Evaluation Question 2

In order to create a successful music video, digipak and magazine advertisement a brand identity was needed in order to link the three products and make them unique and recognisable. We made sure to make all the products we made could be easily recognised as having a connection through

the use of things such as colours, designs and characters from the music video.

Regarding the music video it was set in London Soho at night, knowing that there would be bright multi-coloured lights we decided to use this as a key component

in our music video, symbolising the culture of the night life of London and its resemblance to a concrete jungle.

We also used the main character of the music video to help promote brand image by including him in most scenes and having him have a unique clothing style of wearing all black and having a hood that covers most of his face in order to symbolise death by having similar traits to the image of the Grim reaper.

Our music video also includes the brand of night time as the majority of the shots were taken at night which connotes a more adult themed music video and the feeling of uncertainty.

Another component of the music video which makes it unique and identifiable is the pool scenes, by incorporating the pool scenes a lot and as an integral part of the music video it becomes memorable for the audience and makes our music video unique from other Dub step music videos.

With the Digipak we decided to build on the brands that we developed in the music video, such as incorporating the concrete jungle theme by using an image of a big grey building being lit up with a bright light with trees in the

foreground, giving the connotation of a concrete jungle with the towering building having a link to trees that you would find in a normal jungle. We also included the image of the main character in the digipak to further promote him as the main focus of the music video, as a kind of mascot for the brand.

Our digipak follows the forms and conventions of other digipaks with the use of a large photo

of the artist on the front in order for it to make the digipak easier to recognise and identify on shelves and improve the star image of the artist. We also followed the convention of having the same style and colour throughout the whole digipak. The digipak was created based on a variety of different digipak designs such as ones by ‘Tinie Tempah’ and other rap and grime artists’ digipaks. This shows through the use of the photo of the artist as well as centring of the text another form and convention we used from analysing other digipaks such as the use of the parental advisory and incorporating aspects of the music video in the design.

Regarding the magazine advert we included the brand elements that were present in both the music video and the digipak. A large image of the main character was included in order to further promote the main character of the

music video. The main character is seen positioned on a street late at night which follows the brand we have of the night life of a city.

Regarding the forms and conventions of magazine adverts it can be seen that we used a lot of them in our magazine advert such as the use of a review given on the music video as well as the inclusion of where the digipak can be brought as these are important components that must be present in every magazine advert. However are digipak deviates from the established norms and conventions of magazine adverts by using a photo that

is different from the design on the digipak. I decided not to follow the normal convention on this in order to make the magazine advert purposely different from other magazine adverts and therefore stand. We did this to help establish our brand with a unique style for our magazine advert.

From the forms and conventions that we did use it can be seen that our magazine advert has been influenced by other magazine adverts by artists such as ‘Gwen Stefani’ and other rap and grime adverts

Q3. What have you learned from your audience feedback?

From our initial target audience research we found that our target audience would be predominately male between the ages 15-20. We decided this would be our target audience as the research into Dub step and grime music genre showed that it was male dominated and our questionnaire confirmed that Grime was the most popular music genre. By carrying out a questionnaire we

learnt that our music video had to be narrative driven though a large amount of people also liked performance driven music videos so we decided on a fusion of the two. We also learnt that we could not use too many special effects as people do not like to see too much of it and that we needed to use a song that had a fast upbeat tempo as that reflected the current music taste. From our questionnaire it was also learnt that a male artist would appeal more to our target audience and that the race of the people involved in the music video was not an important issue.

Our Questionnaires also taught us what to avoid when making a music video in order to appeal to our target audience. We learnt that our target audience do not like it when the video is abstract or the story gets to in depth and hard to follow. We also learnt out that in order to attract the most amounts of people to our video it would be best placed on YouTube, as that is where the majority of our target audience watches music videos. We also looked into rap and grime music videos to see if we could see any reoccurring elements that appear in the majority of them so that we could include them and create a successful music video.

In order to create a music video that would appeal to our target audience we incorporated aspects of what we found out in the questionnaires. Firstly we decided on having the main character wear a hoodie, as we knew that hoodies are often related to youth and crime

culture, an aspect, which relates to the song we used. We also used the convention of colours as we had the main character dressed in black while the other character the antagonist is seen wearing white, which is a convention used in many other different medias and it portrays in a very simplistic way, a force of evil and good. We decided to simplify connotation of objects, as that is what our target audience likes to see in music videos.

Regarding the audience positioning we wanted the audience to put themselves in the position of the main character as they follow him on a night out and carry out some of the acts a lot of our target audience might. Such as excessive drinking and drug taking and we get to see the ramifications of his actions. We also decided to have the audience positioned from the main characters point of view as we get to see just how much of a mental impact of killing someone has on someone, something that is not really seen in other music videos making our unique.

