Tour Poster Design Development
Digipak Design Development
Loving Someone Evaluation Question Three
What have you learnt from your audience feedback?
Pre-production questionnaires allowed us to gain an understanding of our target audience, and what they like to see within the indie genre and what interests them. While researching the indie genre, we noticed that some themes where more popular than others, the popular themes included drug use (65%) and religion (55%). This directed our decision to set our music video in a church as well as explore the controversies of drug use and abuse through the struggling teen protagonists.
Within our digipak analysis, respondents appeared to like products which used universal colour schemes such as Daughter and The 1975. Because of this, we decided to follow this convention, incorporating universal colour schemes into our product.
When leaving a section which enables our audience to leave feedback for our mid-production, the overall response was positive. Comments mentioned that they liked that we broke the fourth wall as we were able to address the audience directly. We will continue to use this across our production as it successfully attracts our audience. The production challenging themes was also noticed and liked, which suggests that we are engaging and educating our audience.
I was able to find out whether our male and female audience members between the ages of 15 - 21 were targeted by making my audience fill out a post-production feedback form. The age bracket in which we focused on parallels with the target audience discovered within our research questionnaire. The responses of our feedback form was that 70% of our viewers stated that they could in fact relate to the protagonists. They mentioned that it was due to the similar age the protagonists have to them. Another factor that helped them relate was how the protagonists portrayed themselves to categorise within the 'strugglers' psychographic which is where they would also place themselves. In order to have created a higher percentage to be able to relate to our production and ancillary text an older protagonist may have targeted our audience who falls into the 21 age bracket. Also, when creating a viewer to relate to the protagonist through psychographic we could have possibly experimented and twisted the conventions of the indie genre by exploring further psychographics.
Another question asked was whether our production conformed to the indie genre, 90% agreed that it did. Stating that factors such as the themes being shown are far from mainstream and are subject not touched upon in other genres. This is a convention within the indie genre which was what we were focusing on within our production. Another factor they pointed out which was conventional to the indie genre is the controversial camera shots we used, for example the chase scene in a fast paced, point of view shot. Having a fast paced element within our shot in comparison to the smooth multi-stranded sections to our narrative highlights the sense of rebellion our protagonists are showing. Another shot that was pointed out was the change in past and present shown through breaking the forth wall as each protagonist looks towards the light. The metaphorical element to the light being hope and goodness is also something pointed out in our feedback as it is conventional for the indie genre to focus on metaphors to create an enigmatic and conceptual effect. Viewers may also interpret this shot as a way to relate and connect to the protagonist as a comment back mentions that they were able to relate to the feeling of being out of the norms.
Respondents were able to also give their opinion on our ancillaries. As shown in the video footage of our audince feedback, they mentioned that they liked the use of house colour and typography as it has been used universally across both ancillary texts and our music video. 4.6/5 viewers stated that our products are linked well together and are recognisable for the community of fans and can also attract potential fans. The band would use their house colour throughout their Web2.0 platforms such as Twitter and Instagram. This also allows fans to have a platform where they can share their common interests in the band. The modern, clear choice in typography was also liked by our viewers due to it linking well with the message given within our product being current and contemporary. 80% of respondents said that they would conduct further research into the band after looking at the tour poster and digipak. They stated that they liked the enigmatic connotations through the hidden identity and church imagery. Challenging the indie genre is something seen regularly as it is continuously evolving and developing stylistically.
In conclusion, from the audience feedback we gathered, I have learnt that our product and ancillary texts conforms to the indie genre and a passive and active audience member will identify this within our product.
Pre-production questionnaires allowed us to gain an understanding of our target audience, and what they like to see within the indie genre and what interests them. While researching the indie genre, we noticed that some themes where more popular than others, the popular themes included drug use (65%) and religion (55%). This directed our decision to set our music video in a church as well as explore the controversies of drug use and abuse through the struggling teen protagonists.
Within our digipak analysis, respondents appeared to like products which used universal colour schemes such as Daughter and The 1975. Because of this, we decided to follow this convention, incorporating universal colour schemes into our product.
When leaving a section which enables our audience to leave feedback for our mid-production, the overall response was positive. Comments mentioned that they liked that we broke the fourth wall as we were able to address the audience directly. We will continue to use this across our production as it successfully attracts our audience. The production challenging themes was also noticed and liked, which suggests that we are engaging and educating our audience.
