Evaluation

1. Evaluation of Advanced Portfolio in Media Sarah Al-Jourani

2. In what ways does your media product use conventions of real media products?

3. Use conventions My music video uses the following conventions of real media products: • Shots • Editing pace • Sound

4. Shots The shots are very similar to many other real music videos and have been inspired by real music videos. Following are a few slides, firstly showing an example of a shot from a real music video then followed by an example of a shot used in my video that follows a similar convention.

5. Close up of guitarist Slipknot – Psychosocial

6. Close up of guitarist My music video

7. Long shot of full band Nickelback – When we stand together

8. LONG SHOT OF FULL BAND My music video

9. Mid shot of singer Coldplay – The Scientist

10. Mid shot of singer My music video

11. Editing Pace The editing pace of my music video follows the conventions of many real music videos as the pace changes every 3-5 seconds and to the beat. As it can not be shown through images please refer to my music video on ‘YouTube’ to see it. http://www.youtube.com/watch?v=6zl-96Sp1HQ

12. Sound The sound throughout my music video is diagetic, a normal convention of many performance based video’s. The only sound audible is that of the band playing their track which both the band and the audience can hear.

13. In what ways does your media product develop conventions of real media products?

14. Develop Conventions • My music video develops the following conventions of real media products: • Mise en scene; The location • Meaning created through colour

15. Location My music video developed the conventions of real music videos through the location as it was filmed outside an abandoned mental asylum. Some artists have created a setting like this before, however as my music video was independent and low budget I did not have the means to create a set and filmed it outside a real abandoned mental asylum. Following are images of the location in which my music video was filmed.

16. St Augustine's Hospital Oak House

17. Colour My music video has also developed conventions of real music videos through colour. Not many music videos are in grayscale however I felt it was necessary for mine to be throughout as it fit with the genre of the music and the location. Some music videos have certain sections in grayscale however mine is grayscale throughout.

18. An example of grayscale Bobby James "Best That I Can"

19. MY DEVELOPED Version My music video

20. In what ways does your media product challenge conventions of real media products?

21. Challenge My media product challenges the conventions of real music videos through: The use of editing and flashing images.

22. Editing • My music video challenges the conventions of real music videos as rather than splitting between two types of narrative It contains just performance based filming with flashing quick images of the asylum all throughout the video. Following this are images of this unique editing technique I have used.

23. flashing image Piano

24. Flashing image Wheelchair

25. Howeffective is the combination of your main product and ancillary texts?

26. Brand Awareness In order to maintain brand awareness for Undercurrent, throughout both the main task and print tasks I kept reoccurring themes in order to enable easy recognition of items that belong to the band. To achieve this I used the following attributes: A Greyscale theme in both the main and print tasks. The same band logo throughout all tasks. Consistent use of the same fonts. Consistent use of the same shade of blue between tasks.

27. Greyscale Theme Main Task Print Tasks

28. Logo Print Task Print Task

29. Fonts Print Task Print Task

30. Shade of blue Print Task Print Task

31. What have you learnt from your audience feedback?

32. Methods to achieve feedback QUESTIONNAIRE Pro’s Many people are more comfortable answering questionnaires due to their anonymity. Can be done quickly. Can achieve both quantitative and qualitative data. The data can be processed quickly. Con’s The questions may not be understood. Boredom may take over and the questions may not be answered thoroughly. Doesn’t allow the participants to give long and detailed answers. INTERVIEW Pro’s Achieve more personal responses. Receive more detailed responses. Interviews will enable me to see audience responses emotionally/facially to my products. More reliable data will be received and allow the audience to reply any way the want. Con’s Interviews are time consuming. Achieving feedback through interviews are difficult to process as the replies are open questions.

33. My Questionnaire To achieve my questionnaire I set up a focus group of 25 people and played the music video the group the followed by handing each person a paper copy of my digipak. The focus group then answered the questionnaires I handed out which contained a mixture open and closed questions from which I could receive both quantitative and qualitative.

34. The questions

35. Results What gender are you? Which age range do you fit in?

36. Results Would you watch music videos of Would this music video interest similar genre personally? You to downloading it/the track?

