Evaluation Task 4

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

Due to the technologically convergent world in which we live, where the proliferation of media technology has reached an all time high, it is no surprise that different media technologies played a prominent role in all stages of the development of our three products.

Research and planning is without doubt and integral part of the process that has great impact on the rest of the project. Despite not appearing particularly practical, we used a wide range of media technology during this period before even executing our three products. The first example of this technology was during the summer when as part of my research package I used the social networking platform Facebook to contact Dionne Bromfield and interview her. Dionne is an old acquaintance of mine from school and this interview, made only possible by the internet, was very enlightening in terms of the industry that she is now part of as an up-and-coming pop artist. Her success has allowed her to have her own professional music videos created meaning she has a detailed understanding of the process, as well as the work that goes into finding at artist a recognisable and definable star image. Dionne provided information on both of these facets that proved very useful in my research into the industry.

In the initial stages of this module, we were tasked with creating presentations that documented our chosen concepts. This was a crucial stage that allowed us to showcase our creative ideas and gain feedback. As stated on the blog we did encounter some problems regarding group chemistry so these were eventually changed. However, at this stage I was with a different group working on different ideas to the one myself and Rachel moved forward with. Myself and my former group utilised presentation tool Prezi to display our ideas to the class. This was useful as it is a completely immersive software that really allows an audience member to get a broad picture of a concept due to the various different areas in which you can write. There is no better platform for presenting how various ideas can merge into one whole concept. It is also much more visually stimulating than the ordinary software and therefore held the classes attention better. The following Prezi's document the two ideas we as a group had isolated and shown and interest in, before receiving critical feedback on them.




Prezi clearly lended itself to the planning and realisation of our ideas, but we chose to use another presentation platform for some of our genre research - Powerpoint. We needed to run some research into genre conventions for all our products. This would help inform our ideas and see if the ones we already had suited our 'Indie Rock' genre in the real world. It was an important task in maintaining realism with these products and ensuring that they had the potential to be commercially successful in the industry, granting that they remain within their genre. Powerpoint was more useful for this as it was better than Prezi for recording a large amount of information due to its more workable typeface and layout. This task was not about presentation but more about understanding the projected image of our band. It was for us as a group, and we were happy with the information and images we managed it accumulate and feel as though this is represented in our final products. I initially created one presentation on genre conventions, and then further created another that shared some of the similar ideas but went into more detail. This was so that the presentation was more specific to the kind of artist and video concept that we had finally settled on. Also, the first presentation was created while I was in the first group, before pairing with Rachel. I was able to reference back to these Powerpoint's numerous times during the journey and they helped me stay on track with the products making sure they were coherent and true to their genre.




Our utilisation of Youtube in this project was massive. Not only is our final video displayed globally through the video streaming site, but we have employed our own Youtube account on various occasions to document and share our progress via this blog. The very first examples of this was during our research period where we were trialing ideas with various peers and teachers to gain the all important feedback to help us develop. This proved to be massively useful as it allowed us to make sure that we retained all of the advice that was passed over as we could watch the videos repeatedly, meaning nothing was forgotten. It also gave us a good chance to evaluate our progress since the videos were filmed - to see if we had responded to our criticism and thus improved the products. A prime example of this is when me and Rachel met with Luke, the head of the schools creative media team, to propose our new idea.



Youtube also played a major role in the planning of our music video, as we used it as a method of recording the bands rehearsals on numerous occasions. Much like with Luke's response, we recorded these clips through mine and Rachel's smartphones, another technological device. This was a huge part of the success of the video in the end as it allowed us to watch the group develop in terms of their performance. It acted as reassurance for us and gave us to opportunity to review the footage and iron out and individual problems with specific members of the band. Our video is almost entirely performance based so we had to be able to rely on the group and ensure they felt comfortable and confident. Rehearsal was one of the areas where we spent most time in the preparation and planning prior to the shoot day, and I feel this is evident in the final video.

We continued to make use of the fantastic technological media resource that the modern day smart phone is right to the end of the module. When running a standard focus group after the rough draft completion of our three products, we used the phones 'voice record' option to save the entirety of the focus group feedback from the group of teens. Much like with the rest of our feedback, this ensured that we were able to review the information and make sure that nothing was forgotten. Importantly, it also meant that we weren't able to filter the feedback and choose to only listen to the positive critique.  After doing this, we routinely uploaded the sound clip to our own Youtube channel before then using the software found on the website www.tubechop.com to condense this clip into shorter 'sound bites' that we could post onto our blogs. This allowed us and the audience to focus on the key information from what was a relatively lengthly recording.

