Climbing up the walls by Radiohead - Music Video

Final Version of Digipak

Final draft of Poster

After a lot of editing and changing we finally finished our poster for 'Darwin in Eden' we decided on using the same image as the album cover so that they look exactly the same for fans to know what they are looking for when they go and buy the album. They can even visit the website as it is posted at the bottom all the information they need is on the poster.

Task 1 - How have you used new media technologies in the construction and research, planning and evaluation stages?

Task 2 - How effective is the combination of your main product and ancillary texts?

Task 2[1]

Task 3 - What have you learnt from audience feedback?

Modals of audience – Three Models of Audience

The effects Model

The Uses and Gratifications Model

The Encoding-Decoding Model

The Effects Model

- Derives from an early piece of audience research – The Payne Fund Studies

- Implies that audiences are passive recipients of meaning and values of a text

- Also known as the ‘hypodermic model’

Also implied:

- Media effects are cumulative

-Media effects are long time

-Media effects are revealed through both attitudes and behaviour

Can you think of three examples of media ‘debates’ which use the Effects Model as their basis:

1.      Sexualisation of children for example Rihanira coming on to a family program such as the X Factor wearing something inappropriate. Also the racy underwear for children such as padded bras and inappropriate underwear.

2.      Eating disorder for example magazine images of models and cloths size

3.      Video games/TV/Films for example Grand theft auto, Manhunt child’s play

Can you think of three arguments that would contradict the effects model?

1.      There up bringing

2.      Eating disorder’s have been around for a long time before any models

The Uses and Gratifications Model

- Derives from research carried out in the 1950’s – the Personal influence study by Lazarfeld, Blumler and Katz.

- Audiences are far from passive in their approach to the media; rather they actively choose and consume the media to satisfy particular needs and gratifications which they exhibit

Give an example of any media genre might provide the following gratifications:

Diversion: Romcom, comedy, Disney

Personal relationship: Sops; Hollyocks, Big Brother 

Personal identity: Music video

Surveillance: News

Encoding-Decoding Model 1

- Derives from the work of Stuart Hall at the BCCCS

- A theoretical model, which is based upon the notion that the audience do not act as a ‘mass’, but rather as a collection of smaller groups defined by social and ideological elements

-Media texts are ‘encoded’ (both consciously and unconsciously) with the values of their producers – generally white, middle-class, men

- However, the audience is not made up exclusively of these groups and different groups are likely to ‘read’ the text in different ways

The ‘decoding’ process has 3 possible outcomes:

- A preferred reading

- A negotiated reading

- An oppositional reading ( miss the reading and saw it in a completely different way)

Task 4 - In what ways does your media product use, develop or challenge form and conventions of real media products?

We used new technologies in our research, planning, construction and evaluation to recorded are comments and ideas for our music video. One of the main technologies that I used constantly through out the process was blogger, one of its really useful aspects was the fact that I could use it to keep a permanent record which has enabled me to review the production and produce this evaluative task:


Research

New technologies were really important in research through the use of Internet; I looked into genera and target audience. When looking at genre, I started off by using the Internet to look into the codes and conventions of band images and what conventions we could use in producing our music video. Using YouTube meant that I could look at other music video to research into what sub typical codes and conventions for an alternative rock bands. The Internet was also helpful in looking at similar bands in genre, for example muse and blink 182, these were just a few bands I looked at to get an idea at what made the band into alternative rock. YouTube was also helpful and looking at a target audience for this type of genre, comments on the music videos blow showed what an audience liked and disliked about the video and the type of music so that I knew what worked and to make sure that I reached the right target audience. For example on a Muse music video of neutron star collision a fan put ‘This song is the combo of classical piano playing, hardcore drums and guitar and unique vocals.' This comment really stood out and showed me that this type of audience liked the creative and original feel to the band, which I felt would help target the right audience. 










When it came to research for the narrative of our music video I used the Internet to look on Google for other music video that used ambulances and how they used the camera to get the right angle and positioning. This was important as we weren't able to use a real ambulance, so we had to make do with a white car with a blue light on top. The videos that came up where one such as The Fray – You Found Me and Radiohead – Just, both these videos showed an emergency situation and how the camera captured the scene, this helped me plan what position of the camera would be right for the day of the shoot so that I could you the time efficiently. I looked into lighting designs for a band performance; we wanted lighting that would reflect the band image as well as contrasting well with the narrative performance. I used YouTube to get images from Muse – Neutron star and creating a mood board on Microsoft word of the style that we felt would reflect the bands image and narrative. The lighting for the music video ended up being dark and mysterious that hide the identity of the band members, I felt this reflected this alternative look that the band have.

Planning: 

The planning preparation for our music video used a lot of new media technologies to plan what we were doing for our shoot day as well as making sure we targeted our audience in the right way. Producing different ideas for what style of music we wanted to make a music video for was an important stage of our planning process. Using YouTube to looking into different genres of music I decided on three different genres, I then used PowerPoint to present my ideas to get some feedback on all one of my three ideas. This gave me a chance to show what my idea was in a simple and easy use of technology. Another way we presented our music video idea was through the use of movie maker. This enabled us to use footage from another video but put a different song to the images so that we could give a visual understanding of our concept. For example we used we used footage from another music video about skins with Effy but put the images to our track idea Radiohead – Climbing up the walls. This showed a montage of images over lapping creating this dramatic narrative, which we were aiming for. It was also quicker to create, less artistic skill required and meant that we got a chance to see accurately envisage what the final product would look like.

