Evaluation: Media Technologies

How did you use new media technologies in the construction and research, planning and evaluation stages?

List of technologies:

Youtube
Blogspot
Photoshop
iMovie
Digital Photography
Facebook
Myspace
Camcorder
Google

YOUTUBE:

I have used Youtube to upload my work to the internet and enable myself to show my work online. This is important as it has meant that audience feedback could be collected through youtube comments and ratings. Also it allows synergy between Blogspot, as it displays a code which enables any Youtube video to be embedded within my blog.
Also this means that I can display videos on Facebook and Myspace which helped me to make the most of Web2.0. Youtube has also allowed me to view statistics including who has been watching my videos, and what has lead them to the video. Therefore Youtube has been paramount in showing my research, production and helping display my work on numerous websites.

BLOGSPOT:

Blogspot has been very important as it has enabled me to keep a record of all of my work, and my progress. It has allowed me to upload pictures and videos to my personal blog and also let me link other websites as sources. Other uses to the blog is that I can add links on the sidebar to other relevant blogs. Feedback from other students or teachers can also be collected on any post that i have made.
The effect of this has allowed me to be influenced through the advice and ideas from other people and also allowed my work to be monitored by anybody online.

PHOTOSHOP:

This program has been very important in the prodcution of the magazine advert and DVD cover design. The program itself, has enabled me to use many techniques to enhance my work, and result in a professional looking product. For example I have had to change images into black and white, so that the cover design matched the conventions of previous artist examples shown in my research. It also allowed me to select parts of images i want, and fade them into eachother, by the use of feathering and adjusting the opacity settings. Also adding text over the images, using blending options to alter the shadows and style of the text really helped to make the production completely original.

Using prosumer software such as Photoshop, has allowed me to create a product of a professional standard, without being professional. This is because prosumer technologies allow the customer, to be able to create something looking fairly professional.

iMOVIE:

Another example of prosumer software, is Apple's iMovie, allowing anybody to create their own films and videos. I used iMovie to create my music video. This was the best program to use, because tools are available such as video effects, transitions and basic audio manipulation. For example I have used cross dissolves and overlaps to blend my clips together, in order to stay synchronous with the music track.
Other uses of the program, include being able to add an audio track to the video, obviously in this case it was Destruction Preventer's Casino track. However audio levels of the clips were able to be changed and I was able to remove the sound from all clips, so only the music could be heard. I was able to add video effects such as alterations in contrast and brightness, which was vital for the live performance parts. This aided in the clarity of these parts as the lighting was originally poor.

Digital Photography and Filming

Photography is important as images needed to be collected for the DVD cover. Some of the images were taken from the bands Myspace page, but the background and other pictures were taken. Being able to take good pictures has improved the quality of my planning and DVD cover work significantly. Knowing about the right aperture and camera settings to be able to create a desire gritty effect, while also being able to change each image on Photoshop into black and white, to fit the house style of my work, and represent the band members.

Also the use of a camcorder and filming equipment, such as the use of a tripod, has been invaluable to my work. Being able to transfer my film footage to a computer via a fire-wire has also made the management of files, tapes and

Web 2.0 & Global Village Theory

The use of Web 2.0 has enabled me to attract a potential audience. For example a Facebook post, with the music video embedded, using Youtube, has meant that anybody I know can see the video, and also allows other Facebook and Myspace users to share the video with their friends. Over half of my views, when checking my Youtube video stats, have come from Facebook. This shows how effective social networking sites can be when considering the distribution and advertising of new music.

Looking at the stats from Youtube again, a world map shows that my video has been viewed from users mainly in the UK, but also from other parts of Europe, Scandinavia and even Thailand. This displays how the “Global Village” theory is taking effect, as it is easy for anybody in the world to view my music video.

Overall media technologies ultimately have allowed be to research all materials needed for my production. They have enabled me to implement my productions, including music video, DVD cover and magazine advert. New media technologies have allowed me to keep a record my progress and keep a log of all of my work, while also being able to host and upload my work through the use of Blogspot and Youtube. Finally I have been able to attract a varied audience from other countries and cultural backgrounds and collect feedback, through the use of Web 2.0.

