Music Video EvaluationMusic Video Evaluation

Martin WattsMartin Watts

Music Video!

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

products?products? Our music video both conform and reject certain conventions outlined by Andrew Our music video both conform and reject certain conventions outlined by Andrew

Goodwin. Goodwin stated that in a conventional music video, there is a clear link between Goodwin. Goodwin stated that in a conventional music video, there is a clear link between the narrative and the lyrics. During the opening scene of the video, when a book is being the narrative and the lyrics. During the opening scene of the video, when a book is being opened, several animated pictures fly out. Each picture is a direct link to a line in the song. opened, several animated pictures fly out. Each picture is a direct link to a line in the song. For example, in the first verse the line reads “candy canes” and so candy canes fly out of the For example, in the first verse the line reads “candy canes” and so candy canes fly out of the book, making a very direct and clear reference. The idea of keeping the video and the lyrics book, making a very direct and clear reference. The idea of keeping the video and the lyrics closely linked is very important, in order to create a feeling of brand identity. The audience closely linked is very important, in order to create a feeling of brand identity. The audience need to realise that this video was created need to realise that this video was created forfor this track and nothing else. this track and nothing else.

Another Godwin point we conformed to was the idea that each music genre, has a particular Another Godwin point we conformed to was the idea that each music genre, has a particular video style. We recognised that the majority of acoustic songs feature the artists singing video style. We recognised that the majority of acoustic songs feature the artists singing themselves. We strongly felt it was important to feature singing to help establish a more themselves. We strongly felt it was important to feature singing to help establish a more personal feel to the video. The audience can immediately see the artists not only furthering personal feel to the video. The audience can immediately see the artists not only furthering the bands brand identity, but also helping the audience to relate and be drawn into the song the bands brand identity, but also helping the audience to relate and be drawn into the song itself. The use of live performance conjoined with the artists walking towards the camera a itself. The use of live performance conjoined with the artists walking towards the camera a lot, directly includes the audience, as if they themselves are being sung to. We purposely lot, directly includes the audience, as if they themselves are being sung to. We purposely avoided to mix in any other genre stereo types. For example, we didn’t use any avoided to mix in any other genre stereo types. For example, we didn’t use any choreography, instrument use or stage performance. We recognised how good the track choreography, instrument use or stage performance. We recognised how good the track itself was through its simplicity and wanted to reflect that in the video, by involving just us itself was through its simplicity and wanted to reflect that in the video, by involving just us and the track.and the track.

Although we conformed to many conventions, we also rejected some. Goodwin says how a Although we conformed to many conventions, we also rejected some. Goodwin says how a record label demands the use of close-ups for the main artists face. During our video, we record label demands the use of close-ups for the main artists face. During our video, we use two extreme close ups, aside from that we used mid or long shots. We felt establishing use two extreme close ups, aside from that we used mid or long shots. We felt establishing the beauty of our surroundings helped exaggerate the beauty of the track. Exacerbating the the beauty of our surroundings helped exaggerate the beauty of the track. Exacerbating the artists face would only reduce the feeling we wanted to get across to our audience.artists face would only reduce the feeling we wanted to get across to our audience.

Introducing a few stereo typical conventions into our video helped to create a genuine Introducing a few stereo typical conventions into our video helped to create a genuine professional look to our video, but rejecting others helped make for a more individual less professional look to our video, but rejecting others helped make for a more individual less main stream atmosphere, something we really felt the song itself was about.main stream atmosphere, something we really felt the song itself was about.

How effective are the combination of your media How effective are the combination of your media product, and your ancillary texts?product, and your ancillary texts?

During the production of my music video, advert and digi-pack, I was continuously referencing During the production of my music video, advert and digi-pack, I was continuously referencing back to each one, to ensure I had similar stylistic images throughout. As an industry, I back to each one, to ensure I had similar stylistic images throughout. As an industry, I recognised that music is a business, and that my “company” needed an image. An image that recognised that music is a business, and that my “company” needed an image. An image that can be easily recognised from single glance at a poster, or a digi-pack that could be spotted can be easily recognised from single glance at a poster, or a digi-pack that could be spotted amongst a crowded shelf. I knew from the start that I wanted to feature black and white, mixed amongst a crowded shelf. I knew from the start that I wanted to feature black and white, mixed with high saturation colours. I successfully incorporated this effect into my music video and felt with high saturation colours. I successfully incorporated this effect into my music video and felt it was one of the strongest features of my video as a whole. For this reason, I made sure my it was one of the strongest features of my video as a whole. For this reason, I made sure my advert and digi-pack followed suit. advert and digi-pack followed suit.