As you can see, the rehearsal sessions we completed made a great deal of difference to individuals within our band. However, arranging these sessions proved to be quite difficult. Organising 4 teenage boys to be in the same place at the same time on several occasions was certainly a challenge but we made use of the school intranet email system to keep them up to date with our schedule and try to make them as prompt as possible. On reflection, the boys managed to do this well and remained committed to their role throughout and in the end gave a performance that both myself and Rachel were delighted with. 

A media technology that cannot be underrated in our use of it was simply the internet itself. Having free use of the internet and its search engines allowed us to complete dense research on similar products in terms of all three of our products. We looked heavily into bands of a similar status to ours and looked at the way their media presents their image, and how the audience is supposed to view them as an act. This is something we always looked to replicate both in their themes but also in stylistic elements. Due to technological media being so readily available at the click of a button, we were able to do this - drawing inspiration from the websites, Digipak's and music videos of others. We went onto to make individual blog posts on each of these documenting what we had learnt from the experience and how it would support our own creative work. These were some of the external sources;

As well as using it as the hub of our inspiration, we worked on the internet to complete necessary admin related to the project. In order to legally complete our music video and then publish it on Youtube, we had to go through the process of licensing the song. This is a fairly tedious process but it has to be done. George Ezra is signed to Sony Music, so I had to go through their website to achieve this. It involved me filling out various forms on the website alerting them of why we wish to use the song. I had to explain that we are A level students and need the song as part of a filmed project for a qualification in Media Studies A level. We had to stress that the video would be used for purely assessment purposes and will have no commercial usage. We also included the fact that the copyright holder will of course be fully recognised in the pre-production and evaluation material that accompanies the project. Finally, I was given a message that granted me licence to the song. The internet gave me a link to a major conglomerate and, given that the song is absolutely crucial to the video, allowed me to complete the task.

Throughout the rest of our research and planning we also used a variety of other less significant software's for small jobs. An example of this was exploring Microsoft Word, used to create a detailed and coherent shoot schedule prior to the big day. This gave us a rough idea of what we planned to shoot and when, telling us at what times we should require certain cast members, filming spaces and props. It also gave us regular deadlines to work to during the day keeping us on track and making sure we didn't waste time. Despite not entirely sticking to it on the day, it was an important requirement to undertake. We had used Word earlier in the process for other slightly mundane but important tasks such as assembling a props and costume list to give to the department in order to let them know our plans.

Music Video

Being arguably the most practical assignment of the three, there was no doubt that the creation of our music video orientated around the use of technology. Much of this was high functioning film equipment that we as students have built a working relationship with over the past year of the course. The first technological thing we did relating to the music video was film our animatic. We had previously gone through the lengthly process of drawing each predicted frame of film - making a storyboard. We then filmed this hand drawn story board using a Sony NX5, holding each section of the story board for a couple of seconds before changing over. 

We then cut this footage together very simply using the schools new editing software Adobe Premier, having this year made the transition from, the also established, Final Cut Pro. This was a fairly basic task and once finished gave us a rough idea of how the video would shape up, highlighting any faults or gaps in content. It showed that we needed a greater range of visual ideas and motif's for the video as it was easy to see that some shots were simply held for too long. It was a positive step in the process where things had the potential to collapse, as some other groups realised.

There were a few minor planning issues prior to the shoot day for the music video that were once again aided by our exploration of technology and software. We used Photoshop to draw up set design plans to give to the set designer. This followed some hand drawn designs made before, but were created just to make the images in our heads extra clear to others working on the shoot.

When the shoot day finally came, myself and Rachel were able to gorge in the range of technological equipment available to us to create our video. This included a grand array of lighting apparatus which we had to move and choreograph, two high functioning/semi-professional film cameras (Sony NX5 & Sony FS100 - with prime lenses), a digital clapper board operated from an Apple iPad which was connected to our feedback track, and also a Cannon 5D for taking photos during the shoot day. These photos were then processed at a later date and given small editions for the website. This was a huge day where I was able to offer real input with this technology into the construction of the music video, taking the lead role in terms of camera work. I was able to experience specific filmic techniques such as shooting while on a movement track, which was locked on for a smooth, stylized and professional look which paired well with the high contrast lighting. This created good contrast for the low saturated, handheld, 'messy' filming - used to achieve an effective home video look. I had to adapt the camera in terms of light and lenses to capture four different lighting scenarios, that included a green screen. The home video style especially was used to make the group appear less commercial of thus more likeable, as if they had filmed it themselves. My further involvement in the day was documented in my shoot evaluation on my blog. Regardless, the construction of this video or in fact any music video can not be possible without the aid of these technologies. 

