My Final Music Video

Altered Advert Final

Final Digipak Design

Above is my final six-sided page DigiPak. In order to create the DigiPak I used the editing software Photoshop.

The image above is our first draft of a Digipak design. As you can see like the other Digipak panel of ‘Ryan’ in looking down the line of the snooker cue in between the two balls the same effect is applied, making the Digipak link together very effectively. The image has had a number of effects such as overlays, changes to contrast, saturation, hue, and many more. When taking this image we thought very closely about the composition and framing of the shot. For instance, as you can see to the left of the image is a carefully placed set of balls showing ‘679’, then another set of balls along the cushion of the table. Our initial ideas were to have ‘679’ then ‘records’ along the face of the balls as this is our record label. The cigarette, lighter and pint are all purposeful as they can relate to many aspects such as our characters emotions, the lyrics and shots within our music video.

Having looked closely at our Digipak panels we have come to a conclusion that we shall use this panel as a thank you page. For example, in the space to the left of the image we are going to include a small thank you which will be addressed to friends, family and the record label. The text of the font will seem as if it is hand drawn creating a sketchy effect. In order to emphasise this will include spelling mistakes and crossing outs. This will also link in well with our ‘Urban’ and ‘Street’ theme.

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

Ways in which I used conventions:

Images comparing my products and professional products.

Print screens of other music videos, DigiPak, and album adverts

To create my brand identity and enforce the genre and theme.

When creating my music video I was aware of the conventions of my genre having done my research. Typical conventions of my ‘UK Hip Hop’ genre include a variety of different camera angles but more predominantly close ups. The close ups allowed us to address to the audience what the artists emotions are and how he is feeling at that current moment in time.

Above is a short gif I made to emphasise my point about the close ups. The other artist in the gif is Devlin, and who was a big inspiration throughout the course of the project. The gif shows that close ups are a common convention in this type of genre as the can portray in an effective way what the artist is feeling.

In addition, like many over music videos of our genre we also included many ‘extra shots’, which were used to show the location and setting. This also enables the audience to interact more with the artist in the song and perhaps move into their state of mind, as the shop looks as if it is coming from their point of view.

Here is another gif that i have created to show my music videos shots and a professional product. The idea of these shots make the audience aware of the artists surroundings and in some circumstances it can relate to the audience as they may have their own experience there.

Throughout the music video we wanted to follow some conventions of our genre and also create our own to ensure that it was unique and original, therefore it wasn’t seen as boring. A convention that we did follow and in our final music video worked out very successfully was editing and cutting shots to the beat. Throughout and especially where I feel looks very professional the shots were cut to the beat. This idea was a group’s decision and since day one we were very happy to have chosen it. In addition, we also feel that it creates an immediate atmosphere with the song and shows to the audience that this a professional and skilled piece of work.

Challenged

Having looked into a large variety of songs from our ‘UK Hip Hop’ genre, it is becoming more commonly seen that the use of lighting and other components like mis-en-scene etc. are popular. However, the use of aided lighting in our music video I feel isn’t a main priority and I feel that the use of natural light is used but in a much more effective way. For instance, at one particular time we used the use of the sun to almost create a natural spotlight which proved turn out very efficacious.

Also at another particular time in our final finished music video we wanted to take a shot at night time, but make it so it looked blurry and the lights such as the street lamps would come up as bigger blurred circles.



Overall, I feel that our efforts to use, develop or challenge forms and conventions of real media products have been very successful. Throughout our time creating this product we wanted to follow typical conventions such as the close ups, fast paced shots, portraying the characters emotions etc, to ensure that our audiences where not lost and could understand the genre easily, but we wanted make it 'unique'. I feel that having done our final product it does follow a guild line as such but there are specific areas that make it unique from common products.


Comparing my advert to a real advert

The image below is the album advert that we created. The following are all conventions of our album advert.

Bold and obvious title – (URB4N BLUR). The title is an immediate attraction for the album advert and brings positive attention towards the album advert. The colour of the title contrasts very effectively against the dull and dim yellow background. The brown colour runs throughout the album advert, as it is included in the title, record label, and colour of the shop.

