Evaluation Question 4 – How did you use media technologies in the construction and research, planning and evaluation stages?

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Script Complete:

I used a vast range of effective and sophisticated media technologies when both researching and constructing my personalised music production. One of the very beginning tasks I completed, towards the bottom of my blog, where the numerous research analysis posts of existing professional music videos. When completing this, i used the website YouTube to analyse/specifically breakdown sections of artist productions of a similar genre (slight mix as at the beginning I was unsure on my specific genre) in hope to find inspiration and ideas when trying to plan product of my own. The task involved taking approximately seven screen grabs of specific areas of the video that were significant/worth highlighting based on their importance to narrative, use of camera angles/effects and or performance aspects. I used the application on Apple Macs called ‘Pages’ to copy and paste the cut images along a portrait document so that I could write about the significance/effectiveness of each shot alongside. I carried this out for each and every music video, commenting and analysing on what I thought was most significant and inspiring.

In an attempt to widen my knowledge associated with my target audience and their expectation of my music video, I made a survey on ‘Survey Monkey’ which provides free, customisable, easy to navigate surveys that enables in depth specific data analysis and representation. I included ten different questions, both generic and specific to my final productions ideas, that when answered, enabled me to establish a demographic to aim for based on who answered the survey and their expectations. Closed questions such as ‘What is your Gender?’ and ‘In which age category do you fall into?’ enabled me to gain an impression of what specific age groups expect to see from certain music genres. Other questions such as ‘When listening to an emotional pop song, what narrative would you expect?’ and ‘What’s more important in a music video; The Artist, Lyrics or Narrative?’ were more open-ended and encouraged respondents to tick one or more boxes depending on their personalised opinion. This was extremely helpful as it ultimately confirmed my decision to making a narrative based music video and set my production in multiple locations e.g. beach, fields etc. I presented my data analysis effectively using an interactive, visual storytelling-esque slideshow, constructed using the website Prezi. This gave us a platform to illustrate and draw conclusions from, my data.

In addition to this, I also made a ‘Target Audience Video’ which involved filming two girls and guys answering the questions put forward within my survey. This put the interviewees’ on the spot, and forced them to answer the questions truthfully and naturally. After deciding on my specific actors and main artist (and that my video would be narrative based), I had the ability to construct a step-by-step, visually effective ‘Storyboard’ of my intended ideas and scenes within my music video. I drew the pictures on paper using bold pencil and then subsequently, scanned them onto my pen drive where I then converted the scans onto my Mac. I used the application Photoshop to add colour to my Storyboard which helped bring out the emotional aspect of the video and made it more understandable for viewers and my intended demographic.

As well as the use of a variety of other Adobe software applications such as PremierePro, After Effects, Indesign (crucial in the production of my digipak ancillary task) and Photoshop, as previously mentioned, other websites such as Wix and various Social Media links such as Facebook, Twitter and Instagram proved extremely successful and useful. Wix, for example, is a cloud-based web development platform that allows users to create HTML5 web sites and mobile sites through the use of online drag and drop tools. Ultimately, it enables individuals all around the world to build their own unique, personalised, original website, either from scratching or using the thousands of templates available.

These websites proved to be specifically useful in the construction of my ancillary tasks. Within my website, as navigated in my screen recording below, I have utilised a variety of social media platforms to advertise and promote my artist and his upcoming album/song. This proved to be extremely useful as it increased the awareness/image of my developing ‘artist’. Wix was essential in the creation of my own personalised website (the platform that allowed my website to exist). The videos below show the idea/navigation through my website (also how to change a picture in the ‘Gallery’ section) and social media sites.

Adobe Photoshop was an effective software to use as it allowed us to play around with different layers and colours in order to find the most appropriate/attractive options. Furthermore, after I had applied the correct colouring and used the application to full effect, I transferred screenshots of the images onto Adobe Premiere from which I constructed my ‘Animatic’. I had the ability to make the screenshots move in relation to my song by applying different frame points at different scales and positioning throughout each individual shot. I also used Photoshop to construct my logo and my final double exposure digipak front cover. This worked effectively through altering specific blending tools and applying specific filters so that I could present two images on top of one and other (black and white). I used the platform Youtube to construct my digipak front cover development posts as I found a tutorial on the website that provided me with a step by step session on how to create the same effect. As a result, I applied this setup onto my own photographs and thus got the effect I envisaged.

In terms of equipment, in the filming phase of our music video, as well as the various preliminary tasks, I used a Canon 600D camera. This was very beneficial, as the Canon 600D is a very high-quality camera with capabilities to produce sharp videos and photos. When comparing the 600D to other accessible cameras such as my own iPhoneSE, I immediately saw obvious, rather prominent differences in quality as my phone appeared slightly more grainy, the quality was poorer and it focused/adjusted to light less effectively. The 600D was extremely effective as it produced clear, focused shots, from close and long distances, that captured the emotions portrayed by my actor and actress.

Furthermore, in the preparation, evaluation and researching phase of my production, I used the platform Vimeo. Vimeo is a video-sharing website in which I uploaded, shared and viewed videos from across the year. It’s set up in a way that allows me to post videos online for anyone to see. This meant that I had the ability to share my work with my peers and evaluative individuals so that I could received constructive and positive feedback on various posts throughout the year. I can also arrange my videos in order of my last video published to my first. This allows me to see improvements in the quality of my videos across the year (highlights development). Additionally, other social media websites such as Facebook and Twitter acted as easy links to share my work and thus gain feedback from various individuals within my intended target audience cohort (as well as other people, young and old, who’s information and feedback was also greatly appreciated).

I would not have been able to construct my final video without the constant use of iMac’s and MacBook Pros within the classroom that enabled me to access the various applications such as Photoshop, Premiere and more, throughout the year (I used other applications such as GarageBand to record my voice during my evaluation questions which is also requires the use of a Mac). Finally other websites such as Wixs’ was simple and easy to use and allowed me to create my very own personalised website based on my leading performer. Furthermore, Wordpress, an online, open source website creation tool written in PHP was an extremely easy yet powerful blogging website which I utilised in order to upload my various posts (I could edit or upload things at anytime). Like Vimeo, my most recent work starts at the top and my oldest work can be found at the bottom. Having a blog with all my work on allows my teachers to constantly keep up to date with the quality of my work. I also use “www.jcgmedia.co.uk” as a straight link to my blog and others in my class. This makes it easy for anyone to access. Another positive thing about these websites is that people have the ability to like or comment on any of my posts.

Evaluation Question 4 – How did you use media technologies in the construction and research, planning and evaluation stages?

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