Evaluative Question

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

Throughout this project, from pre-production through to post-production. Technology has, without any doubt, played an extremely vital role and supported many critical aspects over the three stages. Without using, and being able to access these different forms of technology, I do not believe the project would have been as successful.

Research & Planning
During the research and planning stages of the production, I did use a number of different new media technology's which included the Google Search Engine, digital cameras, power point and blogger. Although the internet in particular was fundamental to both my research and planning as it enabled me to access a range of sites for support, information and examples which set the foundations for the project . I was able to search for information related to both the main task and ancillary tasks which helped me to understand and reinforce my knowledge of the codes and conventions and the main purposes of a music video, concert ticket and website of this genre and theme and for a music artist such as Vanessa Carlton. I also used the internet during the planning stages to see if my ideas and plans were suitable for my audience and for my group chosen genre chosen genre. For example I was able to use the internet to analyse the official websites of Avril Lavigne, Cheryl Cole and Taylor Swift. As well as using YouTube to watch existing music videos of recording artist of a similar genre and theme to my groups chosen song and artist, and Google Images to research and analyse existing concert ticket designs. 


After the initial research and planning stages of the project had been completed my group came together to put create a pitch, in the form of a power point presentation. This presentation was then recorded so my group could refer to our initial plans, research and resigned responsibilities through out the task, this was a vital stage within the project an another example of how new media technologies were used.


Blogger was used in the planning and research stages as a way in which I could record, organise and analyse my research as well as being a way in which I could gather feedback  as whilst planning the my ancillary tasks. I used a digital camera to take pictures of my plans and used blogger to upload these images. By doing this I was able to ask my peers to give me feedback on my designs and my group members could clearly see what I was proposing.  As well as this at this stage blogger was used to keep record and my groups planning, progress and development of the video, especially at this stage with the ideas for the narrative, locations, camera angels and mise-en-scene. AS well as the style guide my group had created to ensure our ancillary tasks when put together produced a coherent package for Vanessa Carlton.


Construction

For the construction of the music video my group had access to and used a range of equipment, which each had its own purpose and helped to create a certain type of shot. The equipment we used was a video camera, tripod, tracking system and steadicam. After the footage was captured and conversion program was used to change the type of file the camera had recorded the footage. Once the footage was converted it was transferred from the L Drive (where the footage was saved once converted) on to a memory stick and then copied into a specific folder on the video editing computers. Once up loaded to the computers the footage was imported into the library of Adobe Premier Pro. Adobe Premier Pro allowed me and my group to but together the music video using the extensive range of tools and techniques available for example altering the speed of the footage and lip syncing the footage. As well as using the camera and the equipment listed above to capture shots to create the music video, other new media technologies were used. These included the White Screen and the professional spot lights. 


Throughout the creation of my ancillary tasks the following Adobe programs were used, Photoshop, Illustrator, Flash and Dreamweaver. Adobe Photoshop was used to edit, alter and manipulate different images which would be incorporated within the website, for example the images within the interactive banner. Adobe Illustrator was used to create the concert ticket which conforms to the codes and conventions of an existing concert ticket. Adobe Flash was used to create the interactive features within the website including the interactive website banner and countdown timer. Dreamweaver was used to create the website. This involved the creation and linking of pages and buttons and the general designing and laying out of the objects. Lastly over the whole course of the creation and production process Blogger was used to organise, keep track and show the development of this process.


Evaluation
During the evaluation stage I used a limited number of new media technologies. I used a video camera to evaluate my own perform throughout the creation of the ancillary tasks highlighting my strengths and weaknesses. As well as using Blogger to record the feedback I collected on both my ancillary tasks and music video and evaluate different aspects of the project in detail.

Evaluative Question

What have you learnt from you audience feedback?  

Throughout the project I continuously gathered and acted on what I learnt from the feedback I collected from my target audience, peers and teachers. I was made aware of and learnt a lot form the feedback for both my ancillary tasks and my groups music video. Such as strong features, negative features and improvements.

The audience feedback I obtained was extremely beneficial. In terns of the feedback itself I mainly collected this through showing the reviewers to begin with print copies of the ancillary tasks and later the interactive version of the website and video once competed. 

