Digipak – final product

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Evaluation – Question 2

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

The main product I created was my music video which was created for the song ‘Time For Living’ by Dan Farber. The music video would be considered conceptual as it does not have a narrative, I have not presented a story line and my artist in the music video is not performing the song. The idea of the music video was to consist of shots of the model walking around London as well as looking around famous places in London such as Barbican center, London Eye, Tower Bridge and Piccadilly circus. The actress in my music video is the main focus of the music video, although she is not the artist. This follows the codes and conventions of indie music videos as music videos of this genre typically have an actor instead of the actual band. I edited my video to look like VHS tape as I felt that this idea fit well with the type of video I wanted to
create, I created an adjustment layer where I added grain and changed the colour scheme to look old as well as adding a glitch that rolled through all the footage. I believe this editing style would be more visually appealing to the viewers as this type of editing has become increasingly popular with people having an interest in the nineties, I also feel that although it is becoming popular not a lot of new music videos have chosen to create their videos in this manner. The colour scheme I chose to use in the music video is fairly broad as the video begins with a black and white countdown, however the rest of the video has a yellow and blue tones, this was due to the outfit the model was wearing which was a yellow jacket, a lot of the shots I filmed had a similar yellow hue to them as well as blue which was from the light shots I took, I also felt this colour scheme fit well together when presented in the video.

I chose to not create a storyline or performance based music video as I felt that a conceptual style video best fit the song and its lyrics. The song is about living in the moment and I felt that the majority of the shots show her looking out and thinking, I also used various different shot types such as close ups to show her looking out and thinking and long shots to show her surroundings and to show the audience her changing environment . I added something extra by having some shots of London to show the the different location she visits, I felt that this would help change the video up instead of the consistently having different shots of her. However, the shots of her are used to make the audience also evaluate their own situations as the lyrics are talking about how people think too much about the small things and are not living life to its full potential. It also shows the audience her own journey which is also reinforced through how I edited the video to show her transitioning from one place to another to eventually walking towards the camera at the end signifying the end of her journey.

Along with my music video i created two ancillary tasks the first being a digipak for the artists full album, I named the digipak Brainwaves, the cover of the digipak is of another girl and not the main artist, this is following the codes and conventions of the indie genre as they typically choose to not show themselves and instead have a model or actor represent the artist, I used a young girl in both the music video as well as the digipak and magazine advert as I felt that this would attract the target audience of young adults aged between 16 and 25 as they may be able to identify with the girls shown and aspire to be like them. The image i used on the cover was edited to look grainy and slightly imperfect as it is supposed to have a nostalgic element to it which I believe the colour scheme and slight distortion add. I placed the album name at the top of the cover as this is significant and so need to be placed somewhere visible and large, I also chose to use a brush font that is called ‘high tide’ as it was not too neat as I felt that this suited the overall look of the cover, it added some fiminity to it. I put the artists name in a smaller size font at the bottom of the cover so that nothing would block the majority of the image. The font I used was a bold italic font as I felt the contrast to the album title would be fitting instead of using the same font, it would also place a bit more emphasis on the artist name despite the font size.

The first inside page consists of three film strips, I inserted images from my photoshoot in them that I had previously edited to also be black and white however, I also wanted them to look like negatives so I made sure they were a bit darker but still visible to the audience as it is supposed to be an added extra for the viewers. I laid them out slightly skewed as it added to the imperfect vintage theme of all the products. The use of the film strips was effective in carrying on the theme of vintage nostalgia as it is not something that many people use now. The next page was where the CD would be places, I kept it very simple with a black background, I kept the CD white and had the album name written across it multiple times in the same font to tie it all together. I found using the font was more effective than placing an image as I felt the film strips was enough and that adding more images would be overwhelming, I also felt it stuck to the indie codes and conventions better.

The final page was also black and I had the track list places in the center, I used the same ‘high tide’ font as I placed the album name at the top to reinforce the idea of what the viewer was looking at. The song list was in the font trueno and was used as the boldness contrasted well with the femininity of the album name as the artist is male and is used in a way to show his personality as the album is more meaningful but the use of the bold font adds a bold touch, and this is what is shown throughout the ancillary products.

The reason I created the digipak like this is so that it would follow the theme of a retro vintage look which was first established with the music video, however the digipak is a bit darker with the use of only black, white and grey, however it is more fitting to a slightly older more mature audience. Therefore, I felt my digipak was successful as it carried out the theme well and stuck to the typical codes and conventions of a digipak but it still has its own look and I feel would stand out among others as it is easy to identify the vintage theme.