37. Results Do you feel the music video and the song worked well together? Would you recommend this video to a friend?

38. Results How would you rate the quality of the poster and Digipak?

39. Results What typical features of a Digipak and poster do mine have/not have?. (Pink is used for positive comments and blue for negative. Many comments were repeated and therefore there are not 25 comments below). ‘No hand written lyrics.’ ‘Details of the record company.’ ‘Lyrics on the images.’ ‘Posed images of the band.’ ‘Information on the band.’ ‘No separate images of each band member.’ ‘Backstage shots of the band.’ ‘Bands thank you comments.’ ‘Pull out poster in the inlay.’ ‘No tour dates.’ ‘Band’s website and Facebook page.’ ‘The bands logo.’

40. Results What did you enjoy about my Digipak? ‘Strong shade of blue throughout was consistent and created a good relation to the band.’ ‘Band logo used in different colours was good.’ ‘The band’s comments in the digipak.’ ‘Bold date on poster.’ ‘Bands thank you comments.’ ‘Poster was not too crowded.’ ‘The greyscale band images.’ ‘Backstage band images.’

41. Results ‘I would make the images more natural and less posed.’ What would you change about my Digipak? ‘I’d put in whole lyrics, not random snips.’ ‘Add more colour to the poster.’ ‘Add information about the band in the Digipak.’ ‘Exaggerate the colour in some of the images.’ ‘Add tour dates to the poster.’ ‘The poster should be busier.’ ‘Add a pull out poster of the band.’ ‘Add more backstage images of the band.’

42. Results Additional information – The interviewees were then given the opportunity to verbally give me any other evaluations/additional information they wanted to add. This additional feedback is also from YouTube and Facebook .(Pink is used for positive comments and blue for negative.) ‘Striking images in the digipak.’ ‘Slow motion on the end of the video is a good effect.’ ‘Good unconventional setting for the video.’ ‘Quicker paced shots needed.’ ‘Need to use coloured images in Digipak.’ ‘Great video! Black and white, very edgy! Great sound, well done to the next big band out of Sheffield since The Arctic Monkeys! Love it!.’ ‘Some band members in the video are bad actors.’ ‘Flashing images effect is great.’ ‘The pictures are really random.’ ‘wicked video guys, to go with a great song love it!’

43. Evaluation of feedback The feedback that I have received from both the internet sites and the focus group has enabled me to not only reflect on the negative and positive aspects of my project but to also allow me to improve my work and create a more professional looking piece. The diverse range of feedback I received from both genders of all ages enabled me to also understand feedback from all backgrounds and decide on which sort of age group to aim towards as my target audience should I do a similar project again. Audience feedback is important as it aids me in seeing my mistakes as well as how my audience react to a piece of media put towards them, and therefore is ensures I follow the conventions I am supposed to in order for a piece of media to be successful with my target audience.

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

45. Internet/YouTube Construction and research contained a lot of information I gained from Youtube and the music videos currently on there as well as Google for information on conventions of real media products and other bands I was looking into.

46. iMac/Final Cut Pro I used an iMac to run the editing software on for the construction of my music video as the iMacs in the centre I edited the music video in have a much higher RAM and the processor can run Final Cut Pro without ‘jamming’ or causing problems. Final Cut Pro was my choice of editing software as it is a professional software used to edit some blockbuster film such as ‘fight club.’ The software also enabled me to add the effects I used In my music video and edit the colouring of it.

47. Photoshop Adobe Photoshop was used in the construction of my digipak and poster as it was the most professional software I could get access too. Photoshop was used to edit the images I used to create these pieces of media, by cropping, changing the colouring and even using effects such as keeping the image in greyscale all but for one section. I also used Photoshop to add text to various images within the digipak and the poster.

48. PHOTOSHOP Effects used on Digipak Image through Photoshop.

49. Microsoft Word/PowerPoint Both these programmes were used in the planning stages on my project. Word was used to save my research on (which was later moved onto a blog) and PowerPoint was used to create this evaluation. I used these universal programmes as they are simple and easy to use and I could easily transfer my work to different computers to continue working on my project between home and College.

50. Blog My final project, with all the planning, researchand construction files was all put onto a blog online so it can be easily accessed by anyone who was interested to see how the video was made.