Evaluation Questions

In what ways does your media product use, develop or challenge forms and conventions of real media products?






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


Throughout the research, planning and construction stage I have been seeing how I can make a progression in Scala's images through these products, and I recognised early on that the products I have made will have to have strong links with one another. 


I linked the website and CD digipak in two ways. Firstly, was featuring the cover of the digipak on the website (which was also for a promotional technique too). Secondly was the choice of font I used for both which was similar and allowed consumers to make a link.




As you can see I used a handwriting type font on the album cover and a similar handwriting style on the title of the website this is the link I wanted consumers of these product's I have created to make. 


Also below you can see the cover of the Digipak next to the title this was consciously put there to reinforce the link. 

The combination of the Digipak and Music Video is subtle, I used the same girl on the cover of the CD Digipak within the video, but changed her appearance by applying different make-up and straightening her hair rather than her wearing it curly. I was hoping this would be a subconscious link that would make the audiences associate the Digipak with the music video. 


The website works as a promotional tool for the Music Video as it is on the homepage of the website and this will hopefully make people view it relate it with the Digipak which is featured above the  music video on the website and this will consequently initiate sales of the album or alternatively views of the music video on Youtube. The link to YouTube is ideal for audiences because if they enjoy the song they'll search for more of Scala's song on the video sharing site and this may lead them to go out and buy the album or to purchase some of Scala's songs from I tunes. 


The combination of the three media products I have created for Scala allows people to view the video for free and receive information about Scala hopefully all leading to the sale of the Digipak I have created. The issue with this is why would they buy the album if they can view the video for free on the internet. There has been a massive decline in sales of CD's since media technologies such as Youtube have been produced. But instead of working on profit the Digipak will work as a promotional tool also so people view the songs for free, and if they decided they like Scala enough they'll buy concert tickets which them turns over a profit for them. 




What have you learned from your audience feedback? 
For my audience feedback I used YouTube for people to view on there and give comments. I displayed posters around school in the hope that a large range of people would comment on my video and give me constructive and relevant feedback. 


This wasn't my first collection of audience feedback in the production of my products, as I felt it was crucial to involve a wider group of people than just yourself to give their perspective and opinions on the product. I felt this would make my products more universally successful. 


I first used audience feedback in the production of my CD Digipak, after the photoshoot I picked out the best 6 photo's then I created a focus group which was shown to a number of different classes throughout school and college to enable a varied result. The people participating had to rate the photo's out of 5 in terms of these 3 features I wanted her to portray. First was how good she looked, second was how natural she looked. Finally it was how innocent she looked. I created a powerpoint for the people taking part to view and inserted the results into an excel document to calculate which two photo's they rated highest in these features. This left me with two options in which I edited to then decided myself which one portrays what I wanted the CD Digipak to show the most. 


My second use of audience feedback was Initial feedback from the music video. I did this with a focus group of non-media background participants. With this focus group I wanted to concentrate on if they understood the narrative and how the overall video looked. I got a BTEC media student from the local college to view the piece as a person who can look at the editing and think of ideas and improvements. 


The non-media focus group gave me confidence in the narrative as they all understood the basic idea of it being a group of girls and a boy longing for the same boy. Some of the participants recognised that it was based upon the seven deadly sins. 


The BTEC student was a more technical with him pointing out slight faults in continuity and this allowed me to fix them before uploading it on to youtube. But overall he also felt that the product was a sound piece. 


My final audience feedback is less critical and more praising of the final product, although there are some comments which people have made about the fast editing and cutting at the beginning of the film but I tried to address this but the narrative failed to make sense if I kept clipping parts of the footage out to have longer shots. 


My audience feedback allowed me to fix and problems that the Music Video had and allowed me to sample to video to a group of people to see how it was going to be received. With the CD Digipak the focus group gave me piece of mind as there was a group of people not just me making decisions about the cover of the album cover and as I said before this meant that the product is more likely to be accepted and praised by a bigger group of people. 


How did you use media technologies in the construction and research, planning and evaluation stages?

Applying Goodwin's Theory to the Music Video I created.

I decided to apply this theory to my music video to see what forms and conventions I incorporated and the one's I rejected.





1) Music video will generate genre characteristics. 
No, the music video's of choir's I viewed were always performance video's at some point and this is a narrative video. 


2) There will be a relationship between Lyric's and Visual's (Illustrative, amplifying  or contradicting) 
There is an illustrative relationship between Lyric's and Visual as the narrative is based around this guy being gone (figure of lust) and the song is called with or without you. This is the illustrative link. 


