Using media technologies has definitely played a part in the stages of creating our product and in my opinion I feel we have used them very effectively through each individual stage.
Research and planning
When researching, the Internet become very useful as it gave us access to a number of very key websites such as YouTube. By using YouTube we had the chance to research into existing bands of the same genre to see what their videos were like and most importantly to see what we could use in our video to make it as professional as existing products. We also used Google very effectively as it allowed us to research into firstly the theories of music videos such as ‘Goodwin’s theory’ but also allowed us to research more into the codes and conventions of an indie rock band and to see what their certain styles were like and how we could portray them effectively.
Furthermore a lot of research consisted of me getting feedback from our target demographic this was to make sure that what we was working towards appealed to the right audience that would actually enjoy the music video. Using social networking sites such as Twitter and Facebook was very useful as it allowed us to post drafts of our work for audiences to comment on and most importantly to see if they like our progress, this helped us because we would always take feedback onboard and apply it to our product to make it as best as possible.
The Internet was also very helpful when making our ancillary products as there was numerous Digipak examples out there for us to look at and to get a clearer understanding of what a Digipak was and how they worked and more importantly how each artists made their Digipaks specifically for a certain genre of music. Having the access to online adverts and posters of music artists also contributed to the research that I undertook and influenced my planning as it gave me a clear understanding of how artists are promoted through different media structures.
Planning in advance definitely helped us in the long run because through the online website ‘blogger’ we had the chance to document any progress that was made which helped keep my work organized. It was extra useful when planning for film shoots as we could plan different shoots but also document them by explaining about each shoot and saying how it went.
Production and construction:
During the production of our music video, we filmed all footage on a DSLR 500, which is a very high quality camera that enabled us to experiment a lot more complex shots purely because we knew what this piece of equipment was capable of. This now made our music video a lot more professional and looks to a high quality standard. We also established that using the iOS toll on the camera allowed us to ensure that we are filming with the most amount of light available to guarantee that our music video is lighted correctly when being viewed.
When constructing the final piece software’s such as Final Cut Pro become very useful because this is were the whole editing process takes place and that is how all of the certain clips are merged together. This enabled us to upload the footage and put it together and use certain tools to cut clips to edit the pace and to also add the soundtrack to match up the clips so that continuity was recognised.
From using media technologies in our research when producing the animatic and researching other bands existing products, we knew we had to make our video fast paced by using quick cuts and Final cut enabled us to do this. We also needed to show our character growing up therefore we used the fade tool so that the youngest character would fade out and the eldest would fade in. We wanted to get the message across quickly and simply that the boy is growing up in age therefore the cross fade enabled us to merge both video clips together to give that effect. Final cut also allowed us to put alter the colour scheme for the music video and put the clips into black and white which was a technique which we had in mind from the very start because due to research into existing music videos in this genre they use black and white to fit with the indie tone.
Overall media technologies were very vital throughout the whole process of research and planning and also production and construction. By having access to all different types of technologies I have had the chance to push limits and produce better standards of work due to technologies being at such a high standard.