I continued the idea of “brand identity” by the model I feature in both my advert and digi-pack. A I continued the idea of “brand identity” by the model I feature in both my advert and digi-pack. A topless man with his back to the camera is an image found on both my media products. Placing topless man with his back to the camera is an image found on both my media products. Placing to star shaped tattoos on his back furthered that this man is a representation, a symbol of “Josh to star shaped tattoos on his back furthered that this man is a representation, a symbol of “Josh Woodward”. Woodward”.

As I mentioned in the previous question, we strongly felt that a natural and pretty scenery helped As I mentioned in the previous question, we strongly felt that a natural and pretty scenery helped exaggerate the style of the song. This is not just true for my music video, which is why i carried exaggerate the style of the song. This is not just true for my music video, which is why i carried on this feeling into my other media products. My advert is shot in a forest, with trees on this feeling into my other media products. My advert is shot in a forest, with trees surrounding my model. My digi-pack features a forest, concentrating on leaves and twigs, and surrounding my model. My digi-pack features a forest, concentrating on leaves and twigs, and my music video is situated around forests, rivers and various natural locations. This excessive my music video is situated around forests, rivers and various natural locations. This excessive use of nature also supports my brand identity, acting as a reflector. Suggesting that the music use of nature also supports my brand identity, acting as a reflector. Suggesting that the music itself is natural, beautiful and generally pleasant . itself is natural, beautiful and generally pleasant .

A recurring image through my media products, if the scribble paintbrush effect. I wanted something A recurring image through my media products, if the scribble paintbrush effect. I wanted something to distinguish my products, an imperfection of some sort to help differentiate our music from to distinguish my products, an imperfection of some sort to help differentiate our music from that of a similar style already on the market. I used the image of a scribble as it directly offers that of a similar style already on the market. I used the image of a scribble as it directly offers connotations of one of a kind, individual and distinct. I feel this really offered my “company” connotations of one of a kind, individual and distinct. I feel this really offered my “company” image a competitive advantage. Something no other acoustic styled music could imitate or brand image a competitive advantage. Something no other acoustic styled music could imitate or brand with.with.

Finally, my advert outlines perfectly just how well my ancillary texts work together. It directly links to Finally, my advert outlines perfectly just how well my ancillary texts work together. It directly links to my digi-pack, by literally having its image on the front. There is an exact combination, my digi-pack, by literally having its image on the front. There is an exact combination, something a passer by or audience can physically relate the two together with. Putting these two something a passer by or audience can physically relate the two together with. Putting these two media products together, also highlights the disticint imagery which they both include. For media products together, also highlights the disticint imagery which they both include. For instants, my poster shows my model with his recognisable tattoos, the forest background, the instants, my poster shows my model with his recognisable tattoos, the forest background, the artists name and font use, the paint brush scribble effect and the highly edited use of colour. All artists name and font use, the paint brush scribble effect and the highly edited use of colour. All these features can be spotted on both the post itself, and the digi-pack image. these features can be spotted on both the post itself, and the digi-pack image.

Throughout my production, I have included repetitive themes, imagery and design to help construct a Throughout my production, I have included repetitive themes, imagery and design to help construct a brand identity, and establish a reputation for my Music. However, where I have used recurring brand identity, and establish a reputation for my Music. However, where I have used recurring imagery to create an identity, I have also used individual imperfections to move away from a imagery to create an identity, I have also used individual imperfections to move away from a boring mainstream feel. boring mainstream feel.

What did you learn from your What did you learn from your audience feedback?audience feedback?

First off, I asked two very broad questions. I asked these early on so that I could get a sense of exactly how my audience reacted to the video as a whole.

Asking whether they liked my video clearly showed me that the vast majority of people did. I included the answer “it’s ok” as an option, because I really wanted an honest option. If there was just “yes” or “no” I know from personal experience, people will answer yes to either be nice, or avoid any further effort. This third answer allowed me to draw on peoples real opinions.

In a similar field to the previous question, I also asked whether this inspired their interest into the band itself. This not only supported if they liked it or not, but also allowed me to realise that the audience more than liked it… they wanted more. Secondly, this type of question is something I could keep in mind for future work, knowing if this particular style of work was effective and popular amongst this demographic of people.

