TASK 1

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

The well know media theorist Keith Negus talked about specific conventions in music videos.


Keith Negus said Some acts are organic, organic acts follow these conventions:

-A ‘naturalistic’ approach to artists

-The seeds of success are within the artists, who have to be ‘nurtured’ by the record company.

-The image of the artist is ‘enhanced’ by the record company.

-The artist is given time to evolve and progress through their career

-Emphasis is given to album sales and the construction of a successful back catalogue

-Often aimed at older or more sophisticated consumers

-Profits generated by this kind of act tend to be part of a long term strategy by the record company

Keith Negus also referred to synthetic acts that followed these conventions.

-A combinatorial approach to artists and material

-Executives attempt to construct successful acts out of the artists and the songs at their disposal

-The image of the artist is often constructed by the record company

-The artist will be given a short time to prove their success before other combinations will be tried out

-Emphasis is given to single sales and to promoting first albums

-Often aimed at younger, less sophisticated audiences

-Profits generated by this kind of artist tend to be part of an immediate, short term strategy by the record company

I researched and analysed the major conventions of music videos with Beyonces music videos because she is a very popular music artist so follows a generic approach to her videos, although I would consider Beyonce quite organic because she is raw talent it is arguable that she is a synthetic act because she came from a girl group called destiny’s child.
Destiny’s child would defiantly be considered a synthetic group and was one of the world's best-selling girl groups of all time, But it is arguable that once destiny’s child split up and Beyonce went solo she was an organic act because she had such talent that her record companies saw her as a long term investment rather than a short term one such as a act like sugar babes, or Hannah Montana. For this reason Beyonce is still a very popular music artist 6 years after going solo in 2005. This according to Keith Negus would cattogarise beyonce as a organic act because one convention of the organic act was “profits generated by this kind of act tend to be part of a long term strategy by the record company”.

However in Beyonces music videos such as “Single Ladies” is a very sexual performance with a complexly white background and only the performance element because the audience is so fixated with her star image that they do not need to see anymore the music video capitalises on the fact that the she is such a famous image.

Still images from our music video

This still from our video is used to make a unrealistic world a reality using special effects, in some ways it follows the existing forms and conventions of music videos because the special effects are used to make the narrative of the video more exciting and for that reason alone, it is conventional for music videos to have a narrative that is there to keep the audience intrested. However it might be possible to argue that this image challanges conventions as it uses special effects to create the scene and this is not considerd common in music videos as more often then not the narrative will not be special effects.

TASK 2

http://www.slideshare.net/hurtwoodhousemedia5/edit_my_uploads

TASK 3- AUDIENCE FEEDBACK

We got an audience of a young generation to watch our video and answer to pre-prepared questions:

-Does it fit the brief? (Does it look like a real pop promo) Why?

Most of our audience believed that the use of special effects while inputting a Sin City cityscape and having a narrative and performance element made the video fit the brief.

-What type of genre does this fit into to? Does it fit the genre?

The outcome of the answer fit our expectations where they thought that the video fit into the genre of rock/indie/alternative rock.

-Digipak and Poster. Does it fit into the video? How?

They thought that the dark and red colors fit into the theme of the video which they stated was danger and sex.

-Would you buy it? Why?

All of our viewers stated that they would have bought the song 'Demon Cleaner' after have had seen our music video.

-Who is the target audience meant to be from what you have seen?

We were aiming to a unisex audience and this was the answer we recieved from our viewers who said that our video is meant for both female and male audiences because of the sensual narrative element and the subverse performance element.

-What did you most like about it? Why?

Our viewers mostly liked the idea of the universalization of women seeing that we have female members of the band and a female murderer.

-What did you least like about it? Why?

Most of our viewers thought that the blood was too excess and graphic for a music video and made it look like a James Bond opening sequence.

-Do you think that the idea of having a female rock band was necessary? Why?

All of our viewers thought that the idea of a female rock band was sub verse from that of having a typical boy band and thought that it brought sex appeal to the video.

From our answers we can see that most of our viewers enjoyed the video and thought that it fit into the music and it's genre.

