The piece I created is a music video for the song Heartless by the band The Fray. This challenges some conventions of the music video genre, one of which is that the main character is male. This is in itself is often seen in music videos; however, those songs that portray heartbreak are typically from a female perspective. My video shows a male moping around his room and reacting in a stereotypically female manner. This opposition is shown in the Taylor Swift video You Belong With Me (http://www.youtube.com/watch?v=VuNIsY6JdUw) which shows heartache from a female point of view. Although this video does not represent heartbreak, it is a good comparison because it shows similar emotion and proves that my video challenges this convention.
Not all aspects of my video challenge convention. I decided to use continuity editing in the beginning scene of my video. This is typical of music videos that tell a story. This exemplified in the video Stylo by Gorillaz (http://www.youtube.com/watch?v=h9vAOzYz-Qs). On the other hand, this is not used for the entire film. During the flashback scenes, I chose to use cross fade transitions to move from one shot to another. I made this decision because the shots do not follow a typical sequence, for example, they do not appear in chronological order. This is because they are specific memories that do not need any further information and the background knowledge is already given in the initial scenes and the lyrics of the song. The use of transitions in music videos is a typical feature, an example of this is the song Quiet Times by Dido (http://www.youtube.com/watch?v=tDQkrhTrQKg)
A further feature of my video is the use of green-screen. This is commonly used within the music video genre, however, where I used it ap pears to be unique. Many videos use green-screen as the main background, with shapes and colours super imposed behind the artist. An extreme example of this is Rhianna’s video Rude Boy (http://www.youtube.com/watch?v=e82VE8UtW8A). In this video bright colours and backgrounds have been used in the style of many 1980’s/1990’s videos. In my video I have used green-screen in photo frames, in which the images move, portraying more than simply a photograph. This has worked well in setting a mood and showing more background information than a traditional photo would. It also acts as a good way of moving the action from the bedroom scene to the flashback and memories.
To further exaggerate the transition between present day and the past, I have used muted colourings in the present day and brighter colours in the flashbacks. Using colour to show this difference is a typical convention in film, however, it is usually used in opposition. For example, the past tends to be in muted colours and the present in full colour. I chose to use it in the way previously stated to represent the depression and mind state of the male character, it shows that the past was a happier time.
I chose to do the magazine advert and digi-pak for my ancillary tasks. I feel that the advert successfully targets the same audience as the band does in its colourings and layout. The image also exemplifies the music video I have created. Similarly the digi-pak emulates the video in its construction. The image on the front cover clearly represents the male’s heartbreak and the scribbles show his emotions. Furthermore, the hand-written, doodle-style of the image shows the age of the characters and also the target audience. Doodles are typically associated with school and college, the characters are about 18 or 19 years old and so are within these boundaries. This age range is also the younger limit of the target audience for both the band and the video. This makes the cover successful. In addition, the inner pages include images of the broken couple, furthering the theme of love and heartbreak. It also links the video into the digi-pak on a literal level.
I also made a bold decision to put a blurb-style summary of the video in the digi-pak. This decision was made to encourage people to buy the physical CD as apposed to downloading it. Digi-paks have to have a sense of being unique and include such details as an incentive to buy this CD above the others on the shelf. Overall, I feel the digi-pak is successful in representing the style of music and the video.
Once completed, I showed my video to other people in my class. I shoes this group as they would watch the video with a critical eye and spot technical issues a non-specialist audience would not. Furthermore, they are of the age and social status I aimed to target and so if they liked it, so would the public. Most of the feedback was positive, with comments including how they liked the technical issues such as the green-screen and colourings. They also appreciated the characters and acting, they related to both characters, especially the male. This was most pleasing as this was my main aim when creating my film. Furthermore, many comments were on the subtleness of the mise-en-scene how it is successful in creating the semiotics of emotion and location.
However, some constructive criticism was given on the limited locations and how they would have liked to see more varied flashback scenes such as restaurant scenes. Looking back I feel this would have been a good idea, I also feel that a shot of the couple in the room shown at the beginning of the video would have solidified the reality of the memories. Overall, the feedback was mainly positive making the video successful in its purpose.
