Thursday 16 March 2017

Final Video


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

I used a vlog to explain the different types of media technologies that I used through all the stages of creating my music video and also for the tasks that I did after I created my music video. This allows me to clearly explain the online and physical aspects of media technology that contributed to all aspects of the coursework that I had to do.


Evaluation Task 3: What have you learned from your audience feedback?

These are the analytics that I have collected from YouTube about the viewing of my music video. I have annotated these with more information and analysis of what I have learnt from them.





This is the audience feedback that I have received and an explanation, justification or observation of what I have learnt from it.

Audience feedback from Olivia Gardiner

I have learnt a lot from the audience feedback that I have received; most of it has reassured me that my music video has been effective at portraying the storyline. The editing I chose to use as well, such as stop-motion, slow motion, sped up and the filters I used have also been recognised and appreciated.

For the future I have also been given some constructive criticism such as the fact that I may have wanted to include some more lip-syncing shots. I was also given the suggestion of given one of the versions of the woman a different filter to help distinguish between them. Most of the advice is minor and subjective to personal opinion. I have taken this feedback onboard and will keep it in mind next time I make a video, especially if it is a music video.



I got two people who take media studies to give me some extra verbal feedback on top of my analytics and written feedback. I believe that since they are both media students they know what to look out for and so will give an honest and technical view on my music video. This adds to the variety of feedback that I collected.


Evaluation Task 2: How effective is the combination of your main product and ancillary texts?

Wednesday 15 March 2017

Evaluation Task 1: Directors Commentary on the Use of Real Media

My directors commentary explores the inspiration of 'real media' in the form of other music videos. There are certain conventions of the real media that I do challenge, such as the male and female gaze. My video doesn't meet the normal conventions of a music video where there is a sexist view that use angles and camera shots to sexualise either the male or female body. I don't believe this was a convention of mainstream media that I need in order to make an effective music video. The inspiration from the 'real media' music videos also mainly don't conform to the idea of the male gaze.
The idea of my music video is inspired from multiple different music videos but the overview was my own original idea. The 'real media' inspired me to use special and a vary of different techniques to make my story as clear and symbolic as possible.
The two actresses in my video are supposed to be the same person but at different stages of their life. The older woman wishes to return to the past and be young again, through the uses of the reverse technique and stop motion I was able to emphasise this. The younger girl is supposed to be more adventurous yet hesitant about what the future holds. i achieve this through the scenes of her running forward but with an editing that causes her to move back one step for every two steps she moves forward. The singular scene of her in the city beside the garage foreshadows the fear she has for her future, which is emphasised through her repeatedly covering her face. The ending of my video with the walk towards the house and then the jumpy camera landing on the doorknob represents a return to reality. This shows the two versions of the same person morphing and becoming one again, returning home to her comfort zone.
Although the plot was my own original idea 'real media' has been important in inspiring me to use certain editing techniques to real emphasise my storyline.

My Music Video 2nd Edit


Tuesday 14 March 2017

Choice of Final Video

I have finished editing my video but am now deciding between the two versions that I have created. The second version includes for quick changes in clips at the beginning that may better match the beat. However the first version has more of a flow to it and may be a more enjoyable watch. This is something I have to contemplate before publishing my final choice.

This is Version 1



This is Version 2

Monday 13 March 2017

Album Advert 6: Final 'Real' Advert

This is my final album advert that I have created after receiving both my verbal and online survey feedback. I have added the extra flowers, a link to the singers website, a QR Code to my video and extra connectivity symbols. All of this together has made my advert appear more professional and complete. The addition of my QR Code allows free advertising for my music video and by having 'Typic Productions' it creates free advertising of my production company. In the 21st century it is important to have links to streaming sites and other interactive material my final edit has backed this up. I also added the quote "Includes 'Dog Days Are Over' & 'You've Got The Love'" as this is normal on album adverts to encourage people to by the album as it has songs similar to the singles that they enjoy.

Album Advert 5: Audience Feedback

After discussing with my peers about what I should change and add to my album advert I created a survey monkey. This has allowed me to receive more feedback on the issues raised and to make sure the feedback I received was backed-up by a larger audience. I collected feedback from twenty people on my album advert. This has consolidated with me what I need to improve and what it good about my album advert.





