Final music video

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Website

webiste: amywallsworth.wixsite.com/jessicadelvard

Home Page:

For the home page of my website I simply displayed an image of the artist as I found that this simplicity is common across various artist’s website’s.  I decided to use a bold font for the artist’s name at the top of the page in order to correspond to that of the digi-pak which therefore established an identifiable brand. I also used a double layered colour effect on the text in order to match the coloured shadow effect used in both my music video and on my digi-pak. There are also social media links so visitors can keep up to date with the artist and a menu bar at the top of the page which enables visitors to navigate the site.

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News:

On the news page I used a slide show type feature with two different slides. On the first slide I displayed the album alongside where it could be purchased and a track list as I found that artists often display their latest music on a news page. On the second slide I displayed my music video as I found this to also be a common news feature on artist’s website’s. Screen Shot 2018-04-18 at 08.49.09Screen Shot 2018-04-18 at 08.49.16

Music:

On the music page I simply showed an image of the artist with text stating ‘new single out now’, and when the mouse hovers over the text it gives the viewer the option to listen to the song.Screen Shot 2018-04-18 at 08.49.34Screen Shot 2018-04-18 at 08.50.27

Gallery:

On the gallery page I displayed a variation of images of the artist that are interactive as each full image is revealed as the viewer’s mouse hovers over it, which I found to be a common function across various artist’s websites.

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Videos:

On this page I simply displayed the music video in order for it to be the main focus.

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Tour:

On the tour page I displayed a list of the tour dates, using a similar font for the tour title in order to make it stand out as the page was very colourless.

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Merch:

On the merchandise store page I created six products including a tote bag, a cap, a t-shirt, stickers, notebooks and a sweater. I designed each product using the colour tones used in the the music video, digi-pak and the rest of the website in order to make the products identifiable to the artist and the brand surrounding her. I furthered this through the use of displaying either the artist’s initials or the song lyrics and mostly used a simple bold font to match that of the website and digi-pak.

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Digi-Pak

Here is my final digi-pak, I decided to use this colour effect in order to match the effect used in my music video and I decided to use a bold, white font as it makes the text easy to read against the different colours. I included details such as a track list, record label and bar code as I found that these are common features of all digi-paks.Screen Shot 2018-04-18 at 09.32.21

I tried different designs for my digi-pak, however I found that they did not match the style of the song or the video:

Evaluation question 4

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

Throughout the research, planning, construction and evaluation stages of creating my media products I used multiple media technologies. In the research stages I used Youtube to watch music videos of the indie pop genre in order to gain a better understanding of the genre conventions and in order to gain inspiration for my own music video. Following this, I created eight research posts of indie pop videos where I analysed each video which helped me to gain an even more developed understanding of the conventions. During this process I took screenshots of the videos and put them onto a pages document along with written analysis of why those shots were significant to the video in regards factors such as narrative, performance and locations used. I similarly created research posts on artist’s websites and digipaks which I found using Google to gain an understanding of the conventions of these texts and to see how they related to the artist’s music video.

In the planning of my music video I held both auditions and a target audience interview which both required using a Canon 3000D to film on and Adobe premiere pro to edit. I primarily held auditions to see who would be best suited to act in the performance element of my video based on their lip syncing ability and general performance. I also carried out a target audience interview where I interviewed different members of my target audience to find out what their expectation of the indie pop genre were, subsequently helping me to decide on elements such as locations and costumes for my music video. In the planning stage I also analysed the song’s lyrics in order to help me come up with a narrative idea and created a shot list of all the shots I would need to take when filming, both of which were done on word documents.

During the construction of my music video I filmed on a Canon 3000D camera and a tripod then imported my footage onto a laptop where I could then import the footage to Adobe Premiere Pro. Once editing all of my clips together in premiere, fitting them in time with the song, I watched a tutorial on Youtube which showed me how to achieve a VHS effect on my videos which I then applied to the narrative elements of my video. I first applied wave warp to the clip which created horizontal moving lines through my footage. I then applied a grain effect to the clip and created three layers of colour to each clip enabling me to achieve the red and turquoise shadowed effect. I also changed the video speed of the narrative clips to thirty percent in order to create a slow motion effect.

During the construction of my digipak I used first used photoshop to edit the photos to create similar coloured shadow effects as those seen on the narrative clips of my music video. I also added text for the track list and inserted a barcode which I found on Google images. Once having done this I imported the digipak images into Indesign where I could place them into a professional digipak format.

