Wednesday, 14 December 2011
Evaluation - Question 1
In what ways does your media product use, develop or challenge forms and conventions of Real media products
Music videos from the Genre Drum and Bass usually have an Art-house music video. There are three types of music videos that can be made. Performance, Narrative or both also there is an Art-House, which consists of a video that doesn’t go with the music of the song. The music video we have done is drum and bass song witchcraft by Pendulum. Although our video takes conventions from the Dubstep genre as the song has a very fast beat and the when the beat breaks there is a transition that we have added so mostly every time the beat drops there is an earthquake transition with a different colour added.
A usual music video from the Dubstep Genre mostly includes different montages of images or a transition where two moving images are put on top of each other. There is another type of the Dubstep, music video. Through some research of the whole genre and the videos mostly include short clips from different cartoons e.g.: Misshin - Wabbit (Dubstep) Looney Tunes. The Cartoon style music video goes quite well because the actual track that is put down usually is quite fast and the track also ends quite quickly the example is only 2 Minutes 47 Seconds.
Our Music video doesn’t go with the usual conventions of a drum and bass music video as our music video. The music starts at a quite slow tempo. The first lyrics of the music are “It’s in your eyes, a colour fade out” when this played the video part goes nicely in sync as the camera has an extreme close up of Lukes Eyes then when it says “Fade out” the scene fades into a different part of the video.
There are some parts of our music video that goes with the conventions of a drum and bass song a typical drum and bass song usually contains a performance with a band. Our group has done this in the studio although rather than having the band play out the song in our video we have merged the band playing with the surrounding areas in Manchester town which we have filmed when we have been out filming for extra footage this has came in good stead when editing the music video. In the actual music video for Pendulum Witchcraft there is a full performance by the pendulum band. The Band consisted of six members where in our studio scene we had four people three guitars and a drum kit. Most of our music video doesn’t go with the right codes and conventions of usual drum and bass tracks. There are parts which are connected from the music and the video although most parts of the video are montages of graffiti in Manchester.
Evaluation - Question 2
To evaluate the effectiveness of our work we had to consider and address many points such as how our advert and CD case compliment each other and how the advert works in selling our product.
We feel that our project is very effective due to a combination of factors. Firstly the magazine advert has several features that create a successful promotional device. One of the features that work’s well is the bright, large aesthetically pleasing texts. The choice of color - white, promotes a clean and fresh image of the band, we felt this was beneficial to selling the product as target audience would develop an interpretation that this is something new from the band, text being used for a particular effect is conventional throughout professional versions of our product.
Another aspect of the advertisement that positively highlights our product is the choice of imagery. The background is a shot of a mellow, yet mysterious forest that relates to the album and in particular the song “Witchcraft”, this conjures several connotations of myths and legends of spiritual and paranormal ideas relating to the practice of witchcraft.
The date of release is clearly displayed for the audience to see, this is important as without it people would not have the information needed on making the purchase, thus would affect the sale of our product.
The advert design features several quotes from well renowned newspapers, this supports a positive view of the album, further enhancing the sale of the product. Having such well known names present on the advert adds to professionalism and sophistication in design.
The CD cover is positioned in the centre of the advert, this prioritizes the product and creates a powerful and important effect which assists in creating an appealing advert to sell the product.
The CD has been designed in a much different way, following a design path that consistent throughout the finished CD product, this is featured on the advert, and is much different to the base design featuring the trees. The CD is based on a number of ideas, such as the use of supernatural or extra terrestrial entities, hence the strange vortex lime image.
The music industry has millions of customers that enjoy listening to and purchasing the latest music. Many people may want to experience new music, and so one way for them to decide on this may be based on the album cover alone, if it represents a style they find attractive.
Evaluation - Question 3
In order to get our audience feedback we decided to post our video on the social networking site Facebook. We decided to use this site due to its access to large numbers of people relatively easily and quickly. We also decided to video some of the friends and family who had watched our music video, in order to capture their opinion in a more interesting way.
In general, the response for our video was good, with most enjoying the diverse layers and the widely used effects added during the editing process. Due to Facebook’s large amount of users we were able to gather some useful feedback, which enabled us to look at our video and how it could have been improved. In order to post the video on YouTube, various members of the group had to use their personal profiles.
This restricted the exposure of the video as only friends and family could view it, this may have resulted in some biased or inaccurate feedback. Nevertheless, of the few relevant comments we did receive regarding feedback, all of it was positive.
