Moderators Message

Moderator,

This is my A2 Production Blog of my coursework section, consisting of; research, planning and production of a Music Video, Digipak and Magazine Advert.
Happy moderating.

Regards,
Ryan Magill

Music Video

Magazine Advert

Digipak

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

3. What have you learned from your audience feedback?

For my audience feedback i created a survey of open and closed questions. The image above is of the closed question answers. From this i can learn that my target audience mostly found my products appealing, especially the digipak and mise en scene and editing of the music video.

For my open question answers i received useful feedback such as; 

"the colour scheme of the magazine advert is too warm for alternative rock."

"the costumes used in the music video would have needed to be more scruffy to fit the alternative rock genre."

"the digipak doesn't represent the alternative rock genre as effectively as it could."

"the settings in the music video are simple and effective which fits the message being portrayed."

"the editing in the music video is effective as it mostly fits with the rhythm of the music and links to the alternative rock genre."

From the feedback, i have learnt that different interpretations of alternative rock can affect a person's judgement on the product and that with a genre as complex as alternative rock, there is no single style, but there is a set of generic conventions that should be conformed to. With my music video i have made the style somewhat psychedelic and confusing, which is one style of an alternative rock music video. I have also conformed to the conventions that need to be used in alternative rock music videos such as; performance and narrative, low angles and high angles, and color correcting. It is because of this that i feel my music videos representation of the alternative rock genre is genuine and appeals to my audience.

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

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

This is my contact sheet for my music video. The first frame is of the setting. I chose to use this setting to fit with the narrative of my music video. As the narrative is of the character being chased by people and losing memory of it, the unsureness of where he is is key to portraying the narrative accurately. I chose this location to show that he is isolated and alone, which fits with the lyrics of the song, specifically "Not a lot of people left around". I feel that this represents a generic alternative rock music video well as the narrative usually reflects the lyrics of the song.

The second frame is of the costumes used. I chose to use these costumes to convey the idea that the character is being chased by a mob of some form. I chose the balaclavas as this is a typical look for rioters/mobs. I also wanted the costumes, used by both the character and the chasers, to be related to an episode of Black Mirror on Channel 4, a drama, of the episode White Bear as this is where the idea for the music video's narrative was inspired from. I used the same style costumes to pay homage to the show effectively and obviously. I feel that this represents a generic alternative rock music video as there are usually references to pop-culture hidden within most music videos, whether it is very obscure or the subject of the whole video.

The third frame is of the representation of the artist. As the genre is alternative rock and the song's style/narrative is relatively desolate, i wanted to portray this by using a grey scale filter on the performance as well as representing the artist in a deep/emotional way. I feel that this is generic of an alternative rock music video as the artist's performance should represent the meaning and narrative behind the song. For example, if the artist was smiling during the performance parts of the video, it would not seem like a genuine music video and perhaps the meaning of the song could be confused or misinterpreted.

The fourth frame is of camera work and editing used. I chose to use a variety of shots within the music video ranging from close ups to long shots as the same variety of shots are used in music video of any genre. I feel that this is not only generic to an alternative rock music video, but is typical of almost all music videos produced. Unless the narrative of the song provides needing only one shot, for example Duffy's 'Warwick Avenue, a constant close up of the artist, a variety of shots are needed to keep the audience interested.

The fifth frame is of the narrative. I chose to create the narrative as generic to alternative rock music videos. As the narrative is inspired from Episode 'White Bear' of Channel 4's Black Mirror, the waking up again with no explanation of where you are or who's chasing you and why is used to pay homage to the show. I also tried to make the narrative fit the lyrics/meaning of the song in some places so the narrative itself would make sense in relation to the song. I feel that this is generic of alternative rock music videos as a narrative that is a reflection of the meaning of the song is usually used.

The sixth frame is of how characters are introduced. I chose to introduce the main character at the beginning on his own as the narrative needs him to. If the other characters that are later introduced were shown first, the narrative would become confusing. The other characters, the 2 different figures that are chasing the main character are introduced after the character realises that he is being chased by someone. I feel that this is generic as although in some music videos the artist purposely makes sure the narrative makes no sense, depending on the style of the song and artist, the narrative making sense is something that is crucial for the image that this song and artist represents.

The seventh frame is of genre, and how the music video suggests it. I chose to use a combination of narrative and performance as this is typical of alternative rock music videos. I used a grey scale filter on the performance to keep with the tone of the song and artist. I made the narrative so that it would reflect the message of the song as this is typical of the alternative rock genre. I chose the costumes used to represent the alternative rock genre and feel that they are generic. The costumes used by the characters in the narrative are paying homage to the 'Black Mirror' series and pays homage to it. This is also typical of the alternative rock genre. I feel that the music video has represented the alternative rock genre well because of this.

The eighth frame represents the performance. I wanted the performance to be typical of the alternative rock genre meaning the artists performance had to present the message of the song and the image of the artist while still maintaining the generic conventions of alternative rock. This also had to be done by the characters in the narrative, which i fell was achieved. I feel that the performance fitted the generic conventions of the alternative rock genre well.

