if we made that clip faster.

When constructing the CD panels (Digipak), Firstly using a digital stills camera we took pictures of mugs/cups at different angles. We then used 'Adobe Photoshop' as this would allow us to edit the images in many different ways. We first had to crop the images to the size of 12cm by 12cm, next the saturation and brightness of some of the panels was slightly altered to make the image brighter. Photoshop allowed us to insert text into the image, the text was changed to a suitable font and the colour was also changed so it would fit in with the house style of the group. We also used a digital stills camera and photoshop when creating/editing the music advertisement. Within photoshop this time creating the advertisement was a lot more complex, using many of the tools within photoshop such as the 'lasso' tool and the 'feathering' tool, we had to crop many selected areas of different photos and blend them all into one. After doing this text was then added to advertisement; including logo's and a web-link.

A media technology which allowed us to focus on the construction, research, planning and evaluation stages, was the use of the blog. Through most of the stages we were able to write and upload screenshots on to the blog, providing a detailed diary account of what we had done in and out of lessons and providing evidence to back up how did things. Our teachers were able to see a up to date account on out progress so far and give us feedback if necessary.

Without the use of such variety of different media technologies, the music video, digipak and advertisement would of not been as successfully as they all played a large role with the construction, research, planning and the evaluation stages of our coursework.

Evaluation Question 3: What have you learned from your audience feedback?

Audience Feedback video:

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Audience Feedback Sheets:

Feedback Sheet 1:

Your overall response to the video:

Overall I liked it, the use of ideas for example the stop motion was clever because it matched the beat of the song

List 3 particular strengths of the video:

• Lip syncing
• Good ideas used - Props
• Shots - Stop Motion - Reversing Shots

Write down one suggestion for improvement:

• Use of scenery/Places

Choose one technical area: either camerawork, editing or mise en scene and give detailed feedback:

Camera Work.

Using single shots to match patch parts of the song and mise en scene. The song is quite strange so the ideas used were very clever planned out. The electric sound beats creates a strange effect overall.

Feedback Sheet 2:

Your overall response to the video:

• Good Shots
• Lip syncing - On time

List 3 particular strengths of the video:

• Many shots used at Different lengths
• The use of the stop motion
• the creativity of the video.

Write down one suggestion for improvement:

• Should have used frames in other locations, not just the studio.

Choose one technical area: either camerawork, editing or mise en scene and give detailed feedback:

• Suits worn - very elegant
• The two people spinning
• Features - body movement was good

Feedback Sheet 3:

Your overall response to the video:

• love the ideas such as the rotation and the white stuff being throw about.
• I like the idea of both people singing at once and I love the ending.
• overall lip sinking was good.

List 3 particular strengths of the video:

• The tea cup and the camera focus.
• The rotation clip.
• The idea of the person singing with another persons head facing the camera.

Write down one suggestion for improvement:

• when both singing at the same time at some points their not together.

Choose one technical area: either camerawork, editing or mise en scene and give detailed feedback:

Mise-en-scene, I liked the feel it created in the video, its narratives almost left open to the audience. The fact one persons in casual clothes and the others well dress almost creates a sense of class.

The question:

After requesting feedback from a sample audience, our music video received really positive feedback. One typical comment was that it was creative, and this immediately stimulated interest; and also the use of the stop motion, which we used throughout the video, also seemed to get really good feedback. On the negative side, however, the comment was made that it was detrimental doing all the video within the green screen room.

The audience’s overall response from the video was that we had used a wide range of different shots, from close up shots to location shots; to stimulate interest. The use of different types of shots encourages the audience watching the music video to perceive it in different ways, and also creates a successful and professional feel towards the music video. Another response to the video was that the stop motion which was used, matched the beat/rhythm on the song. A good example of this is seen at the beginning of the music video where the secondary character (man in the suite) moves into the different positions when the music plays a distinctive beat. Yet another positive comment which was made was about the final scene, many of the audience thought it was a really creative idea to an extent that some people even loved it; the technique of using stop motion to create an effect of props slowly moving up and onto the person was a really clever idea which we came up with, which we thought would make the video more distinctive compared to others.

Other positive comments which we received were about the props which we created and used in the music video. The main props within the film were the cup of tea and the accessories - cardboard cuts-outs which we made and designed each of them with a distinct patter, which were then placed on the secondary person (man in suite). We created these as we thought they could play a part within the video and we wanted to do something which was creative and different. Another strength that was given was the lip-syncing, apart from one clip, people thought the lip-syncing was in time and matched the lyrics of the song perfectly. Someone also commented on the idea of the person singing with another person’s head facing the camera; we used this shot on one of the clips; we did it this way as we wanted to include both people but with the other character facing backwards, people could focus more on the person who is singing.