In the wake of the hectic shoot day we were then of course tasked with the edit. This was the true formation of the video and without it the footage is rendered meaningless. It is a lengthly process that requires attention, patience and precision. After initially working together on this task, I then spearheaded the second half of the edit alone, with Rachel turning her attentions more to the website. This culminated with me participating in regular editing periods in the suite that varied in success. After each of these I would take to my blog to disclose all of the technical decisions I had made and how I technically completed them. These decisions ranged from initially syncing the tape to a base track right at the start for a more time efficient method of editing that allowed for experimentation, to eventually moving clips by fractions of seconds to help clips cut to the beat to highlight the song and make the edit more seamless. One of the more notable creative decisions we made was to include jump cuts at the start of the video, inspired The 1975 'Girls' video. Not only does this effectively convey a long passing of time in the studio, but it represents how the band are being constructed and manufactured by cynical producers - being moved into various different positions based on their look. This is also a relatively modern editing technique that has been popularized through YouTube, and therefore coincides with our young target audience. 

Over this time frame, I made two official cuts of the video with the first being a rough draft to share with our focus group. The change between this and the final cut is very noticeable and it clearly more refined, watchable and entertaining. It was at times a tiresome slog getting the video finished, especially when encountering problems. But on reflection I enjoyed using the software and being responsible for the final step in bring the video together. I continue to take pride in my work on this module and the video we have produced.

Digipak

Our Digipak was almost entirely created through technology, and is an example of various different forms of technology coming together to make something that I believe looks completely professional.    

This was a chance for myself and Rachel to utilise our photography and photo editing skills for a different subject. The studio was arranged in a fairly simple manor with a small infinity background, with the aim being to make this as white as possible. We arranged the studio lights in a specific direction to achieve this, putting emphasis on 'back light' to make sure that the background was lit just as well as the models. This would not only make the edit more simple but would also create parallels with the way we shot the video itself. 

We got a standard portrait of each band member asking for them to look neutral, and directly into the camera. We then did the same but with the back of their heads to create the affect that we wanted. We used a heavily efficient, professional standard Nikon D7000 (ISO - 100, Shutter Speed - 200, Aperture - f5.6) to take the photos. 

Once collating the portraits, we then ran them through professional photo editing software Adobe Lightroom. This is a software that I and Rachel are both well aquatinted with from other creative projects we have done in the past. This allowed us to heighten the 'clarity' of the photos, therefore emphasising the density and richness of the shadows and lines in their faces. It also meant we could use the 'soften skin' tool, while also pinpointing particular spots and dimples which we could exterminate with the precision that the software offers. This created four 'hyper-real', visually impactful portraits.

Before

After

 Before

After

We then uploaded these photos into Adobe Photoshop where we could convert the files from RAW to JPEG, yet maintaining all the higher quality. Here we could start to amalgamate the photos and contort them with ease. This was an experimental process where we could try lots of combinations and see what we liked best. We started by sticking to the original design plan which was chopping the photos into four equal sections horizontally;

This created an affect similar to what we had imagined but wasn't quite as fluid and seamless as I had hoped. We realised that this style is far more affective with three faces, as opposed to four, as it is easier to distribute the features of the face more evenly. We then began to try new layouts, and I came up with the idea of drafting single facial features that have been cropped from a different portrait. This would mean that there would be one 'base' layer of someones face, with other peoples features mapped over that;

Arguably, these photos are far more visually striking and interesting to look at. They distort the face in a very strange way and often change the mood of the original photo, as it begins to look like a different facial expression all together. It has an intentionally messy style which makes it resemble Pop Art in some ways. Both myself and Rachel considerably preferred this method. We decide to go  forward with this editing style and try to blend it with text. However, we still had to do something for the back of the heads so decided we would try a similar method but instead separating the image up into four quadrants, each containing a quarter of each band members head. We chose each quadrant specifically based on the hair cuts of the band so that it looked natural, yet still odd and almost unnerving. We were happy with the way this looked as it creates a small bit of contrast from the front, which is laid out in a alternative way. We found it interesting how well the haircuts actually fitted together as one, which acts as a juxtaposition to the seemingly 'shabby' style in which they have been amalgamated. 

I personally continued to experiment with the photos we shot for our Digipak. I was happy with our results but wanted them to look more edgy. After initially trying them in black and white, I then thought I would exploit the 'Noise' tool on Photoshop. This tool adds considerable grain to a photo, something that is visually fashionable today as it gives it an aged, vintage and shabby look.