TASK 4

We used many differnet types of media technologies extensively through out the five stages of production.

In our research and development our group used the internet a lot. The internet enabled us to use websites such as youtube, where we were able to watch music videos that could inspire us and give us ideas this was very useful as our group lacked knowledge on the heavy metal genre so we were able to discover the generic approach music videos had to heavy metal. Online music browsing websites such as Itunes helped our group decide upon a song to use in the music video the availability of music over the internet made this a far easier job for us, as sampling music is cheaper and easier online than through CDs and other previous methods used to distribute music. Google made the research far easier by pooling information together where we would previously had to use books to research informatition, particularly google maps for browzing possible locations for the shoot.

In the planning phase of our project we used PowerPoint presentation as a method of sharing our ideas with the class this is very useful software as it is very good at showing simple presentations to a group of people using images and text through slides shows.. We could also then put our presentations online using a website called “slide share” this is a PowerPoint presentation sharing website that we used to make our completed presentations available online and also in order to attach them to our blogs. Our blogs were the method we choose to use to report everything that we did and evaluate it, this method is far more visual and expressive than a formal essay.

On the actual shoot day we used a digital camera, the Sony Z1 and DSR 570, which are very mobile and this allowed us to vary our shots and therefore have a bigger variety to choose from when it came to editing. We used green screen a lot in our video because what we wanted to achieve could not be done on location or created in the studio so the best alternative was to use the green screen the use of the new media technology enabled us to achieve the unique visuals in our video

Due to new media technologies editing was made a lot easier as we were able to view the footage very easily on Final Cut Pro which has a relatively user friendly interface making it far more simple for us, as relatively inexperienced editors. After Effects which play a huge part in our project and are becoming more and more realistic as technologies advance played a huge part in our video and we would never have managed the complex after effect without having a program that manages to simplify them for us.

The back drops for the green screen were created on after effects. These programs made it easier for the synthetics in our video to be achieved when working with a small budget size that we had, no longer do media products need huge budgets to achieve the realistic after effects. It also meant that we didn’t have to waste time on our shoot day travelling to do a location shot.

Before the video finishes we will quickly talk about the distribution of our product.

New media technologies played a huge part in our distribution, video sharing website YouTube was supposed to be the main method of distribution however due to copyright laws it has been an issue and our video was removed by WMG from YouTube so it has been an unsuccessful method for distribution in our case. DVD is also being used as distribution as it is now easier to upload footage onto this format but it is more expensive to distribute via DVD than online however DVD is significantly more cost effective and efficient than VHS due to smaller packaging and less raw materials needed so we decided DVD would be a better format than VHS.. Thanks for taking time to watch our video commentary.

ACCOUNT OF SHOOT DAY

ACCOUNT OF SHOOT DAY

At 9.00am we set up the green screen on the wall and simultaneously a platform with painted green on it. This set up was the total opposite to our initial storyboard seeing that the whole plan consisted of a full-built set which would have made up the location. We were also going to shoot off location to create a sense of reality in the video. The reason we chose to use the studio for all shots was to detach the idea from reality and to bring in the ‘Sin City’ effect.

The time it took to set up was very short seeing that there was no need for props or constructions to be added.
We shot the green screen scenes at the beginning of the shoot in order to be able to clear the studio of the screens to leave the studio fully black for the band shots which we shot at the very end in order to save time and get as much done for the green screen to avoid having to put up the green screens again.


These are an example of what kind of shots we used:

Shot list

Close up tilt down of drum set.

Extreme close-up of drumstick on drum.

Extreme close up from side of foot on drum pedal.

Close up of bassist playing.

Close up of strings of bass being played.

Extreme close up of bass players head.

Close up at low angle of electric guitarist playing.

Medium close up track across bass and drum player.

Crane shot of electric guitarist.

Extreme close up of bass players hand.


For the green screen shots, we based them on the post production, keeping in mind that when it came to editing, we had to have shots at certain angles to then add special effects and the background. The camera was kept locked and focused front on to ensure that when I came to animating, there were no complications of merging shots with others.