 We did the storyboard in two different ways to show the change in the way we use new technologies. First of all we made an original story board through drawing pictures and explaining the camera, sound and editing transition. We then used a digital camera to take a picture of the story board to then put up onto our blogs to show what our idea was all about. To extend our understanding of new technologies we decided to make an anamatic where we used a NX5 to film the each different image of the story board in turn and then use Final Cut Pro to put the images together with the sound track. This meant we got a rough idea about what we were aiming for in our end product and was more effective putting it together on movie maker rather then just watching the video.

When it came to planning camera shots and style on capturing the performance of the band and narrative, I thought an effective way of doing this was by teasing out the angles of the shots we wanted by using a mobile. This would gave me a limitless amount of photos meaning I could try different angles shot types and then finally on word put them into a mood board. We could see how they fit together and what worked before filming. That was a lot more effective and gave us more time on making sure the shots were quality. For example we used a camera phone to capture different angles and ideas of how we would shoot the narrative, so that an audience could get up and personal with all the drama that is unfolding as one of the characters tries to save his brother. This turned out to be very beneficial, as we sued a lot of the shots in our final piece.

Another way we used a camera phone was to record a band practise to see how the band looked all together on camera. This gave us a chance to get a first look at what we could expect from our actually shoot day out come. It also gave the chance for the band to get together and practise and perform.

 Construction

When finally coming to put all our planning and research together on the shoot day it made it easy and an effective use of time we used loads of new technologies to create a professional music video.  Through three different types of camera we were able to get the footage we need to create our music video. For the performance we used the F3 in the studio which is a high quality camera, this enabled us to capture the band in the best quality possible and in the low key lighting that we decided on so that we didn’t lose our footage because the lighting was too dark. For example when we used close ups we could use precise control on how close the lead singer was from the camera so that the focus was clear.  For the narrative we used the NX5, handheld and in slow mo to create tension and panic as the drama built up. The slow motion on the NX5 gave us a chance to slow down the action in high quality, which also added to the drama that was unfolding. The slow motion footage also contrasted well with the performance element and the tempo of the song as it is a slow, trippy and calming song that needs a music video that reflects this mood.

                The other camera we used was the Go Pro, which is a small and easy to use camera that can be put in places that a NX5 can’t get too. For example we were able to stick the GO Pro to the top of the car that we turned into a pretend ambulance. We did this by placing the camera so you can see the blue flashing light and the car travelling forwards towards the scene of the crime. This let us get a different prospective on the scene but also added to this dramatic scene. If it wasn’t for this development of new technologies we wouldn’t have been able to capture the ambulance scene or slow motion as the cameras weren’t as developed before. Today we are able to use the new technologies such as cameras in a more precise fashion. No need for types and your able to keep recording for much longer with the new development of cameras.

                When it came to producing a digipak and poster for our band, I used Photoshop to produce a high quality, professional product that would target the right audience as well as reflecting the band image. I started off by using Google to look at similar pictures we were thinking of for our design idea, which was nature or blurred images of people. This helped us fit the images to a template for a digipak and poster to get an idea of what we wanted for the end produced. Once we had this idea I used a cannon digital camera to take a picture of a tree in my garden that would work for the front cover of the album.  We then used Pacassa to create a grinning affect on the image that gave it this old fashioned which was dark that once again reflected the band image. Then using PhotoShop I created the other four panels of the digipak using the same grinning affect so all four panels matched. We designed the cover of the album in an alternative way so that it would stand out in shops as being creative, original and hand made feel to it. To make sure the font fit I used an on line website called Fonts.com, I used a font called ‘dead postman’ that gave an original look to the alternative digipak.

Evaluation:

Getting feedback on our final products so that we could evaluate also used new technologies so that we could record and document what we our target audience thoughts were. Using a mobile phone we recorded a focus group that we made to get feedback from, helped to make sure we captured everything that was said. It was easy and quick to use a mobile to just record everything instead of writing down each comment. For example one of the comments made was that ‘both elements of the music video make you want to continue watching, also so that you can get to know the band more’. YouTube was also a good way of getting feedback through comment at the bottom of the music video. This let the general public comment instead of friends and family, so we got honest feedback as they we didn’t know them. This was very helpful as we could have people honest opinion. For example ‘I liked how the narrative was in slow motion, it works really well’. This also gave us a chance to reach a bigger audience as well as our target audience.

                Another new technology I used to reach a target audience and get feedback from was FaceBook. I posted the music video on my home page for all my friends and family to see so that they could also give helpful feedback. This created word-of-mouth, so that friends would tell other friends and there family which would help boosts views and feedback. A persons called The Life Agency said ‘solid sound, intriguing video. Well done!’