Many technologies were used in the research, creation and evaluation of my piece. Some are obvious for example the use of the internet to find research on the band and music video theory. I also used the internet and specifically YouTube to watch and analyse existing music videos. This also helped me to study The Fray’s usual style of video. Additionally, I used digital cameras to record the footage and the software Final Cut Express to edit the video. Within Final Cut I used its functions to delete the specific green colour of the card in the photo frames and changed the size and angle of the footage, which I then moved to position in the gap created when deleting the green colour.
I have also made use of links, screen shots and images in this evaluation, only made possible by the blog format. A blog also makes it easier for teachers to mark the work and means it is accessible to other groups in the class.
In conclusion, I am very pleased with the piece however; I feel there are some minor points which could have been improved. I could have spent more time working on the ancillary tasks and making them more audience focussed.
Wednesday, 31 March 2010
Final shot list
1. Long shot of women walking away into distance. Fades out to white to show memory.
2. Exteme close up of eye as it opens, looking around.
3. H sits up, head in hands, medium close up.
4. Close up of icture frame, surrounded by bottles and cans. picture not moving.
5. Medium shot of guy on edge of bed. Picture frame in shot, he then bends down.
6. Close up of his hand grasping a can on the floor and lifts it out of shot.
7. He drinks it, shakes it, hes drunk it all so he throws it away - away from the camera.
8. The can flies into shot,landing next to picture frame The first glimpse of the oving picture as the picture in the frame starts to move - close up.
9. He stands up, walkin towards camera, medium shot.
10. Close up of his hand reaching for an empty beer can.
11. Medium shot of him tipping the can, not a drop is left.
12. He places the can back down and walks off close up.
13. A flash back, hazy lensed camera, medium close up of kissing between main character and girlfriend.
14. Close up of him walking away.
15. Medium shot of him sitting on chair, head in his hands and looks at photo frame.
16. Medium shot of photo frame between screen - past when they were together.
17. Back to him and he looks at the photo frame again.
18. Close up of photo frame, green screen of them kissing.
19. Medium shot from behind him as he reaches for the photo frame and sits on the bed.
20.Over the shoulder shot of him looking at the photo frame. Green screen of the two kissing in the frame.
21. Cross fade into larger shot of the two kissing.
22. Then goes into the flash back through the frame.
23. Medium shot to a long shot of them walking away.
24. Establishing shot third line, the couple hugging in front of a lake.
25. Long shot of the man on thebridge, walks off.
26. Medium shot of the couple walking to a bench and sitting down.
27. Exstreme close up of hearts hanging from a marriage tree.
28. Long shot of them together looking at the stars.
29. Close up of photo frame. Green screen of moving picture, the two characters are kissing.
30. Medium shot of man looking away and putting head in his hands.
31. Close up of man, sat on the bed, head in his hands.
32. Medium shot of man sitting on the bed looking at the photo frame, throws it to one side and lies down.
33. Exstreme close up of girl walking away in the photo frame, fades out.
2. Exteme close up of eye as it opens, looking around.
3. H sits up, head in hands, medium close up.
4. Close up of icture frame, surrounded by bottles and cans. picture not moving.
5. Medium shot of guy on edge of bed. Picture frame in shot, he then bends down.
6. Close up of his hand grasping a can on the floor and lifts it out of shot.
7. He drinks it, shakes it, hes drunk it all so he throws it away - away from the camera.
8. The can flies into shot,landing next to picture frame The first glimpse of the oving picture as the picture in the frame starts to move - close up.
9. He stands up, walkin towards camera, medium shot.
10. Close up of his hand reaching for an empty beer can.
11. Medium shot of him tipping the can, not a drop is left.
12. He places the can back down and walks off close up.
13. A flash back, hazy lensed camera, medium close up of kissing between main character and girlfriend.
14. Close up of him walking away.
15. Medium shot of him sitting on chair, head in his hands and looks at photo frame.
16. Medium shot of photo frame between screen - past when they were together.
17. Back to him and he looks at the photo frame again.
18. Close up of photo frame, green screen of them kissing.
19. Medium shot from behind him as he reaches for the photo frame and sits on the bed.
20.Over the shoulder shot of him looking at the photo frame. Green screen of the two kissing in the frame.