One particular answer which gained a widevariety of answers from was “where would you

expect to see this video”. Firstly, I asked this question to see what type of atmosphere my

audience would expect to hear this type of music. The wide responses suggest to me that it is suitable to many occasions. Playing the track over YouTube

would be something done at home, so that they could peacefully enjoy the music alone or maybe

enjoy with a friend. However, music channels would be something done with more friends,

perhaps before a party of social event. This suggested that this could potentially be a widely

poplar song, listened to in a more social atmosphere. Finally, the answer “promo video” was

also popular. This answer supports my constant mention of “brand identity”. Everyone who

watched my video had also seen my media products. Answering that it could be a promo video

for the band itself tells me that the video is in keeping with the rest of my ancillary texts. Realising that my audience could recognise a link between my video and other texts, filled me with confidence that

I had truly created a positive image for my “company”, my band, their reputation.

I also asked what genre they would think the music to be. The track was an acoustic song, and I wanted

to reflect that in my video, by conforming to some of the conventions outlined in my first question. The

use of the artists actually singing to the track allowed 90% of my audience to realise this was indeed an

acoustic track.

Question 9 was if the track and the video went together. I felt this to be an incredibly

important one, as it related strongly to Andrew Goodwin's point. Goodwin stated

that a common convention of a music video, is a strong relationship between the

video and the track. Conforming to this convention was important to me

throughout the making of our video as it is something I have personally recognised in

the music industry and is something needed for a professional authentic music video

look . As I mentioned earlier, we put images near the start of the video, that were to be

later heard in the song lyrics. From asking this question I learnt that

people were able to pose a link from the lyrics to the track itself. Successfully and

obviously conforming to such a widely used convention encouraged me that the video

looked professional. I also realised that Andrew Goodwin's points were very

accurate and if applied appropriately, were the building blocks for professionalism.

Allowing people to understand the narrative of the video was essential to me, as I know that it can frustrating to not grasp something your having to watch.

At the end of the day, we wanted the video to be enjoyable to watch, and not so complicated that you really had to think and try to understand what was happening. Asking if people understood the video allowed me to learn, if it was suitable for everyday television, that an everyday person could understand.

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

stages?stages? Research and Planning:Research and Planning: Before the initial construction of my media products, I Before the initial construction of my media products, I

researched various existing music videos on “Bug video”. This provided me with the researched various existing music videos on “Bug video”. This provided me with the necessary inspiration to get my creative juices flowing. I used “YouTube” in a similar necessary inspiration to get my creative juices flowing. I used “YouTube” in a similar way, but for the research of more mainstream videos. I gained a wider knowledge of way, but for the research of more mainstream videos. I gained a wider knowledge of how typical conventions within music videos are used and realised just how vastly how typical conventions within music videos are used and realised just how vastly used they are.used they are.

Finally, countless hours of browsing “Jamendo” provided me with the track I would then Finally, countless hours of browsing “Jamendo” provided me with the track I would then go on to use in my music video. Essentially, “jamendo”, provided me with the core go on to use in my music video. Essentially, “jamendo”, provided me with the core of my “brand identity” of my “brand identity”

Construction:Construction: during the physical developing of my ancillary texts, I took my original during the physical developing of my ancillary texts, I took my original images with a digital camera, and then went on to edit them using “Adobe images with a digital camera, and then went on to edit them using “Adobe Photoshop CS3”. This programme provided me with hundreds of professional Photoshop CS3”. This programme provided me with hundreds of professional looking photos. looking photos.

For the music video itself, we recorded the entire footage onto a digital HD camera, and For the music video itself, we recorded the entire footage onto a digital HD camera, and transferred the footage onto “final cut”. On final cut, we pieced the video into the transferred the footage onto “final cut”. On final cut, we pieced the video into the right order, edited the video with various effects and transitions. Finally we animated right order, edited the video with various effects and transitions. Finally we animated the first few seconds of the video using original jpeg images.the first few seconds of the video using original jpeg images.

Evaluation:Evaluation: finally, when evaluation the entire project I had spent months creating, I finally, when evaluation the entire project I had spent months creating, I recorded feedback through using “survey monkey”. This sit made making surveys recorded feedback through using “survey monkey”. This sit made making surveys quick and simple, whilst making feedback extremely efficient to collect and analyze. quick and simple, whilst making feedback extremely efficient to collect and analyze.

““facebook” allowed me to distribute the surveys across a huge demographic of people, facebook” allowed me to distribute the surveys across a huge demographic of people, gathering answers from people all over various college’s, schools and universities. gathering answers from people all over various college’s, schools and universities.

Lastly, I used “PowerPoint” to write up my actual evaluation. PowerPoint is a Lastly, I used “PowerPoint” to write up my actual evaluation. PowerPoint is a programme I have used through my As and A2 projects, and so using this was very programme I have used through my As and A2 projects, and so using this was very familiar to me.familiar to me.