The record label is carefully and effectively placed. The record label also matches the same font and colour as other media products, which makes the product look professional.

The image itself is very dull and ‘retro’ looking, which fits in with the genre and style of music. The background that is of a launderette looks very grotty and dull, but at the same time creates a very successful effect. For example, the slightly chipped and faded woodwork of the shop adds to the emphasis of our ‘street’ theme.

The dull and faded image contrasts well with the enhanced purple jumper and shoes. This also creates another area of the album advert that is eye catching. For example, whilst everything is dim the vibrant purple still stands out. This puts emphasis on the artists, and brings part of the attention to him.

Another feature of the advert is the text and information on the left hand side. This is very important and primarily what makes our advert different from our front DigiPak advert.

This information allows the audience to understand what is happening, when the album is out, possible contact links such as the website and Facebook page, and the blackberry barcode. The blackberry barcode is a modern piece of technology that enables customers to scan it using their Blackberry smart phone and keep up to date with news, view videos and use additional features.

We also included our record labels image as well as another record label, which is ‘Universal Music’. We decided to mention our record label twice as we though that the ‘679 Records’ in the top left was a very good idea. We changed the original shop number to this as we thought that this was a great opportunity to display our record label, especially as it includes numbers.

Another album advert, which shows familiar conventions of my genre, is ‘The Streets’. The following are conventions of the above album advert:

The main centre of attentions is the distinctive image of a black of flats. When looking at the image it is clear to see that in the middle window there is a man standing. This is Mike Skinner, the artist. In order to grab our attention, the lights of the flat room are pink and very bright which is very noticeable as it contrasts with the dark grey walls, and also the dim lighting. The image of the flats also suits their genre as follows an’ Urban’, ‘Street’, and ‘Rap theme/genre.

The advert also has a very basic and clear font in white showing the release of the advert. This advert becomes very distinctive as it is used throughout all their products. I believe that the use of the font is very effective as it can relate to its style and genre of music.

The record label and other information such as the website address is also in white as it stands out against the dark colours in the bottom of the advert. The piece of information is also in the same font and colour, which adds to the professionalism, and also allows viewers to keep in touch.

A very significant part of this advert is the lighter that has ‘STREETS’ written along it, and also ‘Computers and Blues’ above it which is the name of the album. In every album and single, ‘The Streets’ includes a lighter of a different colour making it very significant and distinctive them, and has also helped them to build their brand identity.

Therefore in conclusion, it is clear to see that the album adverts follow some typical patterns. ‘The Streets’ inspired the album advert that we created. For example, the positioning of the information is in the same place. This wasn’t completely due to ‘The Streets’, as we also had to position the text where it was appropriate. We also inspired by how the text was shown. For example, we followed their ideas, such as having it in the same layout, and also including the website and other contact links at the bottom. However, within my album advert we included the BlackBerry barcode.

Assessment Music Video Draft 1 Aux Tasks Draft 2 18/2/2012

What have you learned from your audience feedback?

I have learned a lot from my audience feedback. For example, audience feedback enables you to understand what the audience really wants to see. It gives you an opportunity to correct your work and please the audience’s satisfaction. In order to gain peer feedback I used a variety of methods. For instance, I asked a few members of the class to view and watch our media products and jot down their comments on the sheet of paper. In addition, I also divided my products into certain sections and asked them to rate particular things out of 6.

I also used the social networking website called Facebook. This enabled me to share my work with my friends and helped me to receive some audience feedback. This is also very beneficial as it enables me to target my target audience and a vast audience. When posting my work on Facebook I aimed to gather both positive and negative feedback as this will help me improve and develop my products.


Having looked at my feedback is shows that there were particular areas that people like more than others. I have taken on board this feedback and I have made alterations.

