Evaluation of Music Video

 

Saturday Night

 

My music video follows traditional conventions of traditional music videos. It follows my brief as I decided that being of the pop genre it should be full of dancing as well as the typical close-ups demanded by record labels. Although in original plans it was decided that a large group of people would be used for the dancing scenes, I believe that changing this after trial runs has made the video more effective with the camera focusing on certain individuals. With a small group of people cast to be in the video, there was room for individuality and creativity to come in to place with freestyle. This would have been unable to happen if a larger group had been cast to be in the finalised version of the music video.

 

I believe that with the available equippment, filming was done to the best of ability. Various roles were assigned to people, for example there was someone in control of playing the music, someone in charge of filming and someone else in charge of the positioning of actors so that a level of control was retained throughout. I believe that location and timing was key to us achieving the best results from filming and with the use of effects on the iMovie programme, the video flows smoothly. Another achievement from the music video is how lip-syncing is well placed with the music overlapped at the correct times.

 

Although there aspects of the video which did not work exactly to planned, it hits the target audience of the younger generation and is a fresh take on an older, well-known song and in this way I believe it is successful. 



Letter to the Moderator,

Thank you for taking the time to assess my completed media coursework. My blog details the steps taken from the planning to production stages of my media production. I have ensured that the blog has been regularly updated so that every little step will have been recorded, including any problems I have been faced with. This has enabled me to understand the progress I have made as well as displaying adaptability to situations when my plans would not particularly work. My blog displays various pictures of the planning stages of my production so that it is clear to see how the video differs from many original ideas I may have had, this can be put down to many factors including props, location and equipment.

This blog also details how I advertised the music video using social media and how, using certain technologies, I was able to record peoples' opinions of the production. This has enabled me to evaluate the feedback I received and to understand how and why the opinions will help me in my final evaluation. These recordings are also useful as they can be used as evidence of my seeking feedback.

I believe that my A2 media production has been a success due to the fact that every process has been detailed in to this blog. It is a positive thing to see how adaptions have been made as I can see where certain aspects haven't worked and have therefore been able to view what hasn't been successful in a critical manner. This is as a result of my own but also other peoples' feedback and has ensured I have successfully been able to see why I may have made adaptations to original ideas and plans. I believe my blog is a successful evaluation of the product as a whole.

Alice Wright.

Candidate Number: 8311

Centre Number: 16829

Technologies Used In Evaluation

Many of the technologies I have used in the evaluation stages of my overall product, have also been used in research, planning and creation.

Blogger

Blogger has also been used the whole way through the process of creating the music video, from planning and research, through to evaluation. In using Blogger, I have been able to keep a log of the progression of the video making process. The website is useful as it allows me to keep a track of what I have done and what still needs to be completed, it also means that other people can look at my progress.

Prezi

In order to evaluate my ancillary tasks I used a website named Prezi which allows the user to create individual, personal presentations which are easily shared online. Prezi is a different way of evaluation and is a modern twist to Microsoft Powerpoint. I felt that when evaluating these tasks, I should be more inventive and so felt that Prezi would be the best, creative programme to use. 

Technologies Used In Ancillary Tasks

Photoshop

Photoshop is a valuable tool in creating and manipulating images. I used it in my AS media production and so I had an understanding of how to use the programme in the A2 section of the course. I used Photoshop in creating my magazine advert and also to edit the images used on my website homepage. The pictures have more of a professionalised look to them when they are edited on Photoshop and so I felt that this would be a good tool to used.

Wix

Wix was used to create the homepage of the website for the band. It is a useful technology as I was able to use my own ideas and incorporate them to get a desired look, this included a slideshow of images at the bottom of the page, pictures along the right hand side of the page and a blog written by the pop group. I created the website to be simple but full as from my research I have learnt that this is how many websites for bands are structured in this way. 

Technologies Used In Planning and Research

In order to plan my music video, I have required many different programmes and sources to ensure I follow my brief to the best of my ability. Many of the technologies I used whilst planning my music video, were also used throughout the process within the creation as well as evaluation stages.

Youtube

Youtube has been used throughout the whole process of creating my music video, from planning through to producing  I have used Youtube in order to research conventional pop groups/ songs so that I had an image to go by when creating the video (this also helped me in my planning). In the evaluation of my music video, a link to the video on Youtube was posted on social networking site, Twitter. This helped in my evaluation as I was able to question those who had seen the video and film them in doing this, giving me an idea of the strengths and weaknesses of the video and what could be improved.

Microsoft Excel

Microsoft excel was used to create my questionnaires which were handed out in order to gather feedback and understanding of what my target audience expected from a music video aimed at themselves. The programme is excellent for inputting data for evaluation and I found it an extremely useful tool to have access to. 



