Final Evaluation of Package

            Below is our package as a whole; the final video, digipack and advertisement poster. We believe the package successfully fits in with the indie-rock genre and is suitable for our audience.

How we used new media in the construction and research, planning and evaluation stages: 

The internet was a very useful tool throughout the construction, research, planning and evaluation stages. It helped us to gain a deeper understanding of the indie-rock genre, what was expected from our video, and how to ensure our products were successful. Below are a variety of different websites and how we have used them effectively throughout the task. 

1. Facebook

Facebook is a social networking service and website. We used Facebook in order to contact each other and individuals we were using for the music video and also helped us to gain a deeper insight into the band 'Empire' -the artists behind our chosen song for the music video.

Planning:
Facebook was useful during the planning process. We needed to find a song to use for our music video. It was essential that the song fitted in with the indie-rock genre and was upbeat and quirky- to fit in with our ideas for the music video. We used Facebook to search through different bands profiles to see if there was a song appropriate for our product. We came across Empire's profile, and were able to listen to the song via their Facebook page. The page included pictures of the band, upcoming events and tracks. Information was also included regarding their lives, the genre of the band, the members of the band, their hometown, influences, booking agent and press contact.

This is the band's page. It allows fans to keep updated with what the band are up too via their status'. There are also links available to their YouTube page, photo's, upcoming events, tracks and Information. There are a variety of different images available to view of the band performing at different events. The tracks by the band are also available on the Facebook page- this allowed us to find an appropriate song for our music video. We chose the song 'Bad-Man' as thought it would allow us to be inventive with our video. Also, the pace of the song and the lyrics were quite fun and quircky which was an aspect we wanted to include in our video.

Construction :

Facebook was useful during the construction process. It meant that we were able to contact all of the individuals participating in our video and make them aware of the times and dates we would need them for filming. Facebook made it much easier for us to contact each individual and make decisions depending on their availability.

2. YouTube

YouTube is a video sharing website where users can upload, view and share videos. Through YouTube we were able to view videos from the indie-rock genre, search for a track for our music video and upload powerpoints we had produced.

Research:

In order to gain a deeper insight into the genre of our choice, it was important for us to analyse music videos from the indie-rock genre. By doing this, we would be able to recognize codes and conventions consistently used in the videos. YouTube was useful as it enabled us to view a variety of different videos in high quality. We were then able to copy the video links off YouTube onto our blog to display our findings. YouTube also provided featured videos which allowed us to look at a range of different videos from one specific artist or band.

YouTube enabled us to search for a specific video of our choice and search through a variety of different videos from the indie-rock genre.

We were then able to use the videos on our blog via the YouTube link to demonstrate our findings. 

Research:

We also used YouTube in order to find an appropriate track to use on our video. We had to ensure that the track was from an unsigned artist and that it fitted in with the indie-rock genre. YouTube has a wide range of different videos, therefore we were able to choose from a large selection and ensure that the chosen track was appropriate for our product.

We were able to use the 'search' button to narrow down the criteria for the track.

We then came across Empire's track 'Bad-man', which fitted specifically with both our ideas and chosen genre.

3. Blogger

Blogger is a blog publishing service that allows private or multi-user blogs with time-stamped entries. Blogger has helped us through all four stages of our coursework. By creating our own blog, we have been able to record findings, decisions and planning. It also meant that we were able to justify our decisions and elaborate on how they relate to the genre of our products.

Construction and Research:

Through Blogger, we were able to record findings from : the 5 music videos, advertisements and posters, information about our chosen genre, findings from the questionnaire we developed, findings from the research into institutions, why we have chosen our institution and codes and conventions we are going to include in our video due to our findings.

Findings from our questionnaire:

Information about our chosen Institution:

The codes and conventions we planned to use in our video:

Planning:

Throughout the planning process, blogger was significantly useful. We used it to show the amount of effort we put in to ensure that our music video, digi-pack and advertisement poster were successful. On our blog, we included: the synopsis for our music video, the rehearsal schedule, the shooting schedule, the storyboard, the timeline, location ideas, costume ideas and drafts of both the advertisement poster and the digipack.

