Monday, March 12, 2012

Task 1 In what ways do our media products use, develop or change forms and conventions of real media products?



Having an instrument and performance element in a music video is as much established as having an artist going along to it. Therefore we looked at different music videos and we noticed that most of them show a band playing their instruments. We wanted to create the image of a ‘lonely wolf’ for our artist and therefore we thought about a way how we can include a performance element without looking commercial. Therefore we decided to have a piano playing by itself, which was a great idea because it adds a ghostly feeling to the video and increases his loneliness. The music seems to come from a ghost hand, something superstitious that is permanently following our artist. Compared to other commotional music videos we managed to create something new out of the established performance element. 
This is a good example for a very commercial and stereo typical performance based music video. We were trying to achieve the exact opposite of that.   http://www.youtube.com/watch?v=aK449BfzZeU By taking out all of these elements we wanted to create something that is less common but therefore only appealing to a specific audience. We still have the performing element in it but transformed into something that suits our theme and target audience more as well as the genre the music and the artist's image is in. 




The writing element was an element that was important for our final product. It made you think that the artist is laying out his personal thoughts and feelings in front of you. It looked very personal and private and it was definitive a good choice to give some camera time on him only and simply writing. When searching for ideas we looked at a Band called Bright Eyes’ music video, which was basically showing the front singer writing out the lyrics to the song as it went along onto a glass board. (Lucky/Easy/Free) http://www.youtube.com/watch?v=RozuwUlX7MI&ob=av3e We simply copied their idea and used it in our video. In their video he is only writing all the time, we thought that that’s too little and it could get quite boring for the viewer, so we only used this as one element of our whole concept.
  



Having a dance element in a music video is a stereo typical element for mainstream music videos. Those dance elements are often placed really random. We chose something that is not as obvious and mainstream. Compared to this http://www.youtube.com/watch?v=4m1EFMoRFvY we went the complete opposite rute by not showing something sexy and provocative.  First of all we thought about a dance style that would suit the video best and we thought that ballet would be good because the most is quite slow and classy just like the dance. The second element we thought about was how tell include her. We wanted to tell a story and not just make her appear randomly. Therefore we made the ballerina become a toy that comes to life when ‘Peter’ touches her.-Like he is bringing everything else in the house back to life. 



The Polaroid is a key theme that goes on even furthermore into ‘Peter and the Wolf’s image. The Polaroid in the video is symbolizing that he is bringing back life to a memory or simply a picture. But if you look at his CD Cover you’ll see that we have a Polaroid of him on the front and back cover. Polaroid films are known to have a certain kind of style with a certain kind of atmosphere. Lately they have become quite popular again. Normally every artist has got a certain item that he is being recognized with, for example cigarettes or a special chain. I thought it would be nice if Peter had Polaroid’s as his brand label.
For exp. the idea of moving pictures within a frame     http://www.youtube.com/watch?v=xgNWGUoNs68




As well as the performing element you normally have singing in a music video. Especially in commotional music video you see the singers give a full performance dinging in front of a microphone or they are singing in the rain etc. This time we decided to change the concept of it but still keep the basic idea of having a dramatic singing performancehttp://www.youtube.com/watch?v=bjIErrcr75A&feature=fvst. We wanted to make this part look very simple but well-constructed. Therefore we thought very carefully about the rules of third when putting him into place. We made him sing in front of some old but very beautiful wallpaper. He was lid from the side so that he was basically standing in a stop and everything else around was dark. This increased his isolation again and made it look like a very private moment again. 



Close ups of the main ‘character’ are very common in very form of video. But because we wanted to be special with our close up we decided to shoot it from outside so that we can see the window reflection at the same time as we see his face. It looks very melancholic and meaningful. Again it is open for interpretations. 
Though those kinds of shots are even used in mainstream music videos like this : http://www.youtube.com/watch?v=MeW0Sl0tNS8



Finally we end with having him walking into the unknown. He walks towards a door which blends out into white.  This however was not necessarily inspired by a music video but by a film. (Rendezvous with Joe Black). You often see those white out blending when someone dies or goes to heaven. We quite liked it as an ending because it is quite unusual for a music video to end like this, in a way it has an open ending. Normally if you see a music video it has a beginning, middle and end. We have all of this too and we even what an ending somehow but yet it doesn’t leave you satisfied. Your video appears to be more like an art film, or at least that what we were hoping for. Our artist is alternative and we want to break the rules that mainstream music videos have already established.  http://www.youtube.com/watch?v=895PZQJK5TM


Saturday, February 4, 2012

Task 2 How effective is the combination of your main product and ancillary texts?

Evaluation Task #2: How effective is the combination of your main product and ancillary texts?