Audience Feedback

In order to gather an understanding of how different groups of people have interpreted my music video, I have recorded sections of their feedback. This will enable me to think about how the video has both strengths and weaknesses and how different techniques were used well but also how they could have been improved. It is important to gather feedback on products as it enables the producer to understand and develop their skills.

To gather my video evidence of the audience feedback, I have asked three questions of the viewers:

1. From watching my media production, do you believe the video follows traditional conventions of music videos?

2.What do you think could be changed or included in the music video in order to improve it?

3. Does the music video meet your expectations?

Below are a few videos in answer to the above questions in order to display my feedback.

I have also posted a link to my music video on social networking site Twitter so that the video will be spread to a wider audience. The use of social networking is hugely influential in the world of music and many artists use various sites e.g. Facebook and Twitter, to promote their music and videos to their audiences as well as perhaps those who may not have heard of them.

Technologies Used In Creation

Below is a list of equipment which I have used in the creation of my music video. All of these were vital in ensuring the maximum quality of creation and design from being able to film the video successfully and as many times as necessary to being able to edit and produce a quality video. Using the Macbook ensured that we were able to take into consideration every second of video as well as music as it was vital the everything was in-sync and flowed professionally. Although the equippment was not perhaps the best quality as they had been used by many students before myself, I feel that I have worked well and to the best of my ability, ensuring to change original ideas where they may not have actually worked.

Video Camera



Tripod Camera Stand

Apple Macbook Laptop

New Media Technologies

How have I used new media technologies in the construction and research, planning and evaluation stages of my media production?

In order to create my music video I have used various pieces of equipment to make the video as professional-looking as possible. Without the use of media technologies throughout the research, planning and evaluation stages of my product, I wouldn't have been able to create the level of work nor create the product itself. #

In order to plan my music video, I first had to use the internet to research previous pop groups and the type/mood of music I wished to create and incorporate. The planning of the video was also created used a spreadsheet on the Microsoft Excel programme to create twenty identical questionnaire sheets, ten to be answered by girls and ten to be answered by boys in order to gather a mixed understanding of modern opinions of music.

Media technologies are extremely important as with the use of the camera and tripod, I was able to film my video professionally. I was then able to edit and arrange the footage in the desired order and insert various effects. As well as this, I was also able place the desired music track over the top with the use of a Macbook laptop and the 'iMovie programme'. Without the use of these new media technologies, the creation of my music video would have been extremely difficult. Although the iMovie programme was new to me, I soon got used to it with the use of tutorials on the YouTube website.

My ancilalry tasks also required large amounts of new media technologies in their construction and evaluation. To create my website homepage, I had to use the internet and a website called Wix to create and design the whole homepage. Without the use of internet, I would have been unable to create the webpage in the first place but this would have also meant that the band would not have been accessible to a wider audience. In order to produce the magazine advert, I used the Photoshop programme as it is a professional tool in creating and designing adverts, magazines etc. Before programmes such as this, the creation of such adverts would have only been accessible on a professional, industry level.

In order to evaluate my work, I have used a website named Prezi which creates unusual presentations in comparison to older similar technologies such as Microsoft Powerpoint. In order to use and create Prezi presentations, the user must first create an account, this is all completed online so that presentations can be shared worldwide in a matter of seconds. I have also used Blogger to keep track of every aspect of the task from planning, to production, to complete analysis and evaluation.

Without the use of all of the above new media technologies I have named, the whole process would have been extremely different. The internet and computers are a huge factor as well as the use of digital cameras. In modern times it is made easy for media students to be able to create professional looking videos, webpages and adverts with all the programmes in one place whereas in past years, this kind of task would have taken far longer.

Analysis of Ancillary Tasks...

When creating the products for my ancillary tasks, I felt that the image of the group was one of the most important factors to be considered with great thought.This is the face of the brand and is what the recipient of the music can see and so will influence their connection with the group.

Both my website homepage and my magazine advert follow and comply with the same colour themes and styles as this sets a tone for the group. They are called Amore which means love and so I felt that they had to follow and live up to this name and this is why I tied in images into the website.

I chose to create a website and a magazine advert as I felt these would allow for me to be creative in my ideas for the band and allow me to create an identity for them. I believe that I have achieved this through the use of colour, images and by creating personalities through including personal touches from the band.

Ancillary Task - Homepage of Website

I have created a website to promote the girl group I have portrayed in my music video, I have named them Amore and have given them a modern pop, yet edgy feel. I have used a simple, white background for the homepage of my website, with titles and writing being written in purple and black. These colours contrast and stand out to the reader as they are eye catching and bold. I have incorporated the theme of love into my website, in keeping with the band name, by using images such as the Eiffel tower, Cherubs and  peace symbols.

