Wednesday, 4 May 2011
Tuesday, 3 May 2011
Evaluation Task 1: In what ways does your media product use, develop or challenge forms and conventions of real media products?
With our music video we aimed to develop on the well established conventions associated with the dance/DnB genre. many other media product try and do the same ending up pushing the boundaries of the genre and expanding the audience.
Whilst researching by looking at current artists and pioneers of the genre, such as The Prodigy, Pendulum, Chase & Status, Deadmau5, Squarepusher and Netsky (to name but a few), we learnt that all the aforementioned artists had a lot more in common by means of presentation than they did with artists of radically different genres.
For example http://www.deadmau5.com/ and http://jackjohnsonmusic.com/welcome/ are two different genres, and you realise that instantly as you arrive each one. I don't want to get too into websites just yet as it was one of our ancillary tasks that I will be talking about later, but the two websites fit into their gerne stereotypes.
For example http://www.deadmau5.com/ and http://jackjohnsonmusic.com/welcome/ are two different genres, and you realise that instantly as you arrive each one. I don't want to get too into websites just yet as it was one of our ancillary tasks that I will be talking about later, but the two websites fit into their gerne stereotypes.
Music Video
The video above is one I found after we had made our video, but just goes to show how well we did with creating a video that fits into the Dance/DnB genre. A person awakes after a night of partying, goes about his day as a music producer, takes (what we assume to be) an mind altering substance, notices the effects and goes to another party.
The moment I saw this video I was stunned with how similar it was to ours and to “The Prodigy- Smack my bitch up”, this is probably because they were clearly influenced by The Prodigy - Smack my Bitch up and so were we. Whilst the above is almost a complete copy of The Prodigy's, ours deviates away more to the effects of the hallucinogenic I have supposedly taken.
The moment I saw this video I was stunned with how similar it was to ours and to “The Prodigy- Smack my bitch up”, this is probably because they were clearly influenced by The Prodigy - Smack my Bitch up and so were we. Whilst the above is almost a complete copy of The Prodigy's, ours deviates away more to the effects of the hallucinogenic I have supposedly taken.
The first video I watched to research the conventions of the genre was The Prodigy - Smack my Bitch Up.
This video was amazing at challenging gender stereotypes whilst at the same time perfectly conforming to dance genre stereotypes with a great final twist where the audience find out that the main character is female.. You go through the whole video not realising it was a female lead role right until the end, but the video is full of alcohol, bars, bright colours, partying and drugs. I wanted to create this sudden moment of realisation in our own music video, and did so by having him regain consciousness on the snooker table we see at the start. I didn't want this to be an "it was all a dream" type ending, so we included some flash ups after it had all finished to give the impression that although all he had just been through was a "trip" he was still under the effect of the drugs.
This video was amazing at challenging gender stereotypes whilst at the same time perfectly conforming to dance genre stereotypes with a great final twist where the audience find out that the main character is female.. You go through the whole video not realising it was a female lead role right until the end, but the video is full of alcohol, bars, bright colours, partying and drugs. I wanted to create this sudden moment of realisation in our own music video, and did so by having him regain consciousness on the snooker table we see at the start. I didn't want this to be an "it was all a dream" type ending, so we included some flash ups after it had all finished to give the impression that although all he had just been through was a "trip" he was still under the effect of the drugs.
We have 4 members to our group, Jack, Louis, Sam and myself. This would be unusual in the Dance/DnB genre as most artists are males in their 20's and 30's. This is very much a niche in the market. Most bands that consist of young males are ones in completely different genres, such as The Wanted, or JLS. Most artists in our genre are solo, so that the music they create is their own and not influenced by anyone else, by being a band in this genre we are breaking one of the biggest conventions that confine the genre.
With our video we decided to incorporate the hallucinogenics as it is commonplace in the genre of (although not limited to) dance music to have drug references.
Along with the Deadmau5 video and the Prodigy video there are these:
The Shamen - Ebeneezer Goode
Along with the Deadmau5 video and the Prodigy video there are these:
The Shamen - Ebeneezer Goode
This video gave us the idea to use unnatural movement and camera angles to show my state of mind isn't quite right.
Pendulum- Crush
Although this video doesn't reference drug taking, it does show an altered state of mind where the lead role can't come to terms with what he has done (killed his girlfriend for possibly cheating on him) and believes he is still seeing her when in actual fact she isn't there. We incorporated this into our film by means of the clone. Only my character can see the clone of himself which is bent on killing him and it represents his inner self who knows what he is doing (drugs) is wrong, and the clone (imaginary/mental) trying to destroy the actual physical presence (Ben) of doing it.
Squarepusher - Come on my Selector (edited in www.tubechop.com)
This music video shows brilliant use of editing to the beat, something we incorporated in our music video. Most of the shots are no longer than a second or two, which gives a very fast, lively, exciting and action-y feel, perfect for the break beat genre (a subgenre of dance).