The first products which I collected feedback on were the two concert tickets and T-shirts (although the t-shirt was not submitted as a final product as it was replaced by the website and the merchandise I created for them) This feedback was very influential as it helped me to decide which version of the concert ticket and t-shirt to take to my group review. Where we would ensure we were all following the style guide and producing a promotional package.  The feedback I obtained before the review and what I learnt from this feedback can be found on the feedback post dated 14th February 2011. The feedback from the review itself can be found on the review post dated 19th February 2011. 

Once the website which me and one other group member, Melissa were creating was completed I asked a range of people to review the website using both print and interactive copies. The feedback obtained can be found on the feedback post dated the 16th of March 2011.

During the project I collected feedback for my groups music video on two occasions. The first occasion was when my groups rough cut was completed and we projected the video on to the big screen for our peers and teachers to review. There were many positive comments but also suggestions for some improvements to be made before the deadline and final product submitted. This feedback can be found on the feedback post dated the 23 March 2011. The second time which I gathered feedback on the video was once the final product had been submitted. This came from a variety of people who all reviewed the final product. There comments and what I learnt from there comments can be found on the feedback posted dated 17th April 2011.

Evaluative Question

How effective is the combination of your main and ancillary tasks?

I feel that the combination of my media products, and the products created by the group show, and contribute effectively to making a strong promotional package for Vanessa Carlton. When evaluating specifically the combination of my ancillary tasks and the music video created by my group. I feel that together the finished products look both professional, in keeping with existing products and effective.  

This is due to a number of reasons. Firstly, through the themes, narrative of the music video, and the representation of the artist Vanessa, within both the website pages I have created and the concert ticket for her UK tour. This is especially shown through the strong images featured on both ancillary tasks. As the props, costumes and locations featured in the photography are shown and incorporated within the music video. As well as this the action or pose of the character relates to the theme of the video. This is especially shown in the image of the concert ticket, were Melissa (Vaneesa) is looking over the edge of the pier into the distance. This location is featured within the music video and having Melissa alone looking out to the water reinforces she is alone and gives the impression of isolation, loneliness, reflection and loss. These are all themes or relating themes to the video and having these elements immediately links, associates and supports the combination of the different products.  

Furthermore, the style guide which all of my group contributed to the creation of at the beginning of the project, has been referred to and followed whilst completing the music video and ancillary’s. Further showing links between and ensuring combination of the two tasks, which is positive. For example the colour scheme which has been shown throughout the music video which is black, white and red has been reflected, made the focus and influence of many aspects of both ancillary tasks. The concert ticket and website both reflect and include these colours. For example the background colour of the concert ticket is black with red and white writing. With the website also featuring both red and white writing with a black background and red and white rose petal border.  The outfits which Melissa is wearing both in the video and within the images within the animated flash header of the website also tie in with the colour scheme and outfits worn by Melissa within the music video, with certain accessories such as earrings being red as well as a red dress and white fur coat.

Additionally , the I 'heart' Vanessa Carlton range I created for the website ties in with the themes and narrative of the music video. This is because the range is about loving Vanessa Carlton as well as the packaging featuring hearts which also ties in with the themes and conforms to the house style my group has created. So is another effective way of combining the website and latest music video of Vanessa Carlton.

Lastly to further combine the products together effectively there was a common Motif used throughout the products. This was a the featuring of a rose. The rose is featured on both ancillary tasks, the website border is made of rose petals


Overall I feel that the combination between the main task and ancillary task is effective as they compliment and support each other ensuring that there is a clear linkage and association between the different products.

Evaluative Question

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

Concert Ticket

The concert ticket I have developed uses and conforms to the codes and conventions featured in existing concert tickets. When comparing my concert ticket to existing products there are a number of features from each product incorporated into my design. When specifically looking at the content and information I have positioned on my design, you can clearly see that the information not only on the concert and the venue itself but the information specific to that purchaser is featured and written in a similar way. Furthermore the information is written in a font style the same as on existing products and in positioned on the page in the same way with breaking up of the text shown with a red rose and line between each piece of information.

