Rough Cut

Rough Cut

In order to improve our rough cut of our music video, feedback from our audience played an essential role. Strengths and weaknesses are highlighted in the feedback stage which is vital for further improvement of the production. Feedback allows our group to gain an insight to a second opinion where  slight or major mistakes/corrections that need improving can be seen which we are oblivious to due to re-watching our product so many times which could result in a dramatic change of the product from slight alterations. This also beneficial because audience can also suggest additional changes which can be applied to the music video in order to improve our product further. We received audience feedback from various screenings of our production. Firstly, our media class viewed our entire production and gave us feedback immediately afterwards. However, we also uploaded our production to YouTube and social media in which our audience commented and left both constructive and positive feedback. Other ways in which we received feedback was through questionnaires asking varied questions in order to see what the audience thought of our video and how we could improve. Feedback is vital to the production as it allows a second opinion to suggest changes and improvements which can be made to make the final product something the audience will want to see. Minor or major changes can be adjusted which makes the music video more stereotypical to the genre and something which the target audience are engaged in watching. This is beneficial to the music industry because the product is improved due to feedback from the rough cut and improve the product into something which targets their specific audience and can overall mean that there is an increase in sales which results in a higher profit for the music industry. 

The feedback which we received from our audience was from both, screenings of our production during class time but also from comments on social media and YouTube. The feedback which we did receive was a mix of both negative feedback which is constructive for the improvement of our production. Yet also positive feedback, which shows us what our target audience are engaged by and like to see in our music video in which we shouldn't change. One positive comment which we received on our music video through YouTube is the editing techniques that are used. More specifically the audience has commented on the use of the overlapping technique which has been used throughout our music video frequently. This gives the video a unique feel which has not been used in many music videos of the soul genre before. Overlapping is interesting for the audience to see instead of an ordinary filter added on top which may not be as engaging for the audience to watch. The audience may also begin to think of connotations used with the overlapping of the shots and could be inferred as the overwhelming amount of emotions the artist is displaying  through the lyrics. This may engage the audience further as they could possibly relate to how the artist is feeling. Furthermore, another piece of positive audience feedback we received was that the use of cinematography is of a high standard and have used multiple shots to make the music video more interesting to watch. Some of these shots which have been mentioned by audience members in our media class are the point of view shot at the beginning of the video which slowly comes into focus. Not many music videos include this, and the audience feel as though they are watching the artist perform in person which is a unique feel to the video and can help to build a relationship between audience and artist as they are able to see them from a closer perspective. Other cinematography elements which have been mentioned are the panning shots which are included of the candle panning over to the memory pictures of the artist when she was younger. This shot is favoured by the audience as it helps to reiterate to the audience the narrative of how the artist is reminiscing on her past before she found fame. Furthermore, another piece of positive feedback which we received was how the audience enjoyed the different paces throughout the music video, as some scenes where slower whilst some scenes had an increased pace. One audience member mentioned that this engaged them as it suggested that it was almost like the artist was watching the world go by, which is often what happens when detaching themselves from all emotion and aspects of the 'real world'. This suggests to the audience and reiterates how lonely the artist is feeling. In turn, making the audience sympathise for the audience yet also seeing her as down to earth as she is showing her true emotion for everybody to see. Lastly, audience members mentioned that one piece of the music video that they enjoyed was the fact it was filmed in several different locations. An example of this is how we filmed specific scenes in London. This made a positive impact for the audience as it helped to show how the artist was reminiscing on the past and where she came from. This also engages the audience further as for most, London is a recognisable place in which they feel that they have something in common with the artist and as though they are beginning to get to know them.

Negative comments which are constructive and beneficial to our music video is that we could add additional scenes which would make the overall narrative clearer for the audience. Suggestions of which scenes we could add are the artist leaving or having an argument with her friends which could then show why she is reminiscing on past times as she has left them to find fame. When watching our music video back we did realise that the narrative may be unclear for those who did not know what the narrative was beforehand. So including these additional scenes may make it clearer for the audience to understand and follow along easily in order to sustain the audiences attention throughout the entire video. Another comment which has been made about our music video is how effects can be added to the product in order to make the overall narrative much clearer for the audience. An example of how we can improve this is to add a black and white filter onto the scenes which are meant to be memories. The black and white filter is stereotypically known for representing a memory, which is what we want to create to show the audience that this is what the artist is reminiscing on. Another negative comment we received which was constructive in order for our music video to improve was the fact that the performance scenes were included too many times and became too repetitive for the audience to watch. To improve this we could film more scenes of the artist performing, however in different scenery such as a piano room so the audience does not become disengaged. +Furthermore, the filter used will also be able to help express and represent the artist further. The black helps to show the depressive state the artist is currently in, whilst the white helps to show the vulnerability she is feeling as she is alone. The two combined are not a desirable emotion which further helps the audience to sympathise for her. 

