In real music videos, there are several different forms and conventions that are used to ensure the audience is kept gripped and entertained throughout the viewing. These are such things as repetition, fast cuts, a variety of different shots, a good storyline and a good performance. I wanted to make sure I got all of things into my music video to try and make it as professional as possible. I have followed these conventions due to several different theorists' views, these are; Richard Dyer with representation and Roy Shuker with a connection to the audience.
The music video includes a lot of repetition, another convention of modern day music videos. Seeing as my video tells a story as well as having an artist performance, repetition is good in the storyline to allow the audience to get to grips with the narrative and properly understand it. Sam is shown four times doing his tie up in a black and white colour, which really proves a point to the audience, that he does not want to be stuck in his 9 to five job anymore, staring into the same mirror in the same mood.
My artist’s website conformed to a lot of different conventions. I used inspiration from Mumford and Sons, saw how simple they made their website and decided that seeing as ‘indie’ follows the idea of simple, yet modern, I would imitate this. I included simple buttons and pictures of the artist as well as the front cover of the cd on the front page. Including a picture of the CD cover allows the audience to get a feel of the connection with the CD and the website and possibly encourage them to buy the CD.
I also made sure that I kept to the colour scheme that I had used on both CD cover and website. Blue, black and yellow (sometimes white) were the colours that are tagged to the artist.
Buttons were another of the ideas that I conformed to whilst creating my website. The buttons are each linked to separate pages, which also have the buttons on them too. This allows the audience to browse through the site with complete ease. When they click onto another page, they are able to choose the next page to visit whilst they are on any page, they don’t necessarily have to be on the home page to link to different page. The colour yellow is used throughout the website text as well as the CD text, so I made sure this was consistent to ensure it looked professional. The buttons are also outlined to make it look neat as well as having ellipsis’ after each word as a ‘tag’ for the artist.
A convention that is definitely used more in the modern day than it ever has been before is merchandise selling. Pretty much all artist sell merchandise at their gigs and on their websites. I decided that I wanted to follow this convention and design a few t-shirts and hoodies for the fans of Sam Cockerill; Stray Dog.
These pieces of clothing are effective on the website as they allow the audience to get even closer to the artist by having the choice to buy designs that have had the influence of the artist’s taste.
Another convention that I used within my website, also seen on Mumford and Son’s website, is the title and logo at the top of the page. The title ‘Sam Cockerill; Stray Dog’ and cartoon picture of a yellow outlined dog is edgy and different. Many bands have a ‘tag’ that audiences recognize them by and the dog at the top of the homepage is Stray Dog’s tag. I also thought that having the logo above everything else on the page would make it look very effective as it is the first thing that the audience see and should stick in their mind as the small icon that associates with the artist. The font was also bigger than any other text on the CD cover or the website which made it stand out and become, obviously, the most important piece of text.
My CD cover carried the same theme as my website. The same conventions were used, bright colours and pictures of the artist to ensure that it was effective as possible to connect the audience with the artist.
The background of the front page on the CD cover translates the first line in the song ‘You’re Pinstriped’. I wanted the song to relate to the CD cover as much as possible as it’s his first single and the first album he has made. I therefore put this into play by making the background of the first face into black and blue pinstripes. The colours are uni-sex and therefore can be targeted at any gender. This was necessary as I did not want to make the target audience specific I wanted it to be as wide spread as possible to allow my artist to get as much publicity as possible. The font used was Segoe script, bold at size 24. I made sure that I used the same bright yellow colour to contrast against the blue and black background. By using the same colour and type font on both ancillary texts, it acts as an advertising campaign for the artist.
I made sure when I started my journey through audience feedback that I got a range of different people to hear from. I wanted different ages and different genders. In my class, I have a range of different genders, as well as having my parents (and older age range) and also Sam, who is 20.
The feedback I received was both positive and critical. My class mates and I each wrote down comments from each other after viewing music videos. This was an effective way for me to understand the comments as well as analyse how I would try and change things.
My class mates commented that they very much liked the fact that my artist was in a black and white polarized colour. This was very encouraging as I wanted to make my artist stand out as much as possible from my storyline. My audience also liked my use of a wide range of shots when my artist is used. This was helpful to know because I had tried to make sure that Sam’s shots were as entertaining as possible to ensure the audience would become enthralled and not lose focus, which conforms to Archer’s theory of creating a sense of rhythm.
A particular shot that was popular with my audience was one of Sam looking straight into the camera and singing his lines. This gives the audience insight into the artist’s emotions as when the viewer watches, they will staring into his eyes as he says ‘maybe we can make this change’. This convention follows the theory of Dyer as he suggests it creates a sense of intimacy between the audience and the star.
Another piece of particularly positive feedback was due to my use of repetition throughout the video. My audience liked the idea that this part linked with the words and to the song. Also the fact that it is sped up allows the audience to get an idea of the couple’s life over and over again. This is a common convention used in modern day music videos, so the fact that it was liked by my audience was reassuring.
Other feedback was also very constructive as the audience thought the richness of the colour on the couple’s scenes made the video seem more professional. Before I had edited this, the colours seemed slightly dim.
I also received some criticism. My audience thought that the song choice was not a brilliant one and the lyrics were hard to understand as they were quite quiet. It was hard for me to be able to change this at such a crucial point in the process, and at the start of the project I was let down by a colleague and therefore had a short amount of time to come up with a new song. Yet, I took on board the criticism from my audience and asked the artist to turn up the volume on the recording and re-send it to me. This was a success and did make a little bit of difference. If I could go back and make some changes, I would definitely have changed my song choice.
