Ellen Media Evaluation

8/17/2019 Ellen Media Evaluation

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Ellen HolmesCandidate number: 0074

A2 MEDIA STUDIESMUSIC VIDEO TASK

EVALUATION OF VIDEO


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In what ways doesyour media product

use, de e!op orcha!!en"e #orms and

con entions o# rea!media products$


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In what ways does your media product use, de e!op or

cha!!en"e #orms and con entions o# rea! mediaproducts$

i!"ard D#er$s idea o% star ima&e 'as an im(ortant t"eor#durin& t"e (rodu!tion o% m# musi! )ideo* +in!e m# )ideo 'asnarrati)e based and didn$t in!lude an# (er%orman!e, starima&e re%erred to t"e !"ara!ters re(resentin& m# bandinstead o% t"e band members t"emsel)es* T"e l#ri!s in t"eson& mainl# %o!us on !"ild"ood and "o' it 'as so mu!"easier t"an adult li%e* -e!ause o% t"is I !"ose to !ast #oun&,teena&e !"ara!ters to re(resent t"e son&*

Fas"ion 'asn$t one o% m# main !on!erns '"ilst %ilmin& as I'anted m# !ast to 'ear '"at t"e# 'ould usuall# 'ear* I!"ose to do t"is as t"e !ast 'ere essentiall# (la#in& a (artt"at 'as )er# similar to t"emsel)es and I t"ou&"t a realisti!re(resentation o% #out" 'ould be to s"o' '"at teena&ers

'ear toda#* I t"ou&"t t"at t"is !ould also "i&"li&"t t"e#out"%ulness o% t"e !ast and "o(e%ull# !an allo' #oun&eraudien!es to relate to t"e )ideo*

StarIma"e


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%urpose o# my ideo

T"e most im(ortant t"in& about m# musi! )ideo 'as to (romote t"e sin&le t"rou&" a narrati)e basedmusi! )ideo* T"e band '"o (er%orm t"e son& are not ne' and I t"ere%ore did not need to (romotet"e band$s ima&e as mu!" as I 'ould need to i% t"is 'as t"eir %irst sin&le* I 'anted to a!"ie)e astor#line t"at 'as eas# %or t"e audien!e to %ollo' and also e%%e!ti)el# related to t"e l#ri!s o% t"eson&*

Concept o# my ideoT"e !on!e(t o% m# )ideo 'as to )isuall# s"o' t"e l#ri!s o% t"e son&* I a!"ie)ed t"is m# !astin& t"reeteena&ers '"o t"en 'ere s"o'n (la#in& on (la#&round e.ui(ment and /ust &enerall# bein& "a((#*To'ards t"e end o% t"e )ideo, '"en t"e l#ri!s %rom t"e be&innin& are re(eated, t"e be&innin& s"otsare s"o'n a&ain 'it" s"ots o% Adam on "is o'n to re(resent '"at adult li%e is li e* T"ese s"ots o%Adam alone are re(eated t"rou&"out t"e )ideo to "i&"li&"t t"e !ontrast bet'een !"ild"ood andadult"ood* I also s"o'ed t"ese s"ots in !olour to "i&"li&"t t"e !ontrast e)en more* I t"in t"at t"ebla! and '"ite o% t"e !"ild"ood s"ots su&&ests to t"e audien!e t"at t"ese "a((# memories aretainted or t"at li%e is no lon&er as eas# and "a((# as it 'as ba! t"en* T"e bla! and '"ite also lin s'it" t"e ot"er (romotional material t"at I "a)e made %or t"e band*

%urposeandConcept


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&ow An"!e Shots

I used a lo' an&le s"ot on one o!!asion inm# musi! )ideo* T"is s"ot allo'ed me to!reate a sil"ouette e%%e!t, 'it" t"e !astleand +am loo in& almost li e a s"ado'* It also!reates a )isuall# a((ealin& s"ot %or t"e)ie'er* It allo's t"e audien!e to see t"e

s"ot %rom a di%%erent and more interestin&an&le*I didn$t %re.uentl# use lo' an&le s"ots in m#)ideo be!ause as m# )ideo did not %eaturet"e band (er%ormin&, %o!us on t"e a!tors%a!es 'as not ne!essar#, nor 'as li( s#n!in&*

Te'tua! Ana!ysisCamera Shots

Lo' an&le s"ots are o%ten used in musi! )ideos to allo' t"e )ie'er to seet"e band or allo' %or li( s#n!in& to be !lear to t"e )ie'er* An e1am(le o%t"is is t"e lo' an&le s"ots used in The (om)ay (icyc!e C!u)*s son& Shu##!e*T"ese s"ot almost ma e t"e band seem (o'er%ul and allo's %or t"eaudien!e to see t"e )ideo li e it 'ould be at a !on!ert*


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Medium Shots

I %re.uentl# used medium s"ots in m# musi!)ideo as it allo's %or t"e audien!e to seee)er#t"in& t"at is &oin& on !learl# as 'ell asma in& it eas# %or )ie'ers to see t"e a!tors$%a!es* 2edium s"ots allo' %or more t"anone (erson to be in s"ot at one time too

'"i!" &i)es t"e )ie'er an o((ortunit# tosee t"e relations"i( bet'een t"e t"reeteens*Usin& t'o )er# similar s"ots 3to( andbottom s"ots on ri&"t , one in !olour andone in bla! and '"ite, s"o's )ie'ers '"att"e s!ene 'ould loo li e in realit# a%teronl# bein& able to see it in bla! and '"ite*T"is also "i&"li&"ts t"e !"an&e t"at "aso!!urred*


2edium s"ots are %re.uentl# used in %anic+ At The Disco*s musi!)ideo %or Emperor*s ew C!othes '"en -rendon is be!omin& t"ede)il* T"is allo's t"e )ie'er to easil# see e)er# sin&le detail o% t"e'a# "e is !"an&in& %rom "uman to t"e de)il* T"is "as a similar e%%e!tto m# )ideo*


