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

Throughout the course of the planning, research, production and evaluation of the media product and ancillary texts, variety of both software and hardware were used in order to create the products themselves. Below are tables presenting the range used.

The research entailed using nearly all of the software listed in the 'Social Networking' and 'Websites' rows as it was important to collate sufficient research. A large part of this was taken from YouTube in order to gather information concerning the stereotypes and conventions of Indie music videos.

Social networking was used particularly to post the questionnaire links from SurveyMonkey.com to gather general feedback. It was also used in the production stages in terms of auduience feedback of thoughts and opinions once the media products had been viewed.

Computer programmes were essential in all four stages of the media product as they were the basis in which all of our work was created. For example, the research and planning were written and stored on a Microsoft Word programme, the production and editing of the video was undertaken through Final Cut Pro on an iMac, and Microsoft Word and Paint were used in the evaluation processes in order to display the work accomplished.

The use of internet services was hugely realised when we were unable to access any online sites; whilst this is seldom seen as a problem, when the internet connection is lost, it interferes with pace of work, rendering it inconvenient and costly in time. On the other hand however, the sheer ease of using computer technology allowed for a much more rapid completion of task; it would have been almost impossible to collect any audience research without it.

The hardware used was the equipment that literally created the video; a Digital Single Lens Reflex (DSLR) Canon 600D Camera has a High Definition quality video filming, captured both stills and videos of the music video, pre-edit. The use of the tripod was of high importancy in order to film a good quality, smooth frame; it would show extreme poor workmanship had we simply held the camera in our hands.

A Memory Card was used in order to carry and store the frames shot and its contents were then transferred over to a MacBook Pro Laptop ensuing the use of software programme Final Cut Pro to edit and arrange the mixture of image and video film. The construction of the media product would have been made an increasing amount more difficult had we been made to use the older video cameras provided by College- filming would have had to have been sequential and the use of stills from the videos would have been impossible to create. The use of a better quality camera aided the production intensely; it equipped the video with an air of professionalism, similar to pre- existing music videos.



Evaluation Question Three: What have you learnt from your audience feedback?

The initial research into the media product began with audience research into the Indie music culture, something which would prove to be a large basis over which our media product would be grounded, along with the research collated from the real music videos and Indie bands.

 From the online questionnaire SurveyMonkey.com it was found that Bloc Party, Klaxons and Foals were listened to the most by our audience, with an average age range of 17- 22, and 77.4% as students.

The questions used both qualitative and quantitive data, as well as being both open and closed questions. This was purposefully directed as it was important to collect responses that covered both numerical, statistical and written answers.

Social networking programmes provided a platform in which the online questionnaire links were posted; Twitter, Facebook, Tumblr and YouTube each differ slightly in terms of demographic and therefore gave a more biased span of age range, gender, and music tastes to post to.

 Choosing a Foals' song as the base of our media product was directly taken from the audience responses; it was felt that they were a "typically stereotyped" Indie band which gave the group a lot to work with. A question asked within the questionnaire were hobbies participated by those who answered; common themes were photography, art and playing or listening to music, something that aided to influence the style of music video we produced. This in particular references to the use of stop motion within the video, as well as motion filming. We found that seldom Indie bands currently use this form of editing and production within their music videos, and therefore wanted to challenge their stereotypes and conventions, to push the boundaries and to create soemthing that was visually exciting and slightly different to the norm.

A second survey was created after the production of the music video, and posted onto the same networking platforms in order to capture the similar audiences. This questionnaire was to collect responses, thoughts and opinions on how the music video was received; which parts were better or worse, whether it fit the Indie style and if there were any further comments- in reference to constructive criticism. Although it must be said that audience research can be unreliable and insufficient, over 30 results came back from each of the different platforms and consequently showed an evenly spread "reliability" in terms of the range of answers.

The above survey response is an example of the types of questions we asked and the answers possible. It highlights that whilst it wasn't thought of as much in concerns to following of the Indie trend, it was definite that it kept the viewer interested (60.2%) and made the video quirky and fun to watch. Whilst we pushed the conventions of typical Indie music videos, it has been learnt from the audience research that the video was well received; it kept an interest whilst containing elements of the genre and pushing its boundaries.

Evaluation Question Two: How effective is the combination of your main product and ancillary texts?

The combination between the main music video and its supporting texts of the music album advert and digipak are seen clearly through common themes.
The first and most obvious, is the use of photographic image to represent the continuity between texts. A still from the produced video has been used of the three band members; the connotation of an even composition of the males shows equality and a relaxed image within the band.