The Storyboard has been changed throughout the process, as we have thought of new ideas and changed sections in order to make the video work.

The location was important in our music video. We had to change the location several times. Using blogger allowed me to show how my thought had gone into where we going to film the video:

Evaluation:

The Evaluation of the Package has also been placed on the blog, giving me the opportunity to demonstrate the new technology used throughout the task, codes and conventions used in the package, what we have learned from our audience feedback and the effectiveness of the combination our main product and ancillary texts.

4. Google

We mainly used Google in order to find information about our chosen genre and major and minor institutions. Having said this, we found google to be useful throughout the whole process. It provided us with a wide range of websites to select information from.

5. Hotmail

Hotmail is a free web-based email service operated by Microsoft as part of its Windows Live group. We used Hotmail in order to send members of the group new ideas, pictures to include on our blog and changes that we made to our products.

This is an example of how I used Hotmail during the coursework task. I emailed the other members of the group some of my ideas for the poster advertising the album.

Aside from the internet, there were also a variety of new media technology that we used during our coursework.

Celtx

Celtx is integrated software for pre-production and collaboration of film, theatre, radio, AV and comics. We used Celtx to create the storyboard for our music video. It allowed us to go into detail with our plans for the video. We were able to include camera shots, precise timings and how the lyrics would fit in with the image on screen. Through Celtx, we were able to change our storyboard throughout the process to make it fit in with the final product. It also helped us during filming so that we stuck to the original plan and got the correct shots we needed whilst filming.

Without Celtx we would have been unable to create a storyboard with so much detail. Doing it on Celtx also enabled us to make changes easily and quickly.

This is the first page of our storyboard. Using Celtx meant that our storyboard was well illustrated and easy to read and understand. Although the images didn't include the individuals we were using in our actual video, it was still effective in giving us an idea of what the shot would look like.

iMovie

iMovie is a proprietary video editing software application which allows Mac, iPod Touch 4th generation, iPhone 4, iPhone 4s, and iPad 2 users to edit their own home movies. We used this software to create our music video. It allowed us to incorporate music into our video, edit the filming to create continuity and crop shots in order to make the video look professional.

We'd had experience of using iMovie before producing our music video. We had used it previously in AS media, and also earlier on in the year when producing our video on the 'indie-rock' genre. Through iMovie, we were able to ensure that the story fitted together and the males 'bad-man' attitude was reflected through fast editing.

We also picked up a few of the techniques from YouTube. What makes our video successful is the different techniques we have used- such as the fast editing. These features relate to the indie-rock genre, and make our video unique and quirky.



Final Cut Express

Final Cut Express is a video editing software created by Apple Inc. We used this specific programme in order to create a 'split screen' effect during our video. We wanted to create the split screen as we thought it would highlight the amount of females that the 'bad-man' is seeing and talking too at one point. It also reflects his personality, as the split-screen highlights the male saying the same thing to the six different girls. We thought the split-screen would make our video unique and look professional.

The split-screen works really well and fits in with our idea for the video. We had never worked with this programme before so we used YouTube in order to discover how to create the split-screen and add all of the different shots of the females whilst having the shot of the male there throughout.

We watched this video as a group, and then one of the members of the group took on the role of applying the different shots to the template on final cut express with some assistance from the rest of the group. It took alot of time and effort but the result was successful and worked really well with the rest of the video. It also fitted in with the fast pace of indie-rock videos and highlighted the males 'bad-man' attitude.

The different ways in which our music products use, develop or challenge forms and conventions of real media products:

After researching into the indie-rock genre, we were familiar with the forms and conventions found in the products from this particular genre. It was then up to us to either develop or challenge these forms in our products.