3) There will be a relationship between Music and Visual's (Illustrative, amplifying or contradicting). 
I believe that there is contradicting elements with the use of quite short cuts at times, but illustrative when the music video is at it's peak with the use of slow motion and longer camera shots. 


4) Demands of the record label will include the needs for lots of close ups of the artist and the artist may develop motifs which recur across their work (a visual style)
The artist isn't featured in this music video, this also goes against the forms and conventions of this genre. But with such a distinct sound I feel that fans will recognise the song as Scala's without having to visually see them. 


5)There is frequently reference to the notion of looking and particularly the voyeuristic treatment of the female body
there is elements of this, with the Pride scene she is in a short dress and applying make-up this could be seen as the voyeuristic treatment of females by some feminists. But as it was portraying a sin not just for no reason I feel there is little reference to this. 


6) Often inter textual references. 
This was consciously done in the Greed scene with me inspiration of the set was it looking like a scene out of confessions of a shopoholic but with more of an ominous tone. All of the sins have have some connection with the film Se7en as that was where my main source of information came from. 

Website- Final Product

http://scalamedia.moonfruit.com/

Above is the link to the website I created for Scala and the Kolacny Brothers. 

Below is screen shots of my finished website in case any problems arise when viewing the site. 

This is the home page of the site with the music video and digipak I created on there for promotion. 

This is the biography page, I condensed the information I could find on Scala to two comprehensive paragraphs. 

This is Scala News with links going to the YouTube links to watch the video's. Also features Scala's most recent news. 

The contact Scala page with an email form for people who have further questions about Scala to fill out. 

Website- Creating

I've never created a website before, I decided to use MoonFruit.com which allows you to pick a template and you have to adapt it to fit your own needs for the website.
I screen shot the steps I took as I did them so it would be easy to see how I created the site.


Creating the Homepage


I was constantly referring back to my research on what I wanted to be on the front page.
Here's a list of what I hope to have on the front page;
- Picture of the album I created
-Social networking Icons
- The Music Video I created (at very least a link to it to youtube) 
- The colour scheme I chose was Black,White and Red.
- Scala's name
- A clear menu bar ( using the "ScalaNews" "Scala Bio" names)

This was me creating a comment box, and I turned it red so it would fit in with the sites colour scheme.

Picking the title,I took font, colour and size into careful consideration it was a process of trail and error until I was satisfied. 

The completed comment box on left, with the YouTube video link which I'm going to link up with the music video I created. 

This was when I created the loading bar, which viewers of the website would be able to see to stop them from getting impatient if the site is running slow, this also fit in with the colour scheme I picked by being red and white on the black background. I picked the juggling balls because they're something different than usual loading bars. 

Creating the menu bar for my website, picking type, colour and size e.t.c.

Writing out some of the mini biography on the front page plus the promotion for the new video and album which I created.

These screen shots show the finished home page, just needing to upload the video onto youtube to link up.

Creating page Scala Biography 

I began by removing all the templates off the page so I could decide what I wanted to do with the space. I felt Scala's biography on their official website was too long. I wanted to shorten it down and provide more pictures and eye catching things on the page so whilst browsing they'd be more likely to and read about Scala. 

I decided to collect a few pictures of Scala to make a collage that would go on the top of the page. Here's me creating this collage in paint, I got the photo's off the internet and Scala's own website. 

This is the collage through the creating process and then on the site. 

Here's a print screen on the shortened down Biography because in my research and planning I felt Scala's was too long. 

Creating Scala News

Scala's website has all their recent news on a page in loads of detail with links, I'm going to change the basic layout they used on theirs and rephrase how it's written so it's more presentable and shorter so people are likely to take the time to read it. 

I'm going to do the news from the beginning of this year, rather than just putting the really recent stuff on. 

I did a tile format so it was easy to view the information, I used the same font for each title in the same size and I made sure my font use was consistent throughout the website. 

I linked up Scala's latest video and the one I made again as it's more advertisement of their products.

Unfortunately when I tried to view this page the links weren't working because of technical errors so I replaced these video ports with links to the page on youtube they look less professional but I felt that this was better than a broken video port or just a simple type this in to your URL bar or youtube these songs.

Creating Scala Concerts 

I was going to create this page for easy information for fan's to view and get dates but the dates on their site don't show any in England, I attempted to email them about this issue but didn't get a response. 

But the contacting Scala page will be ideal for fan's to ask about tour dates and tickets then.

Creating Contacting Scala
Once the templates were removed I added a form which was available from the site which people can get into contact with the band through email. As I got in touch with Scala through there contact us page I felt it was a necessity to have this page on the site. 