From this I know I need to revisit the symbols at the bottom and add more, I also may want to look at my overlay again before going ahead with he final product. 

Sunday 12 March 2017

Album Advert 4: Mock-Up of My Advert

Below is a mock-up of my advert, this allowed me to choose a firm structure for the advert and to also show it to others and gain feedback on what I can improve. I believe the synergy of the flowers from the digipak is effective and the text is clear. The overlay helps to keep the image constant with the other images from the digipak. The iTunes symbol and Spotify symbol allow people to know where they can access the album. Also by having my production company on it, I am receiving free advertising that may attract new clients.
I have realised that I need to add more icons at the bottom and I am also going add a QR Code to the music video I have created to allow the public another way of accessing it. To keep up the pattern of the flowers I am going to add another row under 'Dog Days Are Over'.
Over all I am happy with my mock-up and with the improvements it should make the quality of my poster better.

Album Advert 3: Flat Plan of Advert

After all my research on different advert I started to plan out what the advert for my piece would look like. I decided that clean cut, simplicity is key at allow key dates and information to standout to observers. I decided to have an up close shot of the singer in the centre as this will bring the poster to peoples attention. To keep the synergy with my digipak I am going to overlay some tree branches onto the singer to keep with the theme. Furthering my synergy I am going to have the same flowers I used on my digipak displayed across the advertisement. At the bottom I am going to have symbols for where you can access the album and also the name of my production company. The advert is mainly going to be black and white with the flowers adding the colour. I believe this matches my digipak and also will help to make my poster look professional.


Saturday 11 March 2017

Album Advert 2: Importance of Print Advert in Promotion

Marketing is the art and key to getting people to listen to your music and become a fan of your art. Often musicians who are super talented don't receive the recognition they deserve due to a lack or failed marketing technique. Bad marketing and advertising techniques often result in a struggle to make sales, get gigs and manage to improve their music career. Raising awareness of the artist is key to album sales and posters are the first step of communication between the artist and the audience. This is followed up by secondary advertising through two way communication of marketing; this is done through artists replying to their fans on social media. Although promoting music online can be highly beneficial you are losing out if you don't also use offline marketing. The use of promotional posters and the clever placement of them around certain areas where your target audience hangs out can make a major different. A good place to have your adverts is in music related shops and venues as well as gigs for artists similar to the one being promoted. A print advert can also give useful links to online marketing and further two way communication between the artists and their fans.


Album Advert 1: Conventions of CD Advertising

Below are some album.tour photos that I found from artists that meet similar conventions to the ones I wish to achieve. Both Lana Del Rey and Birdy use synergy between their digipak and album advert. This has been achieved by using similar text, font and photographs as those found on the digipak. I will reflect this within my own album poster through the use of the same font and images from the same theme. Birdy having the social media details on her poster is key to allow for fans to interact with the artist. My own poster will contain social media links and also probably a QR code as well to Florence + The Machines website. I believe this is key in the 21st century as fans are always expecting more from the artists and the use of a QR code allows for further interaction. Also from my research and observations of the other album posters I realise you should include tour dates, the year, name of the tour and also possibly the record companies name. 




Florence + The Machine uses drawings in her own album posters and has minimal text, in the past this may have been effective. In the present day however I believe it is important to make it more interactive with social media. Also making the information clear and succinct will make the poster more eye-catching and attract more people to the poster and hopefully to buying an album.

Friday 10 March 2017

Digipak Completed


Here are the close-up shots of each side of my digipak so that you can see the text and smaller features in more detail.








Digipak Cover 10: 'Real' Digipak


This is the final copy of my 'real digipak'.
I took upon the feedback and changed my font to a more edgier yet still indie font. I also changed the position of the two faces so that they both had the same amount of face on both sides. I moved the QR code to the back of the digipak as this is more realistic than it being on the front. I also added a spine which is an important feature as all real digipaks have them. I increased the transparency on the front cover to allow for the text to be seen a lot more clearly. I am happy with the final copy of my digipak and believe it positively and effectively reflects my music video.