In addition, I have also created a questionnaire using the software SurveyMonkey. There are a variety of reasons for creating this. For example, I wanted to share my questionnaire with the public, friends and family and see what they thought of my products. By sending it to a variety of different people and people of different demographics gives me the opportunity to receive information from different points of views and opinions. This is important as it gives me a much broader collection of results.

How effective is the combination of your main product and ancillary texts?

I believe that the combination of our main product and our ancillary texts were very effective. There were a variety of ways that we helped to do this.

The Photoshop work such as the DigiPak designs and the advert show many similarities and I also believe that it was overall successful. When making the two products I believe that we took all the media conventions and criteria into account. For example, we used specific colours, framing, composition, Mis en scene, editing techniques, Etc. Throughout our Photoshop products we used a number of effects but more specifically we used a mixture of sepia and a dull brown over layer which makes the image looks much older and retro. This is something that we wanted to achieve as it also relates to our ‘urban’ and ‘street’ theme that we run throughout all of our products. The use of this effect also allows the audience to recognise our media products and understand they are an overall piece. For instance, the colours and locations used in our ancillary tasks are also used in our music video. This creates relevance and also helps the audience match the two together.

More specific

Firstly, the most iconic thing that stands out and helps audiences to relate our DigiPak and advert together is the ‘Urb4n Blur’ title. This is something that we wanted to achieve, therefore audiences can instinctively realise that they come from the same product. The reason why I think it does stand out is because of the contrasting colours. For example, the brown and yellow do not blend together, making the brown ‘Urb4n Blur’ title stand out.

Another immediate similarity of the two is the colour schemes. Throughout the two ancillary tasks we used a dipped overlay making the picture look older than it is, and also creating that ‘retro’ feel that we wanted to enforce throughout all of our products. However, the vibrant and strong colour of the purple makes our artist also stand out. In order to this we used multiple effects such as changing the levels contrasts and selective colour, making his purple hoody stand out.

In addition, having done some research, I realised that many artists and bands use their front cover also as the advert. When creating our own I also released that this is an effective way to help attract the audience, as it will make it easier for them to match the two products together. Moreover, throughout the ancillary tasks we took much inspiration from ‘The Streets’ and other artists of the same genre such as ‘Plan B’ and ‘Devlin’. For example, our main aim was to create a brand identity that made us different from others, and also creating a continuous theme throughout our media products. We achieved this by using many vibrant colours and including a variety of ‘street’ and ‘retro’ locations such as the Skate Park, high streets, roads, and parks, snooker clubs, the launderette and city scenery. Another way in which we tried to enforce our theme and genre was by specifically calling our band name ‘‘’Urban’’ Blur’. This enables the audience to immediately understand what genre of music we produce.

Therefore, in conclusion I believe that combination of our main product and ancillary tasks went very effectively and successfully. For example, it can be clear to see that there are many similarities and patterns that run throughout. This enables the audience to understand that they are an overall product. In addition, another factor that shows similarities is our text. For instance, we continued to use the same font which also enables our audience to recognise us.   
                                                                                    

1st Draft Music Video

Comparing My Advert, And Another Professional Advert

The image below is the album advert that we created. The following are all conventions of our album advert.

Bold and obvious title – (URB4N BLUR). The title is an immediate attraction for the album advert and brings positive attention towards the album advert. The colour of the title contrasts very effectively against the dull and dim yellow background. The brown colour runs throughout the album advert, as it is included in the title, record label, and colour of the shop.

The record label is carefully and effectively placed. The record label also matches the same font and colour as other media products, which makes the product look professional.

The image itself is very dull and ‘retro’ looking, which fits in with the genre and style of music. The background that is of a launderette looks very grotty and dull, but at the same time creates a very successful effect. For example, the slightly chipped and faded woodwork of the shop adds to the emphasis of our ‘street’ theme.

The dull and faded image contrasts well with the enhanced purple jumper and shoes. This also creates another area of the album advert that is eye catching. For example, whilst everything is dim the vibrant purple still stands out. This puts emphasis on the artists, and brings part of the attention to him.

Another feature of the advert is the text and information on the left hand side. This is very important and primarily what makes our advert different from our front DigiPak advert.

