EVALUATION

QUESTION 2HOW EFFECTIVE IS THE COMBINATION OF YOUR

MAIN PRODUCT AND ANCILLARY TEXTS?

KHALID ISMAIL

FONT (MASTERHEAD) USED

I L L U S T R AT O R :

• I used a professional editing software to create my font that was used in my print products. This editing software is called Adobe Illustrator and it allowed me to manipulate text by changing the shape of it, the colours, the outlines, the gradient and many other things. An example of me using Illustrator in my print products is the font used on the Title and track listing. After a couple hours on Illustrator I was able to create a stockpile of fonts and styles to use for my print products when the time comes (all I had to do was copy and paste the text on an image I would edit on Photoshop).

• I used the text I created on Illustrator consistently on all of my print products so they work fluently together (as one big piece promotional piece).

• The font that was used throughout my print product had a colour scheme which stayed consistent. This colour scheme consisted of Grey/black (grey fill, thin black outline).

• The font used in the Beyoncé text is similar to the one used in Beyoncé's own album (I AM SASHA FIERCE). It has that long elegant font and similar greyish colours (that’s Beyoncé's style).

HOUSE STYLE/COLOUR SCHEME• For both my music video and print product I wanted my artist to have a certain look (style) for the audience to

admire. In my music video she wears a stripped white/black top with dark coloured jeans which gives her the sad ominous look she’s still happy inside and sings about her happy and joyful love life (its an oxymoron). This white/black shirts mixed with her dark coloured jeans is her style and you can tell it’s her type of clothing because she wears a similar type of shirt with and jeans in different parks of the music video and print products. My artist doesn’t wear flashy clothing that’s very expensive to show off to her audience because she wants to relate to them even if it’s in the most subtly way that will effect the audience’s subconscious.

• The colour scheme of my music video is grey/white/black, and all the colours can be found in my music videos if you look hard enough. For example the grey colour comes from the very subtle grey background that was croma keyed in using the green screen in the TV studio and the white and black came from the clothing of my artist. These colours suite the music video because dark colours are more associated with a slow cutting rate video (due to a slow tempo song) like my own.

• The colour scheme of my print products are grey/black/white as well. The grey came from the greyscale that was added using Photoshop, the black came from the shadows of my artist which were enhanced using the levels on PhotoShop to change the contrast, and the white came from the bight shining light of my artist’s face(which symbolises purity). All these colours combined make suits the RnB genre print product I was after.

• The fact that the colour scheme of the font used in my print products and the colour scheme of my music match so well together proves how my print products and music video work well together as one big form of promotion for the single were trying to advertise.

White and black stripped shirt with dark coloured jeans and black boots. The grey in the colour scheme comes from the backfround which was croma keyed in. This all fits in with the colour scheme of both music video and print products very well.

A similar but different white and black stripped jumper with black jeans. This time she’s also wearing a greyish/white coat (This doesn’t look very expensive because I want her to relate to my target audience. These clothes also fit the colour scheme of my music video and print products.

This time the white in the colour scheme doesn’t come from my artist’s clothing, it comes from the bright light on her face and neck. The black clothing and the grey background. All these colours also suites the colour scheme of the music video and print products.

THEMES/CONTENT

• The theme of my music video is romance and love and the genre is RnB.

• My artist takes the roll of an RnB singer and with her photogenic nature it is very convincing.

• This music video is a happy romantically one where nothing bad happens to ruin the moment. My artist spends the whole music video singing about this guy she’s in love with. This guy is shown briefly on my artist’s phone (fades in and out) at the beginning and end of my music video on my artist’s phone.

• This love song isn’t like the other love song that are explicit because my one is about an innocent girl that fell for this guy.

• I tried to keep the theme from the video similar with the theme/style on my print products. For example this RnB feel to my CD digipack by having common conventions found on other professional CD’s and this RnB genre links with my music video.

• Some conventions that an RnB artist would use is lots of hand gestures (lot of body language) in my music video, these hand gestures can also be found in my print products (hand gestures are used a lot in all the case studies I have done on my RnB music videos.

• Another common convention found in both products is the amount of time my artist spends looking directly at the camera (she isn’t scared of it at all like other artists). This is show by the use of lots of eye-line matches. My artist plays the roll of a strong RnB vocalist very well (like Rihanna, Beyoncé, Ciara).

• In my music video and print product my artist wears a black/white top with black jeans and this matches the colour scheme of both music video and print products. The dark colours used in my music video and print products suite the style of music we are doing (slow tempo song about love).

