Showing posts with label Analyses. Show all posts
Showing posts with label Analyses. Show all posts
Ancillary Task Edit Decisions
Much like with my Music Video, I decided it was necessary to produce an edit decisions document for my ancillary tasks. The following document shows these decisions:
Edit Decisions
Instead of an edit decisions list as I made the Music Video, I decided it would be much more useful to wait until I had finished the video to detail every single editing technique and complex shot choice in the following document. I believe it sufficiently details the effort I put into my work:
Theory Application: Dyer's Star theory
"A star is a construct of the industry it pertains to, not a real person." - Richard Dyer
This is the idea first proposed by Richard Dyer, the English Specialist who proposed ideas about cinema, though his concepts apply incredibly well to the ideas of Music videos. The majority of successful music videos feature a subject performing the song the video is for. A further internal majority of these use a famous or well-known subject to complete this function or at least act in the video.
Essentially, people are complex. They are the perfect choice for the producer who wants to form an emotional connection between character and audience, but they are very difficult for the producer who is designing for the mass market. By selecting a well known actor to not act, but appear in the video, they achieve that cross-media convergence through synergy that mutually benefits both industries.
This is extremely general, however, as this isn't always the case. The producer of 'I Want Love' by Elton John, for instance, created the perfect balance as his choice of actor is impeccable, bettering the overall effect. The examples above are the more successful uses of stars, but often they are simply included to raise the reputation of the video. To work this way, I deeply considered involving the original artist of my music video, but the logistics were incredibly difficult. The opening scene - now another actor smoking and walking away form the function hall - was originally planned to be acted by the artist where I would contact him and ask for him to film it. Directing from so far away, however, would have been difficult and the result would not have been my own.
The theory further, predominantly applies to the exploitation of people to create images for the audience to enjoy or aspire to and ultimately dehumanises the subject. The main identifier for the occurrence of this is when artists become less-linked to their original medium. For example, Cheryl Cole started as a singer in a pop group and this was her identity. Quickly, however, she branched into other areas where she became a reality TV judge, product advertiser - needless to mention tabloid scandal. Her audience became more focused on her personal life and other exploits that music almost takes a side-line. This is, however, not at all to the detriment of her music career, but benefits her. Stars begin to profit from their status and audiences support their music not fir its quality, but their loyalty to them. This is so much more of a benefit to the industry as they have many stars to their disposal and can exploit them how they wish.
This is extremely general, however, as this isn't always the case. The producer of 'I Want Love' by Elton John, for instance, created the perfect balance as his choice of actor is impeccable, bettering the overall effect. The examples above are the more successful uses of stars, but often they are simply included to raise the reputation of the video. To work this way, I deeply considered involving the original artist of my music video, but the logistics were incredibly difficult. The opening scene - now another actor smoking and walking away form the function hall - was originally planned to be acted by the artist where I would contact him and ask for him to film it. Directing from so far away, however, would have been difficult and the result would not have been my own.
The theory further, predominantly applies to the exploitation of people to create images for the audience to enjoy or aspire to and ultimately dehumanises the subject. The main identifier for the occurrence of this is when artists become less-linked to their original medium. For example, Cheryl Cole started as a singer in a pop group and this was her identity. Quickly, however, she branched into other areas where she became a reality TV judge, product advertiser - needless to mention tabloid scandal. Her audience became more focused on her personal life and other exploits that music almost takes a side-line. This is, however, not at all to the detriment of her music career, but benefits her. Stars begin to profit from their status and audiences support their music not fir its quality, but their loyalty to them. This is so much more of a benefit to the industry as they have many stars to their disposal and can exploit them how they wish.Ancillary Task Research - Website Home Page
Concurrent with my Digipak research, I am carrying out research into Artist websites so that I can create a website conventional to these. After a little research, however, I wasn't incredibly impressed with a great number of the designs so I am also carrying out research into other websites to take inspiration from and form ideas to merge with the band's website. A feature I really liked, however, from Jake Bugg's website is the rolling video background which includes all of his music videos and some promotional films. This means the user can navigate his site while experiencing his content, creating an incredibly effective promotional site. I will most probably be using the HTML5 code here for this feature:
As there isn't much content on the first page, though, I plan to merge this idea with the current structure of the Spotify website where images and backgrounds scroll and differing speeds which heightens interactivity and makes information transfer more efficient:
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| www.JakeBugg.com |
After some further research, I found that the effect seen above is known as the Parallax Scrolling effect and can be achieved a number of different ways. As this is definitely my favoured idea, I have looked into certain source code and tutorials for creation; one of which, I found at www.GitHub.com and offers all of the code needed for including videos, backgrounds, sprites and text which covers everything I would need. This idea allows for a great deal of band promotion as images feature very heavily. I can take a number of photographs on our shoots to satisfy this.