21. Cross fade into larger shot of the two kissing.
22. Then goes into the flash back through the frame.
23. Medium shot to a long shot of them walking away.
24. Establishing shot third line, the couple hugging in front of a lake.
25. Long shot of the man on thebridge, walks off.
26. Medium shot of the couple walking to a bench and sitting down.
27. Exstreme close up of hearts hanging from a marriage tree.
28. Long shot of them together looking at the stars.
29. Close up of photo frame. Green screen of moving picture, the two characters are kissing.
30. Medium shot of man looking away and putting head in his hands.
31. Close up of man, sat on the bed, head in his hands.
32. Medium shot of man sitting on the bed looking at the photo frame, throws it to one side and lies down.
33. Exstreme close up of girl walking away in the photo frame, fades out.
Helen's Evaluation
Coursework Evaluation:
Use of Conventions:
In our music video we used many conventions of media. Firstly the most obvious was the use of romantic setting. We followed the conventions of a love song and created a romantic setting in order to follow this. Although we also go against the conventions of media forms due to the twist within the use of the footage, we had a song about a man who's heart has been broken and used the romantic footage to pose as a flashback therefore giving the footage a sad tone. This creates a juxtaposition within the footage and the lyrics of the song. This screen shot is a good example of this juxterposistion.
Our use of costume and props within the flash back contrast with the sad lyrics of the song we used. For example summer cloths and tranquil landscapes clashed with the sense of heartbreak within the music. In contrast with this the scenes representing the present day linked with the lyrics. For example muted colours within the scenes and baggy dark cloths fitted with the idea of hurt and depression coursed due to a breakup. This screen shot of one of the present scenes is a perfect example of the changes between the past and present and the change in tone and colour.
Our aim with our video was to portray a breakup by presenting the happier times this was achieved by our use of flash backs and green screen.
Combination of Main Task and Ancillary Products:
Within our product package there is continuality as we have tried to stick to a similar colour scheme to fit the mood of the song, we have generally used muted colours. We have used images of the two actors within our CD covers and posters in order to keep the theme continuous. As a group because the idea is heartbreak we have tried to use a theme of a heart cut in half (broken) throughout most of our package ideas. This has created a sort of symbol for the target audience to recognise our product. This is an example of one of our adveretisment ideas, the heart symbolises the heartbreak within the video.
Our product would need to be advertised on TV and the internet for example YouTube, also posters that could be put up for example on billboards. Also advertisement on online magazine and shelf bought magazine especially music magazine would target our idea audience.
Audience Feedback:
Our target audience is 17-24 I believe we catered for our target audience by the package we produced. When we presented our video to our class they all responded well and said they believed it targeted their age group. They thought the use of green screen was inventive and interesting therefore making the video better. This also made the use of flashback more effective due to our use of using green screen through the photo frame to take us back to the past. In this screen shot it shows an example of our use of green screen and the effectivness of this within the video.
The group commented on the effectiveness of our editing technique, they said they liked the way our shots of past and present linked and faded into one another making the piece more interesting. They believed as a music video it went together well and fitted the genre of romance and heart break. We were concerned the video would become repetitive but with the many different shots our audience said that it flowed well.
Our weakness maybe that we could have made the music video longer and if we had more footage the audience believed we could have continued the story on.
Use Of Media Technologies:
I believe the use of a blog to document the development of our work was very useful it was also easier to get feedback from other class members, and teachers about our work via this and enabled us to make necessary improvements and changes. I believe this also meant the group kept a better order of work by using the blog rather than the group having to be responsible of a folder.
Internet access and research was also made easier by the use of the blog as we could upload information and include research such as online videos. The weaknesses of the blog was that it was not always simple to uploads videos and pictures which slowed us down occasionally. Also if we had problems with the computers it meant we could not continue our blog work which again could slow the process down. As a class we experienced some problems with accessing the blogger site via Apple Mac computers which took up time.