This information allows the audience to understand what is happening, when the album is out, possible contact links such as the website and Facebook page, and the blackberry barcode. The blackberry barcode is a modern piece of technology that enables customers to scan it using their Blackberry smart phone and keep up to date with news, view videos and use additional features.

We also included our record labels image as well as another record label, which is ‘Universal Music’. We decided to mention our record label twice as we though that the ‘679 Records’ in the top left was a very good idea. We changed the original shop number to this as we thought that this was a great opportunity to display our record label, especially as it includes numbers.

Another album advert, which shows familiar conventions of my genre, is ‘The Streets’. The following are conventions of the above album advert:

The main centre of attentions is the distinctive image of a black of flats. When looking at the image it is clear to see that in the middle window there is a man standing. This is Mike Skinner, the artist. In order to grab our attention, the lights of the flat room are pink and very bright which is very noticeable as it contrasts with the dark grey walls, and also the dim lighting. The image of the flats also suits their genre as follows an’ Urban’, ‘Street’, and ‘Rap theme/genre.

The advert also has a very basic and clear font in white showing the release of the advert. This advert becomes very distinctive as it is used throughout all their products. I believe that the use of the font is very effective as it can relate to its style and genre of music.

The record label and other information such as the website address is also in white as it stands out against the dark colours in the bottom of the advert. The piece of information is also in the same font and colour, which adds to the professionalism, and also allows viewers to keep in touch.

A very significant part of this advert is the lighter that has ‘STREETS’ written along it, and also ‘Computers and Blues’ above it which is the name of the album. In every album and single, ‘The Streets’ includes a lighter of a different colour making it very significant and distinctive them, and has also helped them to build their brand identity.

Therefore in conclusion, it is clear to see that the album adverts follow some typical patterns. ‘The Streets’ inspired the album advert that we created. For example, the positioning of the information is in the same place. This wasn’t completely due to ‘The Streets’, as we also had to position the text where it was appropriate. We also inspired by how the text was shown. For example, we followed their ideas, such as having it in the same layout, and also including the website and other contact links at the bottom. However, within my album advert we included the BlackBerry barcode.

DigiPak Design - Ideas

DigiPak Advert Design

Front DigiPak Design

Back DigiPak Design - Ideas

The above image is our back cover of the DigiPak. The image shows various song titles aligned along a brick wall, carefully placed inside each brick. The background image was taken within our school grounds and is of a brick wall. When taking this picture we didn't just want a standard and bland image, so we therefore took the angle into account. For example, we used the tripod to line up the shot and take a picture of the wall side on. The reason for this is because the bricks gradually get smaller in the distance, which creates a very effective effect.

After uploading our image to Photoshop we used a variety of effects and adjustments. For example, we immediately enhanced the contrast of the image. This enable the bricks to become much more vibrant and stronger.  In addition, we also created an effective effect, which made it seem as if there was light coming out of the bricks. This can have a variety of connotations, such as the artist trying to break through and become bigger.

The font that we used was very basic. The reasons for this were because we wanted the audience to feel calm and laid back, and at ease. We believe that this simple font best suits of genre of music and brand identity. When choosing the font we also had to take into account the other media that we had to create such as our advert. For example, we had to choose a font that would of been suitable for both our DigiPak and advert.

As this is our back cover, I had to include the following:

·       Barcode 

·       Parental Advisory

·       Dolby Digital

·       679 Records (Record Label)

·       Sony Music Entertainment

·       Website (www.urb4nblur.com)

·       Small print

DigiPak Design

Advert Design - Draft

Assessment Research & Planning SJA 02/02/2012

Evaluation - Advert Conventions

These two images are both album adverts of my genre.

 

The image above is an album advert for the artist called Drake. Within this advert a lot of information is shown in a little amount of space. The following are conventions of the album advert:

·         Big bold and clear title at top of page showing artists name, ‘DRAKE’.

·         The white font colour contrasts with the black background making the title stand out from a distance.