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&on" Shots

I used lon& s"ots in m# musi! )ideo to easil# s"o' t"ea!tors$ !ostumes* T"is "el(s 'it" t"e idea o%#out"%ulness t"at I 'anted to !reate* Lon& s"ots alsoallo' %or !lear )ie's o% t"e (la#&round e.ui(mentand o% t"e surroundin&s5ba! &round*T"e audien!e !an easil# "a)e a !lear )ie' o% e)er#

!"ara!ter in t"e )ideo* I t"in t"is allo's t"enarrati)e o% t"e )ideo to !ome a!ross !learl# andallo's %or t"e )ie'ers to &et a better sense o% '"atea!" !"ara!ter is li e*


Lon& s"ots are !ommonl# used in musi! )ideos to "i&"li&"t(er%orman!e and to s"o' all band members at t"e same time* Ane1am(le o% t"is is in -ir!s b# The ./01 '"ere lon& s"ots are%re.uentl# used to s"o' all band members (er%ormin& and to also

"i&"li&"t t"e Indie ima&e o% t"e band*


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Esta)!ishin" Shots

In m# musi! )ideo I "a)e used a !ou(le o% establis"in&s"ots to set t"e s!ene and to "i&"li&"t t"e idea o%loneliness t"at I 'anted to s"o' t"rou&"out m#)ideo* I a!"ie)ed t"is b# ta in& m# establis"in& s"otsin !olour to s"o' t"e dar and dull 'eat"er as 'ell ast"e barren lands!a(e o% t"e !ountr#side* I also use an

establis"in& s"ot o% a !it#s!a(e to &i)e t"e )ie'erst"e im(ression t"at (resent da# Adam is alone in alar&e un no'n (la!e*I t"in t"e dar !louds in t"e !it#s!a(e s"ot re%le!tssadness and allo's de(ressin& tones to !ome t"rou&"in m# musi! )ideo*


Establis"in& s"ots are mainl# used in musi! )ideos to set t"es!ene* -e!ause o% t"ese t"e# are %re.uentl# used at t"estart o% t"e musi! )ideo* An e1am(le o% t"is is %ompeii b#(asti!!e '"ere an establis"in& s"ot is used at t"e be&innin&

to "i&"li&"t t"e loneliness o% t"e lead sin&er as 'ell as sett"e s!ene o% t"e em(t# lands!a(e*


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Cyc!in" hi!st 3i!min"

A %e' o% m# s"ots in m# musi! )ideo 'ere %ilmed'"ilst I 'as ridin& a bi e* T"is meant I 'as able to%ollo' Adam on "is bi e '"ilst &ettin& mo)ementinto m# )ideo* T"is ind o% %ilmin& be!ame .uite!"allen&in& as I "ad to ride, steer and ma e sure I!a(tured Adam* I also "ad issues 'it" t"e s"otsbein& too s"a # '"i!" meant I "ad to re6s"oot a %e'be%ore I mana&ed to s"oot somet"in& t"at 'as ableto be used*I t"in t"at t"ese s"ots s"o'in& Adam %rom be"indsu&&ests to t"e audien!e t"at Adam is not alone,"en!e '"# I (ut t"ese s"ots in bla! and '"ite* Itlea)es t"e audien!e una'are as to '"et"er "e is

alone or i% "e is /ust on a bi e ride 'it" "is %riends*

Te'tua! Ana!ysis4CameraTechni5ues 6Mo ement


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%annin""ilst !#!lin& I also used (annin& in an establis"in&

s"ot* -e!ause I 'as !#!lin& it meant I "ad t"e(annin& mo)ement but it 'asn$t as %ast as usual(annin& '"i!" allo'ed %or t"e )ie'er to easil# seet"e '"ole lands!a(e* It essentiall# allo'ed %or amo)in& (anorami! s"ot* I t"in t"at t"is s"ot"i&"li&"ts t"e em(t# lands!a(e as it s"o's t"at t"eem(t# %ield and road &o %urt"er t"an t"e s"ots"o's*I de!ided to use slo' (annin& as t"is &oes to&et"er'ell 'it" t"e r"#t"m and slo' (a!e o% t"e son&*T"e s"a # (annin& also adds a sense o% distortion tot"e )ideo '"i!" !ould su&&est t"at, as Adam is no'

alone, "e is unstable*

Te'tua! Ana!ysis4CameraTechni5ues 6Mo ement


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%ace O# Editin"

T"e (a!e o% editin& 'as not somet"in& I "ad to 'or on t"at intentl# as t"e son& %or m# musi! )ideo"ad a %airl# slo' (a!e* T"is meant I did not "a)e to do an# %ast /um( !uts or ma e t"e )ideo loo!"aoti! in an# 'a#* Lon&, slo' s"ots 'ere e# to m# )ideo as t"e# mat!"ed t"e slo' and !alm t"emeo% t"e son&* +"orter !li(s are also used at times '"en t"e son& in!reased in (a!e* I also re(eateds"ots used at t"e be&innin& to'ards t"e end as I noted t"at t"e l#ri!s 'ere re(eated but 'it" aslo'er (a!e* One t"in& t"at I did "a)e to ma e sure o% '"ilst (uttin& all t"e !li(s to&et"er 'as t"atea!" !li( 'ent 'it" t"e l#ri!s and also to "a)e a !li( !"an&e '"en t"e t"eme or (a!e o% t"e l#ri!s orson& !"an&ed*

Te'tua! Ana!ysis4Editin"

T"e (a!e o% editin& "ere "ad to be (er%e!tl# timed 'it"t"e l#ri!s and beat o% t"e son&* T"is made t"e /um( !uts%airl# slo' (a!ed in order to ma e it %lo' !orre!tl#*


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Editin" E##ects4 The use o# (!ac7 6 hite andCo!our