At the bottom of the page there is a sliding toolbar which displayed numerous photos from a photo shoot of the girl group. I have written a diary section entitled 'Blogging' in which the groups activities from a few days are charted so as the public can read about their activities. The domain for my website is www.aliceeleanorwright.wix.com/amore. 

In preparation of creating the homepage for the group I ensure I evaluated different artist of the same genre to include the same type of posts and layout. I took inspiration from bands such as Little Mix, Stooshe and Girls Aloud all of which are various pop artist groups. The websites I have evaluated, use bold colours and entice the audience through various enticements and product advertisements such as the opportunity to win VIP concert tickets and signed albums.

Ancillary Task - Magazine Advert

 

I have designed my magazine advert to be simple yet appealing to the target audience. It is clearly laid out into sections so that the audience can see what is being advertised, the name of the group, song and  pictures of the group are displayed. I have also chosen to advertise tour dates as this is prime advertising space. I have included an enticement of a competition for the audience in order to attract them to looking into the group a bit more, and looking at their media sources online. I have also included further product advertisement and pricing.

The advert is set up and laid out simply so that the message it is giving can be put across easily. I have used white as the basis for the advert and the colour purple to contrast with it. The advertisement is straight forward and easily understandable, it is clearly set out and includes all the relevant information required. 

Still Images From The Filming

This is a still taken from the beginning part of the music video. It shows clearly the meeting taken place. The colour was adapted at this point to demontrate a sense of boring and lack of energy in the meeting. When the manager leaves, the colour of the video changes to colour and shows life being drawn back into the employees. At this stage in the video, everything becomes far more energised and happy.

This picture is a still taken from the scene in my music video when the manager is on the phone and out of the office meeting. This scene is partially to remind the audience that what is going on in the office, is being done so behind the managers back.

The two main characters are dancing here with the other employees dancing around the tables. They are dancing to the 'Saturday Night' song. This was the portion of my music video where health and safety measures had to be considered as it was important to ensure the safety of all whilst on and around the tables. 

To break up the video a bit, a section of different dancing and editing has been incorporated into the music video so as the audience can relate to the video and make it entertaining. Small amounts of humor are inserted throughout the video especially towards the ending. 

Health and Saftey Measures

During the filming of my music video, there will be scenes where two main characters will be required to dance on tables and this of course requires health and safety measures to be practiced and carefully put in place. Whilst filming these scenes we ensured that getting on to the tables was safe and secure and that the actors did not rush, putting themselves in danger as a result. It is extremely important to take health and safety into consideration as if someone was to get hurt during filming as it is the director of the video who will be questioned. Another reason it is important is to ensure that everything is done correctly and to the best of the dancers' and singers' abilities and if health and safety is not considered this could have a huge impact on the video. If someone was to be hurt whilst filming as a result of neglecting health and safety procedures, it could be detrimental to filming and could mean that new people must be acquired to help or could cease filming altogether. 

Another safety measure we ensured was carried out was that filming did not take place in one long continuous shot between scenes. This meant that the actors could safely get on and off of the tables with help and so that they would not be rushing. Firstly we decided that a large group of people dancing may be the most effective look within the video, however after filming this, it was clear that instructions were ignored because of having such a large group. We then found that using a smaller group of actors helped us to ensure that all health and safety procedures were gone through with the dancers/actors and also enabled us to get the most footage out of filming. Having reduced the amount of people in the video from 25 to 10, meant that more time could be spent on going through health and safety measures to make sure that every person knew what they were doing and what was expected of them.

Filming the Video

I have decided that my music video will ensure all aspects of a pop music video are incorporated within, this will enable me to reach out to my target audience and achieve what I have aimed to do. My music video will use the song 'Saturday Night' which was originally sung by Whigfield, as I believe it has a feel-good vibe about it, it is catchy and offers me many opportunities to be creative and original.

I am planning on filming a group of employees at a staff meeting which will take place within a classroom in the Sixth form I am filming in. I am planning on filming a continuous shot so that the video flows and runs through without jumping and needing many transactions to be used in the editing phase. The camera angle will be aimed so that the meeting can be seen clearly and at eye-level, there will also be a close up of the manager pointing his finger to emphasise his supposed authority to the audience.

I had originally planned and made a story board of a party scene within the video which was supposed to take place after the work time. After careful consideration, I decided that it would make more sense to have the employees stay in the office rather than for the video to jump, in order to create a clearer picture for the audience to understand. In changing my ideas, I had two main characters taking the lead and encouraging the other employees to get up and dance and enjoy themselves whilst the manager was taking a phone call outside of the room.

I have come to a conclusion that I will include the infamous 'Saturday Night' dance, notoriously known for its widespread use at parties, as it will create a party-like vibe. If the video is to be a success amongst its target audience, it must be something they would participate in themselves.

