1. Evaluation Question 4 How did you use media technologies in
the construction, research, planning and evaluation stages? By Sade
Mtowa
2. Research When it came to understanding the conventions of a
music video we had to do much research ourselves, to ensure that we
have the information that we needed. Not only did we learn in the
class room but we also used technological alternatives to further
our understanding. For example, we would use web sites like YouTube
and avoid others like Wikipedia. These resources helped to expand
out research ensuring the chances that our own music videos would
be up to standard. Also that they would make sense and relate to
what makes a successful music video, because it has the power to
make or break a song.
3. Research: YouTube The number one technological resource I
believed provided the most information was YouTube. I think this
because it is a huge media platform for music videos today. Using
YouTube I was able to find clear examples of the different types of
music videos; narrative, concept and performance. By being able to
see how each of them are presented, it help to clarify what type of
music video worked best for my group. We were able to see which
type of music video we can apply the best of our efforts, and truly
capture the theme of the song that we wanted to do.
4. Research: YouTube Another way YouTube contributed to our
research was that we were able to find Pop-up music videos. These
are a series of music videos that would have mini pop-ups on the
side, which deconstructed the videos themselves. The information in
these videos included facts about the set and why certain props
were used. It also included background information of the artist,
directors, etc. This re-enforced how everything that is a part of a
music video is important, regardless of how small it is. E.g. in my
music video, whether or not I wear high heeled shoes or not can
affect the audiences opinion of me and what they think I
represent.
5. Research: Wikipedia However, when it came to our research
there were some websites that we avoid because they are unreliable.
One of those websites was Wikipedia. The reason why I didn't use
this site as a resource was because the information on there
usually comes from an anonymous person. This leaves the door open
for anyone from anywhere to put of random information that may not
be accurate, or completely wrong. This already makes it very
discouraging as a resources, what adds on to it is that you have to
cross- reference. This means more time is wasted on having to find
other reliable websites and compare them. As the saying goes Time
is money.
6. Research: Purpose The point of doing this research was to
understand what makes a music video, before making a video. This is
key because to make a successful music video it needs to attract
the target audience, be relatable and have repeatability.
7. Research: Other References During our research our teacher
was also able to find some articles we were able to access on the
schools media Wordpress. These articles included Dancing in the
destruction factory, that looked at the different theories
surrounding music videos. These theories included how different
critics viewed music videos. Marcus sees them as pornographic,
while Fry & Fry views them as adverts. The article also also
looked at the ideas of meta-narrative and Star persona. Another
article we had access to was Sound and Vision, In this article the
theories of co modification, visual schizophrenia and the
postmodern disappearance of reality, (turning people into anything
without it making sense),
8. Planning: Filming When it came to filming out music video we
had a verity of options that we could choose from. With having
different options of cameras it opened the door to achieving many
different angles. For example, with an iPhone, their cameras are so
advanced and so clear that it is possible to make high quality
videos. Then of course we have professional Nikon or Canon cameras,
that take the quality of filming further. Another benefit of having
different technological devices is you can do test shots on the go.
My group used our phones to film on location if we wanted to see
what a certain shot looks like. We did this for both our lip
syncing task and testing our choreography. After filming our lip
syncing we were able to see who would be best singing the different
verses. With the choreography we were able to see if it would fit
the music video, before filming it.
https://www.youtube.com/watch?v=9BZGPYKoA3A
https://www.youtube.com/watch?v=6O2VWaDlTkQ
9. Planning: Filming Continued During our filming we were
fortunate to have our own Nikon camera (Mahaliah Meriales). This
was helpful because we didn't have to fight for the class camera.
That allowed use to plan our filming ahead of time and when it
worked for us. Also during filming, we would film a scene an upload
them onto the Mac computers at school. Then piece by piece we would
edit what we filmed on Final Cut Pro. This contributed to saving us
time because we would be able to pick out anything which needed to
be re-filmed. This way we were able to avoid the problem of having
filmed everything and the different shots didn't match, or having
to re-film after so long.
10. Planning: Digipak & Advert For our digipak and advert
we used our camera phones at first to take a couple of test shots.
This gave us the chance to create models of what we wanted for our
digipak, because it made sure that they matched the shared the
ideology of independence. After creating the ideal models (Storm
Thorgerson), we then set up a separate time to do a formal
photoshoot. Even though we had a fixed idea, we still took a verity
of pictures to ensure we had verity. That way at lest if we were to
change our mind we didn't have to start from scratch again.
11. Construction: Editing Music Video This is where we became
the most familiar with the technology that was used to edit our
work. For our music video the editing software that was used was
Final Cut Pro. This was the most time consuming so we wanted to
make sure that we didn't waste any time. That is why we researched
how to create different effects. If we were not able to work it out
ourselves, then we would asked for help from either our teacher, or
the tech guy (Michael). However, we would stay to see what they are
doing so that way we could learn for ourselves for reference later
on. Even thought our video was not so technologically advanced,
where there was a special effects, we wanted it to stand out. For
example we had both a split screen and a mirror effect. To learn
how to use them correctly, there were a number of videos on
YouTube, which taught use how to create these effects on Final Cut
Pro.
12. Construction: Editing Music Video Continued While piecing
together our work, Final Cut pro was very helpful in taking our
work that extra step. It brought use closer to the vision we had
for our music video with the basic editing effects that it had. For
example, when adjusting the colour of shots, we had control over
the contrast, brightness, etc. As well as that we were able to add
filters to make the shots stand out even more. A good example of
this can be seen at the beginning of our music video with the
shadow shots. Even though it was originally filmed that way, we
added the affects of strips over top. That made it look as if we
were dancing in front of blinds. We also added a TV fuzz affect to
make it look as if the audience was tuning into our song. This was
significant because it played on the idea of visual schizophrenia,
where shots are just edited a certain way because it looked cool.
That way we increased the repeatability of the video, because it's
amusing to look at.
13. Construction: Editing Advert & Digipak For both our
advert and digipak, because we wanted to keep that consistency/them
we used the same software to edit them. That software was Fireworks
CS6. This was a very detailed editing software because we were able
to 'fix' the smallest of things. For example, anywhere there was
discolouration or blemishes we were able to use the blur affect. To
be accurate, we were able to chose the exact brush needed and zoom
in directly to where the problem was. For colour, not only were
there contrast and brightness effects, there was also the transfer
of colours. For example, we we took the pictures we had red
lipstick on but because the picture was black and white you
couldn't see it. Luckily our title was a nice dark red, from it we
were able to click on it and chose what shade of red we wanted.
Then we applied it onto the lips to make it match. It was the small
things that made the largest difference.
14. Evaluation: Audience Feedback Audience feedback was very
important when it came to our coursework. For us we didn't wait
till the very end to get their opinion. For each of our promo
packages we would 'pitch' our idea before going ahead with the
plan, because that way we went into our work knowing what our
audience wanted. Then from that we would build on our packages.
Then again for each draft that was made we would ask for at least a
handful of people their opinion on it. For example, during the
editing process off our digipak and advert we would have the images
open on Fireworks CS6, so that way if there were any significant
areas that needed to be fixed, we did it there and then and showed
the result. For our music video after uploading it onto YouTube the
comment section was there for people to feel free to leave their
opinion of the video. Along side that we went around asking both
males and females on how they felt about a girl power music video.
In general the enjoyed it however, there
15. Evaluation: Audience Feedback Continued Finally after
collecting the data of peoples opinions via person, YouTube or
Facebook, it was put onto excel. Excel was to make different pie
charts tho help create a visual for the success of the music video.
If you know what you are doing it is easy to used but if not it
took a while to find where everything was.