T"e most im(ortant as(e!t o% editin& m# )ideo 'as ma in&sure t"at t"e bla! 8 '"ite 'as a((lied to t"e !orre!t !li(s*-la! 8 '"ite is used on t"e ma/orit# o% m# !li(s in order to"i&"li&"t t"e (ast and t"at t"ese memories are tainted* T"e!olour !li(s are used to s"o' t"e modern da# and also t"erealit# o% t"e drear# 'eat"er s"o'n in t"ose !li(s* Alt"ou&"t"e bla! 8 '"ite !li(s 'ould usuall# s"o' sadness, mineare t"ere to s"o' "a((iness and t"e sunn# 'eat"er, bla! 8'"ite allo's %or s"ado's to be more (rominent* -la! 8'"ite is a !ommon t"eme in all o% T"e Nei&"bour"ood$s 'orand I t"ou&"t t"at I s"ould !arr# t"is on into m# o'n musi!)ideo as I 'anted to !reate somet"in& t"at 'ould be sold int"e industr#*I t"in t"at t"e use o% bla! 8 '"ite is one o% t"e mostsu!!ess%ul elements o% m# entire )ideo and I belie)e t"at itma es t"e narrati)e o% t"e )ideo mu!" !learer to t"e )ie'er*

Te'tua! Ana!ysis4Editin"

-la! and '"ite is used to )ideos to eit"er s"o' t"e (ast orto s"o' t"e emotion o% t"e l#ri!s5)ideo, usuall# sadness* Ane1am(le o% t"is is The A Team b# Ed Sheeran '"ere bla!and '"ite is used to "i&"li&"t t"e sadness o% t"e &irls li%eand to brin& about s#m(at"# %or "er*


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%ar7 in the South o# orwic h

T"e %irst settin& I !"ose to %ilm in 'as a .uiet (ar int"e +out" o% Nor'i!"* I !"ose a (ar as I ne' it 'ouldbe t"e easiest 'a# to "i&"li&"t !"ild"ood and %riends"i(*I ne' I 'ould also be able to use t"e (ar %or someisolated s!enes as it 'as )er# .uiet and em(t# due to%ilmin& ta in& (la!e on a 'ee da#* T"is allo'ed %or

some s!enes o% Adam standin& alone in a %orest li esettin&*T"e ma/orit# o% m# musi! )ideo is o% s"ots ta en at t"is(ar as it allo'ed %or undisturbed and natural s"ots* Notmu!" dire!tin& 'as needed %or t"ese s"ots too asa!tors, bein& teena&ers t"emsel)es, ne' "o' to !reatea natural loo in& s"ot o% t"em (la#in& on t"ee.ui(ment*

Te'tua! Ana!ysis4Settin"


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Country 8oad

T"e se!ond lo!ation I %ilmed in 'as a .uiet !ountr#road* T"is is '"ere I %ilmed all o% t"e !#!lin& and brid&es"ots* T"is small road 'as (er%e!t to %ilm in isolatedareas and also to !a(ture t"e em(tiness o% t"elands!a(e* T"ese s!enes o% em(tiness "el(ed me!a(ture e%%e!ti)e establis"in& s"ots '"ilst "i&"li&"tin&t"e t"eme o% sadness and allo'in& me to in!lude s!eneso% mo)ement in m# musi! )ideo*In t"is lo!ation I onl# %ilmed t"e s"ots '"ere Adam'ould be on "is o'n due to t"e di%%i!ult# o% %ilmin&'"en t"ere 'ould be tra%%i! about and 'it" t"ere notbein& mu!" in t"e lo!ation*



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orwich Cast!e and Cast!e Meadow

T"e %inal lo!ation I %ilmed at 'as at Nor'i!"Castle and its surroundin&s in!ludin& Castle2eado'* Filmin& %rom t"e !astle allo'ed meto s"oot !it#s!a(e s!enes and s!enes o% t"et"ree teena&ers messin& around* T"e 'eat"er'as )er# storm# and rain# '"ilst I 'as %ilmin&

'"i!" &a)e me a &ood mood# settin& %or t"eestablis"in& s"ots and s"ots o% t"e (resent da#in !olour*At Castle 2eado' t"ere is a small (at!" o%&rass, some ben!"es and a small (la#&round*T"e &rass and (la#&round allo'ed me to easil#!a(ture s!enes o% !"ild"ood a&ain in order to"i&"li&"t !"ild"ood* One o% t"e best settin&s int"is area 'as a lon& ste( t"at "el(ed me to%ilm all t"ree !"ara!ters b# usin& a lon& s"ot*T"ere are also small buildin&s t"at are able tobe !limbed '"i!" "el(ed me &et some lo'an&le s"ots '"i!" I t"in 'ere )er# e%%e!ti)ein m# musi! )ideo*



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I did not (arti!ularl# s(e!i%# '"at I 'anted m# !ast to'ear, rat"er %or t"em to /ust 'ear '"at t"e# 'ould 'earon a da# to t"e (ar * T"is is to s"o' t"at t"e !ast in #oun&and modern as '"at t"e a!tors usuall# 'ear is '"atteena&ers toda# 'ould 'ear* T"is means t"at "o(e%ull# t"e)ideo 'ill !onne!t and relate to #oun&er %ans*In t"e )ideo m# !"ara!ters are 'earin& a mi1ture o% /eans,

t6s"irts, /um(ers, !oats, "oodies, s!ar)es and e)en abobble "at at one (oint* I t"in 'it" ea!" !"ara!ter'earin& di%%erent !lot"es it "i&"li&"ts to t"e audien!e t"att"e# are indi)iduals and /ust li e t"em*Costume 'asn$t a bi& %o!us in m# musi! )ideo as m# main&oal 'as to s"o' teena&ers in a 'a# t"at t"e# 'ould be inreal li%e and to %o!us on t"e narrati)e o% t"e )ideo*

