Difference in Video Effects

In the video i played with the brightness and contrast to create a grainy, dark and underground feel to the video as this kind of feel suits the genre very well. Here is a small video i composed showing you the difference:

A2 Media Evaluation

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

Pop Promo Commentary Chris & Suzi

The forms and conventions of my media product depend greatly on its genre. Within my pop promo the actors/band members are appealed as you would expect them to be in this kind of genre also for this kind of genre the pop promo focus’ mainly on the lead singer which meant that lip syncing was involved quite a lot throughout the pop promo. Also with this genre there isn’t a specific type of video that is used with major artists, but the most common is when you see the band performing throughout the video which means that there isn’t a specific narrative but following that we can represent the song with editing making the pop promo cut to the beat or rhythm to the song. The artists or bands image is key throughout and with a pop promo like this the band is represented in their own style to show that they are unique, and usually their target market is easily noticed by the band’s fashion. With regards to the technical side of pop conventions, the camera shots are usually different and fast paced. This means a variety of long, medium, close up and extreme close up shots. The movement of the camera is usually very varied, with the use of still tripod shots and overhead crane shots to establishing shots as well as pans to emphasize the energy that the band is portraying as their style. Not only are all these shots edited to the beat of the music, but usually very fast to keep audience interested and wanting to watch it again to catch bits they may have missed first time.

The video below is one of the pop promos that was most inspiring to me for this years project for A2 media. It is a pop promo from The Gallows who were a small band deriving from Watford where at the beginning before they got their first album released, appealed to a small and niche audience. Their music videos were fairly basic as the filming was as if the performance was live. I thought it would be a good idea to follow the codes and conventions of this groups pop promos as our band is a relatively small unknown band who appeal to a niche audience. The use of constantly moving and shaky shots were used similar to those of the pop promo from the gallows below, the whole reason for doing this in our pop promo is to hype up the video and to express the energy to the audience, it also shows a representation of the band members, showing that they put a lot of energy into their performance. Also alike the pop promo from the gallows below, the brightness and contrast has been edited to show an irregular natural colour; it appears that the brightness has been brightened because you notice that band member skin colour is very irregular and pale. We decided to do the contrary and make the video darker but yet an increase in contrast, this was to make it darker but yet sharpen's the video, thus making it fairly hard to distinguish objects and maybe even some of the band members.

We have included all these conventions mentioned in our video. Lip-syncing was used for both verses in the song so that the lead singer was exploited so that our audience can relate to the band/lead singer/pop promo when they hear the song. We didn’t want to use the lead singer throughout the whole pop promo as this would be boring and the rest of the band and instruments have to be involved too. A constant variety of shots were used throughout, especially when the camera was focused on the lead singer, we had shots consisting of close-ups, extreme close-ups, mid shots, overhead shots and hand held shots whilst moving.

The target audience is fairly obvious by the type and genre of song as well as the fashion wear that the band are wearing, that being dark clothing, tank tops, t-shirts with rock designs on them, chequered hoodies, chequered shirts, baggy jeans, beanies, postman pat jumper and dark plain polo shirts, skater shoes, chequered flats not to mention the tattoos that the lead singer has.

The only convention we challenged was that we didn't use any choreography or back up dancers in the video. This was purely because we wanted the band to be the main focus and for the video to appear as if it was recorded live even though some of the footage was from a live gig.

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

I think our ancillary texts and main product as a combination are very effective. A magazine advert was made as well as a CD cover to promote the song/pop promo. This CD cover consists of all sides, front, back and both sides of the inside. All three of these media texts are interlinked intentionally so that one can be related to another without the use of words. The same text was used for both the album cover and the magazine advert, this also helps the audience relate from one to another. In order to relate each piece of media to another we used a certain image on each, that being of the band stood next to some windows, this image was darkened so much so that you couldn’t see the band clearly, this was to suit the genre. We used quotes from magazines that we would expect our target market to read (this being Kerrang! and NME).

