Final Video: BEAT DOWN

Evaluation 4

Research And Planning

Technology played a vital part within our research and planning stages. These were mainly down to the element of communication. In addition to our regular group meeting that took place in school, we took on numerous technologies to share information to and fro. Our smart phones aided us to phone text email all on one device. Specifically, ‘whatssapp’ an app common on I phones and blackberry’s aided us to connect to one another. As a group message we all could witness each members messages. Sending pictures, video, ideas and questions, enabled us to finalize any vital information. Whataspp particularly came to our needs the days before filming.

Another way of communication was simply by text. Fortunately, to our benefit each member had an I-phone. This gave us access to I-message, a free way of communicating from I-phones. It also allowed us to create a group message in which we all could all work as a unit. Both whatsapp and i message were used at the same time to back up any vital information.

 

      Weather was an issue we had to keep an eye one. Luckily, every day we filmed was ideal weather. This was with the help of the weather app on our I phones. A detailed frequent update of weather enabled us to plan ahead and make the most out of our filming days. When the forecast was predicting rain or other restricting weather we rescheduled. To make sure we had accurate results an additional forecast we check was online. The BBC weather forecast we believed was a reliable source of information and therefore took predictions from both datas.

 In order to brainstorm our ideas for costumes and styling we researched into popular websites such as ‘Tumblr’. Tumblr offers public access globally to those who desire to post images quotes and opinions. Known as an increasingly trendy way of keeping up with fashion as well as appealing to a wide target audience. Taking images to create mood boards and to inspire us further, Tumblr helped us to understand different styles that we used within our final products. To create a natural looking mood board we used Adobe Photoshop CS5 to merge our chosen images that we were influenced by.

 To broaden our knowledge on the music industry and specific artists we were influence by, we simply browsed their websites. This allowed us to understand how different artists marketed their products in different ways. Understanding the layout of an artists website also gave us ideas of how to lay out our blog. This included colour scheme, labeled links, and also the set pattern followed throughout the site. Predominantly featured on the websites were the artists names. Displayed in different fonts inspired us ideas for logos, titles, and other font used throughout our project. 

 Using the Internet worked to our advantage when researching and purchasing props, for example the smoke bombs. After browsing the net we were able to compare prices and find the best deal. As we were on a limited budget, this enabled us to be cost efficient. 

Checking train times and prices on the website helped us to plan ahead by budgeting our travel costs. It also kept us updated with the train activity and delays. This way we could work around any problems on the tubes and over grounds. Purchasing day travel cards online allowed us to travel all around London to our locations. As a group online booking supplied us with student discounts. Once again this aided our budget. A map of train routes was also supplied to us on the national rail website to guide us.

 Construction (Music video)

  I believe as a group, constructing the video is where we excelled in, by using new media technologies. I feel we were all able to flaunt our technical skills in a variety of aspects. We used professional software and equipment to create a high quality final piece that is evident by the skills that have shown. Editing has built our knowledge and allowed us to develop with the current technology use in today’s industry. Using I Tunes we purchased the song Beat Down legally. The original song was 4.04, however with the use of final cut pro we cut the song to shorten the final instrumental.

With the use of sound cloud we are able to upload the song itself to the blog. Uploading the song to sound-cloud enables other people to see what we are listening to. It is a new form of social networking that enables people to share music and discuss it quickly and efficiently amongst their friends, receiving feedback regarding their choice in music.

Camera

To film our video we used a Nikon J1, a highly compact and portable camera, with responsive autofocus and super fast shooting speed in HD. We particularly wanted to use this model as it allowed us to switch the focus whilst retaining a high quality shot. As a group we all filmed different shots with help from others. Majority of the shots were taken upon a tripod in order to sustain a steady shot. However some steady handheld camera shots were used in awkward high or low angle shots.
For our digit pack and magazine advert we also used the same camera to take shots along side another back up camera (cannon). This was used on set to capture different angles/shots from our main camera to create a variety of footage.
Whilst filming, a certain scene required lighting. To our benefit an area surrounded by floodlights enabled us to film during dark conditions. It created a profession and athletically ora which could be mistaken for a studio. We carried out trial footage to make sure the combination of the lighting outside and the pitch-blackness worked.

Once all footage was complete using an apple laptop we uploaded our footage. I-photo stored all our images and videos in a specific folder that was easily found. A safety lock was placed on all footage to make sure nothing was deleted by accident. Some editing of the digi pack and magazine was done on I photo. Basic effects like the enhancing of saturation or black and white were user friendly.





Final Cut 

We began postproduction by capturing the footage into final cut pro. This was the first time we had used this software but allowed for greater possibilities when it came to editing. Final cut pro was an extreme change from the basic editing software supplied at school which we used at AS. However this year we wanted to step up and challenge our capabilities and put them to the test. Some of the basic tools such as cuts and dissolves were previously learnt but effects such a slow mo and fast motion had to be perfected. Concerned with the overall look of the video we wanted to create some aesthetically pleasing colour grade. After experimenting around with the magnitude of effects and the corrector tool, we were able to change the contrasts, brightness, saturation ect. We managed to find a tool that matched the setting off all the same clips and were able to sustain a set effects scheme to look professional.