The different font sizes and weights of the font I have used for different pieces of information is a code and convention for example the most noticeable pieces of information needs to be the artists name. This should be written in the font used to create the brand identity and coherent package for Vanessa Carlton. With the cost and booking fees being written in the smallest thinnest font.  By ensuring I have included this within my product I have developed and ensured usage of the common codes and conventions.

The image I have selected to use conforms to the styling and type of image featured on a concert Ticket. Although the main focus is on the artist themselves there is a background which alternate text can be placed over the top of the image which is a code and convention.  I have developed the code and convention of separating the general information about the concert and the information unique to that purchaser by positioning the image in the middle of the ticket. By doing this I have ensured that the code and convention of the separation of meet, but have developed the convention by the way in which I have executed it.

By ensuring that featured such as the venue logo, colour hologram and bar code are positioned within the product. I have ensured that all of the codes and convention have been met whist producing this product. So the final product is accurate and professional.

Website Pages

The pages within the website I have created - the homepage, tour page, merchandise page, Vanessa Carlton range page and part of the news page, use develop and challenge the common codes and conventions in a number of ways.  

The homepage features a number of these codes and conventions as I have created a music player which plays Vanessa’s latest song which is a feature seen in professional artists websites. Furthermore the position and creation of the interactive website banner which features a mixture of images of Vanessa as well as advertisement banners. Having a mix of both featured in a website banner I have developed the codes and conventions as these type of images would be seen but not necessarily in this way.

The content and how the navigation and content are used and advertised show further development and use of common codes and conventions. For example having the navigation bar change from white to red when the mouse hovers other that page aids navigation and catches the viewer’s eye. Additionally the use of the tiled boxes developed the codes and convention of advertising the main features and products within the website and where they are found. Having an interactive scroll bar moving across the page again catches the viewer attention and makes the website look professional and appealing.

On the tour page I have ensured that the way in which I have presented the information of each concert is professional and in keeping with existing designs. For example used the alternate colour boxes to position the information and external links to ticket mater where tickets are still on sale. Furthermore I have featured the cover of the tour program showing further understanding of the codes and conventions referring to the content and the codes and convention of the interactivity needed through the scroll bar and countdown timer.

When looking at the merchandise page straight way you can see the understanding and use of the codes and conventions through the layout of the merchandise and the information given below. I have ensured that the images featured are of the correct size and the information given similar to that on existing products. I have also ensured that that the viewer is directed to a site where they can buy the merchandise and that the retails logo is positioned on the page. The VC Range page sues the same codes and convention as the merchandise page but with the added convention of information about the range.

The news page Melissa and I have jointly created. I have ensured that more than one article can be viewed and good use of space (a code and convention) is show and developed through inserting a scroll bar. Lastly I have also showed attention to detail not only through including these features as well as the copy right on every page but also through the font styles and text sizes used throughout the website. For example Vanessa Carlton being written in the same font as all other produce created a brand identity. The navigation bar subheadings and scroll bar using the same font to shown consistency and the main bulk of information that needs to be consumed by the audience is written in a font which is clear and  easy for the target audience to read.

Music Video

The music video which my group has created uses, challenges and develops the codes and conventions of a typical music video of this genre, theme and target audience. 

The narrative is made to flow through with the use of quick cuts and different effects. These effects include the flashbacks being black and white to show a clear difference between the past and present. Having this clear difference is a commonly used code and convention so by my group implementing this we have ensured we have conformed to the conventions. As well as this the transitions between each shot help and ensure that the video flows smoothly and is easy for the viewer to watch. The transition which my group have selected to use is a cross dissolve. We have used this effect throughout the music video to ensure the video looks professional and consistent as well as conforming to the codes and conventions as existing music videos use a limited number of transitions. 

Another effect which has been used throughout the music video is a dip to white. This effect has been selected as the white colour implies and supports the theme remembrance and loneliness which are key elements of the video. Throughout the video there are image bursts. These bursts of image are effective and further support and make the the story flow. As well as this my group has also altered the speed and duration of the clips. In some places making the footage faster and in others slower. This is helped to not only tell the story but build the emotion of the story. For example near the end of the video several flash backs have had the speed altered so they are faster and the footage revered. This supports that these times have been in the past as well as link with the crescendo of the music. This is another commonly used code and convention.

