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

Looking back at both my final music video and ancillary texts upon completion, the many similar codes and conventions as well as narrative and themes are clear, creating an effective combination of the three. 

Starting with my music video, screenshotted in the top right corner, the first text I produced, this medium close up shot portrays one of my key combined elements of featuring a local artist 'Emma Lauran' throughout all of my products. Her participation in both the creation of my video as well as being photographed for my poster and digipak allows for a sense of continuity, emphasising to the audience the music and artist being sold to them. Furthermore, this screenshot highlights the recurring themes of nature and journeying reflected in her walking down a pathway, or a 'Lonely Road'. 

Similarly, I have included this road in my poster as it not only links back to the opening of my music video but becomes a metaphor for the journey this character is about to embark upon. For my digipak I included images taken prior to the creation of the video, as I practised using composition. This portrayed more key themes within my narrative including the mapping of her journey to America using pins, a close up shot of her travel diary, and a sideways profile close up shot to portray a sense of thoughtfulness and reflection. 

Combining my products further, I recreated a smaller version of my poster on the front cover of my digipak in order to create a sense of continuity. 

Overall, by placing my three products side by side, it is particularly clear that I have effectively produced media texts of a similar nature, adhering to similar codes and conventions of my featured artist, location, colour schemes, and also fonts to create a strong house style that audiences will appreciate. 

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

Construction:

For the construction of my music video I decided to use the software 'Sony Vegas Pro 10' as this allowed me to professionally edit my clips together, adding effects and refining specific clips in post production. These shots I filmed with my Canon FZ100 camera, as I have used this for media projects prior to the creation of this video and I knew it would work very well, giving me video in great quality. Other than using a tripod which helped me a lot with the establishing shots found at the beginning of my music video, allowing me to pan smoothly, creating a professional look to some of my shots, I was given the opportunity to borrow a camera stabiliser which I utilised when filming at the airport, giving me less shaky shots.

Research:

In terms of research, I used many media technologies found online such as the website 'surveymonkey', which I chose to obtain audience feedback as I have used it before and loved how easily you could create survey questions in a range of different styles. With such a quick and efficient tool available at my fingertips, I could receive feedback almost instantly with the help of Web 2.0. Also, I watched various music videos made professionally on YouTube, providing me with initial research into genre as well as the codes and conventions in other media products. Programs such as Microsoft word and Excel helped me to present my research throughout, which I could upload to slideshare and easily display on my blog.

Planning:

Finally, for planning, this has all been uploaded to my Media Blog in a variety of different visual ways such as Prezi, Wordle, Bubbl and Kizoa, which I utilised when it came to presenting pictures found online, and those taken by myself, to highlight my planning stages.

Since the start of AS Level, when I first began learning Media Studies, I can easily say that my knowledge of media texts and how they are read has noticeably improved. In both the way I read, or consume, or even produce media products, the development of Web 2.0 has dramatically enhanced this process - making media far more accessible for everyone, particularly on social networking sites. Web 2.0 is the term given to describe "a second generation of the World Wide Web that is focused on the ability for people to collaborate and share information online." - webopedia. In other words, it is the new branch of the internet; the media is heavily reliant on social networking and user generated content. This means that there isn't a clear divide between a media consumer and a media producer, bridging the gap between the two in our modern age. 

New media technologies as a result of the development of Web 2.0 have benefited me hugely in the process of research, planning and construction of my music video and I made sure to use them wherever possible.

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

Codes, or forms, and conventions allow the audience to become familiar with certain genres; 'A way of constructing meaning in media texts'. These can be broken down into two categories: technical and symbolic. Technical, otherwise known as the denotations of media, the literal interpretation, focus on how equipment and technology are used to construct meaning. This can include different camera angles and shots, editing, whether it's fast paced or a unique style, and sound; diegetic/non-diegetic and the genre it applies to. As for symbolic, this could also be named the connotations of media, contrasting to denotations, as it translates a sign to meanings associated with it; meaning created beyond what is obvious to see. This focuses on the mise-en-scene of a video, as well as specific facial expressions used by the actors/artists featured.

  

In terms of my music video, I initially investigated the codes and conventions that surrounded country pop, as I knew these basic ideas were something I should try to convey as much as possible throughout the video. In order to conform to the conventions of an country pop genre, I needed to include certain signs and symbols, or visual motifs such as a guitar, slow paced editing to fit in time with the music, isolated locations and natural mise-en-scene.

Use:

 

As explained above, there are many iconic conventions that come with videos of a country genre, I simply needed to focus on building on these to ensure it worked within my country pop video. The codes that I used include:

• Various shots of my artist playing guitar; extreme close ups of the strings/her hands strumming, wide angle shots to show the whole idea that she is writing a song with the musical instrument.

• Multiple establishing shots of the natural location; close up of rain falling into a puddle, panning shots of the trees and pathway to emphasise the 'lonely road' featured; linking it with the chosen song title.

• Slow paced editing at the start of the video; slow motion used for effect as she wanders down the pathway, creating a peaceful feel to the video that audiences of a country pop genre would enjoy and relate to.