• Richard Dyer’s theory of star image 
• What’s his star image?
• How is his this sold through video, digipak and poster?
• How do they work together?

Richard Dyer&Star image
Richard Dyer is an English academic who specialises in cinema and analysing the extraordinary world of ‘stars’ in the entertainment industry. The term star refers to artists who live their life publicly due to their work and are therefore seen as almost superficial creatures. He argues: ‘Stars are commodities produced and consumed on the strength of their meanings’ making the point that the artists’ image needs to be well established which is done through the marketing campaign around the music. The star images consist of particular characteristics of the artists, for example rebellious/anti-authoritarian, plus their looks and their music genre. Sometimes, the background of the artist is very important as it can contribute to the image, giving reason for certain behaviours. A pop-star is different to a performer, Dyer claims, as a star is promoted to this status by management and has an identity or persona which is not restricted solely to their musicianship. 
A star is constructed out of 2 paradoxes, Dyer says. Number one is the star has to be simultanously ordinary and extraordinary, so that fans can look up to them and adore them but also relate to them as human beings. Paradox number two says that the star has to be absent and present at the same time, the fans should feel close to them, have posters on the wall and watch interviews, but also know in the back of their mind that they would never get to know the star they admire. This is how the star image works but it is of course different applied depending on what kind of artist is dealt with.

Identify the artist & image/3 key qualities of image
Peter & The Wolf is an indie artist and therefore I would describe the constituent features of his star image as creative/talented, sophisticated, intelligent and original. Because of the importance of creating a star image we created a campaign for Peter & The Wolf to sell both his music and image. This includes a music video alongside the new single, a digipak of the new album and a poster to promote the album release. 
These three products promote the star in different ways each but overrall work together. 

Identify our target audience
The audience we target with our artist is aged between 17 and 35 years, male and female, and a more intellectual and middle-classed audience. As it’s a calm and easy music sung by an unintrusive singer it will appeal to an group of people that might be occupied with a job and listen to calming background music, or to younger people that are rather individual and don’t like following the mainstream music. 



How are these qualities shown?
Our main product is a music video which is supposed to promote the song by creating a visual. This encourages repeated consumption and brings it to the grand advertising platform, television. Our aim was to make a music video that was original and different. It is artier and more melancholic than most videos which tend to be very fast paced and colorful. We focused on strong, well composed visuals, such as the shot when the artist stands behind the perspex covered in scribbles and the stark contrast between the ballerina in the white room and the color of her lips and mask. These visuals aim to create a special atmosphere and give the music video an intense, serious and artistic mood that provokes emotions and thoughts in the viewer. We made these creative decisions to emphasize Peter’s own image and style, which is a calm, passionate musician who seems not to care about the world. The muted colors, naturalistic lighting and a realistic environment promote the idea that Peter might be slightly mad or depressed. The focus is only on Peter which reinforces that he is a solo artist. 

The digipak was created with the intention of maintaining the same style as the music video. We did this in order to construct a unique selling point and a face of the whole campaign as he is a new artist. For example, we used the artist’s hand writing for the font of the cd cover and inside layout just like we used his scribbling in the music video as an element in the music video. This makes the digipak more personal and individual. We also used the red wallpaper that was seen in the video as part of the layout in the album which contributes to our aim to create the face of the campaign. All the elements of the digipak help to build and sell the artist’s star image.

The poster’s purpose is to advertise the artist, in particular his new album that includes the music video song. The photo is chosen from a shot we took on set and strongly conveys the mood of the music video as well as reinforcing Peter’s image and personality of being sophisticated, serious and deep. 

All of these different media products work together to construct the image of Peter & The Wolf by creating a face and look for the artist which is substantial and stays in consumers heads. As his music is not mainstream, the target audience is a niche audience that is already interested in indie music. All of these produced media are made in order to promote and sell his music which is the final goal!

Comparison with real artists
In terms of image we took some inspiration from artists such as Bright Eyes and Patrick Wolf, who are independent alternative musicians that have similar personalities and star image to our artist Peter and the Wolf. Those musicians are not appealing for a wider audience.
We got inspired by music videos from Birdy’s cover version of Skinny Love and Patrick Wolf’s ‘House’ for our location shots. The main inspiration for our studio shots came from Bright Eyes video ‘Lucky Easy Free’ which we interpreted into our concept.