Another artist site that I think looks appealing is Tom Milsom's. The main feature that makes similar web pages lose appeal seems to be the over saturation of tour dates and the lack of organisation with these. Milsom's page isn't like this, but Like Bugg's has little content so any inspiration taken would have to be combined with others. The photography is very nice, however, so I can draw from this:
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www.TomMilsom.com In addition, I want to create a raw theme by including elements such as ripped paper backgrounds to lay titles over which I would create myself as quality stock photos of this are rare:  |
Ancillary Task Research - Digipak
As part of my end project, I am to create an accompanying Digipak and Webpage as ancillary tasks. The first I shall be working on is the Digipak, though before designing a concept for my own, I would like to look into preexisting Digipaks to replicate the conventions and to create a successful design that looks professional and legitimate. Below, therefore, I will be including a number of album artworks and Digipaks with analysis:
I really like the Tom Odell - Long Way Down album as it's simple and incorporates the widely used, but little perfected white on a light photograph, while still visible. The image is the entire album cover, however, which would be illfitted for the project due to the lack of skill showcasing. The depth of field is particularly effective with the focus purely on the model which looks very nice. This, I could incorporate in my final product as it's very minimalist, but technical.
The back cover is quite contrapuntal to the front; where the front has a soft focus depth of field, the back is more gritty though I like this. There is a synergy between the two covers with the second use of the model. Though his features aren't visible, his clothing is recognisable and forms a link between the two. The track list uses the same bold font, which is quite effective.
This is an alternative Tom Odell cover for an EP, but I feel it's very effective and shows a great deal of photographic skill and editing. The san serif, blocky typography seems quite conventional of this style of music so that could be something to think about. I like the fish eye lens use, but it would be very iconic of this album cover if I were to do the same.
The self-titled, Jake Bugg album is again very simple, but in my opinion it looks very nice. The raised contrast and desaturation shows a competence with graphic manipulation, but photography clearly shows the decision making process undergone. The model is arched forward, which leaves sufficient space for the title behind his head. The cropping also slightly takes the edge off of his hair line which is obviously intentional, it shows how the record challenges uniformity and polish.
Very much like the Tom Odell artwork, this cover reuses the model in the same clothing to create synergy. The perspective created by the street is very nice and connotes such things as journeying and moving on which seems to be the mantra of the album.
Edd Plant's Confidence Tricks skillfully shows how an image can be removed from the background and the backdrop can be manipulated. Having rendered clouds, the producer has introduced some interesting flourishes in red and black which connote playing cards and therefore back up the album's title. Card names such as the Ace of Hearts also feature which furthers this. The choice of props and clothing is also in keeping. The font, however, is quite common and therefore doesn't look as great as it could. I may take inspiration from this cover, but the font will be considered deeply and I will ensure to not use a famous, common one.
