In what ways does your media product use, develop or challenge forms and conventions of real media products?
Our song was by Toddla T feat Wayne Marshall called Sky Surfing. The genre of this song is primarily dancehall; however there is rap and grime within the song also which brings diversity to the song. In our video we decided to have an urban/grime feel to it. We used codes and conventions of this type of genre to make our video. Grime artists are usually located in a urban setting to give the video a UK feel and also the way grime artists dress such as leather jacket, jeans, high top trainers etc. By watching videos by Skepta or Friscos – Darkside you can see similar styles of video. Reasons they are alike is because they all dress similar either with designer sunglasses or designer jackets, all of their clothes have an expensive feel to them. Also, they are similar by the way they act on camera and the way they are filmed such as the artist is always ‘ in your face’ and also have lots of swagger about them. We have tried to incorporate some of these aspects within our music video. We used similar dress style for our artist with a leather jacket, jeans and stylish trainers to make him have an identity and follow suit with other artists. We also had an urban setting in an estate to film part of our video which gives it a UK feel and makes it seem believable. The performance of our artist was very good also, he had swagger and presence on camera and the shots we used such as low angles portrayed the artist very well. We also challenged conventions of a grime music video by adding in DJ decks to emphasise the backing track which was mixed. In conclusion, I believe we used and challenged the conventions of real media products in a professional way by using conventions from other media and analysing and applying our genre well.
How effective is the combination of your main product and ancillary texts?
The design of our digipak was to keep it very basic however to keep the same theme as the music video with an urban feel to the overall pack. We also wanted the magazine advert and the digipak to be very similar according to colour, fonts and style. We achieved this by keeping the colours black and white similar to parts of the video such as the estate and block of flats which are featured in the video. Also the font is the same throughout the digipak and advert, the font is very recognisable meaning people will be able to know that the digipak and magazine advert are linked and associate this with Toddla T. In our video we had our artist dressed like a grime artist with a hoody, jeans and high top trainers, therefore for our magazine advert and digipak we have him dressed in these clothes to link in with our video, also this link means that our audience can see the definite similarities and be able to recognise the video with our digipak clearly.
We wanted to make sure the whole style of our texts and video really integrated with each other through the colour. This was achieved by having dark colours such as black and white which is heavily associated with grime videos and album covers by grime artists such as Skepta. We also used logos on our magazine advert such as the HMV logo and the record label ‘Ninja Records’ logo. The HMV logo is to inform our audience of where they can buy the new album and the ninja records label is there to promote the label and would be on anything the artist produces.
Furthermore, we promoted a tour on the magazine advert for Toddla T; the reason for this is to promote the album and tour at the same time which is a common occurrence with most artists. On the adverts we had the dates and venues of the tour so people knew where and when it was happening and we also had the name of the website where people could buy the tickets from to advertise even more.
What have you learnt from your audience feedback?
Our audience feedback was helpful for our video and we got some good ideas from listening to others. We started off by making a questionnaire on facebook and asking our friends to answer questions such as how do they buy their music, ways they listen to music, fashion questions and more. We found out our audience were aged late teens to early 20s for our type of genre and they generally bought their music online from iTunes or play.com. This gave us a general idea of how to market our video and how we should go about making our video appeal to our audience.
After we made our rough-cut we posted it on YouTube and on facebook to gather more feedback from our class and friends. The comments we got were positive such as our cuts towards the end were in perfect positions in relation to the music and also that our lip syncing was very well edited. Other positive feedback included the way the artist was a good performer by the way he had charisma and presence on camera which grime artists all have. Another positive point was the urban feel of the video due to it being set in an estate and how it has a very UK feel to it which was similar to other music videos. Furthermore because our video features two people, Toddla T and Wayne Marshall this widens our audience because of one being white and the other black this make our video more diverse and make it appeal to both ethnicities. We also had feedback saying how we could improve our music video, the comments were to film more footage and extend our range of locations in the film. Also, people said some of our footage was a bit dark so we changed the brightness on some of the shots to make them clearer. Lastly, the clothes of Toddla T were quite dark which some feedback stated there should be more colour in his clothes. We decided to use some of this feedback in our video, such as we used more locations around college and outside of college in the estate of Arbury to add to our video. The comments about the colour of the clothes, we decided to leave the clothes as they were because by our research the clothes he was wearing were suited for the genre and the colours are similar to that of this type of artist. We used our audience feedback really well and it gave us great ideas to improve our video.
How did you use new media technologies in the construction and research, planning and evaluation stages?
For our research and planning we mainly used the internet to find out facts and look at ideas of what to include in the video. We also used YouTube a lot to look at other videos in our genre for shot ideas and to find out what type of props and clothes we needed to make it seem like a grime/rap video. This was a great way to research because it gave us inspiration and a really clear way of how to achieve a well done video. Furthermore, we used the internet to search for magazine adverts and album covers from other artists to find out the conventions of a grime artists CD cover and adverts. We also used blogger to note down our plans and ideas, this was a great tool to share ideas and we could always make reference to our notes. We also posted photos of locations and gathered feedback from other people in our class.
In addition, our group used facebook to make a questionnaire for our friends to gather feedback and what people like to see in a music video of this genre. Also we used findyourtribe where you enter information and it calculated what social group and age our audience would be which helped in the making of our video. Another piece of technology used was a still camera to take shots of our locations, props and the artist for the digipak and magazine advert, we got an array of shots for the magazine advert and chose the one which fitted in the best. To make our magazine advert and digipak we used Photoshop which really helped us making our texts look professional and very believable as real adverts, it helped with the colour, fonts and the overall styling of both the advert and digipak.
To edit our video we used Final Cut, this is a great piece of software to add effects, test footage, filter colours and more. Also the software allows you to convert it into internet ready footage for YouTube or other websites so we could share rough cuts and receive feedback. Although we used lots of technology and a computer we still used a lot of paper for mind maps, storyboards, designs and check lists this was due to it being an easier task to write out and draw mind maps than set them out on a computer.