Evaluation Part 4: " How Did You Use Media Technologies In The Construction and Research, Planning and Evaluation Stages? "

Below is a SoundCloud recording of my response/answer to this evaluation question.

Evaluation Part 3: " What Have You Learned From Your Audience Feedback? "

Below is a green screen video response to my answer for this evaluation question.

Evaluation Part 2: " How Effective Is The Combination of Your Main Product and Ancillary Texts? "

Below is a PowerPoint response/answer to this evaluation question.

Evaluation Part 1: " In What Ways Does Your Media Product Use, Develop or Challenge Forms and Conventions of Real Media Products? "

A music video follows the conventions of the typical and stereotypical influences that are imposed through the music video theory of Goodwin's Analysis Theory. After being part of a group previously, I decided to leave and venture into creating my own separate music video just over a month ago from now. I decided to create a romantic pop/ballad music video to Ariana Grande's - 'Tattooed Heart'.

I researched into various music videos within this similar genre of ballads and what I found in particular was the majority of these music videos featured heavily the artist and followed a simple yet relatable narrative. So, by learning from this, I decided to indeed follow this convention by heavily featuring my artist Chloe and keeping a simple yet relatable narrative of romance that the audience watching can strongly relate to. Within my music video, it follows the narrative of a young couple going on a date together at the Canary Wharf London Winter Lights Event. Throughout my video, it shows the two being heavily in love doing typical things that young couples do - for example - holding hands, hugging, kissing and chasing after each other. This is a common narrative seen within other real music video products. 

As my music video progresses, it also heavily features the singers iconic elements, which are the dazzling lights and the projector love hearts. I decided to use this because by looking at other conventional ballad/pop music videos like Ariana Grande's, her music videos usually consists of compelling and engaging visual effects. So, I felt as though it was more than essential to incorporate this idea/technique into my own music video through those props. I used christmas lights for the dazzling lights scenes and a projector which projected animated love hearts in front of and behind Chloe. I also learnt that most conventional music videos within this genre often have their mise - en - scene within their music video relate, be symbolic and represent the words being sung within the song. So, I again found it more than essential and necessary to do this in my video. For example, when Chloe sings the words 'Tattooed Heart' on the second verse/chorus, there is a focus pull from a blurry dazzling light heart to a clear and focused heart, which relates towards the words being sung in the song. 

I also discovered how the pacing of the majority of music videos essentially are fast paced and cuts in almost every shot to engage and keep the audience attracted and not become tired of what they're seeing on screen. As I found this to be a crucial element within real music video products such as Ariana Grande's 'Dangerous Woman' music video, I knew I also had to closely follow this convention in order to ensure that my music video fits within the conventions of what a music video should indeed look like. These are some of the elements that I followed from Goodwin's Theory in terms of pacing tempo and relating things on screen to the words of the song being sung. 

FINAL MUSIC VIDEO:

This is the official final version of my music video for my media coursework of: 'Tattooed Heart' by Chloe. Filmed, edited and directed by myself. 

'Tattooed Heart' Music Video Evaluation

For my music video, I made sure that I closely followed the given brief and specification for my music video 'Tattooed Heart'. I decided to work on my own after previously being in a group for the Adele music video. After deciding to part ways and make the decision to make my own music video with a new song and new but essentially similar artist, I embarked on the creative process and direction for my new music video. 

The theme that I was going for in this music video was to be cute, light-hearted, tongue in cheek and romantic, which was a narrative in which I felt anybody watching the video would strongly be able to relate to. I wanted the theme of love, romance, neon lights and high-key lighting to be extremely present and noticeable throughout my video as I felt as though this was striking and compelling elements in order to engage the audience and have them follow the story of two young people in love embarking on their date together in Canary Wharf. 

In my opinion, I feel as though I have followed the necessary and essential techniques of how a music video should look and feel towards the audience through the micro and macro-features that I have incorporated into my music video in terms of: props, lighting, neon lights, a change in setting throughout each act of the music video, mies-en-scene, and costume, which are all techniques that I feel as though makes a music video stand out and identifiable. 