The idea for Sam and Daniel to wear a mask came to me from our original plan to use costumed characters, as Louis found a video by Aphex Twin (Richard James) called Donkey Rhubarb where Richard is dressed in a huge bear suit.another infulence is the film 'V for vendetta' where the main character V always wears a white mask.
When we tried to make a matching shot film form Example- Kick start we all looked into the remix of it. This music video by Example - Kickstarts (Dubstep Remix), in which a man and woman are being chased relentlessly by a gang. It was these two concepts that I merged together to get our idea of giving Sam the mask and my character being chased by his clone.
Additional Points and Theory
Loftus's Theory - Weapon Focus
One of the theories we encorporated into our film was Loftus's theory on weapon focus. This theory stated that when a weapon was in the scene, people would focus most of their attention on that, rather than looking at the scene as a whole. The scene this effect is most noticeable in is the POV shot from Ben's perspective when the clone is walking in through the door. During filming we had accidentally filmed Ben a certain distance from the camera, and in the next shot, he was standing a lot closer. I hid this with an effect where he "fuzzes" out and then back in, as if he has teleported closer. This was a very quick job on the effect as I didn't have time to mask all the way around Ben, I just drew a garbage mask around him. But with people looking mainly at the gun, the shoddyness of the effect goes un-noticed.
Todorov's Theory of Narrative Equilibrium
Todorov stated: "Stories begin with an equilibrium or status quo where any potentially opposing forces are in balance. This is disrupted by some event, setting in chain a series of events. Problems are solved so that order can be restored to the world of fiction."
If we apply this to our story, we begin with a natural equilibrium. Ben wakes up from the party but isn't any worse for wear. He then takes the hallucinogenic (the disrupting event). The chain of events that follow is Ben being chased by his clone. Then equilibrium is restored when the trip finishes and Ben regains consciousness on the table.
Verisimilitude
By using visual effects we were able to make it easy for the audience to suspend their belief. We could show Ben, and a Clone of Ben at the same time without it looking fake, just by using After Effects to layer two separate videos and create one video with a high level of verisimilitude.
Goodwin's Theory - Music Videos as a form
With knowledge of Goodwin's theory that the lyrics of a song should be represented in a film, we incorporated this by every time the word "Piranha" was heard, a cut was made, either to the dog or the mask. With the song having very few other lyrics other that the aforementioned and "teeth rip razor sharp, vice like power, tear you apart", it was nearly impossible for us to link any more than we did.
How effective is the Combination of Your Main Product and Ancillary Texts?
The combination of our main product and ancillary texts work to a great effect as it has been our aim to keep a sense of consistency throughout all of them. This is because we have tried very hard through this course to keep the continuity through everything that we make. Our front cover on our digi pack is the white mask with the pink effect on the brick wall background. This combined with the white mask which is very elusive throughout our film, but still very much a part of our product, has a great effect because throughout the film the mask is very hard to spot and is almost subconscious to the audience. So by putting it as our front cover it proves that it is apparent and also helps keep the consistency throughout our products.
This is also put to great effect as we combined it with our internet site, keeping the consisntancy throughout to maximise the effect of this white mask, which we have almost taken to be our own individual trade mark. Which every band needs, such as the prodigy have the ant logo on all of their newer work. This helps us create and maintain our own brand across all of our work and any future work we would create, by placing this white mask in all of our work our audience can instantly recognise it and know that it is a product of ours. This sense of branding that we have created is very individual to us; however we did take a lot of influence from two bands, Slipknot and Hollywood Undead. Both of which are popular for wearing masks in all of their video’s and other media products such as websites and posters. This hampers our individuality a tad, but the plain white mask that we have used throughout all of our media products has become our own. However at the same time we try and keep with in our genre of music which means that we can not break away from all conformities to much otherwise we will not be resembled with the genre that we aim to be in. So our branding is individual but yet at the same time it fits within the conformity of our genre which limits our individuality.
Also we tried to keep the colour scheme throughout everything to also aid with the consistency, as you can see from the images below that we have kept the same colour scheme throughout our digi pack and our website as you can see. The font style, size and colour are all the same throughout. This combination works well and to a great effect as it helps to make our work look professional and consistent.
In conclusion I believe that the effectiveness of our combined media products is great as there is a noticeable and consistent link between all of the work we have produced. This aids in the creation of our own unique and distinct brand and therefore helps create a professional and well planned feel to our work.
Which is what we aimed to achieve overall.
Evaluation Task 4: How did you use media technologies in the construction and research, planning and evaluation stages?
Websites, Software and Hardware
Jack and I have mentioned about the equipment we used in this post: http://msrjarnold.blogspot.com/2011/04/shooting-diary-equipment-and-cast.html. I have also made presentation on the technologies which added my project and its development.
