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Blog Closed

Final Video

Florence and the Machine - You Got The Love

By Joe Shaw and Gina Fort

Evaluation Question 1

 

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

Frame one: this is our main title - the title of the song. We chose a simple image of the star in our video as the background for the title. Keeping things simple isn't something Florence does in her typical music video, she we wanted to challenge her typical convention, and thought this was the best way to start it, seems as this image and title would be the first thing a viewer would see.

Frame 2: This shot of Elle is when the music first kicks in. Elles dance moves is on key with the music here, as her arms are being lifted through her hair as the music says "sometimes I feel like throwing my hands up in the air"

The next 3 frames are concentrated on the star. Brand and star images is very important in Florences real videos, and many of her videos for other songs, lack other people and they are all pretty much centred around her. We decided to go along with this typical convention, although challenging many others.

Frame 6: to break up from all the dancing in the video we decided to put in shots of Elle singing. Not so much in Florences videos, but in other stars videos, there is a lot of focus on just the star singing along to their track, with minor movements to mirror the lyrics. This is what we tried to recreate here.

Frame 7: This is a quick shot of a transition through the video. Many starts use different types of editing, fast and slow etc. Due to the genre of this song, the video and the star we decided to use very slow editing to mirror the genre. This is a screenshot of a fade of one shot going into another.

Frame 8: we wanted the last main frame of the video to be of the star, as its one of the last thing a viewer will see we wanted it to stick out and be different from the rest, which is why we added a different style of dance that's different to the rest. This is typically what Florence would do in one of the videos, pushing boundaries and crossing lines is what she does so we thought we would like to also create that effect in our video by adding a style of dance different to the rest that doesn't necessarily fit in.

Frame 9: an ending title. Typically where the producers, record label, recording stars and editors name would be in a video

Evaluation Question 2

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

When creating the main product, we used the digipak and made a website to create the ideal image we wanted. We needed the music video to connect with both of these, to do this we had to market the brand to our particular target audience. We researched into looking at similar artists, we analysed the way they used codes and conventions, the styles and themes they used and colours and logos used.

As you can see on our blog we used Pink and Rihanna, to add continuity we linked the website and digipak theme, As you can see here, the three products we have created all contain similar colours and font. Visually, clear correlation between the images below provides a sense of unity which collectively groups the image to make an overall product for our specific target audience and genre. The images combined illustrate an effective, professional aspect to our work, which is a key attribute we were attempting to fulfil.

We decided to consist our theme of actors and scenery. We did this as normally a digipak directly correlates to the website colours, but as this is a one off video we decided to link all of our products together and we felt the most effective way of doing this was by using these features. Hence, visually our target audience will be able to immediately link our products spreading awareness. Our logo is simply the band’s name, this as well is spread throughout all our products. Finally, we also use symbolic shots on our webpage as again these were directly representational of our overall message.

In our video we have also linked brand identity, we did this by using black and white in the video, this is the colour we used for our digipak and website.

Evaluation Question 3

What have you learned from your audience feedback?

In the whole journey of the creation process for our A2 music video we had to improve our video step by step with the aid of audience feedback. There were many ways in which we tackled audience feedback using different media and different styles. Every part of pre production we consulted our audience for feedback and advice to sculpt our video to make it the best it possibly could be.

Secondly we decided to use different formats of feedback. This was in the form of the social networking site ‘Facebook’. As our friends and family were on there and the majority of them are in our target audiences age range we thought this would be suitable. This giving us a wider range of feedback as our video is definitely aimed at a specific type of audience but we would also like it to have a universal side to it which would make it watchable for all ages.

Before shooting our video we had to come up with a concept, a storyline for our video which correlated to both our target audience and the lyrics of our chosen soundtrack. Our group were undecided and had a few different concepts which we wanted to explore in more detail before finally choosing our final video.

Overall, after every step of pre-production, whatever we thought of, ideas, techniques, locations we consulted a range of people to see if they hit our target audience. By doing this we were able to design and sculpt our video specifically allowing us to use our time more efficiently while also conforming to our target audience’s demands.