In terms of costuming, we wanted to give the band a ‘Black Sabbath’ style which links to the genre of the song: “Demon Cleaner” which is a form of heavy metal. We chose materials such as: leather, velvet, nets and dark denim. Putting them in black gave the, the mysterious and independent look which we were aiming for.

The image of the ‘killer girl’, is her idealized image of her imagination. We chose this girl in terms of her attractive looks excessible to everyday women seen in media who show fashion as a non realistic image. We also casted her for her acting skills which were importantly needed in the video to portray a hard and fantasy character. While the man who gets killed is showing the image of a sleazy man instead of the image of an attractive man. The reasoning behind this was initially to show her reason of killing him. This consisted of a last shot in the video which would have been the girls imagination of all the brutal killing which we had previously watched. This shot would have explained the reasoning of choosing that particular cast. However, in terms of a shortage of shooting time, we could not shoot this last scene which now makes it a mysterious murder. However, the audience would still imagine, because of the contrast of images of the cast, that the man has obviously offended the attractive girl.

We lit the the green screen shots with white lights to avoid when coming to post production, having to modify the shades and contrast of lighting.
For the band, we used a circling spotlight which fragmented the members of the band and created a mysterious effect to their character.

My role on the shooting day was the director and the camera operator. All the members of the group also had a chance to be part of all roles. As a team, I would say that we worked very effectively in terms of working together and sharing constructive ideas on the shoot day.

The whole group is very content with the overall result seeing that we achieved most of the tasks needed to complete the editing. Although some of the video did not match our initial storyboard, we found that new ideas were brought out on the shoot day as processing the shoot.
If any complaints, the timing to shoot some other shots such as the final office scene and more band shots could have been arranged better.

ANCILLARY TASK PLANNING 2

This poster is representing a "thug" style of living of these rappers. The genre of the music is hip-hop. This is seen through their baggy clothing and recent hip-hop fashion.

The fact that the man at the front known as the legendary rapper "Tupac" is lifting up his top and demonstrating his tattoos puts across a rebellious attitude and careless. This way of acting appeals to young audiences who wish to rebel against the system.

The low angle shot they are shown at makes them heroic and as written above "thugs" .

ANIMATIC STORYBOARD

POSTER

Demon cleaner poster

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POST-PRODUCTION

The jump from the AS Main Task to the Pop Promos was a huge changement of media and technological knowledge for me. In the AS Main Task, we used PD170 Sony Cameras which recorded footage on tape while this year we used a more advanced method of recording with X5 HD Sony Cameras which as a result were much better seeing that recordings were done on a hard drive and the footage is in HD.

Most of our Pop Video was set in front of green screen. The editing was all revolved around after effects. To make the background, we selected pictures from Google and copied them into PhotoShop. We used the still images of the moon, sky and streets as props that could be moved to fit the background.



The next step in after effects was the keying of the actors. This is done by selecting after affects from the menu and click on keylight. This is used to adjust the colour of the actors into the green screen . Then you have to click on the eye dropper to pick the screen colour (green) and click on combines matte to make the black invisible and the white colour stay.

To balance out the black and white on the actors, you have to adjust the Hue Saturation by turning it down.

Once all the colours are synced into each other, including the bacgkround, I positioned all the actors and props.
The end step is to render it in order to save the colours and positions of the images.

SET DESIGN/LIGHTING

This set design and lighting is our plan for the band. Above the band, we planned to have a circling white light which we did use in the real video, however we tried using the red glow lights at the sides. We came to the conclusion that with one circling white light we could achieve a better effect.

This was our office set which was not used in the shoot due to a shortage of time. To the left of the diagram, there are an example of drawn office booths that we could have built with screens. To the right, there is an example of a conference room. As for the lighting, we would have used very bright white light to get the feel of an office.

This was an idea for an outiside set. We would have created this set in the studio. All of the walls would have been covered in graffiti. In terms of lighting, we wanted to create a night-time effect by putting lamp posts in and yellow street lights. We decided not to use this set due to our change in set idea where we green screened all of the locations which were previously planned.

