Evaluation

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

Music videos usually stay with the conventions of their genre, the song usually relates with the video; and the performer is presented this helps present the star image (Dyer) of the performer. However some artists chose to challenge and push the boundaries of the conventions, artists such as Freddie Mercury and Lady Gaga are examples of this. When creating our video we wanted to make sure our video had unique selling points, and offered something different to other videos in the genre however by doing so we wanted to keep some of the conventions the same and using Horton and Wohl's theory we ensure we provide the fans with the entertainment they want.

Stayed with the convention (1)

After much research we discovered the clothing was different to most genres in indie/rock. Obviously a key convention in indie, is being 'independent', however the fashion and dress between indie performers are all similar in ways. In an earlier post I looked at a selection of clothes that were consistently used in the genre; this is involved the likes of skinny jeans/chinos, checkered shirts, wool coats. As a group we all decided we would keep this style of fashion similar to genre. We felt we didn't need to challenge the conventions within clothing as from our research we found out the clothing was a key convention in the genre and felt as though we could challenge other aspects, the similar clothing also gave us one way of allowing us to incorporate Andrew Goodwins theory because it allows the audience to connect with the artists as they have similar fashions.

The image above on the left is from an indie group; 'Mumford and sons'. We have chosen a very similar idea to them in this shot, as we tracked our performer, wearing the 'Indie' clothes. They have a similar look to each other, representing this unique fashion. The main performer in Mumford and sons wears a very similar coat to Will, this indie fashion conveyed by the performers is influential on the audience. We chose to wear similar clothes as we thought it was most appropriate for our genre, also it stays with the conventions and we wanted to present our performer with this independent style. The clothes on the performer are key in creating the image of the performer, Dyers 'Star' theory tells us how the performer's image can be presented as a star.

Stayed (2)

After watching many indie/rock videos and planning we decided to use a split screen as this image presented worked effectively; as we wanted to convey the band as having different personalities and life styles but ultimately they were still performers and part of the band.
Below is the Plain White T's video 'Hey There Delilah', this is a perfect example that uses a split screen through out their video. 

We used the split screen to show the band members playing instruments as if they were just practicing within their normal lifestyle.

The Plain White T's used a split screen through out their video, 'Hey there Delilah'. We liked the way we could present the audience with the different things happening in the video without having to have many cross matched cuts. They used the split screen through out the whole video effectively however we chose to use it in certain bits, we managed the convey the different lifestyles the band members had; by doing so we wanted to make the audience feel as though the band members were down to earth and lived pretty normal lifestyles, this also uses Andrew Goodwin's Theory as the audience can relate the artists and feel as though they can connect with them.

Developed the convention (1)

As we used a split screen and presented the band members in different places within their own lifestyles, which was evidently different to each other, we had to have the band members in different places. We shot the band members doing there own thing in their own time. The narrative of each performer was based on them practicing separately without presenting them as being in the same band. As the band members are doing pretty average things the audience would be able to relate with them, this coincides with Andrew Goodwin's Theory We have developed this idea in comparison to other music videos within this genre.

Amy Winehouse's 'Rehab' video shows the band members in the same room however not acknowledging each other and creating the impression they are just playing independently. We liked this image presented and thought we could exploit it however we chose to develop the idea. Instead of just having the band members playing separately without them acknowledging each other, we had them performing on their own as if they were practicing and hardly acknowledging Will (the leading artist).

Developed (2) 

Almost every indie/rock video we have watched and analysed at some point we see some sort of band performance. Band performances are key in creating this star image as it shows the star performers (Dyer) as you see the performing side of the artists. This is significant in our video as we were able to have a narrative but having elements of performance still reinforces the band's status and makes sure the audience know they are performing the song and not just acting. We wanted to express this to the audience, so chose to include a band performance.