Evaluation: Audience Feedback

What have you learned from your audience feedback?

My original target audience was the same audience of bands such as Slipknot, Iron Maiden, Drowning Pool and other rock / metal artists. This type of audience can be targeted through magazines such a Metal Hammer, and Kerrang magazines and music channels. Another way of reaching this audience is through the use of Web 2.0, such as Facebook, Myspace and Youtube.
After posting my video on Youtube and other social networking websites, I began to accumulate feedback from viewers through Youtube comments, answering the questions I had asked in the information box.The feedback received is very brief, but gives a rough idea of the responses from people who may not be involved with the rock and metal genres. I tried to make sure that the Youtube tags were relevant and attract people from who are interested in this type of music. However after looking at the results from where the viewers have found the video from, it appears that the majority of views, came from links posted on Facebook.

The other views are mostly from people actually searching for "Destruction Preventer" in Youtube. When I did this myself, I noticed that this is not an uncommon name, and that there are more popular videos with the words "Destruction Preventer" in the titles. Therefore it is likely that some of the views have been by people wanting to see the other videos, and have stumbled onto my music video. Taking all of this into account, the comments made on this video are unreliable due to the viewers not seeing the video because they are looking for a rock video, but because they have been curious and followed a link on social networking websites such as Facebook.

From this feedback it is clear that some parts of the video could be improved. The effects on the live performance part of the narrative are possibly too unclear for the audience. The change in contrast and brightness i thought would present a gritty and dirty filter over the band playing live, however the audience seem to think that the image is just unclear. To rectify this however i would need to re-film and consider lighting in more depth next time.

The unusual thing about the people who have viewed the video, is that they are spread throughout the UK, but also Scandinavia, Europe and even Thailand. This is interesting as Scandinavia is quite well known for its heavy rock bands such as Apocalyptica, Lovex and HIM for example. Although it was never my intention to target an audience outside the UK, it seems there has been an international interest in the video. This shows that the global village theory can mean my music video can be seen by anybody in the world as easily as somebody who wants to see the video locally.

After looking at the Youtube stats and comments, it was apparent that i needed more feedback. So I arranged a screening, for my video to be played locally with room for an audience of roughly 8 to 12 people. It was very important that i produced a feedback form and made copies so that everybody could answer relevant questions after watching the video.
These were the questions presented in the form: 

1. How old are you?

2. What part of the video did you like the most?

3. What do you think could be improved in this video?

4. What is your favorite type of genre?

5. In what magazines or music channels would you expect to see this video to be shown/advertised?

6. Can you think of any similar videos?

7. Did the video manage to keep your full attention from start to finish?

8. Does the video match the song well?

9. Do you think the video matches the rock and metal genres?

10. Finally how does the video make the band members look?

These ten questions are designed to lead the audience into giving responses about the video, which could have shown my research to have been effective or not. 

Question 1 shows that the range of the audience in the screening is between 15 and 18 (mixed genders). This means that the data collected is more reliable than that of youtube because this is the the kind of age group the video is meant to be targeting.

Question 2 shows what part of the video is liked the most. My results show that over half of the 12 forms that were filled out, comment about the live performance and guitar solo as being the best parts of the video. This shows that more people enjoyed the performance than the casino narrative. 

Question 3 showed comments about how the quality of the live performance could have been improved because it was unclear. This may suggest that the changing of the brightness and contrast may not have been as effective as planned. Other criticisms include there should be more casino footage, with more of a storyline. This may suggest a stronger narrative is needed for the casino scenes.

Question 4 told me that most of the audience in the screening were interested in all music, not just one genre, yet there were some who enjoyed indie rock, rnb, and metal as well. This shows that the audience is diverse and therefore as a result the data is more reliable because there are rock and metal fans in the audience too.

Question 5 showed that 11 of the 12 forms made reference to the video being featured on Kerrang and 4 people made a reference to Metal Hammer. This shows that what i have created meets the intended audience and therefore would be shown by institutions who feature similar styles of music and video.