Te'tua! Ana!ysis4Costume


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Comparisons toother ideos4

arrati e andSty!e

Tay!or Swi#t 9 E erythin" :as Chan"ed ;3t< EdSheeran

+imilarl# to m# )ideo, t"e narrati)e o% Ta#lor +'i%t$s9E)er#t"in& Has C"an&ed 'as to s"o' "o' !"ild"ood'as t"e easiest and t"e best time o% t"eir li)es* T"e)ideo su&&ests a "a((# %riends"i( bet'een t"e t'o

!"ildren but t"e l#ri!s su&&est t"at t"is is t"e (ast andno' e)er#t"in& is di%%erent* A similar s!ene in t"is!om(ared to m# )ideo is o% t"e t'o !"ildren sittin& on a!limbin& %rame* T"is !ould !om(are 'it" a s"ot o% t"et'o bo#s in m# )ideo sittin& on t"e bas etball "oo(* I%eel t"e (ur(ose o% t"is s"ot is to "i&"li&"t t"e%riends"i( and bond bet'een t"e t'o !"ildren* T"is ist"e same in mine '"ere +am is rea!"in& out to Adam to"el( "im*


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:ow I cha!!en"edcon entions

&ac7 o# %er#ormance

2ost Indie &enre musi! )ideos "a)e at least someelement o% (er%orman!e in t"eir )ideo, '"et"er t"at bea bit o% li( s#n!in& or s"o'in& t"e '"ole band(er%ormin&* For e1am(le, Vampire ee7end "a)e(er%orman!e t"rou&"out t"eir )ideo %or Cousins* I !"ose

to "a)e an entirel# narrati)e based )ideo as I %elt t"att"is %itted t"e son& mu!" better and 'ould allo' t"eaudien!e to !onne!t better 'it" t"e l#ri!s*

Camera An"!es=Shots

In man# Indie musi! )ideos e1treme !lose u(s are t"emost !ommon s"ots used as t"e# allo' %or t"e )ie'er toeasil# see t"e !"ara!ters %a!e or t"e artist li( s#n!in&*For e1am(le, A>ea!ia (an7s uses e1treme !lose u(s to%o!us on "er li( s#n!in& t"rou&"out "er )ideo %or 2.2 * I!"ose not to "a)e an# !lose u( s"ots as I did not need to%o!us on an# li( s#n!in& and 'anted to s"o' all o% t"e!"ara!ters to&et"er or 'anted to s"o' t"e !"ara!terssurroundin&s*


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:ow I cha!!en"edcon entions

&aura Mu! ey*s ?Ma!e -a>e*

2ul)e# su&&ests t"at all %emale !"ara!ters are )ie'ed %rom t"e# e#es o% a "eterose1ual male, t"is isdone in ; 'a#s<- T"rou&" t"e e#e o% t"e Dire!tor- T"e e#es o% t"e male !"ara!ter- T"rou&" t"e e#es o% t"e audien!e

Considerin& t"e )ideo 'as entirel# !onstru!ted b# me it 'ould not su((ort t"e =2ale >a?e$* I %eel I"a)e not s"o'n t"e )ideo t"rou&" t"e e#es o% t"e male !"ara!ters and m# )ideo does not relate toan# ind o% se1ualit# or se1ual ma&netism* I %eel t"at I sub)ert 2ul)e#$s t"eor# and s"o' a =%emale&a?e$ or no !lear &a?e at all* +ome Indie artists do use t"e =2ale >a?e$ to sell t"eir star ima&e and to!reate (o(ularit# %or t"e )ideo5artist, an e1am(le o% t"is is -ir!s b# The ./01<


20/43

:ow e##ecti e is

the com)ination o#your main product

and anci!!ary te'ts$


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:ow e##ecti e is the com)ination o# your mainproduct and anci!!ary te'ts$ CD Co er @ 3ront

I %eel t"at t"e most e%%e!ti)e (arts o% m# musi! )ideo'ere t"e s"ots t"at 'ere ta en at t"e (ar * T"ere%ore, I!ontinued to use stills5("otos ta en in t"is lo!ationt"rou&"out m# an!illar# (rodu!ts* I also !arried on t"ebla! and '"ite t"eme t"at 'as used t"rou&"out m#musi! )ideo* T"e !o)er itsel% is )er# sim(listi! anddoesn$t in!lude mu!" in%ormation about t"e band* I %eelt"at attra!ts (otential listeners5)ie'ers as it adds asense o% m#ster#* I t"in t"e "ouse in t"e ba! &round

"el(s em("asise t"e bands name, T"e Nei&"bour"ood* Ide!ided to ta e ins(iration %rom T"e Nei&"bour"ood$s(re)ious album !o)ers b# %ollo'in& t"e same t"eme'it" t"e bold, itali! and u((er!ase %onts* I also madesure I added a =(arental ad)isor#$ si&n at t"e to( o% m#!o)er to 'arn (arents t"at t"e album ma# not besuitable %or #oun&er !"ildren*In man# 'a#s t"e !o)er is uni.ue "o'e)er it doesad"ere to man# =indie ro! $ stereot#(es in t"e 'a# t"atit in!ludes a ("oto '"i!" is not o% t"e artist but lin s tot"e album in some 'a#* I also !reate a )isual linbet'een all elements '"i!" is not somet"in& s(e!i%i! tot"e =indie ro! $ &enre but all musi! stars*


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:ow e##ecti e is the com)ination o# your mainproduct and anci!!ary te'ts$ CD Co er @ (ac7

I desi&ned t"e ba! !o)er as anot"er s!ene %rom t"e(la#&round5(ar lo!ation* T"is !reates a sense o%!ontinuit# and (ro)ides a )isual lin bet'een t"e t'osides o% t"e album !o)er* I also in!lude a tra! listin& ont"e ba! , 'it" a )ariet# o% ot"er son&s (er%ormed b#T"e Nei&"bour"ood* T"e use o% bla! a&ainst t"e '"ites # ma es t"e (rodu!t eas# to read, !lear and, mostim(ortantl# eas# %or t"e audien!e to !onsume* I alsoused to same %ont as on t"e %ront o% t"e !o)er to !reate