A slight rotation had been added to the last shot on the white screen. This had been done as the slight rotation reinforces the theme and also shows romance. This ensures that the theme and narrative are made clear and is a commonly used code and convention. Although these techniques have mostly been used separately, they are also effective when used together, and this use is also a code and convention. The last two shot of the video (the two hands slipping apart) uses both a cross dissolve and slow zoom. This is effective and is a strong ending to the video because the editing techniques together add and build the emotion of the video. All of these techniques are code and conventions meaning that the video me and my group have created conforms to these.  

The locations which have been featured within the music video also conform to the codes and conventions of a music video of this sort. This is because they are places which coupes would go or be seen together. As well as this the use of the white screen and flash blacks conform to the codes and conventions. This is because the flash backs support the story and show the viewer what the character is missing and the white screen reinforces remembrance, loneliness, love and iscolation. 

Lastly the mise-en-scene featured through out the video especially the hair, costume and make up of Melissa (Vanessa) in the different locations and whilst in front of the white screen further conforms to the codes and conventions. With her costume being glamorous, her make up bright and hair straightened with extensions for the shots involving the white screen. Whilst in the shots in different locations Melissa (Vanessa) is wearing thick outfits with naturalistic make and and a plain, simple hairstyle.

The ways in which our music video develops or challenges forms and conventions of a real media products is further supported, and explained within the Comparison post situated below.

Andrew Goodwins Theory

Andrew Goodwin in his book Dancing in the distraction Factory writes about what he defines as the characteristics of music videos. Goodwin lists five main characteristics that should be present in a video with a similar genre or theme to my groups. I feel that the music video my group has created conforms to all of these elements.  Bellow I will list the elements and describe/show where they are featured within the music video my group has created. 

The music video demonstrates genre characteristics

In the music video me and my group created we focused on the characteristics of the genre and theme of the music video. This can be seen through a number of features. 

• Flashbacks
• Revisiting the past
• Speed of the video to the speed of the lyrics 
• Lighting
• Locations
• Movement
• Costume

There is a clear relationship betweens the lyrics and visuals
Throughout the music video the links between the lyrics and visuals are clearly shown, below are some examples.

"Making my way through the crowd"

This shot links to the lyrics as Vanessa is walking through a crowd.

"Id walk a thousand miles" 

This shot is linked to the lyrics as Vanessa is walking.

"Drown in your memory"   

This shot is linked to the lyrics as Vanessa is at the waters edge.

"Precious memory" 

This shot is linked to the lyrics as as memory's is being said a flashback appears, which is one on Vanessa's memory's she is reflecting and thinking about.

There is a clear relationship between the music and visuals

Throughout the video there is a clear relationship between both the music and the visuals. This is shown through the visuals at the beginning of the video where the music is slow so the actions of the artist reflect this are of a slow pace. An example of this is when the artist throws a teddy at the camera which is normally as fast action but the speed and duration of that piece of footage has been altered. Furthermore when the music crescendos nearer to the end of the video the footage has been speed up so flows with the music. Additionally the dip to white and image bursts have also been inserted in time to the music. 


The demands of the record label are shown, which will include the need for lots of close ups of the artist and a motif for the artist.
The record label will have certain demands which I feel my group has featured and taken into consideration. For example there are lots of close up shots in our video which are repeated and enable the audience to connect the song and artist visually. For example the shots of the artist in front of the white screen. As well as this certain reoccurring features for example flowers which are seen on clothing pattern, blanket pattern, through bunch of flowers, the broach on her coat and accessory in the artists hair. This generates a theme, style and motif which can be both connected and associated to the artist Vanessa Carlton which generates recognition with audience which are other features the record label would demand.


Genre-related style and iconography present
There are many aspects throughout the video which relate to the iconography and genre related style these elements are:

• Flowers
• Prom dress for white Screen Shots
• Lip Stick

Comparison

Throughout the production of the music video, I have used my notes and findings from the initial analysis of three music videos. These were Vanessa Carlton - A Thousand Miles, Avril Lavigne - Innocent and Cheryl Cole - The Flood.  I will now compare our final product to these three music videos, showing the similarities and influences these videos have had on the production. 