I was able to find out whether our male and female audience members between the ages of 15 - 21 were targeted by making my audience fill out a post-production feedback form. The age bracket in which we focused on parallels with the target audience discovered within our research questionnaire. The responses of our feedback form was that 70% of our viewers stated that they could in fact relate to the protagonists. They mentioned that it was due to the similar age the protagonists have to them. Another factor that helped them relate was how the protagonists portrayed themselves to categorise within the 'strugglers' psychographic which is where they would also place themselves. In order to have created a higher percentage to be able to relate to our production and ancillary text an older protagonist may have targeted our audience who falls into the 21 age bracket. Also, when creating a viewer to relate to the protagonist through psychographic we could have possibly experimented and twisted the conventions of the indie genre by exploring further psychographics.
Another question asked was whether our production conformed to the indie genre, 90% agreed that it did. Stating that factors such as the themes being shown are far from mainstream and are subject not touched upon in other genres. This is a convention within the indie genre which was what we were focusing on within our production. Another factor they pointed out which was conventional to the indie genre is the controversial camera shots we used, for example the chase scene in a fast paced, point of view shot. Having a fast paced element within our shot in comparison to the smooth multi-stranded sections to our narrative highlights the sense of rebellion our protagonists are showing. Another shot that was pointed out was the change in past and present shown through breaking the forth wall as each protagonist looks towards the light. The metaphorical element to the light being hope and goodness is also something pointed out in our feedback as it is conventional for the indie genre to focus on metaphors to create an enigmatic and conceptual effect. Viewers may also interpret this shot as a way to relate and connect to the protagonist as a comment back mentions that they were able to relate to the feeling of being out of the norms.
Respondents were able to also give their opinion on our ancillaries. As shown in the video footage of our audince feedback, they mentioned that they liked the use of house colour and typography as it has been used universally across both ancillary texts and our music video. 4.6/5 viewers stated that our products are linked well together and are recognisable for the community of fans and can also attract potential fans. The band would use their house colour throughout their Web2.0 platforms such as Twitter and Instagram. This also allows fans to have a platform where they can share their common interests in the band. The modern, clear choice in typography was also liked by our viewers due to it linking well with the message given within our product being current and contemporary. 80% of respondents said that they would conduct further research into the band after looking at the tour poster and digipak. They stated that they liked the enigmatic connotations through the hidden identity and church imagery. Challenging the indie genre is something seen regularly as it is continuously evolving and developing stylistically.
In conclusion, from the audience feedback we gathered, I have learnt that our product and ancillary texts conforms to the indie genre and a passive and active audience member will identify this within our product.
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Loving Someone Evaluation Question Four
Q4) How did you use media technologies in the construction, research, planning and evaluation stages?
Research
While carrying out research to help me understand my chosen genre, I had used several different platforms on web 2.0, one for example being Youtube. In order to develop my understanding of the indie genre, Youtube helped me as I could gain easy access to indie music videos. This platform helped me create my textual analysis' and also my artist research. Leading me to take inspiration for my own product.
In order to find a song suitable for our genre, Spotify played a key role. Allowing us to search through different artists and their music. We were also able to download the song we chose 'The 1975 - Loving Someone' and use it during editing.
Another factor of our research which helped our understanding of our audience was questionnaires. The platform we used was SurveyMonkey. This enabled our questionnaires to be easily emailed to our participants, allowing us to gather the responses fast.
After our questionnaires had been filled out, the analysis of our information had been carried out on Powerpoint which is installed into the Apple iMac. This media platform allowed us to easily create the graphs with the information we had previously gathered.
Research into digipaks and ancillaries also required searching for indie artists album covers online. The search engine which we used was Google. This enabled fast, efficient information which helped us gain inspiration for our own digipaks.
Wordle was a platform we used after we had gathered our research from our questionnaire analysis. We were able to generate the words used in our responses and it would highlight the key words used. This was effective as we were able to pick up quickly on what was the most popular words, for example 'Church' was the most popular word used when answering the location question. This helped us see clear links to the audiences opinions and our own product.
Planning
iCloud Pages was used in the planning stages of our product which we used on an Apple iMac. This enabled us to collaborate together on one document, allowing us to all be fully aware of the decisions we were making as a group. We shared our documents for the script and the treatment.
When carrying out the risk assessments, location recce and the production schedule this was created on a Word document as it had easy access to creating graphs. We also referred to work on a the iMac's server, which helped guide us.
Technology such as the iPhone camera was also used when capturing shots for the location recce. This was an efficient way in capturing the location as it could be easily emailed to any member of the group.