3. What have you learned from your audience feedback?

The feedback we got from our target audience about our pop promo was very good, we asked about their thoughts on the pop promo: good, bad or neutral. The most common response that we received was about the pace of the editing and the variety of camera shots and that they especially like how the pace was sped up more and more the closer the tension built up in the song for the second verse. The only real downside that a few people mentioned was the fact that there was a lack of other band members within the pop promo and that it would have been nice if they were more involved. The overall feedback was very positive and all I learnt that if there is more than one person in a band or in a group then it is better and more appealing if the whole band are shown often and introduced to the audience in that way.

I also learned from my targeted age group what kinds of stylistics and conventions they like to see in a pop promo for them to be attracted to it and influenced on watching it. So my first question that I asked that regarded to the pop promo was what appeals more to them in a music pop promo, either mise-en-scene, cinematography, editing or special effects, it turns out that almost a third of the people questioned claimed that the editing of the pop promo was the most important as it judges the pace and transitions; what you see. Secondly I wanted to know how my target audience managed to watch music videos, just over half watch them via YouTube and the rest use either TV music channels, Gaming console, Online Music Channel or an MP4 Player. It also turns out after asking my third question on how often does my target audience watch music videos, and the response was quite outstanding, just over 90% watch music videos daily, and under 10% each watch music videos either weekly, monthly or not at all.

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

Research Planning:

To commence with we needed to do basic research for our music video, this meant rooting around to find images, video and text to prove and explain in detail what exactly we were researching and why that certain item. The websites used for these media pieces were YouTube! and Google Images, normally students would use an embedded code to then put onto the blog, but I found an easier option by downloading the video/image and uploading it directly to the blog. Finding most of the media pieces needed was fairly easy as I am fairly experienced in the internet department and know certain ways to find precise things that I am looking for. Once the analysis was finished, I posted the final edit onto YouTube! and onto social networking sites such as Facebook and Twitter to get some audience feedback, this was a very easy yet efficient way of getting decent feedback.

Construction:

Before we could start with using the Apple Mac’s to do anything, we first needed footage of the band, this meant visiting one of the band members premises and filming on site using DV camera; unfortunately there wasn’t enough light within the premises to get decent footage for the pop promo, so we were lucky that we had taken special high wattage studio lights with us so that we could light it in our own manner and pleasure. Once the footage was all on 6 or 7 tapes we had to capture all of the footage onto the Macs using a FireWire which connected from the DV camera to the Mac tower. We captured all footage to the storage of the Mac tower onto a program called FinalCutPro, this was the software used to edit our pop promo. The program was fairly easy to use, we had a time line where we would place our captured footage on, and cut, crop and change the footage around until we were happy with it, this also gave us the opportunity to use special effects on our footage to create different effects and irregular views. The photos used in the ancillary texts were taken with a digital camera of which we transferred to the Apple Mac and used Photoshop to edit them. Photoshop is an image editor where we could take photos or take still frames from the pop promo and edit them in Photoshop. This also gave us the opportunity to place effects onto the images to create different effects and designs.

Evaluation:

For us to receive external feedback to commence with the pop promo had to be compressed so that it could be published on our blog as well as on YouTube! for us to receive feedback from our target market, this made things easier to monitor because it didn’t mean that we had to surround a Mac to monitor the feedback, it meant that we could have used any PC to monitor what we wanted. As an overall none of this could have been done if it wasn’t for the Internet. This is because we wouldn’t of been able to set up the blog, we wouldn’t of been able to receive the video’s or images needed for research and finally feedback would not have been available because not as many people would have been able to see it.

Final Edit!

This is the final edit of our pop promo for 10 years. Enjoy

Target Market Questionnaire and Results:

I gave my questionnaire to 100 people online and linked my pop promo to the questionnaire to get a full overview of how the audience felt about the music video: The questions follow below:

How Old Are You?
0-9 - 0%
10-19 - 63%
20-29 - 31%
30-39 - 5%
40+ - 1%

What Genre of Music Would You Class As Your Preference:
R&B - 19%
Pop - 18%
Rock - 13%
Grime - 12%
Dubstep - 11%
D'n'B - 9%
Dance - 8%
Punk - 8%
Classical - 2%

What appeals to you more in a music pop promo?
Mise-En-Scene - 27%
(This covers what you see e.g. costume, make-up, lighting, location)

Cinematography - 19%
(This covers camera techniques e.g. Camera...shots, framing, movements)

