A2 Media Studies

Bella King

The Cave Singers’‘Dancing On Our

Graves’by

Evaluation

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

I used a barcode, record label symbol and compact disk symbol to convey conventions of real media products. It gives it status and conveys a sense of authenticity and credibility. As a product, the main aim is so sell and create revenue, so by using real forms and conventions it means the customer is able to recognize an official product which they might want to buy.

I’ve used silhouettes of the actors in my video (using images form the stop-motion sequences) to make a sort of identity for the band; the images act as a visual link between the music and the musicians. In the same way that bands use the same font through their advertising campaigns, the images will help people to recall and remember The Cave Singers; the idea is that if this were a real media product, these images would become a sort of trademark of the group and create a brand for the music. It also means there is continuity between the music video and print media, which shows a form and convention in terms of how real artists aim to create a brand themselves to build brand loyalty.

A form or convention of a real media product is something which is recognized by the costumer as symbol that the product is real, ‘official’ and professional. There are guidelines that people feel represent what a true media product should be; for example, the barcode of a product should go in the corner at the bottom, a movie should be about one and half/two hours long or that a magazine is A4 sized. It means that if a product fits the mold, a costumer can trust it and spend money on it; if the product doesn’t fit the mold it might be a fake or forgery. Successful media products both challenge and develop existing form and conventions, to create a sense of safety and excitement around the product.

I aimed to create a album cover which represents the artists and also challenges conventions and stereotypes linked to folk music. The muted colours in the background give a indie, alternative feel; it represents a sensitive side of the music and is very different to, for example, rap music, where the artist is often shown clearly in the best light, as a way to show their ego and confidence. Whereas in my cover, my artist is approachable and likeable and trustworthy; as an audience, you are made to feel on the ‘same level’ as the artist and the mise en scene and setting is literally made to make you feel at home with the band. My research showed that people used words like ‘homely’, ‘earth song’ and ‘soulful’ when describing folk music, which gave me the idea of setting it in a home environment.

Looking at certain album covers, produced by actual artists has helped me to produce a more successful product and evaluate my own work.I came across this after looking for further research after I finished my album cover. I was surprised at how similar they were; the vivid red colours on covers, the circular frame of the image that I used on my video and the setting being in a household. I wonder if subconsciously I had seen images much like this; obviously to have created something so similar I have used techniques I’ve either seen before, not necessarily just through research for this particular project, but simply by being a person who consumes the media.

The circular frame around the image makes the artists stand out and uses a point of view camera angle. In this particular image the positioning of the Dylan and the woman in red is very important. Dylan’s raised eyebrow and slightly sarcastic expression combined with the woman’s relaxed, proud position has conations that he literally brought her home. The muted greens and browns creates a

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

environment which is dark, mysterious and slightly dull; its connotes ideas that Dylan is in the home he grew up in, since his fame suggests he would be somewhere much more splendid, and is supposed to make you feel safe, at home with the artist. ‘Bringing It All Back Home’ is, of course, another reason for the homely environment and possibly the circular frame which could represent the lens of a camera, taking a photo form years ago, or the idea of looking back in time or remembering or feeling nostalgic towards the past. Like in mine, the homely setting is also supposed to suggest that the band is quirky, original, eccentric and confident in their way of making music. In short, this album which characterizes the idea that folk music is about music form the heart, something real which is set around real people show the success in my ownthinking. It shows that my album cover conforms to forms and conventions and, although there are slight differences, since I like the way folk music is generally represented through the music, have made a media product which shows real conventions of a media product.

When continuing research I also found this iconic front cover which shows an entirely different way of viewing folk music. The image is posed and edited, which both makes the artists look artistic and unusual, but also revealing in their vanity the true nature of making music; to make money, present idols in music and make a product etc.. Obviously people enjoy album artwork, but my research has led me to think that generally, people feel that folk artist’s aren’t supposed to look manufactured. This particular image, in some ways, looks particularly framed, their clothes match and it looks like a photo shoot. That said, although the set up of their photo might not be considered ‘humble’ or ‘folky’, it reveals their personalities and opens them up as people through the eye contact with the audience and as an usual cover, challenges forms and conventions. It shows how my product might conform to the idea of what is folk music art about, and develops my understanding of cover art in general.

