Evaluation Presentation

Arkaic – One Way Ticket By Kelly Cartwright

http://www.youtube.com/watch?v=fESNW86kJEk

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

Throughout the production of my media products for Sam, I have used, developed and challenged conventions of the genre using techniques from real media products. I have taken ideas and learnt from these music productions and put that into practice with my own production.

When producing the video for Sam, I used:- fast cuts and lots of close ups of Sam, isolation of him – helps the audience identify with the artist easily- the atmosphere of the song, clothing, lighting etc. - to develop the genre of the artist- quick cuts – keeps the energy of the song- freehand camera – to create movement easier

“One Way Ticket” - it connotes the sense of a journey, Irelated it to Sam's journey through his career, this will appeal to the target audience as the title reflects the song and this is also used by other artists when they produced their videos.

Continued...The production can be used as identification or aspiration, with the audience identifying/wanting

to have the freedom and energy just like Sam has. One of the video's that has helped me is

Dizzee Rascal – Holiday, because:

- It was an energetic video- Close-up's of the artist, featured in every shot.- Techniques creating pace and excitement.- Visually pleasing, want to watch it all the way through.- Recognizable to Dizzee Rascal, straight away.

I wanted to keep the same visual effects throughout the music video, Digipak and Music advert. I thought this would be a good idea too as it would introduce coherence into the production. The codes and conventions of this music video follows suit as it is aimed at a particular audience which then lets the audience identify the look of a video.

Familiarity is a key, music producers use familiarity as it offers a house brand and it is a safe way to creating success with a band. Audiences also also like familiarity as it make the band easily identifiable and eye catching.

In my production, I have used:- Bright Colours- Energetic theme- Close up's of the artist- Title of the artist (on all work)

All these features create a relationship with the customers, so they can easily recognize the artist.

I wanted to make the video seem familiar and ordinary to make the artist easily

identifiable with the target audience. To create this I used the following effects:

- Styled the artist in a specific way- Live performance, freehand microphone shots and humour- Studio shoot, following rap genre- Clothed in casual clothes, with bright colours, in-keeping with target audience. - Fun and fresh feel - Use of lighting and camera- Sam playing up to the camera

During the production of the ancillary and film tasks, I wanted to use the conventions of

the Rap genre, which Sam taps into. So I followed artists such as Dizzee Rascal, Tinchy

Stryder, 50 Cent are similar to my artist in their terms of image and style of music, I have

used these artists for inspiration too.

Continued...

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

I believe that my video production and ancillary texts work well together to create a house brand for Sam, after finishing the

video production, I think it is important that all the texts link so therefore, I decided on:

- Same techniques- Implementing same style- Rap genre - Bright colours, creating energy & playfulness- Use of lighting- Sam featured on everything- Same style and design- Same colour palette (stored on Photoshop)- Adjusting hue and saturation (keep colours - vibrant)- Same fonts and texts, some aren't so they didn't get lost- Same selection of photographs, all very colourful.

I think it is key to have everything working well together and

associating with each other too. I think that this part of my

coursework has worked really well and has complemented

the music video too. Overall, I believe that all my production

work links together well, using a variety of techniques to

make sure the brand of Sam, Arkaic is recognisable and

catches the eye of the target audience through the music

video, Digipak and Advert.

Digipak Front

Digipak BackPhoto's of Sam, I've taken

What have you learned from your audience feedback?

• Background• Survey Monkey - Questionnaire

• I collected some of my audience research through questionnaires on survey monkey, which were filled in by various friends (none older than 25) which I had messaged

over Facebook.

• Focus Group• I then also had a focus group which consisted of 10 girls and 3 boys, I showed them

my music video, “One Way Ticket” and my corresponding ancillary texts. All of the focus group was aged between 16 – 20, which is ideal as my target audience is of the same age group, this means I would receive relevant data that I could use to improve.

Survey MonkeyHere are my results from the survey I completed on survey monkey,

this survey shows that everyone liked my video and there were a few points that I could improve on.

What is the genre of the band?

• I asked this question to the focus group and 12 out of 13 participants thought the genre was Rap, while one person thought

it was Hip-Hop. This shows that I have targeted the correct audience as I wanted to tap into the Rap market at the start of

the project.

Why would the focus group purchase Arkaic's Album?

I asked the focus group why

would they buy Arkaic's

album, out of the 13 people

involved, 9 people would buy

the album, 4 wouldn't as it isn't

their type of music. The graph

shows why people would buy

the album. I can see that my

Digipak design was the best

reason for buying Arkaic's

material, with liking the song

(26%) and liking the video

(22%) in second and third

places.

