From AS to A2 

The change between as to A2 mean that the work that we are doing has changed in as we we had to create a 5 minute news bullion where in A2 are task was to create a Tv doc or music video this means that we had to have more of a performance based piece of work having to fill the whole song with a production where as in AS we only had to use are voices that was easy as we didn't have to have any performance in are As work. the change in AS to A2 is also a big difference in the way that we research in are in work having to go more in depth with the way that we describe key media terms having to have a more a understanding. The main focus of are work this year is to do with the creation of a music video this includes having to do work with visuals and sound were this is different as before in As we had only had to deal with sound in radio this years work creates challenges having to learn how to use new programs like adobe effect and photoshop to create a CD later.

Research and planning 

Andrew Goodwin 6 Conventions

Genre conventions

 This is that there are specifics in each genre of music which then gives it identity this includes like in a rap song the background and what a persons see in the video is expected to be different from what they expect in a opera music video were one is expected to be flashy and feature expensive things opera videos are likely to be a video of the person performing.

Relation between lyrics and the video 

this would be when in a video something happens directly because of what was said this could be done to make the video destructive to the song and is a way for the artist to leave a stamp on both pieces this is something that could be featured in the whole song or not used at all it depends on the video the artist is creating.

Relation between music and video 

Other artist use different techniques to create their video by not focusing on what was said but having  certain things happen in the video depending on beat this would likely include cuts on the drop or a black screen in and out at significant beats.

Star representation 

This is a technique that is used not only to improve the video but to make it more appealing to a wider audience this is something often used by bigger artist in the first place by bring another celebrity onto the video that doesn't have a place there apart from being a another face the audience reconciles often being a role of a social media influencer as their fans are likely to watch the video for this reason.

Voyeurism 

This is when the artist sees the audience as a alternative person so brake the conventions of a video and look down the barrel of the camera therefore braking the fourth wall or if certain lyrics have to be saying something about a person artist would point at the camera as to give the impression to the audience.

Intertextuality, Pastiche and Parody

Videos of this context are those that pay tribute or mock what other media by creating a scene very similar to iconic scene that the audience would be able to pick up on.

Understanding Narrative

With narrative not being a part of the As course we had to learn about is from the beginning about what narrative is when it comes to documentary as Gerard Garnette according to his theory narrative consist of 3 different factors. 

Form of narrative This is the type of why the narrative is shown this would mean like a conversation or the body language a person shows this are forms of narrative.

Succession of events The way that things happen can show a way narrative is done and if somethings change it could ruin the narrative of the events.

Methods of telling a story.There is different way for the person to tell a story in a music video with the story line based videos that then follow something said in the song often a interpolating of what is said during the course while other music videos don't try to focus on the methods of telling the story by not in the video and making it just look visual appalling.

Narrative in music video's deployed to authenticate an image of the performer like the kinds of stories told, the locations where it is set, the characters they contain, and the style in which they are shot, work to confer legitimacy not only on song another thing that every music video has to met characteristic of the genre that it is featured in so the narrative of a classic music video will be different to k-pop music video this would be noticeable but each one would then be similar to other videos in it's genre most top artist follow the same treads for all their videos just as the songs have similar treads. The narrative of a music video is if it is story based it has to do with the lyrics of the song but a performances based video just has to fit what performance would accompany the song in something like a live performance of the song. 
Narrative in Music videos 

The way that form of narrative is used in music video is determined by the genre of music video the way that things such as body language are used would be different in a rap video would be completely different to any other genre this is linked with the message that they are trying to tell from their video the body language that is used to fear is different to show a person who is hyped by looking at different videos from different genres could show this emotions in different way.This could be done with the second form of narrative the succession of events this then creates what a person is trying to show in their as if one clip is shown before. With narrative not being a part of the as course we had to learn about is from the beginning about what narrative is when it comes to documentary as Gerard Garnett according to his theory narrative consist of 3 different factors. 

Form of narrative This is the type of why the narrative is shown this would mean like a conversation or the body language a person shows this are forms of narrative.

Succession of events the way that things happen can show a way narrative is done and if somethings change it could ruin the narrative of the events.

Methods of telling a story. There is different way for the person to tell a story in a music video with the story line-based videos that then follow something said in the song often a interpolating of what is said during the course while other music videos don't try to focus on the methods of telling the story by not in the video and making it just look visual appalling.