Overall Analysis of Conventions developed or used throughout our products:

• The majority of indie bands are formed of males.In fact, during the research process we could only find one indie band which involved a female- this was florence and the machine. Additionally, when we conducted our audience research, the results indicated that our audience showed a stronger preference to seeing males in the indie-rock band:

Throughout our products we have conformed to this convention. The group of our choice ('The Supremecies') is made up of four male members. We thought that it was appropriate to use males to reflect the 'indie lifestyle' and also using males fitted in with our song choice 'Bad-man'. As a group, we thought it would be considerably difficult to produce an indie-rock video with a female group as they are very rare in this genre and we wouldn't have had many examples to work with. Using males worked very effectively overall and helped us to develop our products to conform to real media products.

Using males helped us to display patriachy- the whole video is based around the males power over females and their lack of care when it comes to females emotions and feelings. Our video developed the usual ideology of indie males being 'bad' and promiscuous. It would have been inappropriate for us to use females for this role and we don't think it would have worked as successfully.

Costume

•  In terms of costume, indie bands tend to wear quite laidback, casual clothing. Their costumes consist of fairly plain, dark colours such as; black trousers/suits. The colours reflect the 'rock' aspect of their music. Indie bands are often middle class and therefore wear dark, plain colours so that they don't stand out. Additionally, they want to conform to the typical attire worn by indie bands. From viewing a variety of Indie bands, it's noticable that they tend to have non-styled, long, rough hairstyles also.

Throughout our products, the members of the band have been fitting to the normal costumes worn by indie-rock band members. They are wearing dark colours such as brown, navy blue and grey for their trousers with grey, black and white tops. They all have quite long, messy hair, especially the guitarist featured in the top image. We believe by using these costumes and fitting in with the usual conventions of indie bands appearance, we have succcessfully represented them as an indie band. Their costumes and hair styles are very similiar to other indie rock bands we have looked at previously in other media products. Therefore, in the case of costumes, we have developed codes and conventions of real media products in our own products.

Facial Expressions and Gesture

•  From looking at Indie rock bands, we found that their facial expressions were quite plain and serious. It was very rare to see a Indie rock band member smiling in their video because we don't necessarily associate this with their music.

The images used throughout the digipack and on the advertisement poster show the band members with the conventional facial expressions expected from indie band members. The pictures above are a few examples of the type of facial expressions used in the digi-pack ,advertisement poster and music video. The members of the band are shown to be looking serious (particularly on the digi-pack and poster). Despite this, there are a few sections in the music video which show the band enjoying themselves and smiling which challenges the 'serious' facial expressions shown in real products relating to the indie genre. Below are two screen shots from the video showing the band members with fairly relaxed facial expressions:

In these particular points of the video we have challenged the usual convention of indie band members being fairly serious. Through these shots, we have shown their cheeky, quircky side which relates to the song behind the video.

Positioning in the frame

• From looking at other indie rock videos from this genre, we found that the lead singer was positioned in the centre and towards the front ,as this is the person the audience will recognise the most. Most artists from this genre are in bands, and are usually shown performing closely together to connote their connection with each other.

In the music video, the lead singer followed the normal conventions of positioning in videos from the indie-rock genre. Throughout the video, he was in the center and pushed towards the front of the frame. The other members of the band were also closely positioned in the frame- demonstrating their close bond with each other.

As we wanted to display patriachy, during the narrative sections of the video we ensured that the main male was postioned in the middle of the shot to represent his power over the females. It also encoded the power associated with indie males in general which is a dominant feature of indie rock videos. Positioning the male in the middle of the frame ensured that we were developing the conventions used in real indie-rock music videos.

The poster and digi-pack also feature images of the band being close together, reinforcing their friendship and a sense of unity. This develops the usual conventions used in indie rock promotional packages representing the bands close bond with one another. Audiences are aware of the relationship between indie-rock band members and therefore they expect to see this shown through the products.

Setting

• Urban settings within the city center are a very common aspect of the indie rock genre. In the cult/ rock scene back streets are common settings for their music videos also. Within their advertisement posters, landscapes appear to be very common, for example, mountains, clouds and cities.

