Question 4

How did you use media technologies in the construction and research, planning and evaluation stages? on Prezi

Question 3

What have you learned from your audience feedback?

For the feedback for my music video I decided to do a questionnaire as I could have a generalizable sample, it is quick and I could receive valuable feedback for my music video and how to improve it. I emailed my participants with a link to my video on YouTube, I attached a questionnaire which the participants could complete. I gave out ten questionnaires in total to five females and five males so that I had a mixed demographic including both males and females. All of the participants were aged 17-18 as this is part of my target audience and was a sample of participants that I could easily ask for feedback.
Music Video Feedback

When creating my questionnaire I need a range of questions that covered every detail in the video, such as the video as a whole and also the other elements such as camera work and the music links. To cover all these elements, these are the questions I have asked.

Question 1: Did You Enjoy The Music Video? Why (not)?

This question allows my participants to give an overview of the entire media product. It allows participants to give both negative and positive comments. It gives me as a producer a clear idea of what gender/age group enjoyed the music video and also, by asking ‘why?’ as well allows those to give further depth as to why they enjoyed it and also why they didn’t, allowing them to give improvements that I could potentially make. I have asked it as though the participants feel they are in control and are not forced into saying that they definitely did enjoy it. It is an open question which allows the participants to explore their own opinions of my music video which then allows me to have a valid answer as they are in control of the answer. Asking this question to my target audience allows me to have valuable feedback so that I know if I have successfully appealed to my intended audience.


Question 2: In your opinion, what was the best part of the music video?

Having this question in my questionnaire allowed people to comment on the best parts of the music video, even if they didn’t like it as a whole, they could still give positive feedback at the same time. It allowed participants to focus on the positive parts of my music video instead of just the negative points.

Question 3: Do you feel that the visuals link with the music video?

As the music is the most important part of the music video, stated in the title, the music is the main component of the video. If the participants feel that the music does not fit the visuals then it may have an influence on the participants liking or disliking my music video. It can also allow me to understand why certain participants do not like my music video, allowing me to have feedback for improvements that I could make to the video.

Question 4: How would you rate the camera work?

This question allows me to have an insight on other people’s opinions of the production efforts that I put in when shooting my original footage for my music video. It allows participants to comment on the range of shots I have used in my music video to make it interesting as well as the camera movement and steadiness of the camera work.

Question 5: How would you rate the editing?

This question allows participants to comment on how I have edited shots for effect. It also offers valuable feedback for editing and how I could have made it more effective for the audience and more likely to hold their attention.

Question 6: How did you rate the mise en scene (everything in shots) of the video?

This question meant that I the audience have a say in what the video has in every scene and their personal opinions on everything in the video including the scenes I have filmed in and costumes I have the actors wearing. It allows them to have an opinion on whether my music video suits its specific genre and whether the genre characteristics shone through in my video.

Question 7: Did you feel that the length of the music video was appropriate?

Having this question gave me insight on whether my music video was too short and to the audience felt like the narrative was not fully explained and needed further depth so that the audience could explore the meanings behind the music video or whether it was too long, becoming a montage of shots that were unnecessary, losing attention of the audience and needed to finish earlier than it did.

Question 8: Would you say that this music video suits the ska genre?

This question relies on the participant’s knowledge of the genre characteristics to ska or the stereotypical views that they are already familiar with. This response depends on the participant alone and whether they believe that the different view of the ska genre shown by the focus being on the musicians rather than a comical and quirky style suited the music and genre.



Question 9: How would you rate this video out of ten (ten being the highest)?

As this is the penultimate question, it provides a sum up of the participant’s opinion of the video as a whole. It takes the participants opinion of everything allowing me to take into account each person’s opinion of the video as a whole.

Question 10: Could This Music Video Be Improved? How?

This gives me ideas of how I can improve my video on a whole from another person’s perspective. It allows the audience to take an active role in producing ideas for the video.