Task 3 EVALUATION Task #3: What have you learned from your audience feedback? #2

Even though we intended for a quite young audience that is interested into Indie, alternative music and life style we were quite surprised when looking at our statistic’s views form YouTube. In fact most of our audience came from Germany and England which was clear beforehand because we showed it to our friends and families which again showed it to their friends etc. But what really surprised us was the fact that quite a few amount of 50 years old men in America seemed to have watched it. We don’t know who those people are because we don’t have any relatives or friends there whatsoever but regardless from that it was not the audience we were trying to reach when creating this product. Nevertheless this is part of establishing a new concept.  In general there are always a view viewers all over the world that have watched it and they have probably found our video by accident or change and even though we did not intend our product to be for those specific people they seemed to have liked it for reasons we don’t know.
Our basic idea about our audience was to have people starting from the age of 16 and onwards to be interested into our music. Most likely people with very open minded perspectives, views of the world that are in every sense quite tolerant, they are also very likely to be Europeans. As well as this audience we also thought about people that work in an office or even run their own business. Therefore they could use the music as background music through the fact that it is not distracting and very relaxed. 

http://prezi.com/zq-jsf2gd5pk/task-3/

Thursday, January 12, 2012

Task 3 Questionaire


Feedback questionaire
- Paula, Leyla, Helena, Grace

Dear respondent,
Having just seen our music video, please will in the following questionnaire, as honestly and complete as possible, according to your opinion. This would be very helpful to us as an A2 media group because we need some constructive criticism and feedback on our product.

About you:
 Female       Male
Age:
Nationality:
What’s your favorite music style?
Do you prefer....
 live peformances
  music via iPod/TV
 clubbing

1) Did you enjoy watching the video, or did you find it boring? If so – at what points did you lose your interest?
2) Did you think the video is too abstract or absurd? Yes or no?
3) If you could identify a narrative within, what was it?
4) What are the video’s strengths that would make it successful in the real indie-music industry?
5) What do you think about the artist? Do you sympathize with him? Would you like to see more of him and his work?
6) Is there anything in the video you would have liked to see? E.g. more performance, more fast paced shots, more naked skin??;)
7) What was your favorite moment?
8) Please circle on the number which most closely reflects your opinion of the artist:

Vulnerable
1
2
3
4
5
Strong
Introvert
1
2
3
4
5
Confident
Creative
1
2
3
4
5
Boring
Ambiguous
1
2
3
4
5
Masculine
Serious
1
2
3
4
5
Boring
Depressive
1
2
3
4
5
Happy
Mysterious
1
2
3
4
5
Stereotype
Mad
1
2
3
4
5
Funny

EVALUATION Task 4 - Director's Commentry: How did you use new technologies in the construction and research, planning and evaluation stages?

The script:

In our music video we shot on two locations, one of them, and the first one you will see was shot in the studio.
The studio setting of our music video was filmed in a warmly lit environment, and when we got around to editing the video we realised that we didn’t like how orange the footage had come out. In order to change this we used a programme called ‘Color’ to pull down the amount of reds in the footage leaving it with the cool blue colouring. This gives a similar atmosphere to the other examples of indie films we had watched, from artists like Bright Eyes and Patrick Wolf that we looked at on online sources such as YouTube, MySPace, google, soundcloud, iTunes and official websites to make research into the indie music industry to collect inspiration and knowledge about existing artists and especially their music videos which contributed to some stylistic ideas of our video. 
For most shots in the studio we used a Sony F3 camera with a prime lens as it is very useful for so called beauty shots (For smooth skin etc.). For the focus pulls we had to change the lens as you cannot zoom with it.

When changing our location to the house we noticed that the lighting was quite warm again and therefore we put some blue tones on top of the lights to make the images look colder. Again we used the Sony F3 camera, because of its clarity and amount of details when having a close ups. When shooting the ballerina we took the Sony NX5 camera, which does not have the same quality like the Sony F3 one but it was useful for us because we were shooting two scenes at a time in order to get more material done in less time. So while one part of our group was shooting Peter, the other group was shooting the ballerina dance sequence. This time we did not have the equipment of a CD player so that we had to use our phones in order to make use of a playback. 

For the special effects when bringing the flowers back to life we used After Effects in Final Cut Pro which allowed us to cut out Peter and arrange the background so that it the fading into the live flowers look ‘natural’ to us. We put everything back in place and created a change that look ‘right’ for our eyes. In order to lead the viewers look we made use of a zoom as well. This process is called Masking.
After this scene we had another bit where we made use of after effects. That was when he is finding the Polaroid picture between the books which is then starting to move. In order to create the impression of a moving image we had to do a similar thing to the still image in After Effects. We used an empty Polaroid so that we were able to cut out the black bit and place the video clip into the empty frame. 
Even though Peter tried to be still, his hand was still moving a bit, therefore we had to freeze the image (his hand) and only have the inserted clip moving. The interest of the audience will be focused on the clip so that they may not notice the fact that we froze the other image. Over all we had to images in one. 