Digipak Magazine Advert for Chloe:

This is my digipak magazine advert promoting my artist - Chloe's - brand new album 'A Love Story'. For my magazine advert, I decided to use the same album cover to feature on the front of the magazine advert so that the audience can easily identify themselves with the album. The advert also features social media details, album release date details, 5 star reviews from respected music magazines and, what single features on the album. The colour scheme for this magazine advert I created matches a pink theme which is the pink top you can see the singer wearing, along with the pink theme behind the CD's within the digipak. I edited this on Photoshop.

Digipak for: Chloe - A Love Story album

By leaving the previous group that I was in, I knew that I had to make a brand new digipak for my new artist 'Chloe'. After staying behind after school previously, we took multiple pictures with different lighting and the dazzling lights to fit within the digipak. I used Photoshop to edit the pictures together. This is all of the album cover, track list, lyrics booklet, photo album and the 2 CD arts put altogether. 

BONUS DVD:

This is the Bonus DVD. It features a lighter pastel pink tone/colour on the background of the CD casing to establish that this is an extra CD, whilst also using the same CD art to keep consistency. The typography for 'Bonus' is Infinite Stroke whilst the typography for 'DVD' is the 'Gill Sans'.

CD COVER ART:

This is the CD cover art for Chloe. It features the outside box of a lighter pastel pink colour which still fits the theme of innocent and cuteness of the artists and the rest of the album however, I chose to make both CD backgrounds a lighter pink colour so that this stood out from the rest of the colours and the consumer would immediately identify and establish that this is the CD for the album. I used both of the typography's from the album cover along with a extreme close up shot of the singer with her dazzling lights in front of her face from the video as the CD art. 

PHOTO ALBUM:

This is the Photo Album cover which features a mid-shot of the singer holding her iconic dazzling lights whilst also looking up and being happy. I used the consistent colour scheme theme of dark grey again with the typography font being of 'Gill Sans'. 

LYRICS BOOKLET:

This is the Lyrics Booklet which can be found inside of the album's digipak. This contains the lyrics to each tracks of the album. This features a close-up shot of the singer looking directly at the audience as they open the digipak. The colour scheme again is dark grey to fit the theme and keep it consistent along with the typography being of the font 'Gill Sans'.

TRACK LISTING BACK COVER:

This is the album back cover. It includes the track listing for the songs on Chloe's album, along with a bar/scan code, information copyright details and the artists record label, RCA. This cover features a mid shot of the singer again looking directly at the audience, with her signature christmas dazzling lights also being within the frame as this is her iconic theme. Again, I followed the colour scheme of a dark grey. The typography font used for the writing was the 'Gill Sans' font. 

ALBUM COVER:

This is the album cover for Chloe's 'A Love Story'. It features a close-up shot of the singer's face looking centre into the audiences eyes. I chose the 2 fonts for the typography of the album cover including the 'Infinite Stroke' to use as the singer's name as it looked handwritten and I used the 'Gill Sans' font as the title of the album as it was simple and easy to read. I made the background a dark grey colour with a hint of white highlights behind the singer to emphasise her to the audience. 

Pictures Taken for Digipak:

Below is a slide show of the pictures that I took of my artist Chloe. These pictures will be the pictures used for her digipak. These are the pictures that I had taken before editing. 

Feedback for my Digipak and my Magazine Advert for Chloe:

After displaying my first draft of my digipak and the first draft of my magazine advert for my digipak in front of my classmates and my teacher and received feedback on how to improve on this. I was told that people didn't necessarily like the choice of font that I used, some of the photos inside of my digipak and the colour scheme of my digipak. I was also told that they weren't in favour of my magazine advert for my digipak either due to the bright colour scheme being distracting and the choice of multiple fonts. So, I was advised to change some of the pictures, change the font to a more simpler font and change the colour scheme to a darker colour.

First Draft of Magazine Advert for Digipak of Chloe:

This is the magazine advert advertising the digipak of Chloe. It features the same scheme of the digipak in terms of the projector lights so that the audience can relate the album to the magazine advert. It also features the release date of the album so that the audience knows when to expect the album, along with the ways the audience can listen to the music and where to keep up to date with the artist on social media.

