Our media product is based on the research of other media products, their conventions and forms, which we included, developed and in some cases challenged, into our idea's we created for our Music Video and it's Ancillary products. Our brainstorming led to a development of our idea, but the research stage led us to eventually finalise certain aspects (forms and conventions) of the idea, according to what we discovered.
Our first plan of action was to find other media products that were similar to the idea we wanted to create, as well as the type of music we were designing the video for and analyse the aspects that they used. We looked through popular videos from such bands as Bloc Party, Temper Trap, The Maccabees, Mumford & Sons, Foals etc. and noticed conventions that we wanted to include and adapt in our own product. These were: Animation; Live shots; Lighting; and Triggers.
There are numerous places in which you can find examples of how we have followed conventions, using our research and exploration to establish an understanding of how to incorporate these conventions into our product.
We noticed that many bands of the folk/indie genre (which is the same genre of 'Belingo', George and my self’s band used in the video) who produced a promo video, or something of that sort, usually have music videos that primarily use animation as a main convention of their video. For example, this can be seen in certain videos of the bands we analysed, like Jet (Are you gonna be my girl?), The Maccabees (Precious time; Latchmere) and the Fray (Heartless) and a few others. This was a convention that the whole group believed would be perfect for our own product too. We chose 'Stop-motion animation', which is frame-by-frame photography, much like the animations seen in the many of the Maccabees videos, including the ones we explored. We found this to be appealing to us, as well as financially efficient for us and within our capability, since some members of the group did not much experience or had only explored the convention on a personal hobby level. After checking with our demographic, via means of a questionnaire, we decided 'for' the idea and our final product shows several scenes of stop-motion animation.
Another important convention we discovered when investigating upcoming bands or even developed bands, when you look back to their beginning promo videos, the amount of time that the band members are visible in the video compared to later videos, where acknowledgement of 'who the band are' and 'what they look like' is not as necessary since they would have progressed in fame likely through the media. We found this to be case whilst researching many of the bands I’ve have already mentioned. However, we took a few cases further and analysed to show the progression of the bands videos. These include Bloc Party, who's videos ranged over various album releases, to Temper Trap, who were upcoming with videos from their first album. Both showed a healthy progression, which consisted of: The band being the main focus of the production, mostly what they look like and wear, in the first videos; In later videos showing the band often, but usually in a story driven video or a video with another convention (something we did later take into account); and the latest videos either not showing the band at all and using a different form or convention to interest the audience, or the band are featured in minimal amounts, by means of live shots or story driven once again. Since 'Belingo' are a local and undiscovered band, we thought it appropriate to follow this convention by showing the band as much as possible.
Finally, one other convention that is clearly followed is the location used for the music video. Other such products, like Foals (Balloons) and Mumford & Sons (Little Lion Man) are situated in a small hall or small room of a house. This seems to be typical of the Folk/Indie Genre and a convention easily available to our group also. Discussions within the group led to the outcome of a Church Hall, which we felt with the right lighting, would be a perfect representation of that convention. From here on, we started to adapt and challenge conventions.
The conventions that our group used but challenged and adapted are found most prominent with our use of Lighting and Dynamics. Our own lighting effect used within the product differed to the lighting effects we analysed in the bands mentioned previously. We used household lighting to give a calm, warm feel to the hall we were using, much like the 'Little Lion Man' video by Mumford & Sons. However, we wanted to change the feel that the lighting gave in relation to the emotion and lyrics of the song. Once the breakdown of the song occurred, the lights would flash on and off. Bands like Temper Trap also used flashing lights in their video 'Fader'. However, in Temper Traps case, the lights flash throughout, and in other bands case, the lighting does not usually change very often. We wanted to bridge these ideas, as well as convey our own method of empathising the emotional stages of the song; Lighting was a key part of this. As a group, we thought this would be a effective way of gaining the audience’s attention to the song, as it may not be something that they are used to seeing.
The dynamic of a video has also been challenged to the common structure we analysed in the other videos. We noticed that music videos often fall into a dynamic category, such as, a 'story driven video', an 'animated video' and a 'live video'. Looking through these different types of videos, we sought a way to make our video unique from the norm. Since most videos contain only one type of dynamic, we decided to create a hybrid. For example, The Maccabees videos present the audience with a completely animated experience, whereas, 'Fader' by Temper Trap show only live shots of the band. Since we had already early discussed from the results of research, we should include many shots of the band, but first videos usually fall under the animated category, we decided develop and challenge these two concepts by combining them in our video. It is difficult to find an example of a live shot and animation hybrid video in the folk/indie genre, but we believed a combination of both would suit our audience very well, since they enjoy the creativity of animation and the familiarisation with the members of the band. This left us we some of the common parts of music videos changed by our hand.
To conclude, we have used many conventions that are typical of the folk/indie genre from which we have followed, developed or challenged so that they suited our desires for the final product, whilst retaining a professional and recognisable similarity to the music product of the same category. The animation as a feature is common throughout music videos of this genre, which also adopted icons, such as, the 'Belingo' title, the heart pulled apart by hands, which they could relate to the genre or could be recognised by a previous viewer as well as live shots of band member, so their new audience can familiarise themselves with the faces. However, challenging conventions was also present by means of lighting and dynamics, where we bridged two common concepts that were typical of our analysed music videos. For example, the 'Live shot & Animation' music video hybrid, rather than the conventional singular feature music video.
How effective is the combination of your main product and ancillary texts?