Website- Research (Choir)

I looked at 2 choir's websites because I want to be able to study the style they used in comparison to the mainstream ones I've researched and find a middle ground that'll be able to use for the website I'm making for Scala to show their progression as artists. 


1)

This choir is related with a church so its a religious choir. There is only one page dedicated to the band, there is no social networking icons or advertisement of the bands recent albums. This shows that the choir wasn't created for a profit or national or international success they just want to sing in the representation of their religion.

2) 

The style is classic with dark colours and patterns with a splash of colour. The site also lacks social networking icons which the mainstream websites do this to me is a clear indication of a non-mainstream genre's website with a lack of promotion and artists image being shown. 

This research showed me the lack of new media technology these choirs use. There is no clear style as it must depend on the meaning behind the choir. 

I've decided due to lack of more mainstream choirs to look at Scala's current website to see how up to date they're and what changes I can make with my website which will make them more mainstream. 

The first screen shown is alike to blink 182's with a black background too, but instead of it just being used to show off a logo it enable people who are speak different languages besides English to choose the site for them. The album shown on the front is the 2010 album which needs to be updated with the new 2011 or the very best CD they have recently released. 

They mainstream success through the trailer of Social Network and the trailer of Downton Abbey shows through there use of social networking icons, interactive instant messaging for fans and the use of You Tube video's. The choir are shown from the picture at the top of the screen. Personally I think the basic layout of the homepage is good and the page menu is well placed bu the news feed looks messy and there needs to be more structure within the news feed. 

The website is very comprehensive and this will help me in creating the website and collecting the information. The biography seems too long and not many fans would sit through and read the whole article. 

The style of the website is black and grey very much like the rock website I looked at and also the choir website I looked at used black as there main colour scheme. For the website i'm going to create i'm going to try and add a burst of colour in an indie style to change the look of the band. 

Website- Research (Mainstream)

Before creating my website I want to look at other sites and distinguish good features that i'll try and incorporate in to my website for Scala, but also I want to identify websites that also have bad features so I no what to avoid. 


1) The first website I looked at that was from an indie/rock genre which is from the band Arctic Monkeys. 

This is the home page the style and block colours goes with the theme of indie / rock which the band are. The picture of the band is a good way for fans to identify them with the music. What appeals to me is the music video on the front cover which is promotion of their new single and the simplistic menu at the top of the screen which is clear. 

Underneath the music video there is links to social networking sites that the Arctic Monkey's are signed up to. The news feed on the front page I felt was not well placed and that it is better on the page it belongs, it was probably put there just to promote up and coming singles and tours but it seems misplaced with there being a whole page dedicated to the news feed on the site. 

The page menu is set up clearly at the top and when the cursor is placed over the page it turns red, this feature appeals to me as it is efficient and allows the person viewing the site to no it is working. 

The pages are neatly set up and the presentation of the whole site is very simplistic but stylish.

2)   Beyonce is a huge RnB / HipHop star who also has starred in a few films, she is a international success and I feel her website should portray this. 

The website it based around her most recent sell out tour, her album is based around the "real" Beyonce and her alter ego Sasha Fierce who gives her the confidence to go out on stage and perform the way she does. Here's the front page of her website. 

This picture of her alter ego Sasha Fierce is on rotation with the picture below this is showing her two sides. 

The menu is clear and well set out with the first page on the website (far left) is running down the side of the page the news & blog is promoting Beyonce's new perfume called "Heat Rush" and informing fans of her upcoming appearances.

The site is extremely comprehensive with all the pages giving lots of information the page that caught my eye the most was the use of a "timeline" of Beyonce's progression from the day she was born to the most recent success's. 

A time line the picture highlighted is one of her as a new born baby. 

This picture is of the girl band she was in before pursuing a solo career.

This photo is representing her latest album and tour. 

The website reflects her glamorous status and shows her success, this website fits in with her image and the genre she is associated with. 

3) I decided to view another international RnB female act, Rihanna she isn't as established as Beyonce so I wanted to see how a younger act who has just become more successful is promoted and publicized on her own website. 

This is the view you get as soon as you come on, with the artists face, signing up to become a member of her newspaper, her latest single, the website page menu and links to social networks they managed to get the vital things in one page. The colour scheme is clearly from her new album this is important since her image has changed her new image is shown on here to reinforce it. 

As soon as you scroll down her most recent event and albums are there which is advertising and makes the fan want to buy her album and the magazine which she recently starred in. 

