Evaluation questionsWALEED BUTT

Brief

- Magazine Ad (Music Video) - Digipak (Music Video)

Question 1In what ways does your media product use, develop or

challenge forms and conventions of real media products?

My album cover is very different then what I’ve shown in the video because I looked at the video and I wanted the audience to remain with the feel at the same time but also did not want to bore them so I showed the main dancer in the video performing and having fun as a similarity to the song that the beat goes awn so it pretty much matches with the whole scenario.

My opening scene was inspired by the stunt shown in Justin Bieber’s Boyfriend, But I changed the scenario in mine I wanted it to look a bit more aggressive and realistic.I used long shots in this particular scene and it turned out great.

The sound editing was quite tricky in this scene in order to show it in a realistic way I had to put a couple of codes and conventions in mind, I used diegetic sound. Not much use of sound effects just natural driftingAnd a car squeaking sound , this convention is much used in RnB Songs.This action sequence is actually playing before the song starts because I wanted it to be linked as a story otherwise just the song starting would have been point less so the drifting takes place and the songs starts playing after the Gun Shot.

Brief

Justin Bieber - Boyfriend Waleed Butt – GO AWN

The genre of the music featured in my music video is Rock and hip hopthe original video for the song and other music videos in this genre almost

always feature the band in the video, so we decided that we wanted to apply this convention to our video as we had already come up with some creative

ideas for scenes featuring the characters/band members.

Most music videos feature 3 band members who run around and have their own performances in various locations.

I decided that we wanted to use this as inspiration, furthermore one of my band member performed a car stunt scene in the opening

we were doing typically 'boyish' things such as break dancing and car stunts to attract a teenage audience. We challenged the conventions in this way as a music video never starts with a car stunt so it shows the uniqueness of this

video.

The next scene shows the main artist doing rap in front of his car which was idealized by Ali Gul Pir’s Song.The artist is doing everything in a fast paced action so that the movement goes along with the song, The camerais not moving is at a still position and A Medium Shot has been taken.

Sayen To Sayen Song - Ali Gul Pir Waleed Butt – GO AWN

As you can see in this scene the editing played a very important role, The artist is doing breakdance in front of his Mercedes Benz, The car had to be a Benz as I wanted to describe the lavish lifestyle of the people in the video to match with the story of the song. I wanted everything to be unique in my music video and to make all of it possible I had to focus on all the codes and conventions, The shots had to be perfect and the editing was necessary because otherwise the audience wont be impressed by just the breakdance so I added a little extra touch to it. To make it more Suitable with my song

I chose 3 different artists in my video because I wanted consistency in my video, the performances keeps the audience interested and since each artist is exchanging backgrounds; HEAVY represents the conventional Grey' influence into the music style, with the rap 'hoody' appeal; and Daniel represents the conventional idea of the Casual artist/appeal, with the long breakdance moves,.

Changing locations with the genre is massively important with my music video due to the unusual combination of genre; however keeping the generic rules of the related genre's (and Soul/Rock/Indie) was important.

So the use of props in my video although small is effective.

Question 2How effective is the combination of your main product

and ancillary tasks?

The opening scene of my music video is different then what I’ve shown in the Magazine Ad but I wanted the audience’s attention and since there is a lot of constant change of scenes it was very difficult to show what the video is about in one single photo, So the best idea was to show one of the best car in the Magazine Ad as a comparison that the video is big budgeted and interesting.

I also didn’t want the audience to know what kind of scenes the video has. I wanted it to be a first time watch so that’s why didn’t give much of anything in the magazine ad to keep thescenes seem interesting when people watch it the first time.

GO AWN (MUSIC VIDEO) GO AWN (Magazine Ad)

I decided to use two different photos for the digipak one was also featured in the music video, I did that so that there would be a relation between the two productions.

The Car Mercedes Benz has been an obvious point in both the shots, I wanted it to be more evident in the digipak to attract audience attention and convey what my music video genre is at the same time.

I particularly chose these photos as in this scene of our music video all of the band members take turns to sing a part of the song, but the main character would be the one who’s dancing and performing a breakdance throughout the video, I also thought this would make the target audience more interested in the video and the actual single.

The font I chose to use is quite similar to the handwriting of a young person and the colours reflect what the main character/lead singer is wearing in the photos and the music video.

I decided to make the magazine advert look slightly different to the digipak because I didn’t want the car to look exactly the same and give the audience a boring feel , so I used a different filter for the advert but kept the font the same as the digipak because I wanted to make it look like it was the band’s logo.

I decided that for the digipak photos there would be no mode of address as I wanted it to look as original as possible, but then we decided to use the convention of using direct mode of address for the magazine advert.

A very strong aspect of my music video is how well I have used location close up's and costume to signify the genre. It occurred to me that if the 'selling point' of my video was using lots of powerful close up's of the artists. Goodwin's theory of 'reoccurring motifs' also informed my print production.

For my digipak I choose to use an image of the lead dancer because a lot of my shots in my music video are of HEAVY , I took it with the car in the background; to strengthen a consistent brand image between the music video and print productions. 

For my advertisement I was confused between both of the characters to place in the shot, so I made good use of the car in the video and showed it.