Editing - 31%
(This covers effects that are applied to the video on editing software e.g. Transitions (How one shot cuts to another), the pace of the cuts and whether it is continuous))

Special Effects - 23%
(This covers effects that cannot be done without a computer as in a shot put in slo-mo e.g. Colour effects, Graphic effects and CGI)

What Kind Of Technology Do You Use To View Music Videos The Most?
YouTube - 52%
Music TV Channels - 21%
Gaming Console - 2%
Online Music Channel - 17%
MP4 Player - 8%

How Often Do You Watch Music Videos?
Daily - 91%
Weekly - 6%
Monthly - 2%
Yearly - 0%
Not At All - 1%

Music Video Critique Sheet

Initial Impressions: Strong Areas:

- The weird kinds of shots worked well with the pop promo and genre of music

- The relaxed atmosphere shots represented the band well

- The Relaxed shots used were good and suited well

- Underground stylistics and look made the video suit the genre of music

- Pop Promo cut to the beat

- Seeing the band throw themselves about was what you would expect to see from a band of this genre

- Although the camera shots were not framed well (Intentionally) they fitted well within the pop promo

Initial Impressions: Weak Areas:

- Lead singer may have been used too much in the video

- Other band members were difficult to distinguish

- Needed more Drums

- Ending could have been more exciting

Use of Cinematography:

- Overhead shot of lead singer was well used

- Nice CU's of lead singer

- Camera shots suited genre

- Very Good variety of shots

- Hand held camera made parts of the pop promo feel like you were there

- Shots using the crane were professional

- Following the band around makes the audience get to know them

Use of mise-en-scene:

- Postman pat jumper was abnormal but yet suited the randomisation of the genre

- Clothes were well suited to the genre

- Back lighting looked good with the "Halo" effect around lead singer

Use of Editing:

- Fast cuts of guitar

- Nice build up half way through to let the audience know something is going to happen

- (Downside) Little tweaks to ending & the involvement of other band members.

Suitability of Visuals to the Music & Lyrics:

- Yes, all agree

Response to Brief:

- Yes, all agree

Production Values and Technical Ability:

- Very high

- (Downside) Small Glitches

Suitability to the Genre of Music:

- Yes, all agree

Suitability of Creating a Bands/Artist Image (Representation):

- Get to know lead singer well - Very Strong.

Suitability For Target Audience:

- Yes, all agree

Develop own initial ideas for CD cover and Magazine ad. Consider the package

The ideas that I felt were needed to be taken into consideration were the elements of continuity; by this I mean the images used within the promotional package. I felt that one image should be used for the magazine advert and poster which will derive from the CD Digipack, this is so that the audience can relate to one another through the use of an image as it is easier to remember an image than a name of an up and coming band that you have never heard before. But i also felt that we couldn't use the same image without effects for each piece, so a different effect should be used for each piece.

My ideal set would be each image having a coloured tinge to each image, not to the extent to which you cannot distinguish the images from one another, but just a slight tinge, so you know that the image from the cd cover, magazine and poster are all the same image just with a different effect, just to add a bit of variety to the designs so that it doesn't seem to the audience that the band is plain and bland. To distinguish what kind of coloured tinges would be appropriate to use in each piece of media I decided to search for “Rock Clothes”, this is to find out what sort of colours are used in clothing for the audience we are trying to appeal to.

As you can see from the images below there is only a slight variety in the colours used, there most common colour used is black, and the other fairly common colours used in the clothing are bright pink, bright red, bright blue, bright purple and fluorescent green, I’m assuming these combinations of colours are used to make the audience of rock music stand out to the rest.

After this research I noted that dark colours were always used somewhere within the combination of clothes, thus meaning that dark colours appeal to our target market, this piece of information is vital as now I know what I need for the pieces of media to attract our target market.

The pictures should be toned down so that they are darker than usual, and the colours I feel that should be used are purple, blue and possibly green, as these are the darkest colours of the colours that were part of the rock clothing fashion, this way we are relating to our target market through the colours of the clothes that they wear and hopefully this is enough to attract our target audience.

Develop your own idea and rough synopsis and treatment for the Pop Promo

Because the band that we shall be shooting fits under the “Rock/Punk” Genre, I felt that it may be a good idea if we followed the way a rock pop promo is usually made, this is because I felt that if we did the pop promo any other way it wouldn’t look right and would end up as a catastrophe.