We thought that the best way for us to combine both the main product and the ancillary texts was by using a 'running theme' throughout the productions, to insure that each piece complemented the other. The main features we included to insure this were: Animation, the colour scheme and font and the inclusion of the 'Belingo' logo on all three texts.
The Animation, being a key feature of our production, fitted well into all of the pieces. Since we used photography to create the Stop-Motion Animation, all of our original photos and items we used to create the animation were available to us, so we decided to use those pieces in our ancillary texts as well. Also, since some of the items were used in the video, if they were to be seen in a magazine advert, anyone who had seen the video are more likely to respond to the inclusion of those items. The creation of both ancillary tasks were produced using Adobe Photoshop CS3, where we edited, cut, pasted and tried to as much of the animation items into our magazine advert and CD/DVD cover. This is also where the colour scheme was introduced. From the discoloured white paper we had used to shoot the animation, we used Photoshop to gain that very same colour and included it in both ancillary texts, to further show the link between each element. A final and subtle feature was the use of the same font, Arial, on both pieces. We used various different methods to ensure the effective combination of all our productions so that the audience could easily distinguish that they are from the same band.
What have you learned from your audience feedback?
From audience feedback that we received throughout the production of all three productions, I have learned that audience feedback it critical, especially as certain stages of the production. For example, My group and I altered our storyboard according to the response we gained from a possible audience. This was only during the construction stages, when we had not finalised our storyboard, but nevertheless, it was crucial to the eventually finished product. It allowed us to see unnecessary areas of our first drafts and establish key points of the video we wanted to highlight (e.g. Whole band shot at the beginning, rather than an introduction of each member slowly). Overall, the audience allowed us to create a better product for our audience, and taught myself and our group the importance it has on a product.
The feedback we received once the product was in post-production and eventually finished was relatively positive. However, it also taught me and my group the importance of lighting, especially since we used that convention as a key part of our video. One comment read, 'in some cases the lighting was very dark and hard to see band members in the corner.' This constructive criticism was very helpful for me and my group seeing as it was related to a key feature we wanted to include, which was the creative use of lighting and the ability to see each band member. Unfortunately, that viewer clearly had trouble due to our lighting choice, and the chance for him to familiarise with the band members is then stunted. However, 'I like the animation' was a comment we received, which showed the successful implementation of animation into our live shot/animation dynamic, which was something our audience may not have seen before. I have learnt the importance of the audience feedback in the early stages of any production can lead to a product that appeals the demographic it is aiming for, which i believe my group achieved.
How did you use new media technologies in the construction and research, planning and evaluation stages?
During the production of all of our media texts and main product, we used new media technologies to help us through. During the construction stages, we used Windows Movie Maker which was used to piece together our movie, enabled us to edit the sections we deemed unnecessary and include any special effects or additional features we thought that the video would benefit from, and our audience would enjoy. Moreover, it allowed us to follow our storyboard by placing certain shots in the correct places. There was one case we found where we had a few shots that a tripod was visible in the background, so we used the program to replace them with other shots. It also allowed us to combine the music and shots which we had to manually sync in order for the production to look professional and correct. We used a Flip Ultra HD Camcorder for the shooting, and a Nikon Coolpix for the photography of our animation, seeing as the camcorder was no stable enough on tripod to prevent too much movement. Furthermore, the Nikon was a far fastest method, which enabled us to construct the animation section much quicker
In terms of research and planning, we incorporated new technologies in various different ways, one of which is the blog I am recording on now, Blogger. It has allowed us to keep a dated recorded of everything we have needed to mention throughout the course. Its ability for people to comment on posts gave us another direction for people to respond, given us more audience feedback to work from. It's other media-related capabilities, such as embedding videos, pictures and dated posts gives us a much faster and easier access to the information we need show, rather than a viewer having to follow links and discover it for themselves. Microsoft Outlook was used by each member of our group so that we could keep organised by keeping each other informed of what we needed next in the production or what we needed to bring etc.
Microsoft Excel gave us the opportunity to present our results of our questionnaire in a clear and concise manner, whilst recording the detailed information. This made the analysis of those results much easier due its user friendliness. Windows Movie Maker helped us to practice with the type of animation we were intending to use (stop-motion animation). It also gave us an insight into the program so that when we used it during the construction process, we were not beginners to the software. This is how the new media technologies have helped in there various different ways.
Our blogs feature all of the information I have needed to write the evaluation, showing that Blogger, for any viewer to this blog, could easier search for the information I have mention and find it with little hassle. This new media technology has helped to simplify this process. Youtube proved to be an invaluable media technology for us throughout the whole project, especially the research stages. However, during the evaluation, it meant we could upload our video and link it to people, meaning we could gather as much audience feedback as possible, since Youtube is a global website. This new media technology has helped us gather that invaluable information from our audience via a quick and easier link. Facebook as new media technology should also be mention since it was used to link the video to friends, in the form of social networking.
To conclude, My group and I have used various types of new media technology during the these four stages of Construction, Research, Planning and Evaluation. Such programs as Windows Movie Maker, Youtube and Blogger have proved themselves to be invaluable tools and provided us with ability to successfully follow all four of those main stages. Youtube, Facebook and Blogger have also allowed us to record all of our information, as well as share our video with our audience with a short link, making their respond much easier for us to get hold of. Our use of different cameras, Microsoft Excel and Outlook has also enabled us to improve our production to a higher standard.