First Draft of Album Digipak for Chloe:

This is the first draft of my magazine album digipak. It features the artist 'Chloe' in every section of the digipak so that the audience knows who the artist and can easily identify with her. It features the love hearts that I used for the projector scenes along with her iconic dazzling lights. I decided to use a brighter colour scheme to fit the appeal of that attributes of the artist being cute, young and appealing towards the younger audience of girls. 

Today, myself and Chloe stayed behind after school to film the re-film the final act of my music video. We used the dazzling christmas lights but, to our advantage, we had access to using a stage. This is what I felt would be perfect for the final act of the video as this would ensure that I grand ending would be visible from this location. I also played around with the lighting to evoke different atmospheres and moods. This is where I also took the new pictures for my digipak for 'Chloe'. 

New Font Research:

As I knew that I had to create a new digipak for my artist Chloe, I research on dafont.com different fonts in which I could use as the typography. After spending extensive amounts of time researching, I came across 1 font choice which caught my attention and that will essentially be used within my digipak. I also found another font from Photoshop which fitted the font I wanted the album typography to be. The 2 font choices were:

Infinite Stroke:

Gill Sans:

After filming what we had filmed the day before previously, I began editing into the already existing video the extra shots. We also re-shot the piano sheet scenes at the beginning and end of the video because the previous one had 'Ariana Grande' on them which I noticed, so I reshot the scenes with a edited version of it now saying 'Chloe's' name. 

Today, me and Chloe stayed behind during school to film an extra scene for the 'Tattooed Heart' music video. After multiple things went wrong during trying to find a room to film in and difficulty with the camera, I still managed to record some footage to put into the music video. The scene I filmed consisted of christmas lights behind Chloe, along with a microphone stand and her singing into it. 

After re-evaluating this scene in particular, I decided that I may in fact re-shoot these scenes in the desired location that I initially wanted in the first place, which was in a darker room with spotlights and more cinematography shots available. I will be looking to do this on the following Thursday.

Feedback from first draft of 'Tattooed Heart'

Below are some of the feedback that my media teacher had left and a student from my class had left after screening the first draft for my music video. What i found people enjoyed most about my video was that the dazzling lights in the background were nice and that the cinematography with silhouette and love heart projector scenes are lovely. But what some noticed were that the cuts could be much shorter than what they were. By receiving this feedback, i will take these points on board and improve upon my video to ensure that everybody enjoys and likes the final product of the music video. 

After filming the projector and Christmas lights scene, I stayed in school for 4 hours to edit the music video with the inclusion of the lip syncing scenes, piano scenes and Christmas lights scenes. After putting these scenes into the editing reel of the music video, I spent the time to put it all in the correct place and align the lip syncing with the words of the actual song.

'Tattooed Heart' First Draft Music Video

This is the first draft for the new music video 'Tattooed Heart' by Chloe, filmed and edited by myself. The music video revolves around the idea of Chloe (the artist) going on a date with her boyfriend in London. The music video features the singer on a piano, in front of dazzling background lights and in front of a projection of love hearts. By knowing that this is only the first draft for the video, it is inevitable that there're still some more things that I need to film and edit better to make a final complete music video. This will be done in due time.

Today, myself and Chloe stayed behind after school to film the lip sync/miming scenes for the music video. We used the location of the art gallery room. After setting up the projector, I projected the love hearts onto the wall, in which Chloe would stand in front of and lip sync for the performance aspect of the song/music video.

After taking multiple camera angles, camera shots and focus pulls on this part of the lip syncing, we then moved onto the Christmas lights scene. Once hanging the Christmas lights on the ceiling and having them drooped down in front of the plain white wall, I began filming the lip syncing scene in front of the Christmas lights. I filmed this multiple times with different shots, high key and low key lighting along with focus pulls to enhance the dazzling lights behind Chloe, creating a cool effect for the video.

I also got the Christmas lights shaped as a love heart on the wall and filmed this with focus pulls. I filmed the love heart by turning it on and off.

The Props

What we will be using as part of props will be: a canon camera, a tripod, an electric piano, Christmas lights, a microphone + stand and a projector.

• The electric piano will be used for Chloe to play piano whilst miming to her ballad single.

• The Christmas lights will be used for Chloe to perform in front of, giving the effect of dazzling lights whilst she mimes to the song.