The music we have chosen fast paced, where there are a lot of beats per second, and different instruments going on at the same time making it a lot to take in all at once and makes the song exciting and jumpy. If we made a subtle, slow paced music video it would be in contrary to the sound track and wouldn’t suit it at all. It would just make the video look awkward and bizarre. So to make sure that the music video seemed as though it was meant for the song we have to make it fast paced, make it have quick cuts, strange angles and a variety of shot types (CU, MS & LS, etc..), this way it will ensure that the audience’s attention is kept on the music video.

In most rock music videos the locations are normally set either in the street, at a gig or during practice sessions. So I thought that it would be a good idea to follow the conventions of a rock music video by using the same sort of locations. So I feel that it is best if we shoot the band playing during a live gig and when they are practicing and put them together to form a progression from the band preparing and practising to arriving to the gig to the preparation of the equipment to use during the gig to the actual gig itself. It would also be helpful if there were shot of the lead singer by himself in a dark background with the use of our own lighting to create nice contrasts and shadows just to bring it away from the whole band so that the audience does not have too much to take in.

There shouldn’t be a storyline because after reading the lyrics it appears to me that there is nothing that we could base the video around that would summarize the song as a whole, like music videos with a storyline within the lyrics normally do.

The images that are going to be used should be dimmed down so that there is a dark element to them as rock fans/audiences appear to have a dark style to the way they look, also darkness is one of the most common elements used in rock videos, ads and albums.

Within the music video the band are represented in a certain way, this being called the look and feel of the music video. I want the band to look like they are enjoying themselves and just going along and doing what they do best as well as just chilling out whilst being in the zone, this then may put the audience at ease to relax too.

There should be some edit to the colour and/or tone to the image of the music video because if not it will not have that complete element of darkness, and plus it will feel too home video style if we keep it as original unedited footage.

Research into the band/artists star construction, target audience and fan base

The ashes of Laurent Barnard’s previous pop punk bands, My Dad Joe and Stuart Gili-Ross from the recently defunct Winter in June and released their first album Orchestra of Wolves on In At The Deep End formed The Gallows in 2005. The album was released in the US on Epitaph Records by catching the attention of Bad Religion’s Brett Gurewitz, the album was released with new tracks including a cover of Black Flag’s “Nervous Breakdown”. Gurewitz claimed during an interview that Orchestra of Wolves as one of his favourite albums of 2007, praising it as being the best hardcore album since Refused’s “The Shape of Punk to Come”.

Their 2007 tour included stops at the south by southwest showcase festival, warped tour 2007, download festival, taste of chaos 2007 and the reading festival, where Frank Carter got tattooed live on stage during the set by Chad Gilbert of New Found Glory.

The band won the 2007 Kerrang Award for best British Newcomer. Then their single “In the Belly of a Shark” appears on Guitar Hero III: Legends of Rock.

The bands third single “Staring at the Rude Bois” provided The Gallows with their first UK top 40 single, appearing at number 31 on the chart in November 2007. The song can also be heard during the background of a bar scene in the 2008 film “Yes Man” starring Jim Carrey.

Research into band/artists other marketing and promotions

Printed Marketing:

I have noticed that when the band first brought out their album they had to follow an image so that the audience could relate to one another (most bands use the same image or an image that is presented on their CD Cover, Poster and any other Printed Advert or even on a Television Commercial) and as you can see by the following two images below, The Gallows followed exactly this way of marketing so that their audience could recognise this band by one image used on all of their media.

If you notice, the band have used the same image, typeface and colour to represent both items to be related to The Gallows, if these images were completely different then it would be harder for the consumer (that being the audience/fans of the gallows) to establish which image is the dominating image that represents the band as a whole. So the band want to make it as simple as possible to save any confusions.

Research into Previous Pop Promos

Gallows:

Gallows Ft. Lethal Bizzle - Starin' At The Rude Boys:

Mise-En-Scene (costume, makeup, lighting, location)

Train yard

Gig type show performed in a train carriage

Low key lighting, one light

Tattoos across lead singers body, arms and forearms

Red lighting in background, bring colour to scene

Tattoos on band members body too

No specific costume for band members

Rapper (lethal bizzle) dressed up like a rapper with baggy jeans and t-shirt with shades

Rapper walking through train carriages

Holes in side of carriage supplying light source

Rapper only person wearing vibrant coloured clothing, that being a red t-shirt.