Not all music videos which are created are perfect, like many other videos ours is not perfect either, and with hindsight there are things within the video which could have been improved on and made better. The audience which viewed our music video, felt the biggest problem was the fact that we had done all of the music video within the green screen room. We did this because we wanted to make the video very creative and we felt that doing it in the green screen room would meet the needs of what we wanted to do. When addressing this problem we knew we would not have the time to re-film and edit it, but we then decided to make the backgrounds which would go on the green screen visionary, original and creative; we would use images which we had taken from different places i.e. art from different galleries, different walls, pictures were also taken from the local market, we used a wide range of images in different locations to use as backgrounds to tackle the problem. However if we did the task again, we would probably go and film at locations rather than just using the green screen.

Another problem addressed was how in one part, the two people within the film, are not singing at the same time/in sync with each other; we could have solved this by perhaps once again re-filming. Also another improvement which the audience picked up on was that sometimes some clips stayed on one shot for a bit too long, and this could have distracted the audience or even bored them. We addressed the problem by filming additional footage and using clips we had filmed but not used. An example of footage we added was the bobbing action of the two people. Using extra clips proved to be really useful for our film as it made it more interesting.

From our audience feedback we have learnt a lot, the audience feedback picks out both positives and negatives about the music video and it allows us to get an idea of what people think of it, and what can be done to make it better.

Evaluation Question 2: Consider How The Video, Magazine Advert and CD Case Compliment Each Other

Our video fits in well with our other media based work as at the start of the video, we use a cup of tea which we have also used within our digipak as well. The digipak which we created consisted of four panels; each of the panels had a picture of either a mug or a cup of tea, which created continuity between the music video and each of the four panels. We created the link between the different media formats because it allowed them to tie in together with each other and shows the audience that the cup of tea has a significant role in the video.
Many of the digipaks/Cd's which are available on the market today usually have the band or singer positioned on them however, we decided not to follow this trend and to do something different which would make our digipak stand out from the rest in hope that we could attract people into purchasing the album. To do this, we decided to take a more artistic approach towards creating the panels and we thought that the idea of using the cup of tea was different and unique.

On the back panel of the digipak and on the music advert, we used the logos of 'sony music' and 'epic' record labels; we choose to put the record labels on as it makes the media products more realistic and authentic. By giving the digipak the similar aspect of the video, we believe that this would help us sell our product to an audience because the idea of the cup of tea is very simple yet easily rememberable.

Another feature which was shared between the advert and digipak was the font. This included the fonts 'Grobold' and 'Pointy Demo' which were both used on the music advert and the digipak. This was done to create continuity between the products but also to create a house style for the band; if the band use the same font for their name, over time it will become more recognisable and distinctive.
Due to the music video being quite creative and different compared to other videos, we felt that we should do something just as innovative when creating the magazine advert. The use of creating the 'layering' effect was a brilliant idea. Although we felt this made the magazine advert look fantastic, we also felt that we captured the quirkiness of the music video in the advert.
Furthermore, the advert seems very artistic through the use of the different images and bold attractive colours- this links in with the artistic approach which was seen in the digipak.

Overall, as a group we feel that all of the media products which we produced are extremely creative and artistic but each of them are unique in their own way; we believe that all three off the different media formats all link together and compliment each other.

Evaluation Question 1: In What Ways Does Your Media Product Use, Develop or Challenge Forms and Conventions of Real Media Products?

In our music video, have use a lot of different devices to make our video effective, such as different props and we have used the green screen to its full potential and took advantage of the facilities available. What makes if different from real media products is that, we use lots of green screen rather than mainly going onto location. We believe that this gave our video a "funky" feel to it and gave it the right mood considering the genre of the music that we choose. We used interesting props in our video as we used cardboard cut outs with different designs on them and made them crawl up one of the characters, we believe that this made our video unique as not many other video use props to crawl up their characters and consume them. We challenged forms of real life products by not really having a story as the video is made up of different shots with different locations and doesn't give the audience a clear view of what is happening and by doing this, we strayed away from a linear narrative and tried to let the audience think for themselves and come up with their own conclusion of what is happening with the character.

Comments on the magazine advert.

As a group we are ecstatic about how the magazine advert has turned out. We feel the best part of the advert is the layering effect of the different band members which are all spread out over the theatre, we feel that the advert we have created is original, visionary and imaginative.
Through the images, font and colours we have manged to create a advert which represents the new album coming out but also the band it self which are very unique.
The font which we have used, was also used within the CD panels which keeps continuity between the different media formats. However compared to the panels which we have added different colours to letters; making them bold, bright and distinctive so it would catch the readers eye.
The magazine advert is made more realistic through the use of digital download symbols of amazon mp3 and itunes. Also it is made more realistic by the web link which appears at the bottom of the advert.

The finished magazine advert.

Here is the finished magazine advert which we have created.

Creation of the magazine advert.

Using photoshop we were able to create the magazine advert. To be able to get the effect of having the different band members in different locations; using the lasso tool we carefully went round the band members to get the area which we needed. We then feathered the selected area by 7 pixels, so it would blend in better with the image once it had been copied and pasted.

The selected area was then copied and pasted onto another image (where we were if a different position within the theatre). The selected area was then moved into the correct position.

The images below shows how we created the effect:

Using lasso tool we selected the area which we needed and feathered the selected area so it would blend in.

The selected area was then pasted into a new image and moved into position.