!ontinuit#* A&ain, bla! and '"ite is used to allo' all o%(rodu!ts to easil# %it to&et"er and to !reate an ima&e%or t"e band* I added a bar!ode in alon& 'it" !o(#ri&"tin%ormation to &i)e t"e entire (rodu!t a (ersonal %eel*T"e %a!t t"at t"e ima&e used on t"e ba! o% t"e CD is astill %rom t"e musi! )ideo allo's t"e audien!e '"o "a)eseen t"e )ideo to easil# %ind t"e CD in s"o(s or online*


23/43

:ow e##ecti e is the com)ination o# your mainproduct and anci!!ary te'ts$

CD Co er 9Simi!arities toe'istin" products

The (:D @ BBBBBB 6 333333

T"e mono!"rome !olour s!"eme used t"rou&"out m#(rodu!ts !reates a sense o% sim(li!it# but also &i)es itan understated loo about it* T"is album b# T"e N-HD ise1tremel# sim(listi! but also lin s )er# 'ell to t"ealbum title '"i!" is bla! and '"ite in "e1 !odes* T"e%ront !o)er does not e)en in!lude t"e album title or t"eband$s name '"i!" adds an as(e!t o% m#ster# and(ersuades t"e audien!e to ta e a !loser loo in order tosee '"at t"e album is* T"e sim(li!it# !ould be asu&&estion to t"e audien!e t"at t"e musi! on t"e album'ill be t"e most en"an!in& as(e!t o% t"eir art*I %eel t"at m# CD !o)er is a less sim(listi! )ersion o%t"is, 'it" t"e album art lin in& to a son& on t"e album'"ereas t"is is lin in& to t"e title o% t"e album*


24/43


CD Co er 9Simi!arities toe'istin" products

Arctic Mon7eys 9 AM

Ar!ti! 2on e#s also use a mono!"rome and sim(listi!t"eme t"rou&"out t"eir album art'or * I %eel t"atalt"ou&" it is sim(listi! it is also memorable and e#e!at!"in&* T"e %ront !o)er o% t"e CD "as stron& lin s tot"e debut sin&le )ideo %rom t"e album* T"is is similar to"o' t"e settin& in t"e ima&es on m# CD !o)er )isuall#

lin to t"e )ideo o% t"e son& itsel%* A&ain t"e album "asno name or title on t"e %ront '"i!" adds to t"e m#ster#o% t"e album*


25/43


CD Co er 9Di##erences toe'istin" products

%anic+ At The Disco 9 %retty Odd

@ani! At T"e Dis!o use )er# bri&"t and e#e !at!"in& !olours int"eir !o)er* I didn$t %eel a t"eme li e t"is %itted 'it" t"e resto% m# (rodu!ts '"i!" is '"# I !"ose to sta# 'it" t"e bla! and'"ite t"eme* T"e %lo'ers on t"is !o)er lin 'ell 'it" t"e=@rett#$ (art o% t"e album* I %elt t"at somet"in& less abstra!t'ould 'or better 'it" t"e ima&e o% t"e band and t"e t"eme

o% t"e musi! )ideo*

(asti!!e 9 (ad (!ood

-astille use an ima&e o% t"e lead sin&er in t"eir !o)er* T"e#also "a)e a bi& %o!us on t"e band name and title* T"e %ontalon& 'it" t"e lar&e amount o% te1t ma es it loo li e a %ilm

(oster '"i!" !reates a sense o% m#ster# but in a di%%erent 'a#to mine does* I didn$t 'ant to use an ima&e o% t"e band on m#CD !o)er as I %elt it 'ouldn$t easil# tie in 'it" t"e rest o% m#(rodu!ts* It 'ould also be di%%i!ult %or me to "a)e an ima&e o%t"e band on t"e %ront as I did not "a)e a!!ess to a band or an#e.ui(ment*


26/43

:ow e##ecti e is the com)ination o# your mainproduct and anci!!ary te'ts$ Tour %oster

To t"e ri&"t is m# %inal tour (oster desi&n, a&ain Istu! to t"e t"eme o% bla! and '"ite and usedsimilar t"emes to m# CD !o)er and musi! )ideo* T"is"el(s to !reate a sense o% brandin& %or t"e band'"i!" 'ill allo' (otential audien!es to re!o&nise*T"e to( o% t"e tour (oster is a )ariation o% t"e CD%ront !o)er but 'it" t"e te1t bi&&er and easier %ort"e audien!e to read* T"is 'ill "el( attra!t t"e!urrent audien!e as 'ell as "o(e%ull# attra!tin& a

ne' audien!e '"o ma# be interested*In t"e bottom "al% o% t"e (oster I made sure t"at t"etour dates 'ould be eas# to read# b# "a)in& t"em in'"ite te1t on a bla! ba! &round* I also in!luded t"ebands 'ebsite, T'itter name and I also (romoted t"ene' E@* T"is allo's t"e audien!e to &o onto t"e'ebsite or %ollo' t"e band to %ind out morein%ormation about t"e tour and to also in%orm %ans o%t"e ne' E@*


27/43


Tour %oster4 &in7sto e'istin"products

o!# A!ice

ol% Ali!e use t"e ima&e %rom t"e %ront !o)er o% t"eir debut album on t"eirtour (oster* T"is is similar to m# tour (oster* I %eel t"at usin& t"e same ima&eallo's %or !ontinuit# and %or it to be easil# re!o&nised b# %ans* T"e test isalso in t"e same %ont as t"e CD !o)er '"i!" a&ain !reates !ontinuit# and!reates a t"eme %or t"e band* ol% Ali!e "a)e also &one %or a similarmono!"rome t"eme li e mine but "a)e used &old instead o% '"ite* I don$tt"in t"e &old stands out as 'ell as t"e '"ite but it still allo's %or ane%%e!ti)e !ontrast*