During the construction of my website I used the website WIX as it was easy to use and enabled me to apply all the features needed for a professional looking music artist’s website. For consistency between products I used images taken from the same day as the video shoot and used photoshop to edit them with the same colouration as the images used on my digipak before inserting them onto the website.

Finally, to create my evaluations I made videos using quicktime screen recordings of my work and real media products which I edited together along with text using Premiere pro. All of my work across research, planning, construction and evaluations have been uploaded to vimeo and posted on my wordpress blog in order to show how my ideas have developed and how my work has progressed.

Evaluation question 3

What have you learnt from your audience feedback?

Throughout the course of creating my final media production I have gained lots of feedback from both teachers. The feedback gained throughout the planning stages of creating my final media production was of utmost importance as it enabled me to gain an understanding of that was expected of an indie pop genre music video.

The first feedback I gained was through carrying out a target audience interview. I created a series of questions, asking my target audience questions regarding the locations, costumes, performance and narrative which enabled me to gain an understanding of what is expected of the indie pop genre. Through doing this I found out that plain coloured backgrounds are very popular, and  was described by a member of my target audience as ‘trendy’. I therefore decided to research further into music videos with plain coloured backgrounds and found them to be commonly used in videos by artists such as Dan Croll, The 1975 and Maggie Rogers. Due to both the popularity of this location by my target audience and frequency in which it is used in real media I thus chose this as the location for my own music video. I further found that my target audience expect casual yet trendy clothes and more performance then narrative which helped me to further inform my decision when creating my music video.

At AS I created a questionnaire using Surveymonkey which I found very useful as I was able to gain a larger number of responses as it was easy to distribute the questionnaire to my peers. However I was unable to gain reasons behind the responses which I why I carried out a target audience interview at A2, as I was able to gain a more in depth understanding of my peer’s answers.

After uploading my first draft of my music video to vimeo I was able to gain lots of constructive feedback from my teacher and peers. I found that most of the feedback I received was regarding the text labels used in the narrative element of my video as both my teacher and peers found that the text was difficult to read and needed to stand out more, whilst a few people did not fully understand the narrative concept. Therefore, my teacher advised me to change the font to make it stand out more and put the text in a white box so as to look more like a label. I found that making these changes greatly improved the look of the video as the narrative could subsequently be better understood. I also gained feedback from peers, I was told that the lip syncing could be improved in parts which I subsequently slightly altered some of my editing, and I was also told that the speed of the editing could be increased towards the end of the video, however I was happy with the editing at the end so did not make this change.

I have subsequently learned a great deal from my audience feedback and I think it was important to gain different perspectives on my work as small elements that I may have missed such as a clip that is not correctly lip synced can be brought to my attention.

 

Evaluation question 2

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

The combination of my main product and ancillary texts are effective as a consistent style was used across all of my products. I primarily created this consistently through taking images during the filming of my music video and using them across both my digipak and website, meaning that the costumes, locations and colouration of the images were consistent. The aesthetic of the ancillary texts therefore correspond to that of my music video, subsequently creating a recognisable brand for the artist. Some of the images may appear repetitive across my texts, however, through researching websites for artists such as Lana Del Rey and London Grammar I was able to recognise that this repetition further enables a brand to be established when aiming to promote an album.

I furthermore aimed to maintain a consistent colour scheme by editing the images for the digipak and the website using a similar red and turquoise coloured shadow effect to that used in the narrative element of my music video in order to further create a consistent style. I also edited the images for my ancillary texts using a grain effect on photoshop in order to enhance the dated effect of the image which corresponds to the VHS style video clips used for my video’s narrative. The vibrant colouration of the images along with grainy effect used on both my digipak and website correspond to the style of my music video thus making them eye catching and easily recognisable as belonging to the artist as a unique style has been developed.

The website design itself also corresponds to the style of the music video as I used bold, block colour backgrounds and font, further developing a consistent style. I was inspired to do this through researching London Grammar’s website as they use the same black, white and pink colour scheme on their website and their digipak and furthermore use a bold, blocked coloured design. This aesthetic is further carried on to the group’s music videos as dark colourations are frequently used, yet with brief pops of colour which made me realise how colouration of an artist’s products can make them so identifiable as theirs.

 

Evaluation question 1

In what way does your media product use, develop or challenge forms and conventions of real media products?