The poster for oasis' 'dig out your soul' album

Different settings from the King Blues video 'i Got Love'

A common convention of indie-rock music videos is the use of more than one setting. In our video we conformed to this convention. We used one setting for the bands performance, and another one for the narrative section of the video.

The performance setting

Usually, the performance setting in Indie-rock music videos is in a dark, small space. With the main focus being on the band and their instruments.

For the performance setting we chose to use the school drama studio. It fitted with all the normal conventions of performance areas in indie-rock videos. We were able to use musical equipment in order to reinforce the genre and create an identity for the band. The lighting ensured that the main focus was on both the members and the instruments. From our research, we found that the performance setting was very much focused on these aspects and therefore by using this setting we conformed to the conventional setting used in real products. By using a small setting, we were also able to represent the band having a close friendship with each other, as they are seen close together in the frame.

The Narrative Setting

Usually, the narrative setting is set in a large city area, with shots of housing estates and buildings nearby.

For the narrative section, we used quite a rural setting. It was mainly filmed on a road situated near our school. The shots make the area look fairly rural, as there is a lot of grass and trees around. However, if we were to show a bit more of the setting, houses and other buildings would be seen. By using this setting, we have challanged the conventional setting used in indie-rock videos. Typically, the narrative would be set in an urban setting. For example, in the city or housing estates. As a group, we were unable to set the narrative in such an area due to the amount of characters we needed in the video and the timings at which they were able to attend rehearsals and filming. If we were to do this again, we would have ensured this section of the video was filmed in an urban area. We believe it would have been more successful and would have enabled us to represent the indie-rock genre to a higher level.

Characters

Performance

Typically the performance section of indie-rock videos features the members of the band with each other and the instruments they use. Throughout all the videos we analysed, males were the dominant characters in this section.

We conformed to the usual character conventions for the performance section found in indie-rock videos.  Four males featured in the performance section of the music video, with the appropriate costumes, instruments etc. that would usually be found in videos from the genre.

Narrative 

The 'Badman'

Usually the narrative in indie-rock videos mainly focuses on the lead singer of the band. They are usually seen causing mischief in a situation that fits in with the both the song and lyrics.

We have both conformed and challenged typical character conventions in the narrative section of our music video. By using a typical cheeky ,'jack the lad' male we have replicated the usual male character found in the indie rock videos. This character also fits in with both the upbeat song and the lyrics included. The song discusses a 'badman' who is seeing several females at one time which relates to our video. Despite sticking to the conventions of using a mischievous male and creating a connection between the narrative and the lyrics of the song, we have managed to challange other conventions from the genre.

Typically, in indie rock videos, the lead singer of the band is carried through to play the main character in the narrative. However, we have used a completely different character to appear in our narrative section. Despite going against usual conventions, we still managed to stick to the indie genre through keeping the type of costume consistent throughout the characters and making the storyline clear to the audience.

Camera Shots

 Examples of different shots used in the video

Close up

This is an example of one of the close ups used in our music video. We utlised close ups mainly to focus on the members of the band and their instruments. By focusing on the band members, it helps to create a connection with them and the audience. By using close ups we have conformed to usual conventions of the indie-rock genre. Most videos feature close ups of the band members to create more meaning to the song. From research, we found that close ups during the performance section were a common feature and so we decided to include them in our product.

This is another example of one of the close ups used in the music video. This close up was used in the narrative section so the audience were aware of the different female characters emotions. Through close ups, the vulnerability of the female characters was shown which was essential in order to build up the male characters carefree persona. Male characters in indie videos are often seen in control and therefore these close ups allowed us to conform to the usual patriachy from this genre.

mid shot

This is an example of one of the mid shots used in our music video. We utilised mid shots throughout the video as they enabled the attention to be drawn to other features (mainly the instruments). A huge part of the indie rock lifestyle is the instruments, therefore indie videos tend to place a lot of focus on the instruments through camera shots. Mid shots enabled us to make the instruments recognisable to the audience, representing what kind of a band 'The Supremacies' were.