3a!! Out (oy

In !om(arison to m# tour (oster, FallOut -o# use a )er# bri&"t and e#e!at!"in& (oster t"at does not "a)ean#t"in& to do 'it" t"eir album!o)er* I %eel t"e# "a)e done t"isbe!ause t"e# are a 'ell no'n band'"o "a)e been around %or a numbero% #ears '"i!" means t"e# "a)e alar&e enou&" %an base to sub)ertt"eir norms* I %elt t"at I !ouldn$t dosomet"in& li e t"is be!ause m# bandis relati)el# ne' and needs to !reatet"eir o'n ima&e*


28/43


Anci!!ary tas7s4Theoretica!perspecti es

8ichard Dyer 9 The star is a commodityi!"ard D#er sa#s t"at t"e ima&e o% t"e star "as been de)elo(ed b# t"emsel)es and5or mana&ement

team a!ross a 'ide ran&e o% media ad)ertisin&* it" de)elo(ments in modern te!"nolo, musi! stars!an use +o!ial Net'or in& sites su!" as T'itter and Fa!eboo to ma e t"eir %ans %eel more=!onne!ted$ 'it" t"e stars 6 t"is is '"# I in!luded t"e band$s 'ebsite and T'itter name on m# (oster*

I also "ad to ma e sure t"at m# an!illar# (rodu!ts relate to t"e star ima&e (resented in t"e musi!)ideo*•

Chi!dhood=youth#u!ness B T"is is s"o'n t"rou&" t"e ima&es5stills %rom t"e musi! )ideo o% t"eteena&e !"ara!ters t"at are on m# CD !o)er and (oster* I %eel t"is is also s"o'n t"rou&" t"e use o%so!ial media and t"e 'ebsite*

• Indi idua!ity 9 T"is is s"o'n t"rou&" bla! and '"ite t"eme t"at is (resent t"rou&"out m# an!illar#tas s*

• Ori"ina!ity 9 T"is is s"o'n t"rou&" t"e abstra!t t"eme o% t"e CD !o)er and t"e la! o% in%ormationabout t"e band t"rou&"out m# CD !o)er and tour (oster*


29/43

hat ha e you

!earnt #rom youraudience #eed)ac7$


30/43

hat ha e you !earnt #rom your audience #eed)ac7$ Initia! ideas

-e%ore e)en startin& to %ilm %or m# musi! )ideo I (la#ed m# son& to a sele!t audien!e to &et some ideas%or ima&es t"at !onne!ted 'it" t"e sound and l#ri!s o% t"e son&* +ome o% t"e su&&estions t"at I re!ei)ed

'ere realised 'it"in m# musi! )ideo*• Chi!dhood 9 I %eel t"at t"is is a t"eme t"at is s"o'n stron&l# t"rou&"out t"e )ideo 'it" t"e s!enes

o% t"e (la#&round5(ar and m# !ast o% teena&ers*• 3!ash)ac7s 9 I %eel t"is is s"o'n t"rou&" t"e transitions %rom bla! and '"ite to !olour* T"is "el(s

"i&"li&"t t"e di%%eren!e bet'een t"e (ast and t"e (resent*• Settin" 9 2# audien!e t"ou&"t t"at I s"ould %ilm in an isolated area to s"o' t"e !"ara!ters bein&

mis!"ie)ous and to "i&"li&"t #out"%ulness* I %eel t"is is s"o'n t"rou&" t"e isolated (la# area andbein& at t"e !astle 'it" no one around*


31/43

hat ha e you !earnt #rom your audience #eed)ac7$ uestionnaireresu!ts

arrati e sty!e

T"e results %rom t"is .uestion indi!ate t"at m# tar&etaudien!e 'ould (re%er to see a narrati)e based musi!)ideo, 'it" )er# %e' 'antin& to see a (er%orman!ebased )ideo* T"is .uestion "el(ed me to de!ide to do a!om(letel# narrati)e based )ideo rat"er t"an one t"at'as (art (er%orman!e and (art narrati)e*

Co!our or )!ac7 and white

T"e results to t"is .uestion 'ere nearl# 05 0 '"i!"meant it 'as .uite di%%i!ult to &a&e '"at m# tar&etaudien!e 'ould 'ant* Ho'e)er, a !ou(le more (eo(le(re%erred a bla! and '"ite musi! )ideo* I used bla!and '"ite t"rou&"out m# musi! )ideo as 'ell as m#an!illar# tas s as I %elt t"at t"is %itted t"e t"eme andima&e o% t"e band mu!" better t"an !olour 'ould*


32/43

hat ha e you !earnt #rom your audience #eed)ac7$ uestionnaireresu!ts

Artist in#ormation

I 'anted to %ind out "o' m# tar&et audien!eusuall# %ound out in%ormation about t"eir%a)ourite artists* T"e most !ommon 'a# 'as to &oon so!ial media* I in!or(orated t"is into m#(rodu!ts b# in!ludin& t"e bands 'ebsite addressand T'itter name at t"e bottom o% m# tour (oster*

Is the )and we!! 7nown$

I alread# ne' t"at T"e Nei&"bour"ood 'ere not a)er# 'ell no'n band but I 'anted to no' "o'mu!" o% m# tar&et audien!e "ad a!tuall# "eard o%t"em be%ore* I 'as ama?ed b# t"e amount to(eo(le t"at "ad "eard o% t"em be%ore* T"is meantt"at I did not need to (romote t"e band$s ima&e asmu!" as I 'ould "a)e done i% t"e# 'eren$t )er#'ell no'n*


