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

Evaluation 4

Evaluation 3 - What have you learned from your audience feedback?

Once we had completed a rough cut of our video we organised a target audience screening in the media room, we inviting along various people in the sixth form who best represented a sample of the target audience specified in the previous blog post 'Target Audience'. We wanted an audience that had previously not seen or did not know the contents of the video, in order to get a non-biased reaction.

Here are photos from the screening:

After screening the video we picked a select handful to come and give an interview about the video. We did this in groups of two. We asked the following questions:

• What were your initial thoughts?
• Were you shocked by the ending?
• Do you think the visuals correspond with the chosen song?
• What do you think are the positive aspects?
• What do you think are the negative aspects?
• If anything, what would you change about the video?

We then edited the interviews together with the corresponding video. See below:

Audience Feedback - Rough Cut 2 from WGSB on Vimeo.

The audience feedback was generally favourable, with each interviewee praising the video. However this may have been down to politeness. But it wasn't all niceties there was some constructive criticism.

Elements people particularly enjoyed were the strobe party scenes, and the fast paced editing, as well as the setting and casting. Furthermore the subtle hints throughout to the shocking finale. On the other hand some people felt that the animal masks and the inclusion of the younger boy was confusing, and seemed 'too random' at times.

This feedback helped to tweak our video slightly, with the inclusion of more quick cuts, to break up the long monotonous scenes such as Jack getting dressed and going to the bathroom. However this was something already picked up on by Mrs. McLuckie. The main conclusion we drew from this research was that the video was a product that appealed to the target audience, all the viewers were pleases with our efforts. Perhaps it was a narrative some could relate to, or perhaps it acted as escapism. We tried to encapsulate a Skins-esque teenage drama within the space of 3 minutes, and we hope this has been achieved.

On completion of the final cut Jordan put a link to the video on facebook, to get further feedback from the target audience.

Here we had one of Jordan's friends who is an experienced editor at the BBC say this about the video:

'I liked it. Editing to the beat can be tricky when trying to hold up a narrative. But you pulled it off by using constant "flash back" clips. Also, the picture in picture effect contained just the right amount of shots. Overloading the viewer with information can draw attention away from the narrative flow.

The reference to the child, suggesting a forgotten innocence within the character, tied in well with the video's portrayal of todays youth.

Overall, the sequence included some well thought out editorial decisions and I was happy to see normal cuts, rather than quick fix transitions.

I give the Prodigy parody a 80%, I deducted 20% due to indieness.'

It was great to receive feedback from a professional. Here he has picked up on The Prodigy video 'Smack My Bitch Up' which acted as a great influence in the narrative and filming of our video. In addition he compliments the fast paced editing, and inclusion of the young boy as juxtaposition with his elder self.

In conclusion the feedback helped us fine tune are video and build it into the finish product that it is now. Feedback early on, when we had a first rough cut, helped significantly move away from our original idea, to something more innovative and interesting.

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

This video outlines how we have tried to maintain a consistent house style over all three platforms; the video, digipak and website.

Evaluation 2 from Jack Osman on Vimeo.

Script:

Jack: We have produced a series of products, including a music video, website and digipak to promote the release of an album by the band Delphic.

There are several themes and images explored throughout each of our tasks that maintain a consistent house style.

Sam: The main video is a narrative based affair that follows a morning after, the night before scenario where the lead protagonist; Jack has regretted or doubted sleeping with someone. This of course resonates with the title of the song; ‘Doubt’.

Louisa: Both the digipak and video explore the theme of confusion, and hiding your true identity. This is represented via the use of animal masks. In the video this theme is explored more explicitly with Jack masking his homosexual feelings; in attempt trying to convince himself he is heterosexual before coming to terms with the truth.

Jordan: In the digipak the masks are used on the inside sleeve opposite the disc tray, this is to hide the identity of the band itself. This is something we have consciously decided to do, in order that there is more emphasis on the band’s music rather than image. Additionally it creates an air of mystery surrounding the band, which may intrigue potential audiences.