  
Hypodermic needle theory

The idea of the hypodermic needle theory states that an mass audience could be influenced into doing or supporting what they see in the media with the media being seen as such a reliable source of information that people grow accustom to what they are watching and are less likely to feel about this ideas that are going pushed onto them by the media while the idea of the hypodermic needle theory is now outdated as the audience have more control over the media they watch and take in now the hypodermic needle theory was developed in the 1920 but popularised during the 1950/60 when the news that broad casted was created by the journalist who made the news story and the audience had no choice to voice the own opinion and just believed what they had been told this meant the audience were less active and just took in information were as now an audience would  have more different news sources with different views on what happened in the same story meaning that the audience can choice what they what to hear and use it to form their own opinions on what they believe. While the idea of the hypodermic needle theory has come back into idea in the growth of the new media as YouTube and other websites push ideas of certain pollical ideas or force on stronger options to a younger audience meaning that audiences now are subconscious taking on views from their favourite media influencer that creates a more intense idea of the hypodermic needle theory. 

Primary research methods  

The first thing that was done was on was to look at videos in our genre while looking at hip hop videos just to see what the codes and conventions were within the video things that I picked up from watching the videos were that they apply to trends at the time and would often take ideas from other artist videos while also in hip hop in performance based videos there is the idea of the flexing and drug culture showing having money was something very important to portray in hip hop more than any other genre.

Secondly when conduction primary research that we did was then conducting our interviews with people this was done with a verity of people that listen to rap music to get a different view from all the interviews of what they wanted to see a music video and probably more importantly what they didn’t want to see in the video weather people felt it had been over done or what harm it did to the video another question that was asked was weather videos should adapt to the model or create their own type of video this then helped us to find out what our audience wanted from our video compared to the other videos in the market.
Interviews 

Secondary research methods 

 Secondary research The secondary research that was taken was finding comments from people on videos seeing what they thought of the video what was done wrong and what was done right this was a easier way to find out about a larger sample of our audience in the comments the opinions were divided on many thing but key things that were mentioned are lighting and editing effects it was clear to see the audience wanted higher colure well lighted videos as this would often fit the mood of the song and that was the most important thing while making a music video how it makes the song special. When it came other secondary research I would also listen to podcast and interviews with hip hop expects  this was done so I could then gain an understanding of what different people with different expenses had not only of the music videos but how the currant hip hop scene is seen and how artist portray them this was a way to see views of people who have analysed the industry for years while some were against the way everything is going today and changing other believed that is was good to now accept the new lifestyle of how music is produced sent out and a flex lifestyle.

Understanding Audience  

The difference between the understanding of audience from As to A2 is that in A2 we now have to take a more in depth look into are audience were in As we would look into demographics in As and what they want from there media product whereas in A2 we now have to take a more in depth look into what a audience member is and how to maintain there interest to make them a active audience member and make them keep the audience on video. 

Henry Jenkins participatory culture theory that audience members are now more active in everything that they do that while watching a program or listen to music the audience is most likely also engaging in other aspects of social media at the same time  and the audience is now creating the own aspect of media that what people now see on Tv they are likely going to twitter about it with other people taking creating there own media to the next level with taking there opinions that they have on a certain topic to creating a blog or pod cast to voice what they believe. This theory could be seen now with media contently showing the same thing is more likely to make more people feel passionately about that for example with politics there is now a large difference between the left and right wing because depending what media outlets news comes from is likely to give people different opinion that they will then change into there own media causing audience to be more active now with the platforms allowing them to create there own media.  

Stuart hall encoding and decoding the process includes how the message is encoded by the producers and then how the audience decodes the message the way in which the audience decodes the message can be decoded in three different way first would be the preferred reading this is the message that the producer wanted people to read and this is what the real message is this message is for audience members that are more casual and unlikely to active on what they watch. The second type of message is a negotiated message this would be when the message is understood but the audience interrupt it to mean something different to the preferred message. whereas the oppositional decoding is where the audience disagrees with the preferred message meaning so they challenge the meaning to find another way in which the media can be decoded to mean something different.






Understanding Media language 
Different types of music video

This was important part of we had to make was the before constructing the music videos was the two common types of music video performance and narrative based.

A narrative music video is where the artist is not directly performing the song the video is shown as sort of a short film and that in the video while it’s a way for the artist to explain a story that was made within the lyrics the video would notably have a plot in hip hop a narrative video could be used to dramatize in a more sensitive topic of song. This could also include cut away and artist features within the video that give the video a closer more personal feeling to the artist this could then become a mix between performance and narrative.

A performance music video is where the focus is of the artist performing the song videos in this form would not use storyline to create a video it would use more interesting camera shots locations and effects to make the video visually applying for the audience to watch this would have close ups of the artist to single out key lyrics. Performance videos are commonly used in hip hop it depending on the artist and type of music it is as it would be used for dance and hype tracks that would then portray an attitude they want the audience to feel.