Another piece of criticism given to me from my audience was the fact that the storyline was not as clear as it possibly could be. The fact that the Paris ‘ticket’ was not shown and was slightly shabby made it un clear that the male was taking the female away for a while, which is the main point of the narrative. This was unfortunate and I realised now that I should probably have made an insert where the ‘ticket’ went, but regrettably did not have time. Continuity was also a criticism I obtained. The fact that when the car reverses off the drive there is no passenger in the passenger’s seat makes the video look less professional. I also unfortunately ran out of time to be able to re-film this part of the video.
The website audience feedback I received was pretty positive, but did have a few criticisms.
The first positive comment was on the ‘latest’ section of the homepage. My audience liked the fact that the news was straight in front of them when they logged onto the webpage. Each piece of information has a blue background and bright yellow writing and really stuck out to viewer and also conformed to the rest of the colour scheme on the website. I agree with this comment as this draws the audience’s eye straight to the middle of the page and entice them into reading more about the artist as well as searching through the rest of the website.
In addition to this, feedback such as suitably sized hyperlinks which allow the audience to search through the website as easily as possible.
Another positive point made by my audience was about the merchandise on the homepage, a lot of the feedback was based around the merchandise and how professional it looked.
Seeing as a lot of indie bands are putting out t-shirts with their faces and ‘tags’ on them, the convention really sticks to what is being released around this time. Also the fact that both the ‘latest’ and ‘merch’ sections were in scroll-bar boxes, according to feedback, makes the home page look edgy.
The title and logo at the top of the page were also a hit with the audience. They liked the fact that the artist had his own shape to be recognized for and though it was a good convention to use.
Some criticism that I found from my feedback started with the fact that there were no tour listings on the homepage. Yet, I did explain the fact that this information would be in the news section and that if the hyperlinks were used, they could find this out there. If I were to do the homepage again, I would ensure that there was more information on the tours and a specific link for them.
Another criticism that was made is that my buttons may have been a little too simple. There could be some sort of flash used when the cursor roles over the button, or it could have been a different shape. However, I was still pleased with the buttons that I made as I did not want to overcrowd the homepage and make it look trashy.
My digipack also received both positive feedback and some criticisms.
My audience liked the way that my digipack was laid out. The fact that you can open it from two sides and see the CD in the middle allowed them to be able to see the art around the main point (the CD). The front page was especially commented on as it connected with the song as well as having an unusual shape on the front (France), yet it still linked back to the song and gave the front face a personal feel.
Another good point of feedback I received was the fact that my audience liked the idea of thanking certain people on the inside of the cover. Comments were things such as ‘this makes it seem as though it’s really coming from the artist, not just the manufacturer’. This was very encouraging as seeing as though my artist is a solo; it means more for him to be as connected as possible with his target audience.
One piece criticism that I got from my audience was that the back of the cover, where the titles of the songs are, was a bit plain and I could have placed an image of an instrument, or even my artist, above the song titles. However, after looking at a few CD covers I will have to disagree with this comment as quite a lot of the covers I have seen have been simplistic on the back due to busy front pages.
My audience also thought that I could have made my CD holder a little better designed as that was also quite basic. This could have been changed as two simple faces inside and outside on the same slide looks a little unprofessional, however I am still pleased with the overall outcome.
How did you use new media technologies in the construction and research, planning and evaluation stages?
As I was put back about a month due to having to start again after my partner left school, I made sure that researching for my artist was made much simpler. To get the permission from the artist that I chose due to friendship, I used emailing via hotmail as a form of media. This allowed me to let my artist know any details he would like as well as enabling me to get the permission from him as soon as possible for the rest of the project.
I also used Youtube, Facebook and TV music channels as other means of media. Youtube and music channels allowed me to look through a variety of different music videos to try and get inspiration and ideas to add into my video. For my research I looked through music videos that I knew well and analysed them to realise Dyer’s theory of stardom. Facebook was another way for me to get in touch with my artist. I needed to make sure that I contacted him in more ways than one to ensure that I would definitely get a reply in the near future. This saved a lot of time as it worked out that he got the Facebook message faster than the email to his hotmail account. Without the social networking site it may have taken a lot longer to get in contact with him, so it saved a lot of time.
During the editing process I used a lot of un-natural colouring. The only way that I was able to make this happen was through Adobe Premiere Pro, another form of media. I dragged threshold, colour balance and brightness and contrast onto various different shots to enhance them. Without this form of media my video would not have been able to develop the scenes and the audience would not have got the overall effect that I really wanted to make.
I also used Photoshop Pro throughout the construction stages of my website. Using this programme meant that I was able to edit pictures of the artist to make them more interesting as well as look more indie and modern. Creating text on Photoshop was also very helpful as without it I would have had to use a programme such as ‘paint’ and it could have looked less professional as well as taking up more time.
I also used Photoshop on my CD cover. This was great as I was able to set a layout of three pages for the front and three for the back, all spaced out and sized the same to look professional and clear for the consumers. Being able to create text as well as import images and edit colours all in one piece of software made it very simple to change any ideas I did not like, experiment with different designs and stick to the colour scheme I had chosen.
Whilst writing my evaluation and updates on my coursework, I used www.blogspot.com. I could show my progress on all three ancillary texts through this media technology as it is simple to upload photos and videos and write information that is necessary to the project. It is a great way for the audience to follow the development of my final piece. As the site allows me to upload screen shots and digital images, the audience see what I have been doing as well as reading more detail about it, this will give them a better idea of exactly what the final project will look like. Embedding videos is also a great way to animate texts such as my digipack to ensure the audience know exactly how it will look. I can also embed music videos from Youtube such as Paramore and Forever the Sickest Kids which adds to the text when I am analysing the videos or talking about a particular convention from it on my blog.
Blogspot is also very handy for ensuring that all of my work is up to date as well as keeping it in time sequence. If I was to hand write all of my coursework, it may be harder to understand and edit as well as keep up to date with.