FINAL PRODUCTS

Q1. In What Ways Does Your Media Product Use, Develop Or Challenge Forms And Conventions Of Real Media Products?

I decided to place my products in real locations to see if they fit in with other already existing products. 

 I decided to photoshop my digipak into a HMV store, to see what it would look like in comparison to already existing products. I feel as though my product fits in well amongst these products and looks conventional and professional.  

 Bus Shelter advertising is a form of outdoor advertising that delivers quick messages across a traveling audience, through posters or mini billboards at bus stops. The huge volume of commuters entering and exiting buses lets you speak to huge numbers of people each day in only a matter of seconds through bus shelter ads.

 Due to my artist being signed to Columbia Records, I looked on their website and saw that they featured their artists on the front page as a form of promotion. This is a less obvious form of advertising for the music industry and is targeted towards people who are fans of artists from Columbia Records, who would look at their website. This allows these people to find new music and to keep up to date with the record label.

When you purchase an album from iTunes, you have the option to purchase the whole album or a single song (a la carte). I changed this layout to fit my artist and I think it looks very professional and could pass as a real product.

Q2. How Effective Is The Combination Of Your Main Product And Ancillary Text?

Q2 from s0016541

Colour Scheme:

I created a colour scheme for my promotional package, which was black, white and a light grey. These colours where more prominent on my ancillary texts. Black connotes to strength, power and authority; it is considered to be a very formal, elegant and prestigious colour (black tie, Mercedes). white is associated with light, goodness and innocence. It is considered to be the colour of perfection. Grey is a cool, neutral, and balanced colour. The colour grey is a timeless and practical colour. the light grey colour i am using connotes to a feminine nature. I think these colours go together well and add sophistication and class to my product. These colours used on my ancillary texts make my artist appear to be already established and will be taken seriously. I feel like the seriousness and simplicity of these colours add to the ideology of my artist and the seriousness of the topic of sexuality that is tackled in my music video.

Fonts:

I wanted the main fonts on my ancillary texts to be cohesive with my product so  I used the font Dubriel, which acted as the main font for my ancillary text and featured on my music video. The same font is also used for the mast head of the high end fashion magazine 'Vogue', therefore reinforcing the elegant and prestigious ideology of my artist. I also used the font Steelfish for the tracklist on the back cover of my digipak, this allowed me to use a variation of fonts and I feel it compliments nicely to my main font. Furthermore, I believe that these fonts reflected the indie/pop genre well due to their sleek, elegant and stylish nature. The reason I used Dubriel as the main font across my products because they it reinforced the ideology I wanted for my artist and like the aesthetic it gave my products. I used the same artist as my AS foundation portfolio and used the same font for her on the front cover of my music magazine. Thus reinforcing her as a brand, which many artists are today, which is typical in the pop genre.

Imagery (cinematography, editing, etc):

I used conventional cinematography in my products. For example, I used a variety of shot types in my music video, such as mid shots, long shots, over the shoulder shots, close ups, extreme close ups. The variety of my shot types can be seen when my main actor is looking through the scrapbook. Due to my music video being extremely narrative based, I felt that taking new images for my ancillary texts would be more relevant to the pop genre as screen shots of my video, in my opinion, wouldn't look good on how I wanted my ancillary texts to look. In relation to editing techniques, I kept it simplistic to add to the normality of a same sex relationship. The main editing transitions I used was the cross dissolve and fade, as I felt it was the most appropriate to use and gave my video a smooth transition between present day to flash back scenes. I stopped the transition half way through the video as i felt the audience would understand the narrative now, this was done after recommendation from my media studies teacher.

*MEDIA THEORY*

Audience:

When comparing my products in relation to Bulmer and Katz's 'Uses and Gratification' theory, the combination of my promotional product uses 2/4 of the 'needs' which the media the provides its audience. Firstly, 'surveillance', is established as this need relates back to the idea that we use the mass media to be more aware of the world, gratifying a desire for knowledge and security. My music video depicts this as it relates to the theme of sexuality, something that is prominent in today's media. My products also reflect the 'personal identity' need. The media allows artists to create an identity for themselves, which can then lead to these stars turning into role models, inspiring those around them. Their music videos and songs allow us to connect with such identities and help us 'fit' into society. As previously stated, due to the fact my music video features a lesbian relationship, which my artist is a part of, makes her more relatable to audiences watching, through the use of specific shot types including, over the shoulder and close ups. By creating a relatable artist in my products, it appeals to a mass audience making them more inclined to purchase and consume her products. My products also relate to Stuart Hall's 'Representation Theory', as he suggests that media texts are encoded by the producer, meaning that whoever produces the text fills the product with their values and messages. However, the consumer will decode these values and messages in different ways. Hall identifies three ways media texts can be decoded, which are: the dominant/preferred reading, the negotiated reading and the oppositional reading. The dominant reading of my products would be for the audience to watch and interpret the narrative of sexuality and love and perhaps relate back to it, which would lead them to purchase the products. The negotiated reading would be that the consumer understands the ideology of my product but does not fully understand/accept the message. However, they still might purchase the product. The oppositional reading would be that they are against the ideology of the product and do not wish to purchase the product. My promotional package can also be related back to the 'Hypodermic Needle Theory', which suggests that the media injects messages into our head. My products are trying to inject the values and messages that different sexualities are ok and should be embraced by the media and not exaggerated.  This is shown through the simplistic nature of my video. However, some would criticise this theory as it is dated and we are not longer passive consumers, instead we are active, meaning that we chose what we consume.

 Narrative:

Tim O'Sullivan argues that all media texts tell us some kind of story.Through the careful use of mediation, media texts offer a way of telling stories. In my music video, the narrative follows my artist as she reflects on a previous relationship, and then at the end the viewer finds out that her girlfriend died. O'Sullivan also stated that narrative theory sets out to show that what we experience when we 'read' a story is to understand a particular set of constructions or conventions. Therefore, due to the conventions that I have followed, such as close ups, over the shoulder shots, flashbacks, colouring etc, allows the viewer to makes sense of the narrative of my music video and perhaps relate back to it. Another theorist Kate Domaille, argues that music video narrative can be held in 1 of 8 narrative types. My music video fits in with the Romeo & Juliet type, as it is a love story and similarly ends in tragedy. My promotional package, to an extent, also relates to Michael Shore's theory of music videos. Shore stated that music videos are recycle styles and 'surface without substance'. My product relates to this in terms of the narrative and how presented it through the use of mise-en-scene, cinematography and editing. I used the prominent feature of colouring in my music video, as I felt this was the most effective way of demonstrating to the viewer the present and flash back scenes. I saw in particularly in Katy Perry's music videos, as I found they often revolve around the narrative of a former lover. My product also challenges Shore's theory, when he states that music videos are decadent and adolescent male fantasies. There is no form of self-indulgence in my music video. I did this purposely as lesbians in popular culture are usually sexualised in popular culture and I wanted this relationship to seem 'normal' not from a the males fictional perspective.

Representation:

My product goes against Laura Mulvey's 'Male Gaze' theory. Despite being of the indie AND pop genre, I decided to follow through my feminist ideology I used when creating my AS music magazine last year, as I used the same artist who featured on the front cover and the magazine also centred around feminism. In addition, due to the fact I used a lesbian relationship in my video, I felt it would be inappropriate and against my own ideology to sexualise them. The aim of my music video was to make it apparent to viewers that same sex relationships are normal and should not be considered any different. By sexualising and objectifying the women in my video, would go against the messages and values I am trying to transmit through my video. To do this, I made sure my cast wore everyday comfortable outfits and that they had a natural make up. I also decided to not have any close-ups, pans of the breasts, bum etc. To carry on the feminism ideology, in my ancillary texts I made my artist look powerful and dominant, by shooting her at a mid shot and making the image in black and white. In relation to Richard Dyer's 'Star Theory', I believe that my artist does somewhat conform to the idea that, as Dyer states, "Stars represent and embody certain ideologies". Even though my artist is signed to major label Sony Music Entertainment, I have made sure has maintained her ideologies but still gives what the institution wants in order to make money. I also believe that my artist's ideology makes her easier to relate to, because they have a feature that a viewer would admire or share, as Dyer suggests. 