33/43

hat ha e you !earnt #rom your audience #eed)ac7$ 3eed)ac7

On t"e )ideos !om(letion I !reated a %o!us &rou( o% (eo(le in m# tar&et audien!e, man# o% t"ese bein&

t"e same (eo(le t"at listened to t"e son& be%ore I started to !reate m# musi! )ideo* I s"o'ed t"is&rou( m# musi! )ideo alon& 'it" bot" o% m# an!illar# tas s and as ed t"em '"at t"e# li ed about t"emand '"at t"e# t"in I !ould do to im(ro)e* I also as ed %or %eedba! %rom t"e t"ree teena&ers '"ostarred in m# )ideo< Adam, +am and Abbie*T"e main t"in&s t"at m# &rou( !ommented on 'ere:• Use o# )!ac7 and white throu"hout a!! o# the products 9 Nearl# e)er#one said t"e# li ed t"e

!onsisten!# and t"e# 'a# t"at all t"ree o% m# (rodu!ts %itted 'ell to&et"er* T"is lin s to a e# aimo% mine t"at 'as to ensure t"at all o% m# (rodu!ts 'or ed 'ell to&et"er and t"at t"e# 'ould beeasil# re!o&nisable to m# tar&et audien!e*

• 8epeated shots towards the end 9 A %e' (eo(le in m# &rou( said t"at t"e# t"ou&"t t"e re(eateds"ots at t"e end 'or ed 'ell 'it" t"e re(eated l#ri!s but t"at t"ere 'ere a %e' too man# and t"att"e# s"ould "a)e been !ut do'n 'it" di%%erent s"ots t"at 'ere ta en in t"e same lo!ations*

• Theme o# chi!dhood 9 T"e most (raised element o% m# (rodu!ts 'as t"e !ontinuin& t"eme o%!"ild"ood* @eo(le said t"e# li ed t"is as t"e# %elt t"at it lin ed e%%e!ti)el# 'it" t"e l#ri!s o% t"eson& and t"e# also said t"at t"e# %elt t"at t"e# !ould easil# relate to t"e stor# t"emsel)es*


34/43

:ow did you use newmedia techno!o"ies in

the construction andresearch, p!annin" and

e a!uation sta"es$


35/43

:ow did you use new media techno!o"ies in theconstruction and research, p!annin" and e a!uation

sta"es$

8esearch andp!annin"

-oo"!e ChromeI used C"rome to do all o% m# resear!" and (lannin&* T"isin!ludes resear!" o% T"e Nei&"bour"ood as 'ell asresear!"in& ot"er artists and t"eoreti!al (ers(e!ti)es*

(!o""er

I used t"is so%t'are to (resent all o% m# resear!" and(lannin& sin!e it !reates an aest"eti!all# (leasin& timeline'"ere I !an in!lude "#(erlin s to ot"er 'ebsites and!olle!t e)er# bit o% 'or t"at I "a)e done*

Microso#t %ower%oint

I used @o'er@oint %or m# e)aluation as I t"ou&"t it 'ouldbe an eas# 'a# to store all o% t"e in%ormation I needed asI ne' t"ere 'ould be a %air amount* T"is so%t'are alsoallo's %or eas# editin& and %or ima&es to be !ro((ed andresi?ed to '"ate)er si?e #ou 'ant*


36/43


sta"es$

%!annin"4Story)oards

Ne1t, I did an animati!, in '"i!" I used t"e editin& so%t'are to (ut m# stor#boards to Alle#'a#s* T"isallo'ed me to )isualise t"e stor#boards better and to e1(eriment 'it" )arious editin& s(eeds andte!"ni.ues* T"is tas also a!ted as in introdu!tion to t"e editin& so%t'are 'it"in t"e !onte1t o% a musi!)ideo, as I ne' t"at I 'ould "a)e to use di%%erent te!"ni.ues to t"ose used in !reatin& a t"rillero(enin& at A+ Le)el* I 'as able to identi%# t"e im(ortan!e o% (re!ision in a musi! )ideo, and also t"es(eed at '"i!" s"ots "a)e to !"an&e in order to !reate an interestin& and e#e !at!"in& )ideo* I 'as alsoable to test out te!"ni.ues t"at I 'ould &o on to use in m# %inal )ideo*


37/43


sta"es$

Construction4Anci!!aryproducts

Ado)e %hotoshop CSFT"e use o% @"otos"o( 'as e# to a!"ie)in& '"at I "ad en)isioned 'it" m#an!illar# tas s o% t"e album desi&n and t"e tour (oster* T"e (ro&ram 'ase1tremel# use%ul as it allo'ed us to alter ima&es in e1tremel# (re!ise 'a#s inorder to &et e)er#t"in& /ust ri&"t as 'ell as e1(erimentin& 'it" t"e !olourin&and !ontrasts* T"e ot"er &ood t"in& about @"otos"o( is t"at t"ere massi)eamounts o% a)ailable "el( online as t"is is a )er# (o(ular (ro&ram*


38/43


sta"es$

Construction4So#tware andcameras

The CameraT"e !amera I used to %ilm m# musi! )ideo 'as a Ni on @ 00* Its"ot in 7 0( HD .ualit#* I %ound it )er# eas# to use strai&"ta'a# and t"e inter%a!e 'as sim(le* For t"e (ur(oses o% m#musi! )ideo t"e !amera 'as ideal, as it 'as eas# to !arr#around '"ilst I 'as loo in& %or t"e best (la!es to %ilm* T"eonl# t"in& I disli ed about t"e !amera 'as t"e %a!t t"at t"eauto %o!us meant t"at #ou !ant easil# !"oose t"e (oint o%%o!us #ou 'ant*

Ado)e %remier E!ements ..