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

My poster, advertising the release of the single ‘Dancing On Our Graves’ was made with the intention of coming out the day before valentines day. I think that my poster develops forms and conventions of real media products in that it promotes itself (using the star ratings), and the key-hole effect is used to visually link it to the video. Moreover, the colours and outfits are earthy and ‘real’, which all links to the idea of what folk music should be about. The tattered wallpaper in the background also connects this idea of music which is ‘home-grown’, since the images isn’t overly edited and doesn’t show the artists ego.

The Blackberry code and links to internet access to the band are all ways to promote the band and make a connection to the audience. In this way, my poster again conforms to conventions of real media products.

The inside of my Digi pack acknowledges who helped in the making of the video etc., which obviously is another example of conforming and doing things which shows authenticity, makes the band look ‘nice’ and helps to make the music sell. It shows a convention of a real media product.

The images used don’t actually address the audience and in this way, challenge forms and conventions. However, the fact that the combination of images show movement and dance, does conform in that it looks creative, a perception people have about folky music.

In what ways does your media product use, develop or challenge forms and conventions of real media products?For me, lyrics such as ‘But oh Lord, I know what I’ve done’ are emotive, thoughtful and reflective. This emotional aspect of the song inspired me to create a sense of darkness and isolation around the artist. The pinhole effect around the camera (which I created by attaching card to the lens) and choosing a nighttime setting throughout most of the track were intended to create a sense of intimacy between the artist and the audience so as to enable a story to be told in a personal way. This challenges a stereotypical view of folk videos, in that they normally incorporate lots of people to create a sense of togetherness; I wanted the connection to be between the viewer and the artist, but in a more exclusive way.

However, in the scenes where I have used stop motion, I have developed existing conventions of real media products in that in my chosen genre, there is often a focus in the music (rather than the artist in a visual way, which is something generally found in hip-hop or rap, for example), and so by using stop motion, gives a sense of the music, focuses on rhythm and the creation of the sound. By combining ideas of a solitary figure, an artist telling a story, and the actual playing of the music I hoped to develop ideas of folk music being about honesty in the lyrics and making of the music, as well as offering a more indulgent, emotive side to the song.

How effective is the combination of your main product and ancillary texts?Creating a sense of harmony between the video and ancillary texts was crucial to making a product that made sense and was successful.

The sort of things the research helped me decide on where costume (because I recognized how important the initial impression of the band are); also, costume is a visual way of connecting people, since if you look like someone who are more likely to like them or feel you have something in common, so by knowing my audience I was able to judge who I want my artists to look like. I achieved this by using costume like the checked shirt and the hat; the hat in particular has significant cultural references to being poor (and therefore a ‘better’ person with better morals), possibly it tells you that the individual wants to stand out and shows a rebellious, individualistic way of thinking. All these traits, in my mind also link to a stereotypical view of folk music.

How effective is the combination of your main product and ancillary texts?The poster in particular is effective in bringing together the themes in the video and in the ancillary texts. The keyhole effect I created was to not only bring focus to the artists and to give it a personal, point of view feeling, but to link it to the camera angles and effects used in the video. I think the link is clear and gives a sense that the band are band are established (because this link makes them seem organized and professional).

Before starting the project I had in mind how I wanted things to be, how to look and how to feel. By creating a sort of colour pallet that I was able to use through the video and ancillary texts, I could make sure of a clear visual link and in doing so, make sure of a feeling of continuity and harmony. My research showed undoubtedly that for listeners folk music was not so much about escapism and other genres, say hip-hop, which often talks about unattainable wealth and success for the ordinary person. Instead, people liked to think that they could be involved with it; I interpreted this as being something to do with being ‘real’. So I decided to use earthy colours, browns and greens; I dressed my model in a checked shirt because the patterns has connotations of the genre, and focused on using colours found in nature. The video itself if dark (so brown, black and green), and set in natural places (a home, the woods, on mud); so the overall conclusion is that the ancillary texts look like they ‘fit in’ with the video. The combination of the video and the ancillary texts help to create an image for the band and in extension, brand loyalty.