By placing the band members in different areas, we were able to develop the performance which made aesthetically pleasing to the audience. Above (on the right) shows our drummer performing in a field. We chose to use a field as it shows the band members individual sides; which is the independence and uniqueness, these associations are usually represented through the indie genre, as it is different to the mainstream. We also wanted to convey the female character in the video as being lost, the field was an appropriate setting as it has such an open and deserted feeling, we did this as it coincides with the narrative of our video. In comparison, our performance to the We the King's is similar in the way it highlights the performer skills and creates an authentic performance, however we developed this by replacing the performer in a completely different setting to the video and the other band members. In many of our performance scenes in our video we used the idea of narrative, using close ups and tracking shots on the artists, we wanted to demonstrate John Stewart's Theory here by letting the audience feel as though they can get close to the performer and feel interactive in the video as they are an active audience.

Challenged The Conventions (1) 

To make our video stand out and add to the indie-(independent) convention of the genre we chose to differ and challenge the normal conventions that indie/rock videos offer. We challenged it into two ways. Whilst looking for ideas for music videos we found some videos from different genres chose to use introductions in their video.
Below is Nelly and Kelly Rowland's 'Dilemma' video, the hip hop video has an introduction before the song begins, we used a similar effect to this.

We challenged the normal conventions of our genre by using an intro, as  the image below shows Nelly's (hip hop) video uses an introduction which contrasts with indie/rock. By challenging the conventions we hoped it would appeal to our audience as it has a element of 'difference' to our video; as our research has told us this difference to mainstream is commonly used in the indie genre. By experimenting with the conventions, we hope it may become popular with our audience, then we would be able to continue using intros and gain support through them. We could use it as a unique selling point and be known as the indie/rock band that frequently uses intro.

The effect of the intro draws the audience in and adds to the narrative of the video- as it helps set the scene. It also gives the audience a slight insight to the performer, they can get to know elements of their characteristics, and feel as though they can connect with them-Andrew Goodwin. It was important we used an intro for our video as it made it easier for the audience to understand what was happening, as we wanted our video to have an effective narrative. The silence in the introduction creates tension, the audience would anticipate the start of the music as well as being curious. 
The way Will tears off the piano dust sheet, it engages the audiences interest, although it looks as though he is doing it in a violent way he is merely just pulling it off. We filmed the shot with the reflection of the sun light, by doing so we were able to see the dust shoot through the air, the connotations of this was implying him and his ex-girlfriend are over, the dust shows a sign of oldness and implies that they are over for good. 

Challenged (2) 

Another way we chose to challenge the 'obvious' conventions of the indie/rock genre was by using flashbacks. We failed to find a prominent indie music video that used flashbacks. So by choosing to exploit flashbacks we were challenging the conventions. The effect of the flashbacks enhanced our video's as it added authenticity to it, by using a vinaigrette filter we were able to present our video as being professional, along with fitting in with the narrative.

Another hip hop video, by rap artist Eminem, shows flashbacks through out the video. The use of flashbacks for our video was key as it helped with the narrative of the video, it showed the couple was once together and happy, having these scenes made it clearer and easier to understand for the audience. As the hip hop genre is hugely different to our indie/rock genre it shows we have challenged the standard conventions. Challenging conventions was significant to us as we wanted our video to have something different to  other videos in the genre.

Overall we decided not to challenge many conventions in our genre as we thought developing them would be more effective as we wanted to keep the video within the indie/rock genre. But we knew challenging it in some way would also be accepted as it fits with the 'independent' convention, as well as being to advertise unique selling points.



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

As a group we have discussed how effective the combination of our ancillary texts are along with our music video. We filmed our individual comments and views; as we all had different things to say. We have edited the video and added in appropriate photos on the topics being talking about.

A popular topic we discussed, was the difference and similarities between the main product and ancillary texts. Through out the video we showed the band members as having separate lifestyles and performing independently, in comparison, this varies to our ancillary products, as the still images show more of a band as they are together and interacting with each other etc.

We chose to focus the whole band image around the main performer Will, In our video we did this by having the master shot and the majority of camera shots featuring Will. The reason why we did this, is because we wanted Will to be the main focus in front of the camera, also because we wanted to take the star light away from the rest of the band, and didn't want to make them look superior over our fans as we wanted to use John Stewart's theory by letting the audience feel as though they can relate to the band. The ancillary texts also coincide with this as many of our pictures within the digipak and advert show Will as the centre of attention, you can also see from his sight lines that he looks directly at the camera.