Two Shot

This is an example of a two shot used in the music video. Two shots are usually used to show a relationship/ conversation between two characters. We used this two shot in the section where the male character was admitting his antics to the different female characters. In indie rock videos two shots are usually used for this purpose- to show the relationship between two characters. Therefore, through this two shot we have conformed to the usual camera shots used in indie rock videos.

Editing

There are certain sections of the music video where we found editing was really important in order to develop the narrative and help create a quirky feel to the music video.

• Firstly, the section where the different girls go down the steps to meet the main male character.

This was used in order to develop the idea that the male character obviously does not care about where he meets these girls and treats them all exactly the same. We edited this section so that each seperate girl represented a section of the steps, reflecting the idea that to him all of these girls were the same and he didn't have an issue with seeing them all at the same time. By using this editing, it helped us to conform to the usual main male character associated with indie-rock videos.

• Secondly, we used a 'flash effect' when the different girls are looking at the images of themselves and the male on their computer screen.

This had a simliar effect to the editing described previously.  It meant that the audience were able to establish that each of these girls had the same memories with the male character, and were all being treated the same and going through the same thing. Through fast editing ,the males packed lifestyle was demonstrated to the audience. It also reinforced the idea of the male seeing it all as a big adventure.

• Finally, and most importantly, was the use of the split screen

By using the split screen, we went against usual conventions of indie rock videos. This is because we haven't seen this feature used in videos from this genre. However, we decided to use it as it created something unique and exciting. It also enabled us to once again reinforce the 'badman' persona of the main male character and develop the narrative. The split-screen shows the male saying the same exact words to each girl- once again showing his little respect for each of them. It's easy to gather that the male has no consideration of the different girls feelings, and the editing in the video has emphasised this to the audience and really helped the narrative to come together.

Narrative

From analysing different music videos from the indie-rock genre, we found it was a common feature to involve both a performance and a narrative section. For example, this was seen in The Kings of Leon- Your sex is on fire:

Narrative Section

Performance Section

This particular method of using both a performance and narrative section has been supported by Steve Archer (2004). He stated that most music videos switch between a performance and narrative. He also said that occasionally the artist/ lead member of the band would become part of the narrative. Initially we had planned to use the lead member of the band in the narrative. However, we faced various issues surrounding this. Mainly, we were unable to find a male who was willing to play both sections in the music video. As a group, we still think this works, however, we think it may have worked more successfully if we had used the same male for both sections. Nevertheless, both sections did work well and it was obvious from our audience feedback that we had clearly illustrated roles and what was going on in the storyline.

Props

• From our research into the indie-rock genre, it was noticeable that the performance setting was a significant element. Therefore, instruments were commonly seen in these videos. In fact, a significant amount of attention was paid to these instruments and the members playing them in order to create an identity for the band. Close-ups were utilised in order to demonstrate to the audience the significance of each instrument.

In our music video, we conformed to the usual convention of using instruments in the performance setting. We used a variety of shots, but mainly close-ups, in order to highlight the significance of each instrument and the part they have to play in the band. The use of instruments also helped us to represent our chosen genre- indie rock.

•  During the narrative section, we also used various items of technology such as; mobile phones and computers etc. These items are usually associated with youth and in our video were used to represent youth and quirkiness. These items were also of significance during our narrative section.

Mobile Phones

We included mobile phones in our performance- these are usually associated with youth and their relationships. Using the phones was also essential in developing the males 'badman' character and illustrating to the audience the way in which he was saying the same thing to all of the different girls using one device.

Dell Laptop

Instead of using photographs on paper to show the different images of the girls with the main character, we decided to use a laptop which again represents the youthfulness of the video. The different pictures were a key feature in the storyline as they were able to represent the 'ups' of the relationships the boy had with the different girls.