• The projector will be used to project the moving love hearts on the white screen, which is what Chloe will also be singing and briefly dancing in front of.

Costumes

• This is what Chloe is wearing is wearing within the love heart projector shoots. It is simple, elegant and trendy with the choker, jeans and knee high heels.

• This is what Chloe is wearing during her piano scenes. It is again simplistic, sophisticated yet still following a trendy look, which would appeal to her target audience.

The Location for the projector, piano and dazzling lights scenes

The location for the 'Tattooed Heart' music video will majorly be taking part within our school's art gallery. I decided upon this location because it fits the theme of lighting used for the projector scene, along with the Christmas lights scenes as the room (when dark) exaggerated both of the scenes to my liking and stood out well against the plain white wall. I chose this location as it best fitted the simple theme that I was looking for for the piano scenes, along with the dazzling lights scene and for the love hearts scene as this background would work best for the projector.

Another location that I used for the music video was Canary Wharf in London. During this time period, the Winter Lights were on for a limited time. This location was perfect for the music video because it has a variety of dazzling lights displays ranging from angels, silhouettes and LED light displays. This location complimented the narrative of the music video well due to it being colourfully lit and full of places for couples in a relationship to go to.

Today I began editing all of the footage that had been recorded at Canary Wharf as part of the narrative for the music video. I done this on Final Cut Pro and have placed all of the scenes for the narrative together in the right order in which I wanted the narrative to be told throughout the story. I will be filming the extra scenes early on within the week to add to the music video.

Today, myself, Chloe, Harry Arnold and a couple of my friends made our way up to the Canary Wharf Winter Lights event up London to film footage for the narrative of my music video, the romantic couple on their second date. We took a Canon camera and a tri-pod with us. Whilst I filmed the majority of all of the shots, the shots that I was included in myself were filmed by Harry. We managed to film the scenes we needed, which included me and Chloe together by the different lights, angels, silhouettes and the LED light exhibits.

Below are some pictures of what we managed to film over on the day of the Canary Wharf shoot.

Tattooed Heart - Storyboard Animatics

Below is a video that i made on the editing software 'iMovie'. I placed the song and the storyboards that i had previously made together in order to show the order in which the storyboard happens during the duration of the song/video, along with it being played in time and cutting to shots in which i hope to achieve when making the official video. 

STORYBOARDS

Below are the storyboards for my 'Tattooed Heart' music video. The storyboard illustrates how the music video is intended to look and to try and show how the narrative will look within the video. There're some brief descriptions within my storyboards in terms of what certain shots/camera angles are, directional arrows and descriptions of what is within the scenes. 

New Narrative for 'Tattooed Heart':

As I am now making my own music video, a new narrative is needed. I have decided that the narrative for the 'Tattooed Heart' music video will follow Chloe embarking on her second date with her boyfriend Tyrell. The 2 will be embarking upon the streets of Canary Wharf in London with the Canary Wharf Winter Lights event being on. The 2 will be enjoying themselves whilst on their date, with the 2 doing stereotypical loved up couple things like cuddling, holding hands and being happy within eachother's presence. Throughout the music video, you will be shown Chloe singing on a piano, in front of Christmas lights and in front of love hearts being projected onto her and the background. This will show Chloe in all of her glamour.

The Production Log

This below shows the time, date, filming locations, props, what the scene is and the cast needed in which me and Chloe have planned to meet and film my music video.

Canary Wharf: The Winter Lights

As part of the concept of the singer 'Chloe' going on her date with her boyfriend, I decided to shoot these scenes at the Canary Wharf Winter Lights Event within London. This would be the location with the scenes of Chloe and her boyfriend being together on their date. Below are some pictures of the location.

Similar Music Videos To Chloe:

Through Ariana Grande being an extremely similar artist to my new artist 'Chloe', I decided to do some research by using YouTube to see how Ariana Grande's music videos looks so that I can have an insight into how my music video should potentially look. 

Ariana Grande - ' The Way ' :

Within this music video, Ariana appears to use a projector over her body with a variety of wide shots and close ups of her singing into the camera and at the audience. I feel as though by incorporating a projector into my music video, this would be a good technique for me to use as this would engage my audience and be a cool technique if executed successfully.