Genre:
As David Chandler argues, genre is used to refer to a distinctive type of text. This has been is seen in my promotional package, as they all follow the generic conventions of the indie and pop genre. As I chose a hybrid genre, I had to apply conventions from both into my products. This is evident as my music video is more simplistic and natural, whereas in my ancillary texts I have used conventions such as the a mid shot for my digipak front cover, also known as the 'money shot', which makes people more likely to purchase the album. Similarly, Barry Keith Grant argues this point and states that all genres have sub genres. They are divided into more specific categories that allow audiences to identify them specifically by their familiar and recognizable characteristics. This is also a feature of our post modern society, that we have more choice in the genre of music we can consume. We are no longer restricted to one as these music genre have become a bricolage. Jason Mitchell argues that industries use genre to sell products to audiences. Media producers use familiar codes and conventions that very often make cultural references to their audiences knowledge of society. This means that even though my artist is signed to major label Sony Music Entertainment and represents the indie/pop genre, Sony have done this in order to widen their audience by signing different genres, opening up a new market. In relation to my video, Rick Altman argues that genre offers audiences a 'set of pleasures', emotional, visceral or intellectual puzzle. My product offers the audience an emotional pleasure due to the narrative being based around death. Finally, as Buckingham states "genre is not simply given by culture rather it is in a constant process of negotiation and change", this is apparent in my product due to the nature of the hybrid genre and being able to apply pop and indie conventions into my products. 

Q3. What Have You Learned From Your Audience Feedback?

Audience feedback has been extremely helpful throughout the planning, research and evaluation stages of creating my promotional package.
During the research and planning stages, I conducted a survey using SurveyMonkey. This website allows you to create quick survey's and then it puts the results into graphs for you. I began my coursework by carrying out research on demographics. Producing primary market research gives a general idea of the interests of my chosen demogaphics; in regards to music videos. After researching into demographics I gained valuable knowledge about what my target audience would want to see from my music video. The questions I were:

1. What If Your Gender?

2. What Is Your Age?

3. What Continent Do You Live In?

4. How Many Bedrooms Do You Have In Your Home?

5. Which Best Describes Your Current Occupation?

6. Favourite Music Genre?

7. Favourite Musician/Band Why?

8. Why Do You Enjoy Watching Music Videos? Why?

9. How Often Do You Watch Music Videos?

10. What Do You Expect To See In Music Videos?

I began my survey with basic questions due to SurveyMonkey operating with an anonymous answering system, I needed to know these basic facts in order to find out who I should target my music video toward and find out what they liked in music videos before starting my storyboard. In relation to the gender of the participants of my survey, it was equal male and female. This shows that both genders are avid of social media and will be more attracted to social media marketing due to their upbringing with the internet.

 In regards to age, I used 6 different categories so that it would be able to see more specifically who my target audience would be. From this survey, I found that most people who answered were between the ages 10-18. I was expecting this result as I posted the survey onto social media where my followers/friends are of the same age group as me. There were several 19 - 24 year olds who completed this survey. This showed me that young people should be my demographic of my music video.

The next question I asked was what continent they live in. However, I was not surprised with the results of that all the people who participated in my survey would be from Europe as this represents the following/friends I have on social media. On the other hand, this method of social media advertising showed me that my product may only appeal to an English speaking audience. This lead me to advertise my music video more globally when conducting further research, following Anderson's 'long tail' theory which he states that niche markets are extended by appealing to larger audiences with the accessibility to people all over the world with the internet as a gateway to them. This shows the effects of globalization have on how I developed and advertised my music video.

Following this, I asked my audience how many bedroom they have in their home. This gives me a idea of the financial situation. Other methods of finding this out would have been to ask if they have a mortgage or paid rent, however this would be extremely personal and I doubt many people would be willing to answer. This most popular answer was 4 bedrooms and the least popular was 2 bedrooms. This shows that my demographic may be part of a financially stable household, which means they will be able to purchase my artists merchandise and CD's etc.

Finding out my demographic's occupation allows me to know what price I would have to set my products in order for them to afford them. All of my demographic were students and some had part time jobs. Knowing this information made me decide how I would market and advertise my artist. I decided to use the same model/artist as in my Foundation Portfolio as it was successful and my audience really liked how she was the same age and represents feminism, which is an issue today.

I then focused more questions relevant to the music and music video side. There was a variation in favourite music genres, I expected this due to posting it on social media which makes it available to a vast amount of people not just my friends. I noticed that the most popular answer was indie/indie rock. This showed me that many people today were interested in hybrid genres, which I did in my music video by chosing the song 'Thinking Out Loud' by Ed Sheeran but replaced it with Annie Harmeston's acoustic cover, therefore making it fit under the indie/pop/folk genre. Which, in turn opened up my target audience.

From this question, I realised that my demographic have a wide taste in musicians. This fit in with my hybrid/genre. A lot of the answers featured artists that use acoustic guitars mainly in their music. This shows that the acoustic version of my song will be popular amongst my demographic. One of the responses states that they liked Ben Howard's "emotive lyrics", by using an acoustic cover of an already emotional song, it emphasizes the meaning of the lyrics even more.