How effective is the combination of your main products and ancillary texts?

Overall, we believe the combination of our main products and ancillary texts is very effective. This is due to us keeping the theme and format of the products similiar to each other to create a professional overall product.

• By using the same images, font, colours and layout it has enabled us to keep a consistent 'look' for the band and create a brand awareness throughout all the products. This means that the band are more recognizable to an audience as all of their products are similiar and look professional.

• We have used black, grey and white throughout the products- common colours associated with the indie-rock genre. We have also repeated images from the digipack onto the poster so that overall it looks more of a 'package' rather than individual products. The images used on both products are taken in the same setting as the 'performance setting' from the music video and the band members all have the same costumes on. This again, helps to create a consistent theme running throughout the products and really helps to build up the bands identity.
Overall, we believe that the products work successfully together and have enabled us to create a professional promotional package for the band. We wanted to create something different and exciting whilst conforming to the usual conventions of indie-rock products. As a group, we think we have achieved what we set out to produce and the combination of our main products and ancillary texts has worked really well.

What have you learnt from your audience feedback?

After completing the different products we asked various members of the class to feedback with both negative and positive comments based on what they had seen. This was essential for us to see where we had been successful and also areas in which we could have improved on.

What we have learnt from feedback of our music video

What we learnt from the positive feedback

• Overall, the feedback from the music video was quite positive and it seemed that most of the factors we included worked well. For example, the audience thought that the lighting, the set-up, the split screen, the lip synching, the narrative, the direct mode of address and the quirkiness of the video worked really well. We found this to be great feedback as we had worked hard on all of the factors mentioned above in the music video. From this feedback we learnt that these features had been successful and worked well with the genre and the song used.

What we learnt from the negative feedback

• Although the audience found a significant amount of positive aspects in our music video, there were a few negatives. For example, the costume problems. We were aware that the two different items of clothing were not appropriate for the genre. However, when the males arrived for the video we didn't have any other clothing available. As a group, we have learnt that in future we should be more prepared and make the dress code very clear to those who we are involving in the video. Another problem with the video was the guitarist who kept on lifting the guitar up and down whilst playing. Again, as a group we should have been more prepared and considered bringing a strap so the guitar was easier to use ensuring that the whole performance was more believable. And finally, there was an issue with the framing, the long shot seemed to be more focused on the right hand side of the performance. We have learnt that framing is essential in ensuring that the performance is filmed correctly so the audience can gain a full view of the band and instruments.

What we learnt from feedback of our digi-pack

What we learnt from the positive feedback:

•  Most of the comments illustrated that the use of the pictures was really successful. This is because they were good quality images and showed the band members to create an identity for the band. Additionally, it was said that the overall digipack looked quite professional as the colours were kept the same throughout. We were pleased with this because we put alot of time and effort into making the colours, images and font look professional. The feedback also illustrated that the different montages made the digipack unique, whilst fitting in with the indie genre. From this feedback we learnt that we had actually managed to create a professional, unique indie-rock digipack.

What we learnt from the negative feedback:

•  A consistent comment was that most of the images on the digipack looked very similiar which made it seem like not much effort was put into making the images different. Also, we learnt that the text didn't work as well as we originally thought. The text used on the back of the album was hard to read, and also the blue font did not really fit in well with the rest of the colours used on the digipack making it look a bit odd.

What we learnt from feedback of our poster

What we learnt from the positive feedback:

  

•  We learnt that the colours, images and text worked really well in order to make the poster look professional and appeal to an audience. Additionally, through making certain sections of texts bolder/larger it ensured that the audience were aware of the more important information on the poster

What we learnt from the negative feedback:

• It seems that the main image used on the poster was an issue due to the body language of the individuals and the way that they are positioned in the frame. We learnt that next time we should give more thought into the way in which an audience would read an image. However, we believe as a group the image is successful. Most indie-rock bands do tend to look a bit scruffy and out of place, and therefore this image represents the genre well to an audience.