The Auteur theory 

Auteur theory is to do with that the director creates a major part of the filmmaking an certain directors use similar techniques in all of there work and can be seen as personal stamp of the director being able to see characterises that make you know it is the directors work. 

Knowing this was feature used by filmmakers I wanted to research into seeing weather or not it was used by music video directors I looked at videos that where directed by Daps the flex God who is British-Nigerian director for artist such as Migos Young Thug 
While looking into his videos most significantly Migos T shirt and stormzy big for your boots there are many features that are commonly used in his work. 

Videos 

One feature of auteur theory that is used by daps is the way that women are portrayed in his videos while other hip hop directors use women to be sexualised objects in a lot of his videos much less exploitative that most women are fully clothed like in the t shirt video he was still able to sexualize the women but throughout were clothed in the fur jackets.

Although not used in all of his videos it is clear he uses juxtaposition more then other music directors using it both in the context of what is being said in the music and also from one image that shows a luxury lifestyle then showing a person in a council estate that is a key way of showing two different lifestyles within a couple of seconds of the video. 

Both decision that were made before the video having an idea of what video is to be created with the idea of juxtaposing many shots were taken and in post-production Daps creates this by finding two different shots while still finding a way to fit it into the video and fit the song. The idea of auteur theory is different from music videos to film is that artist then have more of an import say in the video then actors do in movies so some videos have to then be built around what the artist wants the video why in most videos Daps takes co director role with Quavo compared to in films where a director can take idea and implement them. 

Adobe spark was the first experience  of creating film by making a 30 clip gave us an in site into how to edit the video and how to connect up the video with how long things should stay on the screan and what is actually important enough to make it in the video.

Adobe spark 30 second video clip 

This was a short video made about the history of YouTube as a company in this video i picked 5 significant in the history of youtube to keep the clip short but not to overwhelm people with information  working on adobe spark helped me to work on timings of how long it would take to read each slide and how long they should be on screen while in this example i feel some slides are too long and could use more information and this is something i will work on when attempting to create another adobe spark video with a partner. 

Adobe spark working with a partner 

The video that we are making is about the history of apple 

Pros and Cons of working with partners working in a partner cuts down the time that it takes to product the video as it means that two people can make and discuss the ideas that should be in the video this helped to create a better video then at the first attempt with the partnership having more experience on adobe spark after the first attempt. Things that had to be taken into consideration while working with a partner having different ideas of how to present are adobe spark topic to include what both people thought as important milestones in the history of apple and to feature it in the short adobe clip this was disadvantage about working in a partnership as it took more discussion of what the topic should be and what should be involved before actually making the adobe spark video.

Construction 

Planning 

Before we started filming we first had to make a schedule and deadline of when the certain bits of the work should be complete this meant that the work was more organised and then gave us more time to edit the video and able to reshot things that where out of place in the video and get audience feedback  on what we could have improved.

  

 

Editing

example of editing

The RGB

An editing tool that we used was the RGB scale this was to give the video a warmer look this was done because the shots were original darker than what we wanted it to be in the video by raising the red levels this also went with the colour theme of our work which was red and white. 

The special effect that we added we had to take of youtube and then implement it into our video one of this was a optical flair that goes from the top of the screen to the bottom. 

Optical flair before adding the effect

Optical flair added in the video 

This was the sort of effect that we had seen in real media text as it is flashy and bright while not wanting it to over power what was happening in the video it noticeable in the video and gives some light In some of the outside filming this gave some shots a different look. 

while this were edits that were made on adding effects we also had to think about making our transitions interesting in the video as in the video there was a lot of cuts and it gets repetitive to have the same fade in and out of scene this is why we used the. Spherical Blur and found a placement in the video were it fit in with the music and the dance that josh was doing.

The video also could link into theories that we had studied before   Andrew Goodwins 6 Conventions of music videos by linking what was said in the video to what was being done in the video this would include the use of voyeurism that was shots of the artist looking done the camera rapping the lyrics towards the audience making the cuts be in sink with the music when it was aggressive the cuts were aggressive but when the music had less shirts then it gave us time on only one specific thing with longer shots one example is were it said shooting at the opps and the visuals show an enemy getting shot on fournite which directly fits with what is happening.   

First Draft 

We decided to upload our first draft to youtube so we could then get audience feedback on what to improve or what was good in the draft.