Special effects were not used in the video. I feel that including special effects would not have been generically conventional and would not fit the genre. Therefore i did not use special effects as i wanted my video to be genuine to the genre and style.

Production Log - Editing Anclillary Tasks

With creatign the dijipak and magazine avert  feel as if I am on schedule.As I have had much expeirence with the program, it is not particularly difficult to create what I have planned in tasks before. There are not many difficulites apart from making the font the right size so as to fit images correctly. However as I cannot use images that are not my own, it is difficult to find somewhere that has the same look as the pictures I used in my planning. The program am I using is Adobe Photoshop. The advantages of this program only exist if you know how to use the softwae, which I do, so it has made the process a lot easier than if I had no knowledge of how the program worked. The disadvantages of thwe program is only through the operating system it is used on. As I am more familiar with using the program on windows and we are using apple macs, keyboard shortcuts are different and are making the process slioghtly more time consuming. The fonts I have chosen are standard fonts that can be found on any winodws operating system. I have chosen them because I feel that they are aesthetically pleasing and work well with the alternative rock genre when compared to other digipaks from the same genre.

Production Log - Editing music Video

So far I am on schedule. I have created a base layer for the lip synching so that I can add narrative over performance without having to worry if it lines up correctly with the audio and the video. As I am having to slow down the footage to create the slow motion effect, it is difficult to space everything correctly and keep everything in time with the music, however as I have planned the lengths of the shot, this is not a major problem and can be dealt with easily. The difficulties with the editing process is making sure everything is of the same timings as what was in my plan as filming at ordinary speed and changing that to a different speed effects how long each piece of footage is, and this can make the process quite time consuming. The programme I am using is Adobe Premiere CS5. Advantages of this program is being able to layer footage over each other so there doesn't need to be as many cuts in the footage. For example, having parts of performance where there is no narrative and having to keep it in time with the song. As there are multiple layers, I do not have to worry about cutting the performance footage to fit with the video as it is cancelled out by the layers on top of it of the narrative footage. However the disadvantages of using this software is that apart from the 1 minute test, I have had little to no expierience with the program.

Production Log - Filming

When filming for the music video i used the time effectively by planning shots before actually recording them. I filmed chronologically so as not to confuse the order during editing which i have found effective. When filming i did not need to change anything from my planning as everything worked well with the surroundings i was filming in. Difficulties faced however was not ebing able to get the optimum shot lengths needed as some parts were filmed in enclosed areas that were difficult to maneuver around. So far i think that i am on schedule as i am in the editing process, however a scene may need to be refilmed due to porr lighting affecting the quality of the shot which i discovered in the editing process.

20. Equipment

I will need to use a tripod for filming most scenes for my music video as this will help to keep the camera steady and give the video a more professional look rather than amateur.

I will need a camera, one of high enough filming quality to make sure when slowing down the footage the frame rates are not affected. This will help to make the video of a higher quality and less amateur like.

19. Costumes

For the character being chased i am taking inspiration from the episode 'White Bear' from the series 'Black Mirror'. I feel that this would be a good choice as the narreative of my music video is very simmilar to the storyline of this episode.

I chose a balaclava because i want the figures chasing him to seem anonymous but still threatening. Again this goes with some inspiration from 'Black Mirror'.

 

 

17. Locations

I have chosen to film in a field as i feel it is a good isolated area that fits with the narrative that i am trying to create for the music video. I think that the forest is also good for the same reasons, isolation. As well as this lighting should be naturally creepy in the forest and i can only hope for gloomy weather on the day of filming in the field.

I have also chosen a white background for the scenes of performance. I think this would be good because it creates an alternative style that most alternative rock music videos have, therefore making it a generic convention. As this can be done almost anywhere, i feel a location is not needed.

16. Casting/Actors

I have chosen to use Perry Toombs as the actor for the main character as he fits the generic style of alternative rock. I think this would be a good choice as he is easily accessible and fits the genre.

I have chosen Ashleigh Mooney and Jessica Di Monaco as 2 of the actresses for the figures chasing the main character. I think this would be a good choice as they can portray intimidating well.

I have chosen Ryan Magill as the artist. I think he would be a good choice as he fits the alternartive rock genre 

15. Shooting Schedule

22/09/2013
Shots 6, 14, 16, 18, 22 & 25
Location - White setting
Character - Artist
Shot Length - Close Up

25/09/2013
Shot 1
Location - Field
Character - Main
Shot Length - Zooming Out Close up

Shot 2
Location - Field
Character - Main
Shot Lenth - Zooming in Medium shot, 360 degree shot

Shot 3
Location - Field
Character - Main
Shot Length - Medium shot

Shot 4
Location - Field
Character - Balaclava figures
Shot length - Tracking Long Shot

Shot 5
Location - Field
Character - Main, balaclava figures
Shot Length - Long shot

Shot 7
Location - Field
Character - Main, balaclava figures
Shot Length - Long shot

Shot 8
Location - Field
Character - Main
Shot Length - High angle Medium shot

Shot 9
Location - Field
Character - Balaclava figures
Shot length - Low angle Medium shot

Shot 10
Location - Forest
Character - Main
Shot Length - Zooming out close up

Shot 11
Location - Forest
Character - Main
Shot Length - Zooming in Medium shot, 360 degree shot.