These shows how effective brand identity can be from the pink that is used I associated it with the music video for her single "Only Girl In The World" also the photo's of her with red hair in consistent with her new look and therefore her new website. 

4) Next I looked into the website of a mainstream rock band Blink 182. 

This is the page that comes up first you have to click on the logo to enter the website properly. The logo is one that features on the albums and hoodies, the black background is a convention of rock as a genre. 

The site is set out in a simplistic way which allows the person who is viewing the site to access the information easily. The use of black and grey is consistent with the rock convention of dark colours. You're able to access social networking sites and become a fan by clicking on the icons. The way in which they say "blink" news is appealing and I plan to use that for my website.

5) Taylor Swift is a pop singer so I wanted to view her website to see how this genre differs from rock, indie and RnB.

The use of bright colours is very closely associated with the feel good mood that pop music as a genre tries to invoke. There is a new song of her's ready to play in the corner which is advertisement for her new single and in time album. The website page menu is clearly displayed  and there is also social networking icon's which they can become and fan and view Taylor Swift in different formats. 

When you scroll down the page there is further pictures of the artist. The tile format is attractive in displaying the news and music video's. The use of bright colours is continued through the website on all of the pages.

What I've learnt from this research is that on the home page of my website I need to have a picture of Scala along with the music video I have created and social networking icons. Also there needs to be a simplistic but stylish page menu. I am going to try and create a timeline of Scala's progress since collaborating. 

Through research of other choir's website i'll decide colour scheme and what style writing I want to use to incorporate both mainstream and choir conventions. 

Music Video- Audience Feedback

To get as much varied feedback as possible I decided to put posters up around school asking people to give my music video feedback, here's what the poster looked like. 

I went for the informal text as it'll be mainly students at the school ranging from 11-18 who'll be giving the feedback. 

I also asked family and friends to go online view it and give their opinion.

Audience feedback is the most important part of this piece because the success of a music video depends on how the audience receive it. 

http://www.youtube.com/watch?v=oIaYiJgFQks - here's the link to my video which will enable you to see the comments people gave. 

Music Video- Final Product

This is my music video embedded from YouTube.

Music Video- Initial Feedback

For the non- media background group I am going to conduct a focus group with categorised sheets which they can fill in so it is easy and quick for them to take part.


I knew I wanted to used the non-media focus group to concentrate on whether they understood the narrative of the music video, and also if lighting and editing was at a good standard. 


Here are the sheets I created I was able to sift through these more conveniently take notes and make adjustments than if I'd done a spoken focus group in which I had to take notes. 

The general feedback I got was that the narrative was understandable, with 6 people wanting this one guy and reacting to it in different ways. The seven sins was recognised by a few people but it was English literature people who identified this. But I was relieved that there was an understanding of narrative for all of the people in the focus group. 

Most of the group also understood the link between the longing for "Lust" and the lyric's ( especially the chorus). Although in further notes some said timing could be better for when "Lust" is shown, and I agree with them. But after trying to play around with the footage to fit it in with the lyrics I realised I would affect the narrative too the point of confusion for the viewer if I tried to move it into line with the chorus lyrics. 

In terms of lighting and editing all the comments were very praising with only one jump being noticed by one person. 

They commented that the overall product was fitting for the song and type of genre and I very different type of  music video with most choir ones being performance video's. I was pleased with this as I hoped that audiences would recognise this is different for choir's but this is because Scala is different and more mainstream. 

For the media background BTEC media student i'm going to take notes on improvements he suggests from watching the piece.  


The student felt my editing was done to a high standard, but he noticed a few jumps which I put a slide transition in and edited to cover. He understood the narrative of the piece, I voiced concerns about the storyline and that the Lust character is meant to be a memory or a figure of the girls and boy's imagination. I looked at slide effects and there was a dream one which seemed  ideal, I applied it to all the slides in which the figure of Lust is featured (which is usually at the end of the piece) I soon realised that I'd need to apply a slide transition before it happens because the sharp cut from normal lighting to the shots with the effect was too dramatic. 


I went and applied all the edits and transitions to do the dream effect and wasn't happy with the result, it was too edited for the genre it's in and I just personally felt it looked better without the effect on. This might make some viewers confused and be unsure of who/what is "Lust"'s role but it can be interpreted differently by different people. With him being a figure of some of the girls imagination or in the case of the green scene it could of been him who sent them photo's trying to get back into her life. It's all down to personal perception so the video will always mean different things to different viewers.  


This initial feedback was crucial as it allowed me to find mistakes and issues and improve on the strengths before uploading it on to you tube where it'll compete with other music video's from A levels and real music video's with large budgets.