Evaluation Question 4

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

This is the camera which we were provided for filming our music video. The camera is the Canon Legria FS200 and worked very well. The quality of the picture was clear and was very mobile which made it easy to transport which helped us film easier. we quickly learnt how the camera worked and how to used it efficiently and easily. We also learnt how to use all of its functions which helped us develop skills using the camera and media work using different techniques like zooming, panning and angels with the tripod. The other good thing about this camera was after we took a shot or a take, we could watch it back, this saved us time as we could watch we we had done there and then which made things easier because we could amend or correct any mistakes made at that time, there and then. The tripod was also a very useful tool to use (although it easily broke), this helped us with angels, we performed shots that didn't shake due to hand holding and could easily move the camera to pan with the handle.

For the construction of our website we used Wix. This allowed us to use a template of a current website and adapt and change it to custom make ours. We added our touch onto the website, with our likes and dislikes and our musical artists style and charisma. This was part of our construction package and helped us promote and market our video to our target audience.

This is Adobe Premiere Pro, this was what we used to edit our music video. It was a very good software to use and once we got used to it it became very easy, simple and efficient to use. However, to start with it seems difficult and complicated. This software helped us to use effects like fade, cuts, saturation and dissolves.




Some other technical software and sites we have used were blogger and youtube we used youtube to gain advice from othe rpeople by sharing our videos and allowing them to post comments. This helped us alot. Also blogger was diary type site we used to keep all of the information of construction, pre-production, research and planning and everything else that went into making our production, it is a simple and basic and easy to use site which was easily accessible and reliable.

We used the internet and prodominatly Google to help our research and development progress and helped us analyse similar products to ours, we used it in the construction process to construct our website and digipak, Google has always been very reliable for us and helped us overall adapted our blog.

We used word to create our digipak and i creates a template which we could incorporate titles, the barcode and picture etc. It allowed us to quickly and easily create post and helped us with spell check to make sure all of our posts we correct

A example of our word processing creation.

Final Website

We have created our musical website similar to other artists like Florence and the Machine. Our website hyperlink:

http://06shawj.wix.com/floandthemachine

We chose to do our media website all black and white to match our video, and to fit in with our artists genre. Florence and the Machine is very unique so we thought we would replicate her uniqueness into our website to match her star image. Our website contains typical codes and conventions of a stars music website, a twitter link for fans to keep in contact, tour dates, latest videos, pictures and recent news stories. These are all things that keep fans in touch and up to date with stars, because in reality fans are the real people or factors that make an artist successful because they are the people buying their music.

Website Research

A website, also written as Web site, web site, or simply site, is a set of related web pages served from a single web domain. A website is hosted on at least one web server such as the Internet. All publicly accessible websites collectively constitute the World Wide Web.
A webpage is a document, typically written in plain text interspersed with formatting instructions of Hypertext Markup Language. A webpage may incorporate elements from other websites with suitable markup anchors.

The shift of the music industry from a physical to a digital world has brought about a new meaning to the word "branding" for musicians. The biggest priority is branding themselves as a true music entity. The web has helped musicians, artists, bands, industry professionals and companies market themselves to new audiences.

These are other artists websites, most musical artists have the same layouts, tabs and content on their website depending on their genre or style of music. Which is the same for these two artists Ed Sheeran and Ben Howard.

Final Digipack

From looking through all the research i did on Digipacks and deciding the colours and layout i managed to produce a digipack for Florance and the Machine.

Digipack

Digipacks are packing that is used for CD singles or special editions of CD albums, they usually consist of a gatefold, paperboard or card stock outer binding with one or more plastic tray to hold together the information about the cd. 

I decided too look at digipacks made by artists like Florance and the Machiene too see the style they have done.
I looked at Rihanna's digipacks
I realised that they usually stick to the same tones of colour throughout their digipacks, i decided to do this aswell because its seen to stand out more and the colours go with the album.



 I also had a look at.  Pinks digipack

Both of their albums represent the stars image.
Digipacks promte the album and the artist, it helps bring awareness of the artist for people to know about them.