Question 6 was left blank for all of the 12 forms. This shows that because the audience is quite young, they possibly are not aware of similar videos, as I took quite an old fashioned style. Also the fact that i borrowed devices from film, such as the shot types in 'Lock Stock' suggest that this may not be a conventional video with usual shots that you would expect to find in a rock video. 

Question 7 showed that 10 of the 12 members of the audience were engaged in the video from start to finish, and the 2 forms that were not fully engaged, made a comments about a lack of storyline as the worst thing about the video. This is therefore invalid as they were not paying attention enough to understand the dual narrative and what was going on possibly. 

Question 8 showed that 12 out of 12 said the video matched the song well. This i can presume is mainly down to the speed of editing and mise en scene used to show the band and represent them. 

Question 9 has detailed comments on the mise en scene and how it compliments how the band fit into the genres of rock and metal. This shows that the props and costume of characters are effective in displaying the type of genre the band fall into.

Finally question 10 shows that the band are represented as looking like "old school rockers" and "Hells Angels bikers". This representation is clearly displayed through the use of tattoos and leather clothing. Also there is a reference to the band being shown as aggressive, which matches how i wanted them to be shown to the audience. 

To conclude, the evidence above shows that my research in film and other music videos of the same genre, have meant that the audience recognise the genre, and have accepted the band as aggressive rockers, which is exactly how the band wanted to be shown. Therefore I am satisfied with the feedback as it shows the worst parts are the parts i also thought were worst and had problems with. This means that if i was to do it again, i would know exactly what o change to improve the video.

Evaluation

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

The whole point of my music video was to represent the band in the way they wanted, while also being able to target a specific audience effectively. The best way to do this was to research into other bands within the same rock/metal genre. For example bands such as Slipknot, Drowning Pool and Metallica have really helped me by influencing the shot types, editing techniques and narrative layouts. After analysing a range of rock videos I felt comfortable planning my own. I noticed that many Rock/Metal videos borrow conventions, especially shot types, from the horror genre in film. This is shown through low angles, symbolism and extreme close ups. This became apparent when watching the Slipknot videos. However I also noticed that although, not exactly rock, "Break Stuff" by Limp Bizkit helped me to see that generally any music video tends to link into culture and even an ideology about whatever that culture might be.

I thought that it would be best to show the band in a live performance setting, singing and playing synchronously to the music. This way the audience have an idea of what they are like to watch at a gig. However this would not be enough and would lack a strong narrative. Therefore I stated in my treatment that it would be best to take an amplificative approach to the task when concerning the narrative, linking to Goodwin's media theory. This way I thought it’d follow the conventions of other music videos of the genre, such as “Slipknot – Left Behind” and “Metallica – I Disappear”. I knew that I would also be able to link into culture by focusing on the gambling, and help portray the anti gambling ideology that the lyrics themselves are trying to tell the audience. Therefore I was able to create a combination of amplificative narrative and live performance which created a dual narrative and hybrid video.

After creating my initial plan, I considered different types of media theory and how I might be able to follow or challenge them. I decided that I would challenge Todorov’s theory of narrative (Equilibrium / Disequilibrium / Re-equilibrium) by finishing the video in disequilibrium. Therefore my narrative is a lot more focused on the transition between the states of equilibrium at the start, to the disequilibrium at the very end. This could be accomplished I feel, by the speed of editing according to the build up of the song itself. This fits in perfectly with Goodwin’s theory of taking an amplificative approach, as the narrative could be purely based around the band members within a casino setting. The disequilibrium also mirrors the rebellious representation within this genre shown through my research into videos by bands such as slipknot and drowning pool.

The representation of the band is influenced strongly by the mise en scene. For example lead guitarist without a top on, according to Barthes, connotes a rough and aggressive portrayal of the band. This is ideal as it marries well with the genre. This can be shown in other video’s such as Airbourne – Running Wild. The lead guitarist also acts as a dominant male and member of the band who is portrayed as the antagonist rebel.