Jack: The fact that Jack masks his homosexuality is referenced throughout our video in a variety of manners. Most notably in the scene where he looks up into a mirror to be haunted by the image of himself wearing a bear’s mask. The split personality in the mirror represents the trouble he is having choosing his sexual orientation.

Sam: The video culminates with Jack battling through several party goers adorned in the aforementioned masks, as the feelings of paranoia and regret take over Jack tries to escape the clutches of scene of the incident by running towards the front door. Upon opening the front door he comes face to face with his ‘one night stand’ and finally accepts his homosexuality.

Louisa: The theme of bright, neon lights is continued throughout all three promotional products. In the video this obviously applies to the shots of the strobed party.

Jordan: On the digipak the television dominates the album artwork with a bright glow, to illuminate the image and the presence of the band. Furthermore the links tab and the updates section on the website are coloured in bright green and blue thin strips representing neon lights. This theme ties in well with the electronic genre of the music.

Evaluation 2

Video referenced: Lady Gaga - Telephone

Evaluation 1 - In what ways does your media product use, develop or challenge forms and conventions of real media products?

Evaluation 1

Videos referenced: Duran Duran - Girls On Film, Frankie Goes To Hollywood - Relax, The Prodigy - Smack My Bitch Up, Geri Halliwell - It's Raining Men

Music Video Final Piece:

Doubt Final Cut from Jack Osman on Vimeo.

Individual Responsibilities:

Making our promotion package for Delphic's 'Doubt' consisted of three main processes, research, filming and editing. The research was completed by every one of us, each browsing the Internet and YouTube for ideas, of shots, angles, etc. As well as looking at existing band websites and digipaks, we shared the workload, and as a result shared the information we found on each other's blogs.

The whole production of our music video was of course a team effort and we each had a go at every aspect of the production process, however we each proved individually successful in different areas and therefore used this to our advantage to be able to work as quickly and efficiently as possible.

We were all involved in the creative side; developing the concept. I found myself constantly writing down and sketching ideas then pitching them to the rest of the group. Once we had decided what exactly we wanted from the video, I had a significant role in planning each shot, and how the video would plan out. This of course lent to the role of director in the filming process. I had a critical role of telling our lead actor what to do and where to go whilst filming. In addition I had a role in the video itself, and although I do not have much screen time, there are a lot of point of view shots from my perspective. I tried to be behind the camera as much as possible when I was acting in it; I shared this duty with Jordan and Sam. Louisa was in control of the lighting, and did an effective job of making sure each shot would translate well onto screen.

Post filming me and Louisa had a small hand at the editing, but Jordan took the main role of editor, proving to be the most successful in the group. At the start of the editing process we tried all sitting around the screen taking turns and helping each other. Consequently there were conflicting ideas and visions, and it became an easier process with just Jordan taking the reins. I constantly overlooked the editing, lending help and constructive criticism where appropriate. Towards the end of the editing process, Sam had a go at editing; manipulating the footage we got from our last shot.

Sam had previously worked with dream weaver in IT, therefore he had main responsibility in the making the website. The rest of us gave him ideas, including colour schemes, font, layout, etc. and again I was always there to lend a helping hand or give him any ideas.

The digipak was created primarily by me and Sam, however Louisa did come up with some great concepts and visualisations; she was the photographer for all of the images we used on the digipak, because the remaining three of us featured in the band.

Teacher Feedback (Rough Cut 2):

Our second rough cut was generally well received by Mrs. McCluckie in comparison to the rest our efforts, most notably our first attempt at a rough cut. The change from Jack miming in the verses to more narrative based scenes was seen as a vast improvement. This rough cut however is by no means perfect, and we know that. Scenes Miss did pick up on include;

• The shots of the two of us holding hands reveals that it is a homosexual love affair too early on, due to the hair on my arm. Therefore that needs to be re-filmed.
• The scenes whereby Jack gets up to go to the bathroom and where he is getting dressed are too long and monotonous. We planned to rectify this by breaking these shots up with a variety of cuts, featuring the party or flashbacks.

In addition there are a few shots we don't personal like and some of the editing needs tweaking, but apart from that it seems we are finally near the end of the process.