Due to the limited exposure on Facebook, we decided to upload the video to YouTube, the, the most well known website we could think of for uploading videos. Using this website would have allowed us to tailor how the video was found via ‘tags’ meaning that only those the video is relevant to will find it, such as those searching ‘A2 media’. However, once we uploaded the video we soon realized that our video had been blocked, based on copyright grounds. This meant that nobody could view the video, and that Facebook would be our only source.
As a result of us being unable to upload our video to YouTube, we decided to video our classmates, who have done similar projects, on their opinions about our video. We started by asking people we know would give relevant, useable feedback and then videoing them in an interview like scenario. This enabled us to gain a more in depth analysis on a video, from people who have been in the same situation.
The feedback for from these interviews brought a number of interesting points about then our music video to the surface. For example, a number of the interviewees noted that then performance-based elements of the video were all cut quickly. As a result of this we re-assessed our video and added the band performance part of our video, largely enhancing the quality of our video.
In conclusion the feedback received on the video, both from Facebook and the video interviews was generally good and very useful as the feedback was used to enhance the video, making it a piece that although could still be improved greatly, much better than the original.
Evaluation - Question 4
During the making, planning, researching and evaluating processes of our video we have used media technologies in a number of ways. Originally, just the most basic equipment was used, such as the camera and editing facilities (final cut pro). However, once we analyzed the reviews we decided that more advanced technology was needed in order to make the video the best it can be.
Whilst filming the video itself we have been able to make the best of the colleges media technology in order to make the best of the. This was mostly used for the band performance aspects of our video. After looking back at the various reviews on our video, many including experts within college commented on the lack of performance in the video.
As a result we decided to use the green screen facilities available in college. This enabled us to layer multiple angles of the same image at the same time as filming; creating a unique effect that once layered onto the music video vastly improved its overall quality.
Final cut pro was key to the success of our video (if its successful) as many of the effects that made the video interesting were added at the editing stage, such as the various filters. The program also allowed us to accurately shorten the length of the song, as we joined to separate parts of the song to create an ending for the song.
Monday, 12 December 2011
Friday, 9 December 2011
Video Analysis - Goodwin's Theory
Firstly, our video follows similar genre characteristics to other 'drum n bass' music videos with the fast cut editing used to keep a fast pace to the music video. In addition to this the rock aspects of the song are also showed via the performance aspect of our video, which features most member of the group (Luke and Jordan) and a few friends performing the song as a band in a studio.
Generally, the relationship between the lyrics and the video could have been improved, although some film has been specifically added to match a lyric. For example, the line in the song 'a snap shot from where you were born' in the opening lines of the song is played alongside a piece of film featuring discarded objects outside a warehouse setting, giving an insight into our interpretation of the deeper meaning of the lyric.
The relationship between the music and the video is much stronger than that of the lyrics. The video was specifically designed to have a fast cutting edge, as well as being slightly dark meaning that all the shots filmed were done so in an appropriate fashion. This meant most of our filming was done in Manchester's northern quarter, well known for its graffiti walls and underground music scene.
We decided based on the bands style that the demands of a record label for our video would include dark, abstract images to match the bands style. Pendulum are well known for their unique style and dark videos, often with performance aspects, something that we felt necessary to follow. In our video the performance elements are evident throughout, placed over fast cutting graffiti images, making our video fully relevant to the bands style.
Although Goodwin's theory on the use of notions about looking and watching, along with the use of the female form are not used in our video, other shots are based on similar ideas. For example, throughout our video visual effects are consistently used over our film, such as the use of ripples and earthquake effects. These were added to change the way the viewer sees the video, giving many of the shots an unusual look.
In our video there is no inter-textual reference to any other music video, TV program or film as we felt it was necessary to make our video unique. However, there is a brief reference to the popular conga dance, in which groups of people join together in a line. This is briefly used in the video when the characters begin moving back and forth across the screen.
In conclusion many of Goodwin's ideas about music videos are evident in our own video.
Genre Research
Drum and Bass has quickly progressed over the 15 to 20 years that it has existed. Although Drum and Bass used to be more of an Underground genre of music, it hasn’t been a mainstream genre because of the amounts of followers. However now drum and Bass has since been easily recognizable thanks to its fast paced beat and has been widespread to the younger audiences who attend nightclubs and raves. Contemporary Drum and Bass has urbanized to a more electronic sound, and helped to build upon the reputation of other sub genres associated with Drum and Bass such as Dubstep.