Cinematography (shots, framing, camera movements)

Shots mainly focused on lead singers

Shots of band members are quick as well as shots of the crowd/fans with them

Vast variety of shots used

Camera moving with the commotion as if it was hand held to add extra hype to the pop promo as if we were

there

When camera is focused on band it is shaky as if it was hand help but when it is focused on rapper the

camera movement is slick and still until the rapper and his crew become face to face with the band where they

join and the camera goes back to how it was originally, I think this is trying to show two different genre types

coming together.

Editing (transitions, pace, continuity)

Very quick pace which brings a hyped emotion to the pop promo

Transitions are standard, cut together like normal, no interesting use of transitions here

The flow is put together so that there is continuity within the pop promo, because it has been filmed as they

would be filmed if they were at a gig you couldn’t make is discontinuous

Special effects (colours, graphics, CGI)

No interesting uses of graphics or CGI in this pop promo

The video has been dimmed down to make it darker and there is limited light sources in the train carriage that

they are performing with

Gallows - London Is The Reason

Mise-En-Scene (costume, makeup, lighting, location)

Grey suits worn with white shirts and black ties, I think this might be to promote their latest album “Grey Britain”

Two men dressed in orange radioactive suits are placing body down but one is clearly wearing adidas trainers

Free runners wearing hoodies to make them look thuggish

Location is in the streets of London

Olden style black car used to transport them

Police/security have pig faces, this is to represent the British phrase that the police are “pigs”

Low key lighting used for most of the video whereas some is pure daylight

Flare light used

Unfocused shots are used to make the viewer feel uneasy and uncomfortable

Cinematography (shots, framing, camera movements)

Establishing shot of whole band

Editing (transitions, pace, continuity)

Pace is faster when the fight starts and the song drops in

Special effects (colours, graphics, CGI)

Slo-mo at start

Shots are dimmed down and given a grey scale tone

All of the video is in slo-mo as if we are being led to something, which we are, a minute before the end the song drops in and then there is a fight between the “pigs” and “thugs” and that is when the shots return to standard motion

During the fight the shots cut from slo-mo shots to standard motion shots.

Gallows - In The Belly Of A Shark

Mise-En-Scene (costume, makeup, lighting, location)

Low key lighting

Topless revealing tattoos

Strobe light effect (using different colours too)

Cinematography (shots, framing, camera movements)

Camera shots of lead singer and band players

Camera is everywhere all over, as if it was hand held

Editing (transitions, pace, continuity)

Quick standard cuts

Special effects are used to transition one shot to another

Special effects (colours, graphics, CGI)

Same shot goes from slo-mo to standard motion to slo-mo again

Old style video film/photo reel effect used on screen as well as the glitch picture you normally see in a cinema

Spray effect of colours appear on screen

Body of lead singer changes colour

Lines put across the screen

Band members are blurred using a blur effect

Graffiti style writing seems to appear scrolling very fast diagonally across the screen

Individual Brief Ideas For Pop Promo Of Song

My idea for the video was simple yet I felt that if it was edited well enough it would be very effective. Because the song is rock based i thought that it might be a good idea to shoot the band practising in their cellar before their gig, then continuous filming of what the band done between practising in the cellar and arriving and setting up at the gig. This way I could mix it up a bit between the practising and the live gig, it shouldn't look awkward because the band will be playing their instruments in both scenes.

My plan is to get the whole band into the studio so that we have some subtle footage of them playing with nothing going on in the background unlike the gig (audience etc....). In the middle of the song there is a long part where there is no singing, just the instruments playing, I plan to cut to the beat and fast paced with the band arriving at the gig and then having quick cuts of the band setting up various instruments and equipment. During the singing I think it would be best to focus on the lead singer with quick cuts of the other band members playing their instruments and then during the parts of the song where there is no singing just instruments, we should focus on the band just chilling and doing their own thing. This then shows two different sides to the band, the serious side and the relaxed side.