EVALUATIONBy Tony Rule

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

Our media product, including the music video, Digipak cover and magazine advert all meet the conventions that define the genre. For us, the most important part of production was filming the different story line scenes and for them not to appear too close to the storyline of the original music video as well as finding clothes that would appeal to our storyline ,the pop-punk genre and our own demographic

I believe the picture below provides an almost perfect representation of the pop-punk genre, really capturing the mise en scene, for example the lighting at the top of the image, in addition to the clothing worn and clear presentation of instrumentation. This was important to us because although the video is not completely dominated by narrative, many band scenes are fast (to keep tempo with the song) and because of this clear presentation was necessary

In what ways does your media product use, develop or challenge forms and conventions

of real media products? (cont’d) Our music video meets the conventions and

detailing of both narratives and band scenes of real media products, not completely dissimilar to Deaf Havana’s own ‘Mildred’

We also believe we have tailored our video to the specifications of both Todorov’s and Goodwin’s theory, although putting a slight twist on Todorov’s narrative theory (see Applying Theorists section in blog)

In addition it can be argued that our video shows similarities to other current music videos as it portrays the conventional happy-sad-happy narrative

In what ways does your media product use, develop or challenge forms and conventions

of real media products? (cont’d) Another way our music video reflects the traditions of a real video is via

representations of the genre Due to the fact that pop/punk is a more modern genre than, for

example, dance, we had few examples to gather ideas for a our representation from

Due to this we researched into the original ‘Mildred’ music video in order to establish which conventions we thought were of the greatest significance when replicating a video of that genre

As a result of this, we decided to use the beach as one of our locations. This is done in the original music video, but using solar flares, something we could not acquire through the software we were using. So instead we decided to develop this and use scenes in which there is a natural flare of light across the camera as we believed this not only looked just as good, but also added more mood to the scene

On the other hand the band scene location actually challenges convention as Deaf Havana’s music video does not have one. However, this is particularly unconventional in itself as most music videos of the pop-punk genre have one

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

real media products? (cont’d) A further convention we decided

to develop was the use of “old footage”. In the original music video footage of the two children when they were younger is shown. We thought it would look more realistic of footage from around ten years ago if we put the old recording square around the scene (see right).

We have also found how our band scenes challenge a variety of aspects found across all music videos but particularly how they challenge those of our chosen genre (see next slide)

Comparison of band scenes #1

Camera angles• The angle shown in the Fall Out Boy frame is a long shot showing the band playing a gig with fans standing

behind them. All members of the band and their instruments can be seen in a conventional band line up • This bears similarities to the frame from our music video in which all band members can be seen with their

respective instruments in traditional band order with the lead singer at the front and the other two members behind him. However due to the band being a three-piece opposed to FOB’s four-piece, the shot was taken from a side angle, although it is still a long shot in order to capture everyone.

Mise-en-scene• In the frame on the left, the band are shown playing at a conventional gig set up clearly showing the use of

large guitar amplifiers and a house drum kit. In addition to this there is a cheering crowd showing they are a popular/well respected band.

• In addition there are balloons all over the floor which could imply that the band are playing at a party in which case they could be an amateur band with a happy crowd due to the party atmosphere

• On the other hand the frame from our video shows the band playing in a large hall (our school hall) with paintings on the wall and chairs stacked to the side. This shows the band are amateurs yet are still playing in a setting which could feature a crowd.

Clothing• Fall Out Boy are wearing almost matching suits in the shot taken from their video showing the intimacy of

the band• However after viewing this and other videos, We did not believe that this met conventions of the genre.

Instead we went for clothing featured in videos from bands such as youmeatsix and man overboard, for example, (our) lead singers checked shirt

Location• The Fall Out Boy frame shows the band (as mentioned above) playing at a party/gig. Our video challenges

this as we could not acquire the location in order to film a band scene so we used a large hall in which we could use large lighting stands and a loud speaker playing the actual song (by Deaf Havana) so the miming was in sync.

In the previous slide there are two frames, the left being one from the Fall Out Boy video “This ain’t a scene..” and the right one a frame from our self produced music video featuring the music of Deaf Havana’s ‘Mildred’.

Comparison of band scenes #2

Camera Angles• In the frame from the Fall Out Boy video the angle used is a high angle. This is because an action

shot has been taken of the guitarist jumping off a bed whilst playing. Typically, this angle would be used to make someone look small/inconsiderate, however in this situation it has actually been used to emphasise someone’s presence.

• In comparison, the frame from our music video shows a long shot of the guitarist and drummer and the bassist can be seen at the side. In my opinion this angle captures the setting, that of an amateur band set up in a small studio. This was very relevant for us at this point in the video as it is the part of the story in which the band are all still together.

Mise-en-scene• In the Fall Out Boy frame, we can see a wide open bedroom with enough space for a guitarist to jump

off a bed, with a pillow fight also happening in the background. This creates an image of partying and the stereotypical Rock ‘n Roll lifestyle.