Develop:

Though I did use many codes typically found in country videos, I manipulated and developed a few to appeal to the 'pop' side.

• Though my video began with slow paced editing, this started with a 20 second gap of footage with no music, simply diegetic sounds of rain, the birds singing, and footsteps to connote walking and the beginning of a journey; a major theme in my narrative. This was a developed convention as most music videos would have the music playing straight away, and although mine faded in, I allowed for a peaceful opening to the video as it further helped establish the location.

• Furthermore, this slow paced editing featuring many slow motion effects I developed later on in the video once the music began, changing the edits to much more fast paced to fit in time with the song. This helped my video to move along more smoothly and was more interesting to watch, something that was very important to my audience.

Challenge:

It could be argued that many shots found in my music video challenge the typical conventions of a country video as these are usually found to be more Americanised, however, again, I needed to make this tie in with a country pop genre and so found it necessary to do so.

• Aside from the fast paced editing that was important to develop as a convention, the shots I chose to edit quickly include those of travel: multiple scenic shots of the countryside as my narrative progressed to the airport, of which my actress was not featured, possibly challenging the conventions that an artist is usually present throughout the entirety of a video.

• Though I did include a section of my actress playing her guitar, this was essential to the narrative as it suggested she was writing the song featured in the video. I challenged a major convention as you could normally find an artist playing music throughout the video, but I did not feel this was necessary to my storyline.

To conclude, due to the fact that my music video utilised a subgenre of country, I felt I could and have successfully explored the conventions they bring, challenging codes where important, and developing typical forms to appeal to my target audience and leave my video with an overall gritty documentary style.

What have your learned from your audience feedback?

At the initial stages of development of my music video I researched a variety of audience theories and theorists including the hypodermic needle and two-step flow in order to gain a better understanding of the importance of my own target audience and to ensure that I referred back to these different theories. I made sure to include recognised codes and conventions that can be easily interpreted by any individual within my target audience, achieved by obtaining audience feedback throughout, making it more possible to create a strong final video.

In order to establish who my target audience were I set about writing a survey with multiple open and closed questions to gain useful primary data and information including opinions and suggestions to help me to produce a successful music video in the country pop genre. The results of this suggested that my main audiences would be young adults and teenagers, as it appears that over half (57%)of the 30 people asked fitted into this the 19-21 and 21+ range, and 40% were between 16-18. Furthermore, I found that 14 males, and 16 females completed my survey, suggesting I needed to produce a video that would appeal to both genders. Lastly, I wanted to find out if out of these 30 people any listened to music within my chosen Country Pop genre, and 84% answered either all the time, or sometimes, confirming that those questioned would definitely fit under my target audience and I could use their feedback as reliable information.


After the completion of my initial edit, I requested audience feedback to see how I could change and improve my music video before I progressed onto the next cut. Some of the comments celebrated my use of interesting shots, as well as suggesting that my narrative gradually becomes clearer. Also, I had nice colours and lighting, and effective opening shot, and used slow motion well. However, I also looked to the constructive comments of my use of some repetitive and shaky shots, sometimes uninteresting shots and my need to crop certain clips, as I could improve these factors. I was pleased with the feedback I received for that initial stage of editing, as although some were of a negative nature, these were to be expected and I knew there were aspects that I could then improve.

Upon showing my next official edit to my target audience, I received more positive comments as I had already worked on the constructive feedback from last time, making the necessary changes. My audience enjoyed the video as they felt the narrative was clear, I featured and used close up shots of my actress well and the editing was more precise.

Overall, I am extremely pleased that I not only completed a survey initially, allowing me to establish my target audience, but that I returned to this audience when in need of feedback as it has helped my improve my music video immensely.

Poster: Improvements + Final

As a result of obtaining audience feedback, receiving constructive comments such as suggestions to work on the text arrangements, change the release date and add magazine reviews, I have gone back and made the necessary changes. Editing the poster on Photoshop,  I added star ratings from recognisable music magazines to make it appealing to my target audience and changed the release date to the 25th of November so it would link in with the wintery connotations of my artist's clothing and location. 

Overall I am particularly happy with my ancillary tasks of a poster and digipak as I feel they tie everything together and successfully links in with my music video. 

Digipak: Improvements + Final

As a result of obtaining audience feedback, receiving constructive comments such as suggestions to work on the layout of my back cover and add more songs to the track list, I have gone back and made the necessary changes. Editing the text on Photoshop, I used a capitalised font and changes the outer glow effects to make it readable as well as more aesthetically pleasing.

Initial Digipak draft

After Improvements: Final

I feel that the changes I made have improved the appearance of my digipak considerably. The design of both the front and back covers I believe are the most important due to the fact they will be seen by audiences first so will need to be appealing, and I am pleased these improvements will ensure this.

Final Digipak

Poster: Feedback

I recently presented my draft ancillary poster to my target audience of both male and female teenagers/young adults and received the following comments:

+ 

Excellent main image, good pose

Appropriately chosen fonts

Relates well to music video

Shows narrative of travel

Professional feel

To Improve:

Change release date

Work on layout of text

Add magazine reviews

I am pleased with the feedback I received as I am not only happy with the positive comments but agree entirely with the more constructive ones. For example, the suggestion to add reviews in the form of star ratings from popular music magazines was something I had already considered, and can now add to my poster.