Letters of permission were also a part of the planning stage. This was sent off via Email. This allowed us to be aware straight away when either DirtyHit Records or Victoria Secrets responded to our requests.
While brainstorming for our digipaks we used the platform MindMup. Allowing us to gather all of our ideas onto one page which we continuously added to and looked back when needing inspiration.
Construction
When constructing my music video my group used a variety of products. On filming days we used a Cannon600D. This camera was best suited for our product as it creates a high quality image as well as having a 'stabiliser' switch. Meaning that our shots will be of a higher, more professional quality. This also means that when taking my shots on our editing software Final Cut we did not have to manually stabilise the shots, possibly creating a blurred effect.
Equipment we also used on filming days was the tripod which enabled our shots to be still, creating the audience to be more focused on the subject matter. This also creates a more professional outcome of our product. Another piece of equipment we used was the track and dolly. This played an effective role when shooting our inside establishing shots as it created a fluid, smooth shot.
After shooting our production, in order to transfer all of our footage onto the iMacs we directly placed the 32GB SD Card into the back of the computer. This enables our footage to be transferred straight to Final Cut Pro. There was no need for a card reader.
Evaluation
When carrying out the evaluation stages I needed to use platforms such as iCloud to type up my work. I accessed iCloud through the iMacs as they work fast and efficiently, making it easier to carry out my work. Using the iMacs also enabled me to easily access Google and search for SlideShares of example evaluation questions, which has helped guide me through this evaluation.
After typing up my evaluation, I am going to use the equipment in the recording studio. I will be able to use the computer and stop and start my recordings. I will then take my recordings to the iMacs and edit on Final Cut, adding in footage of my own product to show examples of what I am referring to.
Loving Someone Evaluation - Question Two
Q2) How effective is the combination of your main product and ancillary texts?
In order to create consistency throughout my main product and ancillary I had to maintain factors which allows an audience member to recognise the similarities between the two.
When looking for conventional typography often seen within the indie genre research enabled me to recognise 'avenir' and 'sans serif' as a popular font choice. This has been used in indie artists such as 'The Kooks' and 'Bastille'.
Another important factor when relating my main product and ancillary text was to have a consistent theme when using colour. I decided that having a blue house colour was conventional for the indie genre. An example of a band that uses this is 'The 1975' as their bands ideology was rebranded from black house colours to pink.
During post-production we added in our house colour in the background for our text and also in the blue flashes when transitioning to a separate shot. It was effective to use the same blue house colour when creating the digipak and tour poster as it enables easy identification and a viewer passing by may become familiar with the colour and become intrigued as to what the band is about. This is an example of the cultivation theory. Indie bands often use house colours within their ideology, for example Arctic Monkeys.
Having an ancillary colour that is also seen within the main product is effective when creating merchandise as the house colour blue is a part of the bands ideology. This will help boost brand awareness and heighten profits. Potential fans can be attracted to the merchandise and research further into it, discovering the band and their music. Another factor that will arise from merchandise is the already fans being drawn to each other and bringing together the fan base and having a communal group of fans. An example of a band that promotes merchandise is 'The 1975' with items such as hats and t-shirts.
When creating the digipak I took into account how the locations shown in the imagery will link to the demographic and psychographic of our target audience being between the ages of 15-25. Candles seen within a church will attract the 'strugglers' psychographic of our audience as the candles are set in an empty location and are connoting loneliness. This would conform to the 'strugglers' audience members as they would see themselves as 'out of the norms' and cannot conform to modern society. This choice of location is also challenging the conventions as the audience are looking at themes they would not normally explore. This may help them seek guidance which therefore links to the uses and gratification theory.
The imagery within the digipak also links to the music video as the connection is within the identities of the protagonists behind hidden. Within the digipak imagery the female is shown with her back towards the camera. This style of imagery is conventional to the indie genre as having their back turned emphasises their disconnection to society and lack of identity. This is a continuous motif throughout my products. Again, emphasising their 'strugglers' psychographic. However, due to the ending of my production showing the protagonists walking towards the camera this is showing that they have discovered themselves and reminds the audience that they are not alone.
Overall, the combination of our motif product and ancillary texts are targeting the conventions of the indie genre and our target audience. By using house colours and similar typography this enables my product to be what an active audience member would expect. The blue filtered imagery of the female within the digipak also aims towards our target audience and our motif as the colour blue is a continuum within our product.
Loving Someone Analysis Question One
Q1) In what ways does your media product use, develop or challenge forms and conventions of real media products?