Looking at the very last bit of our video you might notice that we had to slow him down a bit when walking out of the door. Again we did that with the help of Final Cut Pro. (Slowmotion)
Still of digipak:
We wanted to repeat the theme of having a Polaroid in the Digi pack, because we thought it could be one of his trademarks that is going to be repeated throughout his image. Therefore we took a photograph of him wearing a wolf hat and change the colours in Photoshop so that it had a vintage style to it. After having turned the photograph into an old fashioned picture we inserted the image into a digital Polaroid frame. On the front cover we decided to leave it with a Blanc front cover with nothing on it but the Polaroid and on the back we did the same thing but with the back of a Polaroid. On the back we had written the tracks of the CD in his handwriting. The inside included lots of his personal writings that were thanking the people that supported him. In order to make it personal we had him coming in again and he had to write some the track list and the tank you … list. After he had written all that we scanned it into the computer so that we were able to work on it digitally and insert all the letters etc. into the Digi pack. On the other side of the cover, as well as on the CD itself we put in the wallpaper of the house setting. We took a picture with a Canon camera beforehand and then we did some colour changes as well in order to create this vintage look. In this case we made use of Lightroom which helped to change and contrast Hue and Saturation as well as the colour settings. 

Show video diary:
On the set, we also made a short video diary t5o show some behind the scenes footage. We filmed this with an iPhone 4S and cut it on iMovie on a Mac.

Onto blog 
• Pre-production: When we discovered… 
• Onlining/offlining process
• Evaluation process and used technologies

Evaluation of the Day: The house

I really enjoyed shooting in the house. The house has got this certain kind of atmosphere and you feel different from the moment you enter it. I hope you will be able to see the beauty of this place in the video. Shooting on the second floor was quite hard and difficult for us because we wanted track ‘Peter’ down the corridor. The first difficulty was to bring all the material up and the second was that the carpet wasn’t flat so that when we were moving the camera on the tracks the shots weren’t steady and they were shaking. It was also hard to squeeze everybody into the corridor. Therefore we had to use some tricks in order to make it work. Grace for example had to stand behind a door and on a piece of string she was able to pull the door open through with ‘Peter’ was going through. ‘Peter’ had to turn his body a bit when passing the camera so that he didn’t touch it when going out. All in all this shot was probably the most difficult but apart from that we had a lot of fun shooting and discovering new angles that we haven’t thought of before. The shot where he is standing on a window and looking out was really nice, I think. We had to climb out in order to get this nice effect that we finally got. Because of the window reflection you are able to see the beautiful landscape of the area around Leathill and ‘Peter’s face at the same time. It looks really good and I am glad that we dared to try something new. Also the shots of him picking up the book were quite experimental. This time we had a helper with the camera who was filming from blow. Every time we shot a certain scene we discovered that we could do something else as well, for example the singing element in front of the wallpaper. At first we only planned to shot everything in only one angle but then we discovered that if we shoot it in another angle with the right lighting it looks even better. Really the shooting day shouldn’t be time where you start experimenting but I am glad that we did it.
Again I thought we did really good teamwork on that day. While one group was shooting ‘Peter’ singing the other group was shooting the ballerina. It is great when you know you can do that because you trust the others are going to do ir good. It also gives the opportunity to be able to take over certain roles like doing camera or directing more intensively rather than doing it with the whole cast. The work was more intense and focused than it was when shooting in the studio. Taymour was also more relaxed and now that we all got to know each other there was no need to be scared anymore. He opened up more and trusted us; therefore working with him was easier and quicker.
At the end of the day I think each of us had done a great job and now the only thing that has yet to come is editing everything down, but that shouldn’t be too difficult.


Evaluation of the Day: Studio


All in all I am very happy with the result that we got form that day. We managed to get a lot done and the only thing left to do is shooting in the house on another day. Each of us had a go at everything and I think the work amount was well balanced. Even though some of us were having some problems concentration after a while but I was quite happy with myself because that gave me the opportunity to take over more. Therefore I did directing and the camera work most of the time. It is really tough and you are very tired at the end of the day but you also feel like you have achieved a lot and that again makes you think about more thinks you could have done etc.
I have quite happy that we chose Taymour for our cast, because he really suited the character I was thinking of. The fact that he was so nervous was only supporting the effect I wanted. He looked fragile and uncomfortable. I thought that this was great but apparently I was the only one who thought that way. The only negative thing I could say about him was that he was chewing gum all the time and no matter how often I asked him to spit it out the next second he was chewing again. That was a bit difficult to cope with. Because he was so nervous he brought a friend to support him and every time even when we were shooting he was leering at him.
Sadly, because we ran out of time a bit we couldn’t do the ‘throwing paint at him’. And because there were suddenly some confusion within the group Luke just cancelled it for us.