·         A large image of the artist in the centre of the page. Drake is an iconic person with modern music and by including his face in the advert, allows people to recognise him and refer to his music. Drake has very much his own image and brand identity.

·         The white clear font continues throughout the advert showing when the album is out and other artists that feature within the album such as Rihanna. It also states additional features that the album includes

·         The advert shows the records labels and logos at the bottom of the page, also in white which contrasts with the black background, making it clear to read

Another album advert which shows familiar conventions of my genre is ‘The Streets’. The following are conventions of the above album advert:

·         The main centre of attention is the distinctive image of a block of flats.  When looking at the image it is clear to see that in the middle window there is a man standing who is Mike Skinner. In order to grab our attention, the lights of the flat room are pink which is very noticeable as it contrasts with the dark grey walls.

·         The advert also has a basic and clear font in white showing the release of the advert.

·         The record label and other information such as the website address is also in white as it stands out against the dark colours in the bottom of the advert.

·         A very significant part of this advert is the lighter that has ‘STREETS’ written along it, and also ‘Computers and Blues’ above it which is the name of the album. In every album and single, ‘The Streets’ includes a lighter of a different colour making it very significant and distinctive them, and has also helped them to build their brand identity.

Peer Feedback of Ancillary Tasks

The above document shows a peer assessment of my DigiPak design performed by Cameron Roberts. The assessment shows that in particular areas I done better than others. For example, I received the highest level in the following areas:

• Showing awareness of the need for variety in fonts and text size
• Selecting mise-en-scene including colour, figure, lighting, objects and setting
• Manipulating photographs as appropriate to the context for presentation, including within text, within particular IT programmes, cropping and resizing

On the other hand, there are areas that still need to be improved such as:

• Accurate use of language and register
• Variety of shot distances

How I Used Media Technologies In The Construction and Planning, Research and Eval

How Did We Use Media Technologies

This above video is an addition to my other post. I created the video to show me using technology. In order to create it I used Final Cut and YouTube.

DigiPack Back Cover Design

Below are some DigiPak designs which I have created. They are both very alike however they have some slight changes which are obvious. For example, the use of the yellow font instead of the white font make the text on the wall looks much more prominent and eye catching. On the other hand, the second DigiPak design not only has a different font colour but the contrast of the brick work is much greater. Our reasons for choosing this is because it makes the bricks look much more bolder and darker, therefore making the white font colour contrast effectively against the opposing colours.

The reasons for choosing this design were to enforce our brand identity and resemble connotations given off from our music video. For example, our ideas for our music video were to make it look very ‘Street’ and ‘Urban’, therefore we have chosen to use the brick wall. Our font type is very bold and a font style that can relate to the genre of our music.

Therefore, I believe that with a good and effective combination of the colour of font and high contrast of the brick work, the back side of the DigiPak will work well.

G324: Advanced Portfolio Evaluation

In the evaluation the following questions must be answered:

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

·         A video comparing our music video to a similar one by ‘The Streets’. Have a whiteboard in the background playing the selected videos

·         Show conventions of music video and advert

·         Compare advert with another professional advert of the same genre.

·         Print screens

·         Take small clips from music videos off YouTube, and show how that inspired that

·         How we have created a band image

·         Demographic

How effective is the combination of your main product and ancillary texts?

·         Show a video/document comparing how each are similar to one another including the colour and fonts.

·         Show how this relates to our brand image and can relate to the target audience

What have you learned from your audience feedback?

·         Film a trail screening of the audience watching music video, looking at digipak/advert ideas and get their opinions on the film/analyses them

·         Show personal responses to our product

·         Make a video/document showing how feedback made our video better

·         Create a questionnaire using survey monkey

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

·         Create a JING project and demonstrate how I used some basic skills in Photoshop, Final Cut and Blogger

·         Have a little film of our group using some of the technologies like Camera, Final Cut etc. and insert comments onto YouTube

·         Create a word document showing different types of media and technologies that we used – can show how it helped us too

·         Show pictures of using equipment and how I have developed my technologies