• All these links between my music video and print products show how well they both work together to promote the some my group used, by following typical RnB conventions found in my case studies.

Lot of hand gestures in both music video and print products (especially the way she places her hand behind her head). The colour scheme of the print stays the same (grey, white, black) for both music video and print products and my artist keeps eye contact with the audience using eye-line matches almost all the time.

IMAGERY

• I used many different types of camera shots and angles for my music video and print products and some of these camera shots match making these two products very similar (because they work together as one optional method).

• Close ups are used very often in my music video and also in my print products (used in all of my CD Digipack). In the music video close ups are used in various scenes such as the one in the end where my artist keeps repeating the same lyric “I Love You”. These close ups emphasis the importance of my artist in my music video and my CD covers (these close ups portray the artist in the exact same way).

• Mid-shots are used all the time to show body language in both my music video and print products (magazine advert). In my music video mid-shots are used in various part of my music video such as the scene where my artist walks past a tree with a love letter engraved on it. I wanted to show her emotions she was emitting to the audience using her body language and not her facial language (which I used too often in my music video). I also used a mid-shot in my magazine advert to show body language as well (the pose my artist was doing with her hand and head which she does some times in the music video as well). These two mid-shots were used for the exact same reason which shows how the music video and print products work together easily.

• Eye-line matches were used in all of my print products and a lot of the time in my music video. The eye-line match was done in the scene where my artist sings in the studio (close up) and also in all of my print products. These eye-line matches were used to interact with my target audience using my artist’s eyes to communicate with them in an emotional level. This sense of communication between my artist and the audience is what get people to by the single.

• With all the camera (imagery) techniques used in both my music video and print products help each other work as one big promotional piece.

IMAGERY (MOVEMENT)

• I also used lots of camera movement techniques in my music video to make it as professional as possible when compared to existing artist’s music videos.

• One camera movement technique that was used in my music videos is panning (when the camera moves from horizontally) and in this case it was a pan from left to right. This pan was taken place in the scene where my artist sees the engraved love letter on the tree and walks past it with happy thoughts in her head about her boyfriend (this love letter was supposedly done by the boyfriend but the audience doesn't have any evidence it was even him or just her imagination). The use of a pan to emphasis her movement and excitement when seeing this love letter on the tree. The audience can feel her excitement more easily using a very dynamic camera movement such as a pan.

• Another one of my camera movement technique that was used in my music video is the panning (where the camera looks (tilts) vertically) in this case it was a tilt from the ground upwards (from down – up). This tilt was done to emphasised the way my artist is moving upwards in her love life (her happiness is at an all time high). The audience will feel happy for her more and can relate to her more easily with the use of this tilt.

PANS LEFT - RIGHT

TILS DO

WN

-U

P

Similar close ups & eye-line matches.

Similar mid-shots for body language (for the pose and movement) & eye-line matches.

ADVERTISING/PROMOTION ARTEFACT

• Another method of advertising my music video (or the music itself) is on radio. Nowadays radio stations (such as Capital Xtra) have websites were they distribute music videos made by popular artist’s (obviously with their permission). I could have the song “Dangerously In Love” being played on the radio (or the radio version which was listed on the back cover of my CD cover). If I were to use radio to promote my music video it would become more popular.

• I could also use a radio station to promote my CD by asking them to keep advertise it every now and then before a song plays or even during in an advert (which happens every 10mins or so). This will get my music video out to the general public (hopefully to my target audience).

• Another way to promote my music video is to have music TV channels such as MTV to play it constantly during the day for my target audience to see. I can get my music video around to as many people as possible with MTV because lots of people watch it to see new music videos for new songs. My target audience (which are a majority of teen girls (60%) aged around 16-18years old) will be watching it around 7-9pm or so (when their finished with coursework and go on TV or on the computer). MTV will make my music video very popular.

• A way to make my CD popular is to display the art of the CD cover in stores using massive posters (with the price of the CD on it and the front cover showing) for the single release (such as Asda, Tesco, HMV). This will remind any of my target audience of the release date and will be more influenced to buy it the next time they go shopping and see the posters.

• I could also have Amazon display my CD cover on their website when my target audience wants to buy it online like all the other stuff their going to buy. This idea of placing my CD (back and front covers) came from my case studies which I found online. I wont display the insides of my CD cover because I want an element of surprise when my target audience sees the inside of my CD when it arrives in the post the next day.