• Contrasting this is the frame from our music video which is filmed in a small, closed in studio, with each member of the band packed closely together. This is to give the ‘amateur’ image of the film and promote the fact that at this stage in the story line that the band were just starting out.

Clothing• The frame to the left of the previous slide presents Fall Out boy in conventional pop-punk clothing, for

example the guitarists bright red pants and black top as well as the drummers checked short and jeans (who can be seen behind the guitarist), much like the singer in our band scene in the second slide

• On the other hand, the shot to the right of the screen shows our band members wearing their college uniform. This is, once again to promote the fact that they are a starting out band who are still in college. We ensured that the college tie could be seen and showing the colleges crest.

Location• The location of the Fall Out Boy frame is a hotel bedroom, evidently an expensive one due to the

chandelier. One again, this promotes the Rock ‘n Roll lifestyle. • Our location, as previously mentioned, is a cramped studio. This is actually the recording studio from

the college that the band members go to, hence the location was easily obtainable and readily available for use.

In what ways does your media product use, develop or challenge forms and conventions

of real media products? (cont’d)

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

real media products? (cont’d)

In terms of my media advert (which was done by me independently) I tried to meet the conventions of another alternative rock bands’ advert – Stereophonics “keep calm and carry on”.

The conventions were met by firstly representing the band in their genre specific clothes. This was done by taking a screenshot from the music video as I believe this shows continuity between the video and advert for it.

Another convention I met was the layout of the advert. Firstly the placing of the text, with the band name at the top, instantly attracting any of their fans then the name of the song also in large letters underneath. Then there is the layout of text at the bottom of the advert, in saying what format the song can be bought in (e.g. CD/digital download etc.) and its release date in larger letters.

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

real media products? (cont’d) However there are many ways that my advert develops conventions shown in the

Stereophonics advert:. The first is that I have used two different fonts in mine. This is to show a distinction between what is band specific in the advertisement (band name, song and website) and what is more general information for the viewer to read once they have been attracted by the name and new song title (release date, buying formats..).

I have also decided to use a brighter, more bold colour scheme in my ad as due to the bright, upbeat nature of the genre I believe it fits better than the dull grey colour scheme in the other advert.

Furthermore, I have used the band in action on the picture rather than them appearing stationary. In Stereophonics’ advert, the picture captures the essence of the title of the album. This was much more difficult for me due to the song name and lack of green screen. Therefore my only option left was to take a scene from the video, I also believes this shows continuity in the media project as a collective as my Digipak also has images of band scenes on some panels.

In addition, I have challenged more elementary narratives by adding the iTunes and HMV logos at the bottom left and right of the advertisement. This is to inform readers of two of the biggest sellers of the single. This would also attract money from Apple and HMV in a real advertisement (for putting their names on the advert) which would provide the band with more money to spend on promotional activities e.g. Promotional concerts in smaller, more intimate locations. Finally, recently I have seen more and more QR codes appear due to the increase in smart phone users and therefore decided that one could gain digital access to the advert e.g. Save it as a picture, go to a website advertising the band etc..

Digipak design

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

real media products? (cont’d) In producing my Digipak (again done independently like the

magazine advertisement), there were not many current examples to be found on the internet. However further research did prove effective and I found the basic layout of a Digipak (see Digipak section of my blog)

From this moment on I began to produce original ideas. The first convention I met was following a colour scheme, for me this was blue. For the genre this seemed particularly unconventional however it was the same colour as the main image (of the band in the hall – blue/purple). In addition the colour was bright and vibrant, much like the feel of the song

Another convention I met was using a specific font. Although two have been used, for the front cover and letter to the fans only one was used, to highlight important features of the Digipak. I used the font ‘Dirty Bandit’ from Dafont.com as I did not believe Photoshop had a font that was stand out and represent the genre to such a good extent

How effective is the combination of your main and ancillary tasks?

I believe my group and I have produced an effective combination of main and (my own independent) ancillary tasks that successfully represent the conventions of the genres of Pop-Punk/Alternative rock.

In my ancillary tasks – in particularly my magazine advert – I used fonts that clearly represented the Pop-punk genre. Continuity was shown as this font (Dirty Bandit – from Dafont.com) was the placed onto my Digipak

The font stands out more on the front cover of the Digipak, as this is the part that will be displayed most clearly on a shelf in a shop, for example. Therefore, more detail and attention was paid to how this panel would be laid out.

How effective is the combination of your main and ancillary tasks Furthermore, my Digipak clearly establishes my three main characters. From the lyric

panel, which features a picture of the lead singer in his story role and accompanying lyrics, the story can be figured out from the combination of these two elements by the audience

My other ancillary task does not represent the storyline as well, however there is a reason for this. The poster’s aim is to advertise the music single, not the music video. Therefore, I believed a picture of the band was much more appropriate for this.