This album is particularly good because it showcases an extremely good set of editing skills. The photograph has been manipulated such that it now resembles a cartoon wth only two tones (for half of he image). The, then, introduction of a red pop art style gradient, really makes the art work pop out which would be the producer's intention. Logo wise, the incorporation of both names as one looks very nice and will clearly be memorable. The back cover continues the pop art style which I think looks really nice and achieves a great look while not overly difficult to reproduce. Again, the font is san serif and, in this case, entirely capitalised which is bold and iconic of the punky genre. The convention holds for more than punk, however, evidenced by the previous two album arts. The disc, which seems to be the same for most, merely continues the theme in terms of colour and logos or is fairly bare and quite minimalistic, such as the Jake Bugg disc.
Erase This by Alan Lastufka and Luke Conard is one of my favourite album covers. The abstract nature of the record really shines through with the paper design and title orientation. I am a real fan of the model being removed from their original background such as this and Confidence Tricks; I just need to be aware that making the image then look really nice will need some working. I also like the raw style overlay that has been used to merge the model with her background which is something I may attempt to use.
- The thematic design shows that digipaks must be a cohesive product where the designs of each face follow through the end result.
- The printing on the disk is similar to an image on another face which increases the cohesion.
- Minimalist design with a nicely framed, simple image of the artist, accompanied by typography.
- Information on the inside cover
I really like the Tom Odell - Long Way Down album as it's simple and incorporates the widely used, but little perfected white on a light photograph, while still visible. The image is the entire album cover, however, which would be illfitted for the project due to the lack of skill showcasing. The depth of field is particularly effective with the focus purely on the model which looks very nice. This, I could incorporate in my final product as it's very minimalist, but technical.
The back cover is quite contrapuntal to the front; where the front has a soft focus depth of field, the back is more gritty though I like this. There is a synergy between the two covers with the second use of the model. Though his features aren't visible, his clothing is recognisable and forms a link between the two. The track list uses the same bold font, which is quite effective.
Very much like the Tom Odell artwork, this cover reuses the model in the same clothing to create synergy. The perspective created by the street is very nice and connotes such things as journeying and moving on which seems to be the mantra of the album.
Edd Plant's Confidence Tricks skillfully shows how an image can be removed from the background and the backdrop can be manipulated. Having rendered clouds, the producer has introduced some interesting flourishes in red and black which connote playing cards and therefore back up the album's title. Card names such as the Ace of Hearts also feature which furthers this. The choice of props and clothing is also in keeping. The font, however, is quite common and therefore doesn't look as great as it could. I may take inspiration from this cover, but the font will be considered deeply and I will ensure to not use a famous, common one.
This album is particularly good because it showcases an extremely good set of editing skills. The photograph has been manipulated such that it now resembles a cartoon wth only two tones (for half of he image). The, then, introduction of a red pop art style gradient, really makes the art work pop out which would be the producer's intention. Logo wise, the incorporation of both names as one looks very nice and will clearly be memorable. The back cover continues the pop art style which I think looks really nice and achieves a great look while not overly difficult to reproduce. Again, the font is san serif and, in this case, entirely capitalised which is bold and iconic of the punky genre. The convention holds for more than punk, however, evidenced by the previous two album arts. The disc, which seems to be the same for most, merely continues the theme in terms of colour and logos or is fairly bare and quite minimalistic, such as the Jake Bugg disc.
Theory Application: Andrew Goodwin
Andrew Goodwin
Andrew Goodwin is a theorist that focuses on Music Videos, so it is very applicable to this project. He states that there are five key aspects to a successful music Video that an audience member looks out for and is ultimately satisfied by. These are as follows:
- Thought Beats
- Narrative & Performance
- Star Image
- Relation of Visuals to the Song
- Technical Aspects of the Music Video
The least obvious of these five is the Thought Beats - it relates to seeing the sound in your head and, ultimately, creating links between the style and sound of a song with the artist who it is created for. Music Videos must therefore use appropriate imagery to relate with the audience and enforce memorability.