In order to make my media product marketable as an indie pop video, I first had to establish my artist within this genre. I therefore researched various indie pop music videos to gain a greater understanding of the genre’s conventions, I subsequently found that most indie pop artists are young adults or teenagers, therefore I chose my friend Jessica who is eighteen to play the role of the artist as I feel she fits both the typical age and look. Jessica was furthermore very confident in front of the camera and was able to convey emotion through her performance which I have found to be key qualities of artists such as Lorde and Lana Del Rey. I also chose four other eighteen year old girls to feature in the narrative element as I further found that this age group is conventionally used in indie pop genre video narratives.

In terms of locations I found that both beaches and plain coloured backgrounds are conventionally used within indie pop videos such as seen in videos by Oh Wonder, Dan Croll and Maggie Rogers. I decided to use plain coloured backgrounds as the location throughout the whole video as I liked how it enhanced the pop element of the song, as I found that coloured backgrounds are most commonly used in pop videos. I did, however, challenge the convention that multiple locations are used within a video as I only stuck to plain backgrounds, yet I like how this reflects the simplicity of the song.

In terms of costumes, I asked the actors in the narrative element of my video to dress as they normally would on a daily basis as the song surrounds the idea of being yourself and not letting other people bring you down, therefore I wanted their true selves to be depicted in the video. However, for the actor in the performance element of my video I asked her to wear simple clothes that would contrast well with the coloured backgrounds. The causal costumes used in my video are conventional of real indie pop videos as seen in those by Haim and Maggie Rogers as they convey a simplistic vibe.

I did not use any props in my music video primarily because they did not seem to be relevant to the song’s narrative, yet through researching videos by indie pop artists such as Birdy and Lorde I found that props are not a conventional element of this genre as the narratives tend to be very simplistic.

Through my research I also found that indie pop videos often film the artist through a close up shot of them facing towards the camera, however, a variation of camera angles can also be seen. I thus challenged this convention of using a variation of angles as I used close ups of both the performer, and the actors in the narrative, filming them looking into the camera which I did in order to reflect the song’s simplicity. I also found that the narratives in indie pop videos are conventionally very simplistic and are intertwined into the performance element, therefore I decided to keep the narrative minimal and simplistic through showing short clips of people with both positive and negative labels to reflect the lyrics of the song ‘don’t kill my vibe’.

I also carried out a great deal of research for both my website and digipak. After researching websites of artists such as Lana Del Rey, The XX and Florence and the Machine I was able to gain a greater understanding of the genre conventions. I primarily found that each website had a homepage along with news, music, videos, tour dates, gallery and merch pages which I replicated on my website.

I further found that the websites use very simplistic layouts with many interactive elements which I aimed to replicate by using a simple, consistent colour scheme across the website, with many interactive elements such as in my website’s gallery. I further included features such as advertising the digipak artwork in the news page of my website as I found this is also a common convention, such as seen on Florence and Machine’s website. Similarly I researched the conventions of digipaks and found that there are conventional elements such as a barcode, record label and track list. I therefore included all of these on my digipak in order to conform to the conventions. I also found that many digipak front covers show a portrait of the artist such as Lana Del rey’s and Florence and The Machine, which I therefore replicated.

First draft feedback

After showing my peers and my teacher the first draft of my music video I gained lots of useful feedback. I was told that the labels used in the narrative element were not clearly legible, and was therefore told that it might be a good idea to put the labels in a white box which will also make them appear more like a label, thus making the narrative concept more understandable. I was furthermore told that some of the editing could be improved in parts in order to make the lip syncing better and that the editing towards the end could be faster as the song builds.

I have therefore created white boxes for the labels and changed the font so as to further make the text look like a typical label and have slightly altered the editing in parts to improve the lip syncing. I also decided I didn’t really like the colouration of the shadows on the narrative clips as they were slightly green, I therefore decided to change the colouration to red and turquoise in order to look more like an authentic VHS video tape and in order to match the colouration of the backgrounds I the performance element.

Locations

From my target audience interview I found that the most popular location people expect of an acoustic pop song is a plain coloured background as this is typical of the genre. Through further research I found that there are many artists who have used plain coloured backgrounds for the location of their music videos such as Maggie Rogers, Sigrid, Due Lipa and Oh Wonder.

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In my target audience interview it was also mentioned that a seaside setting would be expected within an acoustic pop music video, therefore I will also be filming an element of my performance here as well as my narrative element. I have found that a beach setting is very typical within videos from artists such as Hailee Steinfeld, Lorde and Lana Del Rey.

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