To add a funny twist to the plot of the music video, it has been planned that a conga line will make up the last scene. The two main characters will go past the window first, then followed by a small group of people and then by an even larger group. In order to gain a comic feel, the 'manager' will then jump past the window. The intention of the music video is to ensure that viewers will enjoy and wish to join in with what they are watching, the video is also intended to be humorous and entertaining for the viewers.

Planning of Music Video

Questionnaire Summary and Research
We decided that after our questionnaire had been given out and the results collected, we would learn best from the results if we were able to analyse them in a simple way. We mind mapped peoples opinions and popular pop artists who we would aim to take inspiration from in our music video. 

Planning
In order to plan our video, we had to take into consideration the setting of the video, the locations in which we would like to film, camera angles, costumes for characters, how the lighting would be set and the roles of characters. Detailed planning is important as it ensures that I know what I need to consider before and during filming. 

Storyboard
Planning a storyboard will ensure I am aware of the order of which I will organise the footage we film. It will be used as a rough example of how I would like to see the video turn out to be like. It provides details of camera angles so that I am aware of how a shot might look best and also explains what is happening in each frame - to be used as a rough guide. 

Finalising my Planning

After careful consideration of song choices, I have decided on the song I wish to use. In my planning, I have been looking for a song which will capture the imagine the imagination of the audience to make it feel-good and upbeat and so that the audience will remember what they have seen. I have listened to many various songs and worked out which would best follow my brief.

I have decided that in order to follow my brief and ensure that I am able to reach out to the widest audience, I will use a song which is catchy and has scope to be individual and original. I have decided to use the song 'Saturday Night' by Whigfield as it already has a world famous dance which I may in some way be able to incorporate into my video. Whilst being as individual as possible in the creation of my music video, I will ensure to incorporate a group of people into my video to dance to the song.

I believe that my song choice will enable me to make the most out of my brief and audience profile. It will ensure that my video has lots of scope for creativity and for defying convention so that I am able to make it my own. Saturday Night is energetic and is the perfect song as it fits my brief exactly. The song meets my brief of a pop song, aimed at a majority, teenage audience.

How I intend on targeting the audience...

In following the techniques used in similar music videos of the 'pop' genre, I am going to be incorporating feel-good music with catchy lyrics and style. This will capture my intended audiences' attention as I will follow the conventions set by past music videos they have enjoyed previously. I will have to incorporate various techniques in order to target the audience effectively.

As part of my research I have created a questionnaire which I intend on asking ten females and ten males, all aged between 16-18. The questionnaire will enable to me to decide what would make my music video popular and how I should go about in the filming and creation of my course work piece. In order to come to a conclusion of the correct song choice, I have undertaken extensive research into how different songs are used to capture the audiences' attention.

I am sure that with the levels of research I have completed as well as some market research of various girl bands as well as songs, I will make the correct choices in my production and this will enable me to target the audience effectively.

Song Choices, Spice Girls - Wanna Be

The Spice Girls

Wanna Be

This song is aimed at a teenage girl audience rather than a whole teenage audience. It is an energetic and original song which has a lot of scope for creativity and individuality in the creation of my own music video. Wanna Be was released in the late 90s and so fits my criteria profile, it features five young women who are the artists and I feel that the girl group I have set up would fit the mould but at the same time challenge what has already been done.

Dancing could be incorporated into my music video if I were to use the song and this is one of my main focuses. The video must be enjoyable to those who watch it, I would like it to be able to tell a story which I believe this song has the prospect to offer.

 

Song Choices, The Tide is High - Atomic Kitten

The Tide is High - Atomic Kitten

This song is fully aimed at a teenage / young adult, gender being female, audience which means that the target audience is much narrower than other songs, although of the same genre. I would expect to target the audience by using various themes to encourage viewing, I would tie in the lyrics. The Tide is High would enable me to incorporate various techniques to encourage a female audience to enjoy and watch the video as it is fitting of the genre I am aiming use.

The song would not necessarily include dancing and so in comparison to other songs I have analysed, I will have a smaller audience to target if I was to use this song. However, it has a distinctive chorus and the scope to become modern once again. I would consider using this song as the target audience would have listened to it when they were younger and using it would allow for new popularity of the song.

Song Choices, Saturday Night - Whigfield

Saturday Night - Whigfield

The song Saturday Night by Whigfield is a properly energetic dance song which has been played at many a party over the years. The song has a very good vibe to it and I feel as though a lot could be done in a music video based around it. In creating my music video, I am looking to incorporate dancing within, and Saturday Night would provide a perfect basis for doing so.

The song is not only aimed at an audience of young girls as many female singers are, but instead at a much wider range of people. The dance which accompanies it allows for much greater audience viewing and participation, and based on this alone, the song reaches out to a far wider audience than expected at first glance.