The narrative and performance is important as an audience member does not immediately understand an entire narrative from just the song involved. With the addition of the Music Video's narrative, the whole story is conveyed and the audience no longer need to imagine the story. In this aspect, Goodwin states how important the lip sync is to a Music Video and how it ties up the authenticity of a story's relation to the singer/actor.
The star image relates to the individual (often the singer) that the audience is persuaded to support and connect to. This not only applies to Music Videos, but Band management where even in a larger band, a star is formed that the audience eventually likes more than any other, such as Take That with Robbie Williams and after his leave, Gary Barlow or The Jacksons with Michael.
I believe, most importantly, are the visuals being parallel to the audio - unless the intent is to be purposefully contrapuntal - and that is one of the aspects detailed by Goodwin. There are three forms of this:
- Illustration: Visuals that are entirely parallel, sometimes fully representing the lyrics exactly with very little difference in story.
- Amplification: Desired meanings are conveyed, used more to represent morals.
- Disjuncture: As aforementioned, visuals that are completely contrapuntal to the audio and often abstract.
The technical aspects are very important; they involve the skills required and knowledge needed for a successful text. The four main areas are Camera Work, Editing, Mise-En-Scene and Sound. In terms of camera work, a successful piece must portray an array of shot speed, movement and design to interest the audience. Editing in Music Videos refers mostly to cutting to the beat of a song and creating parallel pace. Mise-en-scene is important as it refers to everything in the scene and manipulating this can produce a range of desired effects, enabling messages to be conveyed well. Sound is, oddly, not as relevant as the others other than a relation between the visuals and song. It sometimes applies with foley which should be of a high enough quality to fit with the rest of the project.Theory Application: Uses and Gratifications
Uses and Gratification Theory
The Uses and Gratifications theory (U&G) is widely renowned as the turnaround theory; it doesn't challenge the claims of other theories, it focuses on an area of the media that no other had done before. Where most media theories focus on 'media effects' or what media does to people, the U&G theory outlines what people do with media. The gratifications side of the theory also covers the older side of theories as gratification involves the positive effects of media on people and therefore covers earlier areas.
Originally conceptualised in 1940, the U&G theory was not popularised until 1974 when Blumler and Katz wrote about the individual needs of audience socially and psychologically. Despite this, however, the lesser known theorist, Denis McQuail detailed the four categories all audiences fall within when they consume media and what they, therefore, do with this media, which is the most famous form of the U&G theory. Below are the four categories and their criteria:
Information
The Uses and Gratifications theory (U&G) is widely renowned as the turnaround theory; it doesn't challenge the claims of other theories, it focuses on an area of the media that no other had done before. Where most media theories focus on 'media effects' or what media does to people, the U&G theory outlines what people do with media. The gratifications side of the theory also covers the older side of theories as gratification involves the positive effects of media on people and therefore covers earlier areas.
Originally conceptualised in 1940, the U&G theory was not popularised until 1974 when Blumler and Katz wrote about the individual needs of audience socially and psychologically. Despite this, however, the lesser known theorist, Denis McQuail detailed the four categories all audiences fall within when they consume media and what they, therefore, do with this media, which is the most famous form of the U&G theory. Below are the four categories and their criteria:
Information
- News on events globally and locally
- Opinions or popular advice
- Teaching skills or knowledge
- Finding similar views to their own
- Evaluating own views
- Identifying whether another's views are like their own
- Social news for empathy
- Identifying with others (extension of identifying one's self)
- Finding conversation subjects
- Substitute for real-life similar views
- Allows for relating with family and friends.