Ariana Grande - ' Dangerous Woman ' :

Within this music video, we see Ariana Grande again use the projection of moving colours and images, which is an element I feel would work best within my music video and would fit the theme. We see Ariana here with nice hair and good make-up, which is how my artist 'Chloe' will also look like. 

Similar Artists To Chloe:

Whilst 'Chloe' is extremely similar to the previous 'Jazmine' artist and extremely similar to Adele, Alicia Keys and Christina Aguilera, I found that she is also especially similar to the like of the young artists like Ariana Grande and Selena Gomez. I feel as though she is extremely similar to these young artists due to the fact that Chloe is also young, is extremely trendy and fashionable, cute, innocent and cheeky, which I feel is extremely similar to these 2 artists in terms of looks wise, appeal wise and visual wise in terms of their music videos and what they like to sing about.

New and Final Song Choice for my Solo Video:

Due to leaving my previous group, I have had to ensure that I have a new song for my new artist to sing and perform. Below is the audio for the new song that I will be using for my new solo music video. I have decided to choose the song 'Tattooed Heart' by Ariana Grande which is the song my artist - ' Chloe '- will be singing/performing. I chose this song because I feel as though it best represents the innocence, youngness and cuteness of my artist Chloe. Also, for the narrative for my music video, I envisioned having it set around the theme of a young romance. So, due the nature and context of this song, I decided this would best represent the narrative that I want to create. The song is slightly more upbeat and has a younger feel to it which I felt best fitted with the image of my new artist compared to my previous artist within the previous group. 

'CHLOE'

'Chloe' will be the artist that I am using for my solo music video. I have essentially replaced the actress playing as the musician from Jazmine to now Chloe. 'Chloe' the artist is not drastically different from Jazmine in terms of her attitude to music, despite Chloe now being slightly more upbeat, light-hearted and trendy. Chloe is a young teenager who used to attend the performing arts school of The Brits School. That is where she perfected her singing and acting skills, which later landed her an international record deal with RCA Records once she was discovered through her regular song cover videos that she uploaded onto YouTube. 

The type of music she makes again is similar as it is contemporary pop ballads about love, which links to her similar artists of Christina Aguilera, Adele and Alicia Keys. But I also feel as though Chloe is overall very similar to Ariana Grande due to her cuteness, trendiness and innocence. Chloe sings about being in love and enjoying her youth. She again likes to keep up to date with trends on social media and enjoys keeping contact with her fanbase. Chloe similarly appeals to the target audience of teenagers and young adults, preferably girls/women, ranging from the ages of 8 year olds - 25 year olds+ as the primary target audience. Her psychographics would also again be in the category of ABCD and E as her music is relatable and can preferably relate to anybody regardless of where they are within the hegemonic social structure in society. 

UPDATE:

After consideration, today it was decided that I left both Jazmine and Danny from the previous music video due to conflicting time schedules, poor communication between team members, an extreme lack of team work and absences of certain team members, preventing the further development of the 'Love In The Dark' music video. Because of this, we have split into 3 and each member is now focusing solely on their own projects. For the artist who performs within my music video, I have asked one of my Sixth Form friends Chloe Ashdown to perform as my artist 'Chloe'. This way, I can film, edit and direct my own music video with another actor starring as the performer.

I have decided to change focus and direction for a new music video in which I will be creating entirely by myself. This will consist of me being in charge of the cinematography, editing and mise-en-scene for my new music video. Inevitably, I have had to find a new performer to perform as the star/singer within the music video. This will be by one of my sixth form friends Chloe Ashdown. She will be portraying the artist 'Chloe' with her new debut love song 'Tattooed Heart'. Whilst a new concept is being thought of for the new music video, ideas are slowly being put together. Whilst the artist of Chloe is similar to Jazmine, Chloe is more trendy, in touch with her feminine and fun side and is cheeky, colourful and extensively happy/energetic.

Overall, I feel it is best that I have decided to depart from the group and focus solely, invest all of my time and engage all of my effort into making a music video that I will be proud of, fit my vision and will be accomplished by the set due date. This will also ensure that I can work at the quick and fast pace that I usually like to work in and this will ensure that I have full control and creative control over how the music video will look.