Photoshop

 For our magazine advert and digi pack we decided to use Photoshop. As a group we were familiar with the software and therefore had basic knowledge. However effects such as blending, over laying and cloning. For our digi pack images we wanted each page of images to blend and allow space for the images to bleed together. Blurring the edges to overlap the other images surrounding it did this. This created a professional feel and was visually
appealing. Photo shop also allowed us to incorporate text over our images. This was important for the front cover and magazine advert as it stated the titles, album cover and other vital information for the public. One striking feature that we were all impressed with was with the retouch tool. This enabled us to remove any unwanted blemishes to make the artists look flawless. All of our images were shot on the Nikon j1 to sustain high quality. Some photos were taken in many different locations to create variety to keep the audience interested. We had to make sure the lighting was to our standards before shooting.

 Evaluation/Feedback

 All group members had easy access to face book, twitter and the frequent use of Youtube. This was specifically useful during the evaluation stages of the project as we were able to promote out videos across multiple platforms. We wanted to receive a diverse range of feedback. This was achieved by receiving comments from friends across social networking sites. However we wanted to ask that feedback globally. Therefore we uploaded our video to Youtube. This allowed a magnitude of views across the world to comment and share their thoughts. We were able to keep an eye on our viewings and ratings to understand what the public opinions were. All feedback was taken into consideration for any future projects. Youtube was also accessed when in need for inspiration. Watching other artists videos help us to produce our analysis and look further into the making of a music video.



A facebook page was created to reel in viewers. Facebook is also a global networking site and therefore allowed people to share our video to others around the world. We were constantly able to update our followers on facebook as whatever we posted would be automatically visible on their timelines whenever they logged onto Facebook. We were all experienced users of facebook and due to the fact that over a billion people in the world have a facebook account it gave us unlimited possibilities to how many people our video could encounter. Facebook is quick and easy to check and update which allows us to interact with our followers constantly bringing them the latest updates regarding the progress of our music video.

Also a twitter page was up and running to allow retweets to encourage the public to recognise our video. The twitter page was consistently updated to keep fans and viewers interested and up to date with the latest news. Twitter is growing in popularity and due to the real time constant update of twitter feeds it is extremely useful for people who want to keep in the know at all times and very useful for us to keep our fans up to date. Retweets allow our posts to be quickly spread across the Twitter community increasing popularity for our music video. A large amount of celebrities also use Twitter which allows the artists themselves to interact with their fans.



Also a family member recommended our video to a friend who worked within a production company. He supplied us with feedback regarding the quality of our music video and our choice of music. His record label, 'Far Out Recordings' was not necessarily the same genre of music that our music video focused around however he was able to give us tips on how to target our audience and different ways in promoting our video to mass markets. 

Evaluation 3

Evaluation 2

evaluation 2

Evaluation 1

EVALUATION QUESTION 1: In what ways does your media product use, develop or change forms and conventions of real media?

As a female solo artist the image created by our artist is crucial to being able to sell our music and the brand. We were heavily influenced by different artists and used a variety of mood boards which helped us fro picking out clothing to different styles of hair and make up so that when it was time to film we was prepped and ready and able to tackle the task in hand. Lucy’s role is very domineering and sexually empowering and the clothes which we chose helped to demonstrate to an audience her power of being a woman and the ways in which she can use that to her advantage by being feminine yet sexually desirable and domineering. As our genre of music we have chose is dance we wanted to also combine characteristics of the rap/ glam rock genre through our dress code, hair and make up and also visual effects within our music video. The dress code for glam rock signifies sexual empowerment and alternative dress sense meaning Lucy had lots of jewellery, army boots and revealing outfits. Combining with variations of black, metallic colours and bright bold eye popping colours throughout to also keep in sync with the dance genre we have chosen.

To help us find inspiration we looked at music videos by Nicki Minaj and Kesha. This was key to helping us when starting the project as we was able to influence our performance and style based on their videos and characteristics making Lucy’s character able to become the artist easier whilst taking note of the colour schemes, costumes and effects used in the videos.

 

The use of voyeurism also showed us how women are portrayed within music videos and how a woman’s body can be so visually pleasing it becomes domineering and we showed this within our music video by having Lucy be in center frame whilst Reece was dancing around her and have her physically emasculating him by making him vulnerable in different shots as she was above Reece whilst he danced, we also made sure she was wearing provocative clothing in each shot to show her sexual power combining it with her dominance as a female.

The settings and locations of our music video was partly in reference to the music video originally made for the song ‘Beat Down.’ We used a forest setting in certain scenes as it gave a sense of mystery and freedom and used the dog in the wooded scenes as it could be portrayed as a vicious animal that Lucy has taken control of in a dominant way.

 

The graffiti walls in brick lane was in reference to Azelia Banks ‘212’ video as it was in an urban setting which fitted the conventions of our video as it adds to the nature of our song choice and by having lucy wear dark colours which made the back drop of the graffiti wall visually pleasing and in keep with the urban nature of our song.