- Escapism and immersing one's self
- Relaxation
- Confirmation of cultural views (similar to identity, but giving enjoyment due to this)
- Time wasting
- Evoke sexual arousal or emotion
The Uses and Gratifications must be taken into consideration when creating Media texts as the producer must have a plan for their audiences uses. The most effective of these is to create a text which attains a majority of audience members in the integration and social interaction category as these criteria involved 'integration' with others in 'society'. The more people an audience member interacts with concerning the test, therefore, the more views and fans a video will receive. This can be done by involvement of common events which are likely to evoke discussion or a great level of narrative which will gain an audience that wants to share the text with others. A great example of this is the way TV Show producers use cliff hangers from episode to episode; along with social media, audience members choose to discuss the excitement and anticipation with some who are yet to watch, but likely to do so.
Audience Survey Results
As a form of research for my Music Video, I decided to devise an Audience Survey that would enlighten me as to what my Target Audience preferred in a Music Video. This proved very useful as it has resulted in my contemplating whether a multi-strand narrative would be an interesting addition to my plan and, if I can devise a good enough narrative and storyboard, something I will most probably produce. The survey is to test my chosen plot which I provided the participants with and is situated below before the Survey files:
The data that can be found in the latter is very difficult to understand out of context, so below is a breakdown of each question and the responses I received. I have decided that my target audience will be predominantly Males between the ages 16 and 25 so these are the results I value most, though the others are good feedback for a general response.
70% of my participants felt the artist should feature in the music Video, a view I agree with which was a good result to obtain as I can follow my own beliefs while still catering to a large audience. 80% of my target audience, also, believe the artist should be involved so that solidifies my decision that they will be involved in both narrative and performance.
In a nutshell, I plan for the Music Video to begin with the ending of a party where difficulties have caused a fall out between one of the performers and their partner. After the scene is set that the party is over and all bar the two performers have gone home, one begins to perform the song and the other joins in. To reveal the falling out, there are flashes back to events throughout the night and other days where cracks are forming. By the end of the song; however, it turns out the partner has been listening from the exit and has returned.
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Would you consider yourself a fan of acoustic music?
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| 35% No 65% Yes |
The majority of the participants that I canvassed expressed a positive opinion towards acoustic music. This is encouraging as a standalone question, though it's purpose was really to then determine the significance of their later answers. The majority of people in my target age demographic also enjoy acoustic music.
Do you enjoy watching Music Videos?
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| 100% Yes |
Again, though it reveals that I have chosen the correct brief for my target audience, this question is to determine the level of significance of further answers. 100% of my participants enjoy Music Videos, so the brief is obviously a good choice for all, not just my demographic. This means that I can value all other answers as they will be from people with experience and, more importantly, an interest in watching Music Videos.
Is it important to see the artist and have them involved in the video?
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| 30% No 70% Yes |
Do you feel the narrative of a Music Video is more important than the showcasing of performance?
A number of my younger participants felt the performance side of a music video was more important, though as I am aiming the video at a slightly older audience, I feel their views are more representative of my audiences. I am also making an executive decision, despite there not being an overwhelming majority wanting it, to focus on narrative equally if not more than performance as I feel it will allow me to produce a Music Video more representative of my skills in film making and storytelling.
What is your favourite Music Video?
It's difficult to represent open questions such as this in results, though I made a note of all responses - found below - and chose to watch all of the videos to gain inspiration, which I will do again when I come to draw my storyboard and shotlist; drawing from the successes of others. Two of the responses I actually chose to analyse for this blog which can be found in earlier posts.
This was a fairly definitive question; in the conception of my narrative as their are two basic themes of all texts, the Comedy and the Tragedy. I know that my main plot would work with either, so I decided to obtain which would be most appealing to others. 55% agreed that it should be poignant, though this is only just above half, so the views were fairly equal. Due to this, I may add aspects of humour to please all, though the video will focus mainly on the telling of the story and conveying of emotions.
I plan to use black and White for flashback scenes; would this appeal to you or would you rather they were graded (coloured) differently to express this?
This question is specific to a certain aspect of the video to which I did not know how to create the effect. The majority of the people asked thought Black and White would be a good effect, though a small minority liked the idea of grading the video differently. Of my specific audience, the weightings were fairly similar in opinions so I may use Desaturation and grading to appease both, but also produce an effect I am happy with.
