Monday, 13 December 2010

individual evaluation

1) In what ways does your media product use, develop or challenge forms and conventions of real media product
Our final music video conforms to many conventions of videos under the rap genre. In terms of camera work, the video includes lots of close ups and mid shots in order to give the main artist as much recognition as possible through lots of screen time during the video. We were inspired by Jay-z's 99 problems video which uses a simple performance of the song by the artist, with clips relating to the lyrics cut in to create a narrative.
The fast upbeat pace of the song is reflected in the video through short duration shots and jumpcuts, which is conventional of the genre as in general most rap songs and videos are fast paced in order to keep the audience engaged
2) How effective is the combination of your main product and ancillary texts?
The ancillary products work well as we have used the same visual imagery in both in order to link both the magazine ad and the cd cover to our artist. We have done this in a somewhat unconventional manner as we haven't used the an image of the artist on either, rather we used graffiti writing which linked to the urban theme of the video. This is similar to Jay-z's blue print album in which the same distinctive image was used on the album cover and cd cover. I feel that this approach works better than a direct image of the artist as stands out more when presented next to ads and cd covers with a more conventional cover.
3) What have you learned from audience feedback?
The feedback received from our peers and Amar was really useful in determining whether we kept the old footage of our video, as shown in the rough cut, or if we were to re-film the whole video using new characters, locations and story board. I chose to re-film as i felt the footage we had was not enough to fill a whole video and lacked accurate lip synching and an over all concept. The new concept for the video turned out much better than the first try as we had an idea of what the target audience  expected of a video in this genre.
4) How did you use new media technologies in the construction and research, planning and evaluation stages?
-I was familiar with final cut express from using it last year however, i have gained new skills such as using green screen and use of filters, effects and have become more familiar with the actual editing process such as cutting out scenes from the footage and placing in sequence.
-  As i did the filming  ,using the new video camera was much better  than the camera used last year as made was easier to film and capture the footage

Monday, 6 December 2010


1.The conventions in our video follow typical conventions for a music video of that genre for example short quick jump cuts, lip syncing, different camera angles, experimenting with video filters/effects and a mix of performance and narrative.
The magazine advertisement conventionally, perhaps goes against what would be typically used, as we have had a hand drawn graffitti of the song title and artist names including some illustrations. Whereas conventionally the artist would be pictured or an image associated with the video.
Our digipack also goes against conventions where we've used the same picture as the magazine advert, this is for continuity, both using the same picture should make them more recognizable and associated with eachother so that people know what they're advertising/showing.However we have included conventional information such as screen shots on the back, bonus material, track list and publisher.

2.The video itself doesnt link with the ad or digipack however they link with eachother with the picture, this is unconventional but other artists have done this aswell such as mika, life in cartoon motion. The theme remains the same from the video, ad and digipack , the theme is quite urban and young, relatable to others. The background on both the magazine advert and the digipack is plain because we wanted to emphasise the artists names and the song. The graffiti writing and the screenshots on the ancillary texts also show that they work well with the video because we have taken ideas from it to helpconvey the genre through consistant imagery.

3.Our peer feedback was sensible and we agreed with everything that was said and hope that our final video has met the comments that were made. We made the shots shorter so that they look quick and snappy so that the audiences attention is drawn to it, Cigdem mentioned this aswell as making sure that the lighting was consistent, which was commented on by our peers. We added more locations than in the rough cut to add variety. Amar helped us with our video when we were looking for a new direction he showed us videos for inspiration and told us using things such as imagery could be useful.

4.I am familiar with the technology we used in our project such as using effects on photoshop and editing our images. Also editing on final cut i had been taught last year and so was familiar with how to get what i wanted out of the program. The green screen in reality we learnt came with a little difficulty however we managed to successfully create some video using the green screen but this was not used in the final product as it didnt link in with our new ideas.

Timed Evaluation - Corey Edwards.

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

Our music video follows many conventions of hip-hop video's. It is quick and fast passed using many types of editing techniques such as jump cuts. We chose to have direct links from our lyrics to the shots on screen, this is too keep the audience captivated. 
We chose to put links from lyrics to shots after our first cut was weak. Some hip-hop video's concentrate mainly on performance as a pose to a narrative running alongside a performance. 
Our digi-pack also conveys many conventions from our chosen genre. We used a graffiti font on our poster, an idea we originally had for our video but could not convey successfully through green screening. 

2. How effective is the combination of your main product and ancilliary texts?

Our ancilliary texts and main video work well together, however they were not directly linked. Although they were not linked both kept the same theme throughout, of having a young image and graffiti writing styles. We decided to make our digi-pack quite plain, as we did not want to detract from the artist, purely emphasizing the song title and the artist name. We used idea's from our main video and applied them to our ancilliary tasks and visa versa, for example, our initial plan was to have a character singing in front of a graffiti wall, however insufficient footage meant we could not do this. Instead we decided to take the graffiti idea and apply it to our ancilliary texts.

3. What have you learnt from your audience feedback?

 The feedback we received from our class mates way key in making our final project what it is now. We agreed with the majority of the comments made, and really reaped the advantages of criticisms. We shortened many shot lengths in order to keep the attention of our audience to a maximum. We chose quickly after receiving feedback to film more footage, in a variety of locations, once again to keep the audiences interest.
We also received feedback from Amar, this feedback again was crucial in making the video what it is. Amar referred us to many other music video's of the same genre we had not scene, giving us a new set of techniques for our re-shoot.  For example we watched Jay Z's 'empire state of mind' which is mainly made up from a variety of still photographs depicting an object related to the lyrics of the song. We used this idea in various parts of our project.

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

Throughout our project, i learned to use the more difficult elements of programs i had been familiar with. For example, I knew how to use final cut but had never previously completed the process of green screen. Although we did not use this in our final edit, it is a very useful technique to have.
I knew how to use the basic elements of PhotoShop, however i learnt a great deal from my group about the more challenging elements of the program.


For the Digipack we couldnt get a high enough quality screenshot from our video so i offered to draw out a  cd cover for originality which resembles the tongue and cheek cover for dizzee rascals album.


Dizzee Rascal – Tongue N’ Cheek

Friday, 3 December 2010

Commentary Conventions

- It is typical for the director, producer and even the cast to be involved in the production of a commentary. The majority of the time it will be visual and we will be able to see the people as they talk, like a mini interview.
- quite often there will be clips of the video played and they will have a voice over explain why or how they did something, linked with the clip we are watching. 
Screen shot 2010-12-03 at 10.20.22I looked online to find typical conventions of a commentary and the majority of what i found came up with dvd or film commentaries. The DVD Ghostbuster contains a "video commentary" track with the director, writer and associate producer. they used silhouettes of the three and made it seem as if they were sitting in a theatre commenting on the movie as it was screened for them.
- I like the idea of the silhouettes and think I will suggest this to the rest of my group to possibly use in ours.
- In our evaluation we will have to combine all of our groups ideas into one and make sure everyone has a chance to say equal amounts. 
- I have already posted my evaluation to the blog and looking through i think we will have a lot to say so we need to make sure the key points are obvious. 
- We also need to make sure we include everything in it, especially what we found difficult and how we overcame this along with our favourite parts.