Similar products

(vidoes of Rihanna-Stay and Pink-Try - then speak about how our video will take elements from each video and put them into ours)

Shot lists and Filming space

The shots we are making for our video will mainly be made in school or in a dance studio. We decided that we need a black and white background for our video to be saturated in black and white, which we aim to do. With Elle's busy schedule we can only film at certain times which means it's sometimes tight for us. Shooting in certain places is also difficult. We came up with a plan to only film in the school because that also shows ordinary life. We now have the concept of just an ordinary girl in school who is in love - which is a common story line or real life emotion most teenage girls feel. This concept that we made up because of our limited space to film has also helped us appeal more to our target audience. Our target audience feedback also shows that most people (8/10) prefer to see a story line that is realistic and could happen to anyone, nothing extraordinary and over-exaggerated like some performs like to produce for a music video, e.g Lady GaGa or Rihanna.

Around the school:

These are the places around the school where me and Elle have filmed our dance production. We chose theses places beacause of the large space for jumps, lunges and other moves Elle has choreographed into her dance. I also chose most of these places to film because of its natural light. The first picture is a window in which elle sat in which produced a really good silhouette effect, which looks spectacular in black and white. The bottom picture is a picture of the main hall (the desks wasnt there when we filmed). We filmed in here due to the large plain white walls and the huge draped black curtains which made it easy to film in. Fiming on black and white backgrounds will help us when it comes down to editing.

Our dancer

This is our dancer Elle Marriott. She's been dancing from a very young age and dance has always been something that has interested her. I chose her to be in my video because she's a very good friend of mine. Elle's very good at choreographing dances so I know when given the song choice she will deliver a dance of a very high standard

Plan

Our new video will be very focused on dance and showing emotion through the dance moves and the dancer.

Many shots on the dancer will be shown throughout the video, along with angles to put emphysis on the moves being performed.

The dance will tell a story which will match the lyrics to the song

Florence + The Machine- You've Got the Love

We chose this song because of its meaningful lyrics. We have completely changed the genre of our music video, instead of a party track we have opted for a power balled by a very well known current pop star.

New idea

 

After current circumstances we have ghad to change our original idea. I believe our new idea could work better than our old one, with a better, more well-known song and more action involved. A more popular song will eppeal to more to our target audience, which will remain the same even though we have changed our idea.

Creating a website

To create our website we will be using Weebly. Weebly is a free thing for us to use to help us create a website for our education puposes.

The way codes are used to target the audience and attempt to address them appropriately
Different audience may find certain layout and design choices more appealing. A key issue with websites is the way they attempted to encourage audience activity and interactivity to attract audiences in and persuade them to return or pass on information to the website

The technical codes used
Certain technical codes are now common place on website. Many sites provide moving image or audio content and also provide some form of audience activity or interaction. Sometimes this is related to the content of the site so film marketing sites often offer downloads, such as music and images whereas news-based sites provide areas for audience members to comment on published news stories.

The codes and conventions in terms of layout and design
The key consideration in effective web design is usability, therefore websites need to be clear, logical and easy to navigate. There are several conventional types of layout and design for websites and often they emulate some form of old media. A grid system is used to separate sections of a website and to present information in small, easy ways to access segments. The centre of the page is often used to the main content with navigations tools on the left and/or across the top of the page and links to more detailed information on the right. The background and font colour are often used to separate different types of information and images are used to illustrate as much as possible to add visual interest.

The codes and conventions in terms of context of a website
Websites which contain factual information will look different to those created for entertainment. There are distinct conventions in terms of news websites, film promotion websites, websites focussing on health issues etc.

Genre codes
In addition to the content leading layout and design choices, where websites are based on existing genres (e.g. Broadsheets or Tabloid Newspapers, Lifestyle magazines Horror films) the web design used recognisable codes and conventions from the genres to ensure audiences recognise the genre and are frames to have appropriate expectations.

 

 

Adobe Premiere Pro

 

Above is some screen shots of how to access Adobe Premiere Pro from my computer. This opens up the editor for us to begin using it.

This is how to open a new project to start editing, if anything goes wrong or you just want to start again you can use this

This is how to import a file onto Adobe. When you click on this button it takes you to your documents where you can select what video to edit.

This is what will happen when you have selected what file to open to edit. The top picture on the right shows what you have select to import. one edited it will drag down the the time bar at the bottom. The screen on the left will then show everything edited and put together so far after you have imported more than one file.

Finally this is how to save your final edit. Once saved it cannot be re-edited but you can import the whole file and edit on top of it and save it again.