Are you a fan of my idea? (see introduction post)
A resounding majority were fans of my initial idea, which is beginning to flourish as a more fleshed out narrative, so I am happy that I am going the right direction with production. Those that did not like the idea only expressed their scepticism as to keeping interest, which I can hopefully do. One, also, suggested that the story may not be weighty enough for a full video, which began my contemplation of a multi-strand narrative covering a number of the party guests - focusing on the musician and his partner.
The final question wasn't answered by many as it was very open and optional, though I did receive some good suggestions - including the multi-strand narrative. One participant felt venue was very important, a view I share, so in location hunting I must be sure I have the correct place.
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| 40% Performance 40% Equal 20% Narrative |
What is your favourite Music Video?
It's difficult to represent open questions such as this in results, though I made a note of all responses - found below - and chose to watch all of the videos to gain inspiration, which I will do again when I come to draw my storyboard and shotlist; drawing from the successes of others. Two of the responses I actually chose to analyse for this blog which can be found in earlier posts.
- Bittersweet Symphony by The Verve
- Radioactive by Imagine Dragons
- All the Small Things by Blink 182
- This Too Shall Pass by Ok Go
- Hurt by Johnny Cash
- Teenage Anarchist by Against Me!
- Buddy Holly by Weezer
- Pillow Talk by Wild Child
- Parklife by Blur
- Wicked Game by Chris Isaak
- Telephone by Lady Gaga
- Let Her Go by Passenger
- Little Talks by Of Monsters and Men
- Only Love by Ben Howard
- Billie Jean by Michael Jackson
Would you rather the Music Video involved Humour or was more Poignant?
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| 45% Humour 55% Poignant |
I plan to use black and White for flashback scenes; would this appeal to you or would you rather they were graded (coloured) differently to express this?
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| 30% Graded 70% B&W |
Are you a fan of my idea? (see introduction post)
The final question wasn't answered by many as it was very open and optional, though I did receive some good suggestions - including the multi-strand narrative. One participant felt venue was very important, a view I share, so in location hunting I must be sure I have the correct place.
Textual Analysis - Broken by Jake Bugg
Broken by Jake Bugg is a very cleverly produced Music Video as, at first glance, it seems like a performance video merely set in a realistic setting. The video, however, not only has one narrative, but follows a multi-narrative structure - subtlely following a number of groups, inferring a storyline and offering a glimpse into their realistic lives. The lack of detail and ambiguous nature is revealing of the complexities of people and, ultimately, their relationships. To convey a full story arc, reminiscent of Todorov's description, would be very unrealistic and, I believe, that is the Producer's justification. The following is a step by step analysis of shots and audio:
Textual Analysis - Pillow Talk by Wild Child
My second textual analysis was of the Music Video for Pillow Talk by Wild Child. This is a very good example to analyse, because it is very saturated with imagery, despite the lack of characters or definitive settings. The use of lighting is stellar and is of a standard I would love to be able to replicate in my own video. The narrative depicts another love story ending, which is fairly thematic across the acoustic genre, which is the direction I believe my narrative will take. I've produced a flash slideshow again to show my annotations, shot for shot and to represent the meaning I defer from the choices the Producer made:
Textual Analysis - Let Her Go by Passenger
The above video is the official Music Video for Let Her Go by Passenger, which is a song of the acoustic genre, which is the area I wish to make my video for. The nice twist in this video, however, is the fact that the producer has used real life footage to infer a narrative. Shots of Passenger with the female vocalist are interspersed to imply that she is the subject of the song. This is a fresh take on the narrative of a music video, as it includes performance seamlessly and the story has increased validity due to the documentary style composition. Below is a step by step annotation of the whole music video - clicking the arrows to the side of the screenshots will progress and move backwards through the notes:
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