However in the casino setting it would be inappropriate to be topless, therefore other materials such as denim and leather are used to connote a rough and intimidating image. Other shots such as the close up on the lead singers disturbing face also connotes a hint of insanity which also has been used in other metal videos, such as Drowning pool – Bodies. This relates to "Barthes semic-code" as it presents a particular connotation of a character place or object. Another example where this is used, is through the gambling motifs such as playing cards and chips, as it connotes an idea of the gambling culture within society.

The establishing shot before the track starts, gives a strong impression of the setting and narrative. This use of foreshadowing creates an expectation of gambling later in the video for the audience. The beginning of the video starts with a birds-eye view of the roulette wheel. During the song and video the roulette wheel is referred back to, spinning in the guitar solo for example. This is to give the impression that the whole song takes place, in one spin of the roulette wheel. This also emphasises the thrill of gambling, as it's as if the song itself is a representation of the adrenaline and 'buzz' from one spin of the roulette wheel. Finally this ends in an abrupt use of symbolism, as the ball lands on '13', connoting being unlucky. This can be linked to the anti gambling ideology as it supports the idea that you will at some point, lose.

The video itself keeps a strong sense of gambling throughout. The ideology is very much anti gambling which is shown through the video as tension rises and eventually ends in disequilibrium. This is meant to show that sooner or later, you will lose in the casino. This is connoted through the smiling faces at the start, and also the throwing of the chips at the end and aggressive actions as one by one, their luck runs out. The use of gambling motifs is used to emphasise this gambling ideology, but also the adrenaline and thrill it brings well. For example in the guitar solo, the fading in of the roulette wheel spinning and the fruit machines flashed in show the whole gambling experience and how it also may seem appealing, which relate well to the lyrics themselves. Obviously the symbolism created by chips also helps to highlight this.

Critically, if I could make the video again with more time, I would have found a better venue to film the 'casino' part of the narrative as it seems bland and colorless. In my plan I wanted the dark grittiness of the live performance to contrast with the bright colours of the casino, yet I think that this could have been improved. Even after experimenting with the contrast, it didn't make enough difference for me to be completely happy with it.

Overall my product matches other devices used in similar music videos of the genre, but also challenges some media theory such as Todorov's theory of narrative, as the video ends in disequilibrium, so the band can be shown to be extremely rebellious, and the audience is left with that representation when the video ends.


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

I have tried to make sure that all three items produced are complimentary to each other by using similar conventions to the ones used in examples of real media products. I have done this through the use of a 'house style' to make sure there is a running theme through all of the production. For example the Destruction Preventer magazine advert I have created, uses the same conventions as the Slayer advert used in Kerrang. The use of only three colours, one for text, and two for the background. In this case I have even used the same colours (black, red and white) because I have used the same colours in my digipak. This gives a fiery look, which connotes danger and “destruction”. This helps to represent the band as a rebellious group of individuals. This is supported as an image of them is shown at the top, fading into the background so as not to distract the eye of the audience away from the writing which holds the most vital information the advert is trying to give. So I have effectively used the same conventions as the Slayer advert. Even the font used is jagged and sharp to connote danger as well. I thought that there was something missing however after I had created my draft. I realised that the advert itself needed some kind of gambling motif that reinforced what the advert was about. Therefore the image of the ace of spades fit perfectly into the advert and the colour scheme.

Linking to my digipak, the colour scheme of black, reds and whites are used again, which seem to be running as a theme throughout all the work I produce for Destruction Preventer as it represents them in a powerful and aggressive way. Even the black and white barcode, parental advisory and band member pictures in the background all fit into the design I wanted to create. The red text over the black and white is suggestive of blood.
After researching into other DVD and digipak covers, I found that the most effective cover designs for the metal/rock genre were ones with the use of pictures, instead of graphic designs. Therefore I have used images of band members, and a gritty background and layered them over each other. Then I have used red text to put emphasis over the background, and make it stand out so it’s clear for the viewer to read.

All together both the magazine advert and the digipak design are very gritty and rough looking. The use of a house style using black, white and red, with a gritty filter really helps to represent how the band are together. This however also seems to be how products are made within this type of genre and is effective in reaching the desired rock and metal audiences. This is also shown within the video however, especially in the live performance clips, as you can see the sweat, and gritty colours used by increasing the contrast slightly.