With the Mise-en-scene we tried to make it as realistic as possible as our target audience likes to see realism portrayed in music videos. So we used a combination of camera angle and positioning to portray certain things and make them look realistic. For example for the scene where the main character flicks open a knife, we could not use a real knife as it would not be safe, so we used a flick out comb that had a metal back that we faced toward the camera so that all you could see is the glint of the metal. Another instance was the scene where the main character vomits;

we used vegetable soup mixed with flour in order to get the right consistency and look.

Once my music video, digipak and magazine advert was completed I carried out another questionnaire in order to get audience feedback and see how well I succeeded in meeting my expectations. My questionnaire involved fifteen people all of whom were part of my target audience, and I asked them sixteen questions gathering both quantitative and qualitative data.

From the questionnaire I found out that most of my target audience has the preferred reading on my music video, where they were able to identify with

the main character, and understand the emotions we are trying to portray for example when the main character feels remorse for killing

someone and could see that the video could fit the genre of music and looked professional. The target audience was also able to follow the story and knew what was happening.

However we found that nearly half of people believed that the characters were not portrayed well, for example some thought that the main character was portraying young men as being extremely violent and having a short temper. While others felt that the main character was a bit reserved at times and should have been acting more out of control. Some of our target audience also suggested changes that could improve the video such as including more drug scenes.

Regarding the Digipak I found that most people would buy it as they felt it looked professional and that its style represented the mood of the music video and they said that this is beneficial for them because if they saw it in a shop then the design would give them an idea of what to expect in the music video. On the other hand even though the majority of people said they would buy the

digipak, a large amount of people said they would not buy it as they felt that looked a bit cluttered and had too many themes going on all at once.

The magazine advert was received generally well, our target audience felt that it was well constructed,

for example someone from the questionnaire felt that the photo of the main character was done well as it made him look sinister. However some people felt that the advert looked a bit empty and that something was missing from it, but they did not know what.

Generally I believe that we produced some successful products. We made sure to have one main theme that was present in all our products and our target audience felt that are products matched the genre we were looking at. We also managed to get 106 views of our video on YouTube and good reviews. I believe that our products would be promoted by a widespread record label for major release as I found from my audience feedback that most people were willing to purchasing other Professor Green songs after viewing our music video. I also feel as if it would be widely distributed based on the growth of popularity of the Dub step and Grime music genre it recent times and just how well are product were received with our target audience.

Q4 How did you use new media technologies in the research, planning, construction and evaluation stages?

When I started the project I began by researching and planning my music video. In order to research the genre of Dub step I used websites such as Wikipedia in order to look up the history of the Genre and find any important details to include in my music video and Digipak. I also used websites such as

YouTube to analyse other music videos in my similar text analysis, YouTube was helpful in that I could watch a variety of different music videos all in one place and for free rather than buying each individual music video in a shop.

After completing my research into my target audience I used the software Microsoft Excel in order to compile my data into easy to read graphs. This allowed my work to be better presented and easier for me to look back on for relevant information. For the Digipak and Magazine advert I used search engines such as Google images in order to find an example of other Magazine adverts and Digipaks. I also used a search engine called ‘Tin eye’ which is a reverse image search, it let me put in an image and then it would find where it

came from; this was helpful in finding out more information into what I was searching for.

During the planning stage I used a scanner for when I needed to input

my sketches of the storyboard into the computer as well as the sketches I did of what I wanted my magazine advert to look like.

As the Director for my group I felt that it was my duty to learn how to use all technologies involving the shooting of the music video, editing and the creation of the Digipak and Magazine advert in order to better explain what I

wanted my group to produce. I studied the manual of the camera we used the Cannon compact HD cameras. I learnt to use many of its in camera functions

such as controlling the light settings and colour balance, which came in useful when we were shooting night scenes. However we did encounter some problems with the focusing of the camera, as the camera is has automatic focusing it had trouble focusing when we was in a dark place which was a lot as we have many night scenes. However we resolved this buy shooting a lot of the night scenes under a street light or other bright source of light, which meant that the camera was able to focus.

I also carried out all of the editing, so I had to learn to use the editing software Final Cut Pro. In my music video I found that some of the scenes did not flow together properly so I learnt how to use transitions such as fades and dissolves. I also learnt how to merge two shots together in order to create the effect that someone has disappeared in mid-air.

When I had to create the Magazine advert for my music video I used a Cannon EO1000D DLSR in order to take the photographs that would make up my advert. When taking the photos I also used both tungsten light as well as natural light. In order to construct the magazine advert completely I used the software Adobe Photoshop CS5. I already had past experience with Adobe Photoshop CS5 so I did not have too much difficulty in creating the Magazine advert, however I did learn some new techniques such as changing the blending options in order to make the photographs blend into each other rather than overlap.

I also learnt some Blogger techniques such as how to change the background and design of my blog, in order for it to match the theme of my music video. Also I learnt how to upload videos to blogger which saved me time, rather than having to upload it to YouTube.