In addition, the continuity in colour scheme across both of the ancillary tasks brings them together nicely. The colour scheme is a dark blue/purple with a slight bright gradient across it. Many may say this is not a particularly conventional colour scheme for a pop-punk genre, an some would be right. However, if one looks carefully, in all of the band scenes (those that dominate the music video) the hall they are filmed in is predominantly blue and this is where I attained the idea.

Finally, the one panel of my Digipak that does not meet the colour scheme is the “fan message” panel. I wanted to make this stand out as soon as the fan opens the Digipak so they will read it straight away.

In conclusion I believe the combination of ancillary tasks and main task works well. I believe it represents the conventions of the pop-punk genre, although some conventions have been developed to adapt to my own task. (IMAGES CAN BE SEEN NEXT SLIDE)

In conclusion I believe the combination of ancillary tasks and main task works well. I believe it represents the conventions of the pop-punk genre, although some conventions have been developed to adapt to my own task.

How effective is the combination of your main and ancillary tasks

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

evaluation stages?

Through out the production of this coursework, I have learnt the use of many new technological systems and the necessary skills in order to produce successful media products from them

As I have played in a band for many years, I knew how lip syncing for music videos worked (as my band has had a couple filmed already). In addition I have done photography and filming at a few gigs for local bands in my area. Doing this had provided me with invaluable experience, particularly for taking clear, steady and moving shots in good quality

For editing we used Final Cut Pro on a Macbook provided by my colleges Media department. In using this technology we learnt to cut and import clips. We also learn to add transitions so that, for example, one clip faded smoothly into the next. There was also the need to remove the audio from the original video and place the audio from the mp3 file of the song behind it. This was made easy with Final Cut Pro as a simple right click then the delete button did this.

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

evaluation stages? (cont’d)

Using Final Cut Pro Two other vital editing features we took

advantage of using was the Cropping tool and the Ken Burns tool. The cropping tool would simple cut out of part of the shot, for example, if we wanted to focus on only the guitar or the singers face in a band scene. The Ken Burns however, allowed us to pan up, down, across, or diagonally across the shot all whilst also zooming in on the shot. The Ken burns tool allowed us to take a clip recorded on my phone and put it into full screen mode (as originally this was not how it recorded).

How did you use media technologies in the construction and research,

planning and evaluation stages?

Using PhotoshopSHARPENING TOOL – PHOTOSHOP

The Sharpening tool was my primary used tool to make the band members stand out. This made a clear distinction between the background and mise en scene and the band members. As the text on my finished advert is large, the band members standing out will not draw the viewers attention away from the vital information (e.g. release date, song name, formats of release).

How did you use media technologies in the construction and research,

planning and evaluation stages? (cont’d)

The colour overlay blending option in Photoshop was used in order to give a different shade of purple to the banner bar at the top and bottom of the page which the writing would be over. I used this because the colour scheme of the hall, in which the band are playing, is dark blue/purple and I wanted to keep continuity in the magazine advert.

BLENDING OPTIONS – Colour Overlay

How did you use media technologies in the construction and research,

planning and evaluation stages? (cont’d)

The burn tool was used simply to add colour to the band members. In a conventional music video, whichever genre it may be representing, artists will always have make up on, be tanned etc. As we did not have this to our disposal, I decided to find an effect that would provide the same effect, in this case it was the burn tool (Before – top left; After – bottom left)

BURN TOOL - Adding tan to people

What have you learnt from audience feedback?

As can be seen from a screenshot of my audience feedback (via a Facebook post of the video), it is all positive.The top comment shows the our genre research proved effective and correct as the song was “liked” by the commenter. In addition, the jesting comment below by Keith Evans shows how our setting was relatable. Being a school hall it is quite nostalgic for some. This is because there are plenty of people we know and have (as friends) on a range of social networks who also attended the school.

We took into account the fact that all feedback from social networks would lack constructive criticism toward the video.....

What have you learnt from audience feedback?

....Thus, we uploaded the music video to YouTube, a place where millions of people all over the world can view the video.

From this particular site we did receive some constructive criticism. The first piece was from a man named Ben Smith who said that our location of the school hall wasn’t explicit enough to the genre and that a better location would have been one such as a gig or party. We disagreed with this for two reasons. The first being that we could not obtain the other two locations and did not have the equipment to film at them. The second being that we wanted to reflect the age and status of the band, that is, from school upwards.

The second piece of constructive criticism we received from YouTube comments came from a woman named Lydia Owen. She said that although the storyline was good we could have made the location of the bassist (Nick – working man) when doing work more office-like. This was agreed with by the group and we responded by saying that this had actually been an issue at the time, however, we did use a rather bland looking room in the college we attend and this was the best possible location we could obtain as none of our parents/people we know, work in offices.