T"e so%t'are t"at I "ad a)ailable to edit m# )ideos 'as Adobe@remiere Elements , '"i!" is industr# standard so%t'are*

T"e inter%a!e ma es it )er# eas# to use and I %ound it 'or ed'ell %or editin& a musi! )ideo* A%ter trans%errin& all o% m#)ideo %oota&e to t"e @C "ard dri)e I o(ened Adobe and !li! edt"e =Add 2edia$ dro( do'n and t"en !li! ed on =Files and%olders$ so t"at I !ould e1(ort t"e media all %rom on!e (la!e*


39/43


sta"es$

Construction4So#tware andcameras

Tripod shotsI used to a tri(od to %ilm t"e ma/orit# o% t"e s"ots ta en in t"e (ar%or m# musi! )ideo* T"e use o% t"e tri(od meant m# s"ots 'ere stilland did not s"a e '"ilst also &i)in& t"e s"ots a (ro%essional loo *T"is 'as (arti!ularl# "el(%ul '"ilst %ilmin& t"e s"ots o% t"e s'in&and t"e indi)idual s"ots on t"e ?i( line*


40/43


sta"es$

Construction4Editin"

(!ac7 and white

I used a bla! and '"ite e%%e!tt"rou&"out m# musi! )ideo* Idid t"is to !reate a more o% anori&inal t"eme to m# )ideo andto !ontrast 'it" t"e !olours"ots* I did t"is b# !li! in&

a((lied e%%e!ts and sele!tin&-la! and "ite*

3ade out

T"rou&"out m# musi! )ideo I

mainl# used !lean /um( !utsbet'een !li(s but at t"e end Ide!ided to %ade out t"e musi!and t"e !li(* T"is 'as done b#sim(l# double !li! in& t"e !li(and audio and !li! in& =%adeout$* I %elt t"is &a)e t"e )ideo a(ro%essional %eel and also!ontrasted 'it" t"e rest o% t"e

)ideo*


41/43


sta"es$

Construction4Editin"

Time stretchin"

I used t"e time stret!"in& tool on oneo!!asion to em("asise t"e s"ot o% Abbieon "er o'n on t"e s'in& and to alsoma e it %it 'it" t"e slo' beat to'ardst"e end o% t"e son&*

Cuttin" too!

I used t"e !uttin& tool to s"orten m#!li(s and so t"e# !ould %it into t"e

timeline %or m# )ideo* I %ound t"e easiest'a# to do t"is 'as b# usin& t"e slider att"e to( o% t"e timeline to e1(and t"etimeline and ma e t"e editin& %ar more(re!ise* T"is 'as "el(%ul %or '"en I'anted to mat!" t"e l#ri!s and t"e !li((re!isel#*


42/43

hat went wron"$

One o% t"e main (roblems I %ound 'as meetin& 'it" t"e !ast, 'e all "ad )er# bus#

s!"edules and e)en 'it" a %ilm s!"edule last minute !ommitments on t"eir (artso%ten meant "a)in& !"an&in& t"in&s around, I 'as lu! # t"at I man&ed to start%ilmin& earl# ot"er'ise I ma# "a)e been (us"in& it %or time to &et t"e )ideo!om(leted be%ore t"e deadline*

Anot"er (roblem 'as more o% a )isual element as o((osed to a lo&isti!al one, I

stru&&led to &et t"e li&"tin& ri&"t durin& t"e s'in& s!enes and ended u( "a)in& to'ait %or t"e sun to &o do'n a bit in order %or t"e s"ado's t"at I ori&inall# "o(ed%or to be !reated* aitin& almost an "our %or t"e sun to be in t"e ri&"t (la!e dideat into m# %ilmin& time in t"is s(e!i%i! !ase*

As I started editin& I realised t"at alt"ou&" I li ed one o% m# ori&inal !on!e(ts o%

onl# s"o'in& s!enes o% !"ild"ood in bla! and '"ite, I %elt as t"ou&" it 'ould ta ea'a# %rom t"e %las"ba! element o% t"e l#ri!s and t"e s"ots in !olour a!tuall#made it more )isuall# a((ealin&*


43/43

O era!! successAlt"ou&" m# %ilm is not ne!essaril# t"e most &lamorous, (er%e!tl# !ra%ted (ie!e o% %ilm, I %eelit a!"ie)es '"at I set out to a!"ie)e* I 'anted to s"o' t"e "a((iness o% !"ild"ood !om(ared

to t"e realit# o% adult"ood t"rou&" narrati)e, "o'e)er I also 'anted to !reate somet"in&sli&"tl# ori&inal and I t"in I met bot" o% t"ese !riteria s*

Anot"er t"in& 'as I 'anted to ensure t"at t"e band$s ima&e 'as establis"ed and t"eir identit#made !lear to t"e audien!e* Alt"ou&" T"e Nei&"bour"ood to not ma e an a((earan!e in t"e)ideo I %eel t"at t"e bla! and '"ite t"eme &i)es t"e audien!e a sense o% '"at t"e band areli e in real li%e* T"e mono!"rome t"eme also "el(ed to establis" star )alues 'it"in t"e band*

I %eel I 'or ed 'ell b# m#sel% as it meant I didn$t "a)e an#one to rel# on and ne' t"at I!ould ee( u( 'it" deadlines and &et e)er#t"in& done* or in& b# m#sel% did "a)e itsdra'ba! s as I !ouldn$t s(read t"e 'or load onto someone else but I %eel it "as "el(ed mebe!ome more inde(endent and allo'ed me to ta e on more res(onsibilit#*

I t"in m# an!illar# (rodu!ts 'or 'ell and !om(liment t"e )ideo )isuall#, alt"ou&" one minort"in& I 'ould !"an&e about t"e CD ba! !o)er 'ould be to in!lude more in%ormation about t"eband li e lin s to t"eir so!ial media (a&es or 'ebsite* T"ere are a %e' t"in&s I 'ould !"an&e i%I !ould re do t"e )ideo, I 'ould (er"a(s !onsider introdu!in& a (er%orman!e element andma#be redu!e t"e bla! and '"ite used t"rou&"out t"e )ideo* I 'ould also ma#be t"in about!ostume more to ma e t"em seen more o% =one unit$, but t"en a&ain t"is !ould ta e a'a#%rom t"e =naturalism$ o% t"e )ideo* On t"e '"ole, I am e1tremel# (roud o% '"at I !reated*

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Ellen Media Evaluation

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