This was our idea of a tunnel location. As previously stated, instead of building a set, we green screened it.

ANCILLARY TASK PLANNING 1

A Digipak is a patented style of compact disc or DVD packaging, and is a registered trademark of AGI Media, a MeadWestvaco, Inc. resource, which acquired the original trademark holder, IMPAC Group, Inc., in 2000. MeadWestvaco licensed the name and designs to manufacturers around the world.”


Digipaks typically consist of a gatefold (book-style) paperboard or card stock outer binding, with one or more plastic trays capable of holding a CD or DVD attached to the inside. Since Digipaks were among the first alternatives to jewel cases to be used by major record companies, and because there is no other common name for Digipak-style packaging made by other companies, the term digipak or Digi-Pak is often used generically, even when the media holder is a hub or "Soft Spot“ rather than a full plastic tray.
Digipak-style packaging is often used for CD singles or special editions of CD albums and the tall DVD Digipak (DVDigipak) is used as a premium package for DVDs and DVD sets. Because such packaging is less resistant to abrasion than jewel cases, it tends to show signs of wear relatively quickly. Licensed digipak manufacturers such as domestic U.S. printer and disc replicator Oasis Disc Manufacturing recommend coating the raw printed paper with a protective UV coating, thus ensuring greater longevity.
Although less vulnerable to cracking than a jewel case, the disc tray inside the package (particularly the "teeth" of the hub which secure the disc in place) remains rather brittle and is prone to cracking if the package is crushed. Digipak-style cases grew in popularity among record labels and recording artists in the early 2000s.
Manufacturers have sought to reduce environmental impact and improve functionality by introducing recycled components into its trays; one has announced a 100% post-consumer PET tray made from recycled bottles, which also eliminates the need for the brittle "teeth". Many printers use recycled or sustainable material for the board stock.
Historically, Digipak was only available in large quantities. However, AGI has recently introduced a new product called digipak i-create for the consumer market. Digipak i-create is a web-supported concept that is aimed at the download, music, photo and creative markets.

Key Elements of a Digipak:


-images of the band or artist
-possible image relating to the given genre
-images relating to the song/songs included within the Digipak
-a DVD or CD logo
-an ‘explicit’ warning logo, when necessary
-the record company’s logo
-record company’s name
-a barcode for scanning
-artist’s name, band’s name or title
-credits and thanks
-artist and record company’s web addresses
-a list of bonus material
-song lyrics
-a booklet or poster
-offers on future purchases
-information on the artist’s back catalogue
-a bonus CD (which may include: exclusive content, b-sides or demos of songs)

CALL SHEET

Cast list


Patch Wadsworth
Lillie Resta
Freya Spargo
Molly Astley
Amiee Watts
Simon Wood


Props List
Long board room table
Office chairs-leather
Office cubicles
Office appliances (stapler, hole-puncher, pencil and pen holders, folders, filing cabinet, pictures, billboards, maps)
Harsh lighting
(Graffiti) Brick walls to move around for different shots
Office plants
Laptops or computers
Printers
Interactive Board
Bass Guitar
Electric Guitar
Drums
Microphone
Abandoned building set
Sharp murderer knife
Big garbage bin
Lamp post
Costume list



Woman:
Killing scenes:
- Zip-up Latex suit
-Combat boots (whatever)
-Push up Bra
Office scene:
-Pencil Skirt (Black)
-Blazer with shoulder pads (Black)
-Black high heels
-Ordinary glasses

Man:
-Black business man suit
-Red Tie
-Deer Stalker
-Brief case

Band
Girls:
-Ripped Tights
-Tattoos (drawn on or sleeves)
-Piercings (Fake)
-Doc Martins
-Ripped tops
-Denim short or ripped trousers
-Lot s of jewellery (rings and necklaces)
-Coloured hairspray (blue and red)

Boy:
-His own jeans (black or denim)
-Checked shirt
- His own shoes



Schedule for the day

9:00 am- all meet in studio – get cast into costume

9:15 am- finish preparing the set for ally way shooting beforehand.