 

Their poses are natural and informal; this is reaffirmed throughout the main media product itself; there is no "show off" body language or actions made by the band. The band's image provides a calm, friendly and personal audience appeal; that they would be easily approachable. This particular photograph from the point in the video resonates this informal band attitude. The is important from a distributor/ management level, as it create the band profileto be more inviting at a fan base level, and therefore inciting fans to purchase the album.

The colour scheme reflects synergy between the media products through the use of vibrant colour; the paint scenes within the video are mirrored directly into the digipak; the insided DVD and CD trays use the brightly coloured painted sheet as background; the image is simple enough for an effective design to go under the discs and embellishes the continuity between products.

Although there is still synergy between the music video and the album, it is much less evident on first appearance. The only other common theme running through both texts is the use of font style and colour schene. It is typical of the conventions of an Indie style; this particular font was used on all three products and taken from DaFont.com.

The dark cerise/purple colouring of the band name was chosen specifically to complement the location landscape of the outside fields; it was used as the 'Foals' band logo and carried through to the digipak. The white of the 'Cassius' title was chosen with reference to the juxtaposition of the outside location to the indoors white "studio". It also helped when creating the album advert to create contrast and definition of the important writing; the band name, album release date, and band website.

Evaluation Question One: In what ways does your media product use, deveop or challenge forms of real media products?

There are numerous points within the media music video "Cassius", by originally Indie band Foals and ancillary media texts of digipak and album advert whereby the use, development and challenge of typical forms and conventions of real media products is seen.
Firstly, these stereotypical elements can be dissected down into two main categories; form and convention.
Form consists of:                 Convention consists of:
- Camerawork                      - Themes
- Editing                               - Attitude
- Mise en Scene                   - Ideologies
- Special Effects                  - Style

 VIDEO:

 

The camerawork seen within the music video uses a large proportion of close ups of the band members' faces; this is seen to use the conventions accordingly with the typical Indie music genre, as it is an essential element directed from record label producers.

This is due to the aesthetic promotion needed of the band themselves, to conjoin physical recognition with the music itself. This is particularly important, as Indie has always been regrded as a genre seen away from the usual larger mainstream labels.





Inclusive of the camerawork is the actors themselves; it was seen in the initial audience research that it was preferable and more typical to see males within an Indie music video.

Also the reflection of artist to audience is crucial the the Indie genre in terms of style and costume. I felt this element was used particularly well, as specific males were chosen as it was noted that they had the certain Indie style, although as we were producing the video, we made listings of costume needed to be worn. As artists, the band themselves are the pinnacle of Indie style; the clothes chosen for music videos reaches thousands, if not millions of fans across the world. The band Foals are an Indie band, and therefore influence the depicted style of what the Indie fashion is or should be.

 The location of the videos in hindsight wasn't as good as I had hoped or expected to be. This was partially because of the unfortunate unavailability of a Photography Studio within College; we were left with a white bed sheet and white blank paper, to compensate for this. Although this felt like a set back, the overall use of multiple locations within the video strongly uses the conventions of the Indie music video genre; it was noted in video research that change of location was typical.

There are certain developments and challenges of the stereotypical Indie music genre also; our editing included a lot of repetition and speed reversals, something that we felt fitted the pace of song and genre, however is rarely seen in typical Indie music videos. Similar to this was own use of special effects such as stop motion in developing the genre, as aforementioned, it is something that currently is seldom seen within this particular genre of video.

Accompanying the use of stop motion, was the props within the video. The original Cassius video lacked a particular narrative and storyline, therefore there were no specific props needed to follow.
The props used included:

-Balloons

-Glitter

-Paint

-Starbucks cup

-Pot Noodle fork

-PacMan Clock

-Rubix Cube-Polaroid Camera

-Gameboy

This use of props was very particular, in the sense that they appear to represent the typical lifestyle of the Indie fashion; the props reflected the lifestyle of the band themselves which in turn promotes what the Indie lifestyle should be towards fans. This developed the certain codes and themes within an Indie genre music video, as props aren't incorporated hugely within the videos. This concept was taken from the original Cassius video, primarily to include some of the primary techniques and methods from the real band and music video itself.

DIGIPAK:

The digipak we produced competently uses the typical forms of existing digipaks; the continuity between ancillary texts of a photographic still from the music video, to the repeated use of the same image into the digipak and album advert. This creates a unity between the media products, and allows its audience to see this synergy.

Although on appearance the connection between each product is visible, the contents of the actual digipak challenges and in some cases has disregarded the typical conventions and codes of existing Indie digipaks.