Likewise to that of Brit Pop, Drum and Bass have originated and developed within the UK. Another comparison with Brit Pop is its popularity with young, up and coming British artists this is due to the amounts of Raves and nightclubs that are open nowadays, which play this genre of music. Famous artists Pendulum began their music career using the original Drum and Bass sounds, though they developed their sounds and fused rock with the fast beat's to create their own original Drum and Bass music. They have since been extremely successful, reaching number 1 in the UK charts with their latest album "Immersion".
Thursday, 1 December 2011
Magazine Advert Research
This is an Magazine advert for Pendulums Album Called Immersion. The genre of the actual music is Drum and Bass. This album include the track that we have done a music video to "Witchcraft".This Advertisement is very simple as most of the A4 page is taken up by the front CD cover.The Background of the page has a similar effect to the CD cover.There is minimal text on the advert.There is a Date for when they are playing live and where the band will be playing.It also has a website,It says the album name and OUT NOW in a larger font then anything else. The font used is quite formal and the text colour is White to contrast with the blue background.It has two record label logos at the right hand side bottom of the page one of the labels is the well known conglomerate Warner Brothers,this is the Warner Music Group.This looks very simple nut effective as it has all the information that is needed.We think that this is the best way to show and present a magazine advert so ours should look similar to this.
Monday, 28 November 2011
Digi pack Research
This is the Actual CD cover for The Pendulum Immersion. The Track that we are doing is Witchcraft and this is the album that contains it. The genre of the music is Drum and Bass a type of Electronic Rock. Most of the tracks include fast breakbeats and heavy bass and sub-bass lines.
Although the Pendulum covers do not show the genre of the music. The way the way the covers have been put together has been thought about. The CD front and back cover shows the bottom of the sea with light shining through the top layer of water.
This is the Front cover to Kanye West's Album "Graduation". The Front cover consists of a few words. The background colour and the colour of the font is quite similar this makes the words harder to see.This is something that we will not be including with our CD cover.
This is the artwork for the 2 inside covers. These are just the background to when you open the CD case up.The CD Would go on the left hand side.And the track list could be on the right hand side panel as on the back cover there is no information on the tracks on the CD.
This is the Front and Back cover to the Album “Eminem is Back”. The CD covers are very simple but effective I many ways. The front consists of a mid shot of Eminem, the colours used are just black and white where on the front cover is quite dark and the contrast writing is in white.
The Back cover is also quite plain it’s a black colour with parts have been scratched into. The tracks that are on the cd are showed centered through. It also has a barcode and the record labels logo and a website.
Wednesday, 19 October 2011
The Use of Technology In Filming
In addition to this, none of the members in our group had previous experince with any of the other equipment, and although the option to learn was provided, we decided that we should keep our use of equipment such as greenscreens limited in order to get the best most appropriate footage possible, rather than trying to adapt our ideas so we could make the most of the equipment.
The camera we have used for most of our filming is compact, but more than capable of helping us gain the desired shots we need for our video, allowing us to improve and adapt them in the editing process. The tripod on the other hand has helped us greatly in creating consistently well positioned shots due to its ease of use when putting the camera in obscure positions. The adaptable legs and adjustable height have helped us create some interesting angles for shots to be used in our video.
However, there are a number of downfalls to our equipment used in comparison to that availible.For example, equipment such as fig-rigs would enable us to create effective tracking shots, unlike the camera we use, that is only effective in a stationary postition. In addition to this, better quality of footage may have been achieved through use of the colleges green screen, as poor weather and lightening may effect our more organic approach
The Creative Process
We developed a number of ideas whilst researching videos by artists such as pendulum themselves and other 'drum n base'artists and electronic rock bands such as Prodigy. Link to Prodigy's 'Omen' (http://www.youtube.com/watch?v=xMVTKOoy1uk). What we found interesting about this video was its use of both performance aspects, when the band is on stage, along with the fast cutting of the video to the beat of the music. This is something we decided we would like to incorporate in our music video. We were also intrigued by the use of the young girl in the video, her attendence in the video added an eary effect, whilst aslo slowing down the pace fo the cuts.
The monochrome theme along with the special effects ideas came from our belief that black and white created a more polished, professional feel to the video. On the other hand, the special effects ideas, such as one idea in particular that features cold air changing into sound waves, came from ourselves as we researched in detail the meaning behind the confusing lyrics of the song. Other special effect ideas came from images and videos such as those seen when using music playing software to play media, or on radios and stereos as song are played. These include abstract lasers and bars thats move across the screen to the beat of the song.