Examples of feedback which we received:

To improve on our music video we will try to incorporate suggestions that have been made to us through the feedback we received. Firstly, we are aiming to film additional scenes to include in our music video to make the narrative more clear for the audience. Scenes which we aim to film are the friends arguing around the artist leaving and becoming famous. This will help the audience to understand the rest of the narrative how the artist is reminiscing on the past, when she wasn't lonely and show the audience why she is feeling this way. Another piece of feedback which we have taken on board and aim to improve is adding further editing techniques to the music video to again, help the narrative become more clear.  An example of an editing technique which we will include is adding black and white filters onto the scenes with the friends before the artist was famous, enjoying themselves. This will help to reiterate to the audience that this is a memory the artist is reminiscing on, and again how lonely and vulnerable she is now. Not only does this help to show the narrative more clearly, but also helps to represent the artist and builds a relationship between as they begin to sympathise for her. 

Analysis of Individual Digipak

Individual Digipak Analysis

Aswell as creating an individual magazine advert to promote our music video and our artist, I have also created an individual digipak. A digipak is a paperboard or cardboard binded style book which contains one or more plastic trays. The reason for creating our own individual digipaks was to promote the artists album to the specific target audience. Along with this, elements contained within the digipak will represent the artist conventionally and may suggest which type of music the album may contain, influencing the audience to purchase the album. I have been inspired by several digipaks, but one in particular is from the artist Duffy. This is because Duffy is a similar artist to our artist as she produces music also from the soul genre and has also included conventional aspects in which I would like to include in my digipaks to help represent the artist stereo typically.

My individual digipaks includes many specific elements which help to promote my music artist and her album effectively and successfully. One element of my digipaks which is conformed with effectively is the use of colour. The main and repeated use of colour throughout my digipak is black and white. This is used throughout as main uses of colour, but also as an effect on specific slides such as the two images that are included in the digipak. The colours black and white help to convey the artist stereo typically. As black helps to represent the artists depressive state and emotions. Whereas the colour white represents the artist in a different light as vulnerable and innocent which is a combination which could concern and make the audience sympathize for the artist as this could leave the artist with low self esteem, and in a low place, in which the audience may be able to relate in some way if they have been put in a similar position. The two colours combined help to suggest both positivity and negativity which could suggest to the audience that the artist is reminiscing on old memories and events which have occurred. From the two pictures specifically of the artist of people in the background walking past in black and white, could suggest this is what she is reminiscing on. Her friends and family which she has lost since she found fame.

Another colour which I have included throughout my individual digipak is the use of the colour red. This colour is bold and helps certain parts of the digipak to stand out, and allow the audience to think of the connotations which are linked to the artist. Examples of this which I have included within my digipak is the "18" and the lips. Red is not a stereotypical colour which would be used in the soul genre ancillaries and is subversive to the genre. This is because the colour suggests confidence of the artist, whereas usually the artist is perceived to be quiet and shy. However, this may motivate the audience and give them hope that the current situation that they are currently in will come to an end. However, the colour red can also infer to the audience what the album is based upon. Also conforming with the genres stereotype, red has several connotations which the love and romance and could be a clear indication that this is what the album may contain, allowing the audience to gain an insight and see whether or not the album would interest them or not. A similar portrayal as the colour red, is pink. This has several connotations with love and romance which could infer to the audience what the album could include. However, a negative portrayal of the colour could suggest a lack of self-worth and indicate an overly emotional nature, which could suggest the representation of the artist. This may influence the audience to purchase the album as it may be comforting to them to listen to somebody else in a similar situation in which they can relate to. 

Another aspect which conforms with the conventions of the soul genre on my individual digipak is the images which I have chosen include. Two of the images used, which are included on the front page of the digipak and the last page show the artist to be looking downwards. This is the two images which the audience will mainly see, so I made this a predominate feature which would represent the artist stereo typically and give the audience an insight as to what they can expect from the album. The artist looking downwards could suggest she is day dreaming, which is detaching yourself from your current surroundings for a short space of time. This could suggest that the artist may be wanting to escape her emotion and possibly guilt. In which this may be relatable to the audience and could infer this may be what the content on the album may contain. Additionally to this, the audience may find respect for the artist and find them admirable as they are showing their true, raw emotion. This allows the artist and audience to gain a relationship as the audience begin to gain an insight to the artist and their personality, how they are down to earth. Furthermore, the images used in the digipak in the middle show the artist almost gazing into the distance with an emotionless expression. This could be due to the fact she is in deep thought, possibly of regret and has blocked off all her surroundings. Many of the audience members may be able to relate to this and may find comfort in somebody else trying to make sense and express the similar feelings they share. The image used on the CD in the digipak displays an image of Big Ben. This may immediately draw in the audiences attention due to the fact it is a recognizable and iconic landmark in London. Secondly, this may give the audience indication that the music contained in the album could be something to do with the location of London, in which may be interesting and engaging to the audience depending on their interests, hobbies and backgrounds. Lastly, the image used on the page which includes the message from the artist is a candle holder which is made from multi-coloured glass. The tones throughout the image are mainly warm toned full of oranges and pinks which represent love and positivity. The flame itself which shines through the glass helps to possibly represent fear and pain which may be the internal emotions of the artist in which she is feeling due to the situation she is currently in and reminiscing on. 