Hardware we used included:
-The school computers
-My Laptop
-The two Standard Definition Mini DV Cameras
-iPhones
The school computers are very outdated. They have only (what I estimate to be) 2GB ram. When running powerful software such as the Adobe Suite 3GB ram is the bare minimum for optimal performance. For this reason jack used his Laptop (Acer Aspire 5332) which has more Ram and Adobe CS4, so it was faster and post production was easier. However I wasn’t so fortunate to have the soft wear which would have allowed me to do the same. I completed the post production part of the project/ editing on the school computers using Adobe Premier pro CS3 .
The cameras we used were only SD, but had we been filming on HD I believe the file sizes and compression would have been to much for the school computers and even my laptop at some points. After weighing up the costs and benefits, we decided to use SD.
Our iPhones were very handy at keeping in contact with each other, sending images of locations, being updated with facebook alerts from members of the group (the free alternative we used to texting). They also allowed us to get access to the internet when on location, so we didn't have to leave set to get the information we needed.
Software we used included:
-Adobe Premier Pro CS3
-Adobe After Effects CS3 + CS4
-Adobe Photo Shop CS3
-Microsoft Outlook
Microsoft Outlook allowed us to communicate with each other within school, send files and links.
Adobe Premier Pro was the non-linear editing software we used to cut footage to the music and get basic effects and transitions completed.
Jack and I have mentioned about the equipment we used in this post: http://msrjarnold.blogspot.com/2011/04/shooting-diary-equipment-and-cast.html. I have also made presentation on the technologies which added my project and its development.
Hardware we used included:
-The school computers
-My Laptop
-The two Standard Definition Mini DV Cameras
-iPhones
The school computers are very outdated. They have only (what I estimate to be) 2GB ram. When running powerful software such as the Adobe Suite 3GB ram is the bare minimum for optimal performance. For this reason jack used his Laptop (Acer Aspire 5332) which has more Ram and Adobe CS4, so it was faster and post production was easier. However I wasn’t so fortunate to have the soft wear which would have allowed me to do the same. I completed the post production part of the project/ editing on the school computers using Adobe Premier pro CS3 .
The cameras we used were only SD, but had we been filming on HD I believe the file sizes and compression would have been to much for the school computers and even my laptop at some points. After weighing up the costs and benefits, we decided to use SD.
Our iPhones were very handy at keeping in contact with each other, sending images of locations, being updated with facebook alerts from members of the group (the free alternative we used to texting). They also allowed us to get access to the internet when on location, so we didn't have to leave set to get the information we needed.
Software we used included:
-Adobe Premier Pro CS3
-Adobe After Effects CS3 + CS4
-Adobe Photo Shop CS3
-Microsoft Outlook
Microsoft Outlook allowed us to communicate with each other within school, send files and links.
Adobe Premier Pro was the non-linear editing software we used to cut footage to the music and get basic effects and transitions completed.
Adobe After Effects was the 2.5D motion graphics and compositing software jack and I used to create all of the advanced effects in our film such as the clones and gun fire.
Adobe Photoshop was mainly used by Louis in order to create the Digipack and alter the photos from the photo shoot. It has a huge variety of photo editing tools that Louis was able to use to get the look just right for our Ancillary task.
Websites we used included:
www.blogger.com
www.youtube.com
www.facebook.com
www.voki.com
www.google.com
www.flicker.com
www.vimeo.com
We were able to use facebook to talk to one another, share links, images, ideas, videos and create events for when we had to film. This was essential for getting everyone organised. This is also useful because it is completely free and we all used it prior to the music video. We were also able to use it to get our finished products out to an audience of 1000's who (most) are our target audience.
Youtube gave us access to hundreds of music videos of the same genre that we were able to analyse and get inspiration from. We were able to look at what worked and what didn't work from other videos and incorporate our favourite bits and make them our own.
Youtube was also what we used as a sounding board for our own ideas. We uploaded an early scene we had recorded to get some audience feedback.
We were able to then get feedback from a wide audience. We gathered from the "likes" it received and a comment saying: "Looks great but must have taken an age.", that people thought it looked good. We therefore kept it in our end product.
Vimeo was used much like youtube, however the videos on vimeo are a lot more "semi-professional", it is mainly full of people who have made their own videos and are using it as a professional video hosting site. This enabled us to look at music videos made on a zero budget, unlike the ones we had been watching by The Prodigy and Chase & Status.
Blogger was used in order to keep an up to date diary of everything we had done in relation to the projects and also evaluate it.
I receive my Gmail emails straight to my iPhone, and my Youtube account is connected to my Gmail. This convergence of technology allowed for me to be instantly informed when someone had provided feedback on our video. This was very useful in the evaluation stage as I was able to write about the feedback people had given just as fast as I had received it.
In conlucsion it would have been impossible to get the projects completed to the standard that we have without the use of all the technology.
Monday, 28 March 2011
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