Originally we discussed a number of ideas and have adapted them gradually as our filming has progressed, such as with the use of some camera shots. For example, the planned shotlist included a side by side two shot of the two main characters in the video, however, due to the difference in height between the two, we felt that the shot ended up looking tacky and unprofessional. We also discussed ideas such as the use of some animations and special effects, which we later decied were too advanced for our group to successful complete, such as the use of laser effects, as mentioned previously.
Overall, all of our group contributed in crafting the final idea for our video as a number of different ideas were adapted to suit both our capabilities and the song/video. In addition to this the new ideas and creative decisions for both the basic filming, and effects to be added during the editing process were developed as we progressed with the filming of the video.
Monday, 17 October 2011
Shot List
Extreme close up of the character in the middle of the rooms eyes as he walks towards the character by the door
Medium shot of the feet of the character walking towards the door
Two shot as the two characters begin walking together away from the open door
Two shot as the two characters sit down on bench with different speeds. The speed of the general public will be extremely fast, unlike the two characters who will be slowed down.
Close up of a breath of cold air/smoke. As the song begins to drop an effect will be used on this shot to make the breath begin to appear as sound waves.
Two shot of the characters sat on the bench. The screen will appear to move/vibrate as it is effected by the son
As the screen moves the camera will gradually begin to change to monochrome.
Costume Analysis
In the music video of Witchcraft the band members are clearly shown to be wearing dark, primarily black clothing. The effect of the dark clothing adds a mysterious almost nightmare feel to the music video. We feel that due to the nature of the song we should continue this theme throughout our own production, however with a number of our own features. We intend our video to be more intense than the original and the clothing of the cast will effect this with the use of hoods and possibly make up in order to reach the desired effect.
2.Slow zoom on the sun from a canted camera angle.
3.Mid shot of Luke sitting on a Step.
4.Close up of Luke's head looking down.
5.Close up of Luke's Face looking up.
6.Medium shot of Luke walking slowly.
7.Long shot of Luke walking down the street.
8.Long shot of Luke walking half way through the Road.
9.Extreme long shot of a coach going past the road.
10.Close up of the Coach going past and Luke disappeared.
Wednesday, 12 October 2011
Analysis - Location Shots
This is an alleyway in the middle of Manchester and is a very suitable location for parts of our music video. It is very fascinating how the light comes through from the end of the passage; it makes the scene have a purpose as if it was going somewhere because the light symbolizes the end of the road e.g. The Finish. As of yet we don’t know which scene would take place here but I am sure that after we have filmed a few scenes we would need some more footage and this is where this analysis of filming locations would come into consideration.
This is another possible location for a few scenes of our music video. This is a great location for some fast cuts back and forth and some video sped up into double time cut to the fast beat. This location would be very interesting at night as the outline would be quite dark but the lights throughout the middle would make the whole passage way look like a light box.
Tuesday, 11 October 2011
This is a possible location of an abandoned warehouse that is located on Warwick road, Old Trafford. We would be filming the intro scenes here. Although the background of the warehouse is the main attraction, in some of the scenes we would have close ups of the actor’s facial reactions and many abstract shots.
Monday, 10 October 2011
This is a possible filming location for a small amount of scenes; this is because the music would suite fast movement of the camera and fast cutting between different locations. I think this is an excellent location as the music video we are going to be doing is a fast beat and changes all of the time. We would like to film this section of the video when it is quite dark, as we want it to look like a dark alleyway with light coming through at the end.
Production Treatment
- Performance - Guitar playing, characters searching etc
- Costumes - Dark, casual clothing
- SFX - Monochrome, laser/sound waves/abstract effects
- Key Locations - Manchester's northern quarter.
Monday, 3 October 2011
Calvin Harris - Bounce Feat. Kelis (Analysis)
The video starts with a couple fighting like a conventional love story but you know it wont be a conventional love song. This is evident when the beat drops and it is electro house style music. The Technical aspects of the music video include many close ups, long shots and fast cuts to the beat. An example of an extreme close up would be on a tennis ball that has bounced then is caught.
There is some lip-syncing used when Kelis appears, this part looks like a desert location where there is a mini performance. Some parts of the video have the camera panning round the actor in the video I think this looks very effective because it is cut to the beat and is relative to the narrative part of the video. Around the 2-minute mark of the video there is some intertextuality to Elvis Presley In Vegas.