It specifically lacks any form of booklet or removeable paper, usually containing additional photographs of the band or exclusive band knowledge. There is also no lyrical sheet, usually seen within this form of media product. It only contains outside front album artwork, inside DVD and CD trays, and back cover artwork with track listings.

ADVERT:

Our music album advert carried the use of continuity and synergy from the media product to ancillary texts through the use of repeated main image of the band. They are seen mid-play accompanied by instruments on location. I felt that the advert was effective as it contained the typical codes and themes recurrent within other existing album adverts.

Below is an example of pre-existing continuity of image between album cover (digipak cover) and advert, of Indie band Foals. The advert includes the original album artwork, the band name and single title. It also shows additional features and the band website.



The album advert we produced used these conventions, and included:

- Band name

- Album title

- Continuity from digipak through use of photographic still from the music video

- Album release date

- Band website

- Record label image

- Legal information required

As well as this, these conventions were developed through the use of Quick Response (QR) Code in the bottom right corner. From audience research and living in this society ourselves, the use of newer, faster technology is constantly being used and developed within the Media. Social networking sites such as Facebook, Twitter, MySpace and YouTube are available to newer smartphones as the social history of networking is evolving. The availability of the use of this QR Code would mean a faster response from fans of the band; they would be able to download the album or receive band news and information at a quicker rate, something that is becoming an increasing demand with the particular demographic of the Indie genre.

I feel that this music album advert has also developed the usual conventions and codes from other adverts, especially from the British band Foals, as their artwork is gradually evolving over their existence within the mass media and fanbases.

Extended Plays (EPs) such as "Gold Gold Gold", and "Red Socks Pugie", as well as albums "Antidotes" have all used hand draw, illustrative artwork as covers since 2008. However the release of 2010 album "Total Life Forever" saw the change from illustration to photographic image; a convention more typically seen from American- Indie bands such as The Drums. Our use of photographic image not only creates the synergy between the media products but develops the growth and maturity of artwork from the band itself.

Overall, the media product appeared to be very well received, looking at the audience feedback survey as shown below.

Final Advert

For the final advert, as the digipak had already been produced with the still from the music video, we would continue the syngergy between each media product, by using the same photograph for the advert. The fonts and colours were kept the same, and the deep pink/ purple colour was used in Photoshop as a fade for the lower third of the page, to allow the important information such as the album release date, band website and record label to be read easily. Compositionally the advert is approximately split into thirds; the top third including the main photograph of the three band members; the middle third with the band name and album title; the bottom third including release date, band website, Transgressive Label and a Quick Response (QR) Code; a more modern development of conventions as it is keeping up with new social and technological aspects.

Final Digipak

Below is the completed digipak to accompany the main media product of the music video.
Left to right: Front cover, inside DVD tray, inside CD tray, back cover.

Initially the front cover was considered to have hand drawn illustrative album artwork, including a still from the video with the graffiti writing "Cassius", however time constraints from the time consuming editing of the music video, meant that there wouldn't be available time to complete extensive work in the software program Photoshop. However a different still was taken of the three band members to incorporate image and self promotion.

A computerised stencil was taken from online website DaFont.com to create the "Foals" and "Cassius" stencils for the cover artwork. Produced on Photoshop, the still centralised within the dimensions of digipak scale to display equality within the band- that there is no leading member. A dark cerise/ light purple colour was used over the field location as they are complementary colours on the colour wheel and would create a juxtaposition without making the font colour too bright and vivid.

FRONT COVER:

As the front cover has been taken as a still directly from the video, it would increase the sense of continuity to include stills from the video for both the inside covers and the back cover; it was decided to take the stills from different parts of the video. The use of colour is highly evident in the music video and therefore it seemed appropriate to reflect this within the ancillary texts.

INSIDE COVER:

The splashed paint onto the white backdrop runs throughout the video and would be a simple photograph to take as a still and produce it into the DVD and CD tray covers.

To continue the syngergy between each media product, a last still from the video was taken for the back cover. Different stills were selected and considered for their practicality of necessary components and for aesthetic appeal.

The left and centre image were found to be inappropriate for the back cover of the digipak as any overlapping text would be difficult to read due to the multicoloured background.

The right image looks a lot better; it still contains the bright imagery and colour and uses a diagonal composition, with the darkened floor surface giving the perfect background for white text of the track list and record labels to be displayed.

BACK COVER:

Digipak/Advert Photograph Ideas

Within the production of the music video, we used a large proportion of stop motion photography to create the effect of quirky rolling video filming. Looking through the photographs, a number were selected to shortlist as potential digipak and/or advert photographs.

The majority are photographs of the three boys together; it shows equality within the band as there is no leading member in the foreground, and also shows continuity between the media product and ancillary texts.