Furthermore, it was pointed out to me that the date I had randomly chosen to release the music video would have been in the summer. However, the connotations the poster brings, including my artist's winter clothing and the bare wintery trees suggests that it would be more appropriate to change the date to something at the end of the year. I will begin to experiment further with these changes and upload my final poster soon.

Digipak: Feedback

After printing out a small paper version of my digipak, I presented it to my target audience of both male and female teenagers/young adults. Some of the comments I received included:

+ 

Great images

Easy to read text on the front

Relates well to narrative of music video

Professional feel

To Improve:

Add more songs to track list

Adjust layout of back cover

I will now move on to making the appropriate changes in order to improve my digipak and create the best version that will appeal to my audience so I can present it alongside my completed music video.

Poster: First Draft

Here is the first draft of my ancillary poster which I created and edited on Adobe Photoshop. Using the chosen image from my photoshoot with my artist, I played around with colour correction, adding text and a logo in order to come up with my first draft. This I will present to my target audience next in order to obtain important feedback and make necessary changes in order to improve this first ancillary product.

Digipak: First Draft

Here is the first draft of my Digipak (click to enlarge) which I created and edited on Adobe Photoshop. Using images from a photoshoot with my artist, as well as previous photographs I have collected throughout the making of my music video, I have featured an appropriate layout with key elements linking to the video itself and the main narrative of travel. This I will present to my target audience next in order to obtain important feedback and make necessary changes in order to improve this first ancillary product.

Ancillary - Poster: Images

The second part of my ancillary involves having to produce a poster, coinciding with my Digipak, for the promotion of my music video. I recently began creating my poster by taking initial shots in order to decide which would work best as my main image. Above is a slideshow to present all of my photos, showing my artist in a range of close ups and poses. 

As well as composition, I experimented with using the flash but found that it ruined the natural feel brought about by the natural lighting. I also thought it was key to my narrative that I should include a view of a road, or pathway, in the distance as not only does it denote distance and movement but it brings connotations of journeying, linking in to my artist's featured song 'Lonely Road'. 

On the left is my chosen image, my artist's pose and the composition of the trees I was particularly happy with. The right picture is therefore my final version, after editing, cropping and colour correcting, I was left with an image that I can now build upon to create my final poster.

Ancillary - Digipak: Research 2

Continuing with my initial research prior to designing my own digipak, including an album front cover, I have moved on to a different genre and artist altogether to deconstruct the use of codes and conventions in a contrasting style - providing me with more inspiration. 

Birdy

• Cover image: Also featuring the artist, this centralised image presents Birdy standing in simple position, engaging the audience with direct eye contact. She wears an unconventional/Indie outfit of a dress paired with a jumper; the bright colours drawing your attention to the album.

• Layout: By positioning the title in the top left hand corner you can initially establish the album and then focus your view on the artist herself.

• Text: This very thin font in an informal but soft style is readable and simple, not distracting the viewer from the main image. It is a particularly young, new, fresh font that reflects her new position in the music industry.

• Lighting: The image looks studio lit, highlighting the artist's face and enhancing the vintage background whilst placing the wooden floors in the shadows.

• Colours: Pale, pastel greens and blues to give a natural and soft feel.

After looking closely to these two album covers, I will now begin creating my own in order to complete my ancillary Digipak, taking successful ideas such as the route of the eye, effective, engaging images, carefully chosen text and interesting colours. 

Music Video: Final Edit

After filming the remaining 30 seconds of my footage and making necessary final changes to the edit, I have completed my music video. This I uploaded to YouTube in order to showcase my media product and receive appropriate audience feedback.

Ancillary - Digipak: Research 1

In preparation for the creation of one of my ancillary products, a digipak, I have decided to research some existing media products in the form of album covers to outline the basic conventions used in real popular texts and help me with my own design.

Ben Howard - Every Kingdom

• Cover image: A photograph of the artist himself diving under deep water, has been used. Reflecting the folk/Indie folk genre of music that is maintained in his videos, this natural environment connotes calmness and serenity - a prominent theme within his music. This cleverly chosen shot gives a relaxed feel similar to that of the effect the artist's music has on the audience.

• Layout: Consists only of a background image, the name of the artist and the album title, is simple and further adds to the portrayal of his music and genre.  

• Text: Follows the route of the eye. The positioning in the top left allows the viewer to establish what the album is, and then is left with a thoughtful and creative image of the artist.

• Lighting: Remains extremely similar to the lighting used in many of his music videos: low key and natural.

• Colours: Natural blues and greens which are easy to look at and although simple, are eye catching to both new and established audiences.

• Font: Sans Serif, allowing for a simple and easy to read piece of text.

• Overall, despite it's simplicity, it is evident that many creative decisions have been made in the creation of this album cover, including image composition and colouring, text placement and house style.

Such creative thought and effective design has inspired me to pay careful attention when it comes to making my ancillary digipak,as I am aware of it's importance in the portrayal of my chosen song, and for the promotion of my music video.