The use of stop motion focuses on movement and gives a sense that the band are in time, out of time; creating an image that they are creativive and being able to move to the beat. I took this idea and used it in the inside of the Digi pack, where I used various shots from the stop motion sequences and focused on how movement in the video creates a feeling for the genre of the music. The ancillary texts help to support an image created for them through the video.

I think that looking at all the ancillary texts and video separately, you could recognize them being part of the same projects. Ultimately, this means that I’ve created something which has properties of real media products and could work in the real world; as an idea, it would succeed in marketing a band and by showing continuity, create am image marketable to the public.

What have you learned from you audience feedback?My initial audience research before undertaking the project helped me to recognize my target audience; by seeing this potential audience as a sort of collective identity, I was able to make educated judgments on what I could create that would be attractive to the audience. My feedback has helped me realize if I have actually targeted the right audience and if I have branded the musicians visually in a way which attracts the right sort of people who ultimately, would be willing to spend money.

I asked a range of people what they thought about my music video and print media, some of which I would consider to be the target audience, and others a range of people to get general feedback about successes and accomplishments and possible areas which didn’t work so well.

I asked people 1. if they thought the video had a good storyline, 2.does the video ‘match’ the song?, 3. does the video keep you interested throughout the song?, 4. do you have any general feedback? I asked these questions and talked to each person individually to get a feeling for what they thought about the video.

The general response was firstly, that they got a feeling for the artists and the storyline, although not necessarily that clear, did depict a eccentric, unusual sort of relationship between the two people; moreover, people generally thought that the video suited the video well. Most people said that the video’s fast pace did keep them interested throughout the music but one person commented that there could be a more varied range of settings. The general consensus was that overall the video was a success and when I asked for things that I could work on, people commented on making certain scenes lighter and possibly making the storyline clearer.

Could include more characters.

The lip syncing looks really good and the hole-y bits look cool.

The contrast between the light and

dark scenes work well.

The guy looks just right for the part but I don’t understand who the girl is, but she’s cool.

Audience feedback has taught me that making it clear who the people are is probably the most important part of making the video. Making something weird is cool, but doesn’t always translate to everyone. Overall I am happy with the feedback and things that generally, people like and understand the video.

It’s different and really original looking.

I loved the guitar on the finger bit.

How did you use media technologies in the construction and research, planning and evaluation stages?To present my research and planning I used blogspot.com so as to extend my use of media technologies and display my work in a visual way. I meant that I was able to construct a clear way of presenting my ideas, as well as using a technology which is relevant to the subject and shows my ability to use various programs.

I began my research by simply browsing the web to find websites that might help me find out about what I need to be able to complete the task. I realized that to create something successfully, I would need to use Photoshop CS5 (for the ancillary texts), and Premiere to make the video. I later used iStop and Storyboard Quick in order to complete the video.

When I decided to actually begin filming for the video I began by shooting the scenes for the stop motion scenes, for which I used my digital SLR camera. Uploading them from the camera to the computer was simple enough (because I was able to use a Mac), and I them imported the completed files onto premier. I had trouble making the stop motion files large enough to fit the screen but eventually was able to stretch the images. I then began to look at the task a whole and began making the ancillary texts, while making the video to make sure that I was able to edit both sides at the same time (so that neither totally depended on the look of the other), both were flexible.

In terms of actually shooting the video, I knew already in my head (and through planning it and documenting it on my blog) what I wanted it to look like. I recognized videos that inspired me and all I needed was the tools to enable me to carry it out. I was creative in making the images; for example, I had no way to light the scenes outside at night, because the lights we had available at school were heavy and I wasn’t able to mount them onto wheels, which an extension cable long enough. Therefor I resulted to using either a torch, which I help while filming, or car headlights which I used to light up my model. Ultimately, I don’t think this hindered the look of the video, in fact, it enhanced the crafty, homely, hand-made feel of the video.

Using the blog to store research and present ideas meant that when editing, I could quickly refer back and make more educated decisions. Overall, using the Macs has meant I’ve been able to used advanced technologies which has resulted, in my opinion, in quite a professional looking product.