Hello, I'm Zoey and I'm Tom, and this is our evaluation on our A2 music video project. We were asked to choose a song that hadn't been released and produce a music video to it. We chose the song 'Rake it in' by Imogen Heap as we liked the creepy music box-like piano, and the screaming towards the end. This song was difficult to create a video for, as it had such an obsure genre. However, we can safely say the video is unique, which encourages audiences to view it again. Along with our video, we created a 'Digipak'. This included taking photos and editing them for the album 'Money Merely Unmasks Men', and creating MySpace, Twitter and Facebook accounts to advertise and increase the artist's viral campaign.
1. In what ways does my media project use develop or challenge forms and conventions of real media projects?
As our chosen song had an alternative genre, there were many ways we could go about making the music video, as there aren't any specific conventions to this style. To get some ideas, we listened to the song and wrote down what we felt about it, any powerful images we could think of, and the message it conveys.
We decided the song deserved some performance, narrative and concept, as it focuses on the artist and her emotion. We darkened every shot to reflect this, and used the character of the devil to clearly resemble the 'evil' person she sings about. Themes presented were feminism, shown by the burning of dolls and the quotes and witchcraft, also shown by the fire and the woodland location. As the artist does not make it clear what this person has done to her, we simply turned the video into a 'hide-and-seek' game between the characters, the artist running from the devil. We briefly see shots of her as a puppet, being controlled by the devil, showing that she is ultimately unable to escape him. As the genre would appeal to a niche audience, we wanted the video to be unconventional and gripping, so it would have a re-viewable factor and spread to other audiences. The first step to doing this was to create a striking, consistent look for the artist. I was dressed in all black, like a typical witch (without the green face, broom etc.) with a dash of colour in my hair to show hope. My hair was all scrunched up, so I looked like I'd been though a lot of trauma. This is what the artist is feeling in the song. The dark appearence of the video, the devil, fire and all other references to hell and torture make it quite different to other music videos as it has a horror element. Jump cuts are quite often used in horror films, and we felt they added much tension to simple shots such as the devil walking.
2. How effective is the combination of my main product and ancillary text?
1. In what ways does my media project use develop or challenge forms and conventions of real media projects?
As our chosen song had an alternative genre, there were many ways we could go about making the music video, as there aren't any specific conventions to this style. To get some ideas, we listened to the song and wrote down what we felt about it, any powerful images we could think of, and the message it conveys.
We decided the song deserved some performance, narrative and concept, as it focuses on the artist and her emotion. We darkened every shot to reflect this, and used the character of the devil to clearly resemble the 'evil' person she sings about. Themes presented were feminism, shown by the burning of dolls and the quotes and witchcraft, also shown by the fire and the woodland location. As the artist does not make it clear what this person has done to her, we simply turned the video into a 'hide-and-seek' game between the characters, the artist running from the devil. We briefly see shots of her as a puppet, being controlled by the devil, showing that she is ultimately unable to escape him. As the genre would appeal to a niche audience, we wanted the video to be unconventional and gripping, so it would have a re-viewable factor and spread to other audiences. The first step to doing this was to create a striking, consistent look for the artist. I was dressed in all black, like a typical witch (without the green face, broom etc.) with a dash of colour in my hair to show hope. My hair was all scrunched up, so I looked like I'd been though a lot of trauma. This is what the artist is feeling in the song. The dark appearence of the video, the devil, fire and all other references to hell and torture make it quite different to other music videos as it has a horror element. Jump cuts are quite often used in horror films, and we felt they added much tension to simple shots such as the devil walking.
2. How effective is the combination of my main product and ancillary text?
By combining the main product (The Music video) and additional forms of media such as those in the Digi-Pack the overall product seemed more professional, as if our artist really existed. Our Digi Pack consisted of a prototype albums cover for our artist and ‘groups’ set up on various social networking sites to inform people of news related to our fiction artist.
Our CD cover cemented the themes that were included in our music video, predominantly those to do with witches and devils. This associated the CD cover with the music video and to the artist herself. By using photo editing techniques we layered multiple images ontop of one another to create the illusion that there were multiple devils surrounding the artists. The inside of the CD cover shows the artist and the devil opposite to one another, showing that they both are complete opposites to one another, The singer sticking with a classic, gothic look representing making music for others enjoyment, while the devil is wearing a hoodie, portraying modern music and fashion just as a means of making money, tying in with the themes of the music video.
The use of social networking sites allowed us to give our fictional artist a personality, and make her seem more authentic. We also sent ‘Friend Requests’ to people to mimic an authentic fanbase. We also added information about the artist which may help explain the music video, and any hidden meanings it may have.
All this additional information allowed us to create a Artist to fit the music video and create a style for her. If this was a real artist, the creation of a CD cover that suits the Artist and Social networking is essential, because it provides the
3. What have I learned from my audience feeback?
Around twenty-five people viewed our music video once it was finished, and we gave the viewers questionnaires to complete for feedbeck. From reading their answers, it was clear that our chosen song appealed to a niche audience, as some viewers said they wouldn't buy the song due to the genre. However, they liked the artistic nature of the video, saying they would watch it again. The majority understood the narrative, though a handful didn't understand the underlined message as it was overly creative. Most viewers answered that they would research the artist after as she has a stand-out, unique style.
4. How did I use new media technologies in the construction, planning, research and evaluation stages?
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