When deciding what music genre my group should study and develop, we decided that the indie / alternative rock genre was best suited as this is a sub-genre which allows us to delve into creating new conventions.
We chose the song 'Loving Someone' by The 1975 due to ideologies which grip the audience. This song fitted best with our initial ideas for our narrative based music video because we focus on themes that are not too far from reality. Therefore, making an audience member gain a sense of identification through the lyrics and applying the uses and gratification theory.
From carrying out the questionnaire, the target audience for the indie genre are teenagers and young adults. This is what lead us to use teenage protagonists within our product. An example of this is in 'Robbers' by The 1975 and Fall Out Boy 'Dance, Dance'. Enabling us to gain inspiration and conform to our genre. Our target audience will feel as if they can relate to our protagonists and feel a sense of escapism as they may be effected by one of the issues we focus on, applying the uses and gratification theory.
The majority of our target audience fall within the 'strugglers' psychographic. This is what lead us to focus on subjects that are relevant and engaging as they could possibly relate to the protagonist and empathise. The topics we focus on are bullying, prostitution and alcoholism. Focusing on issues that are apparent within society conforms to the indie genre as it is seen often in music videos, for example 'Cigarettes And Alcohol' by Oasis. This is creating a sense of verisimilitude for the audience.
Research also showed that it is normally the female protagonist who is seen to be the 'damsel in distress' referring to Props 8 stock characters. This is seen in 'Arctic Monkeys - Snap Out of It'. In order to challenge this common convention and make our music video relate to a wider target audience, we included a male protagonist to play this role. Also, this creates a sense of escapism for our male audience members and links to the uses and gratification theory.
Throughout our music video we used a style of filming to create a sense of verisimilitude this was created by using conventional shots to the genre. An example of a shot we used to create this is point of view shots. Research into our genre allowed us to notice the common conventional shots used. The use of a mid shot continuously throughout 'Panic! At The Disco - This Is Gospel' is what lead us to use this in several shots of our product and conform to our genre.
We had also taken inspiration from the extreme close up shot seen in 'Kings of Leon - use Somebody', adapting and using it in our introduction. An extreme close up of eyes doesn't allow the audience to see the facial expression of the individual, creating an enigmatic effect. This shot was adapted to highlight the individuality of the teenagers shown. Enabling the teenage audience to be aware from the outset that the video will be targeting issues that they can relate to.
A reverse shot seen in 'alt-J - Breezeblocks' was also a shot that we decided to adapt to fit our product. It is not often seen within the indie genre but by editing the shot in post-production to be reversed, we believe this plays an important, effective part towards the end of our music video.
Due to the indie genre being a sub-genre we had noticed that indie bands such as The 1975 and Arctic Monkeys take inspiration from alternative genres and their imagery. The use of a projector to shine against a subject matter is also conventional in pop genres, for example it is used in 'Rihanna - We Found Love'. Nevertheless, the indie genre challenges conventions, which enabled us to use this imagery but conform it to our own production.
Also, through the location was where we wanted to challenge our genre. A church location is something thats not often seen in Indie videos. Our stereotypical audience member would normally rebel against such strict, confirmative ways of life. However, our choice to film in an empty church signifies how our target audience may feel as if they do not fit fully into society. By directing our protagonists to misbehave in the church emphasises their disconnection towards the community. Therefore, making our music video relatable for our 'strugglers' audience members and applying the uses and gratification theory.
In order to challenge the conventions of the Indie genre, the final outcome of the protagonists was that they restored their faith in society through the church. An older audience member may be able to relate to this as they may have put an end to their 'rebellion' phase. This is therefore creating a new equilibrium which creates an enigma at the end of our music video.
Through our research we had learnt that the indie genre normally has both performance and a narrative within their video, this is seen in 'The 1975 - Sex' and 'AWOLNATION - Sail'. This is what lead us to challenge the conventions and create a multi-stranded music video and not conform to the conventions of the indie genre.
Conventions such as having a narrative either through the lyrics or the music video is something that has stayed the same through the years when looking back into my research. From the outset it was originally seen for the music video to have only performance while they express the narrative vocally.
Something that is not commonly used in the indie genre are titles. From carrying out our research we had noticed that it has been used in '30 Seconds To Mars - City Of Angels' and also 'The Killers - Shot At The Night'. This creates a cinematic feel from the outset. Drawing focus to the message behind our product as it is conventional for a film to have a meaning behind its narrative. Therefore, making the audience aware that within our multi-stranded music video there is a message to be found. We are therefore challenging the conventions of many indie products.
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