The next ancillary task was to create a magazine advert, as it was for the same album in the digipak, it was only fitting to follow the same colour scheme font and layout so that they were identifiable to an audience. I used the same image and placed it so that it took up most the page, it looked like the digipak cover however, I decided to place the album name and artist below the image due to having a larger space and more room to place things. I also placed the image in the centre as well as everything that followed.

The image used is the same one from the digipak and shows the model making direct eye contact with the camera which is different to the model in the music video who rarely makes direct contact. This is done because I wanted the digipak and advert to be more engaging for the viewers and having direct contact helps the viewer to make a connection with the model as well as feel more inclined to buy and check the album out. The model is also young and is not wearing a lot of makeup, she is supposed to represent a look from the nineties of being youthful and rebellious, which is implied in the way she is looking into the camera and not smiling, this look is becoming increasingly popular and attractive to the target audience of young girls aged between 16 and 25.

The font I used for the album name was high tide which was previously used for the digipak, just a slightly larger font due to the magazine advert being a larger space to work with and so it needed to stand out more. I also used trueno extra bold italic for the artists name which I also placed in a larger font. I then decided to use trueno light italic for the extra information, as it would still fit into the theme and would not look out of place. I wrote the release date slightly bigger as it is important for the viewer to know when it is released. I made sure to add what is included in the album such as the most popular songs so it would be more attractive. I also put the same record label logo and the parental advisory explicit content badge on the advert that is also on the digipak as it is necessary to have that information on both.

I believe the magazine advert was successful as it followed the theme from the digipak making them link well, it followed the necessary conventions of a magazine advert such as the image of the album, album name, artist name and key information such as the release date. The advert also remained simplistic as was the digipak as it resonates well with the indie genre and so would fit in well in magazines such as DIY and NME.

Throughout the three different tasks I maintained the theme of nostalgia and having a vintage look as the music video is filmed to look like VHS and has a the grain throughout. The digipak and advert also have a similar look although the colour schemes are different the music video is just one aspect form the album and so does not appear out of place as it still has the correct theme being represented. The magazine advert also has the song ‘Time For Living’ mentioned so the audience are able to make the connection providing the relationship between the digipak, advert and music video.

Evaluation – question 4

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

Media technologies was an important aspect of creating my music video as well as the ancillary tasks as a lot of research had to be carried out in order to completely understand what was expected from the finished products. I also had to use a variety of hardware and software in the production and post production stages of this task. Without the use of these media technologies it would have been more difficult to create the products I had envisioned. Although using these media technologies was challenging with the use of the internet I was able to learn more through watching YouTube tutorials. All of this contributed to me expanding my knowledge and understanding of media technologies and their value in each stage of the creative process.

When carrying out research and planning the internet played an important role as it was necessary to know what was expected in my final outcome. It allowed me to look into existing media texts and know what the codes and conventions were for each task. Doing a music video analysis was extremely important as it was the main aim of the project and so I had to look at the different types of videos I could create, what was popular among my target audience and what would work for me. Another important piece of information was camera angles and techniques, so I had to watch various videos and gain an understanding of what each shot type would represent to my audience and what the message I wanted to convey was. I also had to find out how I could use the correct codes and conventions for my ancillary tasks. My ancillary tasks followed the conventions of the indie genre as I used a minimalistic design and colour scheme using only black, white and grey. I also edited my images to look vintage which is a key element of the indie genre. The research and planning I carried out was also presented on a blog that I created on WordPress, I created a series of posts for different aspects of the coursework, my work was categorised into different topics and sub topics such as research, within that I had similar products, genre and institution. I did this for most the topics. Using a blog was beneficial as it meant that I could access my work from anywhere on most devices therefore I could carry out audience feedback more effectively as I could send people links to my blog spots as well as be able to show them work at any given location. WordPress also allowed me to customise my website to make it more personal as well as create a design that was easy for the viewers to navigate through and presented my work neatly. My blog had an image from my music video as the header so it linked o my final product and the rest of the blog had a white background making it easy to read and look through. I also had to present these blog posts in different ways to be more engaging. That required me to try out new presentation websites instead of only using Microsoft Powerpoint. The main websites I used were Prezi and Emaze as they allowed me to present my work in a interactive yet professional way that would engage the audience whilst also being informative.

One of the biggest platforms I had to use was YouTube as this was a crucial part of the project. Youtube allowed me to upload my music video drafts as well as final product, I was easily able to upload and embed it into my blog. It also allowed me to carry out my research as I had to watch different music videos and analyse them, having access to the internet and in turn Youtube was important to carry out these research tasks.

