Reanne Brown

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

Our group realised that certain aspects of our video would need to be similar to other established music videos to be able to target our audience that we are intending to and our wider audience. We looked at other music videos from our same Genre and by similar artists such as Disclosure – You & Me (this song was our original song choice but due to re-evaluation of what was going to be the content in this video, we chose otherwise) and Jessie Ware – If You’re Never Gonna Move. We followed some of these conventions so our music video is deemed acceptable, recognisable and professional. Azealia Banks – 212 was Music video that heavily influenced us when focusing on style, location and performance. The camera positioning of the music video influenced us when we was filming against the brick wall (as shown in 212) and the frequent Close Ups of the lips when singing. Jessie J – Do It Like a Dude also played a part in influencing our styling of the artist for example, the makeup used was Black Lipstick that was also used in Jessie Js video during the Lip Close Ups. We liked the visual styling of Jessie J and wanted our artist to reflect that.

We chose to use disjuncture in our music video therefore, we did not challenge the Dub-step/House forms and conventions of a typical Dub-step/House music video but we did create links between our video and other Dub-step videos that will make it easy for our audience members to recognise the genre of our Music Video. We developed the Dub-step/House genre even further by displaying the Dub-step/House style through our artist and Mise en Scene created in our music video by the choice of locations and costume. This makes our music video very established of the genre and the artist.

When filming our Music Video we focused on Filming various Base Tracks throughout the session. Music videos tend to use Base Tracks to give the video a Structure and style as examined in Vernallis Theory. We applied her Theory to our work as we found that when editing our footage, we used much more edits than last year when editing our Thriller Film Openings. It made our Music Video seem continuant throughout and grabbed our audiences attention. We addressed several points in our music video that is expressed in Vernallis Theory such as, The use of obvious edits such as Jump Cuts and Special effects in our Music Video (Majority of cuts are in time with the beat/bass of the song).

Andrew Goodwin’s Theory is displayed in our music video through our choice of narrative structure that is Disjuncture because there is little connection between the visual entertainment that occurs in our music video to the actual lyrics of the song. Goodwin’s Theory is fully expressed in our music video through these points: Our music video is built around the Tempo and genre of the song therefore we do not pose traditional narrative structures. Our Artist is acts as both narrator and the character. Our Artist often looks directly at the camera as an extension of her performance. We use these conventions and further develop them in our Music Video.

Digital Technology I plan to use when answering the Question for the Evaluation: Embedded Video Clips and Images of Digipaks and advertisements that have influenced the style and design of mine.

Question 2: How effective is the combination of your main product and ancillary texts?

(In the Process of creating my Ancillary Products)

Digital Technology I plan to use when answering the Question for the Evaluation: Screen shots illustrating the direct visual links between the products: Links to work that influenced me and a Video of myself addressing the question.

Question 3: How did you use media technologies in the construction and research, planning and evaluation stages? When planning, making, editing and evaluation this year I have used and

remembered these words the whole way through. I have used them as a advantage to keep me on track with what I am doing and to help me make my mediums strong, realistic and professional.

Audience – Groups of people before whom a performance of one kind or another takes place who watch or view a product.

Conventions – Established rules or understandings that are developed in texts. The conventions of a text are usually related to the nature of the particular genre.

Technology – The equipment that is used when making a product from Cameras to IMACS.

Brand – A marketing devise that links a range of different products and services into a saleable form by giving them a distinctive common identity.

New Media – New media is the technology and software that is now available and that has been developed from something new.

Genre – A term that refers to a type of media product or work of art governed by implicit rules that are shared by the makers of the product and audience for who it is aimed at.

Logo – A logo is the symbol or name that is used to be recognised around the world. A logo can be recognised anywhere.

Marketing – The process of preparing a media product for sale in the market by such means as advertising and promotion.

When it came to working out the look, branding and elements I researched different Dub-step type artists to try and get ideas and aspects which allowed me to apply some to my media product. The artists I looked at where:

Disclosure Jessie Ware Nero Chase & Status Redlight

We used YouTube in particular when researching these artists Music style and Genre.

Digital Technology I plan to use when answering the Question for the Evaluation: A Prezi when specifically answering the question. In that Prezi I will include – TimeToast schedule that is an account of the development of the use of technology in all stages of my production work, Images of specific software/equipment and my Animatic that will be embedded in the Prezi

In the Planning and Research stages when creating my product, I used a great amount of computer technology. For example, I used YouTube to research various existing music videos, in order to decide which song I wished to use for my music video, as well as look at techniques that I wished to incorporate into my product. I also searched iTunes for various songs produced by Dub-Step artists so that we would have a variety to choose from. I was also able to look at the body language and movements of Azealia Banks when they perform by looking at their previous music videos, so that I could perform in a similar way.

I used Twitter in a way to keep contact with our audience members by uploading behind the scenes footage whilst we where filming our music video and post tweets about the latest info on how we are doing so far with the whole process. We feel that this was very useful in keeping up to date with our process as well as keeping our audience members informed.

Digital technology that was used was Internet search engines such as Google Chrome and Safari to research song lyrics and background information of SBTRKT. iPhones where used to help decide which song we where choosing as we changed our song choice earlier in the course as we felt that Wildfire was more appropriate for what we wanted to convey in our music video. Hotmail was used to contact members of our group as it is a quick and easy way to keep each other informed on when we where filming, the time and the destination. These features where a great help and made the research and planning stage more successful.

Construction| During the filming of the Music Video I used the following equipment: JVC Camera – We used the Camera to capture our footage in various locations. Tripod – To stand our JVC on for still shots we filmed. Top Light – Used to make sure our lighting is accurate and fits with the style of our music

video. iPhone – To play the song Wildfire whilst filming and record behind the scenes footage. Fig Rig – To gather a variety of different shot types that could not be done on a Tripod and

to ensure that it is steady.

I feel that the most important equipment I used during this stage of the production was definitely the JVC Camera. This is due to the fact that we where able to record all our footage on this device accurately and the two memory cards that we used allowed us to record as much footage as we liked without having to worry about not having enough space left on the memory.

Question 4: What you have learned from audience feedback? When focusing on audience feedback I asked not just my target

audience for the Dub-step genre but also our wider audience. This included both family and some friends. Getting feedback from a wide audience is very important as I want our music video to reach past our target audience and be entertaining for all. I’ve gathered all the feedback for my Music video from teacher feedback, family feedback and friends feedback. I’ve learned what our audience members like and feel they can relate to my music video.

The audience in the Cinema when watching our music video was very engaged with our production, they where cheering throughout and after the cinema I filmed some audience feedback from individuals that was very positive.

Digital Technology I plan to use when answering the Question for the Evaluation: Embedded videos of Audience interviews/feedback after the Cinema Screening (including teacher feedback), Recording of my audience responding to my ancillary products and link to Vimeo/YouTube of audience ratings/comments.