Digipak Cover 9: Audience Feedback on my Mock-Up

I created my survey monkey in order to collect audience feedback from my target audience. I managed to make sure that the majority of feedback was from my target audience by sending the link directly to people I know fit the mould of a young, indie audience. 

 Receiving a resounding yes from this question is very positive feedback and makes me confident in the fact that my digipak is in sync with my music video. This allows me to move forward with the look of my digipak for the final draft.
 The feedback on my choice of font is helpful as it has let me know that it may be better if my font has slightly harsher lines. This will make my digipak edgier and more clean cut and may be more in line with the expectations of my target audience. This is something I will bring forward and change for my final digipak.
 The majority of the people who gave me feedback have said that there is nothing else they want to say about my digipak suggesting nothing else needs to be change. I have had some other feedback which I have listed below that states slight changes that I may want to make.








Overall this feedback is very helpful and I will take it on board when designing my final digipak.

Monday 6 March 2017

Digipak Cover 8: Mock Up of Digipak


Above is a mock-up of what I desire my final digipak to in someway end up looking. There are aspects that are missing such as the spine and for my final this will be added. The flowers that are seen on ever side of the digipak are also going to be changed to red roses however I have to get round told drawing and scanning the final design onto my laptop. I also realise that the size of some of the sizes are off and this will need to be fixed. After taking a second look at my font choice I have realised that I am unhappy with the way it looks in harmony with the artwork. This is something I will have to look back at again and explore new options in order to make the text flow with the chosen mis en scene.
However over all I am happy with the outcome of the mock-up digipak and am happy with the way the music video ties in nicely with the over all theme for the digipak.

Wednesday 1 March 2017

Digipak Cover 7: Flat Plan of Digipak


This is the flat plan of my digipak that allows me to have a visual guide to follow for the creation of my actual digipak.

Monday 6 February 2017

Digipak Cover 6: Music Consumerism in Last 5 Years

Since record sales started to be tracked in 1991 it has been confirmed that 2016 has been the worst year for record sales.


"CD sales continue to decline, moving just 40 million units in the first six months of 2016 (a decline of 11.6 percent compared to the same time period last year). Meanwhile, the vinyl collector’s market is still growing, up 11.4 percent by the same metric, but remains far smaller in terms of actual records: 6.2 million copies sold in the first half of the year."


Surprisingly the sale of digital albums from sites such as iTunes are actually decreasing fasters than the sale of CD's. The digital doweled era that started in 2003 seems to be coming to an end with streaming and illegal download taking over.


"In 2006 — years after Napster, and well into the iTunes era — record labels still reaped $9.4 billion from CD sales in the United States, more than the total sales revenue of the business today. Last year, CD sales stood at just $1.5 billion, a drop of 84 percent in a decade. And downloads, also once viewed as the industry’s savior, have now been falling for three consecutive years with no sign of recovery."


Since digital downloads and streaming were introduced it seems unlikely that they will ever make the same amount of money that the music industry sold when CD's were the main form of consumptions.

Digipak Cover 5: Copy of Existing Digipak


This is my attempt at copying an already made digipak that is for the album 'Matilda' by Alt-J. 
For my fist attempt at editing and creating a digpak I am happy with the results, with more practice my own digipak should hopefully turn out well. 
I only used powerpoint and I realise that the dimensions and scale of each side is off but this is something I now know I need to work on when I make my own digipak.










Digipak Cover 4: Star Image

Digipak Cover 3: The Difference between Digipaks and CD's


Digipak Cover 2: Font Tests

For this task I had to explore the different fonts I may be interested in using for my digipak and poster. The font must be consistent across all parts of the marketing campaign and so this is an important choice.
I decided that I wanted my font to be somewhere between the way the font was on Florence's previous albums and her latest one. I want it to still be indy as this is my target audience but I want it to also universally attract as 'The Dog Days Are Over' is a well-known song by multiple audiences. I also want my digipak and other parts of the campaign to appear clean cut so this is why I don't want it to appear as free hand as the previous albums.
Below is a short list of the fonts:












My personal favourite is the last one as although the letters aren't joint it is still sophisticated and softer than normal capitals. However I am unsure if this is my final decision as I will have to check that it works when creating the digipak.