In terms of hardware I used a Canon 550D to film and take pictures, using a camera of this quality allowed me to create high quality images and make the quality of my music video a lot better. Although I had previous experience using a camera of this sort, I found moving image a bit more challenging so I had to practice a lot and redo some shots a few times to get it perfect. Some of the new features I had to learn was ISO, this was necessary as it affects the lighting of my shots and because I filmed outdoors I had various different levels of natural light and so had to change my ISO efficiently. As I filmed on a particularly sunny day I had to lower the ISO so that the video did not come out too bright and that the model was visible and the lighting was maintained on a level that was suitable.

Taking images for my magazine advert and digipak was a lot easier as I have had a lot of experience taking images with a similar amera, I used the manual setting when taking the image so that I could experiment with only getting the model in focus and blurring the background. However as I took the images on a day when the weather was constantly changing I had to keep changing the setting such as ISO and aperture in order to get the right shot, however, I was able to fix anything when I moved on to the editing stage.

 

On to software, the main programme I used was Adobe Premiere to edit the video. Using Premiere helped make my video as professional as possible and significantly improved it as it allowed me to experiment with different settings and create the video I hoped to. As I wanted my video to look like VHS tape I had to use a YouTube tutorial in order to help me create it. To add this effect I created an adjustment layer first as I wanted it throughout the whole video. On the adjustment layer I used the effect called wave warp, I changed the wave speed and length and this created a line through the footage giving it a glitch effect throughout the video. I then added noise to the adjustment layer, this gave the video the grainy effect that would further reinforce the idea that the footage is supposed to look old. Lastyl I used the colour balance tool to change the colour of the footage and make it a bit faded so that it would not appear to vivid as everything was shot using a professional camera. The London clips in my video were cropped to be the main vintage shots, on those specific shots I added a vintage overlay as well which added the lines and static to the video.

 

I also used Adobe Photoshop to edit the images I used for the digipak and magazine advert. I wanted my images to be black and white and also look like they were taken on a film camera. I used a filter to make the image black and white, I then adjusted the brightness and contrast to make it to my liking, to further improve the black and white look I experimented with the curve and level, this allowed me to make certain parts of the image brighter or darker, I wanted the models hair to be darker and contrast with her skin tone to create an eye catching image. I did the same thing for the images on the film strips that is used in my digipak. To create the film strips I found a template and then edited each image I wanted to include the images were also edited to be black and white,I made them slightly darker so they would appear like negative film strips, however I made so that they would still be visible and the viewer would know what the image is. I then placed the edited images on top of the film strip and fitted them in accordingly. This was a long process, though end result was what I was going for and helped to follow the theme of the music video.

I then used Adobe Indesign to create the actual advert and digipak. I found using Indesign straightforward as I had used it when creating my music magazine for the foundation portfolio. Therefore, I had an advantage when creating these ancillary tasks as I knew which tools to use and how to create the product I envisioned. Before I had my images for the ancillary tasks I created a basic template as to where I would place my images and text. I found my fonts using a website called Dafont, this website had a lot of free fonts that I could choose from. In order to use my chosen fonts I had to use a programme called Nexus font which allowed me to install my fonts and have them come up on Indesign. I also used Indesign for this evaluation question so that it would appear in a magazine format, this showed my ability to create a layout for this so that it is easy to read as well as my use of a colour scheme and images. For some of the evaluation questions I chose to create a podcast as they are becoming increasingly popular and are an effective way to convey my response.

Feedback on raw footage

Lara

I liked that you used different types of shots you used a mix of close up shots and pans. I also liked that you took shots of different things as it was a mix of the actor and shots of your surroundings, the locations used suited the idea of the video and I felt they were done really well and showed London in a good light. The lighting was also really good and would look even better when it is edited to look like VHS.

Although the shots were successful I think you have a lot of location shots so the video may become a bit boring by just showing the surroundings and could look a bit like a vlog or tourist video. I think having more of the actor would give the video a focus that would be more appealing at least it would to me.

Image Manipulation

 

This is the main image I used as it is what is on the cover of the digipak as well as the magazine advert. I cropped the image as well as changing it to black and white, I then adjusted the brightness and contrast to get the image as to how I wanted I also adjusted the curves and levels of the filter.

I did the same thing for the film strips included in my digipak, however, I made those images slightly darker to create the effect of negatives, I chose to do it in a more minimal style so that the viewers could still see the images properly but the adjustments gave it the effect.

black and white film strip (1)