EVALUATION Qs. 4

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Script

My first task in regards to research for my advanced portfolio was watching eight music videos. Using Youtube as a platform, I watched music videos from a wide range of genres, including pop and indie music as at that point I did not know what genre I wanted to commit to. I used SHIFT CMD 4 to screen grab certain shots that I thought were useful in identifying conventions of its genre. I then placed the screenshots on a pages document, writing a small description of why the shot showed conventions of it’s genre. 

I followed the same steps for my Digipak and website research, looking at websites from different artists such as Harry Styles, Bruno Mars and John Newman, which provided me with the necessary information of what to include in my website. 

Having identified which genre I was going to commit to. I then found the song I wanted to use, using Spotify Indie playlist to find the ideal song.  

After completing my research I carried out a target audience survey in which I asked a group of peers to answer certain questions about aspects that I was thinking of including in my music video. 

I carried out auditions roughly knowing that I would be using 4 males due to the opinions given in my target audience. However I did audition 3 females as I was open to the idea of having a mixed gender band. I shot most of it on a Cannon 7D but also used my iPhone 6 as it was difficult to organise for a large number of boys to audition at one time. It was therefor easier to just film them on the spot. I then edited the footage on Adobe Premier and uploaded it to Vimeo and WordPress. 

Having picked my members for my band, I created a Facebook group chat to communicate times and dates for filming and what costumes they should wear. I also used snapchat to communicate with the extras I was using. 

I then scouted potential locations knowing that I was looking for a studio type location and a contrasting natural location. Having done Drama A level at JCG I had a good relationship with the Head Technician and he was very happy to do lighting for my video. I therefor decided that the school hall would be an ideal location to shoot part of my video in. I also scouted locations close to my school, keeping in mind that I would have to work with the availability of 4 different people. By finding locations close to the school I was able to shoot during school time and straight after school which worked best for all actors I was working with. 

Before filming the music video I created a basic shot list and plan for the video, using pages to create a basic table. This was effective as it made my day of filming less stressful and efficient. Whilst filming, I used Spotify to play my song over a loud speaker, ensuring my actors were singing in time with the music.

I used a Canon 7D with a sigma 50mm 1.2 lens, shooting with a low ISO and greater aperture as I was mainly filming in low light. I also shot on a GoPro Hero 3, using a GoPro Karma gimble for any tacking shots that needed stability and also a iPhone gimble, which enabled even better quality than the GoPro. I also used standard tripod for my DSLR. 

I did all my editing on Adobe Premier Pro, using tools and effects such as colourisation and warp stabiliser, which enhanced the overall look of my final image. Once I had completed my final draft I exported my video and uploaded it to my blog on WordPress and Vimeo. 

In regards to my Digipak and website I used wix.com to create my website as it is the easiest and most efficient site to use, on top of being free. For my DigiPak I used Photoshop and by watching tutorial videos on Youtube I was able to use effects such as colour, gradient and pattern overlay which I used for all sides of my Digipak. 

After completing my Digipak on photoshop I used an Adobe Indesign template provided by my teacher to ensure my Digipak had the correct proportion and size.

Finally, through out the course I continuously uploaded my work onto my blog on WordPress. This was a useful and easy way to view my progress and progression in skills from AS to A2.  

To conclude, for my evaluation questions, I used quicktime screen recording to record my actions on the computer before uploading and editing them on Premier Pro CC. I also used pages to create a document, screen shotting the finished product and uploading it to my blog in the form of images.

Evaluation QS. 2

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Overall I believe that the combination of my main product with my ancillary texts was effective in allowing me to create a unique and alternative look for my band, which differed from that of conventional indie pop artists. 

My starting point when combining my media products was to establish a brand identity. Artist’s such as the Wombat’s, tailored their website to match the theme of their latest album, using the same colour scheme of light, pastel blue. Similarly I tried to replicate this in all my media products, showing continuity through my use of fairly minimalistic colour schemes in my DigiPak, website and music video. I used ambient and bright colour’s such as neon pink and pastel pink, combined with a contrasting black background in both my DigiPak and Website. These standout/strong colour schemes helped to create an immediately recognisable look, as it goes against conventional colour schemes usually related with indie pop, which tend to include more natural colours, as seen on ‘Young the Giant’s’ website. 

In addition, I attempted to replicate this colour scheme/look as best as possible in my music video. Using plano convex spotlights, I blended purples and yellows to create a more ambient light. This created a mood and setting which was easily recognisable, as it fell in line with both my DigiPak and website. Furthermore, I continued to replicate this look across all formats including social media. Using Instagram as my main platform, I posted pictures which again reflected that same ambient look. This was effective in creating links with my wider product, as it fits into my wider brand identity. 

As indie pop tends to focus more on the performer and the content of the music, I wanted to continue my minimalistic approach with all my products in most aspects regarding to design. This can be seen in my use of simple fonts across all my products. For my DigiPak I used the font ASSA FONTS which I downloaded from DAFONT, which in a sense became a type of logo in itself as the font becomes a point of reference to my bands identity. I also used a neon pink/pink colour for all my fonts across all my media products and ancillary texts. all in which contrasted a black background. Not only is this extremely simple, but it is also eye catching. Hence my continuos use of simple and minimalistic elements were effective in making my overall product more recognisable as a unique brand.