To clearly show the difference between the past and present we decided that we would alter the colour of the Flashback footage to black and white. This is a commonly used code and conventions as you can see Avril Lavigne has used the same idea in her music video innocence.

When looking at Vanessa Carltons version of A Thousand Miles it became clear that the theme and motion of movement was key to the music video. As you can see from her music video Vanessa Carlton showed the theme through the movement of the piano in different locations. To portray this in our music video Melissa (Vanessa) is constantly walking in a variety of locations, including a busy street show above and the woods shown below.

The costumes that Melissa (Vanessa) wears whilst in outside locations are suitable and fit with the costumes, hair style and make up worn within the music videos I have analysed. For example Cheryl Cole in the music video The Flood (shown above) is wearing a coat and scarf with her hair scruffy and tied back with naturalistic make up. 

When specifically comparing the Flash backs featured within my groups version of Vanessa Carlton A Thousand Miles, to those featured within the music videos I have analysed. You can clearly see the similarities. These are shown through significant objects such as flowers which fit with the theme of the video as well as being an object often associated and given between couples. As well as what the couple are doing for example having a pillow fight and walking along with their arms around each other. This shows that my group have considered the type of Flash backs which are relevant and conform to those used in professional music video to get the emotion, love and loss across. 

Another way in which it is clear that the analysed music videos have influenced the aspects of my groups final music video is through the use of the white screen. It was decided that instead of altering the background of the screen it would be kept white. We felt that having the plain white background would not only highlight the singer but also conform and support the theme of pure love, innocence and loss, through the colour white being featured. By using this feature my group has conformed to the codes and conventions of existing music video with a theme and narrative similar to A Thousand Miles.

The white screen (in this video the colour altered to black) is another featured used within Cheryl Cole's music video The Flood. This further shows that my groups music video conforms to the codes and conventions. As well as this the costume which Melissa (Vanessa) is dressed in and how her hair and make up has been styled is similar to that worn of Cheryl Cole which further shows and supports my groups research and planning of the video specifically relating to the mise-en-scene as we have reflected and portrayed the style of Cheryl Cole.  

One of the editing techniques we have used, dip to white, is also featured in Avril Lavignes music video Innocent. It was decided to use this incorporate the dip to white effect within our music video as it is a good way of adding cuts to the video. Ensuring there are quick cuts helps to keep the flow of the music video. As well as this using the dip to white in our version of the video links the white background and again enforces the theme of loneliness, isolation purity and love.

When specifically looking at different types of shots used within Vanessa Carlton version of A Thousand Miles there were a variety used such as close up shots, mid shots, zooms,  tracking and high and angel shots. These have all been featured in my groups version of A Thousand Miles.  A shot that my group specifically wanted to include was a mid shot of Melissa (Vanessa) in which Melissa was positioned to the left with the right of the shot being the background. We decided to incorporate this as this was commonly used in the original version of the video. As well as being a way to get across the loneliness and loss of her boyfriend as in the previous Flash back in this location Aran had been sitting beside Melissa in what now is an empty space. Further reinforcing the theme and helping the narrative to flow.

In my groups music video a similar location as in Cheryl Cole The Flood has been used. This is because the location fitted, reinforced and helped the narrative of the video. This is through the location being a lonely place with no one around and nothing to see except for the water and land in the distance. This further enforced the isolation and loneliness which Melissa (Vanessa) felt.   

The technique of jump cutting has been featured within my groups interpretation of A Thousand Miles. The example of a jump cutting which my group has used is from the far away shot of Melissa (Vanessa) on the pier being cut to a close up shot of the same footage. As you can see above this is a feature which has been used in Vanessa Carlton's version of the song and conforms to the codes and conventions of existing music videos. As the technique helps to create short cuts which catch the viewers eye and engaging the audience with the video as well as helping the narrative to flow and breaking up long pieces of footage.