Shot 12
Location - Forest
Character - Main
Shot Length - Medium shot

Shot 13
Location - Forest
Character - Main, zombie figures
Shot Length - Long shot

Shot 15
Location - Forest
Character - Main, zombie figures
Shot Length - Close up tracking shot.

Shot 17
Location - Forest
Character - Main
Shot length - Tracking long shot

Shot 19
Location - Forest
Character - Main, zombie figures
Shot length - Long shot

Shot 20
Location - Forest
Character - Main, zombie figures
Shot Length - Over the shoulder tracking shot

Shot 21
Location - Forest
Character - Main, zombie figures
Shot length - Low angle long shot

Shot 23
Location - Forest
Character - Main, zombie figures
Shot length - Tracking Close up into Long shot

Shot 24
Location - Forest
Character - Main, zombie figures
Shot length - Zooming in long shot

14. Storyboard

Board 1:

 Board 2:

Board 3:

Board 4:

Board 5:

13. Magazine Advert Planning

12. Digipak Planning

Draft of Digipak

Outside Case:

Inside Case:

Disc:

11. Similar Videos/Texts

I hope that this has made my influence for my music video clear and will help me in my production.

10. Lyrics Planning

9. Initial Ideas

8. Editing and Cinematography for Music Videos

This is an analysis of music videos nominated in MTVs 2012 VMA's.



Slide 12 is what we decided was MTVs criteria for choosing their nominees for best editing and cinematography.
A video that could have been nominated for 2013 is Justin Timberlake -  Mirrors.
I would choose this because the videos uses clever editing techniques such as fast editing, mirror filters, video overlays, split screens and slow motion. Because of the way these have been used, and the high quality to which they have been produced, i would choose this music video to be nominated for the VMA's 2013.

.

This is a test video for editing techniques using adobe premiere.

From this task i have learnt from looking at the VMA awards nominations what standard the video needs to be. i have also gained ideas from the nominations as to what to include in my music video when it comes to editing techniques. For the test video on the editing techniques i have learnt how to use adobe. As the editing came out as hoped for, i think that the trial went well. This has helped in understanding how adobe premiere works and should therefore make the editing process for the final product a lot easier and more efficient.

7. Theroies For Production

From this task i have learnt that i can incorporate these theories for production into my own music video. This would therefore give it a more professional look and therefore make the video better as a whole. By using the theories i can make my video more appealing as it can be things that would relate to or attract the audience.

6. Magazine Advert Analysis

From this task i have learnt that the magazine advert is important as it needs to catch the eye of the target audience while also presenting the style of the band the advert is for. Therefore i know it is important to make my magazine advert visually appealing while also conforming to the conventions of the alternative rock genre.

5. Digipak Analysis

From this task i have learnt that the digipak is very important. Regardless of the actual content of the disk, the packaging is what will really grab people's attention,. It's not enough to simply show who it's by but also to have an attractive digipak to entice the audience and to make decent sales on the album. Therefore i can apply this knowledge to my own digipak and make it visually appealing for the target audience.

4. Record Labels and Permission

Record Label Name:

Mostly Harmless Records

 

Founded in 2003 by Laurence Brown and his partner Perry Richardson, Mostly Harmless Records have been producing music mostly from the alternative rock genre. They are a UK based record company but have released music for American bands. They have produced music for bands such as; I can't go on - I go on, Pacific Homicide, The Feeling and Someone Still Loves You Boris Johnson. They are one of the biggest record companies in the alternative rock industry today and always have a steady stream of new signings.

This is an email to Relentless Records seeking the permission for use of the song 'Shake Me Down' by Cage the Elephant which they produced.

From this task i have learnt the importance of copyright when it comes to making a music video, creating a digipak and a magazine advert. I now know that credit must be given at every oppurtunity to avoid things such as copyright infringement.

3. Genre Research and Audience Expectations

With this research of the alternative rock genre, i have identified the generic conventions that should be used in my music video. With this i can attract the audience as i can comply to their expectations and therefore make a decent and geuine looking video.

2. Genre Music Video Analysis

Using this research i can use generic conventions found within alternative rock music videos and apply them to my own. This will therefore help to make the music video more geuine as well as conforming to the generic stereotypes that the alternative rock genre has in it's music videos.

1. Star Image

 

 

Using Richard Dyer's theory I can construct the artist to be the image of the alternative rock industry that will favour the target audience. Using his theory I can make them a symbol of alternative rock culture to make them similar with other alternative rock icons such as Miles Kane, Alex Turner and Paolo Nutini.