The new editing software on the Apple Macs was very effective and easy to use the effects were also very useful for our video.
Use of Conventions:
In our music video we used many conventions of media. Firstly the most obvious was the use of romantic setting. We followed the conventions of a love song and created a romantic setting in order to follow this. Although we also go against the conventions of media forms due to the twist within the use of the footage, we had a song about a man who's heart has been broken and used the romantic footage to pose as a flashback therefore giving the footage a sad tone. This creates a juxtaposition within the footage and the lyrics of the song. This screen shot is a good example of this juxterposistion.
Our use of costume and props within the flash back contrast with the sad lyrics of the song we used. For example summer cloths and tranquil landscapes clashed with the sense of heartbreak within the music. In contrast with this the scenes representing the present day linked with the lyrics. For example muted colours within the scenes and baggy dark cloths fitted with the idea of hurt and depression coursed due to a breakup. This screen shot of one of the present scenes is a perfect example of the changes between the past and present and the change in tone and colour.
Our aim with our video was to portray a breakup by presenting the happier times this was achieved by our use of flash backs and green screen.
Combination of Main Task and Ancillary Products:
Within our product package there is continuality as we have tried to stick to a similar colour scheme to fit the mood of the song, we have generally used muted colours. We have used images of the two actors within our CD covers and posters in order to keep the theme continuous. As a group because the idea is heartbreak we have tried to use a theme of a heart cut in half (broken) throughout most of our package ideas. This has created a sort of symbol for the target audience to recognise our product. This is an example of one of our adveretisment ideas, the heart symbolises the heartbreak within the video.
Our product would need to be advertised on TV and the internet for example YouTube, also posters that could be put up for example on billboards. Also advertisement on online magazine and shelf bought magazine especially music magazine would target our idea audience.
Audience Feedback:
Our target audience is 17-24 I believe we catered for our target audience by the package we produced. When we presented our video to our class they all responded well and said they believed it targeted their age group. They thought the use of green screen was inventive and interesting therefore making the video better. This also made the use of flashback more effective due to our use of using green screen through the photo frame to take us back to the past. In this screen shot it shows an example of our use of green screen and the effectivness of this within the video.
The group commented on the effectiveness of our editing technique, they said they liked the way our shots of past and present linked and faded into one another making the piece more interesting. They believed as a music video it went together well and fitted the genre of romance and heart break. We were concerned the video would become repetitive but with the many different shots our audience said that it flowed well.
Our weakness maybe that we could have made the music video longer and if we had more footage the audience believed we could have continued the story on.
Use Of Media Technologies:
I believe the use of a blog to document the development of our work was very useful it was also easier to get feedback from other class members, and teachers about our work via this and enabled us to make necessary improvements and changes. I believe this also meant the group kept a better order of work by using the blog rather than the group having to be responsible of a folder.
Internet access and research was also made easier by the use of the blog as we could upload information and include research such as online videos. The weaknesses of the blog was that it was not always simple to uploads videos and pictures which slowed us down occasionally. Also if we had problems with the computers it meant we could not continue our blog work which again could slow the process down. As a class we experienced some problems with accessing the blogger site via Apple Mac computers which took up time.
The new editing software on the Apple Macs was very effective and easy to use the effects were also very useful for our video.
Thursday, 4 March 2010
Layout for the Fray “Heartless” advertisement
• The advertisement needs to be colourful
• Bold and interesting font
• Creative layout
• Colours to represent the mood of the piece so reds, blacks and greys to symbolise a depressing mood.
• Snap shots from the video and pictures to give the audience some context.
• All this is important in an advertisement as it draws attention to the music and the artist and makes the product accessible to the audience.
Some samples of colours that would be good to use in the advertisement are:
• The advertisement needs to be colourful
• Bold and interesting font
• Creative layout
• Colours to represent the mood of the piece so reds, blacks and greys to symbolise a depressing mood.
• Snap shots from the video and pictures to give the audience some context.
• All this is important in an advertisement as it draws attention to the music and the artist and makes the product accessible to the audience.
Some samples of colours that would be good to use in the advertisement are:
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