All my participants said they felt music videos helped add "meaning" and "depth" to the song. I carried this idea through to my video by basing it around a death in a same sex couple. Not only does it add depth but it also makes its relevant to contemporary society. One person even said that it was "more interesting than an album cover". This shows that the audience will identify more entertaining video and prefer a more conventional and not out there digiapk, something which was applied to my own work.

My demographic appeared to watch music videos regularly, this shows that music videos are still relevant today even though everything has become digitalised, people still put the time in to watch them. This meant that my music video had to be memorable in order to be successful in the music industry.

The most popular answer to what was expected in music videos was 'storylines/narrative'. This is probably the most common convention in music videos, which I followed. However, I felt like this question didn't help me too much into my research, as it just affirmed what I already knew about conventions. On the hand, it showed that people who are not media studies can understand and recognise the conventions when taking this survey.









I then conducted another survey after completing my video and the questions revolved around what they thought of the product. The questions I asked were:

1. What genre do you think my music video is?

2.What do you think of the narrative of my music video?

3. did you enjoy watching my music video? and why?

4. Does the music video and ancillary texts show continuity?

5. Would you watch the music video again?

6. What did you think of the use and representation of a same sex couple?

 As you can see from the results collected the majority of people thought my music video was of the indie/pop genre, however some thought it was pop. This was probably due to the hybrid nature, so I had to conform to both conventions in order to blur the line and make it look effective.

 All of the participants correctly answered what they thought the narrative of the music video was, showing that it was an overall successful product and I achieved what I set out to do.

 Once again, the particpants enjoyed my music video and understood the style that I was trying to achieve, simplistic. Some of them praised the use of flashbacks and everyday life aspects and thought it fit well with the narrative. 

 The answers to this question show that they thought my music video and ancillary texts were successful as a promotional package. One even praised how it "shows feminism and power for women", which is what I set out to do during my media studies course.

All of the participants of the survey stated that they would watch my music video. This also shows how successful my music video was as a product and that many people agree with the ideology I have.

When creating my music video, I had to make sure that I was representing a same sex couple in a 'tasteful' was, as they are often objectified by the media and used to fuel the desires of a heterosexual male. One person also said that using a lesbian couple made it 'relevant today'. Despite legalising gay marriages, there has only been a slight increase in the use of same sex relationships and with my music video I hoped to challenge this.

In my opinion, I felt that survey's were the most effective way to collect fast and reliable information. I did create a poll on my blog, however this didn't work as many people ignored it when looking on my blog so I didn't get many results.

I asked my 16 year old stepbrother for his feedback and this is what he said.

Finally,  Stuart Hall's reception theory states that media texts are encoded by the producer, myself, which means that what I've produced is filled with values and messages. The text is then decoded by spectators, and it has been from my peers on social media. Different spectators will decode the text in different ways not always in the way the producer intended. After conducting audience research, I have found that my audience have understood and respected my values and ideologies in my music video.

Q4: How Did You Use Media Technologies In The Construction And Research, Planning And Evaluation Stages?

Technologies

• Panasonic Lumix DMC TZ20
• College Desktop
• Apple MacBook Air and Charger
• College Tripod
• 8GB SD Card

Computer Programmes:

• Google Chrome
• iMessage
• Facebook Messenger
• iTunes
• iPhoto
• Final Cut Pro
• QuickTime Player
• YouTube
• Microsoft Office Word & Powerpoint
• Adobe Photoshop Pro

Internet Websites:

• www.slideshare.com
• www.Powtoon.com
• www.twitter.com
• www.youtube.com
• www.facebook.com
• www.pinterest.com
• www.surveymonkey.com
• www.dafont.com
• www.picmonkey.com
• PDF to JPG online
• www.wyke.ac.uk
• www.prezi.com
• YouTube to MP3 

Here are some photoshop tutorials that I made last year for my foundation portfolio which I used for my front cover of my digipak

How to put text behind an image from s0016541

[add path tutorial]

Q4 from s0016541

Evaluation Questions

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

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

3) What have you learned from your audience feedback?

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

Music Video Draft 4

I have collected all of my footage and refilmed the final scene.
Things To Do:
- add the bit that I had to edit out due to corruption of the film
- fix the match on action of the end scene as it is off
- play around more with the colouring to really make it apparent to the viewer of the different time periods.