Music Video Feedback: Males

The general response from the male participants was mostly positive. The first two questions were positive from the majority of the male participants; with one participant saying the "the fast cuts created excitement which drew me into the video". However, males were less hesitant to leave negative feedback on my questionnaire. One male suggested that some of the shots were too dark, which although contrasting with the beach shots; they could barely see what was in the shot. When watching my video back I agreed with their feedback and felt that I may have been able to brighten a few of the shots more than I did. I scored mostly 7’s and 8’s on the rating scale which showed that although there was positive criticism, on a whole they still enjoyed the video. As my audience was in the target audience band, it showed that my music video suits its particular demographic. I was happy with the male feedback as they all had different favourite parts of my video which meant that although there were some bad points, there was also at least five good parts in my video too.

Music Video Feedback: Females

I found this feedback was less critical than the males however I felt that when they did criticise, they all criticised the same thing which was the clearness of the shots in the bedroom where the couple were arguing. I also felt that this could have been improved as the shots were slightly shaky and were slightly blurred. This made me worry because as they were hesitant and answered positively on the first two questions, I thought that they might have been doing that to save my feelings. This would not help me however because I would not be able to improve my music video. The females all enjoyed the beach scenes or the making up scene the most, I think this is partially because it was romantic and summery which suggests happiness and that everything was perfect. This made me feel that they liked the beginning and end, showing that my music video held their attention throughout the video as they said they enjoyed the beginning and end the most. This is different in males and females as they both enjoy different things in my music video. The females suggested that I could improve my video by including slow motion shots when the couple make up to emphasis the reunion of the couple. After this idea came to light I felt that this could have improved my video, however I felt that slow motion would not necessarily be the best effect as it would not fit with the pace of the music. By having numerous highlights in my video made me feel that it appealed to its target audience and that there was more than one good thing about my music video.

Music Video Feedback Analysis

I feel that from my audience feedback, the demographic of my target audience is appropriate for my video. I feel that I got a lot of positive feedback which showed that the video appealed to my target audience visually and also the music appealed to them. I believe that the criticisms were fair and I think that the participants gave good advice in how to improve my video. I believe that if I could go back to improve it, I would re shoot the argument scene as a few people said that it was blurry and that brought down the appeal of my video as it was hard to watch, also I would brighten a few shots that could have been brightened easily, however when I watched it myself I didn’t spot it. The feedback was very valuable and I feel that I have appealed to my target audience.

Question 2

How effective is the combination of your main product with ancillary texts? on Prezi

Question 1

In what ways does your media product use, develop or challenge forms and conventions of real media products? on Prezi

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Final digipak designs

Panel 1:

Panel 2:

Panel 3:

Panel 4:

Panel 1

Panel 1

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Panel 2

Picture idea:

Editing:
I felt that the picture had dull colours compared to the rest of the digi-pack designs. Therefore I increased the contrast and brightness so that it captured more attention from the audience. I did this by dragging the cursor to the right so that both increased.

Final picture:

Adding text:

I want to have panel 2 to have the lyrics of the song in my video. As the image is dark, the text won’t show up very well. However, by changing the gradient so that the picture is lighter allows black text to show up.

Font ideas

These are my font ideas for the back panel of my digipack. I chose these because they relate to the scrabble board on the front panel and create a connection between them.

Planning Panel 1

Planning panel 2

OR

The reason I chose two images such as these is because they link to the music video. They familiarise the audience with the band and they are not overcomposed images which relate to the jazz of the band. It will appeal to it's target audience because they are familiar with instruments and the girl is a similar age to the target audience.

Final Music Video

Panel 3

Panel 4

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Originally I had the idea to use this an my panel 4, however, I have decided to use it as my panel 3 instead.

Planning Panel 3

This is my original idea for panel 4, however I am unsure whether I definately want this for panel 4 because I was also thinking about having it as panel 3 with the CD on top of it. This is because I don't think it catches the attention of the audience as much as panels 1 and 4 need to.

White Girl

What does 'White Girl' say about identity, youth, modernist and post modernist cocepts of identity?

'White Girl' shows how concepts of identity have changed over time. Whilst the main character, Leah, has a post modernist concept of identity, the older generations have a more modernist concept of identity and believe that Leah should inherit her identity from them. Michel Maffesoli's view that people 'try on' different identity's is demonstrated in 'White Girl' when Leah turns to religion and becomes a muslim, showing her identity through her head scarf that she wears. The rest of her family disagree with what she is doing and believe she is embarrassing them because she is different to what they believe she should be like. This shows that youth's identity fits with Mikhail Baklin's view that identity is never finalised. We are forever changing and it is a journey that we go through.

'White Girl' shows that identity is a narrative of the self. It demonstrates both Paul Ricoeur and Anthony Giddens, showing that we create a narrative for our lives and follow this is find our identity, trying on others in the mean time. Giddens said that we keep evolving our identity, this is demonstrated throughout 'White Girl' in the way Leah changes from being forced to be a drug dealer, becoming a muslim and then being with her family in the end. Her identity changes throughout the film and she shows this through the ways she dresses and behaves, which takes on a post modernist concept of identity. Leah's identity is a reflexive project which she works on through out the film to find her identity.

Lighting and performance

I decided to use a spotlight in a black dark room to emphasise the use of instruments in my music for the video.  This is because the use of instruments is a key element in the ska/indie genres.

Album cover analyses

The album cover for The Wombats is very strange. Although it doesn't involve the band, it has a lot of characters on the front hiding their identity. This suggests that this album is for young people who haven’t yet found their identity and they are searching for it and finding it through pop culture. It demonstrates how important pop culture is to young people these days. This is what our eyes are drawn to when we first look at the album because it is so unusual. The album cover is pictured on a beach, which connotes young people as being fun and care free, which contrasts with the real world because young people have a lot of stress with school etc., the music is an escape for them which means that it targets it audience. It also contrasts with other views of young people, hanging around of street corners and causing trouble. The cover is very natural, shown by the pastel colours and also creates a sense of unity with the people as they are all in the same boat, also targeting the audience because they then feel they are not alone so they are united. On the cover, the band name is written in a very playful font which suggests that the band is fun and light hearted, which targets its audience. It reflects the band members as they aren't shown on the cover. The picture looks like an old photograph and is very inviting for the audience because it is mysterious because you can't see anyone’s faces so the audience are intrigued by the album cover.




The album cover for Vampire Weekend is a blurred out photo of the band on a boat in the middle of the calm sea. This suggests that this album is an escape for young people to a calm environment which is represented by the sea. However, the blurred out effect creates a feeling of discomfort as the audience are unsure whether it is the actual band targeting the indie genre. But it could also demonstrate how youth’s lack identity and therefore gain their identity through pop culture, also demonstrating how important pop culture is to youth’s at present. It also gives the photo a feel that it has been painted by an artist, this could target the indie audience that the band will appeal to. When we first see the album our eyes are drawn to the band members stood on the boat, this is important so that the audience feel united with the band as we assume that it is them. The sail on the boat is down, suggesting there is no wind. The weather is calm, also shown by the sea which means there is a chilled out feel to the album. This is contrasted by the photo being blurred out. The cover is very natural, shown by the use of the sea and sky, and the colours reflect this which then targets the very mellow audience that this album will appeal to.

Mumford and sons music video analysis

This music video is a mixture of narrative and band performance. There is a circular narrative, both the beginning and end of the video is the singers taking the instruments to the Mexican style band and then taking them from them at the end.

The target audience for this music video is young adults between the ages of 18-24. It sets focus into the indie genre. The video begins with a wide shot of the actual band on mopeds. This is important because it establishes who the real band is. The surroundings are very isolated, however they also connote a care free environment as nobody is around to tell them what to do. The use of subtitles allows the band to introduce the mimic band who is dressed in Spanish uniform to the audience, creating a comedy care free feel to the music video. This is yet another wide shot which contrasts the real band from the mimic band.

Mumford and sons wear a typical suit in the video for ‘The Cave’, this contrast with the mimic band wearing their typical Spanish uniform. Mumford and sons also play instruments. This targets its audience because they are also likely to play instruments as they are aspirational. There are close ups throughout the video to establish the musical instruments that they are playing in the video and to also create a feeling of unity between the band and their audience as it is something they are familiar with.

For alot of the video there is close ups of the singers on their mopeds, followed by a tracking shot of the camera following them. This makes the audience feel like they are a part of the band and feel involved with them. This is continued throughout the video. There is also a jump of close ups between the real band and the mimic band. This shows the contrast between the two bands. The unsteady camera makes the audience feel part of the video because they feel like they are there watching them.

Throughout the music video, the band tries to make its audience feel as though they are united with them and a part of them. This is shown through the use of close ups because the audience are getting up close and personal with the band.

The mise en scene of the isolated cliff edge, and the isolated roads creates a sense of calmness to the video. This makes the audience feel comfortable to watch it which is important so that it will suit its target audience making them want to watch it over and over again.

Story board

This is my first couple of sequences. As it was  very hard to find someone to mime the song, I decided that I would put in instruments for the performance part of my music video. I have decised on three key instruments, drums, guitar and the instrument that will help define the ska genre the trumpet. I have decided to have them playing on a beach and chose a variety of shots that represent the calmness and the care free side to my music video.

To acknowledge what is happening in my video I decided to start by showing a couple in love on the beach, also representing the calm environment that these two people are in. It gives the audience knowledge that these two are a couple which will help with understanding the rest of the music video. The girl running down the beach also creates a sense of young people being care free. She doesn't mind what she looks like because she is happy. She doesn't care that she is being judged.

During my video, the couple have a fight and break up. I decided to use this idea because it shows that young people do have problems, which links to the lyrics, but it shows that they can get through them. It also references a lot of other music videos. I have decided to shoot this in a dark enclosed room causing a sense of chaos. This contrasts with the wide open space of the beach.

The last few scenes show the couple making up and getting back together. It is then shot outside, this also contrasts with the enclosed room as it is open and calm. There is also no body other than the couple in the shot which also creates a sense of young people being care free and they are laughing. They are happy with who they are which is what my video is all about.

Musical Profile

Analysis of similar artists

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What festivals would your audience go to?
Indie Scenesters would most likely go to Latitude festival. This is because it is a small festival which is a diverse festival which features alternative bands and artists. The audience that are likely to attend a festival like this are care free, which is shown by the website for the Latitude festival and links with the calm website for 'The Wombats'.

Due to the tabs at the top of the home page for Latitude festival, we can see that the target audience for this festival is young people and also young adults. People who use social networking sites such as facebook are often

16 - 21, however, because of the tag for twitter as well, it is obvious that this music festival is aimed at a larger audience. This also shows that it is aimed at families, which is shown by the twitter account, young adults with their children. This festival is aimed at middle class people, we can tell this because it is at Southwold, usually a place used as an urban escape for people who live in rural areas such as London. The people who go there are often middle class families with their children, therefore it is a very middle class festival.

The page gives a fairytale feel towards the festival, this is demonstrated through the font used for the word 'Latitude'. It is very similar to the font at the start of a fairytale when it says 'Once upon a time'. This gives the feel of a happily ever after, which shows that the festival is all happy and wonderful which persuades it's audience's to go to it. Along with this, the pictures/plants up the side of the page also suggest a fairytale feel, this is because on the front of fairytale books and around the pages it is likely that you will see pictures like these. Along with the fairytale likeness of the homepage, it also has a fairground feel. This is demonstrated by the quote 'more than just a music festival'. The words are in the shape of a flag, something that is regularly found at a fairground. This also connotes fun and laughter which is why the festival has linked it with these two particular memorable places and stories.

The homepage for Latitude festival is very creative, it is almost as if it has come from the 1960's arts and crafts, hippie era. We can tell this because of the pictures, but also from the colours used in the homepage. It is all very natural colours, blue and green which suggest at one with nature and harmony.

What can you learn from this information that will be useful in designing your music video/digipak/planning the marketing of the music video?
I learnt from the analyses smiilar artists that my music video needs to be fairly calm and care free, representing the target audience as this. I can construct this image by having my digipak and music video in an isolated place, such as the beach which is also calm. This can be shown by the sea being clam and the person on my digipak, or in my music video being alone. This relates to my video because I have the trumpet player sat alone on the beach, the sea is calm and he is happily playing. It creates the care free and calm attitudes of the target audience because there is no restrictions. This would develop the feeling of calmness and care free because there would be nobody else around, suggesting that there is no restrictions. I also learnt that a performance element to my music video is important for the genre.