Where would you expect Arkaic's products to be

sold?• This question gave me some interesting

• answers as 45% of the group thought that

• Arkaic should be an internet sales only

• artist. The means the artist would

• advertise it's music through websites like

• MySpace and iTunes, instead of shops

• like HMV etc. I think the reason behind

• this was because Rap isn't very

• big in Norwich but online you can access

• and publish yourself in places like London,

• where the Rap scene is massive! However,

• not everyone agreed with the majority, with a

• third of the group thinking it would work with

• mainstream shops and 22% say that it would

• be suited to small independent shops.

When watching my music video, when did you get

bored?• Here is a pie chart showing when my

participants got bored of Arkaic's music video that I produced. As you can see,

most people got bored of the video right at the very end when the light fades out

(53%) with 31% of the focus group never getting bored. Only a few people got bored

through the centre of the music video, I think it may have got tedious for the viewer as it was only featured in the

studio. I can understand why people got bored towards the end, but the end has reflected the start of the video when the light was pulsating then. This shows that people liked my video but right at the very

end people did get bored of the light fading out. If I were to do this project again

I would change the end of the video, to keep it more interesting and maybe have

more variety in location.

From my audience feedback, I have learnt that people liked my music video, the audience

research shows that people only got majorly bored towards the end of the video. From my

music survey that was posted on survey monkey, people thought I could improve

location and narrative but the best thing about my music video is the camera work and editing

which is what I spent most time on doing. Overall I think my music video has worked really well, however there are some points that can be

improved.

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

ResearchFacebook

I used the hugely popular social networking site to receive answers for audience research, I also used Facebook to communicate with the artist and update

him on what I was doing. Looking back, without Facebook I think it would have been hard to stay in touch with Sam and also I would have found it hard to

receive quality feedback and so quickly too.

YouTube

This is a great source from the internet, web 2.0 as this as used to embed my own work, find new techniques and inspiration for the music video. I also used

YouTube to research more into Sam's commercial “”Rapping” background. You Tube was a great resource for all sorts of information.

Google

Google is a fantastic source for finding out information, I used this a lot when searching for information

and looking at other artists work that has been published on the internet.

Mobile Phone

I used my mobile phone to communicate with the artist throughout the whole course, this was a great way of staying in

touch with Sam, using email, text and phone calls, on the move, 24/7. Without my phone I would have had to have a

computer at all times.

Planning and Presentation

Thanks to the wonders of the internet, sharing my work is now so much easier and can be accessed anywhere with an internet

connection. Blogs such as mine can be used to showcase your work and this is reducing the gap between amateur and

professional pieces of work. Furthermore, you can redraft work easily without starting again and it can be much more user friendly than an essay. You can cross different methods into each other.

For the course, I have used a variety of methods including Microsoft Power point, Word, Essay with hyper links and Adobe Première Elements videos. Without the internet I wouldn't have

been able to create my work, also with it being online I didn't have to worry above saving work and it not being lost on computers and so on. I think the use of the internet has been a great success to

my whole course.

Construction/Production Phase

During the production phase, I used both professional and amateur software in this course.

Blogger

I used blogger to publish my work, this kept it all organised and it was easily accessible to anyone,

anywhere in the world. This is the beauty of this social networking site.

Adobe Premiere

Adobe Premiere was one of the key elements in the production part of the process, I used this to watch back all of my studio footage, and edit the footage to

create the final music video piece. Without Adobe Premier I wouldn't of been able to create my music video, it was the first time I had used it but I found it

easy to use. It also helped that I had a previous knowledge of Photoshop as the were some elements linked between the two.

Adobe Photoshop

This programme was used to create all my ancillary texts, with its range of tools and tricks it was

really useful and it allowed me to create exactly what I wanted to. Plus I had previous knowledge

of the programme so it was easy to use.

HD Camera’s

For my test footage and also final footage, I have used a High Definition camera, this gives the

full 1080p resolution which is ideal for putting the final video on TV, etc.

Blue Screen

In the test footage, we did try some blue screen so that we could embed a different background onto it,

so it just wasn’t a plain studio, we tried this in the planning stages, but it just didn’t work!

Adobe PhotoshopThis advanced programme was used in the creation of my

ancillary texts; Digipak and Magazine Advert.

Changing saturation and brightness.

Cropping photograph's Layering items on top of

each other Adding text and logo's Used internet font

This programme is key to the completion of my ancillary texts

Adobe PremièreThis advanced programme was used in the creation

of my main production; Music Video

Changing saturation and brightness.

Layering effects Cutting video clips Syncing the video with the

lyrics Watching my video Professional looking video Shot transitions

This programme is key to the completion of my music video.

Is there anything I’d do different?

If I was to re-do this course I would change a few things about my work:

- Have girls in the video, follows convention with other music videos.

- Use a location instead of just studio

- More communication with Sam

- Planned my time better, so its not a rush at the end.