Due to the song we have chosen being called ‘Beat Down’ we decided to film certain scenes in a gym due to the over powering nature and the aggression usually seen in a gym combined with the aggressive lyrics used through out the song. We were influenced by the actual video for the song ‘Beat Down’ as it featured Iggy Azelia in a boxing ring, we used this and adapted certain aspects of it to fit in with out music video.

The song we have chosen is called Beat Down which is in refrence to the lyrics throughout the song. This was chosen by the artist and production company and we decided we didn't want to change the title because it is obviously something that fits in with the artist due to her domineering power shown in the music video and we also wanted to keep it so we could perhaps understand the song better. Furthermore, the lyrics ‘beat down’ is repeated within the song so it only made sense to us to stick with the song title.

Camera work and editing are one of the most important aspects in our music video as we had all used low quality cameras to film our previous project and we wanted to make our music video look more professional, this year we were at a huge advantage to the other groups, due to Ellee’s camera and our drive to get the quality of our music video to look as professional as possible. We were able to use a new updated software which enabled us to add effects and alternate between different parts of the same clip which was influenced by the up beat and fast pace nature of the song.

For our album cover we used a bold black font which went up and down Lucy’s fingers as it added to the wording of the song title, this made the album cover identifiable to our target audience and also fitted the conventions of our music video. This again allows us to identify our target market and make our brand appeal to our audience even more. Lucy being the main focus of our album cover was also shown by having a cropped section of her face in a black, white/sepia effect. This made her make up stand up and made her eyes and lips look appealing to an audience therefore creating a voyeuristic effect to our album cover, previewing what our video will consist of.  The didgi pack also consisted of photos of Lucy from different angles with different lighting and effects to help create the urban/ dance feel to our music video. Image is a crucial part of any artists appeal and so we wanted to create as much of an urban sexy feel as possible through our digi pack as it is a direct address to further entice our audience in as Lucy’s attitude and sexual empowerment is shown within these photos making teenage girls want feel as if they are Lucy and making teenage boys desire Lucy.

Magazine Advert Final Idea

For our final idea, we produced a landscape magazine advert. This features an intense close up of the protagonist of our music video looking into the distance. This builds a sense of the unknown in order to entice the audience to purchase the single to discover her intentions. When you immediately look at this image, you are instantly drawn towards the artist we are trying to sell. Her 'peace' chain earring, her baggy wooly hat and a slight reveal of leather clothing displays a unique and original sense of style and and all of this contribute to maintain the dominant brand we have intended to create. As her side profile is positioned to the right of the advert, this was perfect to place the text down the left hand side. All of this would be merged over the urban background of a graffiti wall out of focus, drawing all attention to the writing featured. This location background also sets the theme of our urban video whilst giving a sense of creativity and excitement. A five-star rating is included to display the success of the single in hope it will attract the audience. Moreover, it is printed in red to stand out from the rest of the advert as it is a major selling point. The title 'Beat Down' is the main attention grabbing aspect of the advert due to us wanting to inform the audience straight away and imprint it into their mind. We have used the 'Mistral' font to give the title a rough and edgy finish through its quick brush written aesthetic. The next phrase you are drawn to is 'debut single' and 'out now' as these are the two aspects we want to make known due to them carrying important and exciting information on the release of this single. In addition to this, we have also included a quote reviewing the single 'The best of house music" spoken by NME, a respected music magazine in the industry. This works effectively due to the audience trusting what NME has reviewed about the single and therefore making the choice to purchase it. To finish it off, we have followed the conventions of a music video by mentioning copyright information to cover all costs and gratitude towards the production company. This includes our company name 'Seal Productions' and Steve Aoki's 'ultra music' record label and distinctive identity logo. We chose this as our final idea for the magazine advert as we believe it introduces a different concept in comparison to our CD front cover and displays an effective, vibrant and visually interesting result.

Magazine Advert Idea 1

This was our first idea for a magazine advert. We began by researching existing adverts to get an idea of what worked best in the industry. One which caught our eye was Jessie J's album advert "who you are." This featured her album cover and therefore influenced us to experiment with doing the same. The feature of the single front cover in this advert informs the audience of what the cd cover looks like in order to imprint it in their minds and remember it for when they walk into the store to buy it. The biggest aspect of this advert which stands out is the title 'BEAT DOWN.' We printed this in bold 'Mistral' font which was taken front our narrowed down font selection when choosing a font for our front cover. We believed this worked well due to the edgy font reflecting the graffitied walls found in the urban locations we filmed in. Other aspects of this advert which stood out was the phrases 'DEBUT SINGLE' and 'OUT NOW.' We deliberately done this in order to draw the audience's attention to a new and exciting product 'now' available to them. Moreover, following on from our research of existing products we acknowledge that to follow the conventions of a music advert, we had to include copyright information for the production purposes. This also include logos from the 'ultra music' record label and Steve Aoki's established identity logo in the bottom right hand corner. The downside to this magazine advert would be that as the album cover is featured once again, it could get visually boring for the viewer instead of including a more varied visual campaign.