To Conclude, we decided to present different images within the ancillary texts and final product, we did this as we were trying to convey different things. To add to the narrative of our video we had to present the band as having personal and separate lifestyles as we based the video on the lyrics, but in the advert we presented the band as being together and acting like a typical band would. We had to do this as it was our first albumn and previous research has told us typically bands have their image on the advert or inlays if its their first albumn. 

(3) What have you learned from your audience feedback?

Below is our music video containing annotations, using our youtube account we added in the feedback we received, we gave people questionnaires to fill out after they watched our video, this primary feedback is useful to us as we are able to see a wide range of responses, which is better than our own, maybe biased views. We gave them set questions to answer however we involved some broader questions such as 'any criticism?' we did this as it gave us a wider range of feedback.

*Key*

Green annotations is the positive feedback

Red annotations is the criticism

Blue annotations is what we noticed and what we could improve

A repetitive positive comment received told us how our video looked authentic, we are pleased with this feedback as we focused on this element the most. Researching into our indie/rock genre and watching many professional videos gave us a clear idea of what camera techniques to use. A lot of the feedback also told us our lip syncing was in time. I think this was a significant part of video that helped make it look authentic. However the slight minority of people told us in certain scenes our lip syncing was out of time, we must take this criticism on board. Looking back on our video I would say our 99% of lip syncing was in time, however if it was to be a professional video we would have to make sure the whole 100% is in time.

We made a continuity error in the video, (that wasn't noticed by the audience), after we finished editing we realised we had failed to remove the schools desks in the background of the master shot, as the desks were not there within the introduction. Looking back on this we should have noticed the desks when we filmed the latter parts of the video, this continuity error could have been erased by taking specific photos of the location when filming, so we knew exactly where everything in the shot was.

Another reoccurring positive comment received from the audiences feedback was they agreed our video fit well with our genre. I think the clothing was significant in making sure our video fitted with our indie/rock genre, the 'Independent' fashion is key within our genre, as Andrew Goodwins' theory tells us the audience can connect with the performer. After deeper research into our genre we concluded using numerous close ups emphasising the performers skills was a shot used frequently within indie/rock genres. We exploited this camera technique effectively which ultimately added to the authenticity and helped our video fit well into the genre. 

Audience Feedback on Prezi

On the whole the feedback we received was very accurate to our own views on our final product. We received many positive comments on the authenticity of the product, we are pleased with this as we worked hard on this aspect. From the few negative comments we received, the most notified comment was about the lip syncing in one scene. In contrast we received many positive comments on this element in our video however we should have improved on this scene when were watched our rough cut.  

(4) How did you use media technologies in the construction and research planning and evaluation stages?

I have made a video demonstrating and highlighting what key media technologies we used in our video. This video tells us why they were useful and how we used them, however I missed a few other technologies we used so I have discussed them below.

Another key program we used for our coursework was Itunes, this program was significant to us as we were able to purchase our song and then download it onto more compatible devices such as the iphone; This media convergence was useful to us as having the song on a more practical device meant it was easier to listen to when filming, we used the iphone to help the lip syncing, it gave Will the rhythm and beat to mime to. We also used the iphone to take HD images when out on the go, the Iphone was more practical to take images than the Cannon camera as it is a smaller device than can easily be fitted into our pockets.

Using our youtube accounts was also helpful to us, we used this media technology effectively as we were able to upload our video onto youtube which made it easier for people to watch, which ultimately meant we could receive more feedback. We also used youtube to annotate our video.

www.mp3unsigned.com played a vital part in helping us find our perfect song. The website was particularly useful as it allowed us to narrow our search down to specific genres such as indie/rock.

Overall media and technological convergence was extremely useful to us, we were able to full make use of the equipment we used and having minimal equipment with many different programmes was extremely helpful to us. We were able to use a variety of programmes on the Macs which overall helped us increase the authenticity of our final product.
online exchange of videos