How my use of digital technolgoies in the research, planning and creation of my product improved during A2.
I researched into music videos for inspiration. For example I looked at Ariana Grande’s music video ‘side to side’ and Eric Prydz ‘call on me’ video. This was because these videos had a similar performance and narrative to my music video because they involve a gym or dance routine which helped for my video as it gave me ideas of what workouts I should use in my music video. I also looked on youtube at similar artists to mine such as chris brown for inspiration on shots for my video, such as lots of close ups and medium shots of the artist. For inspiration and to get a better understanding about DJs I looked at different djs such as DJ EZ for inspiration of props and lighting and also dance actions that DJs use to emphasis on our stars image of being a DJ. This influenced me as it gave me ideas on using strobe lighting as many djs use different colour lights to project on their audience. Also from looking at gym routines I got an idea of what type of warm ups our girls would be doing in my video.
The use of mobile phones enabled me to record footage of other people to get feedback. I used an iphone 7 to interview my class and family members who were of my target audience of 16-24 to understand what they look for in an artist so that I would make my artist appealing to that audience so he would be more popular and gain views. I asked them questions such as what sort of look would you find appealing on an artist to attract them to watching a video. From my feedback I learnt people look at an image of the artist first this being there fashion, the audience I looked at preferred a star who was dressed stylish and in trendy clothing therefore I made sure our artist wore fashionable clothing such as a tight white t shirt and skinny jeans.
I further used the internet as a research tool to look into more detail of the pop genre and our star image. The internet also helped as I got to look into different theorists such as Richard Dyers idea of star image to get a better understanding of how effective the star image is to help develop my star image to attract to the audience. By also using the internet I was able to find out facts about pop music videos and pop artists. For example pop music videos tend to focus mostly on the star image which mostly involves fashion. I also found that when researching about our digipak, pop artists tend to not be on the front of the cover this is because they are already well known artists that there image doesn't need to be portrayed on the front. This helped me when making our digipak therefore we put an image of our artist on the inside cover. From looking at the conventions of a pop video it helped in aiding my development for many reasons. Firstly creating a mainstream artist from his outfit, portraying the artist as enjoyable and content with life, the lyrics of the song were based around love and I convey our genre through our artists dress and the setting of the video. Because it was a pop video not an indie type music video the setting was more basic rather than something different as I used a gym and a studio. Pop videos focus around dance, the song usually includes a lot of beats that are dance oriented which helped us when editing the video as I cut each clip to the beat of the song. I also wanted to make my video suit the target audience I aimed at, so from the research about genre I saw that teenagers tend to be into clubbing and dancing which I highlighted from having a DJ as the star image.
The internet further helped me when looking into locations to help aid my narrative ideas. In pop videos the location tends to be somewhere with a bit of a party atmosphere, so in my music video to create this feel I used a studio where I turned the lights out and used strobe lights to make it look more like a clubbing scene. Furthermore I looked at different gyms and got photos of them from online on google images so as a group we could work our narrative out around what gym equipment we could use. As a group we then found a gym that we hired out for a day that had all the equipment we needed to help film our music video. To help with this research I was able to find other pop music videos that were filmed in a studio or like a gym such as Ariana Grande ‘side to side’ and Eric Prydz ‘call on me’ which helped inspire me to look for similar locations that would appeal to a teenage audience. To help influence my narrative I gained ideas from looking at DJ EZ music videos and Hurtwood house videos of how I would cut my DJ to the beat and make him look like hes in a club rather than by himself in a boring studio such as using strobe lights.
I used my mobile phone to film an animatic. This enabled me to see how our music video would be shot scene by scene and look at the end when we film it. It enabled me to visualise each shot as we cut the animatic to the beat of the song and work out what sequences were not necessary or what needed to be added. To make our animatic I had to draw out each picture on a storyboard and then stick it on a A3 sheet of paper which I then filmed each shot and added the music in the background at the end making sure each shot matched the beat of the song so it made sense. From filming an amatic it achieved me to have a better performance and narrative element. It also showed me that I needed to add a variety of shots such as panning and more close ups. Without filming an animatic I wouldn’t of had a set idea of what the narrative actually was by seeing it drawn up visually helped me get a better understanding of what our idea was. It also helped me see how important some shots are that I was missing which I added when filming such as making sure I got a lot of close ups of the DJ to emphasis on the star image. This was more advanced than AS because in AS we did not make an animatic we had a shot by shot guide instead which didn't help as much because having something drawn up visually is easier to see and because we wrote on each shot we draw up the seconds it would be filmed and a small description of what is going on in that scene it helped me to create a better narrative and music video.
Filming my music video in A2 was more advanced than AS. This was because the filming of A2 needed a lot more shot types than AS such as more high angle and low angle shots and more close ups of our star image for our performance element and more wide shots to highlight the synthetic nature of our artist by showing his DJ decks and strobe lighting. The close ups also signified our star images happy and enjoyable emotions of society as he is content with life.
When editing my music video I used different tools on premiere pro and adobe after effects. Discontinuity editing was a big part of my music video and by using these different editing programmes I was able to be more creative by placing different elements of my music video in different areas. Specific editing techniques I learnt was adding a sharper and more ghostly feature to create a 80s tone to my video as my video was 80s themed this involved colour correction effects that were more vibrant in our gym setting. Therefore using these skills I learnt in A2 made my music video look more professional.
In order to get more audience feedback I used online tools to create a survey monkey questionnaire which helped me make changes in post-production. I used a website called surveymonkey that I made a questionnaire on that could be sent to other people to fill out so I got a bigger variety of qualitative data. This enabled me to then compare responses to see what I needed to improve in my music video
Digital technologies allowed me to research into similar digipaks and I was able to acquire new skills that included manipulating images how to create a digipak. I used the photo editing programme called photoshop to edit my image and make it look like a pop digipak by using different tools and filters. I researched into different digipaks such as Calvin Harris I was able to see that a common feature of a pop genre is that the star doesn’t feature on the front as there name is more important because pop stars are already very known so there image doesn’t need to be portrayed on the front. This influenced me into putting our stars name on the front in big and clear letters and his image being on the inside of the digipak. This alo helped with the website and merchandise as I found that our target audience loved the logo on the front of our digipak meaning they would be attracted to our merchandise which helped me market our star to an audience.
I made sure my website linked with other online technologies such as facebook, twitter and youtube to spread the message of my artist. On the website I put links to a facebook page, twitter and youtube channel for my artist in order to attract a wider audience.
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