Before progressing onto to graphic design and layout for our Digipak, we decided to use Photoshop to produce some very rough digital drafts of what we expected our front and back cover would look similar to. This was mainly to covey the ideas we had envisaged to our teacher and help him understand the visual concept. 

After completing these rough digital drafts and pairing them with some hand drawn designs, we used these to guide us through the creation process once again on Photoshop. The designs for these panels have been set for a while, so after our photographic work had been completed to a good standard, we just had to bring our graphic ideas to life. We first added the London tube theme, using sporadic colourful tube lines that we created ourselves using the software shape menu and 'colour spectrum'. These were carefully interwoven around the images before adding the text, in a bold and simplistic font. We decided we would keep the grey from the original images as we liked the industrial look and  felt it contrasted nicely with the more vibrant colours of the tube lines. This decision involved isolating the urban grey shade using the 'colour select' tool and then printing this several times across the frame so that the colour encompassed the background of the entire image in a way that wasn't noticeable. This colour ran through the entire Digipak and proved the be the final addition meaning we had completed a rough draft of the Digipak prior to the focus group. 

In the wake of the focus group, we set about amending the Digipak based on the well-reasoned critique we received. This produced a collection of Digipak drafts as we continued to make small improvements to the product over a sustained period of time that on the whole made the product more refined, coherent and professional. This process made us realise how useful Photoshop is as a software, allowing us to make the Digipak easily malleable as it was subject to scrutiny and change.  We used the program on a separate page to add in details such as the barcode and spine. We also used it to personalise an image from Google, making it more our own, which would then go on to be the band logo. We felt that it was slightly too messy and wanted to condense it down into something more minimalistic. We decided to would draw the image onto a plain piece of paper using a much more basic design with less tonal lines. This made the image look more abstract and almost cartoon like, as opposed to the more textually real original. I then scanned the image and uploaded it into Photoshop. We adjusted the contrast and a few other features to make it more bold. We then used the eraser tool to get rid of certain marks caused by the scanner. Following on from this, we used the 'Background Eraser' tool to delete the background enabling us to remove the white background and then place it on the website without a boarder. After doing this, we were then able to use this logo in whichever way we wish and allow show continuity with our other products. 

We also gained input from different technological platforms to create the Digipak. We used web font browser Dafont to find a typography that could be exclusive to our band. This may appear to be a minute detail, but can actually be hugely influential as once a font is chosen for a band it normally becomes synergistic with all of their output, both commercial and creative. We started browsing the font database Dafont where individual, new fonts can be downloaded onto your computer. Considering we now had a band name, we decided to trial some of these options with the title that they would embody both on the Digipak and website.

All of these changes were important and thus were documented at regular intervals on the blog. Eventually, these faults were whittled down through continual viewings and audience feedback until we were happy, leaving us with a legitimate and stylish final product.

Website

We decided to use web based design software Wix. This is an innovative web design tool that allows you to create pages to cater your needs. We decided against using one of the websites pre-set templates as they limited our creative control in terms of layout. Our design was completely self made, despite drawing a mass of inspiration from similar products within the real world, referencing the websites of Alt-J and George Ezra.

More than any of our other products, the website went through an array of transitional development during its construction. In total we had three different drafts of our homepage, all quite different. The style of the homepage heavily dictates the rest of the website as we aimed to have a continual style running through. Below is an image of our first draft homepage. The basic style is simplistic yet bold and has the elements of some websites we researched to find genre conventions. The background picture is of an oil painting, which we have colour inverted in Photoshop. Photoshop was used in conjunction with Wix to create our website, as it meant we could alter images and text in more detail. We also used the logo in the website to help make the image synonymous with the band and their output.

The later two drafts of our website had much more of a London Tube influence. This occurred through research as we realised that the websites of popular acts often change periodically due to the release of albums and their design style. Therefore we tried to replicate the design of our Digipak in some ways to add continuity. At first this didn't work as we used too much. We then refined this and kept the brush stoke element that we liked in the first draft to create our final homepage - a combination of the first two drafts. We used various settings within the Wix site to make the homepage interactive, with the song for the video playing automatically when entering the site. 

Final

As an added touch to the website, we added a 'Merchandise' page and used website visa print.com to make personalised t-shirts that could be sold on the website as is common with young artists. Our hand-drawn logo is individual to our band so we decided to make this the mainstay of our t-shirt design, coupled with the very simplistic 'tee's' which are very in-trend at the moment with the type of demographic we are aiming for with our band. 

In conclusion, I feel that my use of media technology throughout this process acts as a prime example of how in the 21st century the consumer is truly be able to become the prosumer, and distribute their own content globally to a arguably semi-professional standard, and then gain a response for this.