Another shot which my group felt was in keeping and effective for the main theme and notion of the storyline; movement. Was a shot were the camera is held still and Melissa (Vanessa) walks past. This has been used in Cheryl Cole's music video The Flood so is a shot which conforms to the codes and conventions of existing music videos of this genre. 

The shot of two people hand slipping away further enforces the notion of loss and that something / someone is missing. As well as this the shot is extremely powerful and symbiotic. 

The last shot featured within the music video is a flash back followed by a dip to black. Having this for an ending in a music video made to a song with the main themes being reflection and love is both strong and powerful. As you can see this is a commonly used feature of music video with this genre an theme which reinforces and supports my groups choice for this ending.

As well as the elements I have specifically featured and talked about above there are other areas of the music video which are similar and have been influenced by the three music video I analysed. 

These are the type of camera shots captured which include panning, tracking, mid shots, close ups, zooms, low angel and high angle. The alteration of the speed of the footage especially the shot were Melissa (Vanessa) throws the teddy at the camera. Which is similar to the speed of several shots within Avril Lavigns music video. This helps to show the emotion within the shot.

As well as this there are quick cuts which help the story to flow as well as separating the past and present. This is a technique and element present in all of the music video I analysed. Lastly in the music video my group has created several of the Flash backs are repeated at the end of the video this is also featured within all of the music videos I analysed ensuring I have conformed to the codes and conventions at that our music video fits in to the market and appeals to its target audience.

Feedback

Audience feedback is extremely significant and an important part of any project. Throughout the project I have gathered feedback relating to my groups music video, but have been focusing in particularly on improvements. After completing the final edit of the music video using Adobe Premier Pro. I asked various people including our target audience, my teachers and peers to review my groups work and from this collected both negative and positive feedback.


Over all the feedback I collected was positive and highlighted many strong and professional aspects of the music video. Many of the viewers commented  on the "strong clear narrative" of the music video and the "professional feel of the video". Specifically the use of flash backs which "define the difference between the past and the present, in some ways enforcing two story lines as well as conforming to the codes and conventions", as well as commenting that the video overall was "very moving, touching and realistic". 

My teachers particularly commented on the use of image bursts saying "this is a strong element and where it has been used fits with the beats of the music". As well as the the slight rotation of the last shot on the white screen "reinforces the theme of romance, even though it is subtle". 

There were also continual comments on the "strong use of professional effects and equipment". The aspects that the viewers commented on were the "wide variety of different camera angels used to create different effects and show different emotions" and the use of the white screen which "helped to reinforce and signify the feeling of loneness and isolation as well shown professionalism". Furthermore the dips which my groups added in the editing process were also commented positively on, saying "the dip to black was an extremely effective way to end the video to signify not only the end of the video, but the end of the relationship and emotional journey of revisiting the past the character had been on". 


Additionally there were positive comments made about the mise-en-scene throughout the video. These comments were " the mise-en-scene has been well thought through" and "the mise-en-scene is correct and suitable in all scenes". The alteration of the speed the clip where Melissa (Vanessa) throws the teddy was also commented on. The viewer said that "having the shot slowed down enabled the audience to see the emotion in her face as well as fitting the shot and tempo of the music together" another viewer said "this is effective and reinforces the emotion of the video".


Another technique used within the video was the reversing of the footage. One viewer said that they believed this tool supported the narrative and enhanced the emotion through the reversing footage giving the impression that "her brain is being re winded and re-set to start a new chapter in her life". When particularly commenting on the transition used within the music video the viewers like the way that the same transition was used as this is "professional and shows consistency" an another viewer said that "this kind of transition is the most common which ensures the video is up-to-date and in keeping with todays market".


The quick cuts and the flow of the music video was praised. As the viewers felt the shots used "were a suitable length", "captured the viewers attention" and "kept the flow of the story going and conformed to the codes and conventions". Another element of the video that the audience felt was strong was the way in which "the speed of the visuals matched the sound".  The viewer felt "was professional", "emphasised and built the emotion" and "is an essential feature within music videos". 


Lastly, when I asked the viewers to comment particularly on the ending sequence of the video they said that "ending with a flash back image triggers emotion and gets the emotion across to the audience well " and "the slipping apart of the hand gives a definite ending to the story".