The Car (Mercedes Benz) on the Magazine Ad is the same parked in the background of the video

Similar Location, Parking Lot Name Of the Director of the music video on the

Number Plate Of the car Name of song written in a stylish font ,

attracting the same age group of audience that is targeted before

Question 3What have you learned from your audience feedback?

Audience research

After creating each of my ancillary tasks, I uploaded them onto Facebook to get some audience feedback and see if there were any final changes to make.

I also personally interviewed some members of my school who were in the target age group.

I watched a lot of music videos and came to know the tastes of interests of my Target audience.

I took help from social networking sites for my Audience Feedback

I uploaded my video on social networking sites such as Facebook and allowed people to like or share the video

For my Audience research which was used for the digipack and advert I thought my feedback wasn't very good. This really puzzled me as I felt the digipack and poster unit strongly represented the band. However I only managed two out of five for how it reflects the genre.

The feedback seems to be quite the opposite of the music video, with this time the Female demographic preferring it. This pattern seems unlikely making it difficult to evaluate. There is a comment at the bottom which states "uninteresting"; narcissism is often a big reason why a person likes something. It is likely that the audience in this case was not able to identify himself with the digipack; perhaps the ' influence was hard to relate to. Or  maybe he felt the generic style of the pack was un effective, not connecting the roots of the music.

This shows that audiences are not always easily entertained through a good use of generic features, and perhaps if I had used 'Extras' such as an information booklet the feedback would have been more successful.

My Music video feedback was totally the opposite people appreciated the performances of the artists throughout the video and how the editing gave a plus point as the people liked it.Audience feedback has been useful in understanding what different audiences expect from each genre. If I was to go back and change any aspect of my productions I would most likely add a hologram and a booklet about the band to try to captivate the members of the target audience which seem to find it more difficult to identify what the video is about.

I would say from the positive feedback overall it was an effective package; with the positive feedback outweighing the negative.

Both the music video and the digipack/advert appeal to not only the the specific 'ideal audience's' associated with the genre, but also with the wider 'random relevant audiences'. This is good because an unsigned band needs as much support as possible, so it needs a big audience.

Question 4How did I use media technologies in the construction

and research, planning and evaluation stages?

Construction

While filming, I used a Nikon DSLR camera to shoot some scenes and also a Sky phone camera.

I downloaded sound effects from YouTube and some I had to record myself in real

Adobe Premiere Elements was the editing software I used to put the scenes all together.

Photoshop was used for both the Digipak and Magazine Ad

My fonts were sourced and downloaded from online font database, dafont.co.uk.

• Before we started filming we made blogs on Blogger so that we could update with any work involving the music video we had done, including storyboards and locations that we had decided to use Blogger helped me to create a series of posts relating to the genre's. By scrolling through you can depict where my influences come from. Research in this unit was intriguing in understanding how to challenge the generic conventions of other digipacks and advertisements.

The internet is an endless source of information and considering the brief for the A2 part of the course is to successfully produce a music video of an unsigned band, and create a digi pak and advertisement to match.

The internet was amazing in playing in important role in researching similar bands, aspects of music history.

• To edit my video, I used Final Cut Pro and adobe premiere elements. • At first I found this software to be very challenging and difficult to

use, but after using it a few times I learned how to use it efficiently to piece together our music video.

• To edit the photos I took for the ancillary tasks, I used Photoshop and added different filters. As I had previously used Photoshop for my AS project of creating a music magazine I was already familiar with how to add filters and manipulate the image I chose.

Research

I used google chrome as an internet browser and did more than 90% of my research through it

My initial research consisted of just looking at music videos and I did that through the number.1 video search engine YouTube

Wikipedia was very useful I searched on my genre and got tons of music videos details

Also, when using my blog (blogspot.com) I used google images as a constant source when uploading photos such as Digpak and shoot of my video

With the help of google I was able to expand my research, whether it was magazine related, video related etc. Just at the click of a finger I was able to get hundreds of pages of information on the band, and learn more about other bands.

When I had chosen the track, I then started to research similar artist's. Because the band is a mix of genre's I had to be disciplined.

By using blogger I was able to use the video, scanned images and music video's for free in an online style document, this is not possible in any other format. This allowed me to create an visualization in my posts of different artists, and in my research bring together both the Indie/Rock/Rap influence in with other influences.

When researching into digi pak's and advertisements, this was more difficult as the generic style of Rap can often be very offensive towards women, and also the traditional' culture; so the majority of my digipack was really inspired from a unique theme; however I did use sites such as www.google.com as it’s the best search engine.

Planning

To start with, my first plans were hand drawn on paper and so I used a scanner, which then emailed me images of these plans so I could upload them straight to my blog.

The next stages of planning such as storyboards, were created in Microsoft word and then uploaded to slide share in order to access them easily and in a more pleasant way through my blog.

Our next step was to find suitable locations and so as a team we searched our local area and decided on three definite main locations and some possibilities for other areas. To document this, I photographed the locations using a DSLR camera and uploaded the best images to my blog.

Also, while we searching for locations, I used this time to practise my filming skills and also to do some test shots and so after this, I again used Windows Movie Maker to edit and then uploaded the finished product to my blog.

Paint was used to create for basic editing. I created a group on Facebook to plan and schedule filming and to get in

contact with the actors quickly and easily.