The main criticism that we received from the audience feedback was about the lip syncing in the performance while also receiving feedback about a lack of visuals. The lip syncing was something we originally saw as difficult to fix having to reshot the every scene where the signing was off alternatively we decided that we could hind the noticeable miss lip syncing with visuals that are added to then take the audience attention away from just looking at Josh the whole time.

Final Video


Overall doing the research and having a good knowledge on music videos and the genre that we were doing gave us a better idea going into the primary and secondary research by knowing what artist we might want to take ideas from before we started and meant that we were then able to more audience research to see what we needed to include while we also had challenges in creating the video this came with. having a contrast in the ideas of what we wanted from the video having to change the video after the first recording we got as the visuals didn't fit the song we had so we had to change the idea of what we were doing this included the background and how the performer was presented In the video.

  

Ancillary Task

The ancillary task that we had to present were and website and digipack and the first thing we had to do was to look at how other artist presented this two ancillary tasks to see what is most important while creating them firstly the website while looking at other artist website during the though research important things that were included. 

• Colour scheme most websites would follow the same colours on the whole website looking examples that I found would use solid black and white colour background but because we already had a colour scheme in our video the idea is that the website would be majority red.
• Tour dates this was a feature on every website as this is a direct connection between the audience and the fans and is something the artist would like to self promote on the website and show to new and existing audience.
• Links to buy or listen to music 
• Large images of the artist this would often feature on the home page but could also include images or art from the latest album.
• Include information about the artist including biography or information of artist accolades.

Much like with the main task we created a timeline for the website to make sure that we stayed on top of the production and having an idea of what we had to do and by when 
constitutions of the website we used wixs when creating the website this proved us with a professional and well organised platform for our website important factors were making sure that all the links worked able to connect music images and video on the website     

There was five different heading that we had on the website Home,music, video,biography and tour this were the things that we saw the most important on the website as they present what we wanted to an audience  other things inculcated on other websites induced contact and booking information by we saw this not being important enough for it's own heading as there would be too many tools on navigation bar as this is often clear and artist would inculcated this somewhere on the website or in a social media bio depending on the size of the artist and weather they can be booked.
An important page on the website was the home page what the person sees when they open the website like examples from other websites was to not over complement this page just to have a single image of the artist this was seen on playboi carti young thug and rich the kid websites having a image that has relation to their latest album.
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Website markjmurphy99.wixsite.com/mysite 

what went well was having the example of other websites and entering the website with ideas of what we were going to do in connection with the Cd and music video this being the colour scheme and the branding needed on the website. What challenged use was having to create the website without spend money on it this was challenging when having to connect a way to buy the music and not being able to change the donation of the website.


Ancillary Task 2(Digipack) 

research into digipack much like we did on the website gave us a greater understanding of what was vital to inculcated on a Cd cover and back by keeping up to latest trends we looked at albums produced within the last year to see the codes and conventions for them this would be.

• Images of the artist on the front cover.
• Interesting fronts used for the artist name and album name
• Track list included on the back.
• Album name on CD and Artist name
• Use of effects though out the digipack 

Original picture

we chose a picture of this sort because it fit to what we wanted to represent of the artist rich luxury life style the slant of the camera was important because head on shots didn't justify the some of the factors we wanted to represent this gave a more intimidating look to the artist as the person is almost cowering away from him.

Although this didn't reach the codes and convention we had identified during research with a lack of editing added to the picture one effect that we used to see what worked best was the RGB scale most notably on the smoke we added this gave the cover a hallucinogenic look and could be seen as a direct link to drug use a topic evident in hip hop/rap music.

Another important thing to think about was the positioning of props and text we added in adding in the knife and smoke of the internet and finding way to fit them into the cover that look realistic and give of the impression we wanted of the artist adding the knife and crack and using the rubber tool to create the illusion that it had been stabbed though the table.

The writing was done is the front font as sort of a symbol of graffiti it looks as if someone had written it this was an example of artistic interpenetration and is more likely to catch the eye of the audience rather then just putting normal text on the cover also having it slanted to the opposite direction to the artist to not take focus away from him being in a spot where nothing was notable in the cover.

similar decision were made on the CD in where to put the writing and chose to have the same front as we did in the cover. On the Cd we choice to have the artist name be at the top and very central compared to Album name that we put under the hole more to the right so it was next to our artist and the writing on the bottom about copyright just gives it a professorial look same could be said about the parental advisory stamp on the cover.

Final product

 

Evaluation Questions

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

2How effective is the combination of your main product and your ancillary products?

3 What have you learned from your audience feedback?

 

Question 4  How did we use media technologies in the construction, research, planning and evaluation stages?
 Link to evaluation question 4
http://www.timetoast.com/timelines/1764992