HOW DOES IT COMPARE TO THE REAL

THINGP r i n t P r o d u c t s :

• My print Products can match and probably beat any other professional ones that can be found online. I say this because I have regular CD cover conventions and ideas any other professional artist would have used in his/hers album cover or magazine advert. For example I have a decent range of close up’s for my CD digipack to emphasis my artists importance in this album (its all about her).

• I also used lots of eye-line matches were used to help my artist interact with the target audience with eye contact. This eye contact with the audience will create an emotional connection with them with her eye’s which will influence my target audience to buy my single.

• A barcode was included to be scanned when someone wants to buy my CD. All CD’s have a barcode on the back cover of their CD’s because they don’t want it to be seen on the front cover (the most visually interesting thing about a CD) so you have to place it on the bottom left hand corner of the back cover for no one to notice (just like all professional CD covers).

• Some legal information on the bottom of the back cover and the text was in a very small font to save space for the other stuff in the back cover (such as the image, and tract listing).

• For the images used in all of my CD digipack and magazine advert were edited using PhotoShop (a very professional piece of editing software) and I used many techniques on it that would have been used on any other professional album. Some techniques that I used are listed below.

• I also used a combination of a greyscale and level changing on the images used for my CD digipack. A Greyscale was used on the picture of my artist to keep to my colour scheme (grey/black) and I used the levels to change the contrast of each image to make sure that they aren’t either too bright or too dark.

• I also used a spot healing technique on Photoshop to remover all spots my artist may have to increase the visual interests my artist has for the audience to be drawn to this CD cover/magazine advert.

• I also have lots of layers in each of my print products (on PhotoShop), especially the back cover. The reason why I have lots of layers is because I had to add lots of stuff to each print product to increase it’s visual interest (except the inside left cover, which I wanted to keep a plain image of my artist). Some examples of stuff I added in each layer are Vector smart images (smart objects) of the text “Beyoncé” and the text “Dangerously In Love”. These smart objects (images that won’t pixelate when enlarged or zoomed in) were created by me on Illustrator. I also have layers for text such as the legal information on the back cover, and I also have shapes for the CD itself (a circle right at the back to make the image look like a CD). A professional CD digipack or magazine advert will have lots of layers.

• With all the professional camera techniques (with the DSLR Nikon Camera) and editing techniques (on Photoshop) I honestly think my print products can match any other professionals work.

HERE ARE ALL THE LAYERS ON THE BACK CD COVER

HOW DOES IT COMPARE TO THE REAL

THINGM u s i c V i d e o :

• My music video uses a lot of conventions and camera and editing techniques to match other professional music videos on the internet. I used many professional pieces of editing softwares for various amounts of tasks, such as Photoshop and Final Cut.

• A variety of camera angles, shots and movements have been added to this music video to make it as professional as possible, such as close-up, mid-shots, eye-line matches, low angles, panning and tilts (which have been all covered the IMAGERY (MOVEMENT) slide before). With all these shots being used for their intended hidden purpose (denotation) I made my music video very professional.

• A bunch of different locations were used for my music video (barely any professional music video would use one location), especially my genre RnB which utilises a lot of locations to make a music video.

• The cutting rate changes from slow to medium during some points of the music video (slow cutting rate at the intro of my song because of the slow tempo but speeds up when my artist walks past the tree with that love letter to emphasis her excitement). All professional music videos change the speed of cutting rates at specific points in a music video for a certain effect.

• A variety of different transitions were used in my music video to have a certain effect at each one or just to follow common conventions from present music videos. For example I used a fade in and out on the picture of my artist’s boyfriend on the phone to portray the way he entered into her love life. I also used a transition in the intro of the song called a horizontal split which was used in Ciara’s music video “Body Party”, and this follows the conventions of a typical music video (having a transition of your artist singing sideways to the camera while the title to the song is placed on the left hand side of the screen).

• My artist also wears a variety of clothing also mentioned in the slide “Themes/Content”. My artist wears a couple different outfits throughout the whole music video like all other professional RnB music video, but the style of these clothing are similar (keeps the house style and colour scheme consistent).

• Unlike all the other professional music videos my artist wears barely any make-up on her face to keep that natural look on her (emphasises her innocence in this relationship). This might not be a typical RnB convention but it also makes my music video look as professional as the rest.

• With all these editing/camera techniques listed above prove that my music video can match up and be compared fairly against any other professional music video.