The overall effect produces a valid promo package designed to represent my band as true rock rebels.

Final Production Package

Magazine Advert: Attempt 2

I have changed all of the parts that needed to be changed according to the feedback received. The band is now more visible, which is paramount when considering the trends of the genre, with large text, and an unusual sharp font. The colour scheme is exactly the same as on the album cover itself. The only other improvements to be made are the logo's and a spelling error (the comma in the URL address instead of a full-stop).

Destruction Preventer - Advert Draft

Personally i feel that this draft can be improved. For example i think the composition needs to be changed, and items need to be added to create  a better looking, more professional advert.

Things to change:

- Firstly there is an absence  of logos and official images

- Removal of "c*nt" (censorship) 

- Website address needs to be moved under band logo 

- Pre-order information has to be smaller so as not to distract from what the advert is really trying to sell (the dvd).

- Band picture / members need to be clearer and stand out more

- "CASINO" needs to be larger to attract more attention

However there are things  like about this draft. For example:

- The colour scheme of white black and red, relates well to the DVD cover, and may possibly act as the bands motif.

- i like the way that the band logo is at the bottom of the page, just like in the DVD cover.

Magazine Research -

I have chosen the magazine Metal Hammer because it targets people who are interested in the rock/metal genre, this relates to the band I have chosen to make an advert for, as they are a rock/metal band. This particular target audience is a very varied one as there are such a wide range of rock/metal bands to choose from, some dating back to the 70s/80s, others as recent as 2009, therefore there is no particular age/sex or walk of life. Though on the flip side, the kind of people that read this magazine tend to be stereotyped as labels such as goths (black clothes, black makeup, lots of metal chains etc), or as metallers (a lot of denim, chains, big hair etc), these tend to be associated with angry teenagers and are often male.

The way this magazine targets these audiences is by advertising as many different bands/artists as it can and promoting the various things they do, i.e. when they are doing gigs, when their latest album is coming out, that sort of thing, and they do this in all sorts of ways.




As one example, I have chosen an advert for Rob Zombie, a very well known rock/metal artist. As you can see, the advert is very focused on his face/facial expression; it represents an evil/horror/threatening image, which is relevant to his name. It is a very angry image, which is often related to a lot of artists like himself, and why they are associated with angry teenagers (angst), but this is not necessarily the main target audience as Rob Zombie has been around for a long time. This is a full-page advert, which means it is designed to be an eye-catching, “in-your-face” kind of advert, as if to bully the audience into buying the next album. Unfortunately, these kind of adverts cause the general public/people who are not interested in this kind of music to have a bad perception of these bands/artists as they are only taken at face value, since a lot of black/red bold text is used, which indicate threats/anger. Therefore these kind of adverts are more aimed at people with an open mind/already have an interest in these genres.



The next adverts I have chosen are two half page adverts, both showing very different styles. The first one is a Rammstein advert, who are advertising their new song "Pussy". A theme of humour and irony is used as the picture shows a picture of a pink dog {poodle). This kind of advert is very to the point, and very plain as it has a plain background and bold text. There is no air of anger or threats, unlike the Rob Zombie advert, even though Rammstein are a German heavy metal band. The fact this does not insinuate the general stereotype of this particular genre is ironic in itself, which adds to the humour factor of this advert. This is the kind of advert that appeals to a younger, male target audience, linking to the teenager stereotype I referred to earlier.

The advert below this is that of Motley Crue. They have taken a more classic approach to the metal scene and have used themselves with scantily clad women/cigarettes to advertise their new album. The reason Motley Crue have done this is because it appeals to the majority of the male fans of this type of music, and rock music, especially back when Motley Crue were at their prime, was generally associated with drugs/women/cigarettes/alcohol etc. This shows they have kept to their "old school" roots, which appeals to a wide variety of ages and not just a younger generation, like the advert above it. The bands logo is seen to be very small, as well as the information about the album. The fact is it about a re-release of an album shows it is not a hugely significant event for the band, but it is something that still needs to be advertised.