The images are subversively used on my digipak as stereo typically images remain central to the page so that the audience is not distracted as this is usually the focal point. Although the image is slightly of centre, this gives a unique edge to the digipak which will draw the attention from the audience. The image remains a focal point as the digipak itself has a simple theme throughout with not much writing so the attention of the audience can not be diverted. This allows the audience to still sympathize for the artist as they can still see the emotion clearly and may be able to relate to the artist.

Additionally to this, the typography which I have chosen to include in my individual digipak conforms with the stereotypical conventions. The handwriting style font I have used on several slides of my digipak, this includes the main (front) page, the message to the audience and finally the track list. This gives a unique approach to the digipak, in which not many artists may have included before as it could be seen not to "stand out" as much as another font may. However, the white, glowing effect helps to engage the audience as this contrasts against the dark, black background drawing in the audiences attention. This also helps to reiterate to the audience the topics which could be included in the album, such as memories and reminiscing which can be inferred throughout the use of the contrast of black and white. The simplistic approach to all fonts included in my digipak conforms with the conventions of the genre and helps to represent the music which is included which does not shy away from focusing on subjects which may be relatable to many, and simply explain how they may be feeling. I have applied a hand writing type font on my digipak as I feel this creates a personal approach to the digipak which suggests that the artist has written the album for the audience. This also could suggest that the artist is wanting to get to know the audience by helping them in the current situation by being able to relate to the audience, empowering them. The artist can be seen as admirable to the audience as they are humble and down to earth, willing to show their emotion to benefit the audience. 

The language which I have used throughout the digipak is quite simple and has included a minimal amount of wording. The language which is included is the main information which the audience would need to find out information about the album and the elements which would engage them, this includes the title, message to the audience and the track list. The main reason for this is so that the audience is not overwhelmed with a large amount of information on the digipak which could ultimately divert their attention away from the album altogether. The message to the audience however, brings a unique approach to the digipak as it contains the artists songs which helps to create a message to the audience. Most artists would not take the time to think of such a unique way to thank their fans, so suggests to the audience that the artist is humble and down to earth due to the fact she cares about the audience and wants them to feel as though she is trying to get to know the audience better and are interested in their feedback.

Although I have managed to create a digipak which conforms to many conventional aspects, I did encounter many struggles and weaknesses during the process. One issue was finding a font in which I thought was appropriate for my digipak and came across to the audience in the way I wanted it to, to show to the audience that thought had been put into the digipak in order to show the artist as down to earth and humble. To overcome this problem, I downloaded fonts from a different resources and downloaded them to the software, this was an easy task as after the font was downloaded it was easy accessible from the software. Another issue was with creating an entirely black background and the image remaining in colour. I tried originally with cropping certain aspects which I did not want to be in black, and used the fill background, however aspects of the digipak where also filled in black too. To overcome this, I then used the paint brush tool to zoom in closely and trace the edges around the artist to ensure the background changed to a plain black background. Aside from this I did also encounter strengths with using the software which i hadn't before. One strength was dragging the image into the software which I wanted to use and make it to the appropriate size which I wanted. Furthermore, I also found changing specific aspects of the image to black and white an easy task after I watched a tutorial on YouTube which explained easily how to use this and it was easy to use the specific tools needed.

In conclusion, I think that my individual digipak conforms with the genres stereotypical conventions as I have included many conventional aspects. I believe that this engages and appeals to my target audience because I have conformed with many of the key conventions. This includes the images which helps to portray the artists emotional state to the audience in which they may be able to relate to. Furthermore, this may be engaging for the specific target audience as I have also included locations within my digipak which may be engaging for the audience as they may be able to recognize the locations such as London and feel as though they can relate to the artist. However, I do believe that my digipak also adheres the conventions due to the font which I have selected. I believe that not many digipaks have used a similar font to the one I have selected which represents the artists handwriting. This gives a unique touch to the digipak almost as though the artist has created this for the audience, this would engage the audience as not many artists would have done this before and allows the audience to feel as though they are beginning to know the artist, engaging their attention further.