10:00 am- begin filming scenes with the alleyway set and costume.

12:30 pm- Get Lunch.

1:00 pm- continue filming in alleyway

2:00 pm- set up for band section
2:15 pm – begin filming band section

4:30 pm – wrap + strike kit


Lyrics

I've got the demons in me
I've got to brush them all away
I feel the demons rage
I must clean them all away,
Yeah, yeah [with echo]

Excite to scream them away
Cobwebs in the way
That magic cleaner will
Shine his smile over me
Yeah, yeah [with echo]

I am the demon
Cleaner who saves the day
I get the backwall
And important they'll always stay
Yeah, yeah [with echo]

If only one thing that you know
Imposters from the show
They'll try to trick you into
Normal treatment
Oh don't you listen to them say
Shush them all away
I am the demon cleaner
Madman so,
I am the freedom cleaner
Standing naked here to say
I'm the only way
I'm the only way
I'm the only way
I'm the only way







Shot list

Close up tilt down of drum set.

Extreme close-up of drumstick on drum.

Extreme close up from side of foot on drum pedal.

Close up of bassist playing.

Close up of strings of bass being played.

Extreme close up of bass players head.

Close up at low angle of electric guitarist playing.

Medium close up track across bass and drum player.

Crane shot of electric guitarist.

Extreme close up of bass players hand.

TEST FOOTAGE

This is test footage from our shoot day of the band section. Our cast worked well together and looked exactly the way we wanted them too. For the performance element the lighting was simple, in that we used a black set with four spot lights to focus on the band and instruments; the lights rotate to create the effect of moving and to make the mood slightly dark. We also had test footage of the green screened section, this shows how the set looked and how we achieved the final cut of the video.

RULE OF THIRDS

The Rule of Thirds.

One of the most popular 'rules' in photography is the Rule Of Thirds. It is also popular amongst artists. It works like this:
Imaginary lines are drawn dividing the image into thirds both horizontally and vertically. You place important elements of your composition where these lines intersect. I've even made a little diagram for you (fig 1).
As well as using the intersections you can arrange areas into bands occupying a third or place things along the imaginary lines. As you can see it is fairly simple to implement. Good places to put things; third of the way up, third of the way in from the left , etc. Using the Rule of Thirds helps produce nicely balanced easy on the eye pictures. Also, as you have to position things relative to the edges of the frame it helps get rid of ' tiny subject surrounded by vast empty space' syndrome.

The Rule of Thirds is fairly structured but there are a great many methods you can employ which rely on your ability to 'see' things and incorporate them into your composition.

COPYRIGHT LETTER

Hurtwood House

Dali Records

Dear Sir or Madam,

We are a group of A Level students working on an A Level project for a qualifcation in Media Studies. We are writing to request permission to use the following track as part of this project:

Demon Cleaner by Kyuss

With your permission the track would be used as the accompaniment to a short form video that is made purely for assessment purposes and will have no commercial usage. The video will be viewed only by members of the school community and the assessor of the examination board.

The arist and the copyright holder will of course be fully recognised in the pre-production and evaluation material that accompanies the project. We cna also include a full copyright notice if required both in the planning material and on the video itself.

Yours sincerely

Olivia Cox, Ruby Kammer, and Luke Chapman
Hurtwood House School

FIRST PITCH

Our main idea originated from the film Sin City. We also like the idea of narrating a story through the video keeping in mind that the audience would remember the song by the images of the storyline in the video.

When I watched the new music video by Chase & Status, I found that I remembered the song from images in the video and it's shocking storyline.

RESEARCH AND DEVELOPMENT- FIRST IDEAS

Pop Video Ideas

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RESEARCH AND DEVELOPMENT-CODES AND CONVENTIONS

Our main idea was to sell the product without sexual content and sell the product for it's music element and getting the audience to acknowledge the talent of the band.

This video above represents the kind of idea we were aiming at. This style of presenting the song, is aiming at a more real way to present the band unlike selling the song making use of sexual content. An example of this is Britney Spears: