EVALUATION

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

During the research for our music video we looked at artists such as Evanescence to inspire us to create a similar video to hers. Through using sites such as YouTube we found other videos like Kelly Clarkson’s Because of You which also inspired us. We looked at these artists’ blogs and websites too so we could gain an idea of what ours should look like. Also Christina Perri herself has a website which we found very helpful as we took photo ideas and used them with our own actress.

In order to undertake some research we had done some analysis on existing music videos that were by artists and bands such as The Script and Kelly Clarkson who are signed bands and artists. This enabled us to distinguish the techniques we could use within our music video; in order to present that we had undertook a lot of research and had used it as our foundation level, therefore in our presentation we had shown how important it was to us and how it had helped us. We also had completed another analysis which was based upon existing bands and artist’s websites, from this we were able to understand that having developed a specific atmosphere it enabled the reader sustain what the artist is like. It also allows the reader to develop some understanding of the artist’s personality.

Due to online technology being a common way to distribute and encourage people in society consume music or other media content today, the process of trying to approach our audience became easier. With having all of our work technically based it was easier for us however it is also an up to date way to target our audience. With having a blog, it is encouraging as anyone is able to access the blog and there does not have to be a specific logging in identification. 

What have you learned from your audience feedback?

Throughout the project we have received feedback from out teachers and peers within our class. One of the most important pieces of feedback we received was from another group in our media class. This group filled out a chart to gives us an idea of what they think to our music video. The group decided that almost every aspect of our music video was either ‘good’ or ‘excellent.’ This gave us more confidence within our project, which gave us the drive to carry on and improve what we had done so far.

Using the group feedback we received and feedback received from the teacher, we decided to reshoot certain shots that we had already filmed to gain better marks. Our teacher suggested that we use more movement within our music video to make the scenes seem more dramatic, which would be more suitable as the song we chose was a very depressing and sad song. Therefore we filmed a few moving shots to replace the existing static shots that we already filmed.

The feedback we received throughout this project was very helpful as it allowed us to improve our music video, making it more possible to achieve a higher grade when we hand in the coursework.

How effective is the combination of your main product and ancillary texts?

In order to maintain a clear image and theme, throughout our process of completing our music video we had done independent research and planning so that we were able to keep focused on the main storyline. Given the fact that there were some changes throughout the process, for instance our storyline had changed due to the influences of the narrative meeting typical expectations, although we wanted to develop a unique idea and with the support of having presented our presentation to our teacher and audience, we were able to sustain how we could make the narrative appear interesting. When having noticed this we had undertaken the planning process once again and adapted it. We also had the support of our storyboard which allowed us to follow a specific order so that we kept organised and had control of what we were doing. With comparing and contrasting our music video to our website design, they both create a similar ambiance as they focus on the impact of isolation and being lonely. With having looked at Christina Perris’ images on Google, so that we could maintain a similar image with our actress, it enabled us to develop a similar style, however we found that it would be better to develop some independent ideas of our own, by, using a wedding dress in our music video, and also having the actress wear heavy make up so that we were able to gain a gory atmosphere. The tone of the website is set in black and white, in comparison to the music video we had also used black white scenes in order to put forward to the audience that the singer is reflecting back to the past. Though, on our website we had taken a photo of the actress which was placed on the website in colour, and the image is placed in a forest which has a misty foggy feel developed. With doing this, we wanted to emphasise the time, by reflecting on inevitable events that happened in the past and events that happened in the present time. With the reflection technique we wanted to emphasise that it was all a dream, with having the cold feeling we thought that it had supported the technique well. We also used the effect of having barbed wires which continued off a banner which had Christina Perris’ name written on it which had love hearts which were destroyed, in black and healthy love hearts in red. We developed this technique so that it is clear that as a soul dies a new soul grows. This enables the reader to understand and experience the hurt and pain yet also the strengths of becoming strong and independent again. We had also found that it would have been interesting to have some writing on the front page so that the audience is able to receive and update, we also thought it would have been a good idea to have a shot of our music video process which would allow the audience develop some interest in how the music video was constructed and that it has been released.

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

Our media product’s genre is an indie love song. We did stick to the conventions in some ways, yet we changed them to make the video more dramatic, therefore interesting and aesthetically pleasing. Originally we were going to completely follow the song’s lyrics and actual meaning by making storyline into; ‘boy meets girl, they fall in love, they break up’. However, we thought this idea would be far too typical and make the video seem boring.  So we decided to take the lyrics literally and end the song with the boy breaking the girl’s heart and stabbing her (collecting his jar of hearts). Up until the end of the video, its narrative may seem confusing, which we thought would make the audience interested to see what happens next. Also, the confusion is justified as the video is set in the girls dream which is revealed at the end. We made the indie song into a gothic video by using fake blood and locations which corresponded with the lyrics. Although the lyrics don’t mention a wedding or a white dress, we used a wedding dress as the costume for our actress. We thought that this would portray despair and bitterness stronger than average, everyday clothing. Therefore we challenged not only the conventions of the indie genre but the actual meaning of this particular song, by creating another way in which it could be interpreted. Therefore, our product shows it differentiates from the typicality’s that are shown in other song’s videos similar to “Jar of Hearts”.

Completed Website

This is our completed website. We have put icons such as twitter and facebook in the bottom left hand corner as christina herself is a member of these sites. We designed the border, barbed wire and falling petals on photoshop. We decided to represent the feelings of happiness at the top of the page which blends into the sorrow at the bottom of the page.  

Completed Digipack

This is the final design of our digipack. We are very proud of the end result. We used Adobe Photoshop to create the effects, text and graphics you can see here. The use of colour is an important aspect of the design, which adds an sad, dull atmosphere to the mood. Using coloured people on a black and white background gives the digipack an 'art-house' feel, looking both professional and creative.

Completed Music Video

We are extremely happy with the finished music video that we have produced. As a group we have put large amounts of effort into creating a professional and music industry standard music video. The time and effort dedicated to this project has paid off and we are very happy with the result. We have used feedback given from other groups and teachers to continuously improve our work.